As Emergency Manager Kevyn Orr works to fix Detroit’s finances, Tony Michaels wants to make sure leaders in Lansing don’t forget about the jewels of the Motor City — specifically the marquee events that should be getting more attention and dollars. These include the Ford Fireworks, the Woodward Dream Cruise, Chevy Belle Isle Grand Prix, the North American International Auto Show, America’s Thanksgiving Parade, Movement Electronic Music Festival and Detroit Jazz Festival.
All lure additional tourist dollars into the region, said Michaels, president and CEO of the Parade Company.
“These are world-class events with millions of people coming her, and I’d love to see them highlighted in a ‘Pure Michigan’ campaign,” he said. “Our jewels are better than those in most other cities around the country, and collectively they make a difference.”
With Detroit going into bankruptcy last week, Michaels recalled the saga he lived through while working as an executive at Elias Brothers.
It was 1998, and Michaels, who was in charge of marketing and public relations, was appointed CEO as the company was heading toward Chapter 11 bankruptcy.
As it played out, Michaels and his team worked on an aggressive marketing push that kept the company’s Big Boy name, and it emerged from bankruptcy.
‘A two-sided story’
The Detroit Metro Convention and Visitors Bureau is in the process of rolling out a new advertising campaign themed “Detroit, America’s Great Comeback City.”
The new campaign will include print, radio, TV and digital advertising and targets convention business and leisure tourism.
Simultaneously with its own campaign, the bureau has partnered with Travel Michigan on a national television buy. Two 30-second Pure Michigan spots will highlight attractions in Detroit and the surrounding metro region. None of the ads will be seen in Michigan.
Alas, with so many events, Renee Monforton, director of communications for the bureau, said they couldn’t fit them all in a 30-second ad. But they are highlighting tourist draws such as the Henry Ford Museum, the Detroit Zoo and the Detroit Institute of Arts.
Monforton added that touting Detroit as a convention destination has been a challenge with the drama unfolding over its finances.
“We have had some people (representing conventions) asking us, ‘Will there be city services?’ And we assure them there will be,” she said.
That concern was reinforced this past week when ESPN cited the fiscal crisis as one reason it did not select Detroit for its X Games, which will be held in Austin, Texas, through 2017.
“We are facing a two-sided story here,” said Monforton. On one side is the bankruptcy. On the other side, “private investment has never been stronger, more young people and businesses are moving downtown and there are more entertainment options than ever. That’s the side of the story that needs to be told in a greater way.”
Convention planning
Monforton is looking ahead to 2015 when Detroit plays host to the American Society of Association Executives when 5,000 executives who stage conventions will be on hand.
Typically, convention business jumps for the city that hosts it — as much as 25%, she added
Michaels applauded the convention bureau’s efforts, but added he would love to see the city’s premium events also promoted.
“Chicago is going crazy advertising its events,” Michaels said. “We’ve got to take the great things we have and make a bigger deal out of them.”
He suggested a summer campaign that could showcase events held across the state.
“You could run a campaign that starts with the Ford Fireworks, work your way up to the Dunes and also showcase other events in Michigan,” he said.
He hopes Gov. Rick Snyder and other Lansing leaders hear his plea.
“There is no doubt if you don’t strive to make something great, you’ve got adequate and it doesn’t sell,” he said. “We have greatness here.”
