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The Four

ZZ Wild: Seeing the Potential in White Cloud

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White Cloud is a small town 45 miles north of Grand Rapids.

Many people drive right past on M-37, but locals like Keith Payne will stop at nothing to put this small town back on the map.

A number of vacant and for rent signs line the windows of their downtown, but in Keith’s mind, this community has all the bones of a would-be destination. 

“It’s a typical small town in Northern Michigan in that there’s a lot of outside development that has killed the downtown area, but we’re in the process of revitalizing the downtown,” Keith Payne says. “Real estate prices are really low in downtown, so people with a vision and some passion—it’s a great time to buy a building and be a part of the revitalizing.”

Payne owns ZZ Wild, a catalyst developer. He sees the potential for growth in small communities and tries to build them back up to where they were before the big box stores came into town.

“We need more people that are willing to see what’s here or what can be here and take the risk,” says Payne, who looks to resources that are unique to this community like the North Country Trail access, the White River and the walkable downtown area.

The opportunities in this town are endless. That’s why Payne is using social media to showcase the natural resources this community has to offer.

If you want more information on Payne or ZZ Wild, visit the catalyst developer’s .

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