Sep. 2—MITCHELL — A new endowment gift from Roger and Vicki Musick to Dakota Wesleyan University is being positioned as a tool to help Mitchell market itself as a destination for families, educators, and students.
The $30 million in endowments supports two major initiatives: need-based scholarships for Mitchell School District high school students to earn college credit, and graduate school scholarships for district teachers and staff.
Though the Musick family made the gift independently, city, school, and Chamber officials are aligning efforts to share its potential impact with current and prospective residents. The programs funded by the endowment are being incorporated into messaging about why Mitchell is a strong place to live, work, and raise a family.
“This gift from the Musick family is one of the single largest positive impacts to Mitchell that anyone can ever imagine,” said Mitchell Mayor Jordan Hanson. “There’s so many possible positive outcomes, I can’t even begin to start thinking of how much good this will do.”
The first part of the endowment offers need-based scholarships for qualifying juniors and seniors at Mitchell High School to take college courses for credit. Students must meet academic and financial criteria.
“We’ve designed it as such to ensure that we’re providing the right resources to each student and helping them succeed in their college-level work,” said Mitchell School District Superintendent Joe Childs.
The second part funds scholarships for current teachers and administrators to pursue advanced degrees and certifications. Like the student scholarships, this program includes an application and recommendation process to align with district needs.
Childs said the initiative directly invests in the district’s workforce while supporting long-term educational goals.
While primarily an educational investment, the Mitchell Chamber of Commerce views the endowment as a valuable tool for promoting the community. Chamber officials say that educational quality is one of the top factors families consider when relocating.
“This gift checks a lot of boxes for what families and workers are looking for—strong schools, access to affordable college, and support for professional growth,” said Mike Lauritsen, CEO of the Mitchell Area Development Corporation. “It’s a very tangible example of the kind of long-term investment that helps make a community attractive.”
Lauritsen explained that the Chamber’s marketing strategy is not part of a formal campaign or tied to a tagline. Instead, it’s about highlighting the gift and the opportunities it creates — especially for teachers and families in the Mitchell School District.
Lauritsen acknowledged that the Chamber was not involved in the development or donation of the endowment and is careful not to take credit for the initiative. However, he said the Chamber is eager to help amplify its reach.
“We didn’t have a hand in creating this gift, and we don’t want to steal anyone’s thunder, but we absolutely want to help get the word out,” Lauritsen said. “It’s a powerful message to share when we talk to families, teachers, and businesses about what Mitchell has to offer.”
To support that effort, the Chamber is working on a video and social media campaign in coordination with Dakota Wesleyan University’s marketing department. The videos, produced by Shannon Sandoval, will feature interviews with Superintendent Joe Childs, Roger Musick, students, educators, and Chamber staff.
Distribution will focus on Facebook and other digital platforms, emphasizing both external recruitment and internal community pride. Jan Larson, marketing director at Dakota Wesleyan University, is collaborating with Chamber staff to ensure consistency with the endowment’s long-term vision.
There are no formal metrics in place to track the campaign’s success. Lauritsen said the goal is simply to raise awareness of the opportunities the endowment creates. The Chamber plans to use the materials in its broader outreach to prospective residents.
The endowment joins two existing incentive programs aimed at attracting new residents:
* Move to Mitchell $1,000 Relocation Incentive: Offers a one-time payment for out-of-state individuals who accept full-time jobs in Mitchell. The program was renewed with additional funding after early success.
* Welcome to Your Palace Program: Provides a $100 gift card for local businesses and a relocation bag to new full-time workers moving to Mitchell’s 57301 zip code.
According to the Chamber, the Move to Mitchell program alone has brought 52 families to town since 2021. Another 17 people have received the $100 Palace incentive. Officials say the addition of the Musick endowment allows them to showcase another meaningful incentive — one that goes beyond short-term financial perks and focuses on long-term educational value.
Lauritsen noted that Mitchell’s school system was recently ranked the top district in South Dakota by Niche, a website that aggregates data from students, parents, and alumni. Alongside public safety, educational quality is consistently one of the top factors families cite when choosing where to live. He said the Musick gift helps further elevate Mitchell’s educational profile and gives recruiters another talking point when engaging with potential residents.
“Having this kind of educational support available — especially for both students and teachers — makes Mitchell more competitive when it comes to attracting people,” Lauritsen said. “It’s another reason someone might choose to move here.”