FAMILY FRIENDLY AT THE FOREFRONT DR. BRAD EICHHORN // pg 14
TEACHER TAKING ON STOCK SHOW PAIGE VANDER WERFF // pg 8
FRESH FACES
MOVING FROM ONE SD TO ANOTHER POSEY & DANNELS // pg 22
Cover photo by Bailey Sadowsky
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FRESH FACES OF RAPID CITY
What draws someone to Rapid City and the Black Hills? For some, it’s beautiful landscapes and endless adventures. For others, it’s the chance to plant roots in a new community where connections come easy, and neighbors greet you like friends. Whatever the reason, Rapid City has a way of turning visitors into lifelong residents, offering a fresh start of promise and possibility.
Welcome to this issue of Elevate where we celebrate the stories of new faces who have chosen the Black Hills as the backdrop for their next chapter. Their journeys remind us of the magnetic pull this region has for dreamers, adventurers, and builders alike.
Take Paige Vander Werff, whose leap from rural Wisconsin to Rapid City led her to a thriving career with the Black Hills Stock Show. Paige’s passion for agricultural education and event management bridges gaps between food, farming, and the people who enjoy them.
Then there’s Brad Eichhorn, an anesthesiologist who, with his wife Sarah, found that Rapid City offered the perfect mix of career opportunities, outdoor adventure, and family closeness. For Brad, Rapid City is a place
to raise his young children and create new memories in a region he’s loved since childhood.
Misty McCormick’s story highlights the sense of belonging that Rapid City fosters with strangers and friends. Moving from Wyoming to open her boutique, Misty found not just a business opportunity but a downtown community that welcomed her with open arms. Her passion for fashion and her customers’ confidence is inspiring connections one outfit at a time.
Finally, for Ashton Posey and Sonja Dannels, the warmth of Rapid City’s residents proved to be the deciding factor. Leaving behind the challenges of California, they’ve embraced a slower, friendlier pace of life, filled with new friends, new opportunities, and new adventures.
These fresh faces bring with them a diverse set of stories. But all share a common thread: the courage to start anew. Their journeys remind us of what makes Rapid City special—it’s a place where people from all walks of life find a community to call home. And together, they remind us of the richness that new perspectives bring to the Black Hills.
Tom Johnson, President & CEO
Architecture Incorporated Office Renovation
ELEVATEELEVATE
Elevate is a monthly publication produced by Elevate Rapid City. It is the premier business magazine for the Black Hills region telling the stories that make our area unique and vibrant.
PO Box 747 Rapid City, SD 57709
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PRESIDENT & CEO
Tom Johnson
SENIOR WORKFORCE DEVELOPMENT & PARTNERSHIPS DIRECTOR
Taylor Davis
SENIOR MARKETING & COMMUNICATIONS DIRE CTOR
Shiloh Francis
SENIOR ECONOMIC DEVELOPMENT DIRECTOR
Lori Frederick
SENIOR PUBLIC POLICY DIRECTOR
Garth Wadsworth
OPERATIONS DIRECTOR
Liz Highland
EVENTS & MARKETING DIRECTOR
Rachel Nelson
WORKFORCE PLANNING DIRECTOR
Reese Niu
HOUSING & COMMUNITY DEVELOPMENT MANAGER
Laura Jones
ECOSYSTEM SUPPORT & PROPERTY MANAGER
Loni Reichert
BUSINESS DEVELOPMENT MANAGER
Kallie Ruland
BUSINESS PROSPECT MANAGER
Drew Staufer
CREATIVE SERVICES MANAGER
Bailey Sadowsky
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ADMINISTRATIVE ASSISTANT
Ashley Simonson
RAPID CITY RUSH VS. TULSA OILERS
The Monument themonument.live/events
4
BLAC K HILLS FARMERS MARKET
245 E Omaha St. blackhillsfarmersmarket.org
WO MOTORSPORTS INDOOR ARENACROSS
James Kjerstad Event Center centralstatesfair.com
OPEN MIC COMEDY
9 10 10-12 16 -26 10-11
Aby’s Rapid City abysrapidcity.com
IVORY FANTASYPIANIST NINA MCINTIRE
Homestake Opera House | Lead homestakeopera.com
RED DIRT MUSIC FEST
Deadwood Mountain Grand | Deadwood deadwoodmountaingrand.com/events
RAPID CITY RUSH VS. TAHOE KNIGHT MONSTERS
The Monument themonument.live/events RAPID CITY RESTAURANT WEEK Rapid City visitrapidcity.com
Rapid City Business Journal is a weekly show and a business news website produced by Elevate Rapid City and The HomeSlice Group. We strive to produce daily and weekly business news supporting Rapid City, The Black Hills, and South Dakota.
