Bringing Hundreds of Jeeps and a One-of-a-Kind Experience to Old Mission Peninsula
Chateau Grand Traverse invites residents and visitors across Northern Michigan to experience Jeep Week 2026, a weeklong celebration of Jeep culture, community, and wine country hospitality taking place April 4–12 on Old Mission Peninsula.
What started as a bold departure from traditional wine events has quickly become one of the most anticipated spring gatherings in the region. With hundreds of brightly colored factory and custom Jeeps expected on-site throughout the week, Jeep Week transforms Old Mission Peninsula into a vibrant showcase of craftsmanship, community, and outdoor lifestyle unlike anything else in Northern Michigan.
Set against the backdrop of early spring vineyards and views of Grand Traverse Bay, the event is rooted in the winery’s agricultural heritage and its long-standing connection to the land.
“For more than 50 years, we’ve been stewards of this land, farming it with care and intention,” says Eddie O’Keefe, President of Chateau Grand Traverse. “Jeep Week is a natural extension of that. It brings people into the vineyards in a way that connects them to the terrain, the seasons, and the outdoors. There’s a real synergy between what we do as farmers and the spirit of exploration that Jeep represents.”
Chateau Grand Traverse has partnered with Serra Jeep of Traverse City to help bring the event to life, reinforcing a shared commitment to craftsmanship, community, and the outdoor lifestyle that defines Northern Michigan. The collaboration adds an authentic local connection, bridging the Jeep community and the winery experience in a way that feels both natural and intentional.
Throughout the week, guests can experience the winery in a new way, with programming designed to be accessible, engaging, and welcoming to the broader community. Highlights include:
- A rotating showcase of Jeep vehicles throughout the property
- Live music in the tasting room on both Saturdays and Sundays
- Jeep-inspired small plates and seasonal food specials
- Wine flights and curated tasting experiences
- Indoor seating and heated outdoor spaces for early spring comfort
Even if Northern Michigan delivers a final touch of winter weather, the event is designed to be enjoyed in all conditions, with the energy of the Jeep community bringing the property to life.
“This isn’t just for Jeep owners,” said Gabe Marzonie, Executive Director of Chateau Grand Traverse. “If you enjoy car shows, meet-up events, or simply want to experience something new in Northern Michigan, this is the place to be. We’ve created something that blends community, lifestyle, and wine country in a way that’s approachable and genuinely fun.”
A highlight of the week is the Vineyard Rated Off-Road Vineyard Tour, a guided driving experience through the winery’s private vineyard roads. While limited in capacity, spots remain available for pre-registration, with additional packet pickup opportunities offered on-site during the event.
Beyond the tour, Jeep Week is designed as an open and accessible experience. Whether arriving behind the wheel of a Jeep or simply looking for a lively weekend destination, guests are encouraged to stop in, explore the property, and enjoy the atmosphere.
Jeep Week runs daily from April 4 through April 12 at Chateau Grand Traverse, located on Old Mission Peninsula just north of Traverse City.
Event Details
Jeep Week 2026
April 4–12, 2026
Chateau Grand Traverse
Old Mission Peninsula, Traverse City, MI
Learn more:
https://cgtwines.com/event/
