BY Peter Beukema Chairman of the mrLa Board of direCtors
There is meaningful work ahead, and I am confident that by working together — with purpose, clarity, and a spirit of collaboration — we will propel Michigan’s hospitality industry toward a future of growth and success.
PETER BEUKEMA MRLA CHAIRMAN
Dear MRLA Members,
It is an honor and a privilege to step into the role of Chairman this year. I am continually inspired by the strength, creativity, and dedication of this industry’s leaders, operators, and teams across Michigan. Our restaurants and hotels are not just businesses; they are community hubs, economic drivers, and places where memories are made.
I want to express my sincere gratitude for the leadership of MRLA President & CEO Justin Winslow, whose steady vision and tireless advocacy have helped this association and industry navigate through challenging times and steer in the direction of progress. I also want to thank and recognize Jean Lanfear, the 2025 MRLA Chairman. Jean led the MRLA with grace, resilience, and an industry-first approach, and I have learned so much from her selfless leadership style and commitment to our mission.
While we have weathered significant headwinds, the reality of rising costs, workforce pressures, and complex regulatory environments continue to threaten our livelihood. Even so, I believe there is reason for optimism. But optimism is not passive; it is a catalyst for action.
For the year ahead, our focus will be on strengthening the business climate that supports hospitality’s success. One of our primary priorities is winning elections statewide and supporting candidates who truly understand what it takes to run a restaurant or hotel in Michigan. We will work to build and expand our Political Action Committee (PAC) and engage our members and leaders to ensure that hospitality voices are heard where policies are shaped.
Hospitality is a people-centered, peoplepowered industry. We invest billions in our communities, employ hundreds of thousands
of Michigan residents, and create vibrant experiences that draw guests from across the state and beyond. Tourism alone consistently drives tens of billions of dollars in economic impact — a return that benefits not just our businesses, but the entire state.
At the heart of that effort is a strong, stable commitment to the Pure Michigan campaign. Pure Michigan is more than a brand; it is our identity and a vital economic engine for travel, hospitality, and jobs. Yet neighboring states are investing significantly more to attract visitors and drive tourism growth. It is critical that Michigan secures a permanent, dedicated funding source for Pure Michigan so we can tell our story more effectively, attract visitors year-round, and ensure the campaign continues to deliver a strong return on investment for our state.
In addition to elections and tourism advocacy, we will continue to address laws and regulations that make it harder for operators to run profitable, sustainable businesses. We will promote smart economic development strategies that allow members to build new establishments, renovate aging properties, expand workforce opportunities, and reinvest in the communities they serve.
I am grateful for the leadership, commitment, and partnership of our board, our staff, and our members. There is meaningful work ahead, and I am confident that by working together — with purpose, clarity, and a spirit of collaboration — we will propel Michigan’s hospitality industry toward a future of growth and success.
With appreciation and resolve,
Peter Beukema, CHA MRLA Chairman
We Are the MRLA
Owner Name: Trevor Weirauch; formerly John Guettler
Website: www.cksco.com
Year Founded: 1976
Company: Commercial Kitchen Service Company City: Bay City
What is your business’ niche/specialty?
Commercial Kitchen Service (CKS) is a Michigan-based business that specializes in restaurant equipment service repair & parts supply.
Why is the MRLA important to you and your business?
The MRLA provides support for the hospitality industry to stay up to date on the always changing, extremely diverse landscape of today’s lodging and restaurant businesses. They help keep the industry strong and growing in a shaky climate.
Commercial Kitchen Service
1 We provide expertise on time: Our team offers the excellence and expertise to provide services to restaurants – and doing it in a timely manner is one of our main priorities.
2 We save restaurants money: We resource parts for consumers, making sure kitchens run efficiently and have everything they need to succeed, but we pride ourselves on offering the most cost-effective options.
Remembering John Guettler
John Guettler (former owner of CKS) passed away in August of 2025. He worked up until his death at CKS alongside his wife, Dolores Guettler, Son Gary Guettler, Son Brian Guettler, and Daughter Carol Histed. Gary has since retired and is enjoying time spent with his family, especially his grandchildren. Carol and Brian are still continuing their father’s legacy as Carol manages the office and customer needs. Everyone who calls in recognizes her when she answers the phone and has a short, meaningful conversation with her. Brian is our parts specialist manager, and provides many avenues of sourcing parts for our customers. He is a man of many coats at CKS and provides 40 + years of knowledge in this business.
Although Commercial Kitchen has recently sold, not a day goes by where we don’t remember John and all he has done for midMichigan and the hospitality industry over the many years.
—Trevor Weirauch
3 We make repairs convenient for our customers: Our team knows our customers are working around the clock, so we are diligent about planning repairs when they need it and when it suits their schedule.
4 Our employees are the best in the business: Good employees are the backbone to any business and I, Trevor Weirauch, think we have some of the best in the business at Commercial Kitchen Service. Without fail, they are compassionate towards the customer and their needs, thoughtful about the expenses of operating daily, always offer customers their expertise and knowledge towards repairs, and help customers find ways to run kitchens and operations more efficiently.
Correspondence Capitol
When you can connect a student with a passion, a career is born. I’ve said it before and I’ll continue to say: give students more pathways to a career and we will have one of the best education systems in the world.
REP. STEVE FRISBIE
A CONVERSATION WITH REPRESENTATIVE STEVE FRISBIE
Get to know Representative Steve Frisbie, a first-term legislator representing House District 44. Serving Battle Creek and surrounding communities like Albion and Springfield, Rep. Frisbie was elected in 2024 and has taken key leadership roles on House committees, but before running for office, he worked in diverse jobs that range from paramedic to professor to county commissioner.
What goals do you have for your district in 2026?
Continuing to seek input from my constituents on their needs, as well as ensuring the 44th District can develop and become prosperous, I will continue to seek solutions that lower the cost of living and remove burdensome barriers that slow and eliminate business growth.
This is your first term in the Michigan House of Representatives, representing the 44th District, including Battle Creek and other areas
in Calhoun County. What has your experience been like?
I have loved this experience, and I understand the trust put into me by my district. Working hard for my neighbors and constituents has allowed me to meet many new people and learn so much.
Before running for office, you served as a paramedic, volunteered as a firefighter, and taught at a community college. How has your diverse background prepared you to be a legislator?
