By Jennifer Owens, President of Lakeshore Advantage
Originally published in the Holland Sentinel opinion column on January 22, 2026
Working with entrepreneurs to turn big ideas into profitable realities is one of the most rewarding parts of my job. It’s hard to believe that 10 years have passed since Lakeshore Advantage leaned into supporting founders and intentionally growing our region’s entrepreneurial ecosystem — a move that felt right given the Lakeshore’s long history of entrepreneurs who have built companies from startups into industry leaders.
That spirit and know-how run deep here, passed from one generation to the next. Looking back, the impact of that decision has far exceeded my expectations. Time truly flies when you’re building alongside entrepreneurs who are bringing their ideas to life.
A decade ago, Lakeshore Advantage stood at a crossroads. We needed to decide whether we would truly commit to supporting high-growth-potential entrepreneurship in the Lakeshore region. We benchmarked national models for entrepreneurial economic development and were confronted with a hard reality: Meeting founders’ needs would take a herculean effort.
Entrepreneurs would need clear pathways to capital, talent, space and customers along with fast access to capable mentorship. With limited resources, we had a choice: significantly scale our startup support, or step away entirely. We chose door number one, and I’m grateful every day that we did.
In 2015, new legislation expanded Michigan’s SmartZone program, authorizing six additional SmartZones beyond the state’s original three. The following year, Holland received approval for its SmartZone designation, unlocking the ability to use Tax Increment Financing. This tool captures a portion of new state tax revenue generated by growth within the SmartZone and reinvests it locally to support high-tech entrepreneurs and emerging businesses. Those dollars fund programming, resources and infrastructure that help companies start, scale and stay in the region.
Over the last ten years, the Holland SmartZone has quietly become a cornerstone of our entrepreneurial ecosystem. During that time, 150 high-tech, high-growth companies have been supported, collectively securing nearly $76 million in capital raised, from venture and angel investment to bank financing, federal grants, Michigan Economic Development Corporation support and customer revenue. These aren’t abstract numbers; they represent real companies taking root, hiring talent, commercializing technology and contributing to the long-term vitality of our economy.
The SmartZone program became the revenue backbone for our SURGE program, allowing us to reinvest a portion of future growth into startup community-building today. That tool has been indispensable across Michigan, and here at home. It has helped launch companies like Wedge HR, which began with local support and has grown into a prominent tech firm in West Michigan; Jolt Energy Solutions, an innovative and growing advanced energy storage company; and Next Door Photos, a rapidly scaling real estate photography platform built on an impact-driven business model. Others, such as Volta, which grew into a primary employer before being acquired, along with emerging companies such as Rebel Cultures and Revolin Sports, reflect the diversity and ambition of the founders choosing to build here.
SmartZone resources have also helped support shared infrastructure and community assets that entrepreneurs rely on, including the Next Center and the Ice Park in downtown Holland. Today, the Next Center is a hub of daily activity — home more than 50 startup members and service providers — and a visible reminder that entrepreneurship doesn’t happen in isolation. It happens in community.
But these tools only work when they’re built on trust. Our city, county and township partners took a leap of faith by deferring future revenue in service of a stronger business future. Building an entrepreneurial ecosystem, and opening the Next Center, wasn’t a straight path. It was paved by relationships, transparent metrics, shared wins and the patience to earn buy-in rather than demand it.
Trust is not a switch you flip; it’s a habit you practice. For years, we’ve worked to build credibility with local governments, elected officials, and education partners so that when we asked them to jump, they didn’t hang up the phone. They leaned in, listened and, over time, said yes.
When communities invest in founders, founders invest back in communities. The return shows up in jobs, in new technologies and in the confidence to take on the next big bet — together.
We’re just getting started. If you believe in the compounding returns of entrepreneurship, I invite you to tour the Next Center, mentor a founder or join our Entrepreneurial Support Network. The next decade’s wins begin with the commitments we make today.
