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Policy Forum briefing hits Muskegon

By Terry Judd | MiBiz
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MUSKEGON — Muskegon Area Chamber of Commerce President Cindy Larsen always has the same advice to anyone hesitant about accepting a job in the Muskegon area.

“The first thing I tell them is to go down to Pere Marquette Park beach, walk on the boardwalk, look at the sand, touch the water. They always come back enthusiastic,” she said.

Figuring out how to do a better job selling Michigan, and West Michigan in particular, to the rest of the world was among several topics discussed by about 60 business leaders who attended a special June chamber board of directors meeting at Grand Valley State University’s Michigan Alternative and Renewable Energy Center.

Attendees heard from representatives of the West Michigan Regional Policy Forum, a collaborative effort involving seven chambers of commerce to promote West Michigan and Michigan; and Quaeris, a regionally based collaborative effort to attract skilled workers to West Michigan.

Although the focus of the two organizations is somewhat different, the message is the same — communities need to work together to promote West Michigan and the state.

“There is a need to change the climate and attitudes in Michigan,” said Mike Jandernoa, former executive of Perrigo and co-founder of Bridge Street Capital. “Collaboration between the different organizations and between areas across the state is critical.

“We can’t do it in each of our own communities by ourselves, whether it’s Muskegon or Grand Rapids. We do need to work with other chamber groups and we do need to work with other business groups.”

One such effort is the West Michigan Regional Policy Forum, a collaborative program organized over two years ago through the Grand Rapids Area Chamber of Commerce to focus on public policy initiatives to foster economic growth and job creation in Michigan. During the first forum in 2008 attended by more than 650 business leaders, participants identified and prioritized ways the state needs to change in order to attract and retain jobs.

Since then, the forum has expanded and includes chambers of commerce in Grand Rapids, Grand Haven/Ferrysburg/Spring Lake, Muskegon, Holland, Kalamazoo and Traverse City. Its focus also has broadened to be concerned with the entire state, not just West Michigan.

“The original purpose was to develop a regional voice. Now it’s one Michigan voice,” West Michigan Regional Policy Forum Director Jared Rodriguez told the Muskegon crowd.

He said goals of the policy forum are to re-energize Michigan, “show the world we are open for business,” help create a future “road map” for the state, and to communicate with future legislators.

“We can’t wait to implement changes,” he said. “Our message is we are ready to work with anyone who is willing to create jobs.”
Major changes, he said, that are needed in the state, include:

• eliminating the Michigan Business Tax along with corresponding spending cuts;
• implementing a right-to-work status for the state;
• increasing funding for healthcare providers who have effective prevention measures;
• streamlining the permitting process within state government;
• and updating funding mechanisms for the transportation infrastructure.

Marge Potter, a top executive with the Detroit International Tunnel Partnership, stressed the need for greater communication with legislators and for bipartisan coalitions. She said communities must leverage “collective resources” and to speak with “one voice.”

“This is not a partisan message that Michigan’s perception has to turn around,” she said. “This is a message for the entire state.”

Jandernoa also stressed the need for collaboration among business groups, noting that unions traditionally have done a better job in this area than businesses.

“Our long-term focus is to move the state of Michigan back into a position of being among the top 10 states in terms of jobs, growth and economic growth,” he said. “We think it is important to start with a vision of where you want to be.”

Based on detail studies, Jandernoa said Michigan ranks 49th or 50th in “every economic measure you want to consider.” He said a major focus should be on tax reform, in particular the Michigan Business Tax and the need to eliminate its surcharge.

“We need to make this state a great state and a tax-competitive state for small businesses and entrepreneurs,” he said. “Those are the areas where jobs are being created and we are the only state in this country over the last 10 years that has lost jobs totally. We really need to rethink how we are approaching our economy and how we’re growing that side of business.”

Jandernoa also stressed the need to support candidates who want to create jobs and help small businesses and entrepreneurs.

Besides working for policy changes, attendees also were told West Michigan needs to do a better job promoting itself. Kevin Stotts, executive director of the Center of Community Leadership, said Quaeris (Latin for “To Seek”) is “a global talent attraction for West Michigan.”

He said Quaeris is a collaborative effort to combat the negative perception of Michigan and the lack of awareness in what West Michigan can offer.
The organization offers a website that promotes West Michigan as a great place to live and work. It also offers a members-only portal for employers, relocation firms and other organizations involved with the attraction and retention of talent.

“The attraction of top talent is now a key indicator of success for companies and communities,” he said. “If companies here are going to grow and succeed, a regional strategy is necessary to support their efforts.”

The Muskegon discussion was part of a West Michigan Regional Policy Forum multi-city tour that has included meetings in Traverse City, Saginaw, Grand Rapids, Kalamazoo and most recently, Holland.

Larsen said she was pleased Muskegon was part of that tour.

“The Muskegon Area Chamber of Commerce is pleased to join the growing number of cities across the state that hosted discussions aimed at producing a more competitive Michigan and creating jobs for our citizens,” Larsen said. “Our hope is that our involvement in this important dialogue will assist in improving Michigan’s economic climate even faster.”

The 2010 West Michigan Policy Forum will take place Sept. 16-7 at DeVos Place Convention Center in Grand Rapids.

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• cindy larsen
• economic development
• muskegon
• muskegon area chamber of commerce
• quaeris
• west michigan policy forum
• west michigan regional policy forum