At Folkways, building community isn’t just part of the job—it’s the job. From curating immersive events like the Red River Market to fostering creative entrepreneurship through local partnerships, the
In shortAt Folkways, building community isn’t just part of the job—it’s the job. From curating immersive events like the Red River Market to fostering creative entrepreneurship through local partnerships, the
3 things to know
1At Folkways, building community isn’t just part of the job—it’s the job.
2From curating immersive events like the Red River Market to fostering creative entrepreneurship through local partnerships, the team at Folkways is devoted to helping Fargo-Moorhead thrive.
3But what makes this group even more inspiring is what they do when the workday ends.
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At Folkways, building community isn’t just part of the job—it’s the job. From curating immersive events like the Red River Market to fostering creative entrepreneurship through local partnerships, the team at Folkways is devoted to helping Fargo-Moorhead thrive.
But what makes this group even more inspiring is what they do when the workday ends. Many of the people behind your favorite seasonal events, art installations, and public programs are also running their own small businesses and programs—side hustles that are just as thoughtful, creative, and community-focused as their roles at Folkways.
In this feature, we spotlight five team members who embody the entrepreneurial spirit they champion. Their stories are a reminder that building a vibrant community isn’t just a nine-to-five—it’s something they live, breathe, and continue to build long after the workday ends!
Emma McIntyre
Manager of Development at Folkways AND Community Collaborator with CreativeMornings Fargo & Great Plains Food Bank
At Folkways since — June 2023 Side Hustle Launched: Ongoing community work Business: Not a formal business, but active collaborations with CreativeMornings Fargo and the Great Plains Food Bank
Emma’s heart beats for Fargo—and for creating spaces where others feel they belong. After leaving for college in Colorado, she returned with a reinvigorated appreciation for the power of community connection. Now, as Development Manager at Folkways, she helps bring to life programs like the Red River Market and Christkindlmarkt while also contributing to local causes outside of work.
Emma joined Folkways in June 2023, drawn to the very mission that had inspired her years before. She once admired co-founders Simone and Joe from afar—now, she’s part of the team building the city’s most beloved events.
“I’ve looked up to Simone and Joe,” Emma said. “It’s surreal (and really special) to now be part of the very work I once watched from the sidelines.”
While she doesn’t run a formal side business, Emma is deeply involved in two community-centered initiatives that definitely require a hustle: CreativeMornings Fargo, a global breakfast lecture series celebrating creativity, and the Great Plains Food Bank, where she contributes to outreach efforts that increase access to food security in the region.
Rather than simply coexist, her roles meaningfully complement each other. Though her job at Folkways isn’t traditionally labeled as “creative,” Emma sees it as closely aligned with the mission of CreativeMornings: to create intentional spaces where people can gather, share ideas, and feel a sense of belonging. Her work in both areas fuels her passion for connection and storytelling.
She also sees significant overlap with her work at the Great Plains Food Bank. In fact, Folkways partnered with their SNAP Application Support Team last year to help expand access at the Red River Market through the Double Bucks program. For Emma, it was a powerful moment—proof that her different roles could converge in ways that make access easier and more inclusive for the community.
“Not surprisingly, these roles complement each other in really meaningful ways… Across all of these roles, the common thread is building systems and spaces that care for people and foster connection,” she said.
Emma’s various roles blend seamlessly—what she does outside the office mirrors her work within it. She’s mindful, though, of the challenges that come with doing meaningful work across multiple spaces. It takes intentionality, boundaries, and rest to sustain this kind of impact.
“I see myself as a megaphone for the work I care about, so I have to be intentional about how I show up—and what I say yes to.”
Through it all, Emma continues to shape the community she’s long called home, but once observed from the outside. Now, she’s right in the middle of it—building systems that offer care, connection, and a sense of belonging.
Collaborates with Great Plains Food Bank SNAP programs
Leads development efforts at Folkways
Regular at Brewhalla board game Sundays
Passionate about civic engagement, equity, and storytelling
Q: What does success look like to you—in either or both of your professional paths?
A: Success looks like creating spaces—both professionally and personally—where people feel welcome, connected, and empowered… Whether it’s through an event that sparks new relationships, a program that increases access, or simply showing up with consistency and care, I measure success by the ripple effect it has on others. If the work I do helps someone feel a deeper sense of belonging or possibility, that’s a win. Long-term, I hope success also means building systems that last—so the impact continues even when I’m not in the room.
