Baraboo Tent & Awning thrives under Moon Family

By Ben Bromley / News Republic

Baraboo Tent & Awning is a half-dozen small businesses under one umbrella.

It makes awnings and rents tents, of course, as the company's name suggests. But in between commercial awnings, which are its No. 1 product; and tent rentals, which comprise only a small fraction of its revenue; the business makes boat covers, banners, convention center displays and — you guessed it — umbrellas.

There's much more to this longtime family business than its name implies. Research and development has helped the business enter several niches, such as making chaps for welders, as well as straps that hold cows' legs to make the hoofer's job easier. Even if you don't need a tent or an awning, this company has you covered.

"Baraboo is a small market, so we have to be everything to everybody," said Andy Moon, vice president and part-owner.

The business' speciality is designing and manufacturing custom awnings. Major customers include Culver's and Perkins restaurants. The Moons often take on last-minute projects, sometimes supplying awnings with only a few days' notice. "We've gained these customers because we've been flexible," Moon said, noting that this sometimes involves working overtime. "If it was easy, everybody would be doing it."

The business' ability to take on large, last-minute jobs was enhanced in 1999 when it moved from Second Street — the building now houses Wegner LLP and other firms — and built a 21,000 square-foot plant off state Highway 123. A one-floor layout improved efficiency, and adding 5,000 square feet boosted capacity. "We made the right move in coming out here," said president Clyde Moon, Andy's father.

He's the Wisconsin Dells native and ex-road builder who bought Tent & Awning in 1976 with wife Carolyn. Other than the move, the biggest change has been an ever-increasing reliance on technology. Boat covers aren't patterned and cut manually any more — it's done by a giant machine with a blade resembling a tiny pizza cutter. Large printers crank out full-size banners designed with computer software. The sales staff uses full-color renderings when making pitches. "We'd be lost without it right now," Andy Moon said of computer technology.

The business faced a crossroads in the late 1990s as Clyde and Carolyn Moon sought a successor and their 1917 building was bursting at the seams and in need of renovation. Andy Moon had planned to become a teacher and athletic coach, but in 1996 opted to join the family business and help it grow in a new location. "It was an opportunity I didn't want to miss," he said.

If not for that decision, the family would have sold the business. "If he weren't here, we wouldn't be, either," Clyde Moon said.

Baraboo Tent & Awning's customers range from independent inventors to Wisconsin Dells resorts, restaurant chains and Ho-Chunk Casino. Its busy time stretches from April into late fall, but none of the firm's 20 employees is laid off over the winter.

Baraboo Tent & Awning is the exclusive vendor of awnings and umbrellas for Culver's, which established 21 new restaurants last year. Tom Williams, Culver's director of building design and development, said Baraboo Tent & Awning is always quick to solve last-minute problems. "They give us great service," Williams said. "They take very good care of us."

The Moons see potential for growth in the rising popularity of "shade structures" being built at hospitals, schools and child care centers. They also foresee the graphics department, which creates banners and convention displays, becoming a more important segment of the business.

Meanwhile, they plan to serve existing customers, such as Culver's 377 franchises across the country. "They've been good partners for Culver's," Williams said. "It's always fun to work with good people."