As the nation and the world continues to flock to Michigan for vacation adventures thanks to the award-winning Pure Michigan campaign, renewed life for the campaign has been approved this week by the Michigan Legislature. That's excellent news for Michigan's Great Southwest since our region's version of the Pure Michigan campaign takes a bow this fall to promote the shoulder season along the Lake Michigan Shore.
The Michigan Lodging & Tourism Association was dogged in its pursuit of additional funding for the Pure Michigan campaign, and that diligence has paid off with a $1-million increase for the 2016-17 funding cycle approved by the legislature. The MLTA's efforts were supported by State Senator Jim Stamas who was instrumental in getting the legislation through both legislative chambers and enacted into law.
Deanna Richeson is President & CEO of the MLTA. She extended sincere gratitude for Stamas' work saying he "strongly advocated for the additional funding which results in a total of $34-million for the award-winning Pure Michigan campaign."
The lodging and tourism group's efforts began in late February with testimony before the Senate and House Appropriations Subcommittees on General Government chaired by Senator Stamas and State Representative Laura Cox. As strong proponents of the Pure Michigan marketing, the MLTA focused on the campaign's strong return on investment for Michigan.
Richeson says, "Investment in Pure Michigan is a sound investment in tourism, employment and tax revenues to the state." She adds, "It's a win-win for our industry and Michigan's economy."
The Michigan Lodging & Tourism Association is a 110-year old trade association representing, promoting and educating the industries statewide.
The Southwest Michigan Tourist Council, meanwhile, has been a strong advocate for the Pure Michigan marketing and promotion and successfully lobbied for a localized role with the creation of the first 30-second TV spot which was shot late last year in and around St. Joseph and rolled out to the local community this spring for airing on regional television markets this fall.
