Why Entrepreneurs Love Southern Idaho

Supportive small towns and lower cost of living are among the many reasons Southern Idaho entrepreneurs succeed.

By Lori Currie on January 18, 2024

Brayden Weeks

Southern Idaho, especially the region that surrounds Twin Falls, has long attracted entrepreneurial-minded people for its low cost of living and attractive way of life. Most communities in this area have a population of less than 15,000 people, which suits Southern Idaho entrepreneurs just fine. 

Sprouting Connections

“Jerome is a town where everyone knows you. It’s a small community where you can make solid connections and build a network of people who become friends and resources for your company,” says Jennifer Moss, owner of Moss Greenhouses. “If you want to make a splash, you can because the town is small enough to build a following and make a difference.” 

Moss Greenhouses has been owned by the Moss family for over 70 years, and today operates in over 400,000 square feet of greenhouse space for the production of annuals, perennials and vegetables. Its products are shipped to more than 350 locations in seven Intermountain West states, making it the largest facility of its kind in Idaho. Plus, a retail store in the Magic Valley serves local gardeners from March through July. 

Moss notes that, while she experiences the usual challenges faced by entrepreneurs, it feels extremely gratifying to be a part of a family business that has been in the Valley for four generations. “Being a piece of what makes the Magic Valley special is very rewarding,” she says. 

June & Crew

Fashioning Community in Southern Idaho

This sentiment is echoed by Stevie Miskin, owner of June & Crew Boutique in Burley. “We love our small town,” Miskin says. “Burley has some of the best people on earth, and we have found that our customers are our ‘in-real-life’ friends who genuinely care about our business.” 

Miskin started June & Crew Boutique in 2020 as a way of bringing people together and sharing her passion for fashion with them. 

“My primary goal is to provide customers with one-of-a-kind clothing that not only makes them look good, but also feel confident and empowered,” says Miskin, who handpicks every piece of clothing in the store to ensure it meets the highest standards for style and comfort. 

One of the ways Miskin maintains community engagement is by frequently hosting parties in the store and inviting all the businesses on her street to participate. 

“It’s really fun! I love seeing my customers’ faces light up when they walk through the door,” says Miskin. “I just know they love to create memories with their families. That’s what it’s all about.” 

Another way to establish yourself in a small town, says Miskin, is by spending time on marketing, specifically cultivating a strong online presence via social media or a business website. But equally as important, if not more, is being present and giving back to your community. 

“Sponsor, donate the banner, join golf scrambles, offer your services to the schools for events,” Miskin says. “Don’t be a silent business owner. Get out there and claim your success!” 

And don’t be afraid of a little competition, even in towns the size of Jerome or Burley. Miskin adheres to the mantra: There is sunshine for everyone. 

“It’s good if your competitors are successful, and it’s good if you are as well. I think when we focus too much on others in our field, it’s harder to push through and shine,” she says. “You’ve got to keep your head up and do your own thing and not poke your head too far into someone else’s business. It will only take away from yours.” 

Excellent Resources for Entrepreneurs

There are a growing number of resources to help entrepreneurs become successful within the Magic Valley region, including the debut of a Downtown Wheelhouse startup incubator located in Twin Falls. 

The 1,000-square-foot incubator is now open at 164 Main Avenue West, above the Mi Tierra Mexican restaurant. 

When fully occupied, the Downtown Wheelhouse multiuse space will be able to accommodate up to 20 entrepreneurs at a time. 

“We are still in the beginning stages, but the time is right in Twin Falls and Southern Idaho for such a project to help entrepreneurs,” says Janeale Dean, principal consultant at Downtown Wheelhouse. 

Dean also owns Twin Falls-based Desert Creative Group, a marketing and consulting agency that has joined forces with Twin Falls-based South Central Small Business Development Center (SBDC) to form the incubator. 

Although Downtown Wheelhouse is in the City of Twin Falls, it is open to entrepreneurs from across the region. 

“Entrepreneurs will receive mentorship, training workshops and professional services from attorneys, accountants, tax experts and more,” she says. “We want to help all entrepreneurs in Southern Idaho to go from crafting their business ideas to becoming launch-ready.” 

Acton Academy Twin Falls

Training Future Entrepreneurs

In Southern Idaho, schools and colleges work together to give students the skills they need to be successful entrepreneurs. 

The College of Southern Idaho, for example, offers a business management and entrepreneurship program. Students can earn a certificate in one year or go on to earn an associate of applied science degree. The one-year, intermediate technical certificate equips students with basic business management skills, basic bookkeeping skills, human resources, and retailing and merchandising management knowledge, says Crystal Ayers, department chair and associate professor of business at the College of Southern Idaho. 

“The associate degree goes into a little more depth, and then, depending on the student’s focus for their business, they could take courses that complement the program – for example, culinary arts,” Ayers says. 

The college also hosts an Entrepreneurship Career Academy, a summer program that helps students ages 13-17 learn the fundamentals of entrepreneurship. 

“Statistically, students have made up their mind what they want to do by the time they’re freshmen in high school, so you really want to reach them when they’re younger as they’re trying to make a lot of these big life decisions,” Ayers says. “Introducing them to the idea that they can start their own business will hopefully spark that entrepreneurial spirit in the next generation.” 

Local schools also encourage students to explore entrepreneurship. Acton Academy Twin Falls is a student-led school that focuses on project-based learning. 

Every other year, students – whom the school calls heroes – work through a session dedicated to entrepreneurialism. All students, beginning with first graders, start their own businesses and offer their products or services to the public. 

“Starting in middle school, heroes are guided through an internship session,” Mindy Petramalo, head of school, says. “They learn principles about creating meaning in life, what is important to each of them to find fulfillment and then seek internships to learn through real-life experience with a community professional.” 

– Writers Kevin Litwin and Teree Caruthers contributed to this article.