Elevate Magazine November 2022 | Rapid City South Dakota

NOVEMBER 2022

Volume 3. Issue No. 11

Small Business

BIG IMPACT

P U R E F O X // E S S E N C E O F C O F F E E // M E R C Y S TA C O S

BRINGING ADVANCED LUNG CARE TO YOU Every year, nearly 200,000 people are diagnosed with lung cancer. It is the #1 deadliest cancer among men and women.

Monument Health is the first in the area to bring Ion Intuitive revolutionary lung cancer biopsy technology to Western South Dakota.

Many patients currently require multiple biopsies prior to lung cancer diagnosis, which can add months to a patient’s journey. The new Ion Robot makes it possible to reach and biopsy difficultto-reach nodules in the peripheral lung, where more than 70% of cancerous nodules may be located. This leads to quicker diagnosis and the ability to start treatment sooner.

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THE BUTTERFLY EFFECT Everyone has heard of the butterfly effect— the seemingly massive impact even the tiniest change can make in our lives.

The concept is based on chaos theory but suggests that the beating of a butterfly’s wings can theoretically cause a hurricane on the other side of the world.

Our lives are like this, too. Imagine taking that left when you took a right all those years ago. Or these days, maybe it’s not posting to social media even though you were about to angrily hit send. Or maybe you’ve been swiping left for a week straight and you suddenly, for no apparent reason, swipe right. How differently would your life go?

And how large would that difference be?

Welcome to this issue of Elevate, where we dare to answer these questions with the stories of people who have made a change in Rapid City. For the better. In a large way. There’s the story of Alicia Hocke, whose change to a chemical-free lifestyle inspired sustainability throughout the Black Hills.

Then there’s the story of Thane and Merceedes Jeffries, whose move from a typical 9 to 5 job created some of the region’s finest tacos. And then the tale of Lesley and Michael Fewson, who moved from Australia to Rapid City. And coffee in this town hasn’t been the same since. Our final story, and our cover story, features Dew Bad Warrior-Ganje, who quit her corporate consulting job to return to the area and make a difference in the entire West River community.

These are only four of the hundreds of people in the area making changes each and every day.

ELEVATE • NOVEMBER 2022

Just look around. In the Black Hills, there are butterflies everywhere.

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Stay-safe and God-speed.

Tom Johnson, President & CEO

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 605.343.1744 elevaterapidcity.com PRESIDENT & CEO Tom Johnson MARKETING & COMMUNICATIONS DIRECTOR Shiloh Francis ECONOMIC DEVELOPMENT DIRECTOR Lori Frederick WORKFORCE DEVELOPMENT & TALENT ATTRACTION DIRECTOR Samantha McGrath INNOVATION & ENTREPRENEURSHIP DIRECTOR Mitch Nachtigall BUSINESS RETENTION & EXPANSION MANAGER Larissa Hespen INVESTOR ENGAGEMENT MANAGER Becky Knox EVENTS & TRAINING MANAGER Rachel Nelson ECOSYSTEM SUPPORT & PROPERTY MANAGER Loni Reichert PUBLIC POLICY MANAGER Garth Wadsworth VISUAL CONTENT MANAGER Maggie Jean Wince INVESTOR RELATIONS MANAGER Jason Wittenberg OFFICE MANAGER & HR COORDINATOR Liz Highland HOUSING COORDINATOR Laura Jones WORKFORCE & SUSTAINABILITY COORDINATOR Reese Niu EXECUTIVE ADMINISTRATIVE ASSISTANT Ashley Simonson DESIGN AND LAYOUT Maggie Jean Wince PUBLISHED BY THE RAPID CITY JOURNAL Ben Rogers, President ben.rogers@lee.net ADVERTISING Kelly Kanaan 605.394.8472 Jaimie Mohler 605.8302326 Tom Eltgroth 320-583-284 PRINTED BY SIMPSONS PRINTING

