The Little Town That Could: A History of Holiday Lights in Decorah, Iowa
In honor of the 20th anniversary of Holiday Lights, we take a look back from where the journey started. This history is a testament to the cohesiveness of a rural Iowa community, a can-do attitude, and some amazing people.
Part 1: Starting Holiday Lights
Part 2: Campground Operations
Part 3: Special Features/Walk Through Night
Part 4: Past Events
Part 5: Leadership, Memorable Stories
The Seed is Planted
In the spring of 2004, David Runyon, Helping Services director, was exploring alternative funding streams. He asked Llew Jenkins her thoughts. Llew was an idea person, contracted by the agency for marketing guidance. It was Llew who brought up the concept of a drive through light show, like Hillcrest’s “Reflections in the Park” in Dubuque, Iowa.
This social services agency had proven that the public loved to support this type of fundraiser. Llew pointed out other popular drive through light shows, like in Des Moines.
There was one problem, these were Iowa cities, and Decorah was a small town. Llew had to do a lot of convincing that this idea would work. She was adamant about creating “sustainable money” – funds that would keep on supporting the nonprofit outside of grants. It wasn’t long, and Dave was won over.
Others were not so easily convinced. Llew was told over and over that this event would not work in a small town. This didn’t stop Llew. In her words, “I was not from the nonprofit world, I looked at things through a different lens, and had a different way of thinking.”
Llew had done her homework. She understood that using social events for profit was readily embraced by the public. Llew and Dave were ready to bring onboard key people who believed in the event, too.
More Support
Dave bounced the idea off of Joe Schwartzhoff (husband of former employee Kathy Schwartzhoff). Joe always dreamed about a Christmas lights display for kids and families (especially the kids). As a passionate “Santa Helper” he was all in.
Both men agreed, “We could do that!” “Where could we do that??” They were soon throwing out ideas, and as Joe later shares, “a seed was planted!”
Eventually, Dave and Llew would solicit other supporters. Decorah families such as Larry and Diane Grimstad, Brad and Darcy Wicks, Dave and Brenda Carlson, and the Bruening families became believers in the event, as well.
Getting the (Christmas) Ball Rolling
Dave knew nothing about a holiday event of this type, but knew that it would take an investment of money. He estimated that 30-35 displays would be a great start for what he envisioned. Dave reached out to Brandano Displays, the company Dubuque used, to get an idea for cost.
Based on that number, Dave walked into Larry Grimstad’s office, then board president of Decorah Bank & Trust, to pitch his idea.
The conversation went like this:
“We’re looking at a possible fundraiser. We think it will not last all that long, maybe 3-4 years. After that, we would sell it to someone else or another town and they could take it over. We think we have a place to set it up. What would you think about loaning the money to get it started?”
Dave explained how this could be a great community-building event, with his selling point, “everybody loves Christmas!” Larry had the insight to see this idea was bigger than a fundraiser for a nonprofit. The concept was something that could benefit the entire community, boosting local business sales and tourism. And of course, bringing attention to the Helping Services’ mission.
Larry said that it sounded like a good idea, he admired Dave’s entrepreneurial spirit. The concept of a holiday lights event in Decorah appealed to him; Dave walked out that day with the loan he needed.
Getting Sponsors
Securing sponsors would be the key to help cash-flow the event. Unlike the Dubuque show that rented its displays, Helping Services would be purchasing them. To make them more affordable, the agency opted to purchase used displays for the initial investment.
Brandano, however, was still hesitant to work with the small nonprofit. They wanted a show of commitment before delivering the Christmas-themed displays from their Florida location.
Llew Jenkins convinced Brandano that she would secure 3-year contracts with the sponsors. As Llew said later, “Helping Services was now on the line, and they had to become big believers in the event!”
Llew was soon talking to local businesses, getting the needed sponsorships. With a color display book in hand, sponsors thumbed through and picked out their favorites. Offering choices helped with the sales process. As displays were crossed off the list one-by-one, excitement started to build for the Decorah event.
Today, sponsorships continue to contribute a large part of the income generated. Sponsorships not only apply to the displays, but things like paying for electricity, tree decorations, rope lights, etc. Sponsorships are available at all price levels. Corporate sponsors donate thousands of dollars, with opportunities ranging from everything in between.
Decisions, Decisions
As the Holiday Lights event directors, John and Llew Jenkins started to build a network of helpers. Staff, community members, and their own family all chipped in. Jenkins’ efforts included finding the right talents and skills needed, besides addressing important logistical questions.
The Decorah Pulpit Rock Campground seemed like an ideal location – it had electricity at every campsite, a paved road, and space for displays. Dave proposed the idea to the Decorah City Council, beginning the agency’s long relationship with Wanda Hemesath, Decorah city clerk/treasurer.
Although the campground manager and city were hesitant to host a very public event at the campground, they quickly came onboard.The mutual partnership has grown over the years, with both parties benefiting in positive ways.
