Bentonville, AR April 2025 by City Lifestyle

Invest in What You Love

“Investment” can mean a lot of things. For this issue, we asked ourselves: What does it look like to invest in great causes, wonderful people, or our well-being, be it financial or otherwise? Ultimately, we chose to focus on a few stories from individuals venturing a stake in the Bentonville community.

Our goal with Bentonville City Lifestyle is to invest in our community by telling stories that build awareness for those who pour into Bentonville with their work, time, and money. With that in mind, I want to lend this month’s Lifestyle Letter to a friend who fits this category, CEO of Pure Charity, Mike Rusch.

In reflection of his epic Arkansas Traverse, in which he and eight other men rode gravel bikes across the state, Rusch said this...

“If I’m a believer in this state and its people, we have the unique opportunity and privilege to take their stories, to take these roads and these trails and use them…as an agent of change. I believe that people that set the table and make the invitation are the people that change things.”

You can hear the full story in The Arkansas Traverse, a new documentary produced by Allyson de la Houssaye, which premiered at this year's Governor's Conference and Arkansas Outdoor Economy Summit in Bentonville. The film follows the Bentonville Ride Club’s journey from the Missouri border in Bella Vista to the Louisiana border, exploring Arkansas' natural beauty and rich history while exposing opportunities to bridge economic and cultural gaps.

As for us, we all know it's easiest to invest in something you love. We hope to help you love Bentonville a little more each month.

A special thank you to Allyson and her team at AWAL Productions for letting us share a preview of The Arkansas Traverse with you. Learn more about the documentary at awalproductions.com .

WYATT LAYMAN, PUBLISHER

@BENTONVILLECITYLIFESTYLE

April 2025

PUBLISHER

Wyatt Layman | wyatt.layman@citylifestyle.com

MANAGING EDITOR

Michelle Bazis | michelle.bazis@citylifestyle.com

SOCIAL MEDIA COORDINATOR

Claire McFarland | claire.mcfarland@citylifestyle.com

Corporate Team

CEO Steven Schowengerdt

COO Matthew Perry

CRO Jamie Pentz

CTO Ajay Krishnan

VP OF OPERATIONS Janeane Thompson

VP OF SALES Andrew Leaders

AD DESIGNER Matthew Endersbe

LAYOUT DESIGNER Amanda Schilling

QUALITY CONTROL SPECIALIST Hannah Leimkuhler

city scene

WHERE NEIGHBORS CAN SEE AND BE SEEN

Photography by Michelle Bazis

1-3: Annual Governor's Conference & Arkansas Outdoor Economy Summit.

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Onward

and Upward

How StartupNWA Is Strengthening Opportunities For Founders & Investors in Bentonville

ARTICLE BY MICHELLE BAZIS

The term “startup” has been glamorized since the tech boom responsible for Apple and Facebook. Every entrepreneur and investor dreams of discovering the next world-changing idea, but what does it take to turn an idea into a startup and a startup into a thriving business? Entrepreneurship is a dynamic and challenging path few travel – even fewer apart from the coasts.

Acting as a magnet and amplifier for founders and investors, StartupNWA, which is facilitated by the Northwest Arkansas Council, is working to dissolve the barriers to success that local founders face.

Serafina Lalany, Executive Director, StartupNWA

Rachel Hobert, Hivers and Strivers Capital

“We were shocked to discover that over half of our deal flows were coming from out of state," said StartupNWA Executive Director, Serafina Lalany. "This underlines a problem: That everyone between the coast experiences this lack of connectivity. If we can bring down the barriers to entry, then we can help a great number of founders."

Lalany would know. Having launched her career as a startup connector in Boston - one of the top cities for venture capital [VC] in the US - she is well-versed in what it takes to achieve early seed success.

"There's such a shortage of early-stage capital in this market," she said. "At least 90 percent of the investors we work with are not from here."

Speaking with local founders like Highway Ventures Partner Joe Comizio, this can be a double-edged sword. While the pool of capital dollars might be concentrated along the coasts, selecting a smaller niche environment like Bentonville can eliminate the small-fish-big-pond effect. Here, founders aren't working against the current as much as they may be in flooded VC environments like New England or Silicon Valley.

Comizio, a Virginia transplant, says their startup studio considered larger cities like Charleston and Denver before choosing Bentonville to launch. “Being in a big city, we were going to be small fish; it’s difficult

to even get your foot in the door,” he said. “We wanted a vertically aligned city, and here, there’s a lot of access to different stakeholders. Plus, Bentonville is growing like crazy. It's just a good place to start businesses.”

