A new rural playbook
Through outreach programs, University of Minnesota Extension is helping rural communities thrive.
While the divide between rural and urban Minnesota can often feel stark, educators with University of Minnesota Extension are working alongside community leaders to bridge that gap and build on the vitality that already exists.
From data-backed research to boots-on-the-ground organizing, Extension is helping rural communities across the state become places where entrepreneurship thrives and families flourish. Central to this effort are Extension educators Neil Linscheid and Ben Winchester, whose work is inspiring small towns to reimagine their futures.
“We want every Minnesota community to be a place where small businesses and entrepreneurs are accepted, promoted, and successful. That doesn’t happen by accident. It takes intentional effort.”
Neil Linscheid, state specialist, entrepreneurship at University of Minnesota Extension
Supporting small businesses
Linscheid has spent years helping rural communities support entrepreneurs through access to capital, technical know-how, and, maybe most importantly, relationships. Whether it’s a pop-up market during the holidays or a monthly coffee group for business owners, Linscheid believes community-based connections are critical.
Linscheid and his team organize the annual Connecting Entrepreneurial Communities Conference, which draws economic developers, local leaders, and small business advocates from across Minnesota. Unlike traditional conferences, breakout sessions take place in community venues, such as a backroom of a candy shop or a local brewery, which turns the host town into a living case study of what economic development can look like.
“You might be the only person in town running the kind of business you have. So we work to build local networks where people can learn from each other, feel supported, and get connected to resources they might not otherwise find.”
Neil Linscheid
Understanding the 'Brain Gain'
Meanwhile, Winchester’s research complements this work by helping communities understand the existing demographic shift. Winchester’s research on what he calls the “Brain Gain” is a leading theory on this topic. Contrary to the belief that rural towns are losing their best and brightest, Winchester’s research shows that adults in their 30s and 40s are returning to rural communities. With it, they’re bringing talent, experience, and earning power with them to their new hometowns.
The reasons people cite are varied: lower cost of living, better access to nature, slower pace of life, and a stronger sense of community are all key factors. However, Winchester’s research shows that successful communities are those that intentionally welcome new residents. In Otter Tail County, for instance, a “Grab a Bite” program where long-term residents take newcomers out for a meal has been a success in making everyone feel welcome and part of the community.
“You can’t grow if you’re not open to change,” Winchester says. “Make connections with everyone in your community and find programs that help people feel connected to the community they’re joining.”
A people-first approach
This grassroots, people-first approach from Extension is showing results. In Caledonia, MN, a single half-day workshop on local entrepreneurship led by Linscheid and his team led to the creation of a home-based business initiative, holiday pop-up events, and enrollment in the Rural Entrepreneurial Venture program, a three-year strategy to grow local business ecosystems.
“Change doesn’t have to start with big funding or flashy projects,” Linscheid says. “It can start with a conversation and grow from there.”
Both Linscheid and Winchester agree that the future of rural Minnesota is thriving and only getting better.
