Pocahontas County Fonda, Pocahontas, Gilmore City, Rolfe, and Laurens

August 29-31, 2017

Conducted by: Iowa Downtown Resource Center

IOWA ECONOMIC DEVELOPMENT AUTHORITY

200 East Grand Avenue | Des Moines, owa 50309 PH: 515.348-6180 | James.engle@IowaEDA.com

iowaeconomicdevelopment.com

iowaeconomicdevelopment.com/CommunityDevelopment/IDRC

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ASSESSMENT TEAM

The Iowa Economic Development Authority’s Assessment Team included six downtown development professionals:

Jim Engle, Director, Iowa Downtown Resource Center, Iowa Economic Development Authority, Des Moines, Iowa. Jim has been with IEDA since January 2014. As director of the Iowa Downtown Resource Center, he oversees all downtown development programs of the department, including its premier program, Main Street Iowa. His current responsibilities include managing a million-dollar annual budget, overseeing the planning and delivery of technical assistance services and developing training opportunities for all Iowa communities. Jim’s areas of expertise are in organizational development, promotion, business development and working with smaller communities with populations ranging from 400 to 80,000. Prior to joining the IEDA, Jim served as Coordinator of the Wisconsin Main Street Program for 23 years. He also served as the Main Street Executive Director in Oskaloosa, Iowa. He holds a degree in Business Management from Central College in Pella, Iowa. Over the years, Jim has consulted for Main Street programs in Iowa, Wisconsin, Illinois, Indiana, Minnesota, Washington, Tennessee and Michigan. He has also presented at many national downtown conferences.

Darlene Strachan, C.M.S.M., is the Assistant State Coordinator for Main Street Iowa with the Iowa Economic Development Authority, Des Moines, Iowa. She has been involved with selected Main Street communities and downtowns in Iowa since 1996. Darlene’s first formal introduction to Main Street was in Greenfield, Iowa where she served as director for their start-up program, in addition to serving as director for Greenfield’s Chamber and Economic Development Corporation. Coordinating economic development continued with Darlene’s move to Corning, Iowa, a Great American Main Street Award winning community. In 1999 Darlene became a Certified Main Street Manager and joined the Main Street Iowa team in 2001. Her passion and training expertise areas are Main Street orientation, action plans and one-on-one time with Executive Directors and Board Presidents. She received her Bachelor of Arts degree in Business Management from William Penn University in May of 2006. Prior to joining the Main Street program Darlene’s career included 17 years’ experience in various forms of media advertising, including outdoor/billboards, newspaper, and radio.

Jim Thompson, C.M.S.M., Business Specialist, Iowa Downtown Resource Center, Iowa Economic Development Authority, Des Moines, Iowa. Jim currently serves as a Business Specialist with Main Street Iowa covering all areas of Economic Development for downtown districts. He has served in all aspects at the local level including program director, board member and volunteer. Jim earned his Certified Main Street Managers (C.M.S.M) credentials through the Certification in Professional Main Street Downtown Management Institute, a National Trust for Historic Preservation’s Main Street Center course. He oversees all aspects of market analysis including data analysis, business retention, recruitment, and implementation strategies. He has also led efforts in tax increment finance, real estate development, branding and one-on-one business technical assistance for Iowa’s Main Street communities. He has over 25 years’ experience in community development, retail management as well as having served on the City Council for 10 years. Jim has also served as a consultant for the National Main Street Center, worked in several states and has presented multiple times at the National Main Streets Conference.

Maia Fiala Jessen is a Design Specialist for Main Street Iowa. In this role, she provides technical

assistance and conceptual design services to Main Street Iowa communities. Prior to joining Main

Street Iowa, Maia worked with the Oregon State Historic Preservation office, assisting Oregon

communities with Main Street design, historic resource survey and inventory, and property listing in

the National Register of Historic Places. She has a BFA in Interior Design from Iowa State University

and an MS in Historic Preservation from the University of Oregon. In addition to her Main Street work,

Maia’s experience includes hospitality design, marketing and project management.

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Joe Jennison is the Director of Main Street and Marketing for the Mount Vernon-Lisbon

Community Development Group. A Second City-trained playwright and performer, Jennison is

passionate about volunteer recruitment and retention, festivals and promotions and downtown

development. He has been involved in the Main Street Program in Mount Vernon since 2010

and has led his community through multiple award-winning projects such as the Frank Benesh

Uptown Theatre Telethon A Go-Go, The Mount Vernon-Lisbon Comedy Festival, The First Street

Community Center Business Incubator and the 52314 Zip Code Day Festival. He speaks regularly

to groups about his community, its accomplishments and his 477 registered volunteers. He is

also the co-host of “Good Morning Mount Vernon Lisbon” on vimeo.com/mvlsun.

Dennis Reynolds delivers award winning master planning, urban design, site design and public

art with his unique combination of innovative design; presentation and listening skills; quick

hand drawings; and pro-active facilitation of the design process. Prior to creating his own

consulting practice, Reynolds Urban Design, he provided senior level design services and

leadership at HOK (Kansas City), Sasaki (Boston) and NBBJ (Columbus). He founded and led the

innovative HOK S+V+E “Design Studio”, facilitating cutting edge multi-disciplined design

concepts. His major projects include Ho Chi Minh City’s Thu Thiem Peninsula Master Plan,

Nanjing Olympic Sports Park (that hosted the 2005 China Games and the 2008 Summer

Olympics), The Great American Ballpark for the Cincinnati Reds and the Dubai Autodrome

Formula One Racing Community. As Director of Design for a major Midwest real estate

development company from 2005 to 2011, Dennis was responsible for groundbreaking

projects including the “New Urbanist” Village of Ponderosa and “Shimmer” lakeside terrace.

Recent projects include urban design, site design and public art for the emerging downtown

Des Moines Bridge District, the North Kansas City Vision Plan, East Village’s City Square,

Bondurant’s Porch Swings and Fireflies, Overland Park Medical Center’s “Heritage” public art

trail and Edina Grandview Urban Design Concepts. Dennis has a Bachelor of Arts from Wheaton

College with concentrations in Fine Arts, Economics and Group Dynamics, and a Masters of

Landscape Architecture from Kansas State University. He currently serves on both the Urban

Design Review Board for the City of Des Moines and the Iowa Urban Land Institute Board,

volunteers for multiple Dog Rescue groups and provides therapy dog visits with Mister Cotton.

