Expedition Traverse

May 9, 2007

When Traverse City Central High student Karley Elkins graduated in 2000, she had visions of a big time marketing career. She went to Michigan State University where she obtained degrees in marketing and advertising. After graduating, returning to Traverse City wasn’t in the cards for her; her sights were on the big city. But when her fiancé Nate — also a TC Central grad — landed a job in Traverse City as a landscape architect, she found herself back where she started.
Marketing jobs were few and far between in Northern Michigan. Eventually Karley landed a sales position with a local radio station. She married and became pregnant.
While pregnant, an ultrasound exam revealed that her baby had hypo-plastic left heart syndrome, a serious condition that would require immediate surgery after birth. Elkins headed to U-M Hospital in Ann Arbor and gave birth to baby boy they named Everett. At seven days of age, he would have the first of two heart surgeries. The next would come at five months.

NEW DIRECTION
Because of his condition, Everett wouldn’t be able to go to daycare. So Elkins left her job in radio sales. In between changing diapers and feeding Everett, she spent time thinking of businesses she might operate from home.
“I had tossed around some ideas with colleagues at the radio station,” said Elkins. “Then this past January it came to me. Our area really doesn’t have a program to encourage families to get out and explore all that the region has to offer.”
Born, as she likes to put it, was her “second child” Expedition Traverse, a map of family friendly offerings from 17 Expedition Eats (area restaurants offering freebies) to 29 Everyday Adventures from kiteboarding, to art, to museums. Expedition Traverse also offers 30 Free Fun activities. The entire program offers over $700 in savings.
“As I was developing this I realized that so many people who live here don’t take advantage of all the great things that visitors are doing,” said Elkins. “Also there really wasn’t a concise guide of family friendly activities for visitors. So my hope is Expedition Traverse will serve both the resident and visitor alike.”
Despite the challenges of a baby with special medical needs Elkins was able to put Expedition Traverse together in just a couple of months. Only three businesses turned her down. In all, Elkins has 70-plus points of interest and local businesses participating.
“I didn’t charge businesses to participate,” said Elkins. “I just asked that they offer an incentive that would make it worthwhile for families to visit their business. Everett came with me and I think he helped to close the deal.”

CREATIVE GUY
Everett wasn’t the only one who pitched in to help, husband Nate did the creative aspects of designing the map.
One of her brainstorming colleagues from the radio station loved the map and asked if he could license the idea Expedition Petoskey. Elkins agreed and the program will soon launch there as well.
“I hope after getting this under my belt here in Northern Michigan that I will be able to launch this in other towns,” said Elkins. “I spent a lot of time in Ann Arbor and that is a great town for family activities. But I think this concept could work anywhere.”
Expedition Traverse is on sale right now at Hands on Art, Don’s Drive Inn and Thompson Pharmacy in Traverse City. The program runs from June 1, 2007 through May 31, 2008. The cost is $30 and includes a map and two punch cards—one for the “Eats” and one for the “Adventures.”
Elkins has offered Expedition Traverse to non-profits as a fundraising program. Schools and other organizations are able to keep $10 for every map they sell.
“Every aspect of this business is structured to support the community,” said Elkins. “Our mission is to help create closer, happier and more active families by illuminating the adventures of childhood in Northern Michigan. We also want to encourage those who live here or visit the region to support local businesses.”
Elkins hopes her business will help serve as an inspiration for other young professionals to look at Northern Michigan for entrepreneurial opportunities.
“This area isn’t geared towards young professionals,” said Elkins. “When you are in high school everyone knows you have to leave the area for opportunities. Hopefully that will begin to change.”
As for parents with kids, Elkins knows, with hectic schedules, sometimes parents just need “a little boost” to get out and explore what the area has to offer.
“I am hoping that Expedition Traverse will serve as the boost parents need,” said Elkins. “The Grand Traverse region is a goldmine when it comes to family fun. With outdoor activities, indoor entertainment and tasty eats at every corner, Northern Michigan is an amazing place to spend with your children.”
Elkins plans to have a website soon. For those interested in learning more or want to use Expedition Traverse, as a fundraiser call Karley Elkins at (231) 883-1383.