MSE’s ‘Light Up the Night’ project receives Elkader Council support
By Willis Patenaude, Times-Register
Main Street Elkader’s vision statement is that “Main Street Elkader will be a model of success, a place where people come together and work together to enhance a standard of living that fosters all generations through creation of an artful and historic downtown.”
This vision includes the latest downtown beautification effort that was approved by the Elkader Council, the “Light Up the Night” project, which was spearheaded by project lead Danielle Shea after a trip to Nashville.
“I walked down an alleyway that was illuminated with patio lights from above and experienced the atmosphere it created, and immediately wanted to create this in Elkader,” Shea recalled. With that experience in mind, she brought the idea to MSE’s promotions committee, where she is a member.
Originally launched in 2020, the project’s first goal was to secure funding to cover the estimated cost of $3,687, which includes $2,675 for lights and $1,000 for the galvanized cable and hardware needed to put the lights up above the streets spanning from the intersection of Bridge and Main streets and expand both ways down Main Street. Part of the funding has come from the Aureon Grant with Alpine Communications for $1,000, while the rest is expected to come through donations from local businesses and community members.
One way MSE is looking to raise funds is by mailing sponsorship postcards to encourage residents to donate to what MSE Director Samantha Baumgartner called a “placemaking and beautification effort.”
This idea of placemaking is the driving force behind such efforts to “create and enhance public spaces in a way that drives people to want to live, work and play in our downtown spaces,” Baumgartner said.
But it’s not just about beautifying efforts, as Shea referenced in a presentation to the city council last year. Part of the argument for the lights was the notion that people are seeking experiences over tangible things, an assertion seemingly backed up by recent studies.
“It’s no secret that there has been a shift from money spent on possessions to experiences,” Shea said.
One of the studies Shea cited was conducted online within the United States by Harris Poll on behalf of Eventbrite from June 27 to July 1, 2014, with 2,083 adults ages 18 and older. According to this study, which focused mainly on the responses of millenials, 78 percent of them would choose to spend money on a desirable experience or event over buying something desirable. Since 1987, the share of consumer spending on live experiences and events relative to total U.S. consumer spending increased 70 percent.
However, the study defines those experiences as live events like concerts, festivals, performing arts and races and themed sports, not necessarily strings of lights. In response to this, Shea asserted that attracting people to Elkader is not a linear goal, but a circular one.
“We want Elkader to be welcoming, connected and offer an unforgettable atmosphere. By continuing to focus on downtown beautification for community members, visitors and tourists alike, we are cultivating vibrant community spaces. Our goal is to become a destination, not a stop along the way. To become a destination, we need to create an unforgettable atmosphere that cultivates vibrant public spaces,” Shea said.
The project is also meant to bolster Elkader’s current nightlife, which has different meanings for different people. When it comes to Baumgartner, “the nightlife in Elkader is age friendly just like the ‘Light up the Night’ project. Elkader’s nightlife is so much more than what typically comes to mind for nightlife…it includes window shopping, enjoying a local meal with friends, walking our scenic downtown, bike riding along the river, playing at the park, enjoying a live performance or watching the latest film.”
As for Shea, who said one of the motivations behind this project was to “make sure Elkader isn’t just a stop, but the destination,” this project is another small step to growing a bustling nightlife, to encourage businesses to stay open later and also encourage them to offer more live events in the evening throughout the year. Getting back to the circular logic, events attract people, people are attracted by events and the lights are an effort to increase the likelihood of events, which should draw more people, which is beneficial to the community.
The project was approved unanimously by the Elkader Council members who were in attendance, including Peggy Lane, Tony Hauber and Bob Hendrickson.
Lane said, “I think the Light Up the Night project could be a great way to make downtown more of a gathering place in the evenings. This could benefit the restaurants and bars and, by extension, give the other businesses some exposure to possible shoppers.”
“I believe this is an opportunity to enhance and improve the downtown atmosphere, with minimal costs to the city,” Hendrickson added.
Mayor Josh Pope said, “This is a small project, but it is one of those unique things that make your downtown more attractive.”
Projects such as these harken back to the idea of preservation—the preservation of small town charm, downtown beauty and historic character. While a string of lights might seem like just a string of lights, for the people involved in this project, it is about creating memorable spaces, bringing joy and adding to the already existing ambience.
“Elkader is no different than the rest of America. We may be rural, but we want the same things. Happiness and living a meaningful life is about creating, sharing and capturing memories through experiences. I feel these lights will add to the experience people have when visiting our downtown,” Shea said.
