Last December’s announcement by the U.S. Department of Energy (DOE) that Michigan State University (MSU) had been selected to design and establish the Facility for Rare Isotope Beams (F-RIB) touched off a community-wide celebration. 

Landing F-RIB places MSU at the forefront of nuclear science. In addition to the enormous science and research possibilities, F-RIB also represents a significant economic stimulus for the Lansing region and the entire state of Michigan. F-RIB is expected to take a decade to design and build at a cost of $550 million. F-RIB will generate an estimated 400 jobs, including 180 positions at the facility and 220 in related industries.

Though the year 2017 when F-RIB is expected to be fully operational may seem a long way off, there is much work to be done, particularly in the area of marketing the mid-Michigan region to potential F-RIB employees and their families, and to businesses connected to F-RIB that could bring new investments and jobs into the community.

Several mid-Michigan partners are collaborating in a strategic marketing effort surrounding the development of the F-RIB. The City of East Lansing, City of Lansing, Lansing Regional Chamber of Commerce (LRCC), Lansing Economic Area Partnership (LEAP), and Prima Civitas have co-developed a marketing program in an effort to maximize the economic development opportunities F-RIB potentially represents for the region.

For F-RIB to realize its full potential as a world-competitive laboratory, we must be able to recruit the best scientists and researchers to test, build and operate the facility. The F-RIB marketing team has developed a long-term marketing strategy that lets potential F-RIB employees and their families know about the high quality of life we enjoy in this region.

The centerpiece of the marketing effort is a vibrant, multimedia website. The website, www.greaterlansinglife.com/frib/ is intended to serve as a one-stop shopping destination for people interested in learning about the attributes of Greater Lansing. Many thanks to the staff at LEAP, Inc. who worked hard in the development of the website. The site sends a clear message throughout the world that this area is one of the most livable, affordable, culturally diverse and exciting places anywhere.

The F-RIB partners also recognize the potential commercialization opportunities that F-RIB could bring in the way of new start-up businesses and technologies developed in the region. Simply looking at companies such as Niowave here in Lansing and another Michigan State University startup, Innov-X, offers a glimpse of the potential for exciting new technologies and jobs that could be developed as a result of the F-RIB.

The F-RIB marketing team will consider strategies to attract the maximum number of users from industry and government who will visit and take advantage of F-RIB’s advanced research capabilities. The importance of business leaders and scientists from around the world who will come here to conduct research at F-RIB should not be overlooked because those visitors will generate significant business and economic opportunities.

Another important component of the F-RIB marketing strategy will be educating residents of the Greater Lansing community about F-RIB and its vast impact. A strategic community outreach program will not only enhance understanding about the economic development and scientific value of F-RIB, but can also give Michigan State University an opportunity to strengthen its ties. Among strategies that will be utilized are a school outreach program, speaker’s bureau and various displays and signage throughout the area.

F-RIB offers exciting possibilities to grow our economy, strengthen our quality of life, enhance the prestige of MSU and solidify Greater Lansing’s position as a center for world-class scientific research. It is important that we work together to ensure that we maximize this once-in-a-lifetime opportunity.  

		Tim Daman is president and CEO of the Lansing Regional Chamber of Commerce.