Progress 09/01/04 to 08/31/07

Outputs
All objectives of the project were met. The accomplishments in this three-year project relate to the following objectives: 1. Advance Project Directors expertise in service learning, entrepreneurship, and the experience economy for rural lifestyle businesses 2. Develop and implement a multidisciplinary learning model on entrepreneurship and the experience economy for rural lifestyle businesses to enhance our current Family and Consumer Sciences curriculum 3. Develop and implement course-specific learning modules on entrepreneurship and the experience economy in six courses. 4. Develop a comprehensive Website of learning resources on entrepreneurship and the experience economy to use as a supplement for our courses and a dissemination channel for other academic and small business audiences. 5. Develop and implement entrepreneurship internships with rural businesses. 6. Assess the educational impact of the learning modules on student understanding of entrepreneurship and the experience economy for rural lifestyle businesses. 7. Disseminate products, results, and outcomes relevant to student learning via professional conference presentations, journal publications, the Iowa economic development programs (MSI: Main Street Iowa), and ISU Extension network. PRODUCTS: We have developed and implemented learning modules (i.e., syllabi, readings, project descriptions, assessment instruments, and examples of student work) for six courses, along with an overarching model. All of which have been added to an instructional Website to orient students, instructors, and practitioners to rural entrepreneurship, the experience economy, related subject matter content, and service learning activities. Internship materials have been developed and added to the Website. Through service learning projects, a total of 283 students produced 47 experience economy-based sustainability plans for rural businesses in nine communities. Seven interns worked with businesses in five communities and produced an additional 11 experience economy-based sustainability plans and assisted with implementation of physical changes to businesses. Another product, course-specific advisory panels consisting of university instructors and industry professionals, have been developed and implemented in the six courses to enhance real world application and professionalism of student work. Across the three years, we have collected student pre-post test data using the measurement scale developed by the team to capture changes in understanding of the experience economy and entrepreneurship concepts. OUTCOMES: A total of 290 students were exposed to opportunities and challenges of small businesses within rural Iowa communities through interactions with small business operators and Main Street Iowa (MSI) staff, as part of the service learning projects and summer internships. The success of the service learning activities with MSI spun off a project involving sustainability plans and actual makeovers of two rural businesses in a course not included in the grant. MSI donated $2000 to cover the cost of materials used in these makeovers, as well as the travel and lodging costs for students. The faculty team used their acquired knowledge of the experience economy as the foundation for development of a DVD aimed at helping rural small businesses build experience-economy based Websites. This DVD project was funded by the Southern Rural Development Center. DISSEMINATION ACTIVITIES: Dissemination though peer-reviewed venues includes the Journal of Extension, United States Department of Agriculture CSREES/SERD Project Directors Conference, European Institute of Retailing and Services Studies Conference proceedings, International Textiles and Apparel Association conference proceedings, and Council on Hotel Restaurant and Institutional Education conference proceedings. Sustainability plan presentations were made by students to community members, participating small business owners, and local government and business community representatives of nine rural Iowa Communities: Story City and Jewell, December 15, 2004; Iowa Falls, May 5, 2005; Adel, May 31, 2005; Hampton, May 4, 2006; Osceola, December 12, 2005; State Center, December 13, 2005; and Story City, December 9, 2005; Greenfield, December 4, 2006; Charles City, April 25, 2007. Presentations to Main Street Iowa constituents include two state conference presentations to the Iowa Department of Economic Development Main Street Iowa Program (February 1, 2007, February 12, 2005), and an eleven-city distance education presentation to 59 Iowa Department of Economic Development Main Street Iowa Program business owners and staff (April 17, 2006). Presentations to Iowa State University constituents include a presentation to participants at the Entrepreneurship Education Symposium at Iowa State University, College of Agriculture (October 12, 2005) and a presentation to the President and Provost of Iowa State University (September 12, 2005). Articles describing the project with Greenfield businesses appeared in the Adair County Free Press (November 29, 2006 and December 13, 2006). An article/segment describing the Sac City project appeared in the Sioux City newspaper (November 13, 2006) and on Sioux City TV news (KTIV). The ISU College of Human Sciences website has included stories on the MSI service learning projects and the MSI award received by the students working with Sac City. The Iowa Falls Times-Citizen (June 8, 2005) covered the project with Iowa Falls businesses. The Story City Herald (October 13, 2004) covered the project with Story City and Jewell businesses. FUTURE INITIATIVES: We have been working with MSI to identify future sources of funding, both internally from MSI and from public and private funders, to continue the business makeover project. The materials and Website developed will continue to be used in future courses. Pre-post test data capturing changes in student understanding of the experience economy and entrepreneurship will be analyzed and a paper prepared for presentation.

