VIDEO BLOG: Steinhafels & Pabst Theater Group’s New Project – Home and History at Turner Hall

Here at Steinhafels, our mission is to help customers create the homes of their dreams.

In recent years, we’ve been looking at ways to expand that mission into our local communities. One of those partnerships has been with the Pabst Theater Group in Milwaukee. As long-time members of the Milwaukee business and entertainment communities, it really is a perfect match. The Pabst is known for creating an inviting and comfortable atmosphere for its performers as they prepare backstage, and Steinhafels helps customers create that same feeling in their homes.


It all started a little more than a year ago, when we worked with the backstage staff of the Pabst on a full-scale remodel project. Our designer worked to keep the character of the space, with some comfy, modern touches. Everyone loved the results, and we’ve heard that performers have complimented that new space many times since the redesign.

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In addition, we’ve partnered with the Pabst on several contests and other fun, social media driven events over the past couple years. It’s been a great way for Steinhafels to get more involved in the local entertainment community, and for both businesses to spread their messages to new audiences.

However, since interior design is the backbone to this relationship, we thought it was time to get another design project going! This time – Turner Hall Ballroom on 4th Street. The Ballroom is located within Turner Hall, a National Historic Landmark. The Ballroom has a rustic, lofty feel, and is the perfect backdrop to an eclectic mix of shows.

The Pabst Theater Group approached us, mentioning the Turner Hall Dressing Room needs some love. That’s when we employed the talents of our Decorating Solutions Interior Designer Jenii Kluver. Jenii loves music, and has an edgy, eclectic style – perfect for this project.

We started with a tour of Turner Hall’s backstage area, followed by Jenii’s design presentation at our Oak Creek store. Check out the Video Blog:

((Keep Reading Below))


Any design project requires an initial walkthrough. The Turner Hall backstage walkthrough was a great chance for Jenii to get a feel for the space, meet the crew, and take some pictures and measurements.


As we mentioned, Jenii was the natural choice of designer on this project because she loves live music. In fact, she recalls a recent occasion that has her loving live music more than ever. “I got engaged onstage at a concert at the Rave, so this is right up my alley! This is just something that means a little more to me – to work on something having to do with music.”

Sasha Molin is Hospitality Director for PTG Live Events. She showed us the space, and explained what they are looking for. “We mostly wanna use this room to add more seating, make it more appealing, and make it so it can accommodate a variety of group sizes. It’s kind of a commercial space, kind of not.. it’s more personal. It’s definitely cool and different, I’m just excited to see how the room can transform, and how much I can fit into this smaller space, and utilize what we do have.”


Both Jenii and Sasha agree the history of the building is vital to the design, and they don’t want to take away from that. Jenii says, “I’m excited to give this room a little TLC and have it be more accommodating and welcoming, but still explore the history and feel of the space. We want this place to be a home away from home, and the only way to do that is with some quality furniture and a nice layout.”


Jenii sets to work taking room measurements and getting some pictures to help with her 3D design renderings. Like any design project, you have to start with the basic logistics/limitations of the room, and go from there. It’s like a puzzle, and our designers are great at solving it!

Sasha was also involved in our Pabst Theater backstage redesign, and is looking forward to this new challenge. “I’m excited to work on a totally different space than the Pabst backstage. This one is smaller, but more open, and there’s natural light!”


After the initial design consultation, the interior designer takes the information (measurements, pictures, etc) and puts together an in-store presentation for the client(s).


Jenii works out of Oak Creek, so the Pabst crew paid a visit to our Superstore on South 13th Street right off I-94. Sasha says she was pretty impressed by Jenii’s 3D design presentation. “I thought it definitely made the experience that much better in visual form, and to see a 3D mock-up of how it will look in the room is really helpful.”


Tiffany Coris does Sponsorship and Marketing for the Pabst Theater Group. She adds, “The 3D program and the presentation were really impressive, really put together. It’s also good to see a couple other options – you don’t always get a feel for how good the first option is until you see other options.”

As a designer, Jenii says the 3D program takes her presentations to the next level. “What I really like is it’s really easy for me to show them WHY I picked out the things I did. They can see how everything looks in the space, and get a spatial idea of how it will look, and just have a face to face conversation and go over the details.”



