Nathan Smith, Class of 2026, collaborated with Iwan Williams, executive director of retail management, along with other Student Senate members to develop and re-evaluate the Maytag Student Center's future using the latest gift from the Fred Maytag Family Foundation
PELLA, IOWA (November 18, 2025) — The nearly century-old relationship between the Fred Maytag Family Foundation and Central College continues with the foundation's latest gift of more than $720,000.
The donation is earmarked for renovations to the namesake building, Maytag Student Center.
This gift supports both scholarships —- a long-time passion of the foundation — and a renovation project on the building that bears its name. With these resources, Central launched the new Maytag Marketplace featuring Fred's with convenience store, the Spirit Shoppe, vendor pop-up space, and public-engagement spaces. Major component of this project included a new point-of-sale system, operational efficiencies, and enhancing the student experience.
The most visible changes to the building will be on the first floor. Mark Putnam, Central president, explains the gift also will fund new finishes, seating, and carpeting in the lounge areas, plus upgraded technology for the Boat, Moore, and Weller rooms and the Van Emmerik theater. The student fitness center in the lower level of Maytag will be evaluated for updates. A gift from the Class of 2025 recently added a new lifting machine to the facility.
"For Central students and community members who visit, the Marketplace offers greater flexibility and freedom," says Iwan Williams, executive director of retail management.
"As we reimagined the space and the opportunities created by this generous gift, we asked, 'What can we do to be unique and better?'"
To gather information, a student survey created in 2024 provided insight into what students would be interested in purchasing from a campus store. A visit to the Student Senate, and support from Karmen Ten Napel, vice president for student development and dean of students, led to the formation of a retail management-advisory group.
"The advisory group created a space for open and casual discussions. Students are comfortable asking questions and sharing ideas in the right settings," Williams says. "It is important to us to create a partnership with our students. We always try to respond to suggestions. Some changes are simple, like adding Fruity Pebbles cereal to breakfast, while others, like reconfiguring the serving options at Fred's, were more extensive. The convenience store model evolved from student feedback."
Fred's convenience store model offers hot sandwiches, fries and pizza 10 AM-10PM during the academic year. New equipment includes a Smoodi machine that makes fresh fruit and vegetable-based smoothies on demand, a Coca-Cola Freestyle dispenser offering sixty plus beverage options, and the Costa Coffee system offering twelve coffee-based drinks.
"Students today love energy drinks, so we offer a variety of options," Williams cited as an example. "They want more variety — from healthy and protein-rich beverages to favorite late-night study snacks — we can now give them that."
The Marketplace combines the Spirit Shoppe and Fred's with new features like a pop-up vendor window.
For example, a local Pella business, Top Shelf Nutrition, recently set up shop for two afternoons — "and it was a hit," Williams says. Plus, a new display board has been set up to provide a space to promote student crafts and services.
"We're drawing in local and specialty businesses that appeal to students and employees," Williams says.
"It's a manifestation of the Imagine More concept created here in the Maytag Marketplace. What we see right now is just the beginning."
Williams said the upgraded system "has made service far more efficient for students," and added, "None of this would be possible without the foundation's gift."
He also wanted to give students more flexibility in using their on-campus dining dollars, called Guilders — named for The Netherlands' former currency. Students may purchase a meal at Fred's using their dining account or guilders.
Nathan Smith, a biology and biochemistry major from Cedar Falls and member of the Class of 2026, serves on Student Senate and the advisory panel. "I love the space. Having new selections is huge, especially being able to just grab something without waiting," Smith says. "It's more efficient."
He says the space is more comfortable. "It's less noisy now. Before, groups waited for orders at the end of the food line, and it wasn't relaxing. The new Marketplace is faster and offers more variety, so students like it."
Smith expressed gratitude to the Fred Maytag Family Foundation. "Central is built on the student experience. Families keep sending their students to Central because of that. I'm grateful the foundation continues to support the Maytag Student Center and the ways it enhances student life."
Williams and Putnam expect more growth from the marketplace concept. "Our summer camps will benefit from this service," Williams says. "And for local Pella community members, the Marketplace could be an easy stop for lunch or dinner. The store is open to all, including the sale of our famous caramel bars.
"I love how the Marketplace has kept its core — Fred's and the Spirit Shoppe — without keeping us limited to that footprint. It allows for growth into better collaboration opportunities at the store, pop-up space and beyond. Online ordering and exciting new food options will be the next step," Williams says. "The Fred Maytag Family Foundation's gift allows us to keep innovating for students and the community."
Future plans include hosting vendors and food trucks on the Maytag Student Center patio. "We can diversify the enterprise and create more ways for our students and the community to connect," Putnam shares. "We're mindful not to replace what already works but to build up the community."
Putnam praised Williams — whom he calls Central's "secretary of commerce" — for a frugal, carefully-planned roll-out of updates. Central's facilities team, led by Craig Roose, executive director of facilities management, was instrumental in stretching the foundation's dollars.
Shared Values
Putnam states the relationship between Central and the Fred Maytag Family Foundation dates back nearly a century, beginning with the first gift from the family in 1927 under former president Rev John Wesselink, who served from 1925 to 1934. The partnership evolved and expanded in the 1960s under former president Don Lubbers and continued with President Emeritus Kenneth Weller through his close relationship with Fred Maytag II's sons, Ken and Fritz Maytag, directors of the foundation.
The Maytag Student Center, dedicated in 1990, honors Fred Maytag II, grandson of FL Maytag, who founded the Maytag Co in Newton in 1889. Fred Maytag II led the company from 1940 to 1962 and established the Fred Maytag Family Foundation.
The foundation not only supported this project but also provides $50,000 of Journey Scholarship Fund support each year. Additionally, the foundation has funded a full-tuition scholarship named after Thomas Ross Smith to honor a longtime friend and Maytag Corporation innovator, further demonstrating the family's enduring support for Central's mission and students.
"Central has a very special relationship with the Maytag family," Putnam says.
"They still feel a strong sense of connection to Iowa and Central. Ken and Fritz Maytag have been committed to this building. Their values align closely with ours — with what Central wants to achieve in the world and who we are in the world."
Central College of Pella, Iowa, is a private college known for its active student body, academic rigor, and athletics success. Ranked the N° 2 Best Value College in Iowa by Niche.com, Central offers a learning environment with supportive educators committed to intellectual engagement, personal growth, career readiness, and civic involvement. Founded in 1853 and shaped by its Christian heritage, the college of 1,100 students participates in NCAA Division III athletics. Central is an active part of the Greater Des Moines region and just minutes from Lake Red Rock, Iowa's largest lake.
