When Abby McConnell moved back to her hometown of Jefferson nine years ago, she had no idea that her future would include owning her own small business. But today in 2023, she is a busy woman, running her newly launched full-service event planning and rental company and living the life of a rural entrepreneur.
Her business, Legacy Events, handles everything from party décor and rentals to logistics planning and vendor management and has found a niche within Jefferson and its surrounding communities. Since the official start of her business in February, her schedule has been full with organizing events, including weddings, various parties and even political campaign visits.
“It’s been very interesting and exciting to see how people like to celebrate -- and to be a part of it,” McConnell said. “There wasn’t anything like this in our area before, so I’m glad our business is something that fits the community’s needs.”
With a population of around 4,100 people, Jefferson exemplifies small-town living. Local small businesses and their owners are seen as vital for the success and growth of rural communities like Jefferson. And according to business and community experts, longstanding success is usually found within its own borders.
“In thriving rural communities, most of the businesses are founded by the people from the town,” said Bill Menner, executive director of the Iowa Rural Development Council. “They are invested in the community and are going to stay. When you can build businesses from the people in the community, the economy is more stable, and business is better for the town.”
Entrepreneurship education in Iowa classrooms can help find and develop the potential business owners that will lead communities in future. The Iowa Department of Education recently released the Entrepreneurship Toolkit to assist schools and colleges with guiding students with career exploration and preparation in entrepreneurship, especially those in rural areas.
“Entrepreneurship education plants that seed and empowers students to consider being their own boss, perhaps even in their own hometowns,” said Matt Wetrich, councilman for the City of Jefferson and executive director of Jefferson Matters, a Main Street and chamber organization. “It encourages kids to consider returning here after college to set up their businesses and ultimately, to be self-driven.”
As a business owner, McConnell agrees that education focusing on entrepreneurship is a benefit for students exploring this career path.
“There’s so much that you don’t realize that goes into starting your own business,” she said. “Having it taught in classrooms can help make the idea of entrepreneurship more streamlined and can help students feel more confident about starting a business in the future.”
McConnell notes that since her return to Jefferson she has seen the town grow more vibrant due to the expansion and success of its small businesses.
“The people are grateful we are here,” she said. “It’s not just a service or product within our community alone. Our businesses help promote Jefferson as a whole and make our town an experience and a place to be.”
The City of Jefferson has committed to the growth of their small business community. With a strong small business core, Jefferson can provide not only tourism and entertainment opportunities but also a wonderful place to call home. Through Jefferson Matters, new entrepreneurs can apply for up to $5,000 for support. Three mini grants of up to $750 are also available for signage, façade improvements and business expansion. Additionally, the City of Jefferson offers a 10-year forgivable loan program as well as matching funds up to $150,000 for façade improvements. These types of support help their small town grow further and open other opportunities for new partnerships to improve their community.
“People come here for experiences and our friendly small-town charm,” Wetrich said. “Whatever we can do to uplift our community through small businesses, career opportunities and safe neighborhoods will make it a better place to live.”
Jefferson serves as a good example of what community engagement and quality education can do for its small businesses. They are featured as a case study for rural entrepreneurship in the Entrepreneurship Toolkit and provide real-life examples of successful businesses for classrooms to review.
“The Jefferson case study along with the toolkit’s sample project ideas can help students visualize how to make a dream a reality, even in a small town,” said Kristy Volesky, education program consultant for the Iowa Department of Education. “Including a special topic focused on rural entrepreneurship in the school’s entrepreneurship curriculum can encourage students to consider owning their own businesses in the future.”
Rural entrepreneurship plays an important role in small-town Iowa, and collaboration between classrooms, businesses and the community can be impactful.
“If you give people the tools and resources to rally together, you can really make a difference for your business and your community,” McConnell said. “Let’s set each other up for success.”
To learn more about Jefferson’s support of rural entrepreneurship, visit their case study within the Entrepreneurship Toolkit.
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