I love the day after the tourism conference – I always feel re-energized, inspired and reminded of the many terrific collaborations and initiatives happening across our industry here in Michigan. The embodiment of Pure Michigan was on display over the three days of the conference and that was particularly true of the people and organizations recognized at the Stars of the Industry awards dinner and yesterday’s closing luncheon. Again, a well-deserved congratulations to the following organizations and individuals:

• Headlands International Dark Sky Park – winner of the 2017 Pure Award. The Pure Award was designed to recognize Michigan tourism entities that have pioneered the incorporation of innovative and exemplary best practices in natural, cultural and/or heritage stewardship into their daily operations.
• Paddle for Pints – Governor’s Award for Innovate Tourism Collaboration: Experience Development & Presentation.
• Up North Trails Collaborative – Governor’s Award for Innovative Tourism Collaboration: Non-Traditional Partnerships.
• Lake Huron Discovery Tour – Governor’s Award for Innovative Tourism Collaboration: Marketing Partnership. The Governor’s Awards for Innovative Tourism Collaboration were created by the Michigan Travel Commission, in conjunction with the Governor’s Office, to elevate the status of Michigan’s tourism industry and to promote innovative collaboration as an effective, efficient and creative operating principle for the industry.
• Mike Norton, Traverse City Tourism – Outstanding Achievement in Michigan Tourism
• John Kuithe, DoubleTree by Hilton, Port Huron – 2017 R.D. Musser Hotelier of the Year
•  Don Dekker, Meyer May House, Grand Rapids – Michigan’s 2017 Star Attraction of the Year
• Dino Kafantaris, Crowne Plaza Lansing West – 2017 Culinary Star of the Year
• Justin Gifford, Visit Lenawee – 2017 CVB Star of the Year
• Victoria Saenzdeviteri, Radisson, Kalamazoo – 2017 Food and Beverage Star of the Year
• Fayez Radwan, Amway Grand Plaza – 2017 Guest Relations Star of the Year
• Iesha Young, Sleep Inn & Suites, Grand Rapids – 2017 Guest Relations Star of the Year
•  Renesha Williams, Marriott, Detroit – 2017 Operations Star of the Year
• Jacqueline Meux, Marriott, Detroit – 2017 Room Attendant Star of the Year
• Kelly Jo Bowman, West Bay Beach Resort – 2017 Sales and Marketing Star of the Year
• Keegan Gallagher, DoubleTree by Hilton, Port Huron – 2017 Outstanding Student Star of the Year

I hope you take a few minutes to watch these five terrific videos highlighting the spirit and intent of the Pure Michigan Promise. Thank you to everyone who entered, and who embody that promise every day, and well done to Amway Hotel Corporation, the city of Holland, Frankenmuth Chamber of Commerce and Convention & Visitors Bureau, Grand Hotel and Greater Lansing Convention and Visitors Bureau.

We also had the opportunity to share the results from our 2016 Advertising Evaluation and Image Study, which showed Pure Michigan’s out-of-state advertising campaign helped drive 5 million trips to Michigan in 2016, with those out-of-state travelers spending $1.5 billion at local businesses during their time in Michigan. The campaign also continued to see a positive return on investment (ROI) of $8.33 in 2016. This report, done by Longwoods International, is an opportunity to evaluate and confirm we are meeting our goal of driving travel spending and supporting jobs in the industry, while also providing extremely beneficial insights into consumer perceptions of Michigan as a travel destination regionally and nationally. The image and product insights that make up the bulk of this report will be critical as we continue to evolve and grow the campaign’s passion marketing efforts – helping us to see where key opportunities exist for us to expand and also areas that we need to focus on improving.

Sincerely,
Dave Lorenz – Vice President
517-335-0007
lorenzd@michigan.org