In 2019, before anyone could have foreseen a global pandemic, community leaders in the Grand Traverse region laid out Traverse Connect’s new strategic plan to ensure the region’s transformation into a diversified economic destination of choice by increasing the availability of family-sustaining careers. A leading driver of this mission was the region’s decreasing working-age population.
Before the initiative had a name, Traverse Connect laid out the components critical to attracting and retaining talent to the region — first of which was a website to showcase our world-class quality of life, a concierge-style service to break down the barriers for new residents to access professional and personal networks, and most importantly, a free job board curated with postings for positions with competitive compensation, which are now set at a minimum of $52K/year or $25.00/hr.
This effort launched in June 2020 as Michigan’s Creative Coast.
Over the last five years, following initial support from the Michigan Film and Digital Media Office and additional funding in 2022 from a Michigan Enhancement grant, Michigan’s Creative Coast has evolved into a state-leading talent attraction program, helping people find their future in Michigan from across the country. In the first half of this year, job seekers tallied 23,617 views of job postings from locations in Virginia to Washington.
It even inspired the state’s own “You Can in Michigan” initiative, unveiled in 2023.
Also in 2023, the Growing Michigan Together Council began its work to develop a cohesive strategy to “make Michigan a magnet for jobs, people, and prosperity.” With the Council’s delivery of its final recommendations, the top priority was “Implement a robust talent retention and attraction program including novel incentives, workforce development program expansion, community placemaking investments that support shared cultural experiences, and targeted marketing.”
While Michigan’s Creative Coast has grown into a robust regional program, one component mentioned in the recommendations was missing: an incentive. Many talent programs in the United States, whether at a state or local level, have begun offering incentives in the last seven years to motivate young professionals to relocate.
These programs typically provide financial or housing support to qualified applicants, motivating interested younger professionals who are poised to contribute to a city’s or region’s economic vitality.
Following the creation of the Michigan Growth Office, Let’s Grow Michigan launched the Make MI Home grant program in August 2024, focused on helping establish new retention and attraction incentive programs across the state.
This spring, Michigan’s Creative Coast partnered with Networks Northwest, Alliance for Economic Success, Charlevoix Area Chamber of Commerce, Manistee Area Chamber of Commerce, and Petoskey Regional Chamber of Commerce in a proposal to Make MI Home to provide a combination of direct and community-based incentives for professionals currently working or relocating to work in northwest Lower Michigan. The “Make Your Home in Northwest Michigan” program application will open later this summer.
Participants will receive:
— $5,000 in downpayment or housing assistance, wraparound relocation assistance, and one-on-one sessions with regional ambassadors
— Admission to networking events, a coworking membership, passes to artistic and cultural experiences, and tickets to music and theatrical performances
“By offering housing support, [the program] tackles one of the biggest challenges for folks considering relocating to our area,” said Deidra Charnes, director of human resources, Cherryland Electric Cooperative. “Cherryland works hard to be an employer of choice and offer a premium benefits package, but housing is still consistently a struggle for our employees. This grant opportunity means we can attract and keep the talent our local companies need to flourish.”
As the program manager for Michigan’s Creative Coast, I have the privilege of supporting our regional employers and those hoping to make their lives and careers here. My story of moving to Traverse City is a common one. I grew up spending my summers visiting family in Leelanau County, where I fell in love with the natural beauty and slower pace of life. In 2020, I moved north from Atlanta, Georgia, to be closer to family in the place that I love. But finding housing, work, and community during that time was a challenge. Resources like the job board, ambassadors, and now the relocation incentive would’ve made a world of difference, and I’m excited to help others who are navigating the same path.