Population: 15,606
Situation: Mitchell, a small city in South Dakota, faced economic downturns and a transition from an agrarian society that threatened its existence.
Task: Local leaders had to come up with an innovative solution to transform Mitchell into a tourist hotspot and revitalize the city.
Action: They decided to build the Corn Palace, a multi-purpose facility decorated annually with colored corn. They also invested in creative city developments to diversify Mitchell’s appeal.
Result: Mitchell transformed into a thriving tourist destination, with a record 434,000 visits to the Corn Palace in 2021 alone, generating over $141 million in revenue.
Mitchell, South Dakota, is not your average tourist town. Nestled in the vast plains of South Dakota, this city had to face a myriad of trials and tribulations. Back in the day, Mitchell was like any other small Midwestern town, but then, hard times hit. Economic downturns, dwindling population, and the transition away from an agrarian society presented significant challenges. The city faced an urgent need to reinvent itself or risk fading away into oblivion.
Local leaders knew they had a task on their hands. Mitchell had to transform from a primarily agricultural town into a tourist hotspot. Their solution was as unique as it was bold: Mitchell would build a palace made of corn. Yes, corn. It sounds a bit corny, right? However, this audacious endeavor quickly became a symbol of the city’s resilience and creativity.
The Corn Palace, now a multi-purpose facility, is decorated each year with naturally colored corn and other grains to create a mural on the exterior of the building. A symbol of American agricultural ingenuity and a testament to the transformative power of creativity, the Corn Palace gave Mitchell a distinctive character that no other South Dakota tourist town could boast.
The construction of the Corn Palace proved to be a stroke of genius. According to data from Mitchell Republic, the Corn Palace contributed to a record-setting 434,000 visits to the building in 20211. Each visitor, according to the South Dakota tourism department, generated $326 in revenue and $25 in taxable income2. If you do the math, which we did, that’s a whopping $141,484,000 in revenue2. That’s a lot of corn!
While the Corn Palace undoubtedly remains the main attraction, Mitchell didn’t just rest on its maize laurels. The city leaders recognized the need to diversify and enhance the city’s appeal further. They invested in innovative developments, turning Mitchell into a vibrant, creative city. From art installations to unique culinary experiences, Mitchell began to offer a diverse mix of attractions that catered to all types of tourists.
Today, Mitchell is a thriving tourist destination in South Dakota, a clear departure from other towns in the state. It’s a testament to what a community can achieve when it thinks outside the cob—sorry, box. The city’s creative endeavors not only drew in tourists but also made it a more inviting place to live. Moreover, tourism growth equated to more jobs and revenue for the city2. The transformation of Mitchell into a tourist magnet was truly a case of turning lemons—or in this case, corn—into lemonade.
If you’re interested in keeping up with the latest from Mitchell, sign up for our newsletter and stay connected with our thriving community. Want to learn more about how we turned our city into a unique, creative hub? Check out our book, “Creative City Developments,” for an in-depth look into Mitchell’s transformation. It’s a story that might just inspire you to see the world in a different light—or at the very least, to see corn in a different light.
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