Bank mirrors Eldridge expansion

Valley State Bank in Eldridge not only has bucked the trend toward merger mania, it continues to prove that friendly faces and small-town service are alive, well and key to resounding success.

When it was organized and opened in 1993, there was little doubt that a new bank in Eldridge would prove successful. If there had been doubt, Valley might not have become the first bank chartered in the state of Iowa since 1968.

But backers of the bank had a vision of Eldridge's potential, and of what citizens and businesses would need from a local financial institution to realize that potential.

That vision, and a tireless emphasis on customer service have helped to make Valley Bank one of the fastest-growing local banks in the nation.

The early growth rate left the original 1,200-square-foot Valley Bank building virtually bursting at the seams within four years. As the number of employees (it's gone from three to about 50) and clients grew, a new building became less of a wish and more of a necessity.

The new building, completed in late summer 1998, comprises about 9,000 square feet and allows plenty of room for staff and customers to do business comfortably.

Valley isn't the only bank in Eldridge, but Mary Kellenberger said lots of people would rather deal with a locally owned bank.

And why not? How often do customers play a role in creating their bank's new home.

"We displayed five options for the design in the old bank, and people voted on how they'd like their bank to look," said Ms. Kellenberger, Valley Bank vice-president and corporate trainer.

The result is a bright, user-friendly bank with a nice waiting area and new accounting offices.

Valley's dedication to Eldridge and the surrounding area extends well beyond the bank's walls to everyday community life.

"We've seen so many changes in the area," said Ms. Kellenberger.

"There's so much development, and it's an especially attractive place for young families, because we have such a good school system," she said.

Part of Valley's interaction with its patrons includes involvement with schools in the community, offering support through a variety of programs and events.

"Taking good care of the schools means we're serving the community well.

"One of the elementary schools pops popcorn and puts it in bags. We pay the school for each bag, then we put a Valley Bank sticker on each bag and give it away to customers," said Ms. Kellenberger.

In addition, besides, or maybe because of, Valley Bank's unflagging emphasis on customer service, its staff and officers regularly demonstrate that there's nothing wrong with having a little fun, even in the presence of something as serious as money.

"Friday is casual day, when we can really have close, fun interactions with our customers," Ms. Kellenberger said. "In December a year ago, it was so nice outside that we went to Slagle's and bought ice cream. Then we scooped ice cream cones for everybody who stopped in.

"Some days, we'll grill hot dogs and fax our business customers to come on over. Regional banks just don't have that kind of flexibility."

Most probably also don't have weekly classes for all employees to fine tune their customer service skills, but who will argue with Valley Bank's ability to keep customers coming back?

In addition to Valley Bank's main office in Eldridge, there is a branch office in Donahue, a mortgage division office in Bettendorf and a full-service branch inside the Bettendorf Hy-Vee Supermarket.

-- by Catherine Guy