LaSalle County’s tourism partners plan to launch an ARPA-funded Tourism Ambassador Certification in January that will be free to users and run on a three-year platform, the committee heard Nov. 21.

Bob (Heritage Corridor) described the Learn Tourism platform and said it contains three modules: the importance of tourism to local economies, customer service and front-line hospitality skills, and a module on regional attractions that will cover Starved Rock Country, Illinois & Michigan Canal towns and Route 66. "We built it out and used our ARPA funds to use the platform," Bob said, adding that completion times will vary and that modules may take about 45 minutes up to about an hour and 15 minutes.

The program will be introduced to staff and board members in December and rolled out publicly in January; participation is free. Organizers plan incentives and contests for organizations with high completion rates and will collect basic demographic information (ZIP code, age, workplace) to report regional participation. The platform will be maintained for three years.

Ryan (Shaw Media) provided distribution and digital metrics for October: 12,847 Facebook accounts reached, 11,204 Instagram users engaged, 7,582 pings to the website, and 6,217 new users on the website; top redirects included Kishawa/Kishowa Cabins in Joy, Illinois and Heritage Corridor. He said 403 visitor-guide boxes have been distributed and 147 boxes remain for delivery.

Kurt, who helped organize a recent winter celebration, told the committee the first-time event drew an estimated 1,500–1,700 people Friday evening, produced strong retailer and restaurant sales, and received largely positive feedback despite rain on Saturday.

Committee members will begin reviewing tourism guidelines in January and will consider the results of 17 funding requests submitted for the current funding round.