Editor’s note:

This is the first installment in a four-part series that delves into the impact of Pictured Rocks National Lakeshore on the local economy. The series will focus on several aspects of the topic, including the challenges faced by local workers, the expansion of recreational opportunities and the importance of sustainability for the future.

Tourism related to Pictured Rocks National Lakeshore contributed over $45 million to the local economy in 2023, according to a recent National Park Service report. This influx of visitors supported 544 jobs in the surrounding communities, showcasing the significant economic impact the park has on Munising and its neighboring areas.

“People come to Pictured Rocks National Lakeshore to learn, relax and experience the beauty of Michigan’s Upper Peninsula, and end up supporting the U.S. and local economies along the way,” said David Horne, superintendent of Pictured Rocks National Lakeshore, which welcomed 910,939 visitors in 2023.

Local businesses have experienced substantial growth due to the increase in tourism. Cori-Ann Cearley of the Munising Visitors Bureau said, “The increased visitor spending and influx of visitors have allowed Munising businesses to expand, improve and hire more employees. It has also allowed new businesses that never previously existed in the area to open.”

One such business is Denman’s Hardware, which has been able to both expand and renovate in response to the growing number of tourists patronizing the store.

“The revenue from tourism gives us the opportunity to expand our selection of items and services, allowing us to further support our community,” said Amy Denman, partner at Denman’s Hardware.

Additionally, long-standing businesses have also benefited from this growth. The Pictured Rocks Inn and Suites, for example, has been able to renovate and expand its services due to increased demand.

Bill Thompson, co-owner of Down Wind Sports, has also observed how tourism has driven business growth. “Essentially, increased tourism equals increased business and allows us to hire more local staff, increase our hours and helps us to increase our programming and sponsorships for locals,” he said. “All in all, it really helps our business to survive in a smaller market than our other two locations.”

The surge in visitors seeking outdoor experiences such as hiking, kayaking and ice climbing has provided opportunities for Down Wind Sports to expand its offerings and support the community.

Zach Boucher, co-owner and chief operating officer of Pictured Rocks Cruises, said his business has continually adapted to the rise in tourism. “In 2016, we expanded our fleet with our first catamaran, the Pictured Rocks Express, to offer faster service to the lakeshore and enable a larger passenger load,” he said. “We added new vessels in 2019 and 2023 and plan to continue expanding in the coming years. This growth would not have been possible without the increase in tourism.”

The expansion of the fleet wasn’t the only change. Boucher notes the need to adjust infrastructure as well. “Prior to the tourism boom, all tours boarded from the public city dock, which created logistical nightmares due to increased traffic,” he said. “In 2017, we repurposed part of our lakefront property to create a private embarkation site. This change allowed us to manage passenger traffic more efficiently and reduce our footprint on the city dock.”

He also said renovations to improve the site’s efficiency, accessibility and capacity were underway as of 2024.

Furthermore, Pictured Rocks Cruises has reinvested in its other facilities, including an ongoing facelift to their ticket office and gift shop. “We’re expanding our current square footage and reconfiguring the layout to meet the needs of increased passenger traffic,” Boucher said.

In terms of employment, the surge in visitors has had a direct impact. “With the increase in departure times and ticket sales, we’ve had to bolster a larger staff,” Boucher said, noting that Pictured Rocks Cruises now employs more than 90 people in various roles.

The influx of visitors in May, September and October has also allowed the company to offer fulltime hours and extend employment for a longer season, making it more sustainable for their employees.

The impact of tourism on local businesses has been significant, yet it also comes with challenges. According to Joe Norton, manager of Pat’s Foods in Munising, while 2023 saw a slight decline of 1.5% in tourists compared to 2022, the numbers were still statistically flat in terms of customer traffic during the peak summer months.

This follows a sharp drop from the unsustainable peak numbers seen in 2021, which Norton believes were challenging for the region’s infrastructure to support.

“With the lack of snow in recent winters, the yearly tourism numbers would likely be lower if PRNL counted winter tourism,” Norton said, noting the seasonal importance of winter tourism, especially for lodging and food establishments.

Norton also points to the broader economic impact that tourism has on the local community, noting that “all of that money has a trickle-down effect to other businesses as those making wages and tips spend it within the community in which they live.”

Without the lakeshore and the promotion of Munising’s natural beauty, he adds, local businesses would suffer significantly. “It’s a blessing to live in an area that everyone wants to visit,” Norton said, pointing to the $45 million spent by visitors in the area, which keeps local businesses thriving year-round.