What is Evolution of the Heartland?

What comes to mind when you think of Iowa? Endless stretches of fertile land, a resilient work ethic, neighbors who embody the essence of care, and the ingenuity of entrepreneurs who carve out success against all odds? Iowa is synonymous with agriculture, humility, and the enduring spirit of the American dream. Yet, amidst the vast cornfields lies a narrative often overlooked—the evolution of the heartland.

Rural communities are the foundation of Iowa and America, pulsating with a spirit that fuels the state’s heartbeat. But how can we harness this energy to not only sustain but thrive? Enter Evolution of the Heartland, a visionary initiative that capitalizes on agritourism and economic development to invigorate rural Iowa.

Evolution of the Heartland knows that together Iowans can…

  1. Utilize rural, Iowa people, communities, and businesses as the driving force for tourism.
  2. Showcase the high-quality innovation happening in Iowa.
  3. Entice migration from cities and other states to rural life through hands-on experiences and authentic conversations and relationships.
  4. Inspire entrepreneurs to pursue the American dream right here in Iowa.

At its core, Evolution of the Heartland celebrates the essence of Iowa—its people, communities, and businesses and encourages rural communities to market themselves jointly for these common goals:

  1. Gain statewide and national exposure for the evolving Silicon Prairie (rural Iowa communities, businesses, and people).
  2. Create a positive image of rural Iowa and agriculture.
  3. Highlight opportunities to visit, live, work, and play in rural Iowa that result in an exceptional quality of life.
  4. Provide exposure to career opportunities and business start-ups.

Past the peaceful cornfields, you’ll find folks who are all about pushing the envelope with new ideas. Evolution of the Heartland sheds light on the innovation happening right here in the heart of Iowa. Farming nowadays isn’t just about plowing fields; it’s about using the latest technology to make things more efficient, sustainable, and productive. By showcasing the seamless fusion of tradition and innovation, this initiative aims to change perceptions of rural Iowa and agriculture, positioning the state as a leader in agricultural innovation.

But at the core of Evolution of the Heartland is the power of making connections. It’s a chance for people to meet community leaders, building relationships that last long after the event’s over. Through tours, immersive experiences, and Main Street dining encounters, individuals gain insight into the intricate structure of rural life.

So, what does a typical Evolution of the Heartland event look like?  All events follow a similar itinerary yet take on the local flavor of the host community. The day starts with a round of immersive tours. The Main Street luncheon and downtown exploration aim to connect attendees with local foods, flavors, and business owners. Attendees will set out on their afternoon adventure with another round of  immersive tours. Some communities will end the day with a local vendor showcase or community reception.

As Evolution of the Heartland continues to gain momentum, the vision extends beyond the horizon. The goal is not merely to replicate but to scale this initiative statewide, as the premier agritourism event that beckons individuals to rural Iowa. By raising awareness of the opportunities for tourism, business startups, and rural living, Evolution of the Heartland attempts to cultivate a well-rounded quality of life that resonates far beyond the heartland’s borders.

In essence, Evolution of the Heartland isn’t just an event—it’s a movement. A movement that celebrates the past, embraces the present, and charts a course towards an exciting and prosperous future for rural Iowa. Join us as we embark on this transformative journey, where the heartland beats with renewed vigor, and the spirit of innovation thrives.

Photo by zaigervision

Evolution of the Heartland Wins Two Iowa Tourism Awards

Emerge Marketing Solutions was awarded the ‘Outstanding Marketing Collaboration’ award and the ‘Outstanding Social Media Execution’ award for their work with Evolution of the Heartland at the 2024 Iowa Tourism Conference hosted by Travel Iowa on March 20th.

2024 Iowa Tourism Award Winner for Outstanding Marketing Collaboration - Emerge Marketing Solutions“It was quite an honor and surprise to receive these two awards from Travel Iowa,” said Emerge Marketing Solutions Owner & visionary leader behind Evolution of the Heartland. “We want to thank all the partners who have believed in us enough to invest in our cause and make this vision a reality for rural Iowa. We truly wouldn’t have been able to get this far without

them. After attending this year’s Iowa Tourism conference, I recognize that we have arrived, rural Iowa!! There has never been a better time to showcase the evolution of the heartland.” 

