GLBM December 2018 by M3 Group Publications

DECEMBER 2018

INTO THE FOLD

Justin Horvath, president/CEO Shiawassee Economic Development Partnership brings financial opportunities to the Lansing region IN THIS ISSUE • The Time Is Now to Begin turning Your Attention to Gen Z • A Look Inside the Culinary Microverse of the Potent Potable Projects • Minimum Wage and Sick Time Initiatives: Fair to Workers or Unfair to Employers?

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DECEMBER 2018 ON THE COVER Minimum Wage and Sick Time Initiatives: Fair to Workers or Unfair to Employers?....................................... 10 The Time Is Now to Begin turning Your Attention to Gen Z................................................................ 22 A Look Inside the Culinary Microverse of the Potent Potable Projects........................................................ 26

DECEMBER 2018

NEWS

Cannabis-infused Drinks ................................................................................................... 6 Lansing’s Sunny Horizon ................................................................................................... 8 Got Jobs? Dairy Plants Bolster Employment in St. Johns Area ................................ 12

FEATURES Behind the Scenes ............................................................................................................. 14

INTO THE FOLD

Reaching Generation Z . .................................................................................................... 22 Raising the Barre . ............................................................................................................... 24 Food Forward ...................................................................................................................... 26 Business Calendar .............................................................................................................. 28 Notable News . .................................................................................................................... 30

• Minimum Wage and Sick Time Initiatives: Fair to Workers or Unfair to Employers?

Cover photography by Mary Gajda

Greater Lansing Business Monthly | Volume 31, Issue 12 group

Greater Lansing Business Monthly is published monthly by M3 Group at 221 West Saginaw Street, Lansing, MI 48933. Periodicals postage paid at Lansing, Michigan USPO. USPS number 020w807.

Subscriptions: Subscriptions are available at $22 per year for postage and handling or $38 for two years. Call (517) 203-3333 or visit lansingbusinessnews.com to subscribe. Postmaster: Send address changes to The Greater Lansing Business Monthly, 221 West Saginaw Street, Lansing, MI 48933. Send additional subscription requests and address changes to The Greater Lansing Business Monthly, Inc., 221 West Saginaw Street, Lansing, MI 48933. Copyright © 2016 The Greater Lansing Business Monthly, Inc. All rights reserved. Editorial Office: 221 West Saginaw Street, Lansing, MI 48933 lansingbusinessnews.com 2

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COMMENTARY

Publisher: Tiffany Dowling, tiffany@m3group.biz Sales Manager: Jennifer Hodges, jhodges@m3group.biz Editor: Kelly Mazurkiewicz, kelly@m3group.biz Asst. Editor: Mary Gajda, mary@m3group.biz Media Manager: Jill Bailey Account Managers: Megan Fleming Liz Reno-Hayes Zack Krieger Adam Smith Communications Director: Ami Iceman-Haueter Art Director: Mark Warner Publication Designer: Cody Fell Graphic Designers: Jeanette Wummel Quandrel Ollie Heather Thielking Communications Specialists: Alicia Finch Christopher Nagy Rich Adams Adam Lansdell Photographer: Mary Gajda Videographer: Michael Cagney GLBM Editorial Board: April Clobes — President and CEO, MSU Federal Credit Union Calvin Jones — Government Relations Director, Lansing Board of Water & Light Lisa Parker — Director of Alumni Career and Business Services, Michigan State University Alumni Association

LOOKING AHEAD TO PREPARE FOR 2019 While no one has a crystal ball and there are no perfect predictions of the future, if you’ve been paying attention there are signs that give indications of what we can expect in 2019. There are obvious changes to consider, like how the legalization of marijuana will affect the business and overall communities. Hopefully we see community benefits from the tax base, but there could be lost employee productivity. We will also see how a new administration in the governor’s office will impact business optimism. Indications are good that Gov.-elect Gretchen Whitmer and Gov. Rick Snyder are working together to provide a smooth transition that can keep the state’s momentum moving forward. There are also many other interesting business trends to keep an eye on including:

• Marketing: Artificial intelligence may make its way into the lead generation and

personalization of a company’s marketing efforts. The more personalized the message, the more effective it will be. In addition, programmatic digital as well as social media advertising will become much more mainstream. Every company can benefit from at least one digital platform. • Cybersecurity: You may think that cyberattacks are only for very large businesses, but anyone who runs a company will need to increase security as the threat levels of malware and hackers become more sophisticated and prevalent. • Attracting Generation Z and the modern workplace: This year we should create spaces inside the organization that give opportunities for social interaction. Upgrading technology so employees can move about the office to work and can also work from home or remote locations is important to the next workforce. • Financial services: This industry will strive to keep the technology first and foremost in its offerings. Customers want to bank any time of the day from anywhere. When the phone becomes the money management tool, speed is the key. There are also rumblings that a recession could be on the horizon in late 2019 into 2020. If the predictions and signs are true, it is important to strategize business operations with the downturn in mind. Meanwhile, enjoy the current economy, the holiday season and the opportunities of a new year ahead.

Deb Muchmore Consulting — Owner, Deb Muchmore Consulting Tom Ruis — Vice President, Fifth Third Bank Doug Klein — Executive Director, Mason Area Chamber of Commerce Mark Hooper — Partner, Andrews Hooper Pavlik

Tiffany Dowling | Publisher

Diontrae Hayes — Supervisor, Charter Township of Lansing

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IN MICHIGAN WILL CANNABIS-INFUSED DRINKS ELBOW BEER OFF THE SHELVES? BY TEECE ARONIN In November, Michigan became the first Midwestern state to legalize the possession of marijuana for recreational use when Proposal 1 was passed with 55 percent of voters in favor. Major players in the fight were Coalition to Regulate Marijuana Like Alcohol, which supported the initiative, and Healthy and Productive Michigan, which opposed it.

These two groups raised a lot of money by the end of their respective campaigns. According to nonprofit, nonpartisan Ballotpedia.org, Coalition to Regulate Marijuana Like Alcohol raised $2.27 million and Healthy and Productive Michigan as well as the Committee to Keep Pot Out of Neighborhoods and Schools raised $1.5 million.

Among the concerns raised by the opposition is the potential spike in traffic accidents if more drivers get high and slide behind the wheel; however, proving whether it’s happening or not could be tricky and pricey. Tests for the presence of marijuana take more time and are more expensive. A driver appearing to be impaired might be tested using only a Breathalyzer, which records blood alcohol levels on the spot and doesn’t cost as much. The potential for increased tax revenues based on sales played a role in legalization. Projections vary among consulting groups, but Anderson Economic Group in Lansing projects that annual revenues will range from $127 million to $225 million by 2023. Plus, difficult as this may be to believe if you have season tickets to any sporting events, beer consumption in the United States is down. Constellation Brands is the parent company of Corona and also manufacturers Svedka vodka and Robert Mondavi wines. It is hedging its bets by putting big money into the cannabis industry. Constellation invested $4 billion in Canadian company Canopy Growth. According to the Canopy Growth website, Constellation acquired 104.5 million shares of stock resulting in about 38 percent ownership with a possible bump to 50 percent.

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Hear election news & analysis every morning DECEMBER 2018

Euromonitor, a research firm, predicted that America’s legal marijuana market will zoom from $5.4 billion in 2015 to $20 billion by 2020. However, Constellation has said that it will not sell in the United States as long as cannabis is illegal on the federal level.

NEWS

manufacturers, they might find that owning a piece of the cannabis pie helps protect their bottom lines. As Molson Coors put it in last year’s annual report to stockholders: “The emergence of legal cannabis in certain U.S. states and Canada may result in a shift of discretionary income away from our products or a change in preferences away from beer.”

Constellation isn’t the only beer manufacturer that’s thought hard about cannabis. According to an article on CNBC.com, in its shareholder report for fiscal year 2017, the Molson Coors Brewing Co. named cannabis one of the biggest potential threats to its business. Assuming the if-you-can’t-beat-’em-join-’em approach taken by Constellation is followed by other beer

What is definite is the emergence of beverages containing THC, the ingredient that makes folks high, with companies including Molson Coors and Constellation in on the ground floor. Of course, when it comes to legalization of marijuana, other questions arise, such as how much will it teach us about the plant’s health benefits, which – so far – seem substantial. Many people who use marijuana for medical reasons claim they’ve experienced relief from psychological and physical challenges including post-traumatic stress disorder and glaucoma. According to the Journal of the American Medical Association, states that have legalized marijuana saw the numbers of opioid prescriptions drop by 2.3 million doses in 2017.

In May, state Sen. Rick Jones (R-Grand Ledge) introduced Senate Bill 969, which would prohibit the use, possession or sale of marijuana-infused alcohol. The bill was passed unanimously by the Senate on May 17 and is now before the House Regulatory Reform Committee for consideration. What happens up the road is difficult to predict, with marijuana legal in many states but not at the federal level. So, in Michigan, you probably won’t be buying any adult beverages made with cannabis for quite a while. Teece Aronin is a blogger and columnist. Teece writes a humor/ health and wellness column for the Oakland Press and is the Featured Writer for October at TrueHumor. com. Her artwork is available at the Redbubble.com store, phylliswalter, and Teece seriously considers any request for workshops, coaching, and speaking engagements. Read her blog at ChippedDemitasse.BlogSpot.com, contact her at paronin1@gmail.com and follow her on Twitter @ taronin.

Taking care of business means taking care of the people who make it run. Local. Personal. Flexible.

