Small Town Dreamer

Danna Larson left Odebolt, Iowa, to pursue a career in public relations — which meant trading in farm life for the city. Her return has been all wrapped up in the discovery of a passion that was waiting there all along: helping others reimagine the potential of small towns.

Larson is the voice behind Rural Revival, a podcast and platform she created to be a cheerleader for Main Street and rural America. Where others see abandoned storefronts, she sees opportunity when coupled with enough grit and vision. The buildings, she says, are more than monuments to the past.

“They are a chance to preserve history while preserving the future,” she says.

Agriculture and farmers remain intricately woven into the fabric of community and rural infrastructure, Larson adds. She grew up on a family farm and often finds herself behind the wheel of a tractor during peak seasons.

Balancing the worlds between growing communities and commodities works better than she might have ever imagined. “It’s an example that you don’t have to leave a place to prosper — you just have to find the courage to chase the dream,” she says.

In fact, Larson blames the 1980s farm crisis for casting a shadow and creating a mindset that there was no future in staying. The drain of resources has had a long arm, she maintains.

And, while farm incomes are currently being challenged, Larson sees a solid trend in those looking for small-town community over bright city lights. That spells opportunity for small towns and the farms that surround them.

BORN TO STAY

“Those looking to start businesses are often spouses who have come to the rural community following a partner coming home to the family farm. They are looking for ways to flex their own entrepreneurial wings and diversify farm income. These small towns offer tons of potential to do that,” she says.

It was meeting with a group of FFA students that inspired Larson to create a program called “Raised to Stay.” It focuses on high school students and learning what jobs they are seeking, and the amenities needed in the community to make it attractive.

“It’s this new generation that will carry out rural revitalization. But, it’s on all of us to create those opportunities,” she says.

“It’s time to flip the script,” Larson continues, noting that making that a call to action starts by discarding the mentality that small towns mean settling. Here are four fundamental steps.

1. Redefine your town as a destination, not a departure point. Highlight success stories through media platforms. Market the quality of life that cities can’t touch. Invite young people back and newcomers in.

2. Position your town as a hub for economic growth. Create incubators or shared workspaces that cultivate startups that can scale beyond local markets. Rally residents to support businesses that generate new wealth.

3. Empower dreamers to stay and build. Make it affordable for young entrepreneurs to start a business. Offer mentorships, low-cost leases and community grants, and spark a culture of “what if” in your town.

4. Lead with vision and optimism. Create a “yes” culture. Ignore the skeptics, and show others what is possible. Seek those who have driven change and use them to empower your vision.

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— Learn more about Danna Larson and how to build a legacy in rural America at https://www.ruralrevival.co

— Follow the latest from Pamela Smith, Senior Crops Editor, by visiting the Production Blogs at https://www.dtnpf.com or following her on social platform X @PamSmithDTN

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