Traverse City Business News - January 2025

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

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JANUARY 2025 • VOLUME 29 • NUMBER 6

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TRAVERSE CITY BUSINESS NEWS

A F e e - O n l y We a l t h M a n a g e m e n t G r o u p

Charles Zhang - Michigan’s #1 Financial Advisor by both Barron’s* and Forbes** Serving the Entire Traverse City Area Traverse City Office 236 1/2 E. Front Street, #26 Traverse City, MI 49684 231-943-6988 Main Office 5931 Oakland Drive Portage, MI 49024 269-385-5888 or 888-777-0216

Our Zhang Financial Team

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Fee-Only Unbiased Investment Advice

• We uphold a Fiduciary Standard and work with clients on a fee-only basis.

• We do not receive commissions, kick-backs, or soft dollars from product sales, eliminating inherent conflicts of interest.

Credibility & Professionalism

• Our team of professionals holds designations and degrees such as CFP®, CFA, CPA, MBA, JD, and PhD. • Charles received his MBA from the Kellogg School of Management - Northwestern University, his MA in Economics from WMU, and Executive Education from Harvard Business School and Columbia University.

Charles Zhang, CFP®, MBA, MSFS, ChFC • Ranked #1 on Barron’s list of America’s TOP Independent Advisors for 2024.

Charles has achieved the #1 ranking three times within the past four years.* • Ranked #4 in the nation on Forbes’ list of TOP Wealth Advisors and is the highest-ranking Fee-Only Advisor on the list.* Minimum investment: $1,000,000 in Michigan/$2,000,000 outside of Michigan.

Assets under custody of LPL Financial and Charles Schwab.

Founder and President

*As reported in Barron’s March 11, 2024 and September 13, 2024, September 15, 2023 and September 17, 2021. Based on assets under management, revenue produced for the firm, regulatory record, quality of practices, and other factors. **As reported in Forbes April 3, 2024. The Forbes rankings, developed by SHOOK Research, are based on an algorithm of qualitative criteria, mostly gained through telephone and in-person due diligence interviews, and quantitative data. Those advisors that are considered have a minimum of seven years experience, and the algorithm weighs factors like revenue trends, assets under management, compliance records, industry experience and those that encompass best practices in their practices and approach to working with clients. See zhangfinancial.com/disclosure for full ranking criteria.

TRAVERSE CITY BUSINESS NEWS

BRIEFLY EXPANSION: CAMBIUM ANALYTICA Cambium Analytica, founded in Traverse City in 2019, has announced expansion plans expected to result in a capital investment of $1.2 million and the creation of 34 new jobs. The company, which currently employs 78, is a next-generation B2B analytical testing, product development, and contract research company that services natural foods, dietary supplements, and botanical products industries.

With the support of a $200,000 Michigan Business Development Program performance-based grant, the company plans to increase its capacity with the purchase of equipment for laboratory testing that will enable further scientific research and drive innovation through its new subsidiary, Turquoise Environmental - a water testing laboratory dedicated to safeguarding natural resources from PFAS contamination.

NEW: MI PARTNER HEALTH MI Partner Health, a comprehensive, team-based primary care practice based in a membership model, is opening soon in Traverse City. A team of physicians, nurses, and other clinicians will provide a range of physical and mental health care options for individuals, families and employers in the northern Michigan region.

The office at 1023 Business Park Dr. will be accepting new patients in early 2025.

TRAVERSE CONNECT APPOINTS NEW LEADERS Traverse Connect recently announced five new directors and a new slate of officers for its board. New directors serving three-year terms include: Brandie Ekren, executive director of Traverse City Light & Power; Tim Healy, president of Century, LLC; Nick Jacqmain, president and CEO of Springfield Commercial Roofing; Norm Plumsted, president and CEO of Honor Bank; and Jen Seman, senior director, mid-large and emerging markets for Priority Health. Board officers for 2025 are Rachel Johnson, chair, Cherryland Electric Cooperative; Bill Myers, vice chair and treasurer, Promethient; and Dan Buron, secretary, Goodwill Industries of Northern Michigan. Other leadership appointments for 2025 include Doug DeYoung of Consumers Energy as the government relations chair and Kacie SanMiguel of Plante Moran as the finance chair. $1.3M FOR WORKFORCE DEVELOPMENT More than $1.3 million has been awarded to northwest Michigan employers for workforce development through the first round of 2025 Going PRO Talent Fund grants. This funding will provide training opportunities for 695 employees at 42 employers, including on-the-job and

classroom training for 178 apprentices across the region. “During this first round of 2025, our team collaborated with several new employers eager to upskill their workforce,” said Rob Dickinson, regional director of business services at Northwest Michigan Works! “While $1.3 million has been awarded to our region, local companies are matching that with an additional $8 million investment in their employees.” The grants benefit a range of industries, including manufacturing, agriculture, construction, automotive, healthcare, energy, hospitality, education and nonprofits. Among the recipients are Century Specialties, Graceland Fruit, Grocer’s Daughter Chocolate, Cultured Ferments Company, eFulfillment Service, RJG Inc., Springfield Inc., and Great Lakes Orthopaedic Center.

NORTHERN INITIATIVES OFFERING LEADERSHIP WORKSHOPS Northern Initiatives is offering a series of free, monthly online workshops to strengthen leadership skills in managers and business owners. Hosted in partnership with ZingTrain, the workshops will take place from January to April and are open to all. This series is designed to help participants master key management skills, including effective hiring, training development and performance management. ZingTrain, based in Ann Arbor and known for its training expertise, draws on proven models from Zingerman’s 10 businesses to provide a practical, straightforward approach to these topics. Participants can choose individual workshops or the entire series. For dates, times, topics, and registration information, visit northerninitiatives.org.

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BRIEFLY

$45K AWARDED VIA FUNDING PARTNERSHIP Ten regional businesses were recently selected to receive the first round of grants awarded by 20Fathoms and Venture North in Traverse City. This funding is made possible through a collaborative to bring support and resources to entrepreneurs and small business owners across the area, with a focus on supporting those founded by individuals who are traditionally underrepresented in entrepreneurship. In this first funding round, 60 percent of recipients are women-owned businesses and one is a Native American-owned business. Each business received $4,500. Among the recipients are Nykamping and Tipsy Sips in Suttons Bay and Sand Baggage in Traverse City.

The application period for the next round of grants is January 12-18. For more information, visit 20fathoms.org.

LEELANAU RESTAURANT EXPANDING TO TC Eric Nittolo, owner and head chef at Nittolo’s Seafood & Pizza in Lake Leelanau, is preparing to open a new restaurant concept called Nittolo’s Little Italy in the Breakwater complex on downtown Traverse City’s Garland Street. Demolition is underway to convert the space – formerly occupied by the Cut and Run coffee shop – into a 60-seat eatery. The restaurant is tentatively slated to open in April 2025 and will be a scaled-down version of the Lake Leelanau establishment, serving the same food in smaller portions to allow for a more affordable menu, according to Nittolo. In other downtown news, India Garden is opening in the former Scalawags space on State Street. Michigan-based craft distillery Gypsy Spirits has opened a new tasting room at 309 West Front Street – the West End Lofts building next to Barrio. Finally, after seven years in business, Fresh Coast Beer Works has closed its doors on Park Street.

LOANS FOR FARMERS, FOOD PRODUCERS Crosshatch Center for Art & Ecology and Oryana in Traverse City are partnering to offer microloans to northwest Michigan farmers and food producers in Benzie, Grand Traverse, Kalkaska, and

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The application period is now open with loans awarded in March. Learn more at crosshatch.org/micro-loan.

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TBACU NAMED HABITAT PARTNER OF YEAR TBA Credit Union in Traverse City has been recognized by Habitat Michigan as the Affiliate Corporate Partner of the Year for 2024, recognized for its extensive support of Habitat for Humanity Grand Traverse Region. In addition to financial support, the credit union’s chief lending officer, Chris Milliron, has served on the local board of directors for four years and will serve as board vice president in 2025. In addition, Milliron has worked directly with Habitat homeowners as a mentor, helping them to understand the process of buying a home and successful home ownership.

GTRCF’S MENGEBIER TO LEAVE AT YEAR’S END Grand Traverse Regional Community Foundation President/CEO Dave Mengebier has announced he will step down from his position at the end of 2025. After nearly seven years with the organization, Mengebier said his decision to step down “hasn’t been precipitated by anything in particular other than a growing sense that it is time to pass the reins onto another leader, make space for other pursuits, and spend more time with my family.”

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JANUARY 2025

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COMMENTARY BY GABE SCHNEIDER

Navigating the Political Future:

What lies ahead for policymakers and the impact on business

A New Legislative Majority in the Michigan House Heading into the next legislative session, Democrats will no longer hold the gavel in the Michigan House. Instead, Republicans will serve in the majority and have elected Matt Hall (R-Richland Township) to serve as Speaker.

Rep. Hall has served in the Michigan house since 2019 and represents the 42nd House District, which includes portions of Kalamazoo and Allegan counties. Rep. Hall, a graduate of Western Michigan University’s Haworth School of Business and Cooley Law School, is an attorney.

Prior to his election to the House of Representatives, he had worked at a combat vehicle propulsion manufacturer and as the West Michigan liaison for the Michigan Department of Attorney General.

What this means: With Republicans now controlling the agenda in the House, expect the Mission for Michigan plan (missionformichigan.

EDITORIAL & BUSINESS OFFICE P.O. Box 4020 Traverse City, MI 49685 231-947-8787 ON THE WEB tcbusinessnews.com PUBLISHER Luke W. Haase lhaase@tcbusinessnews.com CONTRIBUTING EDITOR Gayle Neu gneu@tcbusinessnews.com HEAD WRITER Craig Manning STAFF WRITER Art Bukowski CREATIVE DIRECTOR Kyra Cross Poehlman

com) to be a guiding light for legislative priorities. Top issues in the plan include: Reversing income tax hikes, reducing energy and housing costs, addressing child care affordability and a focus on education.

The First 100 Days of a New Administration There has been a lot of focus at the federal level of what the incoming Trump Administration along with Congressional Republicans (who will control both the Senate and the House) hope to accomplish within the first 100 days. While the plans are ambitious, the most likely issues that will be tackled are immigration and taxes. The strategy is to use what is known as the budget reconciliation process, a two-step party line policy push with an initial bill focused on addressing border security that’s fully paid for and a second push for taxes and other policy priorities.

This process would allow the GOP to bypass a Democratic filibuster in the Senate.

What this means: Expect a focus on budget-related items including tax policy to take center stage in the first 100 days. Remember that the Tax Cuts and Jobs Act of 2017 (TCJA) provisions expire at the end of the year and it can be expected that the GOP and Trump Administration will work to wrap in an extension of these into a reconciliation package. Significant TCJA provisions include an increase in the standard deduction, lowered marginal income tax rates, a state and local tax deduction cap, increase in the child tax credit, 20% deduction for pass-through income for sole proprietorships, partnerships, and S-corporations, CONTRIBUTING WRITERS Ross Boissoneau Kierstin Gunsberg Rick Haglund COPY EDITOR Becky Kalajian WEB PRODUCTION: Byte Productions MAILING/FULFILLMENT Village Press DISTRIBUTION Gerald Morris SERVING: Grand Traverse, Kalkaska, Leelanau and Benzie counties

an increase in the alternative minimum tax and a doubling of the estate tax exemption. Key here will be the fact that the GOP is committed to “fully funding” an extension of these provisions and other new tax priorities and promises. This means that Congress will be looking for “pay fors” which are likely to include drastic cuts to hospital funding and reductions in support for federal workforce programs.

Federal Debt and Budget Discussions Almost concurrent with the first 100 days will be the overlapping issue if the nation’s debt limit being reached, the previous year’s federal budget expiring and the need to begin work on the next year’s budget framework.

dies which were extended through the end of 2025 by the Inflation Reduction Act. The Congressional Budget Office (CBO) recently informed Congress that 2.2 million consumers would lose their health insurance in 2026 if enhanced premium subsidies are not extended. The subsidies, which lower out-of-pocket costs on health insurance premiums for people who obtain insurance through the state or federal marketplaces, are currently set to expire at the end of 2025. The CBO also estimates an average of 3.8 million people would lose their health insurance each year from 2026-2034 if there is no permanent extension. The lack of an extension would also increase gross benchmark premiums by 4.3% in 2026 and by 7.9% on average from 2026-2034.

Affordable Care Act Enhanced Premium Subsidies

What this means: With President-elect Trump not having run on a strong healthcare platform (he said during the presidential debate that he has the “concepts of a plan” to replace or improve the Affordable Care Act) it is unclear how dug in the administration will be in on opposing an extension of these subsidies. In addition, Congress will have to grapple with the impact that a non-extension will have on their constituents. However, how to pay for an extension will be the biggest challenge for Congressional Republicans who will likely insist on offsets to any additional cost of the subsidies going forward.

So, buckle up for what is sure to be an active year for policymakers in Lansing and Washington and pay close attention on what these changes might mean for your business.

Also expiring this year are the Affordable Care Act enhanced premium subsi-

Gabe Schneider is owner and principal at Northern Strategies 360.

What this means: No president or member of the president’s party wants to be blamed for the global economic fallout of a U.S. default, so expect a showdown, but ultimate raising of the limit. And with a slim Republican majority, expect that Congressional Democrats will also have a say in how this plays out. An agreement to “raise” the debt limit to a higher total or “waive” the ceiling until a later date, could be tied to funding caps, as was the case in 2023 or it could be wrapped into the filibuster proof reconciliation process, but this is not as likely as Republicans would have to take sole responsibility for the increase.

AD SALES Lisa Gillespie lisa@northernexpress.com Kim Murray kmurray@tcbusinessnews.com Kaitlyn Nance knance@northernexpress.com Todd Norris tnorris@tcbusinessnews.com Abby Walton Porter aporter@northernexpress.com Michele Young myoung@tcbusinessnews.com

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With a new year upon us, an election behind us and new faces in the halls of the legislature, we stand at the edge of the precipice of change – uncertain, yet brimming with possibility, challenges and opportunity.

In the coming months we will witness new technologies redefine industries, shifting economic landscapes and evolving policies and regulations that will all impact our lives, professional and personal. So, how do we best prepare for what lies ahead?

Let’s take a look at some of the key issues that are facing policy makers in Lansing and Washington, when those decision might occur and what their impact could be.

The Traverse City Business News Published monthly by Eyes Only Media, LLC P.O. Box 4020 Traverse City, MI 49685 231-947-8787 Periodical postage qualification pending at Traverse City, MI. POSTMASTER: Send address changes to The Traverse City Business News, PO Box 1810, Traverse City, MI 49685-1810.

The Traverse City Business News is not responsible for unsolicited contributions.

Content ©2025 Eyes Only Media, LLC. All rights reserved.

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TRAVERSE CITY BUSINESS NEWS

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FROM THE DESK OF...

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

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Danielle Pasinski, CEO of Team Bob’s Heating, Cooling and Plumbing

By Art Bukowski CEO Danielle Pasinski runs the show over at Team Bob’s, one of northern Michigan’s premier HVAC and plumbing outfits. She and her team of 75 serve residential and business customers in a five-county area and have done so for more than 40 years.

We thank Danielle for showing us around her space! If you have an idea for a From the Desk of Feature, please contact Art Bukowski at abukowski@tcbusinessnews.com.

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1. Service Titan is our dispatching software that helps manage our business in terms of scheduling, dispatching technicians and collecting payments. It also tracks performance and is a tool used to help our administrative team provide the best customer service. Our tagline is to be “The One You Can Recommend” and we do this by guaranteeing 100% customer satisfaction.

5. Team Bob’s is committed to charitable giving and community involvement, with monthly giving to local organizations like The Father Fred Foundation (these boots are for the boot and coat drive), Charlie Golf One, and our own internal initiative called Code 9. Team Bob’s has been helping to take care of our community members in need for over 40 years.

2. I graduated from Ferris State University in 2008 with a bachelor’s degree in business and majored in public relations. Myself, along with our Director of Business Services and Director of Finance all share an FSU education, and we have some field employees who have been enrolled in their HVACR programs. Go Bulldogs (this one is gold)!

6. This is a press gun. Our team completed the new Amazon building using only press fittings, ensuring strong, leak-proof pipe connections without the need for soldering or welding. This method is faster, safer, and more efficient for large projects.

3. When I’m not at the office, I love spending time with my family. Between school and sporting events, we do a lot of skiing in the winter and boating in the summer. We’ve got five children, two at Central High School and three at Immaculate Conception Elementary School. My husband and I feel so lucky to live in beautiful northern Michigan!

4. We’re proud to have won the Better Business Bureau Torch Award for Ethics both times we applied, highlighting our commitment to integrity and trust. This achievement reflects our dedication to honest business practices and exceptional service for our customers and community. We also won Red Hot Best in the heating and cooling category in 2024 and multiple Builders Exchange of Northwest Michigan awards!

