Experience Grand Rapids

What Experience Grand Rapids does

Experience Grand Rapids is the official destination marketing organization (DMO) for Grand Rapids and Kent County, Michigan, operating as a 501-C6 not-for-profit since 1927. The organization promotes the destination across three core customer segments: leisure travelers, meeting and convention planners, and group business (weddings, sports, tours). It serves an interconnected partner network of 300+ local businesses, including hotels, attractions, breweries, and restaurants, that fund and benefit from cooperative marketing activity.

The organization's product portfolio centers on ExperienceGR.com as the primary digital storefront, supplemented by the Beer City Brewsader Passport mobile app (gamified craft beer tourism), Flights of Flavor (culinary tourism product), Attraction Pass GR (sightseeing bundle), the AI-Powered Accessibility Agent developed with Wheel the World, and PartnerNet as a B2B partner portal. Technology infrastructure is built on the SimpleView CRM platform, which aggregates visitor inquiries, event leads, and partner data into a centralized system. Staffing comprises 38 full-time and 18 part-time employees plus interns.

Revenue is generated through a multi-stream model: hotel room tax assessments (the primary funding source), tiered partner membership fees ($250 for Gold partners; $1.50 per hotel room with $250 minimum for Platinum), government contracts from Kent County, City of Grand Rapids, and Gerald R. Ford International Airport, and commissions from attraction pass sales. Convention sales are anchored by the DeVos Place Convention Center relationship, and the organization is preparing for major new inventory including the Acrisure Amphitheater (opening 2026) and Amway Stadium (opening 2027) as part of the Grand Action 2.0 infrastructure initiative.

Name

Experience Grand Rapids

Legal name

Experience Grand Rapids

Website

https://experiencegr.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

51–100 employees

Short description

Experience Grand Rapids is the official destination marketing organization for Grand Rapids/Kent County, Michigan. It promotes leisure travel, conventions, and group business through digital platforms, mobile apps, and a 300+ partner network funded by hotel assessments, membership fees, and government contracts.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Nature Parks and Other Similar Institutions (71219), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

akta.pro secondary industries

Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts) (THAAAGAE), Whitewater & Paddle Sports Centers (Rafting, Kayak, SUP, Canoe) (THAAAKAF)

Keywords

• Destination marketing
• Convention sales services
• Visitor information platform
• Tourism promotion
• Meeting planning resources

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Hotel Room Revenue: Primary funding source derived from hotel room revenue. A portion of Kent County hotel room revenue is paid directly to Experience Grand Rapids. This represents the majority of organizational resources.
2. Partnership Membership Fees: Annual membership fees from partner businesses. Hotels pay $1.50 x number of rooms ($250 minimum). Other businesses pay $250 annually. Meeting Marketing Add On available for $150 annually for venues with meeting spaces.
3. Attraction Pass Program: Commission-based revenue from the Attraction Pass GR program offering 50% savings on admissions to multiple attractions, with adult, children, and senior pricing tiers.
4. Government Contractual Funding: Annual funding from public sources including Kent County, City of Grand Rapids, and Gerald R. Ford International Airport through contractual agreements.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels12 records

Core offering

Experience Grand Rapids is the official Destination Marketing Organization for Grand Rapids/Kent County, marketing the destination to leisure visitors, meeting and convention planners, and group travel organizers through the ExperienceGR.com website, mobile applications, an AI-powered accessibility agent, and tiered partner programs. The organization drives tourism and convention business to the region on behalf of its 300+ member businesses and government funders, funded primarily by a portion of Kent County hotel room revenue and public contractual funding.

Product overview

Experience Grand Rapids is the official Destination Marketing Organization (DMO) for Grand Rapids/Kent County, operating primarily as a content and marketing platform rather than a traditional product company. The core offering is the ExperienceGR.com website, which integrates multiple visitor services including the My Trip planning tool, Beer City Brewsader mobile passport app, Flights of Flavor digital rewards pass, Attraction Pass GR discount program, and an AI-Powered Accessibility Agent built with Wheel the World. The organization also operates PartnerNet, a partner portal for the 300+ member business network, and offers tiered partnership programs (Bronze, Gold, Platinum) for local businesses seeking marketing exposure.

