Point of Interest: Sweet Simple Traditions

Old-Fashioned Soda Fountain Brings Iowans Together

By Haley Banwart / Photos by Joseph L. Murphy

From classic colas to root beer floats, small-town Iowa is full of delightful flavors, novel experiences and friendly faces.

For decades, old-fashioned soda fountains were at the center of the small-town social scene. It was a place where friends and neighbors gathered to swap stories or indulge in a malt, milkshake or other sweet treat.

Famous for their long counters, iconic swivel stools, and an endless variety of flavored syrup and seltzer concoctions, many of these Prohibition-era establishments have faded into history. However, one soda fountain remains a thriving hub of main street activity in West Bend.

FULL-SERVICE SODA SHOP

Originally named Vohs Drug Store by owner and pharmacist Gus Vohs, the shop opened for business along Broadway Avenue in 1928. His son Carl later expanded the shop to Vohs Sundry Store, selling diamonds, watches and fine jewelry in addition to sodas, gifts, tonics and other remedies.

In 1963, the building was sold and renamed The Villager by Kent and Jane Eichelzer. The soda fountain transitioned ownership again in 1994 when Irv and Rita Beiter bought the store and started home delivery of prescriptions in the West Bend area from their pharmacy in Emmetsburg.

Today, The Villager is owned by Greg and Steve Hoyman of Hughes Health Mart in Emmetsburg and operates as a pharmacy, gift store, soda fountain, coffee house and flower shop.

It’s also a way of life for local patrons, like Phil Harris, who meet there every morning to enjoy good company and $1.25 bottomless cups of coffee.

“I’ve been going to The Villager for the better part of 30 years, but it has been a tradition in West Bend long before I was a regular,” he says. “It’s just a part of small-town living. Every day we visit and give each other a

hard time, we celebrate the good moments together and we grieve when there’s a loss.”

AN EXPERIENCE TO SAVOR

Considering soda fountains are no longer a dime a dozen, Harris says the continuation of a long-standing business like The Villager demonstrates the values Iowans share.

“It’s a sense of pride, and really a sense of community,” he says.

Mary Dawson, another West Bend resident and former employee at The Villager, agrees.

“No matter if you’re a regular or from out of town, the soda fountain is a friendly place where you can count on personal service and a fun atmosphere,” she says. “We may be best known for the Grotto, but if you come uptown to the shop, you’ll see a reflection of the whole community.

“Plus, you won’t find a better malt anywhere,” she adds.

Since 1928, The Villager soda fountain has served up sweet treats and comradery for the West Bend community.

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