Jim Wehr's Mackinaw Outfitters and Mackinaw Crossings Mall received a Chamber of Commerce special recognition award for outstanding promotion of Mackinaw City at the chamber's well-attended annual breakfast at St. Anthony's Reception Center Thursday, May 1. Jim Robbins, general manager of the Outfitters store, accepted a plaque for the company's efforts. Also, Ray and Cidney Roth of Mackinaw City were honored for 14 years of community service as chamber ambassadors, and updates on new events and projects were given by businesses and the village government.

Owing to the store's extensive television and print advertising, "We had more visitors from the Upper Peninsula than I have ever seen in prior years," said Chamber Director Dawn Edwards. "I know that is due to their promotion of Mackinaw Crossings. It brought people into the chamber looking for more information."

"I don't recall ever seeing 'come to Mackinaw City' on TV commercials before," she added.

The Crossings entryways were remodeled from Victorian style to rustic facades last year. The Outfitters sells outdoor-sporting goods. The focus on the outdoors expanded commercial diversity, and boosted the community in general, Mrs. Edwards said.

Mr. Robbins, originally from Midland, spoke about the company's advertising strategies at the breakfast, noting the goal of drawing year-around customers to shop and enjoy the area.

The wilderness-store concept was Mr. Wehr's, Mr. Robbins said. He used it to revitalize a struggling commercial area in his home state of Missouri, and saw focusing on the Michigan outdoors as a perfect way to boost Mackinaw Crossings.

Mr. Wehr recruited Mr. Robbins, who had more than 30 years experience in the sporting goods industry and connections with major sporting goods companies.

Further expanding the winter market is the next step, Mr. Robbins said. He plans to draw on northern Michigan's hockey enthusiasm by adding a hockey department to the Outfitters store.

Chamber Ambassadors Ray and Cidney Roth, former owners of the Sandpiper Gift Shop, were recognized for their tireless dedication to the village by helping organize volunteers. They have been a part of many chamber events and programs.

Mr. Roth can sometimes be found at 5:45 a.m. cruising the streets in a truck, watering flowerbeds with a modified fire hose as part of Mackinaw City's "Tinkle Patrol" project.

The Roths are Mackinaw City's first official ambassadors, bringing the idea to town from a convention they attended in Petoskey in 1993.

The number of ambassadors varies, with usually about 16 people volunteering, Mr. Roth said.

The Roths have helped with bike tours, the annual Corvette show, winter events, and ribbon cuttings for new businesses. They have sold raffle tickets, manned the doors at events, and helped with scheduling. Mr. Roth has a special interest in helping with spring and fall bike tours that cross the Mackinac Bridge. The ambassadors also clean a threemile stretch of land alongside I-75 three times a year.

About 80 people attended the chamber's annual breakfast. Beth Alexander received an award for nine years on the chamber's board of directors and service as treasurer.

Updates for the 2008 season were given by the Village Manager Jeff Lawson, the chamber, Mackinac State Historic Parks, promoters of the new Jack Pine Lumberjack Show, Mackinaw Crossings Mall, St. Anthony's Bike Ministry, which provides bicycles for the area's seasonal, international workers, and the Ironworkers Walk of Fame project.