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Underlying philosophy and goal of

• To position the Rockford Region as a Real, Original destination offering value and convenience for the leisure and business traveler
• To provide trip planning information to visitors to the Rockford Region
• To promote and encourage the growth of local tourism-related businesses, attractions, accommodations and dining facilities to the leisure and group/meeting/convention markets
• To provide a quick-access reference website for Rockford residents
To improve and promote the perception that Rockford is home to original activities, but not to be a calendar of every-day events, on-going meetings and non-tourism related activities (a role fulfilled by the Rockford Register Star calendar).