While some small downtowns across the country are dying, towns like Dubuque, Iowa are growing. John Gronen, founder of Gronen Development explains how their role has evolved into a hybrid of a state economic development, tourism office, and investment firm.
Gronen’s approach has been profitable, but isn’t solely focused on the numbers. He doesn’t see himself as just a developer but also an investor and partner with many of his tenants. He turns down tenants to preserve the local culture Dubuque entrepreneurs have worked hard to build.
He explains how his team works alongside retailers, restaurants, service businesses, corporate offices, and SMB leaders to reveal unseen value of community.
Dubuque Iowa retail growth
Despite the “Amazon effect” and the rise of remote work, Gronen argues that the need for human connection remains a primary driver for business success. He shared a fascinating story of a national company that went fully remote, only for their local Dubuque employees to advocate for a new 15,000-square-foot office. These employees missed the collaboration and the vibrancy of a walkable downtown, proving that a well-designed physical environment is a massive talent retention tool.
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Dubuque Iowa’s businesses: A holistic approach
Gronen’s philosophy goes beyond simple property development; he views himself as a long-term partner and investor in his tenants. Key takeaways from his “recipe” for success include:
- Intentional Tenant Mix: Gronen often turns down stable office tenants to hold out for retail, bookstores, or restaurants that create “critical mass” and street-level energy.
- Gap Filling with Tax Credits: Historic and New Market tax credits have been essential economic drivers, making the “un-savable” buildings viable again.
- Community Impact: Projects like the Millwork District and the Voices building (where Dupaco resides) were chosen because they offered the best experience for employees and the surrounding neighborhood, not just the lowest cost.
From restoring historic cathedrals to building the new Field of Dreams ballpark, John Gronen continues to prove that with a clear vision and a bit of grit, Iowa’s downtowns are far from a “ghost town” future.
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