American Family Insurance returns to Deadwood

DEADWOOD — For Denise Gienger, owner of the American Family Insurance branch in Spearfish and Deadwood, insurance has always been about being the person people can call when they're having one of their having a particularly bad day. At American Family Insurance, she gets to serve her community and be that person while still keeping business local.

Gienger has been in the insurance industry for 27 years. She began her career working part-time for State Farm while still in college, thinking it would be a steppingstone while she completed her education.

"The more I learned, the more I loved," Gienger said. "And so, it grew to be my career."

Gienger recently took over the Spearfish branch of American Family Insurance from Frank Pavich, who owned the branch for more than 30 years.

"He was actually my insurance agent when I started driving in high school," Geinge said. "It's kind of cool that that's come full circle, and for me to have the opportunity to take over his book of business, one that he's grown and taken care of and nurtured over the years, it's just been a great opportunity."

When Gienger took over the business from Pavich, she said she felt a pull to reopen a Deadwood branch.

"Our Deadwood office had become kind of a by-appointment only. We really couldn't keep staff up there, so Spearfish became our primary location," Gienger said. "When (Pavich) retired, I said, 'No, I'm not going to do Deadwood, I'm just going to focus on Spearfish.' And then it was like, well, I'm actually from Lead-Deadwood. That's where I grew up. And there's only one insurance office up there, so I just kind of felt the pull that we really should have another office up there."

After finding an available office space at 745 Main St., in Deadwood, Gienger said everything fell into place.

"We're open 3 days a week up there, and Jenica Griffith is my team member that runs that Deadwood office," Gienger said. "People are pleased that that's an option again. It's an easy space to find."

Gienger said that she thought it was important to bring another insurance option to the people of Lead-Deadwood, who she said often have to search out resources from other towns.

"That's not necessarily a terrible thing, but I think it's important to have the local face that's going to be there for them in that time of need and just support that Main Street vibe with local business," she said.

At American Family Insurance, Gienger said everything is kept local. Instead of trying to communicate with corporate giants to file a claim, agents and staff are all working in the communities they serve. Paired with her 27 years of experience and relationship building, Gienger said she's excited to offer her services and education to an area in a changing field.

"The insurance industry has really changed over the last few years, especially in our area with the wind and hail," she said. "It's becoming not a maintenance policy anymore. WE have higher deductibles. You're taking on more of the risk with your roof and these higher deductibles and lower payouts on roofs when it comes to wind and hail. That's really an educational piece for people because they've got to be prepared. Having those conversations can be hard. They're not always peaceful. But I don't take it personally, it's just part of the business and part of the job. It's about teaching people the new normal of the insurance world and just trying to get them through."

Gienger said she's happy to offer her experience and education to anybody who wants it, even if they're not calling to purchase a policy from her.

"The knowledge, combined with (a desire for) community support and just the personal nature of the business, I think that we're able to take care of people the way that they deserve to be taken care of," she said. "We're not just selling you a policy. We're selling you a solution to a need-based problem. That's always been very important to me."

To meet with Gienger or Griffith, call (605) 578-1419 or visit the Deadwood office at 745 Main St., Monday through Wednesday from 9 a.m. to 4 p.m.

Since 1876, the Black Hills Pioneer has been a locally owned & operated newspaper.

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