The Cadillac Area Visitors Bureau (CAVB) is the 2025 recipient of the Governor’s Award for Innovative Tourism Collaboration, recognizing its leadership in developing the Cadillac ORV Scenic Ride—a 100-mile off-road route that’s redefined outdoor recreation in Wexford County. This milestone comes after more than two years of collaboration and development between a variety of stakeholders and advocates. The award was announced on Wednesday, April 16th at the Suburban Collection Showplace in Novi, MI as a part of the 2025 Pure Michigan Governor’s Conference on Tourism.
Established in 2009 by the Michigan Travel Commission and now coordinated by the Tourism Industry Coalition of Michigan (TICOM), the Governor’s Awards spotlight creative partnerships that strengthen Michigan’s travel industry. The Cadillac Area ORV Scenic Ride project is a standout example of local, state, and federal collaboration at its best.
Launched in May 2024 after more than two years of planning, the Scenic Ride was built in response to a 2021 U.S. Forest Service policy change allowing OHVs on designated forest roads. Seeing an opportunity to boost shoulder-season tourism and better serve a growing number of ORV users, the CAVB mobilized over 40 partners to connect existing roadways, install signage and kiosks, and produce user-friendly maps.
“This project was built through genuine collaboration—across local, state, and federal agencies, community groups, and hospitality partners—many of whom had never worked together before,” said Kathy Morin, Executive Director of the CAVB. “What brought us together was a shared goal: to create something that would not only welcome ORV riders, but also support local businesses, encourage stewardship, and help our region grow in all seasons.”
Backed by a USDA Rural Business Development Grant and matching local investment, the CAVB’s team worked closely with agencies like the MDNR, U.S. Forest Service, and Wexford County Road Commission & Law Enforcement. The result is a safe, scenic, and sustainable ride that visitors can easily follow and enjoy.
“The ORV Scenic Ride exemplifies our commitment to safe and sustainable motorized recreation,” added Travis Owens, Public Affairs Officer for the Huron-Manistee National Forests. “The CAVB’s thorough planning and consultation with stakeholders provides a foundation for future management and aligns with our long-term vision for public lands.”
Ahead of the launch, more than 100 volunteers helped remove 200 tires and two dumpsters of debris from the forest route. Since its debut, the Scenic Ride has delivered measurable results: a 226% increase in ORV traffic at trailheads and a 75% increase at local points of interest. Businesses like Lost Pines Lodge and Coyote Crossing Resort have seen a resurgence in ORV guests.
As Michigan’s first Tread Lightly! partner DMO, the CAVB continues to lead in outdoor stewardship with its mobile visitor center, the “Caddy Wagon” Jeep as well as their educational mascot “Caddy Bear” who helps to share trail resources and promote responsible recreation.
With expanded GPS mapping, new signage, and ongoing investment in trail maintenance, the Cadillac ORV Scenic Ride is not just a tourism product—it’s a model for rural collaboration and innovation. This achievement will also be recognized by Governor Gretchen Whitmer at the 47th annual Governor’s Breakfast in Cadillac, on Friday, April 25th.
