Here Comes the Sun: Tools to Prepare for the Season
By: Katie Frankhart
As spring gives way to another Pure Michigan summer, vaccination numbers are increasing across the state and country with a new plan in place. Michiganders can feel it: here comes the sun. Warmer weather, brighter days, and a return to the experiences we love are on the horizon.
This industry is embarking on a new normal, preparing to meet the pent-up demand of residents and tourists alike. After nearly 14 months of shutdowns, strict restrictions, and historical losses, the Michigan Restaurant &Lodging Association (MRLA) is working with hospitality leaders, business owners, and consumers to create a plan for sustainable success. It’s time to restore our industry, the economy, and the Pure Michigan experience to its pre-pandemic glory. From Reopening to Reintegrating Data released on March 30 by the MRLA shows strong consumer demand and support for a plan to fully reintegrate restaurants, banquets, and events. The statewide survey demonstrated that Michiganders are ready to resume indoor dining and travel at full capacity, and they’re in strong support of priority vaccinations for hospitality workers and a metric-driven plan for COVID-19 restrictions as the path to getting there.
When releasing the data, Justin Winslow, MRLA President & CEO, called on lawmakers for bipartisanship support and metric-driven solutions. On April 28, signs emerged. Governor Gretchen Whitmer announced the state’s “MI Vacc to Normal” plan, which promises to lift indoor capacity limits, including those in restaurants, lift bar and restaurant curfews, and relax social gathering limitations two weeks after 65 percent of Michiganders (5.3 million residents) receive their first dose. At the time of announcement, about 1 in 3 Michiganders had been vaccinated. And nearly half, 48.8 percent, had received the first dose of two doses, according to state data. We’re almost there. Continued advocacy and unity amongst the Michigan hospitality industry is crucial in each next step. Until we reach the necessary vaccination benchmarks, we’re still operating under limited capacity and state restrictions. Business owners must explore unique opportunities to strengthen the workforce and prepare for a full reintegration in the warmer seasons ahead. These are some programs, resources, and ideas from other Michigan industry leaders and business owners. 
The Great Outdoors of Social Districts
People crave open air and connection. They miss dining, drinking, socializing, and moving about their cities and towns. Thanks to the 2020 legislation led by MRLA that designated groups of restaurants with liquor licenses as social districts, it’s easier for restaurants and bars to take advantage of public outdoor spaces and revive this experience for customers. The law increased outdoor capacity for Michigan restaurants, allowing customers to social distance and drink from open containers. As the weather warms up, social zones allow more people to get out and engage in their communities while still following health guidelines. John McNamara, VP of Government Affairs at MRLA, says social zones serve as a major revenue generator for Michigan businesses and will play a critical role in spring and summer recovery. “Social zones allow people to be out with friends and family, spending money at local businesses while being safe and responsible,” he says. “They foster a sense of community during a time when it’s needed.” Grand Rapids officials were some of the early implementers of social zones in 2020. Katie Lieto, Director of Marketing at Experience GR, says they have been a critical element in supporting area businesses and helping visitors feel comfortable getting out again. “As the weather warms up, programming ramps up, and more tourists start visiting the area, social zones will continue to play a vital role in the vibrancy of the city and the business recovery.” Experience GR recognized social zones as a creative way to showcase the area as a destination and welcome tourists and locals back into businesses. Lieto says social zones prove that thinking outside the box can pay off, and customers are willing to change their previous buying behaviors to have a new experience, noting that it’s a great time to try something new for business. “It was exciting to see so many people embrace all four seasons of Michigan,” she remarked. “People bundled up and dined outdoors even when it was snowing! It was a new experience and Michiganders were up for the challenge.” While social zones aren’t feasible in every community, McNamara believes more will continue to pop up in towns and cities both large and small. He says it’s a resource business owners should use to their benefit if it works within their community and encourages anyone interested in social zones to engage with local elected officials, economic development groups, and local law enforcement to weigh the pros and cons. 
Hybrid Events are Here to Stay
Even as some restrictions ease, not all people are ready for group gatherings and some guests are unable to dedicate time or expense for traveling to a meeting or event. This is why Lisa Powers, Director of Creative Services at Motown Digital, says that utilizing hybrid events will be imperative in 2021 and beyond. “2020 proved that virtual events are critical because they maximize attendance, allowing people to attend in ways they couldn’t before,” she says. “Our goal is to get attendees back into our venues using hybrid event components like technology and virtual integration.” This hybrid model introduces a fundamental change in how events will work in the future. Virtual components allow these events to reach a much larger audience by eliminating geographical restrictions, making them a cost effective and inclusive experience for both planners and attendees. Powers says the secret to the seamless hybrid experience lies in cohesiveness. “Having the right virtual platform available for both in-person and virtual attendees makes everyone feel like they’re together, even while they’re apart, and makes them feel like they’re still sharing that experience.” She shares tips for a virtually cohesive hybrid event model:
“‘Hope is not a plan’ is a mantra at Motown Digital,” she adds. “Have a plan, but be flexible—it helps you sleep at night knowing you are prepared for whatever comes your way and can execute a successful hybrid event.” Of course, for guests attending in-person events, the critical component remains: health and safety protocols. “We focus on clear and consistent communication with our guests about what steps we are taking for their safety,” says Jill Bish, director of catering and convention services at the Raddison of Kalamazoo. “We feel that if our guests know and understand the steps we are taking, then they will feel comfortable to meet in-person. Beyond maintaining close contact with the local health department and all groups to ensure full understanding and following of any orders, guidelines, and ordinances, Bish and her team incorporated other deliberate practices to increase guest safety:
|
Moving Full-Steam Ahead with Workforce Solutions
The Michigan hospitality industry is resilient, but John McNamara says the only way it will ever achieve realistic recovery is by returning to full capacity with a workforce that is well-trained and ready to safely return. The biggest issue? People are leaving the industry in masses, particularly women, who have disproportionately suffered pandemic-related job loss.
