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Rushford Peterson Valley brand Take Root; grows


By Kirsten Zoellner

Mon, Jan 26th, 2015
Posted in Rushford Progress Edition

Rushford Peterson Valley Chamber of Commerce Executive Coordinator Jennifer Hengel works closely with all involved in creating the Take Root branding campaign.. Photo by Kirsten Zoellner



When brand expert Roger Brooks came to Rushford in 2009, the community wasn’t sure what they were in for. Eager to find a way to build on tradition and modern opportunities for residents and businesses, as well as tourism, a grassroots group of volunteers used Brook’s Rushford area analysis as a catalyst. Pouring over multi-years’ worth of information; Minnesota Design Team studies, city comprehensive plans, Business Retention and Expansion studies, marketing plans, and a community-wide survey, the group painstakingly dug into the strengths, weaknesses, advantages, and threats of the area encompassing Rushford, Peterson, and Rushford Village.

“We needed to determine who we are. You can’t create a brand out of thin air. It has to be solid; something that’s really here,” says Branding Council President Peggi Redalen. “What we garnered was all confirmation that we were headed in the right direction. Experts said, ‘If it’s not you, doesn’t fit you, it won’t take hold in the community.’”

What emerged, and clearly evident, was the Rushford Peterson Valley. The brand was officially registered with the state June 1, 2013 and revealed to the public June 17. “People said, ‘We love living in the this beautiful valley. Everyone promotes the bluffs, but the valley is what connects us. The valley defines us,” adds Redalen. This is noticeable even in the brand logo, which echoes the connection of the communities, the waterways, the bluffs, and history into one firmly rooted community.

Local and visitor response to has been overwhelmingly positive and engaging as the Brand Council has proceeded with implementation and further marketing development of the encompassing brand. February 1, 2014 the former Rushford Area Chamber of Commerce unanimously approved formally changing its name to include the brand and connecting the three cities as one united community. Cooperative development of a website, highlighting the both the brand and tri-city chamber of commerce, was also approved. Social media presence for the Valley kicked off just a few short weeks later on Facebook.

“It was a slow-moving vehicle at first, but things started to roll with final creation and adoption of the brand,” notes Redalen. “We knew we needed grant funding to keep it rolling.” Following donations by Tri-County Electric, Rushford Economic Development Authority (EDA), and City of Peterson (lo .....
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Despite chill, skating event draws big numbers

By Kirsten Zoellner

Mon, Jan 26th, 2015
Posted in Rushford Social Scenes

The ice is one of Minnesotan’s great loves and although the Rushford Peterson Valley may be home to the mighty, mighty Trojans, there aren’t trophies and pennants for hockey or ice skating lining the school halls… yet. Years ago, the commu ..... 
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Rushford-Peterson approves bond sale

By Kirsten Zoellner

Mon, Jan 26th, 2015
Posted in Rushford Education

A special meeting of the Rushford-Peterson School Board was called Thursday, January 15 for the purpose of adopting a debt compliance policy and to approve the sale of bonds. All members of the board were present, including new directors Joyce Ivers ..... 
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Rushford approves sale of HBC building

By Kirsten Zoellner

Mon, Jan 19th, 2015
Posted in Rushford Government

The first Rushford Council meeting of 2015, January 12, brought the expected annual housekeeping of boards, committees, meeting dates, and more. It also brought an opportunity for the city to sell a viable piece of downtown property and get the pr ..... 
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Lester P. Ulvestad

Mon, Jan 5th, 2015
Posted in Rushford Obituaries

Lester P. Ulvestad passed away on Dec. 30, 2014, at the age of 98 years at Good Shepherd Lutheran Home in Rushford, Minn. He was a longtime former resident of Glendale, Wisc. Beloved husband for 39 years of the late Shirley M. Ulvestad (nee Weber ..... 
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Juried High School Art Show opens January 10

Mon, Jan 5th, 2015
Posted in Rushford Education

Lanesboro Arts will present the Annual Juried High School Art Show, showcasing work by 9-12th grade students from Chatfield, Fillmore Central, Lanesboro, and Rushford-Peterson High Schools. The show opens with a reception on Saturday, January 10 fro ..... 
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Rushford-Peterson responds to concerns; renews superintendent contract

By Kirsten Zoellner

Mon, Dec 29th, 2014
Posted in Rushford Education

Due to time constraints at the December 17 school board meeting, a special meeting was called December 22. The meeting was well attended by the public, as was the previous meeting, with more than 20 citizens waiting to hear the district’s respon ..... 
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Journal Writing Project: Not just a ‘New’ Year

By Jeremiah Munson

Mon, Dec 29th, 2014
Posted in Rushford Journal Student Writing Project

Most people are aware of and participate in the tradition of a “New Year’s Resolution.” Whether you want to exercise more, spend more time with your family, or be a little more adventurous, New Year’s resolutions can cover just about every ..... 
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Rushford hits at rate changes, law enforcement trends

By Kirsten Zoellner

Mon, Dec 29th, 2014
Posted in Rushford Government

Discussion from the December 8 council meeting, regarding water and sewer rate structure and charges, continued December 22. The city is eyeing plans to address operating needs, capital improvement, debt service, and existing shortfalls. Any rate ch ..... 
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