The Community Concierge
Moving to a new place can be hard. Here's how one community in South Dakota is smoothing the transition and getting people to stay
Mitchell, South Dakota, is addressing its acute labor shortage by investing heavily in workforce housing and incentivizing relocation to meet the demands of major projects like the new High Plains Soybean Processing Plant. Beyond recruitment, the city's innovative "Community Concierge" program helps newcomers feel welcome, significantly improving retention rates and recently earning Mitchell recognition as South Dakota's Community of the Year.
PIERRE, S.D. — The United States is experiencing one of the tightest labor markets in its history, with the unemployment rate hovering around 4%. This reality was triggered by a red-hot post-pandemic economy and demographic shifts—declining birth rates and population aging—which have been underway for decades. Workers are in demand more than ever.
The statewide unemployment rate in South Dakota is 1.9%, making its labor challenge even more acute than the nation’s and threatening economic growth. The rate is even lower in communities like Mitchell, where the most recent unemployment rate is 1.8%—the second-lowest in the state. Despite its strong economy, South Dakota, like the rest of the nation, is struggling with the converging crises of affordable housing, child care, and social isolation.
“I can’t grow labor without more housing,” shared Mike Lauritsen, CEO of the Mitchell Area Development Corporation, during the annual Governor’s Conference for Economic Development last week in the state capital. And Mitchell needs workers now more than ever. It’s home to the largest economic development project in state history—the $500 million High Plains Soybean Processing Plant announced in November last year—which has about 300 construction workers onsite today and expects to employ 75 to 85 full-time employees once operational later this year.
Building Housing, Recruiting Talent
Three years ago, Mitchell undertook a study to determine its future housing needs and found that it needed to build at least 400 new homes every decade to meet demand. However, when reviewing building permits, the city found that only about 20 houses had been built every year over the past 20 years, which is roughly half the rate needed to meet future demand. Recognizing this shortfall, a new nonprofit, Mitchell Area Housing Inc. (MAHI), was created in partnership with the Mitchell Area Development Corporation to focus exclusively on workforce housing.
“Over the past two years, MAHI has secured two parcels of land for workforce housing developments and successfully applied for nearly $4 million in grant funding from HUD (U.S. Department of Housing and Urban Development) and the South Dakota Housing Development Authority,” said Lauritsen. “This funding is being used to build infrastructure for 100 new homes—a significant step toward alleviating Mitchell’s housing shortage.” Even with this expansion, Mitchell will still be about 100 homes short of the 400 needed to support the growing workforce.
But Mitchell didn’t stop there. They also launched the “Move to Mitchell Giveaway,” which awarded individuals and families $1,000 to relocate. This program is similar to other financial incentive programs across the U.S., such as those in Tulsa, Oklahoma, Rochester, New York, and Morgantown, West Virginia. Since its launch, 52 families have moved to Mitchell.
From Housing to Home
It’s one thing to create jobs, build housing and incentivize people to relocate. It’s a whole other thing to make a place feel like home. For Mitchell, it’s not just about getting people to move there; it’s about getting them to stay. Retention is as important as recruitment.
Following The 2040 Study, which gathered input from Mitchell residents on community priorities, including infrastructure, amenities, and economic development, the Mitchell Area Chamber of Commerce found that new community members often felt unwelcome and struggled to integrate. To make newcomers feel at home, the Community Concierge program was created.
“Our goal is to meet and assist every new person moving into the community, regardless of age or profession,” according to Lauritsen. “We recognize that everyone benefits from a strong sense of belonging, whether they are young professionals, families, or retirees.”
Community Concierge is the brainchild of Doreen Nelson, a former executive recruiter for financial organizations who now runs the program. She calls herself a “trailing spouse,” meaning she followed her husband as he moved for work from place to place across the country. Nelson knows firsthand how hard it can be to acclimate to a new place without an existing social network and modeled Mitchell’s program after a similar one in Austin, Minnesota.
Nelson personally welcomes new residents, helping them connect with resources, community organizations, and professional networks. She also connects newcomers to hobbies, interest groups, and social opportunities to help them build friendships and feel part of the community, ensuring that they thrive and, most importantly, stay in the community long-term. “A personal touch matters,” said Lauritsen.
“People need to invest about two years in a community before they decide to make it their home or leave,” according to Nelson. “If an employee gets connected, they buy a house and they’re committed to the community. They’re getting involved in Rotary and other organizations.”
Nelson has already partnered with Mitchell Republic, the local newspaper, to feature newcomers once a month. She is also working with local businesses to create the “Palace City Perkbook,” which will introduce newcomers to local shops and services through discounts. Plans are in the works to expand the program to remote workers and interns.
“This is all part of a growth strategy with a serious focus on retention,” Nelson shared. “Our community has jumped on board.”
Local leaders say it’s working. New residents now frequently say that Mitchell is welcoming. The program is strengthening the workforce and enhancing Mitchell’s reputation as a place where newcomers can feel at home.
“You can see our success in the way newcomers are getting involved. They’re joining service clubs, attending community events, and telling us that moving to Mitchell was one of the best decisions they’ve ever made,” said Lauristen. “Employers also share positive feedback from their new hires, who report feeling welcomed and supported here.”
Mitchell, South Dakota, was recently recognized as the state's Community of the Year at the South Dakota Governor’s Conference on Economic Development. This prestigious honor acknowledges Mitchell's ongoing commitment to economic growth, community development, and quality-of-life enhancements.
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