What TART Trails Inc. does

TART Trails Inc. is a 501(c)(3) nonprofit organization founded in 1998 in Traverse City, Michigan, that develops, maintains, and advocates for a 100+-mile multi-use trail network across Grand Traverse and Leelanau counties. The network spans paved urban corridors (TART, 10.5 miles; Leelanau Trail, 17 miles; Boardman Lake Loop, 4 miles), the Vasa Pathway for cross-country skiing and mountain biking, Sleeping Bear Heritage Trail, Buffalo Ridge, Nakwema Trailway connectors, and additional segments. The organization serves recreational users, commuters, and schoolchildren with Safe Routes to School access, and operates supplementary programs — Winter Trail Grooming (20+ miles of cleared pathways), Smart Commute TC (alternative transportation), Art on the TART (public art installations), Recycle-A-Bicycle, and the Trail Ambassador volunteer program — alongside hosted events such as Tour de TART and the Iceman Cometh Challenge.

The underlying technology is conventional trail-planning, civil-engineering, and asset-stewardship infrastructure, not a software or data product; core capability sits in land agreements, government co-ownership arrangements, capital project delivery, and seasonal maintenance (grooming, snow removal). Revenue is generated entirely through nonprofit funding mechanics: individual donations, Sustainers Circle recurring gifts, Trailblazer Society planned giving, corporate sponsorships, merchandise sales (bike bells, jerseys, hats, hoodies), Winter Trail Grooming Badges, non-cash gifts (stock, IRA, ACH, DAF), grants from foundations (Huckle Family Foundation, Rotary Charities of Traverse City) and government entities (Michigan DNR Trust Fund, Grand Traverse County, townships), and fundraising events. The organization is led by CEO Julie Clark and a 15-person staff supported by an 11-member volunteer board of directors.

The operating model is community-led and partnership-driven: TART Trails co-owns trail segments with the City of Traverse City, Garfield Township, and Grand Traverse County; holds formal grooming agreements with Michigan DNR; coordinates snow removal through multiple townships; and co-develops capital projects with organizations such as the Grand Traverse Regional Land Conservancy, Northern Michigan Mountain Bike Association, Norte, SEEDS, and Paddle Antrim. Active capital projects include the $1.9M Trailblazing Tomorrow campaign for Vasa Pathway improvements, the TART Bayfront Improvement and Extension Project with MDOT and the DDA, the Three Mile Trail extension, TART Transformation 3.0 (Five Mile), Buffalo Ridge Trail Extension, Nakwema Trailway, and Leelanau Trail Improvements. The organization holds Candid's Platinum Seal of Transparency (2025) and is governed as an autonomous nonprofit with no parent entity.

Name

TART Trails Inc.

Legal name

TART Trails, Inc.

Website

https://traversetrails.org

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

TART Trails Inc. is a Traverse City, Michigan-based 501(c)(3) nonprofit that builds, maintains, and advocates for a 100+-mile multi-use trail network across Grand Traverse and Leelanau counties, serving recreational users, commuters, and schoolchildren through year-round trail operations and partnership-funded capital projects.

Ownership category

akta.pro rank

Headquarters

HQ city

Traverse City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Donations and Fundraising: Primary revenue stream from individual donations, crowdfunding campaigns, and major gifts. The organization runs capital campaigns for specific trail projects and maintains a Sustainers Circle recurring donor program.
2. Corporate Sponsorships: Corporate sponsorship program for events like Tour de TART, with local businesses providing financial support in exchange for visibility and community engagement.
3. Merchandise Sales: Sale of branded merchandise including bike bells, jerseys, hats, hoodies, and other gear through the online shop.
4. Planned Giving: Trailblazer Society planned giving program for legacy donations and estate planning contributions.
5. Winter Trail Grooming Badge: Winter Trail Grooming Badge program for skiers who want to support trail grooming services.
6. Stock, IRA, ACH, DAF Donations: Acceptance of non-cash charitable donations including stocks, IRAs, ACH transfers, and Donor-Advised Funds.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

TART Trails Inc. develops, maintains, and operates a 100+ mile network of multi-use trails across Grand Traverse and Leelanau counties in Michigan, providing year-round outdoor recreation and alternative transportation infrastructure. The organization offers winter trail grooming services for cross-country skiing, snowshoeing, and fatbiking, along with programs supporting smart commuting, public art installations, bicycle recycling, and volunteer trail stewardship. Its services are delivered free to the public and funded through donations, sponsorships, government partnerships, and merchandise sales.

Product overview

TART Trails Inc. operates a unified trail network management platform offering multi-use recreation trails, winter grooming services, alternative transportation programs, public art installations, bicycle recycling, volunteer coordination, community events, and fundraising/donation programs. The core offering is the TART Trail network spanning 100+ miles across Grand Traverse and Leelanau counties in Michigan, supplemented by seasonal winter grooming, Smart Commute TC transportation initiatives, Art on the TART cultural programs, and Recycle-A-Bicycle community services.

