Register and complete your journey to become a Pure Michigan Expert at a pace that suits you, learn about this amazing region - your customers will thank you for it.

It’s a little known fact, especially among international visitors, that Michigan is one of America’s top winter sports destinations. In fact, the state has the second highest number of ski resorts in the country. It offers extremely diverse options for skiers and snowboarders. Experience challenging downhill and cross-country skiing, snowboarding, snowmobiling, snowshoeing, fat tire biking and sledding. There are over 40 ski areas between the Upper and Lower Peninsulas, due to the lake effect snow that comes off the four Great Lakes that Michigan borders on – Michigan, Erie, Superior and Huron. There are resorts suitable for all abilities.   Mount Bohemia  Mount Bohemia, located in Michigan's Upper Peninsula, has the highest vertical, the most snow and the most expert terrain in the Midwest. There is powder on all 585 acres of terrain and the resort has over 94 different runs meaning you will never get bored. This much skiable acreage offers expert and advanced skiers and snowboarders an incredible amount of diverse and challenging slopes.   Crystal Mountain in Thompsonville  Crystal is a family resort perfect for a long weekend away. With 58 runs of varied terrain and 375 vertical feet, there are runs for all abilities. For great off-hill experiences, rent a fat bike and go for a ride in the snow, or find a moment of bliss at Crystal’s award-winning spa.   Boyne Mountain Resort in Boyne Falls  Boyne Mountain Resort has a variety of winter activities. Guests can take advantage of more than 60 downhill trails. Also enjoy cross country skiing, fat tire biking, horseback riding, ice skating, ziplining, snowshoeing and tubing.   Shanty Creek Resort in Bellaire  Fifty-three runs can be found at Shanty Creek between Schuss Mountain and Summit Mountain. While both Schuss and Summit offer up a great variety of terrain, for a more family-focused resort feel with beginner to intermediate runs, check out Summit Mountain. If you’re after steep slopes, terrain parks and long runs, check out Schuss.  Shanty Creek has one of the best tubing parks at Alpine Tubing, on Summit Mountain.   Snowmobiling  There are miles of groomed snowmobile trails that stretch from the Keweenaw Peninsula all the way down to Michigan’s southern border. Along the way, you can speed across frozen lakes (be sure to check conditions first), wind through deep forests, and stop in snowmobile-friendly communities for a hot meal and good company.   Trails  Michigan has thousands of miles of trails, from the more rugged and advanced to wide pathways, allowing everyone to enjoy the state’s terrain in winter, whether hiking, snow-shoeing or cross-country skiing. Loud Creek Cross Country Ski and Hiking Trail is a great experience for all skill levels for cross-country skiing, hiking and snowshoeing. There are seven interconnecting loops, from 1.36 miles to 4.34 miles. Visitors will experience forests of northern hardwoods and large pine, as well as bridge crossings, beaver ponds and rolling hills on the groomed trails.

Kelly talks about Northern Michigan, the importance of international visitors, and sustainability.

The city of Detroit is reaching out to travellers across the pond. Detroit has signalled commitment to the UK and Irish markets in 2022 to ensure international tourism continues to recover. "We are delighted to be working with our partners in the UK and Ireland on projects to support the travel industry, with opportunities for marketing, supporting events and bringing Detroit to the forefront of the minds of international travellers in this vital market," Jennifer Ollinger the International Marketing Manager at the Detroit Metro Convention and Visitors Bureau said. This year sees the city marking the next chapter of its regeneration, with the refurbishment and expansion of the Motown Museum nearing a conclusion. It will see the Museum re-opening in time for the mid-summer season. Opening of several brand-new hotels, completion of final phases of the riverfront and the projected completion of the Michigan Central Station redevelopment in Corktown are just some of the highlights over the course of the next several months. "Being able to set a marketing budget is remarkable after the last two years but it demonstrates that the city has serious intentions and values our UK and Irish partners," Ollinger added. "We are excited by some of the opportunities that our representation have developed on our behalf and look forward to welcoming friends old and new to Detroit" The opening up of air corridors into the US following the pandemic and the easing of restrictions make it an ideal time to support travel professionals with training, and co-operative marketing through Detroit's UK and Irish representatives, Cellet Marketing and Public Relations Limited."