Impacts
Competitive strategies and physical changes, proposed in the sustainability plans, are being implemented by some of the participating businesses. Preliminary evaluations of pre-post course effects show students in the six courses have a better understanding of entrepreneurship, rural businesses, and experience economy strategies. The Sac City activities were selected the Main Street Iowa Best Partnership Effort Between Organizations Award winner for its impact on improving the businesses. This funded project has provided materials to be used in subsequent course offerings and has cemented a strong relationship between our program and MSI, which will help our students in future courses and lead to future funding proposals.

Publications

• Jeong, M., Oh, H., Fiore, A. M., & Niehm, L. (in press). Students perceptions of service learning activities in rural communities. Council on Hotel, Restaurant, and Institutional Education Conference Proceedings. Dallas, Tx, July 25-29, 2007.
• Fiore, A.M., Niehm, L., Oh, H., Jeong, M., & Hausafus, C. (2007). Experience economy strategies: Adding value to small rural businesses. Journal of Extension, 45(2). Available at http://www.joe.org/joe/2007april/iw4.shtml
• Fiore, A. M. (2006). A unifying textiles and clothing course: Implementing corporate aesthetic management. International Textiles and Apparel Association Conference. Available at: http://www.itaaonline.org/template.asp?intPageId=95
• Fiore, A. M., Niehm, L., Oh, H., Jeong, M., Hausafus, C., & Austin, T. (2005). Experience economy strategies: Adding value to rural retail and hospitality businesses and communities. Proceedings of the European Institute of Retailing and Services Studies Conference, Orlando, FL, July 21-24, p. 34.

Progress 08/01/06 to 07/31/07

Outputs
The accomplishments this year relate to objectives for the final year of the project. These objectives are: 1. Implement course-specific learning modules on entrepreneurship and the experience economy. 2. Update a comprehensive Website of learning resources on entrepreneurship and the experience economy to use as a supplement for our courses and a dissemination channel for other academic and small business audiences. 3. Develop and implement entrepreneurship internships with rural businesses. 4. Assess the educational impact of the learning modules on student understanding of entrepreneurship and the experience economy for rural lifestyle businesses. 5. Disseminate products, results, and outcomes relevant to student learning via professional conference presentations, journal publications, the State's economic development programs (e.g., MSI), and the University's Extension network. PRODUCTS: A tangible product of this year's work is an update to the instructional Website containing an overarching model and learning modules to orient students, instructors, and practitioners to rural entrepreneurship, the experience economy, related subject matter content, and service learning activities. We have continued to implement learning modules (i.e., syllabi, readings, project descriptions, assessment instruments, and examples of student work) in four classes. New internship materials have been developed. A group of 11 experience economy-based sustainability plans from service learning activities for rural businesses is another product. Seven internships were completed (May-July 2007) with five rural communities, producing sustainability plans for rural businesses. We have collected additional student pre-post test data using the measurement scale developed by the team last year to capture changes in understanding of the experience economy and entrepreneurship. OUTCOMES: A total of 92 students were exposed to opportunities and challenges of small businesses within two rural communities through interactions with small business operators and Main Street Iowa (MSI) staff, as part of the sustainability plan development process. A group of 18 experience economy-based sustainability plans from service learning activities for rural businesses is another product. The success of the service learning activities with MSI has spun off sustainability plans and actual makeovers of two rural Sac City businesses in a course not included in the grant. MSI donated $2000 to cover the cost of materials used in these makeovers, as well as the travel and lodging costs for students. DISSEMINATION ACTIVITIES: An article has been published in the Journal of Extension and a presentation will be made at the Council on Hotel, Restaurant, and Institutional Education conference. Because of the positive response by business owners involved in the service learning projects, we have provided an invited seminar on the experience economy and our work with MSI businesses to their community program directors and staff. Students made sustainability plan presentations to community members, participating small business owners, and local government and business community representatives of two rural Iowa Communities: Greenfield, December 7, 2006; Charles City, April 25, 2007. Articles describing the project with Greenfield businesses appeared in the Adair County Free Press November 29, 2006 and December 13, 2006. An article/segment describing the Sac City project appeared in the Sioux City newspaper (November 13, 2006) and Sioux City TV news (KTIV). Iowa State University's College of Human Sciences website has included stories on the MSI service learning projects and the MSI award received by the students working with Sac City. FUTURE INITIATIVES: Pre-post test data capturing changes in understanding of the experience economy and entrepreneurship will be analyzed and a paper prepared for presentation. We have been working with MSI to identify future sources of funding, both internally from MSI and from public and private funders, to continue the project. The materials developed will continue to be used in future courses.

