Some projects remind me of fixer-upper shows that run on HGTV. You’ve seen some variance of this theme: a home with seriously promising features in need of a labor of love but no one with the skill or time to do it without a lot of help. It takes the right person to come in, realize the potential, and work with a team on a single vision to turn the home into the gem of the neighborhood. Of course, we all love the delight that comes with the big reveal, but I find the real joy watching the team approach each challenge – some by total surprise – and conquer them one by one, leading to a success.
Earlier this year I put a wrap on a project like this. It was one with lots of moving parts and big expectations. It took me and my team through the full range of emotions with pride being the most frequent. My work is now done and the keys handed over. It’s a big year ahead for this client…The Detroit Region Aerotropolis. If you don’t know them yet, you soon will.
The Aerotropolis, formerly known as VantagePort, has been around for over ten years. If you are familiar with the history, you will know that it was critiqued as a project that couldn’t get off the ground for various reasons. While I couldn’t change the past, I couldn’t disregard the potential the project had in developing a leading aerotropolis in Southeast Michigan. After all, its boundaries included not one but two outstanding airports, ties to manufacturing, R&D, engineering, and now the connected and autonomous vehicle industry. I could see that within a few short years, companies would be clamoring to building their businesses in the Aerotropolis, so I put on my HGTV hat, pulled my team together, and got to work.
There were several main orders of business that were tackled with this project:
- Benchmarking: we referenced existing studies and completed our own research to establish Detroit’s competitiveness among other aerotropoli. Finding out that Detroit had all the right assets, we moved forward with strategy.
- Strategy: we examined the region to identify how the Aerotropolis could position itself and build support on a local level. The strategy involved a lot of relationship building, and when that was in place we were able tackle public perception.
- Rebranding: we had consensus that the VantagePort name had clarity issues and baggage so we rebranded as Detroit Region Aerotropolis. We developed key messages and a clean design that was applied across the board at the organization. We were ready to show the world who we are and get feedback, so we invited some guests to visit.
- Validation: we hosted ten site selectors from across the country for a 3 day visit to the Aerotropolis. They were able to see the region as well as meet many of the organization’s stakeholders. As the visit concluded, we had the golden nugget of truth: the Aerotropolis in itself is a tremendous asset to the region and it now needed focus on raising awareness.
- Marketing: we brought the Aerotropolis to a point where it can now be presented as a no-brainer option for businesses to build, grow, and thrive. Staff have the tools and means to tell the world about what’s happening in Michigan, and I’m pleased to have the best seat in the house.
With a home, it’s easier to measure success with an increased property value. This story has its own indicators:
- The Aerotropolis is now positioned to go after several larger projects that previously may have not panned out. The telltale sign of economic development is bricks and mortar and job creation. This is all becoming a reality for the Aerotropolis.
- The Aerotropolis is now an organization that can attract the high level of talent it deserves. I’m excited to see Rob Luce taking lead of the organization as executive director starting March 6.
- The Aerotropolis is now home to the American Center for Mobility, a project I am proud to have helped create while I was at Ann Arbor SPARK. This project is going to bring national attention to the area and show how the Aerotropolis can serve as cornerstone to many future initiatives in Southeast Michigan.
As with any project you put your heart into, it’s sad see it come to an end. But I feel that this is one that is going to keep growing and surprising all of us. I’m pleased to have been a part of this stage in its growth and am looking forward to what its team does in the coming years. Cheers to great partners and great projects.