Physicians Health Plan Everything you want a health plan to be. phpmichigan.com/employers

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NEWS

LANSING’S SUNNY HORIZON

Economic outlook appears bright for 2019 BY SARAH SPOHN As 2018 is coming to a close, one of the most-studied forecasts is the economic outlook for the upcoming year. According to a CNBC article published at the end of summer, the Congressional Budget Office projected the U.S. economy to accelerate before slowing in 2019. The growth rate is expected to be well below the Trump administration’s 3 percent target. While the forecast for the nation’s economy is expected to take a dip, the Lansing area is poised to continue its post-recession comeback. President and CEO of Lansing Economic Area Partnership (LEAP) Bob Trezise said Lansing’s economy is “as hot as it gets,” even in comparison to Detroit’s comeback and Grand Rapids' thriving arts scene. “Our region has elevated from No. 98 to No. 21 in the country for gross domestic product (GDP) growth of our high-tech industry,” Trezise said. “We led all of western Michigan in 2017 in GDP growth as a local regional economy, and Lansing was one of only

two major cities in the U.S. Census Bureau population growth in 2017 – the other being Grand Rapids.” As president and CEO of Lansing Regional Chamber of Commerce, Tim Daman works closely with the local business community, leaders, public policy, advocacy efforts, infrastructure, talent and meeting the needs of the chamber’s 1,100 members. “When I access our economy, I look at the number of projects that are in the pipeline,” Daman said. “Right now, when we add up all the development projects throughout our region here, we’re close to – if not over – $3 billion. When I think about the growing and changing economy for our region, I continue to see great optimism.” Michigan’s second-largest sector is agriculture, and with the new $500 millionplus twin ag-tech complex in St. Johns, Daman believes the future looks good. “I look at a half a billion dollar investment in the energy area from the Board of Water and

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Light as they continue to move toward being coal-free by 2025,” Daman said. “Those are significant projects that are going to take place over the next 36-48 months that are going to continue to drive our economy.” These long-term construction processes, like the developments going in downtown East Lansing, will not only change the skyline of the city, but also influences the economy for decades to come, according to Daman. “While we’re making decisions and planning projects today, we’re really impacting and affecting the next 20 years of this local economy,” Daman explained. “It’s very optimistic, with where we’ve come – not only in the past 12 months, but I’d really look at the past 10 years,” Daman said. “We have advanced, we’re growing and we’re seeing population growth in the city of Lansing. Young professionals are looking for that urban type of living environment, and we’ve been able to bring some of those residential units. I think the grocery store that Gillespie Group is doing is going to be

significant to continuing those amenities that need to be there for downtown.” Although some cities cling to a certain industry and profit from one sector, Lansing is a wide-ranging economy, embracing and benefiting from many different avenues. According to Daman, Lansing is unique in the fact that it is equipped with a variety of sectors, many of which are growing in unique, developing districts. Old Town, REO Town, downtown Lansing and East Lansing all have separate identities, but bringing them together is what will bring even more growth. “As a region, the importance of bringing communities closer together is so critically important to our economic success,” Daman said. “I think some of the developments you’re seeing in downtown East Lansing and in the corridor are going to be instrumental. “What’s happening in East Lansing right now is so significant,” he added. “You have a community there that has struggled to really change who they are in their identity. We have some of the largest cranes in the sky this region has seen in the last 30 years, and that’s something to be really celebrated.”

Bob Trezise President and CEO of LEAP

On top of a changing area skyline, McLaren’s hospital and cancer center and urban Meijer grocery store, the city of Lansing also recently announced a new sports opportunity.

everywhere and more,” Trezise said. “The bottom line is that I believe the Lansing region may contain the state’s single-most diverse economy, and one that is booming.”

“Lansing Mayor Schor announced that Lansing is joining the likes of Toronto and Orlando in landing a new professional soccer team that will play downtown in the Cooley Law School Stadium,” Trezise said.

Sarah Spohn received her degree in Journalism from Lansing Community College. She’s a concert junkie; living and breathing in both the local and national music scene. She is proud to call Lansing her home, finding a new reason every day to be smitten with the mitten.

“We are home to perhaps the world’s largest orthopedic manufacturing sector, and we have a huge, growing aerospace industry. And there are additional industrial plants going up around the region, downtown developments

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MINIMUM WAGE AND SICK TIME INITIATIVES FAIR TO WORKERS OR UNFAIR TO EMPLOYERS? BY TEECE ARONIN

When the Republican-controlled Michigan Legislature voted to adopt measures that would boost the state’s minimum wage, eliminate the tipped minimum wage and require employers to provide paid sick leave, it might have appeared to be a victory for those who support those initiatives. It isn’t that simple, however. Michigan lawmakers adopted the two proposals with the result that neither could be included on the November ballot. The ballot committees that wanted the issues put to a public vote fear that Republicans will seize the opportunity to water down the provisions during the lame-duck session when legislators with term limits have nothing to lose from a re-election standpoint. Attorney Mark Brewer, who represents the ballot committees, said they’ll sue if lawmakers attempt to amend the measures. If they had been approved by voters, a three-fourths majority in each chamber would be needed to alter them. Now, only a simple majority is required. There are two initiatives at the heart of all the concern. The first, Michigan One Fair Wage, would allow for a gradual hike of the state’s minimum wage from the current $9.25 an hour to $12. It would also include tipped employees. The second, MI Time to Care, would mandate the accrual of one hour of paid sick time for every 30 hours an employee works.

House Speaker Tom Leonard voted to adopt both proposals; he did not reply to Greater Lansing Business Monthly’s request for comment. Those opposed to the initiatives fear possible fallout to businesses in the form of undue burdens, especially on restaurants and other businesses where profit margins can be slim. They predict that automation will shrink the numbers of paid staff, making those who work for tips more vulnerable, and they point out that tipped workers often make significantly more than the current minimum wage. Tracy Pease is a server in a southeast Michigan diner. She’s 47 years old and one of the volunteers who helped gather hundreds of thousands of voter signatures to put tipped wage, minimum wage and earned sick leave on this year’s ballot. She told GLBM, “I don’t believe in a ‘minimum wage.’ I believe that everyone who works 40 hours a week is entitled to a livable wage. Unfortunately, $9.25 an hour times 40 hours in the state of Michigan is not livable.” Pease calls the tipped wage of $3.53 an hour “a disgrace” and added that the employer-employee relationship should be “symbiotic.” “In the case of the tipped wage,” said Pease, “it is not the servers’ responsibility to support a mediocre restaurant, and if you can’t afford to pay your servers a minimum wage with tips on top, then you shouldn’t be in business. Since 1978, profits have gone up, production has gone

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up, the cost of living has gone up, yet our wages remain stagnant.” As to paid sick leave, Pease is also a supporter. “We’re human, we get sick. Workers have a right to see a doctor and stay home to get well. Do you have any idea the number of servers who go to work sick because they fear losing their job? Parents with kids who are sick need to be able to stay home instead of taking them to daycare or letting them go to school sick. And it’s been my experience that most restaurants don’t offer insurance but many still ask for a doctor’s note. It varies depending on management and the server. Legally, they’re supposed to pay you minimum wage if you didn’t make minimum wage with your tips, but they don’t always do that.” Ari Adler, director of communications for Gov. Rick Snyder, told GLBM, "Governor Snyder has not been commenting on or taken a position on the two citizen initiatives that were subsequently addressed by the state Legislature since neither one came to his desk and he did not have a role in them. If the Legislature were to take any further action and send something to the governor for his signature, then he would review it carefully before making any decisions on whether to approve it." While many things are up in the air, one fact stands firmly planted: There is no love lost between supporters of these two proposals and the legislators who, ironically, adopted them.

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The management and staff of Mercantile Bank of Michigan is pleased to share the news that Kurt Hanus has joined their team. In July, Kurt was named Senior Vice President, Commercial Loan Manager. Kurt will be serving the Greater Lansing area and surrounding communities. After receiving a B.S. in Finance and Economics from Oakland University he then went on to pursue his MBA in Finance and Logistics from Michigan State University. He also brings 28 years of commercial banking experience to his new role. Kurt has a wealth of knowledge in the area of commercial real estate and business banking. In 2016 Kurt graduated from the inaugural class of the Leadership Lansing program. His dedication to the community can be felt outside the office as well. He supports the Boys and Girls Club of Lansing which he has been a part of for 17 years and currently serves as the Vice Chair of the Board. He is also involved with the Rotary Club of Lansing Foundation, and is a member of the Lansing Chamber of Commerce. When asked, Kurt says he lives and works by an important motto and that is; â&#x20AC;&#x153;Under promise and over deliverâ&#x20AC;?. Conducting business with that concept in mind has earned him the reputation as a highly effective, innovative industry leading commercial lender. His commitment to community, strong work ethic and determination have made him a perfect fit for the Mercantile team. In his new role, he is poised to deepen customer relations and deliver exceptional banking service throughout the area. Mercantile Bank of Michigan was founded in 1997 by Directors and Bankers who firmly believe that the customers, employees, and the communities they live in, are best served by financial institutions with local ties. Mercantile has a strong and extensive commercial and retail banking presence in Michigan, offering innovative technology products that are second to none. Our products, services and consultative approach have earned us a reputation as Michigan's premier bank for small and mid-sized businesses.

Mercantile Bank is happy to welcome Kurt Hanus as SVP, Commercial Loan Manager. He will be active in the Alma, St. Johns and Lansing markets. With 28 years of banking experience, Kurt is ready to continue to deepen customer relationships and deliver exceptional banking services throughout Central Michigan.

WELCOME TO THE TEAM KURT! Kurt Hanus, SVP Commercial Loan Manager Office: 989-227-6980 Cell: 517-227-6999 La

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GOT JOBS?

Representatives from Glanbia, Dairy Farmers of America, Select Milk Producers, Lansing Economic Area Partnership and Michigan Economic Development Council gathered with Governor Snyder to celebrate the ground breaking of a new cheese and why plant in St. John’s, Mich.

