PHOTO BY EMMA CHASE, ALTAR MEDIA The B2Wins performed at West End Park as part of Marshalltown’s “Red, White and Blue” Independence Day celebration on Thursday, July 3.

The way to get started is to quit talking and begin doing.” – Walt Disney

The “Wallpaper Effect” is one of the most interesting phenomena I think about in my role as Tourism Director. The “Wallpaper Effect”, is my theory in which people walk by the same wallpaper day after day, year after year, and cease to even see it anymore. This also occurs when we live in a community for long periods of time, and the great things going on around us, we cease to even see them anymore. This year was a banner year for Marshalltown tourism, with visitor economic impact tallying just under $100M by the most recent study. Beyond the dollars, Marshalltown’s tourism efforts delivered a year marked by statewide recognition, national exposure, and a steady stream of visitors drawn by sports, culture, and community events. From hosting international travel planners to welcoming thousands of visitors for competitions and festivals, the past year reinforced Marshalltown’s growing reputation as a regional destination for competition, conferences, and statewide collaborations.

The year opened with local tourism leaders joining counterparts from across Iowa at the State Capitol to meet with elected officials and highlight tourism’s economic impact. Marshalltown representatives shared local successes with Senator Annette Sweeney, Senator Kara Warme and Representatives Norlin Mommsen and David Blom. That momentum continued when Marshalltown was honored at the Iowa Bicycle Coalition Conference as one of five communities selected as a case study for the first phase of a statewide trails economic impact study.

In February, Marshalltown welcomed more than 50 tourism professionals for an Iowa Tourism Insider Meeting hosted locally and presented by the Iowa Economic Development Authority’s tourism office. The event positioned Marshalltown as a leader in collaboration and tourism development within the state.

March brought packed stands and full pools at the Linda Bloom Natatorium. Marshalltown continued its tradition as a premier swimming destination by hosting the YMCA-YWCA State Swim Meet and, for the first time, the Iowa State Special Olympics Swim Meet–bringing athletes, families, and spectators from across Iowa to the community.

International exposure followed in April, when Marshalltown hosted 20 travel planners from Central and South America through Brand USA. The group visited as part of a multi-city tour stretching from Chicago to Houston, giving Marshalltown the opportunity to showcase its amenities, attractions, and hospitality to an international audience.

Local culture took center stage beginning in May with the launch of Fiesta Season, a new collaboration with the Arts + Culture Alliance. Nearly 30 events were held from May through October across Marshall, Tama, and Grundy counties, celebrating culture, food, and music–from the Meskwaki Powwow and Oktemberfest to the Albion Rail-Trail celebration and the Gladbrook Corn Carnival.

In June, Marshalltown Community College’s Esports Department received the community’s first-ever Tourism Champion award. With more than 20 national championships and ongoing production of the Iowa High School Esports Association State Showdown, MCC esports continues to draw competitors, spectators, and attention to Marshalltown.

Summer celebrations continued in July with the return of the Red, White & Blue Celebration. The two-day event featured live music, fireworks, and a packed parade along 13th Street. A highlight was the recognition of World War II veterans Vaughn Hauser and Ralph Alshouse, who served as parade grand marshals and received a warm welcome from the community.

In August, Marshalltown partnered with Prairie Meadows as a co-presenting sponsor of Latino Celebration Night at the Iowa State Fair. Held on the fair’s first Sunday, the event brought statewide attention to Latino culture through music, dance, and celebration.

September brought horsepower to Oakridge MX Park with the Iowa Jeep Show. More than 400 Jeeps and an estimated 500 additional spectators filled the venue over three days, highlighting Marshalltown’s appeal to automotive and outdoor recreation enthusiasts.

Tourism recruitment efforts continued in October when Marshalltown joined “Team Iowa” at the TEAMS Conference, the nation’s largest sports event organizer trade show. The conference focuses on attracting future tournaments and competitions, with local leaders actively pursuing events that could bring new visitors to Marshalltown and the region.

Esports once again took the spotlight in November as Marshalltown hosted the Iowa High School Esports Association Fall State Showdown for the third consecutive year. Earlier in the year, a new five-year commitment with IAHSEA secured Marshalltown’s role as a long-term championship host site.

In December, we took the opportunity to look back at the unique slate of niche competitions. We hosted events ranging from American Cribbage Congress’s “Iowa Classic” and cornhole to powerlifting and the Iowa Slow-pitch Softball Association’s State Tournament. The events drew participants and spectators from throughout the Midwest, and in some cases, beyond. We hope to someday be coined, “The ESPN Ocho of Iowa.”

Together, the year’s events underscored a clear message: Marshalltown continues to build momentum as a destination where sports, culture, and community pride come together–bringing visitors, energy, and economic impact to the heart of central Iowa. We are not stopping, and 2026 is shaping up to be even better!

As Walt Disney said, “We keep moving forward, opening new doors and doing new things, because we’re curious…and curiosity keeps leading us down new paths.”

——-

Dylan Does is the tourism director for the Marshalltown Area Chamber of Commerce.