Honoring the best of Custer

Some stars in Custer are older than others. But they all shine brightly.
From 16 to 98, the best of Custer were honored at the annual Custer Area Chamber of Commerce Membership Banquet held last Thursday evening at the Events Barn in Custer State Park.
The evening saw 10 awards given, as well as the celebration of another successful tourism summer in the area, with chamber executive director Dawn Murray telling those gathered that while the state reported that tourism was down overall for the area, the chamber saw visitation to the chamber office spike the first quarter of the year while adding numbers for September and August were also higher than last year.
“We did see a notable increase in our overseas visitors,” she said. “That is amazing and exciting for our area. Our reach continues to grow.”
During the year the chamber held nine ribbon cuttings and welcomed 32 new businesses to the chamber family.
“Through all of your support and partnership, we held many successful events this year,” Murray said.
Those events, she said, bring people to town to sleep, shop and eat, which helps dollars flow through the community.
“Thank you for your partnership, your participation and your continued support of the chamber throughout the year,” she said. “The chamber could not do what we do without you, our members, our volunteers and our community partners. Thank you for being part of the chamber family.”
The first award of the evening went to Marge McColley, who was presented the first-ever “Heart of Custer” award.
Chamber board member Miranda Boggs presented the award, saying the award is given to someone who shows dedication to the community through service or leadership, creates a positive impact on local people, causes or events, inspires others with integrity, kindness and generosity, and helps build a connected community.
“Their character reflects the very best of Custer,” she said.
McColley checks all thos boxes, Boggs said, saying McColley is a “unicorn” who has spent countless years of dedication to the community through service and leadership to the Storehouse, Feeding South Dakota, Custer Garden Club, Custer County Master Gardeners, Custer Community Church, Custer Senior Center, 4-H and the Custer County Fair.
McColley, 98, has been serving the community in some fashion for over 70 years, and to this day is still active in the church, at the Storehouse, and the garden club. Recently, her heart has been in the Buffalo Gap Food Pantry, Boggs said, saying she helped set that into motion in 2020 and still manages the inventory.
“She is one of the most positive, kind, giving and fierce people you’ll ever come by,” Boggs said.
Following McColley’s honor was the inaugural Custer’s Rising Star Award being given to Custer High School junior Holly Nielsen, whom presenter Carrie Moore of the chamber board said meets the criteria of someone under 25 who inspires others through compassion, generosity and selfless giving.
“This young lady has given back to various organizations since she was a child,” Moore said. “Whether it’s been by donating time through volunteering or raising money through projects she puts on, this individual does so without seeking recognition or validation.”
Moore told of Nielsen’s involvement in school activities, organizations and extracurricular activities, as well as a project she did through Family Career, and Community Leaders of America that saw her spearhead a program to have community members make flower bouquets and donate them to Custer Care and Rehab.
“I know I can’t wait to see the amazing things she does in her life—and hopefully in Custer—in the many years to come,” Moore said.
Individual of the Year went to Ronni Calvird, with Moore pointing out how Calvird has contributed significantly to the betterment, growth and improvement of Custer.
Included in that is using her talent to make quilts to be used as fundraisers. She did three this year alone.
“(Calvird) is truly invested in the improvement of Custer and the services the donation entities provide,” Moore said. The quilts have been made and donated to benefit the annual July 4 fireworks, Meals on Wheels and Southern Hills Realtors for Kids.
Calvird also donates her time, including as a chamber board member where she has assisted in a variety of the chamber’s events.
“Even before Ronni joined the board, she  donated her valuable time and money to her church, several community events and many causes,” Moore said. “Without a doubt, Ronni’s contributions to the Custer community have made this place so much better.”
The Community Team Award, which honors a group, business, club or organization that works together to serve the community and creates a lasting impact, was given to the Southern Hills Realtors for Kids.
Since its founding in 2010, Moore said, it has donated over $285,000 to assist the needs of children which may have otherwise gone unmet. To date this year alone $30,000 has been given to assist with medical needs for children, Christmas wishes and even basic necessities like clothing and food.
“One thing is clear, hundreds of children and families have benefitted from the generosity of the amazing realtors who play such an important role in the community,” Moore said.
Accepting the award on behalf of Southern Hills Realtors for Kids were Lori Svoboda, Amanda Carlin and Andrea Ronning.
New Business of the Year was presented to Moore for her business, Petals & Pages, formerly Jenny’s Floral.
