Bruce Gerleman is widely recognized as the voice and vision behind Jethro’s Barbecue, but his impact on Iowa’s landscape extends far beyond smoked meats. During a recent interview, Gerleman detailed how his transition from a historic renovation specialist to a restaurateur was born of necessity. When the economy crashed in 2008, he pivoted from real estate development to the food industry. He noted that interest rates were high and lending had dried up, leading him to create a business model that could thrive in a down market. Today, Jethro’s has become an Iowa staple, recently earning national accolades for its bone-in wings on Inside Edition.
Despite his success in the kitchen, Gerleman’s true passion remains the preservation of Iowa’s architectural history. He has personally saved seven national historical landmarks in Des Moines alone. “When you save a building like that, basically you’re saving the shell of the building and building a brand new building on the inside of it,” Gerleman explained, describing the intricate process of reinforcing 160-year-old brick with modern steel frames. Among his notable projects are the Hawkeye Insurance Company building—the oldest commercial structure in Des Moines—the Rock Island Depot, and the Homestead Building.
From Smart Buildings to High-Stakes Real Estate
Gerleman’s career is defined by bold, unconventional moves, such as turning the former Yonkers store into the International Trade Center of Iowa in 1986. By securing franchise rights from the World Trade Center Association, he transformed the site into what he calls the “smartest building in Iowa,” bringing the state its first taste of voicemail, email, and fiber optics. He is also known for his creative financing, such as when he acquired the $15 million Locust Mall and parking garage with no money down by negotiating a second mortgage from the seller to serve as equity.
His influence even reached Savannah, Georgia, where he was recruited to save the historic building used in the filming of the movie Roots. Reflecting on his life’s work of restoration, Gerleman expressed a deep sense of responsibility toward the structures he revitalizes. “You might own that building for maybe 30 or 40 years, but you’re just a caretaker because you go through these abstracts and see all the people that have owned that building over the last 160 years,” he said. His commitment to public space was also ahead of its time, as he recalled a controversial move in the early 90s: “I was the first business to declare no smoking allowed in downtown Des Moines and everyone thought he’s gonna go out of business because it’s crazy.” Instead of failing, Gerleman’s ventures helped set the standard for modern Iowa business and preservation.
Bruce Gerleman 