Jenii says she usually takes about an hour or so to set up vignettes for her client presentations, print the sheets, and walk the store to make sure she knows where everything is located. That’s the other cool thing about the in-store presentation – it gives the clients a chance to see, feel, and experience the possible pieces – not just see them on a page.


We’re still working out the final details of the space.. then the order will get processed, and a delivery date will be set! Stay tuned to our Steinhafels blog and social sites, as well as the Pabst Theater Group’s various social media to learn more about the project – and how Jenii will combine Home and History to create the perfect backstage space.

We can’t wait to share the results!!


DS Tip Of The Week: Don’t Worry, Be Hygge!

Steinhafels Decorating Solutions #TipOfTheWeek goes international this week!

Winters are dreary and dark in Denmark, just like they are here in Wisconsin and the Midwest. However, Danes are often considered to be some of the happiest people on Earth. There must be something to it, right?

Hygge (“hue-guh”) is a Danish word with no direct English translation. It is often described as a feeling of cozy contentment – carefree, comfortable, and relaxed. Considering some of the modern-day stresses we are all experiencing–it wouldn’t hurt for us all to have some extra “hygge” in our lives!


This week’s design tip comes from Julie Kanugh, an interior designer at our Appleton store, who says you don’t need to jet off to Copenhagen to get hyggelig. You just need to familiarize yourself with some design basics that channel these positive thoughts!

As Julie explains, “A hygge room is easy to achieve. First, declutter. Get rid of things that do not truly make you happy. Donate them for a sense of goodwill. Now you have room for the important things – a fresh sofa and a comfy chair near the fireplace. Gather some fluffy down-filled pillows and a beautiful throw for luxury and warmth. Natural wood finishes, a sheepskin rug, favorite books, candles (lots of candles) and maybe a little natural greenery are all that are needed to create your own hygge environment.”

Sounds easy enough right? We get so caught up in the material things, that sometimes it’s important to remember that less can be more.

In closing, Julie adds, “Light those candles, turn off your TV and devices, put on your favorite lounge pants and pour some hot cocoa. See if you can channel your inner Dane!”

Our designers work hard to come up with creative tips for you! Check in next Monday for another #DSTipOfTheWeek.

DS Tip Of The Week: Your Plants Wanna Hang Out Inside Too!

Fall will soon be upon us. It’s time to think about ways to keep a little taste of summer in our lives, even as the mercury drops and the days get shorter.

This week’s Steinhafels #DecoratingSolutions Tip of the Week comes from one of our newer designers, Greenfield-based Brittany Holey. From a young age Brittany says she has had a passion for the psychology behind interior design, and how it can change the way you feel in an instant.


One of the ways to really bring a fresh and calming vibe into a space is through greenery. Brittany explains, “Bring the outdoors inside. Plants are all the rage right now. Not only do they make a space aesthetically pleasing and feel homey, it’s also scientifically proven that some plants purify the air!”


As you can see, the plants don’t need to be huge… a little bit of greenery can go a long way in breathing some life into your home. We post a quick and easy decor tip each Monday. Check in next week for another #DSTipOfTheWeek.

If you’d like to work with Brittany, you can email her at, or ask for her at our Greenfield Superstore!

Steinhafels & The Pabst Theater: Showtime!

It’s the big night. The stage is set, the theater crew is working on last minute preps… and the band is relaxing, watching TV, and enjoying some fresh coffee and a home-cooked meal!

The Pabst Theater Group prides itself on making all performers feel at home once they enter the doors of the Pabst Theater, The Riverside, or Turner Hall Ballroom. From an on-site caterer, to personal barista, and an enviable vinyl collection… the Pabst staff does all it can to make sure performers are comfortable before they take the big stage.

This emphasis on hospitality and the comforts of home make Steinhafels a perfect fit as a partner for this Milwaukee institution!

Over the last few months we’ve been working together to redesign the backstage of the Group’s historic Pabst Theater. As you can see it’s a neat space, but needed a little TLC and modern touches.


