North Coast didn’t exist yet. Yes, we had been doing deep R&D for over a year and a half by this point, but we had no identity and no idea what to call our new venture. That all changed that day.
While weaving our way through the Bluffs on an idyllic day—the sun setting over Lake Michigan and the bag pipes playing on a distant bluff-- our name dawned on us: NORTH COAST. While it was Arcadia that sparked vision, it was the rest of the North Coast that reassured us.
Why wouldn’t we pay homage to the place we grew up? The place far overlooked and undervalued to those who have never been. The place with hidden gems and endless beauty around every corner. The place where time feels like it stands still. The place where Summer days seem to never end and you’re never farther than 15 minutes from the lake (okay, this might be a made-up stat). The place where 18 holes in the morning and hitting the lake in the afternoon is a staple. The place where families congregate. The place where traditions are born.
If you haven’t been to the North Coast (‘Up North’ for all of us born Michiganders), you’re missing out on quite possibly the best hidden gem area in the country.
But our brand wasn’t born to stay in Michigan, or heck even the Midwest. It’s where your ‘North Coast’ is. See, North Coast isn’t one defined place—it’s wherever you feel at home. It’s the cabin you go to with your family ever year. It’s the family golf outing where your uncle can’t hit the broad side of a barn but enjoys every minute of being on the course. It’s the place you go to find your Zen, relax and enjoy life.
Wherever you are, wherever your North Coast is, we hope you’re livin’ it.