NVRA The Niagara Vacation Rental Association, is an independent association of cottage owners. "The Niagara-on-the-Lake Effect" is a feeling that many people describe as unique to Niagara-on-the-Lake. It's a feeling that's difficult to put your finger on, but it all starts with our agricultural roots, stunning vistas and our Heritage District — the centre of the Town's shopping area, home to Landmark Shops. The Heritage District showcases the Town's history and the buildings tell the story of the architecture of years past