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EVENTS November 11, 2022

NATIONAL PARK ENTRANCE FEE-FREE DAY

All National Park Service sites that normally charge an entrance fee will offer free admission to everyone. www.nps.gov/planyourvisit/fee-free-parks.htm

November 12, 2022

WINTER MARKETPLACE

Check out over 75 local small businesses at The Monument and find something for everyone! www.themonument.live/events/detail/winter-marketplace

November 26, 2022

MAIN STREET SQUARE HOLIDAY CELEBRATION & WINTER MARKET

Activities at the Square begin with a performance from Black Hills Figure Skating Club. Then Shop the Winter Market from 2 to 6 p.m., which hosts a collection of local vendors where you are sure to find that perfect gift. Browse booths showcasing hand-crafted goods, such as custom wood carvings, ornaments, jewelry, home décor, wreaths, jams, honey, and salsas. https://mainstreetsquare.org/holiday-celebration-wintermarket-2

November 26, 2022

FESTIVAL OF LIGHTS PARADE

Every year, there comes a magical evening when crowds gather and children’s eyes glow with wonder. In downtown Rapid City, floats strung with thousands of lights sparkle in the trees, twinkle on the buildings, and dazzle. This spectacular event, which has earned its reputation as the premier winter event in the Black Hills, is made possible by businesses and organizations throughout the city www.festivaloflightsrc.com

RAPID CITY RUSH

The 2022-2023 season is in full swing. Get tickets to a game! www.rapidcityrush.com

ELEVATE • NOVEMBER 2022

CONNECT WITH US

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@ELEVATERAPIDCITY

NOVEMBER 2022 Volume 3 // Issue No. 11

Cover photo by Maggie Jean Wince

9 PURE FOX Alicia Hocke uses personal experience and entrepreneurial drive to help others live clean.

13 MERCYS TACOS Thane and Merceedes Jeffries opened up a taco truck in Rapid City to great success.

18 ZUYA SICA CONSULTING Dew and Ben Ganje's consulting company focuses on strengthening communities across the state.

24 ESSENCE OF COFFEE elevaterapidcity.com

Lesley and Michael Fewson make Rapid City their home after living down under.

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STORY BY MICHELLE PAWELSKI // PHOTOS BY SHILOH FRANCIS

sustainable successes ALICIA HOCKE USES PERSONAL EXPERIENCE AND ENTREPRENEURIAL DRIVE TO HELP OTHERS LIVE CLEAN

The Rapid City native, and now mother of two boys, did her own research and learned certain chemicals caused disruption in hormones. That knowledge and her innate businesses savvy led her to open Pure Fox, a downtown lifestyle store focusing on clean and ethically sourced products.

“One day I told my husband, ‘I should open a store that focuses on non-toxic products and share it with everyone.’”

And that is exactly what she did.

While the idea was planted nearly a decade ago, it was 2018 when Alicia’s idea came to fruition. For a year, Alicia operated Pure Fox as a pop-up shop, attending local craft fairs and other events. She found her permanent home when a storefront on Main Street opened in 2019. Pure Fox features a variety of products including clothing, accessories, housewares, candles, lotions, and perfume. Alicia vets each company to make sure they meet clean standards, including the Global Organic Textile Standards, and follow fair labor practices.

elevaterapidcity.com

When Alicia Hocke and her husband Garlet struggled to have a baby, Alicia analyzed her daily routine from the food she ate to the beauty products she used.

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605 MAIN ST, RAPID CITY, SD 57701

ELEVATE • NOVEMBER 2022

Pure, she said, comes from her clean products, and Fox, because you can look good, but also be cunning, clever and wise.

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Only a few months after opening her brick-and-mortar store, Alicia was plunged into navigating a new business during a historic pandemic.

Something, she said, actually helped her. “I think being naïve was the best thing for me. I didn’t know what normal was,” Alicia said referring to daily sales and traffic. Another benefit was she already had an online presence with Pure Fox.