Dairy Plants Bolster Employment in St. Johns Area BY TERESA FRITH

Ground has broken on two new dairy processing plants that are expected to add about 300 new dairy industry jobs in St. Johns by October 2020 thanks to recent state and local government approval.

According to the U.S. Department of Agriculture’s Economics, Statistics and Market Information System, Michigan ranked fifth in milk production in the U.S. in 2017, with 11.2 billion pounds of milk.

Select Milk Producers Inc. and Dairy Farmers of America are partnering with Glanbia plc, a global nutrition group based in Ireland, to form Michigan Spartan LLC and build a new $470 million dairy processing facility projected to create 259 new jobs. Proliant Dairy Ingredients has put an additional $85 million into an adjacent whey permeate plant expected to create another 38 new jobs. Dairy Farmers of America and Select Milk Producers will supply the milk to be processed through the two new plants, along with the Michigan Milk Producers Association.

“The new dairy processing campus in St. Johns will process 8 million pounds of milk each day, accounting for nearly a quarter of all milk produced by the 1,700 dairy farms across the state,” said Keith Lambert, vice president of business attraction at LEAP.

The 146-acre site will hold several facilities, including:

• A cheese processing facility (Michigan Spartan/Glanbia)

• A whey processing facility

(Michigan Spartan/Glanbia)

• A dairy solids processing operation including the largest permeate drying facility in the world (Proliant Michigan) • A new private wastewater treatment plant (shared infrastructure for both companies) • A new Consumers Energy electrical substation (shared infrastructure for both companies) • Upgraded interior industrial park roads and paving of Walker Road (shared infrastructure for both companies)

The milk industry in Michigan contributes billions of dollars to the state’s economy, and the new milk processing plants are expected to boost that amount since they will help relieve the past problems of high transportation and other costs due to a lack of milk processing facilities in the state. “This immense and nearby processing facility provides a long-term stabilizing effect on both demand and price level for Michigan dairy farms, 98 percent of which are family-owned. Oversupply has crippled prices over many years and localized value-added processing is a core solution to this issue,” Lambert explained. The project is also supported by an estimated $27.6 million in grants and tax abatements from the Michigan Strategic Fund, Michigan Department of Agriculture and Rural Development (MDARD), and Michigan Department of Transportation. MDARD, along with local officials from the city of St. Johns, Bingham Township and Clinton County, previously approved an Agricultural Processing Renaissance Zone in August to support the plants, and the St. Johns City Commission had given its approval for the site plans.

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The commission also approved a $750,000 grant for Michigan Spartan and a $250,000 grant to Proliant Dairy Michigan for supporting the cost of infrastructure. Further, per Public Act 198, the city commission approved establishing an industrial development district as well as industrial facilities tax (IFT). Exemptions for both Michigan Spartan and Proliant Dairy Michigan make the projects financially feasible. The IFT exemption applications must still get Michigan State Tax Commission approval, which is expected to happen this year. Additionally, approval of E.T. MacKenzie Co. to work on a connected drain relocation project is pending approval of a purchase and development agreement between the city and Glanbia. All in all, this is good news for the Michigan dairy industry, and will help them to continue to produce dairy products for consumers, including milk, cheese, yogurt and more for many years to come. Teresa Frith is a Navy veteran now residing in Nashville, Mich. She's been writing and editing as a freelancer since retiring from the Navy in 2011, where she was a military journalist. She holds a BA in English from Western Illinois University. Her hobbies include reading, writing and working to help stray and feral cats.

Every Family Business Faces Challenges. Make Sure Your Business Passes Its Tests with Flying Colors! AdviCoach of Mid‐Michigan will help your family business find and maintain long‐term success and financial security. Some of the most successful executives are people who built their businesses themselves from the ground up. Ironically, according to the Harvard Business Review, “their very success frequently brings to them and members of their families…problems of an intensity rarely encountered by professional managers”. These challenges make family‐owned businesses among the most difficult to operate. The reality is that only 30% of 5‐year‐old family businesses transfer to the 2nd generation…and the numbers drop dramatically with each successive generation. Only 12% of family‐owned businesses make it to the 3rd generation, and a mere 4% are still viable in the 4th generation. Tom Hamp, owner of AdviCoach of Mid‐Michigan, knows it’s difficult to balance the wants of the family with the needs of the business. Tom will help you develop strategies, hone techniques, and inspire focus to ensure your family business moves forward. Tom’s clients say he helps them establish specific measureable goals, coaches the family to work as a team, and holds the business accountable each step of the way with the support that inspires and motivates success. AdviCoach’s balanced approach will help you and your family gain:  Trust  Commitment  Business Effectiveness  Family Harmony The result…a stronger team, more functional family, more time for what’s most important to you, and a profitable business with longer‐term success…for generations to come.

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BY TEECE ARONIN | PHOTO BY MARY GAJDA

MARKETING AGENCY OWNER HELPS BUSINESSES SET THEMSELVES APART Amy Zander is owner of Zander Management, a local marketing agency that focuses on content creation and social media with an emphasis on brand archetype strategies. She is a firm believer that words matter and works with small to midsize businesses that generally do not have their own in-house marketing department. Her clients vary in size and cover a vast array of industries. Zander said her goal is to take the stress out of marketing so businesses can concentrate on what they do best. She is also an investor in Blazing Caribou Studios, a media company that produces and promotes podcasts. Her new business, Brand Archetypes, launches the first quarter of 2019. It will share its name with a website, a book and a podcast. WHAT GOT YOU INTO THIS BUSINESS AND WHY DO YOU LOVE IT? I am a writer first and a marketing and brand expert second. I have a journalism degree from MSU and had dreams of being a war correspondent. However, I started doing sales and marketing writing for a startup after college. At first I didn’t think it was as sexy as traveling the world and diving into foxholes, but it turns out I was able to make a really nice and safe career out of it. I enjoy finding the exact right words to convey a message, tell a story and leave a lasting emotional impression. Words matter. 14

CAN YOU EXPLAIN YOUR BRAND ARCHETYPES APPROACH TO MARKETING AND WHY IT IS SO POWERFUL?

WHAT ARE SOME OF THE MISTAKES PEOPLE MAKE WHILE TRYING TO MARKET THEIR BUSINESSES ON SOCIAL MEDIA?

The most powerful brands in the world use brand archetypes, whether they realize it or not. An archetype is a concept that is powerful, universally understood and evokes emotion. For example, the word mother invokes similar words and feelings in everyone – nurturing, warm, caring and safe. We all know what a mother is. There are 12 main archetypes and they are all inside all of us. If a business picks one and sticks to it for all of their messaging, their brand becomes razor focused. They are eliciting the same emotional responses from their customers with everything they do. This leads to more mindshare of the market. There is a reason why Nike is one of the most powerful brands on the planet. It is not about their ad dollars. They have 100 percent fully embraced the hero archetype and they never deviate from it. Everything they do is about winning, youth, vigor and – let’s be honest – sweating. They never make a marketing mistake because they are so focused on this single idea. If every business did this, they would not have to resort to what I call “spray and pray” marketing – let’s throw this out there and see if it works. Instead, you know everything will work because it is on brand.

Social media is overwhelming, even for those of us who manage it for clients. Often businesses feel like they have to be on every platform of social media, and then they can’t keep it going. It is better to be really good at key ones, like Facebook, Twitter and LinkedIn, rather than create profiles on everything but have inactive feeds. Another thing is not being on brand and having a message that is all over the place. A third mistake is getting frustrated and giving up before they start to see real results. It doesn’t happen overnight.

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WHICH BUSINESSES LEND THEMSELVES BEST TO SOCIAL MEDIA MARKETING? I would argue that all businesses should have at least a Facebook page and LinkedIn account. The main point of social media marketing is to drive traffic to your website, so a solid, up-todate website is extremely important too. It would be easier to answer which businesses aren’t as easy to market on social media. Those tend to be industries that are heavily regulated like medical and financial fields. Because social media is so dependent on engagement, businesses are always looking for ways to interact with their followers

Behind the Scenes

beyond a simple like or heart. The good news is that there is always a way to market every type of legal business, you just have to be creative, engaging and build a recognizable brand. WHAT ARE YOU MOST EXCITED ABOUT FOR MARKETING IN 2019? I am very excited to see more and more businesses embrace brand archetypes. It really is a magical transformation that happens. My business colleague, Kevin Skarritt, and I are launching a new website, book and podcast all called Brand Archetypes that will help businesses discover what their archetype is and integrate it into their business. I am excited to see more businesses develop powerful brands. WHAT ARE SOME TYPICAL QUESTIONS CLIENTS ASK YOU ABOUT SOCIAL MEDIA MARKETING?

I started working with a local manufacturing company 18 months ago. They needed an updated website and they had no social media. I created a Facebook page with a $50-per-month ad spend for page likes, which is pretty conservative. We updated their website and added an active blog. We also started running monthly contests. Their page likes increased to almost 6,000 followers with an average organic post reach of 3,000 per post. The owner has also reported that his production has tripled in the last year. So, yes, I’d say social marketing works when done right.

Zander’s contact information is amy@ amymzander.com and @ZanderManagement.

WHAT TYPES OF BUSINESSES DO YOU WORK WITH? Marketing practices are the same no matter what industry you are in, so I feel pretty comfortable working with most types of businesses. Here is

CT I O

CAN YOU GIVE SOME EXAMPLES OF SOME MARKETING SUCCESSES YOUR CLIENTS HAVE HAD?

a list of the types I am either currently working with or have in in the recent past: a movie theater, business coaches, restaurants, manufacturers, a resume-writing service, bar code labels, the travel industry, insurance, a hunting organization, nonprofits, private schools, colleges, real estate agents, massage therapists, chiropractors, a dance studio, interior design, city government and more.

