Historic Valley Junction Foundation reports rising visitorship, volunteer hours and private investment

Steve Frevert, executive director, and Jason Kegley, board president, presented the Historic Valley Junction Foundation’s 2024 annual report to the West Des Moines City Council on Feb. 3.

The foundation reported roughly 1,300,000 visitors to the district in 2024, and said about 75% of those visitors came from outside the city. The organization reported 150 employers in the district and said private‑sector employment totals about 1,300 people.

Frevert told the council the foundation recorded about 4,500 volunteer hours in 2024 and more than 86,000 volunteer hours since the foundation’s 1987 founding. The foundation tracks private property investment in the district at roughly $87 million to date; Frevert said he expects that to rise toward $90 million this year and could reach $100 million within five years.

The presentation highlighted district marketing, signature events and small business support, including micro‑grant programs that funded signage, awnings and other business improvements. Frevert noted the foundation’s business‑support work included awards that helped convert vacant space into short‑term rentals and a recent mural and Christmas tree enlargement that drew visitors.

Why this matters: Valley Junction functions as a commercial and cultural hub in West Des Moines; the foundation’s metrics help the council evaluate downtown tourism, small‑business support and event programming.

Council response and next steps: Mayor Russ Trimble and council members praised the foundation’s volunteer engagement and events. Frevert said the foundation will post its newly created annual report online and continue partnering with city staff on district improvements.

Ending: The council received the foundation report as part of the Mayor–Council–Manager update; no vote was required.