As the seasons change across the state, so do the opportunities to experience the best of Pure Michigan – from the vibrant colors of fall to the unique recreational activities of winter. Those looking to plan their getaway in the coming seasons can now order the 2020 Pure Michigan Fall/Winter Travel Guide, or read the digital version at www.michigan.org/travel-guide. “We are all traveling a little differently these days, but the opportunities to experience the seasons in Michigan remain as diverse, flavorful and memory-filled as ever,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “The Pure Michigan Travel Guide is a terrific resource to help plan a trip, learn about new experiences in the state and see what’s happening in communities across the state to celebrate fall and winter here in Michigan.” Feature stories in this year’s guide include Coast-to-Coast Color, following six designated scenic byways and fall foliage at its best; Birdie Season highlighting fall golf experiences; and 25 Ways to Unwrap Winter offering ideas to skip the wrapping paper and give the gift of travel this holiday season. St. Claire Shores native and Fuller House star Dave Coulier also dishes on everything Mitten in the guide. The stories behind some of Michigan’s most iconic food and craft beverages are also highlighted – a perfect compliment to harvest season. And QR Codes throughout the issue bring readers directly to pages with additional content on michigan.org In addition to ordering the Fall/Winter Travel Guide online, leaf peepers can also sign up to receive a weekly fall color update at michigan.org/fall. The page also features family travel ideas, brilliant fall color hikes, pet friendly trails and fall fishing opportunities, among other travel-inspiring information. Fans can also follow along for seasonal travel ideas and inspiration, or join the conversation on social media channels including Facebook, Instagram, Pinterest and Twitter. Pure Michigan also continues to encourage businesses, visitors and local communities across the state to take the Pure Michigan Pledge, a promise to uphold local safety protocols and CDC travel guidelines to travel safely this fall and winter season and beyond. To date, nearly 400 businesses and destinations in the state have taken the pledge. To keep informed on travel information and restrictions pertaining to specific Michigan destinations and their attractions, lodging, restaurants and more this season, please refer to local official tourism websites. Destinations throughout Michigan are also closing their downtown streets to traffic to create safer, walkable environments that allow visitors and residents to socially distance. This year’s Fall/Winter guide was printed in Walsworth Printing, St. Joseph Michigan.

Regional and in-state advertising encouraging fall travel kicks-off ahead of Labor Day; aims to sustain economic momentum and benefits from busy 2021 summer travel season With refreshing cool air and nights full of stars, Michigan’s 19 million acres of forests are on full display with colorful canopies of crimsons, oranges and golds. Each leaf invites you to slow down for a dazzling fall color tour along scenic routes, highways, coastlines and cityscapes in the fall. To encourage Michigan travel this fall, the award-winning Pure Michigan advertising campaign launched a regional and in-state advertising campaign today, including a new TV advertising spot, “Are We There Yet?”, that invites audiences to get back to and rediscover fall in the state. After another busy summer travel season, these efforts aim to sustain and support Michigan’s $26.3 billion travel industry and its many related small businesses through the fall season when temperatures cool and the leaves begin to change. “Fall is not only a beautiful time in Michigan’s forested areas, it’s a time to celebrate the unique attributes of our cities and support your favorite destinations and small businesses,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Through our regional and in-state fall advertising campaign, and digital content efforts like our new video series on Michigan trails, we hope people are inspired to explore Pure Michigan, safely.” Travelers are encouraged to visit michigan.org/fall  to begin planning their vacation and share their adventures on social media with #PureMichigan. The $1.45 million fall campaign, running from August 30 through October 31, will feature fall imagery from around Michigan and will run in key regional markets, including Chicago, Cincinnati, Cleveland, Columbus, Ft. Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend and Toledo, as well as in-state markets, including Detroit, Flint, Grand Rapids, Lansing and Traverse City. A fall-themed, Pure Michigan-branded double-decker bus will also be seen in downtown Chicago. Digital and static billboards will be live in eight key markets, respectively, and the campaign will utilize digital display advertising, paid social and paid search advertising as well. In addition, Pure Michigan will also highlight exploration of Michigan’s urban centers – often among the state’s most popular and dynamic destinations in the fall. The $400,000 campaign, also running from August 30 through October 31, is exclusive to the in-state market and will include paid social, including Facebook and Instagram video, and digital display advertising. These efforts are aimed at helping relieve the economic impact on cities and their substantial travel economies, due to the pandemic, and highlight well-known and hidden gem urban experiences to enjoy during the fall season. Looking ahead, Travel Michigan will continue its year-long celebration of Pure Michigan’s 15th Anniversary during the fall season, including another release of Short’s Pure Michigan Autumn IPA, made with 100 percent Michigan ingredients to embody the fall harvest season and honor the incredible growers in our state. More details to come, the continued partnership with Short’s Brewing Company remains a delicious compliment to fall celebration and exploration across the state and will receive an extended shelf life and regional distribution in 2021.   To stay up-to-date on the latest Travel Michigan news, upcoming events and activities across the state, while looking for additional inspiration for your next trip, please sign up for Pure Michigan’s e-newsletter, like, follow and subscribe to Pure Michigan’s social media accounts, including Instagram, Facebook, Twitter, Pinterest and YouTube, and visit www.michigan.org. About Michigan Economic Development Corporation The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business and community development with the focus on growing Michigan’s economy.  For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org.  For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: Facebook, Instagram, Pinterest, and Twitter.

The Travel North America Virtual Show is featuring today 11 June 2021, with 'Pure Michigan are emerging from the pandemic and travel around the state is now possible and safe!'.

Attendees will learn about best practices for travelers and business owners to help everyone have a healthy and happy Pure Michigan vacation.

    With growing calls for a transatlantic travel corridor to open up, demand for US trips is hotting up. Over 30 US exhibitors are getting ready to welcome UK and EU residents back at the 'Travel North America Virtual Show.' Register for the show to learn about their latest updates and offerings. Learn from the industry's leading destinations, tour operators, and travel suppliers from the comfort of your own homes or office. In addition, the Virtually Yours Travel Show (VYTS) offers a unique travel agent referral program, where thousands of consumers planning their next transatlantic adventure can find you. Virtually Yours Travel Show is operated by TravelMole as a global 24/7 travel marketplace for consumers, travel agents, tour operators and travel suppliers. It was launched in the North American market in April and has make its UK/EU debut this month.  The On-Demand 'Expert Panel Session' schedule for this week is as follows: Monday, June 7, 2021 - California's Burgeoning Reputation for Sustainability & Responsibility in Travel & Tourism Tuesday, June 8, 2021 - Hit the Road in Arizona: Sedona, Flagstaff, and Salt River Wednesday, June 9, 2021 - Magical Landscape of Lake Tahoe, California Thursday, June 10, 2021 - Follow me to Tuolumne, California - a Destination in the Heart of Yosemite Friday, June 11, 2021 - Pure Michigan is emerging from the pandemic and travel around the state is now possible and safe

The snow is starting to fall, ski resorts are open and ready to welcome skiers to the slopes, and it’s time to rejoice in another season of exploring the winter playgrounds of Michigan. Pure Michigan is doing just that as it returns to the airwaves on the first day of winter, just in time to encourage safe travel across the state during a critical time for the tourism industry. The regional and in-state Pure Michigan winter advertising campaign will run in key markets through the end of February 2021 and is marking its return with a new ad spot, Still Pure, that lets travelers know that the best of Pure Michigan is waiting and through safe travel, offering a piece of normal during uncertain times. “It’s so exciting to see the Pure Michigan ad campaign back on the air in support of the winter travel season and continuing to create an incredible sense of pride all across the state,” said Governor Gretchen Whitmer. “This year it’s more important than ever for people to travel local with proper precautions and support Michigan’s tourism and hospitality businesses, including restaurants, ski resorts and retailers, while safely enjoying Michigan’s great outdoors and destinations across the state. Remember, Michigander: wear a mask, practice safe social distancing, and wash your hands frequently. We will get through this together.” The campaign will utilize broadcast and connected TV, online video and digital ads, and social media, as well