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Mark Houston
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RAPID CITY SOUTH DAKOTA
Paige Vander Werff claimed a new career and home.
MAKING AN |
STORY BY JENNA CARDA \\ PHOTOS BY BAILEY SADOWSKY
For many people, making a significant career change can be daunting— especially when it involves moving to a new town, taking on a different role, and leaving behind the familiar. But for Paige Vander Werff, it was a leap of faith that led her to a fulfilling career in agricultural event management, a pivot in her career path that she wouldn’t have considered to be an option living in rural Wisconsin and teaching in rural Minnesota. Today, she’s making a name for herself as the Livestock Manager & AgEd Manger for the Black Hills Stock Show in Rapid City. It’s a role where she’s found her niche in organizing youth shows, cattle shows, horse sales, and agricultural education exhibits.
Paige’s journey began in a small, tight-knit farming community in rural Wisconsin, where she was raised in a family with deep agricultural roots. From a young age, she was involved in various agricultural shows, events, and activities which would eventually shape her career path.
When it came time for college, Paige knew she wanted to continue her journey into making agriculture part of her professional endeavors. She began school for AgEd but developed second thoughts part way through her first year of coursework. She shifted her sights on business and after reviewing the jobs that were an
opportunity with a degree, nothing struck as deep of a chord with her as her passion for educating others about the field she loved most. She went back to AgEd and secured her first teaching position after graduation in Madison, MN – a small town with less than 2,000 people in southwestern Minnesota.
After teaching for two years, Paige felt as if something was missing.
“After my internship with the Black Hills Stock Show during the summer of 2022, the idea of working in that niche of agriculture never left the back of my mind,” said Paige. With a quick, impromptu search – she found the employment listing with the organiztion. “I am a firm believer that everything happens for a reason, and ever since I had accepted the position in May 2024, the stars have aligned and this new direction has just seemed to fall into place.”
As the Livestock Manager & AgEd Manger for the Black Hills Stock Show, Paige organizes events like the Stock Show cattle shows and horse sales–putting together publications, organizing judges and ringmen, as well as working with connections for broadcasting, advertising, and more. In addition to the Stock Show events, Paige shines strong with her former position as a teacher. While she picks out agriculture exhibit showcases for the Central States Fair, Paige has made it a goal to integrate more
hands-on learning for the public rather than only watching a video or reading educational material.
“There is quite a big disconnect between the food we eat and where it comes from – especially for children. My job is to make sure we do the best we can to educate them and help them learn how food grows and gets to their plates,” said Paige.
Paige has been making leaps and bounds in her position since starting in July 2024. Not only is she making connections and learning as much as she can, she is embracing the change and is excited for the opportunities
“It was a whirlwind moving here,” explained Paige. “From the time of accepting the position to finding a house with space for my horses, the summer flew by so fast, I’m finally starting to get into a routine. I”m excited to explore what the area has in the winter and be a part of the Stock Show event as a team member this year.”
Looking back, Paige is grateful for the opportunities that have come her way, even though they may have been unexpected. “I never would have imagined that I’d end up here—working with the Black Hills Stock Show, organizing
“I never would have imagined that I’d end up here—working with the Black Hills Stock Show.”
that await her as her new career adventure in Rapid City roots in.
