Hoogland family honors parents’ legacy of service to Zeeland 

Zeeland is a growing community, but one that is still shaped by connections, both among residents and to its past.

These deeply felt ties are being celebrated by the children of former Zeeland Mayor Les Hoogland and his wife, Viv. They are paying tribute to their late parents’ decades of service by investing in the kind of community their parents spent a lifetime building. 

“This was never just about honoring our dad,” says Jane Hoogland Jipping. “It’s about what both of our parents believed in, that a community only works when people are willing to be part of it.”

The siblings decided to make a donation from their parents’ estate to fund new exhibits at the Zeeland Historical Society and to lead a community-wide fundraiser. 

Decades of service

Les Hoogland, who died in 2024 at the age of 94, was Zeeland mayor from 1989 to 2011. His 22-year tenure was the longest in the city’s history. In addition, he was a city councilman for eight years and served in other capacities in the city and regionally. His father, Frank Hoogland, also was a Zeeland mayor. 

The city honored Les Hoogland’s legacy in August with the naming of Hoogland Plaza in downtown Zeeland.

“He loved this city,” says Julie Hoogland Taylor. “Not in a distant way. He knew it. He was connected to the people, to the history, to what made it work.”

During walks through Zeeland in his later years, her dad would recall who lived in nearly every house from his childhood, sharing stories about families and neighbors.

“He knew the fabric of this place,” she says. “That love drove everything he did.”

Their mother, who died in 2017 at the age of 86, played an equally important role. Viv Hoogland was an educator who spent years teaching and mentoring, both in schools and at home, emphasizing curiosity, discipline, and respect for others. 

“She was always teaching,” says Gregg Hoogland. “If you asked her something, her answer was, ‘Look it up.’ She wanted us to understand the world, not just move through it.”

Viv Hoogland, who, along with Les, was of Dutch descent, became deeply involved in Dutch dance through Holland’s Tulip Time Festival. She saw an opportunity to expand participation and made it happen, remembers Todd Hoogland. 

She connected with contacts in Holland to bring Zeeland residents into the Dutch dance programming there. She then helped it grow into a long-running effort.

Viv Hoogland also wanted to make a difference for young women, especially in athletics and cultural programs, in part because she had only limited opportunities growing up.

“She wanted others to have chances she didn’t have,” Todd Hoogland says.

Lessons learned

Together, their parents modeled a partnership built on shared values and mutual support.

“They let each other be who they were,” Todd Hoogland says. “Dad spent a lot of time on city business, and Mom supported that. At the same time, she pursued her own passions: teaching, mentoring, creating opportunities for others.”

The siblings were shaped by lessons that were part of the family’s daily life.

“We were taught to show up for each other,” Jane Hoogland Jipping says. “To cheer each other on, to be involved, to care about something bigger than ourselves.”

They carried those values into their own careers. Julie Hoogland Taylor, a retired MLive editor, spent part of her career leading coverage of Zeeland and other Lakeshore communities. Todd Hoogland served in the US Air Force for 10 years and then was a Delta Air Lines pilot for decades. 

Two of their children followed their mother’s path in education. Gregg Hoogland, a student supervisor at Zeeland West High School, has spent decades as a defensive coordinator for Zeeland West’s football team and was recently honored with the Broyles Award, recognizing him as the state’s top high school assistant coach. Jane Hoogland Jipping works as a paraprofessional in Zeeland Public Schools. 

Those paths reflect what they learned at home, and something broader about Zeeland itself.

“You know your neighbors here. You care about them,” Julie Hoogland Taylor says. “That’s part of what makes this place what it is.”

A community that steps up

A sense of public service has long defined Zeeland, says Audrey Rojo, curator at the Zeeland Historical Society. She grew up a few blocks from Dekker Huis Museum in downtown Zeeland and has worked with the family on the project.

“There’s been a long line of people who have stepped up to serve this community,” Rojo says. “Not just in government, but in business, in volunteer roles, in everyday ways.”

The new exhibit, The Heart of Zeeland, highlights that story. Made possible by the Hooglands, it features civic leaders, police and fire departments, and local organizations, emphasizing the idea that community is built collectively.

“This is about showing that community doesn’t just happen,” Rojo says. “People build it, and they sustain it.”

The exhibit includes interactive elements designed to engage visitors of all ages, particularly younger viewers.

“We wanted something that would last,” Todd Hoogland says. “Something that connects the past to the future and encourages people to be part of it.”

Shared investment

While many Americans are questioning government and public institutions, Zeeland residents often point to collaboration and shared investment as key strengths. Todd Hoogland says his father saw economic development as part of that effort.

“He used to say his job was ‘jobs, jobs, jobs,’” he says. “He wanted to bring in companies that would take care of their people, because that’s how a community thrives.”

The gold standard was set early on by Herman Miller, the Zeeland-based furniture company founded by D.J. De Pree in 1905. It is known globally for its iconic designs, some of which are featured in the museum. Locally, the company represented a culture in which business, workers and civic leaders all played a role in building community.

Les Hoogland wanted to attract more such businesses that gave back to the community, supporting schools, public projects, and civic efforts.

“That partnership is a big part of why Zeeland has remained strong,” Todd Hoogland says.

Gregg Hoogland says residents’ generosity continues to stand out.

“People here give back,” he says. That’s just part of the culture.”

Honoring veterans’ service 

The Hoogland family, along with many other donors from the community,  also supported improvements to the museum’s Veterans Memorial Room, honoring those who served and preserving their stories.

“Dad was a veteran, and that mattered to him,” Gregg Hoogland says. “It also reflects the broader community of service here.”

The museum’s expansion will allow a greater focus on outreach to help young people understand local government and civic engagement, including more visits to schools and other sites.

Those connections matter as the city continues to grow.

“When people understand their community, they’re more likely to invest in it,” Rojo says.

While growth brings change, the siblings believe Zeeland can maintain its identity.

“You can grow and still hold onto what matters,” Julie Hoogland Taylor says. “But it takes people being willing to care.”

Honoring their parents, they say, means continuing that work.

“This isn’t about looking back,” Jane Hoogland Jipping says. “It’s about carrying those values forward.”

Photos by Shandra Martinez