*Bonus cash back applies to Visa Cash Back card transactions 11/1/2025 - 12/31/2025. Earn 5% cash back (1.5% base + 3.5% bonus) on up to a maximum of $2,000 of qualifying Net Purchases per card under merchant category codes 5542 (Automated Fuel Dispensers) 5552 (Electric Vehicle Charging), and 5411 (Grocery Stores and Supermarkets). Merchant submission determines category. Purchases outside these codes earn standard rewards per the Visa Cash Back terms and conditions. Qualifying Net Purchases exclude cash advances, balance transfers, unauthorized or fraudulent charges, account fees, and interest charges. To receive the bonus, your BHFCU loans must be current and your credit card open. Additional restrictions apply. Terms and conditions subject to change without notice. Federally insured by NCUA. Call 605-718-1818 for details.
Matt Miles Chief Property Officer
Michelle Pawelski
Bailey Sadowsky
MAKING IT AT HOME
In 1913, Henry Ford revolutionized manufacturing with his new assembly line. He cut the time to build a Model T from 12 hours to just 93 minutes.
Ford didn't invent the process. He simply borrowed the idea from watching a Chicago meatpacking plant disassemble animal carcasses over a conveyor system. Then he applied that same system to putting something together instead.
It changed everything. It not only transformed car manufacturing, but it also changed the entire industrial world. It was proof that the best innovations come from looking at the same old problems from a completely new angle.
Welcome to this issue of Elevate, where the manufacturers featured are also rethinking traditional manufacturing wisdom. There’s the story of PurePups, where the focus is on manufacturing dog treats with wholesome ingredients and careful attention to quality. Or take Divergent Designs, which bridges the critical gap between having a great idea and making it at scale, helping innovators navigate the treacherous journey from
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
ECOSYSTEM SUPPORT & PROPERTY MANAGER
Loni Reichert
prototype to production. Finally, there’s Mastel Surgical, who proves world-class precision manufacturing doesn't require a Silicon Valley address. It just takes dedicated craftspeople who take pride in creating surgical instruments so perfect that doctors fly from South Africa just to get their hands on them.
These aren't stories about massive factories or automated production lines. They're stories about manufacturers who understand that the best things are often made by hand, by people who care deeply about their craft, and by companies small enough that every person on the team knows they're making something that matters.
As you read through these profiles, you'll also discover the Top 6 finalists from our Coolest Things Made in the Black Hills contest, a celebration of the incredible range of products manufactured right here in our region, from the practical to the extraordinary. These finalists represent the diversity and ingenuity of Black Hills manufacturing, proving that innovation happens everywhere, not just in traditional industrial centers.
Join us in celebrating the people and companies who still make things with their hands and their hearts.
Stay safe and God-speed.
HOUSING & COMMUNITY DEVELOPMENT MANAGER
Laura Jones
BUSINESS DEVELOPMENT MANAGER
Kallie Ruland
BUSINESS PROSPECT MANAGER
Drew Staufer
CREATIVE SERVICES MANAGER
Bailey Sadowsky
EVENTS & MARKETING MANAGER
Kamryn Wainwright
INVESTOR SALES MANAGER
Adam Braun
EXECUTIVE
ADMINISTRATIVE ASSISTANT
Ashley Simonson
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
RAPID CITY, SOUTH DAKOTA \\ AUGUST 2025
ECONOMIC INDICATORS
The Distinguished Public Service Award was established in 2023 to honor an individual who has worked in the public sector to bring positive change to his or her community at the state or local level. Award recipients have devoted a large portion of their lives to serving others, professionally and privately, not because they expect something in return; not because they think it will improve their reputation; but because service is so deeply ingrained in their identity, so profoundly a part of who they are.
Scan the QR code to nominate and complete the
You may either nominate and complete the application for a deserving individual or you may complete the application for yourself. The recipient will be honored at Elevate’s Annual Meeting in January 2026.
