When Amy VanLoon’s husband was offered the position of principal at Whitehall High School 22 years ago, she couldn’t have guessed how much the decision would shape her future. “I remember thinking, ‘Where in the world is Whitehall?’” Amy says, reflecting on that time with a smile. Little did she know, this small town would become the centerpiece of her life.
A Stop Along Life’s Journey
In 1999, Amy, her husband, and their two young children left the bustling life of Grand Rapids behind and moved to Whitehall. Initially, Amy saw it as just another stop in life’s journey, a new town to adjust to while supporting her husband’s career. But as she began to explore Whitehall and its twin city Montague, she found herself increasingly drawn to the community’s charm.
“The more I learned about this area, the more I began to see its true potential,” Amy recalls. “It didn’t take long for me to fall in love with Whitehall and Montague and to realize how much these towns had to offer.”
Unexpected Career
At first, Amy had no intention of joining the workforce. She was focused on raising her children and settling into their new life. However, after six years, a serendipitous encounter with a member of the White Lake Area Chamber of Commerce Board changed her course. The board member saw something in Amy and encouraged her to consider the role of Executive Director for the Chamber. Despite her initial reluctance—she wasn’t looking for a job at all—curiosity got the better of her.
“I wasn’t actively seeking a job, but they insisted that the position was a perfect fit for me,” Amy explains. “Out of curiosity, I decided to interview for the role just to learn more, and before I knew it, I was stepping into a new chapter of my life.”
A Legacy of Leadership
For the past 20 years, Amy has served as the Executive Director of the White Lake Area Chamber of Commerce, becoming a cornerstone of the community. In this role, she’s worked tirelessly to promote local businesses, events, and tourism, helping to shape the very fabric of Whitehall and Montague. One of the most rewarding aspects of her job has been connecting with visitors who come from near and far to experience the area’s unique appeal.
“We often hear from tourists who are amazed by the beauty and charm of Whitehall and Montague,” Amy shares. “It’s a wonderful reminder that we live in a place others consider a hidden gem.”
Amy’s role hasn’t been just about tourism; it’s also involved deep collaboration with local business owners. She’s been a steadfast supporter, celebrating their successes and providing guidance through challenges—a role she’s found deeply fulfilling.
“It’s incredibly rewarding to be part of the local business community, to celebrate their milestones and to help them overcome obstacles,” Amy reflects. “This work has been more than a career; it’s been a passion.”
Over the years, Amy has forged countless connections, building relationships that have become the foundation of her fondest memories. “The relationships I’ve built with staff, board members, business owners, and community members are what I treasure most,” she says.
Retirement Reflection
As her retirement in December 2024 approaches, Amy reflects on the life she’s built in Whitehall—a life she never imagined when she first asked, “Where in the world is Whitehall?” The answer, it turns out, was much more than just a place on a map; it was a community, a career, and a home.
Although it was her husband’s job that brought them to Whitehall, it’s the people and the strong sense of community that have kept them there. “This place has become home in every sense of the word,” Amy concludes. “And for that, I will always be grateful.”
