MEDORA, N.D. — When Randy Hatzenbuhler saw early in his career that no one was going around selling popcorn at the Medora Musical, the Theodore Roosevelt Medora Foundation president and CEO grabbed a bin of the buttery snack and hit the stairs, looking for hungry customers.“Initially, it was born out of, we need to do more business. That’s all,” he said.
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The story has earned Hatzenbuhler the title of “North Dakota’s most iconic popcorn salesman,” but others call him a North Dakota tourism legend. The man who helped shape tourism not just for Medora, but for North Dakota as a whole, will retire next year.
Theodore Roosevelt Medora Foundation President and CEO Randy Hatzenbuhler sells popcorn on July 1, 2024, during the Medora Musical. The leader has been known for his engagement of visitors to Medora, North Dakota.Contributed / Theodore Roosevelt Medora Foundation
An exact retirement date has not been set, said Foundation Board Chair Levi Andrist. The foundation has formed a search committee to help find Hatzenbuhler’s successor, Andrist said. The search will begin this fall with hopes to have his replacement in the spring, Andrist said. “Medora is a place of stories. One of the things that we are really going to be focusing on is preserving those stories and heritage in a way that connects both with our existing visitors and supporters with hopefully many new types of visitors,” Andrist said. “It’s that type of leader who can really connect with lots of different types of people in an authentic Medora way that we’re looking to take the reins of the organization.”Those who spoke of Hatzenbuhler said he is integral to North Dakota tourism. Last year, the state gave him the Legend Award for Travel and Tourism Industry Leadership.Hatzenbuhler said he loves talking about Medora over himself. The Badlands leave people in awe, and they have the ability to expand a person’s soul, he said.“Medora has the ability to change pace,” he said. “It has the ability to heal you a little bit.”
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A young Randy Hatzenbuhler, right, looks out at the Burning Hill Amphitheatre in Medora, North Dakota, in this undated photo.Contributed / Theodore Roosevelt Medora Foundation
‘It kind of captured me’
Hatzenbuhler was hired by the foundation as a controller in 1988, Andrist said. Hatzenbuhler became the nonprofit’s executive leader in 1997, making him the second person to head the foundation, Andrist noted.The foundation is named after Medora and former President Theodore Roosevelt, who spent time in the city. Harold and Sheila Schafer, a beloved North Dakota couple who restored and developed Medora, started the Medora Musical in 1965 and created the foundation in 1986.Hatzenbuhler said that leading the foundation was an unexpected career. The accountant was going to start a day care business out of his basement, he said.He once had lunch with the first TRMF president, Rod Tjaden. Hatzenbuhler said he didn’t understand why he agreed to join the foundation, other than having a connection with Tjaden, Hatzenbuhler said.
Theodore Roosevelt Medora Foundation President and CEO Randy Hatzenbuhler talks in June 2009 during a ribbon cutting ceremony for the grand opening of the Rough Riders Hotel.Contributed / Theodore Roosevelt Medora Foundation
Then he met Harold Schafer, which was a game changer, he said. Harold Schafer was a kind, supportive and encouraging man who put his arm around Hatzenbuhler and said that he loved him, Hatzenbuhler said.”I still get emotional about that,” Hatzenbuhler said.
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Hatzenbuhler joined the foundation unexpectedly, but it became the center of his life for nearly 40 years.“I came, and it kind of captured me,” he said.Harold Schafer wanted the Medora Musical to be about family, history and patriotism, his son and former North Dakota Gov. Ed Schafer said. Hatzenbuhler absorbed and understood what Harold and Sheila wanted Medora to be, the governor said.“When my dad died, and then Sheila died, he (Hatzenbuhler) knew exactly what they wanted there,” Ed Schafer said. “He had that firsthand attachment to Harold and Sheila that allowed him to understand what they always wanted in that musical.”
Theodore Roosevelt Medora Foundation President Randy Hatzenbuhler, left, shovels in new rubber mulch with other volunteers at Medora Children’s Park on Saturday, May 14, 2022. Dickinson Press file photo
‘I’m a salesperson’
Hatzenbuhler has set an example for other organizations, said Bill Marcil Sr., chairman of Forum Communications Co. Hatzenbuhler’s involvement and enthusiasm rubs off not just on his staff but other organizations in the state, Marcil said.“He’s out with his staff continuously during the shows,” Marcil said of Hatzenbuhler. “He’ll be all over town. If you are out at the (Pitchfork Steak) Fondue dinner and they are short of staff, he’ll be there pitching in.”
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One way Hatzenbuhler helped unexpectedly was selling popcorn to musical guests in their seats. It started 37 years ago because the musical was short-staffed, Hatzenbuhler said.