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The following report summarizes the observations and recommendations resulting from an Iowa Downtown Resource

Center Assessment Visit conducted in Pocahontas County, Iowa. The intensive three-day visit focused on the downtown

districts of Fonda, Pocahontas, Gilmore City, Rolfe and Laurens. The Assessment team evaluated the downtowns of each

community through public meetings and downtown tours. This report highlights the team’s identification of local assets,

challenges and recommendations and possible countywide collaboration projects.

PURPOSE:

The Iowa Downtown Resource Center, Iowa Economic Development Authority (IEDA) worked with Pocahontas County

Hometown Pride to conduct a Downtown Assessment Visit that we hope will serve as a call to action and provide the county

and its communities with information and ideas to formulate strategies necessary to address the very serious issue of saving

downtown for future generations. This report cannot and does not provide all the answers. Ultimately, Pocahontas County

citizens must explore their options, decide what is relevant and realistic and acquire additional information and resources

as they address downtown’s future.

OVERVIEW:

This Downtown Assessment Visit report is based on the Team’s downtown development experience. Their beliefs are

grounded by the philosophy that for Downtown to re-establish itself as the social and commercial center of the community

– the physical heart and soul of the city – Downtown must become more valuable physically, economically, socially and

politically.

The dialogue with the community begins with the community’s need to understand why Downtown is

important.

▪ Downtown serves as the symbol (the visual testimony) of the community’s economic health. The commercial activity

and vibrancy of downtown reflects the health and investment within the entire community.

▪ The viability of Downtown is important to both public and private sectors. Government officials and taxpayers have a

stake in the health and viability of Downtown and the valuation of its commercial properties. Since the welfare of

Downtown is both a public and private concern, it is in everyone’s best interest to form a partnership to address its

vitality. Both sectors have resources and expertise to contribute to the revitalization process.

▪ The local quality of life (livability) is reflected through the condition of Downtown. Today, young workers will change

their employment and careers multiple times, many of them basing those decisions solely upon where they prefer to

live. Quality of life is a key factor in industrial, commercial and professional business and employee recruitment.

▪ Downtown reflects local pride and the values of the community. Much can be learned about your community and its

values by exploring its Downtown.

▪ Downtown is a functioning, living museum. It speaks volumes about how your community developed, how it has

evolved and what influences have been instrumental in its development. Your Downtown is unique – with its own

character and history (sense of place), that sets it apart from any other place.

▪ The health of Downtown has a direct impact upon the entire community’s economic well-being. They are inter-related.

Downtown revitalization IS economic development. Downtown is a prime location for incubating small business, it is

an affordable location for independent businesses and is historically one of the community’s major employers. The

commercial center provides a compact environment for commerce, government and living spaces, thus reducing sprawl

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and the cost associated with extending city services and infrastructure. The pedestrian friendly environment is

convenient and accessible, serving as the center (community space) for not only commercial trade but also cultural,

social and civic engagement. Historic downtown districts can serve as heritage tourism attractions. A building’s

condition, the business’ viability and maximization of the building’s square footage for income generation affect not

only the property’s value, but also the value of the neighboring properties and real estate in the entire community.

Investments in Downtown allow it to “pay its fair share” in taxes resulting in lessening the tax burdens of its citizens and

city government.

Most of our memories are directly associated with a place.

We “go back” to places we feel good about.

We “go back” to places where we have had positive shopping experiences.

We “go back” to places where we have had fun.

We “go back” to places we think are important.

We are also attracted to places where we think we will have a positive experience.

We must strive to make Downtown a “go to” kind of destination, “not an avoidable area” we pass through to get somewhere else .

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POCAHONTAS COUNTY Pocahontas County is a county located in Iowa. 2010 census, the population was 7,310.[1] The county seat is Pocahontas. The county was formed in 1851. This county was named after the Native American princess from Jamestown, Virginia.

STRENGTHS/ASSETS:

Public Amenities: There are beautiful public parks in each community – both

downtown pocket parks and gathering spaces, and larger recreational green

spaces. These parks are well maintained, with new playground equipment and

nice plantings, and show the efforts done through the Hometown Pride

Program so far. In addition to parks, each community has a golf course, library,

and pool that serve as great amenities for residents and sources of pride for

the community.

People Power: Whether through the Hometown Pride program or another organized group, each community has an

organized structure/group of people that know how to get things done. The groups aren’t just in place, but include people

that are positive, enthusiastic, and really care about improving their community. Many residents note they love living in

Pocahontas County because of the sense of community they feel, and that people really come together when there is a

need.

Public Art: Public art adds color and vibrancy to a

downtown and can be a draw for tourism and social media

opportunities. Each community is already integrating public

art into downtown through large scale murals or sculptures.

Community Events: Community events are needed

celebrations that bring neighbors together and draw people in from outside the community. Each community has existing

successful events, from long-standing summer festivals to seasonal farmers markets, art walks, and holiday events.

A “Unique” Piece: In each of the five communities we traveled to, there is a person or thing that stood out as unique, and

could be a draw or marketing niche. Work on identifying these pieces in each community and explore how to embrace them

as part of continued economic development efforts.

CHALLENGES AND CONSIDERATIONS:

Basic Downtown Maintenance: Downtown is like the front porch of the community. Does it

give people the impression that the community is clean, welcoming, and open for business, or

that it hasn’t been tended to in a while?

▪ Tidy up the downtown area. Pull weeds, sweep sidewalks, and wash windows (both

occupied and vacant spaces). Schedule regular clean up days at a frequency that works:

some communities have success recruiting community members for semiannual downtown

clean-ups by providing lunch afterwards, while others rely on a small core group that meets

on a weekly or monthly basis for a quick clean-up.

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▪ Poor sidewalk conditions were common challenges throughout our visit. Poor

sidewalks not only contribute negatively to the visual appearance of the

downtown, but provide safety issues and accessibility. As longer-term projects,

explore options for sidewalk improvement funds (see examples in appendix). In the

meantime, maintain and keep safe what you have. Sweep regularly to get rid of

road debris and loose sidewalk pieces that create trip hazards.