CON

“Is social media marketing necessary?” or “Do I really need Facebook?” or “How much time should I be spending on social media?” I do believe social media can be a very effective and powerful marketing tool for businesses when used properly. If you aren’t sure if you need a Facebook page, check out what your competition is doing. Having zero presence on social media is ignoring

a powerful vehicle to get your message out to the masses. I tell my clients they should be checking their social media accounts every day, just like you would your email and your phone messages. It’s just as much about communication as it is about marketing.

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VISUAL BREAKDOWN

1918

Although a version of the fortune cookie was made as far back as the 19th century, David Jung, founder of the Hong Kong Noodle Co. in Los Angeles, claims he invented the fortune cookie in 1918.

The DeSoto automobile make was founded in Highland Park by Walter Chrysler on Aug. 4, 1928, and introduced for the 1929 model year. The De Soto marque was dropped Nov. 30, 1960, with over 2 million vehicles built since 1928.

1938 DuPont launched the first nylon toothbrush in February 1938 – in the form of a toothbrush with bristles made of nylon.

1958

BUSINESS

EVOLUTION THROUGH THE DECADES

Dick’s Sporting Goods was started by Richard “Dick” Stack as a fishing tackle store in Binghamton, New York, in 1948. He began with a $300 loan from his grandmother, who pulled from her savings, which she kept in a cookie jar.

Pizza Hut was founded in June 1958 by two Wichita State University students, brothers Dan and Frank Carney, as a single location in Wichita, Kansas. Six months later they opened a second outlet and within a year there were six Pizza Hut restaurants.

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1948 Compiled by Rich Adams | Graphics by Heather Thielking Sources: Infoplease and Wikipedia

VISUAL BREAKDOWN

1968 1978

In 1968, Calvin Klein founded Calvin Klein Limited, a coat shop in the York Hotel in New York City, with $10,000.

Milton Bradly’s Simon memory game debuted in 1978 at a retail cost of $24.95 (equivalent to $95.31 in 2017) and became one of the top-selling toys that Christmas.

1988

Outback Steakhouse, the Australianthemed American casual-dining restaurant chain serving American cuisine was founded in March 1988 in Tampa, Florida, by Bob Basham, Chris T. Sullivan, Trudy Cooper and Tim Gannon.

2008 A patent for an elliptical bicycle was first registered in 2008. In 2010, ElliptiGO subsequently secured the exclusive rights to the patents.

1998

In October 1998, Travelzoo founder Ralph Bartel, a former print and television journalist, launched Travelzoo.com with an initial investment of $10,000. In September 2000, Travelzoo published its first Top 20 and emailed 1 million U.S. members.

2018 The Temi robot went into production in 2018. It recognizes and follows its user around. It remembers preset locations and navigates around the user’s home and office, making video calls hands-free and using the smart tray to charge the user’s devices wirelessly. The personal robot comes with basic features such as reporting the weather, playing music, taking photos and more. La

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Addition of Shiawassee to Lansing region brings beneficial opportunities BY STEFANIE POHL

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Justin Horvath : President/ CEO Shiawassee Economic Development Partnership Photo by Mary Gajda

I THINK PEOPLE IN THE LANSING AREA ARE GOING TO BE PLEASANTLY SURPRISED ABOUT THE LEVEL OF ECONOMIC ACTIVITY HAPPENING OUT HERE Talk about expansion: In September, the federal government issued a decision that caused the Lansing region to grow by 70,000 people.

a million. From a marketing perspective, it’ll really help us attract business and people to our region, we think.”

On Sept. 14, the U.S. Office of Management and Budget announced the addition of Shiawassee County to the Metropolitan Statistical Area (MSA) of the tri-county region comprised of Ingham, Eaton and Clinton counties. As a newly designated “quad region,” the Lansing area’s population has grown to well over the half-million mark – from 477,656 to 546,102 residents – in the matter of a memo.

Aside from the marketing possibilities, Trezise said the new designation will also help organizations in the region by obtaining additional grants and eligibility for programs.

What will this mean for the future relationship between these two areas? For economic development professionals in the city of Lansing and Shiawassee County, the new MSA designation will begin opening opportunities for collaboration between the regions. It puts an official stamp on a relationship that, for many, was already in place. According to Bob Trezise, president and CEO of the Lansing Economic Area Partnership (LEAP), Shiawassee County was added to the Lansing region’s MSA because a certain ratio of its population was commuting more to Lansing than anyplace else. “That is a critical determining factor in how they calculate what makes up a region or MSA,” Trezise said. “It drove the statistical decision by the federal government to expand our MSA.” Trezise said the development is a turning point for the region. “Primarily, it’s a very important marketing moment for us. Because our region has been at pretty stagnant growth for the last 60, 70, 80 years, we’ve been around 440,000 people for a long time,” he said. “So, when we’re marketing our region to companies from around the world, when we’re trying to talk people into moving to our region, it’s very advantageous for us to describe ourselves as a region well over half

“We think for numerous public and private organizations, they might find themselves qualifying for better or higher levels of grants and programs because of our increased population size,” he said. “Very typically for programs and initiatives, they ask you what your MSA population and demographics are. Typically, the bigger you are, the more money you can get.” There are other potential effects, although at this time Trezise noted they are merely speculative. For example, he is looking at other ways Shiawassee County could be incorporated into the region. The governor has divided the state of Michigan into 10 economic development regions, called prosperity regions. Currently, region No. 7 represents Ingham, Eaton and Clinton counties. “There hasn’t been any conversation about this,” Trezise said, “but at some point, you wonder whether Shiawassee County would be added to region seven. That would be a state decision to make.” If that were the case, he said, the ramifications would be that LEAP would be obligated to serve Shiawassee County with all of its programs and services in addition to Eaton, Ingham and Clinton counties. “So that would be a whole new and interesting economic development relationship, organizationally. No one has talked about that yet, but that is speculative. But, sometimes those prosperity regions are designed around what an MSA looks like,” Trezise explained. La

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Finally, Trezise noted another speculation about Shiawassee County potentially becoming a part of region seven is how it might open other conversations about agencies and services provided by the state. Regardless, the organizations that will be working together moving forward are LEAP and the Shiawassee Economic Development Partnership (SEDP).

“More of our residents go to the Lansing area every day than any other county out there,” Horvath explained. “I didn’t know the federal government was going to be making this designation, but when I heard about it, it made total sense to me. We have a number of great ties there. The question obviously now is, what does that open up?”

“From my county’s standpoint, we are all about regionalism,” Horvath said. “That is a top priority for us. We don’t believe in going it alone. Quite honestly, we don’t even market just our county. We’re a small county, and rather than trying to put ourselves on the map, we believe in regional partnerships. We’ve had great success with many of them.”

Justin Horvath is president and CEO of SEDP, and Trezise considers him a friend and one of the top economic development officials in the state. Horvath shares the enthusiasm for the federal government’s recent decision.

Both Horvath and Trezise agreed that is the phase in which their relationship is currently, as they meet with each other’s respective organizations to figure out the next steps moving forward. One obvious focal point for joining forces in the future is marketing the M-21 corridor.

The new designation appears to be mutually beneficial for both areas. Horvath sees the potential for the residents of Lansing to learn more about Shiawassee County.

“We’re obviously very excited about this opportunity,” Horvath said. “I’ve known Bob for many years. I’ve been doing this for 16 years and I met Bob when he was working for the Michigan Economic Development Corp. years ago. LEAP is a great organization and well-regarded statewide. Having an opportunity to potentially work with Bob and his team is certainly something that I’m interested in and our organization as a whole is interested in.” It did not surprise Horvath when the federal government’s decision was made.

“We share M-21 as a corridor,” Trezise said. “M-21 actually is an amazing ag-tech-looking corridor right now. LEAP just landed two plants in St. Johns. And there are big ones in Shiawassee County. And there are big ones to the west of St. Johns. Should we all be marketing and branding that corridor together as a prime corridor for ag-tech development?” That is the kind of regional collaboration Horvath said he supports.

“I think people in the Lansing area are going to be pleasantly surprised about the level of economic activity happening out here,” Horvath said. “People have viewed us as that big piece of farmland between Lansing and Saginaw, but the reality is we have a major business base here. We have a major manufacturing base — health care, agriculture, technology — that maybe flies under the radar. I think being able to partner with a more visible organization might allow the opportunity to get a little more visibility to those economic opportunities we have here.”

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What this new partnership between the Lansing region and Shiawassee County officially looks like is yet to be determined; however, for Horvath and Trezise, the new MSA designation formalizes something that has been there all along. “Shiawassee County, they feel like they’re part of our region already,” Trezise said. “These are our neighbors, friends, and a lot of our business and daily truck traffic is crossing that border. A lot of people live in those areas and commute here. Their people and their businesses are quite tied into the Lansing region already.” Horvath agreed. “At the end of the day, it will be a win-win for everyone involved,” Horvath explained. “I have no doubt we’ll get there.” Stefanie Pohl earned a BA in English and Creative Writing from Michigan State University and an MA in Writing and Publishing from DePaul University. She is currently a freelance writer raising her two young daughters with her Spartan sweetheart. Find her musings about motherhood and more on her blog, www.mostefinitely.com. Stefanie has been spelling out her name since 1985.

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REACHING GENERATION Z Many businesses are rethinking social media BY ALLISON SPOONER After years of focusing on millennials, it’s time for businesses to turn their attention to the newest kids on the block, Generation Z. Born between the years 1995 and 2015, they’re between 2 and 23 years old and there’s nearly 74 million of them in the United States. While the 2-year-olds aren’t doing much buying, a large percentage of this generation has access to $44 billion in buying power with a high ratio of discretionary spending.