Differentiator

Problem solved

Functional benefit

Brands

• Beer City Brewsader: A passport app guide to the city's craft breweries featuring check-ins, challenges, and collectible rewards
• Flights of Flavor
• Attraction Pass GR
• Experience GR

Products and services

• Attraction Pass GR A discounted attraction pass program offering 50% savings on bundled admissions to multiple Grand Rapids area attractions, available with adult, children, and senior pricing tiers. Designed for leisure visitors and families visiting Grand Rapids.
• Partnership Programs (Bronze / Gold / Platinum) Tiered annual membership program providing Kent County hotels, attractions, restaurants, and breweries with marketing exposure on ExperienceGR.com, participation in EXGR programming (Restaurant Week GR, Flights of Flavor, Attraction Pass GR), partner networking, and convention sales lead access. Bronze is free; Gold is $250/yr with premium listing; Platinum (hotels only) is priced at $1.50 per room with a $250 minimum; Meeting Marketing Add-On is $150/yr for venues.
• Convention Sales & Services Sales-led convention and meeting services for professional meeting planners, including RFP submission, facility and venue information for DeVos Place Convention Center and downtown hotels, dedicated sales team support with site visits, and on-site convention services support during events.
• Group Travel Services Group travel planning services for tour operators, sports teams, corporate retreats, and social clubs seeking group hotel rates, coordinated itineraries, step-on guides, and special offers for organized group visits to Grand Rapids.
• Beer City Brewsader Passport Program Mobile passport program guiding users to 35+ craft breweries in Grand Rapids with digital check-ins, location and tour information, event details, transportation options, and gamification elements. Users collect stamps and earn rewards including t-shirts at 8 stamps and crewneck sweatshirts at 30+ check-ins.
• Flights of Flavor Digital Pass Free digital pass program featuring unique food and drink pairings at participating restaurants and breweries throughout Grand Rapids, with gamification elements and prize rewards for checking in at Flights of Flavor locations.

Quantifiable outcome

• DeVos Place Convention Center generates $50 million in economic impact annually
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

20 partnerships are on record, tiered core, minor and flagship.

