NOVEMBER 2026
Volume 7 \\ Issue No. 11
HINDSIGHT IS 20/20
FLIGHT TO DOWNTOWN
HAMIEL // PG 12
PUGH // PG 22
SMASH BROTHERS
WEBER & POTVIN // PG 4
COLLECTED CURIOSITIES
WILLIAMSON // PG 28
NEW
DOWNTOWN NEW BUSINESSES ON THE BLOCK
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"
THERE IS JUST SUCH GREAT ENERGY IN DOWNTOWN...I WANTED TO CONTRIBUTE TO KEEPING DOWNTOWN VIBRANT AND ALIVE.” -MELANIE HAMIEL
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A CLEAR VISION
BREAKING THINGS, BUILDING COMMUNITY
NEW MISSION
AN EYE FOR THE UNEXPECTED
Hamiel // M Optica Michelle Pawelski
Potvin/Weber // iSmash Amy Rose
Pugh //Phoenix Tactical Michelle Pawelski
Williamson // Retro Reimagined Zada Jones
TABLE OF
CONTENTS Cover photo by Bailey Sadowsky
November 2026 // Vol. 7 // Issue No. 11
PRESIDENT & CEO Jack Valentine OPERATIONS DIRECTOR Liz Highland
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.
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ELEVATERAPIDCITY.COM
PO Box 747 Rapid City, SD 57709 605.343.1744
elevaterapidcity.com
SR MARKETING & COMMUNICATIONS DIRECTOR Shiloh Francis SR PUBLIC POLICY DIRECTOR Garth Wadsworth SR BUSINESS DEVELOPMENT DIRECTOR Kallie Ruland SPECIAL PROJECTS DIRECTOR Laura Jones SR WORKFORCE DEVELOPMENT & PARTNERSHIPS DIRECTOR Taylor Davis CREATIVE SERVICES DIRECTOR Bailey Sadowsky
ECOSYSTEM SUPPORT & PROPERTY MANAGER Loni Reichert BUSINESS PROSPECT MANAGER Drew Staufer EVENTS & MARKETING MANAGER Kamryn Wainwright INVESTOR SALES MANAGER Adam Braun WORKFORCE PROGRAMS MANAGER Krystal Bresnahan ACCOUNTING MANAGER John Lund EXECUTIVE ADMINISTRATIVE ASSISTANT Ashley Simonson
WHAT'S INSIDE
GLENN’S GUIDE TO THE NOVEMBER ISSUE OF ELEVATE
A strong downtown is more than a collection of storefronts. It’s a reflection of the people who believe in their community and are willing to invest in its future. Every new business brings fresh ideas, new opportunities, and another reason for people to experience the heart of Rapid City. In this issue of Elevate, we meet five entrepreneurs bringing new energy to downtown. From unique entertainment and vintage treasures to specialized services and personalized care, each story highlights the passion, determination and vision behind a small business.
Together, they show how local entrepreneurs are helping shape a downtown where businesses and community can thrive. Their stories remind us that investing in downtown is about more than filling storefronts. It’s about creating a place where ideas take root, businesses grow and our community comes together.
LET'S
GO
DOWNTOWN!
NEW BUSINESSES DOWNTOWN
NOMINATE FOR THE 2026
DISTINGUISHED PUB L IC RVICE AWA R D P U BL I C SE S ERVICE PU NOMINATE
2025 Recipient
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. 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.
APPLICATIONS ARE DUE NOVEMBER 27TH.
ELEVATE | NOVEMBER 2026 | 1
Scan the QR code to nominate and complete the application.
Senator Helene Duhamel
Do You Know Someone Who Moved to Rapid City in 2026?
NOMINATIONS ARE NOW OPEN FOR
Scan the code to make your nomination.
