Jeff & Lori Otto – June 2026 Entrepreneurs of the Month
The NIACC John Pappajohn Entrepreneurial Center and North Iowa Area SBDC are proud to announce Jeff and Lori Otto of Otto’s Oasis in Charles City, Iowa as the June 2026 Entrepreneur of the Month. Since purchasing the business in 2007, Jeff and Lori have continued to expand and adapt Otto’s Oasis. The business is a full-service florist, greenhouse, landscaping company and gift shop. They provide products and services for everyday moments, celebrations and times when customers need support. “After almost 20 years, I’m still excited to get up in the morning and come to work,” Jeff said.
Jeff’s roots in Charles City played an important role in the beginning of their entrepreneurial journey. Jeff moved away and worked for a large landscape business in Chicago for several years but never lost sight of potentially returning to his hometown. When the opportunity to purchase Otto’s Oasis arose, Jeff and Lori saw a chance to come back, raise their family, and build their future in a community they knew. “I always wanted to come back to my hometown where I knew people and knew we could succeed in a business,” Jeff said. Although Jeff had always considered starting his own venture, Lori said business ownership was not part of her original plan. “I never dreamt of being a business owner. I would have never in a million years thought I would own a business,” Lori said. “But when the opportunity came up and it was Jeff’s hometown, we thought, what a great way to get back.”
Jeff and Lori believe being connected to the community has been a key part of sustaining their business. They participate in local activities, support organizations, and focus on building relationships with the people they serve. “I think our secret sauce to being a successful business in a rural community is actually being a part of the community,” Jeff said. “I’m on the city council. We try to help other organizations and donations and just be part of clubs. Just being active in the community really helps.”
Running a business for nearly two decades has also included challenges. Jeff and Lori have worked through economic changes, a bridge closure that affected traffic, hailstorms, and flooding. “We’ve been hit with a lot of natural disasters,” Jeff said. “You’ve just got to get up and keep going every day and keep moving forward.” The deep-rooted community connections that have sustained Otto’s Oasis through the years have also helped them survive the hardest challenges. “When we had the flood in 2008 and then later on the potential was coming on for another one, the community showed up for us. We didn’t ask anybody. They just came in. They helped us move things,” Lori said. “And they all came back after the disaster. And just to know that people care that much about you when you don’t even ask has been very overwhelming in a good way for me.”
Throughout their journey, Jeff and Lori have continued to use the NIACC Pappajohn Center & SBDC as a resource. “We’ve always stayed in touch with the Pappajohn Center for feedback, some answers to questions, and they’re very supportive in helping us through some difficult times,” Jeff said. The Pappajohn Center has supported Jeff and Lori through different stages of business growth, including helping them evaluate business strategies. Jeff encourages other entrepreneurs to seek support and use the resources available to them. “I’ve recommended people to the Pappajohn Center, and I tell them it’s good to have someone in your corner behind you that you can always turn to and get a different opinion on matters, or guide you in the direction you need to go,” Jeff said.
After almost 20 years, Jeff and Lori continue to find purpose in the work they do and the relationships they have built. “There’s struggles and tough times,” Jeff said. “But we’ve always made it through.” Their experience shows the impact of persistence, community support, and using available resources. As they continue growing Otto’s Oasis, Jeff and Lori remain focused on serving the customers and community that have supported them. “I have learned about myself that I’m stronger than I thought I would be,” Lori said. “And I can do things that I never thought possible.”
