The Brand
East Race Waterway is a one-of-a-kind, man-made, whitewater rafting experience in the heart of downtown South Bend. As Marketing Manager, I am responsible for maintaining East Race’s Facebook page, any branded design, as well as working with local and regional press to ensure our brand is represented well.
East Race, while aligning with the broader VPA voice, utilizes a voice and tone that appeals more to our younger, thrill-seeking residents. The East Race Waterway Facebook page keeps people up to date, promotes the experience of the waterway, and has an online community. The community, East Race Waterway Kayak Club, goes beyond social media marketing to foster community among local whitewater kayakers.
Additionally, in 2023, VPA worked with ESPN to feature East Race Waterway on their show, “3-Day Weekend” and with the Indianapolis Colts’ mascot, Trey Mock, as a part of Trey’s promotional efforts for his book, “Blue’s Road Trip Through Indiana.” These were delightful partnerships that have brought a new level of regional and national attention to East Race Waterway and to the South Bend region.
Bailey Murphy 