Traverse City Business News - September 2025 by Northern Express

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Traverse City Office 236 1/2 E. Front Street, #26 Traverse City, MI 49684 231-943-6988

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NEW OWNER, NAME: TC FLORAL

The Blossom Shop has a new owner, and a new name. Angelica Hutchins recently purchased the business and has renamed it TC Floral Co. Venture North Funding and Development provided the capital to help Hutchins with acquisition of the business at 1319 W. South Airport Rd. in Traverse City. More changes are in the works, including a store refresh.

IMPROVEMENTS FOR TC COUNTRY CLUB

The Traverse City Country Club has announced a golf course improvement plan, slated to kick off this fall. The improvements, designed by Traverse City-based Renaissance Golf Design, will accomplish several golf course design goals throughout the 110-year-old course. In addition to improving tee, fairway and green turf quality, the renovation will increase the architectural interest, the strategy involved while playing the course and its enjoyability by all levels of players. Traverse City Country Club recently completed a remodel of the main floor of the clubhouse in 2024, and in 2020 completed the addition of an outdoor pool complex.

NEW: THE MISSING PIECE

The Missing Piece opens this month at 1036 Barlow, Suite 100 in Traverse City. Owned by Kitty Miller, former owner of Christmastide in The Mercato at The Village at Grand Traverse Commons, the store will feature jigsaw puzzles, Grand Traverse Bay beach glass, miniatures, home decor, and cottage food treats.

TVC FORMS OWN POLICE FORCE

Cherry Capital Airport (TVC) swore-in its first ever chief of police – Joe FitzGerald – at a ceremony late last month. FitzGerald, appointed earlier this year, brings decades of law enforcement experience to the newly established Cherry Capital Airport Police Department. He previously served as chief of police for the Gaylord Police Department. “This is a historic moment for TVC as our first chief of police takes his public oath of office and continues our efforts to form TVC’s new police force,” said Kevin Klein, CEO of Cherry Capital Airport. “FitzGerald hit the ground running on day one and has made exciting progress in building the department.”

MOONSTRUCK UNDER NEW OWNERSHIP

Carolyn Jaye has purchased Moonstruck Gardens, a retail store located in The Mercato at The Village at Grand Traverse Commons from owner Cymbre Foster. Foster opened the store in 2020 and Jaye was a former employee. “She worked for me and really understands Moonstruck and what makes it special to people,” said Foster.

$25K FOR SMALL BUSINESSES

The Huntington Bank Foundation has awarded a $25,000 grant to Venture North Funding and Development to help small businesses grow in northern Michigan. Venture North is a tax-exempt nonprofit that offers low-cost loans and nocost consulting to small businesses with priority on low income areas and business owners. Jennifer Rekasi is Huntington’s community development relationship manager for northern Michigan.

DOWNTOWN TC EATERIES CLOSING

After 19 years in business, BBQ restaurant Blue Tractor is closing its doors on Union Street in downtown Traverse City.

Jon Carlson of Mission Restaurant Group – with operates five Traverse City locations including Blue Tractor, North Peak Brewing Company, Kilkenny’s Irish Public House, Mission Table, and Jolly Pumpkin Restaurant and Brewery – said the company loved “all the years for Blue Tractor” but that it’s “time for a new concept.” No further information on that concept is being shared at this time. Also downtown, Hexenbelle –which launched in 2020 in the Warehouse MRKT – is closing its doors this month.

COMPANY EYES VIRIDIAN PROPERTY FOR MARINA

A new marina project could be in the cards for Leelanau County. Earlier this month, Walstrom Marine, a long-running northern Michigan marine services enterprise, announced it had acquired the Virdian commercial office building at 13561 South West Bay Shore Dr. (M-22) in Elmwood Township. Walstrom is “evaluating” the property for a variety of development options that “range from a full-scale marina with facilities to a mixed-use development with condominiums and a private marina.”

Tom Ervin, president of Walstrom Marine, told The Ticker the company’s big goal is to address the shortage of available boat slips in the region.

8,000

This spring, the skies above northern Michigan buzzed with innovation. From medical drone deliveries to search-andrescue simulations, our region is rapidly emerging as a national leader in advanced aerial mobility (AAM) and uncrewed aerial systems (UAS). These developments are not just technological marvels; they represent a transformative shift in our opportunity to position the Grand Traverse region for the future of mobility, economic diversification and workforce development.

One of the most compelling examples of this shift was the Munson Healthcare Medical Drone Delivery Pilot. Throughout May, drones transported lab samples between Munson Medical Center, Copper Ridge Surgery Center and the Munson Dialysis Center. In just two weeks, more than 100 flights were completed within a mile of the medical center, highlighting the potential for drones to revolutionize healthcare logistics.

The momentum continued with the Skyline and Shoreline event, which showcased three distinct drone missions: a search-and-rescue simulation with a drone aiding and assisting a U.S. Coast Guard rescue, a water collection and sampling deployment, and underwater mapping of West Grand Traverse Bay. These demonstrations underscored the versatility of drone technology in emergency response, environmental monitoring and maritime operations. They are also exciting examples of how aerial drone technology reinforces and complements our ongoing marine technology initiatives centered on the Freshwater Research and Innovation Center, which breaks ground this month!

Adding to the excitement was the inaugural Uncrewed Triple Challenge at Camp Grayling. This groundbreaking, state-spon-

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NORTHERN MICHIGAN TAKES FLIGHT:

sored competition featured autonomous drones navigating across water, air and land. This first-of-its-kind event not only highlighted Michigan’s leadership in uncrewed systems innovation, but also laid the groundwork for future investment and job creation in the autonomous mobility sector. Plans are already underway to expand the challenge in 2026, further cementing northern Michigan’s role as a hub of AAM and UAS innovation.

This summer, Gov. Gretchen Whitmer

further supporting our local work.

For northern Michigan, these developments mean opportunity. The Traverse City region is now a designated priority region for pilot projects and infrastructure investment in UAS, uncrewed marine systems (UMS), and AAM. With uncongested airspace, diverse terrain, proximity to Lake Michigan and robust infrastructure like the Yuba UAS airfield and the potential to develop beyond visual line of sight zones (BVLOS), northern Michigan

The Governor’s initiative was influenced by our groundbreaking work in northern Michigan and included funding for a second phase of the innovative medical drone delivery pilot at Munson Healthcare.

announced the Michigan Advanced Air Mobility Initiative, a new executive directive outlining a coordinated approach across state government to scale Michigan’s AAM capabilities across public and private sectors. Led by the Office of Future Mobility and Electrification (OFME), the initiative involves collaboration with the Michigan Department of Transportation, Michigan Economic Development Corporation, Michigan Aeronautics Commission and other agencies.

The governor’s initiative was influenced by our groundbreaking work in northern Michigan and included funding for a second phase of the innovative medical drone delivery pilot at Munson Healthcare. Meanwhile, the federal government is ramping up efforts to spur innovation and update regulations concerning drone technology,

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Grand Traverse, Kalkaska, Leelanau and Benzie counties

has the ingredients to become a national leader in uncrewed systems.

To harness this transformation, regional stakeholders led by 20Fathoms, Northwestern Michigan College and Traverse Connect have formed the NorthSky Consortium, bringing together public, private, academic and defense stakeholders to drive innovation, workforce development and economic growth. NorthSky’s comprehensive strategy includes:

• Community Engagement & Business Attraction: To position northern Michigan as a premier destination for UAS, UAM and AAM innovation.

• Industry Partnerships & Research Integration: To foster collaboration between businesses, research institutions and public agencies to advance maritime and aerial mobility applications for state

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and national use cases.

• Workforce Development & Academic Innovation: To build a skilled talent pipeline to provide career opportunities and support the future uncrewed systems workforce.

• BVLOS Zone Development: To establish a BVLOS zone between Camp Grayling and Traverse City to enable advanced drone operations.

• UAS Center of Excellence at Yuba: To serve as a hub for drone innovation, training and commercial operations.

• State Engagement & Advocacy: To engage state and federal agencies and legislators to advocate for northern Michigan’s role in the uncrewed sector and secure continued financial and regulatory support.

With significant investment already allocated to local initiatives, our region is uniquely positioned to capitalize on this momentum. Our advanced manufacturing and technology firms provide a strong foundation for an emerging industry cluster that includes production, software development and drone operations. The drone industry offers a high-growth sector, with applications spanning defense, healthcare, infrastructure inspection, maritime logistics and agriculture.

As Traverse City continues to evolve into a center of aerial mobility, the region stands at the forefront of a technological revolution. With strategic investments, collaborative leadership and a clear vision for the future, northern Michigan is not just participating in the next wave of mobility – we are helping to pilot it.

Warren Call is the president and CEO of Traverse Connect.

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FROM THE DESK OF...

Dr. John VanWagoner, Superintendent of Traverse City Area Public Schools

By Art Bukowski

Dr. John VanWagoner is entering his sixth year as superintendent of Traverse City Area Public Schools, northern Michigan’s largest school district. He was kind enough to show us around his desk amid the hustle and bustle of welcoming students back this month. Thanks, John! If you have an idea for a From The Desk of Feature, please email Art Bukowski at abukowski@tcbusinessnews.com

1. I’m always reading to keep up on educational trends. Things change and I think you need to be able to be on the cutting edge. How can we make the school system more efficient? How can we make it better quality? And how can we have it adapt to the rapidly changing times, with things like artificial intelligence and technology?

2. These are helmets from Lapeer West High School and St. Joseph High School. I coached and taught at both places early in my career and have great memories. Great things with kids; great experiences overall. I’m still a teacher at heart.

3. This is a wrench socket from my time in Alpena. When I was in Alpena we ran an excellent career tech program. Giving kids experience in those hands-on jobs, vocations, and opportunities was huge there, just like it is here. We have more kids here in Traverse City in our career tech program than we’ve ever had.

4. I got my bachelor’s degree from Saginaw Valley State, I have a master’s degree in administration from Michigan State and I have a second master’s degree in educational leadership and a PhD from Western Michigan University.

5. That’s a flag made up of kids’ names and handprints from an elementary school during my time in Alpena. I’ve always loved that.

6. The sign says Best Dad Ever. I have four girls ages 15 to 20. They’re my biggest supporters and my biggest critics at times. They’ve gone through the district here, and they’ve given me a good perspective of the good, the bad and the ugly.

7. That’s a “Sticking Your Neck Out” award from Michigan Virtual, which recognizes individuals for their commitment to exploring and embracing innovative initiatives and advocating for growth and forward-thinking approaches in education. I was one of the founders of that group.

8. I’m a member of and active in the Michigan Association of Superintendents and Administrators. This is my tenth year overall as a superintendent, but the average superintendent life in the state of Michigan is two and a half years. It’s important to me as an elder of sorts to be a leader in that group to have influence on overall state policy.

9. Here’s some of our great employees. It takes every person – whether it’s food services, bus drivers, our great custodians and more – to support our teachers in the classroom. It takes all of the people we have every day to make it work. And we are very fortunate here to have great people, people that dedicate their lives and give so much toward what I think is a heroic thing to do of servicing kids.

Tomorrow is taking the road less traveled

Energy is the key that unlocks the world of travel, turning every trip into an unforgettable experience. From the thrill of exploring new places to the joy of creating lasting memories with loved ones, energy is what makes it all possible.

With innovative energy solutions, we’re modernizing, protecting and maintaining our energy super systems to fuel travel and exploration today and into the future.

Forty of the region’s best and brightest under 40

Compiled by Ross Boissoneau and Craig Manning

Following is the TCBN’s 19th annual list of the 40 most influential regional leaders under age 40.

This list recognizes individuals in Grand Traverse, Leelanau, Benzie and Kalkaska counties under the age of 40 whose professional and community efforts this past year had the most impact on their community, the region and the economy.

The 2025 class is comprised of 22 women and 18 men; more than half are new to the list. Below they describe their regional economic impact, the person who inspires them the most, their biggest fan, and next big thing.

A panel of six judges reviewed the submissions and chose the 40 influencers out of 100-plus nominations from the community. The panel includes Karin Chung, senior recruiter at Hagerty; Mandy Sentieri, chief financial officer of Traverse Connect; Allison Beers, owner of Events North and past 40Under40 recipient; Luke Haase, publisher of the TCBN, Northern Express and The Ticker; Jillian Manning, executive editor of Northern Express; and Gayle Neu, contributing editor of the TCBN

First and foremost, judges considered the leadership the nominee shows in his or her job or industry and the economic impact that work has on our region. Judges looked at each nominee’s level of community involvement and actionable forward momentum (i.e., what have they done recently?) Consideration was given to account for relative accomplishments versus relative age.

Many thanks to Hagerty, again this year’s signature sponsor. Watch for 2026 nomination information in the TCBN and The Ticker starting next spring.

Volunteerism/leadership: Village of Kingsley Downtown Development Authority, Brownfield Redevelopment Authority, and Zoning Board of Appeals; Paradise Township Planning Commission; Kingsley Area Schools Board of Education; Rotary Club of Traverse City; The Festival Foundation; East Bay Masonic Lodge #264.

Highlight reel: Earning my MBA in finance and financial management services from Central Michigan University!

Local inspiration: Paul LaPorte. Paul had a successful career in software sales and took a unique road to get there. He is also a gifted painter and artist who works with others in our community to build goodwill and better friendships through his love of the arts. I love his passion for helping others, and I deeply admire his approach to life.

Regional economic impact: I try my best to leave things better than I found them. I have come to realize that I am good at working with organizations to bring clarity of purpose and strategic direction. I enjoy serving on all the boards I do, and feeling like I contribute to the community that gives so much back to me.

Next big thing: We are working feverishly to get several parcels in downtown Kingsley remediated and developed for the people of our beautiful village. I anticipate things coming together over the next few years, and my hope is that we have something truly wonderful when all is said and done.

Biggest fan: “Max Anderson is a dedicated community advocate whose impact extends beyond his impressive banking career. Our collaboration on the executive committee of the Festival Foundation has revealed his unwavering drive and passion for service. Max consistently brings a critical eye and strategic insight to our initiatives, inspiring those around him. His commitment to personal growth and self-awareness makes him a valuable asset, both within the foundation and in our community efforts.” – Kelli Mengebier, Festival Foundation

Vice President and Treasury Management Officer, Honor Bank

Volunteerism/leadership: BrickWays; Kingsley Downtown Development Authority; Kingsley Brownfield Redevelopment Board; Grand Traverse Industries; NMC Extended Education & Training Advisory.

Highlight reel: Being promoted to the role of treasury management officer at Honor Bank. This promotion was not just a career milestone but the realization of a long-term professional goal. I began my journey in banking at the age of 19, working part-time at a local credit union while attending NMC to earn my degree. What started as a way to support myself through school, quickly became a passion and career path.

Local inspiration: Jamie Gallagher, founder and CEO of 4 the Win Partners LLC. I had the pleasure of meeting Jamie through the Traverse Connect mentorship program several years ago. His leadership style, strategic mindset, and genuine investment in the success of others are qualities I deeply admire and strive to emulate.

Regional economic impact: As a local banker specializing in digital banking solutions, I’ve had the privilege of working one-on-one with business owners throughout the area to help streamline their operations and support their growth. By providing tailored treasury management tools and digital services, I help ensure that local businesses have the resources they need to operate efficiently and stay competitive in an increasingly digital economy.

Biggest fan: “When it comes to advocating for local businesses, Jess is a clear champion. She consistently displays genuine enthusiasm for the success of businesses, and in turn, the future success of Traverse City. The success of our business is a direct reflection of Jess’s contributions and support. Her true measure of success isn’t limited to banking; Jess would thrive in any industry. Fortunately for me, she is our financial advisor and has become a trusted friend.” – Peter Trucco, Wild Card Cycle Works

Max Anderson, 39

Vice President and Commercial Lender, Honor Bank

Jess Ashmore, 37

Jess Ankney, 39

Regional Auto Insurance Product Manager, Canada Product

Volunteerism/leadership: K-Town Events & Entertainment (K-Town Showdown nonprofit), co-founder and secretary/treasurer; Kalkaska Area Hockey Association, fundraising director; Hockey & Horsepower Fundraising Car Show, founder; Munson Foundation; LifePoint Bible Church.

Highlight reel: Hosting the first Kalkaska Area Hockey Association Hockey & Horsepower Car Show. This event raised money to support local youth hockey teams, and was a great success.

Local inspiration: My dad, William Garrock Jr., has inspired me since I was a young girl. He became a father and started his career in electrical at a very young age and worked hard to provide the best he could for his family. Working up from an entry level position, to now owning/running his own electrical company, he has shown that hard work pays off.

Regional economic impact: Since 2018, my father and I have been hosting local automotive drag racing events called K-Town Showdown at the Kalkaska airport. We hold these events with the goal of supporting local racers with a safe and fun environment to race their vehicles, while also financially supporting local nonprofits. The Kalkaska Baby Pantry, 22-2-None, and the Kalkaska Baseball teams are examples of local nonprofits that we have financially supported.

Next big thing: I am excited to be developing K-Town Events & Entertainment scholarships for local high school seniors looking to pursue careers within the automotive industry. Financially supporting the continued education and development of our local youth will allow them to focus on their studies instead of the financial stress that can come with continued education.

Who knew: Creativity is one of my strengths and I love incorporating it into everything that I do, whether it’s designing a logo for a business or nonprofit, painting a sign or prop for LifePoint Bible Church, or creating a mural for my son’s wall.

Christina Barkel, 38

Food Equity Specialist, Groundwork Center for Resilient Communities

Volunteerism/leadership: Big Brothers Big Sisters; Northwest Food Coalition; Northwest Michigan Democratic Socialists of America.

Highlight reel: Expanding Building Resilient Communities, a Groundwork program that increases healthy food access at food pantries, meal sites, farms, markets, farm stands, medical clinics, schools and more, from a regional pilot program to over 50 sites across the entire state of Michigan.

Local inspiration: Everyone at Food Rescue. That includes Taylor Moore, program director; Alex Campbell, Food Rescue manager; all the drivers who pick up and deliver food across the region; and all the volunteers who repack food and contribute in countless other ways to reducing food waste and ensuring food insecure people in the region have access to healthy food.

Regional economic impact: The Farm2Neighbor program, a collaboration between Groundwork, the Northwest Food Coalition, and Food Rescue, has supported over 30 local farms through purchasing their products at fair prices and distributing them to people at area food pantries and meal sites. In 2018, our first year, we distributed roughly 8,000 pounds of fresh local food from seven farms. In 2024, we purchased more than 130,000 pounds of locally grown food – over $334,000 invested in the region’s local food economy in one year alone.

Next big thing: I’m eying the Iron Belle Trail for an epic bike adventure next summer or fall. The route is over 2,000 miles from the tip of the Upper Peninsula to Belle Isle in Detroit.

Who knew: I studied abroad in Sweden in college, and came home with an obsession with Swedish candy. Now, a couple times a year, I have to special order some to keep my sweet tooth satisfied.

Bailor Bell, 37

Attorney, The Fierberg National Law Group

Volunteerism/leadership: Third Level Child and Family Services; Free Legal Aid Clinic; More Than Four Foundation.

Highlight reel: I represented a northern Michigan woman who sustained severe, life-altering injuries due to the gross negligence of an authority figure. Ultimately, she and her family – deserving of justice – received a seven-figure recovery.

Local inspiration: Alex Zelinski at Norte Youth Cycling. Whenever there’s a community event or fundraiser for a good cause, you can almost always find Alex at the heart of it, organizing, coordinating, and offering his expertise to ensure its success. We’re lucky to have someone like Alex as a dedicated member of our community.

Regional economic impact: As an advocate for survivors, victims, and their families in cases involving sexual assault, school violence, and serious personal injuries, I know that no amount of financial compensation can ever truly account for the immense suffering they’ve endured. But, I’ve been privileged to help individuals and families secure more than $6.1 million in recoveries over the past year.

Next big thing: I’m looking forward to riding in the Iceman Cometh once again.

Who knew: For multiple generations, children in my family have been given names that start with the letter B. My wife and I continued this custom with our oldest child.

Executive Director, Northwest Michigan Supportive Housing (NMSH)

Volunteerism/leadership: Northwest Michigan Coalition to End Homelessness, member; Rotary Club of Traverse City, member; Born to Read/ Dolly Parton’s Imagination Library, volunteer; Child and Family Services, licensed foster parent.

Highlight reel: I have two and can’t choose. I was honored to be invited to represent NMSH’s positive impact on our community to the House of Representatives’ Michigan Department of Health and Human Services appropriations subcommittee in Lansing. I was also thrilled that the Grand Traverse County Board of Commissioners dedicated funds, for the first-time ever, to NMSH for supportive housing, the proven solution to ending homelessness in our community.

Local inspiration: The clients that NMSH serve have always been at the forefront of my professional career. I am constantly in awe of the resilience and strength that people who have endured so much trauma and societal rejection have. I am inspired by seeing how far someone can come when they receive respect, support, and a safe home.

Regional economic impact: NMSH’s services allow for clients to heal and grow to their greatest level of independence. Serving as executive director of NMSH has offered me the immense privilege of witnessing so many of the people we have served return to the workforce, reunite with their families, heal from their trauma, and reintegrate into our community after years of living unhoused.

Next big thing: In the nonprofit world it often feels like day by day is the only way. That said, we have some new members joining our team and some exciting growth happening locally regarding our Initiative to end chronic homelessness in our community, so I look forward to the day we reach functional zero.

Becca Binder, 37

Northern Michigan Regional Manager, Office of U.S. Senator Elissa Slotkin

Volunteerism/leadership: Military Officers Association of America; Veterans of Foreign Wars; Northern Lakes Community Mental Health Authority; YMCA, University of Michigan Alumni Club Traverse City.

