Three weeks ago, Republicans spotlighted Vice President JD Vance at the midterm convention in Dallas, tasking him with leading the charge towards November. His speech, focusing on the nation’s future, appeared tailor-made for St. Cloud, Minnesota, and its surrounding areas.
Vance’s remarks centered on his aspirations for his children’s future, expressing a desire for American businesses to employ American workers. He emphasized building future American products domestically. This sentiment could resonate through St. Cloud’s historic downtown, a place seemingly caught between growth and stagnation.
The civic landscape presents both promise and challenges. Thriving businesses mark the positive side; Tuesday lunch crowds fill local restaurants, and volunteers work on sidewalk planters, signaling civic engagement. Conversely, nearly half of the commercial spaces are vacant, and current foot traffic can’t support more retailers.
Rob, a local who attended college nearby in the early 2000s, reflected on the bustling downtown of the past, saying, “Better these days, better since COVID, but it’s kind of plateaued.” Such sentiments are echoed by others.
Long-time resident Janice pointed to Herberger’s closing in 2018 as the start of downtown’s decline. The department store’s closure left a significant void, exacerbated by factory closures and the university ending its football program in 2019.
Despite setbacks, there’s growth potential. Chad O’Brien opened a vintage store in March 2025, expanding his business on the same block, buoyed by local dynamics. He mentioned that attracting more residents could boost business.
Vance’s mission to reshore manufacturing aligns with St. Cloud’s needs. A factory with 1,500 jobs or a tech firm hiring several hundred could rejuvenate the town.
Local concerns include the Somali immigrant community, with fraud scandals drawing attention from federal investigations. Lynn, who works in beauty, expressed frustration over misuse of government housing subsidies by immigrants.
The cultural aspect of Somali integration presents differing opinions. Some note a lack of assimilation, while others view Somali presence as entirely positive. A local sales manager described hiring a Somali employee concerned about cultural dilution.
In St. Cloud, Somali immigrants largely reside within their enclave, not venturing downtown, contrasting with native-born workers who could fill empty spaces.
To the northwest lies Sauk Centre, inspiration for Sinclair Lewis’s “Main Street,” epitomizing small-town America. This charm captivated visitors during the World Cup.
Vance’s message on reshoring jobs resonates strongly in these communities. His blend of America-first populism is poised to both usher in the midterms and extend through the campaign. Can Vice President Vance captivate the nation as he did St. Cloud?