Herschend’s Grow U Program Cultivates Opportunity

Dorreen Novotny, human resources workforce planning manager at Dollywood Parks and Resorts in Pigeon Forge, Tennessee, says that she has long wanted to further her education so that she could advance her career and become the leader she wants to be. Life, however, got in the way.

"Let's face it. At my age I don't want to incur more debt," says Novotny, who is raising a family and notes that she can't afford college tuition. Nevertheless, she is pursuing her bachelor's degree in leadership and organizational studies thanks to Grow U, an initiative launched by Herschend Enterprises in 2022.

The program offers employees 100% free tuition in a variety of educational programs. With the company's support, Novotny is on track to fulfill her dream. "It means the world to me," she says.

Novotny is in good company among her Herschend colleagues. Of approximately 6,500 eligible employees, around 35% created an account and expressed interest in Grow U by the end of 2023. Nearly 700 of them were approved and began their educational journey. In the first two years of the program, Herschend spent $1.9 million helping its employees seek degrees, diplomas, and certificates.

Before launching Grow U, Herschend spent time analyzing employee needs and the adoption rate of their prior educational reimbursement program. According to Deanna Partridge, vice president of talent development, the company discovered the former program wasn't heavily utilized. First, it was only available to full-time employees. More significantly, employees had to pay tuition up front, which could cost thousands of dollars. Research showed that was out of reach for many, despite the company's offer to reimburse tuition.

Therefore, Herschend made a change. Now, all employees, including those who work seasonally, can participate in Grow U. The benefit is available on their first day of employment. Since Herschend covers the costs of tuition, books, fees, and supplies, employees don't have to pay anything out of pocket.

"It really levels the playing field for anyone who wants to get an education," Partridge says. "The other great thing about [Grow U] is that it's intended for folks who are working," she notes, explaining that the courses are presented online and are flexible so that students can tackle them at their own pace.

The program is administered by Guild Education, which offers career coaches to help guide employees through the process and build a tailored educational plan. More than 30 colleges and course providers, including Wilmington University, eCornell, and Southern New Hampshire University, offer more than 100 programs through Grow U. Herschend also helped curate the curriculum to align with its businesses. Among the topics covered are hospitality, leadership, human resources, business administration, and marketing.

Most Grow U participants take certificate or boot camp programs. However, earlier this year, more than 120 employees were enrolled in bachelor's degree programs with another 18 seeking a master's degree.

"I think this is a great program," says Katie Eighmy, an attractions supervisor at Silver Dollar City who is pursuing a bachelor's degree in tourism and hospitality management with Johnson and Wales University. "It means I can better myself for the future and for my career."

Offering employees the opportunity to better themselves is part of Herschend's DNA, according to Partridge. "The company has always been rooted in our love strategy," Partridge says, explaining the rationale for introducing Grow U. "This is another way to truly love our employees."

The program also provides the growing corporation with a pool of talented leaders to fill management roles. In a highly competitive marketplace, Grow U also helps distinguish the company and is a valuable recruitment tool.

The program serves as a highly effective retention tool as well. Rather than taking on college loan debt, high school students- who work front-line, seasonal jobs-can choose to remain with Herschend, further their education, and embark on a career path. Thus, Grow U is a win-win for employees and the company.

Partridge exemplifies the opportunities that Herschend affords its workers. She started working for the company in an hourly, temporary position and worked her way through the organization to the vice president level. Grow U, she says, gives employees a roadmap to follow in her footsteps.

"This benefit has really taken away the barriers for folks to pursue education that never thought they'd have that opportunity," Partridge says. "There's nothing holding them back."

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