Invest and share in local success

As holiday spending hits new highs, Eastern Iowa businesses are stressing community support.

According to a recent Deloitte survey, the average American consumer is spending $1,778 this holiday season, an increase of 8% since 2023. Despite the uptick, the majority of polled consumers are opting to purchase from online retailers, department stores and mass merchants for two primary reasons: price and convenience.

Amanda Zhorne, a TrueNorth client and owner of Craft'd, a coffee shop in downtown Cedar Rapids, understands the appeal. “As a small business owner, I understand the need that companies like Starbucks serve in our community, but I also want people to seek out small shops, like ours, because we operate with the intention of creating value right here at home.”

Craft’d opened in August 2021 and took on full operations the following summer. From the start, Zhorne has made a concerted effort to seek out local vendors when making business decisions because she feels they play a critical role in the community’s success. “While many larger corporations have processes in place to give back, local businesses are often the first to volunteer, support local programming and advocate for community development,” Zhorne explains. “For me, relationships are everything and I love seeing local businesses like TrueNorth contributing their time and talent to the same causes that matter to our business.”

Beyond a shared passion for the community, Zhorne values TrueNorth's accessibility and hands-on approach to insurance.

‍"Having someone I trust to take on tasks, plan ahead and proactively follow up has been a huge help," she says. The support has given her more time to focus on running her business, knowing the shop’s insurance needs are fully met."

Zhorne takes immense pride in sourcing local ingredients and doing her part to support local businesses. TrueNorth is committed to ensuring her organization and others have what they need to contribute to a thriving local economy in Eastern Iowa. "I believe every local business is just a neighbor or a friend striving to add value and do good in the community,” says Zhorne. “They deserve our encouragement and support."

Cultivating a diverse local economy with NewBo City Market

For over a decade, NewBo City Market has played a vital role in fostering small business development in Eastern Iowa. On an annual basis, the business incubator hosts more than 300 annual events and attracts half a million visitors to the region while offering business opportunities and commercial experience to local entrepreneurs.

In the past five years, NewBo City Market and its Executive Director, Julie Parisi, have navigated both a pandemic and a historic weather event. While no stranger to business risks, she feels a deep sense of gratitude for TrueNorth’s claims guidance and support, especially in the critical days following the 2020 derecho. “Having a local team make themselves available to help us navigate that claims process was invaluable.” she recalls.

Parisi also appreciates TrueNorth’s proactive approach to risk management. "They've taken the time to sit down and thoroughly assess the Market’s needs as we grow," she explains. “I feel TrueNorth is as concerned about our bottom line as I am, which makes all the difference as we continue to anticipate and plan for how the Market will evolve in the coming months and years.”

Earlier this year, TrueNorth’s Legacy Foundation made a substantial contribution to the Market's “Next Level Local” capital campaign. Alongside the generosity of others, TrueNorth’s gift will enable NewBo City Market to add a second level to their facility, enhancing community amenities and providing additional support to local entrepreneurs.

The partnership between NewBo City Market and TrueNorth exemplifies how businesses can work together to support area initiatives and jointly contribute to a vibrant local economy. "If NewBo City Market didn't focus on championing local business, we’d simply cease to exist," Parisi explains. The market's dedication to local entrepreneurs and small businesses is critical to ensure it remains a cherished landmark in Cedar Rapids.

"NewBo City Market is deeply committed to supporting local, small and start-up businesses,” says Parisi. “I’m proud to say we work with local companies and in the process, we support local companies. Having a partner and resource like TrueNorth only amplifies our impact; when we're all steering in the same direction, we can further define what it means to live, work and play right here in Cedar Rapids.”

At TrueNorth, we understand that a vibrant community flourishes when local businesses and individuals feel secure, connected and inspired. Our firm’s Community Practice is dedicated to building partnerships, providing industry expertise and engineering solutions that add value to area businesses.