Emerge received the first award on behalf of the marketing collaborations between Travel Iowa; Iowa Farm Bureau (including Audubon, Shelby, & Carroll County Farm Bureau); Community Foundation of Southwest Iowa; Iowa commodity groups: Iowa Corn, Iowa Beef Industry Council, Iowa Pork Producers Association, Iowa Turkey Federation, and the Iowa Food & Family Project (Iowa Soybean Association); local community organizations: the City of Manning, Audubon County Economic Development & Tourism, Main Street Manning, Manning Hausbarn Heritage Park, Audubon County Fairgrounds, Nathaniel Hamlin Museum; various influencers: the Farm Babe, Michelle Miller; Iowa’s Storyteller – Darcy Maulsby; Olio in Iowa – Megan Bannister; Des Moines Parent – Erin Huiatt; and Ceara Kirkpatrick; and 15 private tour locations on local farms and agricultural businesses in the Manning, Audubon, Carroll, and Templeton area.2024 Iowa Tourism Award Winners

Evolution of the Heartland 

“We wanted to create and implement an authentic agritourism experience that highlights rural Iowa in a way that no one has been able to effectively do before,” said Greving. “Our ultimate goal is to gain exposure for the evolving rural Iowa; change perceptions of rural life and agriculture; create awareness of opportunities to visit, play, work, and live in Iowa where there’s an exceptional quality of life; and ultimately inspire others to pursue the American dream right here in Iowa.”

Through multiple local and statewide strategic partnerships and sponsorships, the inaugural Evolution of the Heartland event was held on August 31, 2022, at the primary host site of the Manning Hausbarn Heritage Park. The second annual event was hosted by Manning/Audubon on August 3, 2023. With more than 90% of Iowa being comprised of rural communities, Greving emphasized the importance of this initiative going beyond one or two communities. So, the Emerge Marketing team is working to bring Evolution of the Heartland to more rural communities in Iowa and scale the experience statewide in the next five years. 

Their vision to replicate the agritourism event across the state so that even more rural communities can benefit is already becoming a reality. This year, four Iowa communities will host an Evolution of the Heartland experience: DeWitt on July 25th, Stanton on September 12th, Coon Rapids on September 26th, and Manning on October 3rd. Registration for all events opens on May 1st and is limited to 50 people for each location. Registration will close three weeks before each event or when all spots have been reserved. Early bird registration features a $25 discount per person and ends June 1st. Participants can sign up to be notified when registration opens at www.evolutionoftheheartland.com. 

Emerge Marketing Solutions

Emerge Marketing is a local marketing organization owned by Shelly Greving of Manning. Greving, along with her team, including Katie Lange (Sextro, originally from Manning), Claire Zaiger (Olsen, originally from Audubon), and Annie Greve (Carroll) work to revitalize rural Iowa and support communities, non-profits, and businesses that make up the fabric of Iowa’s small towns through a variety of marketing services including brand development, business consulting, digital marketing, fundraising, social media management, strategic planning, video production, website development, and more. 

2024 Iowa Tourism Award Winner for Outstanding Marketing Collaboration and Social Media Execution - Emerge Marketing Solutions

This marks the third year in a row that Emerge has received a Travel Iowa Award, specifically the Social Media Execution Award. In 2022 they won for their video series promoting rural Iowa communities, ‘Off the Beaten Path in Iowa’; in 2023 for their digital promotions for Wright County Fair, and now for their Evolution of the Heartland social media marketing efforts. Emerge has received additional awards on behalf of their clients in previous years, including: ‘Outstanding Niche Market Initiative’ for their Look Local First initiative with DeWitt Chamber & Development Company in 2017 and ‘Outstanding Promotional Material’ for their social media marketing for the Manning Hausbarn-Heritage Park in 2017. 

“I am so grateful to our talented Emerge team who have worked tirelessly to showcase our rural communities and take our digital marketing efforts to new levels,” expressed Greving. “So, if you are a visionary leader and passionate about your rural community, reach out to us. Agritourism is one of Iowa’s priority areas that was highlighted at the conference, and there has never been a better time for our small towns to shine. I can’t wait to see what the future has in store for our rural communities.” 

To learn more about Evolution of the Heartland or Emerge Marketing Solutions, contact Shelly Greving at (712) 292-6875 or shelly@em3rgemarketing.com. 

Agritourism Event Highlights Agriculture and Rural Iowa

Manning, IA – Enjoying yak meatballs, holding a one week-old ostrich, taste-testing local wines and whiskey, and exploring two western Iowa communities were just a few unique highlights of the second annual agritourism event hosted on Thursday, August 3, 2023, at the Manning Hausbarn-Heritage Park. The ‘Evolution of the Heartland’ experience immersed attendees into the heart of America’s rural communities, showcased the evolution of agriculture, and highlighted the efforts taking place to be able to feed the world.