Highlight reel: Being a part of Elissa Slotkin’s successful campaign for U.S. Senate, and participating in the democratic process in that fashion.

Local inspiration: Jay Berger. Jay is the co-founder of Safer Kids Safer Schools, a local task force that was created in 2023 to help address mass shootings, and which presented its findings to the Grand Traverse community in 2024. It was a shining example of regular people doing selfless service, bringing community together from all political backgrounds, in a non-partisan way, to help invest in our future. We need more of that.

Next big thing: Becoming a long-term member of NMC’s International Affairs Forum. They have great conversations with leaders in national security, among many other topics. We are lucky to have this program in our community, and I’d like to help it grow.

Who knew: I once attempted to bike from San Antonio, Texas to Holland, Michigan on my own. I made it to Little Rock, Arkansas before the sun and dehydration wore me down. I think I’ll stick to the TART trails from now on!

Biggest fan: “Tom is an exceptional young man with proven leadership skills, and possesses the measured, reasoned temperament one generally associates with much older individuals. As chairman of Northern Lakes Community Mental Health Authority, I’ve asked Tom to lead several agency initiatives, which he has done tirelessly and unhesitatingly in his role as a board member. I can’t think of a more impressive and committed individual to represent our region.” – Gregory McMorrow, Northern Lakes Community Mental Health Authority

Chef-Owner, Planted Cuisine

Volunteerism/leadership: Traverse City Men’s Circle Community; Great Lakes Culinary Institution; Office of Possibilities (OOPs).

Highlight reel: I’m incredibly proud and heartened to see how many men are stepping into our men’s circle community that we are building. Witnessing the emotional depth and vulnerability of men gives me tremendous hope for the future. Being able to create a space where men can see that they are not alone, and where they can begin to cultivate deeper emotional awareness, has been the greatest gift of my life so far.

Local inspiration: All of our incredible farmers – including our migrant workers – and local purveyors who are tending to the land. These people not only make

Volunteerism/leadership: Traverse City League of Entrepreneurial Gentlemen, member; Downtown Traverse City Association, board member; Traverse Connect; Traverse City Area Public Schools.

Highlight reel: Pushing through one of the most challenging periods for my business and coming out stronger. We faced tough obstacles, from cash flow struggles to staffing shortages, but I’m proud that we stayed focused, kept the doors open, and continued to serve our community with heart. Seeing the team grow and our guests keep showing up reminded me why I do what I do.

Local inspiration: No one inspires me more than my fiancé, Kelci, and our kids. They’re my reason for the hustle. Their support, belief in me, and the joy they bring push me to work harder, dream bigger, and never settle. Everything I do is about building a future they can be proud of.

Regional economic impact: In my business, it’s about supporting the young minds who represent the future of this region. With over 100 employees across four locations in northern Michigan, I have the privilege of helping shape our workforce and our future leaders. It’s an honor to lay the foundation, provide structure, and instill integrity as they build their careers.

Next big thing: Right now, I’m focused on strengthening the pillars of our business. The foundation is laid, and now it’s about reinforcing every part, from marketing to operations, administration, and HR. Our goal is to build something that lasts for generations, not just for the short term. This long-term thinking is how we plan to future-proof our business. Once we’ve fully committed to and strengthened these pillars, the next phase will be working toward owning the real estate we occupy.

Who knew: I may have a slight addiction for Reese’s peanut butter cups.

my business possible, but are the heartbeat and soul of this incredible agricultural region. Few understand what it takes, and their commitment is what inspires me as a chef.

Regional economic impact: Planted Cuisine’s ethos is built on ensuring that our purchasing power stays in our community; 99% of our purchasing power goes to independent, locally owned businesses.

Who knew: My first career was in media, it started in sports broadcasting covering high school sports in Southern California. I got to see many future pros, including the Tiger’s own current ace, Jack Flaherty.

Biggest fan: “Loghan and I met at an Office of Possibilities meeting in 2023 and I joined the Men’s Circle he founded soon after. It’s become a staple in my life, providing accountability, camaraderie, and growth alongside other men in our community. Loghan’s passion for connection, support, and building community has truly changed my outlook, creating positive ripple effects in many aspects of my life. He is a strong leader and champion for others in Traverse City!” – Josh Hart, Riley’s Candles

Tom Bratton, 39

Andre Bushell, 35

Co-Founder & CEO of Drelo Hospitality (Bushell’s Kitchen & Cocktails, Foundry Craft Grillery, Dreloco Taco)

Loghan Call, 36

Advancement Director, The Pathfinder School

Leading The Pathfinder School through a pivotal year of growth and renewal. We’ve navigated a leadership transition, secured vital grant funding, and expanded innovative programming, including our one-of-a-kind ‘forest kindergarten.’ It was a year defined by collaboration, resilience, and a deep recommitment to our mission.

Head of School Jill Vigenski. Her servant leadership and unwavering commitment to student well-being and progressive education has deeply influenced

The Pathfinder School offers local families a vital independent school option. We provide yearround programming, including a vibrant waterfront summer camp; support working families; employ over 30 local staff and faculty; and create a ripple effect of economic stability across the region.

Next big thing: Harnessing the momentum of a transformative year to build long-term sustainability for Pathfinder. That means growing our enrollment, expanding our reach through strategic marketing, and launching new community partnerships that elevate our impact. I’m especially focused on creating pathways for more families to access our programs, thereby ensuring that a Pathfinder education remains innovative, inclusive, and rooted in the natural beauty of northern Michigan.

Who knew: I live on a small farm in Omena with my husband, our kids, and a growing menagerie of animals. Between running fundraising projects and school programs, you’ll usually find me in the garden with dirt on my hands and a child or chicken underfoot.

Biggest fan: “Taryn Carew has transformed advancement at The Pathfinder School. She led the shift to a holistic model that integrates development, enrollment, marketing, and long-term planning, positioning the school for lasting success. Her approach has elevated not just how we raise funds, but how we tell our story, connect with families, and build long-term sustainability. It has been a true game-changer and a clear reflection of her ability to think systemically while always keeping people at the center.” – Dina Kennedy, board chair, Pathfinder Board of Trustees

Volunteerism/leadership: Grand Traverse Democrats; Up North Pride; Equality Michigan.

Highlight reel: Outside of work, serving as campaign manager for my friend, county commission candidate Trenton Lee, last year. At work, onboarding three new major systems in the space of three months, including ticketing/sales, human resources, and accounting.

Local inspiration: I deeply respect the owners and management team at Hexenbelle. Hexenbelle is a business that delivers on fantastic food and drinks on top of intentionally creating space for community and advocacy. Being able to find that balance of business and community is something I really admire.

Regional economic impact: One of my favorite parts of my job at OTP is stewarding the legacy of our community theater as a place of connection. When you sit in the theater and see a live performance, you, other patrons, and the people on stage are sharing a singular ephemeral moment. Whether you loved it or hated it, when that moment is over, you and the stranger sitting next to you have 100% more in common than you did before. Because of that shared experience, suddenly you have something to talk about. Even if it’s only to say “I think that was my pediatrician up there tap dancing in tights.”

Next big thing: At OTP, we’re officially opening our 65th Season this September with “Sister Act”!

Who knew: After my first year of college, I participated in NMC’s underwater archaeology field school, where we mapped a local tug boat wreck as well as an old pier. The fact that I almost got hypothermia from prolonged diving in the early July waters of Lake Michigan is secondary. Best summer ever!

Katie Clark, 33

Business Manager, Old Town Playhouse

Betsy Brick Corbett, 39

Co-owner and Director of Community Development, RE/ MAX Bayshore Team Brick Corbett

Volunteerism/leadership: Groundwork Center for Resilient Communities, board member; Boardman Neighborhood Association, secretary; Community Cares Coalition, member; Brickways Paths to Independence, volunteer and advocate.

Highlight reel: Working alongside organizations such as Groundwork and the Community Cares Coalition has been a reflection of my passion for creating sustainable and inclusive communities. Seeing tangible progress in both my business and advocacy work has reaffirmed the importance of striking a balance between professional success and making a lasting difference in the community.

Local inspiration: My father, Bob Brick, has always been a constant source of inspiration. He’s shown me the importance of integrity, hard work, and a deep love for the place we call home. His impact on the community is lasting, and the way he has balanced family, work, and advocacy continues to guide and inspire me every day.

Regional economic impact: As co-founder of Brick & Corbett and co-owner of RE/MAX Bayshore, I’ve worked to grow the local property market, attract new residents and businesses, and create jobs.

Next big thing: All three of my kids will be in school full-time next year. So, I’m focusing on creating even more meaningful experiences for my kids and our family. Whether it’s coaching my kids’ sports teams, planning family trips, or supporting their education and extracurricular activities, my goal is to make sure we continue creating memories together, because time is passing too quickly!

Biggest fan: “Betsy is the real deal. She is brilliant, funny, grounded, and relentless in making things better for the people and places she loves. I get to work and live alongside her every day. Watching her lead, serve, and love her family and this community with such purpose and heart is one of the greatest privileges of my life.” – Tommy Corbett, RE/MAX Bayshore

Troy Daily, 39

Serial Entrepreneur: TC Brew Bus, TC Cycle Pub, Kayak, Bike & Brew, Paddle For Pints, Elevated Homes & Hospitality, Seven Hills/Old Mission Distilling, Adventure Real Estate @ The Mitten Group, Old Mission Holdings

Highlight reel: Getting Kayak, Bike & Brew approved for the 2025 season and being able to operate for our 11th season; growing Elevated Homes & Hospitality to over 100 units; selling the Daily Blend food truck and catering business to my brother, Eric Daily.

Local inspiration: My best friend, Jordan Valdmanis. He runs a 40+ person landscape company called Old Mission Associates, and has been a great person to bounce ideas off of over the years of our respective entrepreneurial journeys.

Regional economic impact: It’s crazy to think about the impact my businesses have had over the last 13 years I have lived here. I enjoy what I do creating experiences and memories for both locals and tourists to enjoy our awesome town. Employing almost 100 people across the businesses, both seasonally and throughout the year, feels great as well.

Next big thing: Elevated Homes & Hospitality is opening up a commercial laundry facility on Woodmere in the old Trophy Trolley. We’ll now have a facility to wash our own linens and towels, and will provide services to do for others. Think laundry for spas, gyms, salons and vacation rentals.

Who knew: I met my wife Whitney at MSU in 2008, in the Virgin Islands on a study abroad trip over Christmas Break. She has been my partner ever since and we have owned and operated many businesses over the years. Without her, none of what I do would be possible.

H O N O R E D . G R A T E F U L . I N S P I R E D

THANK YOU

As I celebrate my final year of eligibility for Traverse City's 40 Under 40, I'm reminded that this recognition is not about me alone, it's about the incredible people around me

To my team: your dedication, talent, and hard work are the true driving force behind everything we've built To our clients, colleagues, and community: thank you for your trust, encouragement, and support over the past decade.

This journey has been shaped by you, and I'm deeply grateful to live, work, and grow in a community that continues to inspire me every day

TROY DAILY

.

Marketing Director, Fustini’s; owner, Archie’s Dog Co; content creator and influencer

Volunteerism/leadership: SheEO, Boundless Futures Foundation.

Highlight reel: Building a personal brand through content creation and growing an engaged audience of over 35,000 followers. What started as a creative outlet quickly turned into a powerful platform to connect, inspire, and share my life as a small business owner, wife, dog mom, and marketer in northern Michigan. From partnering with national and local brands to producing storytelling-driven content, I’ve leaned into the world of influencing with authenticity and purpose.

Centennial Celebration Manager, Interlochen Center for the Arts

Volunteerism/leadership: Openspot Theatre; Firelight Coalition.

Volunteerism/leadership: Military Officers Association of America; Veterans of Foreign Wars; Northern Lakes Community Mental Health Authority; YMCA, University of Michigan Alumni Club Traverse City.

Highlight reel: Being a part of Elissa Slotkin’s successful campaign for U.S. Senate, and participating in the democratic process in that fashion.

Marissa Garrock, 35

Director of Development, Grand Traverse Regional Land Conservancy (GTRLC)

Volunteerism/leadership: I serve on two committees at the Grand Traverse Regional Community Foundation and am a member of Housing North’s Fund Development Committee.

Volunteerism/leadership: Traverse City League of Entrepreneurial Gentlemen, member; Downtown Traverse City Association, board member; Traverse Connect; Traverse City Area Public Schools.

Volunteerism/leadership: Up North Pride, board of directors; American Civil Liberties Union, Northwest Michigan Lawyers Committee; Traverse City Human Rights Commission, member; Traverse City Young Professionals.

Local inspiration: Sara Harding, director of marketing at Cherry Republic. She leads with both creativity and compassion, bringing bold ideas to life while staying deeply rooted in community values. Beyond her marketing brilliance, Sara also serves on the board of Goodwill, where she continues to advocate for sustainable impact and local connection.

Highlight reel: I was recently promoted to lead Interlochen’s centennial celebrations. It will be a true honor to help commemorate a century of artistic excellence and global impact. I’ve also been working to expand arts accessibility in the region by bringing OpenSpot Theatre to various community groups. This initiative recently saw a record class size for the Down Syndrome Association of Northern Michigan, and an inaugural class at the Northwest Ed Life Skills Center.

Highlight reel: Drafting a response in opposition to a motion to dismiss in a major case. The motions pertained to a local man’s federal civil-rights lawsuit on behalf of his deceased mother, who was murdered after being provided allegedly discriminatory police protection.

Regional economic impact: Through my work as a content creator, I’ve had the opportunity to spotlight northern Michigan’s small businesses in a fresh, engaging way. Partnering with Up North Live, I’ve created video content that highlights local makers, restaurants, and experiences, bringing visibility to the people and places that make this region so special.

Local inspiration: Camille Colatosti, provost at Interlochen Center for the Arts, who inspires me to diligently pursue my personal and professional ambitions. Her impressive work ethic is apparent in everything she does, especially in her successful initiatives to unite youth arts organizations and establish global partnerships.

Next big thing: Growing my social media presence to a combined 100,000 followers on TikTok and Instagram by the end of 2025. It’s a bit of a long shot, but it’s also a passion project that fuels my creativity and connects me with people far beyond northern Michigan. Through storytelling, community spotlights, and behind-thescenes moments as a small business owner, I hope to continue building a platform that’s both inspiring and impactful.

Chef-Owner, Planted Cuisine

Regional economic impact: For Interlochen’s centennial celebrations, we’re developing a robust calendar of events designed to draw back a large contingent of alumni, friends, and family. This anticipated influx of visitors over the next few years will significantly impact local businesses, driving demand for accommodations, transportation services, dining establishments, and other cultural attractions in and around Traverse City –and specifically highlighting the amazing arts and culture scene in our region.

Highlight reel: GTRLC had a banner year in 2024 and I’m really proud to be a part of the team that raised $19.5 million in less than six months to save an iconic waterfront property in Elberta, just south of Frankfort. This was an exciting opportunity to protect a beloved property and ensure permanent public access to both Betsie Bay and Lake Michigan. Over 700 families donated to help take that land off the market.

Regional economic impact: Our land protection and stewardship work actively fuels our region’s economy. From farmland preservation efforts that keep land in agriculture, to trails and preserves that draw in tourists and residents alike, we all benefit from conserving our natural resources. Data shows recreational amenities like trails and preserves increase off-season traffic for local hotels, cafés, and shops, helping stabilize employment and business revenue.

Local inspiration: Doug Fierberg, founder of the Fierberg National Law Group. In addition to his vast professional accomplishments, Doug has invested great time and effort into my development as an attorney and an advocate. His passion for justice on behalf of those who have been greatly wronged is remarkable.

Who knew: I may have a slight addiction for Reese’s peanut butter cups.

Volunteerism/leadership: Traverse City Men’s Circle Community; Great Lakes Culinary Institution; Office of Possibilities (OOPs).

Who knew: I used to be terrified of putting myself on camera. Now, I film and edit videos almost daily for thousands of viewers online. It turns out stepping outside your comfort zone can unlock an entirely new career path – and a lot of unexpected joy!

Next big thing: Interlochen will officially launch the centennial celebration locally on March 7, 2026. That launch will include a groundbreaking performance with our Arts Academy students, alongside world conductor Cristian Macelaru and renowned cellist Yo-Yo Ma, and featuring a new work commissioned by Wynton Marsalis. The celebration will carry through until May 2029.

Who knew: I started my professional career in 2019 on Broadway, as an intern with Broadway Cares/Equity Fights AIDS.

Local inspiration: All of our incredible farmers – including our migrant workers – and local purveyors who are tending to the land. These people not only make

Next big thing: There is one particular project that’s been on the Conservancy’s radar for decades because of its high conservation value. We are in the midst of meaningful conversations around protecting the land. If this project comes to fruition, it will be another big lift for fundraising but an even bigger victory for our region. I’m looking forward to the chance to protect this gem.

Regional economic impact: Planted Cuisine’s ethos is built on ensuring that our purchasing power stays in our community; 99% of our purchasing power goes to independent, locally owned businesses.

Regional economic impact: When I graduated law school and ended my clerkship with a federal judge in August 2024, my classmates and coworkers went to work at large law firms around the country. But I wanted to come home to Michigan and begin my legal career in a city and in an area of law where I could positively impact individuals. In my time in Traverse City, I’ve done exactly that. It is a true honor to be a part of the Fierberg National Law Group, where I advocate both locally and nationwide for individuals and families who have experienced life-changing injuries and loss.

my business possible, but are the heartbeat and soul of this incredible agricultural region. Few understand what it takes, and their commitment is what inspires me as a chef.

Biggest fan: “Marissa is one of the most talented fundraising professionals I have had the pleasure of working with. Prepared and fearless when it comes to making a major gift ask, with genuine warmth and passion for our conservation mission, she readily builds trusting relationships and is one of the nation’s best land trust fundraising professionals. With Marissa leading an exceptional fund development team, the sky’s the limit as we continue to preserve our region’s most cherished landscapes.” –Glen Chown, executive director, GTRLC

Next big thing: Continuing my journey into running and hopefully running a 10K race.

Who knew: I am known to the Traverse City Roller Derby team as ‘Mr. Fury’! My wife is a member of the team, and her roller derby name is ‘Carolina Fury.’ She picked up roller derby when we moved here, and we’ve both loved becoming involved with the team.

Ellie Dulude, 28

Jacob Goodman, 28

Attorney, The Fierberg National Law Group

Shelby Eppich, 27

Tom Bratton, 39

Northern Michigan Regional Manager, Office of U.S. Senator Elissa Slotkin

Andre Bushell, 35

Co-Founder & CEO of Drelo Hospitality (Bushell’s Kitchen & Cocktails, Foundry Craft Grillery, Dreloco Taco)

Loghan Call, 36

Director, Northwest Michigan Coalition to End Homelessness

Volunteerism/leadership: Housing North, board of directors; Michigan Homeless Policy Council, member; Michigan Balance of State Continuum of Care (MIBOSCOC), programs director; Central Grade School Parent Teacher Organization.

Highlight reel: Helping our community secure year-round emergency shelter while at the same time expanding permanent supportive housing. For the first time ever, both the City of Traverse City and Grand Traverse County committed local funding to each of these critical solutions. This milestone reflects years of community education, collaboration, and persistence – and it represents real progress toward ending homelessness in our region.

Regional economic impact: When people have stable housing, they are better able to work, care for their families, and participate in the local economy. By aligning funding and resources for shelter and supportive housing, our coalition is reducing the social and financial costs of homelessness – everything from emergency room visits to jail stays – and reinvesting that energy into long-term community well-being.

Next big thing: We’re working to develop our region’s first community-driven plan to prevent and end homelessness. Through the Housing and Homelessness Task Force, we’re bringing people together across sectors to align on shared priorities, from prevention and shelter to long-term housing solutions. The plan will be guided by local data and lived expertise, and shaped through conversations happening throughout the summer and fall. We hope to release it by the end of 2025 as a roadmap toward real, lasting change.

Who knew: I once hiked the Kilauea volcano with a 25-pound child on my back – pre-current eruption, obviously.

Biggest fan: “Ashley possesses the perfect combination of brains, compassion, and grit. She believes that we all have the ability to do hard things, the potential to make great progress, and the responsibility to always do more. When faced with challenges, she invariably finds a positive way forward, dusting herself off and jumping right back in. Ashley’s resilience and dedication are inspiring, and our community is stronger through her leadership in the homelessness response system.” – Christie Minervini, Task Force Coordinator, NW Michigan Coalition to End Homelessness

Chief Executive Officer, Keller Williams Northern Michigan

Volunteerism/leadership: American Foundation for Suicide Prevention; Women’s Council of Realtors.

Local inspiration: Lucas Howard [a Grand Rapids-based realtor with Keller Williams] is a living example of what it means to dream big, work hard, and lead with humility. Watching him build an empire from the ground up – alongside his powerhouse wife, Elissa Howard – has been nothing short of inspiring.

Regional economic impact: Being named to 40Under40 is not just a milestone, but a mirror reflecting the purpose-driven work I get to do every single day. I’m not just in the business of real estate; I’m in the business of changing lives, reshaping futures, and strengthening the economic fabric of our region – one agent, one business, and one dream at a time.

Next big thing: My next pursuit is one of the highest honors within Keller Williams Realty International: earning the Black Belt CEO award. This recognition isn’t just about numbers or volume; it’s a symbol of mastery in leadership, leverage, and sustainable growth. It represents building an organization where people thrive, systems flow, and impact multiplies.