This award recognizes a business less than five years old that has shown outstanding growth, innovation, and community involvement.
The award was presented by former Jenny’s Floral owner Jenny Behlings. Petals and Pages has become a multi-functional, community-centered hub that offers a unique experience by offering flowers, books and community meeting space all in one location.
Petals & Pages shows community involvement with its “Gotcha Celebration” where it gives a discount with a pet supply donation for Battle Mountain Humane Society as well as its “Adopt a Resident” program where it encourages the community to adopt a resident at Custer Care and Rehab Center and Monument Health Assisted Living and then delivers plants and arrangements to the resident.
“There are many days the last six months I felt I don’t know what I’m doing,” Moore said in accepting the award. “It’s been overwhelming. To know I have friends and mentors to help and other fabulous business people like many in this room...your support helps. It just goes to show community over competition will only benefit the community.”
The Extra Mile Award was presented to Custer County Search and Rescue director Sam Smolnisky, with presenter Romeo Barrera saying Smolnisky has donated many hours and personally sacrificed for the betterment of Custer and his fellow man. Barrera called Smolnisky a model husband, family man and leader who possesses wisdom beyond his years.
Barrera said Smolnisky is an excellent teacher, inspires confidence in his students and always has a positive attitude.
Under Smolnisky’s direction, Barrera said, Custer County Search and Rescue has become a world-class organization recognized for its skill, dedication to the community and its impact.
“Sam embodies the very spirit of Custer. His selflessness, commitment and compassion truly represent Custer,” Barrera said. “It is hard to imagine anyone more deserving of this recognition.”
Connie Curry of the Custer YMCA was presented with the Outstanding Service Award, with presenter Tanya Shattuck saying Curry has a servant’s heart and is at the YMCA from sun up to sun down ready to greet all with a smile and giggle.
Kristy Lintz, chief operations officer for the YMCA of Rapid City told those in attendance Curry is a great representative for the Custer YMCA, and said the CEO of the YMCA of Rapid City, Keiz Larson, nominated Curry for being the embodiment of the YMCA core values of honesty, caring, respect and responsibility.
“With focus on service, integrity and community building, she is deeply committed to making the YMCA a place individuals and families feel welcome, supported and inspired,” Lintz said. “She is committed to individuals within your community. She truly listens to help achieve your goals. Not ours—yours.”
Chamber board president Amy Bailey presented the President’s Choice Award to Jim Ashmore, saying Ashmore is always helping someone in the community. When asked for something, his reponse is always, “What do you need?”
Ashmore has donated breakfast to the schools and   numerous uniforms for sports in Custer as well as other Southern Hills schools. In addition, Bailey said, Ashmore has donated to the Storehouse,  fireworks,  Meals on Wheels and more.  
“He’s the man that gives even after he’s given,” Bailey said.  
Ashmore has helped with Gold Discovery Days, including the car show,  parade and street dance. Ashmore has loaned business experience to others, and Bailey called him a tremendous husband and father and we are lucky to have in the community, putting the community second—only behind his family.  
Custer Ace Hardware was presented the business of the Year Award, with presenter Miranda Boggs saying Ace plays a vital role in Custer’s economic and social well-being by making it possible to purchase countless items that can’t be found anywhere else in town, sustaining long hours, providing many employment positions and a friendly atmosphere. It has demonstrated sustained growth and success and their commitment to the community of Custer, Boggs said.
Bill Breger of Lander, Wyo., purchased the business before purchasing the former Shopko building and moving the business there, greatly expanding the retail options available in the process.
“Thank you, Bill, for making such a large investment in our small community of Custer,” Boggs said.
Finally, longtime resident and former Custer Mayor Gary Lipp was presented with the Lifetime Achievement Award.
Moore presented the award, highlighting Lipp’s many contributions to Custer, including a lifetime spent in the fire service both as a volunteer and employee of the Hell Canyon Ranger District of the Black Hills National Forest.
Lipp was a member of the Custer Volunteer Fire Department for 44 years, and was the first certified fire instructor in South Dakota. Lipp later served on the Custer City Council and as mayor of the City of Custer. Lipp was also part of the early work to form Custer Cares and bring a nursing home back to Custer.
“Through his many years in fire, mentoring and giving back to the community in many ways, Custer has greatly benefited from the lifelong dedication, service and leadership of Gary Lipp,” Moore said.
When accepting, Lipp said he believed everyone should be invested in their community in some way.
“What a great honor,” he said.