Antrim’s Breezeway Catches On

As you travel northwest Michigan, you may see bumper stickers encouraging you to “Ride the Breezeway.” The multi-county community project has grown from a scenic route campaign intended to promote an isolated area to a complete events program of cruises, garage sale weekends, concert series and festivals.

The concept come from area residents — business owners, chamber of commerce members and other groups — who gathered to review an economic enhancement study to help reinvigorate the isolated communities of Atwood, Ellsworth, East Jordan and Boyne Falls.

The study, conducted by Michigan State University’s Travel, Tourism and Recreation Resource Center, noted that regional efforts to attract more visitors and retain more local spending would bring their goals to fruition.

The Breezeway Task Force began by examining how they could capitalize on the growing interest in agro- and eco-tourism within the state. Sixty percent of marketing study respondents visiting the region listed outdoor recreation and exploring small towns among their vacation activities. Armed with this information, the committee honed in on C-48, a 22-mile secondary road connecting US-31 in Atwood to US-131 in Boyne Falls.

Recognizing the project needed branding to tie it all together, the committee swiftly adopted the “Breezeway” moniker. The task force went to work immediately, coordinating the resurfacing of C-48 east of Ellsworth and securing $25,000 in grant funds in 2009 from the Michigan Center for Regional Excellence to cover the cost of unified wayfinding signs along the Breezeway and other promotional materials.

“I think, initially, people saw the Breezeway as just a scenic route,” said Karen Brennan, owner of Deer Creek Junk in East Jordan, now in its third summer on the Breezeway. “And locals still called the road by its various county names, but now I think the community is starting to view it as The Breezeway, and the addition of shops and businesses along it have really expanded what people can do.”

Coordinated events such as the annual Memorial Weekend Garage Sale Across the Breezeway -- with 35 residents and shops participating -- have successfully encouraged residents and visitors to explore this out-of-the-way corridor. Deer Creek Junk and Royal Farms Farm Market and Winery feel their busier than average Memorial weekends can be connected directly to this event traffic.

Just across Breezeway Mile 1 on US-31, Royal Farms serves as the start of Breezeway activities.

“Being a starting point for the cruises and events has given us a boost in traffic,” said Royal Farms owner Sarah McGuire. “We really love being a part of it.” So much so, that the Winery has named their new white table wine “Breezeway” in honor of the strip.

“When customers see the name, they ask about it. Then we have an opportunity to introduce the Breezeway to them,” said McGuire.

For Breezeway Task Force member and East Jordan Area Chamber of Commerce President/CEO Mary Faculak, the increase in businesses and activity along the Breezeway has been gratifying.

“I am a third generation Atwood farmer. I grew up around here, so it’s really fantastic for me personally to see the region growing and developing,” said Faculak.

Connecting numerous nature preserves and outdoor recreation areas, the Breezeway also boasts more than a dozen year-round attractions like the Ellsworth Labyrinth, the Raven Hill Discovery Center and the indoor water park at Boyne Mountain.

Breezeway Task Force member and Raven Hill founder and CEO Sheri Leach utilizes the mile markers to better advertise her center’s location.

“It is much easier to say we are at Breezeway mile 15. I do wish that we were closer to the road and, ultimately, I hope to expand the center and put a building right on the Breezeway,” said Leach.

Breezeway events are scheduled year round, with the popular Memorial weekend event kicking off the 2015 season. Upcoming events include the Ellsworth Pig Roast and Archery Tournament followed by the East Jordan Freedom Festival and the South Arm Classics Festival.

The Music in the Park concert series in East Jordan begins June 12 with indie rock band The Accidentals. Musicians from diverse musical backgrounds are on tap throughout the series, including Jon Archambault, The Blue Water Ramblers, Full Circle, TNT, The Pistil Whips and The Hollands.

“Pick your own adventure” cruises are slated for three Saturdays this fall and will showcase the scenic beauty of the road and incorporate farms, wineries, antique stores and unique shops along the route. Participants start at Royal Farms where volunteers hand out informational packets to help them navigate the many options at their own pace.

For more information on Breezeway activities, visit ridethebreezeway.com or “The Breezeway” Facebook page.

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