Of course, it helps that Bentonville is home to the most successful retail brand in the world, and that brand is actively investing in innovative goods, services, and technologies while recruiting an impressive workforce and attracting corporate buy-in to the region. It’s this progressive environment that incubates assets like Hightag, Sober Sidekick, and Ordinal, which consequently attracts investors like Hivers and Strivers Capital Partner, Rachel Hobert.

"I could be anywhere, but I choose Bentonville because this is where ambition, innovation, and support come together in a way you won’t find anywhere else,” Hobert said. “Bentonville is

Joe Comizio, Highway Ventures

"WE WERE SHOCKED TO DISCOVER THAT OVER HALF OF OUR DEAL FLOWS ARE COMING FROM OUT OF STATE. EVERYONE BETWEEN THE COASTS EXPERIENCES A LACK OF CONNECTIVITY. IF WE CAN BRING DOWN THE BARRIERS TO ENTRY, WE CAN HELP A GREAT NUMBER OF FOUNDERS."

becoming a powerhouse for founders and builders who think long-term and create things that truly matter."

Speaking of assets, one of Lalany’s first goals as the Executive Director of StartupNWA was to create a gathering space for builders and backers.

“Onward HQ started a bit as a passion project,” she said. “I really wanted to see a place like this exist here. I've been a part of starting these kinds of things in other markets. They are transformative for the community.”

Located in the heart of Downtown Bentonville, just above Onyx Coffee, Onward HQ offers a coworking space, private offices, and meeting rooms, as well as a calendar of exclusive networking events for connecting NWA startups, subject matter experts, and investors from across the country.

When asked about his experience at Onward HQ and launching a startup in Bentonville, Lalany’s husband and Hightag Co-Founder, Alex de la Fuente said, “We're now oversubscribed on our pre-seed round. It's an incredible community to be a part of, and it's been so exciting to watch it coalesce and expand at Onward HQ."

Adding to Hightag’s experience, Ordinal Co-Founder Jacob Herrington complemented Lalany’s efforts, celebrating some of the wins their AI startup has experienced since relocating to Onward from a similar space in Rogers, Arkansas.

“It has been great for us in terms of fundraising,” he said. “There's a lot of networking benefits, but also a lot of funders that work out of the space too.”

Funders like Ramsay Ball, Founder of Cannon Capital, a company that invests in early-stage businesses.

For Ball, working out of Onward HQ supports this purposeful phase of his career, where he’s looking to prioritize community development and support businesses that will make an impact.

“Growth for growth's sake is not good,” he said. “Quality growth, that’s what I’m about. This place is going to be such a critical part of it; bringing companies and capital together.”

This convergence of proactive minds choosing NWA with a spirit of goodwill is having a flywheel effect. As a community, we’re crafting an environment for founders that doesn’t require a secret handshake to get into the room - a place where rising tides truly lift all ships.

“I have been so quick to adapt to this place because this is really something special,” said Lalany. “Wouldn't you want to be a part of a community – of shaping it and making it into something that’s just a better way of living and working?”

Ramsay Ball, Cannon Capital

hemma homewares

Downtown Bentonville

Bedrock Coaches Women's Financial Independence

Linda Stubblefield's Unique Calling To Help The "Suddenly Single" Find Financial Security

“I can’t stand this. I want to help these women.”

Certified Financial Planner (CFP) Linda Stubblefield opened her boutique retirement planning firm Bedrock Asset Management, after watching friends and loved ones navigate traumatic life changes without a financial advocate.

The Arkansas-native, mother of three, and craft artist came of age when women weren’t in the room for financial discussions. “At that time, women weren’t really encouraged to pursue business," she said. "Some did, but very few, and fewer pursued financial services.”

Things are different today, but the fact remains that many women, regardless of age, education, or marital status, are uncertain or insecure about financial decisions and have a bias towards safety; a reality Stubblefield says prevents women from seeing enough growth in their portfolios.

Then, in the event she finds herself “suddenly single,” as Stubblefield calls it, she might feel up creek without a paddle.

“For some of them, they just thought they’d never need to understand finance,” Stubblefield explained. “They’d think, ‘He's doing a good job, he makes all the money, let him make them all the decisions.’ But then, the marriage dissolves, or he passes away, and they’re left without the knowledge they need.”

ARTICLE BY MICHELLE BAZIS

“I had a friend whose husband passed away, and her name wasn’t on the house. The bank wouldn’t refinance for her because she had never had a job. She had to sell the house.”

While Stubblefield has been happily married to her husband for decades, exposure to stories like her friend’s, plus her experience working family cases at Morgan Stanley, pushed her to open her Bentonville-based firm.

