Campaign invites regional travelers to peel back the layers and discover a city full of surprises

ROCHESTER, Minn. (June 9, 2025) – Experience Rochester is flipping the script on what people think they know about Minnesota’s third-largest city. Launching today, the new summer leisure campaign, “This is Rochester. Really.,” aims to introduce or reintroduce the city to regional travelers as a vibrant, welcoming destination packed with live music, local flavor, and unexpected experiences.

With messaging designed to challenge assumptions and spark curiosity, “This is Rochester. Really.” positions the city as a destination full of surprises and one that’s worth a second (or first) look.

“Rochester has long been recognized for its world-class healthcare, a distinction we are incredibly proud of. It’s the beginning of Rochester's story,” said Joe Ward, president of Experience Rochester and Mayo Civic Center. “This campaign invites visitors to take a closer look and discover a side of Rochester they may not know, a city brimming with energy, creativity, outstanding food, and vibrant summer experiences.”

The campaign targets the Minneapolis/St. Paul metro area, Western Wisconsin, and Northern Iowa, and highlights the city’s abundance of free summer music, dynamic and diverse food and drink offerings, and outdoor activities perfect for day trips and weekend getaways.

Travelers may be surprised to find:

Minnesota’s top-rated craft beer, brewed in Rochester

One of the country’s highest-rated speakeasies, tucked away downtown

An oyster bar, serving fresh oysters farmed from the coast of Maine

Dozens of free outdoor concerts, art walks, and cultural events all summer long

85 miles of interconnected biking and walking trails, perfect for active exploration

For more information and to plan your next Rochester adventure, visit www.experiencerochestermn.com.

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**Editor's Note: Campaign graphics and video are available to download here.