photo: Peter Myers


Welcome to Saint Paul’s river narrative toolkit – an all-inclusive guide to talking about Saint Paul as the River Capital and promoting its position on the banks of the Mississippi River.

In this toolkit you will find messaging, social media handles and hashtags, naming conventions and photo and video for you to use freely in your own communications. Our hope is that together, we will begin to amplify and elevate Saint Paul’s greatest natural asset – the Mississippi River – and take advantage of all the benefits it offers and investment, activity and vibrancy it attracts.

Included in this toolkit is messaging around the City of Saint Paul’s Great River Passage Initiative, the Great River Passage Conservancy and the three capital projects being driven by the City and Conservancy along the Mississippi River in Saint Paul.

Download the River Narrative Toolkit

River narrative messaging 

As your organizations showcase Saint Paul and look to attract businesses, visitors, residents, investments and programming to our great city, we want to provide you with consistent messages to position the city as the River Capital and talk about the Mississippi River as an asset and attraction for your key audiences. We encourage you to use some or all of these messages, in no particular order, as it makes sense for your organization. Please feel free to change up the language to match your voice and tone. The key statistics and data points should provide engaging and relevant content for you when talking about the Mississippi River. 

Media library

Need a photo that represents downtown Saint Paul, or showcases the great outdoors in Saint Paul? The Mississippi River is our greatest natural asset and a great image to share when showcasing Saint Paul to visitors, potential employers, developers and others. To make things easy, we’ve curated photos and video of the Mississippi River in Saint Paul in a variety of seasons and areas. Feel free to use these in your materials, providing the appropriate attribution when necessary.

Visit the River Narrative Toolkit media library.

Social media

We hope that you’ll join us in sharing news about the Great River Passage capital projects, and any other development or programming news happening along the Mississippi River in Saint Paul, on your organizational social channels. Be sure to follow the organizations below to stay up to date with what’s happening, and use the hashtags listed when sharing content. Bonus points if you reshare partner content!

Social media hashtags

  • #RiverCapital
  • #WeAreTheRiver

Partner organizations

Great River Passage Conservancy

City of Saint Paul

Greater MSP

Ramsey County

Saint Paul Chamber of Commerce

Saint Paul Downtown Alliance

Visit Saint Paul

Questions on how to use the River Narrative Toolkit? Feel free to reach out to Ashley Aram at [email protected].

Questions on what’s happening with the Great River Passage work? Reach out to Mary deLaittre at [email protected].