If they're not driving too fast, motorists driving north up I-75 now can see a sign near the Birch Run exit that reads: "Welcome to the Great Lakes Bay Region."
But area chamber officials, convention and visitors bureaus, and economic development organizations say it's much more than a road sign -- it's part of a larger effort to rebrand the region in an effort to attract more tourists, investment, and economic development to the region.
In support of the effort, the Michigan State Legislature recently approved legislation that will allow the creation of the
Great Lakes Bay Regional Convention and Visitors Bureau. The legislation allows Midland and Bay City to levy the same 5 percent occupancy charge on hotel rooms -- the same amount charged in Saginaw County.
The new organization will combine the
Bay City Convention & Visitors Bureau, the
Midland County Convention & Visitors Bureau, and the
Saginaw Valley Convention and Visitors Bureau. Efforts to consolidate the three began last year, and officials are hoping to complete the process by this fall.
Combining the three organizations will give Bay, Midland, and Saginaw counties more resources when it comes to marketing and other attraction efforts, says Annette Rummel, CEO of the Great Lakes Bay Regional Convention and Visitors Bureau.
"Each of the areas has a unique personality and unique visitor attractions," she says. "Individually we are strong at attracting tourists. But combined, we create a world-class destination."
In the first year of operation, it is expected that the new organization will be able to invest about $500,000 in additional marketing and promotional efforts, Rummel says. And while Saginaw County has been able to afford the minimum participation level required for the Pure Michigan campaign, Bay and Midland counties were unable to do that in the past.
Combining the three organizations will allow them to participate as well, Rummel says, and that will help boost tourist attraction efforts in the region.
Writer: Jenny Cromie
Source: Great Lakes Bay Regional Convention and Visitors Bureau, Annette Rummel (CEO)
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