Growing Business & Community - Upward Niagara!

As Printed in Niagara Frontier Publications on May 5, 2023
Written by Chairman of the Board of Directors, Matt Villnave

Last week, we celebrated a significant milestone in the evolution of our organization. It was with great pride and enthusiasm that we unveiled the rebrand of our chamber of commerce, now known as the Upward Niagara Chamber of Commerce. 

For years, our chamber has been a driving force in the region, fostering growth, innovation, and collaboration among businesses, entrepreneurs, and community members. As we strive to reach new heights, it's essential that our brand reflects our progressive vision and commitment to elevating the businesses of our communities to a higher level.

The new Upward Niagara brand is a testament to our mission and it aligns with the strategic plan currently being finalized, the first in over ten years. Our revamped logo symbolizes the upward trajectory of our business community, while the fresh color palette evokes feelings of vibrancy and energy that the Niagara region is known for with our amazing natural assets.

This rebrand is not just about a new look. It signifies our renewed dedication to providing exceptional resources, networking opportunities, and advocacy for our members while continuing our long tradition of hosting amazing festivals that bring significant economic impact to Lewiston and surrounding communities. We're committed to creating an environment where businesses can thrive, innovate, and contribute to the overall prosperity of the Niagara region, and we will be leaders in that effort. 

It’s important to note that Lewiston is the home of our Chamber of Commerce, and we have served as the welcome center for the village for many years. As we worked with Riveter, we wanted to find a way to directly reference Lewiston in this process, and our tagline “Serving Lewiston and surrounding communities does just that. 

These changes were very much needed at this time. Lewiston has evolved significantly since our last rebrand in 2005, and our upcoming initiatives will undoubtedly reflect this transformation. Our town now flourishes with a lively blend of music, art, dining, outdoor recreation, shopping, and nightlife.

Investments in new trails and paths, along with the Discover Niagara Shuttle, have seamlessly connected us with our neighbors both to the south and the north. Lewiston has truly become a remarkable destination. As such, our organization and Board of Directors have prioritized promoting our region as a tourist hotspot.


We're committed to launching new initiatives that boost tourism, aiming to extend the stays of Niagara Falls visitors while simultaneously promoting Lewiston as a multi-day destination in its own right.

This journey has been far from simple, and I must express my gratitude to Riveter Design for their outstanding work throughout the process. Their meticulous market and industry research, combined with the input gathered from our chamber members, non-members, elected officials, community members, and other stakeholders, has been invaluable.

Simultaneously embarking on a rebrand and formulating a new strategic plan was indeed a formidable challenge. However, under the expert guidance of our chamber consultant, who conducted parallel research, we were able to gain a comprehensive understanding and chart a clear path forward.

Finally, I want to recognize our chamber members, who remain at the heart of all we do. Rest assured that you'll continue to receive the exceptional business services you're accustomed to, and even more! As part of our strategic plan, we're introducing new membership options, acknowledging that a one-size-fits-all approach doesn't suit the unique relationships between the chamber and our members. As always, we stand by you, more committed than ever to addressing your evolving needs and fostering success in the present and beyond.

On behalf of the entire team at the Upward Niagara Chamber of Commerce and our Board of Directors, I thank you for your continued support, and I look forward to witnessing the tremendous growth and progress we'll achieve together.

M.Villnave Chairman