7. We use hammer drills with HEPA filters to keep our worksites cleaner and reduce dust exposure.

This protects our team’s health and reinforces our commitment to employee safety. Keeping our team members and customers healthy and safe is our top priority.

8. As a locally owned business, customer feedback is at the heart of everything we do. Our customers’ Google reviews help us grow, improve, and continue providing the top-quality service our community deserves.

9. This message from Mother Theresa encourages perseverance, compassion and integrity regardless of the actions or options of others, and I lead each work day with that motto!

10 JANUARY 2025

TRAVERSE CITY BUSINESS NEWS

WHAT2WATCH WHAT2WATCH

What will make headlines in 2025

By Craig Manning, Art Bukowski, Kierstin Gunsberg and Ross Boissoneau

It’s January and that means it’s time for the TCBN’s list of happenings in and around Traverse City as we head into the New Year. Here are previews of the people, places, projects and products that business owners and influentials should be watching in the New Year, including an ambitious plan by the GT Regional Land Conservancy, Garfield Township’s first-ever manager, global tariffs, progress of the Ann Arbor-TC rail initiative and many more.

Fast Tests, Faster (PFAS) Cleanup “It’s easy to be motivated because it’s really exciting,” said Wave Lumina founder and managing director Vernon LaLone as he reflected on the year ahead. Launched in 2023, Wave Lumina is a Traverse City-based blue tech startup working on a portable detection device called the Contamination Field Screening Device (CFSD) to screen for PFAS, a group of synthetic chemical compounds known to be harmful to humans.

Their compact machine has the potential to create a big impact on the Great Lakes, which provides drinking water to 10% of Americans. “We have a working prototype, so the device itself is functional,” said LaLone. But, “(i)t’s not pretty.”

Pretty or not, once the CFSD gets through its research and development phase, Wave Lumina plans to manufacture it for the masses. The goal is to equip environmental engineers and remediation experts with the ability to sample and run on-site PFAS tests quickly. Faster testing means faster cleanups of the harmful chemicals.

The startup is vying to bring the CFSD to market in 2026, which LaLone believes will be an easy sell for an issue that’s spreading faster than anyone can keep up with. As of last year (2024) nearly 300 PFAS contamination sites have been identified in Michigan, including a plume at Camp Grayling.

Production of the CFSD will also create more jobs in Traverse City, says Lalone. ”I really want to help build this kind of blue tech economy up here,” he said.

Before that can happen, the company will focus on offering the CFSD’s benefits as a service to environmental engineers across the state this year, simultaneously building product awareness and generating revenue needed to complete it.

“Refining both our hardware and the user interface” will be key to commercializing the prototype, says LaLone.

In the meantime, the company has traded its humble beginnings in LaLone’s spare bedroom for bonafide lab space at NMC’s Aero Park Campus.

“We wouldn’t be able to do what we’ve been doing with our technology development without that space,” he said.

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The new facility also bolsters the company’s grant applications. “When we make our proposals for funding, these agencies are going to see that not only are we committed and have a cool idea, but we’ve also got the space to execute our plan,” he said. “And so that’s really critical to actually getting the funding. It’s a huge aspect.”

Wave recently won $10,000 at the Manufacturing Pitch Competition in Jackson and is actively applying for funding, including Small Business Innovation Research Grants. “I’ve got my fingers crossed,” LaLone said. “We’ll hear back probably this coming spring, maybe earlier about a lot of that stuff.”

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

11

WHAT2WATCH

> SLEEPING BEAR HERITAGE TRAIL’S SEGMENT 9 HANGS IN LIMBO

> NEW MICHIGAN CHERRY GROWER ALLIANCE AIMS FOR FRESH INDUSTRY NARRATIVE

New Michigan Cherry Grower Alliance

Sleeping Bear Heritage Trail A controversial expansion of the Sleeping Bear Heritage Trail may be dead in the water, but 2025 will reveal the ultimate fate of the project.

One of the biggest stories of 2024 in Leelanau County was the debate around Segment 9, a proposed 4.25-mile span of trail that would have extended the Heritage Trail from its current stopping point at Bohemian Road to its long-planned northern terminus at Good Harbor Trail.

That segment would have finished up the full 26-mile vision for the Heritage Trail, which the National Park Service and TART Trails have been working to bring to fruition since 2005.

However, controversy around Segment 9 and its potential environmental impacts reared its head in early 2024 and quickly became one of the year’s key tug-of-war narratives. Last January, the local property owners group Little Traverse Lake Association (LTLA) released a study they’d commissioned from Borealis Consulting in Traverse City, which estimated that that Segment 9 location would require routing trail through sensitive dune and wetland ecosystems and removing nearly 7,300

trees. The study touched off a torrent of bad press for the trail, and caused other entities – including the Grand Traverse Band of Ottawa and Chippewa Indians (GTB) – to denounce the project.

All the pushback had an effect: In November, Scott Tucker, park superintendent for the Sleeping Bear Dunes National Lakeshore, announced that the park was pausing design work for Segment 9 indefinitely. When asked for a reason, Tucker pointed to the GTB’s concerns about the trail, pledging to TCBN sister publication the Leelanau Ticker that the project wouldn’t resume without the tribe’s blessing. Tucker added that he hoped to continue talks with the Tribe in 2025, which means there is a slim chance Segment 9 could come back in a slightly different form sometime this year.

“It’s paused, and if it restarts up again, it will be in conjunction with the GTB for a new planning effort,” Tucker said.

A press release sent out by the park in November added that the existing Segment 9 design – which was set to be completed sometime this winter – would “serve as a foundation for future planning efforts,” if/ when the project resumes.

2024 was one of the worst years on record for Michigan’s cherry industry. State estimates indicate that at least three-quarters of the Michigan cherry crop were lost due to unfavorable weather conditions, disease pressure, and invasive pests, among other problems. Things were so bad that the USDA even granted a disaster declaration, making emergency federal assistance available for impacted cherry farmers in northern Michigan.

The blast radius from 2024 makes the local cherry industry a must-watch sector in 2025, first to see how farmers will bounce back; second to see what growing conditions might look like come spring and summer; and third, to monitor the progress of the Michigan Cherry Grower Alliance (MCGA), a grassroots group launched in 2024 to identify paths forward for the state’s embattled cherry industry.

Leelanau County’s Leisa Eckerle-Hankins formed the MCGA in spring 2024 to serve as a convener.

Since then, the group has held regular meetings where stakeholders from throughout the state get together in the same room, talk about challenges, and brainstorm ways to make things better.

While the MCGA was technically up and running before the Michigan cherry sector’s dire year, Eckerle-Hankins already felt at the time that

doom and gloom had become the chief narrative in the industry. The MCGA was intended as an antidote – a way to get proactive and find a path forward, rather than wallowing in bad news.

Eckerle-Hankins, who is both a fifth-generation farmer in Leelanau and the owner of the Traverse City cherry-centric gift shop Benjamin Twiggs, is optimistic that the MCGA will make a difference in the future. She’s particularly hopeful that banding together will give Michigan’s cherry growers more of a voice for change with state and congressional legislators, as well as with cherry industry boards like Cherry Marketing Institute (CMI) and the Cherry Industry Administrative Board (CIAB).

On the legislative side, the MCGA is after things like bigger tariffs on fruit imports, better pricing for tart cherries out in the marketplace, or other farmer-friendly policies. On the industry boards front, goals include new market prospects and better marketing and promotion.

The big-picture goal, though, is nothing less than saving the Cherry Capital of the World.

“People say, ‘Is the Cherry Capital going away?’ No!” Eckerle-Hankins said.

“In Michigan, we still produce over 100 million pounds of cherries. Utah produces 35 million. So, we’re not going to lose that status. But it’s important for us to change the narrative. We have to look at the positives and at what we can do to move forward.”

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TRAVERSE CITY BUSINESS NEWS

WHAT2WATCH Leelanau’s ‘Lemonade Bartender’ As the new year kicks off, a quarter of Americans are ringing it in with “Dry January,” a month-long alcohol detox – though for many Gen Zers and younger Millennials, sobriety is more than a trend, it’s a lifestyle. Despite older demographics actually ramping up their drinking habits over the last two decades, alcohol consumption among 18- to 34-year-olds has dropped by nearly 14%, according to Gallup.

Social media messaging around health and wellness, plus more awareness around the mental benefits of not drinking, are “a big reason why younger people aren’t drinking,” said Christian Yaple, owner of The Leelanau Lemonade Stand.

Yaple (who is in recovery and an advocate for mindful alcohol consumption) debuted his pop-up beverage business last summer, setting up at festivals and events like Leelanau Uncaged to offer N/A options to thirsty crowds.

So far, he’s sold more than 1,500 fresh-squeezed and mixed lemonades, including his cherry and strawberry bestsellers, and jokes that he’s “basically a lemonade bartender.”

The dad of two aims to grow The Leelanau Lemonade Stand into a family-run biz; he’s already put his kids to work label-

ing cups and hopes to normalize a good time sans-alcohol. He notes that when serving at events, people who felt they’d hit their alcohol limit along with designated drivers expressed excitement about an alternative in the beverage lineup.

“Just being able to be that option for people is good, especially when you make it fun,” he said.

That sentiment is catching on. The Google search term “mocktails” hit an all-time high in 2024 while “hwachae” (a carbonated Korean fruit punch) recipes flooded TikTok streams.

Even restaurants and tasting rooms along northern Michigan’s wine coast are exploring the trend. At French Valley Vineyards, where Yaple served up lemonade at an October concert, a 150 square-foot shop offering alcohol-free beverages is set to open in April. While Yaple hopes N/A options continue their mainstream heyday, he acknowledged the vital impact alcohol tourism has on northern Michigan’s economy – and that the states $15 billion beer and wine industry isn’t going anywhere.

Yet as Gen Z and Millennial spending power increases, newer wineries like Gilchrist Farm are appealing to the teetotalers, building mocktail and zero-alcohol beer options into their menu. Many

> LEELANAU’S ‘LEMONADE BARTENDER’ AIMS TO GROW POP-UP BUSINESS

who do stop in for a glass of wine are drinking less, notes Gilchrist’s business manager George Brittain. “Rather than people walking in for 15 minutes and

drinking 1.5 glasses of wine, then driving to the next winery, our guests will stay for snacks or a full meal while drinking a similar amount of wine,” he said.

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13

WHAT2WATCH Local Homelessness Though long an issue in northern Michigan, homelessness became a lightning rod for attention and controversy in 2024.

Much of that debate circulated around Safe Harbor, and the question of whether that wintertime homeless shelter should be permitted to stay open year-round. While city leaders ultimately decided not to move forward with summertime Safe Harbor operations in 2024, commissioners voted in September to allow the shelter to explore becoming a year-round operation.

According to Ashley Halladay-Schmandt, who leads the Northwest Michigan Coalition to End Homelessness, forward momentum for Safe Harbor is just one of several irons the organization has in the fire to make 2025 a banner year in the fight against chronic local homelessness.

“In 2024, local stakeholders came together to form the Homeless Collective, a group of approximately 20 representatives from government, nonprofits, and neighborhoods,” Halladay-Schmandt said. “Over the past eight months, this collective has worked to develop strategies to eliminate the need for encampments like The Pines and to expand year-round shelter capacity.”

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In early 2025, Halladay-Schmandt says the Homelessness Collective “will transition into a formal Taskforce to Address and End Homelessness,” which will unite “local government, service providers, philanthropy, and community members to create a comprehensive plan aimed at making homelessness rare, brief, and non-recurring in our community.”

Meanwhile, Halladay-Schmandt notes that the Coalition has been pushing hard to increase local housing capacity for

people experiencing homelessness.

“Since January 2024, Coalition partners have successfully housed more than 150 individuals in permanent housing, including 50 people who were experiencing chronic homelessness,” she said. Those efforts will continue in 2025, she added. “Goodwill Northern Michigan will continue managing supportive housing at East Bay Flats, ultimately adding 64 units of supportive housing to our community. And Northwest Mich-

igan Supportive Housing will leverage a historic award from Grand Traverse County to expand permanent supportive housing services and rental assistance in our region.”

“These advancements demonstrate our community’s commitment to solving homelessness through housing and collaboration,” Halladay-Schmandt concluded. “Together, we are building a future where everyone has a safe and stable place to call home.”

14 JANUARY 2025

TRAVERSE CITY BUSINESS NEWS

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TCAPS Revisits Indoor Sports Complexes 2024 proved to be a timeout for talks around bringing an indoor sports complex to Traverse City. 2025 could be game on.

For years, the Traverse Indoor Sports Coalition (TISC) has been looking for a way to build indoor sports facilities in Traverse City. The hope is to provide dedicated turf and courts for year-round tournaments, practices, and league play, both for students and community members. TISC, a collective of government, nonprofit, and business partners, has repeatedly touted the potential economic, tourism, and quality-of-life benefits these facilities could have for northern Michigan.

TISC had its biggest breakthrough yet in 2023. That year brought talks of a potential public-private between TISC and Traverse City Area Public Schools (TCAPS), wherein the two entities would collaborate to build a pair of community fieldhouses on the campuses of Traverse City Central High School and West Senior High. Had TCAPS gone for the plan, the facilities could have opened as early as this year, with funding coming from a mix of private donations and TCAPS millage funds.

But TCAPS opted not to include the fieldhouses – which carry an estimated price tag of $10 million apiece – in the bond proposal it took to voters last summer. When asked why the complexes weren’t a priority, TCAPS Superintendent John VanWagoner told The Ticker last summer that district needs and focus group feedback showed that the bond proposal “really needed to be concentrated on keeping our kids safe, keeping our kids warm, and keeping our kids dry.”

Now, fresh off a successful $180 million bond proposal in August and a separate millage rate renewal in November, TCAPS is revisiting the sports complex conversation. VanWagoner says there is still “a lot of excitement” around the project in the TCAPS community, noting that the district has pulled together

a group of stakeholders and philanthropy experts and is currently working on a feasibility study. That study will assess how TCAPS might approach the project “from a fundraising perspective.”

VanWagoner expects the results could be ready to share with the public before the end of Q1 2025.

The main goal of the study is to determine whether TCAPS and TISC could raise funds for the fieldhouses without the school district having to push through another big bond.

“I think we’ve kind of reached our capacity already,” VanWagoner said of the bond situation, noting that it will likely be several years before the district goes back to voters with another big tax-related ask. “Because of that, I think the sports complex project is going to have to be something we look at from a state support angle. Frankenmuth, for instance, got $10 million from the state legislature in June to build a sports complex. I’ve been having some conversations with our local legislators about that, because kids downstate have these opportunities, but we don’t.”

Whether the sports complexes move forward in 2025 or take a little longer to come to fruition, VanWagoner is adamant that he and the current TCAPS Board of Education are eager to keep working on the project. The facilities, he says, are increasingly needed to support the thriving athletic and fitness programs at both Central and West.

“A lot of people tell us that we have a lack of gym space, especially in the wintertime,” VanWagoner explained.

“We have kids in spring sports like baseball and softball, and we have nets come down from the ceiling in the gym so they can hit. We have soccer players doing indoor practices on a wood gym floor. We have football kids that drive to Saginaw Valley or Grand Rapids a couple days a week to participate in seven-on-seven indoor football, because we don’t have a league here. It would just make such a huge difference for our students if we had these complexes.”

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TRAVERSE CITY BUSINESS NEWS

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JANUARY 2025

Trump Tariffs and Potential Impacts on Local Manufacturing One of the biggest questions for 2025 – not just in Traverse City, but nationwide – is what kind of impact sweeping tariffs proposed by President-Elect Donald Trump could have on the economy.

Both throughout his presidential campaign and following his victory over Democratic nominee Kamala Harris in November, Trump has touted aggressive tariff policies as one of his key strategies for pushing foreign countries to halt the flow of drugs and illegal immigrants into the United States.

In November, on the social media site Truth Social, Trump promised day-one action to “charge Mexico and Canada a 25% Tariff on ALL products coming into the United States.” Trump has also shared plans to charge an additional 10% tariff on any goods imported to the U.S. from China; that tariff would go on top of any existing tariffs on Chinese imports.

While inflation and high consumer prices were a widely-cited reason that on-the-fence voters cast their ballots for Trump in the November election, experts have warned that the president-elect’s new tariffs could hit American wallets hard. Per the Associated Press, Mexico, China, and Canada are America’s top three suppliers of import goods, with Mexico providing the majority of the country’s fresh fruits and vegetables. Canada, meanwhile, is the leading supplier of steel.

One of the big unknowns for Traverse City, in particular, is how Trump’s new tariffs will impact manufacturers.

