20 NORTHERN MAGAZINE Tracy and Jim Thares’ story is one of dedication—to family, business and their community. From their small-town beginnings in Ipswich, South Dakota, to becoming influential philanthropists, their journey reflects a life grounded in hard work, humility and a commitment to making a difference. Tracy has focused her life on raising their three daughters and now delights in spending time with their six grandchildren. Jim’s career began after graduating from Moorhead State University with an accounting degree and passing the CPA exam. He worked in public accounting before embracing his entrepreneurial drive. In 1989, he founded Primrose Retirement Communities, which has grown to nearly 40 locations across 17 states while keeping its corporate headquarters in Aberdeen. “Our motto at Primrose is to enrich the lives of seniors by keeping them active socially, mentally and physically,” Jim shared. This fall, the company celebrated 35 years of service. Jim’s contributions extend beyond business. He served on the Northern State University Foundation Board, including two years as president, and led the university’s largest capital campaign, which raised $64 million. The campaign supported projects such as the new School for the Blind and Visually Impaired school building, the Athletic and Recreation Fields, and Dacotah Bank Stadium. In 2017, Jim was appointed to the South Dakota Board of Regents by Gov. Dennis Daugaard. His tenure included securing $30 million for Northern’s Business and Health Innovation Center—the first publicly funded building on campus in 50 years—and advocating for the creation of Northern’s nursing program. “Education has always been important to me,” Jim said. “I would like to see that every individual has the opportunity to further their education and build a successful future.” For Tracy and Jim, giving back is both an obligation and a joy. “We’ve been fortunate to raise our family in Aberdeen, and we want to help make it an even better place for the next generation,” Jim explained. They are especially passionate about education and downtown revitalization, seeing a vibrant city center as essential to attracting young professionals and fostering growth. Jim and Tracy enjoy spending time with their grandchildren, biking, walking and escaping the South Dakota winters in Arizona, but family remains the heart of their lives. When reflecting on how they would like to be remembered, Tracy and Jim’s response is simple: “We’re just average kids from a small town in South Dakota who have been extremely blessed. We hope our actions inspire others to give back and make a difference.” “Jim and Tracy have done more than just make significant contributions themselves; they helped secure a number of other major gifts. They have truly led by example and helped others find the joy of impacting the lives of students and changing the entire region for the better” said Zach Flakus, NSU Foundation CEO. As they accept the Philanthropist Award, they express gratitude and pride in their connection to Northern State University. Northern State University Honorees: Distinguished Philanthropist Award: 2025 *To be recognized Sept. 19, 2025 at the NSU Hall of Fame and Distinguished Alumni Jim and Tracy Thares with their children, children-in-law and grandchildren.
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