*Bonus cash back applies to Visa Cash Back card transactions 11/1/2025 - 12/31/2025. Earn 5% cash back (1.5% base + 3.5% bonus) on up to a maximum of $2,000 of qualifying Net Purchases per card under merchant category codes 5542 (Automated Fuel Dispensers) 5552 (Electric Vehicle Charging), and 5411 (Grocery Stores and Supermarkets). Merchant submission determines category. Purchases outside these codes earn standard rewards per the Visa Cash Back terms and conditions. Qualifying Net Purchases exclude cash advances, balance transfers, unauthorized or fraudulent charges, account fees, and interest charges. To receive the bonus, your BHFCU loans must be current and your credit card open. Additional restrictions apply. Terms and conditions subject to change without notice. Federally insured by NCUA. Call 605-718-1818 for details.
Danielle and Cory Shafer By Kory Lanphear
Nate Starkey
By Michelle Pawelski
Kelsey Murray By Kyler Hagen, Downtown Rapid City
Andrew & Caitlin Nissen By
Kory Lanphear
photo by Bailey Sadowsky
THE BUSINESS OF GOALS
As we get through the holidays and promise ourselves to reset in 2026, we wake up convinced that this will be the year everything changes. This is the year we’ll finally get in shape, manage our money like adults, learn that hobby we’ve been talking about since college, and become the kind of person who doesn’t kill plants. And every February, 99% of us are back to binging pizza at midnight while doom-scrolling, wondering where it all went wrong.
That kind of failure rate says less about our willpower and more about our desire to change ourselves for the better—if only we weren’t trying to overhaul our entire lives a week after eating our body weight in eggnog and cookies.
Welcome to this issue of Elevate, where we help you plan your New Year’s resolutions through the businesses featured in this month’s issue. These businesses have figured out a better way. They’ve learned that real change doesn’t come from punishing yourself at a gym or starving
PRESIDENT & CEO
Tom Johnson
SENIOR WORKFORCE DEVELOPMENT & PARTNERSHIPS
DIRECTOR
Taylor Davis
SENIOR MARKETING & COMMUNICATIONS
DIRE CTOR
Shiloh Francis
SENIOR ECONOMIC DEVELOPMENT DIRECTOR
Lori Frederick
SENIOR PUBLIC POLICY DIRECTOR
Garth Wadsworth
OPERATIONS DIRECTOR
Liz Highland
ECOSYSTEM SUPPORT & PROPERTY MANAGER
Loni Reichert
yourself on some fad diet. Real change comes from finding something that you’ll stick to. Take the story of Modern Fitness, which proves that working out doesn’t have to burn you out. Or the story of Nate Starkey at BMS Financial Advisors, who shows that getting your financial house in order no longer requires a stint on Wall Street. Then we bring you the tale of Monarch Books & Boutique, where creativity doesn’t have to be dizzying—it can be liberating. Finally, we present to you the story of Aqua and Acre Market, which demonstrates that sometimes personal growth comes through not trying so hard, you guessed it, to personally grow.
So, instead of resolving to become a completely different person in the new year, move the goal to something a little simpler. Find the people and places that make growth feel like it’s just another meeting in your day planner.
One you’ll actually keep.
Stay Safe and God-Speed
Tom
HOUSING & COMMUNITY DEVELOPMENT MANAGER
Laura Jones
BUSINESS DEVELOPMENT MANAGER
Kallie Ruland
BUSINESS PROSPECT MANAGER
Drew Staufer
CREATIVE SERVICES MANAGER
Bailey Sadowsky
EVENTS & MARKETING MANAGER
Kamryn Wainwright
INVESTOR SALES MANAGER
Adam Braun
EXECUTIVE
ADMINISTRATIVE ASSISTANT
Ashley Simonson
Tom Johnson, President & CEO
Elevate is a monthly publication produced by Elevate Rapid City. It is the premier business magazine for the Black Hills region telling the stories that make our area unique and vibrant.
