About Us

Lake Effect conceptually began when working in high-traffic areas of Northern Michigan's service industry revealed a clear pattern—every single day, multiple times per day (all summer long) visitors would ask: "Where should we go? What's there to do? Are there any good bike or hiking trails nearby? What events are happening?"

For locals who have lived in Northwest Michigan, these questions might seem obvious and probably slightly offsetting. The natural response in thought is "What do you mean, this is Northern Michigan", but for people coming up on vacation or from out of state, they were valid questions. Additionally, for more specific or demanding questions that were asked, there often admittedly wasn't a known answer, when seemingly there should be.

But the real call to action came when those same visitors returned frustrated—they'd spent hours driving around (which, depending on the weather, can make or break a trip), ended up stuck in overcrowded areas, or worse, missed better activities that were happening that day. After witnessing this happen repeatedly and hearing the same questions over multiple summers, it became clear that a solution should exist.

On top of this, Northern Michigan is experiencing unprecedented growth and transformation. From world-class breweries and farm-to-table restaurants to trail networks and year-round outdoor activities, the region offers an incredible array of experiences. We want everyone to be a part of this, and more than that, promote these things.

We are committed to keeping everything local in our vision for continued growth. Every local business featured on the platform is Northern Michigan owned and operated—which means every dollar spent stays in Northern Michigan. The focus is on building something lasting. This is home, and the mission is to help Northern Michigan thrive, one authentic experience at a time.