With such a well-rounded background, it helps me understand diverse perspectives and identify solutions for common issues like road funding, for one. I was a county commissioner for seven terms and in that time, we consolidated our roads department under the county so I became a de facto road commissioner. When we began to sit down and compile a roads plan, the ability for me to say “this is what works and doesn’t work” at the county level was invaluable.
Being a paramedic and firefighter taught me how to prioritize issues, deciding what is important and what is a distraction. How can I best sort through large swaths of information and create the best solution going forward? It also taught me two key lessons that I feel apply
to state government. The first is that the best leaders are listeners. It is not my job to tell my constituents how to feel but to hear their concerns and come up with the best path forward. The second is that chaos will happen, but it can be controlled and navigated with a calm head
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the country and globally. I see the hospitality industry continuing to grow as Michigan becomes more and more of a tourist destination, which makes it all the more important that we take action to reduce any burdens for hospitality businesses.
5
You recently released an op-ed in the Detroit News about economic development priorities in Michigan. How does Michigan’s hospitality industry play a role in your vision for Michigan’s economy?
Michigan’s hospitality industry has always played a vital role in the Michigan economy. From destination dining to lodging, sporting events, sparkling beaches, and outdoor activity options, Michigan offers something for everyone. The Pure Michigan campaign has spotlighted our offerings to others throughout
You attended the Michigan ProStart Competition, which is a statewide competition hosted by the Michigan Hospitality Foundation to showcase the skills of rising culinary stars. It’s taken place two years in a row in downtown Battle Creek.
Can you tell us what you saw and why these career-training programs are important?
The competition was a sight to behold. I was amazed by the level of talent competing and proudly demonstrating their newly learned culinary skills. When those students worked
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together as a team and then presented their final product for judging, I was amazed by the complexity by which they operated. Several students indicated they had found their passion and were hoping to pursue a career in the culinary industry. They were learning about those career options from experts throughout the day as well.
When you can connect a student with a passion, a career is born. I’ve said it before and I’ll continue to say: give students more pathways to a career and we will have one of the best education systems in the world. Motivated learners are successful learners.
Last Question!
What’s your favorite destination in Michigan?
Several! The Big House on a football Saturday, Comerica Park, or sitting in my tree stand during hunting season.
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Staying Steady Amid the Shake-Ups
A GOVERNMENT AFFAIRS UPDATE FOR 2026
DEAR MEMBERS,
As we enter 2026, the Michigan Restaurant & Lodging Association is proud to be your voice here in Lansing. Right now, I can tell you that the talk of the town is a certain date: November 3, 2026.
This year is a key election year for Michigan. After an eight-year run, Governor Gretchen Whitmer is now term-limited, and Michigan voters will elect a new head of government, potentially shaking up the political landscape in the state for years to come. But other candidates will vie for positions in the Michigan legislature and beyond. These races can have significant impacts on the business climate in Michigan, and the MRLA is laser-focused on supporting candidates who have the best interests of the hospitality industry.
Throughout the year, the MRLA will thoroughly research candidates, providing candidates with a detailed questionnaire about their stances on the issues that matter to our industry, and we will only back candidates who will get results for you in Lansing. Expect more to come in the lead-up to the primary elections in August and the general election in November.
However, in election years, the lawmaking process often slows down as elected officials split their time between campaigning and legislating. As far as the MRLA is concerned, this isn’t an excuse to take the foot off the accelerator. We will not allow an abbreviated legislative session to deter us from pursuing a full legislative agenda and go full-speed-ahead as we advocate for your business.
Here are the issues we have in our focus in 2026:
• Pure Michigan Funding: Every year, government officials in Lansing craft a budget for the state in what’s called the appropriations process. Adequate funding for Pure Michigan, an award-winning, money-making tourism campaign promoting our state as a premier tourist destination, was not delegated last year. This year, on the 20th anniversary of Pure Michigan, funding is critically important. The MRLA looks forward to continuing to lead on this issue with the Michigan Hospitality &
Tourism Alliance, providing a unified voice for hospitality businesses and state tourism organizations across the state.
• Career Training Opportunities: The MRLA continues to advocate for vital resources to support the Hospitality and Tourism Management and ProStart programs hosted by the Michigan Hospitality Foundation. These life changing programs train Michigan’s students with the tools and experiences they need to succeed as culinary innovators, professional leaders, and hospitality stars, all while connecting them with an opportunityfilled career in Michigan’s hospitality industry.
• Short-Term Rental (STR) Regulation Reform: Our priorities have not changed. We will continue to advocate for tax parity by requiring short-term rentals to participate in current lodging taxes. At the very least, 50 percent of the revenue raised from this tax should go straight to Pure Michigan, helping to fund tourism promotion in Michigan. Additionally, any legislation that regulates STRs needs a reasonable registry system so that local municipalities can properly collect and remit taxes. Lastly, local municipalities must be empowered to enact reasonable zoning restrictions on where STRs can be placed to protect the uniqueness of each community and neighborhood.
As an industry and as a team at the MRLA, we believe in digging in when the going gets tough. For over 100 years, the MRLA has been proud to be the voice for an industry known for its resilience, creativity, and sheer grit –the hospitality industry doesn’t quit and we don’t either.
Looking forward to an eventful year of Value, Vision, and Voice.
John McNamara VP of Government Affairs, MRLA
We Are the MRLA
Crowne Plaza Lansing
Owner Name: Lake Country Corporation
Company: Crowne Plaza Lansing
City: Lansing
Year Founded: 1982
Website: www.crowneplaza.com/lansing
MRLA Member Since: 1997
What is your business’ niche/specialty?
Crowne Plaza specializes in delivering a seamless blend of business-ready convenience and elevated comfort, making it an ideal destination for meetings, events,
and productive stays. With flexible meeting space designed to accommodate everything from executive boardrooms to large conferences, the hotel adapts effortlessly to the needs of modern professionals and planners. Newly renovated guest rooms offer a fresh, contemporary retreat with thoughtful amenities that support both work and relaxation.
Complementing the experience is the new Kindred Table restaurant, where locally inspired cuisine and a welcoming atmosphere create the perfect setting for client dinners, team gatherings, or unwinding after a successful day.
1 Thoughtful Comfort: Our 209 newly renovated guest rooms are perfect for both business and leisure travelers, offering a modern, comfortable retreat with thoughtful, eco-friendly features. Each room is equipped with key-activated lighting and motionactivated thermostats to support efficient green practices. Amenities include clothing steamers, Keurig coffee makers, Smart TVs, and mini refrigerators—everything guests need for a convenient and elevated stay experience.