Unlike millennials, the Gen Z population was born into the digital era and many had phones in their hands as soon as 10 years old. But while they are all about digital, the way they consume their content differs from millennials in meaningful ways – and businesses need to take note of those differences if they want to try to harness that buying power. James Shockley of Hidlo Studios and his newest business, Social Media Movement, is not only a business owner trying to help businesses connect with 20- to 35-year-olds, but he’s also part of Gen Z. He knows what

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Gen Z is looking for from businesses because it’s the same things he’s looking for. And, according to Shockley, the places businesses are used to marketing are out. “I can’t tell you the last time I followed a business on Facebook,” Shockley explained. “The same for Twitter. I think only old people use Twitter.” While Gen Z uses their smartphones 15.4 hours per week, they’re not necessarily “plugged in and zoned out.” According to Shockley, they want to go out and have experiences and share

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their experiences with friends. This is why his business began with Snapchat geofilters. This generation flocks to Snapchat because their parents aren’t there, and Shockley said it offers a more personal experience. It also offers the opportunity for “artwork that happens to be ads.” Shockley’s first business client was Dublin Square and he and his team designed a Snapchat filter that would allow customers to use a specific filter when they were at the East Lansing bar. When they are using the filter, they are bragging about where they are and advertising for the business to their friends. Plus, Gen Z trusts their friends over ads.

Z means staying on top of trends. She said she still hears companies say they don’t need social media, “and by the time they realize they do need it, they’re way behind.” Companies need to figure out how to reach them on the apps they already use. Lavardain added that it’s important to embrace the changes they are influencing. “They are looking for ways to make communication easy and different. If they communicate in certain ways, we have to get on board,” she said.

Allison Spooner is a writer, storyteller, copywriter, marketing content creator, and communicator. She uses her communication and creative writing skills to articulate the stories and messages that businesses can't express themselves. She has been telling the stories of businesses across the state of Michigan for 10 years. You can find both her professional and her creative writing on her website, www.allisonspoonerwriter.com and follow her musings on Twitter @allyspoon.

In fact, according to a study by Vision Critical, the world’s leading customer and intelligence platform, many don’t see traditional ads anymore as they are only watching 13.2 hours of TV a week, compared to the 24.1 of baby boomers. So, where are they? Snapchat and Instagram are huge, but they’re also on YouTube. “It’s replacing TV,” Shockley said. Courtney Lane Maki Larvadain of Glow Social Media, a social media strategy company, has also noticed this trend. Along with diversifying their time across multiple channels, Gen Z is also utilizing ad blockers on these various channels. The best way around these blockers, according to Larvadain, are influencers. Gen Z doesn’t follow businesses on social media, they follow people – people they trust and will listen to. Those people are called influencers, and if companies can get those people to use their products, Gen Z will notice. Larvadain was working with a client that sold gymnastics equipment. While they could reach the parents in traditional ways, they had to start thinking about things like Snapchat to reach the gymnasts. “We looked to influencers,” Larvadain said. Gen Z has only ever looked to their phones for the latest trends, and they get those trends from the personalities they trust online. A visually pleasing Instagram account can go a long way in gaining the trust of Gen Z, and that’s where Shockley is shifting the focus of his business. Beyond Snapchat filters, Social Media Movement wants to help businesses offer something new and fresh that the next generation will appreciate.

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“Gen Z loves aesthetics,” Shockley said. According to Lavardain, keeping up with Gen La

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RAISING THE BARRE Fitness trend is growing in the Lansing area BY STEFANIE POHL Remember the Shake Weight? How about the Thighmaster? What about the NordicTrack that worked better as a place to hang your clothes? Exercise fads come as quickly as they fade away. By nature, a fad is both intense and short-lived. A trend, on the other hand, is different. Although also measured by popularity, a trend can also mean movement, progression or a shift in direction – and trends in exercise change the landscape for fitness businesses.

chains open around the country. Barre studios and classes in the Lansing area have continued to grow in popularity.

In the United States, the world of health and fitness is a $30 billion industry and shows no sign of slowing down its growth, according to the International Health, Racquet and Sportsclub Association. As the approach of a new year motivates the masses to be active, there is a search for what will keep them coming back for more.

“I would say the barre craze started a good six years ago, and it’s really increased,” said Melissa Eyde, group fitness manager at Sparrow MAC. “All of these other takes and trainings of barre have come out over these past several years. Rather than us going with one of those brands, we have developed our own barre class.”

With more options than ever before, everyone — from lifelong fitness enthusiasts to beginners — are looking to see if the latest trend will help them lead a healthy lifestyle. One of the fastest-growing trends in the fitness industry is barre.

According to Eyde, the biggest misconception about barre is the need for a dance background.

Developed in London by ballerina Lotte Berk in 1959, barre uses the traditional ballet barre and movements derived from the dance style while incorporating elements of yoga and Pilates. Lydia Bach, a former Berk student, brought the barre practice to New York where she opened a studio in 1971. Barre has become a certifiable trend in the last decade as studio 24

With over 15,000 members, the Sparrow Michigan Athletic Club (MAC) caters to the various health and fitness needs of midMichigan residents. Following the increased interest in barre, Sparrow MAC offers several barre classes as a part of its group fitness schedule.

“It’s not taking a yoga class where there’s a lot of that mind-body connection, but it’s taking aspects of yoga, Pilates, balance and other aspects of fitness and really focusing in on specific parts of the body,” Eyde said. “You don’t get that in a cardio class or CrossFit. Your heart rate is going to raise in a barre class, but in a different way.” Along with larger gyms, studios devoted specifically to barre have also become popular in the Lansing area. Pure Barre, the largest barre franchise in North America with over 500 studios, was founded by Michigan State University graduate Carrie Dorr in 2001 when she opened her Birmingham studio.

“With barre, you don’t need a dance background. We’re just using the barre as a tool to stabilize and help isolate those leg muscles and other groups,” Eyde esaid. Unlike other group fitness programs that focus on high-intensity workouts, such as Orangetheory or CrossFit, the method behind barre is less intense. Yet it’s not quite a yoga class either.

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Dana Owen and Devon Glass Co-owners of Pure Barre

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The Okemos location, which opened in 2011, is currently co-owned by former clients Dana Owen and Devon Glass, who purchased the location in 2012 when it went up for sale. According to Owen, also an instructor, her studio currently has over 400 active members, and she knows why barre continues to be so popular.

It’s that sense of community in the area and within the walls of the studios that continues to bring clients back to the barre.

“Super simple: It works,” Owen said. “It’s crazy hard, but it works. You think that everything has to be big, like CrossFit – big and heavy and you’ve got to be completely defeated every time. Trust me, you’re pretty dead when (barre) class is over.”

“I think a lot of people like taking classes versus working out on their own,” Eyde noted. “It’s not a competition, but it’s motivation. You go with a friend or you meet people there. When you’re in a class, you are tired, but you look around the class and say, ‘I can do this.’ ”

Barre classes incorporate props, such as resistance bands and weights under 5 pounds, to further fatigue the arms, core, glutes and legs of clients. The weights might appear too light for those who are used to heavier lifting, but it only takes a few reps to understand why.

Drop-in classes cost between $20-$25 at The Barre Code and Pure Barre, but both studios offer discounted rates on a client’s first class as well as discounted memberships for students and other incentives. According to Owen, while the cost is higher than traditional gyms, part of the reason is the investment in training instructors.

“People who are passers-by will walk by and say, ‘Oh my, they don’t look like they’re working that hard,’ until they actually come in and take it,” Eyde said. “A few years ago, when I was teaching the lunch class, there were a couple of guys coming by and taking the class. And they had no idea that it was as hard as it is.”

“We say that the community in a Barre Code studio is kind of like the secret sauce,” Gimbutis said. “You come initially for the workout, but you stay for the community.”

“It’s boutique fitness,” Owen said. “It’s expensive. That number that you’re seeing is the value of what you’re getting. If it didn’t work, people wouldn’t pay us what they pay ”

As the popularity of barre continues to grow in the Lansing area and across the country, it’s clear to see this is a fitness movement that’s here to stay.

Melissa Eyde

In general, barre classes are primarily attended by women, although everyone is welcome to try it. According to Owen, having a male business partner has helped attract men to Pure Barre classes. Another barre studio client-turned-business owner is Michelle Gimbutis, who opened The Barre Code East Lansing in June 2018. The Barre Code was co-founded in 2010 by MSU alumna Jillian Lorenz and is set to have 50 studios across America by the end of this year. Gimbutis and her husband, both Spartans, signed the agreement for their Trowbridge location in 2016. They spent time settling their family in the area before this summer’s grand opening. The Barre Code East Lansing has grown to over 150 members since opening. According to Gimbutis, as a new Lansing-area resident and business owner, she has enjoyed collaborating with other businesses for special events and pop-up classes. “I’m really about community and not competition,” Gimbutis explained. “I think there’s enough room for everybody. I think the Lansing area is generally underserved in group fitness offerings. We can all work together and do some really cool things.”

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FOOD FORWARD BY NICK MCCORMACK

The Potent Potables Project is the culinary microverse founded and tended to by restaurateur Sam Short and his team. Short and team set a precedent for leading Lansing’s relatively young restaurant/bar scene into the zany, ever-changing consumer landscape. “When my wife and I moved here, we found that there wasn’t a whole lot of accessible places to eat truly remarkable food,” Short explained. “Sure there was fine dinning, but the local pizza joint wasn’t trying anything exciting or untraditional.” It was this trend-setting, experimental void that set Short on the five-year journey to establish the Old Town staples Zoobie’s, The Cosmos, The Creole and Punk Taco. All Potent Potables Project locations, and Short himself, share an air of instinctual openness and flexibility with an emphasis on innovation, quality and logic that has steered the project squarely into trailblazer status.