November 1
GOLD RUSH NATIONALS
The Monument themonument.live/events
THE LANGUAGE ARCHIVE Catalyst Theater Company catalyst.art/season
THE WINTERFEST CRAFT FAIR AND TREE PROMENADE Canyon Lake Activity Center
November 5
JACA
Performing Arts Center rapidcityconcertassociation.com
November 5–8
RAPID CITY RUSH VS. TAHOE KNIGHT MONSTERS
The Monument themonument.live/events
November 6
THE GREAT GATSBY BALLET
The Monument themonument.live/events
November 8
THE BLACK JACKET SYMPHONY: AC/DC
The Monument themonument.live/events
WINTER MARKETPLACE POP UP
The Monument themonument.live/events
ZACH TOP
The Monument themonument.live/events
November 11
FREE ENTRANCE DAYS IN THE NATIONAL PARKS
Badlands National Park nps.gov/planyourvisit
November 13
PENTATONIX: CHRISTMAS IN THE CITY TOUR
The Monument themonument.live/events
RITTZ – NIGHT OWL TOUR
The Park thepark707.com/event
November 14–16
BADLANDS LITTLE BRITCHES RODEO
Central States Fair & Rodeo centralstatesfairinc.com/events]
Monarch Books and Boutique monarchbooksandboutique.com
MOUNTAIN WEST BEER FEST
The Monument mountainwestbeerfest.com
SDSU WOMEN’S BASKETBALL VS. UNIVERSITY OF MONTANA
The Monument themonument.live/events
November 18
MATTHEW WEST
The Monument themonument.live/events
November 20–22
SDHSAA STATE VOLLEYBALL TOURNAMENTS
The Monument sdhsaa.com/activity
November 21
GIOVANNIE & THE HIRED GUNS + AUSTIN MEADE
The Park thepark707.com/event
November 21–22
RAPID CITY RUSH VS. KANSAS CITY MAVERICKS
The Monument themonument.live/events
November 22
LAUREN LUCILLE COMEDY SHOW
The Box Event Center thebox.live/events-calendar
November 26–29
RAPID CITY RUSH VS. IDAHO STEELHEADS The Monument themonument.live/events
November 28–29
THE NUTCRACKER BALLET
The Monument themonument.live/events
November 29
STEREOTRIP LIVE
The Park thepark707.com
USD MEN’S BASKETBALL VS. AIR FORCE
The Monument themonument.live
WINTER MARKET
Main Street Square visitrapidcity.com/event
Events are curated with the most accurate information available at the time of print. Please check the event website for full details or changes.
EVENTS 2025 NOVEMBER
333 West Boulevard Ste. 200 Rapid City, SD 57709
605.343.6161 rapidcitybusinessjournal.com
EXECUTIVE PRODUCER
Mark Houston
PUBLIC SERVICE DIRECTOR
Leslie Cline
IT/ENGINEERING
Chris Jaques
PRODUCER
Amber Clement
PRODUCTION
Oakley Tye
PROMOTIONS
Mitchell Stafford
WEBSITE DESIGN
Chris Hornick
DATA MANAGEMENT
Josh Partridge
OPERATIONS
Toni Kinney
THE CAST
M ark Houston
Leslie Cline
Amy Rose
Mitchell Stafford
Oakley Tye
Brandon Jones
Gary Matthews
Francie Ganje
Another HomeSlice Audio Production
SOUTH DAKO
TOP
SIX INAUGURAL
Manufacturing is thriving in the Black Hills, with more than 150 establishments employing over 3,000 people. These makers are more than just building products, they’re building our economy, creating skilled jobs, and shaping the future of our community.
Fueled by innovation, resources, and a supportive business environment, the region has become a hub for advanced manufacturing. From precision engineering to materials science and automation, local companies are turning bold ideas into reality.
To celebrate that ingenuity, Elevate Rapid City and the Black Hills Manufacturing Alliance launched the inaugural Coolest Thing Made in the Black Hills competition. This friendly contest shines a spotlight on the people and products driving our region forward.
An open call invited manufacturers and community members to nominate their favorite locally made goods. Any product created in the Black Hills was eligible. From precision components to handcrafted items, check out the Top Six finalists, and see how our community is powering innovation right here at home.
GreenFeed
BY C-LOCK, INC.
GreenFeed is a turn-key system designed to measure gas fluxes of Methane (CH4), Carbon Dioxide (CO2), and optionally, Oxygen (O2), and Hydrogen (H2) from individual animals, usually cattle.
Jr. Devastator Gatling Gun
BY MAGNUM ENTERPRISES, LLC
Wooden rubber band Gatling Gun. Fires 80 rubber bands in 6 seconds!
Common goals
Uncommon good
Enjoy the rewards of a life well-lived
Business planning is the foundation of financial security for the life of your business – even if it outlives you. Discover the peace of mind that comes from business planning with a local Modern Woodmen of America representative. And enjoy the sense of purpose that comes from giving back to your community.
I can help you plan for life. Let’s talk.