Who knew: I’m a Tony Robbins Fire Walker, which means I’ve walked barefoot across burning coals heated to 2,600 degrees.

Biggest fan: “Molly’s dedication and drive are unmatched. She consistently weaves our company culture into everything she does, ensuring it’s not just words on paper but a living, breathing part of our daily work. Through her leadership, positivity, grit, and commitment, she inspires others to embrace our values and strive for excellence in their craft. Molly’s ability to align her actions with Keller Williams mission sets a powerful example and makes her an invaluable member of our team.” – Lucas Howard, Keller Williams Realty

Ryan Hulst, 39

Attorney/Founder, Grand Traverse Elder Law

Volunteerism/leadership: Michigan State Bar Association; Bay Area Senior Advocates; Grand Traverse County Senior Center, volunteer.

Highlight reel: Over the past year, I’ve had the privilege of helping numerous families navigate the overwhelming landscape of elder care – particularly in securing access to Medicaid programs for long-term care services.

Local inspiration: Shelly Kester of Wilson Kester is a compassionate and dedicated advocate for her clients in the realm of family law. I had the privilege of working with her as an attorney, and was continually inspired by her unwavering commitment to client care and her thoughtful, strategic approach to complex legal issues. Her mentorship has been instrumental as I’ve worked to build and grow my own practice.

Regional economic impact: Through my work in Medicaid eligibility, long-term care planning, and estate preservation, I’ve helped families across the region protect millions of dollars in assets. This not only eases emotional and financial burden on caregivers, but also ensures that nursing homes and care providers are compensated for their essential services. By keeping these resources within the community, we support local businesses, sustain jobs, and strengthen the infrastructure that serves our aging population.

Next big thing: I’m committed to growing Grand Traverse Elder Law to meet the evolving needs of our aging population while continuing to give back to the community that supports us. As demand for elder law services increases, I’ve made it a priority to expand our firm’s capacity while also volunteering my time and sharing knowledge with local organizations that serve seniors.

Who knew: I am a graduate of the U.S. Military Academy at West Point, and proudly served over a decade in the U.S. Army. My service took me across the country – from Alaska and Georgia to Michigan and Colorado – and included a year deployed to a small combat outpost near Kandahar, Afghanistan.

Ashley Halladay-Schmandt, 39

Molly Hassler, 34

CRYSTAL CONGRATS

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Executive Director, Friends of Sleeping Bear Dunes

Volunteerism/leadership: MiTri (Triathlon Club of Northern Michigan); Norte Mountain Bike substitute coach; Family Camp Manager at Camps Leelanau & Kohahna

Highlight reel: As the first Executive Director of Friends of Sleeping Bear Dunes, I’ve had the opportunity to lead the organization through a critical period, shifting from a grassroots, volunteer-driven group to a sustainable nonprofit partner to the National Lakeshore. One of my proudest moments was leading the effort to craft our first ever three-year strategic plan. This led to several large competitive grant proposals. I’m proud of the relationships I’ve built with volunteers, donors, and park staff.

Local inspiration: Kerry Kelly, who for years did the job I now hold as a volunteer. His deep knowledge of and love for Sleeping Bear Dunes National Lakeshore is incredibly inspiring. The organization wouldn’t be where it is today without his leadership and commitment.

Regional economic impact: My greatest impact has been working to strengthen Friends of Sleeping Bear Dunes into a sustainable, impactful philanthropic partner. We’re positioning ourselves to hire staff locally, expand our programming, and support the park in new and meaningful ways. We’re creating opportunities that not only enhance the park but also generate positive ripple effects throughout the regional economy supporting jobs, tourism, and community engagement.

Next big thing: In the next few years, my hope is that Friends of Sleeping Bear Dunes will be ready to launch our first major capital campaign and announce a signature project in partnership with Sleeping Bear Dunes National Lakeshore.

Biggest fan: “Laura Ann Johnson embodies authenticity and creativity; her genuine approach to problem-solving inspires those around her to think outside the box and embrace innovative solutions.” – Scott Tucker, superintendent, Sleeping Bear Dunes National Lakeshore

Sam LaSusa, 32

Planning & Special Projects Coordinator, East Bay Charter Township

Volunteerism/leadership: East Bay Charter Township; City of Traverse City Human Rights Commission; Fernwood Neighborhood Association; Michigan Association of Planners & Michigan Certified Natural Shoreline Professionals

Highlight reel: Completing the CEDAM Community Development Fellowship and securing a full-time role in East Bay Charter Township as the Planning & Special Projects Coordinator. I staff the Parks Commission, oversee the Short-Term Rental management program, and assist the Planning Director with various planning initiatives. Appointed to the Traverse City Human Rights Commission, founding member of the Fernwood Neighborhood Association, and secured easement for the Safe Routes to School project, connecting over 2,000 students to five schools with asphalt trails and infrastructure. East Bay Township received a 2025 MEDC Revitalization and Placemaking Grant to build East Bay Corners Civic Plaza. East Bay Corners Farmers Market received a 2025 Building Resilient Communities Grant to start a Power of Produce program educating children 5-13 on healthy eating and gardening. Implementation of the Beach District Marketing Strategy. HereSay storyteller event with UpNorthPride.

Local inspiration: Lauren Tracey of Simply Sourdough. She is a mother and grandmother and does an amazing job balancing business and family. She just took a huge step in growing her family-run business by leasing a commercial kitchen.

Regional economic impact: The Thursday East Bay Corners Farmers Market is also an agribusiness incubator. It is part of the Redevelopment Ready Certification the Township is pursuing. The implementation of the East Bay Beach District Action Plan will be economically transformative for the US-31 Corridor. Better access from the Trail to the businesses along US-31 will help to increase patronage and fuel business development.

Biggest fan: “I am fascinated by Sam’s mind and energy. He has more ideas than anyone I’ve met, and he actually makes things happen. He is interested in equality and accessibility for everyone.” –Janet Kronk, retiree and volunteer

Volunteerism/leadership: Lake Superior State University project mentor.

Highlight reel: Getting to see the GTB community release the first-year class of sturgeon back into the Boardman-Ottaway River, part of a 20-year reintroduction plan. Having the community be the first ones to welcome the sturgeon home was so important that we kept our fish in the facility longer than normal instead of having the Streamside Rearing Facility personnel stock some of them prior to the celebration date.

Local inspiration: Brett Fessell, the River Restoration Ecologist for GTB. His work along with so many others on the Boardman-Ottaway dam removals made the sturgeon and grayling restoration projects possible. He strives to make the region’s natural resources better and has a wealth of knowledge regarding natural resources, treaty rights, and the local community.

Regional economic impact: Much of what I do consists of long-term projects where the results won’t be seen for a few years or even decades. When the arctic grayling project is successful, it could bring money to the region from people traveling to the area since it will be one of the few places to catch arctic grayling in Michigan.

Next big thing: The expansion of our Sturgeon in the Classroom program into five more schools. The students get to raise a sturgeon throughout the school year while learning about sturgeon biology and its importance to the Anishinaabek, then release it in the spring.

Biggest fan: “Sean has been a driving force in advancing environmental stewardship for Grand Traverse Band of Ottawa and Chippewa Indians. His dedication has been instrumental in restoring native species to the Boardman-Ottaway River and inspiring future generations through programs like Sturgeon in the Classroom.” – Dan Mays, lead inland biologist, Grand Traverse Band of Ottawa & Chippewa Indians

Laura Ann Johnson, 39

Sean Leask, 39

Fish & Wildlife Biologist, Grand Traverse Band of Ottawa & Chippewa Indians

Founder & Idealist, Cultured Kombucha

Volunteerism/leadership: Big Brothers Big Sisters; Michigan Abolitionist Project.

Highlight reel: Cultured Kombucha Co. was named one of Michigan 50 Companies to Watch. Our team also won Traverse City Tastemaker 2025 this year through Traverse City Tourism.

Local inspiration: Jody Hayden from Grocer’s Daughter Chocolate. Her unwavering commitment to quality shows up in every aspect of her business. Her triple bottom line – people, planet, and profit – is rooted in doing what’s best for her team, her community, and her industry, all while building joy and intention into every product.

Regional economic impact: Cultured Kombucha Co. has created jobs, supported Michigan agriculture, and brought healthier beverage options to market, fueling both economic growth and community wellness across the region. Our impact continues to scale as we expand distribution while keeping production rooted in Michigan.

Next big thing: Cultured Kombucha Co. is launching a line of canned beverages and an innovative new-to-market product in functional wellness. Stay tuned. We’re also expanding into new states.

Who knew: I backpacked 50plus miles of the most remote national park in the contiguous United States with a stellar group of fellow entrepreneurs last year on Isle Royale.

Ryan Mater, 27

Chief Executive Officer & Co-Founder, Hybrid Robotics, Inc.

Volunteerism/leadership: Marine Technology Society, member & MATE ROV World Championships Judge; Junior Achievement of Northern Michigan Youth Summit Keynote Speaker.

Highlight reel: What began as a student project at Northwestern Michigan College has grown into a leading force in marine robotics. Since I stepped into the role of CEO, we have expanded our product lines, developed multiple international distribution partners, and strengthened our industry presence.

Local inspiration: Jason Slade is a genuine, caring, and energetic leader who always seems to be one step ahead, yet is ready to support others. Our relationship has grown from student and teacher to colleagues and professional peers. Jason was one of the earliest and most consistent supporters of Hybrid Robotics, even before the company formally existed.

Regional economic impact: Hybrid Robotics is proud to be strengthening the Blue Economy here in Traverse City. We prioritize working with local manufacturers and vendors, keeping our supply chain close to home and supporting other regional businesses. We look for ways to give back to the same local network that supported us in our early days, through collaboration, mentorship, or community involvement.

Next big thing: Whether it’s supporting first responders with hands-on tools in the field or automating complex marine tasks with smart systems, we’re building solutions that make a real difference. Our upcoming training and demonstration events across Michigan are part of that mission, making sure the people doing critical work have the technology they need to do it safer and more efficiently.

Who knew: Over the past two years, my dad and I built my house from the ground up, testing my patience and endurance. I was running Hybrid Robotics by day, then swapping the laptop for a tool belt each night and weekend. Building something so meaningful alongside my dad is an experience I’ll always be proud of.

Taylor Moore, 34

Director, Food Rescue

Volunteerism/leadership: Northwest Food Coalition; Big Brothers Big Sisters; Leelanau Conservancy; Michigan Local Food Council Network; Food Rescue Alliance; Healthy Eating Research Program; Northwest Michigan Democratic Socialists of America; National Right to Food; MSU Extension; Local Education & Action Partnerships; Cleveland Township Planning Commission

Highlight reel: In 10 years, we have more than doubled the amount of healthy food available at food pantries. We are close to ensuring that 100 percent of pantries always have produce available, up from 13 percent in 2015. Over the last four years, there has been a 70 percent increase in food pantry and meal site use in our region.

Local inspiration: As Director of Housing Development at Goodwill Northern Michigan, Nora Dunlop’s determination to create housing has transformed lives, perhaps even saved lives. Nora has shown me how to move between the practical and aspirational.

Regional economic impact: Food Rescue provides $3.4 million worth of food every year to approximately 16,000 people in the region. In Grand Traverse County, there is an estimated $9,017,000 annual food budget shortfall. It is estimated that food insecurity creates an additional $53 billion in U.S. healthcare costs annually.

Next big thing: First, a national project to help eliminate stigma, discrimination, and racism within the food banking system. Second, the Northwest Food Coalition’s effort to interview food pantry and meal site users to improve supports in our region. Third, developing a research project to understand youths’ experiences and perspectives on food insecurity.

Biggest fan: “Taylor stays engaged by challenging himself and his colleagues to serve and include more people. As a teacher, I’m especially moved by his upcoming thesis, which will study the impact of food insecurity on the physical and psychological well-being of children.” – Tori Craig, Compass Montessori Junior High

GM/Minority Owner, Image360

Volunteerism/leadership: Traverse Connect ambassador; Big Brothers Big Sisters volunteer Big; Northwest Michigan Arts and Culture Network Board of Directors; North Ed Career Tech Graphic Arts Advisory Committee.

Highlight reel: Joining the ownership group at Image360 was an important personal milestone. I would also highlight The Alluvion Marquee as a project I’m extremely proud of, specifically the work our director of operations Rachael Peterson did as the lead designer of the project.

Local inspiration: Troy Deshano. I find his work as the Executive Director of the NWMI Arts & Culture Network to be both encouraging and inspiring for the future of arts and culture in the region.

Regional economic impact: As we look to utilize our Phantom Membership Unit Plan to expand the ownership team at Image360, I’m hopeful we can inspire other businesses of all varieties to explore employee co-op style succession plans.

Next big thing: I am looking forward to additional members of our team joining the company ownership group over time.

Biggest fan: “Tyler leads his team with care and a clear-eyed balance of inspiration and high expectation, thoughtfully advancing custom design in our region by introducing cutting-edge technologies and championing fresh, enthusiastic voices.” –Chad Lindsey, executive director, City Opera House

Courtney Lorenz, 34

Tyler Palsrok, 36

Courtney Lorenz,

Ryan Mater, 27

Taylor Moore, 34

Director,

Food Rescue

Recruitment Manager, Cherry Republic

Founder & Idealist, Cultured Kombucha

Volunteerism/leadership: Big Brothers Big Sisters; Michigan Abolitionist Project.

Volunteerism/leadership: Traverse Area Human Resources Association, vice president of Membership; Michigan Career Educator and Employer Alliance, Northern Michigan Representative; Friends of Sleeping Bear Dunes Volunteer

Highlight reel: Cultured Kombucha Co. was named one of Michigan 50 Companies to Watch. Our team also won Traverse City Tastemaker 2025 this year through Traverse City Tourism.

Chief Executive Officer, Team Bob’s

Chief Executive Officer & Co-Founder, Hybrid Robotics, Inc.

Volunteerism/leadership: Marine Technology Society, member & MATE ROV World Championships Judge; Junior Achievement of Northern Michigan Youth Summit Keynote Speaker.

Highlight reel: Serving as the co-chair for the annual MCEEA Conference in June. It was rewarding to host an event that helped to facilitate meaningful conversations regarding talent attraction and retention, with 170 professionals from various industries.

Volunteerism/leadership: Through Team Bob’s, we support The Father Fred Foundation, hosting the Frostbite Food Drive and the Coat Drive. In addition to several other community partnerships, including Charlie Golf One, we lead our own internal initiative, “Code 9,” rooted in 2 Corinthians 9:6–8: “Each of you should give what you have decided in your heart to give, not reluctantly or under compulsion, for God loves a cheerful giver.”

of Communications,

Communications Manager, Grand Traverse Regional Community Foundation

Volunteerism/leadership: Elk Rapids Community Cupboard; Let These Animals Live Cat Sanctuary; The Communications Network; Immigration Law & Justice Michigan.

Local inspiration: Rob Hanel’s leadership is genuine, authentic, and people-centered. His passion for community building, mentorship, and developing other professionals is felt anytime you interact with him. He radiates everything that our northern Michigan culture embodies and leads with such joy.

Highlight reel: We’ve experienced 20 percent growth in 2025, expanding our fleet with 10 new vehicles and taking on larger-scale projects. Much of that success has been made possible by the strategic restructuring we’ve done over the past year. Standout moments include receiving the BBB Torch Award for Ethics and being named a Red Hot Best Winner.

Regional economic impact: Through Cherry Republic, MCEEA and TAHRA, I’ve had the opportunity to advocate for new ways of looking at talent development, work with students and support discussions around how to better partner with others in the community to facilitate career exploration and advancement.

Next big thing: I am looking forward to getting more involved with Sleeping Bear Dunes this year. I feel passionate about the work they are doing, and I am excited to support their efforts through volunteering.

Next big thing: Cultured Kombucha Co. is launching a line of canned beverages and an innovative new-to-market product in functional wellness. Stay tuned. We’re also expanding into new states.

Who knew: I backpacked 50plus miles of the most remote national park in the contiguous United States with a stellar group of fellow entrepreneurs last year on Isle Royale.

Local inspiration: Charlie and Kelly King, owners of Team Bob’s Heating, Cooling, Plumbing. They lead with deep appreciation for their employees, consistently give back to the community, and operate with honesty and integrity.

Biggest fan: “Madison is an exceptionally bright young professional. She is moving forward with purpose. One of the kindest and most considerate people I know, she should not be underestimated. Her warmth hides a fierce competitive spirit! The human capital landscape is changing rapidly, presenting future leaders like Madison with unique challenges never seen before, and I believe she is taking all the right steps to position herself as a strategic thought leader, fully prepared to tackle these challenges head-on.” – Rob Hanel, director of people and space, TentCraft

Regional economic impact: We’ve grown to over 80 team members this year. We’re not only helping customers every day, we’re also building meaningful careers for local professionals.

Next big thing: This summer, we’re launching new maintenance plans. Care Club brings comprehensive whole-home protection to our customers. We’ve added benefits like free service calls and even a lifetime warranty on repairs.

Biggest fan: “Danielle leads by example, not by dictating. She gets in the trenches. She knows the business and is willing to think outside of the box. The staff want to do well for her and that is because they genuinely know she supports them. She has a unique way of leading but also being a friend. Not many are successful at both, but Danielle makes that look easy.” – Heather Cade, director of business services, Team Bob’s

Highlight reel: Managing the Community Foundation’s brand and logo refresh and website redesign. Both were major projects with multiple stakeholders requiring top notch project management skills for success.

Volunteerism/leadership: Officer on the Great Lakes Winter Trails Council, promoting trails for snowshoeing, cross-country skiing, and fat tire biking. Treasurer for America’s Summer Golf Capital, representing 26 golf courses across eight northern Michigan resort properties. Member of the marketing committee for Michigan Legacy Art Park, helping tell how it serves the community with guided group tours, student field trips, and community art projects.

Local inspiration: My boss, Alison Metiva, the Chief Operating Officer and incoming CEO for the Community Foundation. Alison inspires me because she is incredibly committed to her work, the Foundation’s mission, and the local community. She wants to do what’s best for everyone even when that can seem impossible. She’s been a great and constant source of support for me during my transition to Traverse City after moving from Louisiana.

Tyler Palsrok, 36

GM/Minority Owner, Image360

Regional economic impact: My impact is happening through my involvement in other organizations and my work organization. In both cases, I’m able to support processes that enable people in our region to access opportunities, with the aim of supporting a better quality of life for everyone here.

Highlight reel: My proudest professional moment in the past 12 months is also a personal one – stepping back into my full-time position while navigating every thing that comes with being a new mom. My first week back from maternity leave was the week of opening day for ski season. Around the same time of year, I start securing sponsorships for the Michigan PGA Women’s Open. Working internally with our golf team, food and beverage department, and accounting team, as well as externally with the Michigan PGA and all our sponsors, gives me a different perspective of working in marketing for a full-service resort.

Regional economic impact: Shining a light on the beauty of northern Michigan and everything it has to offer, from outdoor recreation in all four seasons to dining and tasting experiences, has a positive impact on our region’s economy. Visitors help support our local communities year-round.

Rachael Peterson did as the lead designer of the project.

Next big thing: I am currently a cohort member of the Unexpected Shape Writing Academy run by Esmé Weijun Wang. I am getting support and learning that is helping to inform my first book project, an essay collection focused on pet loss, the grief experience, and moving through life after loss.

Local inspiration: Troy Deshano. I find his work as the Executive Director of the NWMI Arts & Culture Network to be both encouraging and inspiring for the future of arts and culture in the region.

Next big thing: I earned my Crisis Communications Certification via my membership with Public Relations Society of America, bringing me closer to earning my Accreditation in Public Relations. I would also like to play all 26 courses of America’s Summer Golf Capital: Seven down, 19 to go!

Biggest fan: “Kristina is a dedicated, smart, strategic leader who influences and inspires others through her actions. Kristina adds value in everything she does – our team, our organization, and our community are better for the contributions Kristina brings forward.”

– Alison Metiva, COO and incoming CEO, GTRCF Real

Next big thing: I am looking forward to additional members of our team joining the company ownership group over time.

Biggest fan: “Brittney is a true professional in our industry. I have the pleasure of working with Brittney on several levels and I’m thrilled she is a board member of the long-time winter recreation marketing co-operative Great Lakes Winter Trails Council. She’s a terrific colleague to work with.” – Susan Wilcox-Olson, Grand Bay Promotions

Madison Partak, 26

Brittney Primeau, 33

Director

Crystal Mountain

Danielle Pasinski, 39

Kristina Pepelko, 35

Madison Partak, 26

Recruitment Manager, Cherry Republic

Volunteerism/leadership:

Human Resources Association, vice pres ident of Membership; Michigan Career Educator and Employer Alliance, North ern Michigan Representative; Friends of Sleeping Bear Dunes Volunteer

Educator and Employer Alliance, North ern Michigan Representative; Friends of

Food Drive and the Coat Drive. In addition to several other community

Kristina Pepelko, 35

Communications Manager, Grand Traverse Regional Community Foundation

tain

Volunteerism/leadership: Elk Rapids Community Cupboard; Let These Animals Live Cat Sanctuary; The Communications Network; Immigration Law & Justice Michigan.

for the annual MCEEA Conference in June. It was rewarding to host an event that helped to facilitate meaningful con versations regarding talent attraction and retention, with 170 professionals from

ship is genuine, authentic, and peo ple-centered. His passion for community building, mentorship, and developing other professionals is felt anytime you interact with him. He radiates everything that our northern Michigan culture embodies and leads with such joy.

Regional economic impact: Cherry Republic, MCEEA and TAHRA, I’ve had the opportunity to advocate for new ways of looking at talent develop ment, work with students and support discussions around how to better partner with others in the community to facilitate career exploration and advancement.

partner with others in the community to facilitate career exploration and advancement.

