Of all the beautiful places in America, NBC chose Niagara Falls.
A live broadcast from Goat Island this morning will be the first stop in the "Today" show's "America the Beautiful" series.
To surprise viewers, the location has been a closely guarded secret.
Even WGRZ Channel 2, NBC's Buffalo affiliate, didn't know about it until three days ago.
The other eight locations in the series will be divulged as "Today" broadcasts from those sites.
NBC producers Melissa Dunlop and Erin Reynolds were at Goat Island on Wednesday helping set the stage for today's segment, which will be broadcast at about 8 a.m.
National correspondent Natalie Morales will broadcast live on Goat Island while her famous cohorts remain in their familiar spots at 30 Rockefeller Plaza in Manhattan.
"Niagara Falls was a natural choice," said Kate Scaglione, marketing director of the Niagara Tourism and Convention Corp.
And center stage for Niagara Falls won't end today.
CBS plans to broadcast its "Early Show" from Terrapin Point on July 26, as part of its "Great American Vacation" series.
"It's great that we've been selected by the two big networks," Scaglione said. "Now if we could get ABC to do a show from here, we'd hit the trifecta."
NBC producers have been leading up to "America the Beautiful" for the last week by showing pictures sent in by viewers across the country.
In promoting its search for the most beautiful places in the United States, "Today" show producers said the location doesn't have to be a famous tourist attraction and "could even be in your own backyard."
As it turns out, Niagara Falls is a famous tourist attraction and it happens to be in our own backyard.
"They couldn't have chosen a better place to launch the series than Niagara Falls," said local author and historian Paul Gromosiak. "The American side of the falls still resembles the great natural wonder the world is coming to see, while the Canadian side could be any metropolis anywhere."
"Today" show cameras will show such Goat Island attractions as the Cave of the Winds and Luna Island.
"Luna Island is the only place where you can stand and be surrounded by two falls," said Gromosiak, referring to the American Falls and the Bridal Veil Falls.
Luna Island was named for the faint rainbows made by moonlight in the mist from the falls, he said.
Besides the live shots from Goat Island, "Today" will feature prerecorded segments on other regional tourist attractions, from the Darwin Martin House in Buffalo to Old Fort Niagara in Youngstowm, said Scaglione, who helped the producers compile a list.
A third segment of the show will tell how to take in the sights of Niagara Falls on less than $50 a day.
CBS is not being so secretive about its Great American Vacations series on the "Early Show." The show's stopover in Niagara Falls on July 26 has long been mapped out, along with the other stops, from Key West, Fla., to Mackinac Island, Mich.