The Next Exit: For corn’s sake
By Kristen Hampshire

This corny Spot attracts tourists from around the world to experience events, see corn murals and shop for all-things corn.

The world’s only Corn Palace is in Mitchell, South Dakota. The year-round attraction draws more than a half million tourists each year who come to see elaborate corn murals that change every year.


Ear by ear, corn is nailed to the palace to create memorable scenes such as Famous South Dakotans and Wonders of the World.


This “agricultural showplace” is home to festivals, banquets, bull riding, a circus, tournaments, concerts and is billed by USA Today as a top 10 place in America for high school basketball. It’s also a free attraction, making it a draw for tourists from all over. Above all, it’s a corny yet cool place to visit.


The gift shop across the street offers just about “every corn-related souvenir you can imagine,” says Jennifer Haddon, tourism retail director.


Tourism Retail Director Jennifer Haddon makes sure the Corn Palace gift shop has all-things corn for visitors, such as corn plush, shirts, caps, stickers, magnets and more.
Photos: Joni Rasmussen

Visitors can go on Corn Palace tours led by local high school and college students who are proud to show off their hometown’s landmark. Tourist season kicks off once school’s out through Labor Day weekend, and tour bus traffic continues through November.


The main gift shop is open all year, and Haddon opens a pop-up shop on the Corn Palace’s basketball court to accommodate summer traffic.


“People are so mesmerized with the Corn Palace,” explains Haddon. “It makes us all appreciate what we have in town.”



Q. What ‘corny’ items can visitors find in the Corn Palace gift shop?


A. Our staple product is Dakota Brothers Popcorn and it’s displayed right when you walk in. It’s our signature snack and ‘always a popping good time’ with go-tos like a Micro Ear that you pop right on the cob.


We have our amazing book of 100 corny jokes, clothing, magnets, stickers, ornaments and items for the kitchen like cob-shaped salt-and-pepper shakers.


We try to carry as much merchandise as possible that is made in South Dakota to support our local small businesses.


About 60% of the products we offer are locally made. Those include local wine with corn-themed labels, Farm Life Creamery products and Bad River Jerky, which makes a product called Pemmican. If you stay in town and visit our prehistoric Indian village, you’ll learn it’s a product the Native Americans once made.


We carry all kinds of corny-themed shirts. We carry all sizes from onesies to 4XL so we can accommodate everyone.



Q. How has the shop expanded its product offerings to capture more sales and interest?


A. We keep it corny for most of our merchandise, but we are stocking more fun apparel colors for spring. We also ordered more seasonal items for holidays such as the Fourth of July and Halloween. Fall-themed items have gone over really well, and we carry holiday ornaments that people buy year-round. Those include corn husk angels, a husk Santa, a felted replica of the Corn Palace and corn-on-the-cob characters.



Q. After tourists visit and tour the Corn Palace, how do you encourage them to cross the street to your gift shop?


A. Our tour guides are a driving force, and we call them ambassadors. They act as concierges for the region, too, and sell the town of Mitchell.


“People are so mesmerized with the Corn Palace, it makes us all appreciate what we have in town.” — Jennifer Haddon


At the end of the tour, the guides take visitors down to the basketball court pop-up shop and point them to our main gift shop across the street.


In the past, we carried the same items, but I surveyed some customers who were shopping last summer, and they said they’d like to see a different variety at the two locations. So, we will put that in place this year to encourage tourists to take in both shopping experiences. We also make sure our shop is accessible and accommodating to everyone, so it is ADA-compliant and guests in wheelchairs can easily maneuver around displays.


Our mascot Cornelia makes guest appearances and helps with the shopping experience, and our staff takes time to ask visitors where they traveled from and how they heard about the Corn Palace.


We love meeting people from all over the world. It’s fun to see people visit, learn the history of our town and how Corn Palace was built.


It’s amazing that it has been here since 1892 and we are still giving tours today.