The lights are on again! And you should see her glow! Not bad for over 60 years old! Don’t miss the dedication of the placement of the Palmquist Rexall sign in the Cloud County Museum. Come for refreshments Saturday, September 20, 2025, at 2:00 in the afternoon.

The celebration is in honor of a legacy that has thrived through three Palmquist generations. When fire ravaged the corner drug store in 1988, the people of Concordia refused to let that sign come down offering a temporary location and even supplies from competitors, enabling Palmquist’s to be back filling prescriptions in three days. Now that is a community!

Less than a half century earlier, Elmer Gustav Palmquist had returned to his hometown to meet the challenge of owning his own Rexall Drug Store in 1945. After all, he had traveled throughout Nebraska becoming the top Rexall salesman in the nation. “Why don’t I put these brilliant ideas-like the Rexall 1-cent sale—to work in my own drug store?” He purchased Schmelling Drug Store and, with a dedicated staff, began to build customer loyalty.