Signage, Signage, Signage: Downtown signage was a common issue throughout

Pocahontas County. Directional signage was lacking, and business signage was often

nonexistent or not fully representative of the business. Good signage informs and

directs people, provides on-premise advertising, and adds dimension, color and activity

to the streetscape.

▪ If you want people in your downtown, tell them how to get there! While larger wayfinding systems were being talked

about in some communities, make it a priority to install signage from the highway that identifies and directs people to

the downtown district.

▪ Any business that is operating in the downtown district should have a sign. Signage is the single largest on-site marketing

tool and conveys business identity and offerings. From a street appearance perspective, business signage also shows

there is activity happening in buildings that might otherwise appear vacant or underutilized.

▪ Some businesses do have signage, but after

going inside, the exterior signage doesn’t do the

store offerings justice. Work on helping business

better tell their stories through exterior signage,

graphics and window displays. Locals may or

may not know what a business offers, but it’s a

missed opportunity for visitors or newcomers to

the community.

▪ The NAPA in Rolfe, for example, appears to be a typical auto parts

store from the outside, but their inventory included hardware,

small farming equipment, and more.

▪ Don’t forget about pedestrian oriented signage in downtown

environments. People often focus on larger scaled signage that is

more visible for auto oriented traffic, but downtown environments

should address both scales. Pedestrian oriented signage allows

people to identify a business without having to walk out into the

street to read large signage mounted on the building façade.

Signage at this scale also adds to the storefront appearance and

the sense of activity – both inside and out on the street.

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▪ Inexpensive vinyl cut graphics or text on storefront windows are effective,

and can also be used to put store name, hours, etc. on the door. Also

encourage the use of projecting blade signs. Because these signs extend

from the building and reach out over the sidewalk, they activate and add

dimension to the streetscape. Projecting signs also bring better visibility and

walkability to the downtown district – when you walk out of one shop and

can see another destination, you’re more likely to keep exploring and spend

more time, and ultimately more money, in the downtown district.

▪ Identify opportunities for new or improved signage in each community.

Explore options for a grant program (perhaps at the county level) that could

be used to incentivize business signage. Offer design assistance to

encourage signage that is high quality, readable, and representative of the

business. Consider a lunch and learn for business owners and local sign

manufacturers, or partnering with a college graphics arts program.

Communication:

While there isn’t a void in communication, it is somewhat limited, sporadic and inconsistent both internally and externally.

▪ Websites were incomplete (not every city has a website) and for the most part, had a void in posting fun activities and

photos.

▪ A plus is the hiring of Gretchen Tiedeman, the new Marketing Director for Pocahontas

County.

▪ Odds are many of our suggestions are already on her list of things to do. But

since her focus is the entire county, she will probably not have the time to

do communications for each city. Likely she will be offering guidance as well

as her expertise and talents to train you to be effective with your

communications.

Printed Materials:

▪ Begin to use, continue to use and expand the distribution of written notifications.

▪ Quarterly newsletters should be distributed both electronically and via hard copy. Hard copies should be left in

restaurants, the library, beauty and barber shops, offices that have waiting rooms-doctor, dentist, lawyer, insurance,

etc.

▪ If possible add information on city billings such as on a local utility bill.

▪ Table tents, changed quarterly are very effective in telling your story and letting people know about upcoming events.

While these could be done individually by each city, consider table tents that have information reflecting activities in all

cities in Pocahontas County.

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Social Media:

▪ Websites: Calendars - Make sure your city has a calendar that is kept up to date.

Calendars need more information than trash pick-up and city council meeting dates.

They need to include the fun events, activities, business specials (pay to post), clean-

up days, and details about your trails and parks.

▪ Photographs: Again, think fun! Include photos of happy people-individuals and

families. Show them eating, drinking, participating in parades and watching parades,

shopping, watering flowers, picking up trash, and sitting on a bench. The list is endless.

While photographs of buildings, streets, trees and flowers are good, they don’t reflect

the greatness of your cities. Exciting photos with smiling people might encourage

someone to visit your city, attend an event and maybe even consider moving to your

city or Pocahontas County.

▪ Businesses: Expand your business listings to include links (this could be free or “a pay

to have a link”) to as many businesses as possible. Also consider categorizing businesses

so outsiders know what these businesses are. Many business names do not reflect the

goods and services that they offer. It’s those businesses that we sometimes never go

into, simply because we don’t know what they do or sell.

▪ Facebook: This was hit or miss…either no Facebook or minimal postings. Facebook is an inexpensive method to tell

your stories and entice travelers to visit your cities.

Entertainment: While every city boasted about their community events, we also heard that there is a lack of activities/things

to do.

▪ We suggest that each city try to add entertainment, held in your beautiful city parks. Take advantage of your stages and gazebos. While you have limited volunteers and time to produce events, we propose that you limit the number of these entertainment events. Possibly one time a month during the summer months or one time a week for one month. Be consistent, i.e. the first Tuesday of every month or every Thursday during the month of June. ▪ Entertainment could be focused or varied: adult,

family and/or children ▪ Music-solo, duets, singers, violin, guitar, small group ▪ Open mic ▪ Story-telling ▪ Juggler ▪ Student debates ▪ Karaoke

▪ Contact Leonard at the Kaleidoscope Factory in Pocahontas or Annie & Dale at the Arts Center in Fonda. They have

connections and contact information for entertainers.

▪ And of course, make sure food and beverages are offered, either via local restaurants or grocery stores. If they are

busy or not open, then consider hosting a pot luck dinner, involve church groups, utilize sponsorships. Might be an

opportunity for wine and/or beer tasting.

▪ If event is adult targeted, then consider offering baby-sitting services or an area for kids to play and do crafts.

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COUNTYWIDE COLLABORATION OPPORTUNITIES:

Recommendations specific to each community are provided later in this report based on each community’s individual

strengths and challenges (and issues that each community has in common). Pocahontas County has an opportunity to

implement ideas that these communities can collaboratively implement to enhance the appeal of the county as a whole.

