Mad River mural

The pinup girl who once graced several stories of the windowed exterior at Mad River Boat Trips is no longer.

Hard to miss, the redheaded girl, positioned Marilyn Monroe style, leaned on a raft paddle. Her departure marks the beginning of significant changes within the company.

Mad River is combining with its sister company, Scenic Safaris. Both businesses are owned by parent company Forever Resorts. A sightseeing company, Scenic Safaris does guided tours of Yellowstone and the Grand Teton national parks.

With the combination, Scenic Safaris will be moving in with Mad River at its current location.

“It’s new and exciting things that are going to be happening throughout the building, going along with this rebranding,” said Katie Brierley, Mad River marketing manager.

The pinup girl might be a visually obvious, perhaps shocking change — but Brierley said that it was the right thing to do. The decal was peeling and generally looking worse for wear.

“She’s been around for a while and, since rebranding, it was time to move on and put up something new that represents both Scenic Safaris and Mad River,” Brierley said.

The Mad River building, a rusty “wedge” shape with a fully glassed front facing Highway 89, was designed by architect Will Bruder. Erected in 1995, the modern building was one of the first highly visible ones in town to defy the “Old West” style.

As for the new design and logo, it’s in the works. The newly joined team of Mad River and Scenic Safari will have a say in the final decision as marketing and design teams go back and forth to create an option that will then be presented to the staff. Brierley said the design wasn’t quite 100% developed yet but will be soon.

Mad River Boat Trips did not open this summer, in response to COVID-19. Scenic Safaris has been operating, however.

“We’re really excited to get Mad River back up and going next summer, and we already have bookings,” Brierley said. “Hopefully next summer everything will be rebranded, back up and running again.”

Minus one pinup girl, plus a whole new look.

Contact Lillian Bissell by emailing

(3) comments

Ken Chison

Score another one for the PC police. Were they afraid of the rioters torching their business, or just trying to score some free advertising?

James Peck

How much did Mad River and Scenic Safaris pay for this piece of advertising?

Don Frank

I sense scintillating sensitivity cleaving thin skin. Or it was just my imagination, once again, running away with me.

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