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RAPID CITY, SOUTH DAKOTA \\ SEPTEMBER 2025
ECONOMIC INDICATORS
December 2–28
PARADE OF TREES
The Box Event Center thebox.live/events
December 4
TAPPED OUT TRIVIA Pour 54 Taphouse visitrapidcity.com/event
December 5
BADLANDS SABRES VS. SHERIDAN HAWKS
Roosevelt Park Ice Arena badlandssabres.com/schedule
BLACK HILLS SYMPHONY ORCHESTRA PRESENTS:
Holidazzle Big Band Experience Performing Arts Center performingartsrc.org/events
December 5–28
STORYBOOK ISLAND’S CHRISTMAS NIGHTS OF LIGHTS 2025
Storybook Island rapidcityjournal.evvnt.events
December 6–7
R.C. RIFLE CLUB GUN SHOW
The Monument themonument.live/events
December 6–13
STEAM SATURDAYS
The Journey Museum journeymuseum.org
December 6
WREATH & GREENS SALE
Central States Fairgrounds facebook.com/events
December 11–13
RAPID CITY RUSH VS. ALLEN AMERICANS
The Monument themonument.live/events
December 13
HOLIDAY MARKETPLACE POP UP
The Monument themonument.live/events
WO MOTORSPORTS INDOOR ARENACROSS SERIES
Central States Fairgrounds centralstatesfairinc.com/events
December 14
STEVE-O
The Monument themonument.live/events
December 16
STEAM CAFÉ: Into the Hearts of the Stars with CASPAR Hay Camp Brewing Company haycampbrewing.com/upcomingevents
December 17–20
LAKOTA NATION INVITATIONAL
The Monument themonument.live/events
December 20
ALEX MASSA PRESENTS:
A Holiday Collage feat. Adante Carter, the SDJO + more Performing Arts Center app.arts-people.com
CANDLELIGHT: Vivaldi’s Four Seasons Performing Arts Center feverup.com/m/158791
Central States Fairgrounds centralstatesfairinc.com/events
December 31
BINGO LOCO
NEW YEAR’S EVE BASH
The Box Event Center thebox.live/events-calendar
NEW YEAR’S EVE: COCO LOCO
Presented by Sinsational Cabaret
The 707 Night Life thepark707.com/events-page
Events are curated with the most accurate information available at the time of print. Please check the event website for full details or changes.
EVENTS 2025 DECEMBER
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In his early twenties, Nate Starkey's life took a dramatic turn. While applying to be a medic in the military, he discovered he was color blind – a condition he had been unaware of until that moment.
“I didn’t have the money to pay for medical school, so I thought I would join the military to help, but after I took my military testing, they said I couldn’t be a medic in the field because I was color blind. It was the first time I had heard that.”
His aspirations of working in medicine had to pivot, but his desire to help people did not; it simply found a new form. Today, Nate is a wealth advisor and partner at BMS Financial Advisors, where he guides clients toward their financial goals with the personalized attention he once hoped to bring to medicine.
Nate spent much of his childhood traveling the world as his father’s career of designing oil drill bits took the family from Louisiana to California and Texas to Dubai, Saudi Arabia, and Australia. However, it was in Colorado where they found a permanent home and where Nate eventually met his wife, Liz.
In 2008, he began searching for a new career path and started working in the mailroom for a Denver insurance company, quickly advancing. In less than three years, Nate rose to one of the company’s youngest vice presidents and was asked to join a team launching a new office in Nashville.
No stranger to new beginnings, Nate and Liz moved to Tennessee, where Nate continued to thrive. Five years later, their desire to start a family brought them closer to home. After a brief time in Colorado, they settled in
Minneapolis, where Nate consulted with financial advisors nationwide, helping them build portfolios and strengthen their client relationships. His work with hedge funds and major firms revealed a common gap: many advisors lacked the genuine client connection he valued most.
Nate began searching for an independent firm that shared his vision. After interviewing more than 1,200 firms around the United States (over the course of a few years) and narrowing that list down to five, he chose to pursue BMS Financial Advisors in Rapid City to be part of the firm.
“I liked the way the other partners approached financial planning, worked with clients and their process in understanding their needs and addressing solutions,” he said. “When people come in, we can find any solution that we need for them. Unlike many offices,
we are not prescribed specific products to sell, and that is the only way to do it. We ask everyone, ‘What matters to you? What does your life look like, what do you want it to look like, and what things can we control to get you there?’”
Every day for Nate is different, like solving a big puzzle.
“We can handle just about everything here, and that is what is exciting for us,” Nate said. “Everyone has a different goal in life. No two clients are the same, so no two solutions are the same; that is the benefit of our being here. We have complete autonomy to do whatever we need to help people out.”
Nate encourages everyone to start thinking about saving as early as possible. He is part of the Junior Achievement Program, where he talks money
and economics to students at Stevens High School and gives seminars at South Dakota Mines. “When I am in those classes. I try to throw out statistics to wrap their head around how money works and how to amass it,” he said, adding that the average Social Security check for someone 65 is $1,600 a month. “That probably won’t satisfy cash flow needs, so you have to take it into your own hands to build a nest egg for yourself that you will have later.”