Mind-erasingly good pizza pies hyperthermatically-scorched in a woodfired oven from the galactic beyond.

Artwork courtesy of

The Creole boasts a groundbreaking early adoption to the delight of its veg-head patrons in its Impossible Burger. It’s a lab-bred wheat/ potato-based burger that imitates the taste and texture of tried-and-true ground beef patty by adding a smidgen of iron-rich heme, hence a rare meat veneer. Short encountered the far-from-humble dish before all the hype and remembers the impossible at its ground-floor vividly. “I was out in California while it was still in testing” Short said. “Someone told me, ‘Try this, its vegan,’ and I said, ʽNo way, I can see it bleeding.’ Anyways he gave me the rundown, I tried a bite and it blew my mind.” Short decided then and there to bring the still-green product back to Lansing for his restaurant. “I didn’t care if it was a fad, it was simply a superior product,” Short said.

Wishing you a joyous holiday season with peace & cheer in the New Year! 26

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Of all the colorful menu items at the Potent Potables Projects' vastly differing establishments, the one that undoubtedly stands out the most is the frankly titled “Trust Us” plea at the bottom of each entre selection. “It’s a fresh, new item on command,” said Short. “At The Cosmos, one day it might be a

chicken-and-waffle pizza; the next, it will be completely different. Then we use the feedback to take note of what works when it comes time to flip the menu.” The Cosmos and its sisters change the majority of their menu every season or so. At The Creole, around the time of each flipping, a “burger-off” is held that can involve anyone from the head chef to the busboy; the winner makes it onto the next menu. Seeing all that the Potent Potables Project locations do to remain the cream of the crop at present, one might wonder what Short thinks of the future. “The culinary landscape is constantly changing,” he said. Short sees eating experiences that involves interaction both with and from the customer as the future of restauranting. With this being said, it’s no surprise that Punk Taco and The Cosmos have begun to integrate online ordering and hybrid counter-style service at their locations. Still, not every location is meant to ride certain waves. The Creole sits

firmly in its seat as a pure sit-down. “The Creole, as progressive as it is, is a little more old school than the rest. I like the idea of a twohour brunch there, seeing as the vibe is a bit more indulgent,” Short said. As important as it is to push things forward, it is equally important to know what works best in its own world: Innovation wherever it can be implemented, restrained creativity everywhere else and attention to quality regardless. Nick McCormack is a fourth year advertising management major at Michigan State University and an intern at M3 Group. Rather than fetching coffee, he picks up projects here and there spanning the gamut of M3 Group's many services. Off the clock Nick explores photography, hiking and lifting.

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BUSINESS CALENDAR

DECEMBER 2018 DECEMBER 2

MICHIGAN CANNABIS BUSINESS OUTLOOK 2019, LANSING The Michigan Cannabis Business Development Conference series continues with its 2019 Outlook event. The Lansing Radisson Hotel will host the conference. As with all MICBD conferences, they will feature knowledgeable speakers, great food and exciting topics. Come out to the first conference after the vote for the adult use of cannabis. Visit Eventbrite.com for more information about this event.

DECEMBER 5 MEET MICHIGAN’S COMMERCIALIZATION RESOURCES, EAST LANSING

Join the BBCetc team and take advantage of this opportunity to connect with Michigan’s commercialization resources, explore their range of services and share information about your project. Enjoy hors d’oeuvres and a beverage bar while you connect with technology-driven people. Bring your business cards for networking. Visit Eventbrite.com for more information about this event.

DECEMBER 6 LANSING HOLIDAY COLLABORATION, LANSING Formerly known as the Diversity Holiday Mixer, the Lansing Holiday Collaboration is an inclusive event founded by Michigan Premier Events and Lansing Mosaic celebrating diversity in Lansing with local Lansing leaders, professionals and entrepreneurs from diverse industries and backgrounds. This year’s second annual event will be from 6-8

p.m. at Old Town Marquee in Lansing. The evening will commence with cocktails, hors d’oeuvres, desserts and music. With a warm welcome from Lansing Mayor Andy Schor, last year’s event held 200 people, which included those from the Lansing Black Chamber of Commerce, Greater Lansing Hispanic Chamber of Commerce, Lansing Regional Chamber of Commerce, Delta Township Board of Trustees, Lansing politicians as well as other Lansing professionals, business leaders and community members. Some of Lansing’s neighboring city leaders were also in attendance such as Grand Rapids, Flint and Detroit. The second annual Lansing Holiday Collaboration also includes local small businesses showcasing and selling their products. Visit Eventbrite.com for more information about this event.

OUTSOURCED ACCOUNTING SOLUTION IS IT RIGHT FOR YOU? Many companies are facing challenges dealing with transitions of key financial team members. Outsourcing becomes an obvious temporary solution, but could outsourcing be a good option for you on a more permanent basis?

WHY OUTSOURCE?

WHAT ACCOUNTING SERVICES CAN BE OUTSOURCED?

Dependable workforce Hiring staff is no longer a concern. Hiring competent, dependable accounting staff can be very difficult and time-consuming. An outsource firm has the resources and expertise to find staff, to train them and to cross train others to prepare for transitions and turnover.

Many of the most difficult, time-consuming and specialized services can be outsourced! A highly trained team can quickly review and document your process, recommend efficiency enhancements and devise a tailored plan to outsource most accounting functions. Whether it is standard bookkeeping functions like accounts payable, receivable or payroll, or more complex functions, like strategic planning, budgeting or forecasting, a good outsourced team will handle most any accounting function.

Flexible Solutions Business owners need staffing in accounts payable, accounts receivable, an accounting manager, a controller and a CFO. Many small businesses and growing organizations do not need all of those people all of the time. With an outsourced solution, your business has the right level person at the right time. Efficiencies in process and technology Outsourced staff have access to state-of-the-art technology and software with experts who use them every day. Staff have “best practice” experience in many different companies.

DRAWBACK TO OUTSOURCING? Having someone physically in your office all the time – Outsourcing is all about efficiency. You pay for only the specialized accounting service you need and outsourced staff will optimize a plan to perform those functions that integrate best with your schedule. Therefore, outsourced staff will work remotely when possible and on-site when necessary.

CEOs and owners can focus on the business Most business owners and CEOs do not aspire to become great accountants. Outsourcing that part of the business gives the confidence and reliance on the numbers so they can make informed decisions about the direction of the company.

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DECEMBER 2018

James A. McNeeley, CPA (517) 886-9502 jmcneeley@manercpa.com manercpa.com | manersolutions.com

BUSINESS CALENDAR

DECEMBER 7 EXCELLENCE IN BEHAVIORAL HEALTH: CARING FOR THE WHOLE PERSON, LANSING The Association for Behavioral Healthcare Michigan is proud to present the 2018 conference Excellence in Behavioral Health: Caring for the Whole Person. This year’s conference tackles hot topics in behavioral health such as integrated care, providing culturally competent care and practical tips for caring for challenging patients. The event runs from 8:30 a.m. to 4 p.m. at the Lansing Community College West Campus. Visit Eventbrite.com for more information about this event.

DECEMBER 12 CAPITAL AREA MICHIGAN WORKS! 2018 ANNUAL OPEN HOUSE, LANSING

Lansing American Job Center. The future is bright for Greater Lansing, and Michigan Works! looks forward to serving employers and career-seekers as they influence the workforce of tomorrow. Visit Eventbrite.com for more information about this event.

DECEMBER 20 THE DRINKING LUNCH DECEMBER HOLIDAY PARTY, LANSING There was a time when it was expected that you’d have a few at your business lunch – and then it vanished. The Drinking Lunch is proud to be bringing back the afternoon libation ¬– without the judgment. So bring your business cards and raise a toast to The Drinking Lunch. Visit TheDrinkingLunch.com for more information about this event.

DECEMBER 27 ITIL FOUNDATION CLASSROOM TRAINING, LANSING

The foundation level is the entry-level certification and offers you a general awareness of the key elements, concepts and terminology used in the ITIL service lifecycle, including the links between lifecycle stages, the processes used and their contribution to service management practices. Trainerkart ITIL Foundation Exam Prep is designed and developed by the global panel of ITIL expert instructors to ensure that our participants pass the ITIL foundation exam on their first attempt. Trainerkart’s training includes best practices from ITSM processes and service management, ITIL lifecycle phase interactions and outcomes. Visit Eventbrite.com for more information about this event.

Capital Area Michigan Works! invites you to join its open house and evening of celebrating 2018 at the Capital Area Michigan Works!

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MSU AWARDED FOR CONTRIBUTIONS TO VENTURE CREATION Michigan State University – represented by the MSU Hatch, MSU Undergraduate Entrepreneurship and Innovation and Spartan Innovations – received the 2018 Global Consortium Fischer and Jaques of Entrepreneurship Center’s (GCEC) prize for Outstanding Contributions to Venture Creation. Competing against nationally recognized entrepreneurship centers, MSU’s program took center stage with the Stockholm School of Entrepreneurship. GCEC’s annual awards showcase and celebrate the very best of university entrepreneurship, recognizing top entrepreneurship programs in seven categories.

programming, collaborative incubation spaces and a summer business accelerator – all of which cultivates a vibrant entrepreneurial ecosystem at Michigan State University that serves our students, faculty and researchers committed to creating new ventures.” Hosted by DePaul University and the Illinois Institute of Technology, the 2018 GCEC conference was held Oct. 18-20 in Chicago. The annual event focuses on entrepreneurial ecosystems across the nation that support starting and building businesses.

