Grinnell family keeps What Cheer Flea Market on track

GRINNELL — One of Central Iowa’s unique events, the What Cheer Flea Market, has ties to a Grinnell family.

The Roland family has owned and operated the flea market for about 10 years. They purchased the business in 2014 from Larry Nicholson, who founded the flea market in 1976.

The family took the reins of the flea market in 2015 and operates it under the name of What Cheer Flea Market, Inc.

The owners are Judy Roland; Royal and Barbara Roland; and Bill and Tonja Ludwig along with their grandchildren, Hope Roland Kirby, Faith Roland, Jason Ludwig and Kaden Lugwig.

The Roland family’s love and admiration for the Keokuk County Fairgrounds dates back 100 years or more.

Royal’s dad, the now late Roger Roland, who was born and raised in What Cheer, served on the fair board for more than 50 years. His great grandfather’s brother, Oscar, served on the Keokuk County Fair Board as secretary in 1925.

Royal is currently serving on the fair board as secretary.

In addition to the flea market, the Roland family owns Roland & Roland (formerly Roland and Dieleman) CPA firm in Grinnell.

Roger came to Grinnell after accepting an accounting job there and eventually opened his own CPA firm.

The family has also been active in harness horse racing since 1970. They travel across the state participating in harness racing events including eight races from Memorial Day to Labor Day at the Keokuk County Fairgrounds.

In December 2024, Royal was reelected to a three-year term in the United States Trotting Association District 4A seat. In addition to Iowa, the sprawling district includes Arkansas, Kansas, Missouri, Nebraska, Oklahoma and Texas.

The Roland family raises and cares for a number Standardbred horses used for harness racing on the Roland farm northwest of Grinnell.

The flea market is held three times annually at the What Cheer Fairgrounds during the first weekend of May, August and October.

The flea market draws an estimated 9,000 plus visitors from across 30 states to What Cheer, causing the town to grow nearly 10 times its normal size of just more than 500 residents.

Royal said the flea market features 450 dealers spread across 22 acres.

Dealers pay a fee to set up and sell their wares. Visitors can find everything from antiques to collectibles, old tools, primitives, glassware, jewelry, furniture, old signs, military, toys, games, postcards and books.

With the Roland families deep ties to What Cheer, it was Roger who told Nicholson some years back that if he ever wanted to sell the flea market business, he and his family were interested.

The flea market is the fairgrounds’ major fundraiser. The Roland family pays the fair board for use of the fairgrounds for the three flea markets.

In addition, the fair board members and volunteers operate the food concession stands during the flea markets. The fairgrounds does not receive any state funding, so all the money raised go toward upkeep of the fairgrounds.

In addition to the harness horse racing, the fairground hosts stock car and figure-eight races and, during the winter months, people store their campers and vehicles on the grounds.

“The flea market (and other events) are important to the financial sector of the Keokuk County Fairgrounds,” said Royal. “It’s a family tradition to support the fair and keep it going.”

Royal said he’s traveled all over the world and that harness racing and the flea markets at the Keokuk County Fairgrounds are his favorites.

When asked what the family enjoys the most about the flea market, granddaughter Faith Roland said, “Getting to hang out with family and meeting lots of people.”

The Roland family owns a home in What Cheer across from the fairgrounds that is used as offices and a place to stay during the flea markets and other events.

“It’s our favorite part of family bonding,” said Faith.

For more information on the flea market, visit whatcheerfleamarket.com.