Increase Visibility of Outdoor Adventures

One of the most unique features of Pittsburgh is its location at the junction of three rivers – Allegheny River, Monongahela River, and Ohio River. According to industry stakeholders, however, this feature is rarely associated with recreation opportunities and outdoor adventure experiences. Instead, the river is often perceived as a barrier for visitors who more commonly associate the rivers with driving through bridges and tunnels. Changing visitor perceptions will require intentional storytelling that focuses on river adventures – from canoeing to boating and swimming – and its evolution from a 19th-century industrial waterfront to a playful escape in the City. This effort should build on the brand previously developed by RiverLife PGH: “One Experience, Three Destinations: Pittsburgh’s River Rooms”