A barrel of fun: Niagara Falls touts thrills in rebranding Niagara Falls, Ontario is more heavily developed with a carnival-like feel. (AP Photo/Julio Cortez/AP Photo/David Duprey, File)
A barrel of fun: Niagara Falls touts thrills in rebranding
Lexile

Niagara Falls, whose most famous thrill-seekers have gone over the brink in barrels, wants to be the place the rest of us go for outdoor adventure, too.
 
A marketing effort has been launched. The plan is to rebrand the New York state shore of the falls as a natural playground to be explored on foot, bike, boat or helicopter.
 
U.S. tourism officials, ever in competition with their counterparts on the heavily developed Canadian side of the binational attraction, say their new focus embraces the American side's less commercial feel. They hope it will attract more visitors for longer stays.
 
"What people are wanting to have on a getaway or a vacation is a time of experience and not just to come and witness or see and hear, but actually experience and touch and feel and do," said John Percy. He is president and chief executive of Niagara Tourism & Convention Corp. It has been renamed Destination Niagara USA.
 
"Niagara Falls is the embodiment of America's adventurous spirit," he said.
 
The refocusing comes just in time for the busy season. It follows interviews, focus groups and visitor surveys that found that those who visit and live in the region most value its scenic, historical and natural attributes and are drawn to outdoor adventure, officials said.
 
The findings align with support in recent years for the ongoing removal of a highway that was built along the Niagara River. This will increase access to the water's edge, as well as strong opposition to a proposal to build a lodge on rustic Goat Island inside Niagara Falls State Park. Opponents of the lodge cite renowned landscape architect Frederick Law Olmsted's declaration more than 100 years ago. He said the area should be off limits to developers.
 
It's a marked contrast to Niagara Falls, Ontario, where neon-lit museums, rides and restaurants offer a carnival-like atmosphere at the water's edge.
 
Niagara Falls State Park sees about 8 million visitors every year from all over the world, a number that has been steadily rising, Percy said, along with hotel visits and dollars spent.

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CRITICAL THINKING QUESTION
Why is branding so important?
Write your answers in the comments section below


COMMENTS (12)
  • brycem-smi
    3/17/2017 - 01:05 p.m.

    I believe branding is important because it brings in more money for companies that are enjoyed. Niagara Falls is a popular place, and is becoming more popular, so branding it would bring in more money for people to increase the experience and make it better, and available to more people.

  • aliciap-smi
    3/20/2017 - 09:30 a.m.

    Branding is important for this attraction because you want your visitors to have a good time. In the article it states "...but actually experience and touch and feel and do." That means they want to have a good brand/image to their tourists.

  • charleyh1-pla
    3/20/2017 - 04:14 p.m.

    Recreating the experience at Niagara Falls to develop a more adventurous spirit with the outdoors to lengthen time spent at the falls as well as create a connection to the outdoors in a time when many are connecting with technology instead.

    I love the idea of allowing more freedom at the park, but I, also, hold some reservations. First of all, the danger of opening up Niagara Falls to more adventures will allow more people to become injured. Secondly, the waters could become more polluted with debris if more people have access closer to the waterfall. Overall, I love the idea for more civic engagement but with reservations.

  • zaviera-bur
    3/20/2017 - 08:55 p.m.

    This is a great idea to start doing this new attraction at Niagara Falls because one it is on the New York's side so it increases U.S.A.'s GDP. Also most likely Niagara Falls has been losing attraction since the man walked the across the tightrope over Niagara falls so I think this would be a crowd booster and a money maker. This also makes me want to go back down there because when I went they didn't have a really fascinating attraction like this other than the surrounding paces and the ride called maid of the mist.

  • tiaraf2-pay
    3/27/2017 - 09:15 a.m.

    Niagara Falls is rebranding due to its attraction from tourist. They say tourist want adventures from the historical sitting of Niagara falls. The hotels and businesses around Niagara falls thrive from the tourist and its attraction. If they rebrand Niagara falls shores as a natural playground more people will want to pay and explore which brings good money. Out of experience i have seen people ruin the beauty of nature so it may not be a good idea.

  • daijal-pay
    3/27/2017 - 11:06 a.m.

    Branding is important because it allows people to see your business ,and gives you distinct look from other competition. If everything looked the same you wouldn't know what your buying and of the quality of what you are getting. Branding pertaining to Niagara Falls is important because its a famous and well know place.

  • jordanr1-pay
    3/27/2017 - 11:18 a.m.

    Branding is important cause it will get you noticed. It shows the world who you are and what your making which can lead to more money.

  • noahr-ste
    3/28/2017 - 12:38 p.m.

    The Niagara Falls are a amazing sight to see. If you would go there you could see this. But with no branding more people will want to visit and there will be new things to do.

  • TannerY-chu
    3/31/2017 - 11:19 a.m.

    Branding is important because, with out branding bigger companies wouldn't have the market they have today like Gatorade and all of its branding in sports. When a person advertises something and if you like that person you are more willing to buy the products brand.

  • kaileew-ste
    3/31/2017 - 01:04 p.m.

    The New York state shore is being transformed into a natural playground. Basically, the are can be explored by foot, bike, boat, or helicopter. I think this is a good idea and sounds like a lot of fun.

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