Thank you for your dedication

operate with honesty and integrity.

Regional economic impact: We’ve grown to over 80 team members this year. We’re not only helping customers every day, we’re also building meaningful careers for local professionals.

his summer, we’re

whole-home protection to our customers. We’ve added benefits like free service calls and even a lifetime warranty

“Danielle leads by example, es. She knows the business and is willing to think outside of the box. The staff want to do well for her and that is because they genuinely know she supports them. She has a unique way of leading but also being a friend. Not many are successful at both, but Danielle makes that look easy.” – Heather Cade, director of business services, Team Bob’s

“Danielle leads by example, not by dictating. She gets in the trenches. She knows the business and is willing to think outside of the box. The staff want to do well for her and that is because they genuinely know she supports them. She has a unique way of leading but also being a friend. Not many are successful at both, but Danielle makes that look easy.” – Heather Cade, director of business services, Team Bob’s

– Alison Metiva, COO and incoming CEO, GTRCF

Highlight reel: My proudest professional moment in the past 12 months is also a personal one – stepping back into my full-time position while navigating everything that comes with being a new mom. My first week back from maternity leave was the week of opening day for ski season. Around the same time of year, I start securing sponsorships for the Michigan PGA Women’s Open. Working internally with our golf team, food and beverage department, and accounting team, as well as externally with the Michigan PGA and all our sponsors, gives me a different perspective of working in marketing for a full-service resort.

Brittney Primeau, 33

Director of Communications, Crystal Mountain

Kristina Pepelko, 35

Brittney Primeau, 33

Director of Communications, Crystal Moun-

Principal broker, Manitou Commercial Real Estate

Volunteerism/leadership: Traverse City Curling Club; Addiction Treatment Services.

Highlight reel: Taking the leap in starting my own commercial real estate brokerage.

Local inspiration: Nick Nissley. I think he’s done a tremendous job in taking Northwestern Michigan College into a higher orbit.

Regional economic impact: We have a really special place here. The demand for our area defies a lot of national trends in housing, commercial real estate, college enrollment, and population growth.

My next big thing: Expanding Manitou Commercial Real Estate’s professional offerings.

Who knew: I can identify any country in the world with just an outline of the shape.

Industry Economist, U.S. Energy Information Administration

Volunteerism/leadership: Toastmasters International; BSA Troop 36; Economic Club of Traverse City; Slabtown Neighborhood Association; Grand Traverse County Economic Development Corporation; Networks Northwest; City of Traverse City Human Rights Commission

Highlight reel: Being named Toastmaster President of the year for District 62. Additionally, I guided my Toastmasters Club to Presidential Distinguished status for the first time since 2013, became a published author on EIA.gov with articles on national energy policy, and had my Alaska crude oil production forecasting featured by the U.S. Department of Energy on social media. As Scoutmaster for Troop 36, I had the honor of awarding two scouts their First Class Rank.

Local inspiration: Casey Cowell. His high-level focus on economic development for northern Michigan has been transformative for our region. Boomerang Catapult’s purpose statement captures his vision of connecting intellectual capital to economic prosperity, which resonates deeply with my approach to regional development.

Regional economic impact: I bring energy economics expertise to regional planning decisions. After spending nearly a decade working in oil fields across the continental U.S., I was eager to return home to Traverse City and where I could make a real difference.

Next big thing: I’m developing an economic analysis newsletter series for Grand Traverse County that will translate complex federal and state economic data into actionable insights for local leaders and residents.

Biggest fan: “I’ve watched Merek grow as a leader over the years. He has strong roots in our community and Merek continues to give back by serving on regional boards, supporting our neighborhoods, and mentoring youth through scouting.” – Jason Allen, political consultant, former state senator and USDA director

Adam Root, 37

President at Traverse Outdoor, Partner at Boardman Hannah, LLC

Volunteerism/leadership: Traverse City West Boys Basketball Assistant Varsity Basketball Coach; Red Cedar Ventures Investment Committee

Highlight reel: Acquiring and completing our first season as owners of Traverse Outdoor. I’m impressed every day by the skill, pride, and ownership our team demonstrates. In 2024 they delivered record revenue for the business, and we were able to distribute a record profit share pool to our employees.

Local inspiration: Matt Bulloch, TentCraft CEO. A lot of people like to talk about making a difference. Matt isn’t a talker, he’s a doer. He has built an amazing company with an incredible culture. He has invested and taken chances. He has led with humility and humbleness. Most importantly, he has shared his experiences.

Regional economic impact: Our responsibility is to provide in-demand services for our community and opportunities for our employees. During our first year and a half of ownership we have invested considerably in our business and employees and, in turn, our regional economy. We have expanded access to medical benefits, increased total compensation, and expanded training opportunities. We have renovated our facilities and purchased new vehicles, tools, and equipment and modernized our technology.

Next big thing: Keeping local businesses local. Ensuring that businesses successfully transition from one owner to the next, from one generation to the next, is critical for the economic success of the employees, customers, and communities.

Biggest fan: “I’ve known Adam for close to 20 years. Although much has changed in that time, his character and what makes him amazing has not. He is extremely logical, very level-headed and approaches all situations with positive outcomes in mind.” –Joe Brummitt, business partner, Boardman Hannah and Traverse Outdoor

Research Compliance Specialist in Obstetrics and Gynecology, Michigan Medicine

Volunteerism/leadership: Sleeping Bear Wildlife Fund; Planned Parenthood of Michigan; Healthy Community Coalition.

Highlight reel: I help ensure that our researchers remain compliant with institutional, state, and federal regulations. I take great pride in contributing daily to groundbreaking research at Michigan Medicine, particularly in the field of obstetrics and gynecology. Over the past year, I’ve supported studies focused on preterm birth, pelvic floor health, women’s healthcare, reproductive health, and pelvic pain – research that has the potential to save lives and advance care on a global scale.

Local inspiration: My husband Remington Rice (a former 40Under40 winner). He is a pillar in the farming community with both familial and professional ties through MSU Extension. He inspires me every day to be more empathetic and patient.

Regional economic impact: As a regional representative on the Planned Parenthood board I play a unique role in advocating for the health of women and all people in our area. By championing access to healthcare and supporting healthy lives, I will help ensure that community members can fully participate in the workforce and contribute meaningfully to the local economy.

Next big thing: In a time when women’s health is under significant pressure and morale across the field is low, I’m committed to persistence and resilience. Through my roles at Michigan Medicine and Planned Parenthood of Michigan, I plan to continue advancing this important work, despite the challenges, and to inspire and support others in the field to do the same. We must stay hopeful.

Who knew: I do lots of fiber crafts. I love sewing and cross stitching. I even cross stitched all my table numbers for my wedding!

Kevin Query, 39

Aly Rudy, 33

Merek Roman, 38

Manager of Development, 20Fathoms

Volunteerism/leadership: 20Fathoms, responsible for fundraising to support programming for rural entrepreneurs; Norte Youth Cycling’s Adventure Bike Club; Northern Michigan Mountain Bike Association, a nonprofit that creates and maintains top-tier mountain bike trails across the region.

Highlight reel: In the last year, we raised more funds than ever to empower and educate rural entrepreneurs across northwest Lower Michigan. This spring, we were able to raise $10,000 in a matching donation campaign with 4Front Credit Union. These funds will provide gas cards, childcare stipends and entry-level computers to underserved entrepreneurs who want to participate in our bootcamps for entrepreneurs.

Local inspiration: Mike Brown, principal at Burdco. Mike is generous with his time, talent, and energy to many organizations. He’s seemingly at every community event in town and always greets people with a hug and a smile. While extremely successful, he is as down-to-earth as they come. He is a wonderful advocate for our community.

Regional economic impact: Since the latter half of 2024, 20Fathoms has delivered almost a dozen entrepreneurial bootcamps, five pitch competitions, and offered over 100 hours of one-to-one coaching sessions. We’ve also deployed almost $250,000 in Small Business Support Hub direct grants to small businesses from Manistee to Petoskey in partnership with Venture North and others.

Next big thing: To diversify a rural economy takes decades and a host of organizations working together to accomplish our collective goals. 20Fathoms will need to raise the necessary funds to ensure our work continues so that every entrepreneur’s idea has the support and resources needed.

Biggest fan: “Wes is the personification of a leader. He excels at everything he does, from teaching children how to ride bicycles, to raising funds for our community’s important nonprofits, to his life-long devotion to cookies.” – Mark Neithercut, founder and owner, Neithercut Philanthropy Advisors

Outreach Coordinator, TART Trails

Volunteerism/leadership: Traverse City Track Club, TART Trails.

Highlight reel: This past year marked my first time leading several of our core events, including Smart Commute Week and Winter Trails Day. I’ve really enjoyed the opportunity to put my own spin on these beloved community traditions.

Local inspiration: My dad, Stan Tornga, is my greatest inspiration both personally and professionally. I know I can always count on him for wisdom and insight when it comes to life’s big decisions. I also can’t say enough about the incredible volunteers at TART Trails. Their dedication and generosity have shown me the true value of giving back to our community.

Regional economic impact: Non-motorized trails do more than support recreation. The next generation is seeking walkable, bikeable places to live, work, and play. Browse local home listings or job ads, many of which highlight proximity to the trail network as a major selling point.

Next big thing: I’m feeling the pull to get back to my entrepreneurial roots, though I’m not sure exactly what that will look like yet. After taking a year off from racing, I’m itching to get back into ultra running. I’ve got my sights set on a 50-miler or 100K next year!

Who knew: I was a working musician for years and still jump at any chance to play. You can catch me moonlighting as a drummer with my band Protea and with Drew Hale on weekends.

Biggest Fan: “Jonny is the kind of person who makes everything better just by being part of it. His energy is contagious, his creativity shines through in everything from social media to special events, and his deep love for this community is unmistakable. Jonny leads with heart, humor, and humility.” – Kate Lewis, director of communications, TART Trails

Volunteerism/leadership: Michigan Association of Railroad Passengers

Highlight reel: Getting to officially kick off the North+South Passenger Rail service development study, which is regarded as one of the most significant steps in advancing a new rail service. We expect the study to wrap up toward the end of 2025. It’s a big and exciting year for the project.

Local inspiration: Kendall Rose is an inspiring woman. I first met Kendall back during our university days and it’s been incredible to see how she has continued to transform herself and her career over the years. Making big life changes takes guts, courage, and faith in one’s abilities. Her newest venture, The Aspen House, is filling a critical need in our community around child care in a really creative way.

Regional economic impact: Introducing a new passenger train to Michigan could bring significant economic benefits to station communities and the state as a whole. Rail often attracts new businesses, boosts property values, and makes towns more desirable places to live. It also expands transportation options for older adults, people with disabilities, and those who don’t drive. Beyond the more obvious economic benefits, passenger rail is safer than driving, it can reduce traffic, and it’s more fuel efficient.

Next big thing: We have a little one at home, so balancing work and family is at the forefront of our lives. Trying our best to raise a good human.

Who knew: I’m very into gardening and cooking. We keep expanding our vegetable and herb garden and have started a bit of a “food forest” of perennial edible plants. This year we added asparagus, honey berries, and more blueberries and currants.

Wes Sovis, 36

Jonny Tornga, 38

Carolyn Ulstad, 35

Transportation Program Manager, Groundwork Center for Resilient Communities

Luxury Marine Construction

When

Because

Brittany VanderBeek, 34

Director of Business Development, AquaAction

Volunteerism/leadership: Traverse Connect; 20Fathoms; Grand Traverse Lighthouse Keeper; Traverse City Track Club; Urban Tech Xchange; Newlab; U of M Alumni Association; Royal Oak and Eastern Market Run Clubs.

Highlight reel: Selected to serve as the facilitator for Traverse City’s first Michigan Veteran Entrepreneur Lab program through Grand Valley State University. Announcing AquaAction’s U.S. headquarters in Michigan at SelectUSA; creating the community’s first active networking events for entrepreneurs and intrapreneurs as part of my business, Illuminate Opportunity.

Local inspiration: Rebecca Teahen, for her dynamic career in philanthropy and financial services, and for her endless support and care for philanthropy professionals like me throughout northern Michigan.

Regional economic impact: I am honored to have served northern Michigan from multiple perspectives – corporate, nonprofit, entrepreneurship, and higher education. Some highlights including building Hagerty’s Corporate Giving program and ESG strategy, building 20Fathoms’ fundraising program, creating design thinking and customer discovery workshops offered at NMC and 20Fathoms for the first time, co-founding the Office of Possibilities, serving as a Traverse Connect Northern Navigator, and launching my own business focused on growth strategy and innovation.

Next big thing: I’m excited to host AquaAction’s first Michigan Trade Mission this fall, inviting water technology entrepreneurs from throughout Canada and the U.S. who are considering expanding their businesses to Michigan.

Who knew: Every summer I volunteer as a Grand Traverse Lighthouse Keeper.

Rachel Zemanek, 33

Owner, The Folded Leaf

Volunteerism/leadership: Northwest Michigan Peer Network; Up North Pride; Jack & Lyndis Fairytale Foundation.

Highlight reel: Opening The Folded Leaf on April 26.

Local inspiration: Matt McKinley, for all he does for the community, especially for the kids. His unwavering positive attitude, helpful guidance, quick wit, and genuine care for others make him a pillar of the community and significant inspiration in my life.

Regional economic impact: Creating a safe space to expand minds, open hearts and arms, and cultivating a conscious culture of caring in Leelanau County has had a profound impact on me and the region. When people ask where I opened my bookshop and I tell them it’s in Cedar, they often respond with, “Where’s Cedar?” What I have witnessed this year has been nothing short of a miracle. The community’s support, encouragement, and love – not only for me and the store but also for the community organizations we support through fundraisers – has been truly inspirational.

Next big thing: I would like to establish a reading program for at-risk and underserved youth in our area. Participants can either partner with a student from another school or district or mentor a younger student. Together, they will select a book that is meaningful or exciting to them to read. The goal of the program is to enhance literacy and foster relationships throughout northern Michigan.

Biggest fan: “Rachel is incredibly hardworking and incredibly capable. She makes happen what she wants to have happen. I admire that. She’s also kind, sweet and thoughtful.” – Kimberly Robinson, artistic director, The Folded Leaf

CARE THAT NEVER QUITS

Commitment means showing up for those who need us most. The sick, the injured—and the underserved. At Munson, care means more than helping you heal. It’s about leaning in. Listening closely. And standing by you—so you can shine again.

Learn more at: munsonhealthcare.org/commitment

THE 2025 MANUFACTURING REPORT CARD

Local manufacturers push though tariffs, labor issues

By Craig Manning

In a tricky labor market, a whirlwind of changing tariff policies and Traverse City’s own growth and evolution, how is the area’s robust manufacturing sector doing these days? To find out, we reached out to eight manufacturers from the Grand Traverse region and asked them about recent triumphs, pressing challenges and their letter grades for future outlook.

Ryan Kennedy, Britten

Products manufactured: Britten, Inc. is an event fabricator with eight manufacturing facilities on our creative campus in Traverse City. Our manufacturing is diverse and includes grand format digital printing – think printed materials that cover entire buildings – as well as custom wood millwork, 3D foam sculpting, 3D printing, aluminum extrusion processing, custom metal fabrication and custom shipping container conversion. We produce our products for marketing events and activations, sporting events, music festivals, retails displays and brand promotion across North America.

Highlight of the past year: In the past year, we have produced several entire scenic sets of 5,000-plus square feet for family entertainment activations for the kids characters like Bluey and the Smurfs. These events were highly successful for our customers, and what stood out for us is that we utilized every capability on our creative campus to bring them to life.

Biggest challenge: I believe there are two. First, the continued need for growing a skilled workforce and having the housing availability to support this growth. Second, logistics. Our location in northern Lower Michigan puts us at a bit of a disadvantage, and delivering our products nationwide in a cost-effective and timely manner is certainly a challenge.

The Grand Traverse region’s biggest need to grow manufacturing: A Traverse Citybased apprenticeship program for manufactures in partnership with the local education system that can help develop the future manufacturing workforce. That would go a long way in helping many manufacturers in our area.

Impact of tariffs, on a scale of 1-10: Six. We have experienced pricing increases on our purchased materials, and any time a manufacturer faces price increases on materials, it creates a lot of work. This situation leads to us evaluating our internal costs to identify ways of offsetting the increases, reviewing our customer pricing strategy and qualifying alternative sources of supply, to name a few. The part of the recent tariffs that I believe has a lot of manufacturers scratching their heads is the ‘on again/off again’ approach. A lot of work is done to plan and adjust to the proposed tariffs, only for them to be delayed.

Letter grade for future outlook: A. We are very excited about the future growth of the events industry in North America and about Britten’s capabilities to support this market.

Products manufactured: Century and Clark began as separate family-owned-and-operated precision machining and heat-treating companies. We continue that tradition today, still operated under the traditional names, but as one Dauch family-owned company.

Highlight of the past year: Certainly, the signing of a seven-year contract with Bell Flight to produce flight safety critical parts for their line of light civil helicopters while simultaneously quadrupling our production.

Biggest challenge: The biggest challenge continues to be finding talent in the skilled trades for our machining and thermal processing operations.

The Grand Traverse region’s biggest need to grow manufacturing: The biggest impediment to finding people is the high cost and limited availability of housing for our workforce, especially the closer one gets to the center of Traverse City. We have people commuting daily from 20-30 miles away. That commute is a stress on their them, their families and their budgets.

Impact of tariffs, on a scale of 1-10: That would be about a four, but not in the way you might assume. We don’t use a lot of imported raw materials so we haven’t seen those costs, but we are seeing a slowdown in those industries that we support who rely on cross-border material flows, such as the automotive industry and the tooling suppliers that support automotive production.

Letter grade for future outlook: Definitely an A. We are a well-diversified company supporting everything from aerospace and defense vehicle components, to energy infrastructure, industrial tooling and automotive tooling and support. That diversification, combined with our company-wide adoption of effective LEAN manufacturing principles by our highly disciplined and skilled workforce, have positioned us very well for continued success.

Tim Healy, Century LLC (Century Specialties, Century SUN Metal Treating, and Clark Manufacturing)

Hazelton, Cherry Republic

Products manufactured: We make the world’s best cherry-based food products! This includes a line of salsa, jam, sauces, cookies, granola, ice-cream and pie.

Highlight of the past year: We have expanded our distribution and fulfillment center to include a freezer to house our components and finished goods. This upgrade will be a tremendous tool for us, as we currently lease freezer storage all over the state and can now bring these items to our main campus in Empire.

Biggest challenge: Finding and keeping talent.

The Grand Traverse region’s biggest need to grow manufacturing: Attracting talent that stays after the training period. We invest a lot of resources in training our employees, and turnover is not only expensive, it’s also heavy for the staff picking up extra tasks to keep everything running well.

Impact of tariffs, on a scale of 1-10: Seven. We have a packaging component that is manufactured overseas and our order was very delayed due to unpredictable tariffs.

Letter grade for future outlook: B. The landscape is continually changing, particularly over the last five years, and requires patience, flexibility and the ability to quickly pivot. Businesses that allow for this change and work with it will continue to move forward in a positive way.

Christie Knable, Grand Traverse Plastics

Products manufactured: Grand Traverse Plastics (GTP) is a leader in high-volume, custom plastic injection molded components. We started in 1981 with Kwikee Kwivers and we haven’t stopped. Today, GTP is known for our diversification across the automotive and industrial sectors, producing everything from complex oil-fill cap and tube assemblies to large engine covers and conveyor components. Our expertise spans traditional, hybrid and fully electric vehicle parts.

Highlight of the past year: Earning the General Motors Supplier of the Year award for the fifth time. This recognition isn’t just an award; it’s a testament to our team’s consistent excellence, innovation and unwavering commitment to being a world-class partner.

Biggest challenge: The most significant challenge facing manufacturers in Traverse City right now is the extreme increase in insurance costs. This trend has a direct impact on our operational budgets and, consequently, on our ability to grow and invest.

The Grand Traverse region’s biggest need to grow manufacturing: The ideal solution would be a reversal of the current trend of soaring insurance premiums. This would free up significant capital to reinvest in technology, talent and strategic initiatives that benefit both our employees and our business.

Impact of tariffs, on a scale of 1-10: I would rate the impact of tariffs as a 10. The impact is with components that are in our resin mixtures and others that are directed buys from our customers. While a challenge, it has been a catalyst for growth, not just change. The uncertainty has forced us to work even more closely with both our suppliers and customers, driving a new wave of creativity and innovation that has reinforced our reputation as a trusted partner that solves problems.

Letter grade for future outlook: We’re extremely bullish about our future, giving us an A+ outlook. The current environment, while challenging, is a critical time for American manufacturing to demonstrate its value. We see an immense opportunity to showcase our innovation and problem-solving skills, solidify ing our role as a trusted partner for new and existing customers. Our tagline, ‘local craftsmanship, global impact,’ has never been more relevant. We are confident in our talented team and our ability to thrive in

Jess Ashmore

Vice President Treasury Management Officer

Max Anderson

Vice President Commercial Lender

C o n g r a t u l a t i o n s J E S S & M A X !

Roni

Products manufactured: Hayes Manufacturing specializes in designing and producing high-performance power transmission components for the domestic and international off-highway market. Our product lineup includes flywheel couplings, bearing-supported stub shaft assemblies, generator drives and engine housings – each engineered to meet the specific demands of industrial and mobile equipment applications.

Highlight of the past year: Our most significant milestone this year was the addition of a 14,000 square-foot facility in Fife Lake. This expansion boosts our production capacity, streamlines operations and positions us for future growth as we continue to meet increasing customer demand.