RapidCityBusinessJournal.com
Custer Junior/Senior High School CTE Addition
2 | ELEVATERAPIDCITY.COM
Custer, SD
NOVEMBER
2026
EVENTS
November 1, 6–8, 13–15
THE FOUR HORSEMEN Performing Arts Center
bhct.org
November 3–7
2026 GOLD RUSH NATIONALS DEMOLITION DERBY The Monument
themonument.live
November 14
November 26
WINTER MARKETPLACE POP-UP The Monument
BLACK HILLS RUNNERS CLUB TURKEY TROT Storybook Island
themonument.live
raceroster.com
9TH ANNUAL MOUNTAIN WEST BEER FEST The Monument
COMMUNITY THANKSGIVING DINNER 420 Main Street
themonument.live
allevents.in
November 7
SOUTH DAKOTA STATE AARON LEWIS: ACOUSTIC ORIGIN UNIVERSITY MEN’S BASKETBALL November 27 VS. NORTHERN COLORADO TOUR CHRISTMAS NIGHTS OF LIGHTS The Monument The Monument (OPENING WEEKEND) themonument.live themonument.live Storybook Island ROB SCHNEIDER LIVE ON TOUR Performing Arts Center
performingartsrc.org
storybookisland.org
STRUGGLE JENNINGS The Park 707, Rapid City
November 28
allevents.in
November 8
November 18
allevents.in
themonument.live
November 11, 13–14
November 22
WINTER MARKET Main Street Square
STEVEN FARMER COMEDY NIGHT AN EVENING WITH JOSÉ ANDRÉS The Monument Dahl Arts Center
RAPID CITY RUSH VS. TAHOE KNIGHT MONSTERS The Monument
visitrapidcity.com
Events are curated with the most accurate information available at the time of print. Please check the event website for full details or changes.
DAVID KOECHNER COMEDY SHOW Box Elder allevents.in
November 25–29
RAPID CITY RUSH VS. ALLEN AMERICANS The Monument
themonument.live
EXECUTIVE PRODUCER Mark Houston IT/ENGINEERING Chris Jaques
333 West Boulevard Ste. 200 Rapid City, SD 57709 605.343.6161 rapidcitybusinessjournal.com
PRODUCTION Oakley Tye PROMOTIONS Mitchell Stafford
FESTIVAL OF LIGHTS PARADE Downtown Rapid City
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N OV. 28
SMALL
B U S IN E S S
S AT U R D A
Y
THE CAST Mark Houston Amy Rose Mitchell Stafford Oakley Tye Brandon Jones Gary Matthews Francie Ganje
WEBSITE DESIGN Chris Hornick DATA MANAGEMENT Josh Partridge OPERATIONS Toni Kinney
Another HomeSlice Audio Production
ELEVATE | NOVEMBER 2026 | 3
Rapid City Business Journal is a weekly show and a business news website produced by Elevate Rapid City and The HomeSlice Group. We strive to produce daily and weekly business news supporting Rapid City, The Black Hills, and South Dakota.
visitrapidcity.com
breaking things building community WEBER AND POTVIN TURN CHILDHOOD ROOTS INTO A SMASHING DOWNTOWN VENTURE
STORY BY AMY ROSE / / PHOTOS BY BAILEY SADOWSKY
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ong before Jake Weber and Zack Potvin became business partners, they were two kids growing up in Rapid City, spending time on the streets of downtown. They had known each other since middle school, but neither could have imagined that years later they would own a business in the heart of the city they called home. Today, their newest venture, iSmash, is located at 625 Main St., bringing new entertainment to the same downtown they enjoyed growing up. Weber was born and raised in Rapid City, but like many young people, he dreamed of life in a bigger city. He attended Augustana University in Sioux Falls and later spent time in Chadron, Nebraska. Returning home gave him a new appreciation for the place where he grew up. Potvin moved to Rapid City when he was about 5 and attended the South Dakota School of Mines before finishing at Black Hills State University. Both are now husbands and fathers raising their families in the community that shaped them.
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The two have been business partners for more than a decade, but their latest venture would take them in an unexpected direction. Their existing business operated largely behind the scenes, and they wanted something that would allow them to connect with the community more directly. As fathers, they also recognized the need for more indoor entertainment in Rapid City.
