- Today
- Holidays
- Birthdays
- Reminders
- Cities
- Atlanta
- Austin
- Baltimore
- Berwyn
- Beverly Hills
- Birmingham
- Boston
- Brooklyn
- Buffalo
- Charlotte
- Chicago
- Cincinnati
- Cleveland
- Columbus
- Dallas
- Denver
- Detroit
- Fort Worth
- Houston
- Indianapolis
- Knoxville
- Las Vegas
- Los Angeles
- Louisville
- Madison
- Memphis
- Miami
- Milwaukee
- Minneapolis
- Nashville
- New Orleans
- New York
- Omaha
- Orlando
- Philadelphia
- Phoenix
- Pittsburgh
- Portland
- Raleigh
- Richmond
- Rutherford
- Sacramento
- Salt Lake City
- San Antonio
- San Diego
- San Francisco
- San Jose
- Seattle
- Tampa
- Tucson
- Washington
Madison Today
By the People, for the People
How 'Speed Friending' and Newcomers are Reviving Small-Town Minnesota
A community hub in Madison, Minnesota is energizing rural life through connection and entrepreneurship.
Apr. 5, 2026 at 2:20pm
Got story updates? Submit your updates here. ›
In the small town of Madison, Minnesota, the Madison Mercantile has become a bustling community center thanks to the efforts of owner Kris Shelstad. Shelstad, a former National Guard lieutenant colonel, returned to her hometown in 2020 and opened the Mercantile, which serves as a coffee shop, art gallery, innovation center, and gathering space for local groups. The Mercantile exemplifies a broader trend of young and middle-aged people choosing to move to rural Minnesota, defying the stereotype of rural decline. This 'brain gain' is revitalizing communities across the state.
Why it matters
The revitalization of rural Minnesota communities like Madison challenges the long-held narrative of rural decline. The influx of new residents, many of them young and middle-aged, is bringing fresh energy, entrepreneurship, and a renewed sense of community to small towns across the state. This trend has important implications for the future of Greater Minnesota, offering hope and opportunity in areas that were once thought to be dying.
The details
After retiring from the National Guard, Kris Shelstad returned to her hometown of Madison, Minnesota in 2020 and opened the Madison Mercantile, a multi-purpose community hub. The Mercantile serves as a coffee shop, art gallery, innovation center, and gathering space for local groups. Shelstad has filled the cavernous space with vintage furniture, art, and antique signs, creating an inviting 'community living room' atmosphere. The Mercantile hosts a variety of community groups, from Bible studies to guitar lessons, and Shelstad actively works to welcome newcomers to the town through her 'speed friending' approach.
- Shelstad returned to Madison and opened the Mercantile in 2020.
- The Mercantile has been operating since 2022.
The players
Kris Shelstad
The owner of the Madison Mercantile, a former National Guard lieutenant colonel who returned to her hometown of Madison, Minnesota in 2020 to open the community hub.
Carmen Fernholz
A local farmer and community leader in Madison, Minnesota who praises the Madison Mercantile as a 'gathering spot' that fulfills an important need in the rural community.
What they’re saying
“One of the biggest things we try to do is, when somebody's new to town, find out about it, invite them in, get them involved in the community right away ... whether you're from Mexico or Minneapolis.”
— Kris Shelstad, Owner, Madison Mercantile
“This has been a real game changer. It's a gathering spot. ... It's something a lot of rural communities need, and this place fulfills it.”
— Carmen Fernholz, Local farmer and community leader
What’s next
The Madison Mercantile plans to expand its commercial kitchen offerings to support more local small businesses in the community.
The takeaway
The revitalization of rural Minnesota communities like Madison through the influx of new residents and the creation of vibrant community hubs challenges the outdated stereotype of rural decline. This 'brain gain' trend offers hope and opportunity for the future of Greater Minnesota.