as a prime-time TV takeover, today, Dec. 21 to celebrate the first day of winter and showcase Michigan’s winter wonderland. The winter TV commercials that will be played are Loud and Still Pure, showcasing the many outdoor activities that can be enjoyed in Michigan while also encouraging safe travel. The spots will be seen in markets including Fort Wayne, Toledo, Green Bay, Minneapolis, Detroit, Flint, Grand Rapids, and Traverse City. In addition to the advertising campaign, the Pure Michigan Winter landing page is available to provide visitors with the inspiration and information to plan the perfect winter getaway. Travelers can also order the Pure Michigan Fall/Winter Travel Guide or access the digital travel guide at michigan.org, which includes several articles intended to inspire winter travel. The launch of the Pure Michigan campaign also coincides with the opening of many of Michigan’s ski resorts for the year. Travelers can check ahead to learn how to ski and snowboard while also traveling safely to resorts and ski areas across the state by visiting Ski Well, Be Well, put together by the National Ski Areas Association. “Especially this year, during the pandemic, the Pure Michigan campaign is vitally important, and it’s here just in time for winter travel,” said MSIA President and Executive Director Mickey MacWilliams. “Michigan is tied with New York for the most ski areas in the country and we have been busy working collectively on plans to open safely for the season. Travel Michigan’s winter campaign has been a real boost in years past, reaching travelers from surrounding states and beyond. Many lodging properties across Michigan have faced an extremely tough year. Having the Pure Michigan campaign kick in now, just as the ski season begins, is such a welcomed relief for our industry.” This year’s total winter advertising budget is $1,186,859 million and is the first campaign to launch since funding for Pure Michigan was restored as part of the FY21 budget signed into law by Governor Whitmer. The winter campaign will include 20 industry partners contributing nearly $500,000 as part of the digital advertising efforts starting January 1, 2021. In 2019, winter tourism generated $3.3 billion in traveler spending in Michigan. (Source: TravelUSA). “Michigan was made for winter, and this winter presents new opportunities to travel safely while enjoying all the outdoor activities Michigan has to offer,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “This campaign is designed to encourage travelers to safely get out and have a snow day, learn a new sport, and support the travel industry.” Travelers and travel industry partners are being encouraged to use the hashtag #PureMichigan as they highlight winter offerings and adventures across Michigan. Michigan is home to more than 6,500 miles of snowmobile trails, 3,000 miles of cross-country skiing and snowshoeing trails and is second in the nation for ski areas boasting everything from family-friendly bunny hills to the tallest vertical drop in the Midwest at Mt. Bohemia. In November, the Michigan Economic Development Corporation launched its “Support Local” campaign under the Pure Michigan banner, which urges Michiganders to shop, eat, and travel safely in their own neighborhoods and downtowns. As efforts continue to combat the ongoing COVID-19 pandemic, the campaign reminds Michiganders of the importance of supporting local businesses during the upcoming holidays and throughout the winter season. As part of the Support Local campaign, the michigan.org website offers resources that help residents shop and eat local, including links to vibrant downtowns that are filled with local shops specializing in décor, fashion, pet toys, hardware and more. Around Michigan, independent bookstores overflow with page-turning stories and gifts. To refuel, shoppers can visit one of Michigan’s coffee shops and get a bag of beans to brew at home. From a gift card to local restaurants to shopping, the possibilities are endless. “I strongly encourage shoppers to Support Local in these final days of holiday shopping,” said MEDC CEO Mark Burton. “Perhaps order a few meals from local restaurants or grab carryout as you get those last-minute stocking stuffers. There are so many ways we can support Michigan’s small businesses, while also making the holidays special for our loved ones.” Planning is also already underway on the Pure Michigan spring/summer campaign, which is slated to launch in March. Travel Michigan is anticipating pent up demand for leisure travel and outdoor recreation this summer, and will continue to position Michigan strongly for travelers within the region and beyond while also sharing a message of safe travel statewide. Pure Michigan also continues to encourage businesses, visitors and local communities across the state to take the Pure Michigan Pledge, a promise to uphold local safety protocols and CDC travel guidelines to travel safely. To date, nearly 400 businesses and destinations in the state have taken the pledge.

