To those who know about it, the San Joaquin River is Fresno’s greatest natural feature. … Yet, those passionate about the river told The Fresno Bee that too many people — even Fresnans — still don’t know about it. And they have different ideas about how to capture the possibilities. Some want more entrepreneurial development at the water’s edge — like a new, commercialized river walk — though others vehemently oppose that kind of development, and it doesn’t square with long-term goals set out in a conservation-focused master plan. Others argue it’s the city of Fresno that holds the keys to unlocking the river’s potential for economic development, and that leadership over the years has failed to advance innovative ideas. … Critics of the river’s management say that it has too few public access points and too few easy ways for the general public to use it for recreation. The natural resource is administered by a conservancy that has set out a long-term plan that does not emphasize economic development or tourism marketing.