HGTV Can’t Save Small Town America. Fort Morgan Proves it.

By Drake Hunter | Commentary, Rocky Mountain Voice

When HGTV came to Fort Morgan in 2023, we were promised a makeover, a shot at national attention, fresh energy, and maybe even prosperity. The pitch was simple: if a camera crew and a few celebrity designers could just spruce up our Main Street, our town would suddenly be “revived.” For a few weeks, it felt real. The Queen Lounge looked sharp. The Rainbow Bridge sparkled with new signage. Crowds packed into Mosqueda Delicacies for ice cream. Fort Morgan was on national TV, and that was supposed to mean something. But now, two years later, the cameras are gone, and the reality is settling in. The revival was short-lived, and the disappointment is palpable.

HGTV didn’t just renovate buildings; they curated a narrative, one that fit the network’s brand more than our town’s identity.

Some wins are easy to see. The Queen Lounge is still open and lively. The Rainbow Bridge remains a proud marker. Mosqueda’s continues to thrive. But the momentum stopped elsewhere.

• Zazzy Café, once featured prominently, has now closed, leaving a void in our community. Another restaurant is moving in, but it’s not the same. The HGTV project had a significant impact on our local businesses, and we need to ensure their sustainability in the long run.
• China Grove Boutique, which once claimed a tenfold sales increase, hasn’t posted online in over two years, according to my investigation. 
• Even Governor Jared Polis made a high-profile visit during the makeover. A curious choice, given that Fort Morgan leans conservative. His sudden appearance underscored how the show became a platform for agendas larger than the needs of our community.

HGTV’s spotlight burned bright for a season. But lasting revival? That requires more than a few episodes and a ribbon-cutting. We need to consider the long-term effects of such projects on our community and ensure that they contribute to our sustainable development.

Who really paid the bill? The city of Fort Morgan contributed nearly $50,000 in cash, waived fees, and provided staff time and resources to support production. For a small town, that’s a significant amount. Taxpayers deserve to know: did we get a fair return? Also, as I understand it, the business owners bore most of the renovation costs themselves. 

A spike in tourism and some new signage are good things, but they’re not the same as long-term stability. If anything, the mixed results prove that real community renewal doesn’t come from TV crews; it comes from the people who live here. It’s the residents who are the key to Fort Morgan’s future and “Small towns” around America. It’s hard work, investment in each other, and commitment to the town’s values that will bring about lasting change.

Now the question is, “Whose story got told?” 

The deeper question is this: whose story was HGTV telling? The producers highlighted diversity—immigrant-owned businesses, an LGBTQ café, and historic landmarks. Each has a place in Fort Morgan’s fabric, but they are not the full story, not even close. By selectively choosing which businesses and narratives to elevate, the show projected an image of our town that fit national talking points more than local realities.

This doesn’t mean we should dismiss these parts of our story—respect, hospitality, and kindness are important. Yet, there’s a difference between celebrating diversity and pushing an agenda that doesn’t truly represent our community, which is why the city’s administration at the time is no longer in a position of influence or responsibility. Now, a new group of people are in roles where they are concerned about small-town narratives over one-sided national hype and agendas.   

I believe in treating everyone with respect and dignity, regardless of their choices or values. This approach is vital for living in community or unity, if you prefer. However, I cannot and will not compromise my core life values—biological or spiritual—because they are rooted in truth, which is the foundation of unity. As a Christian, I believe that truth is unchangeable. It is based on the unchanging reality of God’s design. It’s an objective truth, not a subjective one. In other words, instead of emphasizing power, truth should take precedence. Fame should always be subordinate to beauty, which is the beauty of God’s design; goodness over wealth; and union and unity over any status, which a second-hand perspective might bring, like HGTV or Hollywood, for that matter.     

HGTV’s makeover may have brought fresh paint, but true revival comes only from within. Communities are sustained by faith, family, and neighbors who work hard and invest in one another—not by a network trying to package our lives into a storyline that fits their agenda and lifestyle. Our resilience in the face of these challenges is what truly inspires. 

If there’s one lesson to take from this experience, it’s this: paint fades, but people stay. Fort Morgan doesn’t need to be someone else’s marketing campaign. We need to write our own story—one rooted in our unique values, resilience, and truth. Our shared values are what bind us together and make us a community. Let’s embrace it and build our future on this foundation.

Television gave us a facelift. Now it’s time to decide if we’re going to build something deeper, something lasting. That kind of revival doesn’t come from Hollywood. It comes from Main Street.

Drake Hunter is a longtime resident of Fort Morgan and pastor of Elevating Life Church. He writes about faith, culture, and leadership from a Christian perspective, with a focus on building communities rooted in truth and resilience.

Editor’s note: Opinions expressed in commentary pieces are those of the author and do not necessarily reflect the opinions of the management of the Rocky Mountain Voice, but even so we support the constitutional right of the author to express those opinions.