Beyond Tourism: Outdoor Recreation as a Community and Economic Development Strategy

Michigan communities are investing in parks, trails, and outdoor recreation. But what if these became more than amenities, and instead formed the backbone of an economic development strategy? That's what Jackson County is testing through Drive Jackson, a 20-year community vision shaped by input from over 1,300 residents. Residents loved their lakes, trails, and parks, but many didn't fully know or connect with these assets. The answer wasn't more amenities. It was better connection to what already existed. Jackson County is now executing on that insight through a coordinated set of initiatives: a Quality of Place Dashboard, an Outdoor Recreation Accelerator for recreation entrepreneurs, a countywide recreation brand and digital platform, and Build In Jackson, a leading homeownership-based talent attraction program. Build In Jackson pairs homebuying assistance with a curated introduction to local lakes, trails, parks, and businesses, including a free bike or kayak. This session shows how any community can activate its existing assets to build identity, attract talent, support entrepreneurs, and drive long-term economic resilience. Attendees will leave with practical strategies for place-driven economic development.