Customer Spotlight: LeMaster Equipment & Party Rental
Strong customer relationships are built one event at a time, and few people understand that better than Steve Marcsisak, Event Rental Manager at LeMaster Equipment & Party Rental. Based in West Bend and Hartford, Wisconsin, Steve has helped customers bring everything from backyard celebrations to large community events to life while building a reputation for dependable service and practical expertise.
In this edition of Customer Spotlight, Aztec Tents Regional Area Manager Eric Christensen sits down with Steve to talk about his journey in the event rental industry, what makes the business rewarding, and the lessons he's learned along the way.
What first drew you into the tent rental industry?
Honestly? It started as a summer job for me. I didn't want to be stuck indoors and the company was right down the road from my parents' house. As I learned more about the company and the industry in general, I found that I really liked working in logistics and found great satisfaction in bringing people's events to fruition. I love starting the quote process with a customer and seeing it all the way through installation and removal. Now at the head of the company, I am incredibly thankful that I started at the entry level—it really helped me learn the business and where we were coming up short. I hit the ground running as soon as I had the keys!
What's something about the tent rental industry that completely surprised you once you got started?
I didn't expect the diversity in types of tent rental companies. I wrongly assumed that every company started in a similar way—small tents and some tables and chairs. After networking a bit and being exposed to other companies and their strategies, I found that the differences are endless. Some companies stay entirely away from pole tents. Some exclusively deal with structures. Some go all the way down to glassware etc. for weddings and some don't do weddings at all. It's made for a really neat experience, heading to shows like ARA and MATRA and really picking the brains of other professionals. At every tent company's core, I believe we face similar challenges—but we often arrive at different solutions.
Every rental company has a story that gets told over and over. What's your favorite "you won't believe this happened" event story?
My crew and I showed up to pick up a tent at a local fair—but the tent was gone. Another company had mistakenly removed our tent, thinking it was theirs. It was a shock and a temporary headache, but it saved me some overtime!
What's one lesson you've learned the hard way that could save another rental operator a headache?
Don't buy what you think will rent—let your customers tell you. Some of our highest ROI items never would have been on our radar if it wasn't specifically by customer request. Find a way to track requests that you were not able to fulfill and consult that when it's time to spend. It seems simple, but our ROI has never been higher. In some cases, given enough lead time, I will book equipment that we don't yet own—knowing that a reliable network of vendors and other rental companies will be able to come through for me. Those relationships are worth so much.
What's a common misconception customers have about tent rentals that makes you smile every time you hear it?
You can just skip that stake, right?
What trend or change in customer expectations do you think will have the biggest impact on our industry over the next few years?
An emphasis on customization! Nobody wants a pre-made package. I am beginning to hear more and more from customers (not just weddings!) that they want options to review/compare. Owning different items and being able to highlight the differences as features is the name of the game.
What's the best advice you've received since entering the tent rental business?
Spend a little more on quality products. Cost cutting is great and all, but longevity drives ROI more than anything else. When I took over here, I inherited plenty of quality stock—and also plenty that was out of the bargain bin. Years later, the quality stuff is still around and looks good. Can't say the same for the cheaply made items.
What's one piece of equipment you couldn't live without, and/or one piece you'd happily launch into orbit?
The answer to both questions is our stake drivers. Without them, we clearly wouldn't get very far, but they are the most finnicky things I've ever dealt with. They have a tough job and they are obviously a necessary evil. But even with daily checks and scheduled maintenance, they can be a headache. The minute someone makes one of these to be bulletproof, I'll hand them a blank check.
Answer the question that you’d wished I had asked you:
What brings me back to Aztec? First and foremost, our regional sales manager has been a phenomenal asset to us. I love a fellow tent nerd and Eric fits the description! He's been a great knowledge base for us, and not just in Aztec's inventory. In addition to being helpful through the ordering process, he's also been great at advising on pricing, making connections with other rental houses, etc. I've even dragged him out on a couple installs of our new Aztec systems so he can coach me and my staff on unfamiliar products. Besides that, the products themselves have all been top-notch. If we've had a little hiccup on stitching or anything, it's always been resolved immediately. I have yet to find better pricing for the quality. We love our Aztec products!
