We create experiences that are enlightening, entertaining and led by Detroiters in order to demonstrate that Detroit is an exceptional place to live, work and play.

Our story begins with Jeanette Pierce, a lifelong Detroiter and advocate for the city. After moving downtown in 2003, Jeanette wanted to find a way to help others see the vibrant, beautiful Detroit she knew and loved, not the negative, media-driven portrayal of the city.

In 2006 she and a friend founded Inside Detroit, a nonprofit with a mission to give an insider’s perspective of the city to anyone and everyone who was curious about what was really happening in Detroit.

Inside Detroit quickly became known as the ‘on-the-ground’ resource hub for the city and in May of 2008 it became Detroit’s first brick-and-mortar welcome center located at 1253 Woodward. Through guerrilla marketing, grassroots community outreach, and doing a lot with very little, Inside Detroit gained a reputation as everyone’s Detroit friend.

A few years after Inside Detroit opened, the Hudson Webber Foundation started a new project called D:hive, with a mission to encourage talent attraction and retention in the city. In 2012, Inside Detroit and D:hive joined forces for a 3-year period. Jeanette and her crew of tour guides continued to lead tours with D:hive, and in 2013 they have helped over 10,000 people experience Detroit.

In February 2014, almost exactly 8 years after Inside Detroit was started, D:hive Tours became the Detroit Experience Factory. With DXF, we want to reach even more people, both in Detroit and all over the world, to continue sharing our love for this amazing city we call home.

Like we always say at the end of every tour: Detroit is a city big enough to matter in the world, but small enough that you can matter in it.

Learn more about the Detroit Experience Factory