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Flash Mob “Invades” Sleepy Rural Town

Lorie A. Tuma, Roy A. Cook, Kara Waldecker
May 1, 2014
North America
Strategy & General Management
6 pages
Tourism, hospitality, flash mobs, social change, publicity
Student Price: 
$4.00 (€3.7)
Average rating: 

Located on the northeast shores of Lake Huron, the small town of Rogers City continues to face challenges with economic development to the area. With access to fresh, clean water, the rural beach town has survived, despite a dwindling Michigan economy. This small town is representative of many rural beach towns in Michigan. Framed around the theories of sense of community and social change, university students completed an urban renewal project that required them to create and produce a “flash mob” by combining philanthropy with an attempt to jump-start tourism-based economic development.

Learning Outcomes: 
  1. Explain how a “flash mob” can be used to create publicity.

  2. Identify the necessary steps for social change to be accomplished.

  3. Evaluate students’ efforts to provide a catalyst for tourism development.

  4. Describe how the leaders of Rogers City can capitalize on the energy created by the social media buzz created by the “flash mob”.