Celebrate Elkader recaps 2024 and sets goals for 2025

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At the Jan. 23 Celebrate Elkader, Main Street Elkader (MSE) President Janis Lerch presented MSE Director Amy Holst with an award from Main Street Iowa for outstanding efforts in revitalizing Elkader’s Main Street District. (Photos by Tia Dundee)

Ray and Barbera Delacruz were awarded Employer of the Year by Janis Lerch.

Janis Lerch presented Tyler and Kim Carlson with the Life Can Be This Good Award at Celebrate Elkader.

By Willis Patenaude | Times-Register

 

The atmosphere inside Deer Run Resort on Jan. 23 was filled with handshakes and pleasantries, conversations catching up on the previous year, laughter at funny quips and music by Joe and Micah with Before I Met You, providing a soothing ambience for every new arrival there to “Celebrate Elkader.”

 

Formerly known as the annual awards banquet, Celebrate Elkader was a re-branding effort initiated by members of the Elkader Area Chamber of Commerce (EACC) and Main Street Elkader (MSE) boards. They started conversations in 2024 with the goal of refreshing the event, increasing attendance and appealing to a younger audience. 

 

The culmination of that effort led to several changes this year, chief among them the location, which changed to Deer Run after previously being held at Johnson’s Restaurant. The goal was to “seek out a venue that is not traditionally thought of when hosting a community event,” MSE said. 

 

That search led the MSE planning committee of Ashley Augustyn, Joelle Schuhmacher, Amy Holst and Amanda Schneider to start conversations with Kim Carlson at Deer Run. 

 

“The lodge at Deer Run is a beautiful space that worked well for our vision of more of a cocktail-style meal, rather than a plated dinner this year,” MSE said. 

 

The venue and meal weren’t the only changes. The other significant change was how award winners were chosen. Previously, awards were decided by members of the EACC and MSE “to recognize and celebrate the accomplishments of deserving individuals and businesses.” 

 

While the reason for the awards did not change, the method did. This year, the format shifted to a people’s choice style, which “allowed for the award recipients to be truly celebrated by the community.” This meant the community, not a select few, had a say in who won awards for Renovation Innovation, Life Can Be This Good, Marketer of the Year, Community Spirit, Employer of the Year, Leadership and Customer Service.

 

Changes also meant a more “cozy, comfortable atmosphere,” MSE Director Holst said, making it “easier for people to relax and enjoy each other’s company.”  

 

In previous years, the venue was more spread out, and while walking was easier, engaging is not. Instead of being nestled in the corner of the room with my wife Alison and trusty Patriots hat tempering the anxiety, this year, I could not hide from being sociable. Sitting near the door, I was trying to dodge photographer Tia Dundee’s camera as the cold air blew in, while sitting next to Tony Hauber, engaging in a conversation over politics that was boisterous and entertaining, with agreeable disagreeing. 

 

As the eating and music wound down, Celebrate Elkader was kicked off by a speech from mayor Josh Pope, who joked about needing to keep it short because Holst said so. He introduced all five city council members in attendance, before diving into a speech that talked about how Elkader is the “envy” of similar sized communities because of the success of Main Street, which he credited to the volunteers on MSE and the EACC. 

 

Those organizations “foster an atmosphere that is conducive to businesses” in a rural community, leaving Pope to note how lucky businesses are in Elkader. 

 

Following a brief promotional video by Holst, who thanked the volunteers and businesses who made Celebrate Elkader possible, Central Elementary Principal Amy Pope had the floor to talk about “Why Elkader?” 

 

“Have you ever really sat down and asked that question? Why Elkader? Why am I here? Why did I stay? Why did I come back?” Pope asked, before giving everyone 30 seconds to close their eyes and really think about the answers to those questions and share them with guests at their table. 

 

At our table, Hauber spoke about helping with renovation projects at the opera house and movie theatre, as well as helping with the 2008 flood. Moments like that stood out because “people really came together,” he said. As for myself, it’s a long and complicated story. 

