Mission & Vision - Waterpower District Foundation

about the charitable foundation

The Waterpower District Cultural, Educational, and Entertainment Charitable Foundation using the Abbreviation, WDCF, is a 501(c)(3) charitable organization whose primary mission is twofold.

The charitable corporation is organized exclusively for educational, creative, cultural, entertainment, and scientific purposes, and
To combat the further deterioration of properties by promoting economic growth in the downtown Rockford, Illinois, business district and those within the South Main Corridor District. The economic development model of the charitable foundation is to create jobs, improve the Southwest Rockford corridor, fuel income growth, and improve the overall quality of life.

The corporation’s principal office is located in Winnebago County, Illinois, or at such other place as the Board of Directors may appoint, from time to time, or the purposes of the corporation may require.

The organization works in cooperation with such organizations as the City of Rockford, Winnebago County, Rockford Area Economic Development Council, the Rockford Area Convention & Visitors Bureau (RACVB), River District Association, Rockford Local Development Corporation (“RLDC”), Region 1 Planning Council, The Rockford Park District, Transform Rockford, The Rockford Chamber of Commerce, the Downtown Development Authority, the Northern Illinois Community Foundation, and other like local/regional community groups, and organizations.

corporate charter

“To build educational, cultural, and entertainment venues near the downtown Rockford area south of Founder’s Landing to enhance the viability and vitality of Downtown Rockford.”

community developement and investment

WDCF’s role in community development and investment focuses on the downtown Southwest corridor to ignite economic growth and investment. The cornerstone of this concrete redevelopment is the Rockford Aquarium. The Charitable Foundation intends to exist in perpetuity.

This role involves administering funds to facilitate the acquisition, renovation, and lease, and sale of underserved Riverfront properties along the South Main Business District to help eliminate blight and encourage businesses to start up in and relocate to Rockford. The primary targeted geographic location is the Fordham Dam area on the Rock River, which is the linchpin of the Charitable Foundation’s mission.

This initial focus will be development of the Rockford Aquarium. This may include ancillary components of an aquatic edutainment facility i.e., a marine museum, research library, or research facility. Among other activities, the WDCF will raise funds and make grants to the Rockford Aquarium’s capital campaign, general operating expenses, or fund specific programs.

WDCF’s role in community development and investment focuses on the downtown and Southwest corridor to ignite economic growth and investment. The cornerstone of this Entertainment District is the Rockford Aquarium.

WDCF is set up with the intent to exist in perpetuity. Its role includes raising and administering funds to facilitate the acquisition, renovation, and lease and sale of underserved properties along the South Main Business district to help eliminate blight and encourage businesses to start-up in and relocate to Rockford. The primary target geographic location is the Fordham Dam area located on the Rock River, which is the linchpin of WDCF’s mission.

The Waterpower Entertainment district will exert a positive ripple effect on other industries’ by increasing the earnings of hotels, museums, local restaurants, and other existing entertainment venues. This strategic focus is to strengthen the core assets of downtown by revitalizing and connecting the Central Business District with the Waterpower Entertainment/South Main Street District and leverage the easy access of the South Main corridor to bypass 20.

the mission & vision of the charitable foundation

The Waterpower Entertainment District will exert a positive ripple effect on the stimulus of other sister industries, increasing sectors’ earnings such as hotels, museums, local restaurants, and other existing entertainment venues.

This strategic focus is to strengthen the core assets of the southwest corridor and downtown by revitalizing and connecting the Central Business District with the Waterpower Entertainment District and leverage the easy access of the South Main corridor to bypass 20.

Promotes economic growth, employment, and development by offering investment capital, real property, and other incentives to businesses, educational institutions, cultural organizations, and entertainment providers considering locating new facilities or development. The primary targeted geographic location is the Fordham Dam, located on the Rock River.
Unites all parties interested in the continued redevelopment of downtown Rockford, including but not limited to education, entertainment, cultural, government, business, and charitable institutions in a broad-based coalition; supporting existing businesses and encouraging entrepreneurial business development; enhancing public/ nonprofit infrastructure, improving aesthetics and eliminating blight and vacant storefronts; increasing residency in the South Main corridor; and developing the overall southwest Rockford into an attractive area for business, employment, education, and entertainment;
Advocates and supports governmental entities and other agencies on behalf of new and existing businesses and other institutions desiring to locate new facilities or developments in the Waterpower District.
Identifies new construction or expansion opportunities in the South Main area; aiding in or locating appropriate sites for construction or expansion opportunities; attracting investment capital to those opportunities; inventorying and establishing priorities on investment opportunities and expediting their fulfillment.
Initiates applications for Federal and State financial and other charitable support of the economic development in the area.
Uses all effective means to bring in new construction and business that will provide jobs and increase the job base of the City of Rockford and committing local business and non-Rockford based companies, educational institutions, government agencies, nonprofit organizations, and other prospective employers to locate new facilities and developments in the Greater Rockford Business District.

