ROCKFORD, IL — The Rockford Area Convention & Visitors Bureau (RACVB) celebrated 40 years of driving economic growth and building tourism in the region at an anniversary luncheon at Hard Rock Live. RACVB commemorated its growth and impact and looked to the future by unveiling a new destination master plan, Thrive 2035 as well as a new GoRockford.com website and new Official Experience Guide. In addition, RACVB is officially adopting its often-used moniker, GoRockford, and a fresh visual identity. The name and logo demonstrate the organization’s ongoing commitment to elevating the region as a dynamic, thriving destination.

Thrive 2035: Unveiling A New Vision for the Future

Today, GoRockford announced the launch of Thrive 2035, the region's comprehensive destination master plan. Available now at Thrive2035.com, the plan outlines a bold 10-year vision for Rockford’s growth as a tourism and economic hub.

Thrive 2035 was developed around three Overarching Opportunity Themes:

  1. Activate the Rock River and its tributaries as catalysts for regional recreation, inclusion, and economic development.
  2. Prioritize outdoor recreation infrastructure to connect urban, suburban, and rural communities, enhancing quality of life.
  3. Invest in Central Rockford to create a hub for regional vibrancy and attract people, businesses, and investments.

Thrive 2035 is built upon Five Strategic Goals aimed at transforming the region:

  1. Invest in Tourism Product: Enhance existing attractions and develop new tourism offerings to drive year-round visitation.
  2. Create Compelling Experiences: Curate authentic and unique visitor experiences that showcase Rockford’s identity.
  3. Create Cool, Vibrant Spaces & Neighborhoods: Develop attractive, inclusive public spaces that encourage both locals and visitors to explore and engage with the community.
  4. Enhance Connectivity & Mobility: Improve access and transportation options to seamlessly connect key neighborhoods, attractions, and outdoor recreational spaces.
  5. Develop Our Workforce & Attract New Talent: Foster the growth of local talent while positioning Rockford as a desirable place for new workforce development.

With a focus on economic vitality, inclusivity, and quality of life, GoRockford’s Thrive 2035 master plan is designed to benefit a broad spectrum of residents while attracting new visitors and businesses.

New GoRockford Name: Bold, Strong, Action-Oriented

The transition to GoRockford comes with a bold, dynamic new look, reflecting the city’s resilient, creative, and ambitious spirit and with a nod to its most iconic piece of public art, Symbol, by Alexander Liberman. "As we move forward, we want to honor our legacy as the RACVB while embracing the name that has long represented us – GoRockford. This change signifies more than a new name; it’s about driving progress, moving with purpose, and uniting around a shared vision for the future the celebrates and advances our community," said John Groh, GoRockford President/CEO. "GoRockford embodies action, forward momentum, and the vibrant energy of this community, highlighting our efforts to champion Rockford and the region as a premier destination for both visitors and residents."

Today, GoRockford also released its new Official Experience Guide for prospective visitors and residents and launched a completely new GoRockford.com, the region’s one-stop online source for information on what to see and do while visiting or living in Rockford and Winnebago County.

Tourism Hall of Fame

GoRockford also honored several community leaders and trailblazers by inducting them into the GoRockford Tourism Hall of Fame during the event. This year’s inductees have made significant contributions to Rockford’s tourism, culture, and economic development, leaving a lasting impact on the region’s growth and vibrancy. Their dedication to enhancing the quality of life in Rockford exemplifies the spirit of innovation that GoRockford aims to celebrate and build upon through its Thrive 2035 initiative.

The new inductees include:

  • Tommy Meeks for his nearly 35 years of dedication growing the city’s Juneteenth celebration from a new small event to thousands of attendees and a major celebration with performances, giveaways, and a community spirit that continues to thrive.
  • Fourth of July Civic Committee for continuing the legacy of Joe Marino (Mr. Fourth of July) by leading the downtown Fourth of July celebration and the annual Festival of Lights.
  • Painter’s District Council 30, Local 607 for their pivotal role in prepping and priming walls throughout the area to prepare them for the almost 60 murals that now decorate our city and region as part of GoRockford’s CRE8IV mural program over the past five years.
  • Marco Lenis for his efforts introducing soccer to Rockford in the 1970s which led to Rockford’s prominence as a sports destination.

For more information visit GoRockford.com and to view the full Thrive 2035 plan, visit Thrive2035.com.

The 40th Anniversary Luncheon marked a significant milestone in Rockford's history as the event served as the first civic gathering at the new Hard Rock Casino Rockford Live venue, underscoring the city's continuous progress in building a vibrant tourism industry.

About: GoRockford is the official destination marketing and management organization for Rockford and Winnebago County and is responsible for promoting the Rockford region as an attractive travel destination and enhancing its public image as a dynamic place to live and work. Through the impact of travel, GoRockford strengthens the economic position of the region and provides opportunities for people in our communities. www.gorockford.com

FOR MORE INFORMATION & MEDIA INQUIRIES:

Devin Mainville, devin@kmkmedia.com; 779.221.3764 or Pam Maher, pam@kmkmedia.com; 779.221.3760.