Today we’d like to introduce you to Shannon DeYoung.
Hi Shannon, we’d love for you to start by introducing yourself.
I like to say Cheers & Co. started long before it had a name.
I grew up spending summers in Traverse City, with Long Lake days, sunshine, boat rides, and the kind of moments you don’t realize are magic until later. It’s always been a place that brings people together without trying too hard, which looking back is probably where all of this began.
My career took a different path at first, with years in talent acquisition, sales, and consulting. But even there, the common thread was always people. Creating experiences, bringing groups together, and making sure everyone felt included, taken care of, and like they truly belonged.
At some point, it clicked. What if I could take everything I loved about that work and pair it with a place I love just as much?
That’s how Cheers & Co. came to life. Not as a big, perfectly mapped-out plan, but as a “why not me?” moment. I wanted to create something that felt less like a typical tour and more like spending the day with a friend who knows all the good spots, whether that’s wine, views, good conversation, or simply enjoying the ride.
Today, it’s exactly that. A little more personal, a little more fun, and built around helping people slow down, connect, and make their own core memories along the way, no matter what’s in their glass.
Because at the end of the day, it’s not really about what you’re drinking. It’s about where you are, who you’re with, and being In Good Company.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road. Building Cheers & Co. as a team of one while also working and raising four kids has been one of the biggest challenges I’ve taken on.
There’s the visible side of starting a business, and then there’s everything behind the scenes. I knew there would be a learning curve, but that didn’t make it easy. I had to figure things out in real time, from building an entire website and setting up booking and POS systems to creating content, shooting videos, and writing copy for social media and ads. I built every platform from scratch, all while working to position the brand in a way that felt different and true to me.
Then there are the logistics people don’t always see. Figuring out how to incorporate, what licenses and insurance are required, how to budget, where to spend money, and when to take big risks. Purchasing my VW ID Buzz for the business was a huge investment, especially before any steady income was coming in.
One of the biggest hurdles was securing commercial auto insurance. I reached out to dozens of companies, kept hearing no, and continued to push forward until I found the right fit. It was discouraging at times, but also a lesson in persistence.
There were definitely moments where it felt like I was doing everything all at once, because I was, or at least doing my best to keep all the balls in the air.
While I’ve built this on my own, I couldn’t have done it without the encouragement and support of my family, friends, and professional network. They’ve been the ones reminding me to keep going, to trust the process, and to have faith even when things felt uncertain.
More than anything, this process has taught me a lot about myself. It’s stretched me in every way, but it’s also shown me the level of grit, resilience, and creativity I’m capable of. And while it’s been hard, it’s also been incredibly rewarding to see something I built from the ground up start to come to life.
I hope all of the small touches, the long days, and the sleepless nights show up in the experience, and reflect the level of care and commitment I have to creating something truly special for every Cheers & Co. guest.
As you know, we’re big fans of Cheers & Co.. For our readers who might not be as familiar what can you tell them about the brand?
Cheers & Co. is a guided tour experience rooted in connection, thoughtful details, and creating memorable moments in Traverse City. While many people associate tours with wine or breweries, what I offer is really about the experience itself. It’s about slowing down, enjoying the ride, and spending intentional time with the people you’re with.
I specialize in small, curated group tours that feel personal and relaxed, not rushed or transactional. I offer a variety of tour options, from thoughtfully curated experiences to more customized days, so each group can create something that fits their vibe. From the moment guests step in, every detail is considered, from the flow of the day to the small touches that make people feel welcomed and taken care of. That might look like built-in photo stops, keepsakes to remember the day, or simply creating space for people to take it all in.
A big part of the experience is also how you get there. Tours take place in a fully electric VW ID. Buzz, which adds a fun, nostalgic feel while also aligning with a more thoughtful, low-impact way to explore the area. It’s quiet, comfortable, and part of what makes the day feel a little different from the start.
What sets Cheers & Co. apart is the balance between professionalism and personality. Guests aren’t just being driven from stop to stop, they’re being hosted. It feels more like spending the day with someone who genuinely wants you to have a great time and knows how to make that happen.
