Editor’s note: This article was published in the Record-Eagle’s “Momentum 2026” special publication. For more stories from lower northwest Michigan’s economic engine, click here to read Momentum in its entirety online.
In a rural region like ours, resources are limited. It often takes the unified will of many people and institutions to accomplish what might be done by a single investor in metropolitan areas. This collaborative approach requires significant buy-in and consensus building.
The recent announcement by Traverse City Area Public Schools is a perfect example of community collaboration. Roughly eight years ago, Traverse City Tourism started organizing meetings with like-minded community members who wanted to see more indoor opportunities for the community to stay active. Institutions, sports team organizers, and passionate community members came to the table to share hopes and dreams with each other.
Traverse City Tourism funded numerous feasibility studies trying to find a way to address the need. In the end, it required multiple partners pooling resources to secure a new community asset for the region — a one-of-a-kind indoor fieldhouse with a full turf field and track that will accommodate multiple sports and activities. This facility will allow students and community members to stay more active year-round. The additional clubhouse will give students a safe place to gather when not in class. Further, the facility will be able to host indoor league games and tournaments – giving local sports programs an opportunity to host events in the winter and help support the visitor economy during a slower times of the year.
Another great example of regional collaboration is between The Cherry Capital Airport (TVC), Traverse City Tourism, and multiple destination organizations and resorts across the region. By pooling our marketing resources, we have been able to execute national marketing and media campaigns focusing on the markets with nonstop direct service to TVC. Data shows that travelers coming from a further distance tend to stay longer, helping with the midweek dips in demand that our visitor economy typically experiences, they spend more money, and they tend to have greater alignment with our values as a community. By building awareness and helping to keep inbound flights to TVC full, air service in our region has grown like nowhere else. This is a win for our economy and helps ensure that locals have more travel opportunities when venturing out to see the world. The growth of passengers and flights to and from TVC is now leading to a historic expansion of the airport, providing more opportunities in the future.
The Traverse City region has also seen tremendous collaboration and growth in the culinary and agricultural scene. A destination long recognized for its diverse produce and seasonal celebrations, our palate continues to mature. Last year, Traverse City Tourism convened epicurean leaders from the area to produce the inaugural Traverse City Food & Wine – a five-day celebration that included more than 40 venues and 80 events culminating with the Grand Tasting in the Open Space Park. The festivities were the embodiment of the amazing resources and talent available here every day. With more than 50 wineries now welcoming enthusiast to the Traverse Wine Coast, numerous award winning and James Beard nominated chefs, and an authentic farm to table culture, the region is truly coming into its own as a foodie destination.
These are just a few examples of our community doing good, meaningful work together. Because we collaborate to address common goals, we have a healthier, more sustainable economy that is less seasonal and more recognizable for its values and priorities. Our teamwork approach is positioning us for success well into the future.
This year marks my tenth year at the helm of Traverse City Tourism. As a native to the area who had the good fortune of relocating to my hometown, it has been an honor to work with passionate community members on a variety of issues that have increased our economic vitality while also providing new opportunities for the community, ultimately increasing the quality of life for our residents.
These collaborative efforts are part of what make the Traverse City region spectacular. They are well worth the effort.