Plainscraft Covered Wagons

Photos by: John Burns

Five years ago, while serial entrepreneurs Dennis and Donna Steinman were looking for a new business venture, they discovered a trend taking the outdoor hospitality industry by storm: glamping. At the time, glamping (glamorous camping) meant luxurious tents with furniture, amenities and even air conditioning. Dennis had a vision to take glamping to the next level. Instead of a tent, why not experience the great outdoors from inside a traditional covered wagon like those the pioneers used to settle the West?

With a few modern improvements, of course.

Dennis’ love for covered wagons began at an early age. His father built one that Dennis and his sister would drive to the fair with the help of the family pony.

“I’ve always been fascinated by these schooner wagons and especially the grit of the people who traveled across the prairie with only what the wagons could carry,” he said.

That fascination soon had Dennis sketching ideas for what a glamping covered wagon would look like. He enlisted the help of a friend who was experienced with CAD design, and together they slowly developed the blueprints of the first covered wagon, working through the specifications to make sure it was structurally sound. Once the initial plans were drawn up, Dennis built the first two wagons himself, in the corner of a little building in Perry.

“Of course, I made a lot of changes along the way,” Dennis said. “So much of this process was trial and error.”

That trial-and-error process helped solve the problem of shadows showing through the canvas cover at night by creating a proprietary multi-layer insulated cover that is manufactured for them by a company in Colby, Kansas.

They sold the first PlainsCraft wagon to an 80-year-old lady who was friends with Dennis’ sister. She lived in Colorado but ordered a wagon to put on the family farm in western Kansas so she would have a place to stay when she visited family.

“She didn’t even want electricity,” Donna said. “She just wanted an authentic covered wagon to stay in.”

Dennis and Donna knew they were onto something. They just needed more working room

to make their vision a reality, so PlainsCraft moved operations to a larger facility in 2019 at 435 NW Independence Ave.

That space should have been more than adequate, but when the pandemic shut the country down, everything associated with outdoor hospitality experienced a surge—RVs, boats, UTVs, camping equipment, and glamping.

“People really wanted to find alternative experiences that they could do with family and friends outdoors,” Dennis said. “That is where these unique structures come in. With our wagons, people find those unusual adventures.”

The first official hospitality industry sale came from attending the Wisconsin Association of Campground Owners trade show in Wisconsin.

Dennis took a wagon to display at the show and someone from Apostle Island bought it on the spot.

After being married to Dennis for 34 years, Donna understands all too well his entrepreneurial spirit. But that doesn’t mean she didn’t think this new venture was a little crazy. When the pandemic forced

stores to close, Donna decided the time was right to shutter her retail store in Lawrence and enjoy a well-earned retirement.

Dennis was in the process of moving into the new location with the help of his friend Bill Taylor, who was retired from the military. So, Donna went to lend a hand.

“Bill was just going to move us in and help us with trailers while we were at the trade show in Wisconsin,” Donna said. “Neither one of us really saw it coming, but we are both still here. I thought I was retiring, instead I am busier than ever decorating covered wagons.”

Marketing through trade shows across the country, paid advertising, social media and word of mouth paid

off. Zion Weeping Buffalo Resort in Utah purchased 20 covered wagons in 2020 and built an entire resort experience around them.

“I think that sale is what really put us on the map,” Donna said.

PlainsCraft sales to campgrounds and resorts went sky high. But increased demand meant more orders to fill, which required more space to build wagons. Fortunately, the space next to them became available last year, allowing PlainsCraft to double its footprint.

It takes the PlainsCraft team about a week and a half to build two wagons. This year they expect to build 80 wagons.

“Sales are on a steep growth curve right now,” Dennis said. “At this rate, it won’t be long before we will be needing a bigger space once again.”

Taking the business to the next level means more than just sales. Now up to 11 employees, they have streamlined their processes and procedures, perfected the blueprints, implemented quality controls and installed safety protocols.

And they are creating gorgeous wagons that are turning heads across the country. Outdoor hospitality providers can choose from seven configurations ranging from a two-person wagon with a king-sized bed, nightstands, table and chairs and a full bathroom, to a bunkhouse wagon that sleeps 12. Every wagon is fitted with a 2-ton air conditioner/heat pump (cleverly hidden in the wooden box at the rear of the wagon), a proprietary all-weather insulated cover and a lockable door with an operational window. Prices range from $35,000 to $50,000 depending on the configuration.

Glampers expect a luxurious experience but also want to feel that the furnishing are rugged and period appropriate. That is where Donna’s expertise comes into play.

“When I owned my store in Lawrence, I used to buy furniture from a mom-and-pop company in Missouri who would dry all their own wood and build everything by hand. I order our nightstands from them because they are durable and beautiful,” Donna said. “A Washburn University teacher builds the beds, doors, and cabinets.”

Once a wagon is built and the furniture placed inside, they shrink wrap them and load two at a time onto a flatbed truck to be shipped to their destination.

“Drivers love hauling these for us,” Dennis said. “Every time they pull into a stop, someone asks them what they are hauling because of the odd shape.”

When PlainsCraft wagons arrive at a campground or resort, they are set up just like an RV, complete with water and electricity hook-ups.

“More than 95 percent of the wagons we sell have bathrooms,” Dennis said, “so, we designed them to access the water facilities already in place.”

Dennis sees a bright future ahead for PlainsCraft because the number of glamping covered wagons the U.S. right now is tiny compared to the market demand.

“We are on an aggressive growth track,” Dennis said. “But quality remains our number one priority. I try to live by what Henry Ford said, ‘The two most important things in any company do not appear in its balance sheet: its reputation and its men.’”

While supply chain issues have caused some major headaches this year, the one thing Dennis hasn’t had to worry about is employee turnover.

“What we’re doing here is kind of fun. We have a great team spirit, and we are making a really cool product that our employees are proud of,” Dennis said. “We are all on the same page.”

As for the PlainsCraft reputation, Dennis and Donna stake their future on it. In fact, the gorgeous covered wagon sitting in the PlainsCraft showroom right now is headed home with them.

“We want to enjoy glamping for ourselves once in a while,” Donna said. “Plus, when people fly in to look at our wagons, it will give them a chance to actually experience them.”