When you look around the meeting rooms, hallways and even the fairways here you see a lot of familiar faces.
Many of the attendees have been coming to the Management Briefing Seminars for years -- some have been coming to Traverse City for more than 25 years, even if they won't admit it.
But through the years the audience has grown. It also has changed.
If you think there are a lot more heavy hitters here this year, you're right.
Not only is overall attendance up for the first time since 2000 and up 15 percent over last year, there is a much richer mix of industry leaders. This year, 31 percent of you are above the rank of senior manager. Last year, just 21 percent of the crowd was in senior management.
At the top of the heap this year are 131 corporate vice presidents, 12 executive vice presidents, 23 presidents and 25 CEOs.
That means a lot of you must have been promoted in the past year.
Well, then either more of the big shots are here with their families or the program was so strong they couldn't resist. That must be it.
The data are sliced and diced for Dave Cole and the Center for Automotive Research by Cognos Corp., a software company that specializes in business intelligence and analytics.
There are a couple of other interesting demographic changes, too, says Jeff Lauer, who runs the automotive business for Cognos.
Interestingly, fewer of you came here from Asia and Europe this year.
And in case you didn't notice, there aren't anywhere near as many consultants milling around as there have been in recent years.
So if you see Cole walking around with a bigger smile than usual, it's not just because has been dreaming about landing big fish.
Edward Lapham is executive editor of Automotive News