Create Compelling Experiences
Experiential travel, which offers visitors authentic, local encounters, is on the rise and presents exciting opportunities for the Rockford region. Events and festivals serve as powerful tools to attract visitors during slower hotel periods and enhance local experiences in areas like agritourism, dining, and shopping. These live events not only draw people from near and far but also stimulate local economies by supporting hotels, restaurants, shops, and attractions. Multi-day festivals encourage longer stays and nightlife exploration, creating a ripple effect of ancillary spending, while also enriching the cultural fabric of the region and enhancing community-building efforts.
To expand the impact of events, establishing a regional events consortium would promote collaboration among stakeholders, helping to develop new events, fill gaps in the current event landscape, and avoid duplication of efforts. Signature events such as river festivals, cycling competitions, and arts events contribute to the cultural vibrancy of the community, while spaces like Rockford’s Davis Park ensure year-round engagement. Embracing diversity by introducing more ethnic and cultural festivals will further celebrate the region’s rich heritage. Additionally, rural areas in Winnebago and Boone counties can benefit from agritourism strategies, offering unique experiences like glamping and farm-to-table dining. Upgrading shopping and dining in these communities will increase downtown vibrancy and economic activity, supported by the repurposing of existing buildings and investment in local entrepreneurs.
Initiatives
Events & Festivals
a. Create a regional events consortium to encourage collaboration, idea sharing, advocacy for funding, creation of events that fill gaps in event types, etc.
b. Attract or develop multi-day signature events (e.g., river events, cycling, winter lights festivals, large outdoor music festivals, arts competitions).
c. Continue to enhance and expand Rockford’s Davis Park and nearby riverfront spaces as a year-round gathering place and event space for residents and visitors.
d. Create more ethnic and cultural festivals, exhibits and businesses featuring and celebrating the region’s diversity of people and cultures.
e. Ensure support for funding and scalability of events.
Rural Experiences
a. Collaborate with partners and community groups in rural Winnebago and Boone counties to develop an agritourism strategy that supports local downtowns/Main Streets (e.g., wine/cider tasting, farmers markets).
b. Develop camping and glamping experiences to provide additional lodging options.
c. Encourage and support cultural development to promote vibrancy in our rural communities, including Pec Playhouse Theatre in Pecatonica and Apollo Theatre in Belvidere.
Shopping & Dining
a. Rehabilitate existing buildings into compelling mixed-use developments with dynamic dining, entertainment and shopping.
b. Foster opportunities for the local maker community to showcase and market their products.
c. Foster the creation of and support for more local and niche shopping in downtown Belvidere, Rockton, Roscoe, Winnebago, Pecatonica, Durand, South Beloit, Cherry Valley and Rockford.
