Senior business majors at Kalamazoo College are stepping into a hands-on consulting experience this winter, partnering with a local coalition to explore one of Kalamazoo’s most compelling questions: How can our city foster a stronger sense of belonging and create the kind of social, cultural, and recreational experiences that encourage recent graduates to stay? With nearly 25,000 undergraduate students across the area’s colleges and universities, it’s a question with real potential to shape Kalamazoo’s future.
A 2024 report from the W.E. Upjohn Institute for Employment Research found that nationally, only 47% of public university graduates and 43% of private college graduates stay in the same metro area as their alma mater. While job opportunities often drive alumni migration, the Kalamazoo region offers notable employment options: according to the Michigan Economic Development Corporation, 20 Fortune 1000 companies have headquarters here, and the greater metro area is home to numerous smaller businesses and nonprofits, offering diverse career pathways for new grads. This project, therefore, focuses on another part of the equation: “value of place”— the cultural vibrancy, amenities and social connections that shape daily life and make a location truly stick.
To examine that element, K’s business capstone class is working with Sarah Olszowy, chief experience officer at Greenleaf Hospitality Group, and other members of the Kalamazoo Marketing Coalition, a cross-sector group representing business, regional development, city government and destination marketing. Their coalition aims to improve collaboration and synergy among marketing teams promoting the region. Additional members include Kimberly Viers, marketing and communications manager at Southwest Michigan First; K alumna Dana Wagner ’10, director of marketing and communications at Discover Kalamazoo; Meghan Behymer, downtown coordinator for the City of Kalamazoo; and Allie Lochart, senior marketing manager at Greenleaf Hospitality Group.
Amy MacMillan, L. Lee Stryker Professor of Business at K, is co-teaching the capstone with Visiting Assistant Professor of Business Matthew Schultz. Mirroring the structure of a professional consulting firm, student teams composed of team leads and associates will research the issue and develop data-driven proposals. Each recommendation will need to show meaningful potential for positive return on investment within three years.
The business capstone combines two senior-level courses, one in marketing and one in finance, into a program named The InKubator for Experiential Innovation, a teaching approach that immerses students in real-world problem solving while strengthening their analytical and design-thinking skills. As an InKubator course, students will engage with guest mentors and presenters from various disciplines, drawing on humanities perspectives to expand their creative thinking and problem-solving approaches.
“We invite artists, authors, entrepreneurs, community leaders, and other innovators to our program to help unleash our creative potential,” said MacMillan. “Our business students take courses across the liberal arts—in creative writing, psychology, languages, sociology, music, and more. Most students studied abroad. They’re often amazed to find how relevant these courses and experiences are in business problem-solving. At a time when it’s tempting to outsource brainwork to AI, we nurture human creativity to the fullest—and, yes, we’ll harness the power of AI, too.”
Expanding learning beyond the classroom, the course will meet periodically at the downtown Radisson in meeting space provided by Greenleaf Hospitality Group. Throughout the term, Olszowy will review student progress and offer guidance as teams refine their ideas.
The course will conclude with a final presentation in which students will share their proposals directly with Olszowy and other coalition representatives, offering K students an opportunity to contribute to an important conversation already underway regarding talent retention and community development in the region.
“This partnership with Kalamazoo College brings fresh perspective and real momentum to one of our community’s most important questions,” said Olszowy. “Engaging K students in this work gives us an invaluable window into what the next generation is seeking in a community. Their ideas and lived experiences support Greenleaf Hospitality Group’s role as the host of Kalamazoo and help shape a more vibrant, welcoming city that inspires recent graduates to build their future here.”
