Editor’s note: In October, the Great Bend Chamber of Commerce celebrated Hispanic Heritage Month. As part of that observance, the chamber recognized three of its members with Hispanic ownership. This is one in a three-part series showcasing these businesses.
On Main Street in downtown Great Bend, a local business is demonstrating how family values, adaptability and Hispanic cultural representation can become part of the community’s daily life.
Identifications Co. has grown from a straightforward venture into a regional staple for custom apparel, screen printing, embroidery, engraving and promotional products. But for husband-and-wife owners Matt and Mayra Kurtz, the storefront represents far more than ink on fabric or laser-etched awards.
As longtime members of the Great Bend Chamber of Commerce, the Kurtzes joined the chamber in marking Hispanic Heritage Month, Sept. 15 through Oct. 15, under the theme “Together, We Are More,” or “Unidos Somos Más.”
The annual monthlong observance recognizes the history, culture and contributions of Hispanic and Latino communities across the United States.
“Identifications Co. was built with the goal of providing quality products and personalized service to Great Bend and the surrounding communities,” Matt Kurtz said. “As a locally owned business, our focus has always been on building lasting relationships with our customers and becoming a resource they can depend on.”
Small-business ownership in Barton County has required ongoing flexibility. Technology changes, production methods modernize and customer demands evolve. The key to staying power, according to Matt, lies in a team willing to adapt without losing the personal touch that defines independent retail.
“Like any small business, growth requires the ability to continually adapt,” he said. “Our team wears many hats, and working together has allowed us to overcome challenges, expand our capabilities, and continue finding new ways to serve our customers.”
Bridging cultures in central Kansas
While small-town entrepreneurship presents universal operational challenges, operating in a region like Great Bend brings unique opportunities for cultural bridge-building. For Mayra, the day-to-day operations at Identifications Co. are deeply influenced by her background.
“Our cultural heritage and personal values have reinforced the importance of family, hard work, relationships and community,” Mayra said. “We strive to create an environment where everyone feels welcome and comfortable asking questions, sharing ideas and working with us to find the right solution for their needs.”
A central element of that welcoming environment is accessibility. By offering bilingual customer support, Identifications Co. ensures Spanish-speaking residents feel confident navigating their orders — whether for a local soccer club, a family reunion or a commercial enterprise.
“Having Spanish-speaking support available allows us to better communicate with members of our Hispanic community and provide a more comfortable experience for customers who prefer communicating in Spanish,” Mayra said. “When language barriers arise, having someone available who can communicate in Spanish has helped us better understand our customers’ needs and make our services more accessible.”
Rather than seeing potential language barriers as obstacles, Matt views them as moments to strengthen community bonds.
“While language barriers can occasionally create challenges, we view them as an opportunity to improve how we communicate and serve our community,” he said. “Our goal is to ensure that every customer who walks through our doors feels welcomed, respected, and confident that we will do our best to assist them.”
Representation and community impact
That commitment to inclusivity has earned the business a diverse client roster spanning area schools, health care providers, athletic teams, nonprofit organizations and regional companies. For the owners, seeing their work worn across the city is a constant reminder of their place in the community’s daily life.
As the Great Bend Chamber of Commerce marks Hispanic Heritage Month, the spotlight on Hispanic-owned businesses like Identifications Co. carries special significance for Mayra.
“It is an honor to represent the Hispanic business community in Central Kansas,” she said. “Representation is important because it allows younger generations to see people who share their cultural background succeeding as business owners, professionals and community leaders.”
She points to initiatives by local organizations as critical drivers for an inclusive local economy, noting that celebrating heritage months offers entrepreneurs an avenue to share their stories and broaden their reach.
To aspiring Hispanic entrepreneurs considering opening a business in Barton County, Mayra offers practical advice: “Be willing to work hard, adapt and continually learn. Building strong relationships with customers and becoming involved in the community are equally important. Do not be afraid to ask questions, build connections with other local business owners and utilize the resources available within Barton County.”
Looking ahead
As the shop looks toward the next decade, the focus remains squarely on balanced growth — upgrading production technology while deepening local ties.
“Our hope is to continue growing and evolving alongside the community,” Matt said. “The customization and apparel industries are constantly changing, and we want to continue investing in new capabilities, products and production methods while maintaining the personal relationships that come with being a local business.”
Ultimately, the couple sees their work as building a legacy rooted in service and connection.
“We hope Identifications Co. is remembered as a business that supported its community, provided quality work, treated people well and was always willing to help turn a customer’s idea into something they could be proud of,” Matt said.
Identifications Co. is at 1413 Main St. in Great Bend and is open from 9 a.m. to 5 p.m. Monday through Friday.
Customers can reach the business at 620-792-5043 or gbidentifications@gmail.com.
