Marshalltown, IA: Where Art Meets Business
Marshalltown, IA, leaders work to revitalize a unique downtown.
Businesses in Marshalltown’s 13th Street district have withstood a lot in recent years, but with the rollout of the new Marshalltown Arts & Culture Master Plan, there is much to look forward to.
Led by the Arts & Culture Alliance, the Master Plan aims to expand the impact of the arts while supporting the area’s diverse businesses.
“Through creativity, we can really create a community that is vibrant and energetic, that is aesthetically pleasing and draws people in,” says Amber Danielson, executive director of the Arts & Culture Alliance.
In the wake of a tornado in 2018 and a derecho in 2020, Marshalltown leaders continue to focus on revitalizing their community. The master plan encompasses several key placemaking themes, from revitalizing existing spaces to attracting visitors through art initiatives that will bring hope to a diverse and collaborative community.
“There’s been so much excitement and energy in creating a vibrant community,” Danielson says. “We really want to put Marshalltown on the map.”
Building Bridges
Marshalltown is centrally located in Iowa, convenient to larger cities but retaining a uniquely small-town feel. That small-town spirit exists in the opportunity for community engagement. One of the key placemaking themes of the master plan is “building bridges,” whether physical or metaphorical.
Bridges represent anything from bike paths to interactive projects that connect neighborhoods.
“When people feel engaged and connected, they’re more likely to volunteer, to vote, to be a part of showing up at events,” Danielson says.
Michelle Spohnheimer, director of housing and community development in Marshalltown, says an important part of the revitalization effort has been refurbishing key corners in business districts with input from the community. Through community engagement, the city hopes to learn what people want to see in their downtown area and the kind of experiences they can facilitate.
“The master plan sets the tone for how we want to redevelop our community,” Sponheimer says. “Art is an important piece in all those plans.”
One part of the plan has been the recent mural initiative. In the past two years alone, 30 commissioned murals have sprung up on the walls of local buildings. While helpful in attracting visitors, the murals also give hope to business owners.
Entrepreneurial Spirit
The 13th Street district has always been a unique hub of culture in Marshalltown.
“If Marshalltown had an East Village, this is what it would be,” says Garrett Goodman, owner of The Flying Elbow on 13th Street, who is alluding to the trendy Lower Manhattan neighborhood.
The Flying Elbow won Iowa’s Best Burger Contest in 2022, and business is booming.
“I think there are a lot of people in Marshalltown that are willing to help up-and-coming business owners get on their feet and get started,” Goodman says.
After his restaurant was damaged in the 2018 tornado, Goodman reopened The Flying Elbow at its new location on 13th Street, which has attracted visitors from across the country.
“We’re very much an entrepreneurial type of community,” Spohnheimer says. “People love supporting small businesses.”
In addition to The Flying Elbow, the 13th Street district is home to a variety of shops, such as Lillie Mae Chocolates, and the Echo sculpture, a centerpiece for festivals and live performances.
Staying Connected
For locals and visitors alike, there are plenty of ways to get involved in the community. TakepART Marshalltown is a campaign that connects people to arts and culture experiences in the area. An interactive online map is a convenient database of all the local attractions.
As part of the Arts & Culture Master Plan, takepART aims to highlight art attractions and businesses that will draw visitors to experience the diversity of Marshalltown for themselves. Additionally, the Marshalltown YMCA-YWCA conducts free downtown cultural business and art walking tours to showcase the area.
“We can really create a community that is thriving in arts and culture and that will draw people to want to be here and stay here,” Danielson says.
Get to Know Marshalltown, IA
Want to learn more about living and working in Marshalltown, IA? Check out the latest edition of Livability Marshalltown, IA.
