Valley Queen

Communicating 90 years of history in 2,500 square feet.

For Valley Queen Cheese, based in Milbank, S.D., Paulsen created a Heritage Center in a 2,500-square-foot space using a blend of video, audio, interactive, historic photos, artifacts, text-based information and three-dimensional displays.

Founded in 1929 by Swiss immigrants Alfred Nef and Alfred Gonzenbach, Valley Queen has a rich history. Paulsen’s challenge was to tell this remarkable story in an engaging way.

The Valley Queen Heritage Center, opened in August 2018, includes:

  • Life-sized fiberglass cow with milking equipment
  • Genuine Swiss cowbells
  • Authentic 12-foot alphorn
  • Hand-carved-and-built playhouse-sized Swiss chalet
  • Small theater featuring video on company history
  • Replica 1920s-era gas pump
  • Children’s corner
  • Company timeline
  • Nef and Gonzenbach family histories
  • How cheese is made display
  • Videos detailing facts on dairy and milk production
  • Swiss heritage and culture display
  • Company philanthropy, economic development impact and industry leadership
  • Cheese counter for purchasing the company’s cheese

The Valley Queen Heritage Center is open to the public on south Main Street in downtown Milbank.

“The Heritage Center was a unique and important project for us because it wasn’t just business—it was personal. We trusted Paulsen with telling the story of the American Dream through the eyes of Valley Queen’s founders and their families. From project design to account management to final execution, we couldn’t imagine a better partner to work with than Paulsen.”

-Jason Mischel, VP of Sales and Business Development, Valley Queen Cheese

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