Brand on Wheels: Springfield Coach Group creates branded bus for cannabis company

Mutual connections brought together a Queen City-based custom specialty vehicle manufacturer and a Kansas City-based cannabis company to design and build a mobile marketing bus. 

It was a first-time creation earlier this year for Springfield Coach Group LLC, a manufacturing business owned by Gary Spaniak Jr. and his son, Gary Spaniak III, since 2008. Spaniak III said the company, which manufactures and designs custom vehicles such as stretch limousines, adventure vans and emergency vehicles, as well as restores hot rods, tour buses and motorhomes, also is known as Limo Land Inc.

The mobile marketing bus, which Spaniak calls a “rolling brand experience,” was created for Show-Me Organics Inc. and its Vivid brand of marijuana products. The bus is now fully wrapped in the company’s branding for Vivid with the interior designed as an interactive experience space in which customers can engage with the brand and receive merchandise, he said. 

“They reached out to us through a network of friends and said, ‘Hey, we’re really looking for something to put our brand on the map,’” Spaniak said. 

Making an impression
Show-Me Organics, which relocated its headquarters to Kansas City from Springfield in 2022, is a vertically integrated company that produces, manufactures and sells marijuana products. The venture additionally moved its production facility to Kansas City soon after the headquarters change, according to John Kreicbergs, director of marketing. The company also owns six dispensaries dubbed Blue Sage Cannabis Co., which operates in Belton, Carthage, Farmington, Lebanon, St. Louis and Valley Park, according to its website. 

“They bought an older bus, and they had us help with designing the wrap on the outside and everything like that,” Spaniak said. “They gave us 100% creativity, which was really cool.”

He said the interior for the vehicle, which the company picked up in Springfield on March 11, includes an exhaust fan in the ceiling, along with portable rolling and dab stations and plenty of room for its products. 

Kriecbergs said Show-Me Organics is calling the vehicle its Vivid Terp Truck. He said “terp” is cannabis slang for terpene, which are natural chemical compounds that give plants like cannabis their unique aromatics and flavor qualities.

Boston Dickerson, Show-Me Organics CEO, said via email that the finished product exceeded expectations. He declined to disclose the project’s price.

“We came in with a clear focus around branding, education and patient engagement, and Gary’s team brought that to life in a way that went well beyond what we had initially imagined,” Dickerson said. “The Vivid Terp Truck is designed to be more than just visually impactful. It is a fully functional mobile experience. From dispensary style displays and product education stations to integrated cold storage and specialized ventilation, every detail was thoughtfully executed.” 

While not disclosing what his company was paid for the work, Spaniak said a similar build would likely cost a customer $100,000-$200,000. However, he said he’s flexible with customizations.

“I would like to be the person that can do it, and a customer can say, ‘Gary, I want a rolling brand experience, but this is my budget. What can you get me for my budget?’” he said. “I want to build it like that because not everybody is going to be able to afford a $200,000 rig.”

Aside from the marijuana industry, Spaniak said he envisions a similar project could attract interest from beverage brands, sports marketing firms or companies seeking experiential advertising opportunities. 

“Instead of a traditional booth or storefront, companies can now take an entire branded environment on the road,” he said. “Cannabis is a new industry with a lot of money. And they do already go to festivals.”

The state’s legal marijuana market in January surpassed the $5 billion mark in sales – a total it has accumulated since the program began in October 2020, according to data from the Missouri Department of Health and Senior Services. 

Market movement
The vehicle order with Show-Me Organics is one of the few that Spaniak said his company does for in-state customers. He estimated 98% of the company’s vehicle orders come from out of state, with most clients located in Florida, Illinois, New York and Texas. Spaniak said most orders are for an individual build, rather than multiple vehicles.

“The only people who would mass buy something would be someone right now in the livery industry,” he said of businesses that provide for-hire transportation of passengers.

The luxury market is definitely inconsistent, Spaniak said, noting cutting vehicles in half and building them into limousines is an area his company gives little attention to today. 

“We’ve had to adapt because of the ever-changing market in limousines,” he said. “Since the Chrysler 300 died, there’s no sedan to stretch anymore. So, customers aren’t excited about it anymore.”

The Chrysler 300 was discontinued in 2023, according to the car manufacturer’s website. 

SCG has largely turned toward manufacturing vans, Spaniak said, adding that each is built differently based on customer specifications. 

“The vans are really what keeps us going,” he said, declining to disclose annual revenue. “We’re doing well, but we’re always looking for new clients, new projects, new ideas to keep it going.”

The company transitioned years ago to its Springfield Coach Group name, Spaniak said, adding that 80% of the roughly 70 vehicles it built in 2025 were adventure vans. 

“Springfield Coach shows that we do more than just limos,” he said, noting the company occupies approximately 80,000 square feet across two buildings at 1903 N. Barnes Ave.

Spaniak said the company employs around 20, down from a 30-person workforce in 2024. 

“Realistically building out mobile brand experience vehicles and vans doesn’t take as many employees as it does cutting a car,” he said. 

While Kriecbergs said Show-Me Organics is open to adding more marketing vehicles, no plans are in place at this time. Still, Dickerson said the company views the Vivid Terp Truck to be a long-term investment in the brand.

“It functions as a mobile billboard, a showroom and a private engagement space all in one,” he said. “When you look at it through that lens, the value is clear. It gives us a unique way to connect with consumers and build brand equity in a way that is difficult to replicate.” •