Reversing Falls – Lower Passage – Brand Study and Master Plan

The Reversing Falls is a tired and underachieving tourism attraction. Removed from the “A” class attractions by the province, the City of Saint John was looking for a new identity and product experience for the natural phenomenon. Glenn Group Ltd., along with partners Harvey Sawler, and a dozen other firms from across the country were selected to undertake this revitalization plan. The plan calls for sweeping changes of how the site will be experienced as a year-round attraction. New elements include: new name brand, interactive interpretive centre complete with experiential theatre on a moving floor and giant screen, displays and exhibits, signage, public art, guides, tours, people movers, adventure centre for zip lining over the rapids, kayaks, jet boats, rock climbing, interactive watershed amphitheatre with videos shown on the water spray, trails, integration with other tails and parks, light show on the bridge and a lunar tide clock schedule of events at the site related to the tide events. A half hour stop at the Reversing Falls will be transformed into a full day and evening of exciting and educational events themed around the rapids. The site has also applied to become the first UNESCO Geopark site in North America