Northern Michigan is home to a vibrant manufacturing sector, with manufacturing accounting for some 17% of employment in Grand Traverse County, according to Traverse Connect. Forbes predicts that manufacturers – especially

“downstream users of steel” – will be among the biggest losers of the proposed tariffs.

“They’ll have to decide whether to eat the cost, cutting into their margins, or pass it along to consumers,” wrote Forbes contributor Ethan Karp in January, pointing to metal machine shops, construction firms, and automakers as some examples of businesses that could take an especially mighty blow from new foreign trade policies.

One of northern Michigan’s big steel users is Hayes Manufacturing, which makes mechanical couplings for earthmoving and construction equipment, among other applications. When the Trump administration last unveiled big tariff hikes in 2018, Hayes CEO Penny Challender was vocal about the domino effect it would have on manufacturers like Hayes, the companies that rely on their products, and, ultimately, the end consumer.

This time around, Challender says it’s still too early to say what kind of effect the proposed tariffs could have.

“I don’t think we know enough about the situation yet to comment,” Challender told the TCBN in December. “Our raw material suppliers have not yet been able to provide information, so we can’t speak to the potential tariff impacts.”

Chris Bosio, international trade manager for the Michigan Economic Development Corporation concurs with Challender that it’s too soon to know what’s coming. Most manufacturers in Michigan, he said, are waiting for the Trump administration to take power and unveil its actual policies before hitting the panic switch.

“Most manufacturers have been dealing with big tariffs for Chinese goods for seven years,” Bosio said. “The Biden administration recently renewed and increased the previous Trump tariffs. I’d say I don’t have specific companies that I am actively working with that are concerned.”

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TRAVERSE CITY BUSINESS NEWS

WHAT2WATCH Garfield Township’s First-Ever Township Manager Northern Michigan’s biggest township has a new leader, and 2025 will mark his first full calendar year in office. Last spring, Garfield trustees voted to downgrade the township supervisor job to a part-time role, and to create the new position of township manager.

The decision was predicated by the news that long-time Township Supervisor Chuck Korn would not seek reelection in 2024; Korn had served in the role since 2008. With no specific qualifications required to serve as supervisor over the fastest-growing municipality in Grand Traverse County, Korn told trustees he was worried that “at some point, you’re going to get somebody who’s unqualified and possibly has intentions that are not what you want.”

By creating the township manager role, Garfield trustees sought to assure that leadership of the municipality be put in the hands of a vetted staff member, rather than an elected official with potentially dubious qualifications. That decision kicked off a search process that drew a field of 43 applicants, three of whom trustees interviewed for the role. Finally, in September, the board voted unanimously to hire Chris Barsheff as the first-ever township manager of Garfield Township.

A TRAVERSE CITY COMMUNITY

From Left:

Matt Partman Sales, Alta Vista

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Cindy Schlaack Sales, Alta Vista

Prior to his hire, Barsheff had worked for the Grand Traverse County Sheriff’s Office since 1996, most recently as captain of the corrections division. He also served as a Garfield Township trustee at the time of his hire – though, he recused himself from the candidate selection and interview process – as well as a member of the Grand Traverse Metro Fire Board.

Since taking on the new job, Barsheff says he’s been working closely with new Township Supervisor Joe McManus – who took office after winning an uncontested race in the November election – to split up responsibilities and sketch out a new norm for township operations. 2025 will be a big year for finding that new groove.

“There are certain things that, by statute, the supervisor is required to do, but the law also gives the supervisor authority to delegate those duties to a superintendent or manager,” Barsheff explained. “By board action, roughly two-thirds of the supervisor’s statutory duties have been delegated to me, and the supervisor kept roughly a third.”

According to Barsheff, McManus will remain in charge of key supervisor responsibilities like moderating board meetings, calling special meetings, serving as secretary for the township’s board of review, administering oaths of office, appointing commission members or deputies as needed, and acting as the township’s legal agent.

The responsibilities that can be delegated to a township manager, meanwhile, are specified by Michigan law, and include things like ensuring “that all laws and township ordinances are enforced”; managing and supervising “all public improvements, works, and undertakings of the township”; preparing and administering the township’s annual budget; and overseeing the operations of all township departments, including the management of personnel.

Beyond the stability Garfield trustees were seeking when they created the township manager role, Barsheff sees the new structure as an effective way of taking the increasingly heavy load of supervisor responsibilities and splitting it between two people.

“What I’m learning is that the supervisor has to be out in the community as much as possible, so they can talk to community stakeholders and community partners, hear what’s important to them, and then carry that out through the township’s services,” Barsheff said. “But if the supervisor is so busy in the community, it’s sometimes hard for them to get back to the office and also manage personnel and the operations here. Our township has

> GARFIELD TOWNSHIP’S FIRST-EVER TOWNSHIP MANAGER gotten so large over the years, and more complex, too, and so it’s become a pretty overwhelming task to do all of that work as one person. With the way the township has split this job up, Supervisor McManus can be super present in the community, and then I can be here in the office to manage the day-to-day.”

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WHAT2WATCH Benzie Wellness and Aquatic Center Capital Campaign Launches

Conservancy Purchases Elberta Property

It will be a while before you can jump in the water, but the Benzie Wellness and Aquatic Center is making a splash.

The center’s board of directors moved last month to exercise its option to purchase the shuttered Crystal Lake Elementary School for $425,000 and renovate it.

With closing set for the end of this month, next is a $25 million capital campaign to renovate the facility. When done, it > BENZIE WELLNESS AND will include two pools, a fitness AQUATIC CENTER CAPITAL center, a gym for basketball and CAMPAIGN LAUNCHES pickleball, two studios, a meeting room and locker rooms.

The project will be the culmination of eight years of work to bring an indoor pool to Benzie County to teach youngsters how to swim. Along the way, the idea grew into a larger scale operation that would enable people of all ages throughout the county and beyond to participate in other health and exercise-related activities.

“We formed a non-profit in 2017 and hired a consultant in 2019,” said Bill Kennis, board president. “What became clear almost immediately is if we just offered aquatics, it was not economically viable.”

So, they upped the game to include additional sports and recreational possibilities. Board Vice President Diane Tracy says the school is in a prime location, within walking distance of both Benzonia and Beulah, and seven miles down M-115 from Frankfort. The board estimates fundraising to take two to three years before breaking ground on the 18-month renovation.

The Grand Traverse Regional Land Conservancy’s potential purchase of 35 acres in the village of Elberta, scheduled for final approval late last month, will be a first for the organization.

“It is certainly different for us,” said Jennifer Jay, the conservancy’s communication director.

That’s largely because the property includes nine acres the village has always earmarked for economic and business development, with the remaining 26 acres of conservation value.

The $19.5 million purchase agreement includes 578 feet of Lake Michigan frontage, 3,125 feet of Betsie Bay shoreline, and 10 acres of steep, forested Photo courtesy of Aaron Dennis dunes. It actually fits with the conservancy’s overall vision.

The nine acres with access to municipal water and sewer will be set aside for redevelopment. The property was previously targeted for a large resort development before that offer was withdrawn, due in part to local opposition.

The conservancy will work to raise an additional $8 million to create a 10acre nature sanctuary, a 16-acre public park, and an extension of the Betsie Valley Trail, connecting Frankfort and Elberta’s municipal Lake Michigan beaches. This segment would also link to 22 miles of scenic trails in Benzie County.

Jay says the goal of a beach-to-beach trail couldn’t come to fruition otherwise.

“It would take away any public access people have been using for a long, long time,” she added.

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TRAVERSE CITY BUSINESS NEWS

WHAT2WATCH Big Year Ahead for Freshwater Research & Innovation Center In a lot of ways, 2024 was a “calm before the storm” year for the Traverse City Freshwater Research & Innovation Center. That project – a collaboration between Discovery Center & Pier, 20Fathoms, Michigan Technological University, Northwestern Michigan College (NMC), and Traverse Connect – will eventually put a multi-million-dollar blue economy headquarters on the shores of West Grand Traverse Bay. After percolating for several years – the idea first took root in 2022 – the new freshwater center is set to have a big year in 2025, with a project groundbreaking date tentatively set for the fall.

Not that 2024 was completely quiet. The center will eventually span either side of the road at the site of Discovery Center & Pier, and Discovery Pier CEO Matt McDonough notes that construction is well underway on the pier side.

That part of the project includes brand-new docks, a new parking area, and a threeton crane for loading equipment onto research vessels. Work on the pier itself should be complete

by May 2025.

Also in 2024, NMC and Discovery Pier inked articles of incorporation to formalize the operating structure for the freshwater center, and the partners made key hires for architectural design (Cornerstone Architects) and construction management (the Christman Company). Per McDonough, “we’re pretty much done with all of the design work and value engineering work, and we’re now into construction drawings.” The goal there is to have everything packaged and ready to go out for bid by March.

The partners also put out a request-for-proposals (RFP) this fall in search of a partner to lead the visioning and development for a public-facing space that will exist within the freshwater center.

“There’s going be about 3,000 square feet of public interface and exhibit space, where the public will have access to different freshwater technologies,” McDonough said of that side of the project.

“We’re going to put this stuff on display in an interactive sense, so that people can get an understanding of what it is and why it’s important.”

Partners plan to select and hire that entity early in 2025.

One piece of bad news, McDonough admits, is that the center is going to cost significantly more than originally planned.

“That’s one of the unavoidable circumstances of doing big projects nowadays,” he explained.

“When we were awarded the $15 million [by the state] back a year and a half ago, the cost estimate on the facility was $26 million. But that has now gone up to about $33 million. We’ve raised about $25.5 million. We’ve got a lot of requests out right now for funding, and are continuing to fundraise.

So, there’s a bit of a gap to close, but we’re working hard to do it.”

Right now, McDonough says the plan is to break ground on the center in November, though construction may begin earlier if current Discov-

> BIG YEAR AHEAD FOR FRESHWATER RESEARCH & INNOVATION CENTER

> TRAIN PROJECT CHUGS ALONG

Train Project Chugs Along

ery Pier tenants can vacate their premises earlier than their “hard deadline” of November 1. Those tenants include the Maritime Heritage Alliance (MHA), Inland Seas Education Association (ISEA), and Traverse Area Community Sailing (TACS). Another tenant, the Great Lakes Children’s Museum, already left its spot, trading Discovery Pier for a temporary location at the Grand Traverse Mall this past fall.

With a buildout timeline of 15-18 months, locals shouldn’t expect the freshwater center to be open or operational until spring 2027. Even with that long lead time, though, leaders from NMC, Traverse Connect, and 20Fathoms are already hard at work looking for the tenants who will one day call the space home. In addition to classroom and lab space for NMC’s Great Lakes Water Studies Institute and the aforementioned public exhibit area, the freshwater center will offer business incubation and research space for startups and enterprises operating within the blue technology sector.

On that front, Jason Slade, NMC’s vice president for strategic initiatives, says the college is launching a new competition called the Blue Tech Challenge this coming spring.

“We’re going to be looking for startups and individuals with ideas around blue technology that can start to fill that pipeline to the center,” Slade said.

“Even though the center isn’t going to be open until 2027, we know we need to start building up those potential businesses in the region.”

Winners of that contest will be unveiled in September at the OCEANS 2025 conference, described as an event “for global maritime professionals to learn, innovate, and lead in the protection and utilization of the world’s largest natural resource – our OCEANS.” That conference is coming to Chicago in 2025 – the first time it’s ever been held in the Great Lakes region, Slade says – and NMC plans to “a large presence there.”

“It will give us a big opportunity to promote the freshwater center, because that’s where we’re going to see researchers, potential startups, and others all in one spot,” he said.

Since the idea was first floated six years ago, the concept of a passenger railway connecting Ann Arbor and Traverse City has attracted considerable attention. While much of the early reaction was (and remains) positive, some are starting to question if the project will ever break ground.

Those leading this initiative say that not only is it very much alive, but that it took a huge step recently with the hiring of a consultant for a phase two study that will in essence deliver a business plan for what is for now called Michigan’s North-South Passenger Rail Project (while initial messaging focused on Ann Arbor, project leaders are now not entirely sure where the southern terminus of the service will be, with Detroit also a possibility).

Carolyn Ulstad, transportation program manager for Groundwork Center for Resilient Communities, said 2025 will be a big year for the project. The consultant (WSP, a national firm) expected to deliver results from the phase two study by the end of the year.

The north-south rail idea began with a feasibility study published in 2018 by Groundwork, which is now a lead partner in the project along with the Cadillac/Wexford Transit Authority and various state and federal agencies.

According to that feasibility study, establishing upstate-to-downstate rail service has the potential to attract 1.5 million riders and generate $100 million in revenue by 2040.

The phase two study is designed to take the project from concept to working reality. When the phase 2 study is complete, it should deliver all the working specifics of the project.

“It’s going to answer a lot of the questions that we’re eager to answer, and that we know the public is interested in, too,” said James Bruckbauer, transportation and community design program director at Groundwork. “How fast are the trains going to go? How much is it going to cost? Where are the stops going to be located? Should it be a private operation, or public? It’s going to look at all of those details.”

There is $2.3 million secured in state and federal funding allocated to the phase two study, Ulstad and Bruckbauer say.

But major funding sources beyond that will, of course, be vital for an initiative that would cost tens of millions of dollars to bring to life.

The completed phase two study will in itself unlock state and federal funding sources that require applicants to have a detailed, specific plan before applying for money.

“Having that service development plan, all those components that we’re doing in this next phase, is essentially what gets you to the level that you can start then applying more aggressively and competitively for those other grant dollars,” Ulstad said.

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

19

WHAT2WATCH Kalkaska Memorial Health Center Gains Flexibility Kalkaska’s largest hospital will transition this year from a municipally owned entity to a nonprofit, a structural move that hospital leaders say will give it a better chance to remain independent and thriving well into the future.

While KMHC is an affiliate of Munson, it has been since its inception in 1953 owned and operated by an authority comprised of local governments, something prescribed in the 1945 law under which the hospital was created.

But that arrangement is increasingly restrictive, hospital leaders said, particularly as it relates to joint ventures with other hospitals.

Kalkaska County voters in November resoundingly approved ending that arrangement, which paves the way for KMHC to form a 501c3 nonprofit to manage hospital operations. KMHC administrator and CEO Kevin Rogols said hospital leadership will now spend the next 6-9 months forming the nonprofit, being careful to include representation from the various municipalities that previously ran the hospital authority.

Rogols says the move was not intended to clear the way for a buyout by another hospital system or end KMHC’s relationship with Munson. Instead, it says, it now frees up KMCH to enter

> KALKASKA MEMORIAL HEALTH CENTER GAINS FLEXIBILITY

into relationships with other hospital systems for a variety of services that make sense from a business perspective, something that may be critical for longterm viability.

“This actually solidifies our ability to remain an independent healthcare provider,” he said. “If the horizon is remaining as a strong, independent healthcare entity, that horizon was very limited and fairly short under the municipal framework. (Becoming) a modern non-for-profit and having the

ability to do joint ventures exponentially lengthens that independent horizon.”

There were no specific initiatives or joint measures on the table that led to the decision to break free from the municipal system, Rogols said, and hospital officials have repeatedly dispelled notions that the move means KMHC will soon be sold.

As for its relationship with Munson, Rogols says the move will make KMHC more of a level partner with Munson rather than a mere customer.

“In future years, rather than KMHC just buying services from Munson, we hope that you’re going to see services that are jointly developed,” he said. “You’re going to see new relationships, expanded relationships in which both parties, Munson and KMHC, actually have skin in the game.”

In other developments, KMHC will soon be on the look for a new leader, as Rogols is retiring in April after 11 years there and more than 40 years in hospital administration.

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TRAVERSE CITY BUSINESS NEWS

WHAT2WATCH Big Year Ahead for Freshwater Research & Innovation Center

WHAT2WATCH

> BIG YEAR AHEAD FOR FRESHWATER RESEARCH & INNOVATION CENTER

> TRAIN PROJECT CHUGS ALONG

In a lot of ways, 2024 was a “calm before the storm” year for the Traverse City Freshwater Research & Innovation Center. That project – a collaboration between Discovery Center & Pier, 20Fathoms, Michigan Technological University, Northwestern Michigan College (NMC), and Traverse Connect – will eventually put a multi-million-dollar blue economy headquarters on the shores of West Grand Traverse Bay. After percolating for several years – the idea first took root in 2022 – the new freshwater center is set to have a big year in 2025, with a project groundbreaking date tentatively set for the fall.

Not that 2024 was completely quiet. The center will eventually span either side of the road at the Train Project Chugs Along site of Discovery Center & Pier, and Discovery Pier CEO Matt McSince the idea was first floated six years ago, the concept Donough notes that construction of a passenger railway connecting Ann Arbor and Traverse is well underway on the pier side.