Q: What have you learned about yourself through managing both roles?
A: I’m most fulfilled when I’m rooted in purpose, but I also need rhythm and rest to stay grounded. Balancing both roles has shown me how much I thrive in community-facing work, but also how easily I can overextend myself when I let passion override practicality. I’ve gotten better at honoring my limits, being intentional with my time, and recognizing that slowing down doesn’t mean stepping back—it means sustaining what I care about for the long haul.
Q: What advice would you give to someone thinking about launching a side business while working fulltime?
A: Your no is someone else’s yes—and that’s a good thing. Don’t be afraid to say no to things, even ones you’re asked to do, in order to stay focused and protect the balance you’re working hard to build.
Marketing Manager at Folkways and Founder of Kale Social Co
At Folkways since — 2022 Side Hustle Launched: 2019 Business: Kale Social Co – Social media strategy and 1-on-1 marketing consulting for small businesses
A lifelong Fargoan with a passion for storytelling and small business support, Erica Kale has been helping local entrepreneurs shape their digital presence for nearly a decade. Through her boutique marketing consultancy, Kale Social Co, she brings calm to the chaos of content strategy.
Erica started Kale Social Co in 2019 after recognizing her natural ability to translate business goals into relatable, creative online content. Over the years, she’s offered everything from full-scale brand support to photography, but today, she focuses on 1-on-1 consulting for small business owners seeking clarity in their marketing approach.
“I’ve always had a knack for breaking down a business into the parts that make it compelling to the public—and then packaging that story in a way that’s engaging and easy to digest on social media,” Erica said. “Starting this side hustle was the perfect way to combine all my interests while using my skills to support the small business community.”
In 2022, Erica joined Folkways as Marketing Manager, where she now leads media relations, strategy alignment, and programs like CampusFM. With both hats on, she flexes different creative muscles.
“At Kale Social Co, I work with a wide variety of businesses… My work at Folkways has pushed me to think more holistically about marketing strategy, while Kale Social keeps me grounded in the fundamentals.”
Her week is a strategic juggle. She prioritizes flexibility, timing her consulting sessions around Folkways’ busiest seasons—like launching the Red River Market in June or gearing up for Christkindlmarkt in November.
Time isn’t the only challenge. Pricing creative services, staying energized, and keeping the “fun” in functional are all part of the balance Erica has had to fine-tune over the years.
“One of the most rewarding parts is when I can tell that working with me has taken the weight off small business owners’ shoulders. Marketing can feel overwhelming, and it’s so rewarding to see that sense of relief when things start to click,” she said. “That mix of clarity and real results is why I love doing it.”
Erica’s Marketing Flow
Strategy at Folkways
1-on-1 consulting at Kale Social Co
Monthly marketing tips newsletter
Collaborates with Studio Freshly
Balances client work around seasonal events
Q: What does success look like to you—in either or both of your professional paths?
A: Success is knowing that what I’m doing truly matters, whether it’s to one individual, my community, or the world at large. Small actions can have a big impact, and I’m passionate about working in areas like fostering belonging and supporting small businesses, both of which I wholeheartedly believe in!
Q: What have you learned about yourself through managing both roles?
A: I’ve learned that managing creative energy is all about balance. I thrive on being creative with content and strategy, but I also enjoy diving into the details— like working through marketing checklists and researching new tools.
Q: What advice would you give to someone thinking about launching a side business while working fulltime?
A: Starting your own business can definitely be a lot of work, but if it’s something you’re passionate about, don’t forget to have fun along the way! Always stay connected to your “why” for creating the business, and recognize when things start to feel overwhelming. The beauty of being the boss is that you get to call the shots and set the pace, so take the time to prioritize your well-being and enjoy the journey
Marketing Coordinator at Folkways AND Artist & Co-Founder of Amanda Frost Creations / Curbside Vintage
At Folkways for — 2.5 years Side Hustle Launched: 2020 (Amanda Frost Creations), ongoing (Curbside Vintage) Business: Amanda Frost Creations – Watercolor home portraits, fashion, printmaking, and jewelry. Curbside Vintage – Sustainable fashion project with repurposed and vintage garments.
From inside Fargo-Moorhead’s indie and arts scene, Amanda Frost’s creativity has always found a way to connect with community. What began with snapping band photos and designing show posters evolved into a multifaceted artistic practice—one that now spans watercolor painting, jewelry design, and upcycled fashion.
