Justin Gifford holds dual roles as the executive director of both Visit Lenawee and Explore Monroe. In 2023, he expanded his leadership from Visit Lenawee and took on the same role at nearby Explore Monroe, with the goal of fostering collaboration and positioning Southeast Michigan as a unified destination. He shared some insights with Michigan Meetings + Events regarding the strategy behind the joint venture.
M+E: How does collaboration affect promotions and marketing?
JG: We have seen significant time savings and more streamlined campaign development in our promotional efforts. Our seasonal campaigns align with Pure Michigan, allowing us to showcase similar assets in both Lenawee and Monroe counties—from arts and culture to historical landmarks and lake life. The unified approach helps us deliver consistent messaging across the region.
M+E: Can you talk about the counties’ meeting spaces?
JG: When it comes to larger meeting spaces for conventions or presentations, Monroe is currently one step ahead. The Event Center at the River Raisin National Battlefield Park is a key venue we actively promote. We’re also excited to be in discussions about bringing the meeting spaces back at Cabela’s [in Dundee] this year.
Frenchtown Township Community and Event Center also is making waves. There has been a major investment in a single-floor, 20,000-square-foot facility, and we will be working to attract meetings, small expos, and events once it’s ready. Plus, with several new hotels opening near Interstate 75, Monroe is well-positioned to handle increased visitor demand.
Over in Lenawee County, we have built strong partnerships with Adrian College and Siena Heights University to promote their versatile meeting spaces. Adrian College has a state-of-the-art facility used by the rowing team, and when it’s not in use for training, it is available for meetings and events with a breathtaking view. The Adrian Armory Event Center, which recently underwent renovations, is perfect for smaller meetings and conferences. We’re also collaborating with area hotels, including the newly introduced Hampton Inn & Suites Adrian, to provide even more venue options for event planners.
M+E: What’s the advantage of taking a regional approach?
JG: We have seen a noticeable uptick in meeting space requests, and we are working closely with all of our partners to capitalize on regional demand. During busy seasons—like football weekends at the University of Michigan—hotel availability in Ann Arbor can be tight. We’re positioning both Lenawee and Monroe counties as ideal alternatives for planners hosting 100- to 200-person meetings and conferences when the capacity elsewhere in the state is limited. The infrastructure is in place, and we’re ready to establish these exciting partnerships.
