BY SHELBY TUTTLE

In the high-desert landscapes of Northern Arizona, sustainability is often discussed in terms of water conservation and soil health. But for Denise and Rodney Steidinger and their daughters, sustainability takes on a deeper, more human meaning: It’s about building a business — and a family legacy — that can weather any storm and empower the next generation of women to lead.

FROM HUMBLE BEGINNINGS TO A BOLD BRAND

The story of Prescott-based ZebraScapes is a masterclass in American resilience. Following the economic downturn of 2008, Rodney Steidinger found himself looking for a way to provide for his family after the landscaping company he worked for shuttered its doors. In November 2009, Rodney and Denise launched TKHaley Yard Care, named after their three daughters, Trinity, Kiley, and Haley. The early days were defined by grit.

“We put our three very young children in their strollers and walked up and down streets knocking on doors asking if there was any yard work we [could] do,” Denise recalls. “That’s how the business began — from very humble beginnings and out of necessity to survive the economy and feed our children!”

Over time, the family continued to grow — welcoming daughter Ella via adoption in 2014 — and so did the business. In 2015, a simple company rebrand sparked massive growth. Rodney’s vision of a fleet of trucks wrapped in bold zebra stripes led to a catchy change in the company’s name and ZebraScapes was born. The marketing worked. “The phone was ringing with people saying ‘I saw your truck!’” Denise said. “And we’ve continued to grow year-over-year ever since.”

A MATRIX OF MATRIARCHY

While the landscaping and construction industries are traditionally male-dominated, ZebraScapes is defined by the women who anchor its operations. Denise, serving as the chief financial officer, is described as the “financial backbone and strategic steward” of the company. In 2020, she obtained her KB-2 Dual Contractors License, significantly expanding the f irm’s design and build capabilities. “Denise’s leadership goes far beyond spreadsheets,” Rodney shares. “She protects the vision. She ensures that growth is sustainable, debt is wise, and opportunities align with long-term goals. She brings integrity, structure, and strategic clarity to the company.”

Joining Denise in the executive suite is General Manager Paula Lemmer, who provides the operational pulse for the entire organization. Paula’s role is one of high-level accountability, ensuring that projects move efficiently from estimate to completion. “Paula plays a critical role in aligning field crews, project managers, and administrative staff so that communication remains clear and expectations are consistently met,” Denise said. “Her leadership helps transform vision into execution.” By promoting an “ownership mindset” with all team members, Lemmer has helped transform ZebraScapes from a family business into a structured, highperforming enterprise.

EMPOWERING THE NEXT GENERATION

For the Steidingers, empowering their daughters isn’t a theoretical concept; it is an operational reality. Trinity (22) learned the art of hard work on the ZebraScapes maintenance crew while blowing leaves at age 12. She is now the co-owner of Father Daughter Construction, which she launched with her dad in February 2024. The firm focuses on remodeling and reflects a true partnership between the two. Trinity adds a powerhouse of credentials to the table, including a real estate license and even a Series 65 license as a financial advisor.

“Trinity represents the next generation of construction leadership,” Rodney says. “She brings a strong understanding of market value, investment strategy, and property potential. She contributes to real decision making, growth strategy, and the long-term direction of the company.” Daughter Kiley (20) started her journey as a small business owner as the founder of Lighthouse Coffee while she was still in high school.

She’s since joined the family business and serves as the hands-on protector of the company’s image. As the brand and f leet identity coordinator, Kiley personally cuts and installs the custom zebra stripe decals on every new vehicle, ensuring that each vehicle reflects the bold, recognizable identity of the company. From precise layout and measurement to clean installation, Kiley’s brand leadership and attention to detail makes certain that every fleet addition is consistent with the brand’s standards of professionalism.

“The stripes are more than graphics,” Denise explains. “They represent pride, unity, and family ownership.” The couple’s hard working third daughter, Haley (17) cleans ZebraScapes and Father Daughter Construction offices every weekend. This strong entrepreneurial spirit among the Steidinger women surrounds youngest daughter Ella (16), who is no doubt being shaped by her sisters’ undeniable business prowess.

Referencing her daughters, Denise notes, “We intentionally create opportunities for growth, responsibility, and confidence-building. We believe strong businesses are built when capable people — women and men alike — are trusted with responsibility, challenged to grow, and supported in their leadership.” For Rodney, empowering his daughters means giving them confidence, responsibility, and real opportunity.

“I don’t want them to grow up thinking they need permission to step into big roles. I want them to see that they already belong there,” he says. He explains that leadership begins at home by modeling a marriage of equals. “They see their mom leading as CFO and strategic partner. They see strong women making financial decisions and shaping the company’s direction. That example matters more than any speech I could ever give,” he says. “Daughters raised with confidence, responsibility, and faith won’t just survive in today’s society — they’ll help shape it.”

A PHILOSOPHY OF ENVIRONMENTAL WISDOM

ZebraScapes stands out for its deep-rooted commitment to “environmental wisdom,” a philosophy championed by both Denise and Rodney that prioritizes building landscapes designed to thrive in — rather than fight against — the arid Arizona climate. This commitment to the Earth manifests through sophisticated, smart irrigation systems that utilize proper zoning, pressure regulation, and drip technology to ensure every drop of water is used with care and precision.

For the Steidingers, true sustainability is synonymous with durability. They argue that any project requiring replacement within five years is an environmental failure. By prioritizing stewardship over passing trends, the firm focuses on long-term health through strategic erosion control and the selection of droughttolerant plants, ensuring their work serves as a lasting investment for both the homeowner and the land. “At the core, sustainable design is about responsibility — to the land, to our clients, and to future generations,” says Rodney. “Done correctly, sustainability isn’t a limitation. It’s a higher standard.”

A CULTURE OF GIVING BACK

The Steidingers’ commitment to protection and empowerment extends beyond their job sites. The family is deeply involved with Heartland Ranch, a local nonprofit dedicated to rescuing victims of sex trafficking. Drawing from their own journey as foster and adoptive parents, they also advocate for children within the U.S. foster care system, recognizing that “families need support and care” long after an adoption is finalized. Visit www.zebrascapes.com for more information about ZebraScapes.