Consider the following ideas in addition to the fine work already taking place on Countywide trails and the Legends of the

Great Plains project.

Selfie Scavenger Hunt: This initiative would send local tourists on a countywide

trip to get their photos taken on Bob’s Bench or the Giant Pink Rocking Horse

or next to the autographed photo of the 1975 World Series champions, the

restored player piano, or a photo in front of the kaleidoscope factory? A few

donated prizes, such as dinners or beef jerky or a charcuterie board, could

make for a fun afternoon, get county-wide attention, and familiarize residents

in each community with each other.

Countywide garage sales: There are many collectors and collections in these

various communities. They have names like Gib and Jan in Fonda, Jim in

Laurens, Kurt in Rolfe, George in Gilmore City, Leonard in Pocahontas – all of whom collect various things. We loved looking

through these collections and talking with these passionate collectors. Most of these collections are not for sale but if we

combine these collectors and collections with a well-marketed county-wide garage

sale – this could attract a large number of tourists to the county. These collectors

and collections are authentic and common to all your communities and could be

an opportunity. If this were to be coupled with retail sidewalk sales, you would

have a countywide downtown retail event that will be an attraction.

Progressive Dinner: A traditional progressive dinner would have appetizers in one

spot, soups in another, salads in another, dinner in another and then dessert,

coffee and live music at the final stop. This might be a good fundraiser for a

countywide project with volunteers, restaurants or grocery stores donating the

foods. This could also be a simple goodwill gesture with potlucks where each

community welcomes guests into the county through this series of stops. The final

stop could be a big party where all come together to celebrate with live music.

Cash Mob: In Mount Vernon, this

is done with help and support of

the local bank. The bank picks one of its retail customers and invites its

patrons and employees to go to that store en masse to spend money at

one retail establishment. This went on for nearly a year with the bank

showing up at the appointed time and handing out $300 in cash to

employees and patrons with the understanding that they would spend

that money at that one chosen retail establishment. Almost always, the

initial starter money is coupled with the individual’s own money for a very

successful individual store’s day. What if the Hometown Pride group

contacted all its volunteers and asked them to spend money in just one

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downtown business at one day and time? It could be at a restaurant or a grocery store or an art shop. The next month,

everyone is asked to go to another community/business and try again.

Business-to-Business miniature golf: This is a project that has been successfully

implemented in Ottumwa and other cities. Set up a miniature golf hole in

different stores (in potentially several communities). Patrons go from one

business to another counting putts, keeping track with a score sheet and turning

it in at a final location at a bar or restaurant with a party with live music, a contest

for the lowest score(s), and a final destination gift certificate for the winner.

The Big Idea….but a Cool Idea: Elevator Art – We are aware and supportive of the

work being done with the Legend of the Great Plains. What is the one obvious

feature that all your communities have in common? Huge grain elevators! Apply murals on each community’s elevator.

Create a map that could be distributed in each community, allowing

tourists to travel around Pocahontas County to see the elevator art.

Each community would need to have a community gathering to

determine what style and subject would best represent their

community. Hometown Pride would need to facilitate an over-

arching committee that would concentrate on the artist or artists,

funding, sustainability and add a certain amount of structure to the

process so that the pieces would be consistent and cohesive. This

kind of project could get national attention.

FUNDING:

Funding is never the easy step. Sources of funds for the implementation of projects varies depending on the type of projects that each community chooses to execute. This could also be a segment of future facilitation by Iowa Economic Development Authority staff. Potential funding sources include:

▪ Donations/Sponsorships ▪ City funding ▪ Crowd funding, perhaps matched by major donations ▪ Grants

▪ Alumni fund raising ▪ Local challenge grant ▪ Small fund raisers for small projects

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FONDA, IOWA

Fonda was originally called Marvin. However, Marvin was too similar to Manson, Iowa and mail was being mixed up, so in 1874 town officials changed it to Fonda because the next town with that name was Fonda, New York. The population was 631 at the 2010 census.

STRENGTHS/ASSETS:

▪ The crown jewel in this community is a privately-owned museum on Main Street. Local collectors Gib and Jan Alpers own and operate the museum. We were told this is the “largest collection of local Fonda artifacts” and indeed the collections are vast and impressive. Gib is clearly a local eccentric (we mean this in a good way!) with a passion for collecting and restoring all types of antiques. The Downtown Assessment team was welcomed in, where we listened and sang along to “Abba Dabba Honeymoon” on a restored player piano complete with a stained-glass front created by local volunteer and artist Annie Reiff.

▪ Down the street from the Museum is the volunteer-run Fonda Arts Center, a former church that has become a small performing arts center, with a small collection of art. The space is home to monthly events. This project and others are managed by a dedicated group of volunteers who clearly care about their community.

▪ The community offers a few events a year that bring people to town including a Labor Day Rodeo, National Night Out, a Craft Show, and, up until a year ago, a Cinco de Mayo celebration.

▪ Just off Main Street is Straight Park and Lake Marvin, a campground with a lake and trails and benches along the way to sit and contemplate and collect your thoughts. This quiet oasis is just a block off Main Street and offers cabins to rent and a small lake stocked with fish. “A simple, easy way of life here,” “kids can ride up and down the street on their bikes without a problem,” and “it is a slower pace and quiet.” “Affordable.”

▪ An attractive pocket park on Main Street is managed by the Fonda Garden Club.

▪ Attractive downtown street lights ▪ Beautiful downtown clock in front of the Museum ▪ Downtown building stock, mostly in good shape. For example, the museum is in

the restored Opera House. ▪ Former bank is used as a kitchen for the bar/restaurant next door. There is an

antique store and a consignment store, and at this point, just one downtown restaurant/bar.

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OBSERVATIONS/RECOMMENDATIONS:

Building Improvements: Downtown Fonda has some clearly deteriorating buildings, including one with the roof completely

caved in….all that remains is the façade. In small communities, business opportunities are sometimes limited but keeping

the buildings maintained and intact helps save the continuity and physical capacity that helps to define the downtown.

▪ Save the façade of the crumbling building and leave it as an architectural element in the downtown.

Public Spaces: Wide streets and vacant lots give downtown an empty feel, but these kinds of issues can be softened.