2 State-of-the-Art Meeting Spaces: Our refreshed meeting space offers 17,000 square feet of flexible space across 15 meeting rooms. Hosting everything from corporate gatherings to wedding receptions, our experienced team delivers seamless, well-executed events with our state-of-the-art technology and unmatched hospitality.
3 Fresh Flavors for for Real People: We sat down with neighbors, foodies, and friends in the industry and the answers were honest and unfiltered. People wanted anything but a chain restaurant, they wanted something new and fresh. Cocktails & mocktails that taste as good as they look and dishes that didn’t require a special occasion. In all of our conversations we learned one simple yet powerful truth, peopled wanted to be treated like family. Out of this, Kindred Table was born. “Kindred” describes people who feel like family, and “Table” is the welcoming place where they gather. Together, they represent who we want to be for our community.
Why is the MRLA important to you and your business?
The Michigan Restaurant & Lodging Association (MRLA) is important to our business because it serves as a powerful advocate and resource for the hospitality industry at both the state and local levels. Membership also provides access to valuable education, training programs, and industry insights that support operational success and workforce development. In addition, the MRLA creates networking opportunities with peers and industry partners as well as youth-based programs that support and foster future industry talent
4 Unmatched Amenities: Our hotel amenities are unlike anything else in Lansing. In addition to an indoor pool and hot tub, guests can enjoy an indoor sport court perfect for a friendly game of basketball with friends or co-workers, game tables for added entertainment, and a fully equipped fitness center to stay active during their stay. Our 24-hour Marketplace, conveniently located on the lobby level, offers fresh sandwiches and salads, a variety of snacks and beverages, and a selection of Michigan-made products—perfect for guests looking for a quick bite or local flavor at any time during their visit.
5 Community Ties: Crowne Plaza Lansing is a hotel deeply rooted in our community, proudly providing hospitality to the Greater Lansing area since 1982. While the hotel has flown a couple of different flags over the years, our ownership and leadership have remained the same, offering consistency and a long-term commitment to excellence. Our General Manager will celebrate 44 years with the hotel in August 2026, joined by a Director of Rooms with 40 years of service, a banquet supervisor with 39 years, and many other leaders who have dedicated 10+ years to Crowne Plaza Lansing. We not only know the hospitality industry—we know this community and how to serve it best.
Ask the Experts
PROFESSIONAL GUIDANCE AND INFORMATION IS PROVIDED BY LEADING INDUSTRY PARTNERS
Visit the MRLA Legal Center for more professional insight.
Kelly Allen, Adkison, Need, Allen & Rentrop PLLC
QNonalcoholic beverages are trending among customers. What do I need to know about regulations and licenses to sell nonalcoholic beverages at my establishment?
AData shows that younger generations are drinking less beer and other alcoholic beverages and are instead opting for more nonalcoholic (“NA”) options. Because of this trend, many manufacturers have produced products which are nonalcoholic in nature. These products are fun, flavorful, and popular.
However, nonalcoholic beer and other nonalcoholic beverage products are nonetheless regulated by the Michigan Liquor Control Commission (“MLCC”) depending on the alcohol content and the process in manufacturing. Plus, age restrictions do apply.
Nonalcoholic Wine & Spirits
NA wine and spirit products that contain less than 0.5% alcohol by volume (“ABV”) are not regulated by the MLCC under the Michigan
Liquor Control Code (“Code”). Therefore, the sale of these products does not require a license to manufacture, distribute, sell or serve. Since these products are not regulated by the MLCC, there are no age restrictions to purchase these products.
On the other hand, wine and spirit products containing 0.5% or more ABV are regulated products that must be manufactured, distributed, sold, and served by businesses
that are licensed by the MLCC. One must be 21 years of age to purchase and consume wine and spirits that meet this ABV threshold.
Nonalcoholic Beer & Seltzers
Beer is a different animal. The definition of beer in the Michigan Liquor Code includes NA beer containing less than 0.5% ABV. Beer is defined as a beverage obtained by alcoholic fermentation of an infusion of barley, malt, hops, sugar, or other cereal in potable water that contains less than 0.5% ABV, including a beverage that contains zero alcohol. Beer is also referred to as a “cereal beverage.” A retailer must have a liquor license to sell NA beer. Further, if the NA beer is a cereal beverage, it may only be sold to people 18 years of age or older regardless of alcohol content. The age restriction is found in the Michigan Penal Code.
Seltzer, if manufactured through the brewing of sugar, even though it contains less than
0.5% ABV, is similarly regulated by the MLCC such that retailers must have a liquor license. Again, the age requirement is 18.
There is a distinction regarding the sale of NA beer or seltzer which is made without alcoholic fermentation. These products can be sold by retailers without liquor licenses. Therefore, there are no age restrictions; any person can legally purchase NA beer or seltzer made in this way.
Other Nonalcoholic Notes
If you are a licensed retailer, you should take care when selling NA products, as not all NA products can be sold to people under 18. And even while the law does allow 18-year-olds to buy NA beer, many retailers cut down on confusion by adopting internal policies that require customers to be at least 21 to purchase anything with “beer” or “wine” in the name.
Continued on p.14
CONFUSED? Here is a cheat sheet
Age restricted products:
NA beer and wine labeled “nonalcoholic” that contain less than 0.5% ABV can only be sold to persons 18 years of age or older. Retailers must have a liquor license to sell. Alcoholic liquor: any beverage containing 0.5% ABV or more is strictly prohibited for anyone under 21. Retailers must have a liquor license to sell.
Minors can freely purchase any beverages that are not fermented or derived from alcoholic products, including soft drinks, mocktails (made from juices and sodas), and NA spirits, like botanical tonics that contain 0.0% ABV and are not classified as NA beer or NA wine. Retailers do not need a liquor license to sell these products.
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QHow do I avoid Independent Contractor
Misclassification in the Hospitality Industry?
ARestaurants, bars, hotels, and other hospitality businesses often rely on flexible staffing models to meet seasonal demand or bring in specialty services. From IT support and maintenance vendors to photographers and musicians, independent contractors can play a vital role in your business operations. However, misclassifying workers as independent contractors when they should be treated as employees is a common and costly issue.
Why Classification Matters
Under Michigan and federal law, worker classification does not depend on job titles or contract language. Instead, agencies and courts look at how the relationship functions in practice. Misclassification can result in liability for unpaid wages and overtime, back taxes, unemployment contributions, workers’ compensation exposure, and civil penalties.
