In June of 1992 a coalition of fourteen rural communities along the Mississippi River in S.E. Minnesota joined forces to promote tourism with continuing sensitivity to environmental and historical preservation. Lake Pepin and the Mississippi River was the "great divide" when it came to public and private entities working together on projects. All of the small towns in the valley (Kellogg, Wabasha, Reads Landing, Camp LaCupolis, Lake City, Frontenac, Bay City, Maiden Rock, Stockholm, Pepin, Nelson, and Alma) were geographically close together but tourism business owners were not communicating or jointly marketing their businesses. Red Wing, MN came on board in 1996 as the 13th rural community. Winona, MN was voted in in October of 2004 as the 14th rural community. Minimal referrals were being made between the communities and there was little interaction between citizens interested in tourism development.

With the assistance of the University of Minnesota Extension Service the public and private sector joined together to organize Mississippi Valley Partners (MVP).