Booked and Busy: Nine event venues share what's new for 2026
February 2026
The Grand Traverse region’s tourism economy has diversified over the years, but one thing that will (hopefully) never change is its reputation as the state’s premier location for conferences, events and group gatherings.
The TCBN checked in with some local event venues (this is not meant to be an exhaustive list, as the region is brimming with such facilities) to see what’s new for 2026.
Grand Traverse Resort
Katie Leonard, Director of Sales
What opportunities and challenges do you expect in the meetings/event space world in 2026?
In 2026, the meetings and events landscape continues to grow with a strong focus on destination-driven gatherings. Planners are looking for indoor-outdoor options, custom audio-visual and immersive team-building amenities. Our 86,500 square feet of adaptable space and scenic settings go beyond the traditional conference room. We always welcome the opportunity to showcase the beautiful region to our meeting planners, event hosts and conference attendees. We are seeing more groups want to engage in out of the boardroom activities and our 900-acre property, plus the Traverse City region, offer great access to relaxation, fun and unique networking.
What's new or exciting in terms of your facilities, services or amenities this year?
This year we are thrilled to highlight enhancements across our property that elevate both business and leisure experiences. From new services and products at Spa Grand Traverse and updated weight machines and equipment in the Health Club, to refreshed offering in food and beverage and enhanced features on the golf course, these changes outside of the meeting rooms provide meaningful experiences before, during and after meetings.
Please name a few interesting groups you have booked for this year.
We are excited to welcome back some of our favorite annual groups that leave a lasting impression on our property and the region, like the Special Olympics Michigan Winter Games. We are also thrilled to be this year’s host of the Pure Michigan Governor’s Conference on Tourism.
Crystal Mountain
Brittney Primeau, Director of Communications
What opportunities and challenges do you expect in the meetings/event space world in 2026?
Meeting planners continue to face economic pressure and shorter lead times, but we have the resources to help them redefine the ROI of an event. Instead of doing more with less, we are focusing on doing more with meaning. Today’s attendees crave authenticity, wellness and environmental stewardship, which can be challenging in some regions, but plays perfectly in northern Michigan, specifically at Crystal Mountain. With unique outdoor venues for meetings and networking, we can help planners manage budget constraints without sacrificing quality and still deliver a successful meeting and memorable experience that attendees are expecting.
What’s new or exciting in terms of your facilities, services or amenities this year?
This past fall, Crystal Mountain installed two high-tech TrackMan golf simulators, offering a weather-proof venue for team building and continued networking. Also, as more guests seem to be traveling with their pets, we recently added more pet-friendly units to our lodging inventory. By providing premium cat and dog packages, our goal is to provide flexibility to all guests and provide a sense of home away from home.
Please name a few interesting groups you have booked for this year.
Crystal Mountain can accommodate a wide variety of groups throughout the year, from small, intimate weddings to large corporate events with hundreds of attendees. Crystal Mountain also hosts various community events, including the Beer and Brat Festival in May and the Total Archery Challenge in June, which each attract 2,000-plus people.
Hotel Indigo
Lisa Monache, Area Director of Sales and Marketing
What opportunities and challenges do you expect in the meetings/event space world in 2026?
In terms of challenges, conferences and off-site meetings for government entities have been cancelled or severely limited due to budget cuts. The Traverse City lodging market has also become oversaturated, and this will become even more of an issue as additional properties come online in 2026 and 2027.
What's new or exciting in terms of your facilities, services or amenities this year?
Hotel Indigo Traverse City has partnered with OncoreAV to install new audio/visual equipment in all of our function spaces. This includes wall-mounted monitors in each of our boardrooms and dual screen suspended projection and enhanced sound capabilities in the ballroom, which can be sectioned into Ballroom A and Ballroom B. Group presentations and training programs will benefit greatly from these improvements.
Please name a few interesting groups you have booked for this year.
A premier group travel company has booked a series of eight motorcoach trip stops in 2026, and we are already planning for their return with the same series in 2027. Our largest group will be an insurance company membership incentive outing in June for four nights, at 90 rooms per night.
Shanty Creek
Tracey Ramsey, Vice President, Lodging and Sales
What opportunities and challenges do you expect in the meetings/event space world in 2026?
