Lakeshore Advantage unveils Next Center, a hub for startups and economic development

The community last week had its first look at the Next Center in downtown Holland, a sleek, modern workspace designed to fuel innovation and economic growth in the Lakeshore region.

Lakeshore Advantage hosted a ribbon-cutting ceremony on Nov. 13  to unveil its new headquarters, alongside incubator spaces that are for lease to startups and entrepreneurs.

The 20,000-square-foot building is more than just a workspace, Lakeshore Advantage officials say. It symbolizes the organization’s evolution over the past two decades and its enduring commitment to fostering innovation in Ottawa and Allegan counties.

“This space is a reflection of the journey we’ve been on and the entrepreneurial spirit that defines West Michigan,” says Jennifer Owens, president of Lakeshore Advantage. “We started as a small team with big ideas, and today, this building symbolizes the growth and impact we’ve had in the Lakeshore region.”

Courtesy Lakeshore AdvantageThe 20,000-square-foot Next Center in downtown Holland symbolizes Lakeshore Advantage's evolution over the past two decades and its enduring commitment to fostering innovation in Ottawa and Allegan counties.

A space for new ideas

With Lakeshore Advantage as its anchor tenant, the Next Center also features flexible spaces for entrepreneurs, startups, and established businesses. 

The first floor is dedicated to programming that supports entrepreneurship and community education, with room for up to 50 startup tenants. The second floor houses Lakeshore Advantage’s offices and additional spaces for small-business support organizations. On the third floor, flexible office suites are available for lease, catering to established companies.

“In this space, new businesses will be nurtured, and fresh ideas will take root,” says Kyle Verplank, vice chair of the Lakeshore Advantage board. “We look forward to seeing the next generation of businesses thrive right here in the Lakeshore Region.”

Designed with support from local companies like MillerKnoll, Haworth, and ROL, the building incorporates cutting-edge design elements and locally crafted furnishings, including Holland-made sit-stand desks. The space is designed to inspire collaboration and creativity while reflecting the innovative spirit of West Michigan.

 “The Next Center isn’t just a building,” says Pete Beukema, chairperson of the Holland SmartZone. “It's a launching point for businesses and technologies that will shape our future.”

Courtesy Lakeshore AdvantageWith Lakeshore Advantage as its anchor tenant, the Next Center also features flexible spaces for entrepreneurs, startups, and established businesses.

Remembering the beginnings

For some attendees, the event was an opportunity to reflect on the history of Lakeshore Advantage. Jud Bradford, a retired senior vice president of business development at Bradford Company in Holland, is among the original proponents of creating the private economic development organization that became Lakeshore Advantage.

"It was a bold step forward to create a nonprofit, volunteer-run economic development organization,” Bradford says. “We wanted to be separate from government efforts to create employment and economic development. It was a lot of work, but it was also a lot of fun."

Bradford appreciates seeing rooms in the Next Center named after key figures in the organization’s history, including Dan Bourbon, Ann Query, and Jane Clark, who were instrumental in its launch. Bourbon was the first employee. Query and Clark then led the Zeeland and Holland Chambers of Commerce, which supported the creation of Lakeshore Advantage. 

“In the early days, they played crucial roles,” Bradford says. “When I first spoke at a Lakeshore Advantage meeting, I made it clear that their efforts could make or break the organization’s success."

Located within the Holland SmartZone, the Next Center connects tenants to essential resources and networks, helping new businesses grow while revitalizing a previously underutilized site.

“We are so glad this piece of land is now activated for the West Michigan economy,” says John Parker, vice president of project development for EV Construction. “This facility will play a critical role as Lakeshore Advantage continues to champion economic growth in our region.”

In 2023, Lakeshore Advantage supported 26 business growth projects, resulting in $3.2 billion in private investment and $634 million in leveraged support funds, creating or retaining 1,091 jobs. The organization also provides direct support to 285 primary employers and 73 startup companies in Ottawa and Allegan counties.