However, like many, Alicia pivoted her business to meet the needs of her customers. She did curbside pickup, online orders, and even brought products to a few doorsteps.

“Even though it was a pandemic the community really supported small businesses; it really gives you hope,” said Alicia who proudly posts a sign “All Are Welcome. Just be a Good Human.”

While Pure Fox was the first business Alicia started from scratch, it was not her first adventure into business ownership. At 22, when most

people her age were going to college parties and worried about final exams, Alicia had a successful business, staff and was a leader in her community.

During her sophomore year at Black Hills State University, Alicia had an opportunity to buy Pet Paradise, a locally owned pet store that she worked at since she was 17. The owner planned to sell the business and asked if Alicia was interested in buying the former Baken Park store. Growing up in a family of entrepreneurs, her mother owns a property management company and her father recently retired from his own cabinetry business, Alicia decided to quit school and buy the pet store.

“It was a massive learning curve. I had to work a lot of hours and had a lot to learn about animals.” However, with the support of her family and friends, Alicia owned and operated Pet Paradise for 11 years. Struggling to compete with the new chain stores, Alicia decided to close her doors after more than a decade.

While Alicia has some future business goals including the possibility of a second location, she is currently satisfied in the fact she is making a difference by providing a cleaner option to shop.

elevaterapidcity.com

She worked in real estate as well as accounting before finding her way back to owning a business. Alicia has enjoyed being part of the downtown business community and working with other owners to attract more people to shop locally.

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ELEVATE • NOVEMBER 2022

mercys tacos

BY SHILOH FRANCIS

One evening, after an 18-hour day, Thane came home defeated. He was no longer enjoying his career. "The job became just that, a job," he recalled.

In addition to the long days and a job that no longer fulfilled him, Mercy and Thane felt the frustration of a family not spending time together.

That was when everything changed.

In May of 2022, they decided to go all in on Mercys Tacos. The neighborhood had been supportive of the food on the weekends – word of mouth added to the list of customers each week. What would happen if they took this venture out of the neighborhood?

elevaterapidcity.com

Thane and Merceedes Jeffries were working 10+ hour days; Thane as a truck driver and Merceedes in HR. On top of their busy careers, their three sons' sports and activities had demanding schedules. Merceedes (better known as Mercy) had begun selling birria tacos on the weekends to make a little cash for the boys' activities.

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The beginning "I don't like cooking…but I'm good at it," laughed Mercy, ironically the head chef of the family taco truck business.

Growing up as one of eight siblings, she quickly moved into the motherly role for her siblings when they would visit their dad. "I would just try new things and watch and learn from aunties and other women around."

Fast forward to cooking for her three growing boys, Mexican food was always a family favorite on the menu.

This allowed Mercy to perfect the now quite infamous Birria Tacos.

This first summer of Mercys Tacos food truck has not been without its challenges. The first of which was finding a food truck. While waiting for the truck to arrive from Texas, they were able to work out of other

commercial kitchens in town. It was not ideal for serving and cleaning, but it did allow them to build up their tacoloving fan base quickly.

Once they had the wheels, it gave Thane and Mercy the freedom they craved. Throughout the summer, they were often in Thane's hometown region of Eagle Butte and Dupree – and the fans followed. "We had some people who would drive the 2.5 hours from Rapid City to Eagle Butte just to eat our tacos," Thane remarked.

It's All Family Not only did the taco truck give Mercy and Thane the freedom to create their own schedule, it has also given them back family time – sometimes too much. "We went from barely seeing one another to now driving each other crazy!" said Mercy.

FALL INTO

Volunteering

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I DON'T LIKE COOKING...

BUT I'M REALLY GOOD AT IT. MERCY JEFFRIES

"I love working for tips," he says with a smile, holding up the day's success.

"I had to learn how to smile, and ask nicely." His mom added that his first time at the window was a learning opportunity after he gruffly asked the customer, "what do you want?"