The holiday shopping countdown is on, and Pure Michigan is encouraging shoppers to consider giving Michigan-made products, supporting local retailers and restaurants, or presenting the perfect Michigan getaway as a special holiday gift this year. “The memories made exploring and enjoying the state of Michigan are gifts that last forever, and while the holiday season might look and feel a bit different this year, Michigan-inspired gifts are always the perfect way to showcase that Pure Michigan pride,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Those shopping for loved ones can find inspiring travel ideas, great deals and packages, and Michigan-themed merchandise ranging from cozy winter accessories to games that are fun for the whole family – all by visiting michigan.org.” From fun and unique stocking stuffers to the perfect present, Pure Michigan’s “Michigan-Inspired Gift Guide” has something for everyone, while allowing shoppers to support Michigan’s small businesses. The guide showcases a wide variety of Michigan-inspired products, including apparel and accessories by Detroit vs. Everybody, mittens featuring maps of each peninsula made by Michigan Mittens, and the iconic Stormy Kromer line of caps, apparel, accessories, and more. Edible gifts are always a hit, whether it’s sweet treats from Sanders or Shurms Candy, snacks, salsas, and cherries in every imaginable form from Cherry Republic, or beer, wine, and spirits from breweries, wineries, and distilleries around the state. For shoppers looking to forgo the giftwrap and instead give a Michigan getaway as a unique holiday present, the Deals & Packages page on michigan.org offers up unique travel promotions, perfect for the travel enthusiast on your shopping list. Shoppers will find everything from spa weekend getaways, ski and stay lodging specials, family fun getaways and romantic couple’s packages from all across the state. Additional inspiration can be found in the Pure Michigan Travel Guides, which also make a fun, free stocking stuffer for the avid traveler. In November, MEDC launched a new “Support Local” campaign, which urges Michiganders to shop, eat, and travel safely in their own neighborhoods and downtowns. As efforts continue to combat the ongoing spread of the COVID-19 pandemic, the campaign reminds Michiganders of the importance of supporting local businesses during the upcoming holidays and throughout the winter season. As part of the Support Local campaign, the michigan.org website offers resources that help residents shop and eat local, including links to vibrant downtowns that are filled with local shops specializing in décor, fashion, pet toys, hardware and more. Around Michigan, independent bookstores overflow with page-turning stories and gifts. To refuel, shoppers can visit one of Michigan’s coffee shops and get a bag of beans to brew at home. From a gift card to local restaurants to shopping, the possibilities are endless. “Gift certificates to a favorite local restaurant are always a welcome and thoughtful present, especially during the busy holiday season when carryout can be a much-appreciated, easy meal solution,” Lorenz said. “There are so many ways we can support Michigan’s small businesses, while also making the holidays special for our loved ones.” The Support Local campaign builds on the Pure Michigan Pledge, a promise to uphold local safety protocols and CDC travel guidelines to travel safely this summer season and beyond. The Pure Michigan Pledge outlines seven steps businesses in the travel industry will take to ensure a safe environment for travelers. These steps include: following all CDC guidelines, wearing face coverings in all required and otherwise appropriate areas, keeping high-touch surfaces clean, practicing social distancing, use of credit and debit cards as much as possible, providing adequate supplies of soap and sanitizer to employees and visitors alike, and finally staying home if there are any signs of illness.

