Goodwill History

Asgard Enterprises, today’s Goodwill Industries of Northern Michigan, opened its doors in 1972 with 3 staff members and 11 clients producing fishing lures for W. E. Brown in the old Parson’s Helicopter building. By the end of that year, partnerships were secured with Michigan Rehabilitation Services and the Department of Mental Health for additional services.

Asgard grew to provide a variety of training and work experience programs, opening doors and opportunities for persons with disabilities. Its agency vision grew, as well, to reflect changing community needs. In 1986, Asgard became a member of Goodwill Industries International. That same year, Goodwill opened its first store on South Airport Road in Traverse City, purchased the Land-O-Lakes Motel for the Good Samaritan Housing Center (Goodwill Inn Homeless Shelter), and partnered with Northwest Michigan Human Services to provide Meals on Wheels.

Goodwill strives to develop programs and services that improve people’s lives by fostering self-sufficiency, a hand up, not a hand out.

Today, Goodwill offers a comprehensive and unique package of vocational, housing, transportation, nutritional, family strengthening and retail services designed to serve the whole person; the whole family.