The New Ulm Area Chamber of Commerce is proud to announce that New Ulm has been named the 2026-27 Minnesota Retail Community of the Year by the Minnesota Retailers Association.
The prestigious statewide award recognizes communities that demonstrate an outstanding commitment to supporting local retail through collaboration, innovation, community engagement, and economic development. New Ulm was selected by a review committee from dozens of nominations submitted from communities across Minnesota, making this recognition an incredible honor for our entire community.
This recognition belongs to everyone who helps make New Ulm a vibrant place to shop, dine, visit, and do business. From local retailers and volunteers to the New Ulm Business & Retail Association (NUBRA), New Ulm Area Chamber of Commerce, Downtown Action Team, City of New Ulm, Economic Development Authority, Convention & Visitors Bureau, and countless community partners, this award reflects the collective effort to support local business and create an exceptional experience for residents and visitors alike.
There couldn’t be a better time to celebrate this recognition. As New Ulm prepares to welcome residents and visitors downtown for Crazy Days (July 24-26) and Downtown Polka Palooza (July 24-25), the weekend offers a firsthand look at the collaboration, creativity, and community spirit that earned New Ulm this statewide honor. We invite you to join us, support local businesses, and experience the events that showcase why New Ulm was selected as Minnesota’s Retail Community of the Year.
If you’re interested in learning more about why New Ulm was selected for this award, we’ve included our nomination below. It highlights the partnerships, programs, events, and long-term investments that have helped make New Ulm one of Minnesota’s premier retail communities.
As part of this recognition, the Minnesota Retailers Association has provided official Retail Community of the Year logos and badges for local businesses to use. We encourage New Ulm businesses to proudly display them on your website, include them in email newsletters or signatures, and share them on social media to help celebrate this achievement and showcase our community as Minnesota’s Retail Community of the Year.
Download the official badges here: Badge with “New Ulm” | Badge with New Ulm logo
Please provide a narrative supporting this nomination:
New Ulm is a community that intentionally invests in retail success through collaboration, promotion, placemaking, and year-round community engagement. What makes New Ulm unique is the partnership between local retailers, the New Ulm Business & Retail Association (NUBRA), the New Ulm Area Chamber of Commerce, the Downtown Action Team, the City of New Ulm, the Economic Development Authority, the Convention & Visitors Bureau and community volunteers. Together, these groups work to create an exceptional shopping experience for both residents and visitors.
A key differentiator is NUBRA, a dedicated retail organization that raises funds through events such as the Home, Health & Recreation Show and Spikin’ in the Street Downtown Sand Volleyball Tournament, then reinvests those dollars directly into retail promotion. NUBRA funds billboards, digital advertising, radio campaigns, videos, social media promotions, TV commercials and community-wide shopping initiatives that drive customers to local businesses.
New Ulm offers an extensive calendar of retail-focused promotions throughout the year, including Crazy Days, Shopping Opener Weekend, Small Business Saturday, the #LoyaltoLocal Holiday Passport program, Weihnachts Markt – New Ulm Holiday Market, and #ShopNewUlm at Night. These initiatives are specifically designed to encourage local shopping, drive customer traffic to businesses, and support retailers through coordinated marketing and promotions.
In addition to retail-specific promotions, New Ulm hosts numerous community events that bring thousands of residents and visitors downtown throughout the year. Events such as Polka Palooza, Oktoberfest, Downtown Car & Bike Roll-Ins, Halloween Hop, Parade of Lights, and Festive Facades create vibrant, walkable experiences that encourage people to linger longer, visit more businesses, and experience all that New Ulm has to offer. These free community events strengthen the connection between local businesses and the community while helping create a thriving shopping environment.
The community also embraces placemaking and walkability. Downtown streets are regularly closed for community events, festivals, and shopping promotions, creating pedestrian-friendly environments that encourage visitors to spend more time exploring shops, restaurants, and attractions. Retailers have opportunities to participate in major community events such as Oktoberfest and Spikin’ in the Street, expanding their visibility and customer reach.
In addition to promotion and events, New Ulm supports business growth through free business consulting, revolving loan funds, commercial property rehabilitation loans, small business financing programs, incentive grants, and Tax Increment Financing opportunities. These resources help entrepreneurs launch, expand, and invest in their businesses while strengthening the overall retail environment.
Retail success in New Ulm is not driven by any single organization or event. It is the result of an entire community working together to create an exceptional retail experience and a thriving local economy.
Please provide any additional information you feel is important in evaluating this nomination:
New Ulm’s commitment to local retail is demonstrated through measurable results and long-term investment.
• The New Ulm Chamber Dollar program has generated more than $2.2 million in local spending since the program began. Chamber Dollars can only be redeemed at participating local businesses, ensuring that gift giving, employee recognition programs, community incentives, and other purchases remain within the local economy.
• Over the past three years, the Loyal to Local Holiday Passport program has generated 1,419 completed passports, representing more than $425,700 in documented local spending.
• New Ulm maintains an active retail association (NUBRA – New Ulm Business & Retail Association), which is uncommon for communities of its size and provides dedicated funding and leadership focused exclusively on retail success.
• The New Ulm Area Chamber of Commerce publishes and distributes 30,000 Official New Ulm Visitor Guides annually, featuring local shopping, dining, attractions, and experiences.
• The Chamber also operates a visitor coupon program that encourages visitors to shop and dine at local businesses throughout the community.
• Retail is integrated into New Ulm’s tourism strategy. Visitors drawn by attractions such as Oktoberfest, the holiday season, heritage tourism, festivals, and downtown events are intentionally encouraged to explore local shops, restaurants, and service businesses.
• New Ulm is home to nearly 400 Chamber members, a high level of business engagement for a community of approximately 14,000 residents.
• New Ulm’s retail community extends beyond traditional shopping districts. Businesses throughout the community work together to create a welcoming, vibrant, and distinctive experience that reinforces New Ulm’s reputation as one of Minnesota’s most charming and supportive communities for local business.