While our corporate and association meeting planners have clearly returned to in-person meetings, they are no longer booking as far in advance as they once did. Groups that previously booked five to 10 years out are now committing just one to two years ahead. This shift creates increased competition with our social markets, such as golf outings and weddings. All segments are now vying for accommodations, event space and tee times within a much shorter booking window, placing greater pressure on availability. As a result, sales managers must remain highly proactive and agile, staying on their booking toes to balance demand across all markets and maximize opportunities.
What's new or exciting in terms of your facilities, services or amenities this year?
Staffing levels are stronger than they have been since the pandemic, allowing us to expand our food and beverage offerings. We’ve broadened our lunch options and introduced a new theme and menu at Cedar River’s River Bistro, featuring deli-style gourmet sandwiches, house-made pickle chips and our famous truffle fries. These are far from standard sandwiches: Most guests leave with a to-go box. In addition, we’ve expanded and enhanced our outdoor seating options across patios, bonfire areas and poolside spaces in preparation for the spring and summer seasons.
Please name a few interesting groups you have booked for this year.
Shanty Creek Resort is proud to once again host the Michigan Open this June. In 2026, we also look forward to welcoming major events such as the Michigan Bear Hunters Association and the Michigan Association of Chiefs of Police, bringing nearly 500 and more than 300 attendees, respectively, to experience the resort.
Venue Blue
Laura Muzzarelli, Manager
What opportunities and challenges do you expect in the meetings/event space world in 2026?
Venue Blue’s biggest opportunity in the events world is that we are a blank slate venue. We have plenty of open space to convene and create any type of event you can imagine. The pavilion is 4,000 square feet while the lawn areas provide more space to spread out and enjoy the company of your guests! The biggest challenge for our clients we’ve seen has been the unknown costs of events. We have companies who have cut their event budgets and weddings that are sourcing decorations and attire from out of the country and are worried about impending tariffs.
What's new or exciting in terms of your facilities, services or amenities this year?
2026 marks our third year open, and we are more booked than ever. We are continually excited to work with brides, grooms and all members of the community coming together on Grand Traverse Bay. Additionally, with the M-22 construction complete, we will have a brand new crossing signal to help all pedestrians get to Discovery Pier safely.
Please name a few interesting groups you have booked for this year.
This summer we are thrilled to host the Uncrewed Triple Challenge with Traverse Connect and the United States Coast Guard. While we host a few public events, with more in talks in coming years, most of our clients are celebrating a wedding celebration with us. Ceremonies, receptions, welcome parties and bridal showers, it’s an absolute photo op out on Discovery Pier!
Delamar
Taryn Miracle, Director of Sales and Marketing
What opportunities and challenges do you expect in the meetings/event space world in 2026?
In terms of opportunities, there is growing demand for experiential events that go beyond the ordinary, providing tailored experiences. There is also significant opportunity to capitalize on the shift toward regional and smaller scale meetings, offering personalized service and unique local touches that make each event feel special.
One of the biggest challenges will be navigating tighter budgets, which could affect the scale of events. Additionally, staying ahead of technological advances, such as AI-driven event platforms, will require ongoing investment and training. Lastly, the heightened focus on sustainability means venues must proactively adapt their operations to meet greener standards which, while rewarding, can also involve upfront costs and logistical hurdles. At Delamar, we are focusing on creating dynamic and bespoke options for meetings and events, leveraging our beautiful location, culinary expertise and commitment to sustainability and wellness to address these trends and challenges.
What's new or exciting in terms of your facilities, services or amenities this year?
We are really excited about our new national and local partnerships. We have been working with Moet + Chandon, Veuve Clicquot on a partnership, so you’ll see several experiences throughout the year with that partnership, including our upcoming Veuve Cozy Cabana. Locally, we also recently partnered with Brys Estate Vineyard & Winery. They are featured in our new Winter in the Vines package and will be featured in our spring and summer experiences. Both also offer plenty of opportunity for our group team building program.
Please name a few interesting groups you have booked for this year.
We are grateful and proud to be home for the Detroit Red Wings during their time in Traverse City every September for training camp. Additionally, we have booked our first hotel buyout for a company’s incentive trip which will bring nearly 200 people on property.