Biggest challenge: One of the most pressing challenges facing manufacturers in the region is workforce availability. Whether skilled or entry-level, attracting individuals who see manufacturing as a long-term career path has become increasingly complex.

The Grand Traverse region’s biggest need to grow manufacturing: To address workforce challenges, our most significant need is improved access to affordable housing and more options for quality child care. These community resources are essential for attracting and retaining employees who want to build their lives and careers right here in our region.

Impact of tariffs, on a scale of 1-10: Six. The frequent shifts in tariff policy make it difficult to plan effectively, and we’ve seen some cost increases from vendors as a result. This uncertainty is likely contributing to a softer order backlog for the third and fourth quarters of 2025.

Letter grade for future outlook: B. Sales have been flat in 2025, but we’re optimistic about 2026. Feedback from our customers and trends in the rental market – particularly aging construction equipment – suggest a gradual uptick beginning in the first quarter of 2026.

Bill Myers, Promethient

Products manufactured: Thermavance heating and cooling technology used in powersports, marine, golf carts and stadium seating.

Highlight of the past year: Since January, Promethient has successfully installed Thermavance-equipped stadium seating in three MLB parks and one NFL stadium.

Biggest challenge: For Promethient, there is continued uncertainty regarding tariffs. As we are a small manufacturing business, it is especially challenging to dedicate resources to explore different suppliers and validate their products for alignment with our applications and requirements.

The Grand Traverse region’s biggest need to grow manufacturing: While not as large of a challenge for Promethient, other manufacturers continue to be challenged in hiring employees who also can have access to affordable housing.

Impact of tariffs, on a scale of 1-10: Seven. The chaotic manner in which tariffs are being deployed has resulted in a variety of costly false starts. Additionally, as with any company impacted by tariffs, Promethient also must determine the commercial viability of passing on additional tariff costs to our customers.

Letter grade for future outlook: A. Our team will continue to focus on what we can control in all aspects of the business, including developing our supply chains.

Penny Challender, Hayes Manufacturing

Jason Products lion and cherry and retail Costco, also customers

nologies and making

Products manufactured: On an annual basis we grow, harvest and process 50-60 million pounds of cherries, all grown in Michigan. We make frozen cherries for the dessert and ingredient markets, a variety of dried cherries, maraschino cherries, fresh-pressed cherry juice, cherry juice concentrate, nutraceutical grade cherry powders, cherry paste and cherry pits for pellet stoves. We sell our dried fruit and juice products through our retail brand, Cherry Bay Orchards, which can be found in large retailers like Meijer, Costco, Kroger, Walmart and Publix, and at local retailers like Tom’s and Oleson’s. We also sell in bulk to hundreds of ingredient, re-bagger, bakery, nutraceutical and beverage customers all over the world.

Highlight of the past year: Innovation, automation and deployment of various technologies across our organization in the last four years have helped us to better measure and report on performance, improve efficiency, increase output and decrease costs, making us more competitive in the market.

Biggest challenge: The changing climate and the extreme weather events are our primary challenges to maintaining a consistent cherry crop from year to year. The cost of replanting and covering preproduction costs on new orchards – you have to grow the tree five to seven years before getting your first crop – is also a challenge as the orchards in the region age out. And while there are a lot of resources, grants and low-interest financing opportunities for tech companies, service businesses and other types of businesses in the region, the resources to support farming and agricultural businesses are not as robust or sufficiently funded.

The Grand Traverse region’s biggest need to grow manufacturing: If we are going to be serious about preserving the agricultural heritage that has been a backbone of the culture and character of this region, there is going to need to be more support and resources deployed and made available to address the unique challenges and problems these businesses face. Between land costs and demand, equipment needs and the significant startup costs for new orchards, growers in the area are facing increasingly difficult hurdles to overcome.

Impact of tariffs, on a scale of 1-10: Two. We grow about 85% of the products that go through our plants, so no tariff impacts there. COVID already taught us about the importance of shortening our supply lines and onshoring as much of our supplies and ingredients as possible, so the impact there has also been minimal, too. Thankfully, the limited products that we do source from Canada, Mexico and Latin America are mostly exempt from tariffs – so far.

On the positive side, the tariffs have already stemmed the flow of imported food products into the United States from other countries that do not adhere to the environmental, safety and human rights regulations that we operate under here. Without these costs attached to them, these products have been unfairly competing with U.S. growers and food manufacturers for years and have taken significant market share.

Letter grade for future outlook: B. The food products that we produce are not milk, eggs and bread. They are more expensive, and will be the first products that will not go into the shopping cart if budgets get tight. We are already seeing the sales of our highest priced products soften as shoppers curtail purchases to fit their already stretched budgets. I’m betting inflation continues for a while longer as we move through tariffs and other uncertainties in the market. On the flip side, we have benefited from a more discerning, health-conscious consumer that is willing to pay more for a premium product. As we have shifted our emphasis from simply being a food company to also being a health products company we have had a lot of success in the market.

Todd Hart Insurance Agency Inc

Hart CPCU ChFC CLU, Agent

Jason Warren, Shoreline Fruit

Matt Davis, WarBird Protection Group

Products manufactured: Body armor for first responders and military personnel.

Highlight of the past year: We were awarded a $750,000 grant through the MEDC’s Strategic Fund to help us establish operations in Kalkaska. The grant requires us to invest at least $2,750,000 into the project and to create 110 new jobs over the next five years.

Biggest challenge: While I can’t speak for others, our challenges are the same most startups face. Tasks like setting up supply chains, developing products, training employees and penetrating markets are all necessary to take a business from zero to hero. Luckily for us, we have a great team with strong ties to suppliers and customers.

The Grand Traverse region’s biggest need to grow manufacturing: All of our challenges have one thing in common: They take time and money to overcome. For companies in startup and growth phases, access to capital is hugely important.

Impact of tariffs, on a scale of 1-10: Four. We have another side of our business focused on ear and eye protection imported from Asia. The tariffs have had marginal impact on our business from that regard.

Letter grade for future outlook: I give our outlook an A, because we are uniquely positioned with the right experience, skills and connections to make significant market penetration in the coming year. Manufacturing will serve as the backbone of our success, because it will drive customer satisfaction through on-time delivery and exceptional quality.

Atlanta - ATL

Boston - BOS

Charlotte - CLT

Chicago - ORD

Dallas/Fort Worth - DFW

Denver - DEN

Detroit - DTW

Fort Lauderdale - FLL

Houston - IAH

Minneapolis - MSP

Newark - EWR

New Haven - HVN

New York - LaGuardia - LGA

Orlando/Sanford - SFB

Philadelphia - PHL

Phoenix/Mesa - AZA

Punta Gorda - PGD

Tampa/St. Pete - PIE

Washington DC - Dulles - IAD

Washington DC - Reagan - DCA

Cherry Capital Airport

From Classroom to Paycheck

How

By Kierstin Gunsberg

northern Michigan educators are tackling the manufacturing workforce shortage

School is back in session, and for students at Traverse City’s West and Central High Schools, a new hands-on STEM opportunity could be the answer to northern Michigan’s manufacturing workforce shortage.

This spring, Traverse City Area Public Schools (TCAPS) opened its Innovation and Manufacturing Centers (IMCs) which consist of two 7,000 square-foot facilities – one located at each high school. They were built as part of a $12 million investment to bring real-world training in areas like robotics, computer tech and engineering right into the classroom.

One of the district’s biggest motivations, says TCAPS Superintendent Dr. John VanWagoner, was helping students get a head start in fields struggling to find skilled workers, something the district has been discussing with regional occupational employers.

With more than 400 students expected to rotate through the centers each day, he says manufacturers are hopeful this kind of early exposure will help grow the future workforce, whether students

turing jobs between 2020 and 2030, with nearly 51,000 openings each year. Closer to home, Networks Northwest reports that as of May, there were 25% more job openings than hires in the manufacturing

“We need to be really thinking about that talent pipeline and how do we get more young people interested in manufacturing careers?”

–Bill Myers, President and CEO, Promethient, Inc.

pursue a college degree or head straight into a trade after graduation.

The pipeline problem

State-wide, Pure Michigan Talent Connect projects a 6% increase in manufac-

sector across the 10-county region, including Grand Traverse, Benzie and Leelanau counties. That gap is why leaders like Bill Myers are relieved to see a bigger push for manufacturing education and efforts to strengthen the local talent pipeline.

“There are a lot of very cool state-of-the-

art products that are made in the Grand Traverse region,” said Myers, president and CEO of Promethient, Inc., a Traverse City-based company that makes personal heating and cooling tech.

Indeed, from digital screen protectors and fruit juice to auto parts and medical device components, a surprising amount is made Up North.

And, as Myers points out, manufacturing has been a major part of the local economy for generations, including one innovation that quite literally changed the industry forever. Back in the 1940s, northern Michigan’s own John T. Parsons and Frank Stulen developed the first numerical control system, kicking off the CNC machining era and revolutionizing manufacturing on a global level.

Over at NMC, where the college’s innovation hub (the Parsons-Stulen building at

Student Joseph Schroeter inside NMC’s innovation hub at the Aero Park Campus. Photo courtesy NMC.

the Aero Park Campus) is named after the CNC pioneers, 95% of current manufacturing students are already working in the field. Most are there to earn additional credentials and sharpen their skills to bring back to employers like Sara Lee. In other words, NMC’s current roster of manufacturing students aren’t necessarily high school grads who will beef up the struggling workforce.

That’s why, Myers says, northern Michigan’s manufacturing leaders and educators need to be more deliberate about raising awareness and getting young people excited about these careers which can include roles ranging from assemblers and machine operators to welders, production managers and engineers.

“We need to be really thinking about that talent pipeline and how do we get more young people interested in manufacturing careers?” he said.

One way is by amping up awareness that educators and employers like Materne North America (which produces GoGo SqueeZ in Grawn) and automotive tech manufacturer Lear Corporation have created a direct path from classroom to paycheck through apprenticeships and internships.

At Promethient, interns are included in nearly every step of production, from weekly meetings with the chief technology officer to working with the materials and control systems used in Promethient’s latest products.

“They get directly exposed to how those projects are moving, what they involve, the technology that’s involved,” said Myers, “all while exploring questions like ‘How do we monitor progress on those projects and maintain accountability amongst the team members that are working on it?’”

So that’s a very real-world thing,” he said.

As this year’s 50% steel tariffs push the possibility of bringing more production back to U.S. soil, Myers predicts the need for workers is going to grow even more.

“The country as a whole has to rebuild supply chains that are domestically based,”

he said. “So that’s going to be more manufacturing jobs.” Or will it?

Tech disruption or talent boost?

With daily headlines warning that artificial intelligence (AI) is coming for every job known to man, it’s fair to wonder what the future of manufacturing looks like and whether it’s still worth investing in education to support it. A recent Cornell University study of Harvard students across several study fields found that while

90% had used AI tools for school, half were concerned the technology could hurt their job prospects. In manufacturing, there’s growing worry that AI could end up replacing more jobs than it creates. So far, leaders like Myers, who believe more nuanced automation will actually increase demand for human-led production, aren’t picturing a dystopian future where robots replace people. But Dan Goodchild, director of NMC’s technical academic area, says automation is definitely impacting which skills their manufacturing students need to learn. Even

The 7,000 square-foot Innovation and Manufacturing Center at West Senior High.

Photo by Hudson & Co. Photos

in traditionally hands-on fields like auto tech, there’s now a lot of crossover with computer science studies.

“Students may come in having little or no real technological aptitude,” explained Goodchild, “but then as they’re going through the courses, they’re like, ‘Oh, I need to know a little bit of basic programming. I need to know the basic workings of robots and automation.’ And that’s not just theoretical. They need some basic programmable logic control training because the vehicles coming out are going to be using that kind of software or hardware in order to function,” he said.

Hollianne McHugh, an engineering tech instructor at NMC’s Aero Park Campus, isn’t just teaching students how to interact with AI, she’s using it as a creative tool to teach them.

In her “million-dollar idea” project, students design a hypothetical product that could generate $1 million in revenue and use AI to help market it to three different demographics.

“It helps with creativity,” McHugh said. “It’s my personality. Engineers are efficient – put a stereotype on them. They always want to make things better, faster.”

Still, she pointed out that like any

manufacturing tool, using AI correctly is just as important as not shying away from it. That means as part of her lesson plan she’s showing her classroom how to think critically about AI outputs and to question its accuracy much in the same way that educators once had to guide students through the early days of Google (and explain why not everything found on the internet is a reliable source).

Even if today’s students remain relevant in a world of rapid automation and AI, both educators and employers agree there’s been one pitfall to all that progress: While this generation is tech-savvy,

curious and adaptable, many struggle with face-to-face communication.

As the IMCs commence their first semester, VanWagoner says their instructors will be focusing on building back those soft skills essential to the workplace like clear, thoughtful conversation.

“When we talk to our [professional and occupational] community about what they need from our kids, they need them to collaborate,” said VanWagoner. “To be able to communicate and problem-solve – all of these components that some people feel are lost a little bit in this digital age.”

NMC Construction Technology’s 3D Concrete Printer, Michigan’s first-ever in a college program.

HUSTLE ON HASTINGS

World Magnetics supplies multiple Fortune 500 companies from its Traverse City plant

By Art Bukowski

Their products are in space. In the deep sea. In dairy milking operations and the New York City transit system. In fighter pilot helmets and quadriplegic wheelchair controls. In almost every industry, in dozens of countries around the world.

The pressure switches and other components made by World Magnetics at its facility on Hastings Street in Traverse City go to clients like NASA, Intel, Raytheon, Honeywell, Kodak, Motorola, Hitachi and many more.

But owner and president Martin Paul is just as happy about the hundreds of smaller operations the company has serviced over the years – scrappy outfits, like his, that lean on good solutions to get a critical edge.

“Yes, we’re proud to serve some of the key players in the world, the Fortune 500type companies, but we’re also very proud to serve those little mom-and-pop-type applications,” he said.

What’s a pressure switch?

World Magnetics was founded near Lansing in 1958 and moved to Traverse City in 1968, where it’s remained in the

same facility since. It employs nearly 40 people, many of whom have been with the company for decades.

As the name would suggest, the company for years manufactured magnetic heads for a variety of purposes like credit card operations before that technology became obsolete. About 20 years ago, the

in World Magnetics, that we couldn’t – and still can’t – change it,” said Rob Livingston, the company’s marketing and sales manager. “We toy with it every five years, but we just can’t.”

A pressure switch is a device that monitors fluid or air pressure in a system and triggers a change of some sort once a

“Where we stand out, and where we see our market advantage, is the ability to adapt our product to meet the customer’s needs. So we’re one of the leaders in pressure switch solution providers, rather than in pressure switch manufacturing.”

– Martin Paul, Owner/President, World Magnetics

company began to move into pressure switches, which now constitute the bulk of their products. The company name, which by then represented a solid and valuable reputation, remained unchanged.

“There was so much brand equity built

predetermined pressure level is reached. There are thousands of applications in countless machines and devices.

“Pressure switches affect everyone’s lives, they just don’t realize that they’re there,” Paul said. “Your car has a pressure switch in

it. Your coffee machine has a pressure switch in it. Your clothes dryer. They touch all walks of life, and they are in every industry.”

World Magnetics is not the biggest manufacturer of these switches, but they don’t claim or want to be. Instead, they’re one of the country’s largest and most specialized makers of custom pressure switches. Companies come to them not looking for plug-and-play, mass produced switches, but instead for switches that can work in places that those can’t.

“Where we stand out, and where we see our market advantage, is the ability to adapt our product to meet the customer’s needs,” Paul said. “So we’re one of the leaders in pressure switch solution providers, rather than in pressure switch manufacturing.”

The ability to design custom solutions makes World Magnetics very attractive as a vendor, and it also places them in a very good position from a business perspective.

“Once you work with an application and get designed in, it’s very hard to remove you, and as that account grows over the years, you grow with it,” Livingston said.

Folks at World Magnetics are proud that their devices have been incorporated into many life-saving and quality-of-life

Martin Paul and Rob Livingston

applications over the years.

“We have, over decades, supported important customers with important applications,” Paul said. “As a company, you can’t not be excited about being involved in cutting-edge medical applications, even though your technology is just a pressure switch. When the COVID crisis happened, being able to support ventilators. It’s all very exciting.”

Pressure switches and other components made at World Magnetics are made entirely in house, which allows for the highest attention to quality and detail.

“Being an end-to-end manufacturer is really critical in this process. We can control our quality from the minute the product comes in the door to the finished product that goes out,” Livingston said.

“When it leaves the plant, we’re confident it’s going to work.”

The company can, has and does produce items other than pressure switches, though pressure switches will always remain their bread and butter.

“There’s always opportunities to branch away, but when you’re branching away into a field that you don’t have any experience in, you can expose yourself to a lot of danger,” Paul said.

The Challenges

Paul, who came on with World Magnetics in 2011 and bought it in 2014, repeatedly at-

tributed the company’s success to the people who work there, past and present.

He speaks of his role as the “current guardian” in the long-running company, and it’s evident he feels a great sense of responsibility when it comes to keeping World Magnetics thriving and independent.

“We owe it to every person on that shop floor and every customer that buys from us that we continue to be a successful company,” he said.

Especially after its long run, he doesn’t want World Magnetics to become “another casualty.”

“I have seen it time and time and time

again in the industry over the years, how big business comes in, buys the business, promises two or three years’ worth of guaranteed jobs, and then the minute the contract’s over, people are being laid off, the plant’s being shut down,” he said. “I don’t want to see that for this company.”

Ultimately, a strong company comes down to business development. Despite its major clients, Paul likens World Magnetics to a scrappy Jack Russell Terrier sitting under a table filled with the largest pressure switch manufacturers, who every so often drop a piece of meat.

“The piece of meat is the customer

that isn’t important enough. Or it’s not enough return on investment. Or it’s too much hassle. Or the accountant doesn’t like it. Or whatever. There’s a million or’s,” he said. “We’re the ones running around on the bottom going, ‘No, you can have a product that you need, and you can have it with the quality that sometimes the guys at the table can’t produce.”

Unfortunately, the workers Martin seeks to protect by growing and strengthening World Magnetics are also one of his biggest challenges, especially at this stage in the company’s life cycle.

“I have had, under my watch, multiple

An employee tests pressure switches.

people that have done over 40 years of service retire from this company,” he said. “My production manager, who left me three or four years ago, was here the first day the company moved to Traverse City. My controller left after 28 years at the end of last year. I had a quality engineer who’d been here 44 years. I still have people out on the floor now who have been here 30 years.”

What that has meant is a need to transfer what those people know on to the next generation of workers.

“The challenge that has been under my tenure is: ‘How do we transition from that legacy to move forward to the future?’ Paul said. “One of the key drivers has been capturing that knowledge.”

Paul has been fortunate enough to have departing employees assist with training and passing on that knowledge, and he’s invested heavily into apprenticeship programs to get new workers trained.

“People can learn the skills, learn the job. So, apprenticeship schemes are important to me,” he said. “What gets me excited, I think, is seeing these people prosper, seeing my employees have good, successful jobs.”

Still, finding great workers in Traverse City in recent years has been a major challenge, Paul said, a challenge shared by nearly every employer in every industry in the region.

Technology and distribution

World Magnetics has leaned into technology over the years, acquiring robots, 3D printers and adopting many facets of so-called “Manufacturing 4.0,” which encourages automation and digitization of manufacturing processes.

“If I can see something coming down the pipeline that would enable us to continue to stay ahead of the game, I’ve got to embrace it,” Paul said. “It’s another opportunity to differentiate from the competition.”

These technologies have had tremendous benefits. 3D printers, for example, allow for the rapid creation and testing of prototypes, saving considerable time and money.

“Before, if we wanted to do a new design, we would have had to create the design and then invest in a mold just to do that prototype. Now, half an hour or two hours later, we produce a 3D prototype and can test it,” Paul said.

Technology like robots and digital systems are also helping Paul capture and utilize knowledge and skills from long-tenured workers, he said, somewhat easing the sting of their departure.

For now, artificial intelligence (all anyone seems to want to talk about these days) is not a major priority.

“Realistically, AI to me is going to help us at the front end. It’s never going to replace customer service or anything like

that,” Paul said. “But there are mundane tasks that admins do on a regular basis that AI technology is going to streamline. Purchase order entry, that kind of stuff.”

Earlier this year, World Magnetics also purchased and relocated an Ann Arbor based distribution company that will allow them to distribute a variety of additional products from European suppliers in the United States. It’s a slam dunk for World Magnetics, which not only gets a cut of the product fees, but now can also have plenty of conversations about its own products with new leads.

“How can we increase our reach in the marketplace? We can do lots and lots of advertising, which we do anyway, to try to and turn over those stones,” Livingston said. “But buying and bringing this

company to Traverse City has enabled us to suddenly have a thousand more customers.”

Martin feels the acquisition is a “perfect synergy.”

“What it enables us to do is expand our footprint into maybe customers that use hand controllers (that we will now distribute) but that didn’t know us for pressure switches. Or the other way, people that already used pressure switches and needed hand controllers, but we didn’t have a solution,” he said. “This allows us to really expand our market.”

Being able to supply more products via distribution also dovetails nicely with an increasing trend of businesses looking to decrease or streamline their overall supplier count, Livingston said.

Big, Beautiful ... and a Bit Confusing

How the new tax bill will help northern Michigan businesses

By Kierstin Gunsberg

As Americans prepped to hit the beaches and barbecues on July 4, President Donald Trump signed the One Big Beautiful Bill Act (OBBBA) into law, locking in some of the most popular provisions from the 2017 Tax Cuts and Jobs Act (TCJA) just as they were set to expire.

