Celebrating Small Business Week

Small businesses are the backbone of the United States, driving innovation, creating jobs and supporting local communities. With over 31 million small businesses across the nation, accounting for 99 percent of all U.S. businesses, according to the National Day website, their impact is undeniable.

May 4-10 is celebrated as Small Business Week, hosted by the U.S. Small Business Administration (SBA). The aim is to honor the entrepreneurs of our country who fuel the economy and enrich communities.

In the Black Hills, small businesses are not only economic drivers, but also the community fabric, interweaving connections and interactions that bind the community together.

While the region is a vacation destination all year long, many small businesses are heavily reliant on the surge of tourism during the warmer months that provides a vital boost to the economy. 

Known as the “Heart of the Hills,” Hill City plays host to millions of tourists each year while boasting a population of only around 1,000. 

Running a small business in such a fluctuating economy comes with its own set of challenges.

Moni Matush, owner of the iconic Alpine Inn, understands this first-hand. 

“Being a year-round business, it’s always hard in the winter time, keeping customers and keeping people happy,” said Matush. 

“January through April, it’s quiet,” said Rudi McDaniels, owner of Elizabeth’s Coffee Company. “I’d say, probably the biggest challenge is just our quieter months. But you just embrace it and enjoy it...have some fun with it.”

To help combat the seasonal ebb and flow, Hill City merchants host a series of creative promotional events throughout the year to help draw visitors to Hill City. 

From the Polar Bear Chili Cook-off in February to the Hill City Wine, Brew and BBQ in August  and the popular Girlfriends Weekend in November, these events help maintain the town’s vibrancy beyond peak tourist season. 

April Purdie, general manager of TurtleTown, highlighted the solidarity among local merchants.

“The Hill City community is amazing. All of us merchants really support each other in any way that we can,” she said.

The spirit of support extends beyond business. Local shops and restaurants often give back to the community that sustains them. From hosting a “tip jar take-over” benefiting high school sports organizations, sponsorship of a youth sports team, or holding a benefit for a community member in need, Hill City embodies a community-first mindset.

“The most rewarding thing about being a small business owner in Hill City is giving back to the community,” said Patty Colvin, owner/operator of the Hill City Cafe. “I love the ability to interact, support and host kids in our community. While they are fundraising, they establish communication and relationships among fellow community members. By doing that, they develop skills of work ethics and communication while raising money for a good cause.”

Small and seasonal businesses also play a key role in providing jobs, particularly to local youth. At Elizabeth’s Coffee Company, McDaniels currently employs four high school students. 

“I don’t know what I’m going to do when they graduate next year,” she said with a laugh. 

“It can be more difficult to find employees in a smaller community,” said Colvin. “I try hard to hire locally but often there is no one available. It also slows down after the tourist season, so it can be more difficult in the off season to keep the doors open. It’s important for me to stay open year-round, not only to provide a place for the locals to eat and come together, but also to provide year-round employment for my staff.”

Small business ownership can also be rewarding according to Colvin. 

“I love visiting with regulars. We get to know each other, and they become like members of our family,” she said. “My family has grown up here. Both my daughters graduated from Hill City and have helped support our family business. It brings closeness that you don’t find in corporate business.”

When asked what the community can do to support local business, the answers were synonymous. 

“Patronize as often as you can,” said Purdie. “It all goes back out into the community the same way that it comes in here.” 

“Word of mouth is amazing as well,” she said. “I hear more often than not, ‘Oh, our friends were out here visiting a few years ago and they told us to come check you guys out.’”

With the 2025 tourist season on the horizon, Purdie expressed optimism and excitement, saying, “I look forward to welcoming all of the people who come and visit our lovely area.”

Supporting small and local businesses doesn’t take a grand gesture. Shopping local, leaving a positive review, engaging on social media or simply recommending a favorite spot to friends, family and visitors can make a meaningful impact. 

This Small Business Week, and throughout the year, you can continue to support and recognize the small businesses that make Hill City “the Heart of the Hills.”