City has attracted considerable attention. While much of the That part of the project includes early reaction was (and remains) positive, some are starting to ery Pier tenants can vacate their premises earlier brand-new docks, a new parking area, and a threequestion if the project will ever break ground. than their “hard deadline” of November 1.

Those ton crane for loading equipment onto research Those leading this initiative say that not only is it very much tenants include the Maritime Heritage Alliance An Exciting Year Rapids vessels.

Work on thefor pierElk itself should be complete > AN EXCITING YEAR > step HEALTHCARE INhiring THE of SKY alive, but that it took a huge recently with the a con(MHA), Inland Seas Education Association (ISEA),

by May 2025.

FOR ELK RAPIDS sultant for a phase two study that will in essence deliver a business and Traverse Area Community Sailing (TACS).

AnElkinRapids is gearing for an acAlso 2024, NMC and up Discovery Pier inked other tenant, the Great Lakes Children’s Museum, in theplan Healthcare Skyfor what is for now called Michigan’s North-South Passenger tion-packed 2025, withtoseveral infraarticles of incorporation formalize the operatRail Project (while initial messaging focused on Ann Arbor, projalready left its spot, trading Discovery Pier for a andcenter, business ingstructure structureimprovements for the freshwater and the testing is the first phase. Cleveland not only help people find their way ect leaders are now not entirely sure where the southern terminus temporary location at the Grand Traverse Mall this Munson Medical Center, Traverse initiatives onkey deck. partners made hires for architectural design says the project group is taking a around, but it will also help direct of the service will be, with Detroit also a possibility). past fall.

Connect and additional partners The Antrim Countyand village has long manage(Cornerstone Architects) construction “crawl, walk, run” approach. Crawlpeople off of the busy highway and Carolyn program manager for With a buildout timeline of 15-18 months, will begin tests this spring toUlstad, deter- transportation been(the a special spot for residentsPer and ment Christman Company).

McDonough, ing starts this spring, when they test into Elk Rapids in the first place, Groundwork Center for Resilient Communities, said 2025 locals shouldn’t expect the freshwater center to be mine whether drone delivery of lab visitors alike, butdone leaders there want “we’re pretty much with all of the to design drones for relatively short distance, Mach says. will be a big year for the project.

The consultant (WSP, a open or operational until spring 2027.

Even with samples, medical equipment, medimake more engineering attractive, walkable and work andit value work, and we’re now line-of-sight deliveries.

The village/DDA also landed a national firm) expected to deliver results from the phase two that long lead time, though, leaders from NMC, cine and more is viable in northern easy-to-navigate in all four The seasons. into construction drawings.” goal there isCommunity to “We’ll first start with water bottles Economic Development study by the end of the year.

Traverse Connect, and 20Fathoms are already hard Michigan. off, more improvements have First everything packaged and ready to to go outAssociation for and fly them from point A to point of Michigan (CEDAM) north-south began with a feasibility study pubat work looking for the tenants who will one day $700,000The A nearly grant from the rail idea bidthe byAmes March.Street corridor are schedB and back, and do that multiple fellow from now through April 2026, lished in 2018 by Groundwork, which is now a lead partner in call the space home.

In addition to classroom and state’s Advanced Aerial Mobility uled this year.also Work all phases The partners putacross out a request-for-proposals times to make sure that the methodwhich will allow the village to pursue the project along with the Cadillac/Wexford Transit Authority lab space for NMC’s Great Lakes Water Studies In(AAM) Activation Fund is funding of the (RFP) thisproject fall in includes search of sidewalk a partner conto lead the ology and the weight and everything a variety of business incentives and and various state and federal agencies. stitute and the aforementioned public exhibit area, the initiative as part of broader nectivity, safety visioning andpedestrian development forupgrades, a public-facinginitiatives. space lines up for the use of drones in that to that feasibility study, establishing upthe freshwater center will offer businessefforts incubation to “accelerateAccording AAM readiness traffic calming measures, new trees that will exist within the freshwater center. space,” he said. “But once you’ve “The CEDAM fellow will help has the potential to attract 1.5 and research space for startups and enterprises and growth in thestate-to-downstate state” by (among rail service and greenery, lanes,3,000 new lighting “There’s goingbike be about square feet build of done it with water bottles, you can do capacity to take on additional million riders and generate $100 million in revenue by 2040. operating within the blue technology sector. other things) better utilizing drone and more. public interface and exhibit space, where the projects public including developing an ecoit with laboratory samples, pharmaThe phase two study is designed to take the project from conOn that front, Jason Slade, NMC’s vice prestechnology.

Elk Rapids Director John technolowill have access toDDA different freshwater ceuticals, small equipment or a supnomic plan, creating business incencept to working reality.

When the phase 2 study is complete, it ident for strategic initiatives, says the college is Munson Healthcare VP of Supply Mach says all of this intended gies,” McDonough said work of thatisside of the project. ply that might be critical but that’s tives, and collaborating on launching should deliver all the working specifics of the project. launching a new competition called the Blue Tech Chain Tracy Cleveland says the goal to bring a sense place “We’re going to putofthis stuffand on vibrancy display in ana business incubator to promote local not available in a particular hospital.”

“It’s going to answer a lot of the questions that we’re eager Challenge this coming spring. of the local drone project is mitigating to the Ames Street corridor, interactive sense, so that people which can get an unThe project group – which also growth,” Mach said. to answer, and that we know the public is interested in, too,” “We’re going to be looking for startups and indi“inefficiencies in Munson’s current sits across of U.S. 31itfrom downtown derstanding what is and why it’s important.” includes drone manufacturer blueLast but not least, improvements at said James Bruckbauer, transportation and community design viduals with ideas around blue technology that can road-based transportation system.” and might likeand an hire afterthought Partners plan seem to select that entity early flite, delivery service DroneUp and theinvillage marina (Edward C. Grace program director at Groundwork.

“How fast are the trains start to fill that pipeline to the center,” Slade said.

Cleveland says the hospital system is when compared to the village center.

2025. others – hopes to apply for additional Memorial Harbor) are scheduled to go? How much is it going to cost? Where are the though the center isn’t going to “looking be open to addressgoing key logistical issues “I think that going to be addOne piece of badwe’re news, McDonough admits, is off“Even funding and clearances later in this to kick this year. Harbormaster stops going to be located? Should it be a private operation, or until 2027, we know we need to start building up healthcare, within rural specifically ingthe somewhere alongtothe lines of five more that center is going cost significantly year for additional trials.

Mike Singleton says public visioning public? It’sbecause going tooflook at all of those details.” those potential businesses in the region.” access and health inequities or six pedestrian crossways, so that is than originally planned.

“If we get all the right waivers, we sessions conducted over the last year There is $2.3 million secured in state and federal funding Winners of that contest will be unveiled in the nature of our rural, geographically just going toofmake it a lot easiercircumstances for “That’s one the unavoidable would want to do a second round have led to a plan to (among other study, Ulstad and Bruckbauer say.

September at the OCEANS 2025 conference, dispersed system.”allocated to the phase two Mach said.

“And one ofmobility,” doing big projects nowadays,” he of explained. of testing that would take us beyond things) improve walkability of docks But major funding sources beyond that will, of course, be vital described as an event “for global maritime profesCleveland adds that the prospect our big is reallythe to create more [by along “When we(goals) were awarded $15 million the the river and upgrade lighting, visible line of sight,” Cleveland said. for an initiative that would cost tens of millions of dollars to sionals to learn, innovate, and lead in the protecof giving patients quicker access to interconnectedness state] back a year and abetween half ago, Ames the cost estimate “So then you’re talking about probawhich will happen in 2025. bring to life. tion and utilization of the world’s largest natural care and cutting back on the environand the downtown onStreet the facility wastraditional $26 million.

But that has nowMeanwhile, an engineering firm is bly a 20 mile radius from the medical The two study will in itself unlock state resource – our OCEANS.” That conference is impact of tens mental of completed thousandsphase center. or River which is hard to do gone up to Street, about $33 million.

We’ve raised about Within the grant that we’re in the process of drawing up plans for and federal funding sources that require applicants to have a coming to Chicago in 2025 – the first time it’s ever of vehicle miles every year is “incrediwhen you have a highway $25.5 million.

We’ve got a lotpassing of requests outmuch right more substantial upgrades to working with right now, we would detailed, specific plan before applying for money. been held in the Great Lakes region, Slade says – bly exciting.” right now forthrough.” funding, and are continuing to fundraise. like to do phase one, visible line the harbor itself, which could include “Having that service development plan, all those compoand NMC plans to “a large presence there.”

There’s a long way to go before Alongathose village So, there’s bit oflines, a gap the to close, butwill we’re working of sight, and a phase two would be a realigned breakwall to combat sand nents that we’reand doing in this next phase, is essentially what “It will give us a big opportunity to promote the becomes such a project a reality, alsotolaunch hard do it.” a project to update and beyond visible line of sight.” accumulation at the harbor’s engets you to the level that you can start then applying more center, because that’s where we’re going upgrade its McDonough signs throughout theplan is totrance andfreshwater Right now, says the the potential for new boat aggressively and competitively for those other grant dollars,” to see researchers, potential startups, and others all village.

Thison wayfinding will break ground the center effort in November, though slips, Singleton said.

Ulstad said. in one spot,” he said. construction may begin earlier if current Discov-

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THE 2025 TECHNOLOGY ISSUE

HOME, SWEET SMART HOME

Waara Technologies is northern Michigan’s automation hub

By Kierstin Gunsberg

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Ask anyone what they’d buy if they had enough money, and the answer is almost always “time.”

With home automation, you kind of can, explains Todd Waara, founder and owner of Waara Technologies in Traverse City’s Warehouse MRKT. For the past 25 years, Waara’s been making northern Michigan homes and offices feel more futuristic and luxe with custom-designed automation systems.

The systems integrate smart home features like remote security and voice-controlled lighting into a single app.

Instead of spending 10 minutes racing up and down every level to turn off lights before bed, one in-app button handles it all at once.

“We’re kind of a specialized trade,” he said.

Specialized, and in demand. The U.S. smart home market is growing rapidly, with projections estimating its value will reach nearly $100 billion by 2027.

Driven by consumer demand for energy efficiency, convenience and security, more homes and businesses are adopting automation technologies.

Today, around 40% of U.S. households own at least one smart home device, such as a smart thermostat, security system, or voice-controlled assistant like Alexa. Just about everything from TVs to ovens have a smart component to them.

But when Waara first started exploring technology, it was the era of transistor radios, and The Jetsons cartoon show represented the prevailing vision of automation.

Growing up in metro Detroit, Waara’s dad worked for Burroughs Corporation, a pioneer in tech manufacturing, often bringing home tools and parts.

“He would bring soldering irons home and wires and circuit boards,” he said. “I would go on a workbench and help him solder things...I just was always a kid that liked working on things.”

By high school, with Space Invaders hitting arcades, VCRs becoming a musthave, and Apple introducing the first personal computer, Waara was working at a gas station for pocket money.

When he learned that a nearby electronics company in Livonia was hiring technicians, he jumped at the opportunity to make tinkering with electronics his full-time job.

“I ended up staying there, and ended up being the manager of the company,” he said.

Over time, he tackled more complex repairs, including work for broadcast networks like CBS and NBC. In the late ‘90s, he moved to northern Michigan. Although he applied for jobs at larger companies like Texas Instruments, none panned out. In hindsight, he considers that time as “probably a blessing” since those roles focused on

Waara

production and assembly work.

“I wasn’t that guy,” he said.

Instead, Waara returned to service work, freelancing as an electronics repair technician and gradually building a clientele through word of mouth — largely by being the reliable guy who showed up.

One of his first clients owned a 7,000 square-foot home in Crystal Lake that had previously been teched-out by another company.

“But when he would call them for simple things, they wouldn’t come out or wouldn’t return (this guy’s) call,” he explained.

A neighbor suggested calling Waara, who quickly fixed the problem.

“From then on, the relationship with

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

23

THE 2025 TECHNOLOGY ISSUE clients has been basically all about service,” he said.

As his client base grew, so did his expertise. Eventually, he wasn’t only repairing systems but designing them too. Nowadays, Waara Technologies completes 80 to 85 system installations annually, including audio systems, theater rooms, and of course, automation.

His team of nearly 20 designers, techs and programmers average eight small installations and four larger ones per month with a price tag ranging from $25,000 to $1 million. Those million-dollar projects are lofty and can take years to complete, says Waara.

Besides convenience, energy efficiency has also become a major selling point, with automation devices like smart thermostats reducing heating and cooling costs by up to 20%.

Despite growing demand, Waara no longer relies solely on word-of-mouth marketing. He’s started running ads on local TV and radio stations, “because now having 16 or 17 people working (for me), that’s now 16 or 17 families you’re feeding. There’s more responsibility to keep the work flowing. It’s not just me anymore,” he said.

Waara’s main client base remains residential, particularly second and high-end homes.

“We do probably 75% residential and 25% commercial,” he said.

Many commercial projects involve

automating and sound-designing conference rooms, like the one at The Park Place Hotel. He describes it as “basically a theater.”

“We specialize in doing a theater room without the fluff. Somebody walks in, has their laptop or phone, and just wants to project something on the screen. Even with things getting simpler, the network and connecting to that 85-inch screen in a conference room still requires us to make it easier,” he said. “You want to be able to have speakers and microphones and do Zoom calls (smoothly).”

Their commercial work sticks close to home with local mainstays like Hagerty and 4Front Credit Union, but they’ve also worked for high-profile clients like the U.S. Secret Service to create secure wireless networks.

“We go home and research things,” said Waara, of how his team stays up on the latest tech waves. “I think we were geeks before they called the Geek Squad the geeks. It’s just a lifestyle.”

Surviving downturns like the pandemic and The Great Recession hasn’t always been easy in an industry that’s in flux with the economy.

“One of the things that we’re well known for is service. So, when times are lean and people aren’t buying new flat screens or new products, but their speaker doesn’t work, they want it repaired.

So, we’ve survived because of service,”

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Sales of custom turntable setups are on the rise.

Waara said. “That’s what’s kept us going through the tough times.”

Looking towards automation trends over the next year, he’s keeping an eye on verbal AI. “Several companies out there in our industry are trying to capitalize on that, and so they’re investing a lot of money into it,” he said.

But he notes that the nuances of verbal commands and output mean the technology hasn’t been perfected yet.

One surprising industry trend this year is a nostalgic throwback to the lo-fi

tech that sparked Waara’s initial interest. Sales of Waara’s custom turntable systems are on the rise as records and listening to music the old-fashioned way “with a couple of good speakers and an amplifier” have experienced a resurgence.

It makes perfect sense to Waara.

“Because you really can’t change physics, you know. You still need a physical speaker that has some size to it to be able to produce all the high frequency and low frequency. We’ve been selling more turntables and more two-channel things than before,” he said.

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TRAVERSE CITY BUSINESS NEWS

THE 2025 TECHNOLOGY ISSUE

SWINGING FOR THE FENCES: 20 Fathoms aims to boost and expand services in ‘25

By Art Bukowski It’s been a big year for Traverse City’s homegrown startup incubator and co-working space, and 2025 promises even more action as key staff and new initiatives are in place.

20Fathoms (named for the 120 feet that Grand Traverse Bay is clear to a depth of) has been helping local technology entrepreneurs since opening its doors in 2018. But major grant funding in 2024 has allowed the organization to substantially expand staff, programming and its geographic footprint throughout northern Michigan. The group also has a new executive director.

The TCBN checked in with 20Fathoms leaders and clients to hear about what’s new and what’s next as the reinvented organization looks forward.

Wesley joins the team In November, 20Fathoms announced the hiring of Craig Wesley as executive director. He replaces Eric Roberts, who led the organization since 2021.

Wesley is a Michigan native who spent more than two decades in Silicon Valley in a variety of roles, beginning with sales before moving into management at various levels.

“I was just a regular guy from the

He recalls the wild times of the late 1990s dot-com boom – and eventual bust.

“We felt that this is probably what Florence was like during the Renaissance.

Everything is happening right here, and we’re going to change the world, and it’s

“(W)hat we’re able to do now is just go much deeper and be much more intentional and hands-on with that programming because we now have the team members and expertise.”

– Keri Amlotte, Head of Outreach and Strategic Programming, 20Fathoms

Midwest, and the place to me was just nuts. People thought so differently, and the pace was so wild, and it was really quite invigorating,” he said. “I had the opportunity to work with lots of different teams and businesses because of the density of opportunities out there – sometimes startups work, and sometimes they don’t.”

all because of what we’re doing on a dayto-day basis,” he said. “Well, we all know how that turned out.”

Even though he eventually transitioned to a management role at an established, non-startup company, Wesley and his wife made a conscious decision to slow things down and spend more time with their young children. They moved

to Traverse City in 2013 and Wesley took on consulting roles.

