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Michaels Expands Community Classroom Maker Initiative

Michaels is launching an initiative dubbed Community Classroom as an educational, collaborative workspace program designed to attract consumers in search of new creative experiences.

The company intends to transform classrooms in its stores into community “making spaces” for instructors and makers across the country. Michaels partnered with AnyRoad, an experience relationship management company, to launch the program in six test markets.

This month, Michaels will expand the program to all stores across the U.S. and Canada. Community Classroom will support local makers and provide them with a fresh way to teach and connect within their communities. Class participants can purchase discounted Michaels products they need for sessions in-store or online. Later this month, Michaels will begin signing up potential Community Classroom students online.

“We are excited to launch this program nationwide and embrace makers in a new way,” said Steve Carlotti, Michaels evp/marketing. “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. As the sharing economy continues to grow, 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.”