Thanksgiving and the holiday season are fast approaching, and the Michigan Economic Development Corporation is urging Michiganders to shop, eat, and travel safely in their own neighborhoods and downtowns through a new “Support Local” campaign. As efforts continue to combat the ongoing spread of the COVID-19 pandemic, the campaign reminds Michiganders of the importance of supporting local businesses during the upcoming holidays and throughout the winter season. “As we continue to listen to health experts and encourage safety precautions to slow the spread of COVID-19, we want to remind Michiganders that this winter, retail and hospitality businesses are open and ready to help you shop, eat, and stay safely in Michigan,” said Governor Gretchen Whitmer. “Now more than ever, small businesses in Pure Michigan need your support. By staying local, you can help Michigan workers, businesses, and communities thrive this season while enjoying the holidays and finding the perfect gift for everyone on your list.” As part of the Support Local campaign, the michigan.org website now offers resources that help residents shop and eat local, including links to vibrant downtowns that are filled with local shops specializing in décor, fashion, pet toys, hardware and more. For the craft beverage lover, Michigan’s beer, wine and spirits can be found throughout the state at brick-and-mortar shops and local grocery stores. Around Michigan, independent bookstores overflow with page-turning stories and gifts. To refuel, shoppers can visit one of Michigan’s coffee shops and get a bag of beans to brew at home. MEDC is collaborating with a number of small business associations and organizations around the state to launch this program, including the Small Business Association of Michigan, Small Business Development Center, Michigan Retailers Association, Michigan Downtown Association, and the Michigan Restaurant and Lodging Association. These partners are helping to amplify the campaign message through their channels and serve as subject matter experts for media and content opportunities. According to the Michigan Retailers Association, one in five Michigan jobs are in the retail industry. Michigan residents sent $18.5 billion to out-of-state retailers in 2017. If only one in 10 out-of-state purchases were switched to local stores, Michigan would gain $1.2 billion in increased economic activity, creating 10,600 new jobs. For Michigan-inspired gifts, Pure Michigan merchandise is available at https://themittenstate.com/collections/pure-michigan. From the gift of travel to unique Michigan-inspired merchandise, the perfect gift is a simple click away. The in-state campaign, which begins Nov. 30 and runs through March 31, will include integrated media including digital, social, billboards, as well as traditional media relations initiatives. Featured destinations in the custom content will include Sault Ste. Marie, Houghton/Hancock, Charlevoix, Petoskey, Cheboygan/Alpena, Grand Rapids, Muskegon, Mt. Pleasant, Flint, Lansing, St. Joseph, Benton Harbor, Kalamazoo, Battle Creek, Ann Arbor, Ypsilanti and Detroit. The budget for the Support Local campaign is $865,000. “We remain committed to supporting our small businesses, their workers and the local communities who have been adversely impacted by COVID-19,” said MEDC CEO Mark Burton. “This campaign builds on the nearly 20 COVID-19 economic relief programs we’ve already deployed and showcases the resiliency and ingenuity of Michigan people and businesses, even during a global pandemic.” The Michigan Office of Outdoor Recreation Industry also encourages Michiganders to support outdoor retailers and restaurants by taking advantage of outdoor leisure opportunities. According to the Bureau of Economic Analysis, the economic impact of outdoor recreation-related activity in Michigan is $10.1 billion, and Michigan outdoor recreation-related total jobs in Michigan are 123,569, with a total compensation to employees of $4.7 billion. “People want to be playing outdoors this winter and Michigan is a great place for winter recreation,” said Michigan Office of Outdoor Recreation Industry Director Brad Garmon. “There are plenty of options for getting out there and enjoying winter, and Michigan’s retailers and service providers are ready and eager to help.” MEDC also recently released a new COVID-19 Winter Strategies resource guide designed to help Michigan’s downtowns and business districts develop innovative solutions that address the challenges of snow and cold while enhancing opportunities for safe outdoor winter activity. The Winter Strategies resource guide focuses on a number of principles of winter planning, including improving winter transportation for pedestrians, cyclists and public transit users; designing for winter safety and comfort; making winter a positive asset to attract business, tourism and new residents; snow management and more. The Support Local campaign builds on the Pure Michigan Pledge, a promise to uphold local safety protocols and CDC travel guidelines to travel safely this summer season and beyond. The Pure Michigan Pledge outlines seven steps businesses in the travel industry will take to ensure a safe environment for travelers. These steps include: following all CDC guidelines, wearing face coverings in all required and otherwise appropriate areas, keeping high-touch surfaces clean, practicing social distancing, use of credit and debit cards as much as possible, providing adequate supplies of soap and sanitizer to employees and visitors alike, and finally staying home if there are any signs of illness. “If we all take the Pure Michigan Pledge, we can support local businesses safely – by wearing masks in stores, ordering takeout, or purchasing gift certificates to local restaurants as holiday gifts – and continue to experience the best Michigan has to offer this holiday season,” said Dave Lorenz, Vice President of Travel Michigan.

