I’ve had a burr under my saddle for some time regarding the Pure Michigan campaign. First, let me say that, yes, I am, of course pro-Michigan tourism and that ultimately I wish for Pure Michigan to succeed in it’s mission. I want them to spend their tax-payer funded budget wisely. Mostly, I want Michigan and her people to reap the full benefit from our investment. What I question is the purity of it’s very namesake.

My beef goes back to last year when a Canadian company was hired to appraise the effectiveness of the Pure Michigan campaigns. Tax payer money leaving Michigan is a major pet peeve of mine. The company’s research concluded that the money spent in other states on commercials was indeed providing a positive return on investment for Michigan. How this was determined or properly measured is seemingly beyond logical comprehension, made little sense and was poorly explained. Few questioned this. The conclusion is encouraging but regardless of findings, was there no Michigan company suitable for this assessment?

The commercials, while entertaining with their regional photography, local celebrity infusions, and smooth voice-over by Tim Allen (I’ll get to him in a minute) also seem to have small imperfections that make it immediately impure. Faygo is often used for product placement and yes, it is made in Detroit but it is owned by National Beverage which is based in Fort Lauderdale, FL. I do advocate purchasing Faygo as over 600 local employees depend on it but do realize that the profits leave Michigan. Therefore, Faygo, while wildly popular, is not a pure Michigan product. One could argue that the potato salad at Walmart or bread at Whole Foods is indeed made in the state, however they are not pure Michigan-made products either. Follow the money trail.

Pure Michigan initially had an 18 million dollar budget to work with. Economic factors forced them to have only half of that this past year. I read about complaints from senior management and employees. Sure, no one likes to see their budget cut and unfortunately that did mean some jobs. I won’t ever downplay that, but I would rather have heard something more positive and appreciative towards the tax-payers. Most business owners that I meet would give their eye-teeth for a near nine million dollar budget. Pure Michigan has no actual revenue model but operates from monies granted from the State. Next year, just say thank you.

Tim Allen is the hired voice for Pure Michigan; the velvety tones that make you want to skip a stone in Lake Michigan and eat some fudge. While Tim was born in Colorado, he grew up here. He qualifies as a Michigan guy. In my opinion, everyone should live at least a decade in Michigan; we’re that good. However, I have two major disagreements with the use of Tim Allen. First, he has a felony and a DUI (1997) on his police record. Was this part skipped in the interview or application? Secondly, he currently lives in California. Without checking his tax returns for the Homestead Exemption, this does not make him “Pure Michigan.” This would also apply to so many other celebrities like Robin Williams, Madonna, James Earl Jones, etc. that once called Michigan home. When Tim gets paid, his money leaves Michigan. I have a similar grievance with the Michigan State Lottery to be discussed at another time.

Finally, on Pure Michigan’s website, they used a picture of a black male, regally standing in a Grand Hotel uniform, holding a folded American flag. Before you call me a racist, the fact that he is black is not the issue. The fact that the gentleman is most likely an imported, seasonal worker from the Caribbean is the issue. Mackinac island has never tried to hide this. Importing workers, while an annual tradition on Mackinaw Island, just doesn’t seem appropriate given our high state unemployment. He could be from Livonia or Onaway for all I know. Mackinac Island is the economic powerhouse of Mackinac County (which includes the islands and a portion of the Upper Peninsula just north of the Mackinac Bridge.) The employment rate ebbs and flows due the area’s seasonal nature and in January was a staggering 31.2% according to the USBLS. This was one of the highest unemployment rates in the state. Neighboring Cheboygan County to the south was at 22.9% during that same time. It makes a difference; even if it’s seasonal work. The picture only seemed to magnify one of the many things that is wrong with the Pure Michigan campaign.

I want Pure Michigan to succeed. Revenue from tourism and job creation is important to Michigan’s economy and the economy of Michigan families. Strive for accuracy and excellence. See the bigger picture. Fix what is fundamentally wrong in the campaign and only then can Pure Michigan truly be pure. It really does make a difference if, and only if, making a difference is part of the mission.