• Wheel the WorldcoreTechnology or IntegrationStrategic technology partnership to develop the world's first AI-powered accessibility agent for destination travel planning. The virtual guide helps visitors with disabilities and seniors find accessibility information throughout Grand Rapids. The platform draws on years of accessibility data and improves with use. Experience GR is an 'Accessibility Verified' destination through Wheel the World.
• Grand Action 2.0coreStrategic or Co-development PartnerPublic-private partnership organization driving major infrastructure developments in Grand Rapids. Grand Action 2.0 is behind key projects including DeVos Place Convention Center, Van Andel Arena, Downtown Market, Amway Stadium ($175M soccer arena), and Acrisure Amphitheater. Experience GR participated in CSL International studies coordinated by Grand Action 2.0.
• Gerald R. Ford International Airport AuthoritycoreStrategic or Co-development PartnerExperience GR President and CEO Doug Small serves on the Airport Authority Board. Partnership supports visitor experience enhancement and regional tourism growth. The airport provides annual funding through contractual agreements and serves as key gateway for visitors.
• SimpleViewcoreTechnology or IntegrationTechnology platform provider powering ExperienceGR.com website, CRM systems, and partner portal (PartnerNet). SimpleView provides the destination marketing technology infrastructure including website design, event management, and partner relationship management capabilities.
• Longwoods InternationalminorStrategic or Co-development PartnerResearch partner conducting visitor research and analysis to identify and analyze visitor characteristics and behaviors in Grand Rapids.
• Kent CountycoreOthersPrimary public funding partner providing annual contractual funding. Kent County provides portion of hotel room revenue to Experience GR and participates in governance through Airport Authority appointments.
• City of Grand RapidscoreOthersPublic funding partner providing annual contractual funding. Collaborates on development projects and city planning initiatives.
• GoogleminorGTM or Marketing PartnerDigital marketing and advertising partner. Uses Google Analytics for website statistics, Google AdWords remarketing technology, and Google DoubleClick for ad placement and analysis.
• Facebook (Meta)minorGTM or Marketing PartnerSocial media and advertising partner. Uses Facebook remarketing to deliver targeted advertising based on past website visits. Includes integration with Instagram platform.
• Downtown Grand Rapids, Inc.minorStrategic or Co-development PartnerBusiness association partner representing downtown business interests. Collaborates on downtown development and marketing initiatives.
• Michigan Restaurant & Lodging AssociationminorStrategic or Co-development PartnerIndustry association partner representing hospitality businesses. Collaborates on workforce development, industry standards, and hospitality promotion.
• Ada Business AssociationminorGTM or Marketing PartnerLocal business association partner promoting businesses in Ada, Michigan area.
• Heartside Business AssociationminorGTM or Marketing PartnerBusiness association partner representing Heartside neighborhood businesses.
• West Michigan Asian American Association IncminorGTM or Marketing PartnerCultural association partner supporting Asian-American business community and cultural tourism initiatives.
• West Michigan Tourist AssociationminorGTM or Marketing PartnerRegional tourism association partner promoting West Michigan destinations.
• People First EconomyminorGTM or Marketing PartnerEconomic development organization partner supporting local business ecosystem.
• AmwayflagshipGTM or Marketing PartnerMajor naming rights sponsor for Amway Stadium ($175M, 8,500-seat soccer arena opening 2027). Global health and beauty company headquartered in Grand Rapids. Major supporter of downtown development projects.
• Acrisure LLCflagshipGTM or Marketing PartnerLocal financial tech company that purchased naming rights for Acrisure Amphitheater ($30 million - more than half the private donation goal). 12,000-seat amphitheater opening 2026.
• Macatawa BankminorGTM or Marketing PartnerRegional bank serving as presenting sponsor for CHIHULY at Meijer Gardens exhibition.
• PNC BankminorGTM or Marketing PartnerRegional bank serving as presenting sponsor for ENLIGHTEN holiday light exhibition.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Choose Chicago: DMO for Chicago and a much larger, better-funded competitor within the same Midwest tourism corridor. Comparable in mandate (convention sales, leisure promotion, partner marketing) but operates at significantly greater scale and budget.
• Pure Michigan (Travel Michigan / MEDC): State-level DMO operated by Travel Michigan under the Michigan Economic Development Corporation. Sits above EXGR in the marketing stack—Pure Michigan promotes the whole state and partners with regional DMOs like EXGR to amplify Grand Rapids content.

Others

• SimpleView: Technology platform provider whose CRM, website, and partner-portal infrastructure power EXGR's digital operations. Listed as a peer because it is the operational backbone of EXGR's marketing stack and is the dominant DMO-software vendor across the peer set.
• Brand USA: The national destination marketing organization for the United States. Not a direct competitor but a complementary peer that EXGR partners with to drive international visitation into Grand Rapids through cooperative marketing.

Direct peers

• Visit Indy: Destination marketing organization for Indianapolis. Similar sales-led convention sales motion, partnership program tiers, and emphasis on attracting major sporting and cultural events to drive hotel demand.
• Visit San Antonio: DMO for San Antonio with parallel hotel-tax funding, convention bureau function, and partner membership model. Comparable in scale as a mid-size U.S. city destination competing for convention and leisure demand.
• Visit Detroit: Official destination marketing organization for Detroit and surrounding Wayne, Oakland, and Macomb counties in Michigan. Closely comparable to EXGR as a same-state regional DMO with a similar mandate to drive leisure tourism, conventions, and partner-network marketing.
• Experience Columbus: DMO for Columbus, Ohio with a parallel structure: hotel-assessment funding, partner membership tiers, convention sales team, and visitor-facing digital platforms. Closely comparable business model and mid-size Midwestern city positioning.
• Destination DC: Destination marketing organization for Washington, D.C. Comparable in mission, 501(c)(6) nonprofit status, hotel-assessment funding, convention sales focus, and tiered partner membership program.
• Visit Milwaukee: DMO for metro Milwaukee and a direct same-region Midwest competitor for leisure visitors, conventions, and craft beverage tourism. Operates with a comparable nonprofit DMO structure and partner-network funding model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ExperienceGR
• LinkedInlinkedin.com/company/experiencegrandrapids
• Instagraminstagram.com/experiencegr
• Facebookfacebook.com/ExperienceGR

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Experience Grand Rapids