Great Wolf Lodge
Jenelle Whipple-Keller, Interim Director of Sales and Catering
What opportunities and challenges do you expect in the meetings/event space world in 2026?
Economic pressures will be one of the most defining challenges for the meetings and events industry in 2026. Rising labor, food and beverage, transportation and technology costs continue to strain budgets, while many organizations remain cautious with spending. Planners are being asked to deliver high-quality, engaging experiences with tighter financial constraints and increased scrutiny around return on investment.
At the same time, this pressure creates opportunity – driving more strategic sourcing, shorter booking windows, flexible contracting and creative program design. Success will depend on strong partnerships, transparent pricing and the ability to adapt offerings while still delivering meaningful, impactful events.
What's new or exciting in terms of your facilities, services or amenities this year?
Recently an upgrade of our A/V system was completed making wireless A/V options available in all meeting spaces. Along with hotel renovations of guest suites, lobby and water park facilities, there has never been a better time to host an event at Great Wolf Lodge. Booking a summer event? Make sure and ask about our semi-private pool deck on Thunder Bay for an exclusive outdoor meeting by the pool. Culinary is heating up with Executive Chef James Walker leading the pack to new heights in 2026.
Please name a few interesting groups you have booked for this year.
This year, we’ve seen strong momentum from both social and educational groups, which continue to be a great fit for Great Wolf Lodge. We’ve hosted a variety of school-related programs, youth organizations and educational associations that value our family-friendly environment, ample meeting space and built-in recreation.
On the social side, multi-generational reunions, faith-based gatherings and affinity groups have been especially impactful, as they benefit from our all-under-one-roof experience. Some of our largest groups this year have included educational conferences and youth-focused events welcoming many attendees, combining learning, connection and fun in one destination.
Hagerty Center
Chad Schenkelberger, Director of Food Services
What opportunities and challenges do you expect in the meetings/event space world in 2026?
The biggest concern facing the hospitality industry in 2026 is food cost. Food prices were consistently on the rise throughout most of 2025 and they are continuing to trend that direction. We have seen sharp increases in the past with beef and seafood, but rising inflation seems to be affecting everything we order, especially produce.
What's new or exciting in terms of your facilities, services or amenities this year?
The Hagerty Center just completed an upgrade of the entire audio/visual system. We now feature six 100-inch LED TVs, two 10-by-6-foot portable LED video walls and upgraded speakers throughout the ballroom to give our guests a completely immersive experience.
Please name a few interesting groups you have booked for this year.
The Hagerty Center is proud to be the home in 2026 for the Lakebed Conference and the [Northwestern Michigan College] 75th Anniversary celebration. The largest event we will host this year is the Great Lakes Culinary Institute’s signature event, A Taste of Success.
Kirkbride Hall
Chelsea Harland, Sales and Social Media Manager
What opportunities and challenges do you expect in the meetings/event space world in 2026?
Looking ahead to 2026, we see continued demand for immersive, experience-driven events. Attendees are seeking gatherings that feel meaningful and memorable, with creative use of space and thoughtful programming. Hybrid events also remain an important tool, allowing organizations to extend their reach beyond in-person attendance. One of the ongoing challenges in our region is workforce-related: recruiting and retaining skilled staff amid the rising cost of living in Traverse City.
What’s new or exciting in terms of your facilities, services, or amenities this year?
This year, we’re excited to enhance the guest experience on our historic walking tours with upgraded wireless headset technology. These new headsets allow us to comfortably accommodate larger tour groups while ensuring every participant can hear clearly, regardless of group size or surrounding activity. The improved audio quality creates a more immersive and engaging experience, allowing guides to share stories and historical details without raising their voices or competing with background noise. This upgrade not only improves accessibility and comfort for guests, but also gives us greater flexibility to offer larger tours in conjunction with meetings on property.
Please name a few interesting groups you have booked for this year.
We’re delighted to continue our partnership with the Candlelight Concert series, welcoming additional winter performances by their string quartet. We’re also hosting three outdoor craft and vendor shows on the historic front lawn, bringing in hundreds of vendors and attendees.