“I never had thought of myself living in a bigger city area, but it’s been great to experience the different community events, the nightlife, and all the different restaurants Rapid City has to offer. It’s more than the one option we had in Minnesota,” Paige laughed.
To help her adjust, the team at Black Hills Stock Show has put effort into sharing the best of the community to their newest coworker. Since her friends and family are miles away, the support Paige’s coworkers have shown her in the last six months since her arrival have been second to none.
- PAIGE VANDER WERFF -
agricultural events—but I’m glad I took the leap. Like I had mentioned before, everything happens for a reason.”
Paige’s journey from a position in rural Wisconsin classroom to a new role in the bustling energy of Rapid City is a testament to the power of pursuing one’s passion, being open to new opportunities, and embracing the challenges that come with change. As she continues to build her career in agricultural events, Paige Vander Werff is undoubtedly a rising star in the world of agriculture—and an inspiration to say “yes” to something new. *
PLACE
FAMILY TO RAISE A A
Dr. Brad Eichhorn finds home west of the Missouri River
STORY BY MICHELLE PAWELSKI \\ PHOTOS BY BAILEY SADOWSKY
“I was nervous leaving Omaha and giving up some bigger city amenities, but the community here has been great. It is small enough you don’t feel overwhelmed like a big city and not too small you feel like you know everyone’s business.”
- DR. BRAD EICHHORN -
Brad Eichhorn and his wife, Sarah, are part of one of the nation’s most sought-after careers: healthcare. This in-demand profession gives them opportunities to work nearly anywhere.
This past June, the couple chose to settle in Rapid City.
“When I interviewed for residency, I looked all over, Atlanta, Arizona, but I knew we wanted to start having kids, so we wanted to be closer to family,” said Bradley, a Sioux Falls native.
After finishing his residency in Omaha, Brad, an anesthesiologist, began searching for the ideal place to start his career. Fond memories of vacations in the Black Hills, combined with Sarah’s family’s recent move to the area, made heading west of the Missouri River an easy choice.
“I was looking for jobs in both Sioux Falls and Rapid City. Both had good groups to join,” he said. “Sarah’s parents moved out here in the last few years from Hastings, Nebraska, and then her brother and sister moved out here, so her whole family is here.”
A deep love for the outdoors sealed the deal.
“We love to hike, kayak, paddleboard, and all that stuff, so having all these options so close was a big draw,” Brad added.
Brad and Sarah met at South Dakota State University during their undergraduate studies. “After six months of dating, we went on a two-anda-half-week road trip to visit the National Parks. Once we got through that I knew she was the one.”
Sarah, a nurse practitioner, currently stays at home with their four-year-old son Ellis and newborn daughter Emilia, born on Thanksgiving Day.
Brad attended the University of South Dakota’s Sanford School of Medicine although he initially thought engineering would be his path. “Throughout the first part of high school, I was convinced I would be an engineer, but then I had some exposure to health care, did some shadowing and decided that was the path I wanted to go down.”
However, he didn’t decide on his medical specialty until his fourth year at USD. “I didn’t get a ton of exposure to it until I did my first full rotations. Anesthesiology is a really good combination of physiology and
“I grew up camping in the Black Hills, and now I get to create new memories with my own kids.”
- BRAD EICHHORN -
quick thinking. You see a problem and have to address it right away. There are a lot of procedural components at the same time.”
During his residency in Omaha, Brad completed an additional year of fellowship in adult cardiothoracic anesthesiology—a passion he now pursues in his role with West River Anesthesiology Consultants.
“I really enjoy those cases. I get to spend two or three days a week focused on cardiothoracic work, and the rest of my time I get to do everything else,” he said. “That was a huge draw for this job. I wanted something where I would spend a lot of my time with cardiothoracic but still get to do other things like OB, orthopedics, and neurology.”
Life has been good for the new family of four.
Brad loves his job, the Rapid City community, living close to extended family and all the outdoor opportunities.
“I was nervous leaving Omaha and giving up some bigger city amenities, but the community here has been
great. It is small enough you don’t feel overwhelmed like a big city and not too small you feel like you know everyone’s business.”
