Discover how Winona, Minnesota has successfully transformed its natural assets into a vibrant hub for outdoor recreation. This case study will explore how the city’s strategic investments in outdoor spaces and recreational activities have not only attracted visitors and new residents but also enhanced the quality of life for its current population. Attendees will learn about the key initiatives that have driven Winona’s success, including the development of recreational infrastructure, partnerships with local businesses, and community-driven programming. The session will also highlight the measurable economic, social, and cultural impacts of these efforts, providing actionable insights for tourism and hospitality professionals looking to replicate similar successes in their regions. This session will inspire attendees to think beyond tourism dollars, emphasizing the importance of creating spaces and experiences that benefit both visitors and the local community. Key takeaways from this session will include: • Strategies for leveraging outdoor assets to create unique visitor experiences. • Best practices for fostering community involvement in recreation initiatives. • Lessons on balancing tourism growth with community well-being and sustainability.