Since February 2020, 2.3 million women have left the workplace, most citing childcare, family issues, or lack of opportunity as the reason; with female employees collectively making up nearly 60 percent of Michigan’s hospitality and leisure workforce, the loss is crippling.
Capacity restrictions, closings and reopenings, limited hours—all workers have grown frustrated by the instability and unpredictable job outlook, many depending on enhanced unemployment benefits as a more reliable and viable option. Some don’t feel safe returning, specifically if they’re not vaccinated. While easing restrictions, the state’s vaccination plan didn’t originally prioritize hospitality workers.
This issue is critical, and immediate solutions are needed. The industry must work collectively to protect employees and give them good reason to return to the workforce. This not only means ensuring a safe return, but also creating opportunities for leadership and growth so they can build lucrative, sustainable hospitality careers.
Recognizing this imperative need for the industry, and with 70 percent of Michigan operators saying their staffing is down more than 20 percent, the MRLA is working to launch an industry-specific job board in the coming weeks.
The Michigan hospitality industry is resilient, but John McNamara says the only way it will ever achieve realistic recovery is by returning to full capacity with a workforce that is well-trained and ready to safely return. The biggest issue? People are leaving the industry in masses, particularly women, who have disproportionately suffered pandemic-related job loss.
Since February 2020, 2.3 million women have left the workplace, most citing childcare, family issues, or lack of opportunity as the reason; with female employees collectively making up nearly 60 percent of Michigan’s hospitality and leisure workforce, the loss is crippling.
Capacity restrictions, closings and reopenings, limited hours—all workers have grown frustrated by the instability and unpredictable job outlook, many depending on enhanced unemployment benefits as a more reliable and viable option. Some don’t feel safe returning, specifically if they’re not vaccinated. While easing restrictions, the state’s vaccination plan didn’t originally prioritize hospitality workers.
This issue is critical, and immediate solutions are needed. The industry must work collectively to protect employees and give them good reason to return to the workforce. This not only means ensuring a safe return, but also creating opportunities for leadership and growth so they can build lucrative, sustainable hospitality careers.
Recognizing this imperative need for the industry, and with 70 percent of Michigan operators saying their staffing is down more than 20 percent, the MRLA is working to launch an industry-specific job board in the coming weeks.
Industry Insights: How to Cultivate Your Comeback
Join the MRLA on Tuesday, May 11, for this day-long virtual event—a series of drop-in sessions designed as opportunities to gain insight from hospitality industry insiders. The session lineup includes some of the top experts covering critical topics relevant for successful reintegration and workforce revival:
MRLA President & CEO Justin Winslow will share what’s coming next from legislative priorities, information about upcoming training and events, news on the forefront of women in hospitality leadership, and more. Attendees are also invited to virtually explore exhibitor booths to scope out new products to support your business. Anyone can register online. MRLA Members are free, and non-members can attend for $50.
Join the MRLA on Tuesday, May 11, for this day-long virtual event—a series of drop-in sessions designed as opportunities to gain insight from hospitality industry insiders. The session lineup includes some of the top experts covering critical topics relevant for successful reintegration and workforce revival:
- Wellness in the Workplace, presented by Kimberlee Vandervoorn, UnitedHealthcare
- Driving Revenue with Social Zones, presented by Tim Kelly, Downtown Grand Rapids Inc.; Dave Dittenber, DRI Enterprises; and Kelly Allen, Adkison, Need, Allen & Rentrop PLLC
- MRLA Legal Center Live: What Your Lawyer Wishes You Knew, presented by Fahey, Schultz, Burzych, & Rhodes and Honigman Law Firms
- Telling Your Story to Build Consumer Confidence, presented by Marx Layne & Co.
- Collaborative Roundtable – Building Back Your Team, facilitated by Steve Loftis, Harbor Restaurant Group
MRLA President & CEO Justin Winslow will share what’s coming next from legislative priorities, information about upcoming training and events, news on the forefront of women in hospitality leadership, and more. Attendees are also invited to virtually explore exhibitor booths to scope out new products to support your business. Anyone can register online. MRLA Members are free, and non-members can attend for $50.
Spring into Action with ServSafe
You can also prepare for the warm weather and wave of tourists by getting ServSafe certifications and utilizing their courses. If you’re a MRLA member, take advantage of these spring specials and register today:
While a full recovery of the Michigan hospitality industry has a long road ahead, things are finally looking promising. Now is not the time to lose steam; now is the time to maintain the momentum and resilience that has carried the industry through these past 14 months and apply it full-force towards a full reintegration. Our beloved Pure Michigan spring and summer seasons are upon us. Yes, it feels like years since it's been here, but...here comes the sun.
You can also prepare for the warm weather and wave of tourists by getting ServSafe certifications and utilizing their courses. If you’re a MRLA member, take advantage of these spring specials and register today:
- ServSafe Food Safety Manager, $70 discount per class
- Responsible Alcohol Service, $70 discount per class
- Free ServSafe COVID-19 courses on take-out services, returning to work, delivery, and managing difficult gusts
While a full recovery of the Michigan hospitality industry has a long road ahead, things are finally looking promising. Now is not the time to lose steam; now is the time to maintain the momentum and resilience that has carried the industry through these past 14 months and apply it full-force towards a full reintegration. Our beloved Pure Michigan spring and summer seasons are upon us. Yes, it feels like years since it's been here, but...here comes the sun.