Andy Bartling, FICF, LUTCF 628 1/2 6th Street, Suite 217 Rapid City, SD 57701 B. 605-341-6115, C. 605-381-7026 andrew.j.bartling@mwarep.org reps.modernwoodmen.org/abartling
Welcome to the team !
Layered Landscapes
BY AGAINST THE GRAIN
Sylvan Lake depicted with layers of stained birch, Black Hills Beetle Kill Ponderosa Pine, and a stained pine frame. Each piece is as unique as the tree from which the wood comes.
Novum Nano Oil Additives, Novum Diesel & Novum Drive
BY NOVUM NANO
A nano-based engine oil additive that reduces engine friction and wear, reduces turbo temperature, increases torque and horsepower, and increases fuel efficiency.
Water Treatment Calcium Oxide (Lime)
BY PETE LIEN & SONS
Water Treatment Lime is manufactured locally through the mining of limestone that is then placed in a kiln and calcined into calcium oxide. This product is used to treat water sources by neutralizing acid, removing impurities, and softening & disinfecting water across our local communities and the United States.
Smart Sign Controller BY DIVERGENT DESIGNS
The Smart Sign Controller lets customers know when a kiosk or register is open without losing privacy. It uses a small and secure radar sensor that can detect customers within a customizable range.
TO
PROTOTYPE PRODUCTION
BROCK SMITH TURNS
BIG
IDEAS INTO REAL-WORLD INNOVATION IN THE BLACK HILLS
STORY BY MICHELLE PAWELSKI PHOTOS BY BAILEY SADOWSKY
Last September, after a decade of honing his skills with manufacturers across the Black Hills, Brock Smith took a leap of faith. The South Dakota Mines graduate and Wyoming native launched his own venture, Divergent Designs, giving himself one year to see if his dream of running a design and engineering company could take shape.
Little did he know where that leap would take him.
In that year, Brock made his mark on the region’s growing manufacturing scene by building a company that combines manufacturing with technology to solve problems and create beautifully engineered products. From cutting-edge research
equipment bound for Switzerland to a radar-based Smart Sign Controller recently voted the “Coolest Thing Made in the Black Hills,” Brock is proving that his dream of entrepreneurship has become a reality.
“I gained a lot of experience while I was working at all these smaller manufacturers,” Brock said. “A few of them manufactured on site, so I gained a lot from that and then learned how to work with the factories. Those experiences gave me a real understanding of what it takes to run a business.”
The idea for Divergent Designs originated a few years earlier when Brock started taking on side projects as a hobby. An avid mountain biker,
he began experimenting with 3D printing stainless steel bike frames. His hobby began to open doors when a university in Switzerland reached out, seeking his expertise in designing a specialized product.
“That was really the catalyst for me to start Divergent Designs, and that is what I have been working on for most of last year and the beginning of this year,” Brock said. “We exported some equipment to Switzerland, and they’ve been testing it, and it has been going well.”
Brock’s process follows a hands-on approach, designing, building a prototype, sending it to clients for testing and refining to best meet their needs.
He was working on his Switzerland product when Black Hills Federal Credit Union (BHFCU) reached out with an idea. With more institutions utilizing Interactive Teller Machines (ITMs), advanced ATMs that connect customers to live remote tellers, BHFCU sought a solution that maintained customer privacy while incorporating modern aesthetics.
Working with BHFCU, Brock developed the Smart Sign Controller, which uses a discreet radar sensor that signals when the kiosk is in use without exposing the customer’s activity. While the concept is nothing new, the execution is unique, said Brock, who had already been experimenting with the motion-activated technology on one of his own products when BHFCU contacted him.
Brock built four Smart Sign Controller prototypes placed in the BHFCU’s downtown branch and tested over the summer.
“We added a few things to the software and modified the sensitivity to get them working how they wanted. It is a fun partnership to be involved in,” he said.
Photo submitted.
“
IT WAS A SIDE PASSION PROJECT, BUT THAT IS WHERE I WAS INTRODUCED TO THE TECHNOLOGY FOR THE RADAR SENSORS. I WAS TESTING THE EQUIPMENT FOR THE TRAFFIC COUNTER, & IT WORKED WELL FOR THE BANK PROJECT AS WELL.”
- BROCK SMITH
“They were getting positive feedback from members and employees, so they decided to purchase more for all their branches.”
Brock also volunteers with a local bike club, helping to maintain the city’s trail system. He began developing a trail traffic counter to track usage across different paths, providing data on which trails are most popular and helping the club prioritize maintenance. The information could also serve as evidence when applying for grants to fund new trail projects.