He was familiar with 20Fathoms since its inception and got excited about it being a place where he can “plug in and serve the community” in a way that’s not possible working for only one or two companies. Significant grant funding and new staff made the opportunity extra enticing, he says.

“I thought that the organization was at a level of maturity and at a time where I could really come in and add some value,” he said.

The organization is thrilled to have Wesley at the helm.

“We conducted a nationwide search to find the right person, and we found him right in our own backyard,” Lowell Gruman, 20Fathoms’ board chair, said in statement.

New staff Though it was founded in 2018, about $7.3 million in state and federal economic development grant funding announced in late 2023 has transformed the organi-

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

25

THE 2025 TECHNOLOGY ISSUE

zation almost completely. It grew from six full-time staffers a year ago to 15, with a variety of titles that include director of regional ecosystem, manager of startup capital, manager of startup education and more.

“This team is new, and they’re learning how to work together,” Wesley said.

“We’re at the beginning stage of really trying to build something that we think is going to be a really great, not only for local entrepreneurs, but for the community and for the ability for companies to actually grow here and create jobs.”

Keri Amlotte is head of outreach and strategic programming for 20Fathoms.

She says the new staff brings a very broad and deep range of expertise that will better help local entrepreneurs.

“When you look at the nature of what we do, it’s not cookie-cutter. Every entrepreneur needs something different, and we need to have people at the table who can really walk hand-in-hand with them,” she said.

Beyond that, the depth of the team overall means the ability to work with more people in more areas, Amlotte says, something the grant funding was specifically intended to facilitate.

“We’re not new. We have been here since 2018, and since that time we’ve had a really healthy co-working space and have been providing an opportunity for entrepreneurs to come together and net-

work and meet one another through our events,” she says. “But what we’re able to do now is just go much deeper and be much more intentional and hands-on with that programming because we now have the team members and expertise.”

Wesley and Amlotte

New programming Among the many new programs recently launched and continuing into 2025 are drop-in startup coaching in Benzie County, Manistee County and Traverse City.

“And it’s free. You can drop in and talk to a member of our startup team about what your challenges are right now,” Amlotte said. “Anything from how do you file your business with LARA (Licensing and Regulatory Affairs) to how you find new customers. Whatever is keeping them up at night.”

Starting in 2025, the organization will also start rotating weekly workshops on a variety of topics like marketing, customer discovery, funding a business and more.

“You’ll come and there will be a learning piece to it, but there will also literally be workshopping,” Amlotte said. “It will be heavily hands-on, and you’ll be able to work with somebody one-on-one to talk through your particular business problems.”

Along a similar vein, 20Fathoms recently launched four-day bootcamps that

“There’s some risk here, and a lot of these (startups) may not turn into anything. But it doesn’t mean you shouldn’t try, and it doesn’t mean that you can’t bring some life into people and communities in a way that hasn’t been there before.”

– Craig Wesley, Executive Director, 20Fathoms focus on strategizing, problem-solving and applying business basics.

“These are very specifically for people who have an idea for how to start a business. They’re really excited about it, they’re all in, but they need help figuring out how to turn that idea into a business,” Amlotte said. “So you come to this very intensive boot camp session, and

you’re surrounded by peers, and you really dig into things over a four-day period.

You walk out of it with a business plan and steps on what to do next.”

20Fathoms also launched a bootcamp specifically for indigenous entrepreneurs, a focused effort designed to give indigenous people training on all things related to launching a business. The first was held

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Congratulations to Bob Brick on receiving the prestigious Ed Petty Lifetime Achievement Award

Established by Aspire North REALTORS®, this award honors individuals who exemplify a lifetime of outstanding vision, dedication, and commitment to the real estate industry — qualities Bob has embodied throughout his extraordinary 50-year career.

A sixth-generation Traverse City native, Bob’s real estate achievements are remarkable, with over 4,000 transactions and $500 million in sales. Yet, his impact goes far beyond numbers. Bob played a pivotal role in preserving West Grand Traverse Bay’s Open Space and co-chaired the Great Lakes Campus Capital Campaign, contributing to resources like the Great Lakes Maritime Academy and the Hagerty Center.

Bob’s dedication to service, inspired by his mother Mary Jean Brick, is also evident in his support of BrickWays, a nonprofit serving adults with developmental disabilities. As a leader at RE/MAX Bayshore, Bob has cultivated a culture of collaboration, mentorship, and integrity, reminding us that success is measured by impact, not just achievement.

Bob remains as busy as ever, continuing to give his all to both the real estate industry and the community he loves.

Whether navigating complex transactions or serving as a trusted advisor, he leverages his 50 years of experience to deliver unparalleled expertise and guidance.

Congratulations, Bob, on this well-deserved honor.

Your legacy continues to inspire us all.

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

27

THE 2025 TECHNOLOGY ISSUE

Eatough

the coffee bar and share stories, kind of see what people are up to is (enjoyable) … it’s a great way for me to plug in, to not just come in and shut my office door and get to work, but to interact with the ecosystem that’s here.”

Millar and Atterx have taken advantage of not only that vibe, but of coaching from 20Fathoms staff and funding connections provided by Boomerang Catapult and other 20Fathoms affiliated organizations.

Erin Eatough started off in a coworking space at 20Fathoms with a former company before taking the plunge and

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starting a new company called Fractional Insights.

20Fathoms staff and programming helped “demystify the idea of entrepreneurship,” she says.

“I give a lot of credit to 20Fathoms for helping me transition and build up my self-confidence, motivation and self-reliance,” she said. “I feel like I had a community to go to get resources, to get connections, to get education. And that made it feel much more possible to really take what is a gigantic leap of faith to walk away from an executive level salary and start my own thing.”

S! S E UR

In the past year, 20Fathoms has served 26 local tech companies that reported more than $5 million in combined growth through secured capital investment, Amlotte says.

Millar

O

Impact

Amlotte and Wesley are quick to point out that that the work of 20Fathoms shouldn’t just be judged on startups incubated or assisted. Many people who attend 20Fathoms programs who don’t successfully start a company may take useful skills out into the community and apply them at other companies or organizations, for instance.

“What we’re talking about is regional transformation of the economy to support this really vibrant, strong economy that supports and lifts up everybody,” Amlotte said. “That takes decades.”

Wesley acknowledges some risk.

“There’s some risk here, and a lot of these (startups) may not turn into anything,” he said. “But it doesn’t mean you shouldn’t try, and it doesn’t mean that you can’t bring some life into people and communities in a way that hasn’t been there before.”

Also of note is the more than 100 individuals or companies that use the organization’s well-appointed co-working space at the Bayview Professional Centre at the corner of M-72 and M-22. One of those is Jim Millar of Atterx Biotherapeutics, a virtual company that has its headquarters in a designated office in the 20Fathoms space.

“Even with the dedicated office, what I really enjoy is just the whole entrepreneurial culture. The vibe and the energy here is amazing,” Millar said. “To be able to come talk to other entrepreneurs over

REC

in September.

“That boot camp (filled up) and we have enough people on the waiting list to run two more,” Amlotte said. “There’s a very high demand for that one.”

Finally, 20Fathoms in early 2024 absorbed TCNewTech, a group founded in 2015 to connect local tech professionals with one another and with funding sources. TCNewTech is well-known for its monthly pitch competitions, and this acquisition merged the two most prominent tech organizations in the community.

Most of 20Fathoms’ programs are available to non-tech entrepreneurs, but tech is likely to remain its bread and butter for the foreseeable future.

“We offer specialized services to help meet the unique needs of scalable startups because launching and growing a technology company, for instance, is different in some key ways – like funding – than opening a traditional type of small business,” Amlotte said. “Those services include access to capital programs for scalable startups, specialized coaching, and pitch opportunities at TCNewTech.”

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TRAVERSE CITY BUSINESS NEWS

THE 2025 TECHNOLOGY ISSUE

ROCKING THE BOAT Local company seeks to revolutionize electric boats with an all-day battery life

By Craig Manning Richard Phamdo wants to revolutionize electric boating, he wants to do it from Traverse City, and he wants to do it in 2025.

Phamdo is the CEO of Voltaic Marine, an electric boat manufacturer that relocated its home base from Oregon to Michigan in 2024. Now based in Traverse City – albeit with a fair percentage of its operations happening downstate – Voltaic Marine is preparing to bring its first two boat models to the marketplace this year.

Voltaic Marine isn’t the only electric boat company that has latched on to Traverse City.

In 2022, Traverse Connect kicked off an effort to make northern Michigan into a global hub for all things electric boats, including design, testing, manufacturing, retail, and use.

That idea got a big boost in 2023 when Traverse Connect teamed up with the Michigan Economic Development Corporation (MEDC) and its Office of Future Mobility and Electrification to launch the Fresh Coast Maritime Challenge.

In its initial cohort, that first-of-itskind grant program committed more than half a million dollars to companies

working to electrify and decarbonize Michigan’s waterways.

Since then, a slew of electric boating companies have shown interest in Michigan, and in Traverse City in particular.

One of those companies is Voltaic Marine, which received a $115,000 Maritime Challenge grant “to explore and develop Michigan-based strategies focused on advanced manufacturing, battery chemistry, propulsion and emerging technology job creation, while demonstrating its flagship model, the AEW24, in Northwest Michigan.”

Per Phamdo, that exploration grant is ultimately what prompted Voltaic Marine to make a change and relocate to Michigan from Oregon.

Phamdo himself is no stranger to embracing big changes. Before he was an entrepreneur, he was a 15-year veteran at Intel, where he worked as a semiconductor supplier. Over the years, that job brought him into frequent contact with “all the big names” in the electric vehicle industry. In 2020, he followed his mounting interest in that industry and linked up with engineers from the likes of Tesla and SpaceX. Together, they started designing an electric boat concept.

“And then, when the design got to the

point of, ‘Hey, we actually need to go build this,’ I decided to incorporate the company, grow the team, and start raising money,” Phamdo said.

That incorporation happened in 2023, and now Phamdo and his colleagues are “doing the true startup life: raising money, building boats as we go, increasing our roadmap, and working with partners.”

As the prototype design took form, it became quickly apparent to Phamdo that Voltaic Marine was going to have to leave Oregon behind. The startup needed a more boat-centric state, and a place where the long-term manufacturing life of the company would be the “best suited,” he says.

There were essentially four states on the possibilities list: California, Florida, Texas, and Michigan.

“Michigan won the analysis,” Phamdo said, pointing to the Fresh Coast Maritime Challenge as the thing that tipped the scales in favor of the Great Lakes State.

And because Traverse Connect was such an integral part of that program, Traverse City was immediately on Voltaic Marine’s radar, too.

“When we talked to the Traverse Connect folks and said, ‘OK, here’s who we are and here’s what we want to build,’ they told us we were exactly aligned with

what they were looking for, in terms of the companies they wanted to bring to Michigan and the innovation they wanted to create here,” Phamdo added.

Voltaic Marine officially moved its headquarters to Michigan in August. The company is technically based in Traverse City, though Phamdo says a lot of the work is currently happening downstate.

That’s also where the CEO spends most of his time these days, though he does have a desk at 20Fathoms.

“We’re working with a contract manufacturing partner in Farmington Hills to get our first boats done,” Phamdo explained. “Eventually, though, most of that manufacturing will come in-house.

We’re already asking ourselves: ‘If/when we go build our own manufacturing site, what is the region in Michigan that makes the most sense?’ And Traverse City is at the top of the list.”

Per Phamdo, there are a lot of reasons TC might be Voltaic Marine’s best bet for a long-term hub. Traverse Connect’s support is a major mark in its favor, as is the area’s already-mighty manufacturing sector. The wealth of water access and the popularity of boating in the region are big pluses, too, and the growing interest in electric boats here is a boon. Finally, it doesn’t hurt that Traverse City’s desir-

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

29

THE 2025 TECHNOLOGY ISSUE ability as a place to live is already making it easier for Voltaic Marine to recruit engineering talent.

Northern Michigan has another advantage, too: a growing network of Aqua superPower chargers, which are electric charging sites capable of providing a rapid power top-off to the massive battery packs that keep electric boats going.

Right now, there are Aqua chargers installed at the marinas in both Northport and Elk Rapids, and Traverse Connect has been pushing for several years to get one in Traverse City as well. The longer the charging corridor, the farther electric boaters can travel without worrying about ending up stranded without power.

While Phamdo admires the charging corridor buildout, he says Voltaic Marine’s biggest goal – and its biggest differentiator – will hopefully be making it easier for electric boaters to get by without needing a fast charger.

“Our goal is to build an electric boat with the longest run time in the whole industry,” Phamdo said. “We haven’t announced the official specs yet (for our launch model), but it has a true eight-hour run time versus some of the other electric boats, which have smaller battery packs and lower run time. There is actually a plan to eventually take one of our boats and traverse the whole coastline of the Great Lakes. We want to be able to say we were the first to do that.”

Phamdo says most of the top selling points for Voltaic Marine’s boats are similar to what other electric boat manufacturers are bringing to the table: a sleek, modern design; a complete lack of fumes; a much quieter ride than a gas-powered boat can provide. But, he says the biggest differentiator for the boat is its potential to achieve a full-day run time without having to charge mid-day.

“I’d say that has been the leading customer concern on actually buying an electric boat so far,” Phamdo said.

“If a boat only runs for four hours, you can take it out in the morning, but then you do have to come back to dock and charge it, and it may take you two hours to do so. You have to plan your day around charging, disrupt your plans.

That’s not typically the case with gas boats. Most gas boats can go around all day on a tank of gas; you don’t have to disrupt the user experience.

“Bottom line, the industry needs a boat that proves you can run all day without having to be dependent on finding a nearby fast-charging dock,” he added.

The Voltaic Marine team is confident they’ve built that boat.

“Overcoming (the short battery life) is based on our utility patent for the hull in our boats, which gives us the ability to fit more battery capacity,” Phamdo said.

“Now you don’t have to worry about getting a fast charger installed on your dock,

“There is actually a plan to eventually take one of our boats and traverse the whole coastline of the Great Lakes. We want to be able to say we were the first to do that.”

Richard Phamdo, CEO, Voltaic Marine

which is a very costly process. Now you can truly be independent, just like any gas boat. You can go out all day, come back in the evening, and plug the boat into your dock on a 240-volt line, or into your house, and charge it overnight. And then being electric doesn’t disrupt or change the customer experience at all. It actually makes it easier, because plugging your boat in overnight is easier than taking your boat somewhere to fill up the gas tank.”

So far, Voltaic Marine has only built a single prototype boat. But production is revving up, and Phamdo says the company is “nearing the point” when it will

open up orders on the debut model. A second model is on the way for 2025, to be announced during this month’s Consumer Electronics Show in Las Vegas. It’s all part of what promises to be a big, big year for the Michigan-based startup.

“2024 was a great building year, and that was an important part of our plan as a company,” Phamdo said. “You get the company in Michigan, start ramping up at Michigan, generate some buzz. But 2025 is the ‘go’ year for us. We’re hoping to really ramp up sales, production, investment, customer interest, trade shows, experiences, demos, all of it. 2025 is really the hands-on year.”

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THE 2025 TECHNOLOGY ISSUE

The IT Factor

Information technology firms talk security, cloud migration and more

By Art Bukowski There’s a common joke in the information technology (IT) world that often forms the premise of cartoons or signs pinned up in cubicle walls, and it goes something like this: When everything is working fine, management says “What do we even pay IT for?” When even the slightest thing goes wrong, management says “What do we even pay IT for?”

This well-worn classic captures the interesting dichotomy inherent in this business, where the job entails putting out fires while proactively ensuring that these fires are less likely to happen in the first place. As with a sports referee, many clients are of the opinion that the less you notice an IT person, the better.

But those who make a living in this business are quick to point out that IT shouldn’t be viewed as a necessary but cumbersome expense that merely runs in the background. Well-applied IT services, they say, can substantially boost your company’s productivity and profits.

The TCBN caught up with two local firms to see what’s new and what’s next in the world of IT. Local players Safety Net is a Traverse City-based IT firm founded in 2003 by Kevin Bozung and Beth Holmes-Bozung, who a few months ago sold the company to Thrive, a global provider of cybersecurity, cloud and IT services. Other than soon dropping the Safety Net name, it’s expected to be business as usual for the outfit that employs about 40 people in Traverse City and Farmington Hills.

CEO Tim Cerny says they service about 85 clients, mostly in northern Michigan.

They focus on small to mid-sized businesses with an average of 50 employees. “(When companies are small), there’s usually someone in the organization that’s the designated ‘computer person.’ But at some point the business gets a little too big for that one person, or this person spending all this time climbing under desks or working on Microsoft licenses is a distraction or a poor use of their time,” Cerny said. “So as those businesses mature, they look to outsource IT to companies like us.”