It’s been pitched as a lifeline for small businesses, but after reaching out to several employers and startup founders about how they expect these changes to affect their bottom line, the resounding answer is, “We’re not really sure.”

Probably because at nearly 900 pages, the bill isn’t exactly light reading.

So to help cut through the legalese, the TCBN checked in with Jonathan Benjamin, a partner at Dennis, Gartland, and Niergarth CPA and Robert Stewart, managing director of Traverse City-based accounting firm The Counting House, to unpack what northern Michigan’s business leaders need to know about the OBBBA.

The Qualified Business Income Deduction

The Qualified Business Income (QBI) deduction – which was set to expire this year – is here to stay.

And that’s good news for everyone from the city’s slew of general contractors to street-side micro-bakeries, seasonal food

truck operators and boutique owners.

While some provisions (like the return of 100% bonus depreciation) are drawing criticism as tax breaks aimed at the interest of mega corporations, one deduction looks like a clear win for the mom-andpop type small businesses our NoMi communities lean on – the QBI.

Also known as Section 199A, the QBI lets sole proprietors, LLCs, partnerships and S-corps keep more money in their pockets by deducting up to 20% of their business income on their personal taxes.

Now, the OBBBA makes the QBI a fixture of the federal tax code. Of course, the QBI could get slashed or even taken away if a future bill makes its way around. But for now, “That’s a pretty impactful piece to all small business owners,” said Benjamin.

No Tax on Tips and Overtime

For Traverse City’s crowd of hospitality employers, the new legislation on notax on tips and overtime looked like an instant victory for their workforce.

But it’s all in a bit of limbo.

“We’re still waiting on some clear guidance as to how it’s going to be done,” noted Stewart.

That’s because the new tax exclusions for tips and overtime currently apply only to federal income tax. It’s still unclear how (or if) states will follow suit and some

“We’re still waiting on some clear guidance as to how it’s going to be done.”

- Robert Stewart, Managing Director, The Counting House

states, like Colorado, have already said they won’t adopt the change, while others are still debating it.

So far, Michigan hasn’t formally signedoff on a state-level “no tax on overtime” rule. In the meantime, the lack of clarity around how employers should track and report tipped and overtime earnings (and which types of workers qualify) leaves the near-future of this one a little hazy.

Manufacturing R&D Spending Deduction

Manufacturing, one of northern Michigan’s busiest sectors, is among the biggest

winners under the OBBBA.

Besides benefiting from the now-permanent QBI deduction for eligible pass-throughs, manufacturers may also see better cashflow thanks to a quicker turnaround for the domestic R&D spending deduction.

And, as President Trump pushes to ramp up domestic production, Benjamin explains that one of the most significant changes brought by the OBBBA is a temporary but major boost in bonus depreciation for new non-residential buildings. Between 2025 and 2029, manufacturers can fully write off the cost of a new facility (like a factory or warehouse) in the

year it’s placed in service.

“That’s a huge upfront deduction that typically they would be depreciating over 39 years,” Benjamin said.

The accelerated depreciation may be an incentive for manufacturers to invest in new buildings and expansions, but there’s a catch. The write-off applies only to businesses engaged in actual manufacturing, where raw materials are made into finished goods. Assembly-only operations may not qualify and, like the new tax break on overtime and tips, accountants are still waiting on the IRS for better guidance on how exactly everything will shake out come tax season.

One caveat, added Benjamin, is that the OBBBA pares back or eliminates a lot of federal clean-energy and energy-efficiency credits in what could be a blow to green-focused production.

STR Investors

“Airbnb-type short-term rentals are real popular in the area,” noted Stewart when asked about what surprise industries might benefit from the OBBBA. “There’s some valuable stuff in there for that.”

Like the QBI deduction (another once-temporary provision) 100% bonus

property improvements (like flooring, appliances, or fixtures) are placed in service.

As Stewart explains, using a cost segregation study, investors can break out 25–40% of a property’s purchase price into shorter-lived assets, which qualify for bonus depreciation. And because STRs can, in some cases, be treated as active income, the resulting losses may be used to offset other ordinary income, like W-2 wages or business profits.“In a normal year, [if] you buy a $500,000 property and cost segregate out 25% of that, that’s a $125,000 deduction you can take,” Stewart said. “And because it’s a shortterm rental, you can put it against your ordinary income.”

Still, says Stewart, like everything else when it comes to taxes, strategies for depreciation vary on a case-by-case basis.

“Just because you can take it all doesn’t necessarily mean you want to take it all,” he said. “It all depends on where your other numbers are at.”

Planning Ahead

Perhaps the greatest advantage of the OBBBA is the stability it offers small businesses that have historically struggled to plan for the future because of sunsetting

“A lot of those provisions are set to be permanent now, whereas before they always had that expiration date you always had to keep in mind. So, that makes it a little easier to do more long-term planning, to strategize more towards your end.”

- Jonathan Benjamin, partner, Dennis, Gartland, and Niergarth CPA

date you always had to keep in mind. So, that makes it a little easier to do more long-term planning, to strategize more towards your end.”

Even as tax experts and filers alike wait for the finer details to be fully ironed out, it’s still a reprieve.

“You don’t have to worry about a huge tax increase next year, which would have been the default,” he said.

At-Risk Sectors

Critics warn that despite increased individual tax breaks, cuts to programs like Medicaid – which the Kaiser Family Foundation projects will result in the loss of coverage for 10 million Americans over the next decade – could cause consumers to begin pulling back on food and grocery purchases. In Leelanau County, 17% of residents rely on Medicaid and in Grand Traverse and Benzie, it’s more than 20%. As people lose coverage, healthcare providers could feel the squeeze too if

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By Andi Dolan, columnist

Northern Michigan business leaders are preparing for one of the most transformative shifts in workplace benefits in decades. The One Big Beautiful Bill (OBBB) raises key thresholds, expands tax incentives and introduces new flexibility designed to serve both employers and employees.

Rising healthcare costs, complex compliance rules and shifting employee expectations have moved benefit design from a back-office task to a front-line business strategy. What employers choose to build into –or leave out of – their benefits package plays a defining role in controlling costs, keeping valued employees and staying competitive in a tight labor market.

Employers who take a forward-looking approach gain the tools to reduce expenses, support their workforce and strengthen their edge. Here are a few provisions that deserve the attention of every northern Michigan employer preparing for 2026.

Family Benefit Enhancements: Three Paths to Big Impacts

1. Dependent Care Flexible Spending Accounts (FSAs): Starting January 1, 2026, the cap on Dependent Care FSAs rises from $5,000 to $7,500 for single filers ($3,750 for married filing separately). This overdue adjustment offers meaningful relief to working families burdened by rising child care costs. Employees may continue to set aside pretax dollars, lowering taxable income and stretching family budgets. For employers, the benefit requires proper plan setup, payroll administration and reimbursement processes. Done correctly, it remains a highly visible way to show family support while helping staff reduce out-of-pocket expenses.

2. Employer-Provided Child Care Credit: In 2026, businesses gain access to expanded tax credits for directly supporting child care. The prior 25% of qualified expenses plus 10% of referral costs, capped at $150,000, proved too restrictive. OBBB changes that math. Large employers may now claim a 40% credit on eligible expenses up to $500,000 annually, while small employers may receive a 50% credit capped at $600,000. Both adjust

Bold Changes for Benefits:

Northern Michigan employers, benefits are now a business strategy

with inflation; eligibility expands to include payments to third-party providers or shared facilities. By lowering tax liability, this incentive makes it far more attractive for businesses to invest in meaningful child care solutions.

3. Trump Accounts: Beginning July 4, 2026, Trump Accounts will be automatically established for U.S. citizen children born between January 1, 2025, and December 31, 2028. Upon issuance of a Social Security number, each newborn receives a one-time $1,000 federal deposit. Families may contribute up to $5,000 annually, with employers allowed to contribute up to $2,500 per child. Contributions are excluded from taxable income, provided written plan rules and nondiscrimination standards are followed.

For employers, these contributions represent a new way to demonstrate support for employees’ families while aligning with tax advantages.

Expanding Access and Flexibility with Health Savings Accounts (HSAs)

• Direct Primary Care (DPC) Compatibility: Beginning in 2026, employers can pair high-deductible health plans (HDHPs) with direct primary care memberships without jeopardizing HSA eligibility. Historically, DPC disqualified employees from contributing to HSAs, blocking innovative care delivery. That barrier is now gone. In addition, monthly DPC fees – up to $150 per individual or $300 per family – are now classified as qualified medical expenses, payable from HSAs. This change lets employers offer predictable, subscription-style primary care while preserving tax advantages.

• First-Dollar Telehealth Coverage: Now permanent, HDHPs can cover

telehealth visits before the deductible, a benefit that was once temporary but is effective retroactively to plan years starting after December 31, 2024. For employers, this means greater flexibility in plan design, lower overall costs and stronger HSA-qualified options. Telehealth expands access to care, reduces absenteeism, supports rural employees and reinforces the value of affordable, convenient healthcare benefits that attract and retain talent.

• Bronze and Catastrophic ACA Plans: Effective January 1, 2026, individuals enrolled in Bronze or Catastrophic ACA marketplace plans will finally be eligible to contribute to HSAs. These lower-premium, largest-deductible plans had been excluded, limiting tax-advantaged savings options. For employees, this means greater ability to manage costs while saving for future care. For employers – especially those offering Individual Coverage HRAs (ICHRAs) or supporting staff who purchase through Healthcare. gov – it opens new opportunities. Companies can contribute directly to HSAs or allow pre-tax payroll deductions through a Section 125 plan, enhancing benefits while managing costs.

Workforce Agility: From Contractors to Core Employees

• 1099 Thresholds: On January 1, 2026, the reporting threshold for non-employee compensation rises from $600 to $2,000. For businesses relying on contractors, this means fewer 1099-NEC forms, reduced paperwork and lower compliance costs. Contractors remain responsible for reporting earnings, but employers gain administrative relief and can redirect resources toward growth.

• Student Loan Repayment Assis-

tance: What was once temporary is now permanent. Employers may contribute up to $5,250 annually, tax-free, toward an employee’s student loan payments. Starting in 2027, this limit will now be indexed for inflation. The provision applies to payments made after December 31, 2025, making 2026 the year businesses can build sustainable assistance programs.

• Payroll Updates: Beginning in 2025, new rules increase net pay for tipped and hourly employees. Up to $25,000 in reported tips can be deducted, along with the overtime premium (the extra half above the regular hourly rate) capped at $12,500 for single filers and $25,000 for joint returns. Although FICA still applies, these changes reduce taxable income, enhance paychecks and improve workforce stability in restaurants, hospitality, retail and other industries that rely heavily on variable wages.

From Reform Fatigue to Competitive Edge

For years, employers have weathered shifting reforms, each layering new complexities onto workplace benefits. Now, the One Big Beautiful Bill ushers in its own era of change, a rare opportunity for northern Michigan businesses to modernize benefits, sharpen recruitment, strengthen retention and improve employees’ financial health. Those who prepare today will turn these changes into a true competitive edge in 2026 and beyond.

Andi Dolan is the owner of Traverse Benefits, a local independent insurance agency advocating and providing health, life and disability solutions for employers, individuals and Medicare beneficiaries across northern Michigan.

AI AND BUSINESS

Local tech attorneys say AI isn’t going away, so get on board but proceed with caution

By Art Bukowski

If you’re a business, you’ve heard it ad nauseam: You need to embrace artificial intelligence (AI).

It will make you more efficient, they say. It will save you money. It will help you get an edge on your competition.

But what are the risks? What should you avoid? What guardrails should you have in place?

The TCBN checked in with two local tech attorneys to learn about what this rapidly advancing technology means for businesses from a legal perspective.

Data security

One of the most important things a business leader can do is to get a handle on exactly how and why AI will be used throughout the business, says Enrico Schaefer of Traverse Legal.

“From a business point of view, your first thing is to create a committee, some sort of group internally, that’s going to take control of the AI situation and develop policies and training for your employ -

ees so that you don’t get in legal trouble,” he said. “AI is not going away, so you need to lean into it and take leadership so that your employees are not only amplified by using these tools, but are using them correctly and securely.”

A considerable amount of attention has been paid to legal cases involving copyrights, particularly as AI systems grab and regurgitate copyright work. That’s not likely to impact small businesses that inadvertently use copyrighted material, Schaefer says, as litigants instead target the corporations who built the AI systems.

“Could business end users get pulled up into that at some point?” Schaefer said. “Theoretically yes, but as a practical matter, no, it’s never going to happen.”

The far bigger concern for the average company is taking any kind of private data and using AI to manipulate or manage it, Schaefer says. While AI can be an excellent tool for analyzing and interpreting data, it can expose that data to the world.

“The way that businesses can get in trouble is taking, for instance, customer

“A lot of people will use chat GPT to do things that might access personal information or might access their own work. I think it’s important for people to understand that the privacy notices of Chat GPT allow them to use that input for other purposes.”

– John Di Giacomo, Revision Legal

data, and putting it into an unsecure AI system. Or if they’re in the medical field … and they feed the AI someone’s health information,” Schaefer said.

The same goes for sensitive business information.

“If your employees are feeding your … information into the system, and that system has not been set up correctly … then

you as a business are at risk for having your proprietary business information get spit out on someone else’s AI use,” he said.

Luckily, a careful and specific approach can minimize these risks.

“There’s lots of risk on the data privacy and security front that you can easily deal with if you take control of the situation as a business,” he said.

“AI feeds on data, so all the data that every business and every person controls is now highly valuable and … has become this incredible opportunity as an asset class for all businesses. So, companies need to think about owning their data and having sufficient rights in the data in order to be able to license that data as an asset class in the future.”

– Enrico Schaefer, Traverse

John Di Giacomo, an attorney at Revision Legal, also lists data privacy as a major concern for the average business.

“A lot of people will use ChatGPT to do things that might access personal information or might access their own work,” he said. “I think it’s important for people to understand that the privacy notices of ChatGPT allow them to use that input for other purposes.”

Like Schaefer, Di Giacomo views AI as a tool that can be legitimately helpful for businesses, provided they are applied in a well thought out manner that doesn’t result in them being over relied upon.

“I think it’s important to know the limits of the system,” he said. “Business owners have to … understand the tool and how they can implement the tool in a way that facilitates things, but that you’re not really relying on it for the final outcome.”

Ultimately, AI isn’t going away, Schaefer says. Get on board, but do it carefully.

“If you’re smart, you’re training your employees how to get the most out of it so that you can compete in what will be an AI-driven business atmosphere where

Legal

the companies that are more AI enabled are going to run over the ones that are not like a freight train,” Schaefer said. “Maybe the world is coming to an end. But in the meantime, you are a successful business.”

Other considerations (and opportunities)

As of now, some businesses are starting to use AI for a variety of lower-level administrative tasks like appointment scheduling and email management.

As the technology develops, it might be tempting to use it for heavier lifts like performance reviews, hiring and more. That’s already going on in some places, Schaefer says, though it’s important to realize that all discrimination and employment laws still apply. Schaefer says that there’s a legitimate argument to be made that AI can do many things on this front better than a person can, provided it’s built to do so.

“If a person is vetting those resumes, and you have no visibility into that person’s prejudice, what’s more likely to spit

out a discriminatory result? A person or an AI system that has been developed to not do that?” he said.

Many businesses, even locally, are also beginning to use AI chatbots for some level of customer service. That’s another path to proceed down with caution, Di Giacomo says.

“You have less control over them than you think you do,” he said. “I’ve seen them go off the guardrails and say some really weird stuff. So that kind of thing needs to be really thought about as well.”

In terms of laws and regulations tied to the business use of AI, there’s likely to be ample gray area as technology develops far faster than lawmakers can react.

“It takes so long for legislatures to even understand technology and the issues and then come up with a regulatory scheme. The chance that they’re going to pass laws and that those laws are going to have some impact on real world use cases [in the near term] is pretty slim,” Schaefer said. “Look at blockchain and crypto. We’re five or six years in for Congress to come up with regulations for [those things]

and there still are essentially none.”

Di Giacomo, though, feels that we’re heading toward an event that may force more movement on this issue.

“There’s going to be something that occurs that is so bad and so dangerous that it will force Americans to regulate AI,” he said. “The speed at which it is advancing is so fast that something bad will happen. It’s just a matter of time.”

Aside from its impact on how businesses are run, AI also presents a tremendous financial opportunity for many types of businesses, Schaefer says. ChatGPT and other models are built on data available on the Internet, which represents only a fraction of the world’s data. As AI advances, it’s going to need to know more.

“AI feeds on data, so all the data that every business and every person controls is now highly valuable and … has become this incredible opportunity as an asset class for all businesses,” he said. “So, companies need to think about owning their data and having sufficient rights in the data in order to be able to license that data as an asset class in the future.”

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Labor Day has come and gone. The downstate tourists have gone home, the Cherry Festival banners are packed away, and the line at Mundos is suddenly manageable again. September is here, and with it comes a familiar, almost audible shift across northern Michigan: the shoulder season.

To many, it might feel like a slowdown. But for the local business owner who’s thinking strategically, this is a moment of immense opportunity. When the crowds fade and the town breathes, we get back to our roots: community, consistency and clarity.

Fall gives us the chance to slow down — not to idle, but to invest. This is the season to strengthen our foundations: Reconnect with core customers, refine what wasn’t working, and set a smarter legal and strategic course for the year ahead. With insights from leaders like Seth Godin, Dan Martell and Will Guidara, these quieter months can become a springboard for long-term growth.

The Myth of the Off-Season

In northern Michigan, we talk about the “off-season” like it’s a passive phase. But what if we flipped that script?

Dan Martell, in his book (one of my favorites) “Buy Back Your Time,” argues that the most successful entrepreneurs don’t just react to their business — they create space to work on it. The shoulder season is your opportunity to zoom out, assess your systems and refine your operations before the next wave hits.

If summer is for doing, fall is for designing.

And legally speaking, it’s an ideal window to shore up the behind-the-scenes structure that keeps your business upright through every season.

Review and Refine Your Seasonal Agreements

Let’s start here: If your business brings on seasonal workers, part-time summer help or temporary vendor relationships, now is the time to review the contracts you used (or didn’t use) this year. Were your seasonal employment agreements clear on pay, termination and job duties? Did your vendor agreements

Shoulder-Season Success

Community-building and legal tips for northern Michigan businesses

include weather contingencies or cancellation terms? Did your lease or shared-space arrangement reflect actual use patterns?

Fall is when we help our clients update those agreements – not just legally, but strategically. We ask what worked, what caused friction and what needs to change before next spring. A half-hour legal review now can prevent a 10-hour headache next July.

Community Over Crowds: Your Competitive Edge

One of the best things about the shoulder season is the return to your core customer: the year-round local.

During the summer, service can become a volume game. But in the fall, we remember names, re-engage familiar faces and return to deeper conversations. That’s when the power of hospitality – real, intentional hospitality – takes center stage. Will Guidara, former co-owner of the world-renowned Manhattan restaurant Eleven Madison Park and author of “Unreasonable Hospitality,” argues that going above and beyond in meaningful, personal ways isn’t just good service – it’s good business. His philosophy reminds us that the smallest gestures often leave the biggest impressions, especially when we’re serving the people who call this place home.

Guidara challenges us to view hospitality as not just an industry, but a posture. It’s how we show up, how we listen and how we create moments people remember. For local businesses, this isn’t a gimmick. It’s our superpower.

How do we apply it?

• Start a loyalty or referral program tailored to locals.

• Host an appreciation event for longtime customers.

• Partner with other local businesses for a fall-themed promotion.

• Sponsor a youth sports team or community event that matters to your core audience.

These aren’t just “feel-good” gestures. They’re community-building strategies that create durable customer relationships — and often open new legal and collaborative doors.

Plan Strategic Collaborations — and Put Them in Writing

Fall is also when business owners begin thinking about holiday events, co-branded marketing and community festivals. These collaborations are great, but they come with risk if not clearly defined.

Let’s say you’re planning a joint pop-up event with a neighboring business. Who’s providing insurance coverage? Who’s handling cleanup? What happens if one of you cancels at the last minute?

We often recommend simple memoranda of understanding (MOUs) to clarify roles, costs, marketing duties and liability coverage in joint events or seasonal partnerships. They don’t have to be overly formal — just clear. A two-page agreement drafted now is a lot cheaper than a lawsuit in December.

The Godin Reminder: People Like Us, Do Things Like This

In his book “This is Marketing,” Seth Godin offers a deceptively simple insight: “People like us do things like this.” In other words, great businesses create belonging. They define a tribe not by exclusion, but by resonance.

The shoulder season is when your “people” – your real, repeat, resilient customers – show up again. It’s the perfect time to lean into your identity, clarify your values and communicate what “people like us” actually do.

Do you prioritize local sourcing? Promote family-friendly experiences? Offer off-season perks?

Say it out loud. Put it on your website. Make it part of your email marketing. Let your legal structure (like your website dis-

claimers, service agreements, or customer policies) reflect that same clarity. Because consistency – in message, in brand, in contracts – builds trust. And trust builds staying power.

Five Legal Tasks for Your Fall Checklist

Want to finish strong this year? Here’s your legal to-do list for the shoulder season:

1. Audit Your Employment Files: Make sure your seasonal staff has the right documentation and archive as appropriate.

2. Update Your Contracts: Revise seasonal agreements and vendor relationships based on real-world lessons from this summer.

3. Review Your Website Policies: If you promoted special offers, changed delivery terms or collected customer info, your terms and privacy policy may need an update.

