Pure Michigan - National Travel and Tourism Week

This morning Pure Michigan, Experience Grand Rapids and the Tourism Industry of Michigan is holding a statewide press conference celebrating National Travel and Tourism Week. Vice President of Pure Michigan Kelly Wolgamott joins us with the details.

Episode Transcript

Speaker 1 (00:00):
It is National Travel and Tourism Week. Well later on
today at Frederick Meyer Garden, the industries will come together
Pure Michigan, Experience, Grand Rapids, and the Tourism Industry Coalition
of Michigan. This is West Michigan's Morning News, Steve Kelly
and Brett Meikita. Kelly Wolgeman is the vice president of
Pure Michigan and on the liveline, Kelly, thanks for doing

(00:21):
this today, Oh, thank you.

Speaker 2 (00:23):
For having me in this great Monday morning.

Speaker 1 (00:26):
Talk to us a little bit about Michigan as it
stacks up against those nationally. Everybody's going to be celebrating
this around the country, but there's only one Michigan and
the success that we're having in this industry.

Speaker 2 (00:40):
Right, Oh, you're absolutely right, there's only one Pure Michigan
and National Travel and Tourism Week was established to celebrate
the travel community and just to highlight their tremendous impact
travel has for our state and Michigan. Travel is a
driver for Michigan's economy. In twenty twenty three, we had

(01:01):
over one hundred and twenty eight million visitors that had
a twenty nine point three billion in direct visitors spending,
which generated overall fifty three point two billion dollars in
total economic impacts. So there's only one peer, Michigan. There's
only one opportunity in the US. I feel that's the

(01:21):
best from a travel standpoint, and what all of our
unique destinations provide across the states when it comes to
a travel experience, And there's no doubt in my mind
that travel is a positive impact when it comes to
the economy in the state.

Speaker 3 (01:38):
And Kelly, I don't think I'm the only one who's
noticing lately, whether it's watching sported events Nashally or whatever,
that I'm seeing the copycat effect. And I always think
of you guys starting at first with pure Michigan with
those ads, because now I'm seeing Illinois, I'm seeing Kentucky,
I'm seeing California, depending obviously on where the games are
being based. But I'm sure you see the same thing, right,

(01:58):
But Michigan, we were doing it first.

Speaker 2 (02:01):
We were doing it first, and you know, we do
keep our eye on the competitive set, and also everything
that we do on the campaign is to ensure that
we're being relevant to our target audiences, to inspire those
audiences to come here and spend their vacation dollars with us,
and you know Peer Michigan campaign's strength. We're going to
be in our twentieth anniversary in twenty twenty six, and

(02:23):
the campaign strength and effectiveness continues to inspire and motivate
travelers to visit us.

Speaker 1 (02:29):
To spending money and effectiveness. Right, this is money that
comes from us, and we have analytics to back up
the fact that those Peer Michigan adds are working, right.

Speaker 2 (02:40):
Absolutely. We do a couple of studies on the campaign effectiveness.
In twenty twenty four, for every dollar we spent in
paid media, twelve dollars and twenty two cents came back
into the state. And we measure, you know, beyond just
the ROI and the campaign, But how are we influencing
travelers when they're here. We also know when people see

(03:04):
the Peer Michigan campaign, they're aware of it, they were
inspired by it, they came to visit us. They are
more likely to also be inspired by oh, maybe I
want to live here and work here, maybe I want
to go to college here. So there's a tailo effect
of the Peer Michikan campaign that also comes into play
with these travelers. It all starts with a visit and Kelly.

Speaker 3 (03:26):
We all support each other in the Mitten State. And
I think this next thing I'm going to say is important.
We had some friends who went up because their son
was graduating from Lake Superior State and they hadn't been
up north in a while. And I have relatives in Gaylord.
Obviously that was hit hard. Three tops and everything, all
these places. You were just up at mcint Island open
for business and they need your business right now because
that ice storm that went through was unbelievable.

Speaker 2 (03:48):
Oh absolutely, And you know all of those the communities
up there were incredible. They work together to get the
communities cleaned up and get it ready for some or travel.
Everyone is open up there. Everyone is ready for the
Michiganders to come on up and travel. I was, just
as you mentioned, at Mackinaw Island for opening day and

(04:11):
the island is incredible, as you know, and they may
is a wonderful time to go visit Mackinac Island. So
if you want to, you know, Mother's Days coming up,
might be great to have a nice weekend up there
with your mother. And you know, the tourism industry is
resilient and they are they you know, worked very hard

(04:35):
to overcome this ice recovery. There are still some additional
work that the d and R is, you know, instituting
on some of the trails to ensure safety for upcoming travels.
But as you mentioned, treetops, the resorts, everyone is open
and ready for travelers to come their way.

Speaker 1 (04:52):
We'll learn more at the press conference a little later
on today at Frederick Meyer Gardens. Make sure if you're
on the island you look into the a collaboration with
Fudge and Pure Michigan. But Vice President of Pere Michigan,
Kelly Wolgemont, has to get in the car and come
here right now. So Kelly, thank you for your time today.

Speaker 2 (05:11):
Oh thank you so much. Enough Bee a little bit