My forecasts for Northern Michigan places Google search interest are more moderated for the Northern Lower Peninsula. Weather forecasts are more moderated as well. Last month’s average temperatures were slightly below normals for the Month of July. For the Upper Peninsula, search interest forecasts are still higher. However, Upper Peninsula actuals have greatly underperformed forecasts this year. Previously, Upper Peninsula search interest was trending upward year over year. However, this year began with a warm late winter limiting winter outdoor sports. However, even after considering this weather, actual search interest was very low. This low search interest has continued into the summer peak. This is a subject of future interest.