Sammie Lukaskiewicz of Manistee Tourism

If you’ve heard about the best beach in Michigan, there’s a decent chance you have Sammie Lukaskiewicz to thank. As the executive director for Manistee Tourism, she has come from a background that ranges from NASCAR to politics and eventually brought her to a beautiful beach town on the shore of Lake Michigan.

Sammie’s efforts promote all parts of the county, from quiet forests and remote coasts to bustling beaches and a charming downtown. Thanks to support from the Michigan Economic Development Corporation for a new five-story hotel project in 2023, historic preservation of the Ramsdell Theatre in 2021 and planned streetscape improvements through the Revitalization and Placemaking program, the city is thriving – and finding new and award-winning ways to tell its story.

Presented by Michigan Cares for Tourism, the Pure Award honors those who are working to preserve and protect Michigan’s cultural, historical and environmental sites. The 2025 honoree is Manistee Tourism’s “Origins.” In partnership with the Manistee County Historical Museum and the Little River Band of Ottawa Indians Historic Preservation, Manistee Tourism sought a new way to tell the history of Manistee County, its settlement and the people who made Manistee what it is today. Through interpretive artwork, sculptures and narration and a free comprehensive history guidebook, the three organizations worked together to tell the “origins” of Manistee from a viewpoint that encompassed all people.

Balancing the needs and stories of a whole county isn’t easy, but Sammie makes it look that way. She’s working steadily to build a culture that honors Manistee’s history, while confidently stepping forward into its future.

What was the path that brought you to Manistee County?

I’m from an Army family, and I’ve lived all over the place from Texas to Alabama to Virginia to California to Germany to Kansas. I’m a citizen of the world, I guess.

I always wanted to be a journalist. I wrote for a couple of magazines and newspapers and had a chance to work with media in NASCAR. This led me to work for Kansas Speedway in Kansas City, Kansas, and then later at its sister track, Michigan International Speedway in Brooklyn, Michigan. From there, I transitioned to Lansing doing some marketing for workforce programs under Gov. Rick Snyder and later under Gov. Gretchen Whitmer. I learned politics wasn’t for me. I spent some time working at a ski and golf resort up north, but I realized that environment just wasn’t for me either.

A former colleague of mine from the resort told me they were looking for an executive director for Manistee Tourism. I applied for it and fooled them into hiring me. The rest is history.

In many ways, I believe my career has culminated with my job at Manistee Tourism. I worked in media, for a state tourism attraction (MIS), on the state’s Travel Commission, in state government for a bit, and at a hotel. My job here draws from all of it, from hotels to attractions to government. I’m really fortunate to have that experience – and colleagues who help me navigate it all and give me a really long runway to make mistakes.

Share a bit about your role as executive director and what your community involvement looks like.

Manistee needed a cheerleader, and a person in this role willing to connect some dots and make some connections. That’s a lot of what I do. I tell stories and try to be the force behind why someone should visit Manistee – and if we have a great place to visit, we have a great place where people want to live. 

I try to get involved where I can. I am on the boards of the Manistee Downtown Development Authority, the West Michigan Tourist Association and Great Lakes Winter Trails Council. I’m an Outdoor Emergency Care instructor, a part of the ski patrol at Crystal Mountain in Thompsonville, a member of National Ski Patrol and a board member for its Western Michigan Region, serving as newsletter editor.

Manistee's First Street Beach was recognized by USA Today as the “Best Beach in Michigan.” How do your beaches shape Manistee?

The beaches play a huge role in shaping Manistee – economically, culturally and environmentally. Our beaches are obviously a huge driver for tourism, particularly when you have such lovely stretches along Lake Michigan. There’s a tremendous local pride in our beaches, and recreation for everyone.

With that comes huge responsibility. Planning and zoning around our beaches need to be balanced, as well as shoreline management. The beaches are so heavily relied upon that we need to find ways to not be so economically dependent on summer.

Master planning helps us look long-term at all the opportunities we have, but also the challenge in preserving our beaches for the future.

What makes downtown Manistee special?

Downtown Manistee blends historic charm with small-town energy, all set among the backdrop of the beautiful Manistee River and Lake Michigan. The Riverwalk, shops, restaurants and events make downtown so quaint and walkable and special. There are little Easter eggs all over the place from its Victorian architecture and history. Where else can you walk among Lake Michigan freighters navigating through a channel? The connection to the water is what makes our little downtown so remarkable.

The "Origins" project was recently recognized through a Pure Award. How did that project come about?

We worked with the Little River Band of Ottawa Indians, the Manistee County Historical Society and the USDA to tell a full, rich and inclusive story, not just by dates and facts, but by people, places and experiences that define Manistee.

The “Origins” project is about telling Manistee’s history from all perspectives, not just the ‘white man’s,’ as our ogema [chief] says. We set out to tell the story of Manistee from the people, industries, culture and events that helped shape our community.

I certainly have a better appreciation for our tribe and the indigenous heritage of the community, especially of the Anishinaabe people who originally inhabited the region. But I also have a new appreciation for the Polish, Scandinavian, Irish and German people who worked in the industries, particularly given my last name. I take great pride in knowing that Manistee Tourism helped drive this project to tell a story for tourists and for residents.

“Origins” has shown us that history just isn’t about preservation; it’s a tourism driver that, when told well, will resonate with locals, too. I have learned a ton about Manistee as a result. I’ve also learned that people want to connect with ‘why’ your community matters, so lead with your story, not just your assets.

What are some of your favorite things about Manistee County?

So many! The beaches of Onekama, the trails near Wellston, the quiet charm of Arcadia, the gateway feel of Bear Lake… each corner of the county has its own flavor and identity. It’s not just about Manistee the city; it’s the whole, beautiful region.

I wake up every day and can’t believe I live here and have access to all this. There are some people who go their entire lives without seeing water, let alone magnificent Lake Michigan. I feel really blessed that I can take part in all of it. When you live in a place like Manistee, it becomes easy to take for granted the access to water and trails, or the opportunities for hiking, biking, kayaking, golfing and skiing. That abundance of nature sets Manistee apart.

The future I want for Manistee honors its history and roots while confidently stepping into what’s next. I hope for Manistee to continue to be grounded in its natural beauty, rich history and small-town spirit, but evolve with purpose, resilience and creativity.