Vermillion: Rooted in Community, Ready for What’s Next

Vermillion, South Dakota might be small in size, but it’s big on heart, opportunity, and community pride. From scenic views along the Missouri River to a vibrant downtown and strong local partnerships, this southeast South Dakota town is full of momentum and character. 

It’s also a place where people are genuinely invested in one another. “Everyone’s invested in your success,” said Katey Ulrich, co-owner of XIX Brewing Company. “They want to support you in whatever you need, to be who you want to be. And that’s as a person, a business owner, as a friend.” Whether you’re grabbing coffee downtown, attending a USD fine arts performance, or enjoying live music at Thursday on the Platz, you’ll find Vermillion is a community that shows up—and makes space for you to thrive. 

With a population of just under 12,000, Vermillion offers a rare mix of small-town hospitality and cultural vibrancy. It’s home to more than 350 Chamber and Development Company members, dozens of locally owned businesses, and the University of South Dakota—the state’s flagship liberal arts university. “The quality of life in South Dakota and Vermillion is just second to none,” said USD President Sheila Gestring. “People are incredibly polite… the university, much like Vermillion itself, is an incredibly close-knit community.” 

That strong sense of community drives both everyday life and long-term planning. City Manager John Prescott, who’s served in the role for over 20 years, says Vermillion’s approach to growth is collaborative and steady. “It’s maybe slower growth than what makes the headlines, but it’s consistent, reliable growth that helps build our community,” he said. Recent updates to Vermillion’s downtown have created a more walkable, pedestrian-friendly space, making it easier for residents and visitors to explore, shop, and gather. 

Business owners say it’s the support system that makes all the difference. Carrie Malek-Madani, co-owner of Mulberry Pie Wood-Fired Pizza and a Vermillion native, returned to her hometown to raise her children and start a business. “This is a community that embraces change,” she said. “We would not be as successful if we weren’t in Vermillion. The quality of life here is just so incredibly high.” 

That quality of life extends beyond downtown. Vermillion’s location—close to Sioux City and Sioux Falls, with easy access to surrounding communities, makes it an attractive hub for workforce, tourism, and new development. From arts and culture to outdoor recreation along the Missouri River, Vermillion offers something for everyone. 

In recent years, the community has taken steps to plan for its future. Housing has been a major focus, with local officials, financial institutions, schools, and development partners working together to meet growing demand. One of the largest projects underway is the Sora Apartments—a two-phase, 236-unit multifamily development led by Stencil Group II, LLC. “Without the city’s involvement and partnership, this project wouldn’t be coming to reality,” said President Nathan Stencil. The project is expected to be complete in 2027. 

For companies like Mart Brothers Construction, who’ve been based in Vermillion since 2014, the partnerships make a lasting impact. “The VCDC and the City of Vermillion have been a huge help for us,” said owner Nick Mart. “The quality of life in Vermillion is great. It’s just a good town. A lot of good people.”

That sentiment is echoed by residents and newcomers alike. “If you think there’s nothing to do in Vermillion, you’re not looking very hard,” said Ulrich. “Between the business district, USD, and our arts community, there’s just something going on at all times.” 

From the National Music Museum to a strong local school system, from welcoming neighborhoods to a growing list of community events, Vermillion continues to live up to its reputation as a vibrant, connected, and forward-thinking community. With deep roots and a bold vision, Vermillion truly reflects the Spirit of South Dakota.