John and Llew Jenkins, masters of marketing and promotion, brought their specialized experience. The two made the key decisions such as selling sponsorships, display placement, setting entry fee prices, and organizing nightly operations.
| Campground Manager, Craig Hunt 1975-2010 Llew Jenkins admits she was hesitant to meet with Craig Hunt, Pulpit Rock Campground manager. Craig had a reputation for being very protective of the park his dad helped establish. Llew expected a showdown regarding the use of the campground. As it turns out, Craig was the event’s biggest ally. Llew shares what Craig told her that first meeting: his desire was to always have the campground used year round. He loved the idea of Holiday Lights – a beautiful opportunity to celebrate the campground in the winter. Craig had one request, that Helping Services take good care of the grounds. Since the first Holiday Lights in 2005, we have done just that, staying off the grass and picking up after a day’s work. Every spring, employees return to walk the grounds to clear debris, helping prepare for the summer season …and honoring Craig and his legacy. |
Holiday Lights, Magical Nights
One of the most important tasks was naming the event. Linda Watson, program coordinator for Helping Services, remembers the story of how the name came to be.
Linda was in a planning meeting when staff member, Carole Daughton, walked in. Dave Runyon told Carole that they were trying to come up with a name for this holiday lights thing, “do you have any ideas?” Without skipping a beat, Carole replied, “Holiday Lights, Magical Nights!”
Everyone instantly liked the name, and so it came to be. Years later, the name was simplified to “Holiday Lights” for easier marketing. However, you can still hear veteran volunteers greeting cars with the “magical” part, because it is!
The details of who created the Holiday Lights, Magical Nights logo has been lost. The best guess is that the display company, Brandano, created it for Helping Services.
The updated Holiday Lights logo was created in 2018 by local graphic designer Erik Berg. Erik also updated the logo for the re-branding of the agency in 2016. This was to acknowledge the official name change of the agency to Helping Services for Youth & Families (from Helping Service for Northeast Iowa).
The First Year: 2005
The massive job of setup and take down was coordinated by John and Llew Jenkins. People like Wanda Hemesath made phone calls and created teams of people for community setup days (including their own family and friends).
The Brandano company helped direct the set up of displays the first year. After that, the Jenkins were on their own. Volunteers were instructed to “set displays as far back as possible from the road.” Even with those instructions, John and Llew moved them further back yet, for better viewing. It would take time to get a feel for perfect placement.
John and Llew, young parents at the time, remember toting their kids along on a golf cart. Setup involved long days, and the kids loved the fresh air, as did volunteers. Even Decorah city employees chipped in, but the Jenkins are quick to point out that they were not on the clock. Occasionally, Craig Hunt, the campground manager, would stay around and help at the end of the day.
Local electrician, Perry Novak, laid out cords, watching electrical load limits. Perry checked electrical fittings, advised on safe lengths of distance, and when to use heavier cords. Perry also marked underground electric lines, making sure no display stakes would accidentally hit them.
After Perry’s initial help, the volunteers took over, plugging everything in. As John Jenkins shares, “We bought every extension cord in Decorah!” Despite Perry’s input, many cords were damaged that year, due to overheating. It would take a couple of years to better understand the energy requirements of each display (and the need to split cords to balance the electrical load).
Finally, Holiday Lights opened with 31 displays in place, with 2 more downtown for advertisement (one at the Helping Services’ office).
Dominique Bockman worked with Kathy Schwartzhoff to coordinate nightly volunteers. Although there were nightly volunteers, it often fell on the Jenkins to open and close. Llew recalls her nervousness of not always being at the campground, and would drive by, just to check on things.
As it turned out, the winter of 2005 was bitterly cold. Wicks Construction provided a construction trailer for volunteers to warm up in. Even with electric heaters, nothing seemed to be enough. It proved to be a challenge to keep it heated for the 39 nights the event was open (Thanksgiving through New Year’s Day night).
Kathy and Joe Schwartzhoff, along with Scott Pierce, talk about the bitterly cold nights with temperatures well below -20℉. Kathy never forgets the frostbite she experienced. Dave Runyon describes the first two years as being “blistering cold weather” with the emphasis “it was awful!” (Holiday Lights now has a policy of shutting down the event in dangerous temperatures for the safety of the volunteers).
Santa was located far from the entrance with no house to warm him. Handing out candy canes with frozen fingers was difficult. Volunteers and staff with numb fingers, did their best to change burnt out lightbulbs.
The team addressed these and other problems as they came, making notes on what to improve. No one could predict last minute needs. It wasn’t uncommon to take money out of the donation bucket and make a candy cane run to a local store so Santa wouldn’t run out.
The Jenkins were happy with the first year, with a total of 1,297 visiting cars. Soon, they would be thinking of next season’s event.
Part 1: Starting Holiday Lights
Part 2: Campground Operations
Part 3: Special Features/Walk Through Night
Part 4: Past Events
Part 5: Leadership, Memorable Stories
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This history was compiled by Renee Matt with interviews with Dave Runyon, Linda Watson, Joe & Kathy Schwartzhoff, Dennis ”Oz” Osmundson, Larry Grimstad, Tim Mueller, Jack Barloon, Perry Novak, John & Llew Jenkins, Wanda Hemesath, Carson Eggland, and Jane Storlie.