Big idea, big impact
February 19, 2026White, SD names Mayor’s Big Vision Contest winner with Heartland support
As the Student Competition Champion in the 2009 Governor’s Giant Vision Contest, Matt Lagerstrom was able to take his business to the next level.
The competition provided seed money to buy the necessary equipment to operate his tree service company, LB3 Forestry.
It also gave him the confidence to build something of his own. Sixteen years later, as mayor of White, SD, he found a way to help other entrepreneurs make their dreams a reality.
With council support, Lagerstrom launched the Mayor’s Big Vision Contest in 2025. The business plan competition targeted future and existing local entrepreneurs.
With help from Heartland Energy, the winner would receive $5,000 to turn idea into action.
In February, Small Town Soda was named the inaugural contest winner. The award will help this pop-up business take steps toward long-term success.
Planting the seed
For years, the city of White utilized Heartland Energy’s economic development grant program to support local housing efforts. As the city’s wholesale power supplier, Heartland invests in projects that spark growth, strengthen local economies, and improve quality of life.
As housing efforts no longer required grant support, Lagerstrom looked for new ways to put the funding to work.
Around the same time, the city conducted a local economic development survey. One message stood out: residents wanted more businesses in town.
Reflecting on his own story, Mayor Lagerstrom saw an opportunity.
“I thought, what if we could ‘seed’ some entrepreneurial spirit?” he said. “If we invest in someone who has ties to this community, maybe that small start could grow into something bigger.”
The city applied for a Heartland economic development grant to launch the Mayor’s Big Vision Contest.
The contest invited local entrepreneurs to submit business plans. The winner would receive $5,000 in start-up funds to help turn their ideas into action.
“A small investment can create momentum that lasts for years,” said Heartland Director of Economic Development Casey Crabtree. “This contest was a unique idea and one we are proud to support.”
Fresh idea on wheels
Gourmet, or “dirty,” sodas mix traditional soda pop with cream, flavored syrups or fruit. The trend started in Utah but has grown in popularity across the country.
In the White area, that trend has a local name: Small Town Soda.
Founders Taylor Ekern, Carter Ekern and Jennica Weiss launched their mobile soda bar in May 2025. The family-owned business offers handcrafted, made-to-order dirty sodas and energy drinks.
Their menu includes nine different sodas as well as lemonade and Red Bull. Customers can choose from 17 different syrup flavors, four fruit purees and cream to create their drink.
In their first year, Small Town Soda has served nearly 1,800 drinks at 14 events. Their pop-up tent is perfect for weddings, celebrations and other community gatherings.
They plan to use their contest winnings to buy a travel trailer.
“With a trailer, we can expand our reach, simplify our setup and improve efficiency,” the team shared. “It will allow us to serve customers year-round and bring our unique drinks to even more people.”
Building the next chapter
Mayor Lagerstrom hopes to conduct the Giant
Vision contest again in 2026. He is also considering a student division to develop and mentor young entrepreneurs.
Meanwhile, he is looking toward the future of White.
“As mayor, I’m thinking ten years down the road,” he said. “We want to grow in a way that keeps our small-town feel while giving people new opportunities.”
Crabtree says that forward-thinking approach is what Heartland’s economic development grant program is meant to support.
“Communities grow one idea at a time,” he said. “Though projects look different in every community, our goal is the same. We’re here to support business growth and help move communities forward.”