New campaign highlights Lake Natoma, Folsom Lake and growing paddling culture as key drivers of tourism and local economy
Folsom is making waves in Northern California’s outdoor recreation scene with the launch of its new destination brand, “Paddling Capital of the West,” a move that city leaders say cements its place as a premier hub for stand-up paddleboarding, kayaking and on-water experiences.
On any given morning, paddleboarders glide across the glassy waters of Lake Natoma while kayakers and rowers share the course just downstream, reflecting a paddling culture that has steadily grown into one of the region’s defining outdoor draws.
More than a tagline, the initiative reflects what local officials and recreation partners describe as an unmatched combination of access, diversity and paddling history—positioning Folsom as a leading destination not just in the region, but across the western United States.
Just 30 minutes from Sacramento, Folsom offers something rare: two distinctly different paddling environments in one destination. Lake Natoma, located within the Folsom Lake State Recreation Area, features calm, protected waters bordered by riparian habitat and regulated by a 5 mph speed limit, creating an ideal setting for beginners, families and competitive paddlers. Nearby, Folsom Lake provides a broader, more dynamic environment suited for distance paddling, endurance training and open-water exploration.
“This is a natural evolution for Folsom,” said Joe Gagliardi, CEO of Visit Folsom. “We have two incredible waterways, experienced outfitters, and a growing paddling community with a long and distinguished history. With this launch, we’re telling that story in a bold, unified way that inspires visitors to come experience it for themselves.”
The “Paddling Capital of the West” campaign is a collaborative effort led by Visit Folsom and Choose Folsom, in partnership with the City of Folsom, California State Parks Boating and Waterways, the Sacramento State Aquatic Center, the Folsom Historic District Association, Lake Natoma Paddle Rentals, Current Adventures Kayak School and SUP California. Organizers say the unified approach is designed to elevate awareness of Folsom’s paddling opportunities while ensuring a safe, accessible and welcoming experience for all.
“Folsom’s waterways are one of our greatest natural assets,” said Folsom Mayor Justin Raithel. “This initiative not only celebrates recreation, it strengthens our local economy—supporting small businesses, increasing tourism, and encouraging visitors to stay longer and explore more.”
Visitors to Folsom will find a full spectrum of paddling experiences, from rentals and guided outings to instruction and skill development. Local outfitters provide easy access to equipment and on-the-water opportunities, while organizations such as the Sacramento State Aquatic Center and Current Adventures Kayak School offer structured programming for paddlers of all levels.
That identity is further reinforced through a growing lineup of signature events. Each spring, Lake Natoma becomes the site of the Powerhouse Ministries Dragon Boat Festival at Black Miners Bar, where teams compete in high-energy races while supporting a community cause. Shortly after, the Intercollegiate Rowing Association National Championship Regatta brings elite collegiate athletes from across the country, underscoring Folsom’s reputation as a premier venue for competitive water sports.
Community-driven events like the Lake Natoma Witches Paddle add another layer to the experience, blending recreation with local tradition and drawing participants to the scenic American River corridor.
Beyond its waterways, Folsom offers a well-rounded visitor experience that extends into its Historic District along Sutter Street, destination dining, shopping at Palladio and Folsom Premium Outlets, and more than 50 miles of interconnected trails linking parks, neighborhoods and commercial centers.
The brand launch is supported by a dedicated online hub where visitors can explore paddling locations, review safety information, connect with local partners and plan their trips. Officials say the initiative is part of a broader strategy to drive visitation, increase overnight stays and further establish Folsom as a leading outdoor recreation destination in the West. For more information, visithttps://visitfolsom.com/folsom-water-activities/.
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