Brad is happy with his choice of Rapid City as a home and sees it as a longterm move. “That was our thought when I was deciding on a job. I wanted to find somewhere that we would stay awhile and that is what I have found.”
He is excited to explore the area more with his family, especially his adventurous, outdoor-loving son. “I grew up camping in the Black Hills, and now I get to create new memories with my own kids.”
Brad also hopes to hit the slopes and brush up on his snowboarding skills – a hobby he’s eager to start up again.
Most of all, he is excited to embrace this next chapter in a vibrant community, full of opportunities and adventure. *
A WELCOME
RAPID CITY BECOMES TOP CHOICE FOR CALIFORNIA COUPLE’S NEW ADVENTURE.
CHANGE
CHANGE CHANGE
STORY BY MICHELLE PAWELSKI \\ PHOTOS BY BAILEY SADOWSKY
Ashton Posey and Sonja Dannels were perusing the aisles of the grocery store during a visit in June when they decided Rapid City would be their new home.
In just a few minutes, three different women approached Ashton, a complete stranger, to ask for help reaching items on the shelves.
The interaction was something the California couple was not used to.
“In California, people will avoid eye contact and anything else possible not to talk to you,” Ashton said. “Here, whenever we go to a restaurant or are out walking our dog, someone stops to talk or say ‘Hi.’ It is night and day from California.”
For Sonja, that added one more thing to the list of reasons to move to the Black Hills.
California’s increasing population and cost of living had the couple looking to move for awhile. “We were ready to get out of California,” Ashton said. We owned a manufactured home but had to rent the land, and every year, it went up the maximum of 5 percent.”
Sonja added that the challenges of homeownership were compounded by insurance companies dropping clients,
particularly those with manufactured homes, due to the high fire risk. “It was just becoming outrageous,” she said.
The couple waited for Sonja’s kids to be older before making the move. Her son graduated earlier this year and attends California State University San Marcos, and her daughter will graduate in June. Her kids will make their first trip to South Dakota for Christmas.
Ashton, a native of Houston, and Sonja, born and raised in Las Vegas, Nevada, moved to Rapid City in August. Neither had been to South Dakota before their June trip. When looking for a place to live, Sonja, a numbers person, conducted extensive research on various cities, analyzing factors like the gross price index versus cost of living, population growth and resilience during the COVID-19 pandemic.
“Rapid City was always in the top five if not the top 10 on a lot of my research,” she said.
Ashton said another factor in their decision was they wanted a location equal distance from their hometowns. “Rapid City was the one speaking most to us, and we landed on that one to visit,” Ashton said. “The visit sealed the deal.”
“Rapid City was always in the top five if not the top 10 on a lot of my research.”
- SONJA DANNELS -
RAPID CITY
“I feel like we have met and created more friends here in the past three months than we had in the past two years living in San Diego.”
- ASHTON POSEY -
During their time in June, the couple did little sightseeing and instead focused on local stuff, checking out grocery and department store prices and looking at apartments.
The two secured an apartment and jobs before making the journey east. Sonja works at Freidel & Associates, LLC, a CPA firm, and Ashton works maintenance for the Red Rock complex.
While they were ready for a change, moving to a completely new city was scary for the couple. “It has definitely been an adjustment, but any change has that. I felt the same when I left Las Vegas for San Diego,” said Sonja, who added that she misses her kids.
The warm-weather couple is also still adapting to the change in temperature. “I don’t like the cold, but I am getting used to it. I just layer up,” Ashton said. Sonja added that warming up her car in the frigid mornings has been an adjustment.
Overall, however, they said the move has been a good one.
“I feel like we have met and created more friends here in the past three months than we had in the past two years living in San Diego,” Ashton said.
Both are enjoying their jobs and look forward to exploring the area. “There is definitely a lot to do out here, and we haven’t even scratched the surface,” Sonja said adding they have been to Deadwood a few times, Sylvan Lake and Roughlock Falls in Spearfish Canyon.