Amanda joined Folkways 2.5 years ago and quickly found a meaningful blend of marketing, mentorship, and creative storytelling. Her passion project Amanda Frost Creations began during the early days of the pandemic, when she began painting portraits of homes as a way to document people’s most personal spaces.
To date, she’s painted over 100 homes, each rich with memory—some marking first-time buyers, others symbolizing loss, rebuilding, or transformation.
“Each house tells a story—some mark joyful milestones like buying a first home, while others are tied to difficult transitions such as loss, fire, or moving on after decades.”
At the same time, Amanda and her partner Frank run Curbside Vintage, a sustainability-driven fashion venture focused on restoring discarded clothing and creating one-of-a-kind handmade pieces. Their inspiration—hence the name— is childhood curb-shopping memories and a shared love for preservation.
Amanda’s creative worlds constantly intersect. She often designs and sells her work at local markets, incorporates printmaking into Folkways programming, and even leads community art workshops.
“The biggest influence between my two roles is my passion for contributing to the vibrancy of the community and helping our neighborhoods thrive,” she said.
Still, managing creative energy is a challenge. After relying on art as her main income for over a year, Amanda recognized the toll that monetization can take on passion. Today, she carves out time to create for fun again, set boundaries, and say “yes” only to projects that spark joy.
“When your side hustle becomes your main hustle, it’s easy to lose the joy in it. Keeping a playful, low-stakes creative practice on the side helps you stay connected to why you started in the first place.”
Amanda’s Creative Lineup
House portrait commissions
Pop-up markets + art exhibitions
Fashion + jewelry design
Community art events and workshops
Screen printing and printmaking integration
Q: What does success look like to you—in either or both of your professional paths?
A: I think success is simply about consistently showing up, being a supportive friend, and staying curious. It’s allowing myself to be open to new perspectives and always willing to learn. Success, to me, also means holding onto a playful spirit. Friends have told me they look to me to help ignite their inner child—and I think that ability to bring lightness, imagination, and joy into everyday life is a form of success in itself.
Q: What have you learned about yourself through managing both roles?
A: Managing both roles has taught me a lot about balance, boundaries, and what truly fuels me creatively. I’ve learned that I thrive when my work has variety and purpose, but I also need space to play, rest, and make art just for me… I’ve realized I don’t need to do it all to feel fulfilled. What matters most is staying connected to curiosity and allowing myself to grow in ways that don’t always have to be public or productive.
Q: What advice would you give to someone thinking about launching a side business while working fulltime?
A: Start small and stay curious. Set boundaries early on so your passion doesn’t burn you out. Give yourself permission to create without pressure. And remember, success doesn’t have to look like constant hustle.
I’ve learned that I’m a lot more capable than I give myself credit for. Balancing both roles has taught me to honor my limits, protect my time, and stay connected to what brings me joy.
Events Manager at Folkways AND Owner of The Event Company
At Folkways since — 2022 Side Hustle Launched: 2017 (shifted to full-service planning in 2021) Business: The Event Company – Full-service event planning & production
Harwood native and seasoned event planner, Tori Schmidt, wears many hats—and maybe a few flower crowns. She’s spent her life rooted in the Fargo area and now raises her daughter here, surrounded by the same creative spirit that fueled her career in event production.
Tori joined Folkways in 2022 and has spent the past few years dreaming up large-scale immersive experiences like Christkindlmarkt. Her business, The Event Company, began in 2017 and evolved from design and rental services into the full-service planning powerhouse it is today. From weddings and fundraising galas to brand activations, Tori’s events blend intentional design with effortless celebration.
She traces her experience back to cleaning limos at her grandpa’s company as a teen, later working in bridal retail and nonprofit events before starting her own business. These days, she’s scaled back to take on only 3–5 clients a year, allowing her to give each project the attention it deserves.
“Folkways has made me stronger with storytelling and big-picture thinking, while my business keeps me sharp on the often overlooked details and client experience,” Tori said. “Both sides feed into each other in such a cool way.”
Her typical week is a blend of event prep, toddler pickups, and lastminute Zooms—powered by caffeine and Google Calendar. She credits the Folkways team for fostering an environment that supports creative balance and personal passions.
Of course, the hustle has its challenges. Balancing two creative roles requires intentional time management and prioritization. But the reward? Helping others celebrate life’s biggest moments.