“I got the designation of Certified Divorce Financial Analyst (CDFA), which is highly specialized. I spent years in that capacity, and it taught me that there's just a certain segment of women that have kind of offloaded all of their financial decisions to a spouse.”

Layering her efforts, Stubblefield outlines her success matrix in her Suddenly Single Workshop and book “Hidden Figures: Seven Numbers Women Must Know for Financial Success,” which is available on Amazon.

“Understanding cash flow and net worth are essential to being financially healthy,” she said. “You need to have a sense of whether it’s going forward or backward; this is how we make good financial decisions. That lesson comprises an entire session within the Suddenly Single Workshop.”

Stubblefield credits her interest in finance to her dad. As a young woman, he would drive her to school with the news on the radio discussing everything from investing and economy to politics.

“I had gone to school on a journalism scholarship, but later in life, after I had three children and they were in school, I decided I was going to step into a different career.”

She was in her thirties before pursuing finance; a shift I think we can all draw inspiration from. While helping women and pre-retirees find financial confidence is an altruistic calling, her work is yielding real returns for clients of all ages and genders, while changing the narrative around women and money.

It’s time to stop worrying about your foundation problems.

An exceptional experience

We are dedicated to providing quality services in a welcoming, friendly environment, and we are committed to fostering creativity, passion, and innovation in everything we do. Above all, we are guided by a deep sense of compassion and respect for our clients, and we continually work to add value to each and every interaction.

Porch still sagging, Jean?

Oh, shut up, Sandy.

MEMORABLE Moments PER MILE

ARTICLE

AND PHOTOGRAPHY BY MICHELLE BAZIS

Three themes stood out during this year’s Governor’s Conference and Arkansas Outdoor Economy Summit: growth, accessibility, and play. The State’s hockey stick success in outdoor recreation was an expected celebration, however, it can’t be understated that everything from marketing campaigns and workforce recruitment to development projects and state legislation are uniformly purpose driven.

The why behind the what is quality of life for Arkansans.

Keynote speakers Tom Walton, Co-Founder of Runway Group, and First Gentleman Bryan Sanders opened the conference with optimism and sentimentality. These champions of outdoor recreation in Arkansas shared how they practice what they preach at home while also advocating for accessibility throughout the State so more families can prioritize outdoor play in a tech-centric world.

“I grew up here in Bentonville, and my parents were avid outdoors folks,” Walton shared. “We didn’t have a TV in our house growing up, and I think that was one of the fundamental things that got me into the outdoors.”

Walton’s strategy for combatting the screen time crutch is to use it as a Trojan Horse for promoting the outdoors.

“We’re not going to get kids off screens,” he said. “But the user-generated content that’s created from mountain biking or other outdoor recreation activities is a nice hook. It’s important for all of us in the business to use that to capture their attention.”

IN 2024, ARKANSAS WAS number one IN THE US FOR INBOUND MIGRATION PER CAPITA. WITH THE COUNTRY'S fastest growing economy THE STATE'S TOURISM INDUSTRY HAS GENERATED OVER $10 BILLION OF ECONOMIC IMPACT.

Doubling down, Sanders believes the negative effects of too much screen time can be prevented holistically with healthy boundaries. “The mental health crisis in our country right now is largely driven by kids spending too much time on screens,” he said. “You can’t beat something with nothing. You have to offer an alternative. The alternative that wins is the outdoors.”

The First Gentleman celebrated new legislation recently signed by his wife, Governor Sarah Huckabee Sanders, which limits screen time at schools to benefit the learning and socializing experience.

“Sarah just signed in to law, phone-free schools, bell to bell,” he shared. “Kids will actually be able to learn and pay attention in school, and probably just as important, learn how to socialize and develop relationships. You’re seeing a generation of kids now that don’t know how to interact with other human beings because they're on their screens all the time.”

This concern was echoed during breakout sessions on workforce development. Referring to “soft skills,” Bruce Stanton, Vice President and General Manager of PRADCO Fishing, says things are noticeably different from when he started with the company.

“These young people, sometimes, they don’t know how to interact with other people,” he said. “In the last few years, that’s kind of shocked me. When I came to PRADCO, we didn’t worry about things like that. There was always a line of respect, and it’s a little different now.”

For brands like PRADCO, who manufactures fishing gear in Fort Smith, Arkansas, these soft skills, along with technical training, are a risky investment of time and resources, best safeguarded with a desirable company culture. However, workforce innovations, like those coming out of NorthWest Arkansas Community College (NWACC), are helping to absorb some of the risk.

“It takes broad coalition but it also takes contextualization so the people in the region being impacted by their workforce needs are heard and convinced that there are students being trained that they’ll want to employ,” said Megan Bolinder, the executive director of NWACC’s Trails and Trades Division.