Cerny is fond of pointing out that hiring Safety Net gives their clients access to a diverse and deeply experienced IT team for less than what it would take to pay a full-time, in-house IT person who couldn’t possibly have the same depth of experience in the first place.

A few miles away is Anavon Technology Group, launched by Russ Madsen in 1999 as a telecommunications company with a focus on phone service sales and installation. His son Michael joined the company in 2014 and eventually took over, running a 16-person team.

Under the younger Madsen’s watch, Anavon expanded significantly beyond telecom and now offers a broad range of services including security systems, display technology, internet and more. Full-service, on-demand IT became a natural addition to the business.

They now provide IT services to about 50 local clients, mostly those who already work with Anavon in other areas. Those clients have greatly appreciated having one company to contact for multiple issues, Madsen says.

“They’re not having to call multiple

Lewis and Madsen

“I feel like one of the big points that could be made to business owners or higher-ups is that even if you don’t think it’s your IT vendor’s (responsibility to fix something), just ask them the question.”

– Cory Lewis, IT Director, Anavon Technologies companies, there’s no finger pointing,” he said. “It’s really a benefit to our company and our clients that we can do so many things under one roof.”

Providing IT is also a great way for Madsen to cultivate new business.

“Whatever way that I can start a relationship with your business, I know it’s going to lead to more eventually,” he said. “So if you want to talk IT, let’s talk IT. You want to talk telecommunications, let’s talk telecommunications.”

Mission-minded First and foremost, IT teams are work-

ing to make sure a company’s systems are secure, optimized and highly functional.

“We’re securing their environment, number one, but we’re also getting them in a position so that their IT just simply works and they don’t have to worry about downtime or lack of productivity, or machines or systems that are slow and not effective,” Cerny said. “If you’re not thinking about technology and you’re just doing your job, that’s good IT.” Smooth, glitch-free operations are better for both the IT provider and its clients, Cerny says.

“Selfishly, if our clients’ IT just works (without problems), I can add more

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THE 2025 TECHNOLOGY ISSUE clients without adding more employees,” Cerny said. “We’ll be more profitable, and so will our clients.”

A large portion of IT work involves anticipating problems before they happen. An ounce of prevention is worth far more than a pound of cure for everyone involved, insiders say.

“We have teams that are working proactively to get ahead of issues before they happen, following a checklist that’s not too dissimilar to your car when you get to that 80,000 mile checkup,” Cerny said.

“We’re constantly going through a list of technical and health checks.”

If and when something does go wrong and a client calls in a panic, the mood is often sour and the pressure is on.

“I’m always looking for ways that I can prevent that call,” said Cody Lewis, Anavon’s IT manager.

This work does involve a bit of a give and take. Clients themselves need to take responsibility for the relationship to be productive and beneficial, IT staffers say.

“We’re trying to prevent and fix problems, but we’re also not taking ownership of your issues,” Lewis said. “So if a printer keeps breaking, for example, and we tell the customer they need a new one, but the customer doesn’t act on it, then it’ll just keep being broken.”

Cerny describes a situation in which Safety Net had to draw a line in the sand and politely decline to work with a

customer unless that client committed to upgrading its dated exchange servers.

“No one likes to scare people into making business decisions. I can’t stand that,” Cerny said. “But they’re so vulnerable right now … that we don’t want to work with them if they’re not willing to invest in their own security.”

Background or spotlight?

Cerny understands that the number one goal is smooth operations, but he’s always antsy to push customers to “step out into the technology ecosystem” and use new systems (or existing systems they might be unfamiliar with). He believes a good IT company should be viewed no different than any other consultant hired to boost the bottom line.

“We have customers that understand how to leverage technology to create a competitive edge for their business,” he said. “But we also run into customers who feel that if it ain’t broke, don’t fix it, and they don’t want to spend the money. They see this as a necessary evil and not necessarily an opportunity for competitive advantage.”

Toni Coscarelli, Safety Net’s director of professional services and innovation, agrees.

“Getting clients to understand these advanced technologies and allowing us to implement them for us can be a challenge,” she said. “A lot of businesses just want to stay in neutral – ‘Our stuff’s

“We’re securing their environment, number one, but we’re also getting them in a position so that their IT just simply works and they don’t have to worry about downtime or lack of productivity, or machines or systems that are slow and not effective.

If you’re not thinking about technology and you’re just doing your job, that’s good IT.” Tim Cerny, CEO, Safety Net working, don’t bother us,’ – when there’s so much more they could do to enhance their productivity.”

Certain industries seem to be more resistant to change, Cerny says, with law and accounting firms on that list. Older folks are (generally speaking) more hesitant to adopt new technologies, and having older people in leadership positions doesn’t help, Coscarelli says.

There’s also the “sales pitch” vibe that’s always going to turn off customers, regardless of the industry. Even when IT folks aren’t pushing customers to get out of

Cerny and Coscarelli

their comfort zone, there’s still constant updates to basic systems.

“We’re always looking at new technologies that are coming out that are replacing the older technologies with better solutions,” Cerny said. “And I get it, it can get frustrating to business owners when we come to them every year or two years and then that (certain technology or software) isn’t as good as it once was, especially when it comes with added cost.”

Building trust over time is key, Lewis says.

“There’s a lot of times where customers don’t have that trust (early on),” he said.

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33

THE 2025 TECHNOLOGY ISSUE “They’ll say ‘There’s no way that cost that much,’ or ‘I don’t need that. You’re just trying to sell me some stuff I don’t need.’”

An IT provider will consistently add value over time, Lewis says, especially if given the opportunity.

“I feel like one of the big points that could be made to business owners or higher-ups is that even if you don’t think it’s your IT vendor’s (responsibility to fix something), just ask them the question,” Lewis said.

Both Anavon and Safety Net place a priority on making their staff friendly and approachable, something that can be an uphill battle because of the types of people found in this business.

“Overall, as an industry, you’re taking that in-the-basement guy and expecting them to be personable and say hello, talk about the weather and things like that,” Lewis said. “I’ve had a complaint where I walked into a customer, I was laser-focused to fix their problem and I forgot to say hello. I have to mentally remind myself to do so.”

The weakest link The two biggest trends in the IT world of 2025 are network security and moving data and systems from on-site computers and servers to what’s commonly referred to as “the cloud” – a network of remote, third-party servers accessible through the internet.

It seems like every month there’s new news about an organization being hacked, and beefing up security is among the biggest priorities. Even with rapidly advancing technology used by hackers, the majority of attacks still require someone within an organization to slip up and take an action they shouldn’t (clicking a link, for example).

Therefore, as Coscarelli likes to say, “humans are the weakest link.”

“Right now, the biggest risk is the users themselves … and it falls back to education,” Lewis said. “The problem is you get comfortable, you get complacent, and that’s where the breach happens.”

Both Safety Net and Anavon are involved in constantly testing clients’ employees with phony emails and other items that mimic hacking attempts. One such system used by Avanon helps identify and single out more susceptible employees, who are then subject to additional training if they take the bait too frequently.

“It really does keep it front of mind because you don’t want to be the person that fails,” Madsen said. “And in the real world, you definitely don’t want to be the person who fails.”

A lot of security-related measures seem cumbersome, IT experts realize. But a few extra steps can make all the difference when it comes to preventing hacks.

“It’s getting (employees) to understand that security is important, and being comfortable with that,” Coscarelli said. “Okay, we’re

implementing two-factor authentication for you, this is an annoyance for you, we understand that, but it’s a necessary annoyance.”

Many attacks target third-party systems used by employees. A common version is “thread jacking,” in which scammers successfully hack into email systems and send emails from legitimate internal email addresses to trick accounts staff into sending checks to different addresses. Anavon has dealt with multiple thread-jacking incidents recently, and they encourage all clients to physically speak with the alleged sender if something seems off in an email.

“Pick up the phone and make the call. Everybody is maxed out on time, and we’re all trying to get our jobs done as fast as possible because we’ve got tons to accomplish,” Madsen said. “But we can’t get away from the concept of trust but verify.”

Migration to the cloud has changed the IT world considerably. Time spent on site in an organization’s server room is a fraction of what it once was, and that’s because these servers are beginning to disappear entirely as companies are encouraged to utilize the cloud for security and efficiency.

“A big advantage of that is we don’t get a call at three in the morning because some little part went bad in the server and took the whole thing down,” Coscarelli said. “Then we’d be trying to figure it out, making calls to the server manufacturer

and getting parts and stuff like that.”

That said, there’s still plenty of times where IT teams need to be on site. That’s a big reason why you want to hire a local firm, Cerny says.

“Probably 90% of the time, we can solve issues remotely. But in a time when your machines aren’t working and your employees aren’t productive, if we were sitting in Boston and had to contract somebody in this market to go to your office to go figure out how to solve the problem, just think of the time delay. That’s dollar signs going out the door,” Cerny said. “So, by being here, we can deploy somebody quickly.”

Lewis and Madsen also speak of the relatively new world of cyber insurance, which covers businesses in the event of hacking incidents.

“It’s a good conversation to have with your IT provider if you’re entertaining getting this for your business. It can scale from affordable to astronomical, and you have to make sure you have the proper coverage,” Madsen said.

Last but nowhere near least, artificial intelligence is going to be making big waves very soon.

“We’re using it in certain aspects. Microsoft Copilot would be one example.

But it’s coming, and it’s going be more and more of a thing in people’s lives,” Coscarelli said. “We just need to keep out ahead of it to make sure that they can adopt tools when they need to do it.”

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TRAVERSE CITY BUSINESS NEWS

THE 2025 TECHNOLOGY ISSUE

By Delaney Keating, columnist In an era when rural places nationwide seek to foster stronger startup communities, we look across state lines for inspiration, ideas and best practices.

Meanwhile, the hype sometimes associated with startups from Shark Tank to Silicon Valley can perpetuate myths. Tales of IPOs, 10x returns, unicorns, and Cinderella stories fill the imagination. While those things can and do happen, they are not the average nor the median in what it means to be successful.

At its core, becoming a startup community is cultural work, and to be truly successful, what worked anywhere else in the world will only be successful here – in this place – if built from the inside. Akin to personal growth, this kind of innovation and technology development is an inside job.

For example, after 10 years of developing business accelerators and a statewide, rural startup network, I relocated here from Colorado. That’s a fair amount of experience to draw from.

However, I only knew one thing for sure – I was now an outsider.

Being an outsider is an equally dangerous and powerful moment. It would be easy to make assumptions and implement what I may have seen work elsewhere without leveraging the power of the moment – the power to peek inside northern Michigan with fresh eyes and a healthy dose of curiosity.

Just like the startup myths that loom overhead and set up everyone from founders and VCs to governments and organizations to miss the mark, I, too, could have missed seeing the unique needs and value propositions that can only exist here.

Different than Silicon Valley, different than Detroit, and different than similar regions on the west side of Lake Michigan, this place is its own. In my short time here, I have come to admire the manufacturing legacy, the engineering minds and the thoughtful and artful people that scatter this landscape.

They all have one thing in common – the water.

I also came here for the water. I could be living anywhere, with a strong resumé

LIQUID GOLD Northern Michigan’s startup community has its own value proposition in fresh water

and a daughter in college, and I found this place to be among the most beautiful and contemplative places I have set foot.

The water and natural resources that define this region are at the center of what is to become. They also determine what is possible as a startup community and an innovation hub – perhaps even globally.

A lot is happening around water and blutech, and though nascent, this new industry cluster makes something possible here far outside America’s urban centers.

Regional startup community leaders and ecosystem developers are collaborating and plotting new initiatives that will continue to roll out starting in early 2025 and gaining speed over the next three years.

While I can’t divulge any specifics, I can acknowledge the players: Traverse Connect, 20Fathoms, Northern Michigan University, Michigan Tech, Grand Valley State University, and the future Fresh Water Research Institute are the local insiders aligned around this opportunity.

Additionally, outsiders and water-focused business accelerators, like gener8tor and AquaAction, are already in motion, bringing new resources from

the outside in.

Serving the water that upholds the tourism economy doubles down on what makes northern Michigan special and what has defined it for generations – making the advancement of this region as a startup community less about change and more about the evolution of place.

Making bold moves and hedging some bets in freshwater and blutech in no way overshadows the work of the other tech startups that are already here – quite the inverse.

Today’s tech startups are also here for the water – whether they are led by founders who grew up here or recently arrived.

Truth be told, all startups need the same basic ingredients in their early stages of development, and the more we can carve for depth in one industry, the more breadth we can serve sustainably over time.

Alongside the other key ingredients of a strong startup community – from education and coaching to funding and talent – these big moves in water marry the culture of this place to a more advanced technological future across sectors.

Beyond the water, the right tech start-

ups will continue to see the advantages of doing business in rural places. Less competition, a strong sense of community support, access to natural resources and a higher quality of life for founders and employees compared to urban centers are defined strengths of this region.

And not without its challenges. The need for access to talent, infrastructure, funding, and potential customers must continue to be solved as the region matures.

The definition of success will still champion exits and healthy returns for venture capitalists while balancing and diversifying the economy at the same time. Every move we make as a startup community helps lay a foundation for the long-term sustainability of startups and their employees, increasing jobs, wages, and quality of life.

While places like Silicon Valley may have some salt in this game, northern Michigan is fresh. This alone may attract and retain the right tech founders and tech talent more than anything else.

Delaney Keating is the director of entrepreneurship and commercialization at 20Fathoms.

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“I am very excited for new designs and styles, particularly in the tile world. I love to bring the latest and greatest; tile is a continually revolving industry and changing at a pace that’s just my speed. My favorite instance is when a customer comes in with a photo and a vibe and just tells me to create it. I love to dive deep into the vision and push the boundaries.”

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WARMTH THAT NEVER COMPROMISES STYLE

“My best piece of advice for the person beginning their journey of purchasing new floors and designing a home is to always trust the process. Making a vision come to life has its challenges, but staying true to your own style by choosing a look that you love is vital for long-term happiness. Inspiration photos also help us guide the selection process.” maggie@bayviewflooring.com

Maggie McMartin

SALES CONSULTANT

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

37

THE 2025 TECHNOLOGY ISSUE

By Tessa Lightly, columnist Love it or hate it, social media has always been about connection. In its early days, platforms like MySpace and Facebook helped us keep in touch with family and friends, centering on personal relationships and connecting us with those in our immediate social circles.

But in 2025, social media holds so much more weight than it’s credited. It’s a global meeting place, where connections cross borders and cultures. Brands can reach loyal customers halfway around the world, and consumers discover their favorite products from strangers or creators on the internet.

Social media is not just a marketing initiative you check off your list — it’s a powerful engine for global discovery, commerce and community building. If you’re unconvinced, read on to learn about the forces of social SEO, brand discovery, and why businesses must rethink ROI to stay competitive in 2025.

Social for the SEO Traditionalist The next time you Google something, notice how many social platforms are fighting for the top spot on the search engine results page.

Between Reddit, YouTube, and TikTok - not to mention the old standbys of Facebook and X (Twitter) - it’s clear social platforms are competing with other websites trying to rank for search terms.

While it may seem counterintuitive to invest in ranking well on a platform that isn’t owned by your business, it’s the reality of marketing a business. Visibility in many ways matters, even if you don’t own the channels.

Our agency previously ran across this same trend with “listicles” – a type of article that presents in a list format – for our franchise or travel clients. Fortunately, there’s still a chance for businesses to play organically on social media platforms with the right strategy.

Here’s what you can do: Apply what you know about traditional SEO to your social profiles. This means targeting specific keywords in your bio and throughout each piece of content. Align your evergreen social content posting with what you know are

RETHINKING ROI The business case for social media in 2025

yearly trends – like a pre-holiday cleaning checklist for a cleaning business.

Social as a Means of Discovery

A recent deep dive into search intent by Sparktoro revealed most Google searchers are looking for information on a topic they have already heard about. From there, the next biggest search habit was looking for a website they already wanted to go to, but maybe didn’t know the address, or felt it was easier to type in the business name.

Overall – people are using Google to learn more about something they already know of. So, where then, are people discovering this information? There’s an argument for the traditional way of marketing, like word-of-mouth. But so much conversation is happening on social media, discovery (and word-of-mouth) are happening there too.

The social-to-purchase journey could look something like this: Someone is scrolling Instagram and sees a creator they trust post about a perfume the creator purchased and loved. They navigate to and scroll the profile of the brand who makes the perfume, and ultimately decide to head to Google to find additional reviews. After some quick research, they Google the brand name to head right to their website and make a purchase.

From a marketer’s perspective, you might have no idea the connection between that creator’s video and eventual purchase. You can try to connect the dots between engagement and posting schedule, but it’s more important to understand the inherent value

in being part of the conversations happening on social media.

