Grand Rapids Tries To Re-Brand A Former Auto Plant

When General Motors went into Chapter 11 protection three years ago, it closed factories all over the Midwest. 

One of them was the Grand Rapids Metal Center, a 2 million square foot stamping plant in Wyoming, Mich. Once the biggest employer in that Grand Rapids suburb, it was the first site sold by Motors Holdings, the company created to liquidate GM’s unwanted locations.

Now, new owners are trying to give the 75-year-old factory a new identity, reports Lindsey Smith at our partner Michigan Radio. They’ve demolished most of what was once they’re and re-branded the location as Site 36 (the factory’s address was 300 36th Street).

The developers would like to attract a global company, but they know there’s limited cache to trying to peddle a former GM plant. Thus, the new name.

Can it work? Many communities around the region are trying to find their own solutions, from Janesville, Wis., to Wixom, Mich., and Dayton, Ohio.