Traverse City Record-Eagle

Archive: Sunday

December 22, 2013

Media company finds niche in TC tourism

TRAVERSE CITY — Jay Gorter opened Visitors Media company two years ago in some unique office space: His basement.

“World headquarters,” Gorter said.

The media company has come a long way since then. The business, now located at 805 W. Front St., provides media content displayed on flat screens at area businesses, and a business off-shoot called Explore TC focuses on hotel properties. Explore TC landed 20 new clients in just four months this year, Gorter said, indicating media companies can survive in small-market Traverse City, and that the Grand Traverse region’s tourism industry offers entrepreneurs niche opportunities beyond traditional hospitality.

“We created a nice product and the phone started ringing,” Gorter said. “Word started getting around.”

Gorter’s business is two-fold. It started with Visitors Media, which uses flat screens to display promotions and informational pieces at businesses. Gorter used that experience to start Explore TC, which produces video and media programming on televisions broadcast in Traverse City-area hotel rooms. The content targets tourists, and promotes businesses and highlights tourist attractions like the Traverse City Film Festival and museums.

“I feel confident in saying it has made a difference for us,” said Amy Diment, regional marketing director for Pirates Cove adventure park.

Diment said Pirates Cove hired Explore TC in June to market the recreational facility’s miniature golf, zip lines, rope course and bumper boats. Explore TC, in turn, hired Petersen Productions to film a short video on Pirates Cove. That video spot runs daily on television screens in more than a dozen hotel properties.

“In between the spots for advertising, there’s programming on great places to go to breakfast or places to experience adventure in northern Michigan,” Diment said. “It was very well done.”

Gorter said a key to Explore TC’s success was leveraging the company’s membership in the Traverse City Area Chamber of Commerce. He’s attended dozens of functions and met with tourism leaders about the service he offers.

Text Only

Twitter Updates
Follow us on twitter
Associated Press Video
Obama: Putin must push separatists to aid MH17 probe Michigan inmates no longer allowed to wear orange due to 'OITNB' Adam Levine Ties the Knot Sebastian The Ibis Walks Beautiful Bride Down The Aisle | ACC Must See Moment NASA Ceremony Honors Moon Walker Neil Armstrong Faces of Souls Lost in Malaysian Plane Crash 105-year-old woman throws first pitch Man Creates Spreadsheet of Wife's Reasons for Turning Down Sex 'Weird Al' Is Wowed by Album's Success Rory McIlroy struggles, surges, wins British Open NOW TRENDING: Real life Pac-Man Explosions as hot air balloon crashes in Clinton DUI Driver Dragged to Safety by Officer After Walking Onto Busy Freeway Celebrities That We'd Like to Send to the Moon Spectacular lightning storm hits London Malaysian Flight Victim Was South Florida Grad Rory McIlroy on pace to break British Open records Officials Fear MH17 Site Now Tampered by Rebels Lowes employees repair Vietnam vet's wheelchair Widow of Staten Island man who died after NYPD takedown says he was unjustifiably targeted