Another important part of the brand is inclusivity. While we do visit wineries and breweries, the experience is not centered around alcohol. It’s designed so that everyone can enjoy it, no matter what’s in their glass. The focus is on connection, atmosphere, and shared moments.
Brand-wise, I’m most proud that Cheers & Co. feels intentional. From the look and feel to the guest experience itself, it was built to feel elevated but approachable. Even the tagline, “In Good Company,” reflects that feeling. It’s about who you’re with, how you feel, and the kind of memories you create along the way.
At the end of the day, I want people to know that Cheers & Co. is about more than just where you go. It’s about how you feel while you’re there, and who you’re sharing it with. That’s what people remember, and that’s what I’m building.
Do you have recommendations for books, apps, blogs, etc?
I’m an avid reader, and my taste is honestly a mix of everything. I love a good rom-com, but I’m just as drawn to thrillers, mysteries, historical fiction, and biographies. Authors like Colleen Hoover and Elsie Silver are my go-to when I want something lighter and character-driven, while James Patterson is always a favorite when I’m in the mood for something fast-paced. I also really enjoy the perspective and reflection that comes from writers like Matthew Kelly. I’m especially drawn to stories that evoke emotion and allow me to really picture what’s happening. Reading has always been a way for me to slow down and reset.
On the podcast side, I tend to listen more when I’m on longer drives by myself. While I do enjoy true crime, I find myself coming back most often to self-development, inspirational, and faith-based podcasts. I like content that challenges me to grow, stay grounded, and keep perspective, especially while building a business and balancing a lot of different roles.
A few I’ve enjoyed are The Mel Robbins Podcast, The Ed Mylett Show, and Crime Junkie.
Overall, I’m drawn to anything that helps me feel inspired, reflect a little deeper, and stay connected to what matters most. To me, that will always be the people I share life’s moments with.
Pricing:
- Cheers Highlights (3 hr. tour) 3 hours @ $450.00 A perfect taste of the greater Traverse City area. The Cheers Highlights Tour offers a curated mix of scenic beauty, charming towns, and optional tastings, ideal for guests who want a memorable experience without the long commitment. Each route is thoughtfully tailored to your interests, blending iconic views with local favorites. Possible stops: • Mission Point Lighthouse • Fishtown • Sleeping Bear Dunes Dune Climb • Scenic drives along M-22 • Village strolls, coffee stops, or tastings
- Classic Signature (4 hr. tour) 4 hours @ $600.00 A deeper dive into the Traverse City region, the Cheers Signature Tour gives you more time to wander, savor, and experience what makes Northern Michigan special. Our most popular option, it balances iconic sights with hidden gems and can be tailored around scenic, culinary, outdoor, or beverage-focused stops. Great for: couples • friends • balanced sightseeing & leisure Possible stops: • Wineries, Breweries or distilleries • Farm-to-table • Lighthouse visits • Scenic drives, Shops, or Beaches
- Cheers Premier (5-6 hr. tour) 5 hours @ $900.00 An unhurried, fully immersive Traverse City experience. The Cheers Premier Tour is designed for guests who want to truly settle into the beauty & rhythm of Northern Michigan. With ample time to explore, linger, & personalize the day. Great for: celebrations • return visitors • slow travel lovers Possible stops: • Suttons Bay, Leland, Glen Arbor, or Old Mission • Extended time at Sleeping Bear Dunes • Wineries, breweries, or distilleries • Leisurely lunch • Beaches & Scenic Drives
Contact Info:
- Website: https://www.cheersnco.net/
- Instagram: https://www.instagram.com/cheers_n_company/
- Facebook: https://www.facebook.com/Cheersnco.net/
- LinkedIn: https://www.linkedin.com/company/cheers-co-llc/
- Twitter: https://x.com/CheersnCo
- Yelp: https://www.yelp.com/biz/cheers-and-co-traverse-city
