Nordic Fest as a Success: Part 2

This week's post continues directly from last week with additional thoughts from 1996 Nordic Fest Board president, educator and community volunteer Clark Goltz, as transcribed from his 1997 interview about Nordic Fest:

"Nordic Fest is more than just an ethnic celebration. That's what the brochure says that we send out in the mail - a brochure that says this is the Nordic Fest - celebrating the Scandinavian traditions. That's a very important part. I know that. I know that being in the center of this community with Vesterheim Norwegian American Museum, we have a focal point few communities have. 

But what Nordic Fest also means to me is that it's a way for the community to say, 'Come look at where we live. Look at the pride that we take. Look at the things we do well. Look how we celebrate not only the ethnic traditions of Norway, Sweden, Finland, and Denmark but really all of our countries. Look at how we allow nonprofit organizations to do fundraising here so that they will be able to continue, be successful and continue serving others in the community. Look at how we do things for kids of all ages. Look at how we invite thousands of people into this little town in Iowa for a simple weekend that's going to be fun so people leave here having had fun.'

When you leave Decorah, you think 'Wouldn't that be a great place to live?' It's not just piece of paper that says 'Nordic Fest.' 

It's a community celebration where people say, 'We have a lot to be proud of. We work together. Come share our joy. Come share our pride. Come back again.' That's what it's supposed to be."

As the US gathers later this week for the Thanksgiving holiday, what cultural and community traditions are you most thankful for? 

Nordic Fest as a Success: Part 1

Decorah welcome sign and flags at the east entrance to town

For the last several weeks, we have been using interview transcript excepts from a 1997 Luther College communications department senior paper done on the impact of stories on perpetuating the culture of Nordic Fest. For the project, the first Nordic Fest president as well as each president at five year intervals were interviewed. One of the questions involved what the respondent's definition of success was for Nordic Fest. 1996 Nordic Fest Board president Clark Goltz, known for his commitment, eloquence, contagious energy and enthusiasm, offered the following response to that question:

"Nordic Fest in unequivocally a success. A success is where there are people who leave that festival and thank 'This was great,' whether you are a young person who just finished visiting the Viking Encampment, or doing games, or watching the parade. Another type of success is maybe when you're a person who enjoys the musical part of it and got to hear Trond and Ragna Dahlen or the exquisite Allesund Spellemanslag or you hear and American musical. 

Maybe your success is I went to a festival that has an antique show and sale and they jury that and it's so good that I got that piece I really wanted. Or you go and you see rosemaling that you normally see only when you go to Norway. So if people go away from the festival thinking, 'Gosh, I really saw something neat' or 'I learned something.' then it's successful. 

But I also think Nordic Fest is successful when you look at the number of people who attend and how they look. I love to drive around and just look at the positive emotions on people's faces. 

Of course, the other end is financial - can you make enough money to keep the festival going from year to year. Both ways are important." 

What's your definition of Nordic Fest success? 

Economic Impact: Another Nordic Fest Strength

In 1967, the Nordic Fest founders estimated through research that each traveler spent $12 per day in the community being visited. In 2014, those estimates range from $55-$110 per person per day. 

Nordic Fest continues to create a significant direct spending and economic impact on the Decorah area, especially when multiplied over five decades. A largely untold story of Nordic Fest is its significant nonprofit impact, a topic that will be covered in future blog posts.

The general economic impact of Nordic Fest was not immediately clear to everyone in Decorah. The late Gary Svenson recalled such an example during a 1997 interview:

"Vernon Finholt approached me after the first couple of Nordic Fests. He ran Ben Bear Clothing Store at the time. Vernon was a good friend of mine. I worked for him over the years. He said, 'Your Fest is costing me money.'

He showed me figures about how' his sales during Nordic Fest days were way down as compared with those same days in previous years. 

He was surprised when I told him to go back and compare his sales in the weeks following Nordic Fest with previous years. They were way up because of things like the waitress who made extra tip money that weekend could now afford to buy her husband two shirts instead of one. The secondary spending is unbelievable!" 

Do you have an economic impact of Nordic Fest story? Submit it to nordic fest 50 at gmail dot come. 

More Nordic Fest Fun: A Story from Phyllis Leseth

Phyllis Leseth in 1969 with the family car she and her husband Hubie had rosemaled by Laura Hoeg to support the Nordic Fest. Photo courtesy of her family. 

Nordic Fest could not have found a more loving, dedicated or passionate "mother" than the one it had in the late Phyllis Leseth. The only woman among the Nordic Fest founders, Phyllis had already accumulated a lifetime of service to educational, cultural and community causes by the time she joined the founding team. Phyllis was also among the first women admitted to Luther College, making her a pioneer in her own right on several fronts. Phyllis led the way and set an example with a relaxed and warm spirit. 

Having her car rosemaled to support Nordic Fest was one of hundreds of extra steps that just came naturally for Phyllis in support of her dear Decorah and her dear Nordic Fest. Among her many contributions, Phyllis operated in ceaseless publicity mode to bring more people to the first Nordic Fest than anyone could have imagined.

