LANSING – Michigan is already at risk of losing out on some winter visitors because it is not currently funding the national “Pure Michigan” advertising campaign, and not replacing that funding before the end of the year could also mean missing out on some spring and summer visitors, tourism officials said in launching a call for action on the authorization.

Sen. Jason Allen (R-Alanson) and Rep. Wayne Schmidt (R-Traverse City), both champions of the issue in their respective chambers, said they hoped a compromise could be reached that would provide for the $25 million to relaunch the campaign.

“We have to continue to push leadership to get something put together,” Allen said. “Our hope out of this press conference is a long-term funding model.”

Decisions on spring and summer advertising are generally made in January, said Ken Hayward, past chair of the Travel Commission and vice president of sales and marketing for the Grand Hotel on Mackinac Island. Passing the issue to the next Legislature could mean no summer ads, or at least reduced ads because the remaining spots will be more expensive.

Steve Yencich, president of the Michigan Lodging and Tourism Association, said waiting would not mean a brief delay. The issue would be put off until new committees are formed and filled and new members are educated on the issue. “We’re asking for the veterans who know this issue inside out to act now,” he said.

If the ads are not on the air, not only are they not reaching people who have not considered visiting the state, they also are not reinforcing plans for those who are considering a visit. “Michigan’s on a lot of people’s lists; they haven’t come yet,” Hayward said. “If the campaign goes dark, we just fade off those lists.”

Yencich said it should help the cause that both Gov. Jennifer Granholm and Governor-elect Rick Snyder support the program.

Both Allen and Schmidt said they would support using general funds to cover the program this year, but want to see dedicated funding for the program in the long-term.

But Matt Marsden, spokesperson for Senate Majority Leader Mike Bishop (R-Rochester), said the Senate would not act on a permanent funding source for Pure Michigan. He said Governor Jennifer Granholm could use surplus funding to pay for a short-term winter tourism campaign.

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