Muskegon Innovation Hub is fertile ground for entrepreneurs

Kevin Ricco has always believed in growth. 

With an undergraduate degree in natural resource management, Ricco spent the first ten years of his career as a professional horticulturist. But then he was ready for a change. He earned an MBA and ventured into county government, where he spent almost 13 years as the Director of County Development for the county of Allegan.

This trajectory paved the way for Ricco to find a role that allowed him to focus on growth, but in a new way: working closely with entrepreneurs and small businesses. "The opportunity came at Grand Valley State, which was closer to home for me. Plus, I liked working with entrepreneurs and small businesses  — that really appealed to me," he shared.

Starting from scratch, ten years in

Muskegon is in western Michigan and serves as the county seat of Muskegon County. Nestled at the mouth of the Muskegon River where it meets Lake Michigan, the city boasts the picturesque Muskegon Lake. Known as the "Shoreline City," Muskegon features miles of stunning coastline.

Ricco joined the Muskegon Innovation Hub in September 2014, inheriting a 29,000 square foot building that was almost empty. Despite opening in 2003, the facility had not operated as intended. Ricco saw this as an opportunity to shape the space into what it needed to be. "We could shape it into what we thought it needed to be, to match what the intent of this facility was originally supposed to be," he said.

The initial focus was on understanding the community's perception of the facility. An outside consultant was brought in to assist with rebranding and community assessment. "They did community surveying and received over 400 survey responses from our surrounding community. They also did 25 one-on-one interviews with our community leaders," Ricco recounted.

The facility, originally known as the Michigan Alternative and Renewable Energy Center (MEREC), had a major identity problem. "The very first question that was asked of all of the respondents was, 'Do you know what MAREC stands for?' 99% of respondents had little to no idea," Ricco noted. This led to an internal process to change the name and rebrand the program, which took about eight months.

But rebranding was just the beginning. Ricco and his team focused on engaging with entrepreneurs and small businesses, emphasizing the resources and value the team had to offer. 

"We had people telling us that they thought we were a top-secret research facility,” he laughed. “We had to address that and get the word out to entrepreneurs and small businesses that we were here to help.”

The Hub now attracts a diverse mix of members, from high-tech, high-growth companies to a variety of other industries. "We have a pretty intense business incubator program, which is a one-on-one coaching program. But to be a part of that, what you're doing has to have something that speaks to innovation," Ricco explained.

The Hub also includes a sizable coworking space, in which membership is less focused on the type of business and more on providing a supportive environment. "We serve a mix of rural areas and underrepresented populations, which makes our work unique and challenging but also exciting," he added.

Turning challenges into opportunities

Working with various partners, including Grand Valley State University, Michigan state government, and the city of Muskegon, presents both opportunities and challenges. Ricco observed, "At the state level, we definitely juggle politics, especially during election years or administration changes. At the local level, we try to better engage our municipal partners due to the initial lack of community engagement. We've made notable strides in that area."

Despite these challenges, the Hub's best marketing tool has been word of mouth. "Somebody comes to us and has a good experience, and they start talking to their circles. That word starts to spread.”

Another challenge is the competition grant dollars, which requires detailed metrics and reporting. "We have to report on our business and service metrics, which puts us head to head with some other organizations. We like to focus on impact," Ricco noted.

Hosting events and celebrating innovation

The Muskegon Innovation Hub hosts a variety of events and programs open to the public. Recently, they received a $1.8 million grant from the state of Michigan, which allowed them to upgrade their facilities and add new programming. They hosted a community open house to showcase the upgraded space and new offerings. "We had tons of people and tons of interest from a very diverse crowd, in terms of ethnicity, age, and gender demographics. It was fantastic," Ricco shared.

One of their flagship events is the annual award celebration called Lakeshore Innovator of the Year. "This event celebrates local innovators. We invite the public to nominate innovators, and our team narrows it down to the final five. An advisory committee reviews these finalists and votes on the winner," Ricco explained. The celebration includes entertainment, food, and the announcement of the winner.

Embracing technology and looking forward

The Hub also leverages technology to enhance its services. Ricco was part of the decision-making process to bring on Coworks coworking software. "We did demos with five different companies. The ease of use and intuitive layout of the software stood out to us," he said.

Looking forward, Ricco is excited about the future of the Muskegon Innovation Hub. He continues to seek ways to better serve the community and support local entrepreneurs. "We focus on creating a supportive environment for entrepreneurs. If they succeed, we are doing our job," he emphasized.

With a clear vision and a commitment to community engagement, the Muskegon Innovation Hub is poised to drive innovation and growth in the region for years to come.