They discovered iSmash, a franchise offering rage rooms, splatter painting, axe throwing and interactive games. The concept was unusual, but they saw an opportunity to bring something new downtown while creating a place where families and friends could make memories.
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The business opened June 6, and the response was immediate. Potvin said their location set a franchise record for its grand opening, despite running out of things for customers to smash. But their most meaningful experiences have had little to do with breaking records. Weber shared a story of a family who visited through an experience sponsored in partnership with A Day to Remember. A mother battling stage 4 cancer came with her children and her mother. They wrote messages about cancer on windshields before smashing them, giving the family a chance to express some of the emotions surrounding her diagnosis. Another mother visited after losing her son. "You hear some of those sto-
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ries, and people tell you, 'I needed this,'" Weber said.
For both men, those moments revealed a purpose beyond entertainment. Sometimes people arrive carrying frustration, grief or uncertainty. Others are simply looking for a way to have fun. What matters most to Weber and Potvin is seeing the difference when they leave. "Everyone leaves here saying, 'Oh my gosh, this was amazing. I'm coming back,'" Potvin said. "The customer interaction is the best part."
That sense of connection extends to families, youth sports teams and community organizations. Potvin's daughter's tennis team was among approximately 50 student athletes who visited for team bonding. The
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ELEVATE | NOVEMBER 2026 | 9
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For Weber, opening downtown was intentional. He believes Rapid City has worked hard to bring new life to the area, and he and Potvin wanted to contribute. Their business gives them a chance to be more involved with the community they appreciate. Still, entrepreneurship has required perseverance. Weber admits he never imagined himself in the position he is in today. "I never would have guessed I'd be where I am today," he said. "I'm beyond blessed, and I thank God for where I'm at." He also knows building a business comes with difficult days. His advice to aspiring entrepreneurs is simple: "Chase the dream. Do it. Don't get discouraged. There are going to be a lot of trials along the way and a lot of dark days, but there are also a lot of
great days. Don't give up hope."
Potvin agrees, emphasizing the importance of surrounding yourself with people who can help you grow. "If you find a great mentor, appreciate and cherish that," he said. "They have a world of knowledge that can help get you going." For two men who have known each other since middle school, the journey has brought them somewhere neither expected. They set out to create a place where people could have fun, but discovered that sometimes the greatest reward comes from helping someone else through a difficult day. When asked what he would tell his younger self, Potvin offered reassurance: "It's all going to work out. Stick with it." Weber's answer reflected the unexpected turns of his own journey and the hope he wants others to hold on to. "Don't lose hope in those dark days because your future is a lot brighter than you could have ever imagined." *
iSmash
625 Main St. 605-348-2094 ismashusa.com/sd-rapid-city
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tyson@visitrapidcity.com 605-718-8489
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lear
sion MELANIE HAMIEL MESHES FAMILY HISTORY WITH MODERN VIBE IN NEW DOWNTOWN OPTICAL PRACTICE
S T O R Y BY M I C H E L L E PA W E L S K I P H OT O S BY B A I L E Y S A D O W S K Y
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efore even walking into M Optica, you get a sense of what's inside. An oversized eyeglass frame hangs in the storefront window, a glimpse into the history of Melanie Hamiel’s life and career. Once inside, a collection of vinyl records lines the perimeter of the store, featuring diverse artists, all wearing eyeglasses, and adding a touch of personality to the boutique downtown optical. Fuchsia office chairs create a pop of color amidst the otherwise dark aesthetic. The signature piece is a large eyeglass-shaped coffee table that once graced her grandfather's optometrist office in Chamberlain. The atmosphere feels less like a traditional optical shop and more like a neighborhood lounge with a big-city vibe. For Melanie, optometrist and owner of M Optica, the design is more than an aesthetic choice. It brings together all the defining parts of her life, a family history rooted in optometry, a love of music and her once big-city life. “I really just wanted it to be a place where anybody from any walk of life could come in at any age and leave feeling like they were taken care of and have a good feeling about themselves and the glasses they picked out,” she said.
