Primary File Info
Flash Mob “Invades” Sleepy Rural Town
Lorie A. Tuma, Roy A. Cook, Kara Waldecker
May 1, 2014
Strategy & General Management
Tourism, hospitality, flash mobs, social change, publicity
Journal of Case Studies
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.