Differentiator

Problem solved

Functional benefit

Brands

• TART: Traverse Area Recreation Trail - a 10.5-mile paved urban transportation and recreation corridor
• Nakwema Trailway
• Trailblazing Tomorrow
• Smart Commute TC
• Art on the TART
• Recycle-A-Bicycle
• Jim Mudgett Trail Pioneer Award

Products and services

• TART Trail Network A network of multi-use trails spanning Grand Traverse and Leelanau counties, including paved and unpaved pathways for recreation and transportation purposes, provided free to the public.
• Winter Trail Grooming Snow removal and trail grooming services providing over 20 miles of cleared pathways for winter recreation including cross-country skiing, snowshoeing, and fatbiking.
• Smart Commute TC A program promoting alternative transportation through collaboration with local businesses, governments, and nonprofits to develop multi-modal infrastructure for active and healthy lifestyles.
• Recycle-A-Bicycle A program that refurbishes and redistributes bicycles to community members, promoting sustainability and access to transportation.
• TART Trails Branded Merchandise Sale of branded merchandise including bike bells (Bell for Every Bike initiative), jerseys, hats, hoodies, and other gear through the online shop, supporting trail operations.
• Donation and Sponsorship Programs Multiple giving options including one-time donations, stock/IRA/ACH/DAF donations, corporate sponsorships, Sustainers Circle recurring giving, Trailblazer Society planned giving, and Winter Trail Grooming Badge purchases.
• Community Trail Events Organized events including the Tour de TART, Zombie Run, Volunteer Appreciation Party, Three Mile Trail Campaign activities, and open houses that engage the community and raise funds.

Quantifiable outcome

• Over 1 million annual users on the TART Bayfront section
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core, major and minor.

• City of Traverse CitycoreStrategic or Co-development Partner · 1 October 2024Primary municipal partner for TART Bayfront Improvement and Extension Project. Worked with MDOT and DDA to implement nonmotorized elements alongside Grandview Parkway reconstruction. Co-funded design and engineering for trail improvements. Unanimous support from City Commission for final designs in August 2023.
• Downtown Development Authority (DDA)coreStrategic or Co-development Partner · 1 August 2023Key funder for TART Bayfront project design and engineering. Worked with City and TART Trails on scope of nonmotorized elements. DDA's efforts on Lower Boardman River plan call for expanded non-motorized options including trail. CEO Jean Derenzy serves as lead advocate on project.
• Michigan Department of Natural ResourcescoreStrategic or Co-development PartnerOwns Vasa Pathway land. TART Trails grooms and maintains Vasa Pathway under formal agreement with MDNR. DNR management partially funded through Recreation Passport program. DNR Trust Fund provided funding for Buffalo Ridge Trail Phase II.
• Grand Traverse CountycoreStrategic or Co-development PartnerPartner on snow removal contracts for trail network. Worked with TART on contracting private company for snow removal services. Funded Vasa Pathway grooming. Co-owns and operates Boardman Lake Trail with City of Traverse City and Garfield Township.
• Northern Michigan Mountain Bike Association (NMMBA)coreStrategic or Co-development PartnerPartnership on Vasa Singletrack (13-mile beginner/intermediate trail), Vasa Skillz Building Loop for beginner mountain bikers, and winter sports singletrack grooming. Joint leadership on Trailblazing Tomorrow campaign for Vasa improvements.
• Grand Traverse Regional Land ConservancycoreStrategic or Co-development PartnerKey partner on Three Mile Trail project, including Mitchell Creek Meadows conservation area. Partnership on Traverse Ridge Trail collaboration. Host venue for Three Mile Trail Volunteer Days and public open houses at Conservation Center.
• East Bay TownshipcoreStrategic or Co-development PartnerPartner on Three Mile Trail project to close gaps in nonmotorized network. East Bay Township Hall serves as venue for Three Mile Trail Campaign Close Out event. Partner on snow removal for Three Mile Trail section.
• Timber Ridge RV & Recreation ResortmajorStrategic or Co-development PartnerProvided in-kind 99-year land lease for Timber Ridge maintenance facility as part of Trailblazing Tomorrow campaign ($1.9M total project). Key project partner for Vasa pathway improvements.
• Friends of Sleeping Bear DunescoreStrategic or Co-development PartnerVolunteer organization maintaining Sleeping Bear Heritage Trail with Trail Ambassadors. Led by Kerry Kelly as Chairman of Board. Manages track chair accessibility program and upcoming wheelchair bike program for mobility-impaired users.
• Acme TownshipcoreStrategic or Co-development PartnerPartner on Nakwema Trailway including Acme Connector (2 miles) and Deepwater Connector (completed late 2024). Acme Township Parks and Trails committee spearheaded trail planning and design with TART Trails. Provides snow removal services through parks staff.
• Garfield TownshipcoreStrategic or Co-development PartnerCo-owns Boardman Lake Trail and Buffalo Ridge Trail (outside city limits). Partner on snow removal for west side trails. Joint Recreation Authority completed Barns Trail. Leading Buffalo Ridge Trail Extension planning with TART.
• Village of Suttons BaycoreStrategic or Co-development PartnerPartner on Leelanau Trail providing snow removal services. Provides public restrooms at Suttons Bay marina. Part of trail corridor connecting Traverse City to Suttons Bay.
• NortecoreStrategic or Co-development PartnerCommunity partner on Three Mile Trail project and active transportation advocacy. Shares mission of promoting active living and safe routes for children and families.
• Paddle AntrimminorStrategic or Co-development PartnerPartner organization benefiting from Huckle Family Foundation early support. Supports water trail development alongside TART's land trail mission.
• SEEDScoreStrategic or Co-development PartnerCollaboration on Traverse Ridge Trail development. Partner with TART Trails and Grand Traverse Regional Land Conservancy on sustainable single-track trail construction pilot project.
• Grand Traverse County Road CommissioncoreStrategic or Co-development PartnerPartner on TART trail ownership (Aero Park Dr to Bates/Lautner section) and Three Mile Road widening project including trail construction. Partner on TART Transformation 3.0 Five Mile reconstruction opportunity.
• North American VasacoreStrategic or Co-development PartnerEvent organization running Vasa cross-country ski race at the Vasa Pathway. Funder for Trailblazing Tomorrow campaign. Benefits from TART's grooming of Vasa Pathway.
• Iceman Cometh ChallengecoreStrategic or Co-development PartnerMajor mountain bike race event using portion of Vasa Pathway. Funded Trailblazing Tomorrow campaign alongside riders. Premier event showcasing regional trail network.
• Traverse City Track ClubcoreStrategic or Co-development PartnerPartner on events including Loop the Lake and took over Zombie Run event direction in 2024. Benefits TART Trails through event proceeds.

