Gulden Family Farms received the Small Business of the Year award. Tim Gulden said the operation began as a response to the farm crisis.

“It started as a way to survive the farm crisis, turned into something a little more than we expected. Everything we’ve done has been just that trial and error,” he said. He thanked his family, including his father, adding, “I couldn’t have done any of this without you.”

Large Business of the Year honors went to J&R Schugel Trucking. Co-founder and CEO Sean Claton said the company’s transition to 100% employee ownership in 2014. Rich Schugel, who retired last October after a 62-year career, reflected on the company’s multigenerational history and continued role in the local economy.

Claton said the company employs hundreds of local residents and provides essential transportation services across the region.

Attendees at the Ford-sponsored listen to incoming Chamber board chair Tim Gulden speak during the New Ulm Area Chamber of Commerce annual meeting Tuesday at Turner Hall.

“Trucking isn’t glamorous, but it’s essential,” Claton said. “Essentially everything you are wearing or everything you ate, our entire economy relies on supply chain.”

He emphasized employee ownership, community contribution and safety, asking drivers to give space to large trailers along Broadway.

The meeting also gave special recognition for the Chamber’s Tourism and Volunteer of the Year.

Brian Filzen, a longtime KNUJ radio personality, received the Tourism Person of the Year award. He was introduced by Char Reinhart-Kalk, Vice-Chairperson of the Convention and Visitors Bureau, who highlighted his decades of promoting local events and businesses.

Amanda Erickson, who nominated Filzen, described him as “truly famous in a small town” for his dedication to covering community happenings.

New Ulm Area Chamber of Commerce President and CEO Sarah Warmka delivers the annual report during the chamber’s annual meeting Tuesday night at Turner Hall.

“There are a lot of people in this community that do a lot more than I do,” Filzen said. “All I do is talk on the radio about it and promote it, participate in it, and lucky enough to emcee a lot of those things.”

The chamber presented its inaugural Volunteer of the Year award to Andy Lilleodden.

Lilleodden described chamber members as “an army that really drives all these events.”

“When one business is successful, we’re all successful,” he said.

He praised chamber staff, calling them “a set of rock stars here, leading you.”

Andy Lilleodden (center) receives the inaugural Volunteer of the Year award from Tim Gulden (left) and Sarah Warmka (right) during the New Ulm Area Chamber of Commerce annual meeting Tuesday night

Chamber President and CEO Sarah Warmka reported record membership growth in 2025.

“Our membership grew to 396 members, an all-time high,” she said. Warmka said a 19% increase in website traffic, averaging nearly 49,000 page views per month, and a 125% increase in social media impressions, totaling nearly nine million for the year. She said the chamber’s growing online presence supports outreach to residents and visitors.

Warmka credited the chamber’s newest team member, Sarah Sveine, with expanding the organization’s digital reach. Sveine has “brought our social media to the next level,” Warmka said, adding that the chamber can now be followed on TikTok.

Warmka outlined the chamber’s mission and clarified its role in the community.

“We create a community where businesses and organizations thrive. Making New Ulm a place people want to live, work, shop, invest, and strengthen quality of life, supporting local commerce, retaining talent, and bringing people together with purpose,” she said. 

Brian Filzen (center) receives the Tourism Person of the Year award from Char Reinhart-Kalk (left) and Sarah Warmka (right) during the New Ulm Area Chamber of Commerce annual meeting Tuesday night at Turner Hall.

She said that the chamber is not a municipal government, service club or business recruitment agency. “We are not the city, we’re not a service club, we’re not a business recruitment agency, and we don’t do events without purpose or outcomes,” she said.

Warmka announced a renovation project underway at the chamber building, converting the second floor into three apartments to provide long-term financial stability for the organization.

“We’re in the process of renovating the second floor of the chamber into three apartments. Construction is underway now,” she said. The project is being led by chamber staff member May Geidel, with volunteer general contractor Andy Lilleodden overseeing construction.

She also noted the chamber’s focus on scaling events intentionally, documenting internal processes and building systems to protect staff and volunteer energy, emphasizing that “today’s success should not depend on burnout or heroics.”

The meeting included recognition of outgoing and incoming board members, committee leaders and volunteers who support festivals, markets and other community programs.

Sean Claton delivers an acceptance speech on behalf of J&R during the New Ulm Area Chamber of Commerce annual meeting Tuesday night at Turner Hall.

Outgoing board members included Andy Lilleodden of Lilleodden Enterprises and Kristine Rueckert of Farmers Insurance. Incoming directors are Sarah Garza of Triperrific and Steve Williams of Weelborg Chevrolet.

Outgoing board chair Brie Taralson was recognized for her service and received a round of applause. It was also announced that a plaque recognizing all past board chairs, including Taralson, will be created.

New Ulm Mayor Kathleen Backer provided updates on the New Ulm Farmers Market, which will relocate to the River Bend Education District parking lot along South Broadway, next to Taco John’s. Backer said the new location will increase visibility, improve access and offer nearby playground amenities. “They want it to be visible from Broadway, a parking lot like that is perfect. Perfect. And then with the playground, that’s an added level of entertainment for the kids,” she said.

Backer said the move reflects community feedback, with residents “looking for what they’d like to see, how can we get more things involved with it.”

Incoming chamber leadership thanked volunteers, committee members and local businesses for their continued support and outlined goals for the coming year, including sustainability, membership engagement and ongoing support for local commerce. Speakers emphasized collaboration as key to New Ulm’s economic and community development, noting that tourism, events and business success depend on partnerships among businesses, residents and civic organizations.

Warmka said partnerships allow the chamber to “connect resources with opportunities for local business growth and community development.”

As the meeting concluded, Gulden reflected on the chamber’s approach to success: “When we work together, everyone benefits. That’s what makes New Ulm strong.”

Large Business of the Year goes to J&R Schugel Trucking. In photos, Dr. Danny Hawkins (left), Rich Schugel, who retired last fall after a 62-year career, Sean Claton, co-founder and CEO of J&R Schugel Trucking, Brad Schugel and New Ulm Area Chamber of Commerce President and CEO Sarah Warmka pose with the Large Business of the Year award during the chamber’s annual meeting Tuesday night at Turner Hall.

Small Business of the Year goes to Gulden Family Farms. In photo, Sarah Warmka (left), Dr. Danny Hawkins (right) stand with Tim Gulden (center) and after announcing Gulden Family Farms as Small Business of the Year.