Abby deRoo will tell you she loves spicy food and a good coffee. She loves visiting new places, but really likes coming home. And, she will also tell you, without a shred of hesitation, that she is living her dream. As the Marketing Director for the City of Zeeland, she has spent nearly two decades pouring herself into the community she chose to call home, and if you have spent any time in downtown Zeeland lately, you have probably felt the results.

From North to West Side

Abby studied business management at Hope College with a minor in English, and her first job out of school was as the Main Street Manager for the City of Clare, Michigan, a small city known as “the gateway to the north.” She fell in love with the work, the community, the downtown, and the idea that you could actually shape a place for the better.

When she and her husband decided to settle on the west side of the state, a new marketing role had just been created at the City of Zeeland. Reading the job description felt like kismet. "So much of the job description was similar to the work I was doing in Clare, I knew it was meant to be," she says. She was the first person ever hired into the position, back in 2007, and she’s been there ever since.

A Love for Downtowns

If you ask Abby what she wanted to be as a kid, she will tell you, without hesitation: a children's bookstore owner in a small town. Very Meg Ryan coded. As it turns out, the path she ended up on isn't so far off. The whole heart of her work is preserving the kind of small downtown where a bookstore like that could exist. "I will always continue to support downtowns so small businesses can thrive," she says.

Memorable Projects

One of the first big projects Abby took on was one that would go on to define the city's identity for years: the "Feel the Zeel" campaign. Created in partnership with The Image Group, the campaign was built to rebrand the community and give Zeeland a clear identity that matched its personality. Abby is already counting down to the 20th anniversary of Feel the Zeel happening in 2027. 

Another project highlight was the splash pad, built in 2014 right next to City Hall. This unique park is exactly the kind of shared space that makes a downtown feel like home. Families show up, kids run through the water, neighbors bump into each other.

The summer mural project has that same community energy. A few years ago, the city installed its first mural near the bike shop, and the response made it clear that more art was needed. "It's so rewarding to see art like this liven up little spaces and become a core part of our city," she says. This fall, a returning artist painted a new piece on the back of Adorned Home facing the South public parking lot, and a new artist is creating a mural series in the passageway between Lorna Lou and Public - to be installed at the end of September.

Of all the work that Abby has done locally, she considers working alongside Tim Klunder, who served as Zeeland’s City Manager for 25 years before passing away this past summer, one of the greatest privileges of her career. “Learning from Tim for 20 years profoundly shaped the way I approach my role. Every day, I strive to carry his wisdom, calmness and commitment to the citizens of Zeeland into the work I do.” 

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Live Where You Work

When we asked if she would give any advice to herself just starting out, she didn’t hesitate. "Live where you work. And be all in in everything you do." Abby doesn't just clock in and clock out. Her family lives downtown. Her four kids go to the local schools. She eats and shops on Main Street, knows her neighbors, and shows up to city events - not just to work, but to play, too. That kind of rootedness is not a strategy. It is just who she is.

Zeeland Is Not a Drive-By Town

One thing Abby wants people to know about Zeeland is that it rewards showing up. "Zeeland can be as busy or as quiet as you make it," she says. There are always things going on, businesses to explore, and family events on the calendar. It's a short drive to Grand Rapids and close to the lake, which makes it an easy yes for just about any kind of day. "It's the perfect balance to do life here." That’s not a marketing line she memorizes; that’s proof of someone who has spent nearly 20 years living in a city she loves.

If you want to get a feel for what the city has going on, the City of Zeeland recently re-launched their website at cityofzeeland.com (why yes, we did get to help with this project). It’s a great place to explore events, get connected, and see what's happening around town. You can also follow the city on social media to keep up with everything from mural progress to community events, follow @feelthezeel on Facebook and Instagram.