How Michigan Evaluates Worker Status
For wage and hour purposes, Michigan courts apply the “economic reality test,” which focuses on practical factors such as who controls how the work is performed, how the worker is paid, whether the business can discipline or terminate the worker, and whether the work is a core part of the business. In the hospitality industry, workers performing essential functions, such as cooking, serving guests, housekeeping, or front desk services, are especially likely to be
classified as employees, even if paid per shift or per event.
Other state agencies apply different but related standards. For unemployment insurance and workers’ compensation purposes, Michigan relies heavily on the IRS’s 20-factor test, which examines behavioral control, financial control, and the overall nature of the relationship. Setting schedules, providing uniforms or tools, reimbursing expenses, or paying workers hourly often points toward employee status.
For Example
A classic example of a true independent contractor is a painter hired to repaint a restaurant’s exterior. The painter brings tools and materials, controls how and when the work is done, completes a defined project,
invoices for the job, and performs work that is not part of the restaurant’s daily operations. A banquet server who works regular events under the business’s direction is far more likely to be an employee.
Practical Takeaways
To reduce risk, employers should ensure that independent contractors operate separate businesses, supply their tools, control how their work is performed, invoice for completed projects, and remain free to work for other clients.
Worker classification is fact-specific, and mistakes can be expensive. When questions arise, hospitality businesses should consult a legal expert before engaging independent contractors.
A MAN OF Peter Beukema Peter Beukema IDEAS
There are two things to know about Peter Beukema, the West Michigan hotelier who is changing the landscape for hospitality businesses in Grand Haven and beyond. He’s a visionary. And hospitality runs deep in his blood.
Both are qualities that run in the family. From the ground-up, his parents built Suburban Inns, a hotel management company that today runs seven hotels and four restaurants in Michigan.
After stewarding the family’s legacy as the CEO of Suburban Inns, Beukema decided to carve a new path. In 2021, he founded 6PM Hospitality Partners, and since then his leadership has earned wide recognition. He was named one of the Grand Rapids Business Journal’s “40 Under 40” leaders. He’s a committee member of the national IHG Owners Association. He’s also an influential leader in the West Michigan business community, serving as Board Member for the Gerald R. Ford International Airport Authority, the Chair of the Holland Smart Zone, and a Board Member for the Michigan Restaurant & Lodging Association since 2019.
“I’m the 1,000-idea guy,” says Beukema. With a mind that’s always moving and imagining new possibilities, his ideas are shaped by a lifetime of hands-on experience in hospitality, starting from shoveling snow off the sidewalks of his parents’ first hotel in St. Ignace to running dozens of hotels nationwide. Beukema brings his energy, imagination, and curiosity to the role of Chairman of the Board of the Michigan Restaurant & Lodging Association in 2026.
1,000 Memories of Hospitality: Beukema Looks Back on a Family Legacy
Peter Beukema was raised by people who weren’t afraid to take a chance. His mother, Carol, was the daughter of a Grand Rapids doctor. His father, as Beukema likes to say, was a grease monkey.
“My grandfather was in the oil service industry, and my dad dropped out of high school to run a gas station for my grandfather. And my mom was hanging around the gas station.
Long story short,” says Beukema, “they ended up dating.”
One day, their lives were changed by a chance conversation with a regular customer at the station, a hotel broker with a new opportunity for the couple. Peter R. Beukema and his wife,
Carol, found themselves moving to the Upper Peninsula to purchase and remodel the Georgian House, later becoming a member of Best Western Hotels in St. Ignace.
“We did everything on that property,” he remembers, “everything from helping with laundry and housekeeping to closing up the pool area. I plowed the snow and mowed the grass. I even built sidewalks around the hotel with my dad.”
Continued on p.18
The Georgian House would become the first of many hotels managed by the Beukema team. In 1979, Peter and Carol officially founded Suburban Inns Inc., a hospitality management company that expanded across Michigan without ever losing its family-first culture.
As the oldest of three boys, Beukema grew up watching his parents tag-team the responsibilities of the business, from front desk management to maintenance. He also traveled Northern Michigan with his mother, who served as an owner’s representative for Best Western, and these experiences had a formative role in his understanding of Michigan’s hospitality industry. “Her passion for hospitality is a big reason I’ve stayed so involved over the years,” he says.
Over the years, Suburban Inns flourished and expanded to operate three hotels in Holland, three in Grand Rapids, and one in Midland, as well as four separate restaurants– all built from the ground up by the Beukema family.
With many facets under one roof, from commercial to residential spaces, Beukema’s love for big-picture thinking found its niche in hotel management.
We need to thrive and not just survive.
PETER BEUKEMA
MRLA CHAIRMAN
From a young age, Beukema learned that hospitality was a challenging but rewarding career. “You work hard, and you put in some long and odd hours, but in hospitality you’re really making a difference and putting smiles on people’s faces.”
After attending Northwood University, he enjoyed a 18-year career with Suburban Inns, working his way through operations, climbing the ladder to the CEO position, and guiding the business through the pandemic.
He was energized by the complexity of the hospitality industry. “I once heard the hotel industry described as a mini city,” Beukema says. “That stuck with me. There are so many moving parts under one roof. That’s where my ideas thrive.”
In 2021, with Beukema’s vision, the company had reached a point of stability. But Beukema, ever the idea person, felt the pull to new projects. “When the right opportunities came along, I knew it was time to bet on my ideas and take the leap.”
That year, Peter Beukema founded his own management company, 6PM Hospitality, and took on new developments like the Doubletree by Hilton Battle Creek, a project that revitalized downtown Battle Creek, and the Hampton Inn & Suites Manistee Waterfront, a waterfront location with views of Lake Michigan. Since founding 6PM Hospitality Partners, Beukema’s vision has accelerated, and his portfolio now includes five Michigan properties, with a new Grand Haven hotel in the works.
While Beukema has branched off from his family’s company, he’s building a legacy of his own with Michelle, his wife of 20 years. A nurse by training, Michelle had long been a key partner behind the scenes, and in 2023, she realized she had a pretty impressive hospitality resume in her own right. Stepping fully into the spotlight, she bought out American Hospitality Management and became the head of the largest femaleowned management company in the country.
With properties in nine states, the two companies – and the husband-and-wife duo– work literally side-by-side in a shared office in Zeeland. “We joke that we’re the Brady Bunch of hospitality,” says Beukema.
Their unified expertise is an asset to both teams. “We are stronger together, and we’re rowing in the same direction as two companies,” he says.