 

Then Pope sought answers from anyone brave enough to share out loud, and there were plenty. Among the reasons listed for “Why Elkader” were the people, things to do, family, God and because Elkader is home. Pope added there’s something about living in a small town with the people you graduated with, in a county with no stoplight and the comfort of community. As Pope’s 8-year old son said when he was asked at home, “Elkader is the best. Jeez!”

 

Next in the spotlight was Hauber, who provided the city update as the MSE liaison from the city council. Hauber talked about how different Elkader looked 25 years ago compared to today, when there was a closed movie theatre, no café, Bridge Street Boutique was just a brick wall, no murals were painted in alleys, no lights were hanging over Main Street and the opera house was in need of renovation. He joked he had a longer list, but they only gave him five minutes to speak.

 

The question Hauber posed is how will Elkader change over the next 25 years. What will Elkader look like in 2050, as it works toward fulfilling goals related to housing, a landing on the upper side of the dam and a pedestrian bridge? He also noted the current re-branding effort and state recognition for the Keystone Bridge. 

 

“As we go forth, and we tackle the challenges in the next year…you must always remember to step back and to look at these problems through that 25-year lens,” Hauber said. 

 

Back on the microphone was Holst with the MSE update. Holst stated Main Street allows Elkader to thrive through the culture that’s been created, and through volunteers and events. There is a focus on revitalization efforts, economic development and beautification projects. Holst highlighted poses on the patio, the 10th anniversary of Art in the Park and the Holiday Light Show, which “exceeded expectations.” 

 

Heading into 2025, some of the goals of MSE and its committees are adding more murals, additions to Rhythm on the River, bringing in a developer for housing and a guest speaker series. 

 

The final speaker was president of the EACC, Schneider, who presented 2024 highlights, such as the fact the chamber grew to 128 members, attendance increased for Ladies Day Out and Witches Night Out, and over 2,300 holiday punch cards were turned in, which Schneider said “equates to over $500,000 spent on goods and services in Elkader. I think that’s huge!”

 

Another highlight was the legacy and succession of numerous local businesses, including Bridge Street Boutique, Wilke’s, St. Olaf Tavern and Premier Ag Systems, as well as the addition of 12 new businesses as chamber members, which Schneider said is a “big, big deal [and] really positive.” 

 

Awards were then handed out by MSE President Janis Lerch and EACC Director Schuhmacher. The first award was Renovation Innovation, for a business that redefines a space that transforms the community. The award had five nominees and was won by Caleb and Danielle Shea. 

 

The Life Can Be This Good Award is about embracing the small town life, and out of 17 nominees, Kim and Tyler Carlson of Deer Run Resort were presented with the award. 

 

Marketer of the Year was next, which is given to an individual or business driving growth and connections. Ketaki Poyekar emerged victorious from a pool of 13 nominees. Husband Hauber accepted the award on her behalf because she was at home with a cold. 

 

The Community Spirit Award is for an individual or business dedicated to inspiring unity in Elkader. Out of 15 nominees, the winner was Chelsea Hanson at TD’s Sports Bar & Grill. 

 

As for Employer of the Year, 10 businesses were nominated, but Wilke’s Marketplace, under new owners Ray and Barbera Delacruz, was given the honor. 

 

The Leadership Award is awarded to someone who embraces change and empowers others. The award had 12 nominees, including Holst, who won it. 

 

The last award presented by MSE and EACC was for Customer Service, and out of 16 nominees, the Brim Coffeehouse took home the honor. 

 

There was also a surprise award presented to Holst from Lerch. The award, Holst said, came from Main Street Iowa recognizing her for Outstanding Effort in the Revitalization of Elkader’s Main Street District.

 

The final award, a spot that has been reserved for the Times-Register Good Neighbor Award in recent years, went to Dave Beck, who unfortunately could not attend the event for undisclosed reasons. In an undelivered speech, Beck was praised for his volunteerism and dedication to Elkader and preserving its history. 

 

Celebrate Elkader was an “absolutely perfect” night, Holst said, reflecting on the event. “It really reminded me of what an amazing community we have here. Looking back on 2024, it’s clear how much we’ve accomplished together. A visitor from out of town recently said, ‘We want to live in MayKader’—combining Mayberry with Elkader. I just love that!”

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