Alright – so today we’ve got the honor of introducing you to Heidi Heimarck. We think you’ll enjoy our conversation, we’ve shared it below.

Heidi, looking forward to hearing all of your stories today. One of the most important things small businesses can do, in our view, is to serve underserved communities that are ignored by giant corporations who often are just creating mass-market, one-size-fits-all solutions. Talk to us about how you serve an underserved community.

I’m not an actual business owner in the traditional sense, but it was closest on the list to what I am, which is Executive Director of a non-profit organization called All Aboard of America 1 (aka All Aboard). Our mission is to provide recreational, social, and educational activities for adults with developmental disabilities and to help them develop an active, positive, and inclusive lifestyle.

We’re currently preparing for a move – from the basement of an old building to the first floor of a building with floor to ceiling windows in Downtown Everett, WA. One of my goals is to take this population and make them a noticeable part of the community at large. Visibility leads to acceptance. We have plans for 2025 to participate in the monthly Art Walk, to walk in the 4th of July Parade and to do another performance on a large, professional stage at a local theater. Another one of our special events is a monthly dance at a local parks facility that’s open to the public – monthly average is 60 to 80 – which asks for only a $1.00 donation. Through all of these activities, we offer opportunities to participate in special events that most people take for granted.

Another important aspect of our organization is building up self-esteem and a sense of belonging through our Monday – Friday a.m. and p.m. activity sessions. Felicity (alias) is a young woman with multiple challenges; coffin siris syndrome, autism, executive functioning disorder and global developmental delays who started attending in 2024. When she first came here, she would sit, put her head on the table, and mumble one-syllable answers to questions from staff. “How are you doing, Felicity?” “Fine.” “Are you ready for your snack?” “Yes.” After 2 months of slowly coming out of her shell, Felicity transformed from social outcast to social butterfly. She walks from person to person, checking on them, complimenting their artwork, making jokes and generally trying to assist our staff. Her personal growth is due to socialization, acceptance for who she is, and participation in group and individual projects. We see this type of change regularly occur with new participants. It’s one of our greatest sources of pride.

Heidi, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I got involved with All Aboard when I was asked to create and direct a collaborative performance with them, focusing on short stories and karaoke-style performance of songs. All of the feelings that arise during a performance; from pre-show jitters to being onstage to hearing the clapping and cheering of an audience were multiplied a thousand times by these performers. The joy was palpable. For me, after a lifetime of producing, writing and directing – sometimes with people working only for their own ego – I found All Aboard participants’ pure and honest emotions refreshing. I worked on a few shows and then Covid hit. After Covid, the ED was leaving, and I was asked if I’d like to apply. I would. I did. And here we are.

My theater career began at the age of 9, when I played Joe in “Joe Egg,” in a production at a summer repertory theater in the Midwest. I continued to act and eventually graduated with a B.F.A. with an emphasis in Acting, and then moved to Minneapolis, MN where I became a professional actress. And waitress. It was in Minneapolis where I became friends with many playwrights and did some acting and play development for the Playwrights’ Center. Each week I played softball with the likes of Lee Blessing, Kevin Kling, Jon Klein, Steven Dietz and more. Note to self: men. I saw the problem at that time. I then moved to Seattle, WA, where I earned my Actor’s Equity card, started writing and producing work, and started an annual festival of new work by women called “The Mae West Fest.” The MWF ran for 10 years, encouraging women to get their plays out from their file cabinets and onto the stage. I know that we helped several now familiar female playwrights blast their ways into production and even the national spotlight.

My greatest influence was Maria Irene Fornes, the Cuban American playwright and eight-time Obie winner. She cast me in “Fefu and Her Friends”, which she directed, in both Minneapolis and Seattle. I recall her telling us not to wait for others to approve and produce our work, just produce it yourself, even if you do it on a street corner. I also recall that she said that she was fine if people walked out of a production of hers, because it meant that they felt something. She said the worst feeling is if the audience doesn’t feel anything and is just apathetic. These ideas opened my eyes to the strength of making a commitment and of taking charge of choices you make in your own creative life.

My next greatest influence is my husband, Liam, and our dogs. Liam and I started a theater company many years ago with some other folks, renovated a large mechanic’s garage in Seattle into 2 theater spaces, and produced many years of amazing theater by contemporary playwrights. The dogs? They keep me sane. They make me take walks.

Recently, I’ve been developing a magazine that focuses on the art and writings of women over the age of fifty-three. Why that age? I just like the way “fiddy3” rolls off of the tongue, and the way it looks. Journalfiddy3 is about to be reborn again! The intricacies of paying for various legal ‘things’ sometimes falls apart when only one person is handling it all, but support systems are growing and I anticipate another launch in the summer of 2025.

At this time, All Aboard is what gets me up in the morning. As a writer, I could find it easiest to just lie around thinking all day, jotting down a few words and making delicious snacks. I’ve discovered that when I have a job and people who need me to complete tasks or make decisions, I am much happier and more productive in all aspects of my life. They say that multi-tasking is the least efficient way to work. I find multi-tasking keeps my over-active brain occupied. It forces me to focus. So, off to work I go!

How do you keep your team’s morale high?

I have some thoughts when it comes to staff and volunteers.

1. Never yell at or embarrass anyone in front of others – or, really, ever. Never ever.

2. Give credit to others. Don’t take it for yourself.

3. Don’t ask someone to do something you wouldn’t do (if you could).

4. Employees are your greatest asset. Pay as much as you can afford, Give raises. Give bonuses. The concept of “you can easily be replaced” is not true.

5. Office tasks – if it bothers you, you do it. i.e. garbage needs to go out? Take it out.

6. A messy desk is the sign of a creative mind. Let it be.

7. People’s personal time, family time, and private time is theirs. When they’re not at work, they shouldn’t be bothered with texts and emails.

8. Hold regular all-staff brainstorming meetings.

Any fun sales or marketing stories?

In my 2nd year as Executive Director of a dance school, I realized that most people didn’t even know we existed or where we were located. At the time, as well, it appeared that email was becoming a less-effective way to market. It’s so easy to just delete a message without reading it first.

We researched the USPS mailers that get inserted into folks’ mailboxes, like the political ads, pizza, fliers, etc. We targeted particular geographic areas, as well as wanting to flood the new downtown apartment buildings and paid to have our flier inserted into those boxes. Attendance that year increased by 30%, with many parents saying, “I didn’t even know we had a dance school downtown!”

Contact Info:

• Website: https://www.allaboardwa.org/
• Instagram: https://www.instagram.com/wa.allaboard/
• Facebook: https://www.facebook.com/wa.allaboard/
• Youtube: https://www.youtube.com/@wa.allaboard