Scale indicators11 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• American Hiking Society: National nonprofit advocating for hiking trails, trail stewardship, and federal funding for trails. Operates at a broader advocacy level rather than managing a specific network, but mission-aligned with TART Trails' recreation and trail-building activities.
• Rails-to-Trails Conservancy: National nonprofit that advocates for and develops rail-trail conversions across the United States. Highly comparable to TART Trails as a trail-focused nonprofit, but operates at a national advocacy and policy scale rather than managing a specific regional trail network.

Emerging players

• Adventure Cycling Association: National nonprofit that develops and maps long-distance cycling routes. Comparable to TART Trails in cycling-focused community engagement and route infrastructure, though focused on tour/multi-day routes rather than commuter trails.
• The Mountaineers: Pacific Northwest outdoor recreation nonprofit that maintains trails, publishes route guides, and offers outdoor education. Comparable to TART Trails in community-driven trail stewardship and recreation programming, though serving a different region.
• International Mountain Bicycling Association (IMBA): National nonprofit focused on mountain bike trail development and rider advocacy. TART Trails partners with NMMBA on singletrack and the Vasa Pathway, and IMBA's local chapter model parallels TART Trails' community partnership approach.

Others

• National Recreation and Park Association: National nonprofit dedicated to advancing parks, recreation, and conservation. TART Trails shares a public recreation mission and Smart Commute TC aligns with NRPA's health and wellness initiatives.
• Leave No Trace: National nonprofit promoting outdoor ethics and trail stewardship education. TART Trails' Culture of Kindness / Trail Etiquette program parallels Leave No Trace's education mission, and the organization serves an adjacent role in the trail ecosystem.
• Trust for Public Land: National nonprofit that creates parks and protects land for public use. TART Trails shares a land conservation and outdoor recreation mission and partners with organizations like Grand Traverse Regional Land Conservancy that have similar goals.

Direct peers

• North Country Trail Association: Nonprofit that supports the 4,800-mile North Country National Scenic Trail across eight states. Comparable to TART Trails as a trail-building nonprofit with volunteer-driven maintenance, government partnerships, and community fundraising.
• Ice Age Trail Alliance: Wisconsin-based nonprofit that builds, maintains, and advocates for the 1,200-mile Ice Age National Scenic Trail. Closest direct peer to TART Trails in scope — manages a multi-use trail network, partners with government for land and funding, and engages volunteers for trail maintenance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/tarttrails
• YouTubeyoutube.com/user/traversetrails
• Facebookfacebook.com/TARTTrails
• Instagraminstagram.com/tarttrails
• LinkedInlinkedin.com/company/traverse-area-recreation-and-transportation-tart-trails-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 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 TART Trails Inc.