“YOU CAN’T BEAT SOMETHING with nothing. YOU HAVE TO offer an alternative . THE ALTERNATIVE THAT WINS IS THE OUTDOORS.”

In response to the region’s growing need, NWACC designed a competency framework for students to learn technical skills in bicycle and trail building. Thanks to the school’s collaborative research, Bolinder says, “Anyone in the world can now take a NOCTI test for Trail Technician Level One.”

NWACC isn’t the only Arkansas institution helping establish the State as a hub for outdoor innovation. Zoe Maddox, Director of Business Incubation at the Office of Entrepreneurship and Innovation at the University of Arkansas, shared exciting updates from the school’s Greenhouse Outdoor Recreation Program (GORP) and Arkansas Global Cycling Accelerator (AGCA), two programs that develop and support founders in the outdoor economy.

“There are so many pathways that are developing now given the State’s investment in the outdoor economy,” she said. “If you want to be on the cutting edge of an important industry sector in this state, outdoor recreation is a really attractive option.”

What we’re seeing in NWA, is how strategic educational programs and diversified access can dramatically impact the well-being of a community and significantly influence the outdoor economy. Regardless of income, age, language, or skill, folks of all backgrounds are invited to enjoy free, world-class trails right in their backyards.

“I think every community that has the ability to build soft surface mountain bike trails in Arkansas, should do it,” Walton added. “I’ve been at this since 2007 when we built the first five-mile trail in Bentonville. We built it singularly around the community that lives here, not for tourism, and we built it with the beginner in mind. It unlocked a lot of well-being and daily activities here.”

“Something Bentonville has done really well is make mountain biking accessible to beginners,” Sanders affirmed. “You want that first experience to be a good one. Otherwise, you’ll probably never do it again.”

Memorable Moments Per Mile: This is the KPI industry leaders, like Walton, study while working to expand Arkansas’ recreational footprint. These memorable moments, which drive engagement and frequency, are a major reason why the Natural State earned the top spot for inbound movers in 2024.

“Arkansas is the number one fastest growing economy in the US,” said Susan Peacock, Chief Impact officer for the Crystal Bridges Museum of American Art and the Momentary. “Our tourism industry has generated over $10 billion of economic impact.”

Crystal Bridges, the gem of Bentonville, is also an accredited arboretum, thanks to the mindful management of the 134 acres of Ozark forest on which it nests. The museum’s 114,000 square foot expansion, opening in 2026, will incorporate outdoor activations, including new art trail installments, a splash pad, and fishing pond.

“We’re doing all these things deliberately to signal that you are welcome,” said keynote speaker and Board Chairperson for Crystal Bridges, Olivia Walton. “This all goes back to the mission that Alice [Walton] laid out for us, which is to welcome all to celebrate the American spirit in a setting that unites the power of art with the beauty of nature.”

In Bentonville, it’s easy to neglect the other recreational assets our state provides in favor of the hundreds of miles (and counting) of trail systems that weave throughout the tapestry of our community. But, as First Gentleman Sanders reminded us, Arkansas punches above its weight in hunting, fishing, climbing, and paddling.

“We have the best duck hunting in the world,” he said. When recalling a Montana fly fishing trip, he shared, “I was talking to my guide, and he asked where I was from. He said, ‘You could have saved yourself a lot of time and money and probably caught a lot more fish if you had just stayed in Arkansas.’”

Instead of parroting other outdoorsy states, Arkansas is a trailblazer [pun intended] in both concept and execution. The downhill bike park in Mena, the Delta Heritage Trail, and Jasper's Horseshoe Canyon Ranch are three developing projects that exemplify mission in action. Business leaders and legislators are actively investing in the well-being of all Arkansans through outdoor recreation, not only in densely populated areas like Little Rock or Northwest Arkansas, but throughout the Natural State.

“I wouldn’t want to live anywhere else,” Sanders said. “I want my kids to grow up and share the same view I have, which is, ‘Why would I ever want to leave Arkansas?’”

YOUR NORTHWEST ARKANSAS EXPERT!