Steinhafels Decorating Solutions Interior Decorator Anne Sperry was basically given carte blanche to transform the space. The Pabst Theater staff admits it was a little daunting. “It’s always a little scary when you are changing something that is so personal and important to what we do. But it’s also very exciting since we know it will be a better, improved space.”

After the big Delivery Day, and a few finishing touches… check out the “NEW” digs! It still has that casual hangout vibe, but Anne added some color to make it pop, and also included some modern/rustic wood and metal pieces to hold all that vinyl!



Channel 12 and CBS 58 even came by to check it out and talk to Anne!


We love the new space, and so does the Pabst… but don’t take our word for it. Let’s see what the performers think!

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The first band to use the space was Wisconsin’s own Horseshoes and Hand Grenades. The band has been playing together for about 6 years, and they always love playing the Pabst theaters. Davey Lynch plays harmonica and accordion. He explains, “The hospitality is absolutely the best.  That’s not just a Milwaukee pride thing either, since I live in Milwaukee.  Of the entire lower 48, Pabst/Riverside/Turner has the best hospitality. That’s not just food and beverage, but the feeling you get with the hospitality and the staff too.”


Lynch and his 4 bandmates spend an average of five hours a day together on a small bus, so he says having a place to call home away from home while touring is very important. “Getting that living room environment is wildly important, especially to feel comfortable before performing too, so it’s nice to have that. Just that good down home feeling, that’s just great.”


We had him try out one of the new leather couches. He was impressed, and had some fun with it! “I definitely notice the leather furniture, absolutely, very comfortable couches… Oh yeah, I did the lay down, the sit down, the half laydown.”

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It’s good to see Davey and his buddies making themselves at home! We are so excited to continue our partnership with the Pabst, and help bring a touch of home to the men and women who work so hard to give audiences a great time.

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You can check out more pictures from the big “Reveal Day” by clicking HERE.


Steinhafels & Pabst Theater: Delivery Day!

There’s nothing more exciting than DELIVERY DAY when it comes to an interior design project.  Delivery day takes on an even greater meaning when you are delivering to a Milwaukee institution… a place with a history dating back 122 years!!


We first told you about our new partnership with the Pabst Theater Group a few weeks ago. The Pabst Theater team approached us a few months ago about a potential partnership.  The ideas started small, but when you get a bunch of creative people in a room the ideas get big fast.  Before you knew it, we were talking about an entire redesign of the Pabst Theater backstage!



The Pabst Team explains, “We believe the partnership is not only a marketing opportunity, but a way to highlight Steinhafels as local business that supports other local organizations.  It’s a way to reach our communities with unique content, and provide an incentive for each of our fans with custom content and information that they may not be aware of otherwise.”


Steinhafels Decorating Solutions Interior designer Anne Sperry is leading the project.  Anne has a theater background, and wanted to help create a comfortable yet trendy space for artists performing at the Pabst. She says this project is very special to her, and close to her heart. “Often talented artists and actors come from stress filled beginnings…they turn to their art for comfort and it’s something they can rely on. I have a mother’s heart for artists and giving them a soft nest to land in for awhile feels blessed on both ends.”


Both the Pabst and Steinhafels teams worked for weeks to make sure DELIVERY DAY would go as smoothly as possible. The warehouse and delivery crews are the unsung heroes of a big delivery like this one.  Without them, the furniture wouldn’t be stocked, loaded, or delivered!!

Managers Kevin Riley and Erik Swamp took the lead on this project.  Kevin admits it was a little daunting. “Deliveries like this are always fun but are usually a challenge because of the unknown.  We try to prepare for every situation, but a delivery like this can be much different than your typical customer home delivery.  Thankfully the theater has a gigantic stage elevator that we were able to use to easily move everything into the lower lounge!  Overall, we enjoy moves like this because we get to see something outside the norm and get to work with some great people.”


Every delivery is important, big or small.  As Kevin points out, “The most important detail when planning a delivery like this is that our customer is happy.  We double check our inventory list and make sure everything has been inspected before we load it onto the truck.”



