Legacy and Livelihood

Terry Ward

In this month’s issue of the Wenatchee Business Journal, we bring you stories about legacy — not in the abstract sense, but in the very real, boots-on-the-floor way that businesses in North Central Washington build trust, livelihoods, and lasting community value across generations.

At American Shoe Shop in Wenatchee, Josh Tarr is carrying forward a legacy that started in 1920, when Harry Crutcher opened the first repair counter. After 105 years, the business remains family-rooted — not by blood anymore, but by values. Tarr, who learned the trade from the Parkers who ran it before him, doesn’t just repair shoes; he restores confidence in what it means to do business the right way: personal, reliable, and without fanfare. “Just serving the community is better than any advertising I could ever do,” he says. It’s a simple philosophy, but one that has kept the store central to Wenatchee’s downtown identity for more than a century.

A few miles west in Cashmere, another familiar name has returned to its rightful place. Dave Doane recently brought Valley Pharmacy back into his family after decades under different ownership. His team delivers medications from East Wenatchee to Leavenworth and still serves sundaes from the soda fountain. But what Dave really offers is a sense of place. “We take really good care of people,” he says. That ethos — personal care, community connection, and hometown trust — defines the kind of business model that lasts.

And in Dryden, Paula Dinius has taken a more literal approach to growth. At Eagle Creek Flower Farm, her roadside stand runs entirely on the honor system. Customers choose a bouquet, leave their payment in a box, and drive off with beauty in the passenger seat. The model works because it’s built on mutual trust — a currency just as important as cash in small communities. “It's fun to watch people up there,” she says. “I have this couple that comes by every Saturday…That’s just the kind of stuff that makes me happy.”

We also check in with Colleen Malmassari of Back40 Advisors, a new HR consultancy helping rural businesses tackle the unseen weeds in their back office operations. With a deep background in both accounting and human resources — and roots that stretch back generations in the Wenatchee Valley — she’s helping others build strong, sustainable workplaces in places where hiring an in-house HR team isn’t always feasible. Her work is another reminder that professionalism and practicality don’t need to be confined to big cities or boardrooms. Sometimes, they grow best in our own backyard.

Finally, our June edition explores how history itself is being reshaped at the Wenatchee Museum and Cultural Center. With a major capital campaign underway, museum leaders are reimagining the institution not just as a repository of artifacts but as a vibrant hub for community gathering and cultural exploration. Like many of the businesses we feature this month, they’re taking the long view — investing in a space that honors the past while preparing for a more dynamic, inclusive future.

Taken together, these stories reinforce a fundamental truth about our region: Here in North Central Washington, success isn’t just measured in margins or growth rates. It’s measured in continuity, character, and contribution to community. The long game matters here — and the people who play it well are those who understand that business is personal, and place still matters.

Terry Ward is the CEO of Ward Media and the publisher of the NCW News, Cashmere Valley Record, Lake Chelan Mirror, The Leavenworth Echo, Quad City Herald, and the Wenatchee Business Journal. He can be reached at terry@ward.media.