Invest in Tourism Product
Investing in tourism products, particularly in outdoor recreation, youth sports, hotels, and event venues, is essential for the growth and sustainability of the Rockford region’s tourism economy. Developing an outdoor adventure complex along the Rock River and expanding water recreation options will attract new visitors, such as kayaking and boating enthusiasts. Plans like the Keith Creek Greenway will enhance bike mobility and connect public parks, fostering both community engagement and healthy lifestyles. Expanding and connecting trails, greenways, and waterways will improve accessibility for residents while drawing more outdoor enthusiasts to the region. Year-round investments in outdoor recreation will also broaden visitor experiences, making the region attractive even in the off-season, especially as milder winter weather makes these activities more accessible.
Additionally, enhancing sports infrastructure, particularly for tournaments and events, will further solidify the region’s status as a national destination for sporting events. The development of entertainment, dining, and family-friendly amenities around venues like Mercyhealth Sportscore Two will encourage longer stays, increased spending, and repeat visitation. Meanwhile, investing in creative hotel products, event spaces, and attractions such as the International Women’s Baseball Center will boost weekday and off-season tourism. Enhancing existing museums, gardens, theaters, and historic sites, alongside developing new adventure-based offerings like mountain biking trails, will elevate the region’s marketability and overall visitor appeal.
Initiatives
Outdoor Recreation
a. Develop an outdoor adventure complex on the Rock River south of Davis Park.
b. Expand river and water recreation options (e.g., paddle center in downtown Belvidere, additional river access sites for kayaks, standup paddleboards, etc.)
c. Implement the Keith Creek Greenway plan to increase bike mobility through the heart of central Rockford and connect public parks (e.g., Aldeen Park, Alpine Park, Alpine Hills Adventure Park, Dahlquist Park and Churchill Park).
d. Expand and connect the collection of trails, paths and greenways radiating out of downtown Rockford and connecting to area neighborhoods, parks, communities and regions.
e. Advance the growth of outdoor adventure tour operators and outfitters near rivers and trail systems.
f. Ensure that outdoor recreation infrastructure will serve the region year-round (multi-use, multi-seasons, etc.).
g. Build on the early success of the Atwood Park Trail System by increasing distance, number and diversity of trails; connect and expand into other public lands along the Kishwaukee River corridor.
Sports Tournament Infrastructure
a. Evaluate the viability of developing and operating a competition-level indoor aquatics facility.
b. Utilize the region’s rivers for recreational and competitive events, elevating the region’s reputation for outdoor recreation.
c. Enhance Mercyhealth Sportscore One by improving soccer fields and softball diamonds.
d. Enhance and expand Mercyhealth Sportscore Two by increasing the number of turf fields.
e. Attract more regional and national-level tournaments to increase overnight visitation.
f. Encourage development of ancillary support amenities adjacent to Mercyhealth Sportscore Two
(e.g., entertainment, recreation, restaurants, retail, hotels, as well as connectivity via path and trail systems).
g. Undertake an analysis to develop a more collaborative approach to use, access and operational efficiencies for Mercyhealth Sportscore One, Mercyhealth Sportscore Two and UW Health Sports Factory.
h. Develop a regional sports tourism facility master plan.
i. Convene a facility advisory committee to increase communication, insight and collaboration between regional user groups and facility operators.
Hotel & Meetings Development
a. Develop a cluster of boutique hotels and meeting spaces to support assets in downtown Rockford and Belvidere.
b. Determine demand, ideal location and support for expanded or new conference, convention and exhibition venues.
c. Utilizing existing facilities, develop a new approach to market “unconventional” conventions and meetings facility options to spur weekday and off-season overnight visitation.
d. Promote Rockford as an emerging meetings and conference destination.
Attractions
a. Develop a cluster of boutique hotels and meeting spaces to support assets in downtown Rockford and Belvidere.
b. Determine demand, ideal location and support for expanded or new conference, convention and exhibition venues.
c. Utilizing existing facilities, develop a new approach to market “unconventional” conventions and meetings facility options to spur weekday and off-season overnight visitation.
d. Promote Rockford as an emerging meetings and conference destination.