Erik enjoyed getting to see some of the ‘Behind the Scenes’ media activity.  He adds, “I would say that pace can be a challenge in deliveries like this. When our drivers are out on the road they are trained to move as efficiently as possible to service all of their customers for that day. When working with media teams such as film crews and journalists, it can be challenging to slow things down and make sure everyone is getting what they need, but very rewarding as well.”


Carl Deffenbaugh of Fox 6 and Dan Shafer of the Milwaukee Business Journal graciously took the time to come out and cover the event. Media coverage of something like this is important–to not only let the community know what’s going on, but also show how local businesses and Arts organizations can work together and thrive.



Dirk Stallmann is the Marketing Director at Steinhafels.  He tells the Business Journal, “It’s a lasting project, so it’s a substantial investment on our part. Hopefully it will last a long time, and hopefully it will help keep this theater and this venue as one of the top spots in the country. That’s really the goal. You want to have this experience. All we do is provide props for your life. What we do is really give you the props, and the experiences are up to you.”

When it comes to the actual logistics of the delivery, things couldn’t have gone smoother. As Kevin mentioned, having a gigantic stage elevator didn’t hurt! The crew unloaded the large items from the truck quickly, and Anne brought an array of accessories.  The room quickly transformed from an empty space to a flurry of activity as volunteers and staff worked to unwrap and arrange furniture. It was great to see so many people coming together to help. As Anne says, “Many hands make lite work! Great job by all.”



Anne admits that a designer never truly knows how a space will look until the furniture arrives, but she had a good idea.  She explains why she made the choices she did with the Pabst space. “Shiny and new always look good… but the balance and scale of the new pieces give more free space, and the plants and pop of color in the lime and red just made the space buzz with excitement. The accessories added a little fun as well.”


Everyone else was also impressed!  The Pabst team likes that the ‘Steinhafels Touch’ makes it feel a little more like home. “We want the artist to feel special, providing a space that is comfortable where they do not need to do anything extra. All they have to worry about is picking out which record to listen to. The redesign definitely helps by allowing for more mobility and an improved emphasis on our wide selection of vinyl, and keeping a unique and comfortable atmosphere (and maintaining a few key elements like the Colectivo Coffee barista station and food line).”


As delivery operations managers, Kevin and Erik have seen a lot, but even they were impressed by the results! Kevin exclaims, “The space was really cool.  Our designer turned a boring basement lounge into a hip and comfortable relaxing space.  Hats off to Anne from Kenosha.”


This is not a ‘one and done’ event.  As the Pabst Team explains, this is just the start of an exciting partnership.  “Providing unique content is just one way to maintain the relationship, but in order to take it to the next level there could be connections with specific shows at our venues.   Perhaps include ticket promotions, staff incentives, and again additional marketing exposure–with the ability to highlight the Steinhafels brand related to other events.

We look forward to the ‘official’ reveal in the next week or so, and to whatever else this new partnership of visual and recording artists brings! Be sure to stay tuned to this blog… we will keep our readers posted on any big developments.

Check out the Dropbox LINK to all pictures and videos!!


A Job Well Done: Steinhafels Annual Sales Team Awards

A great store starts with a great sales team.  The sales staff are the first point of contact for customers.  The Steinhafels Sales Team prides itself on being friendly, efficient, and ready to help customers find the best deals to create the homes of their dreams.  Our Sales Team also works hard to make furniture shopping a FUN!

The Steinhafels family recognized the top sales performers at the Annual Sales Awards on Thursday, February 9, 2017.



Our Sales Team is 246 people strong, and growing.  While we are proud of the entire group, we’d like to recognize some of the top winners.

Years of Service (30 plus!)

Rich Dwyer

Thomas Steinhafel

We also handed out awards for achievements including:

-One Million Dollars in Career Sales & Achievements

-Three Million, Five Million, Seven Million, Ten Million, Fifteen Million, & Twenty-Five Million Dollar Awards Clubs

-Rookies of the Year

-Lowest Returns Award

-Guardsman Award

-Decorating Solutions Hours

-Top Customer Experience

-Top Sales Per Hour

-Extra Mile Award

-Steinhafels President’s Leadership Award

-Top Store Mattress Sales Ratio

-Part-Time Top Sales

-Full-Time Top Sales

-Million Dollar Awards


A few other standouts:

-Top Decorating Solutions Hours:

1. Dawn Adamec

2. Aaron Keller

3. Rhonda Vivoda

-Top Part-Time Sales Champion in the Company:  

Michael Strahlendorf Waukesha $1,293,780

-Top Full-Time Sales Champion in the Company:

Jeff Cole Waukesha $2,045,806


Congrats everyone–a job well done!!

