A Paw Paw business was featured as one of three Stories of Inspiration at the Pure Michigan Governor’s Conference on Tourism, held this week in Novi, near Detroit. The Lucky Wolf’s Jason Deibler-Love shared his story of tragedy, hope and community with conference attendees.
After Governor Whitmer addressed the audience and mentioned Paw Paw as one of Michigan’s standout destinations, Jason Deibler-Love took the stage with Kelly Wolgamott, Vice President of Pure Michigan, to share the inspiring story behind The Lucky Wolf. He discussed how the venue has evolved into a vital cultural hub for the community, offering a space for connection through music, arts, and mental health support. He emphasized the importance of creating inclusive spaces that foster both creativity and healing.
In late 2021, Jason and his wife, India Love, purchased the Paw Paw Playhouse, a historic theatre and church built in 1857. The two then began building The Lucky Wolf, a community venue with a coffee shop, wine shop, cocktail bar, and music venue, as well as a full theatre.
“This was my wife’s passion project; she was in love with everything we were doing on the ground floor. She was our branding person, our designer, she did all of it,” said Deibler-Love. “My wife’s goal here was to create a space that was welcoming for everybody, that can build community through arts, music, good coffee, and good wine.”
Tragically, India died by suicide in late 2023, leaving behind Jason and their young children. Since her passing, Jason has continued to honor India’s vision by ensuring The Lucky Wolf remained a cultural hub and safe space for the community. In 2024, he launched the India Love Sunflower Foundation, which works to break the stigma around mental health through education, support, and events.
“Paw Paw lacked a dedicated space where people could gather for meaningful cultural experiences, connection, and support, particularly in the areas of mental health and the arts,” said Janice Chittle, Marketing Manager of Destination Paw Paw. “The Lucky Wolf has filled this gap, becoming a community hub for music, film, conversation, and healing.”
There are also more exciting things ahead for The Lucky Wolf. “We have another big project in development including a historic renovation of a boutique hotel in downtown Paw Paw that I am excited about that I believe will create its own demand to compliment the richness that SW Michigan already offers. Something to bring the community even more together showcasing what Paw Paw already has to offer,” said Deibler-Love.
“Since Jason and India founded The Lucky Wolf, it has transformed downtown Paw Paw, driving significant growth in visitors, business, and job creation,” said Jennifer Sistrunk, executive director of Destination Paw Paw and Visit South Haven. “Jason has helped revitalize the local economy while creating a vital space for connection and healing in this community. His work proves that even in life’s darkest moments, light, healing, and hope can still emerge.”
The annual Pure Michigan Governor’s Conference of Tourism brings together industry professionals from across the state. Every April, representatives from destination marketing organizations and tourist attractions in Michigan come together for several days of workshops, keynote speakers, and networking opportunities. For more information about the conference, visit michigan.org/pure-michigan-governors-conference-tourism.
For more information about The Lucky Wolf, visit theluckywolfpawpaw.com.
About Destination Paw Paw and Visit South Haven
Representing South Haven, Paw Paw and Van Buren County at large, Visit South Haven and Destination Paw Paw represent and support their local lodging partners through efforts to bring additional tourism to the area. As community partners, these organizations use their funds to support community enhancement projects that make their hometown a better place to live, play and work for locals and visitors alike.
Learn more at destinationpawpaw.org and southhaven.org.
