The South Bend area has always been viewed as the home to the University of Notre Dame. However, Notre Dame cannot grow the community alone. South Bend needs its own identity to compliment the university that will help attract visitors to destination sites, welcome new residents to the community, and incentivize workers for hard to fill jobs.  Simultaneously, St. Joseph County and the City of South Bend are invested in initiatives to protect its natural and culturally significant assets while encouraging smart growth for the community.  The Midwest Continental Divide Initiative was developed to address these issues: To create a destination asset that attracts visitors, residents and workers while simultaneously protecting sensitive land.​