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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Why is branding so important?
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COMMENTS (50)
  • zakrym-ste
    3/23/2017 - 11:37 a.m.

    I think that this is a cool idea. Ive always wanted to visit the falls and this gives me a reason to do so. I cannot wait to visit the falls.

  • hayleel-ste
    3/23/2017 - 01:24 p.m.

    Niagara falls has always been a very interesting place o me it has always caught my eye and branding seems like an very important thing to do to bring in a good income.

  • nathanm14-ste
    3/23/2017 - 07:19 p.m.

    This would no doubt draw massive amounts of revenue for the state park. There are many middleclass middle-aged Americans with RV's that would love to tell all of their lame friends how cool they are because they went on a "dangerous adventure". Huge money right there folks.

  • irisp-ste
    3/27/2017 - 09:13 a.m.

    I visited Niagra Falls and thought it was one of the most amazing landsites I ever saw. Being down in the falls and seeing such monumental amounts of water flowing into a gorgeous river was a great experience. The restaurants, wildlife centers, and aquariums are just another fun feature in the experience of the falls.

  • jemimahp-bur
    3/27/2017 - 09:52 a.m.

    Branding is important because it increases the value of the company. Also, it helps the employees grow in the business. I personally never actually tried branding at all.

  • loganf1-bur
    3/27/2017 - 11:06 a.m.

    Niagra falls is one of the most known waterfalls in America it is located in New York and Canada. I feel they are doing good things to attract people to Niaga falls. I feel like this is a good idea because. You can interact with nature and family while you are there. You will treasure your experience more than before. It will bring people outside instead of staying indoors. Lastly it will attract more business. I brander all the time

  • kennethh1-bur
    3/27/2017 - 11:16 a.m.

    Niagra falls is one of the most known waterfalls in America it is located in New York and Canada. I feel they are doing good things to attract people to Niaga falls. I feel like this is a good idea because. You can interact with nature and family while you are there. You will treasure your experience more than before. It will bring people outside instead of staying indoors. Lastly it will attract more business.
    I had seen a waterfall before... But I wonder what Niagara Falls look like

  • jordanb1-bur
    3/27/2017 - 12:52 p.m.

    Branding is important because it increases value of companies, represents customer service, and logos companies(good or bad). If a company has good reviews or branding I would spend my money there.

  • linoc-bur
    3/27/2017 - 01:08 p.m.

    branding is so important because it represents them and there reputation.also they want more customers to come.

  • nicholash2003-
    3/28/2017 - 08:40 a.m.

    The branding is so important because that is how they get their customers, without branding no one would trust or want to go. But if they have a good branding then people would actually show up. Further more it will just bring more money/customers to one attraction.

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