BY MARK GAUL with CHERYL WELLS
I wanted to share another Destination Le Mars story with you all, and once again I asked Mark Gaul to write this one. This is new news, as the Le Mars City Council just voted on this a few days ago and it passed with everyone saying yes, this is something we approve of. I have been a part of this from its inception, and we really believe that it will enhance Le Mars and will continue to build on the strategy that is in place to draw people to the Ice Cream Capital of the World. We are watching people come to visit and have fun with their families at some of our events and some of those people have even decided to move to our beautiful little community. I believe that people love Le Mars because of the warmth and love here, the kind of community that people know they are seen, heard, and cared for. Small towns are known for their heart and who can resist that kind of draw?
A few years ago, Mike and I started meeting with a few others in Le Mars to talk and dream about starting a foundation for our community that would be for our big community events. We have been working on it and the vision kept continuing to expand. As we invited key stakeholders into those meetings, the plan kept getting better. We needed other input and that is always true when you dare to dream about something big. We are always better together, and that has been something I have shared over and over in these articles. Mark Gaul has been the Community Development Director in Le Mars since July of 2022. These are his comments about the new foundation:
Nestled in the heart of Plymouth County, Le Mars, Iowa—long cherished as the “Ice Cream Capital of the World”—is taking bold new steps to shape its future as a year-round destination. At the center of this transformation is the newly launched Hometown Le Mars Heritage Foundation (HLHF), a community-powered nonprofit committed to expanding Le Mars’ tourism potential while preserving the charm that makes the town beloved by locals and visitors alike.
HLHF is more than just a new organization. It’s the culmination of years of visioning, planning, and passion from community leaders, business owners, and volunteers. The foundation’s mission? To attract guests to Le Mars, deliver delightful experiences, and make everyone want to return. Its guiding vision: for Le Mars to be known and loved by all as a must-visit destination.
A Home for Our Heritage
Le Mars has always punched above its weight in hospitality. From Ice Cream Days to Christmas in Hometown Le Mars, signature events have long showcased the city’s welcoming spirit. But until now, these events lacked a unified home. Recognizing this gap, local leaders—including Mayor Rob Bixenman, City Administrator Jason Vacura, and Economic Development Director Mark Gaul—teamed with longtime community supporters like Mike and Cheryl Wells and Wells Enterprises executive Adam Baumgartner to establish HLHF.
Through a collaborative process involving public input, tourism surveys, and strategic guidance from consulting partners PASQ and ISG, HLHF took shape with an ambitious yet clear purpose: celebrate and promote Le Mars year-round.
Built on Vision 2045
HLHF directly supports the Le Mars Community Development Plan – Vision 2045, the city’s roadmap to population growth, economic vitality, and expanded quality of life. One of Vision 2045’s core goals is to grow Le Mars into a city of 20,000 residents and $350 million in annual retail sales—objectives that hinge not only on industry and infrastructure, but also on culture, tourism, and civic pride.
By coordinating tourism strategy outside the traditional Chamber and Convention & Visitors Bureau structure, HLHF provides the capacity and focus needed to elevate Le Mars as a unique destination. The foundation aims to build new programming, promote local assets, and strengthen partnerships—all while preserving the character that makes the city feel like home.
Leading with Heart
The founding board reflects a balance of civic leadership and community investment. Chaired by Mike Wells, with Adam Baumgartner as Vice Chair and Michaela Brown of the Brown Family Century Theater serving as Secretary/Treasurer, HLHF is positioned to harness the energy of longtime stakeholders. Cheryl Wells serves as at-large member, while City Councilor Brad Pick represents the City of Le Mars. The foundation’s work is guided by collaboration, stewardship, and courage—values deeply rooted in Le Mars’ culture.
What’s Next?
HLHF’s first major milestone is to formally take the reins of Ice Cream Days and Christmas in Hometown Le Mars. These events, beloved for their small-town charm and big-time appeal, will now be elevated by a dedicated tourism entity with the resources to grow their reach and impact. In addition, HLHF plans to develop new signature events, expand promotional campaigns, and create opportunities that draw in new visitors—from across Iowa and beyond.
At its core, HLHF is about honoring the story of Le Mars while building new chapters. It’s about celebrating what’s already great and imagining what’s possible. And for residents and visitors alike, it’s a chance to fall in love with this sweet town all over again.
As HLHF Executive Chair Mike Wells recently said: “We’re not just promoting events—we’re investing in the heart of our community.”
And with that heart beating stronger than ever, Le Mars is ready to shine.
– – –
This article is a collaborative piece by Mark Gaul and Cheryl Wells, brought together by their shared love of Le Mars. Their combined insights reflect a deep commitment to the growth and spirit of the community.
