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TRAVERSE CITY RECORD-EAGLE OUTLOOK SECTION MAY 2005
Team Effort: The Biedermans in Traverse City
By Vincent Hancock
Four floors above Front Street, a corner office in the Radio Centre complex looks out upon the West Arm of Grand Traverse Bay and downtown shops. The commotion of commerce can be seen on the sidewalks; further out, the water rolls slowly, returning and reflecting. From this vantage point, overlooking both natural and commercial ecosystems, the Biedermans make waves.
Broadcasting and engagement in city affairs have been a kind of mission for two generations. Now, nine Biederman-owned radio stations pull in revenue, pumping out music and talk while the profits fund donations, civic service and charity work.
Ross and Brenda Biederman both have lifelong roots in the Traverse region. Ross’ father, Les Biederman, founded WTCM-AM in 1941 and soon opened other stations, eventually expanding to television with channels 7 & 4. The elder Biederman also expanded Munson Hospital and drove the establishment of Northwestern Michigan College and its Maritime Academy.
Only a few months old, Ross arrived in Traverse as the radio station started broadcasting. Brenda’s family goes back even farther. She grew up on a dairy farm in Buckley; Youker Road is named after her grandfather.
After 18 years together, the couple’s success, reputation and influence seem only to increase as time passes. After various positions ("sales rep, tower climber, light changer, floor sweeper"), Ross, 64, is president of Midwestern Broadcasting. A media veteran, Biederman measures his words carefully, steering stray thoughts away from potentially risky paths. Brenda, a local fundraiser for major charitable organizations, chats warmly and with palpable enthusiasm. Both have ideas on the region’s future. Both are also deeply involved in it and consciously modulate their comments.
Despite wide travel and time spent in bigger cities, the Biedermans share a dedication to Traverse City. It’s home for them, and they laud its growth, but they’re also concerned about its direction.
"Urban sprawl is not good, and we’re seeing it largely because of zoning problems," Ross said. As chairman of the Traverse City-Garfield Township Recreational Authority, he presided over the effort to take three major properties out of play. Last fall, voters overwhelmingly approved plans to purchase the historic barns at the Grand Traverse Commons, Hickory Meadows near the Hickory Hills Ski Area and the site of the former Smith Barney building on the bayfront. Biederman is proud of the effort to establish public, open spaces, but wants others to do their part, too.
"‘Developer’ is not a bad word," he said, "if you have good zoning that can be relied upon not to change because it’s done differently in another town. Most developers are interested in improving Traverse City and they have the city’s best interests at heart."
While he won’t identify examples of less beneficent developers, he does cast a wary eye on large, national chain stores. The problem, he says, isn’t with any particular chain —rather, it’s the difficulty they have with fitting into the local scene as they serve local needs.
"They don’t give back to the community because they don’t live here," Brenda said.
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