Our History

The Avenue of Flags was founded in 1964 by Jerry Dean and Frank Thomas, two Spencer, Iowa, residents with a shared vision of honoring local veterans in a meaningful, visible way. The inspiration came after the passing of Jerry’s father, Ross C. Dean, a World War I veteran, in August 1963. While reconnecting with his hometown of Red Oak, Iowa, Jerry learned about its Coat of Honors—a powerful display of veterans’ burial flags on Memorial Day and Veterans Day. Moved by the sight of 157 flags surrounding the Red Oak town square, Jerry returned home determined to bring that same sense of reverence and pride to Spencer, Iowa.

Jerry and Frank launched the Avenue of Flags with the goal of giving veterans’ burial flags a dignified presence—ensuring they would be flown in honor of service, not forgotten. As Jerry put it:

“After the funeral, the flag is presented to the next of kin and is usually placed in a drawer somewhere. I thought, and my mother agreed, that I’d rather see my dad’s flag flying one or two times a year, in his honor, than packed in a drawer at home, forgotten about.”
— Jerry Dean, The Sioux City Journal, May 24, 1996

The very first display in 1964 featured 90 flags, far exceeding the founders’ expectations.

“I thought if we got 30 to 40 flags, we’d be fortunate, but when we came up with 90, we were just tickled to death about it. It’s just gotten bigger ever since.”
— Jerry Dean, The Sioux City Journal, May 24, 1996

Over the years, the Avenue of Flags has grown into a powerful Spencer, Iowa tradition. Today, nearly 1,600 flags fly each Memorial Day across Riverside and North Lawn Cemeteries in Spencer, Iowa. Though weather eventually brought an end to the Veterans Day display at the courthouse, the Memorial Day display has remained a powerful moment of remembrance and pride for the community.

In 2024, to address the challenge of a declining volunteer base, the board made the thoughtful decision to retire 600 flags from the rotation - ensuring the long-term sustainability of the tradition without compromising its impact.

Beyond Spencer, Frank and Jerry also helped other Iowa communities—LeMars, Estherville, Storm Lake, Ocheyedan, and Hartley - launch similar flag programs, spreading the message of remembrance throughout the region.

What began with a single idea and 90 flags has become a beloved Spencer, Iowa tradition that continues to honor the memory, sacrifice, and service of our veterans—one flag at a time.

People organizing American flags from wooden boxes on a vehicle, outdoors in a park setting.
Group of people unloading items from a truck near an old building, outdoors, possibly sports jerseys or uniforms.
Aerial view of a historic brick courthouse building with a clock tower, surrounded by a lawn decorated with numerous American flags. The setting includes nearby streets and residential houses, with parked cars visible along the roadways.
Aerial view of a large cemetery with many headstones and trees, surrounded by rural landscapes, roads, and houses.
A person standing by a pile of folded American flags inside a container or trailer, with some metal structures visible in the background. Trees and the sky can be seen outside.
A vintage photo of a group of people, including men, women, and children, posing outdoors in a park. The background features trees and grass, suggesting a casual gathering or family event. The attire looks like it is from the 1970s.
Three men posing for a photo in front of vintage cars and a fire rescue truck at an outdoor event.
Group of people standing outdoors surrounded by American flags; one holding a folded flag in a triangular case
Two people on a grassy field, one standing with a stick and the other crouching, surrounded by trees.
Two people standing on a grassy field, with one holding an orange croquet mallet. They are wearing casual, warm clothing and gloves. Trees and a cloudy sky are in the background.
Several people pushing a large metal container inside a wooden structure with exposed beams.