The Decline of Enrollment in GVSU's Hospitality Department and Its Implications for the Local Hospitality Industry

Quick Bullet Point Summary:

• Introduction to the GVSU Hospitality Department

• Enrollment decline at GVSU

• Impact on the local hospitality industry

• Challenges faced by GVSU, including faculty reduction

• Recommendations for hospitality businesses

• Call to action for industry stakeholders and prospective students

Introduction

The hospitality industry is a cornerstone of the Grand Rapids, MI economy, contributing significantly to its growth and vibrancy. The quality of education and training provided by local institutions like Grand Valley State University (GVSU) plays a pivotal role in shaping the workforce that supports this industry. However, recent trends in the enrollment numbers for GVSU's Hospitality Department indicate a concerning decline. In contrast, Michigan State University (MSU) has managed to rebound and regain its pre-COVID enrollment levels in their hospitality program. This blog post explores the implications of these trends for the local hospitality industry, comparing the current state of hospitality education at GVSU and MSU.

Enrollment Decline at GVSU

GVSU Hospitality & Tourism Management Enrollment

The GVSU Hospitality Department has experienced a significant drop in student enrollment in recent years. Several factors contribute to this decline:

• COVID-19 Impact: The pandemic drastically affected the hospitality industry, leading to decreased interest in hospitality programs as students feared unstable job prospects.

• Economic Uncertainty: Broader economic challenges have led potential students to choose fields perceived as more stable and lucrative.

This decline in enrollment not only affects the university but also has broader implications for the local hospitality industry in Grand Rapids. The industry will face a decline in trained hospitality leadership, and the drop in Hospitality majors reflects a general lack of interest in the industry as a professional career option.

Disclaimer: I’m a former Adjunct Professor in the GVSU Hospitality Department. I know firsthand that this was a great program that produced exceptional students ready for their careers.

Impact on the Local Hospitality Industry

The decline in enrollment at GVSU’s Hospitality Department poses several risks for the local hospitality industry:

• Workforce Shortage: With fewer graduates entering the job market, local businesses may struggle to find qualified candidates, potentially affecting service quality and business growth.

• Reduced Innovation: A vibrant academic environment fosters innovation and new ideas. The decline in enrollment and faculty at GVSU could stifle the development of new approaches and solutions within the local hospitality sector.

• Economic Ripple Effect: The hospitality industry is a significant contributor to the local economy. Challenges within this sector can have a ripple effect, impacting tourism, local businesses, and overall economic health.

Challenges Faced by GVSU

Several specific challenges contribute to the declining enrollment at GVSU:

• Limited Faculty: The reduction of food and beverage professors to just two limits the department’s capacity to offer a comprehensive and competitive curriculum.

• Perceived Industry Instability: Potential students may perceive the hospitality industry as unstable due to the impacts of COVID-19, deterring them from pursuing this field. Many hospitality employees left the industry during COVID and never returned.

• Competition from Other Institutions: Nearby institutions like MSU offer robust programs with extensive resources and strong industry connections, attracting potential students away from GVSU.

Recommendations for Hospitality Businesses

To mitigate the impacts of declining enrollment and ensure the future success of the local hospitality industry, businesses can take several proactive steps:

1. Invest in Internal Development: Focus on internal talent development by providing employees with ongoing training and professional development opportunities. This can help bridge the skills gap and prepare current staff for leadership roles.

2. Establish Training Programs: Develop comprehensive training programs that cover various aspects of hospitality management, customer service, and operational excellence. Tailored training can enhance the skills of existing employees and attract new talent.

3. Partner with Educational Institutions: Collaborate with local universities and colleges to create internship programs, guest lectures, and workshops. Such partnerships can provide students with real-world experience and encourage them to pursue careers in hospitality.

4. Mentorship Programs: Implement mentorship programs where experienced professionals guide and support less experienced employees. Mentorship fosters growth and prepares employees for higher responsibilities.

5. Promote Career Growth: Clearly communicate career pathways within your organization. Highlighting opportunities for advancement can motivate employees to stay with the company and invest in their professional development.

6. Emphasize Soft Skills: In addition to technical skills, focus on developing employees' soft skills, such as communication, leadership, and problem-solving. These skills are critical for effective management and customer service.

7. Encourage Industry Certifications: Support employees in obtaining industry-recognized certifications. Certifications can enhance their credentials and demonstrate a commitment to excellence.

Call to Action

Revitalizing the local hospitality industry requires a collective effort from businesses, educational institutions, and the community. By investing in training programs and internal development, hospitality businesses can ensure a skilled workforce ready to lead the industry into the future. Prospective students should consider the dynamic and rewarding career opportunities that a degree in hospitality can offer.

For personalized consulting services to help navigate the challenges and opportunities in the hospitality industry, contact us at Consulting to Market. Our expert team offers tailored solutions to help businesses and educational institutions thrive in the dynamic Grand Rapids market.