Kicking off the official first day of fall and aiming to inspire travel during peak foliage season, Pure Michigan and Short’s Brewing Company are once again teaming up to release Pure Michigan Autumn IPA, a 100 percent Michigan-grown and harvested IPA that highlights the state’s agricultural bounty and nationally-recognized craft beer industry. The effort will also encourage travelers to #HopIntoMichigan with socially distanced fall travel. “Fall is an exciting time of the year in Michigan, and this year is no different. As the weather cools and the colors begin to change, and with virtual learning meaning more flexibility for many families it’s the perfect opportunity for travelers to take a socially distanced, Pure Michigan road trip,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “Fall is also harvest season, which allows our friends at Short’s Brewing Company to highlight our bounty in Pure Michigan Autumn IPA once again. We’re thrilled to bring back all-Michigan brew back again to enjoy during this special season.” To make this a 100 percent Pure Michigan craft beer, Short’s Brewing Company turned to the state’s diverse agricultural industry to include brewed ingredients from Michigan maltsters Empire Malting Company, Great Lakes Malting Company Valley View Farms; hop farms MI Local Hops and Hop Alliance; and yeast from Craft Cultures. Known for their award-winning, flagship Huma Lupa Licious IPA, the end-result for Pure Michigan Autumn IPA is appealing to craft and non-craft beer drinkers alike. It is a very well-balanced IPA that allows the malt, hops and yeast character to shine through. Smooth hop flavors combine with fruity esters, along with a blend of pine, citrus and honey-like malt sweetness. “Imagine yourself on a scenic overlook at sunset—the fall colors and warm sunlight change everything to orange and warm your soul (and your favorite sweater) as the leaves swirl around you. That’s the feeling we want you to have when you drink this beer—Pure Michigan—and thanks to our Michigan suppliers, it’s just that,” said Joe Short, founder of Short’s Brewing Company. This year’s Pure Michigan Autumn IPA comes on the heels of a successful inaugural distribution in 2019. Due to the reception of the brew last year, the distribution of the 2020 Pure Michigan Autumn IPA will be expanded. Beginning on October 6, a multi-week distribution cycle will begin across Michigan, with Pure Michigan Autumn IPA being available at Meijer, Busch’s, D&W Fresh Market, VG’s Food Center and Kroger Marketplace, along with many independent retailers. An interactive map, highlighting all locations where to find and purchase the beer will be available, at shortsbrewing.com and michigan.org/breweries. On Oct. 8, Pure Michigan and Short’s will host a virtual beer and cheese tasting happy hour with Joe Short, Zach Berg, co-owner of Mongers’ Provisions, in Ferndale and Detroit, and other industry experts across Michigan. Viewers are invited to join in on tasting the Pure Michigan Autumn IPA and other Michigan fall-inspired beers, sample cheeses that pair best with each and learn about some of the best fall experiences to enjoy around Michigan. Viewers can visit michigan.org in advance of the tasting to get the shopping list of beers and cheeses that will be tasted at the virtual event and join the event live on Pure Michigan’s and Short’s Facebook pages. To learn more about the partnership and other great Michigan breweries, visit michigan.org/breweries. To learn more about all Pure Michigan fall activities, visit michigan.org/fall or order the 2020 Pure Michigan Fall/Winter Travel Guide at michigan.org/travel-guide. Pure Michigan and Short’s Brewing Company remind those 21 and over to drink responsibly. About Michigan Economic Development Corporation The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business and community development with the focus on growing Michigan’s economy.  For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org.  For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: Facebook, Instagram, Pinterest, and Twitter.