The Rhinelander Boat Company (RBC) has a very unique history — there were actually two businesses using the RBC name. In 1903 Frank Sayner, brother to Orin Sayner of Vilas County, came to Rhinelander and purchased the southwestern portion of the property belonging to the Rhinelander Refrigerator Co. between Kemp Street and the Pelican River. The land bordered Gene Shepard’s Lodge and included a large house. Sayner moved his family into the house and built a five-story factory 100 yards from his new residence. He called his new enterprise “The Rhinelander Boat Company™.

Specializing in rowboats and launches, and employing only five workmen, the new company enjoyed an extremely good business. The city’s finest flocked to the small industry on the Pelican. Among the first boats created were a 22-foot launch with a four horsepower motor for W. B. LaSelle and a 15-foot launch for Burleigh Horr. “The greater portion of the boats are constructed of cypress and oak, giving them durability, lightness and strength, though with a number of the small craft, cedar instead of cypress is used,” reported a local newspaper. Boats were given names such as “The Idle Hour” and “the Signa”, and some were enhanced by newly manufactured engines that could be reversed, electric searchlights for night boating, and interior lights “powerful enough to permit reading anywhere on the launch.”

The largest, most spectacular vessel, and now most famous, was the one created for Gene Shepard -- 61 feet overall with an 11-foot beam — and took over a year to complete. The boat was described as being driven by a 30 horsepower engine and having two cabins, along with a kitchen and pantry, toilet and bath. The pilot house was large enough to seat 10 people. It was christened “The Hodag”, but after an initial voyage, sat on the banks of the Wisconsin and deteriorated... a few items were salvaged and in 1935, its bell became the prize of the annual football contest “Bell Game”, between Antigo and Rhinelander.

For three years, the business seemed to flourish, but there were indications that Sayner was having money problems. When the factory building was destroyed by fire in August of 1905, reports of vandals attacking him, knocking over an oil lamp which started the fire, and escaping with money seemed questionable. Whether or not to rebuild the factory was a decision which stockholders pondered for two months. When the news came that plans were finally underway to rebuild, the company had been reorganized and the capital stock increased. Frank Sayner was still president and manager, but he was now joined by a vice president, William B. LaSelle, and a secretary-treasurer, Albert E. Weesner. LaSelle, one of the first to own a boat constructed by the local company, was part owner of a local hotel, the Rapids House, and Weesner was president of an insurance agency.

The new factory was considerably different from the old one. The first plan was to move the buildings closer to the Pelican River, a site which was much more level than the old one. Buildings were to be ground level only and separate from each other. Tracks were arranged around the workshop to facilitate the handling of the boats in all stages of construction, with an additional track leading directly to the river.

Two years later despite the continued popularity of boating in Oneida County, business affairs of the Rhinelander Boat Company were not going well. Frank Sayner’s marriage disappeared from the scene in mid-1908, owing money, not only in his name, but in that of the boat company as well. In October of 1908, it was announced that the remaining stock of boats would be sold at reduced prices and the business closed. An attempt was made to re-open the following spring, but in 1910, the factory was closed permanently. The buildings were eventually sold to the Oneida Handle Company for the manufacture of broom handles. The former residence of Frank Sayner was sold to Joseph Bruns and is still standing at 305 W. Prospect.

William Cleveland, who had been an employee of the boat company, began constructing boats on his own in 1910. Located at a site east of his former place of employment, Cleveland’s establishment was first known as the Oneida Boat Company. He did not use the Rhinelander Boat Company name until 1920.

by Joy M. Vancos, 1995