In a 1997 written interview, Phyllis recalled a particularly laugh-filled time that happened while she was president of the Nordic Fest Board during one of its early years:

"The year I was president, a surprising and exciting experience was in store when innovative and whimsical Dr. George Knudson led a Viking 'raid.' The Vikings stormed ashore from their ships (canoes) and captured me, burst into Vanberia, startling customers and laying hold of a fair damsel (not pre-arranged). They loaded us in canoes on their float and paraded us triumphantly and menacingly down Water Street. They assured me that the snake in the bottom of my canoe was a fake. Had I known it was actually alive, a screaming Nordic Fest president would have added unexpected drama to the parade - and probably scared the fierce Vikings out of their fur clothing!" 

Thank you Phyllis, for your passion, dedication and beautiful spirit! Nordic Fest is approaching 50 years thanks to standing on the shoulders of giants, with you at the center!  

More from the First Nordic Fest Board President

Harry Olson, president of the first Nordic Fest Board, pictured in the yellow vest

during the first parade in 1967

As mentioned in last week's post, local Decorah businessman Harry Olson served as the first Nordic Fest board president. He started a long line of particularly dedicated and passionate people to take on a huge volunteer role over five decades. 

During a 1997 interview, he shared particular recollections about those first Fest experiences in 1967, which are excerpted here, and likely are parallel to the thoughts and experiences of many of his board president colleagues:

A note about how communication has changed over five decades:
"We drove everywhere to manage communication among board members. One year, we drove 350 miles within the city limits in the three days of Nordic Fest. We usually started at 5 a.m. and went until 1 a.m. We made it work because it was only three days. We had a walkie talkie from the information tent to the car board members used." 

"The most personal satisfaction I had came at Opening Ceremonies the first year - until I found out I had to get up and welcome everybody. That didn't make me happy. I got up to the Courthouse Square and had tears in my eyes to see all the people who showed up because they thought the Nordic Fest was something worthwhile to be a part of."  

"I don't recall any stress. In Jaycees, there was no expectation of failure. We just gave things a shot. We did not have the word can't in our vocabulary." 

"If I had a chance to do it all over again, I would join the Nordic Fest team. It's nice to feel wanted and feel a part of something. I would still serve as president because it was easy to organize the work."

Have you served on the Nordic Fest board? If so, how can you relate to Harry's experiences? 

A Reserved Nordic Fest Founder

Some of the Nordic Fest founders on the float created for them by the skilled Decorah carpenter Willie Brown at the 25th Nordic Fest in 1991. 

Missing from this photo are Harry Olson and Dr. Marion Nelson.

Harry Olson served as president of the first Nordic Fest board, elected by his peers based on their deep respect for him. Harry is well known in Decorah for being a key part of Ruby's Restaurant and Catering, including the famous Ronnie's Rolls offered each morning there. Although Harry is very comfortable with close friends, he is hard working yet generally reserved in larger group settings and shuns any kind of public attention on his community leadership. 

Harry is not present in the photo at the start of the parade route during the 25th Nordic Fest. It's what happened after this photo was taken where this story picks up. Both of the following accounts are taken from a 1997 interview:

First, from the late Gary Svenson: 

"During the 25th Nordic Fest, all those neat old memories about how successful the first year was came flooding back. It was really overwhelming to see the wonderful float Willie Brown so beautifully made for us to ride on during the parade. The only problem was this little pain (points to Harry Olson, who he is interviewing with) decided he was going to be stuck up and not come get on the float. I couldn't believe that because after all, he was president that very first year. That's when Mike, Jerry, Darrell and I decided come hell or high water, when the parade went by Harry's restaurant, we were going to kidnap him no matter if he had 20 steaks on the grill."

And from Harry:

"During the 25th Nordic Fest, I thought it was really slick how the history was celebrated. I did not go to the founders' float because I was needed at the restaurant. I kind of thought they might do something when they came by. I had no idea they would kidnap me. They came too quick! I had no time to duck back in. I got back in time for the post-parade rush. It turned out to be really neat because I had the video camera going when they came by and kept it running the whole time I sat on the float during the remainder of the parade." 

Enjoy your video, Harry - and thanks to you and your fellow founders for what you created!   

Nordic Fest: A Tale of Safety and Joy

In a 1997 interview, Nordic Fest board president and longtime volunteer Clark Goltz shared a story that illustrates both safety and in the end, joy from 1996. This story may be less likely to be heard at larger events in larger communities. 

"We got a letter back from a young boy who had lost his billfold. Actually, he had found me in the crowd and said he was pretty upset about it. Low and behold we found it, and it had his Nordic Fest medallion and his library card in it. There was no money in it. So I sent him a personal note and told him to let me know if there had been any money in it, because I wanted to replace it. 

He wrote me back the nicest letter and said that no, he had spent all his money on food 'so you don't have send me anything back.' but he said, 'Gosh, thanks for taking the time to send my medallion back.' There are so many memorable moments. Those are the personal sides that I like to see."

What personal stories do you have to share from Nordic Fest as the 50th year approaches? Submit your stories to nordic fest 50 at gmail dot com. 

Photo credit: https://www.flickr.com/photos/taylar/