As the first hint of winter brought temperatures below the freezing mark in central Illinois, magical Christmas dust started to make its annual appearance in Coles County at the Hager Tree Farm. This seasonal retail business is owned by Dan and Jeri Hager who have operated the business for 20 years on their property in the Village of Ashmore.

Jeri says the business is not their primary source of income and notes that money-making has little to do with why they have run the tree farm all these years. “A lot of it is the feeling, and it sounds kind of hokey, but it is the spirit of Christmas,” stressed Jeri when talking about why her family is in the Christmas tree business. “It just warms your heart. That’s what we do here, that’s really what we’re about is making this a place an experience.”

Families make the trip to this holiday staple from nearby communities of Mattoon and Charleston as well as from stretches of the state that are much farther. For many of the families, it is their tradition to cut down their own tree at Hager Tree Farm. Some even bring their own saw. “Some of them have a name on their saw,” stated Jeri. “Families have their traditions, and we try to honor that.”

A tree farm is planted

The initial chapters of Hager Tree Farm were written long before Jeri and Dan Hager met each other. Many years ago, Dan was living in Macomb, Illinois and running a Christmas tree farm there for a property owner. Jeri says the property owner passed away, leaving many unsold Christmas trees behind. The new property owner did not want to deal with all the trees.

“So, people started pulling up in his driveway (to buy trees), and he fell in love with it. He said, ‘If I ever get any property, I’m going to start a Christmas tree farm,’ recalling what her husband promised himself so long ago.

Fast forward to 2004, when the couple started to sell Christmas trees at the property in Ashmore that they had purchased 10 years earlier.

“That year, we only planted like 50 (trees) just to get started. Farmers around us were laughing,” recalled Jeri with a smile. “When we started out, we sold out of our little, three stall garage. We had one little field of trees. and we had a few customers trickle in. And it’s just grown, and grown, and grown. We have a passion for it, and people know that. I hope it shows.”

The Christmas spirit grows here

Hager Tree Farm is more than just a seasonal business. It’s a year-round labor of love for the entire Hager family. The farm spans 18 acres, with approximately six acres dedicated to growing trees. Hager Tree Farm offers a unique experience when it comes to finding the perfect Christmas tree.

“Tree farms are dwindling, so it gives somebody a place to go besides getting your tree at a big box store,” said Jeri.

When customers arrive at Hager Tree Farm, they have an option of purchasing an evergreen that has been shipped in from out-of-state or getting a tree that comes straight from the Hager’s property.

“Our property can’t sustain all the trees,” Jeri added “So, we bring in trees. Fraser Firs from Michigan, and another semi-load from North Carolina.

“We have about 18 acres (on the property total). We probably have six acres of trees. Got about 5,000 trees on the property,” explained Jeri who noted that the business sells approximately 1,000 trees during the holidays.

The farm opens the weekend before Thanksgiving and closes once their trees sell out for the season, but the work is far from seasonal. “Although we’re only open for a month, this job is year-round,” said Jeri.

Jeri explains field preparation starts in March. April brings tree planting, followed by chemical treatments, mowing, and weed control. June and July are dedicated to tree trimming, and by September, they’re preparing the farm for customers.

“That is another reason why people don’t have a lot of tree farms,” added Jeri. “It sounds like it’s an easy job, but it isn’t. It’s a lot of hard work.”

Jeri says the farm requires thoughtful planning and accountability. She recommends to budding retailers that anyone dreaming of a new business truly understand their limits.

“Know ahead of time that when you’re the owner, you’re it,” stressed Jeri. “You can’t always rely on everybody else. You’re on call all the time. And sometimes that’s hard.”

Jeri and Dan started the business when their children were young. These days, all their kids work at the farm. Jeri said they she loves how the farm brings her family together.

“I know our family is closer because of this tree farm. And I wouldn’t have guessed that when I started it. But that’s what it’s turned into. I mean, we have a three-year-old grandson. He loves it,” said Jeri. “He wants to cut trees down. We have pictures of him dragging trees. He’s right in here on the weekends, just already. He says he’s going to be a farmer when he grows up. I hope he is… Like I said. It sounds hokey, but it makes your heart full.”

Customer service is at the heart of the Hager’s business. Jeri says she was “raised in customer service” because her mother owned a large, successful boutique.

“We all did retail when we were in high school to earn money. I was in the customer service business for a while, so that’s what we try to bring to the business now,” noted Jeri.

The Hagers pride themselves on going above and beyond for customers. “If something happens that someone doesn’t like, we bend over backwards to make it right,” added Jeri. “Sometimes a tree (is sold) that’s dry, (and it) might be out of our control. We not only give them their money back, but we give them a new tree.”

With fire pits to warm hands and hearts, customers also bring snacks and pets to Hager Tree Farm, creating a festive atmosphere that has united the Hagers with their community. “When you’re out here on the weekends, this place is buzzing,” Jeri said with a smile.

With new friends, come new stories. Such as one about a woman who arrived at the farm one day. Her husband was dying of cancer and he blamed himself for his family not having a Christmas tree. The Hagers would not allow this Christmas tale to come with a sad ending, despite the fact that they had sold all their stock for the season and had just a few trees left behind that they said were not suitable for purchase.

“We wrapped one up. Loaded it for her and she wanted to pay, and we go, ‘We were going to put it in the pond. We’re not going to take your money,’” Jeri said as she wiped tears from her eyes recounting the story.

A few months later, Jeri said she received a letter in the mail. Inside the envelope she found a letter from the woman and a photo of her husband with their beautiful Christmas tree. He had passed away shortly after Christmas.

“She just wrote how much it meant to them that year. And so, we made that wish come true.”

Beyond selling trees, the farm also sells locally made wreaths, candles, and ornaments. The Hagers also give back to the community, often donating trees to local nonprofits. “I think we’re proud because of what it was and what it is now.

“I get to spread the joy of Christmas. That’s what the tree farm is all about,” said Jeri with palpable joy. “Sometimes, it isn’t all about the money. It’s about how you feel in your heart. It gives us an opportunity to give back and that makes us feel good. It sounds hokey, but it makes your heart full.”