Speed Bumps Entrepreneurship often means filling multiple roles in the business.

In addition to creating the menu items, Mercy is the business's social media manager and accountant. "The taxes have been a lot to learn," Mercy explained. "Each city is different, food and soda are different, it's been a lot."

This, of course, is a challenge that can often be anticipated. Something they didn't expect to struggle with was

just how popular the food would be.

"We didn't know people would like it so much," said Thane. "We will have people lining up 30 minutes before we are even open." This has created challenges with lines and wait time. "Everything is made by hand," said Mercy. Maintaining quality while also being fast is not easy.

To thank their loyal customers, Mercys Tacos even has a loyalty card – and it doesn't take long for people to fill their punches and earn a free meal.

"We had one customer come back and told us that he had been thinking about our food all week," said Mercy.

And while South Dakota winters can often be unpredictable, there's one thing you can be sure of: Mercys Tacos will have something hot ready for you.

Connect with Mercys Tacos on social media to find out where they will be next.

@MERCYSTACOS

elevaterapidcity.com

And it's not just the couple. Their sons Rocky (15), Quentin (14), and Chris (12) have also stepped in and played a critical role in the business. While Rocky and Quentin prefer work behind the scenes, making burritos or plating, Chris has become the face of the business.

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ELEVATE • NOVEMBER 2022

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Happy Thanksgiving

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We hope your home is filled with family and friends sharing joy and laughter this Thanksgiving holiday.

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ELEVATE • NOVEMBER 2022

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Leading the Change STORY BY MICHELLE PAWELSKI // PHOTOS BY MAGGIE JEAN WINCE

elevaterapidcity.com

Local couple’s consulting company focuses on strengthening communities across the state.

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Dew Bad WarriorGanje is not one to sit back and watch. When there is a need, she is at the forefront of helping find solutions.

So, when Dew and her husband Ben Ganje moved their family back to Rapid City after more than a decade of living East River, she saw an opportunity to share her expertise and make a difference. At the time, Dew had been working remotely as a consultant for the Population Change Institute – Change Well where they had a contract with the state of California to provide technical assistance to counties to address homelessness. Ben was working as the city engineer.

However, the two, who grew up on the Cheyenne River Reservation, quit their jobs to start Zuya Sica Consulting, LLC, an organization specializing in community enrichment, event planning and project support services.

ELEVATE • NOVEMBER 2022

“I just realized that we have so much work to do here and that I needed to focus my efforts back home. We started our own company to be more flexible

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in helping our own state and community but also have the connections of my colleagues that are happy to help and be part of the conversation,” Dew said. “We can take on projects that are near and dear to us. That’s the beauty of our consulting firm.”

Zuya Sica, named after Dew’s greatgreat-grandfather, means fierce or feared warrior, chief.

Dew's inspiration to start Zuya Sica came not only from her work with Population Change, but the success she witnessed as the tribal partnership specialist with the U.S. Department of Commerce during the 2020 census.

She provided outreach and education to tribal communities across South Dakota, educating on the importance of the population count. “I wanted to make sure I got out there and did my part on trying to help our tribal communities get the funding they deserve.” Dew has watched her mother, who is the executive director of the Cheyenne River Housing Authority, write grants and fight for funding because there is not an accurate count.

I JUST REALIZED THAT WE HAVE SO MUCH WORK TO DO HERE AND THAT I NEEDED TO FOCUS MY EFFORTS BACK HOME. DEW BAD WARRIOR-GANJE

After her census work, Dew worked on a Get Out and Vote drive for Cheyenne River. “I was on the radio, working with the newspapers and the auditor, having registration drives. I really found my voice through advocacy.”

Despite Zuya Sica being less than a year old, Dew and Ben, who also have four kids, already have several contracts and are always adding more. Ben has his own clients assisting with project management and technical assistance.

