“Community Classroom” is a collaborative experience program that Michaels is offering its customers in all of its U.S. and Canada stores—and it all starts this month.

Irving-headquartered Michaels has repurposed its preexisting in-store classrooms into makerspaces at its more than 1,200 locations. The arts and crafts chain began testing the “Community Classroom” program in late 2018 in six test markets. Now, it’s ready to take the program to the next level.

The program will allow local instructors to create their own schedules, curriculum, and class prices, while Michaels supplies the classrooms.

“Community Classroom” classes will use discounted Michaels products that customers can purchase in-store or online, with online signups for classes reportedly coming soon.

Those interested in teaching a class can submit an application here.

“As an experiential business, this is yet another example of the innovative approach that supports the importance of locally driven curriculum and encourages creatives to consider Michaels classrooms as their own.”
Steve Carlotti

“As an experiential business, this is yet another example of the innovative approach that supports the importance of locally driven curriculum and encourages creatives to consider Michaels classrooms as their own,” Steve Carlotti, The Michaels Companies’ executive vice president of marketing, said in a statement. 

Michaels is partnering with AnyRoad, an Experience Relationship Management Program, to seamlessly bring the “Community Classroom” to customers. Through AnyRoad’s software, real-time analytics are provided that will help Michaels maintain its makerspace program. 

The “Community Classroom” platform is just the latest in Michaels’ marketing for makers. The company also launched a YouTube series called “The Make Off”, hosted by actress Busy Philipps.

Michaels not only wants to bring customers to its stores—the retailer hopes to create a community.

“As the sharing economy continues to grow,” Carlotti said, “we believe this program will allow us to offer more on-trend, tailored courses that will attract local customers and ultimately build a stronger community for Makers at Michaels.”

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