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“
I REALLY JUST WANTED IT TO BE A PLACE WHERE ANYBODY FROM ANY WALK OF LIFE COULD COME IN AT ANY AGE AND LEAVE FEELING LIKE THEY WERE TAKEN CARE OF AND HAVE A GOOD FEELING ABOUT THEMSELVES AND THE GLASSES THEY PICKED OUT" - MELANIE HAMIEL
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That philosophy is the foundation for her locally owned downtown business, which opened this summer. Optometry has been part of Melanie's family for generations. Her grandfather, a World War II glider pilot, opened his own practice in Chamberlain. He had four brothers, all of whom worked in the optical industry. In the following generation, Melanie's uncle and several of her mother’s cousins continued the family legacy. Growing up around the profession gave Melanie an early connection to optometry, although her first passion was music. “I really wanted to say musician,” she recalls of being asked what she wanted to do after high school. “I loved to sing, but I thought that really sounded stupid, so I chose optometry.” The choice proved to be a good one. She was drawn to the profession's combination of science, problem-solving and personal interaction. “I like solving problems and finding solutions for things,” she says. “And I like people. I wanted to keep busy and moving, and support myself.” She began optometry school in Oregon before completing her undergraduate degree, one of a small number of programs that offered an early-entry pathway. Melanie also continued her love of music
by joining a country-folk band called Midwestern and performing with them for three years before moving to Los Angeles. She continued with the band for another year, traveling back to Oregon for gigs, while also singing backup vocals for different L.A. artists. In L.A., she worked as an optometrist at a hospital and did some missionary work before the birth of her two kids, Josie and Jackson. Melanie spent around 15 years working in L.A. before returning home to South Dakota in 2021. The move brought her closer to her parents, two sisters and several nieces and nephews. She worked with now-retired ophthalmologist Paul Wright and Pearle Vision, where she remained until the business closed. While she had the option to purchase the business, Melanie realized she wanted something she could make her own, envisioning a place where everyone who leaves can see the world a little clearer and look good doing it. Melanie found her perfect spot in the new Block 5 development. “There is just such great energy in downtown... I wanted to contribute to keeping downtown vibrant and alive.” It also offered her a blank slate. The music-inspired setting is intended to make shopping for eyewear feel fun rather than intimidating. A planned selfie station,
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complete with a neon “All Eyes on Me” sign, gives customers a place to show off their new frames. She offers a wide selection of eyewear, from budget-friendly frames to premier designer brands. The store’s grand opening, scheduled for Dec. 11 from 2 to 7 p.m., will celebrate that mix of music, fashion and eye care. Hamiel plans to feature an expanded inventory, giving shoppers an opportunity to browse additional frames and find
M OPTICA 525 St. Joseph St, Ste 2 605-348-7045 m-optica.com
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gifts ahead of the holidays. In keeping with the shop’s musical theme, visitors can choose a vinyl album and discover a mystery discount tucked inside its sleeve. Melanie is still building the business and finding her rhythm as an owner. But for now, she is focused on creating a place where people can receive attentive care, explore their style and leave feeling good about what they see in the mirror. *
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Income Statements: W-2s, 1099s, 1098s Deduction & Credit Info: Charitable donation receipts, childcare receipts, education expenses Personal Info: Social Security card(s), bank account and routing numbers Other Docs: Last year’s tax return, IRS notices/letters, foreign tax forms This is a general guideline. Specific documents will vary based individual circumstances.
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NEW MISSION Belle Fourche Couple Brings Specialized Gear, Personal Service & Fresh Energy to Downtown S T O R Y BY M I C H E L L E PA W E L S K I \\ P H OT O S BY B A I L E Y S A D O W S K Y
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| Owning a downtown Rapid City business was never on the radar for Jaryd and Mary Pugh. Their days were already full. Mary was raising and homeschooling their six children, while Jaryd worked as a flight paramedic with Black Hills Life Flight, served with Sturgis Ambulance and as a reserve deputy with the Butte County Sheriff’s Office. However, when Jaryd began searching for body armor for his job with Butte County, he noticed an opportunity. An opportunity that Mary told him to go for.
