Case Study: Success of the Visit Shipshewana LaGrange County Ambassador Program

Background - Shipshewana, a small but vibrant community in Northern Indiana, is renowned for its rich Amish heritage and unique charm. Despite its modest size, the town attracts a significant number of visitors each year who are drawn to its authentic Amish experiences, local craftsmanship, and traditional rural lifestyle. To enhance visitor satisfaction and promote its distinctive character, Visit Shipshewana launched a new Tourism Ambassador Course aimed at training local community members to better serve and engage with tourists.

Unique Challenges

1. Small Community Dynamics: Shipshewana's small size presents both advantages and challenges. The close-knit community fosters a sense of authenticity and personal connection with visitors but also means that local businesses and community members need more resources to manage increased visitor demand.

2. Amish Working Hours: The Amish population adheres to specific working hours and days that do not always align with the needs of tourists. This discrepancy requires community members to be adept at providing information and assistance outside of typical Amish working hours.

3. Showcasing Authenticity: One of the course's core goals is to ensure that community members can effectively convey Shipshewana's unique charm and authenticity, distinguishing it from other tourist destinations.

Course Implementation

Course Design and Delivery:

• White-Labeled Learning Experience: The Tourism Ambassador Course was developed as a completely white-labeled learning experience, allowing Visit Shipshewana to brand the course as their own. This customization helps maintain the community’s unique identity while providing a professional training solution.
• Content and Structure: The course content focuses on local history, Amish culture, visitor engagement techniques, and practical skills for managing tourist interactions. Special emphasis is placed on how to share the town’s uniqueness while respecting the Amish way of life.
• In-Person Certification: Upon completion of the course, participants receive certificates of completion in a personalized, in-person ceremony. This approach reinforces the importance of the achievement and provides a tangible recognition of their commitment.

Results and Impact

• Enrollment and Completion: Within the first couple of weeks of launch, the course saw nearly 50 enrollments. Remarkably, the course achieved a near 90% completion rate, indicating strong engagement and the effectiveness of the training program.
• Community Feedback: Feedback from participants has been overwhelmingly positive, with many noting a greater confidence in their ability to interact with visitors and an enhanced understanding of how to showcase the town’s unique features.
• Visitor Experience: Early reports suggest that visitors are enjoying a more enriched experience, with community members demonstrating improved knowledge and enthusiasm for sharing the town’s authentic charm.

Conclusion

Visit Shipshewana’s Tourism Ambassador Course successfully addresses the unique challenges faced by this small community with a vibrant Amish population. By offering a tailored, white-labeled learning experience and emphasizing authenticity and local knowledge, the course not only equips community members with essential skills but also enhances the overall visitor experience. The impressive enrollment and completion rates underscore the community’s commitment to welcoming tourists and preserving the distinctive character of Shipshewana.