WOOD Radio Local News

WOOD Radio Local News

WOOD Radio Local News

 

Travel Michigan's Dave Lorenz discusses Pure Michigan and career

GRAND RAPIDS, Mich. -- The outgoing Vice President of Travel Michigan discussed his esteemed career today on West Michigan's Morning News.

Over the decades, Dave Lorenz oversaw growth in Michigan's travel and tourism industry, including the Pure Michigan marketing campaign.

"It's been a great pleasure to be part of it, and it literally is studied. In fact, I've been interviewed by professors who write curricula for marketing catalogues and books and such. And it's been quite a phenomenon," Lorenz said.

The early advertisements focused on Michigan's natural beauty. Lorenz said they had to tell the truth in their promotional campaigns, so they weren't able to say nice things about Detroit and Flint two decades ago.

"We had to kind of hide those places, and we were able to tell the wonderful, natural stories. But today, we're able to say that all these places around the state are great, because they are," Lorenz said.

He recommends you visit Detroit or Flint, if you still have the perception that those are not nice places to visit.

"I hope that we've impacted those perceptions, at least by Michigan residents. And - especially at this season - I hope we've also changed people's minds that it's not always cold here. Because we're a four-season state and let's enjoy that," Lorenz said.

He added that he will be staying in the Norton Shores area during his retirement, which is where he grew up.

"We love living on the lake and we're going to stay there," he said. "And the funny thing is, we're going to 'Travel Michigan.' Now I'm going to be able to do that with my wife."

Earlier this year, U.S. Travel Association named Lorenz its named national State Tourism Director of the Year for 2023.

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