Unable to find the knowledgeable local resource he wanted, he began researching what it would take to become a body armor dealer himself.
“He loves to research, and it just started with body armor, so I thought, 'Yeah, give it a try,' thinking it could be some side income,” Mary said. That small idea soon grew into something bigger.
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Now the couple is six months into their new business, Phoenix Uniforms & Tactical, a specialized retail shop serving law enforcement officers, firefighters, emergency medical personnel and others who depend on quality equipment - gear that can make a difference when someone's life is on the line. Jaryd did not set out to start his own business. But his passion for serving those who serve the communities they live in took over.
He left his position with Black Hills Life Flight to run Phoenix full-time, with Mary and several of the couple’s children helping at the store.
For Jaryd, the career change represents a new way to continue doing what first drew him to emergency services: helping people when they need it most. Originally from Minnesota, he was pursuing a degree in biochemistry, planning to work in pharmaceutical engineering, when an experience changed his direction.
While visiting family in Connecticut, he accompanied a relative, a fire department captain, on an emergency call. At the scene of a vehicle crash, Jaryd watched responders work amid the chaos of broken glass and rescue equipment. Then a medical helicopter arrived.
“They were calm, and they brought a sense of calm to the scene,” he recalled.
Jaryd returned home, dropped his college classes and picked up all the emergency medical training he could get. “I just immersed myself in it,” he said. “And, luckily, met my wife.” The two met in an EMT class in 2012.
Jaryd went on to work in ground and air ambulance services, gaining experience in rural communities and busy metropolitan areas.
When Black Hills Life Flight recruited him, the couple saw an opportunity to move to a place they had already hoped to call home.
Jaryd worked locally for Black Hills Life Flight before taking assignments in more than 10 states, filling open helicopter and fixed-wing positions. Along the way, he developed an extensive understanding of the equipment emergency professionals need and the importance of choosing products they can trust. He returned to Black Hills Life Flight before venturing out on his own with Phoenix. While he started with selling body armor, his research expanded to uniforms, boots, flashlights, belts and other tactical equipment. Jaryd wants to understand how products are constructed and how they perform.
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“If I don’t trust a product, it won’t go on my shelves,” he said. “People rely on this equipment to go home. These are vital pieces of equipment that are going to keep someone alive.” Phoenix carries brands Jaryd has personally used or that colleagues have recommended.
Its emphasis on personal service extends to alterations. Mary, an accomplished seamstress who makes custom wedding gowns, taught Jaryd to sew so he could handle much of the shop's patching and hemming. If customers have the necessary patches available, Jaryd aims to have uniforms ready in about an hour. Their goal is consistent service, regardless of whether they are working with a department of one or 700.
“Just because you're a small department doesn't mean you're not as important,” he said. After searching around the Black Hills for an ideal spot, they eventually landed on Main Street in Rapid City, where the location offered manageable costs and proximity to major public safety agencies.
The Rapid City Police Department, Rapid City Fire Department and Pennington County Sheriff's Office are all within a few blocks. Phoenix also gives downtown shoppers something unexpected to discover.
Although its primary focus is specialized equipment, the shop attracts a wider range of customers and gets quite a bit
PHOENIX UNIFORMS & TACTICAL 605 Main St. 605-631-0895 phoenixuniformstactical.com
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| of foot traffic. Jaryd has sold durable pants to farmers and boots to a cook seeking footwear that can withstand long hours in the kitchen.
The couple makes a point of supporting other small businesses, too. Phoenix sells items made by local creators and offers its own coffee blend through South Dakota roaster Wild Grounds Coffee. First responders can enjoy a free cup at the shop. Even the name Phoenix reflects the couple's hopes for the company's future.
