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, and now, officials want it to be the place the rest of us go for outdoor adventure, too.
 
A marketing effort has been launched 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 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. These found that those who visit and live in the region most value its scenic, historical and natural attributes. And visitors 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 (18)
  • ZoeyF-chu
    3/31/2017 - 11:18 a.m.

    Branding is important because it helps bring money into the company, and Nigeria Falls is a place that is visited a lot more then some other tourist attractions.

  • VictoriaJ-chu
    3/31/2017 - 11:18 a.m.

    Branding is important because Niagara Falls are a top tourist place and it should be kept out of harms way from construction or developers.It also helps the money brought it by the company so they can use it for help or support.

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

    Branding is so important because without it the a business wouldn't be able to expand. The only way they would get the word out is costumer who tells other people about it.

  • LucyA-chu
    3/31/2017 - 11:20 a.m.

    Branding is important because that is a way companies get money in. This helps the company stay in business and keep offering their goods or services to the costumers. Branding convinces people to come or buy the good making the company more money.

  • McKenzieJ-chu
    3/31/2017 - 12:20 p.m.

    Branding is so important because it allows a minor level of protection for natural locations that are open for the public to view.

  • robint-bla
    4/28/2017 - 01:09 p.m.

    I believe that branding is important because it helps people find the place/product. It also helps define a product without description. If I were to here about the name Nigeria Falls I would only think of just a water fall. Now with the name change it is clearer to see that it is also for recreation and fun. I think that then name change was a step in the right direction and it will increase marketing when more people here about it.

  • cheyenneb-lew1
    12/15/2017 - 09:40 a.m.

    So they can attract more tourist,in order to do that they need to make the place more interesting and have more fun things to do there.

  • jazmined-lew
    12/15/2017 - 09:42 a.m.

    I think branding is important because it truly helps the money brought in by the company.Niagara falls is a highly visited tourist attraction.

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