From the Desk of the Main Street Program Director

Refreshed mission and vision will help staff market Grayling’s new brand
by Rae Gosling | Grayling Main Street Program Director
As you may recall from the last few columns, Grayling is undergoing a refresh of imagery and marketing.  Grayling Main Street (GMSt) first received branding and marketing services courtesy of the Michigan Main Street Center, and through Project Rising Tide (PRT) the city of Grayling has also received services for a new logo.  
GMSt recently wrapped up our big reveal and the team that brought you our fun photo contest will be developing a great rollout for the city next. While we intend on having fun with the new logo, and plan to see it all over town, there are also some economically beneficial ways we intend on using the fully loaded toolbox. 
In partnership with PRT, GMSt will be using the new logos to complete a project geared toward proactively, and aggressively, attracting businesses and developers to our community. We will target entities that fill the needs identified in our recent market study, as well as some of those expressed in the community engagement sessions. A collaborative effort was made by the GMSt and PRT teams to create a package that highlights all of our assets, and serves as a conversation starter, or continuation, between the community and interested parties. The GMSt Economic Vitality is working on a financial capital guide to help illuminate the economic resources in our community. This will be included in the business marketing package.  
The target of this project is not only to provide services to incoming businesses, but to also highlight the amenities available to their employees. GMSt is particularly interested in exploring the uses for more marketing opportunities as well. These could include the attraction of young talent back to northern Michigan, or a spike in the tourism of our area.    
With all the progress happening in the community the GMSt board identified that this would be a good time to review the program’s direction. They recently held two work sessions where they revisited the mission, vision, and goals of the program. The two sessions were a success, as the board created and subsequently voted to approve a refreshed mission statement and vision for the program.
Mission: The mission of Grayling Main Street is to be an economic development program that uses historic preservation and community collaboration in Downtown Grayling to promote our artisan and great outdoors recreational resources.
Vision: The vision of Grayling Main Street is that Downtown Grayling is an economically viable district, supported by the business community, that is aesthetically engaging, and encourages a grand sense of pride in residents.
The establishment of the refreshed mission and vision statements, coupled with the adoption of the Art of Recreation transformation strategy have provide the GMSt board, volunteers, and staff with the direction they need to fully utilize the new logos and market our new brand as Michigan’s Most Colorful Downtown.  
Want to know more about the transformation strategy for Downtown Grayling and how that plays into the National Main Street Refresh? Check back in future editions of the Avalanche for more From the Main Street Program Director’s Desk. You can also check out our website,, find us on Facebook, or email your questions to
Rae Gosling is the Program Director for Grayling Main Street. She has been with GMSt since April 2016. She is a Grayling resident, wife, mother, local shopper, avid supporter of all things Grayling, and keeps everyone on their toes wondering what color her hair will be next. 

Crawford County Avalanche

Mailing Address
Box 490
Grayling, MI 49738

Phone: 989-348-6811
FAX: 989-348-6806

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