DS Tip of the Week FLASHBACK: Dark and Daring

Here’s a #DSTipOfTheWeek FLASHBACK… just in time for Halloween decorating season!

Are you sick of the typical off-white, beige, and pale blue walls found in most homes?  While these light colors tend to open up a room, some people like to ‘mix it up’ with darker shades like black, deep blue, or red.  There is a way to use dark paint, without giving your room a somber feel.  

It’s time for another Steinhafels’ “Decorating Solutions” Tip of the Week.  This week’s tip comes from Waukesha store based Interior Designer Rhonda Vivoda.

Rhonda assures us, “It’s okay to go dark with paint in a small room, it will give it a very dramatic feel.”


So maybe it’s not a great idea to transform your living room into a deep blue sea… but go ahead and be a little daring in a bathroom, guest room, or den!

Our designers are hard at work on many more quick and easy design tips for you.  Check in next Monday for another #DSTipOfTheWeek.

DS Tip of the Week: “Love Lamp” Lighting Do’s & Don’ts

Do you love your room’s decor, but feel the lighting doesn’t quite ‘work’?  A fix may be easier than you think.  As the character Brick Tamland exclaimed in the movie Anchorman, “I love lamp.  I love lamp.”

Wise words indeed.

Brian Mueller is an interior designer based in our Vernon Hills store.  He has this week’s Decorating Solutions Tip of the Week!

Brian explains, “No room is complete without good lighting.  No matter how many ceiling lights you have in a room, you always need lamps to soften the mood.  Feel free to mix and match different table and floor lamps so they are not all ‘matchy matchy’, and to add character to a room.  It’s also another way to bring different finishes and textures into a room.  Steinhafels has so many different types of lighting to offer!  Also, swap out that ceiling fan in any room for a chandelier to instantly add character to a room.  You can even add a crystal chandelier to a room without making it formal, and without defining a particular design style.”

Check out some stylish and simple examples below.

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Our designers are hard at work on many more quick and easy design tips for you.  Check in next Monday for another #DSTipOfTheWeek!

DS Tip of the Week: Dress Your Windows

Most of us love to have the beauty and warmth of natural light in our homes.  The one exception might be at 6 a.m. on a lazy Sunday morning in the middle of the summer, when the beaming sun wakes us from a restful slumber.  But as we Wisconsinites know all too well, we still have a few months until we have to worry about that.

In the meantime, the sun is a welcome sight during these late winter and early spring months.  However, you can’t count on the sun to do all the work.  You have to make sure you show your windows some love!  Windows are the topic of this week’s Steinhafels #DecoratingSolutions Tip of the Week.

Patti Stindt is an Interior Designer at our Madison Beltline store.  Her recommendation to homeowners:  Don’t forget about dressing the windows!

Patti says, “No matter what the size of the window or how high the ceilings, a vertical line in your designed space adds interest and warmth.  It is also a great way to add color, texture, or introduce another pattern.”

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As you see in these pictures, some simple drapes add interest and depth to the room.  Our designers are hard at work on many more quick and easy design tips for you.  Check in next Monday for another #DSTipOfTheWeek.

The Hottest Dining Room Trends

Steinhafels is proud to be a partner with OnMilwaukee for “Dining Month 2015″.

The month has included various articles about local restaurants and bars, and has also featured the #dineinwinbig contest that Steinhafels is taking part in.  One lucky winner will get a new dining set and a meal cooked by a professional chef!

As we wrap up the month, we wanted to take a look at some of the top trends when it comes to furnishing the dining space in your home.

The formal dining room is something of the past, but enjoying a meal together in the comfort of your home is something that is still cherished.

Our blog post this week can be found on the OnMilwaukee website.  Check it out!