Participants from the Des Moines and Omaha metros traveled to Manning on a chartered bus through CIT Charters and others drove themselves to the Hausbarn-Heritage Park for a fun-filled day of immersive, rural Iowa tours. More than 200 people from three states participated in the unique event sponsored by Travel Iowa, Audubon County Farm Bureau, the Iowa Food & Family Project, City of Manning, Iowa Corn Growers District 4 Committee, Farm Credit Services of America, Audubon County Economic Development/Audubon County Supervisors, Carroll County Farm Bureau, and Iowa Pork Producers Association, among others. Participants were also made up of event staff and volunteers, sponsors, farmer ambassadors, and the Audubon and IKM-Manning FFA officer teams.

“Audubon County Economic Development was proud to support this event that showcased the amazing things that are happening in our rural communities, businesses, and our local agriculture producers,” said ACED & Tourism Director, Sara Slater. “It was a unique opportunity for all attendees to interact with entrepreneurs in our area and learn about what is happening on their farms and businesses and what their day-to-day life entails.”

Tour options included a Beef Immersion at Brinkman Ag Solutions and Wiese & Sons Herefords featuring a speaker from Lauritsen Cattle Company; a Swine Immersion at PigEasy and Templeton Family Farms featuring a speaker from AMVC Management Services; a Niche Farming tour at Irlmeier Ostrich Farm and Iowa Yak Ranch; a Main Street Entrepreneurs tour in Manning and Audubon; an Innovation & Technology Tour at Puck Enterprises and NexGen Ag Supply featuring a speaker from Van Wall Equipment; a Wine in the Heartland tour at the Santa Maria Vineyard & Winery; and a tour of the Templeton Distillery.

“What was most impactful to me was seeing the connection these families have with each other and their communities and the dedication they have to the future of their operations,” shared one attendee. “It was inspiring to see them work together, to overcome challenges they had faced, and continue to pursue their dreams right here in rural Iowa.”

Participants also got a taste of rural Iowa at the Ag Ambassador Luncheon at the Audubon County Fairgrounds, accompanied by conversations with local agricultural ambassadors. Debi Durham, Director of the Iowa Economic Development Authority, spoke during lunch, inspiring attendees to live, work, and play in Iowa because of the possibilities she believes are endless in rural Iowa.

Lieutenant Governor, Adam Gregg, spoke to attendees before the Community Tailgate supper, encouraging them that together we can grow in Iowa.

“In Iowa we have safe communities, exceptional quality of life, good schools, and the entrepreneurial spirit is still alive,” shared Lt. Governor, Adam Gregg. “In Iowa, you truly have the opportunity to have it all. And that’s what Governor Reynolds and I are working to preserve. That’s also what makes days like today so special. You’re helping us tell that story and expand that story across the Midwest and beyond.”

The catered meals were locally-sourced from Two Palms Grilling, Darrell’s Place, Deb’s Corner Café, and the Bakery on Broadway. About 65 local community members joined the Community Tailgate and Iowa Vendor Showcase, where people were able to browse handmade items and other Iowa-based products. Retail vendors included Feminine, Journey Trail Mix, Rusted Relics, Elizabeth Brittain Designs, Home Tree Leather, Tropical Sno, 2 Sisters Garden Art, The Crap Shack, Silver Valley Craft Corner, and Manning Rent-all. In addition to the retail vendors, agricultural businesses included: Puck Enterprises and Iowa Yak Ranch. Attendees enjoyed listening to live music by 2 ½ Guitars while browsing the Iowa Vendor Showcase.

The Future of Evolution of the Heartland
“We feel that Evolution of the Heartland, and more events like this, will become a catalyst for rural Iowa to share their message, progress in agriculture, strides in the production of wholesome, nutritious food, and the pride that farm families experience when caring for their land and operations,” said Greving.

The Evolution of the Heartland committee is eager to set a date and begin planning for the next event in 2024 and are planning to invite more communities to host similar events marketed under the same brand. More details will be shared once future dates are set.

Community Tailgate will be held at the Hausbarn Heritage Park on August 3rd

Manning, IA – Locals are invited to the Evolution of the Heartland Community Tailgate from 5:30-9pm at the Manning Hausbarn Heritage Park on August 3rd, 2023. The tailgate will feature live music, a meal, Iowa Vendor Showcase, and a mini farm show.