Inspired by the mythical bird's ability to rise from the ashes, it symbolizes resilience and a second chance, an especially meaningful idea for a business that began with protective equipment. The
name also leaves room for expansion beyond the Black Hills. The couple hopes to eventually broaden its business portfolio to include training facilities and firing ranges. For now, Jaryd and Mary are building their reputation through word of mouth, dependable products and relationships with customers across the region. Jaryd may have traded a medical helicopter for a downtown storefront, but his mission remains much the same.
Through Phoenix, he is helping equip the people who respond when others need them most while bringing a distinctive new business and a commitment to community to downtown Rapid City. *
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EYE for the
unexpected ne ec d unexpected BRENNA WILLIAMSON GIVES VINTAGE FURNITURE NEW LIFE THROUGH RETRO REIMAGINED IN DOWNTOWN RAPID CITY S T O R Y BY Z A D A J O N E S \\ P H OT O S BY B A I L E Y S A D O W S K Y
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renna Williamson never considered herself much of a thrifter. When life took an unexpected turn, Williamson moved to Rapid City. She had her dog, her clothes and the task of furnishing a whole new living space from scratch. Working within a budget changed the way she shopped. “I wanted to furnish my townhouse, make it beautiful and have my own creative touch,” Williamson said. What began as a need for a fresh start became something more. When Williamson picked up her first piece of vintage furniture, she wasn’t trying to build a business. She was simply trying to make a new place feel like home. “It was something I found very therapeutic and cathartic, and it just took off from there,” she said. Once her home was furnished, Williamson began refinishing pieces for friends. She eventually started selling furniture at vendor events and local markets. This personal project eventually grew into Retro Reimagined, a downtown Rapid City storefront specializing in vintage furniture and decor. For Williamson, downtown has become another place to call home. “I’ve seen Rapid City’s downtown district really start to blossom in the last two years,” she said.
“There’s definitely no place I’d rather be other than downtown,” she said. The shop focuses on midcentury modern furniture and decor from the 1940s through the 1970s. Williamson is selective about what she brings in, looking for craftsmanship and durability rather than simply filling the space. “Quality over quantity is my MO, for sure,” she said. Nearly everything inside is one of a kind. Williamson finds pieces through property sales, people downsizing and connections she’s built over time. She handles much of the work herself. “I literally have to source these things,” she said. “It takes a lot of work, networking, time and energy. I clean, I refinish, and I beautifully curate every single piece that goes into that shop.” That hands-on approach goes back to the hobby she started in her townhouse. She still enjoys giving older furniture another chance to be used and appreciated. For Williamson, sustainability is part of that thinking. Giving a well-made piece another life means keeping useful furniture in circulation rather than treating it as disposable. But Retro Reimagined is only one part of Williamson’s professional life. A graduate of Black Hills State University, where she studied
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corporate communications, marketing and business administration, Williamson continues to work full time as a land rights specialist on infrastructure projects. Between her career, sourcing furniture, refinishing pieces and managing a storefront, there’s not much room left for a busy social calendar. Williamson takes it in stride. “I don’t have much of a social life, but I’m old. I’ve traveled, gone to concerts, and been wild and free and young. I’ve done everything I really ever wanted to do,” she said. She credits her friends, family, boyfriend Michael and friend Jennifer with helping her along the way. Beyond the furniture, Williamson values the relationships that come with running a small business. For her, getting to know the people who walk through the door is part of the experience.
“
I’VE SEEN RAPID CITY’S DOWNTOWN DISTRICT REALLY START TO BLOSSOM IN THE LAST TWO YEARS. THERE’S DEFINITELY NO PLACE I’D RATHER BE OTHER THAN DOWNTOWN." - BRENNA WILLIAMSON
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“When you walk into my store for the second time, I’ll remember what you bought the first time,” she said. Williamson has considered opening another location, but sourcing enough one-of-a-kind furniture would be a challenge. For now, she continues to build on what started as a way to furnish her own home. “As I see it now, we’re full steam ahead, and I don’t see us stopping anytime soon,” she said. “Let’s continue to circulate these classic furniture pieces that were built by skilled hands with quality materials right here in this country,” Williamson said. “Let’s keep them alive, keep them here and do our part to sustain the environment around us.” *
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