St. Cloud: A Community in Transition and Vance’s Vision for Revival

Recently, at the midterm convention in Dallas, Republicans spotlighted Vice President JD Vance. Charged with leading the party towards the November elections, Vance delivered a speech about the nation’s future. It resonated with places like St. Cloud, Minnesota. Speaking about his children’s future, Vance emphasized the importance of American businesses hiring American workers and building great American products.

St. Cloud, with its historic 19th-century red-brick downtown, seems in between growth and decline. The city of 80,000 appears stuck. While some businesses thrive, apparent from busy restaurants on a Tuesday and volunteers maintaining the planters, challenges persist. Nearly half of the commercial space remains vacant, with sparse foot traffic unable to sustain more retailers.

Local residents recall a busier past. Rob, a graduate of a nearby university, remarked that downtown was once packed, but he doubts it will return to that vibrancy. He notes improvement since COVID but describes it as having plateaued, an observation echoed by others.

Janice, a real estate worker and long-time resident, traces the town’s downturn to events like the closing of Herberger’s department store in 2018. Local factories shutting down compounded the decline. In 2019, St. Cloud State University’s football program ended, a setback for a college town. Despite these setbacks, there’s growth potential.

Entrepreneur Chad O’Brien opened a vintage store downtown in 2025 and expanded to two locations. He believes downtown’s business potential could improve with more residents. Vance’s commitment to reshoring manufacturing aligns well with St. Cloud’s needs. A few large employers could reinvigorate the area, bringing jobs and vibrancy back.

Local concerns persist regarding the Somali immigrant community. Two issues are present: a federal fraud scandal and cultural integration challenges. Lynn, who works in the beauty industry, shared a story about an immigrant gaming the housing system, highlighting frustration with fraud. Efforts by Vance aim to combat this problem.

The cultural aspect is more complex. Opinions differ on Somali integration. Trey, a phone store sales manager, observed cultural changes among Somali teens. However, others affirm the positive impact of immigrants, dismissing objections as racism. Downtown remains a cultural meeting point but has yet to attract the Somali community. They live separately, in distinct neighborhoods.

Nearby, Sauk Centre inspired Sinclair Lewis’ novel, “Main Street,” celebrating American small-town life. Vance’s America First message and focus on small community job growth resonate deeply in towns like St. Cloud.

As Vance and his message initiate the GOP’s midterm efforts, they must carry through the election cycle. Vance faces the challenge to lead and connect with communities nationwide.