Ashton, a sports gun enthusiast, loves the outdoor sporting goods stores and the public shooting area close to where they live. Before moving to South Dakota, he worked at the largest indoor gun range on the West Coast and was amazed at how different the gun laws are from those in California.
“I love it out here. I love the outdoors, and I love the people,” he said.
The one thing missing – the perfect chicken-fried steak.
But he’s determined to keep searching. *
SD
7DOWN
STORY BY CALLIE MEYER \\ PHOTOS BY BAILEY SADOWSKY
There is no shortage of reasons people move to Rapid City. Once people spend time here, they realize there is a sense of belonging calling to them. “There’s a certain feeling you get when you know you’re in the right place,” says Misty McCormick, owner of the newly opened Down 7th clothing store located in downtown Rapid City. “This is such a positive place to live, and I feel like I’ve become a part of a family.”
Misty made the move to Rapid City from Wyoming in Spring of 2024. Prior to her move, she spent a lot of time in Rapid City commuting from Gillette for work. But she says there was something calling her to make a big decision and officially move to Rapid City. “I’ve never felt so welcomed anywhere in my entire life. I just knew that this place was special.”
Misty didn’t want to just simply move here; she wanted to fully embrace being a part of the community and open a business where she could put her skillset of personal style to use. After scouting for a perfect location, she opened Down 7th clothing store in September. Her desire to be a small business owner is genetic; her mom owned
retail stores while she was growing up in Montana. Misty spent a lot of time working in her mom’s stores when she was younger, and now her mom has been with her throughout Misty’s own journey, even serving as the resident clothes steamer at the store.
Misty has always had a love for fashion, but shopping is more than just buying clothes for her; you are buying a feeling, “It’s the feeling of confidence, it can impact how people see and carry themselves.” She finds that feeling can be hard to find when ordering online and you cannot see what you are going to be getting, “You just can’t see the quality of something online by just a photo. I think people get excited about clothes when they can actually see themselves in the perfect piece.” By curating a store that is catered to inspiring confidence through fashion, Misty has been able to turn her skillset into a career.
The best part of Misty’s work is getting to see someone light up and be confident and ecstatic about finding the right piece of clothing. “People will come back in and show me photos of them wearing the outfit they got and talk about how great they felt or how comfortable
“There’s a certain feeling you get when you know you’re in the right place.”
- MISTY MCCORMICK -
they were, I love seeing that joy. What I’ve found to be most important to me is that, in a way, I get to live in people’s best memories.”
Getting to know people and being genuinely interested in who they are as people comes naturally to Misty. She doesn’t see customers as transactional; they are friends to be made. Misty does have one friend that stands out from the rest; her 9-year-old Swiss Shepherd dog, Jackson, goes everywhere with her, including to work every day. “He’s my best friend and he’s becoming a mascot downtown. I can’t imagine him not coming to work with me.”
Living and owning a business in Rapid City has been just as wonderful as Misty thought it would be, if not better, “The only regret I have is not moving here sooner. I can’t imagine opening a small business anywhere but here.” She sings the praises of the downtown community that has fully embraced and welcomed her with open arms. She notes that she has met with nothing but eagerness and positivity, “There’s so much passion downtown. Everyone has their passion project and we’re all bringing that to the table and supporting each other. It’s phenomenal to be part of.” *
STEVEN FROST, M.D.
MICHAEL HUOT, M.D. Medical Director
MICHAEL NESBIT, M.D.
JOSEPH CARDA, M.D.
KELSEY JOHNSON, CNP
VANESSA PRIBIL, CNP
HANNAH SCHIERMEISTER, CNP
DEREK BUCK, M.D.
KYLE SCHMIDT, M.D. Medical Director
EMILY GEPPERT, PA-C
JENNIFER KANG, M.D
ARUNDHATI BISWAS, M.D.
Income Statements: W-2s, 1099s, 1098s
Deduction & Credit Info: Charitable donation receipts, childcare receipts, education expenses
Personal Info: Social Security card(s), bank account and routing numbers ■ Other Docs: Last year’s tax return, IRS notices/letters, foreign tax forms