American River Parkway Foundation Strategic Plan 2026-2027
Overview
The American River Parkway Foundation (ARPF) developed a set of goals that will help transform the American River Parkway (Parkway) from a regional treasure into one of the nation’s premier urban parks.
Goal 1: Next-Level Marketing & Tourism
Increase awareness and usage through a comprehensive, sustained tourism-focused marketing campaign that positions the Parkway as a regional gem.
ARPF seeks to better understand visitors and how they use the Parkway. The first phase will include market research, data collection, and analysis. Based on these findings, ARPF will develop a Parkway brand that forms the building blocks of a tourism-focused marketing campaign positioning the American River Parkway as one of the nation’s premier urban natural parks. This will include: establishing a “Visit the Parkway” website, creating signage, collaborating with our regional partners to implement the campaign, and developing a public affairs strategy and outreach.
Goal 2: Create a Hub
Create a sense of place through a central hub that brings the community together on the American River Parkway.
The new community hub will be a central point that connects the myriad locations and amenities the Parkway has to offer. It will serve as the gateway to the Parkway and create a sense of place. Possible hub amenities will include recreation concessions (bikes, paddleboards, or kayaks), establishing the ARPF office as a visitor center, installing bike tool sheds across the Parkway, art on the Parkway, exercise equipment/par course, kids structure playpark, food and dining concessions, and new educational programming.
Goal 3: Enhance the User Experience
Build understanding, appreciation, and ownership of the Parkway through educational programming.
ARPF will expand our educational programming to help visitors learn more about the Parkway’s incredible beauty and unique nature while creating a sense of connection that can last a lifetime. Educational programming will cater to both youth and adults. For youth, this will include the River Bend Outdoor Education Site and our Parkway CONNECT program. In addition, the new community hub will offer programming, classes, and activities targeting adults to help create a third space. These activities enhance the hub concept and ARPF’s key goals.
See the full Parkway Foundation Strategic Plan for 2026 – 2027
