Marshfield Area Chamber of Commerce Foundation Business Development Director Sierra Starner-Heffron says her first year in the role has focused on listening to local businesses, identifying their needs and helping connect them with resources — with a long-term goal of supporting growth that fits Marshfield’s character.
Starner-Heffron, a guest on “Hub City Times Presents” hosted by Peggy Sue Behselich, said her work centers on economic development, especially business retention.
“A big portion of it is business retention,” she said, describing conversations with business owners about workforce, child care, housing, expansion plans and other challenges. She said the goal is to help businesses stay in Marshfield and serve as an advocate by bringing concerns to the city, Main Street and other partners when needed.
While recruiting new businesses is part of the job, Starner-Heffron said her priority in her first year was getting to know the community and meeting with business owners, manufacturers and anchor institutions.
As she moves into her second year, she said a major focus is determining what types of development Marshfield wants and what would complement existing businesses, rather than pursuing random prospects. She pointed to industrial land opportunities, including the Yellowstone property, which she said includes 123 acres of city-owned, certified land, and the Mill Creek Business Park.
She said the work takes time because it requires extensive outreach and planning.
Starner-Heffron said her role is not limited to chamber members. She said Mackie has about 400 members, but her position is partially funded by the city and includes networking with businesses across the community. She said meeting with 20 to 30 businesses annually is a manageable target, though she would like to do more.
Her current outreach focus is local restaurants, particularly non-franchise and non-chain establishments. She estimated there are about 30 in Marshfield and said she wants to meet with owners and operators to better understand their needs, including staffing and hiring challenges.
When businesses share concerns, Starner-Heffron said a key part of her job is acting as a connector.
She said that can mean linking employers to job fairs, youth apprenticeship programs, culinary programs at Mid-State or university initiatives, depending on the need. She also said she applied for a Wisconsin Economic Development Corp. small business development grant but was not awarded funding, though she plans to keep applying.
Starner-Heffron said real estate professionals are often the first point of contact for businesses looking for commercial space, and she relies on local realtors for detailed knowledge of available properties. She said Mackie often helps newer businesses make connections and build visibility in the community.
During the interview, Starner-Heffron also shared her background.
Originally from California, she earned a bachelor’s degree from the University of California, Irvine, and later served in the Peace Corps in Armenia, where she taught in a small rural school. She said she later worked with refugee students in Sioux Falls, South Dakota, and spent time in Milwaukee Public Schools before deciding teaching was not the right long-term fit.
She later earned a master’s degree in urban studies in Milwaukee, where she also interned with the city and wrote a thesis on a vacant lot program that allowed neighboring homeowners in certain areas to purchase adjacent lots for $1. She then worked for the city of Milwaukee in commercial corridor development, including work with business improvement districts and small business grants.
Starner-Heffron moved to Marshfield in 2020 after her husband accepted a postdoctoral position with the U.S. Department of Agriculture. She said the family was drawn to the community’s outdoor amenities and family-friendly atmosphere and later decided to stay.
Looking ahead, she said she would like to help attract a locally owned restaurant — particularly a steakhouse or Italian restaurant, based on what she hears from residents — and strengthen regional collaboration with surrounding communities such as Wisconsin Rapids, Merrill and Stevens Point.
She said Marshfield’s broader challenge is to grow its tax base while maintaining the small-city character that residents value.
“We want it to grow,” she said, adding that the city needs new people and new businesses while preserving what makes Marshfield appealing.