Impacts
Competitive strategies and physical changes, proposed in the sustainability plans, have been implemented by some of the participating businesses. Preliminary evaluation of pre-post course effects show students in the six courses have a better understanding of entrepreneurship, rural businesses, and experience economy strategies. The Sac City project was selected the MSI Best Partnership Effort Between Organizations Award winner for its impact on improving the businesses. This project has provided materials to be used in subsequent course offerings and has cemented a strong relationship between our program and MSI, which will help our students in future courses and lead to future funding proposals.

Publications

• Jeong, M., Oh, H., Fiore, A. M., & Niehm, L. (2007, in press). Student perceptions of service learning activities in rural communities. Council on Hotel, Restaurant, and Institutional Education Conference Proceedings.
• Fiore, A.M., Niehm, L., Oh, H., Jeong, M., & Hausafus, C. (2007). Experience economy strategies: Adding value to small rural businesses. Journal of Extension, 45(2). Available at http://www.joe.org/joe/2007april/iw4.shtml

Progress 08/01/05 to 07/31/06

Outputs
This project is meeting its proposed timeline for project accomplishments. The accomplishments this year relate to objectives for the second year of the project. These objectives are: 1. Formulate and implement course-specific learning modules on entrepreneurship and the experience economy. 2. Develop a comprehensive Website of learning resources on entrepreneurship and the experience economy to use as a supplement for our courses and a dissemination channel for other academic and small business audiences. 3. Assess the educational impact of the learning modules on student understanding of entrepreneurship and the experience economy for rural lifestyle businesses. 4. Disseminate products, results, and outcomes relevant to student learning via professional conference presentations, journal publications, the State's economic development programs (e.g., MSI), and the University's Extension network. Accomplishments related to # 1-3 are discussed in the Products and Outcomes sections below. Accomplishments related to #4 are discussed in the Publication and Dissemination Activities sections below. PRODUCTS: The primary tangible product of this proposal is the instructional Website containing an overarching model and updated learning modules to orient students, instructors, and practitioners to rural entrepreneurship, the experience economy, related subject matter content, and service learning activities. In the second year of the project, we have implemented learning modules in five more classes. For the courses that have been taught again in the second year, learning modules found on the Website have been updated. A measurement scale has been developed to capture pre-post data regarding the impact of the learning modules on student understanding of entrepreneurship and application of experience economy concepts to rural businesses. Using this scale, we have collected pre-post data from 5 classes. OUTCOMES: Outcomes for the second year of the project include 16 sustainability plans for small rural businesses, which were developed by students and reviewed by the course instructor and associated advisory panel. A total of 111 students were exposed to opportunities and challenges of small businesses within four rural communities through interactions with small business operators and Main Street Iowa staff, as part of the sustainability plan development process. DISSEMINATION ACTIVITIES: (1) Sustainability plan presentations were made by students to community members, participating small business owners, and local government and business community representatives of four rural Iowa Communities: Hampton, May 4, 2006; Osceola, December 12, 2005; State Center, December 13, 2005; and Story City, December 9, 2005. (2) Fiore, A. M., Oh, H., Jeong, J., Niehm, L. & Hausafus, C. (April 17, 2006). Experience economy principles for Main Street Iowa businesses. Eleven-city distance education presentation to 59 Iowa Department of Economic Development Main Street Iowa Program business owners and staff. (3) Niehm, L. (October 12, 2005). Entrepreneurship Education in Family and Consumer Sciences: An overarching model at Iowa State University. Invited Panel Participant for the Entrepreneurship Education Symposium at Iowa State University, College of Agriculture. (4) Fiore, A. M., Niehm, L., Oh, H., Jeong, M., & Hausafus, C. (September 12, 2005). Entrepreneurship in Family and Consumer Sciences presentation to Iowa State University's President and Provost. (5) Information about the project's assistance to Iowa communities is part of the Iowa State University 2006 Economic Development Accomplishments and Highlights of Technology Transfer Activities disseminated to many constituents including State of Iowa legislators. FUTURE INITIATIVES: We have begun work on year-three objectives; we are working with Main Street Iowa to formulate policies and procedures for the Summer 2007 student internships. We have also begun to statistically assess the impact of the learning modules on student understanding.

