Building a City of Adventure: Winona’s Outdoor Recreation Renaissance

🎧 Listen in as we head to Winona, Minnesota — a vibrant river town that’s redefining what it means to invest in outdoor recreation as a cornerstone of community and economic development.

In this episode of Explore Minnesota More, we sit down with three key figures who’ve helped transform Winona into a year-round outdoor destination:

• Scott Sherman, Mayor of Winona
• Pat Mutter, Executive Director of Visit Winona
• Eric Barnard, Outdoor recreation advocate, guide, and educator

Hosted by Randolph Briley, Director of Minnesota’s Outdoor Recreation Industry Partnership, this panel conversation dives deep into:

• How outdoor recreation became a central part of Winona’s quality of life and economic strategy
• The importance of viewing trails, climbing walls, and access points as critical infrastructure, not just amenities
• Strategic marketing that helped reframe Winona from a summer-only destination to a year-round recreation hub
• How community champions and public-private collaboration made all the difference
• Real-world data and stories, including how international tourists are now choosing Winona as their destination for ice climbing

💡 Key Takeaways:

• Start with an inventory: Know your natural assets and who your local champions are.
• Outdoor recreation = economic development: It attracts new residents, retains talent, and draws in national and international visitors.
• Marketing matters: Targeted, seasonal campaigns with strong visual storytelling are crucial.
• Infrastructure over amenities: Treat trails, ice parks, and river access like roads and utilities—they’re vital.
• Collaboration is the engine: City government, tourism bureaus, non-profits, and local businesses all have a role to play.

🔗 Resources & Mentions:

• Visit Winona
• Winona Ice Park
• Recreation Alliance of Winona
• IMBA Trail Labs (coming to Winona in May!)
• Minnesota Outdoor Recreation Industry Partnership

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Credits:
Producers: Randolph Briley
Hosts: Sarah Strommen and Lauren Bennett McGinty
Original Music by Andrew Haaheim and Alsever Lake