When opportunity knocked at a downtown street party, Jen Erchul answered—though she never expected it would lead to owning the historic Yellowstone Restaurant. With zero restaurant experience but plenty of business savvy, Jen and her husband transformed a 1915 hotel into three distinct dining concepts that celebrate Pocatello's rich heritage while creating modern gathering spaces.The whiskey bar's original hotel lobby woodwork, the iconic neon sign that lights up downtown, and even the ghostly happenings that can't be explained—these elements aren't just preserved for nostalgia's sake. For Jen, they're about honoring stories of the past while creating new memories. "We're not in the food and beverage industry," she explains. "We're in the hospitality industry. We're stewards of a community."This community-first philosophy extends beyond her restaurants. As an accomplished author of books on perimenopause that have literally saved marriages, a champion for women entrepreneurs, and a passionate advocate for local non-profits, Jen embodies the bright, authentic spirit she loves about Pocatello. Having lived elsewhere, she appreciates what makes this place special—outdoor adventures just minutes from downtown, a thriving arts scene, and most importantly, the people who make it feel like home.Jen describes Pocatello with three powerful words: resilient, authentic, home. Whether she's supporting local musicians, partnering with the Shoshone-Bannock Tribe to serve bison dishes, or maintaining the historic neon sign despite costly repairs, she's helping shape a community where progress and preservation walk hand in hand. For anyone who thinks there's nothing happening in Pocatello, Jen offers a challenge: "If you pay attention and show up, you can't honestly say there's nothing going on. I would love the opportunity to be bored—but there's always something cool happening."

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