'Coldwater Country' — a Mayberry feel for tourists
Coldwater Country, a tourist destination? Debra Yee, executive director of the Branch County Tourism Bureau, said, "It's the Mayberry feel, a slower pace."
Head of the non-profit, which uses hotel bed tax funds to promote, said people come to the area.
"They love the lakes. They liked the uniqueness of the Tibbits Opera House, the Capri drive-in," she said.
On U.S.12, cars line the highway before sunset during the summer to enjoy one of the state's last drive-in theaters. Two double features play on its two screens west of Coldwater.
Yee noted that I-69 brings people into the area, often connecting on I-94 or the I-80/90 Toll Road just south of the state line.
Her role expanded after COVID-19. To the east, Hillsdale County never had a tourism bureau. To the west, St. Joseph County "closed its bureau about a year and a half ago."
"I work on and off with their chambers," Yee said. "People say, well, this is Branch County. It is, but it's called Coldwater Country. If you get off I-69 on U.S. 12 to east or west, you go through Coldwater. With 'Coldwater Country,' the bureau now promotes the antique stores and malls in Allen east just across the county line.
Colon, "the magic capital," is just across the west county line on M-86. Colon receives her help promoting events.
"We try to promote not only the area, but educate people about the area. What are the things to do? There are a lot of things to do," Yee said.
There are attractions in the Coldwater area. With its steam engine excursion year round, Little River Railroad draws visitors from the Midwest.
Two other recreation businesses attract visitors. The Aqua Pit beach, with its inflatable floats at a converted gravel pit off South Michigan Avenue, is popular. It opened just before COVID-19 hit.
Adventure Zone west of the Capri started as a go-cart track and two miniature golf courses. There's now an arcade with an ice cream stand.
The new large building hosts virtual reality, a laser maze, and laser tag.
"There isn't anything like this outside the major cities," she said.
Yee promotes festivals and events in Sturgis, Colon, Bronson, Quincy, Union City, and Coldwater. Events like the Old U.S. 27 auto tour.
The visitor bureau funds come from a bed tax when local motel rooms are rented. That number dropped to 403 after Clemens Food Products turned the 80-room Red Roof Inn into company housing.
The lakes draw some home and cottage rentals. Like the packed campgrounds, they are full during the summer months. Those do not pay the bed tax.
Yee said that, unlike many other state bureaus, her goal is not to fill local hotels with tourists, but to bring people to the area, even if it is just for a day trip.
"We're not like Traverse City. We don't have hotel rooms. We aren't that big," she said.
"It's not all about heads and beds," Yee said. "If you stay, that's great."
As local downtowns improve, she wants visitors to enjoy the area's "Mayberry" feel.
For businesses like the Aqua Pit, Little River Railroad, Tibbits Opera House, and the others in Coldwater Country, "We want to see them successful and make those the reasons people come."
This article originally appeared on The Daily Reporter: "Coldwater Country" a Mayberry feel for tourist