Lieutenant Governor, Adam Gregg, will kick off the Community Tailgate, speaking about how, together, we can “Grow in Rural Iowa”. Attendees will get a taste of rural Iowa with a supper including prime rib, brat bites, pork loin, a charcuterie display, and locally made desserts. Attendance is free, but the meal is $15/person and tickets can be purchased at the door. Food will be provided by Two Palms Catering (Audubon), Deb’s Corner Café (Manning), Darrell’s Place (Hamlin), The Bakery on Broadway (Audubon), Sporrer’s Sweet Corn (Templeton), Sporrer’s Melons (Manning), and Iowa Yak Ranch (Exira).

The Evolution of the Heartland Community Tailgate will also include an Iowa Vendor Showcase featuring goods and produce from local retailers and an outdoor “mini farm show” with local agricultural businesses. Retail vendors will include Feminine, Journey Trail Mix, Rusted Relics, Elizabeth Brittain Designs, Home Tree Leather, Tropical Sno, 2 Sisters Garden Art, The Crap Shack, Silver Valley Craft Corner, and 712 Boutique. Agricultural businesses like Manning Rent-all, Puck Enterprises, Iowa Yak Ranch, and others will be set up for a mini farm show. Attendees can also enjoy live music by 2 ½ Guitars on the courtyard while browsing handmade items and other Iowa-based products.

This year’s Evolution of the Heartland event is made possible by the following sponsors, Travel Iowa, Iowa Food & Family Project, Audubon County Farm Bureau, Manning Hausbarn Heritage Park, Emerge Marketing Solutions, Iowa Corn 4th District, Iowa Pork Producers Association, City of Manning, Audubon County Economic Development, and Farm Credit Services of America, and many more.

Evolution of the Heartland is seeking retail and agricultural vendors for the Iowa Vendor Showcase. For more information, please complete the online forms or contact event coordinator, Annie Greve, at info@evolutionoftheheartland.com. Follow along with event updates on Facebook and Instagram @evolutionoftheheartland to learn more.

Locals Invited to Agritourism Event on August 3, 2023

July 10, 2023, Manning, IA – Manning and Audubon are excited to partner to host a unique agritourism event called ‘Evolution of the Heartland,’ on August 3rd, 2023. This immersive experience will showcase the heart of America’s rural communities and the evolution of agriculture to those who are unfamiliar with rural Iowa and agriculture and for those who have an interest in learning more about the innovative ag advancements in the state. The cost to attend the event is $125 and registration will remain open until all spots have been reserved. All are welcome to register by visiting www.evolutionoftheheartland.com/register.

Immersive tour options include Main Street Entrepreneurs, Innovation & Technology, Niche Farming, Wine of the Heartland, Templeton Distillery, Beef Immersion, Swine Immersion, Shouse Tour, Historical Church Architectural Tour, Manning Hausbarn Heritage Park tour, an Audubon Historical Tour, and a Homegrown tour featuring local micro farms. To learn more about each tour, visit www.evolutionoftheheartland.com/immersive-tours.

Participants will get a taste of rural Iowa at the Farm-to-Table, family-style meal at the Audubon County Fairgrounds from 1-2:30pm. Lunch will feature local foods, accompanied by conversations with local agricultural ambassadors and area FFA students. The public is invited to join and purchase a plate for $15/person. Featured speakers will include Director of Iowa Economic Development Authority, Debi Durham, as well as the Handlos Family, sharing the evolution of their operations from farming to Waspy’s Travel Center and beyond.

The event will conclude with a Community Tailgate from 6-9pm at the Manning Hausbarn Heritage Park featuring a supper, Iowa Vendor Showcase, and live music. Supper will include prime rib, brat bites, pork loin, a charcuterie display, and local desserts. The public is invited to join and purchase a plate for $15/person. Food will be provided by Two Palms Catering (Audubon), Deb’s Corner Café (Manning), Daryl’s Place (Hamlin), and The Bakery on Broadway (Audubon). The Iowa Vendor Showcase will feature goods and produce from local retailers and an outdoor “mini farm show” featuring local agricultural businesses. Attendees can also enjoy live music from local musician, Scott Kirkhart until 10pm.

“This is an excellent model for how we can showcase Iowa’s rural communities, Main Streets, roadside attractions, and innovative businesses,” shared State Tourism Manager, Amy Zeigler.