4. Protect Your Brand Assets: Did you launch new products, services or branding this year? Make sure trademarks and copyrights are filed and enforced.

5. Schedule a Legal Strategy Session: Before the year ends, meet with your attorney to plan for tax season, growth or succession while things are still quiet.

Business Slows. But Purpose Sharpens

September doesn’t need to feel like a wind-down. In fact, for many northern Michigan businesses, this is when the real work begins: not just running the business, but shaping it. Not just generating revenue, but deepening roots.

So here’s to the shoulder season — the golden hour of northern Michigan business. Quiet, yes. But far from still.

Let’s build something lasting this fall.

Josh Traeger is the founding attorney at True North Legal Group, a Traverse City-based law firm that provides legal counsel to small businesses and nonprofits across northern Michigan. Learn more at www.truenorthlegalgroup.com.

Josh Traeger, columnist

‘A TREMENDOUS RESPONSIBILITY’

Inside a judge’s life on the bench

By Art Bukowski

Charlie Hamlyn never wants to lose focus. It might be the end of a back-breaking day, after hours of proceedings stacked one after another and mountains of prep work before them and in between. Perhaps it’s even the second or third day in a row at this pace, with no end in sight.

But Hamlyn, a 13th Circuit Court judge, is constantly aware that none of this matters to the people standing before him in court. For these people, most of whom are there under extremely difficult circumstances, all that matters is then and now.

“For my 4:30 hearing on a Monday, I’m exhausted. I’ve had who knows how many hearings by that point,” he said. “But for them, it’s their first one.”

So Hamlyn, understanding how much is on the line, treats each case like it’s his only case. Full attention. Eyes on the ball. There’s too much at stake.

“There’s a weight that comes with this, and there should be. That’s what helps you make sure you do the work ahead of time, that you’re thoroughly prepared and that you give everyone your very best,” he says. “It’s a huge responsibility.”

Hamlyn’s counterpart, 13th Circuit Judge Kevin Elsenheimer, expresses similar sentiments.

“I feel a tremendous responsibility to make balanced decisions, to give everyone a fair shake, to treat everyone who comes into court with dignity no matter their circumstances,” Elsenheimer said. “Because a lot of the people who see us are here at the lowest point in their lives, and they’re entitled to dignity and respect. I always keep in the back of my mind that if I had made a few more bad decisions, that could be me.”

The TCBN sat down with Hamlyn, Elsenheimer and other local judges to take a closer look at this age-old and critically important profession.

The lay of the land

Local criminal and civil matters (lawsuits, etc.) are handled in two courts: The 86th District Court and the 13th Circuit Court, each part of a network of courts throughout the state. Both courts cover Grand Traverse, Leelanau and Antrim counties.

Generally speaking, district court handles less serious infractions like traffic tickets, misdemeanors (crimes punishable by up to a year in jail) and small claims. Circuit court handles felony crimes and lawsuits seeking more than $25,000. This means the volume of cases in district court is substantially higher than that of the circuit court.

Though the numbers have changed over the years and may change again in the near future based on caseloads, there are currently two 13th Circuit judges (Elsenheimer and Hamlyn) and two 86th District judges (Robert Cooney and Mike Stepka). They spend most of their time in Grand Traverse County but also have days in Antrim and Leelanau.

Depending on the situation and proceeding, these judges handle trials from the bench (without a jury) or with a jury. In the former they issue a ruling, while in the latter their role is to oversee a fair trial and let the jury decide. But trials consume only a fraction of their time, with scores of other proceedings and paperwork filling their schedules.

Judges Tom Power, Kevin Elsenheimer and Charlie Hamlyn.

A third court, the probate court, deals with wills, estates, guardianships, conservatorships, and other matters. Jennifer Whitten is Grand Traverse County’s probate judge.

Fair and balanced

Most local judges rose to the bench after time spent in other public service roles. Elsenheimer was a state representative prior to becoming a judge. Hamlyn was in the United States Marine Corps and later an assistant prosecutor.

They view serving as a judge as the pinnacle of the legal profession, along with a way of serving the community.

“As a prosecutor, I liked the concept of serving something greater than yourself, and that was something I missed from the Marine Corps,” Hamlyn said. “I looked at [being a judge] as a way to expand that service to the community.”

Cooney spent more than two decades in the prosecutor’s office, which was rewarding in a way. But he finds his time on the bench much more enjoyable.

“I don’t miss [prosecution] because it really wears on you,” he said. “Not that I had any problem with sending a violent offender away for 25 years when it made sense, but in this role, I feel that I’m able to truly help people [instead of just punishing them].”

Cooney points to several district court

“[The legislature gets] one oddball case and they want to change legislation, but there’s a reason the law developed the way it did over hundreds of years. Leave the law alone. I think we’re too apt to make drastic changes when we don’t need to.”

– Robert Cooney, 86th District Court Judge

programs designed to help rehabilitate drug, alcohol and domestic violence offenders, often as an alternative to jail time. The rigorous drug and alcohol treatment programs (in which the judge works with a team of counselors and other professionals) have had success rehabilitating many people over the years.

“I have the most happiness when I see ‘Wow, that person’s really getting it. I can’t believe they’ve gotten their kids back. They’ve gotten a promotion at work,’” Cooney said. “They’ve been successful in so many ways, and it’s just so great to see that.”

Though the public image of a judge is often a man in a black robe eager to send people to the slammer, all these judges

say incarceration is always the last resort. They value their role in helping redirect people’s lives. Elsenheimer, for instance, spoke about saving “one soul at a time.”

“We’re trying to figure out what makes an individual tick and how we can get them from the life that they’re leading to a life that’s positive and helpful to them and their families and communities,” he said. “That’s the challenge.”

Being a judge is not an easy job, especially when there’s a winner and loser in almost every decision.

“At best, we’re going to do 50 percent in a day. We’re going to make somebody happy and somebody not happy. We might even make both sides unhappy,” Hamlyn said. “But they need the opportunity to at least be heard.”

The stakes are often high in these cases. Civil cases routinely involve hundreds of thousands of dollars, if not more. Criminal cases could result in lengthy prison sentences or other heavy punishments. All the more reason why these judges feel the need to be prepared.

“If you’re dealing with someone and it’s a real estate issue, you might be talking about taking away their home, so making sure that everything is done appropriately and properly is vital,” Hamlyn said. “In some ways, often we are the last check on that process, so it’s incumbent upon us to make sure that we do it right.”

Giving everyone a fair shake is all you can strive for, retired Circuit Judge Thomas Power says. Power, Hamlyn’s predecessor, was on the bench from 1993 until 2023.

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“I’ve frequently had people come up and say, ‘Well, you ruled my way and I’m really happy.’ But I’ve also had a number of people come up and say, ‘You ruled against me years ago, but I want you to know that I understood why,’” Power said. “They appreciated that process.”

Elsenheimer says his job is made easier by a stable of excellent lawyers throughout the region.

“Good judges come from good attorneys, and we benefit by having outstanding attorneys here in northern Michigan,” he said.

opioid abuse, it’s not just the usual suspects who wind up in court.

“One trend that I’ve seen in particular is these middle-aged women who have never had a criminal offense in their life and all of a sudden they’re using meth,” Cooney said. “I’ve had so many of those cases.”

A vital part of the job, of course, is being impartial. It doesn’t mean these judges don’t have opinions, but it does mean that they can’t and won’t let those opinions interfere with their interpretation of the law.

Trends, changes and challenges

In civil matters, more divorce cases are heading to trial, even though the vast majority still settle before that point.

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“I’ve made decisions in the job that I disagree with personally, but Charlie Hamlyn’s not up there, Judge Hamlyn is,” Hamlyn said. “I think it’s just something that you have to be mindful of all the time, because the public’s trust and belief in our branch of government depends on that.”

“You know what the law is, you know the evidence that’s been produced and then you separate those two things – the personal feelings from the analysis that you have to do according to the law,” Elsenheimer added. “And the longer you do it, the easier it gets, I think.”

The biggest change in local and statewide courts (by far) in recent years is the move of many proceedings from in-person to Zoom, something that started during the pandemic and became permanent after the time-savings benefits were realized. Most criminal matters remain in person, but the majority of civil matters are now on a screen.

This means attorneys and litigants no longer must drive to the courthouse, find a spot to park, go through security and wait their turn for what often amounts to a 15-minute hearing. Judges say this

“There’s

“I think I’ve done four this year, and didn’t do four in eight years prior,” Elsenheimer said. “Often times issues regarding custody will be resolved, visitation will be resolved, but they’re fighting over money. They’re fighting over property. They’re just fighting.”

These judges also find themselves pushing back against the legislature in Lansing, which can be prone to knee-jerk law changes.

A lot of work happens outside of work, with the circuit judges regularly logging more than 50 hours a week.

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“There have been a lot of Lions games where I’ve been reviewing pre-sentence investigation reports throughout the game. This is not a 9 to 5, Monday through Friday job,” Elsenheimer said. “But you know that going in.”

Hamlyn is often in the office before the sun rises and there until after it sets.

“It’s just one of those things,” he said. “We talk about the privilege and honor of the office and the responsibility, and that’s why we put in all that extra time –we owe it to people to make sure we are as prepared as possible.”

It would be easy to cut corners, but Hamlyn just won’t do it. There’s just too much on the line.

a weight that comes with this, and there should be. That’s what helps you make sure you do the work ahead of time, that you’re thoroughly prepared and that you give everyone your very best. It’s a huge responsibility.”

– Charlie Hamlyn, 13th Circuit Court Judge

“They get one oddball case and they want to change legislation, but there’s a reason the law developed the way it did over hundreds of years,” Cooney said. “Leave the law alone. I think we’re too apt to make drastic changes when we don’t need to.”

Elsenheimer agrees, bemoaning a “general trend of Lansing getting in our business.”

“I understand how attractive it is to stand up and say, ‘I’m going to make this particular crime subject to more punishment or less,’ or ‘We’re going to deal with bond a different way,’” he said. “But the individual judge who is sitting with a particular defendant and has their entire life’s history before him or her is much better able to make decisions than someone who is standing up and voting down on the floor in Lansing. Let judges be judges.”

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helps them move cases along more quickly and handle a higher volume, but as with work-from-home scenarios, there are plenty of downsides.

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“Is a 75-page brief something I want to read? Probably not,” Hamlyn said. “But what if there’s something important on page 73?”

For jury trials in circuit court, the stakes are the highest.

“Cases that go to trial are the toughest cases left. The easy cases settle. The easy cases result in pleas. Matters that go to trial are the ones where there’s a [strong] argument on both sides,” Elsenheimer said. “We’re asking jurors to make difficult decisions.”

The job is more than just the time on the bench. Cooney recalls wondering during his time as prosecutor what exactly judges did back in their chambers in their seemingly lengthy times away from the bench. He found out pretty fast after he donned the robe.

“What you’d see if you went into my computer is the 80 emails that I’ve gotten since I left yesterday. You’d see about 30 orders I need to sign. And then on top of that … I’ve got a separate queue for letters that come in from people,” Cooney said. “There’s so much that goes on behind the scenes.”

These downsides include a lack of energy at the courthouse, which once served as an important location for attorneys to learn, network and trade ideas.

“[Zoom] is a net positive, but there’s a cultural loss,” Elsenheimer said. “Part of our job is to provide some leadership and direction for the young attorneys that are coming up, and they learn so much by sitting in court and watching hearings as they’re waiting for their matter. Now, that’s not happening anymore.”

In terms of crime trends, all judges interviewed for this story were quick to point out the explosion in methamphetamine cases over the last decade, a troubling trend in conjunction with a general rise in hard drug use.

“When I came on [in 2017], it was the first year that we had possession of a controlled substance overtake drunk driving as the most common crime,” Elsenheimer said. “Now, possession of a controlled substance is by far the most common thing that we see.”

As with the grim trend of prescription

Court cases are getting more complex, with body-worn camera footage, digital evidence and more. Hamlyn is concerned about the proliferation of AI-generated images, documents and videos and what they could mean for trials (and justice) going forward.

“I worry there will come a time, if we’re not already there, where people can generate [evidence] that looks near perfect,” he said. “It could call in to question the reliability of evidence on a bigger scale and impact our ability to adjudicate the truth. If we can’t differentiate between something that is real or fake, how can we make determinations?”

Finally, staffing is a big problem in both courts, along with pretty much everywhere else in northern Michigan. Gone are the days where people got and kept government jobs for decades, replaced by shortages so severe they threaten basic functions.

“We’ve got a couple of openings in our probation office that have increased caseloads to the point where it’s unsustainable,” Cooney said. “And we have to respond to that as judges. So I’m much more apt to kick someone off probation when maybe I would have thought about keeping them on, because we don’t have the capacity to do it.”

BAY VIEW FLOORING PRESENTS

Randy Merchant

With almost 30 years in the flooring industry, Randy Merchant brings unmatched expertise and practical know-how to every project. At Bay View Flooring & Design Center, he helps commercial clients navigate complex flooring decisions, from product selection to installation. Randy has seen how advances in materials and techniques have transformed the industry, and he takes pride in staying current with the latest innovations. We caught up with Randy to hear his insights on the flooring industry, his go-to products, and what makes a project successful.

INDUSTRY PERKS

“What do I like about the flooring industry? Every job is different. Whether it’s a busy household or a large commercial project, the right flooring can make all the difference. From the product itself to the crew installing it, there are always many variables to anticipate—whether it’s a small bathroom or a 100,000-square-foot concrete floor. After 29 years in the business, I’ve seen just about everything, yet I still get the chance to learn new products and applications.”

TOP RECOMMENDATION

“My go-to flooring choice? Without a doubt, glued-down luxury vinyl plank (LVP). Its durability and stability make it ideal, particularly for uneven subfloors. I’m also impressed by how realistic today’s LVP looks—whether wood or tile, it can be hard to tell the difference from the real thing.”

FAVORITE PROJECT

“While there are many to choose from, my favorites are hotels and multi-family apartments. I enjoy installing multiple flooring products and ensuring the finished result is perfect. These jobs require careful planning and precise execution to meet very tight time frames.”

NEW + NOTEWORTHY

“When asked about my favorite new product, I’d say it’s less about one specific item and more about the technology behind it. Every year, there are new advancements that make finishes more durable while still achieving the look of the real thing. The supporting materials —like floor levelers, primers, and adhesives—have also come a very long way over the past 25 to 30 years.”

EXPERT ADVICE

“When it comes to choosing the right flooring, I always advise clients to consider their lifestyle, personal style, and the importance of easy maintenance. It’s also essential to see samples in person to truly get a feel for the materials. In addition, understanding what’s required to complete a project—especially when old flooring needs to be removed—is key. There’s so much more to it than simply ‘laying a floor down.’”

randy@bayviewflooring.com

THE INSURANCE MASTERS

Three long-time agents talk career roots, technology evolutions and Traverse City’s changing face

By Craig Manning

From behind their desks, Chris Branson, David Ford and Linda Fisher sure have seen a lot.

Together, these three local insurance agents have a combined 126 years of industry experience. They’ve managed insurance policies for multiple generations of the same families. They’ve navigated the evolution of their own industry across decades, from the introduction of new policy types to the impact of game-changing technologies. And they’ve watched the Traverse City area grow and change, from a waterfront dominated by factories and power plants to the vibrant economic and cultural epicenter the town is today.

To chart the story of insurance in the northern Michigan region, from the penand-paper days of the 1980s to the insurgence of artificial intelligence, the TCBN convened this trio of insurance masters

for a far-reaching roundtable conversation at the Grand Traverse Yacht Club. (Note: the transcript of this conversation has been edited for clarity and length.)

and commercial account executive at Traverse City’s Ford Insurance Agency. Earlier this year, Ford celebrated his 40year anniversary in the industry.

“At the end of the day, what I still firmly believe is that this industry is still about relationships. It’s still about meeting with people one-on-one, talking about what their risk is.”

– Linda Fisher, Founder/CEO, Cardinal Insurance Group

The Panel:

• Chris Branson is the owner and agent at Bonek Insurance Agency in Suttons Bay. He earned his insurance license in 1977 and is still at it 48 years later.

• David Ford is the agency principal

• Linda Fisher is the founder and CEO of Traverse City’s Cardinal Insurance Group, which she started in 2004. She has more than 37 years of insurance experience.

TCBN: To start, we’d love to hear your origin stories in insurance: How you all got started, how you decided that this was

the field that you wanted to work in and where those first steps took place. Fisher: I got a job right out of high school, working for Rodger Dewey at Dewey Insurance in Kalkaska, answering phones to pay for college. I was newly married, working five days a week there. Four nights a week, I was going to [Northwestern Michigan College] as a double major honors student. And then on the weekends, I was a cashier. And I did that for two years. Eventually, I said to myself, ‘What am I doing? I love the insurance business.’ I opened my own agency in 2004 from scratch.

Ford: I grew up in an insurance family; I’m third-generation. My dad started with his grandfather in Detroit. Around the time of the riots and all that stuff, my dad says, ‘We’re out. We’re going to northern Michigan.’ Dad bought an agency in Glen Arbor. So, being a family business, the kids were the mass mail team. We fold-

Chris Branson, Linda Fisher and David Ford.

ed letters, we stamped them, we stuffed them, we got them to the post office. I wound up mowing the grass and painting the building. When I went to college, I interned for my dad in the summers.

I worked there three summers, and then said ‘I’m going to do something else.’ My dad, I think, was pretty crushed. But I was adamant that I was going to find my way in the big city. I moved to Chicago, where I was an internal auditor for a retail company. We counted stock and balanced cash, and tried to reconcile the inventory with what the invoices said they were supposed to be, and then we’d find shortages and report that to the Chicago office and on to the next one.

I realized that, when you walk in and say, ‘I’m from the Chicago audit department,’ nobody wanted to talk to you. They’d tell you, ‘Well, you can sit in that corner that’s dark, dreary, disgusting and uncomfortable.’ And it wasn’t really a customer-facing job. There was just no joy in it. So, after a year of being in Chicago, I called my dad and said, ‘Hey, is that job still available?’

Branson: I grew up in Wisconsin, and my great-grandfather chartered the first insurance agency in the state. My grandfather and my father were also insurance people in Green Bay. My father died when I was young, and that kind of broke the family-owned chain, but the agency continues to this day, with the same name on it.

I eventually came to the Maritime Academy in Traverse City to go through that and get my Coast Guard license –which I did do. But when I got to Traverse City and rented an apartment to be a student, my landlord was [Hagerty Insurance founder] Frank Hagerty, and I got to know him and his kids well.

eastern Michigan. It was very interesting, and my maritime background was beneficial to talk to all those businesses, because I understood them much more than just someone off the street.

Two years into that job, Bob Adams got a brain tumor and died, and I had to find a new desk. I came back up here and

“I also see AI getting deeper into the personalized side of our agency operations; to handle the most perfunctory tasks. Add a car, delete a car, change a mortgage company, sell a car, sell a home.”

– Chris Branson, Owner/Agent, Bonek Insurance Agency

I graduated from the academy and went to work on ships, and I bumped into a guy in Detroit. His name was Robert Adams, and he was an insurance agent in Detroit. He was also the commissioner of the Port Authority of Detroit and a classmate of Jimmy Carter’s at Annapolis. And he said, ‘I want you to come to work for me. Your marine background and your insurance history are the perfect marriage.’ I eventually acquiesced and gave it a go. He sent me to Michigan State, I got my insurance license there, and then I went to work for Bob and had a lot of fun. We wrote all the big marine insurance accounts in south-

knocked on doors of three different insurance agencies; one was Frank’s. All three offered me jobs. That was in 1979, and Traverse City was still quite small, but starting to grow; you could sense that. So, I took a job with the very smallest agency, because it was the easiest to buy half. And that was a condition of my employment: I had said to myself, ‘If I can’t buy it, I’m not starting.’ So, that’s how I ended up in Sutton’s Bay, at Bonek Agency, 45 years ago.

TCBN: If you had to look back over that time and pick one or two things that have changed the most in the industry,

what would come to mind?

Ford: When we started off, there were no computers at agencies, period. You had to do everything by hand. We developed these rating forms, and you’d put multiple factors in and then had to do all the math. To rate up even a simple auto policy might take an hour. There was just lots and lots of data grabbing that wasn’t automated, and it was really easy to miss something, and then you’d have to start over. So, the automation piece, that’s a gigantic change. Now there are all these analytics and AI tools.

Fisher: The technology is definitely the biggest change, but another big one that’s been more recent is all the mergers and acquisitions. There used to be 25-30 independent, family-owned mom-and-pop insurance shops in Traverse City. Now, there are five of us left. My son works for me and has for eight years. My feeling is, if you keep selling all these agencies, there’s no chance for these kids to take over mom and dad’s agency. David and I served on Young Agents many years ago, and there’s a picture of a bunch of us under a waterfall at a Hawaii convention we went to. I was looking at that picture the other day, and it occurred to me all but two to three of the people in that photo were kids of agency owners. You’re not going to see that in a few years, and I think that’s kind of sad. Branson: And it’s not just our industry. Suttons Bay is a microcosm: The

lumber yard across the street is now part of a giant 500-location distributorship. The veterinary clinic merged with a large group. The funeral home, too. The gas station. It just goes on and on, and that’s just what’s happening to small business in the United States.

Ford: But the biggest story in northern Michigan, in the insurance world, is Hagerty. They decided they were going to sell insurance for wooden boats, and everybody kind of laughed. ‘Who’s going to insure an old wooden boat? They sink!’ And then that became, ‘Who’s going to insure an old car for $100 a year?’ Everybody was sniggering at them. But they were way into the automation early, and they had figured out all these good processes before everyone else. They could get the information, get the policy issued, get it billed and collect money without all the handling that had to be done in the manual world the rest of us were still stuck in. As a result, they went from virtually zero to giant numbers, and we all watched it happen.

