Carrie Jones Grace, Kelly Wolgamott promote tourism in Michigan

Pure Michigan has a new leadership structure under a new state development office aimed at linking tourism marketing with population growth efforts.

Michigan Economic Development Corp. said in a statement Thursday that it has selected Kelly Wolgamott, interim vice president of Travel Michigan since January, to serve as vice president of Pure Michigan’s advertising campaign. Pure Michigan is currently housed in the MEDC’s Michigan Growth Office, which was established in July and under the chairmanship of Hilary Doewho serves as Director of Development and Marketing.

Wolgamott will report to Carrie Jones Grace, who will assume the newly created role of senior vice president, travel, media and industry relations, Growth Office, at the end of this month.

The Office of Economic Development is currently overseeing tourism promotion efforts as part of a broader plan to reverse Michigan’s decline by making it a more attractive place to visit, live and work.

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Jones Grace, who is currently chief of staff to Detroit Mayor Mike Duggan, will report to Doe, who in turn reports to MEDC CEO Quentin Messer Jr.

Wolgamott will continue to handle day-to-day management of the Travel Michigan team. Jones Grace will oversee the Travel Michigan office, as well as the Michigan Film Office and the MEDC communications team.

Jones Grace will also work closely with the Michigan Travel Commission, a 13-member body appointed by the governor to manage the growth of the tourism industry.

Messer said in a statement that the leadership changes are “part of an intentional effort” to integrate Travel Michigan and the Travel Commission with the MEDC as the state launches its “Make It In Michigan” economic development strategy focused on people, places and projects.

“The travel and hospitality industry is important across all three pillars,” Messer said in a statement. “Carrie’s new role will allow MEDC to provide even greater stakeholder engagement and position our state for continued success over the next 20 years.”

At the same time, he added, Wolgamott’s “talent, personal commitment, wealth of industry knowledge and marketing experience” will be key to further promoting the state’s four-season travel appeal.

Doe praised Wolgamott for “taking care” of Pure Michigan.

“(She) has helped it become a key pillar of Michigan’s efforts to grow our economy and attract new visitors and residents to Michigan,” Doe said in a statement. “We are excited to bring additional firepower to the team by welcoming Carrie to strengthen our ability to support industry partners through more consistent stakeholder engagement in the Legislature, the media and across state government.”

Jones Grace has worked for the City of Detroit for over five years. In her current role, she oversaw the day-to-day operations of the Mayor’s Office, including Project Clean Slate and the Detroit Promise Scholarship Program. Before joining the city, she was the executive director of the Michigan Venture Capital Association. She previously served as Michigan’s film commissioner and a director.

Wolgamott joined Travel Michigan in 2011 and served as chief travel marketing officer for more than 12 years before being named to succeed former Travel Michigan Vice President Dave Lorenz, he retired in DecemberPreviously, she held marketing and public relations positions at General Motors and Chicago-based advertising agency Leo Burnett Worldwide.

The Pure Michigan campaign, which is approaching its 20th anniversary, is funded through state appropriations, supplemented by one-time expenses and occasional federal funds.

The state’s fiscal year 2025 budget includes $30 million for Pure Michigan from the general fund and one-time funds, which is less than the budgeted amount. 50 million dollars what hospitality industry groups asked for in February.

Travel Michigan leaders have long pointed to research that shows the ad campaign has a direct impact on the state’s economy. A 2023 SMARInsights report found that the Pure Michigan campaign was responsible for 1.5 million visitor trips last year, generating $2.5 billion in spending and $156 million in state tax revenue.

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