▪ More pocket parks/greens areas in empty spaces would add to the overall look of the downtown and in the larger

empty spaces, particularly in the big empty lot next to the bar/restaurant, we suggest small in-fill buildings that could

be sold or rented to temporary retailers or pop-up businesses that might not be able to afford the purchase or rent of

a downtown building.

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▪ The streets in downtown Fonda are wide, and, with the lack of business activity, makes the downtown look less inviting.

Erect a design element in the street that mimics the clock feature in front of the museum. Adding trees alongside the

street will also offer another visual element.

Signage: Signage for the businesses appear to be missing and particularly the museum, which we were told was “the biggest

draw in town.”

▪ All businesses clearly are not represented in signage both outside the building and through wayfinding as people come

into town. Work with individual business owners on appropriate signage. The team heard there is another privately

owned miniature train collection set up in another building just a few buildings down from the Museum. We would

recommend encouraging that owner to open his collection to tourists. These collections are part of Fonda’s cultural

inventory and should be marketed and promoted as these things are unique and quirky and the very thing that makes

for a successful cultural tourism destination.

Harmony: There appears to be some real contention between members of the community. Disagreements happen,

especially when you are active in implementing projects. This community really needs to work together and present a unified

message to guests. We realize that this is easier said than done but it is imperative if the community is going to survive.

Clearly this is a community that cares about its town, its residents and its culture.

▪ We recommend that Fonda volunteers invoke the county’s namesake “Peace of Pocahontas” and find a way to work

peacefully together to preserve those things that make your community unique.

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POCAHONTAS, IOWA

Pocahontas is a city in and the county seat of Pocahontas County. This city was named after the Native American princess from Jamestown, Virginia. The population was 1,789 in the 2010 census.

Strengths/Assets:

Courthouse View: Turning the corner into downtown, the courthouse sets an awesome destination in the background. The

view is very attractive and inviting.

Cool, historic buildings & opportunity: Driving further down the

street you pass great building bones. Some buildings have been

inappropriately altered over the years but nothing that can’t be

fixed with the right amount of encouragement and local

incentives. The key is to acquire the needed design advice and

to remember, they didn’t get this way overnight. We must

appropriately rehabilitate one building, one business at a time.

Rialto Theater: It is impressive is see your theater with 8 shows

per week. This is an asset to build upon. The staffing is

volunteer enhanced to keep the costs down. During our visit, it was shared that other

events are available at the theater like a Readers Theater and other local productions.

The Rialto Theater is a destination within a destination to enhance additional feet on

the street.

Quality events: Art Walk, Heritage Days, Car Show, & Christmas holiday happenings.

Young Professionals Group: A great way to engage & foster future leaders.

Revolving Loan Funds for Business Development: An awesome opportunity. The city

shared they have approximately $2.5 million dollars in their revolving loan fund. It’s

imperative to find new innovative ways to reinvest these dollars to bring the maximum

return on investment.

Observations/Recommendations:

Downtown Entrance: The Downtown Entrance Park must be improved. This should be a top priority. It doesn’t provide a quality welcome to the district. In fact, it will discourage visitors from even entering the downtown district. If this becomes a priority, it will not take that much effort to clean it up and add trees, signage, and make it interactive. Have some fun with it. This rehabbed park will provide a ‘Reason to Visit’ the downtown and community. County Courthouse: The courthouse lawn is a public space that seems to be saying ‘KEEP

OFF THE GRASS’. It’s an awesome space with little to no reason to ever set foot on the

grass. A plan could easily be prepared with improvements to add seating, trash cans,

picnic tables, and gazebos. This would welcome visitors to enjoy this wonderful

environment. Lastly, lighting issues exist around the courthouse lawn. This does not feel

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like a safe nighttime environment. Once addressed, this

area will become very inviting. This is a great way to

demonstrate county pride. Maybe an FFA or Eagle Scout

project.

Streetscape: The Main Street is super wide. Make sure

it is very pedestrian friendly. Crosswalks should

encourage people shopping both sides of the

downtown. Park once and enjoy the shopping

environment. Consider adding additional trashcans,

benches, banners (Bigger & Better), etc. We loved the

pianos. Expand public art and make it a whole lot of fun

downtown. We love the entrepreneur that rents

bicycles. Consider pulling the bikes closer and more

visible to pedestrians and drivers on Main Street.

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Downtown Lighting: This is one of downtown Pocahontas’ most glaring issues and must be addressed now (especially if you

really want to increase downtown usage @ night). Too many street lights are not operational. Some said it is wiring issues,

some said it is simply bulbs, the fact is it just needs to be corrected. Lighting should not be holding you back in creating an

inviting environment at night. Downtown Pocahontas has a great start in creating this nighttime environment. Build upon

the success of bars and restaurants, the Rialto, and the bowling alley. Most towns would love to have this head start you

already have. There is also an opportunity to create quality window displays that are lit at night to entice shoppers to

explore downtown. These silent salespeople will allow businesses to contribute to the safety of downtown while

encouraging sales at a later date. Quality window displays sell product which will increase the profitability of downtown

businesses.

Building Strategies: The buildings of downtown Pocahontas are a physical representation of your community’s history. These

buildings create curb appeal for businesses that help make the district more inviting

to shoppers and visitors. Downtown buildings, along with the streetscape amenities

mentioned earlier, create an atmosphere that can help draw customers to shop and

stroll throughout the downtown district.

▪ Create an architectural education/appreciation program.

▪ Start with easy things like a downtown walking tour and build upon this effort with additional items like a brochure or utilizing current technology to create a downtown app.

▪ Consider displaying historic photos in vacant or underutilized storefront windows.

▪ Publish history articles for improving the appreciation of local history and architecture.

▪ Develop a building assistance team to work with property owners on rehabilitation

issues/projects.

- Make sure everyone understands current code requirements.

- Consider assistance with financial and other technical assistance programs.

- Investigate and apply for a CDBG Downtown Revitalization grant from IEDA. (attached)

Business Development: Developing the correct mix of downtown businesses is always a challenge. Make sure you connect

with consumers and businesses on a regular basis to evaluate what you currently have and what you need.

▪ Create consumer surveys to address needs and desires of shoppers.

