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Signe Shores with dandyLION Pictures takes some video of an arriving airplane at the New Richmond Regional Airport during filming for a video about the community. The video will soon be edited, with the hope of being released sometime in August.

Lights, camera, action!

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New Richmond is turning to video to tell its story.

The city has hired dandyLION Pictures to create a five- to seven-minute film that will be used to promote the community to business prospects and potential new residents. The video will eventually be posted on the city's website.

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The company producing the video is operated by New Richmond High School graduates Josh and Signe Shores.

The couple, who married in 2005 after Josh returned from a tour of duty in Iraq with the Marine Corps, has recently been trying to expand their business from primarily wedding videography services.

Signe has quit her full-time job to devote more time to the home-based business.

"It's been going really well for us," she said of the decision to take the leap. "It's an exciting journey."

Josh said they took a calculated risk and it seems to be paying off.

"We knew we were taking a big step and we could fail," he said. "But we don't have any kids right now, so we decided why not take this jump."

The Shores were thrilled when their hometown hired them to produce the new video, even though they don't have a long resume of similar projects.

"It's been very cool," Signe said. "We are learning things about the city that we never knew about. There are many great things happening in New Richmond."

Since they began filming around New Richmond, the Shores have gathered footage from a long list of events, attractions and local businesses.

They attended the annual Fun Fest weekend, and the community's Fourth of July gathering. The couple has captured footage at the New Richmond Regional Airport, New Richmond schools, Wisconsin Indianhead Technical College, Heritage Center and New Richmond Area Centre. They've also filmed scenes at local restaurants and industries.

According to Josh, the project will soon be heading into production and the video will be edited to its final cut. The goal is to release the finished product later in August.

Josh said the challenge for the video producers is to portray the enthusiasm that New Richmond residents and businesses display when they talk about the community.

He said so many people are optimistic about the future of the city and the surrounding area because of the new St. Croix River bridge, which will soon be built to provide a better transportation corridor into the Twin Cities.

"That's the common theme coming from many people," he said, "the excitement for the bridge and what it will mean for this community."

New Richmondites also love the community for its small-town feel and numerous amenities, Josh said.

Perhaps the biggest challenge facing Josh and Signe is editing the video. Signe said people won't invest the time to watch any film if it drags on too long, but there is so much high-quality footage of New Richmond to choose.

"We plan to take a creative approach to the video, so that people will really enjoy watching it," Signe said. "Our goal is to make individuals outside of New Richmond interested in all that the community has to offer, and for the New Richmond community members to take pride in their city."

The video will focus on the "human component," Josh said, and not just show a slideshow of buildings and main street.

"New Richmond is such a friendly city with so many wonderful community members. We want to make sure that is conveyed in the story," he said.

Josh and Signe said they want the final video to put New Richmond in the best possible light, especially because it's their hometown.

"We are very honored to be making this film for New Richmond," Josh said.

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Jeff Holmquist
Jeff Holmquist has been managing editor of the New Richmond News since 2004. He holds a bachelor's degree in journalism and business administration from the University of Wisconsin-River Falls. He has previously worked as editor in Wadena, Minn.; Detroit Lakes, Minn.; Hutchinson, Minn.; and Bloomington, Minn. He also was previously owner of the Osceola Sun, Stillwater Courier and Scandia Messenger along with his wife. Together they previously founded and published The Old Times newspaper for antiques and collectibles collectors; and Up!, a Christian magazine of hope and encouragement.
(715) 243-7767 x241
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