Branson: And then they went public on the New York Stock Exchange.

TCBN: Traverse City has exploded since you all set up shop here. How has all that growth affected you and your businesses over the years?

Branson: I don’t think any of us would

have anticipated the rate of growth.

Ford: When you look down the waterfront, most of this wasn’t here when we all got started.

Branson: There were still canning factories at the Open Space project. Where the Maritime Academy is now, that was the old Morgan-McCool factory right on the water. Traverse City has really transformed. Fisher: The people have changed, too. What I’ve seen over the last seven years

or so is that a lot of my clients that were seasonal and split time between here and maybe California, they’ve changed residency. They’re here eight or nine months out of the year now, instead of three or four.

Ford: Real estate values used to be a couple hundred dollars per foot of water frontage. Now, it’s thousands, or even many thousands – and that’s if you can find anything.

Branson: It’s a moving target [for those

properties]. I’m afraid to even quote a policy!

Ford: It’s just a fantastic wealth build in this area. And as a result, it’s not just selling a $50,000 home insurance policy on a starter home. Starter homes now are $300,000 or $400,000. Cars weren’t $50,000 or $60,000 new back then; you could get them for $5,000 or $6,000, new. So, everything is much bigger and better. And the commercial buildings, they’re

terrifically larger than they used to be.

Branson: And the developments. We used to see a maybe an eight-unit apartment building or a 16-unit apartment building development, and that would hit the paper and be news. Well, now the projects are these big three-phase developments with 100 units in each. The size and scope of the developments that are coming to town – and the number of developers that have identified this part of the state as a place where they want to do business – that has changed radically.

Ford: When you see cranes in the skyline, you know wealth is being created.

Fisher: It used to be if you didn’t drive to a certain area for a month or two, nothing changed. Well, I went back behind that Holiday Inn Express in Acme recently, and there’s this huge residential development that I didn’t know was there.

Branson: And all that development translates into insurance needs. So, the unprecedented growth in Traverse City, that has definitely been an unexpected benefit for us.

TCBN: There have been some passing mentions in this conversation of AI and automation. How willing were each of you to incorporate AI into your businesses?

Ford: I learned long ago that you don’t scoff at technology. It’s better to ride the wave, take time to learn about it. Sometimes, I don’t learn it as fast as other people do, but definitely, AI is a great research tool. If you’re stuck on a claim scenario or a coverage question, instead of racking your brain, you can say, ‘Tell me more about this,’ and the great AI brain out there will give you enough information to get moving again. I think it’s a great tool. I think of it almost as the new encyclopedia. But I don’t think we should lose our intellectual capacity to think and learn and problem-solve.

Branson: I also see AI getting deeper into the personalized side of our agency operations; to handle the most perfunctory tasks. Add a car, delete a car, change a mortgage company, sell a car, sell a home. Those are tasks that beginning employees at our agencies learn first, and they are one step up from the receptionist. And all those things now, we’re seeing the ability to create AI to take care of that, which will reduce the ultimate number of employees and allow us to continue to grow more efficiently. The humans that remain will be front line people to introduce clients to our products and services and handle problems.

Fisher: I use it every single day. And I’ve encouraged my team to do the same, whether it’s questions on underwriting things or questions about Michigan law. We had an employee situation recently, and I wasn’t sure what the Michigan law was versus federal law. My attorney was in court that day, so I asked ChatGPT: ‘What’s the law in Michigan for such and such?’ Things like that, I can get an answer instantly, versus waiting for a phone call or an email back. It’s saved me hours upon hours. I’ve really adapted much quicker

than I thought I would to using it.

TCBN: It’s been widely reported how ChatGPT will sometimes pull an incorrect piece of information from somewhere on the internet and then present it as fact. How do you navigate around those things and mitigate those risks, when it comes to running a business that is about managing risk?

Branson: We buy insurance for that. If the error is truly egregious and people suffer financial loss because of it, we have our own insurance protection that kicks in there. So, we have peace of mind with that. But the theory, of course, is that we do an accurate enough job in the initial interviews that those unknown risks are flushed out, and we address them. AI is not forward-thinking yet. It’s great for data analysis, but you need to put in the data in an accurate fashion so it can make its own model and go forward with it.

Fisher: A lot of it has to do with the prompts. What are you asking for? What

“When we started off, there were no computers at agencies, period. You had to do everything by hand ... To rate up even a simple auto policy might take an hour.”

David Ford, Agency Principal/ Commercial Account Executive, Ford Insurance Agency

level are you asking for?

Branson: Yeah, we’re learning that, too, just like any other industry. We’re getting our toes in that water. We don’t have a choice.

Ford: I think none of us are ready to blindly copy and paste with no proofing.

TCBN: What are your plans for the future? Are you starting to think about retirement or succession planning, about stepping away? And if so, how do you envision doing that?

Fisher: Us insurance agents, we RIP, but it’s called ‘Retire In Place.’ We just stay forever. But last year, I did get everything in order, so if something happens to me, there’s a third-party person who will step in, and then that person and my son can decide what they’re going to do with the business. But I’ve got at least another 10 to 11 years to work. Five years down the road, I’ll probably get more serious about what’s going to happen. Is my son going to be the one to step up? Maybe. But I have no desire to talk about any of that at this point, other than legally.

Ford: I’ve got a transition plan. I’m not going anywhere immediately, but you have to have a plan. We’ve been very intentional about how to transition things, and I think we’re in a good spot to do that. But it’s hard to step away. These people that are our customers, they’re also friends. We’re their trusted advisors, and we value them, and we’ve got 10, 20, 30-year relationships with each other. So, when the time comes to step away, that will be a big hole to fill.

Fisher: That’s why there are agency owners who are in their mid-70s and still at the helm. They don’t want to let go. When you insure two to three generations of a family, it’s not easy.

Branson: And it’s very hard to pass that on, just from a personality standpoint. And it takes a while for that transition to occur. I merged with a national brokerage because I had no partners anymore. We were in a pandemic, and if I’d been hit by a bus on the way to Traverse City, what would have happened? The national brokerage has 19,000 employees, 900 locations. The gaps will get filled in seamlessly. The names and the voices will change, but I believe that the expertise exists there to make the transition as seamless as possible. That gave me peace of mind as a planner.

But as David has said, some of our best and closest friends are also our longest-running clients, and when we stop calling them for their insurance needs, our level of contact with all these people is going to go down. That’s just a reality. So, personally, I don’t have a date. I still like what I do. My commute is 30 seconds long; I live close to my office. And these guys know that my wife’s very happy to see me leave at 9am. She’s not asked me to stay later and have more coffee! So, until that changes, I’m happy to continue to answer the phone and help people with their insurance needs.

Fisher: And no time has been as important as it is right now [for helping people], given what our industry is going through, with rate changes and carrier changes. It’s more dramatic than I’ve ever seen in my history.

Branson: And the legal climate, too. There are a lot of new coverages that we have to stay current with, to be able to defend our clients against all these new and frequently unknown liability exposures. Employment practices liabilities is coming up more and more [like] libel, slander, false arrest, false imprisonment, gender bias, religious bias, sexual bias. Those exposures and those lawsuits are more prevalent in Traverse City now than ever, and that coverage has become very important. Cyber issues are the same deal. We were writing cyber policies when they first came out, and we didn’t even know what ransomware was at that time. Now, it’s like one of the hottest buttons in that particular policy. Even the City of Traverse City got hit!

So, our coverages and our industry are changing with society, but it takes continuous learning, and it takes careful fact-finding with clients to identify those exposures.

BUILDING NORTHERN MICHIGAN

Addressing the Skilled Trades Shortage Through Education, Licensure, and Young Professionals

The residential construction industry stands at a pivotal moment. Across Michigan, and particularly in northwest Michigan, the shortage of skilled labor has become one of the greatest challenges to housing affordability, workforce development, and community growth. While demand for housing continues to rise, the workforce needed to design, build, and maintain that housing is shrinking.

One of the most telling indicators of this challenge is the average age of licensed builders in Michigan. Today, the average licensed builder in our state is over 55 years old, with many nearing retirement. That means a significant portion of our workforce will exit the industry in the next decade, taking with them decades of knowledge and technical skills. Yet, fewer young people are entering the trades to replace them.

According to the National Association of Home Builders, only about 9% of construction workers are under 25 years old. At the same time, the Bureau of Labor Statistics projects the construction industry will need to add hundreds of thousands of new workers annually just to meet demand. This mismatch between supply and demand has left builders scrambling to recruit and retain talent while projects are delayed, costs rise, and affordability suffers.

For the Home Builders Association of Northwest Michigan (HBANWMI), this workforce gap is more than just a statistic, it is a call to action. Our eight-county region relies on a vibrant and sustainable construction industry, not only to meet housing needs but also to provide career pathways for young professionals who want to live, work, and thrive here.

Investing in the Next Generation

HBANWMI has made workforce development and licensure education a central part of our mission. Through our affiliated charitable arm, the Northwest Michigan Skilled Trades Foundation, we provide scholarships to students pursuing careers in carpentry, electrical, plumbing, HVAC, masonry, and other trades. These scholarships not only reduce financial barriers, but also encourage young people to see the trades as a respected and rewarding career choice.

Beyond financial support, the HBA is actively engaged in creating awareness about skilled trades opportunities. Our members regularly partner with local schools, career tech centers, and Northwestern Michigan College to introduce students to hands-on learning, apprenticeships, and mentorship. These efforts help dismantle outdated stereotypes about trades work and instead highlight the creativity, problem-solving, and long-term stability these careers offer.

Promoting Licensure and Professionalism

Licensure remains a cornerstone of ensuring that our industry maintains high standards of safety, quality, and accountability. HBANWMI hosts training sessions, code update workshops, and seminars on licensing requirements so that young builders can not only enter the field but also build sustain-

able businesses.

By emphasizing licensure, we send a clear message: the trades are not just jobs, but careers worthy of investment, growth, and long-term planning.

Empowering Young Professionals

To sustain the industry, it is not enough to simply bring young people into the trades, they must also be empowered to lead. That is why

HBANWMI created the Emerging Leaders program, a network of young professionals across the building industry who connect, learn, and develop leadership skills.

Emerging Leaders provides a platform for early-career professionals to gain mentorship from seasoned builders, engage in community service, and participate in leadership training. These young leaders are already making their mark, bringing fresh perspectives on technology, sustainability, and workforce culture. By equipping them with resources and opportunities, HBANWMI is investing in a future where they will step confidently into roles of leadership, ownership, and innovation.

Building Sustainable Careers

Construction offers a career that cannot be outsourced and will always be in demand. By promoting the skilled trades as stable, lucrative, and entrepreneurial, we can change the narrative that college is the only pathway to success.

At HBANWMI, we see firsthand how builders who began as apprentices can grow into business owners, mentors, and community leaders. These stories matter. They show students, and their families, that skilled trades careers provide not only a paycheck but also pride, purpose, and the opportunity to shape the communities where we live.

Looking Ahead

The average age of builders tells us one thing clearly: we must act now. If we do not, our region will face an even greater housing crisis, with fewer builders available to meet the demand for new homes, remodeling projects, and energy-efficient upgrades.

Through scholarships, licensure education, mentorship, and leadership development, HBANWMI is building the pipeline of future tradespeople and leaders. But we cannot do it alone. We need parents, educators, policymakers, and community leaders to join us in elevating the trades and ensuring they remain a cornerstone of northwest Michigan’s economic vitality. Together, we can make sure the next generation is ready to build the homes, neighborhoods, and future that northwest Michigan deserves.

The Home Builders Association of Northwest Michigan is here to help you navigate the process of building your dream home. Our members possess the local expertise and experience to guide you through every step, from initial planning to final construction. Learn more at hbagta.com/.

BOOK REVIEW

By Chris Wendel

Communicating well is an underestimated skill with the volume of interactions we encounter daily. Add today’s prickly political environment and polarizing rhetoric and it’s not surprising that we’re at odds to engage and talk well with others.

Enter t he bestselling book “The Next Conversation” by Jefferson Fisher. Fisher grew up listening to the interesting conversation of his elders, that bordered on heated, but always with respectable ground rules. This became the roots of Fisher’s work and his recent book, “The Next Conversation.” Fisher is a practicing lawyer who branched out to become a popular writer and speaker, focused on “…work to help people communicate during everyday arguments and conversations…”

The book’s opening chapter tells of an intimidating witness Fisher was once questioning in court. The agitated witness did not want to be in court that day and at one point said to Fisher, “Go ahead and ask your stupid questions.”

Fisher had a choice. He could have become irritated and fired back at the witness. Instead he paused, then he took a different tack and settled the witness down by asking non-threatening questions that revealed personal issues that the witness was overwhelmed with that day. This example of recognizing triggering emotions is a key part of “The Next Conversation.” As Fisher says, “The fastest way to lose your peace of mind is to give someone a piece of yours.”

“The Next Conversation” uses its short chapters to address strategies for optimizing interactions with others. Each chapter builds nicely upon the others, closing with a valuable section on handling difficult conversations.

Having a clear goal before the conversation begins is guided by one’s values. Fisher asks readers to determine their own values that serve as a compass for conversations so one can recognize how they will be seen when the conversation concludes.

He emphasizes listening skills that mute the urge to think through what you’re going to say next instead of really hearing what the other person is conveying. This “Transmission versus Connection” discusses the nuances that are lost through email and text messages compared to the expression and understanding that can be gleaned from a purposeful conversation.

One-on-one conversations can be improved with many of Fisher’s recommendations. These include:

• Taking a beat to pause, breath, and truly think about a response to a question when reacting in a stressful conversation.

• Pausing to take stock and recognize triggers that can lead you to a heated response instead of sticking to your game plan for a meaningful conversation.

THE NEXT CONVERSATION: Argue Less, Talk More

By Jefferson Fisher

• Cutting to the chase by speaking with direct language and, at the same time, eliminating filler words such as “like” and “you know” that have run rampant in recent years.

• Standing your ground with difficult people along with their bad apologies and interruptions by being firm and calling out their behavior by using assertive language.

• Techniques for redirecting interruptions to get a conversation back on track.

Fisher digs in at times with some strong opinions and to some readers, he can seem preachy. Yet, his folksy, relatable voice includes just the right number of motivating personal stories that make the book relevant to most audiences.

While reading “The Next Conversation” I found myself using some of Fisher’s strategies including having a clear objective in mind before a challenging conversation and stopping my inner voice so I could stop and listen carefully to what the other person is saying. I also found that a few seconds of silence prior to me speaking during a conversation is a useful tool that helps me respond in a more thoughtful way, adding value to the interaction.

With sound advice told in an easy-toabsorb format, “The Next Conversation” is a worthy handbook for anyone seeking to improve the way they communicate and, more importantly, gain value from the interactions they have with others.

Chris Wendel works for Northern Initiatives, a mission-based lending organization based in Marquette, Mich. 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.

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Giving well: How can philanthropy be more focused and fulfilling?

How can you transform your giving into a more meaningful, fulfilling endeavor? Whether giving of time or treasure, a little planning goes a long way. Here are some guidelines to help get you started:

1. Reflect: The first thing I encourage clients to do is take a look at past and current practices of generosity. Understanding your past behaviors will help guide your direction forward. As you reflect, consider how much of your giving decisions are based on feelings of obligation, gratitude, impulse, or even guilt. What’s the most meaningful gift you’ve ever given and why?

2. Identify your values: Values are the core motivating principles that guide our behavior and shape how we show up in the world. Knowing the principles and characteristics that motivate you is at the heart of meaningful giving. For example, if your core values are creativity, opportunity, and independence, you may approach giving differently than one motivated by tradition, effectiveness, and collaboration. Understanding that philanthropy is as unique as your fingerprint allows authenticity and meaning to penetrate the choices you make.

3. Find a focus and write it down: Intentional philanthropy requires exploring your interests and passions and determining what issues matter most. I suggest choosing two or three areas on which to focus the bulk of your giving. Then write a philanthropic mission statement as a way to clearly express the intent of your generosity. A mission statement answers the questions “What do I stand for and what do I want to do about it?” This focus will help you prioritize opportunities, make meaningful decisions, and even help you say “no” when an opportunity is off-target.

4. Engage those you love and trust: Philanthropy as a shared experience fosters a sense of interdependence and cooperation and can drive greater personal and social change than may be achieved alone. Family philanthropy is also an opportunity to connect with one another, define what you stand for as a family, and pass down generational values. Whether giving as a family unit or with a trusted group of individuals, be willing to stretch out of your comfort zone and learn from others and from the communities you choose to serve.

Consider taking time to reflect on how you might find more meaning and fulfillment from your expressions of generosity. Talk to a professional financial advisor if you’d like to learn more about charitable planning and inspired giving.

>> FINANCIAL SERVICES

1 - Joel Crampton has joined the leadership team at Black Walnut Wealth Management in Traverse City to guide marketing strategy and execution. Crampton brings more than 20 years of experience in financial services marketing to his new role.

2 - Ming Mays has been named chief innovation officer for TBA Credit Union in Traverse City. Mays joined the organization in 2019 and previously served as the IT director. In her new role, Mays focuses on driving innovation and aligning technology initiatives.

3 - Renee Sovis has been promoted to president of Neithercut Philanthropy Advisors, a multi-foundation office in Traverse City. Sovis joined the firm in 2019 and previously served as senior program officer for several foundations.

>> HEALTH CARE

4 - René Straub has joined the Health Department of Northwest Michigan as a nurse practitioner. Straub has more than two decades of health care experience, starting with the U.S. Navy, and then with health organizations and Wayne State and Michigan State universities.

5 - Megan VanderKaay, physician assistant, has joined the Great Lakes Plastic Surgery and Skin Center team in Traverse City. She previously spent two years as a hospitalist physician assistant on the surgical co-management team at Children’s Hospital Colorado.

>> OTHER

6 - We ndy Irvin, CEO of Habitat for Humanity Grand Traverse Region, has been named Cunningham-Limp’s 2025 Community Builder of the Year, celebrating a leader whose work goes beyond construction to create lasting, community-centered change. Since 2012, Irvin has helped more than 40 families achieve affordable homeownership in Grand Traverse, Leelanau, and Kalkaska counties. She has led major projects, including the Depot Neighborhood in Traverse City, a multi-home development in Maple City, and the New Waves neighborhood in Leelanau County.

7- Mike Leginski, branch manager of the Traverse City location of Preston Feather, has been inducted into the LBM Journal’s 2025 “40 Under 40.” The lists recognizes 40 lumber and building materials professionals professionals under the age of 40 who demonstrate leadership and exemplify commitment and excellence in service to their companies, customers, and communities.

8 - Cole Lutes recently joined Traverse Real Estate. Lutes has 12 years of experience as a real estate agent.

9 - Kristy McDonald, a member of the business faculty at Northwestern Michigan College in Traverse City, recently received the 2025 Outstanding Faculty Award from the Michigan Community College Association for her commitment to experiential learning and transformative student engagement. McDonald also co-directs the college’s Experiential Learning Institute.

10 - Jeff Meilbeck is the new executive director of the Bay Area Transportation Authority (BATA). Meilbeck has more than 25 years of transit and municipal leadership experience, including as CEO and general manager of the Northern Arizona Intergovernmental Public Transportation Authority in Flagstaff. Meilbeck also received multiple recognitions including Transit Manager of the Year by the Community Transportation Association of America (CTAA) and the Small Urban Transit System of the Year by the American Public Transportation Association.

11 - Maura Snabes of Corporate Settlement Solutions (CSS) was recently named president of the Michigan Land Title Association for 2025-2026. Snabes is senior vice president, Michigan operations & counsel for CSS, which has an office in Elk Rapids. Snabes is also a licensed Michigan real estate attorney and has been in the title industry for 31 years, and a licensed Michigan real estate broker.

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

1 // JOEL CRAMPTON 2 // MING MAYS 3 // RENEE SOVIS 4 // RENÉ STRAUB 5 // MEGAN VANDERKAAY

8 // COLE LUTES 9 // KRISTY MCDONALD

10 // JEFF MEILBECK 11 // MAURA SNABES

7 // MIKE LEGINSKI

6 // WENDY IRVIN

Grand Traverse County Parks and Recreation marked the recent completion of significant improvements to the walking track and bridge at Civic Center Park. The ribbon cutting next to the Civic Center Amphitheater was followed by a special free edition of Recess, The Ticker’s monthly networking event.

Munson Healthcare and the Traverse City Pit Spitters held a “Spit on Cancer” evening at the ballpark in June that raised more than $4,700 through the jersey auction and t-shirt sales. Funds were donated to the Munson Healthcare Cancer Patient Needs Fund.

Stacey Beyer and Dr. Lea Piché were all smiles at the Honoring the Village Dinner that Piché hosts to celebrate providers who support moms in the perinatal realm.

Vilah Bloom has opened in downtown Traverse City at 134 E. Front St. Lower Level. Every piece in the jewelry bar is designed by Jackie Garrett (pictured with her husband Travis and daughter Monroe) and features over a thousand charms. The bag bar offers customers the ability to mix and match straps, build bag charms, and choose from a variety of handbag designs. Photo by Carly Nicholas.

Chef Omar Anani, chef-owner of the James Beard-nominated Saffron De Twah on the east side of Detroit, gave a cooking demonstration during Traverse City Food & Wine, the five-day celebration that included more than 70 events showcasing the Traverse City region’s agriculture, craft, and creativity. Photo by Traverse City Tourism.