Impacts
Competitive strategies and physical changes, proposed in the sustainability plans, have been implemented by some of the participating businesses.

Publications

• Fiore, A.M., Niehm, L., Oh, H., Jeong, M., & Hausafus, C. (2006). Experience economy strategies: Adding value to small rural businesses. Journal of Extension.
• Fiore, A. M., Niehm, L., Oh, H., Jeong, M., Hausafus, C., & Austin, T. (2005, July). Experience economy strategies: Adding value to rural retail and hospitality businesses and communities. Proceedings of the European Institute of Retailing and Services Studies Conference, Orlando, FL, p. 34.
• Fiore, A. M. (2006). A unifying textiles and clothing course: Implementing corporate aesthetic management. International Textiles and Apparel Association Conference. Retrieved from: http://www.itaaonline.org/template.asp?intPageId=95

Progress 10/01/04 to 07/31/05

Outputs
This project is meeting its proposed timeline for project accomplishments. The accomplishments thus far relate to objectives for the first year of the project. The objectives are: 1. Advance Project Directors expertise in service learning, entrepreneurship, and the experience economy for rural lifestyle businesses. 2. Develop and implement a multidisciplinary learning model on entrepreneurship and the experience economy for rural lifestyle businesses to enhance our current Family and Consumer Sciences curriculum. 3. Formulate and implement course-specific learning modules on entrepreneurship and the experience economy. 4. Develop a Website of learning resources on entrepreneurship and the experience economy to use as a supplement for our courses and a dissemination channel for other academic and small business audiences. Accomplishments are discussed in the Products and Outcomes sections below. In addition, we are ahead of schedule regarding the objective of dissemination of products, results, and outcomes relevant to student learning via professional conference presentations, journal publications, and economic development programs (e.g., Main Street Iowa program). Accomplishments are discussed in the Publication and Dissemination Activities sections below. PRODUCTS: The primary tangible product of this proposal is an instructional Website containing an overarching model and learning modules to orient students, instructors, and practitioners to rural entrepreneurship, the experience economy, related subject matter content, and service learning activities. At present, we have developed and implemented learning modules (i.e., syllabi, readings, project descriptions, assessment instruments, and examples of student work) for six courses, along with an overarching model. All of which have been added to the Website to be launched in Fall 2005. Another product, course-specific advisory panels consisting of university instructors and industry professionals, have been developed and implemented in the six classes to enhance real world application and professionalism of student work. OUTCOMES: Outcomes include sustainability plans for small rural businesses, which were developed by students and reviewed by the course instructor and associated advisory panel. These plans provided creative application of experience economy strategies to enhance viability of 13 participating small businesses in 4 rural communities. A total of 80 students were exposed to opportunities and challenges of small businesses within rural communities through interactions with small business operators and Main Street Iowa employees as part of the sustainability plan development process. DISSEMINATION ACTIVITIES: We have disseminated information about this project through an international conference presentation (European Institute of Retailing and Services Studies Conference) and a presentation to Main Street Iowa project directors, business owners, and employees. Students made sustainability plan presentations to community members and participating small business owners of four rural Iowa Communities. Two local papers reported on the projects with local businesses. FUTURE INITIATIVES: We have begun to discuss the possibility of Main Street Iowa taking on student interns.

Impacts
Competitive strategies and physical changes, proposed in the sustainability plans, have been implemented to enhance participating businesses.

Publications

• Fiore, A.M., Niehm, L., Oh, H., Jeong, M., & Hausafus, C. (submitted 2005). Experience economy strategies: Adding value to small rural retail and hospitality businesses. Submitted to Journal of Retailing and Consumer Services.
• Fiore, A. M., Niehm, L., Oh, H., Jeong, M., Hausafus, C., & Austin, T. (2005). Experience economy strategies: Adding value to rural retail and hospitality businesses and communities. In H, Timmermans (Ed.), European Institute of Retailing and Services Studies Conference. Eindhoven, The Netherlands.