Tori’s Balancing Act
Red River Market & Christkindlmarkt planning
Full-service client calls and events
Toddler time and school pickups
Google Calendar = MVP
Q: What does success look like to you—in either or both of your professional paths?
A: Doing meaningful work with good people. It’s about being proud of what I’m building, having fun while I’m doing it, and still making time for life outside of work.
Q: What have you learned about yourself through managing both roles?
A: I’ve learned that I’m a lot more capable than I give myself credit for. Balancing both roles has taught me to honor my limits, protect my time, and stay connected to what brings me joy.
Q: What advice would you give to someone thinking about launching a side business while working fulltime?
A: Start small, protect your peace, and don’t be afraid to ask for help. You don’t have to do everything at once. Slow growth is still growth. Surround yourself with people who get it, whether that’s mentors in your space or people you really admire. Give yourself permission to learn as you go. Always celebrate the little wins.
Programming Curator at Folkways AND Muralist & Founder of LESLEYDIDTHAT
At Folkways since — 2020 (started as a seasonal intern) Side Hustle Launched: Art account in 2016, LLC in 2022 Business: LESLEYDIDTHAT – Mural and public artist, creative curator
Raised in Moorhead, Lesleyanne Buegel’s career has been shaped by both the local landscape and the wide world beyond. After earning her degree in media, film, and communications in New Zealand, she returned home to Fargo and immediately began leaving her creative mark— quite literally—on the city’s walls.
Lesleyanne started as a seasonal intern with Folkways in 2020 and painted her first mural on the Red River Market’s shipping container that same year. Now an established visual artist with more than 25 murals and a mosaic pillar to her name, Lesleyanne splits her time between producing immersive community events with Folkways and crafting bold, meaningful artwork under her business LESLEYDIDTHAT.
“I like to think of nearly everything I do as applied creativity in some way, shape, or form!”
She believes being a visual artist and being an experiential curator are two sides of the same coin. Both roles rely on intuition, intention, and the ability to fine-tune a creative concept until it resonates with others. Whether she’s designing an event experience or transforming a blank wall, her goal is the same: to bring people joy, connection, and wonder.
There’s even logistical crossover—skills like scoping sites, problem-solving for unique locations, and getting comfortable with scaffolding and lifts. The parallels help Lesleyanne move fluidly between both worlds, using each as a training ground for the other.
“Being a part of other people’s stories, how each project is uniquely difficult and satisfying in its own way to complete, and leaving each place better than when I first entered it.”
But with that creative passion comes challenge. In 2023, she completed eight murals and launched her first solo show, while still working fulltime at Folkways. It was an incredible milestone, but also an emotionally and creatively draining one. “Time management has been tough,” she said. “I love helping people and find it hard to say no to projects.”
In 2024, she transitioned to part-time at Folkways to give herself more time to travel and paint. It’s part of an intentional shift to better protect her creative energy.
Today, she balances her art business with part-time programming at Folkways, a role that she says mirrors her work as a visual artist in surprising ways. The blend of event production and mural-making? Logistically similar, creatively charged, and constantly evolving.
Lesleyanne’s Creative Routine
Mondays & Wednesdays: Studio days
Tuesdays & Thursdays: Folkways office
Fridays: Flex days
Weekends: Yoga, painting, and camping
Q: What does success look like to you—in either or both of your professional paths?
A: LESLEYDIDTHAT – To keep producing art, and for the art to continue to find homes in the world. Folkways – To put Fargo on the map as the unique town on the plains with the friendliest people and vendors, unique event experiences, and a home for the arts!
Q: What have you learned about yourself through managing both roles?
A: I like to work on multiple things at once (both in paintings and projects) instead of one at a time. I like a mix of working with a team and working independently, too much of one will make me crave the other. I’m impatient and often want to skip the prep so I can just start throwing paint.
Q: What advice would you give to someone thinking about launching a side business while working fulltime?
A: If it’s a creativity-based practice: Don’t tell everyone about it at first—they will hand you external pressure and expectations, and opinions that you didn’t ask for, and can twist it into something you didn’t intend before you even get started. Make sure you’re in a place where you feel grounded and secure before you open it up to the world. Also, make a different bank account for it when you start making money!
Editor of Fargo INC! — covering the founders, companies, and ideas shaping business in Fargo-Moorhead. Eleven years in, still no opinions, no politics, all business.
