By Kearstin Krehbiel

Watching our kids chase each other through Alton Baker while the Willamette sparkles just beyond the trees, I can’t help but think: we’re overlooking something amazing.
Eugene is a place that locals love to call home and visitors love to discover.

We’ve got Autzen Stadium buzzing with energy, the University of Oregon bringing culture and excitement, and the Olympic Trials that put us on the world stage. Thanks to your support and the Eugene Parks Foundation, we have exceptional trails connecting our neighborhoods to the natural beauty and outdoor recreation we’re known for.

But here’s what’s missing: a real relationship with the river at the center of our city. Our Best-Kept Secret.

Thanks to more than fifty years of cleanup efforts, the river has been transformed from an industrial waterway into one that’s clean enough for swimming and paddling. This isn’t just any river; this is where Oregon’s most important waterway is born. We’re living at the confluence of something special.

While people think of Eugene as an outdoor paradise (and it absolutely is), I’d argue most visitors have no idea they can jump in the water mere minutes from downtown. Eugene Rec has been offering river adventures since the 1970s, and yet in our pools, swimming lessons sell out in seconds, hours are limited, and lines go around the block. There’s clearly a demand that far exceeds current capacity for locals who want to play in the water.

What Other Cities Are Getting Right!?

Here’s the thing: cities across the West are figuring out that their rivers aren’t just pretty backdrops, they’re economic engines.
Take Golden, Colorado. This mountain town of 21,000 people spent less than $200,000 to build whitewater features on its Clear Creek, which now generates about $2 million per year. That’s serious money for a place much smaller than Eugene.

Or look at Boise. They turned a sketchy, underused stretch of river into a downtown whitewater park, and suddenly the whole 30th Street area became the place to be. New restaurants, shops, street improvements, the kind of neighborhood transformation that makes residents proud and visitors want to stick around.

Bend sees the potential, too. Their whitewater park investment of $900,000 is expected to pay for itself annually. When you think about it like that, river improvements aren’t just nice-to-haves; they’re smart civic investments.

What This Could Look Like for Us…
Imagine if Eugene invested in the Willamette the way other cities have embraced their rivers—a river we can enjoy safely.

Right now, people float our river without knowing about the hazards. Low-head dams are called “drowning machines” by engineers. Building real river culture means proper access points, clear hazard signage, and communities where families learn water safety together, not just hopping in and hoping for the best.
Families use the river year-round. Kids splashing in designated safe areas while parents relax on riverside decks and beaches. No waiting in line for the pool to open, the river is ready. Summer evening concerts feature a stage overlooking flowing water. River programming that creates summer jobs for local youth and builds lifelong connections to our waterway. A real reason to stay longer.

Right now, Eugene is often a stopover on the way to somewhere else. Better river access and more amenities could turn us into a recreation destination. We could be the place people drive to for long weekends of outdoor adventure and stick around for the great culture.

New businesses we’d love- River guides, gear shops and rentals, waterfront cafes where you can grab coffee before a morning paddle or a riverside stroll—the kind of businesses that play to our strengths and offer new opportunities for local investment.

Increased tax revenue for vital city services- Eugene is facing budget challenges. River improvements consistently boost property values in surrounding areas. Golden, CO, saw properties within 150 feet increase 30-50% after their whitewater park opened. Higher property values mean more tax revenue to fund the city services we all depend on, from fire and police to parks and recreation.

According to the most recent federal data from the Bureau of Economic Analysis, Oregon’s outdoor recreation industry generated $8.4 billion in economic impact in 2023 and contributed nearly 73,000 full and part-time jobs. Eugene is perfectly positioned to claim our share of that growing market.

The Beautiful Possibility
Here’s what gets me excited: we don’t need to reinvent anything. We already have the foundation: parks, trails, and basic river access points. A thriving river culture would complement the ambitious Rivers to Ridges vision. A destination-worthy river experience could be the missing piece that attracts the regional recognition this conservation effort deserves.

What if Eugene became known as the place where the Willamette comes together? Not just geographically, but experientially. Sometimes the best opportunities are literally flowing right past us.

Want to dive deeper?
Economic Impact of Golden’s Clear Creek Whitewater Park – Real-world data on small-scale river improvements.

Boise Whitewater Park Economic Impact – Case study of urban river park development.

Recreation Endeavors Make Cents – Bend river improvements’ economic impact.

Rivers to Ridges Partnership – Regional conservation vision connecting Fern Ridge to Spencer Butte explores the bold, game-changing ideas that have shaped Oregon’s landscapes, communities, and values.