Get to Know Local Mover-and-Shaker, Jackie Boos
mother and wife, Bridge Street Brew regular, and a Chippewa Valley heavy hitter
McKenna Scherer, photos by Andrea Paulseth
On paper, Jackie Boos has had an exceptional career, seemingly one-upping herself at every turn. She has spent the past couple of years at the wheel of Market on River and the Wisconsin Farmers Union Headquarters project in Chippewa Falls, perhaps the most ambitious project the century-old, 45,000-square-foot building has ever seen.
When asked if she ever imagined herself in such a role, Boos admitted the humble response – “no” – would be an untrue one. She has always had large ambitions.
“The people I grew up with, and my family, would always say, ‘She’s going to lead something,’ ” Boos told me in a recent interview. “But I didn’t know what that would be, what it would look like. For those who know me, it’s in my personality: I’m a natural sort of socialite, networking, (and I had) the determination to do something bigger.”
That is not to say she started with something small: After graduating from UW-Steven’s Point with a degree in general studies – “I could not hone in on just one thing, which is so reflective of my whole life and makes perfectly good sense,” Boos said – she became an event planner for the Heidel House Resort. In just two seasons, Boos oversaw 127 weddings and family functions.
“It was absolutely crazy but I thrived on that,” she said. “I learned the (hospitality) industry and that revealed where my true passion lied – in taking care of people.”
She then leaped into large-scale marketing after joining the Visit Eau Claire team in 2006, and later co-developed the original concept of what became Artisan Forge Studios in Eau Claire. In 2017, Boos landed a big gig as tourism director of Chippewa Falls, hometown of her husband, Matt, and where they are raising their children.
Thoughtfully restoring and reviving a space like Market on River is a great feat, and was likely only possible because of how personal a mission it became
for the community. It also wasn't just work for Boos. She lives and breathes Chippewa Falls.
As Tourism Director, Boos walked the then-new chamber president, Allyson Wisniewski, through the site of what would become the new Wisconsin Farmers Union Headquarters and Market on River at 128 W. River St., Chippewa Falls. It snowed that day, but the weather wasn’t the reason for the goosebumps Boos had during the tour.
“It’s hard to describe, but I was re-energized by the idea that this was the next big thing. I could not shake the goosebumps while I was walking her through this building,” Boos said. “She knew she had lost me to this project, not just to fill my own cup, but to advance what I had already been doing at the chamber: connecting the right people to make the right things happen.”
She emailed her now-boss Julie Bomar just days later, pitching herself to help bring the project to life. Months later, Boos became facilities director. In spring 2023, the Wisconsin Farmers Union released plans for its future headquarters and multi-use space now known as Market on River. On Nov. 15 this fall, the site’s first major public event, the Winter Market, welcomed over 1,000 people.
Thoughtfully restoring and reviving a space like Market on River is a great feat, and was likely only possible because of how personal a mission it became for the community. It also wasn’t just work for Boos. She lives and breathes Chippewa Falls.
“We have had some big tragedies that brought our community together and refocused the real things in life: community, love, support. Chippewa Falls specifically does those things extremely well,” she said. “I am blown away by the way people want to help. It is neighbors investing in each other and the community. We have always been a community that gets things done.”
Even in casual conversation, Boos leaves no room for questioning a simple fact: She is a true mover-and-shaker. Folks who attended the multi-floor Winter Market likely did not notice Boos darting around checking in on vendors and surveying the flow of foot traffic.
That's a philosophy of mine: No one should know who the boss is. We should all be putting in the work, and it should be a well-oiled machine. ... That does not stop just because you get to a certain point. –Jackie Boos
“That’s a philosophy of mine: No one should know who the boss is. We should all be putting in the work, and it should be a well-oiled machine,” Boos said. “There is a perceived expectation that once you get to a certain point (in your career), you stop doing the smaller things that still matter; That does not stop just because you get to a certain point.”
Running on a seemingly infinite gas tank, Jackie credited her family and friends as the fuel that keeps her going. Growing up with a small family of movers-and-shakers in their own rights, Boos said her husband’s family in Chippewa Falls humbled her with their support later in life.
“My in-laws live 2.4 miles from our home, and now with children, being able to rely on family is huge,” Boos said, speaking warmly about her family. “My husband’s family built our home with their own hands. They showed me that when you want something and work hard for it, your community and family will support you through it. That has been hugely humbling for me.”
Everyone needs someone to lean on, and throwing up the white flag to say ‘I need help too’ is not a weakness, she added. For her, that someone is her husband, but it translates to her career too. “Something good leaders do very well, is knowing when they need support.”
As women, we have been taught that we need to fall in line with certain expectations. I'd like to tell my younger self, 'You don't need to do the things
you think you do.' –Jackie Boos
While her idea of kicking back these days involves chauffeuring kids to weekend activities and tournaments along with other parents, hosting friends and family on weekends when she has time, and keeping up with friends via text group chats, she knows this is an era she will miss.
That is also her advice for other women. "As women, we have been taught that we need to fall in line with certain expectations. I’d like to tell my younger self, ‘You don’t need to do the things you think you do,' " Boos said. “See beyond this season. Whether it’s stressful, amazing, full of joy and happiness, or full of sorrow, see beyond the moment."
While Boos may not want to be pointed out as the leader in a crowd, it is hard to ignore a woman who is in her element. As Market on River continues to grow and settle into its rhythm, with Boos at the wheel, you may even catch her visiting with friends at Bridge Street Brew or enjoying dinner at Max's Bistro.
Jackie Boos is the facilities director of Market on River (128 W. River St., Chippewa Falls). Learn more about Market on River and the Wisconsin Farmers Union online.
