How Mitchell earned the score
Population 15,660 (US Census 2020)
Situation Mitchell faced economic downturns and a transition away from an agrarian society that threatened its existence.
Action The city built the Corn Palace, a multi-purpose facility redecorated every year with naturally colored corn, and invested in creative developments to diversify its appeal.
Result Mitchell became a thriving tourist destination, with a record 434,000 visits to the Corn Palace in 2021, generating over $141 million in revenue.
Let’s Meet Mitchell, South Dakota
A Kernel of Truth in a Cob of Challenges
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.
A Pop of Innovation
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 Fruit of Labor
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 2021. Each visitor, according to the South Dakota tourism department, generated $326 in revenue and $25 in taxable income. If you do the math, which we did, that’s a whopping $141,484,000 in revenue. That’s a lot of corn!
More Than Just a Corn Town
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.
The Bountiful Harvest
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 city. The transformation of Mitchell into a tourist magnet was truly a case of turning lemons, or in this case, corn, into lemonade.
A-Maize-Ing Attractions
While the Corn Palace undoubtedly remains the main attraction, Mitchell offers a diverse mix of things to see and do that reward visitors who stay longer than a single stop. The city’s roster of attractions catered to all types of tourists, from art installations to unique culinary experiences.
Beyond the Corn Palace, Mitchell’s roster of attractions includes the Mitchell Prehistoric Indian Village, the Dakota Discovery Museum, and the Enchanted World Doll Museum. Together they give the city a spread of anchors that reaches well beyond its signature building, and they show how far Mitchell has come from being just another small Midwestern town facing hard times.
Stay In the Loop
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.
Sources and footnotes
The visitor and revenue figures in this story come from local reporting by the Mitchell Republic and per-visitor spending data from the South Dakota Tourism Department. The record 434,000 visits in 2021, multiplied by $326 in revenue per visitor, is what produces the $141,484,000 total.