Brewing Connection: How Crane Migration Benefits a Nebraska Small Business

Editor’s note: This article is part of a series exploring the various facets of the Sandhill Crane Migration in Central Nebraska, the $28 Million annual economic impact that the migration brings, and Audubon’s role in conserving habitat on the Platte River.  This month, we spotlight the local business side of the migration! Check back for more articles in the series, exploring additional perspectives and facets of the migration.  

The historic town of Gibbon, Nebraska, was founded in 1871, and today, it’s nicknamed the “Smile City” because of the positive, helpful, and friendly nature of its residents, providing a hometown feel that makes you smile. The city has been focusing on economic growth, downtown revitalization, and investing in nature-based tourism, specifically as a resting place during the Sandhill Crane migration.  

Each Spring, over 500,000 Sandhill Cranes migrate to their nesting grounds, stopping in Nebraska along the Platte River. Audubon’s Rowe Sanctuary protects the habitat. Sitting less than 8 miles from Audubon’s Rowe Sanctuary, is a cherished family-run coffee shop, Rise and Grind, located on Front Street in downtown Gibbon. A building built in 1893 was given new life in 2021 when Rise and Grind opened its doors. Five years later, they have become well-known and visited from tourists around the world, traveling to witness the migration of hundreds of thousands of cranes in March. Scott and Lonna Pickel, Owners and Operators, shared the impact of crane season, and how they embrace the magic.   

Rise and Grind has become a favorite amongst Rowe Sanctuary visitors and volunteers who help spread the word to others looking for a local business to support after watching the Sandhill Cranes lift off at sunrise. Rise and Grind provides the smiles, community, and warmth, with most guests opting to stay awhile to enjoy the cozy space, a warm cup of coffee, and connections made from the viewing blinds.   

To accommodate the increase in travelers, Scott and Lonna ready their team, increase their bakery and food production, and even work with local artists to create Sandhill Crane merchandise with their logo on it. The economic impact is appreciated and helps support their small business throughout the year. Merchandise sales included keychains, sweatshirts, t-shirts, postcards, artist prints, and local “crane popcorn”. But, for them, it’s not just about the increase in sales. Scott and Lonna prioritize the connections as a family-run business, one of their children helps with social media, while the other has created artwork for their merchandise. An early March social media post claimed,  

“Anyway, just feeling extra grateful for another season of the Sandhill Cranes and all the people they bring to our tiny corner of NE. We’ll be over here sipping our fave Lotus with our feet up getting ready for another day full of the coolest bird people out there!”, Rise and Grind.  

Mentions like this illustrate that they not only welcome the increase in visitors, but they are also engaging with them and making connections. Every year looks a bit different, and now in their fifth year of welcoming Sandhill Crane tourists, Scott and Lonna proudly have welcomed world travelers from New Zealand, Korea, Japan, and from all over the United States. Two sisters, one from Alaska and one from California, reserved the Overnight Photography Blind at Rowe Sanctuary, which is a small, primitive space, and in March, quite cold. Rise and Grind donated a bunch of hand warmers to Rowe Sanctuary, and the women stopped in after their experience with gratitude for the extra bit of warmth that previous evening, noting that they stuffed as many as they could in their sleeping bags to keep warm. To further their appreciation, they sent a gift package from Alaska with various Alaskan products, including jerky and beautifully made hand towels.  

Building community and lasting connections is part of the bigger picture for the owners. Lonna Pickel shared her most memorable interaction this season.  

“A couple who last year came from Texas, found out about us before they came. A chef friend of theirs recommended it! They came back this year, and they brought chorizo from their Chef friend from her restaurant. They came back every day and brought a different set of crane friends with them, and told us something new each day about the birds. One of the volunteers told me he looks forward to this every year!” said Lonna Pickel.  

While the economic impact of crane season is undeniable, from increased foot traffic to merchandise sales, Scott and Lonna are happy to say that the greatest value can’t be measured in dollars. It’s found in the stories shared over coffee, the friendships formed between strangers who arrive with a shared love of birds, and the joy of welcoming people from around the world to their small Nebraska community. For Rise and Grind, Sandhill Crane season is more than a business opportunity, it’s a reminder that nature doesn’t just drive local economies, it creates lasting human connections that keep people coming back year after year.