JACKSON ELECTED TO BOARD OF DIRECTORS

Michigan State University Federal Credit Union (MSUFCU) announced that Jeff Jackson, MSUFCU’s chief lending officer, has been elected to the Federal Home Loan Bank of Indianapolis (FHLBI) board of directors. In the role, he “This award is six years in the making,” said will provide leadership, Paul Jaques, director of student and community strategic planning and engagement at Spartan Innovations. “Our team is Jackson 2018 Ad_GLBM_December.pdf 1 11/7/2018 8:44:15 AM guidance for FHLBI to laser-focused on creating value-driven academic

help its members with reliable, cost effective and flexible funding resources. Jackson is committed to strengthening and overseeing the FHLBI’s core mission to provide advances for liquidity, housing and community economic development to its members; to purchase mortgages from its members; to administer Affordable Housing Program (AHIP) grants; and to provide other correspondent banking services. “It is an honor to have been elected to the FHLBI board of directors,” said Jackson. “I look forward to bringing a community-focused perspective to the FHLBI, increasing access to grants and improving services to further economic development.” The FHLBI board is comprised of both member and independent directors. Board members are elected for four-year terms.

LEAP RECEIVES HONORS FROM DEVELOPMENT COUNCIL The Lansing Economic Area Partnership (LEAP) has received two Excellence in Economic

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Development awards from the International Economic Development Council (IEDC), the world’s top leader in setting standards for the economic development industry. The awards, a gold award for the publication Start Chart and a silver award for Stronger Together: Lansing Economic Area Partnership 2017 Annual Report, were presented during an awards ceremony held at the recent IEDC annual conference in Atlanta. LEAP’s Start Chart was designed to strengthen connections and visibility between entrepreneurs and entrepreneurial support organizations in the tri-county region,

LEAP’s director of marketing, communications and talent accepts LEAP’s awards from Craig J. Richard, president and CEO of the Tampa Hillsborough Economic Development Corp. and 2018 chairman of the IEDC board of directors, and Quentin Messer, president and CEO of New Orleans Business.

ONWARD & UPWARD

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MENTAL ILLNESS SUPPORT GROUP FINDS NEW HOME

From left: Amy Dorr, Elizabeth Pratt, Jerri Nicole Wright and Kevin Keele pose in front of the celebratory banner.

Keep your business goals on track in 2019 with the assistance of Foster Swift business attorneys. • • • • •

helping entrepreneurs better understand their business cases and take steps toward implementing their ideas. LEAP’s 2017 report, Stronger Together, communicates the impact of LEAP’s work and the organization’s role, together with the LEAP membership and other regional partners, in creating a stable regional economy with tremendous growth potential through regional economic development efforts.

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From left: Kevin Keeler, Amy Dorr, John Patterson and a representative from Lansing Mayor Andy Schor’s office cut the ribbon on the new NAMI Lansing office space.

The National Alliance for Mental Illness (NAMI) has a local chapter in Lansing that provides education, support and advocacy for residents with mental illness and their family or caretakers. NAMI has been in the Lansing area since 1972 and has never had its own office space until now. “The committee members have been working out of basements, garages and cars,” said Kevin Keeler, president of NAMI Lansing. The NAMI Lansing organization reached out to McLaren Greater Lansing to see if McLaren knew of an office space that would be able to fit the organization. They talked with John Patterson, administrative director at McLaren Greater Lansing, who offered to provide the organization office space in the orthopedic hospital. “We are a community hospital and we care what is happening in the community,” said Patterson. “We know there is a shortage of mental health resources, facilities and help. If there is anything

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we can do to help fill those voids, we have an obligation to do that.” The office space was donated by the hospital to NAMI Lansing, allowing NAMI to provide more support in the community. “Now that we have this space, we can put our resources in one place. It has changed the culture now that we have our own office; it has changed the dynamic, and we can think bigger,” said Keeler. “We finally have a home.”

Everyone in the NAMI community has someone in their family who has a mental illness or they themselves suffer from a mental illness. If you or a loved one would like to get involved or learn more about NAMI Lansing, visit namilansing.org.

WHARTON CENTER HIRES DIRECTOR OF MARKETING The Wharton Center for the Performing Arts has hired Michigan native Lisa Rentz as its director of marketing. Most recently, she has

served as the director of marketing and patient relations for L.O. Eye Care (formerly Lansing Ophthalmology). In her 11 years with the practice, L.O. Eye Care has expanded from seven locations Rentz to 12 and has added 25 providers. In 2016, Rentz spearheaded a successful name change and rebranding of then Lansing Ophthalmology during the practice’s 50th anniversary. Rentz lives in St. Johns with her two children, husband and dog, Diesel.

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CAPITOL NATIONAL BANK HIRES VICE PRESIDENT

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Renwick also currently volunteers for the Owosso Community Players. She is a past Leadership Shiawassee graduate, past president of the Shiawassee Arts Council and was previously on the Respite Board.

FRASER TREBILCOCK NAMED FIRST TIER LAW FIRM Fraser Trebilcock has received a First Tier ranking in Lansing in seven practice areas by U.S. News – Best Lawyers Best Law Firms in 2019. Those practice areas are administrative/regulatory law, arbitration, bankruptcy and creditor debtor rights/insolvency and reorganization law, commercial litigation, litigation – regulatory enforcement, real estate law and utilities law. In addition to the First Tier ranking in seven legal practice areas, Fraser Trebilcock has been named a Tier 2 firm in Lansing in four practice areas, and has also been named a Tier 3 firm in Lansing in six practice areas. The Tier 2 areas are

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DECEMBER 2018

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closely held companies and family businesses law, corporate law, employee benefits (ERISA) law and litigation – labor and employment. The Tier 3 areas are appellate practice, DUI/DWI defense, environmental law, litigation – construction, mediation, and trusts and estates law. Firms included in the 2019 Best Law Firms list are recognized for professional excellence with persistently impressive ratings from clients and peers.

EAST LANSING AWARDED IN GREEN COMMUNITIES CHALLENGE

with one another through peer learning and information sharing to promote innovative solutions and move sustainability initiatives forward at the local, regional and state level.

The city of East Lansing was among 30 Michigan communities recently honored in the statewide Michigan Green Communities Challenge for its sustainability efforts.

Of the 30 communities honored, East Lansing was one of six municipalities to receive gold certification – the highest recognition awarded by the Michigan Green Communities Network. The city of East Lansing was specifically recognized for adopting its climate sustainability plan, from which the city implements action planning, goals and objectives to reduce the community’s impact on the environment.

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Maner Costerisan closed their office on the afternoon of Nov. 1 to allow 100 employees the opportunity to participate in Maner Costerisan Cares – Day of Impact. Employees’ volunteer efforts included Community Action of Allegan County, Youth Arts Alliance and Growing Hope, Southwest Solutions, Habitat for Humanity of Kent County, Kent Transition Center, Senior Neighbors, Advent House, Allen Neighborhood Center, Capital Area Humane Society, Impression 5 Science Center, Lansing Art Gallery, Lansing Parks, Mid-Michigan Recovery Services, Peckham, Potter Park Zoo, REACH and Special Olympics.

CBRE AND CBRE|MARTIN TO END AFFILIATE RELATIONSHIP CBRE Inc. and CBRE|Martin announced a mutual decision not to renew their affiliate agreement covering operations in Grand Rapids and Lansing. CBRE|Martin offices in those markets will remain CBRE affiliates through the end of 2018, at which time the local firms will drop the CBRE branding and change their operating name to Martin Commercial Properties, which is the existing legal entity. “CBRE thanks Van Martin and the firm’s professionals for their dedication and efforts in serving clients,” said John Latessa, president of the Midwest Region for CBRE. “We wish them continued success.”

JOIN GREATER LANSING BUSINESS MONTHLY as they present the 25th Annual Entrepreneurial Awards Ceremony

THURSDAY, MARCH 7, 2019

Cocktail hour 5 p.m. - 6 p.m. Awards program at 6:30 p.m. Eagle Eye Golf Club, 15500 Chandler Road, Bath Twp.

KEYNOTE SPEAKER John Latella is a master of all trades. From business law to business consulting to becoming the president of a business, Latella is a master of negotiation, leadership and customer service. He’s been called a multi-faceted top-level executive who knows his value in a business relationship. Latella’s resume includes former Chief of Senior Crime Unit for the Macomb Senior Crime Unit, former CEO of Garden Fresh Gourmet and current business consultant and angel investor. Latella is now the president of McClure’s, a specialty manufacturer of artisan pickled products and bloody mary mixes located in Detroit, Mich.

CO-HOST Tony Willis is a professional resource charter and economic gardener. Over the past five years Tony has been deeply involved with economic development; specifically, when it comes to developing an entrepreneurial ecosystem for the Greater Lansing Region to foster increased company formation, seed and VC investment, resources to enhance connections between entrepreneurial support organizations, and a culture where people and ideas can move rapidly to the market. Tony is currently the Director of New Economy at the Lansing Economic Area Partnership (LEAP) and President of Lansing PROTO, the regions first startup accelerator program.

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CBRE and CBRE|Martin have had a positive, longstanding relationship, and both firms expect that relationship to continue.

As an added bonus for those who visited the Pop-Up Shop, special limited-time offers on mortgages and Certificates were available.

“Our organization is and has always been a private, family-owned company. All of our operations and support services are completely independent, so this transition will have minimal impact on our clients or the way we do business,” said Van Martin, chairman and CEO of Martin Commercial Properties. “We appreciate the 20-year partnership with CBRE. Going forward we remain committed to best-in-class service to our clients and employees, and we look forward to our next chapter.”

