All in the numbers: Broncos Lead intern helps local tourist org make data-informed decisions
KALAMAZOO, Mich.—In the business world, data drives everything, from identifying target markets and increasing margins to boosting customer satisfaction and growing operations. Western Michigan University student Arshpreet Singh understands the impact of data; he’s had the opportunity to see it in action.
A business analytics major, Arshpreet recently completed a civic data analyst internship with Discover Kalamazoo. Over the course of the spring 2026 semester, he was charged with helping the tourism organization manage and organize geolocation data for local hotels, restaurants, bars, parks, attractions and retail shops.
“I analyzed data trends and patterns to identify insights that could enhance visitor marketing initiatives,” he says. “I also collaborated with business owners and city leaders to interpret data, providing actionable recommendations for improving their establishments’ performance, and I analyzed data to assess the impact of events on driving foot traffic to local businesses.”
Arshpreet connected with Discover Kalamazoo through the Broncos Lead Internship Program, which provides paid internships with a network of businesses and community organizations as well as professional development workshops. He says the opportunity to gain hands-on experience in his field of choice before graduation drew him to the program.
“I wanted more than just classroom knowledge, and this program felt like the perfect bridge between academics and the professional world. This internship helped me build a strong analytical foundation while equipping me with professional skills like communication, collaboration and leadership."
Drawing on skills he developed in computer information systems courses like Practical Applications in Business Analytics, Arshpreet was able to contribute to his team at Discover Kalamazoo right away. One project he is particularly proud of is his work analyzing the impact of Kalamazoo Craft Beverage Week.
“While we knew it helped participating locations drive more traffic than a regular week, we still needed to prove it through data,” he says. “I conducted an analysis of this event by comparing some metrics for participating locations to those that did not participate. It was really interesting to analyze real-world data that will have an impact on decisions moving forward.”
The experience gave Arshpreet an opportunity to present his findings to community partners and stakeholders.
“Having this internship experience before graduating is a huge advantage on my resume and gives me an edge for future career prospects,” he says, as he prepares to graduate in fall 2026. “It’s definitely going to be one of my top experiences here at WMU and one that I am so grateful for.”
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