It's like long-term resolutions.
“People need to paint a pretty clear picture of what a work-optional lifestyle looks like and then figure out realistically what it is going to cost to do that,” Nate said.
That is where a financial advisor comes in.
“It’s hard to do that by yourself and it takes a team,” said Nate, who has a background in behavioral finance. “Even I, doing what I do, don't manage my own money because it is emotional. It’s
important to put something away in the right buckets; it doesn't matter how much at first. Then let time, the markets and small adjustments do the heavy lifting. Each time someone comes in here, we go back to our process at BMS to make sure they are optimizing every aspect of their financial life.”
Nate is no longer supporting multibillion-dollar companies. He primarily supports successful professionals, small business owners and retirees across the United States, and that's far more rewarding.
“I can actually see and measure the impact in their lives, and that is what I enjoy.”
While he is not following his original plan of working in medicine, Nate is helping people by empowering them to build the life they envision, not through quick fixes or fleeting resolutions, but through steady habits, thoughtful planning and genuine connection. *
BO
OKSTORE OF LIFE
DERS
ANDREW & CAITLIN NISSEN HELP READERS FIND THEIR PEOPLE.
STORY BY KORY LANPHEAR \\
SADOWSKY
PHOTOS BY BAILEY
Reading is usually a solitary activity, but it doesn’t have to be. Book lovers Caitlin and Andrew Nissen invite you to drop by Monarch Books and Boutique, make some friends and maybe pick up a new book or two.
Andy is a welder by trade and Caitlin runs her own therapy practice, Monarch Counseling Center. Both are avid readers. The couple always shared a dream of owning their own bookstore.
“In my therapy practice, a common thing that I hear a lot is that there's just a lack of where to find new connections with people,” Caitlin said.
“That was part of why Andy and I talked about opening Monarch — just having a place really focused on that community feeling and creating those connections with people.”
When the company where Andy worked for 12 years unexpectedly went out of business, the couple started discussing tapping Caitlin’s practice to finance their dream. “We were like, holy [...], we're gonna make this a reality. Part of it was this space, too. I just loved it,” said Caitlin.
Monarch Books and Boutique opened on May 31, 2025 on the corner of Main and 7th Streets. The updated building that was originally a bank dating back to early 1900s. The back of the building still features some old vaults complete with stickers signed by workers as part of some long-ago routine.
Andy and Caitlin are area locals — Andy is from Piedmont and graduated from Sturgis Brown High School, Caitlin went to St. Thomas Moore High School, Black Hills State University for
undergrad, and finally South Dakota State University’s remote campus for her master’s degree in counseling. They share two children: Roland, 9, and Rheanna, 15, who attend local schools.
“Our sense of community is so important to us. It's important that we're greeting people as they come in and that we’re talking about books with them, giving book recommendations and getting recommendations for ourselves, too,” Caitlin said.
Monarch has a traditional monthly book club which most recently read “My Friends: A Novel” by Frederick Bachman. Then there is the Monarch After Dark book club, which explores what Caitlin calls the “spicier” reads. For Halloween, the choice was “House of Rayne” by Harley LaRoux, a horror-romance.
“I like thrillers. I love mysteries. I actually didn't even read any romance novels until Andy got me into them,” said Caitlin.
“I read everything,” Andy said. “There's good books out there in all genres, so I pretty much just read whatever looks good. Life is full of wonders.”
With its custom bookshelves of deep brown, centrally located loveseat, recliners and coffee table, Monarch is the kind of bookstore you see in movies: cheery, cozy, familiar. You would feel right at home upon cinematically stumbling in from the pouring rain.
As you browse, you’ll find books and gift displays that appeal to varying interests. “The gifts are tailored to us. We have our horror and ‘Dungeons and Dragons’ in the back, and that really speaks to Andy,” Caitlin said.
“
THAT WAS PART OF WHY ANDY AND I TALKED ABOUT OPENING MONARCH — JUST HAVING A PLACE REALLY FOCUSED ON THAT COMMUNITY FEELING AND CREATING THOSE CONNECTIONS WITH PEOPLE.”
- CAITLIN NISSEN
“I have my ‘Gilmore Girls’ section. We have Disney and Taylor Swift stuff. People feed off your excitement about things. We have to be authentically ourselves. We want people to feel like they know us, and that they want to come and talk to us.”