To say that Michigan hospitality is a family business for Beukema might be an understatement. Suburban Inns now leads seven hotels in Michigan under the leadership of CEO and brother Brian Beukema; 6PM Hospitality Partners operates five hotels and keeps expanding; American Hospitality Management manages seven hotels in Michigan alone, with dozens more across the country.
“My family has poured blood, sweat, and tears into this industry,” Beukema says.
“That’s why I care so deeply about where it’s headed.” Beukema took action.
His passion for the industry and visionary mindset has been invaluable to the MRLA Board of Directors, on which he’s served since 2019. “Having a seat at the table matters,” he says, “not only to my family, but for the future of hospitality in Michigan.”
1,000 Plans for 2026: Beukema Lays Out His Vision as Chairman
As Beukema steps up as the Chairman of the Michigan Restaurant & Lodging Association, he’s planning to hit the ground running.
“I’ve got 1,000 ideas of things we could do and focus on,” he says. But if he could end his year as chair with only one accomplishment, it’d be a permanent funding source for Pure Michigan.
“From coast to coast, hospitality is core to Michigan’s economy and identity. Funding Pure Michigan should be a non-negotiable,” he says.
Beukema will lead during an election year, with key changes happening in Lansing. After an eight-year tenure, Governor Gretchen Whitmer is term-limited, and Michigan elects a new head of government along with a slate of senators,
leaders. With political change, Beukema sees a new, and increasingly important, opportunity to tell the story of hospitality and Pure Michigan with energy and urgency.
to succeed, our operators need their margins back,” he says.
The Michigan Restaurant & Lodging Association has long been proud to offer discounts and resources to members, easing price burdens and bringing down costs for members in key areas. Beukema can’t wait to do more.
He’s also concerned about industry profitability, with the cost to book a hotel room or order a sandwich being outpaced by production and labor costs. “For this industry
“Let’s continue to unite our membership, to find ways that the association can further deliver a return on investment for our members.”
He points to programs like the Michigan Restaurant & Lodging Fund, a member-owned workers’ compensation coverage program that offers an astounding 48% return on premiums back to MRLA members.
Continued on p.20
With decades of experience, we are trusted advisors to the hospitality industry. We provide comprehensive support in liquor licensing, labor and employment, tip pooling, Department of Labor investigations, business counseling, expansion, franchising, real estate, and intellectual property. Let our experience be your guide to success.
As labor costs rise alongside insurance rates, programs like these are invaluable resources for restaurant owners and hotel operators.
“We need to thrive and not just survive,” he said.
1,000 Ideas for the Future: Beukema Shares Optimism for the Industry
For Beukema, optimism comes easily when he thinks about Michigan. From timeless experiences on Mackinac Island, to trendy excursions like “glamping” in the woods to tried-and-true adventures on a ski hill, Beukema sees Michigan as a place of endless possibility for explorers. “Get off the beaten path!” he tells travelers.
With a little grit and determination, you really can live the American dream.
PETER BEUKEMA
MRLA CHAIRMAN
Even with inflation on the rise, workforce challenges persistent, a changing legislature, Pure Michigan funding constantly in question, and regulatory obstacles complicating matters for businesses owners looking to grow, Beukema still finds reasons to be optimistic about Michigan hospitality and looks forward to rolling up his sleeves and getting to work – and he encourages MRLA members to get involved and join the work to protect and advocate for the industry.
“The hospitality industry is a resilient one. We’re bad quitters, and we don’t take no for an answer,” he says.
He’s on a mission to tell the story of Michigan hospitality not only to the incoming legislature in 2026, to advocate for Pure Michigan, but also
to the next generation of Michigan residents –starting with his own family.
Peter and Michelle Beukema have four children – Easton (18), Carson (16), Campbell (13), and Capri (11) – all of whom have grown up immersed in Michigan hospitality and family teamwork.
While Beukema would welcome a third generation into the business, he and Michelle simply hope their kids are inspired by their hospitality experiences to find what excites them and chase their own 1,000 ideas.
“We remind them daily that it’s a hard industry. It’s a grind. But it’s incredibly rewarding. With a little grit and determination, you really can live the American dream.”
We Are the MRLA The Wicked Sister
Owner Name: Cathy Howell
Company: The Wicked Sister
City: Sault Ste. Marie, MI
Year Founded: 2015 (I have owned Wicked since 2016 after buying it from other female business owners—my mom & aunts!)
Website: www.wickedsistersault.com
MRLA Member Since: 2019
What is your business’ niche/specialty?
Welcome to The Wicked Sister, where you’ll be treated like family…whether you like it or not. Our focus has always been craveable, madefrom-scratch comfort food paired with welcoming hospitality and a strong sense of place for both guests and crew. Wicked Sisters began as a simple burger and sandwich concept, built around what I knew I could execute well. Over the past 11 years, as our team has grown, so has our menu. Today, working out of an incredibly small kitchen, we execute
made-from-scratch entrées, rotating Latest & Greatest seasonal menus, and catering. At the end of the day, we take the food seriously, but we don’t take ourselves too seriously, and having fun is a big part of why Wicked works..
Why is the MRLA important to you and your business?
I’m grateful to be a member of the MRLA because it provides real, practical support and advocacy for independent operators. From monthly legal guidance that helped me navigate a difficult Department of Labor situation, to education through the Hospitality Training Institute of Michigan where my team and I earned key certifications, MRLA delivers resources that have directly strengthened my business. Their advocacy efforts, including clear, guest-facing education to save the tip credit, help ensure our industry’s realities are understood. MRLA also fosters connection through thoughtful communication and programming, including a podcast that balances education with approachability.
1 Why We Do It: My approach to hospitality was shaped by growing up around my grandparents’ kitchen table, where friends and family gathered to enjoy homemade meals, cocktails and lively conversations. That sense of connection continues to guide everything we do at The Wicked Sister. Our goal is to create a place where people feel comfortable gathering, lingering, and enjoying each other’s company.
2 Knowing Who We Are While Continuing to Evolve: We stay loyal to a strong core menu while challenging ourselves with a new Latest & Greatest menu every six weeks. That balance allows us to push boundaries without losing our identity. When something hits, like our Dubai Chocolate Martini, we’re reminded that it’s definitely okay to have fun and show off.