▪ Develop a business visitation program to stay in touch with existing businesses and create a relationship of trust and working together for common goals.

▪ Business retention should be your # 1 priority.

▪ Use this process to identify technical assistance training opportunities.

▪ Create incentives that truly address business financing gaps.

▪ Empower local entrepreneurs to create a legacy of quality, locally-owned businesses.

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GILMORE CITY, IOWA

Gilmore City is a city in Humboldt and Pocahontas counties. Gilmore City was originally known as Blooming Prairie; the

name was changed to Gilmore City in the early 1880s. The city was named for Charles N. Gilmore. The population was 504

at the 2010 census.

Strengths/Assets:

▪ The Limestone Capital of Iowa! The two historic limestone buildings downtown are unique and an authentic part of

the community’s history.

▪ Energetic, enthusiastic people that are invested

in the community.

▪ Gilmore City Fun Days – long standing event that

brings the community together and draws

people in to town.

▪ Gazebo Park in the heart of downtown. The

raised community garden planters are a neat

idea and a great example of effective

fundraising/sponsorship efforts.

▪ The preschool located in the elementary school

was noted as an asset for recruiting young

families.

Observations/Recommendations:

Limestone Capital of Iowa: Gilmore City’s tie to limestone is a unique asset that sets it apart from other communities in

the county. It is evident in the two limestone buildings downtown and the aptly named Limestone Lounge, but explore

opportunities to further tell that story.

▪ Play up Gilmore City’s limestone history. Consider interpretive art or signage that tells that story, or an event tied to the

limestone/quarry history.

▪ George and his efforts with the County Line Tap

are a great example of creating a unique space

through historic preservation. Place a

continued emphasis on maintaining and

preserving the two remaining limestone

buildings downtown.

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Downtown Intersection: Wide streets create a large,

open intersection at the core of downtown (340th Ave

and SW C Ave). The beautiful planters on each corner

help to soften this space, but additional amenities

could help improve the intersection visually, while

creating a safer pedestrian crossing experience.

▪ Incorporate bumpouts at the four corners of the

intersection to shrink the space, provide more

visual definition, and create shorter and safer

crossings for pedestrians. Small scale, low cost

bumpouts can be effective starting points: consider

painted bumpouts with additional planters for

dimension, or wooden bumpouts constructed from

pallets or CNC routed plywood.

▪ Paint crosswalks between the bumpouts to

emphasize pedestrian crossing areas. Be creative!

Painted crosswalks can add color and vibrancy to

the downtown core while highlighting pedestrian

visibility. Play up the fact that 340th Ave is half in

Pocahontas County and half in Humboldt County

by doing different paint colors/schemes on each

side.

MOB’S Café and the Limestone Lounge: At first glance, this appears to be a bar since the Limestone Lounge area is primarily

what you see. We had a great breakfast at MOB’s during our stay, but wouldn’t have known it was a restaurant without

local residents telling us. Others passing through town might make the same mistake!

▪ Expand current signage to increase visibility and identify the restaurant. Consider larger signage, a sign that reads “MOB’s

Café” or add “Breakfast, Lunch & Dinner” under the current sign.

▪ Enhance the outdoor space with umbrellas, lighting,

etc. that add customer amenities and visual appeal.

Show the “Fun” in Fun Days: Gilmore City Fun Days was described as a huge, successful event for the community. The packed schedule we saw was impressive and sounded like a lot of fun. However, the t-shirt we saw hanging in City Hall was plain, gray, and just didn’t scream “fun!” ▪ Consider a new logo design that might be more

representative of the event and include some fun

colors. This could be used for t-shirts and event

branding/marketing efforts.

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Infill Housing: A shortage of single family housing was a common complaint in each town we visited, but especially so in

Gilmore City. As a longer-term priority, consider a housing infill project to help alleviate this issue and position Gilmore City

for growth.

▪ The open lot next to the bank (along SE C Ave) is a prime location for infill development. Consider a cluster of well-

designed affordable housing units to maximize the site. These could be designed as independent living units that are

more appropriate for the needs of aging residents (no stairs, ADA accessible, etc.), with shared outdoor space to create

a community feel. Once appropriate and desirable housing is provided for aging residents, existing single-family housing

could be opened up for incoming residents and families.

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ROLFE, IOWA

The city was named after the Englishman, John Rolfe who married Pocahontas in Jamestown, Virginia. The population was 584 at the 2010 census.

Strengths/Assets:

▪ Betterment Group (RBI) – an active group that gets

things done

▪ Free Swimming – clever idea with positive pay offs

▪ Christmas Celebration – tradition

▪ Turkey Bingo – fun

▪ Grocery Store – outstanding entrepreneurism within

and outside of Rolfe

▪ Roller Derby-RAMS Event Center – such a unique

activity

▪ Newsletter-multiple issues every year certainly

enhance communications within Rolfe

▪ Wild Faces Gallery & Frame – A unique destination

business with a talented artist that exhibits at the Iowa

State Fair

▪ Tourism – great reasons for people to visit and of

course excellent photo opportunities

▪ Three Rivers Trail Head

▪ Freedom Rock

▪ Many nice parks

▪ Greater Rolfe Days/Rodeo

▪ “Sculpture Garden”

Observations/Recommendations:

Public Art: The “Sculpture Garden” is very impressive. You are very fortunate that

the owner of the property encourages people to enjoy this art and allows everyone

to stop, pose and take photos.

▪ Carry that theme into downtown and to the Three Rivers Trail Head. More

sculptures and maybe even some of Mona’s art could be displayed throughout

downtown and on the route to the trail head. This display of public art will add

color and uniqueness to your downtown and encourage people to venture past

the “Sculpture Garden” and maybe even find the trail head on their own.

The Clock: While the clock served a purpose at one

time, the broken clock does not currently have a

reason for existence.

▪ Either fix it, replace it or simply take it down.

The impression it makes as it stands today, is

not a positive one.

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Business Signage:

▪ Most locals might know what businesses are inside buildings, but visitors may not

know if there even is a business within a building or what the products and services

offered. Newcomers and visitors need to be informed. Buildings without signage

appear to be deserted/closed businesses. A

business can’t afford to assume that

everyone knows that they exist.

