Sterling Heights chamber changes brand to ‘Connect Macomb’

STERLING HEIGHTS — The organization formerly known as the Sterling Heights Regional Chamber of Commerce is trying to get the public to connect the group to its new name: Connect Macomb.

According to Connect Macomb’s president and CEO, Stacy Ziarko, this is the organization’s sixth name change since its founding as the Greater Utica Chamber of Commerce in 1961. It became the Sterling Heights Regional Chamber of Commerce and Industry in 2009, as its membership continued to branch out throughout Macomb County. The group later tended to drop the “and Industry” from its name.

Ziarko said the latest name change is the result of a “deep dive” that the chamber’s team and board of directors took around six months ago. Their focus, she said, was what the organization would be for the next generation.

Ziarko said the chamber voted at the end of May “with lots of deliberation” to change its name. She said the decision came as the organization focused on being relevant.

“Our board and our team spent the last six months on what our organization would look like for the next generation of business owners,” Ziarko said. “We feel like we need to evolve. Our name needed to … as well.”

Ziarko said Connect Macomb’s mission will focus on “building community and growing business.”

She explained that while the chamber had traditionally been about helping businesses network with other businesses, Connect Macomb’s mission will go beyond that — remaining a chamber while allowing it to “be so much more.”

“Our goal is that we would connect businesses to each other and connect businesses to the community, and our community members to our businesses in the area,” she said.

Ziarko said around 70% of the group’s 1,300-plus members are based outside the city of Sterling Heights, and she added that Connect Macomb hopes to do more community events in other Macomb County communities.

Despite the name change, Connect Macomb’s offices will remain in Sterling Heights, along Hall Road, Ziarko said. The group plans to continue its ties with Sterling Heights through the Patios ‘n’ Pints beer patio at the Upton House during summertime Dodge Park Thursdays.

In addition, Connect Macomb plans to continue partnerships with the Sterlingfest Art and Music Fair, as well as the Sterling Edge business awards and the city’s Healthy Living Expo.

“Sterling Heights is where we’re based. It’s our home,” she said. “We have no plans to go anywhere. We’re always still going to be a chamber at our core, and this allows us to be more.”

Ziarko said Connect Macomb conversed with several City Council members about the name change, and she said Mayor Michael Taylor was supportive. She added that Connect Macomb will continue to collaborate with the city in the future.

“We’re still great partners,” Ziarko said.

In a text message, Taylor said he understood why Connect Macomb changed its name, adding that “I can’t fault them.”

“It was the right decision for the chamber,” he said. “Ultimately, I wish the name stayed the same, but I will always support organizations that support Sterling Heights businesses.”

Before taking her current job, Sterling Heights Community Relations Director Melanie Davis had been previously the president and CEO for the Sterling Heights Regional Chamber of Commerce.

When asked for comment, Davis instead let Sterling Heights City Manager Mark Vanderpool comment about Connect Macomb’s name change.

“We understand that economic development strategies should not be confined to municipal borders,” Vanderpool said in an email.

“Whether it was the initiative to Save the Chrysler Sterling Heights Assembly Plant ten years ago, creating the VELOCITY business incubator/accelerator, redeveloping Lakeside Mall or ensuring small businesses have the tools to flourish, the city of Sterling Heights recognizes the greater good.

“We understand that a rising tide lifts all boats, and when businesses flourish regionally all communities benefit,” he said.

Ziarko added that the Macomb County Chamber of Commerce was also aware of Connect Macomb’s new name, adding that she hopes to collaborate with the chamber in the future too. The Macomb County Chamber did not respond for comment by press time.

Learn more about Connect Macomb by visiting connectmacomb.com or by calling (586) 731-5400.