3 Our Crew is the Heart of Wicked: I could tell you about my typical tasks like managing inventory or crunching numbers. But The Wicked Sister is special because of the crew that shows up every day and gives 110%, even on the hardest days. Today, The Wicked Sister is supported by a team of 27 employees: two have been here since 2015, ten have been here since 2022. We really are like a family. Sometimes we bicker, but when it matters, everyone pitches in to make sure everyone has what they need. We’ve celebrated marriages and babies together, and we’ve also
said “see you later” to some of our favorites as their paths took them elsewhere. Those moments matter just as much as the busy nights and full dining rooms.
4 A Community-Driven, Community-Supported Business: The Wicked Sister has always been shaped by the community around it, and we’re proud to give back in meaningful ways. Through events like Battle of the Breweries, we’ve raised approximately $100,000 for Hospice of the Eastern Upper Peninsula, and we’ve hosted fundraisers like Go Puck Yourself to support youth sports through the Wes Foundation.
5 Happy Accidents: Some of the most iconic items at The Wicked Sister came from early pain points rather than careful planning. During major construction on Ashmun Street in 2015, a cook accidentally over-prepped the base of a dip, improvised with what we had, and we ran it as a feature. It sold out immediately. She made another batch, intentionally this time, and it sold out again. We lovingly named the mystery dip Construction Dip as a nod to the Summer of 2015. To date, we’ve made over five actual tons of it! This is how we operate: we try things, we listen, and when guests latch onto something, we lean in. Sometimes the best ideas aren’t planned. They’re discovered.
WWhy Local TV
SHOULD BE A CORNERSTONE OF YOUR
AI-Powered Digital Marketing Strategy
hen a traveler searches “best hotel near Detroit” or asks ChatGPT where to eat in Traverse City, artificial intelligence determines which businesses get recommended and which get overlooked. But AI doesn’t create credibility on its own. It pulls from trusted signals already established in the marketplace.
In Michigan, studies prove, one of the most overlooked credibility drivers for restaurants and hotels remains local television.
In fact, local TV continues to be one of the most trusted and influential news sources; making it foundational to any modern digital strategy.
This insight comes from a statewide EPICMRA poll, which found 41 percent of Michigan residents cite local television and cable news as their main source of opinionshaping news.
Why This Matters for Restaurants & Hotels
For restaurants and lodging businesses, visibility and credibility drive traffic, reservations, and bookings. AI tools like
Google’s Search Generative Experience or ChatGPT don’t invent recommendations. They aggregate and reflect existing signals of authority including:
• Backlinks from credible media websites
• Consistent brand mentions across website and social media platforms
• Real-world reputation indicators
• Audience engagement through trusted sources
When your business is featured on local TV, the story is subsequently published on the TV station’s own website (a high-authority domain); shared on station social channels; amplified through your brand’s digital channels and then cited or indexed by search engines and AI knowledge graphs.
That digital footprint strengthens your SEO and discoverability, which in turn makes AI more likely to recommend your business when guests inquire about where to eat or stay. Local media is a strategic media accelerator that fuels digital and AI visibility.
Trust Still Starts with Television in Michigan
Even as digital sources grow in influence, television remains a primary news habit for voters across party affiliations including independents, Democrats, and Republicans alike.
This broad audience reach is powerful for hospitality brands because it shifts exposure beyond your existing followers. Earned TV coverage puts your message in front of local consumers at scale then multiplies that impact through digital amplification.
By Lana mini, senior ViCe President, marx Layne & ComPany
AI Sees What Others Share First
Many hospitality operators understandably focus on paid social ads, organic social media content and influencer partnerships. While these are important, they often lack third-party credibility signals. AI systems weigh those signals heavily favoring brands that are mentioned by trusted external sources. Local TV coverage delivers exactly that.
Consider how your brand is more likely to be discovered:
• A traveler asks ChatGPT: “Where should I stay near Grand Rapids, MI?”
• AI pulls citations from credible local news and station websites that have featured your hotel.
• Your visibility increases because established outlets, not just your own social feed, linked back to your brand.
That’s the real power of earned media in an AI era.
Beyond algorithms and backlinks, people still make dining and travel decisions emotionally. A morning show feature showcasing a chef’s signature dish or a hotel’s newly renovated suites creates familiarity before a guest ever clicks “reserve.” That familiarity shortens the decision cycle. By the time consumers encounter your brand again in a Google search or AI-generated recommendation, it already feels known and trusted.
A Strategic, Multichannel Ecosystem
Television doesn’t replace digital, it enhances it and a thoughtful strategy doesn’t pit TV against social media or search; it links them.
When your story lives across broadcast segments, station websites, social shares, and your own digital presence you create a
network of credibility that both people and algorithms respect.
And that’s exactly what separates reactive marketing from strategic influence.
Local television gives your brand broad audience reach, strong SEO impact and AI relevance through authoritative backlinks. That’s why thriving hospitality brands are not treating TV coverage as a byproduct, they’re pursuing it intentionally to fuel digital discovery.
Why Partner with Marx Layne
At Marx Layne, our communications team has decades of experience helping hotels and restaurants statewide thrive. We understand the unique demands of the hospitality industry and offer integrated solutions spanning media relations, social media strategy, content creation, influencer partnerships, paid campaigns, crisis communication, and more.
We help brands connect with guests, drive bookings, and build loyalty in a competitive marketplace. Ready to elevate your communications strategy in 2026? Let’s talk about how to turn your marketing efforts into real world success.
Make checkout seamless with tableside payments, digital receipts, customer display screens and kiosks.
Engage diners anywhere, anytime with online ordering options and direct or third-party delivery support.
Build relationships with flexible table management and waitlist solutions, plus enterprise-grade integrated Loyalty, powered by Como.
Keep service smooth and diners happy with an intuitive user interface and features like advanced modifications and multiple menu creation options.
Simplify staff management with scheduling, time and attendance, server banking and advanced tipping tools.
Service multiple locations with advanced menu management, tax management and support for multiple languages and currencies.
Find the flexibility you need with the right Genius setup
Choose from three commercial-grade options that include a workstation, receipt printer and your choice of payment device — with expert setup support every step of the way.
customers itemized orders, promos, coupons and tipping options with a large, bright customer-facing display.
A space-saving, mountable setup for servers and bartenders to take orders, built for speed and reliability to power full-service restaurants.
For any setup
Cover your entire restaurant with both a countertop and handheld POS that fires orders and takes payments right at the table.
Expand your reach with out-of-the-box integrations
The New Standard of Productivity
A MOBILE APP THAT KEEPS PACE WITH YOUR KITCHEN
In the Michigan foodservice landscape, the most expensive ingredient isn’t premium protein or morel mushrooms—it’s the time lost between the back office and the line.