Dew is the project manager of the South Dakota Native Tourism Alliance (SDNTA), the Oceti Sakowin Food System Alliance Manager for Makoce Agricultural Development, vice president of the Black Hills Pow Wow, and recently started the Native Professionals Group, a networking group created after working on a project with the Four Bands Community Fund, a nonprofit organization aimed at providing support for Native American entrepreneurs.

The strategic planning sessions, held in both Rapid City and Sioux Falls, brought various entities together to discuss community resources available to Native Americans, where there were duplications and where there were gaps. “We had all these different organizations that have programs to

elevaterapidcity.com

Dew saw her efforts pay off. On election day, while making it around to all the communities Dew ran into three generations from Cherry Creek who were voting for the first time. “It was amazing to see them there.”

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ELEVATE • NOVEMBER 2022

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WE HAVE SUCH A BEAUTIFUL CULTURE AND LAND, AND WHAT I LOVE ABOUT IT IS WE ARE ONLY SHARING A LITTLE PIECE. WE CAN STILL KEEP A PART SACRED AND TO OURSELVES. DEW BAD WARRIOR-GANJE

Dew said she is also excited about the work being done through the SDNTA, an ad hoc group made up of representatives from all nine federally recognized tribal nations in South Dakota along with local, state and federal partners. The group created a five-year plan to support the development of a sustainable Native American tourism industry that will inspire more people to visit, stay over, and spend money in Tribal Nations, contributing to the local economies and well-being of Native American communities in South Dakota.

Dew recently arranged a tour for members of the Chinese Embassy who are intrigued by the culture and interested in bringing people to the area. They had conversations with Chairman Harold Frazier of Cheyenne River Reservation and Chairwoman Janet Alkire of Standing Rock Sioux Tribe along with both tribal councils, representatives from the Four

Bands Community Fund and a local cattle rancher. “It was just a new opportunity. That was the first visit from the Chinese Embassy to any reservation.”

The SDNTA also held a FAM, or familiarization, tour for hospitality partners visiting several reservations from Pine Ridge and Rosebud to Cheyenne River and Standing Rock.

“There is so much potential there,” Dew said of strengthening the Native American tourism. “We have such a beautiful culture and land, and what I love about it is we are only sharing a little piece. We can still keep a part sacred and to ourselves.”

After less than a year, Zuya Sica Consulting is thriving, keeping Dew and Ben busy. The hope is to one day add to their team of two so they can take on additional projects. "There is so much good work to be done," Dew said.

“The work we are doing is helping to better our community for everyone.

We want to make it a better place for our children and our relatives. Make it a more inclusive place."

WWW.ZUYASICACONSULTING.COM

elevaterapidcity.com

help small businesses get started, and we were there to help advocate for things that were working and address barriers that were unnecessary. It was beautiful to see the community come together in a good way and on our terms.”

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ESSENCE ESSENCE ESSENCE ESSENCE

OF OF OF OF

COFFEE COFFEE COFFEE COFFEE

908 MAIN ST, RAPID CITY, SD 57701

ELEVATE • NOVEMBER 2022

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BY DOWNTOWN RAPID CITY // PHOTOS BY SHILOH FRANCIS

Essence of coffee Lesley and Michael Fewson hadn’t planned on living in Rapid City longterm. In 2014, while visiting their son, Dale, and their grandkids, they came up short in their search for a “good cup of coffee.” And in the true spirit of entrepreneurship, they decided to perhaps create the solution to their own problem. “We already had our coffee house in Perth [Australia], and we are coffee snobs,” Michael admitted. “So, when we couldn’t find a cup of specialty coffee, we decided to bring Essence to Rapid City with the help of our son.”

Sheridan Lake Road and Catron Boulevard, but they wanted to be in a more central location. “Our store in Perth was in the middle of a downtown area, and we loved the feel of the store,” he described. “Our store off of Catron didn’t have the feel of a third space we were hoping for, business was good, but it wasn’t the hang-out space we had envisioned.”

People have their homes, and their workplaces, but that third place of frequency and comfort is what Michael describes as a person’s “third place.”

