ConsumersCU Club Restaurant + Bar in the Van Andel Arena (Photo: Consumers Credit Union). ConsumersCU Club Restaurant + Bar in the Van Andel Arena (Photo: Consumers Credit Union).

Typically, a credit union is known for opening new branches or headquarters as a way to expand its branding footprint. In the case of the Kalamazoo, Mich.-based Consumers Credit Union, officials decided to take over a restaurant.

About an hour north of Kalamazoo in downtown Grand Rapids, Mich., Consumers ($1.9 billion in assets, 126,497 members) launched a new partnership with the Van Andel Arena. The partnership includes a full branded sponsorship of the restaurant and bar space inside the arena – which is now called the ConsumersCU Club Restaurant + Bar.

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Michael Ogden

Editor-in-Chief for CU Times.

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