Pure Michigan Wins More Awards, Not More Funding

Despite front-page coverage from USA Today, even more awards, and generating $250 million for our economy, the state Legislature still refuses to fund one of Michigan’s most successful economic development tools: The Pure Michigan ad campaign.

Studies on the effectiveness of the Pure Michigan campaign show that for every $1 Michigan spends on promoting our beautiful cities and Great Lakes, we get $2.23 back. That is a return on investment that most businesses would long for, but our short-sighted state Senate refuses to consider committing to this campaign because it would require additional revenue to be generated to pay for it.

Momentarily setting aside the obvious fact that Pure Michigan pays for itself, a plan was put forward to generate revenue by placing a $2.50 daily charge on rental cars from airports. It would generate $10 million and the burden would fall almost exclusively on out-of-state visitors; essentially free revenue for Michigan citizens. Arguments that an extra $2.50 fee would keep a family away from Michigan that would otherwise be visiting is absurd.

The Pure Michigan campaign provided $17.5 million in tax revenue last year and, perhaps more importantly, makes other citizens across the country think of shaded forests before shuttered factories and the beauty of the Great Lakes before the ugliness of the Great Recession. If Michigan is to renew our economy, it will be in the context of an improved image in the nation’s eyes. One of the best ways to do so is by introducing families to the impressive quality of life offered by Michigan’s outdoors. But they can only be introduced if they come here in the first place.