As operators navigate a landscape of tighter margins and fluctuating supply chains, the distance between the walk-in freezer and the back office has never felt longer.
At Gordon Food Service, we understand that our customers need tools that work as hard as they do. That is why we are proud to share the latest evolution of our mobile technology: the newly revamped Gordon Now app.
An Operations Center in Your Pocket
For years, the "office hour" has been a necessary evil for chefs and owners— a period of being tethered to a desktop to cross-reference inventory and place orders. The revamped Gordon Now app effectively dissolves that barrier.
By integrating directly with our Gordon Ordering platform, the "office" is wherever you happen to be. Whether in the walk-in, on the loading dock, or even at home, your cart is always available and up to date. And coming soon, Gordon Now plans to add visual search and the ability to order specialty products and non-stock items, finding exactly what you need has never been more intuitive.
Real-Time Decisions for Real-Time Kitchens
Productivity in a high-volume kitchen thrives on certainty. Gordon Now replaces "best guesses" with live data, allowing managers to pivot their labor and menus before a problem even hits the kitchen door:
• Logistical Foresight: Delivery truck tracking and real-time manifests allow
you to schedule prep teams exactly when the product arrives, eliminating costly "standing time."
• Instant Menu Mitigation: Short-ship alerts notify you of out-of-stock items immediately, providing the window needed to adjust a nightly special or find a substitute before the first ticket is run.
• Connectivity Without Constraints: Recognizing that Michigan’s historic buildings and rural locations often have "dead zones," the app’s Offline Mode ensures you can keep working in the deepest basement freezer without losing a single line item.
Support at Your Fingertips
The New Standard of Productivity
At Gordon Food Service, we know running a kitchen is more than just ordering food. What happens when your equipment needs servicing or breaks down during a busy rush? Through Gordon Now, our InnoServ technicians are just a quick service request away, bypassing phone calls and paperwork.
You also have instant access to essential contact information like sales reps and customer support, and the ability to leave feedback by rating your delivery. This transparency ensures your voice is heard and helps us maintain our commitment to always put the customer first.
The evolution of the Gordon Now app reflects a broader shift in the industry: the move toward a more intuitive, tech-enabled kitchen. Available in English, Spanish, and French, it is designed to empower every member of a diverse culinary team. In the end, it’s about more than just an updated app; it’s about providing Michigan’s foodservice leaders with the freedom to step away from the screen and get back to serving their customers with excellence.
Get Started Today: Experience this new level of productivity for yourself. Download Gordon Now in the App Store or Google Play Store today. Existing users simply need to update their app and sign in with their current Gordon Ordering credentials.
enegade Food Renegade FoodR
The Relentless Passion of Chef Elissa Penczar, 2025 ProStart Educator of the Year
Few embody the spirit of hospitality and the tenacity of teaching better than Chef Elissa Penczar, the Michigan Hospitality Foundation’s 2025 ProStart Educator of the Year.
With over 23 years of teaching the culinary arts, Chef Elissa is known for being relentless in the best way. She challenges her students to think bigger, work harder, and care deeply about the food they create and the people they serve – and she doesn’t just teach these qualities. She leads by example.
When her own children came home from elementary school complaining about “disgusting” lunches, Chef Elissa didn’t commiserate. She brought the problem to her high school students and had them redesign the menu. When funding wasn’t available to support those changes, she taught herself how to write grants.
Chef Elissa has been teaching hospitality and foodservice courses at the Muskegon Area Career Tech Center, giving West Michigan students the culinary foundation and professional development opportunities to thrive in hospitality careers, for over 20 years.
She's become more than a teacher, going beyond the curriculum to create creative
solutions to improve nutrition, connect students with locally-sourced ingredients, and learn to use seasonal produce in menu development. She’s become a certified “Food Renegade.”
Launching the Creati ng Healthy Schools Muskegon County initiative, Chef Elissa Penczar has inspired her students to be community leader by playing active roles in developing menus and reimagining healthy and delicious school meals in Muskegon County schools. The Creating Healthy Schools has secured millions of dollars in grant funding, transformed how local school districts approach food service, and
empowered students to take leadership in the foodservice industry. This pioneering work earned Chef Elissa national recognition as one of just 10 Food Renegades by the Chef Ann Foundation nationwide.
“Being a school food renegade validates and celebrates the efforts of everyone working to engage kids, schools, farmers, and the community in our local food systems and in our health,” Chef Elissa said. “It gives voice to the importance of questioning the status quo and challenging ourselves to find better solutions.”
Muskegon Area Career Tech Center.
“Chef Elissa, I am rounding out my first semester at GRCC. My Menu Planning and Nutrition class project includes creating a restaurant concept with a designed menu, including some nutritional analysis. I want to thank you for the work that we did at the MACTC (Muskegon Area Career Tech Center). I feel very prepared for this, and it all seems familiar,” said alumnus Alix Draves.
It’s not the only time Chef Elissa earned national attention for Muskegon students; many of her ProStart students have seen their work published in health journals and even presented to visiting USDA dignitaries.
I stayed in school because, for the first time in my life, I know that people see me and believe I am worthy.
MUSKEGON PROSTART ALUMNUS
Her signature project, the Child Nutrition Recipe Box, features student-created recipes like the Harvest Muffin—a whole-wheat muffin packed with diced apple, sweet potato, and puréed navy beans for a protein boost. Dreamed up by a ProStart student, the Harvest Muffin recipe was so successful it was mass-produced by the MSU Product Center and is now a staple in school lunches across Muskegon County.
But the most meaningful outcomes aren’t measurable in grants or publications. Chef Elissa’s former students often come back with stories of success, crediting her care and excellence as key inspirations for their lives after school.
One alum shared that college coursework felt familiar and manageable after learning at the
Another wrote simply, “I stayed in school because, for the first time in my life, I know that people see me and believe I am worthy.”
ProStart alumni from Muskegon are now shaping Michigan’s food scene,
including Trenton Chamberlain of Chamberlain Restaurant Group and Brand Archer, owner of Smitten Mitten Ice Pops— proof that lessons in flavor development and perseverance can turn into thriving careers.
Chef Elissa Penczar’s year as ProStart Educator of the Year will officially come to a close on Tuesday, March 3, when the 2026 ProStart Educator of the Year is announced at the Michigan ProStart Student Invitational at the DoubleTree Hotel and Kellogg Arena in Battle Creek. But her work goes on and she continues to lead in Muskegon because the legacy is clear: when passionate teachers believe in their students, individual lives change and the entire industry benefits.