a catalyst for southwest development

The Rockford Aquarium is an aquarium and a catalyst for development and an enhancement to other museums and tourist attractions. This new world-class Aquarium will create a vibrant and exciting place where people can spend quality family time while learning about the world’s oceans, our rivers, and essential aquatic-related issues. In addition, the Aquarium is an economic stimulus that will continue building on the City of Rockford’s plan for furthering the development of our downtown and the South Main Street district.

Every flourishing city, particularly those that emerge as tourist destinations, can boast at least one amenity or neighborhood that other cities cannot replicate. The Rockford Aquarium can add to our already impressive list, i.e., Burpee and Discovery Center, which have achieved national attention.

The community benefits from an Entertainment District being within an easy driving distance of large populations, like Madison and Milwaukee, WI to Peoria, IL, and those living in the suburbs of Chicago. Visiting Rockford is a more convenient and affordable option for families looking for an alternative to visiting downtown Chicago attractions.

However, the community development benefits of the Rockford Aquarium may have the most profound and long-lasting impacts on the community. The Rockford Aquarium will support the expansion of the regional tourism economy and infrastructure.

The Aquarium will create a new, high-quality visitor attraction in Rockford that will bring additional tourists to the community, enhancing it as a destination. The Aquarium will influence the travel behaviors of visitors by encouraging additional spending at local businesses and attractions, extending stays in the community, and encouraging repeat visitation and trips to the community. The Rockford Aquarium will be a source of community pride and identity. It will enhance the region as a place to live, work and recreate, thus improving the local economy and community.

"To optimize the true operating potential of the proposed Rockford Aquarium, a downtown, riverfront site adjacent to visitor amenities, such as dining and retail, and other complementary attractions are preferred. The proposed Rockford Aquarium to be developed as part of a larger, mixed-use entertainment district in downtown Rockford will strengthen Rockford as a regional visitor destination and support tourism growth."

—Elena Kazlas, Principal with ConsultEcon, Inc.

“why an aquarium?”

The downtown Rockford Aquarium would offer a life-altering aquarium experience where visitors will explore beautiful and vibrant ocean life and learn the importance of conserving our water, the ocean, and its inhabitants. Many people ask the question, “Why an aquarium?” The answer to this question is quite simple.

Board member Gayle Marzorati states, “…the magic and wonder of an aquarium has a special ability to transport children into experiencing otherworldly attractions and sparks their imagination,” Marzorati finishes with, “this is an exceptionally special experience for children who aren’t necessarily able to vacation or visit beaches, oceans, seas and other water forms. It is necessary for our city to have this type of resource for them that is both educational and fun.”

The Rockford Aquarium will enhance the quality of life in Northern Illinois, but would serve Rockford citizens, families, and community members at the forefront. It will occupy a unique space while also being fun and educational for guests of all age groups and demographics. It will teach about the wonders of our oceans and rivers and will bring to life the creatures that make our earth’s waters so interesting and wondrous.

It will be a family-centered facility filled with awesome interactivities. Board member Martha Mitchell says, “it is imperative that The Rockford Aquarium be on the water, that’s what this project is all about,” Mitchell continues, “the Rock River can be used as an educational resource in a multitude of ways, and the Aquarium would of course take advantage of this. We will magnify the Rock River as a freshwater system.”

Part of the goal for the entertainment venue would include technological innovation with hologram and artificial intelligence. Virtual reality will play a key part in the project’s makeup and will act as a fully integrated interactive immersive exhibit. This will be a continuously updated experience for every visitor who enters the aquarium, due to the artificial intelligence built into the exhibit.

The aquarium will be a highly visible tourist attraction encouraging repeat visitors with ever- changing exhibits. The Rockford Aquarium will be an important economic stimulus, building on the City of Rockford’s plan for further community development. Marzorati concluded her thoughts by saying, “An aquarium elevates a city, and it makes it a whole lot better. It takes it up a notch.” To learn more about the Rockford Aquarium please visit: https://rockfordaquarium.org/