“It was a side passion project, but that is where I was introduced to the technology for the radar sensors,” Brock said. “I was testing the equipment for the traffic counter, and it worked well for the bank project as well.”
Brock operates Divergent Design from his home, where his shop is fully equipped with all the necessary manufacturing tools, including welders, 3D printers, and a range of precision machines. Although he’s currently the company’s sole employee, Brock collaborates closely with a team of consultants, many of whom are former Mines classmates, and his wife, Laura, often lends a hand with assembly work.
“It’s certainly had its ups and downs,” Brock said of branching out on his own. “But I feel like I got some momentum, and it’s been more than I can imagine as far as the number of projects and clients coming to me to help them solve problems.” * DIVERGENT DESIGNS
| | |
GOOD BOY GREAT IDEA
Copper the Cocker Spaniel Inspires Fresh Food Company for His Fellow Four-legged Friends ,
STORY BY MICHELLE PAWELSKI \\ PHOTOS SUBMITTED
The moment Leah Theunissen opens the garage door, Copper, the family’s spirited cocker spaniel, bolts into the yard, tail wagging and playing, living his best life.
It is a much different Copper, now eight, than several years earlier.
When he was just three, he was hit by a car. Initially, the family did not see any significant injuries, and the veterinarian gave the energetic pup a clean bill of health.
A few years later, however, the family noticed something different in Copper.
The lovable canine began to limp and show signs that something was wrong.
“We tried CBD oils and doggie aspirin, but of course that stuff all wears off,” Leah said.
Determined to help him, Leah dove into research on canine health and nutrition. “During this time, I learned there have been many myths about what my dog could and couldn’t eat, what proteins are easily digested, what veggies are best and what to stay away from.”
When Leah couldn’t find dog food that fit her criteria, she made her own. “I had run a day care and raised my own children, so I knew overall nutrition, and then researching dog health, I found that their digestive system is a lot like ours. They just have some different nutritional needs.”
Copper thrived in his food plan of high-protein, nutrient-dense recipes. “Seeing his transformation with my own eyes, how happy and healthy he became, I knew we were doing something right for him.”
Encouraged by a friend to share her discovery, Leah quit her job and launched PurePups.
“I buckled down and did a lot more research,” Leah said. “I got my LLC and the journey began. I started with a few different recipes to see which were time-efficient but also nutritious.”
She worked with the Association of American Feed Control Officials (AAFCO) for a full food analysis and met and exceeded all standards for a dog’s life stages without additives and preservatives.
Leah sources as many local ingredients as possible – beef
- LEAH THEUNISSEN “
WE REFUSE TO BE THE NORM, AS WE’RE PROVING WITH THE REST OF OUR PROCESSES.”
|from Hermosa, oats from Dakota Mill and Grain, which she grinds down herself, chicken from a Hutterite colony in Mitchell, wild-caught salmon from an Alaskan family she met at the Black Hills Farmer’s Market. Everything is handmade in her home kitchen, right down to the organic peanut butter and bone broth.
Leah worked with the State of South Dakota and received guidance from a local coffee roaster to find print packaging. Three months after getting her LLC, PurePups hit the shelves.
“Once the word got out, it just took off. The fact that we do everything in-house makes us stand out,” she said.
PurePups offers four recipes, including pineapple chicken, and four treats. The line includes wet food and air-dried kibble made at low temperatures to preserve nutrients. With no additives and preservatives, PurePups’ food has a shorter shelf life but guaranteed freshness.
Leah’s team includes: Breanna Monroe, sales manager, Jennifer Barringer, sales, and Margaret O’ Leary, production, along with her husband Steve and daughter Kelly.
They are in Leah’s home kitchen nearly every day, rotating between treat and food production days. On treat days, one person preps ingredients,
making peanut butter, grinding oats, and mixing dough, while the other pipes, rolls, and cuts treats before they’re dehydrated and packaged the next day. For food preparation, the team grinds raw organic vegetables; cooks whole-muscle beef, chicken, and salmon; and pressure grinds bones for added nutrition. Eggs are lightly pressure-cooked for easy peeling.
“There’s a lot of preparation for the final product, but that’s what sets us apart from your common dog food,” Leah said.
In a year since its founding, PurePups has expanded into retailers across South Dakota and is now in talks with a national distributor.
She has outgrown her Rapid Valley home, the current location for manufacturing, packaging and
distribution, and is on the hunt for a larger facility.
But growing does not mean there will be any shortcuts in production or quality of ingredients. “We refuse to be the norm, as we’re proving with the rest of our processes,” Leah said. “Healthy dogs are my mission. Just like humans, their bodies demand good nutrition for a long, healthy life.”