To learn more about the Michigan ProStart program, visit www.mihf.org.
Hotels and Restaurants a Knowledgeable Insurance Agent Need Why
THE VALUE OF A STRONG PARTNERSHIP
In the hospitality world, every day brings new opportunities — and new risks. Hotels and restaurants operate in fast-paced, guestdriven environments where a single incident can disrupt operations, damage reputation, or create costly financial setbacks. That’s why choosing the right insurance agent isn’t just a smart business move; it’s a strategic partnership that protects your livelihood.
As an insurance agency dedicated to the hotel and restaurant industries, we’ve learned that the most successful hospitality businesses share one common advantage: a knowledgeable agent who understands their world, anticipates their risks, and stands beside them when it matters most.
Specialized Knowledge Makes All the Difference
Hotels and restaurants face unique exposures that general insurance agents often overlook. A hospitality focused agent brings industry specific insight that ensures your coverage truly matches your operations.
For hotels, this includes understanding:
• Guest liability and high traffic exposures
• Property risks tied to commercial kitchens, pools, gyms, and event spaces
• Business interruption concerns tied to occupancy, seasonality, and tourism
• Cyber threats involving reservation systems and payment data
Restaurants face their own set of risks, such as:
• Foodborne illness and contamination
• Liquor liability
• Kitchen fires and equipment breakdown
• Slip and fall exposures in dining areas
• High employee turnover and related employment practices concerns
A knowledgeable agent doesn’t just sell policies — they interpret how each coverage
applies to real world hospitality operations. They understand the difference between a boutique hotel and a large resort, a family owned diner and a high volume restaurant group. That expertise translates into better protection and fewer surprises.
A Relationship Built on Trust, Communication, and Advocacy
Insurance is not a one time transaction. It’s an ongoing relationship that evolves as your business grows, renovates, expands services, or shifts its business model. A strong agent becomes a trusted advisor — someone who knows your property or restaurant as well as you do.
This relationship becomes especially important when a claim occurs. Whether it’s a kitchen fire, a guest injury, a burst pipe, or a cyber incident, the quality of your agent becomes unmistakably clear. A good agent:
• Guides you through the claims process
• Helps document losses accurately
• Advocates on your behalf with carriers
• Ensures you receive the coverage you’ve paid for
Without that support, claims can become delayed, underpaid, or disputed — all of which can disrupt operations and revenue.
Customized Coverage, Not One Size Fits All Policies
No two hospitality businesses are identical. A good agent takes the time to understand your operations, staff, guest profile, and long
term goals. They ask the right questions to uncover hidden exposures and tailor coverage accordingly.
This leads to smarter protection, such as:
• Accurate property valuations and business interruption limits
• Liquor liability tailored to your service model
• Cyber liability designed for hospitality systems
• Equipment breakdown coverage for kitchens, HVAC, and laundry systems
• Employment practices liability for diverse and rotating workforces
The right agent ensures your coverage grows with your business — not behind it.
The Bottom Line
In the hotel and restaurant industries, your insurance agent is more than a vendor — they’re a partner in your success. A knowledgeable, hospitality focused agent brings clarity to complex risks, advocates for you during claims, and helps safeguard the business you’ve worked so hard to build.
When you choose the right agent, you’re not just buying insurance. You’re investing in stability, confidence, and long term protection for your hospitality business.
Meals your guests love start with the perfect ingredients. For over 125 years, Gordon Food Service® has helped restaurants of every size make delicious happen. Delivering everything from quality meat to fresh produce, from online tools to safety training, we’ll help you support your business and delight your customers.
In February, the Michigan Restaurant & Lodging Association was proud to present the 2026 Distinguished Service Award to David Dittenber, Founder & CEO of Downtown Restaurant Investments.
The highest honor awarded by the state’s hospitality association, the Distinguished Service Award is an annual tradition, and each year’s winner is selected by a committee of previous honorees.
"As the 2026 DSA recipient, Dave Dittenber exemplifies the transformational power of hospitality-driven community investment," said Justin Winslow, MRLA President & CEO. "His entrepreneurial spirit, innovative approach to technology integration, and unwavering commitment to revitalizing Bay City have made him a catalyst for regional economic development and a visionary leader whose impact extends far beyond the walls of his restaurants."
Dittenber's hospitality career began at age twelve, washing dishes in a bakery. After graduating from Aquinas College in 1997 with a double major in biology and chemistry, he purchased Bay City's former City Hall building at just twenty-two years old and opened his first restaurant, Old City Hall. This venture became the catalyst not only for Dittenber's career but for the Great Lakes Bay Region's downtown revival.
Following a decade in the pharmaceutical industry where he sharpened his business acumen, Dittenber couldn’t stay away from hospitality. In 2011, he started developing a new restaurant concept while simultaneously earning his MBA in Finance. American Kitchen opened in 2012, but Dittenber was on a roll. He opened Tavern 101 in 2015, and Molasses BBQ in Midland in 2019. His restaurants sparked tens of millions of dollars in private investment in the Great Lakes Bay Region, creating housing opportunities and bringing historic buildings back to life.
In addition to brick-and-mortar innovations, Dittenber imagined new ways to strengthen the industry through technology. As an early adopter of artificial intelligence in the hospitality industry, Dittenber founded
His entrepreneurial spirit, innovative approach to technology integration, and unwavering commitment to revitalizing Bay City have made him a catalyst for regional economic development and a visionary leader whose impact extends far beyond the walls of his restaurants
JUSTIN WINSLOW, PRESIDENT & CEO OF THE MRLA
BYOD™ Inc. in 2020, leveraging technology to enhance operations without sacrificing the human element. His innovation earned him the Distinguished Entrepreneur of the Year Award by Central Michigan University's Research Corporation in 2017.
A giant in his local economy, Dittenber's commitment to industry leadership extends to the state and national level. He served as Chairman of the Michigan Restaurant & Lodging Association Board of Directors in 2019 and has been an active board member since 2011. He joined the National Restaurant Association Educational Foundation Board in 2021 and was appointed to the National Restaurant Association Board in 2025, representing the industry with passion and dedication.
While Dave's transformational leadership in business is laudable, he would be the first to say that his greatest accomplishment is the life he and his wife, Amy, have built together, and that his greatest joys are his children, Drew and Kelsey.
Snack brands count on us to keep little traditions going.
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