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

For decades, thrill seekers at Niagara Falls have gone over the brink in barrels. Now the area wants to attract the rest of us for outdoor adventure.
 
A marketing effort has been launched. The plan is to rebrand the New York state shore of the falls as a natural playground. It should be explored on foot, bike, boat or helicopter.
 
U.S. tourism officials are always in competition with their counterparts on the heavily developed Canadian side of the attraction. The Americans say their new focus embraces the New York side's less commercial feel. They hope it will attract more visitors for longer stays.
 
"What people are wanting...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. These found that those who visit and live in the region most value Niagara Falls' scenic, historical and natural attributes. And they are drawn to outdoor adventure, officials said.
 
The findings align with support for the ongoing removal of a highway. It 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. He made it more than 100 years ago. He said the area should be off limits to developers.
 
It's a marked contrast to Niagara Falls, Ontario. There, 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. They come from all over the world. It is 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 (49)
  • lesliep-bur
    3/20/2017 - 11:05 a.m.

    Branding is so important because that is how people will remember your brand so when a person thinks of Niagara Falls they will know that it is a place to explore. I personally think Niagara Falls is one of the prettiest places in the United States.

  • genesisj-
    3/20/2017 - 12:58 p.m.

    Branding is important because it will track tourists and money to keep the Niagara Falls park going...

  • brandona52163-
    3/20/2017 - 12:59 p.m.

    it would be better to touch instead of looking at niagra falls

  • logank-smi1
    3/20/2017 - 02:38 p.m.

    Branding is important to companies because it gives people motivation, and also it helps the companies get known better by the public.

  • joeyv-smi
    3/20/2017 - 02:46 p.m.

    Branding is important because it attracts people to that location so they will get more business. Also, people might be more active when they visit the site so they will give a positive review.

  • brandons33446-
    3/21/2017 - 08:36 a.m.

    Branding is important because if you don't brand an object then any body can take it over and seize control or take it for there own.

  • sterlingt-
    3/21/2017 - 08:36 a.m.

    why do the city wanna attract all of us for outdoor adventures

  • eastonr-smi
    3/21/2017 - 03:19 p.m.

    I think branding is important because it makes sure that nobody will take what is yours. If people take what is yours, you will have nothing.

  • samanthas-1-ste
    3/22/2017 - 11:34 a.m.

    Branding is important because it brings in income. Niagara Falls is one of the things on my bucket list and I would really enjoy seeing it.

  • bradeym-smi1
    3/23/2017 - 11:17 a.m.

    Branding is important because it brings in income and it represents a business and how good they are.

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