Your forward strategy could look like this: Identify the topics that will get users interested in learning more about your business, or a topic from your business. Skip the link in the caption or comments (it typically generates less engagement anyway), and let users who are interested in learning more navigate on their own.

Social media is not just a marketing initiative you check off your list — it’s a powerful engine for global discovery, commerce and community building.

The ‘Good Old Days’ of ROI Since nostalgia is on trend these days, it can be helpful to relate attributing return-on-investment to the old days of marketing (before digital marketing) when attribution was nearly impossible.

In the previous social-to-purchase example, a user took several extra steps to ensure a positive purchase experience, even after discovery.

Traditional marketing – billboards, print ads, events – are all tried-and-true marketing tactics we still use, despite the inability to directly prove ROI. That’s because “the brand that is bought is the brand that is remembered.” If you aren’t able to be an active participant in conversations wherever they are happening, then you aren’t as likely to occupy the thoughts of the masses.

For those still seeking data: Start to monitor brand awareness signals like direct website sessions and search volume for branded terms. Or, you can invest in social listening to see what people are saying about your business on social media.

The Trend You Can’t Ignore As much as marketers would like to control every piece of content they produce, the reality is that the majority of conversations — both personal and professional — are happening on social media. It’s no longer a question of whether or not to participate; the conversation is already happening whether you’re involved or not.

The choice for businesses then becomes: Endure the frustration of lower ROI from social media efforts or face the more significant challenge of remaining relevant in an era where community and discovery is key. In 2025, to sit on the sidelines or keep the social media status quo is to risk being left behind.

Tessa Lighty is brand manager at Oneupweb, a full-service digital marketing agency in Traverse City.

38 JANUARY 2025

TRAVERSE CITY BUSINESS NEWS

NEWSMAKERS

1 // JONATHAN WHEATLEY

2 // KATHRYN

3 // RYAN MILLER

4 // KRISTINA BAKER

5 // BETHANY KORBEL

6 // DANIELLE LETOURNEAU

7 // JILL PRIOR

8 // MI STANLEY

9 // JULIE OATMAN

10 // KELLY YAUK

11 // SHANNONE DUNLAP

12 // VINNY ZAKRAJSEK

WISE HUSCHKE

>> FINANCIAL SERVICES 1 - Jonathan Wheatley has joined The Rivard Teahen Group at Baird Private Wealth Management in Traverse City as a financial advisor. Wheatley brings nearly five years of experience in the industry to his new position.

2 - Kathryn Wise Huschke has joined the Neithercut Philanthropy Advisors team in Traverse City as a senior fellow. Most recently, Huschke was the executive director of the Oleson Foundation for the last 15 years, before retiring in 2024.

>> HEALTH CARE 3 - Ryan Miller, D.O., has joined Munson Healthcare Infectious Disease Consultants in Traverse City.

In-home care provider Comfort Keepers of Northern Lower Michigan announces the following promotions: 4 - Kristina Baker now serves as finance manager.

5 - Bethany Korbel has been promoted to general manager.

6 - Danielle Letourneau has been promoted to operations coordinator.

>> NON PROFIT 7 - Jill Prior is the new director of development at Norte Youth Cycling in Traverse City. Prior previously worked at Northwestern Michigan College as an annual giving specialist and most recently was the assistant director of annual giving at Western Michigan University.

8 - Mi Stanley has joined Rotary Charities of Traverse City as the foundation’s director of community development. Stanley oversees the Assets for Thriving Communities grant program and guides Rotary Charities’ efforts to integrate equity and inclusion into its work. >> SALES & MARKETING 9 - Julie Oatman is the new director of sales at Crystal Mountain in Thompsonville. Oatman comes to Crystal after working in sales for more than 25 years at the Soaring Eagle Casino and Resort in Mt. Pleasant.

10 - Kelly Yauk is the new marketing director at Northwestern Michigan College in Traverse City, leading strategic enrollment marketing initiatives.

Yauk previously worked for local manufacturer TentCraft, where she led digital marketing strategy, content creation and marketing operations.

>> OTHER 11- Shannone Dunlap has been named executive vice president and general manager of Black Diamond Broadcasting in Traverse City. In her new role, Dunlap oversees strategic operations and management for Black Diamond Broadcasting’s portfolio of stations and digital division. She brings a 30-plus year career in the radio industry to her new role.

12 - Vinny Zakrajsek has joined Traverse Real Estate in Traverse City as a Realtor. Zakrajsek also has 12 years of residential construction experience in the local area.

Please send Newsmakers by the 10th of the month to news@tcbusinessnews.com

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

39

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40 JANUARY 2025

TRAVERSE CITY BUSINESS NEWS

Happy New Year!

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BOOK REVIEW

By Chris Wendel

For a sport steeped in tradition, college football’s recent foundational changes have shaken its storied foundation.

The recently released book “The Price” follows the path of money-driven factors that threaten a more than 150-year-old institution.

In writing “The Price,” best-selling author Armen Keteyian and award-winning college football journalist John Talty interviewed more than 200 coaches, administrators, politicians, athletic directors and power brokers to detail the various financial forces at play that threatened alliances and reshaped an already flawed, yet beloved business model.

Since 1906, college sports have been governed by the National Collegiate Athletic Association under the guise that student athletes are amateurs and should not be compensated by their school for the millions of dollars they generate.

Old-school fans still believe that receiving free board and tuition is suitable compensation for playing for dear old State U, yet for decades players – especially star players – have risked serious injury and missed out on profits from the sales of merchandise sales, ticket sales and TV revenue.

A confluence of forces brought about these mind-spinning changes. “The Price” presents a chapter-by-chapter narrative that chronicles the confluence of disruptions that, after a slow boil, seemingly came to a head all at once.

In 2018, the NCAA instituted a “transfer portal” process for student athletes to more easily transfer between colleges. In 2021, a Supreme Court ruling allowed players to profit from the use of their name, image and likeness.

At the same time, escalating television revenues contracts negotiated by major TV networks and football conferences set off a proliferation of schools leaving generational rivalries to revamped conferences many times located out of their traditional region or completely across the country.

The resulting arms race between college athletic programs was accelerated by the deep pockets of wealthy boosters and alumni. With the promises of excessive football TV revenue, colleges ditched their loyalty and allegiances to traditional conference rivalries in pursuit of huge TV contracts that allow them to pay for palatial athletic facilities and escalating coaches’ salaries.

There’s a lot of moving pieces that even a seasoned fan might have problems following. Fortunately, “The Price” brings these parts together with a series of connected back stories that make sense of it all. The book follows the paths of several football coaches who navigate the fast-changing landscape, including Nick Saban, the winningest coach in college football history at Alabama, who comes to realize that this new dynamic is disrupting his program’s dominance as he ponders retirement. His protégé, Kirby

THE PRICE:

What it Takes to Win in College Football’s Era of Chaos

By Armen Keteyian & John Talty Smart at Georgia, adapts the best he can with player rosters constantly in flux and the demands of fundraising to attract the best players.

The book highlights how players themselves are now leveraging their talents to negotiate for money while moving freely between schools in search of better offers.

One example showing this new normal is Maryland football coach Mike Locksley, who developed his program mostly with players ignored by top-tier schools. When his team breaks through and reaches a post-season bowl game, his quarterback Taulia Tagovailoa tells his coach that he will sit out the game unless Locksley can come up with a substantial payment – demonstrating that players now can broker payments and deals, which adds to college football’s Wild West-type upheaval.

One question that “The Price” fails to answer is how with all of the new distractions, today’s college football players are attending class and earning degrees.

“The Price” does the trick of explaining the changing market forces and complicated business decisions that college athletic programs, coaches, and now players must regularly make. Even as a football-centric book, authors Keteyian and Talty present an engaging narrative that even non-sports fans can enjoy.

Chris Wendel works for Northern Initiatives, a mission-based lending organization based in Marquette, Michigan. Northern Initiatives provides funding to businesses throughout Michigan and online business resources through its “Initiate” program to organizations and small business owners throughout the United States. Wendel lives and works in Traverse City.

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

41

THE MARKET

INVESTMENT INSIGHT FROM THE LOCAL PROS

How aavailable gift of money can Tools for family business transitions help build investing habits AsTransitioning a parent or grandparent, youbusiness likely want to teach children sound simple money habits andbut help your family to your heirs may sound enough, in them become financially successful adults. fact, doing it successfully can prove difficult. To help improve your transition’s chances

for success, governance.

There are a consider variety offamily ways tobusiness instill good financial habits. The following two approaches This is a system of correlated tools actionsthem to support the next generation with allow you to gift assets to children whileand providing with hands-on investment expericontrolling, owning, and operating the business.

It also puts in place a framework that ence that may prove useful in the future. contains business protocols, describes how future ownership changes occur, and estab1. Custodial accounts lishes a precedent for making business decisions.

Custodial accounts can be opened for your children before they turn 18. They can be a use-

Frequently used tools ful vehicle to teach them about the principles of money and investing.

There are several tools that can be employed as part of a family business governance With these accounts, custodians control how investments are managed. Sharing account system, including: statements andagreement the way youismake decisions on your children’s behalf can how be anan opportunity A buy-sell a legally binding contract that stipulates owner’s to teach investment share of asmart business may beprinciples. reassigned if triggering events occur, the price that will be paid, and payment structure. you will want to think about as you determine whether There arethe a couple of considerations A family employment document can First, be kept within the these family for private such an approach is right forpolicy you and your family. when funding accounts, keep use or incorporated into the business’s human resource documentation.

It sets in mind that control of these accounts transfers to the child when the custodianshipexpectaends. tions heirs, spouses, and extended family members issuesonasstate howlaw. they can Thisfor generally happens when the child reaches age 18, 19 about or 21, such depending obtain employment in the business, requirements to attainassets key than positions, thehandle compenYou may not want your child to havethe control of more financial they can sation to be used, and incentive language for family members. at thatstandards age.

A distribution or dividend policy is key in setting expectations with family memIt isregarding also important know that special tax rules, the “kiddie tax” rules, apply. TheBusibers whattodistributions they should expect to receive from may the business. income and must capitalbalance gains generated these couldor begrow taxedthe at the parents’with in- the ness owners the needinfor cashaccounts to maintain business come-tax rates for children under age 19 (age 24 if a full-time student). This means your desire to receive distributions. young child may beboard required file an income-tax return body of their own.

Your tax advisor A professional oftodirectors is a governing that helps oversee the can help youand determine these rules would applygenerally to your situation. business makes how major decisions.

A board comprises three, five, or seven professionals from various industries that have the subject matter expertise to assist the 2. Gifting money in an IRA (Individual Retirement Account) company strategically.

Helping fundboard an IRAor cancouncil benefit adult children who are can’tthe afford A family is a group within the starting family their — orcareer may and include to contribute to athat retirement don’t have a workplace retirement plan. Even teens entire family — comesaccount togetherorto make decisions about the business on the famwithbehalf. earned income can fund an IRA. ily’s A company mission statement can be valuable to your employees and your family as it The earlier your children start investing for retirement, the more their investments may acaddresses the business’s purpose and vision and can help guide future company leaders. cumulate over time. There are two types of IRA, a Traditional and a Roth.

Your estate plan can address ownership, control, distributions, and several other factors.

The business’s governing documents should be areviewed at thewhen samethey time the family • Traditional IRA: If eligible, your child may receive tax deduction contribute business governance andalso tools aretax-deferred put in place.growth Revisions to these or to a Traditional IRA, system which will offer potential.

Any documents earnings from corporate resolutions inuntil the corporate be needed to align these docuthe account may growstored tax free the moneyminutes is finallymay distributed. ments with the company’s governance system.

• Roth IRA: This type of account is not eligible for tax relief on the contributions, but any earnings could be distributed tax-free if taken after the Roth has been opened for Helping ensure a successful transition more than five years and your child is aged 59½ or older. In addition, your child may be Transitioning the family business to the next generation is much more than tranable to tap into these funds if they need them due to a disability or for use in purchasing sitioning shares. A well-thought-out and documented plan that addresses ownership, their first home.

control, and operations helps build a strong governance system for your business. This system, combined communication withtothe can be to you helping If you are thinkingwith of gifting money, be sure talknext to a generation, tax professional.

Anykey time give ensure success. moneyyour to a transition’s child — including to a custodial account or an IRA — IRS gift rules apply.

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TRAVERSE CITY BUSINESS NEWS

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TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

43

TRAVERSE CITY BUSINESS LEGENDS HALL OF FAME

TRAVERSE CITY BUSINESS LEGENDS HALL OF FAME Meet the new inductees

By Art Bukowski Now more than a decade in, the Traverse City Business Legends Hall of Fame includes a robust and diverse collection of business leaders, civic champions, philanthropists and others who have left their mark on the Grand Traverse region. Each of these individuals – some living, some deceased – made lifelong contributions to the economic growth and/or long-term vitality of northwest Michigan.

After a 10-member inaugural class in 2013, two members have been inducted each year. This year, we induct long-time Traverse City Chamber of Commerce head Harold Van Sumeren and Traverse City founding father Frank Votruba to this distinguished group.

Doug Luciani recalls lunch meetings with Hal Van Sumeren that in many ways exemplified the latter’s quiet but effective leadership style.

After 38 years of service, Van Sumeren retired in 2002 as executive director of what was then known as the Traverse City Area Chamber of Commerce.

Luciani was his replacement, taking the helm of a chamber that Van Sumeren had grown to be one of the largest and most respected in Michigan.

If Luciani was in a bind of some sort – perhaps an initiative was at an impasse or folks weren’t getting along – he looked to the elder statesman in Van Sumeren for advice. Rather than tell Luciani what to do, Van Sumeren did what he perhaps did best, Luciani says – he set the table for success.

“Hal would always share an experience that he had, or he would point me in the direction of somebody who would help me with what I was trying to do,” Luciani said. “And what I would find out a lot of times is what when I went and talked to that person, Hal had already set it up for me and they were ready to help.”

If for nothing else, friends, family and colleagues remember Van Sumeren as being tremendously skilled at bringing people together and getting them to work toward common goals. Part of that came from his contempt for competition or anything else that got in the way of collaboration, Luciani says. If there was anyone who believed a rising tide lifted all ships, it was Hal Van Sumeren.

“Hal’s philosophy really was that the more we help other people and

other organizations, the stronger our organization and our community will be,” Luciani said. “He always saw the win-win in every relationship, and that’s something I’ve really carried with me.”

His son, Hans Van Sumeren, echoes those sentiments. People just naturally gravitated to what Van Sumeren was doing in large part because of the way he went about it, the younger Van Sumeren says.

“I’ve heard that from various people over the years, even long before he passed, about how he just always did things in a way that made people want to join in,” said Hans, who helped found and until recently ran NMC’s Great Lakes Water Studies Institute. “Not that he had to lead them, but just they wanted to be part of whatever that was.”

Van Sumeren was rare among leaders that he never wanted credit or to be the loudest voice in the room, Luciani says.

“He had the ability to see the big picture and everything, but not talk about it. He would let other people talk about it,” he said. “If he didn’t need to say something, he didn’t say it. He let leaders lead, and then he would either pick up the pieces, or he would gently redirect.”

Hans Van Sumeren agrees.

“Dad was someone who wanted to make things work and be successful without worrying where the credit goes,” he said. “He never considered that as part of the prize of success.”

All of these qualities and his tremendous success growing the chamber, renamed Traverse Connect, meant he

Harold “Hal” Van Sumeren (1932-2023) “The Convener” was “revered” among his community and peers in the industry, Luciani says.

Aside from his chamber service, Van Sumeren also helped launch the Traverse City Convention and Visitor’s Bureau (now Traverse City Tourism), Leadership Grand Traverse and the Traverse Bay Economic Development Corporation.

Van Sumeren raised three children and was always present, Hans says, regardless of his workload.

“When he came home, he could completely turn all of that off,” he said. “He had a very good work-life balance that never seemed to waver.”

Luciani says colleagues also marveled at Van Sumeren’s ability to sail, ski, spend time with family and generally play as hard as he worked.

“He did everything he wanted to do, but he never sacrificed the main thing that drove him, which was making his community better,” he said.

26 JANUARY 2025 2022 44

TRAVERSE CITY CITY BUSINESS BUSINESS NEWS NEWS TRAVERSE

TRAVERSE CITY BUSINESS LEGENDS HALL OF FAME Fifty years in business is a milestone. One hundred is something worth celebrating. One hundred and fifty years is something else altogether, a truly rare accomplishment that puts a business on a very short list and rightfully earns it the highest of accolades.

Votruba Leather Goods, founded in 1874, is the oldest business in northern Michigan (just two years ahead of Bahle’s in Suttons Bay, which will hit the big 1-5-0 in 2026). It all began when Bohemian immigrant Frank Votruba started a “tiny harness shop in a wooden building on the edge of the Boardman River” according to company history.