What started as Leah’s quest to heal her own pup has grown into a movement for healthier dogs. For Leah and her team, every happy wagging tail is proof that PurePups isn’t just a brand, it’s a labor of love inspired by one very good boy. *
HOME MADE WORLD CLASS
Mastel Surgical Makes World-Class Precision Eye Surgery Instruments, Right Here In Rapid City
STORY BY KORY LANPHEAR \\ PHOTOS BY BAILEY SADOWSKY
In 1981, Doug Mastel founded Mastel Surgical with the goal of making the best diamond surgical instruments possible.
“Diamond blades are reusable, and they’re the highest quality instrument you can use,” says Logan Jundt, Business Development Specialist at Mastel Surgical. “A blade is 100 microns thick — the same as a piece of paper. It is the sharpest object I’ve ever witnessed in my life.”
Diamond blades are a bit of a paradox, extremely thin and fragile, yet durable. Primarily used by ophthalmologists for cataract surgery, eye incisions made with superior diamond blades, like Mastel’s, heal without the need for glue or sutures.
Mastel blades are made with labgrown diamonds and delivered in sheets. The titanium handle that holds the blade, as well as every
single other piece that goes into a scalpel, is hand-worked by an employee at the Rapid City shop. The diamonds are then glued in using a microscope. It’s detailed work and very specific.
By the time Doug passed away in 2021, the small Rapid City company had gained a global reputation for unmatched quality. The company also built a strong foundation of devoted employees. “I’ve been here since 2013. I started out at the bottom, as a technician doing dremel work and polishing things and worked my way up,” said Vannessa Laird, Operations Manager. “I’ve seen a lot of change in the last 12 years and I would say this is the best group of people that have ever worked together in this company.”
Not long after Doug’s death, Mastel Surgical was acquired by Pacific Surgical, based in Vancouver, British
Columbia. Steve Sharpless, President says one of the most attractive factors in acquiring Mastel was the strength of the staff.
“Doug had instilled in the group an absolute commitment to quality and to the company,” he said. “That is really quite amazing. The team really takes a lot of pride in the products that they make. They love to show them off.”
The team is also quite small, currently 10 employees. Vannessa and Logan see that as the company’s strength and the main reason their group is so tight-knit and effective.
“Nobody starts here knowing what they’re doing at all, and you expect that as a trainer,” Vannessa said.
“The first 90 days of someone’s employment, you give them really easy stuff and just follow their speed
and comfort, giving them more and more challenging things. You help them grow into something they’re good at.”
Ophthalmologists the world over are well-acquainted with Mastel Surgical. The company now boasts distributors in South Korea, Singapore, New Zealand and Canada. “Doctors come up to me at trade shows, and they’ve got two diamond blades that they’ve been using for five, sometimes ten years,” said Logan. “One blade might be dull and they ask if we could swap it out quickly while they’re at the trade show, because there’s no other knives in the world they’d rather use than the Mastel diamonds that come out of Rapid City, South Dakota.”
“We had a doctor from South Africa who wanted Mastel products so urgently she flew from South Africa to Rapid City,” Steve added.
Up until about a year ago, Mastel had been exclusively producing instruments for cataract surgery. Recently, they’ve branched out to all ophthalmologic surgical instrumentation, like scissors. In addition, they have expanded into the sterile processing sector.
Future success seems rooted in what has worked for Mastel Surgical thus far: good, local people. “We’re Canadian based, but we’re committed to Rapid,” said Steve. “We love the people. We’d love for Mastel to be there for a long time. We’ve given ourselves room to grow with a new location.
Hopefully that means hiring more people and expanding the team.”
“My favorite part is that the company is just regular people that chose to do amazing work for no reason other than pride and the sense of knowing that what you made is going to help somebody,” said Vannessa. “It’s so cool.” *
Tax Season is on the Horizon
To start your tax preparation, have these essential documents ready:
■ Personal Info: Social Security card(s), bank account and routing numbers
■ Other Docs: Last year’s tax return, IRS notices/letters, foreign tax forms
Your business runs on trust. So should your health plan. For more than 65 years, Midwest businesses have trusted HealthPartners to simplify health benefits. Today, in North Dakota and South Dakota, that commitment means working alongside local businesses, providers and brokers. Because every dollar matters, our plans stretch your investment while supporting employee health. With straightforward, local support, we make benefits easier to use. That’s how you’ll see more
