431. Rainbow Air’s Approach to Coopetition in Niagara Falls Tourism, with Patrick Keyes

Jun 4, 2025

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On this episode of Destination on the Left, I talk with Patrick Keyes, Sales and Marketing Manager at Rainbow Air Helicopter Tours in Niagara Falls, about why he believes in coopetition and how collaborations with his competitors have helped him be successful. Patrick explains why being a first call partner to your local and regional DMO is so important, and how you can position yourself to be that partner. He also offers valuable advice on how to work collaboratively at trade shows to build success.

What You Will Learn in This Episode:

How Patrick developed a regional, visitor-centric mindset by looking beyond traditional industry boundaries
Why Patrick firmly believes that coopetition drives success for individual businesses and the broader destination
What innovative steps Rainbow Air Helicopter Tours is taking to transform into a year-round, multifunctional attraction, including their new facility and virtual reality experiences
Why partnering with local and regional DMOs (Destination Marketing Organizations) allows you to maximize marketing opportunities and industry influence
Strategies Patrick uses when attending industry trade shows to represent both his own company and the wider Niagara region, and how this approach builds stronger relationships
How Patrick seeks out unconventional partnerships, like collaborations with wineries and golf courses, to create memorable experiences and extend visitor stays in the region

Leveraging Collaboration for Year-Round Tourism

One of Rainbow Air’s boldest moves has been the development of a new 30,000-square-foot tourism center. This ambitious facility isn’t just a ticket counter; it’s set to become a hub of activity through every season. Traditionally, tourism in Western New York peaks from Memorial Day to Labor Day, but Patrick and his team saw the need for more.

The new tourism center, set to open over Memorial Day weekend, will feature a range of amenities, including gift shops, restrooms, and innovative virtual reality attractions, such as parasailing over Niagara Falls. By offering a range of experiences and amenities, Rainbow Air aims to both attract off-peak visitors and encourage them to extend their stays, laying the groundwork for sustainable year-round tourism.

The Power of Partnerships

A recurring theme throughout Patrick’s career is the essential role of strong relationships with Destination Marketing Organizations (DMOs), regional partners, and fellow attractions. As part of Rainbow Air, he is able to attend trade shows globally, but Patrick insists on representing the region, not just his company. “Know your audience, do your research, and come prepared to advocate for not only your attraction, but complementary experiences that round out the destination,” he advises. Forming partnerships with other attractions enables a rising tide that lifts all ships.

Being proactive, communicating openly, and showing a genuine commitment to representing the community as a whole are so important. When DMOs trust that you’ll be a reliable, high-quality option, you’re top of mind for press trips, FAM tours, and state-led opportunities.

Creative Collaborations

Rainbow Air’s vision for cross-industry cooperation doesn’t stop at helicopter tours. Patrick is exploring partnerships with local wineries, golf courses, and historical sites. Imagine custom packages where visitors enjoy an aerial tour before being whisked away to a vineyard for a picnic. Or collaborating with the local wine trail for multi-stop experiences. By thinking creatively about what both locals and travelers want, Rainbow Air extends an invitation for everyone to participate in the region’s success.

What excites Patrick most is not just Rainbow Air’s growth, but the chance to be “a beacon” for others in Niagara Falls. By investing in innovation and actively inviting everyone to the table, he hopes to create a mutually beneficial model, one where attractions, large and small, lean on each other to make the region irresistible and vibrant, every season of the year.

Resources:

Website: https://www.rainbowairinc.com/
LinkedIn: https://www.linkedin.com/in/patrick-keyes-1001186/

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