▪ Tell your story with on-window signage

and/or clings.

▪ If you don’t have a farmer’s market, take down the sign on the highway.

Wayfinding Signage:

▪ Especially needed between downtown and the Three Rivers Trail Head. We had no idea you had such a connection

with the bicycling community. Don’t keep it a secret, help people find it easily.

▪ Install signage at the trail head, encouraging people to find downtown and your businesses. If they know that nearby

stores are selling food, cold beverages and even items such as band aids, they would likely spend some time and money

in Rolfe.

Volunteerism: How do we reach people and increase volunteerism? A

question we heard often.

▪ Be very specific with your needs. Break down the activities so people

know their options both in physical needs and time commitment

needs.

▪ Promote volunteer needs via Facebook, church bulletins, water/utility

bills, website, posters at the community center, swimming pool,

library, post office, city hall, businesses, and fire station.

▪ See Laurens poster. A great way to recognize your outstanding

volunteers.

▪ Insert fliers into school back packs. Send fliers home with students.

This might even be a cooperative effort with all cities in the county…a

monthly flier promoting countywide events.

▪ Create a schedule that shows time slots for the various volunteer

tasks. This could be a Facebook posting and/or a sandwich board sign

that allows you to add names as people volunteer. People will sign

up because of peer pressure and the opportunity to have fun and

socialize…as they see names of people they know on the sign-up list.

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We Want to Socialize More…We Want More Things to Do:

Community Dinner in the park or on the street…Sell tickets to a meal catered by the grocery store or new restaurant. Or,

sell tickets and have a grill-off or barbeque competition.

Trivia Night (seems to be a fit for Rolfe with the interest/attendance at

bingo)

▪ Hold in the community center when the weather is cooler.

▪ Sell food, beverages and snacks.

▪ Get prizes from brick and mortar stores and at home businesses.

These could be good prizes and or not-so-good prizes. Wrap prizes

so winners are surprised. Could turn into a white elephant type of

prize exchange.

▪ Offer babysitting or children’s activities in library.

Glow Golf or Business to Business Golf:

▪ Glow Golf is a night time experience that seems to attract golfers of all ages.

▪ Business to Business Golf is simply putt-putt golf that gets people into businesses while having fun. No talent needed

and is an event for adults, families and

children. Think of this as a miniature golf

course with each hole being inside a

business. And be sure to include a

hospitality “room” for people to congregate

when they have finished golfing.

Infill Structures

▪ Utilize empty spots

▪ If a new structure is going up, make sure it

is compatible with existing buildings.

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LAURENS, IOWA

Laurens was named in honor of Henry and John Laurens, father and son, two French Huguenots who became residents of Charleston, SC, and who were patriotic and loyal to the Colonial cause during the Revolution. The population was 1,258 at the 2010 census.

STRENGTHS/ASSETS:

▪ Very good business mix; Downtown Laurens is strongest retail district in the county.

▪ Retailers work together. They promote each other, and even make referrals to downtown stores.

▪ Downtown has activity at night. Some sections of the downtown come alive after 4 pm. Don’t take that for granted.

▪ Active Industrial Foundation: This translates into many community jobs including downtown employment.

▪ Laurens encourages downtown living in the upper floors of commercial buildings.

▪ Good events including the Summer Celebration and the very effective fireworks fund raiser.

▪ Very, cool historic buildings define downtown Laurens. Buildings are uninterrupted. Yes, many of them need work.

▪ Great, collaborative communication between community and economic development groups.

OBSERVATIONS/RECOMMENDATIONS:

Events: Bringing Activity Downtown: Laurens does a good job with community events, however, few of them are held in the downtown area. Downtown events generate traffic, visibility and sometimes sales. Reestablish downtown Laurens as a place to go for good events.

▪ Small Business Saturday is a simple and effective way to promote downtown during the holiday season. Capitalize on this by developing a promotion and take advantage of the national marketing and free swag provided by American Express.

▪ After Dark: Downtown Laurens has a night time economy. Enhance this with a Downtown Pub Crawl. Have fun. Take advantage of Lauren’s night spots.

▪ Downtown Component: Add a downtown component to each community promotion. Reestablish downtown as a place to come for entertainment.

The Pedestrian Experience: Creating an interesting pedestrian experience is extremely important for downtown. Laurens has a good business mix, but could improve the look and feel of the downtown with streetscape enhancements. Make it interesting for people to use the downtown with a clean, colorful and inviting streetscape.

▪ Vacancies: Even with the strong retail district, downtown has its share of vacancies. These are opportunities. Keep the windows clean. Add displays or sharp looking signs showing these spaces as business opportunities.

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▪ Art: Develop a public art program in the downtown. Use talented, local residents

and get help from nearby colleges to identify locations and ideas that will give

pedestrians even more reasons to walk the district. This can be done with

permanent public art or temporary. Some communities have supplied raw

materials (cows, balls, eyes, chairs, etc.) to local artists that go to work on them.

The finished products are placed in downtown locations for a season and then

sold for big money at the end of the year.

Miscellaneous design recommendation: Clean/paint the water tower!

Cool Buildings….What Sets Laurens Apart: Downtown Laurens has an impressive

collection of interesting, downtown architecture. It is certainly what makes

downtown unique. But, nearly all the buildings have undergone renovation projects

that were well intended but not appropriate. And, some buildings simply have

maintenance issues. This is perhaps downtown Laurens most pressing issue.

Developing plans and projects to protect and improve these buildings should be high

on the priority list.

▪ Guidelines: Develop simple design guidelines and some basic training on good

design for downtown building & business owners and local contractors. The

National Main Street Center’s “Building Improvement File” can provide direction.

▪ Incentives: Develop local incentive programs such as small grants or low interest

loans for property owners that follow the design guidelines. Also, investigate the

Downtown Revitalization Grant or new Community Catalyst Building Remediation

Grants Program administered by the Iowa Economic Development Authority. See

contact information below. These types of projects can domino in a downtown

leading too ample investment and a much-enhanced look.

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▪ Assistance: Seek out low-cost design help. The Iowa Architectural Foundation and Iowa State University are likely

resources to get help with façade and building designs.