Votruba had been trained in leather work in the old country and put this knowledge to work in the booming lumber town of Traverse City. This was during an era where horses still moved pretty much everything less than a train load, and his business prospered enough that he was able to go in with his brothers-in-law Anthony Bartak and Charles Wilhelm less than 20 years later to build the magnificent City Opera House.

Not long after the Opera House was completed in 1892, Votruba moved his business into the ground floor, where it remains today.

Emily Votruba, a member of the Elberta Village Council in Benzie County and the great-granddaughter of Frank, says Frank was a true civic leader in the community and part of an early wave of European immigrants who “literally built” what is now Traverse City. She believes he’d be honored to be included in the Hall of Fame.

“It’s certainly a great honor that Frank is being recognized by TCBN as an early business figure,”

she said. “I’m sure if he were alive today, he would be happy to receive this recognition from his business-peer-descendants in the community and glad to see that he had built something lasting.”

The business remained in Votruba family ownership until 1967, when it was bought by Earl and Martha Glaesmer. Earl had been a manager of Sears Roebuck in Traverse City and had always wanted to own his own store, and Votrubas was the perfect opportunity.

Earl and Martha’s children – Diana, Gregory and Kerry – were all involved in the store, but it was Kerry who eventually took the reins when his father passed away in 1987. He continued to run the store until September of 2022, when it was sold to Steve Ball and David Rapson.

Current general manager Brian Park says he’s honored to continue the legacy started by Frank Votruba, and even sports a finely groomed mustache in the founder’s honor – though he admits his doesn’t hold a candle to Frank’s impressively thick push broom.

Votruba is the oldest travel goods store in the country and possibly the oldest with a focus on leather goods, Park says, and that’s something to be proud of.

“There’s not a lot of businesses that have lasted that long through the test of time, through depressions, recessions, pandemics,” he said. “It really proves that travel and leather goods are timeless.”

Emily Votruba credits the Glaesmers and now Ball and Rapson for getting the store to 150 years and putting their own mark on things. For its part, the local business community is glad that the store that Frank Votruba founded all those years ago has stood the test of time.

Frank Votruba (1854-1943) “The Retail Pioneer” “In the ever-evolving landscape of downtown Traverse City, Votruba’s has remained a cornerstone of consistency, standing as a true landmark in our community,” Traverse City Downtown Development Authority CEO Harry Burkholder said. “Frank and Votruba’s are undeniably deserving of this honor, making his induction into the Hall of Fame well-earned.”

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TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

45

HALL OF FAME PAST INDUCTEES

J. Perry Hannah

A. Tracy Lay

R. Howard Whiting

Gerald Oleson Sr.

Henry Campbell

“The Father of Traverse City”

“Founder of the Village”

“The Poor Man’s Banker”

“The Philanthropist”

“The Utilities Man”

He was Perry Hannah’s business partner, but Albert Tracy Lay did something perhaps even more significant: He laid out the 1852 plat map for the town of Traverse City, thus becoming the – Robert Wilson, author, “founder” of the village.

Grand Traverse Legends

“His leadership and vision during the first 50 years of Traverse City’s existence have left an indelible imprint on the modern community and its people.”

Frank Hamilton “The Ambassador”

2013 INDUCTEE

2013 INDUCTEE

He ended up a wealthy businessman who left his namesake on a beloved hotel in downtown Traverse City, but Howard Whiting will always be remembered for his generosity and enabling others to start their own farms and businesses.

Photo courtesy of NMC Archives

2013 INDUCTEE

Photo courtesy of History Center of Traverse City

2013 INDUCTEE

Photo courtesy of History Center of Traverse City

BY AMY LANE

2013 INDUCTEE

2013 INDUCTEE

A humble grocer, land owner, buffalo farmer and millionaire, Gerald Oleson established the Northwestern Michigan College barbecue fundraiser and continues to give back to the community posthumously through a foundation he started with his wife, Frances.

Henry Campbell had the gumption to believe he could open the “largest and most elaborate hotel north of Grand Rapids.” However, his most significant contribution was bringing a waterworks system and electricity to the downtown area.

Tom Deering

Les Biederman

Peter Dendrinos

Ray Minervini

(Turned Entrepreneur)”

“Broadcasting Pioneer”

“The Born Leader”

“The Visionary”

“The Butcher

2013 INDUCTEE

2013 INDUCTEE

2013 INDUCTEE

2013 INDUCTEE

Local meat cutter Tom Deering took a financial risk in the 1940s, opening a small market in Traverse City. His 11th Street store would become a seven-store enterprise, employing hundreds of area residents.

“Biederman was like nature, someone once observed, in that he sowed ideas like nature sows seeds.

Many of these never took root, but many did.”

John Parsons

Bryan Crough

“The Innovator”

James Munson

Arthur Schmuckal

Frank L. Stulen

“The Believer”

“The Healer”

“Mr. Oil”

“The Idea Man”

Frank Hamilton could be described as a reluctant Traverse City visitor who ended up becoming one of its most successful merchants and greatest ambassadors.

2014 INDUCTEE

“John Parsons gave numeric control to the world. Not only did he change the world of manufacturing, he helped weave the fabric of Traverse City’s strong manufacturing community today.”

– W. Dodd Russell, CEO, Skilled Manufacturing Inc.

2014 INDUCTEE

“Bryan Crough led the efforts to not only save downtown Traverse City, but to transform it into the dynamic heart of our region through his tireless efforts, relentless leadership, creativity and balanced perspective.”

– Marsha Smith, former executive director, Rotary Charities

A former all-state football player, Dendrinos launched a pie business that became the city’s largest employer and the top provider of pies to the U.S. food service industry.

– Former Traverse City Record-Eagle Editor Ken Parker

2015 INDUCTEE

Munson’s theories of psychiatry were revolutionary for the times; he did away with straitjackets, used drug therapy and had patients working the farm and growing the food the State Hospital needed. He also integrated social services with patient care. He believed in treating the patients and not just “warehousing” them.

“Ray Minervini has changed the landscape of Traverse City and the notion of redeveloping and being stewards of historic properties forever.”

– Doug Luciani,former CEO, Traverse Connect

2015 INDUCTEE

Schmuckal co-founded Slane and Schmuckal Oil Co., a Shell Oil Co. distributor, with George Slane in 1955. Northwestern Michigan College’s University Center is named after Art and Mary Schmuckal, thanks to their work with the college and their philanthropy. In 1999, they formed the Art and Mary Schmuckal Family Foundation.

2016 INDUCTEE

Frank L. Stulen turned inventor/ businessman John T. Parsons’ detailed instructions into calculations that eventually became numerical control – the automation of machine tools.

Their innovations are the precursor for today’s computer-aided machining, which can make everything from truck panels to custom embroidery.

46 JANUARY 2025

TRAVERSE CITY BUSINESS NEWS

HALL OF FAME PAST INDUCTEES

Elnora Milliken “TC’s Grande Dame of Arts”

2016 INDUCTEE

2017 INDUCTEE

In 1868, James W. Milliken and his childhood pal Frank Hamilton arrived in Traverse City. Six years later, they opened the Hamilton, Milliken & Co. store, which grew so popular they built a bigger store.

Milliken’s had a reputation for caring for employees. Milliken himself was known for his “consideration and kindliness.”

Elnora Milliken is credited with bringing professional music and theater to the Grand Traverse region as founder of the Traverse Symphony Orchestra, originally known as the Northern Michigan Symphony Orchestra, in 1951 and Old Town Playhouse, originally known as the Traverse City Civic Players, in 1960.

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Judith Lindenau

“The Great Storyteller”

“Mentor Extraordinaire”

2018 INDUCTEE

2017 INDUCTEE

“Julius was an institution. He operated an auto dealership downtown [Grand Traverse Auto] longer than anyone ever has … and was a huge advocate for downtown businesses.”

– Hal Van Sumeren, former

president, Traverse City Chamber of Commerce

Judith Lindenau was best known as the executive vice president of the Traverse Area Association of Realtors (TAAR) and was pivotal in the creation of BORIS, the Board of Realtors Information Service, which launched in 1980 as the state’s first computerized MLS and the precursor to today’s modern online system.

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Bruce Rogers “Mr. Traverse City”

2018 INDUCTEE

Longtime co-owner of Bartling’s with his wife, Joyce, Bruce Rogers was a leader in establishing Traverse City’s DDA and served for many years on the board as well as numerous endeavors that strengthened and propelled downtown Traverse City into a thriving retail center.

He was often noted by industry peers for his visionary leadership, impact and mentorship.

TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

47

HALL OF FAME PAST INDUCTEES

Dr. Edwin “Ted” Thirlby “Medical Pioneer”

2019 INDUCTEE

Dr. Edwin Thirlby is remembered as a pioneer in bringing modern medicine and surgical practices to Traverse City, as well as a patron of post-graduate medical education in Michigan.

Bill Marsh Sr. “The Classic Entrepreneur”

Arnell Engstrom

“TC’s ‘Dean’ of the Michigan Legislature”

Russell ‘Butch’ Broad “People First”

Ken Schmidt

“Legendary Traverse City Realtor”

2019 INDUCTEE

2020 INDUCTEE

2020 INDUCTEE

2021 INDUCTEE

Bill Marsh Sr. built an automotive dynasty that continued to thrive under leadership of three of his sons. He is remembered as a visionary and as a classic entrepreneur with a strong moral compass and positive energy who valued family and people.

Arnell Engstrom was one of the original planners, incorporators and a long-standing trustee for Northwestern Michigan College, the state’s first community college, and was instrumental in sponsoring legislation that supported formation of other Michigan community colleges.

In 1977, Butch Broad purchased Elmer’s, the family-owned company Elmer Schaub had founded in 1956. Today, Team Elmer’s is an industry leader throughout northern Michigan, operating six divisions (asphalt, excavation, concrete, aggregate, trucking and crane and rigging) and employing hundreds of skilled professionals.

Representing the third generation of Schmidt realtors, Traverse City native Ken Schmidt served as CEO of the Coldwell Banker Schmidt Family of Companies and helped steer the company’s growth from a single office to one of the top three largest and most successful Coldwell Banker franchises in the country, with offices in Michigan, northeast Ohio, Florida and the U.S. Virgin Islands.

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48 JANUARY 2025

TRAVERSE CITY BUSINESS NEWS

HALL OF FAME PAST INDUCTEES

Helen Childs Osterlin “Tiny but Mighty”

Captain Harris “Harry” Boardman

Bob D. Hilty

“The Humble Leader”

Ralph “Boots” Wolff, Jr. “Downtown’s Caretaker”

Mary Jean Brick “The Advocate”

“The Pioneer”

2021 INDUCTEE

2022 INDUCTEE

2022 INDUCTEE

2023 INDUCTEE

2023 INDUCTEE

Helen Osterlin dreamed of being an opera singer. Instead, she gave voice to countless Traverse City area artists, students, caregivers and projects that continue to impact the region.

Osterlin is especially credited as a driving force behind the success of Interlochen Public Radio, notably saving radio station WIAA from closing in 1970.

Bob Hilty influenced the shaping of NMC, decades of growth leading to the Munson Healthcare system, creation of NMC’s University Center and Culinary Institute, northern Michigan operations for Consumers Power and, most notably, development of Rotary Charities as a philanthropic powerhouse.

Captain Harris “Harry” Boardman (1792-1877) is credited as being one of the first white settlers of Traverse City.

Historians refer to Boardman as a thrifty farmer living near Napierville, Ill. who purchased a tract of land from the U.S. government at the mouth of a river then known as the Ottawa, which flowed into Grand Traverse Bay. That property would become Traverse City.

Petertyl Drug owner Ralph “Boots” Wolff was a founding member of the Traverse City Downtown Development Authority (DDA) in 1979 and served on its board for 31 years, including time as chairman.

He is recognized for helping to create many of the things people enjoy about Front Street and the surrounding area to this day.

Under Mary Jean Brick’s guidance, the area’s first-of-itskind Community Living Center opened in 1978 in Traverse City.

It was the first step for the not-forprofit organization known today as BrickWays – a corporation and foundation that serves adults with developmental disabilities through housing and a continuum of support.

Maurie Allen “The Merchant’s Mentor”

A man many have come to admire for his wisdom and leadership, Maurie Allen opened the Captain’s Quarters on Front Street in 1966. Around the same time, he helped found the Downtown Traverse City Association, a merchant group that works to advance, protect and perpetuate business interests throughout downtown.

Carol Hale “The Connector”

2024 INDUCTEE

2024 INDUCTEE

Photos courtesy of Traverse Area Historical Society, NMC Archives, Interlochen Center of the Arts and Tom’s Food Markets

Carol Hale taught for almost three decades and served as a Traverse City commissioner for 18 years, including a term as the city’s second female mayor.

Perhaps most notably, she was chair of the Grand Traverse Commons Redevelopment Corp., which preserved the former Traverse City State Hospital from destruction and paved the way for the multifaceted community that now occupies the space.

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TRAVERSE CITY BUSINESS NEWS

JANUARY 2025

49

2024 Human Resources Lifetime Achievement Award

Jennifer Ewing On behalf of the Traverse Area Human Resource Association (TAHRA), we want to congratulate one of our founding members and Past President, Jennifer Ewing, SHRM-SCP, SPHR, on earning the 2024 Michigan Council of the Society for Human Resource Management (MISHRM) Lifetime Achievement Award! This distinguished accolade celebrates professionals who have made a significant and lasting impact in human resource management throughout their careers. The Human Resources Lifetime Achievement Award is reserved for HR practitioners in Michigan who exhibit exceptional performance and are active members of the National Society for Human Resource Management (SHRM) and a Michigan SHRM Chapter, holding SHRM-SCP and SPHR certifications.

Jennifer embodies these criteria and has consistently exemplified excellence in the profession. Currently serving as an HR professional at Human Resource Partners, Jennifer brings over three decades of experience in both union and non-union environments. She has played a pivotal role in fostering cultures of employee engagement, wellness, and safety. Her expertise spans HR and safety policy development, leadership training, and lean office processes.

Organizations under her guidance have earned accolades such as the Michigan OSHA Platinum and MSHARP awards. Notably, Jennifer’s leadership in promoting workplace wellness led to her organization being recognized as a finalist in the Michigan Healthier Employers project. She has also designed supervisory training programs centered on coaching, motivation, and legal compliance. Jennifer's impressive credentials include certifications as a Senior Professional in Human Resources (SPHR) and a Senior Certified Professional (SHRM-SCP). She holds an MBA from Michigan State University and a BSBA from Central Michigan University. In addition to her professional achievements, Jennifer contributes to the future of HR as an Adjunct Professor at Davenport University’s MBA program, teaching courses such as Human Resources Management, Organizational Training and Development, and Advanced Problem Solving in HR Management. She also serves as an Adjunct Professor at other local colleges, further sharing her expertise and fostering the next generation of HR leaders. Beyond her professional work, Jennifer is deeply committed to community service. She has held leadership roles with the Traverse Area Human Resource Association (Past President), Grand Traverse Industries, and the MiOSHA General Industry Standards Commission (Past Chair). Jennifer’s career is a testament to her dedication to advancing the HR profession and making workplaces healthier and more engaging. Her contributions have left an indelible mark on the field, inspiring colleagues and future HR professionals alike.

Congratulations to Jennifer Ewing on this well-deserved recognition!

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50 JANUARY 2025

TRAVERSE CITY BUSINESS NEWS

EXPOSURES

Investment Advisor Kendra Rasner cut the ribbon at the opening of Factor Investing Group, a new business in TC. Traverse Connect held the ribbon-cutting celebration at the firm’s office at 309 Cass Street.

More than 10 businesses competed in the Home Builders Association’s annual chili cook-off at Bay View Flooring.

Winners included: People’s Choice Award-Randy Merchant (Bay View Flooring); 1st Place-Tommy Muth and Matt Westman (Highstreet Insurance); 2nd Place-Matt Buza (Northland Storage); 3rd Place-Michelle Newton (Norris Design Productions).

Jennifer Ewing of Human Resource Partners received the 2024 Lifetime Achievement Award from the Michigan Council of SHRM’s (Society for Human Resource Management) during its annual conference. She was nominated by the Traverse Area Human Resources Association.

The Leadership Lunch Club Advisory Board recently held a planning meeting over breakfast. Pictured: Lisa Baker-Lorincz, Laura Oblinger and Barbara Faith Jordan (not pictured, Jen Seman).

Several local children’s charities received grants at the Eagles for Children award celebration at the Traverse City Golf & Country Club. The money was raised by the club’s membership through donations made for any eagle achieved on the golf course as part of the Eagles for Children program. The club raised $126,250 for programs benefiting children in the greater Grand Traverse area.

TRAVERSE CITY BUSINESS NEWS

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52 JANUARY 2025

TRAVERSE CITY BUSINESS NEWS

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