Imagine walking into class and being greeted with fresh fudge from a local candy shop or heading over to one of Fort Collins’ many breweries to enjoy class outside while creating content for businesses.
This is the experience for students enrolled in Colorado State University’s Hospitality Marketing and Culinary Tourism classes, which are part of the Hospitality and Event Management Program in the Department of Food Science and Human Nutrition. Both classes were launched in Fall 2023 along with an accompanying Instagram page dubbed csu_hemadventures.
Although the page is frequently used by students in these classes, the platform is open to everyone in the hospitality and event management major to pitch content posts about their own adventures and engage peer-to-peer.
Learning outcomes in action on Instagram
- Promote the HEM family/major from an authentic peer-to-peer engagement.
- Provide service-learning opportunities by promoting students’ favorite local businesses and create collaborative opportunities.
- Provide students with a hands-on authentic learning tool that helps them learn social media management and strategy.
- Highlight student life such as HEM classes, club, events, and other important aspects of the HEM program from a lens of a student.
Experiential learning projects
The idea for the page sprung up when Christina Minihan, assistant professor in the Department of Food Science and Human Nutrition who teaches both classes, envisioned an authentic space for students to share their HEM adventures and promote the HEM program as a whole.
“The account was developed to be an unofficial account run by students in the HEM program to create a continual hands-on student learning tool while also promoting our classes, the HEM program, and helping increase enrollment,” shared Minihan.
Since its inception in the Fall 2023 semester, the page has gained over 250 followers. Minihan notes that these followers are not just students but also key industry leaders in the hospitality field.
“Students have been connecting with these industry players, resulting in new relationships that create collaborative opportunities of networking and the possibility of obtaining new jobs,” said Minihan.
One of the most influential learning experiences the students have experienced is through their creation of the HEM Saves campaign. The campaign involves collaborating with local businesses to develop a discount promotion to help attract new customers. Their first collaboration with Pizza Casbah generated over 100 new customers for the business and set the standard and impact for future campaigns. Another recent collaboration with Pizza Casbah’s neighbor, DGT, brought in 115 new customers as a result of their promotions.
“This was a testament to how HEM students can come together and successfully market a local business,” said Minihan. “It was so rewarding to see them realize the positive impact they can make.”
Professional development
Outside of the classes, Minihan has developed a student leadership team that helps monitor the page and ensure that the page remains within its goals and learning outcomes.
“Many members of this team have expressed that they have developed new confidence and are so excited to add their experience as a leader to their resume,” said Minihan.
Two student leaders, Kelsey Mazzei and Sierra Holmes, have been assisting with the Instagram page since its launch. Through this, they have both gained invaluable experiences to apply in their careers before and after graduating.
“HEM has crafted me into a well-rounded person and businesswoman,” shared Mazzei. “I feel equipped with all the essentials for my first interview. Not only do we have hands-on learning, but we also create social media posts on platforms that are used daily in the work field. There is so much experience and learning packed into each HEM class.”
Holmes echoed this sentiment as an upcoming Spring 2024 graduate.
“I have gone through every HEM course and adventure and could talk for hours on how they’ve added to my character and professional development,” said Holmes. “Creating content for HEM Adventures as the HEM Club Marketing Officer has allowed me to craft a voice and learn marketing strategies to help me in my future career as an event coordinator. Being a part of a leadership team focused on building community and engagement has added to my own core values. I’m excited to implement the community culture I’ve learned into my future career and leadership style.”
As an instructor, Minihan has also noted the benefits of the page.
“There are so many benefits I have witnessed because of this page,” said Minihan. “Being a part of this page has allowed students to build confidence and obtain important digital marketing skills and experience. It also gives them a platform to showcase the creative work they can do.”
Class impact
The HEM Adventures page has not only transformed the way students engage with their coursework but has allowed them to foster meaningful connections with industry partners. Through campaigns such as HEM Saves, the students have helped give back to local community businesses while learning what it takes to run a campaign. Although the classes are geared toward HEM Rams, both are available to any CSU student.
“HEM Adventures is not just a class but an online community for all HEM students to share their adventures and experiences in HEM classes, clubs, and activities,” said Holmes. “This student-run Instagram page not only showcases all the exciting material crafted by our students and club with the support of the phenomenal HEM faculty but also collaborates with local businesses to support our fellow industry workers.”
Under the guidance of Minihan and the dedicated student leadership team, HEM Adventures continues to evolve and powers the idea of hands-on education and the limitless possibilities when students and industry leaders collaborate towards a common goal. The page also offers prospective students a glimpse into the coursework and culture of the program, with the potential to attract future students.
“We learn strategy and the positive impact this platform can have on our community,” said Minihan. “We dive deeper into the successes of the page and the trial and errors. Plus, we simply have so much fun. Students enjoy generating authentic content to capture their favorite HEM adventures.”
The Hospitality and Event Management Program is in the Department of Food Science and Human Nutrition, part of CSU’s College of Health and Human Sciences.