“The Pop-Up Shop provides an opportunity for us to introduce residents and visitors of the greater Grand Rapids area to MSUFCU and show the Grand Rapids community all the ways MSUFCU helps members achieve their dreams,” said Deidre Davis, MSUFCU chief marketing officer.

MSUFCU OPENS GRAND RAPIDS POP-UP SHOP Michigan State University Federal Credit Union (MSUFCU) opened a Pop-Up Shop on Nov.7 at the RiverTown Crossings Mall in Grand Rapids. The Pop-Up Shop will open several days throughout the month. Credit union and community members were able to visit the holiday-themed space to learn about MSUFCU’s products and services, mobile apps and website, as well as provide feedback about credit union services.

Baker

patients who rate the provider as “excellent” for a question relating to overall quality of doctor care. PRC is the preeminent national market research firm in health care, focusing on patient feedback and trends.

SPARROW PHYSICIANS RECEIVE AWARDS FOR PATIENT FEEDBACK Two Sparrow Hospital physicians have received Top Performer awards from a national firm based on feedback from patients who overwhelmingly praised their care. Dr. John Baker of Sparrow Behavioral Health and Dr. Rebecca Wolfe of Sparrow Medical Group North received the awards from Professional Research Consultants Inc. As Top Performers, Baker and Wolfe scored at or above the 100th percentile compared to PRC’s national database of physicians in 2017. The designation is based on the percentage of

Wolfe

“Communication skills are the foundation of quality medical care. I’m very proud of all our providers and their commitment to patientcentered communication skills. Congratulations to Drs. Baker and Wolfe for this national recognition,” said Dr. Karen Kent VanGorder, Sparrow senior vice president and chief medical and quality officer.

PASLAWSKI NAMED PRESIDENT OF MEGA Tanya Paslawski has been selected to become president of the Michigan Electric and Gas

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Association (MEGA) beginning in January 2019. She will replace James Ault, who is retiring after serving in the position for 19 years. “We are excited to have someone of Tanya’s qualifications, experience and talent take the reins of MEGA as the energy industry is in the midst of a transformation,” said Chrissy Beckwith of SEMCO Energy Gas Co. and new chair of the MEGA board of directors. “We look forward to our relationship and mutual cooperation in dealing with the important regulatory and political issues that continue to develop. MEGA would also like to thank Jim for his years of service, dedication and hard work for our organization while helping build Michigan’s energy future. He is known as a trusted and respected voice and resource in and outside the utility industry. We wish him the best.” Paslawski has 18 years of industry experience. She most recently served as executive director of the Organization of MISO States Inc. The organization serves as an advocate and spokesperson for retail utility regulators across 15 states and the Canadian province of Manitoba on matters relating to the Midcontinent Independent System Operator, the entity that plans and operates the regional electric grid.

“I am honored to have been chosen to represent the MEGA member companies. They are an influential voice in Michigan energy policy and I am looking forward to joining the team,” Paslawski said. “I am proud to have the opportunity to follow in Jim’s footsteps in this important role.”

FOSTER COFFEE ANNOUNCES EAST LANSING LOCATION Harbor Bay Real Estate Advisors and Foster Coffee Co. announced that Foster Coffee will become the first tenant along Albert Avenue in the Center City District Development. The Center City District Development is a $125 million multigenerational, mixed-use development that includes the Landmark on Grand River, Newman Lofts, Target, public parking and 24,000 square feet of retail along Albert Avenue. Foster Coffee will be adjacent to the main entrance of Newman Lofts and within feet of the main pedestrian corridor to East Lansing’s Downtown Target. “With the premier unrivaled residential experience of Newman Lofts, we knew we had to find the right partner to greet our residents each morning,” said Mark Bell, president and

CEO of Harbor Real Estate Advisors. “We knew from the onset that Foster Coffee would provide the experience and coffee that our tenants and community members would enjoy.”

CHAMBER NOTES MUSEUM ANNIVERSARY

The Mason Area Chamber of Commerce Ambassadors provided a ribbon-cutting Oct. 28 to celebrate the 20th anniversary of the Mason Area Historical Museum at 200 E. Oak St. in Mason. Assisting Doug Klein, president of the Mason Area Historical Society, are Carolyn Cooper, Katina Pine, Susan Kosier and Mike Waltz. (pictured) MACC courtesy photo

THANK YOU SPONSORS! PRESENTING SPONSORS: Andy Schor, Mayor

Adams Outdoor; AF Group; Auto-Owners Insurance; Blue Cross Blue Shield of Michigan and Blue Care Network; BRD Printing; CiesaDesign; City of Lansing Parking Services; Cottage Inn Pizza; Comerica Bank; Davenport University; Dean Trailways; Delta Dental of Michigan , Ohio, and Indiana; Delux Tents and Events; Dewpoint; Dickinson Wright PLLC; Dykema; EDGE Partnerships; The Exchange Martini and Banquet Lounge; Eyde Company; For Crêpe Sake; Foster Swift Collins & Smith; FOX47 WSYM TV; Gillespie Group; Grand Traverse Pie Company; Granger; Greater Lansing CVB; High-Ball Crane; i92.9 Lansing’s New Hits; Insty-Prints Downtown; International Brotherhood of Electrical Workers Local #665; J&H Family Stores, Trowbridge; Kositchek’s; Lake Trust Credit Union; Lansing Community College; Lansing Economic Area Partnership; Lansing Entertainment and Public Facilities Authority; Lansing Public Media; Lansing State Journal; L.O. Eye Care; M3 Group; Marshall Music; McLaren Greater Lansing; Meijer; Michigan Association of Broadcasters; Michigan Association of Counties; Michigan Fitness Foundation; Michigan Retailers Association; Michigan State Capitol Commission; MSUFCU; National Electrical Contractors Association; NEWS 10; Northside Service Inc.; The Peanut Shop; Playmakers; Radisson Hotel; Render Studios; Sohn Linen Service; Sound EFX; State of Michigan, DTMB; Spartan Motors; Troppo; Walmart

Silver Bells in the City is free and open to the public thanks to our amazing sponsors. A project of the Silver Bells Coordinating Committee of Downtown Lansing Inc.

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ELE’S PLACE NAMES CHIEF OPERATING OFFICER

Powers

Kate Powers has been named chief operating officer and chief development director of Ele’s Place in Lansing. Powers started at Ele’s Place, a healing center for grieving children and teens, in September 2014.

CBRE|MARTIN ASSISTS RXOPTICAL’S REPOSITION CBRE|Martin has assisted RxOptical with the lease at 5204 W. Saginaw Highway in Lansing and Delta Township. Amy Richter-Perkins and Shawn O’Brie of CBRE|Martin represented the landlord in the transaction. The 4,000-square-foot freestanding retail building in front of the Lansing Mall on West Saginaw Highway was formerly the location of Sleep Doctor mattress store.

and rear entry as well as improvements to the parking lot and landscaping. We’re proud of this new location and want it to be inviting to our patients and the community.”

CONQUER ACCELERATOR ACCEPTING APPLICATIONS The Conquer Accelerator program announced it is accepting applications for its Season Four Cohort, launching June 2019. Applications will close April 19. Any qualifying business may apply to the Conquer Accelerator; an existing affiliation with Michigan State University is not a prerequisite. “The Conquer Accelerator acts as a final launching platform for startups from MSU and beyond, preparing companies to hit the ground running,” said Paul Jaques, Conquer Accelerator program director. “Our program puts the finishing touches on startup teams and prepares them for investment.” The Conquer Accelerator’s upcoming teams will be announced the week of May 6; the program will kick of June 3, concluding in mid-August.

LAW FIRM WELCOMES NEW EXECUTIVE DIRECTOR Fraser Trebilcock Davis & Dunlap P.C. has announced the hiring of Mike Senyko as the firm’s new executive director. Senyko has worked for the last eight years as the chief of staff to Michigan Secretary of State Ruth Johnson. “I congratulate Mike on his new position with Fraser Trebilcock Davis & Dunlap P.C,” Johnson said. “Without his expertise and leadership, the department would not have been as successful in improving customer service, strengthening election integrity and guiding our computer system modernization project to a launch that will be on time and on budget.” Under Senyko’s leadership, the secretary of state’s office is piloting risk-limiting audits and was named best in the nation for registering people to vote at secretary of state offices and upgrading the state’s voter file system.

Steve Jepson of RxOptical stated, “The plans include a complete interior remodel, a new facade

Sarah Jennings, CPA, CFE, CAE ATHENA International 2016 Community Champion Principal, Maner Costerisan

“I was incredibly excited to bring ATHENA International back to where it was founded for our annual event. What a great opportunity to showcase Greater Lansing to the international community. Working with the GLCVB made it so easy. I didn’t know about all the helpful services they offer. It was an incredible experience.”

G R E AT E R L A N S I N G B U S I N E S S M O N T H LY

The Greater Lansing Community Champion program honors local individuals who work with the Greater Lansing CVB to bring meetings, events and sports tournaments to the region. Why? Because the meetings and events industry is big business - generating $602 million in local spending and creating over 11,000 local jobs. Do you travel for conferences, tournaments or events? Help the GLCVB bring that event to Greater Lansing and become a Community Champion! Contact Amanda Toy to get started today! 517-377-1405 – atoy@lansing.org or www.lansing.org

DECEMBER 2018

Our Tri-Star Trust Bank family wishes you

Happy Holidays! A local business serving local people. Financial Planning  Investments  Trust Services 401(k) Plans  Charitable Planning

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January 2019

SAME best in class service. SAME talented team. The “new” Martin Commercial Properties.