This year’s event is made possible by the following sponsors, Travel Iowa, Iowa Food & Family Project, Audubon County Farm Bureau, Community Foundations of Southwest Iowa, Manning Hausbarn Heritage Park, Emerge Marketing Solutions, Iowa Corn 4thDistrict, Iowa Pork Producers Association, City of Manning, Audubon County Economic Development, and Farm Credit Services of America, and many more.

Evolution of the Heartland is seeking retail and agricultural vendors for the Iowa Vendor Showcase. For more information, please complete the online forms or contact event coordinators, Paige Hepp or Annie Greve, at info@evolutionoftheheartland.com. Follow along with event updates on Facebook and Instagram @evolutionoftheheartland to learn more.

Second Annual Agritourism Event Features Rural Iowa Roots

June, 26, 2023, Manning, IA – The rural Western Iowa communities of Manning and Audubon are excited to partner to host a unique agritourism event called ‘Evolution of the Heartland,’ for the second year. On August 3rd and 4th, 2023, this immersive experience will showcase the heart of America’s rural communities and the evolution of agriculture to those who are unfamiliar with rural Iowa and especially agriculture, as well as those who have an interest in learning more about the innovative ag advancements in the state.

All are welcome to register for this unique event. Participants have the option to travel from the Des Moines and Omaha metro areas on charter buses or drive themselves to the Manning Hausbarn-Heritage Park for immersive rural Iowa tours.

Tour options for day one will feature: Main Street Entrepreneurs, Innovation & Technology, Niche Farming, Spirits of the Heartland, Templeton Distillery, Beef Immersion, Swine Immersion, Shouse Tour, Historical Church Architectural Tour, Manning Hausbarn Heritage Park tour, and an Audubon Historical Tour. Participants have the option to stay overnight for a second day of immersive tours. Day two will focus on micro farming, however it is only available to the first 50 registrants.

Participants will get a taste of rural Iowa at the Farm-to-Table lunch. This will be a family-style meal featuring local foods, accompanied by conversations with local agricultural ambassadors and area FFA students. The Community Tailgate supper will feature food stations with pork, beef, a mashed potato bar, veggies, desserts, and more. Food will be provided by Two Palms Catering (Audubon), Deb’s Corner Café (Manning), Daryl’s Place (Hamlin), and The Bakery on Broadway (Audubon).

Participants will also be able to browse local produce and goods at the Iowa Vendor Showcase during the Community Tailgate. This year, the Iowa Vendor Showcase will include an outdoor “mini farm show” featuring local agricultural businesses.

After a full day of learning and networking, participants will have the option to stay overnight for another immersive tour the following day or return home that same evening. The cost to attend the event is $150 for just the first day or $325 for an overnight stay and the day two immersive tour. Registration is currently open and closes July 15th or until all spots have been reserved. Participants can register at www.evolutionoftheheartland.com.

Join the Evolution of the Heartland tour and discover what the future holds for rural Iowa and the agricultural industry. See first-hand how agriculture has evolved from its early roots in Germany in the 1600’s to 1900’s farming, and now to advanced technology in many Iowa agricultural businesses and Main Street communities.

Following the first year event, the Iowa tourism office was impressed with the execution of the event and its ability to highlight agritourism in rural Iowa, something that has not easily been done in the past.

“The Iowa tourism office has made a financial commitment as the presenting sponsor so that Emerge Marketing Solutions can scale the event statewide over the next five years,” shared State Tourism Manager, Amy Zeigler. “This is an excellent model for how we can showcase Iowa’s rural communities, Main Streets, roadside attractions, and innovative businesses.”

This year’s event is made possible by the following sponsors, Travel Iowa, Iowa Food & Family Project, Audubon County Farm Bureau, Community Foundations of Southwest Iowa, Manning Hausbarn Heritage Park, Emerge Marketing Solutions, Iowa Corn 4th District, Iowa Pork Producers Association, City of Manning, Audubon County Economic Development, and Farm Credit Services of America and many more.

Evolution of the Heartland is currently seeking retail and agricultural vendors for the Iowa Vendor Showcase and prospective 2024 community event hosts. For more information, please complete the online forms or contact event coordinators, Paige Hepp & Annie Greve, at info@evolutionoftheheartland.com. Follow along with event updates on Facebook and Instagram @evolutionoftheheartland to learn more.