Destination Towns: Lindsborg, Kansas

Destination Towns is a relatively new series on Rural Resurrection. These towns are unique and boldly different, towns that stick out in a crowd and draw people in rather than letting them fly through.

A couple of years ago, Keith Marvin of Marvin Planning Consultants noted to me how great the little town of Lindsborg, Kansas, was. He raved about the community’s work to tie itself back to the Swedish roots of the town’s original settlers. I was admittedly skeptical as I had already written about Lindström, Minnesota. Another community that was also succeeding in celebrating its Swedish heritage. I didn’t think another community could come close to Lindström’s example. But that was before I visited Lindsborg…

History of Lindsborg

Lindsborg was settled in the spring of 1869 by a group of Swedish immigrants from the Värmland province of Sweden. The first railroad reached the community in 1879, the same year the city was incorporated. Taking advantage of its location within the Smoky Hill River valley, the community grew as an agricultural hub over the years. However, the celebration of its Swedish history has set it apart from other communities, and the town has evolved into a tourist destination.

Lindsborg is also home to Bethany College, a relative rarity for a town of only 3,400 residents. Originally, the college held classes in Bethany Lutheran Church in 1881, but it has since expanded into a beautiful campus. Its role as a college town has helped to diversify its employment and tax base and has aided in its growth over the years.

Coronado Heights

Before we get to Little Sweeden, our visit to Lindsborg starts with a WPA project with an intriguing background. A small castle sits in the believed location where Francisco Vásquez de Coronado ended his search for the seven cities of gold.

A professor would find evidence of the Spanish expedition in 1915 and a nearby sandstone hill was given the name of Coronado Heights. A small stone castle-like shelter was built on top of the hill as a Works Progress Administration (WPA) project in 1936. The views from this rustic structure are fabulous.

Downtown Lindsborg

Downtown Lindsborg is the highlight of the community, even when no events are going on. Alongside the traditional turn-of-the-century brick downtown buildings, there are buildings with clear Swedish-influenced accents. The sidewalks are wide and inviting, with occasional street furniture. Awnings bring down the scale of the buildings to a more pedestrian-friendly level that draws visitors into the quaint shops and restaurants. There’s even a public restroom at the other end of Lucia Garden Park, a park occupying a space between two buildings, drawing people off of Main Street.

But it’s the Dala Horses that steel the show in downtown Lindsborg. Over 30 of these horse-like statues sit at various locations in the community, but most notably in the downtown. Each one is about 3-4 feet in height and painted in different colorful patterns by local artists. They are quite hard to miss. Yet these Dala Horses are not the only public art around town, Lindsborg Arts Council’s “Art in Public Places” program has been successful with other implementations of public art as well.

Other Attractions

There are several other attractions in town outside of the quaint downtown area. Here are just a few of them:

• Birger Sandzén Memorial Gallery
• Red Barn Studio Museum
• Smoky Valley Arts and Folk Life Center
• Clara Hatton Center (Art museum and event space)
• Swedish Pavilion Historic site
• Smoky Valley Roller Mill
• Broadway RFD (Kansas’s longest-running outdoor theater, established in 1959)
• International Chess Institute of the Midwest, formerly known as the Anatoly Karpov International School of Chess.
• Historic Homes Tour

The most visually prominent is the Lindsborg Old Mill & Swedish Heritage Museum. The site includes an old multi-story flour mill, 1904 World’s Fair Swedish Pavilion, and a homestead cabin from 1870. Also on this site lies Heritage Square, a collection of other historic buildings that create a campus-like setting for learning about Lindsborg’s roots.

Lindsborg is also deep into the arts. The Birger Sandzén Memorial Gallery is dedicated to Birger Sandzén, a Swedish-born painter known for his depictions of great landscapes. There’s also the Clara Hatton Center celebrating the life and work of Clara Anna Hatton, including her contributions to the visual arts culture of Kansas and the Mountain-Plains region. The Smoky Valley Arts and Folk Life Center and the Red Barn Studio Museum are the icing on the cake of this community that is rich in the arts.

Interestingly enough, there’s even a heavy presence of chess in this town, highlighted by the International Chess Institute of the Midwest.

Events that Keep Them Coming Back

Having a large variety of attractions brings visitors in, but for sustainable tourism, you need worthwhile events as well. That’s not a problem for Lindsborg as the town is flush with events that have proven to interest tourists to come back for more. This includes:

• Chocolate Lovers Affair & Art Auction
• Våffeldagen or Waffle Day
• Messiah Festival of the Arts
• Millfest
• Midsummer annual summer solstice festival
• Lindsborg Street Dance
• Smoky Valley Classic Car Show
• Coronado Heights Run
• The Falun Classic Bike Ride
• Svensk Hyllningsfest
• Christmas in Lindsborg

I am especially interested in Chocolate Lovers Affair and Våffeldagen. But then again, I’m a bit of a foodie. Two separate events that focus on chocolate and waffles? I’m in!

Millfest is a unique festival each May with woodcarving, wheat, and fiber art weaving, folk music, and a variety of other activities. Svensk Hyllningsfest is a tribute to Swedish pioneers that takes place every other year…if you can pronounce the event’s name. Ok, that might not be a requirement. But the festival includes authentic Swedish dancing, arts and crafts, entertainment by local artists, and food galore.

But it may be that the Messiah Festival of the Arts has the richest history. In 2024, they celebrated their 143rd season, celebrating music, art, and culture in Lindsborg.

Effective Use of Wayfinding

One important aspect of great destination towns is the effective use of wayfinding. Lindsborg understands this and has done an excellent job executing a variety of wayfinding tools.

The community entrance signs utilize the iconic Dala Horse to draw the eyes of those passing through. Teamed with the word “Valkommen,” visitors immediately know they are in a Swedish community. If that’s not convincing enough, the town boldly pronounces itself as “Little Sweeden USA” on the sign as well. Rounding out the sign is a separate plank that announces that Munkfors, Sweeden, is Lindsborg’s sister city.

Teamed with the entrance signs are a series of direction signs within the same light blue color, adorned with a Dala Horse in the corner. This is a consistent look and feel for the signage in the community. In addition to providing effective wayfinding, these signs communicate the brand well.

But there’s one sign that doesn’t follow the brand. A sprawling black metal arch that draws people downtown from Highway 81. It doesn’t match the colors of the brand, but that’s OK. The structure is so profound that it does its job well.

A Unique Heritage Destination Community

Lindsborg is a showcase example of a heritage-based Destination Community. They’ve compiled the right mix of attractions, events, and supporting aspects that make them shine above other communities multiple times their size. The community as a whole has bought into its Swedish heritage and what it can do for this town of 3,400. Yet, there’s plenty to see and do for those who aren’t drawn to the dala horses and culturally-focused architecture.

The City of Lindsborg itself supports this heritage-based marketing of the community. From the dala horse in the ‘town’s logo to its tagline of “Little Sweeden USA”, they have made it clear to others that this is a top heritage-based Destination Community to check out. The bold archway downtown entry feature and the helpful wayfinding provide the finishing touches to the visitor experience. If you like communities that celebrate the roots of their heritage, check out Lindsborg!

You may know of an interesting rural Destination Town. One that may be a helpful example to other communities, don’t keep it to yourself! Let us know through our contact form.