This research identified viable target markets at one of the largest salmon runs in Canada. We segmented the markets according to the factors these natural event viewers regard as important for a memorable experience. This gave us a typology of viewers that we labelled “selective experience seekers, tranquil experience seekers, comprehensive experience seekers,” and “casual experience seekers.” Our results show that such segmentation is a useful research tool for producing a clear visitor profile. It enabled us to provide strategic insights for managing the salmon run viewing experience, and similar natural events, according to the preferences of specific market segments.