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New Ulm is often described as the most German town in America — founded in 1854 by German immigrants from the Turner movement, named after Ulm on the Danube, and dominated by the 102-foot Hermann Heights Monument honoring Hermann the Cheruscan. The town is home to August Schell Brewing (founded 1860, oldest in Minnesota), the Concord Singers chorus, and a downtown still shaped by 19th-century German civic planning. The local business community is concentrated in brewing, food production, manufacturing, and heritage tourism.