Revel turns 15 years old today. When I look back on the past decade and a half, I keep coming back to the same things. The people who built this company. The clients who invited us along on their journey. And the community that shaped who we are.
The Beginning
In the fall of 2010, Revel was just an idea shared by three Muskegon guys who believed we could build a different kind of agency in our hometown. The Muskegon Chronicle announced our merger with a feature story on who we were and what we hoped to bring to West Michigan. Later that same week, we made it official on stage at the Frauenthal during the Community Foundation’s annual meeting. That was the first time anyone outside our circle heard the name Revel.
We started with a simple goal. Do great work. Build something real in the community that raised us. And have fun doing it. Clients took a chance on a new agency, and there was plenty of ping pong in those days.
What I remember most is the feeling. People who cared. A team creating something special for a city we love. That foundation is still the reason Revel exists today.
The Team
Since we started, 48 people have called themselves Revelers. Today, our team’s average tenure is over 11 years, which might be the stat I’m proudest of. Awards look good on the shelf. Staying power says everything.
We’re a nine-time winner of West Michigan’s Best and Brightest Companies to Work For. That honor has never been about programs or perks. It has always been about how people show up for each other and for our clients.
Our team says it better than I ever could. Danielle reminds me that when we put our people first, everything else falls into place. Tracey talks about leaders who genuinely care, who listen, ask for feedback, and act on it. Cindy sums it up this way. “We are more than coworkers. We are invested in one another’s success.”
If you want to know what makes Revel special, don’t look at our logo. Look at the people who have chosen to build their careers here.
Downtown Muskegon’s Renaissance
We love Muskegon. Even though the city had been counted out, we knew we were witnessing a place slowly finding its footing again. When we moved into the Hume Building downtown, there were plenty of empty lots. Once, I literally saw a tumbleweed blowing down Western Avenue.
Every comeback needs a few pioneers willing to take a risk. Downtown Muskegon had three.
Kathleen Riegler led the way with The Cheese Lady in 2007. Opening a specialty cheese shop in a downtown with more open space than storefronts took faith. She believed retail could survive here. She proved it could thrive.
The Chamber followed with the Hines Building the next year, making a significant investment in the middle of a recession. It was the first new construction on the old mall property and a clear sign that someone was willing to bet on downtown’s future.
Then came Unruly Brewing Company. When Jeff Jacobson, Eric Hoffman, and Mark Gongalski opened in 2013, they brought life, energy, and a reason for people to gather downtown again. Muskegon had not seen a brewery since 1957. They chose to be the first.
Those three helped spark the momentum we see today. They changed the narrative. They showed what belief can do for a community ready for its next chapter.
The Office
Choosing to invest in an office downtown was one of the most important decisions we have made. When we moved downtown, Muskegon was still figuring out what came next. The mall was gone, and the community was working hard to reinvent itself. Even then, the city’s roll-up-your-sleeves, get-it-done attitude felt like home. That spirit has always been part of Revel’s makeup.
A decade later, when it came time to put our money where our mouth is with a new space, we never questioned where it would be. The only choice was downtown Muskegon.
When plans surfaced for a mixed-use building at 351 W. Western, we committed right away. We wanted to help set the tone for what downtown could become. It was one more signal that Muskegon’s comeback was real.
At the time, I said we were proud to invest not only in a building, but in Muskegon’s continued growth. We hoped our commitment would inspire other businesses to do the same.
Today, we share Lake View Lofts with neighbors, residents, and a community that is still growing around us. Moving into that space was more than a real estate decision. It was a way of saying we believe in this place and want to be part of its future.
Our Greatest Hits
Every agency has work they are proud of. For us, three projects stand out as moments when the right idea, the right people, and the right time all came together.
The first was Inspire. In 2012, the Muskegon Museum of Art launched what was, at the time, the largest capital campaign in county history. We created a booklet, video, website, and a full suite of materials that helped raise more than $7.5 million. It was one of those projects where the craft mattered and the cause mattered even more.
Then came Watch Muskegon. What started as a simple billboard design became a county-wide effort to shift the narrative about our community. Pete’s creative direction gave the campaign its voice, and the community backed it with more than a quarter of a million dollars in private support. An independent study found that 95% of residents recalled the messages. More importantly, it helped change how people talked about Muskegon.
And then there was Good Tuesday. In 2023, our entire team came together for a 24-hour marathon to create a complete marketing campaign for Girls Build Kalamazoo at no cost: a new brand, a new website, billboards, video, and everything in between. More than $90,000 in work, fueled by caffeine, donated food, axe-throwing, and polka dancing. When we presented the finished campaign the next morning, there wasn’t a dry eye in the room. It reminded all of us why the work matters and how powerful it can be when a team puts their whole heart into helping someone else succeed.
Those are the headline moments, but they are only part of the story. Over the years, we’ve partnered with more than 750 clients, launched hundreds of campaigns and websites, and helped raise millions of dollars. The work has spanned industries, goals, and generations of brands, but the heart has stayed the same. Do great work. Make it matter. Help people move forward.
Revel Road Time
Five years ago, we decided to host a party on the Friday of Rebel Road and Muskegon Bike Time. If you’ve been downtown that weekend, you know it’s a sight to behold. Picture a mini Sturgis with thousands of motorcycles lined up on Western Avenue and some of the best people watching you will ever find.
What started as a one-off idea has grown into one of our favorite nights of the year. Revel Road Time gives us a reason to let our hair down, take in the view, and feel the city’s energy below. The balcony is the place to be, but the real draw is the company. Clients. Friends. Family. People who have trusted us, supported us, and become part of our story.
And then there is Kayla’s mega charcuterie board. It’s become as much a part of Revel Road Time as the motorcycles.
Revel Road Time has become more than an event. It is a tradition that reflects who we are. If you haven’t experienced it, put it on your calendar for the third Friday in July.
The Future
Every company hits forks in the road that shape who they become. We’ve had our share. The recession. The pandemic. The rise of AI. Moments that forced us to grow, rethink, and choose a path forward.
As for what comes next, we don’t pretend to know exactly what the future holds. But we do know the kind of future we want to help create. Our vision is simple. To transform how companies attract and inspire extraordinary talent. It’s the kind of work that makes all of us better.
The names on the back of the jersey may change, but our DNA has not. We’ll keep building, keep learning, and keep showing up for each other and for the community we love. The best is still ahead of us. We’re just getting started.
