MARSHALL — Minnesota is getting a spotlight like never before, thanks to travel historian and author Seth Varner. As the founder of Wandermore Publishing, Varner has embarked on an ambitious journey to document all 856 incorporated towns in the state, capturing their unique histories, attractions, and cultural gems.
Recently, Varner completed the first leg of his Minnesota tour, covering 74 towns in southwest Minnesota in just eight days. Over the course of this whirlwind adventure, he traveled more than 1,600 miles and filled up his gas tank nine times. While this pace might seem exhausting to most, for Varner, the road itself is part of the joy.
“I’ve always been fond of traveling,” he said. “As a kid, I’d go on road trips with my dad to small Nebraska towns for genealogy research. Even when I was nine, I was snapping my own pictures. I just loved the journey.”
What started as a personal passion has now turned into Varner’s full-time career. His motivation is clear: he wants to tell the stories of these small towns, some of which have never been formally documented. “Knowing that I might be the first person to ever publish anything about a town is a huge motivator,” he said. “Who knows the last time someone willingly drove into Florence, Minnesota, just to explore and take pictures? It’s exciting to put these places on the map.”
Driving long distances doesn’t phase him. In fact, it’s a part of his routine. “At this point, I’ve driven tens of thousands of miles over the years. It’s actually relaxing for me. I put on my music—I’ve got 4,000 songs in my Apple Music library—everything from classic rock to country.”
When possible, Varner shares his travels with loved ones. “Sometimes I have friends or my fiancée join me on the road, which makes it even more fun.”
Varner’s travels have led to plenty of memorable encounters. One in particular took him by surprise. “I was at Bruiser’s in Revere on a Sunday night, talking with all the regulars. Three days later, I was at a bar in Lamberton, just seven miles down the road, and I ran into one of the same guys. He was in the middle of his pool night and just said, ‘Holy cow, it’s you again!’”
Not all encounters were quite as friendly at first. “In Lucan, I actually got ‘pulled over’ by a guy who saw my out-of-state plates. He asked what I was doing taking pictures around town. I explained that I was a travel author, and he told me he thought I was ‘casing the joint.’ I get it, though—that’s just a small-town thing. People look out for their community.”
Physical challenges come with the territory, too. “Worthington nearly blew me away,” Varner joked, referring to the area’s notoriously strong winds. “I left my windows down, and by the end of the day, my nice, new-ish car basically turned into a sandbox.”
Weather plays a crucial role in his planning. “I’ve been watching the weather for two months, waiting for the perfect time to start this project,” he said. “I wanted to wait until after the thaw season, and I landed in southwest Minnesota on a great week.”
His route took him through the wind turbine-dotted landscape that gives the region its nickname: “I really got to see why they call this the wind capital of the U.S.”
During his first eight days in Minnesota, Varner took nearly 9,000 photos. Balancing documentation with actually experiencing the moment is something he’s learned to manage.
“The main goal is to document the towns,” he said. “But I do take time to reflect, usually at the hotel at night. I’ll sit back and reminisce on the day. On the road, I try to fit in little hikes—like at Jeffers Petroglyphs or Pipestone National Monument.”
He also makes time to slow down and enjoy the scenery. “I sat by a couple of lakes at sunset, just taking it all in. Even when I’m eating at a bar or touring a museum, I try to stay present and engage with people.”
Food is a key part of any road trip, and Varner has discovered some standout meals along the way. “I had the best Reuben sandwich of my life at Brau Brothers Brewery in Marshall,” he said. “And that’s saying something—I’m from Nebraska, and we invented the Reuben! The cheese they slathered on it was unreal.”
His dining experiences also revealed the generosity of small-town communities. “Bittons Roadhouse in Garvin actually opened up just for me. The owner drove in from Marshall, left her day job just to make sure I could get a meal. That was really cool.”
Varner funds this ambitious project partially through donations, and supporters’ names appear in the book he’ll publish at the end of the year.
“The response has been great,” he said. “Around 60 people have contributed so far, which I really appreciate. I put everything on Facebook for free, and then at the end of the year, I publish a book with additional photos, travel information, and history.”
His books serve as a reference guide, allowing readers to learn about every town in Minnesota. “If someone is driving through Arco, they’ll be able to look up what’s unique about it. Even places like Florence, at least they’ll have a little history documented.”
Supporters can donate to the project through his website, Wandermorepublishing.com, where they can also find his books covering Nebraska, Iowa, South Dakota, Kansas, and North Dakota. “For every five bucks someone contributes, I put their name in the back of every Minnesota book ever printed. Some people put their own names, some dedicate it to family members, and some even put their dog’s name in there. If you want to glorify Fido forever, I’m all for it.”
One of the unique aspects of Varner’s books is the extensive photography. Since Facebook limits the number of pictures he can post, the books include a QR code for each town.
“I take hundreds of photos per town, sometimes 500 for one place,” he said. “The book features the best of the best in print, but the QR codes let readers access every single photo. If you scan it with your smartphone, you can basically take a virtual tour of the town from the comfort of your own home.”
Minnesota is the sixth state Varner has fully documented, and his goal is to complete at least 10. “I want to do every town in at least 10 states,” he said. “I’m getting married this September, so we’ll see how things fall into place, but that’s the plan.”
His next stop? Expanding outward from the eight counties he just covered. “I don’t have the exact region planned out yet, but I’ll probably be doing the surrounding counties—maybe from Fairmont to New Ulm, then over to Willmar, and west toward Ortonville and Appleton. It’ll be kind of a weird shape, but I’ll be extending outward from where I just was.”
For more information on his travels, follow Wandermore in Minnesota on Facebook or visit Wandermorepublishing.com.
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