Being a native of Northwest Arkansas, my pride and understanding of our community are unmatched. Whether you are buying or selling, I recognize that it can be an emotional journey. Ensuring that your concerns, needs, and wants are honored is my top priority throughout the entire process. I am dedicated to delivering a fivestar service to all my valued clients and I look forward to the opportunity to provide you with the same level of care

With a career sales record exceeding 80 million and being ranked among the Top 20 Realtors® in 2023, I can say with confidence that I am ready to represent you to the highest level

•

does

edwardjones.com/ﬁndyourrich Member SIPC

Yesi Dalton

Financial Advisor 5310 W Village Pkwy, Ste 3 Rogers, AR 72758

479-273-6049 yesi.dalton@edwardjones.com

Rafe Ann Du Bois, CRPC™

Financial Advisor 13020 N Hwy 71, Ste 104 Bentonville, AR 72712 479-273-9058 rafeann.dubois@edwardjones.com

David Jones

Financial Advisor 1100 Mallard Place Ste C Bentonville, AR 72712 479-271-0488 d.jones@edwardjones.com

Daniel A Paul

Financial Advisor 3401 SW 2nd St, Ste 101 Bentonville, AR 72712 479-925-7579 daniel.paul@edwardjones.com

These NWA Founders Launched Innovations in Outdoor Retail, Cycling Tech, Lifestyle Apps, AI and More

Local Startups Putting Bentonville On The Map

ARTICLE BY MICHELLE BAZIS

"Hightag installs smart cameras throughout bike parks, ski areas, and other action sports facilities, giving athletes the power to automatically capture footage of themselves while they ride. The support of the startup ecosystem in NWA has been absolutely top-notch. I don't think we could have built Hightag anywhere else." Hightag was recently selected as one of ten startups in the inaugural Arkansas Global Cycling Accelerator.

www.Hightag.com | Instagram: @hightag.app | Download: App Store & Google Play

FLPSDE Founder, Ben Bāzis

"FLPSDE's flagship product is the patented Dual Chamber Water Bottle - A reusable water bottle with built-in storage. Deciding to move FLPSDE HQ to Northwest Arkansas has been nothing but positive. Not only do community values align, but the mentorship and resources available for a retail startup have been a major asset." FLPSDE was selected by the Arkansas Office of Outdoor Recreation as one of five brands to represent the State at the 2024 Outdoor Retailer Expo, North America’s largest outdoor industry tradeshow.

www.FLPSDE.com | Instagram: @FLPSDE

"We do AI knowledge management for local governments. We found that government employees spend about 37 percent of their time doing information retrieval, which is part of why you see such burnout within the industry. Even with a simple question, it may take days to get an answer, which could mean millions of dollars lost. Ordinal is like a research assistant for each government employee."

www.OrdinalForGov.com | LinkedIn: OrdinalForGov

Sober Sidekick COO, Jordan Carlisle

"Our Founder, Chris Thompson, built the first version of Sober Sidekick after leaving a treatment facility and realizing that his peers were the real drivers of him staying sober. He imagined a world where, if anyone needed support, they could get it within seconds. We now have over 600k people on the platform and 1k joining daily. Sober Sidekick is engaging, just like your favorite social media app, but with one transformative difference, and that’s empathy." Sober Sidekick is one of the fastest-growing apps in North America for wellness.

www.SoberSidekick.com | Download: App Store & Google Play

Altangle Tools Founder/President, Squires Smith

"Altangle Tools designs adaptable gear management solutions for cycling, hunting, industrial, and outdoor markets. Relocating to Bentonville, AR, positioned the company within a thriving outdoor culture, a strong startup ecosystem, and a premier logistics hub. We saw a unique opportunity to align Altangle’s growth with a city actively investing in the outdoor industry."

www.AltangleCycling.com | Instagram: @AltangleCycling

Highway Ventures Partner, Joe Comizio

"Highway Ventures is a startup studio that essentially commercializes federal lab technology. We come along, license, hire a founder, and then fund those startups from our venture capital fund. When looking for a place to launch, we wanted a vertically aligned city. Bentonville is just a good place to start businesses.”

www.HighwayVentures.com | LinkedIn: HighwayVentures

ARKANSAS TOURISM

EXHIBITING NOW - JANUARY 2026

Dress Up, Speak Up:

HENRY AWARDS

Regalia and Resistance

21c Museum

This free 24/7 exhibition at 21c in Downtown Bentonville showcases the use of clothing and performance to express powerful messages. The exhibit features sculptures, paintings, and videos that explore themes of identity, culture, and history.

APRIL 23RD

Lemon Lover’s Class

Brightwater: A Center For The Study Of Food

Embrace the bright, refreshing flavors of spring and create a fragrant lemon and rosemary focaccia, paired with sweet and zesty lemon cookies—two exquisite treats that capture the essence of the season. Register at Brightwater. org/CoreCommunityClasses

Osage Park After Dark

Immerse yourself in the magic of the wetlands after dark and uncover the vibrant nocturnal wildlife that thrives in this unique environment. Following dinner, stroll along the boardwalk and embark on an illuminating journey with park interpreters to explore nature’s nighttime wonders.