Ferntucky, or the Decay of Small Town Life

Fernley, Nevada is much more than a supply haven off I-80 for weary truckers and travelers, but as small town culture in America becomes background noise to urbanization this community feels forgotten. A photo essay by Zoe Cruz.

Small-town America is not a mystery to me. Growing up in South Carolina, I was fully aware of the traditional values that drive rural communities. However, a stark reality unfolds beneath Fernley’s hometown pride, casting a shadow over the essence of the small-town life I remembered and dreaded.

Left: “Fernley Churches Service Clubs” welcome weary traveler before entering town. Right: A glimpse of Main Street.

Confederate flags displayed outside several homes serve as a reminder of the deep divisions and systemic racism still prevalent in conservative rural America.

Walking through Main Street, many small businesses, the heart of a community, have shuttered their doors as victims of an unforgiving post-pandemic economic landscape.

The local workforce is being lured away by larger retailers and factories, like Walmart, Tesla, and McDonald’s who are offering higher salaries and benefits.

Subsequently, the rising cost of living in America seeps into the town’s identity as housing prices increase and inventory decreases due to the constant influx of new residents from wealthier areas pushing out affordable options for locals.

At sports games pro-Trump slogans such “Make America Great Again” or “Let’s Go Brandon” can be heard. It feels like a step in the wrong direction rather than a battle cry for a more prosperous future.

After former President Donald Trump was found guilty on all counts in his “Hush Money Trial” multiple residents turned their American flags upside down in protest of the verdict and their dissatisfaction with the government. “F*ck Biden” is prominently displayed outside a house for the entire to community to see.

However, even in the face of this decay, there are whispers of hope. The people of Fernley, clinging to the memories of a past built on community connections, are not ready to give up.

Left: Michelle and Aaron are the owners of “All Points Grill” the best burgers and shakes on Main Street. Right: A local veteran and former pastor opens up a local church to all those in need and has not missed a service in 26 years. Below: An in-town skate park is a popular community hangout where many young families visit.

For now, the realities of a fading small-town culture cast a shadow over what was once a quintessential American community, but the spirit of resilience remains.

Photos and Essay by Zoe Cruz shared with the Reynolds Sandbox