▪ Business Signage: Walking downtown Laurens has a much different feel than driving it. Much of the signage is blocked

by metal canopies, and sometimes, the signage is missing or weak. Develop a program to assist downtown businesses

with pedestrian signage that accurately represents their business (what is in the store) and adds a creative, colorful

touch to the downtown district. Also, promote the use of fabric awnings. Many communities have funded grant

programs specifically to improve downtown signage.

Downtown Business Development: Even with the strong business mix, the vacancies present an opportunity to fill more

business voids. The community has many organizational resources to assist with business recruitment, but, it is imperative

that one entity be the lead…that works with other groups to get this done. The City may be this go-to entity.

▪ Wish List: Develop a wish list of business types based on ESRI data, surveys/focus groups, an analysis of existing

businesses in the trade area and a simple eye test. What are you lacking? Seek leads.

▪ Business Retention: Pay attention to existing businesses. Retention should always precede recruitment. Appoint two-

person teams to visit all the businesses in one year. Have scripted questions. These visits show businesses you care;

help you to identify projects to help them including business training topics; and, help identify future business closings.

Keep these visits as confidential as possible.

▪ Business Recruitment: Be ready to do “passive” business recruitment…the handling of leads that come to you. Have

building data and access to vacancies. Develop a process for the handling of leads including a visit to their existing store

(if they have one), mailing them pertinent information about your downtown and community, follow up phone calls, a

visit to downtown Laurens, etc. Make sure you can verbalize why they can make money in your community.

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PRIORITIZATION/IMPLEMENTATION:

This Countywide Assessment summary offers many ideas. What is the next step? How do the communities develop an

implementation plan individually and as a county-wide collaborative effort? This team recommends a different approach

depending on a community’s organizational resources at hand.

Fonda, Gilmore City and Rolfe are very fortunate to have Hometown Pride, but the communities do not have other

community development organizations except for the City (and Rolfe’s Betterment Committee). In this case we recommend

that these three communities work through Hometown Pride to take these steps:

▪ Distribute the report widely.

▪ Hold a community meeting (in each of the three communities). Prioritize projects in the report that are of highest

priority given importance level, work intensity and necessary funding.

▪ Develop an implementation structure….”High 5.” Identify:

▪ Two projects that can be done easily (low hanging fruit);

▪ Two projects with medium levels of volunteer and financial support necessary; and,

▪ One game changer. A large project that may take more than one year to complete.

▪ Begin to develop small action teams for each project.

▪ Go to work! Revisit 5 projects at the end of the year and start over.

Laurens and Pocahontas have more organizations and staff that can be involved in such work. We recommend that these

communities:

▪ Distribute the report widely.

▪ Hold community meetings and prioritize projects that are of highest priority given importance level, work intensity, and

necessary funding.

▪ Discuss how existing entities (Hometown Pride, City, Economic Development, community organizations, etc.). can take

segments of the report that best fit their missions. Perhaps some projects are shared among organizations.

▪ Go to work!

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FUTURE SERVICE:

The Iowa Economic Development Authority’s Downtown Resource Center is excited about the potential in Pocahontas

County and are eager to follow up with services over the next 2-3 years that can help community leaders with

implementation. In the immediate future we would like to see a schedule that looks like this:

3 MONTHS: (optional) Do you need help prioritizing projects in this report? If so, we would be willing to come back to

facilitate a session that helps you do this. It would be most productive to meet with each community separately and then

close with a meeting that all communities participate in.

6 MONTHS: Dual purpose day in which community volunteers are trained in downtown design and business development

topics so that each community can be more strategic in the future. The day would consist of several sessions with these

topics:

▪ Preservation & Design Basics

▪ Historic Preservation (Leads to Economic Development)

▪ Appropriate Building Rehabilitation

▪ Signage & Window Displays

▪ ESRI Presentation – 1) Data on Fonda, Pocahontas, Gilmore City, Rolfe, Laurens, and entire County 2) Data to include:

Demographics, Housing, Retail Sales, & Personality Profile

▪ Incentive Development

▪ Leveraging $$$

▪ Skin in the Game

▪ Downtown Revitalization Fund – CDBG

▪ Housing

▪ Appropriate Inventory ($ & %)

▪ Know the Facts

The Assessment Team believes an all-county meeting is necessary to discuss ideas in this report that are potential

countywide collaborative projects. Have this meeting facilitated. Look for common interests and select 1-3 projects that

can be implemented with small groups that are represented by all communities in the county….not just the five that the

Assessment Team worked in. If communities in Pocahontas County can agree on dates to begin these discussions, this

Assessment Team would agree to help (2 persons) with facilitation to come up with an implementation plan.

CLOSING:

It was a pleasure for our team to work in Pocahontas County. Each community has enthusiastic volunteers and leaders that

will make a difference. We hope this visit and report can assist in building a solid plan for downtown projects and

improvements. We encourage communities to work collaboratively. Focus on projects that each community gets excited

about. We are here for continued support. Good luck!

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CONTACTS:

Iowa Downtown Resource Center ......... …..515.348.6180 ... https://www.iowaeconomicdevelopment.com/Community/idrc

CDBG Downtown Revitalization Program….515.348.6208 ... https://www.iowaeconomicdevelopment.com/DowntownFund

Keep Iowa Beautiful ............................... …..515.323.6507 ............................................. https://www.keepiowabeautiful.com

ISU Iowa Community Indicators Program- Retail Analysis .................................................. http://www.icip.iastate.edu/retail

National and State Preservation Services and Programs:

National Trust for Historic Preservation ..................................................................................... www.preservationnation.org

National Main Street Center (National Main Street Network Membership) ............................................ www.mainstreet.org

National Park Service Preservation Briefs ............................................. http://www.nps.gov/tps/how-to-preserve/briefs.htm

State Historic Preservation Office............................................................................................................ www.iowahistory.org

RESOURCES/ATTACHMENTS:

CDBG Downtown Revitalization Program Overview

Incentives for Business Development in Main Street Districts

Pocahontas County Sketches

Rehab – A Checklist for Rehabilitating Historic Buildings

Sidewalk Funding

Signs

Storefronts

Website Listing

Websites – Grant Information

Window Displays