TEXTILES.ORG
Think of the last big outdoor event you attended. There’s a good chance it included a tent, whether you were at a community festival, a business gathering or a wedding reception.
For decades, customers across the country have relied on Rosholt, Wis.-based Charnecke Tents for high-quality tents of all sizes. “We have customers who come back to us year after year,” says Jenny Cole, co-owner and vice president of Charnecke Tents Inc., which manufactures, sells and rents tents.
Cole and her brother, Ken Jr., are part of the third generation to manage this family-owned and operated business, which celebrates 95 years in 2024. It all started in 1929, when there was a big party in Wisconsin. Ed Charnecke, Cole’s grandfather, led the revelry as a pair of newlyweds celebrated with family and friends. Ever resourceful, he saw a business opportunity.
“Grandpa Eddie purchased a large canvas tent that customers could rent for their events, plus he provided the entertainment, since he played the concertina in a local polka band, The Rhythm Kings,” Cole says.
This entrepreneur even supplied his customers with his own home-brewed moonshine. “Yes, Grandpa Eddie was a bootlegger,” Cole says. “He was such a character, and he was a one-stop shop for parties.”
Charnecke Tents quickly gained a loyal following, as Grandpa Eddie found a way to make a living by renting tents and having fun. Fast-forward to the late 1970s, when Cole’s father, Ken, joined the company. Ken shared many of his father’s positive traits, along with a broader vision for the future of Charnecke Tents. “Dad decided to make his own tents and learned how to sew,” Cole says.
When Cole was growing up, Charnecke Tents was strictly a tent-rental business. In high school, she helped set up tents for customers who were hosting church festivals, picnics and other events around Wisconsin. While Cole didn’t mind the work, she didn’t plan to go into the family business full time.
“I went to college for interior design and worked in sales before I decided to rejoin the family business 20 years ago,” says Cole, who co-owns Charnecke Tents with brother Ken Jr. and her husband, Jay Cole. “Dad retired in 2018, and we’re proud to continue the tradition of inventiveness and hard work instilled by generations of our family before us.”
Growing in new directions
As the business evolved, Charnecke Tents continued to rent tents and began selling them. As the company has grown and expanded into new areas, communication has been key to making these transitions successful. “We run this business as a partnership, and we each have our own strengths and focus on different areas of the business,” Cole says.
Today, the company specializes in both tension and frame styles of tents in a variety of color combinations. Charnecke Tents’ high-quality tents are manufactured in Wisconsin from American-made vinyl and aluminum. “We use American-made components and fabrics whenever possible because we’ve found they are the most reliable, durable and highest quality,” Cole says.
Each tent is built to the customer’s specifications. Tents range from 10 feet by 10 feet to 80 feet by 240 feet or larger. Styles range from band shell tents for outdoor concerts to tents with translucent tops for elegant occasions.
“Our approach to business is hands-on and no-nonsense,” Cole says. “We do everything we can to exceed the expectations of our customers, while treating them as part of our extended family.”
For some customers, exceeding expectations means providing customizable, washable, polyester pole covers that mask the appearance of traditional metal side poles or center poles. “We work hard to provide personalized service, attention to detail, and a commitment to fulfilling our customers’ needs,” Cole says.
This resonates with customers such as the swap meet vendors at the Iola Car Show and the event’s organizers. This “meeting of the muscle” is held each July in Iola, Wis., about an hour west of Green Bay. “My dad was part of this classic car show right from the beginning when it started in the 1970s,” Cole says.
Iola is the epicenter for auto enthusiasts in the Midwest. The event features celebrity guests (including stars such as Henry Winkler from Happy Days), concerts, food trucks and fair-food vendors. This world-class event is one of the biggest car shows anywhere, boasting 2,500 show cars, 4,000 swap meet spots, 1,600 camping sites and more than 130,000 visitors to a town that the rest of the year has about 1,200 residents.
Charnecke Tents is a preferred vendor for the Iola Car Show, supplying up to 100 tents in a variety of sizes, with the largest measuring 60 feet by 100 feet. “It takes two full days to set up these tents and one day to take them down,” Cole says. “We have 20 to 25 team members who help.”
Fourth generation joins the company
Summer is a busy time at Charnecke Tents. While the company has about 12 full-time employees year-round, the company adds 10 to 15 part-time employees (mainly high-school and college students) during the summer. Some of them later join the company as full-time employees, Cole says.
One of the newer employees is Cole’s niece, Emily Charnecke, 26, who is helping with marketing and social media. “She’s the fourth generation of our family to be part of Charnecke Tents,” Cole says.
Marketing has changed dramatically since Cole joined the business full time 20 years ago. “Back then, marketing was mainly trade shows and word of mouth. Today, we also rely on social media like Facebook, Instagram and LinkedIn as well as email marketing.”
It’s important to stay in front of customers on a regular basis, since Charnecke Tents’ products aren’t impulse buys. “With some of our products, we may work with a customer for five years before they’re ready to buy,” Cole says.
Helping educate customers about options is an important role Charnecke Tents can fill. Clear-top tents have become a popular wedding reception trend, fueled by social media and wedding blogs. With their translucent ceiling panels and open feel, clear-top tents bring the outside in, especially when the event is surrounded by gorgeous scenery.
“These tents can be beautiful, especially when they’re lit up at night,” Cole says. “They can get hot, however, during the day. We appreciate the opportunity to share tips like this to educate our customers.”
Selecting the right type of tent and positioning it properly help Charnecke Tents’ customers enjoy fun events filled with memories that last a lifetime, Cole says. “I’m really proud of what this company has become and am grateful to be part of this family legacy.”
Darcy Maulsby is a freelance writer based in Lake City, Iowa.
SIDEBAR: Project Snapshot
Cleaning up with CCC Washers
Parties are fun for people but tough on tents. Setting up tents, breaking them down, packing them away and hauling them from event to event can take a toll on the fabric. That’s why the Charnecke Tents team offers practical solutions to help customers care for their tents and keep them looking new.
“My dad, Ken, wanted to wash his own tents, so he and my brother, Ken Jr., designed their own washer prototype,” says Jenny Cole, co-owner and vice president of Charnecke Tents.
Their design proved successful, allowing Charnecke Tents to expand its product line through a subsidiary company, CCC Washers Inc. The washing equipment offers a simple, efficient way to save on labor while cleaning tents of all sizes. “We’re always trying to innovate and save our customers time and money,” Cole says.
CCC washer models are fully automatic, and the largest model can wash up to 3,000+ square feet of tent material. Some of the smaller models are portable.
“Tents stay looking great for years when cleaned regularly in our washers,” Cole says.
Sidebar: Q&A
What’s your advice to young people who want to succeed in this business?
It’s vital to be service-oriented and enjoy helping people. It’s also important to listen to your customers. Thanks to customers’ feedback, we’ve tweaked our products to make them easier for people to use. We continue to look for new innovations to serve our customers better. We mentor our young team members to provide this level of personalized service.