Upstairs is the Children’s and Young Adults sections over which Caitlin’s mom, known as Grandma Nancy, fusses as a labor of love. A butterfly mural greets customers as they ascend the staircase to attend, say, Monarch’s monthly Children’s Storytime.
“Once a month, we try to do a local author signing. I'm trying to incorporate games and things like that. We're also doing book release events,” said Caitlin. Monarch’s first such event was a November midnight release for Callie Hart’s “Brimstone,” a much-anticipated sequel to Hart’s popular romance-fantasy novel, “Quicksilver.”
For the couple, who are retail newbies, there has been a slight learning curve to their entry into the book business. Counting out change was a new one for Caitlin. “You can't please everyone because we can't have all the books in here,” Andy added. Another lesson: don’t order too many books. You do have to sell them all, eventually.
“I just think that the more people that know about us, come down, and love the space as much as we do, the better,” Caitlin said. “It's all about that connection with people. That's what we really try to provide.” *
Wellness Program
Expect comprehensive screenings and tests and a custom wellness plan designed for you.
After Hours Better Health Outcomes
Members have better control of chronic conditions like type 2 diabetes, high cholesterol and hypertension.
MDVIP-affiliated doctors are available after hours and on weekends
Doctor-Patient Relationship
97% of MDVIP members are satisfied with their relationship (vs 58% in traditional PCP)
MAKING FITNESS
MODERN
Danielle and Cory Shafer keep exercise private, fun, and affordable.
STORY BY KORY LANPHEAR \\ PHOTOS BY BAILEY SADOWSKY
There’s getting in shape and then there’s staying in shape. But let’s face it, nobody makes a New Year’s resolution to stay in shape. However, at Modern Fitness, owners Danielle and Cory Shafer want to help you meet both of those goals — to get in shape and stay there.
“I think the beauty of us is we have a huge array of classes — 15 to 20 a week — with six instructors, we have personal trainers, the gym has heavier weights, and modern machines,” said Danielle. “We believe in quality over quantity. On Sunday, you can come here and there's literally only two people in the gym. Our goal is not to pack
the place, we want you to feel like the machines are open and you can get in here. And our members love that.”
Both are Rapid City locals and Central High School graduates. Danielle, a health care worker, and Cory, who works in public safety, have two kids, a 10 year-old and a 12 year-old. The couple initially started their business in 2018 as a small group fitness studio. At the time, Cory was doing personal training on the side, just for the love of fitness. Their gym offered only classes at the time including cycle, boot camp, and boxing.In 2020, when COVID hit, the business actually thrived, thanks in
part to their classes and a successful program that rented out gym equipment for people to use at home. In 2022, Danielle and Cory expanded into a 24-hour commercial gym. Finally, last year Modern Fitness moved into their permanent home near South Dakota Mines campus.
“We're really fortunate. We have amazing members; they’re so welcoming, so friendly, no judgment. Whether you're in the classes or the gym, everybody's always saying ‘hi’ to people,” Danielle said. “Members feel comfortable; they feel that we have fun here. We've always worked very hard to protect that vibe.”
IT'S JUST A MATTER OF FINDING A POINT TO GET STARTED. AND THESE ARE JUST SOME FEATURES TO KIND OF HELP YOU WITH THAT ACCOUNTABILITY.”
- DANIELLE SHAFER
Independent businesses have a steep learning curve and, for parents with full time jobs, like Danielle and Cory, ironing out all of the pressing issues of starting a new business can be difficult to manage, especially when you consider that the larger, corporate gyms usually have a person, or even many people, whose sole job it is to deal with all the red tape.
“We love our jobs, but this is fun for us. We get to see our friends, we get to meet new people. It’s not for the faint of heart, though. Between construction and dealing with all the regulations and all the codes, it’s challenging at times,” said Danielle. “And, as a gym, you're not really in it to make a ton of money. We are very proud that we never raised
our rates. That's our mission: we want quality members and quality fitness. You shouldn't have to go broke just to work out.”
If you are new to working out or to the gym scene, Danielle encourages you to join up and start with classes because there will be an instructor to help you along. Or, you can sign up for one-on-one personal training.
“One of our personal trainers, Jen, does a Learn to Lift program. We have Raynor, who is an excellent, one-on-one personal trainer. Sometimes you maybe only do a month with them, feel comfortable, and then continue on your own. It's just a matter of finding a point to get started. And these are just some features to kind of help you with that accountability.”
