Rockford Area Convention and Visitors Bureau celebrates 40th birthday with new name

As the Rockford Area Convention & Visitors Bureau celebrates its 40th birthday, the organization is giving itself a present — a new name.

From now on, CEO John Groh said the Visitors Bureau will be known as "Go Rockford," a name taken from its website which has a new look . It is a name meant to be forward looking, future oriented and action packed.

"A lot has changed over the years, but one thing hasn't really changed at all: Most people it seems can't figure out what to call our organization," Groh said. "To some we’re the tourism bureau, the tourism office, the convention center, the convention bureau, the bureau, RAVCB, RCAVB. Sometimes we’re the chamber and often we are a division or a department of the city."

Groh unveiled the new name on Friday during a 40th anniversary bash thrown at the Hard Rock Casino Rockford's Live venue, configured for a 600-seat banquet. The new name comes with a new logo that borrows from Rockford's most famous piece of public art, The Symbol.

The event featured live music from Miles Nielsen & The Rusted Hearts, a panel discussion on tourism and Rockford pride with young leaders and the rolling out of a 52-page " Thrive 2035 " destination master plan.

More: Rockford's Davis Park to be home of playground where no child will feel left out

A year in the making, the master plan calls for activating the Rock River and its tributaries for recreation and economic development, prioritizing outdoor recreation infrastructure and for investment in downtown Rockford and other downtowns in the region. Among other strategies it calls for investing in tourism, creating compelling experiences and creating "cool, vibrant spaces and neighborhoods."

Jeff Kolkey writes about government, economic development and other issues for the Rockford Register Star. He can be reached at  (815) 987-1374, via email at jkolkey@rrstar.com and on X @jeffkolkey .

This article originally appeared on Rockford Register Star: Rockford Area Convention and Visitors Bureau celebrates 40th birthday with new name