For Chad Wilson, General Manager at Midland Ford Lincoln Inc., Midland Blooms has been a part of the city’s identity for as long as he can remember. Since joining the dealership in 1998, he has seen firsthand how the floral corridor along Eastman Avenue shapes visitors' perceptions of Midland.

"I don’t remember a time when we didn’t participate in Midland Blooms. Our store started in 1986, right around the time the program began, so we’ve grown together," Chad shares. Midland Ford Lincoln also supports the event by providing trucks each year for morning setup, assisting with cone distribution, delivering waters, and supplying additional flowers to volunteers—joining other valued vehicle partners to make the event successful.

Each year, as business at Midland Ford Lincoln has expanded, so has its relationship with Ford Motor Company. That connection has brought corporate executives to town, and without fail, they take notice of Midland Blooms. "This year, we had Ford’s national sales manager visit for the first time, and as soon as they walked in, they mentioned how incredible the flowers looked. It really sets the town apart. We hear it over and over again."

Beyond just making a great impression, Chad believes the visual appeal of Midland Blooms plays a role in attracting business. "We’ve hosted regional meetings for Ford here in Midland—something that would typically happen in larger cities like Lansing or Grand Rapids. But people want to come here, and I assure you, Midland Blooms is part of that experience. It’s the first thing people see when they drive into town, and it signals that Midland is different."

Chad compares the impact of Midland Blooms to the famous tulips in Holland, Michigan. "When you drive into Holland in the spring, there’s no mistaking where you are. It’s a distinct visual identity. Midland Blooms does the same thing—it visually distinguishes our community. Other cities of this size don’t look like this, and that alone speaks volumes."

For Chad, Midland Blooms isn’t just about beautification—it’s a reflection of the town’s brand, one that the community and organizations like the Midland Business Alliance work hard to maintain.

As we approach Give Local on May 6th, brought to you by the Midland Area Community Foundation, Chad’s story underscores the value of Midland Blooms in shaping perceptions, attracting business, and fostering community pride. Let’s ensure that this tradition continues to thrive.

Keep Blooming!