Theodore Roosevelt Medora Foundation President and CEO Randy Hatzenbuhler sells popcorn to Medora Musical guests in August 2021.Contributed / Theodore Roosevelt Medora Foundation
“You did everything and everything you needed to,” he said. “I’m an accountant, but I think more naturally I’m a salesperson.”Since then, he has sold popcorn at least 40 nights a season, sometimes more than 70 nights, he said.Hatzenbuhler enticed others intimidated by selling to the crowd by having a competition. If those who took on the challenge sold more popcorn than him, he would buy them a pizza and a drink, he said. If he won, the challenger would wash his car, he said.It also helped him get to know attendees, donors and longtime supporters, Hatzenbuhler said. Selling popcorn is one way Hatzenbuhler engaged with visitors, Ed Schafer said.“I’m not sure if leadership training would say whether that is a good use of your time or not,” Ed Schafer said. “When he is out there selling popcorn, he is selling more than popcorn. He’s hearing what people are saying about the musical.”
‘Exemplary leader and visionary’
Hatzenbuhler understands what the Badlands and Medora have to offer to hundreds of thousands of visitors who come to the city every year, Andrist said. That’s what makes him a “North Dakota legend,” Andrist said.
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“To me, he is a North Dakota treasure because he is a listener and a leader,” Andrist said. “It’s really North Dakota’s tourism organization, and that takes a really special leader to take that North Dakota ownership of Medora and make it a reality.”Roosevelt wrote about the “glory of work and the joy of living,” said Joe Wiegand, a
Roosevelt repriser
who works for the foundation. Hatzenbuhler is committed to doing a good job, especially when things get hard, Wiegand said.“In turn, we’ve seen Randy embrace the glory of work and the joy of living,” Wiegand said.
Theodore Roosevelt Medora Foundation President and CEO Randy Hatzenbuhler speaks to Medora Musical attendees as the show celebrates 40 years in 2005.Contributed / Theodore Roosevelt Medora Foundation
Tjaden helped save Medora with Harold Schafer, former Medora Musical host Bill Sorensen said. Hatzenbuhler grew tourism by thinking about how families could have a memorable and affordable experience, Sorensen said.“Randy has been an exemplary leader and visionary,” Sorensen said.Hatzenbuhler kept Medora a quaint Old West town, Sorensen said. Some towns lose their originality when tourism takes over, but that didn’t happen to Medora because of Hatzenbuhler, Sorensen said.“At the same time, they’ve added all of these things, and that is not an easy thing to do,” he said.
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That was intentional, Hatzenbuhler said. He has always asked himself a key question before taking on a project: “Can we add to without taking away?”“Another is, whatever we’re trying to do, can we truthfully say, will this be as good for the community as it is for the Medora Foundation?” he said. “If we can’t say yes to that, we probably shouldn’t be doing this.”
Hatzenbuhler said he wanted to create valuable experiences in Medora, so he focused on attractions that were educational, entertaining and historical.“Whatever we’re doing, if we could build history, education and entertainment into it, it’ll probably work,” he said. “That’s what Medora is.”
Theodore Roosevelt Medora Foundation President and CEO Randy Hatzenbuhler speaks on the Medora Musical stage in July 2007.Contributed / Theodore Roosevelt Medora Foundation
‘Test for the new person’
As a former TRMF board member from 1996 to 2002, Marcil worked with Hatzenbuhler. Hatzenbuhler kept the big picture of Medora in mind while having the foresight to develop it with bold ideas, Marcil said.That included building the Bully Pulpit Golf Course south of Medora. The 18-hole course that opened in 2004 has become a popular attraction.
Theodore Roosevelt Medora Foundation President and CEO Randy Hatzenbuhler, left, receives the North Dakota Legend Award for Travel and Tourism Industry Leadership from Lt. Gov. Tammy Miller on May 17, 2023, in Bismarck.Contributed / Theodore Roosevelt Medora Foundation
Hatzenbuhler also oversaw the renovation and expansion of the Rough Riders Hotel, construction on the Spirit of the Work Quarters for volunteer workers, transforming the Bunkhouse Motel into the Elkhorn Quarters, and a planned event/wedding barn at the golf course, Andrist said. He helped raise $100 million for projects and endowments for the foundation, Andrist said.Hatzenbuhler said his biggest achievements are not buildings but programs for people. He started the volunteer program 27 years ago with the late Jean Nesheim, of Fargo.“She said, ‘Just because people get older, doesn’t mean they don’t have value and they can’t do things,’” he said. “That was the birth of the volunteer program that has 750 people every year.”He also helped develop the international work program for the foundation, which allowed people from other countries to work in Medora.That created more diversity in the small town and friendships across the globe for many workers, Hatzenbuhler said.“I’m really proud of those two things,” he said.
Theodore Roosevelt Medora Foundation President and CEO Randy Hatzenbuhler stands next to a wooden wagon in Medora, North Dakota, in 2021.Contributed / University of North Dakota Alumni Association and Foundation
The foundation is looking for a leader who can harness the history and legacy of the Schafers, Roosevelt and Medora, Andrist said. Medora is one of the state’s proudest destinations, and the next leader has a responsibility to keep that going, Marcil said. “Whoever it is will probably be the first one to take it over that didn’t know Harold Schafer,” Sorensen said. “The next leader will be the first one that doesn’t have that background and history of the vision for Medora. I think being able to grasp what has made Medora special for so many people … is going to be a test for the new person.”More information on the search can be found at
foundation.medora.com.
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