Art abounds on this Great American Main Street
Riding the elevator to the observation floor of the 168-foot Mahanay Bell Tower offers a fresh perspective on rural communities. The Jefferson, Iowa, landmark showcases a bird’s-eye view of a historic square that is undergoing an artistic revitalization.
The surrounding colorful rooftop gallery, artful alleyways, fresh murals, frequent festivals and the restored cinema display the community’s commitment to creativity. And, after receiving the 2025 Great American Main Street Award (GAMSA), Jefferson’s 4,000 residents have seen the impact of the arts firsthand and will continue to invest in initiatives that boost tourism and enhance locals’ daily lives.
“So much volunteerism and support [were] poured into this award, which makes it a huge team effort,” said Emily Rohner, the community engagement coordinator for Jefferson Matters.
Emily initially planned to explore options in bigger cities after graduating from the University of Northern Iowa. But the chance to be part of placemaking efforts convinced her to return to her hometown. In 2024, she joined Jefferson Matters, a community development organization previously led by her mother, Beth VanderWilt.
“Seeing all the positive changes and hearing [my mom’s] passion led me to realize, ‘I like where this town is going. I like all the progressive thinkers and open-mindedness,’” Emily said.
Incentives Inspire Reinvestment
A growing number of young people are getting involved in community betterment after “boomeranging” back to Jefferson and other small towns in Iowa. This new generation of visionary business owners, nonprofit leaders and volunteers is building a foundation for the future and fostering a culture of collaboration.
“We came back to a community that was doing wonderful things in terms of rural vibrancy,” said Chris Deal, a Jefferson native who returned to his roots in 2016.
A father of three, Chris wanted to see his hometown as a place where families can thrive. His great-grandparents started Deal’s Orchard, a beloved agritourism business. Chris now splits time between helping with the farm and as a partner at an engineering firm. He has also played a role in historic redevelopment projects that added apartments and attracted businesses.
“It’s a case where positive momentum breeds more momentum,” Chris said. “When you start to have some success and build on these small wins, you get more and more. Now, with festivals and other activities and events, we’ve hit our stride. But we also see that there’s a whole lot more potential.”
Chris’s community involvement inspired former classmate Kristin Lang to seek him out when she was considering a move back. The two had both served as Student Council presidents during high school, but they hadn’t been in touch since.
She’d spent more than a decade away, first on the East Coast, then in Iowa City. Now she was curious if Jefferson might be the place to pursue her dream of opening a stationery store.
“The idea of having the little shop on the corner felt very cinematic,” Kristin said. “When it came to real research into things I needed to do, I got coffee with [Chris] to see if he thought Jefferson would be a viable place for the type of business I wanted to open.”
Local leaders also encouraged Kristin and her partner, Clancy, to apply for grant funding for small business startups and a remote worker incentive designed to connect relocators.
Stories Behind Every Storefront
It wasn’t long before Kristin’s vision came to life. When she and Chris met to discuss her dream store, opportunities aligned. Chris was in the process of rehabbing a 19th-century storefront on the northeast corner of the square. It would soon be available, with an apartment above.
It was almost too good to be true and Warm Wishes, her paper goods and gifts store, opened in 2022. Meanwhile, Sierra Community Theatre and a satellite office of Gravitate, the Des Moines-based coworking brand, are a few doors down. Across the street, a new restaurant and cocktail bar is set to open, with lofts above.
Kristin likes that downtown Jefferson is a walkable, welcoming place to live and work. As newcomers, Kristin said she and Clancy were heavily recruited to get involved. Kristin soon chaired the Jefferson Matters promotion committee and started working on ideas to bring more traffic to local businesses.
A Barbie-pink replica of the town’s bell tower, saved from the newsworthy “Barbie by the Bells” museum exhibit, now greets visitors to Kristin’s beautifully curated shop. There, she also started stocking goods made by independent artists and now invites creatives to host craft workshops from the light-filled space.
“When those artists come, they’re excited to see Jefferson,” Kristin said. “They think it’s a fun town, and they like the art that’s here.”