In 2014 the first Rapid City branch was in the shopping center off

It wasn’t long after when Essence was able to acquire the former Bully

elevaterapidcity.com

LESLEY AND MICHAEL FEWSON MAKE RAPID CITY THEIR HOME AFTER LIVING DOWN UNDER.

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"WE REALIZED WE MISSED RAPID CITY, WE SOLD OUR [AUSTRAILIAN] COFFEE HOUSE TO OUR KIDS, SOLD OUR HOUSE AND EVERYTHING WE HAD AND DECIDED TO MAKE RAPID CITY HOME."

Blends location on Main Street and begin establishing itself as the third place for locals and visitors alike.

not easy, it was manageable until COVID-19 threw them obstacles they never saw coming.

During this time, Michael and Lesley were continuing their international roles. They had their coffee house in Perth that they owned and operated and would come back to the United States on work visas to help their son, Dale. In 2019, Dale decided to pursue a career in the United States Air Force, and left the family business in the hands of Michael and Lesley. While

“Our home country went into lockdown; we couldn’t get home to re-up our work visas because Australia had some of the toughest restrictions in the world. Our visas ran out in 202, in 2021 our I94’s expired.

We couldn’t get home, we couldn’t get US citizenship, and we couldn’t leave the country. We were stuck,” Michael recalled. The couple was living in

elevaterapidcity.com

MICHAEL FEWSON

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Rapid City illegally to no fault of their own, and they couldn’t do anything about it.

ELEVATE • NOVEMBER 2022

This not only had an impact on the Fewsons personally. It also put the business in a tough spot. “Because we weren’t US citizens, we couldn’t get the help the government was offering to small businesses,” explained Lesley. “We are thankful for our customers during that time…[they] kept us afloat while we tried to figure out what to do.”

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At last, they were able to return to Perth to address their visa issues.

But not long into their May 2022 trip, they realized that Perth was no longer home. The Rapid City community had rallied around these strangers and helped them survive. It was now their home. “Within six weeks of being back in Perth, where it all started for

us, we realized we missed Rapid City,” said Michael. “We sold our coffee house to our kids, sold our house and everything we had, and decided to make Rapid City home.”

And now that it is home, the Fewsons are continuing to bring their taste of Australia to Rapid City. The coffee house is adding a bakehouse element, featuring Aussie baked goods made from scratch by Lesley.

Michael can also be found serving up some wisdom and life lessons. He has had a regular spot on KOTA news radio at 7:25 Monday mornings. “In order to build anything in life, you have to have a good base, same with a cup of coffee.”

a few extra shots MICHAEL GOT HIS DEGREE AT 36 IN MINISTRY AND THEOLOGY AND SPENT 37 YEARS AS A MINISTER WORKING WITH UNDERPRIVILEGED FAMILIES AROUND THE WORLD. LESLEY BAKES ALL THE AUSSIE BAKE HOUSE GOODS FROM SCRATCH BRINGING FLAVORS FROM THEIR HOME COUNTRY TO RAPID CITY. BAKERIES IN AUSTRALIA ARE CALLED BAKE HOUSES. MEAT PIE IS AN ICONIC AUSTRALIAN FOOD, NOTHING SAYS AUSTRALIA LIKE FUTBOL, MEAT PIES, KANGAROO AND A HOLDEN CAR.

`

MICHAEL WAS UNDER COURT SUPERVISION WHEN HE JOINED THE MILITARY AND TURNED HIS LIFE AROUND PROVING YOUR PAST DOESN’T DICTATE YOUR FUTURE.

elevaterapidcity.com

THE FIRST ESSENCE OF COFFEE BEAN ROASTER IN PERTH, AUSTRALIA CAME FROM IDAHO. MICHAEL AND HIS SON WENT TO VERMONT TO LEARN ABOUT BEAN ROASTING AS WELL AS THE ART & SCIENCE OF ROASTING.

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