America's Backbone Campaign - A Once-in-a-Lifetime Experience

This past May, a gentleman by the name of Mark VanHandel walked through our doors. As with every person who comes through, it was an opportunity for us to welcome him into our shop, make a new acquaintance, and even experience or learn something new from him. Being a small, family-owned business, every day provides a wonderful opportunity to interact with people – be it neighbors, friends, family, or simply someone passing through.

For Mark, he was on a mission. His employer, US Cellular, was launching a “Spotlight on America’s Backbone” contest to show how they support small businesses, and they needed a small business to kickstart the campaign. Who that would be was contingent on who would be willing to submit their name for consideration. Mark’s assignment was to generate five entries…we were #3 on his list.

Having done business for a long time with US Cellular, Tyler approached me. It was a pretty quick conversation. “Talked with this guy, Mark. Seems like a pretty neat deal if we win. He’s sending an email with a link. Don’t think its spam.”  I found the email and the following questions – What’s the best part of owning a small business? What’s the hardest? What are your future goals & where do you see yourself going? If you had $5k to invest in your business, what would you do with it?  I answered from the heart … and believe or not, a few weeks later we got a phone call.

It was a fun phone call. In the technological world, we were talking with people in Boston over the Google Hangout platform. They might as well been in the same room with us. We were ourselves, telling of a humble, grassroots story that has evolved into who we are today. Tyler & I figured it would be the first & last call and chalked it up to being a nice moment to reflect on our business. But…they called again, and then again, and then again.

It was now Tuesday, June 18^th. Tyler was at the store & I had just gotten our kidos down for a nap. An email came through on my phone – “Do you have 15 minutes to talk?” It was a routine we had gotten use to, so I said yes. And then the phone rang…

In life, it’s pretty amazing how things transpire. Everyone has a special story to tell. Some books are thicker, some pages more colorful…but how we find ourselves where we do is a journey forged by many paths taken, including hard work, perseverance, and just darn good luck.  

The week of June 24, 2013 will be fondly remembered at Bickel’s. As the chosen business, we were part of a week’s long onsite filming production spotlighting us, our customers, and area we live. The video would be condensed down into a 3-minute film and hosted on the campaign’s microsite (www.americasbackbone.com) from July 15^th – September 1^st.

The amazing video opportunity aside, we got the chance to meet a lot of great people. Remember those Bostonians in the initial interviews? Mullen is their corporate name…but we will remember them as Caitlan, Nick, Lisa, Ariele, Cameron, Yurie, Ari, & Sarah, amongst others. Mullen, a top-rate Boston-based advertising agency, has a client list that would make even the most accomplished small business owner blush. We were starstruck to have this creative & talented team in our company.

And like a hat of magic tricks, we met Keif Davidson, the film’s director. Keif was a little accomplished in his own right…received an Oscar nomination in 2012 for his documentary short – Open Heart. Okay, we were officially on cloud nine.  And then there was Raul, the producer, or as he put it, the entertainer. He has to have multiple clones because he was literally everywhere at all times. There was also Zak, the LA cinematographer, who's camera was his playground. He chased our children down the aisles of the bike shop as they raced their trikes and captured Tyler & Leroy riding their bikes as the sun set while dangling out of a moving van. Hollywood stuff, right?! We also had the privilege to meet Cristel Turner, commonly referred to as "The Client.” She was the US Cellular advertising executive who was onsite and rode with us on the Wednesday Night dinner ride. If that wasn’t special enough, she graciously picked up the tab for all of the rider’s meals that evening. Of course, there was Kent the sound guy, Axton, George, Ken, JoJo the runner, & Annalisa, the makeup artist extraordinaire who even got Leroy all powdered up!  In all, we counted ~ 20 people or so who descended upon our small Iowa business for a few amazing, action-packed days. They came from Los Angles, San Francisco, Chicago, Boston, New York, Des Moines, Iowa City, Cedar Rapids, and yes, even Burlington.

It was a whirlwind experience but a once-in-a-lifetime opportunity. As Leroy, Sandie, Tyler, & I ate dinner with our new friends that last night, we all reflected on this experience we shared. We were in awe of the other’s talents, travels, & stories. We liked the excitement that comes with their big city living and they were taken with the warm Midwestern hospitality and simplicity of our small, close-knit communities. As our paths converged in this moment of time, one thing was certain, everyone there had a passion for life, working hard & sacrificing much to live the American dream and be an active part in our world’s cultural landscape.

You just never know who will walk into your life & when, but for us, we were sure glad Mark decided to stop in.  If there was one thing to take from this experience, it was this - As we pedal along in our journeys in the days ahead, we should always strive to learn from the past, live today, and embrace the future with an open heart & an open mind. Life is an amazing ride with new adventures around the corner…go enjoy it!

To see the ad, click HERE!