For the New Year, Modern Fitness plans on introducing some new, fun, and exciting classes to help gym-goers train new muscle memory and grow into different areas of fitness. It also mixes up the schedule and keeps the class schedule fresh. In the past, for example, they’ve added Zumba dance classes and floor Pilates.
“The thing about fitness is that it’s personal and it’s individualized,” said Danielle. “If you try to put everybody in one big square, that will never
work, because each person is different in their needs, their skills, their prior injuries and what they can do.
No matter where you're at in your journey, you can pretty much do any kind of fitness here.” *
FITNESS
MODERN
STRONG FOUNDATIONS STRONGER PARTNERSHIPS
LEARN, CONNECT, & GROW
A PLACE TO NEW YEAR IN THE |
Kelsey Murray is Bridging the Gap for Makers and Learners
STORY & PHOTOS BY KYLER HAGEN, DOWNTOWN RAPID CITY
Anew year always brings the same familiar pull. People want to try something different, learn a new skill, meet new people, or restart a part of themselves that has been on pause.
In Rapid City, one of the newest places helping people do exactly that is Aqua and Acre Market, a community space built around creativity, sustainability, and genuine human connection. Aqua and Acre Market is a community hub where local food, makers, classes, and book clubs come together to create meaningful experiences for the Rapid City community.
Owner Kelsey Murray says the idea took root long before the doors
|opened. She taught in the Environmental Engineering Technician and Controlled Environment Agriculture programs at Western Dakota Technical College, where she worked closely with growers, makers, and creators who had the talent and products but not always the consistent opportunities to share them.
“We kept hearing the same thing,” she said. “People had incredible products to sell, and others were eager to buy, but there were not enough steady spaces connecting the two.” Most opportunities were seasonal or one-time markets, which made it difficult for small producers to build reliable income or balance family life. Creating a year-round space felt like the missing piece.
|Education was the natural addition. Kelsey loved teaching and saw how many people were interested in topics like hydroponics, aquaponics, and sustainable growing practices but did not have the time or resources to pursue a full program.
Aqua and Acre Market became a bridge. It offered hands-on learning in an accessible, welcoming space. By opening the classroom to other local educators, the market quickly grew beyond its original concept. It evolved into a true community hub.
Classes and events now form the heart of the space. Some are creative, like art markets, candle making, book clubs, and water coloring. Others are rooted in environmental
education, including landscaping, water quality, houseplant care, and free plant swaps. No matter what the topic, Kelsey says the motivation stays the same.
“It always comes back to the community,” she said. “Seeing people light up when they learn something new or gain confidence is what keeps us inspired.” The space has watched strangers become regulars, regulars become friends, and friends encourage each other to try new things.
One of Kelsey’s favorite stories comes from a simmer pot and candle workshop hosted with Urban Glow Candle Co. A woman arrived alone, unsure if she had picked the right
Travis Santistevan – Hill City School District
Steve Erickson – Elkton School District
Brady Duxbury – Wessington Springs School District SyrupinSprings
Jenn Breidenbach – Sioux Falls School District Ozobot Fun
SEEING PEOPLE LIGHT UP WHEN THEY LEARN SOMETHING NEW OR GAIN CONFIDENCE IS WHAT KEEPS US INSPIRED.”
- KELSEY MURRAY
event. She ended up bonding with her entire table, who convinced her to try a book club she had always been curious about. She joined, loved it, and is now a familiar face at many gatherings. She even brings others with her.
That sense of welcome is intentional. For anyone feeling nervous about starting something new this year, Kelsey offers simple advice.
“Believe in yourself and in the Rapid City community. Just try it,” she said. “Even if you arrive knowing no one, you will leave with at least us as a new connection, supporter, and friend.”
As people look for more meaningful ways to connect after years when community felt harder to find, spaces
AQUA & ACRE MARKET 614 ST JOSEPH ST 605.484.7055 AQUAANDACRE.COM
like Aqua and Acre Market serve as important anchors. Kelsey sees their role as creating an environment where connection can happen naturally. “Our space is just a warm place with four walls and comfy chairs,” she said. “It is the people who fill it with life.”
Looking ahead, Aqua and Acre Market have a full slate of ideas for the coming year, from environmental workshops to art classes to a book launch for their first local author. Aqua and Acre Market opened only last April, but its purpose is already clear. It gives people a place to start fresh, try something new, and rediscover the joy of learning in the community.
