CVB director unveils 'Timeless French Lick' rebrand, previews Smithsonian exhibit

Joe Lanen, director of the county Convention and Visitors Bureau, told the Orange County Council on May 16 that the CVB has adopted a countywide rebrand — "Timeless French Lick" — aimed at building broader destination recognition and spreading tourism spending beyond French Lick and West Baden.

Lanen described the CVB as a nonprofit marketing organization funded by a 4% innkeeper's tax collected on overnight stays. He cited an estimate of about 1.3 million visitors annually to the county (resident population referenced at about 20,000) and said the rebrand, expanded wayfinding and coordinated signage are intended to encourage visitors to spend more time and money across Paoli, Orleans, French Lick and West Baden.

As an example of the CVB's upcoming programming, Lanen announced a Smithsonian exhibit to be hosted at the visitors center (old Oxford Hotel) from May 16 through June 28. He said there will be a VIP walkthrough and events tied to the exhibit, and invited council members to attend a VIP preview. Lanen also noted recent growth in innkeeper collections, saying collections last year topped $1.6 million compared with early-2000s levels in the $40,000 range.

Council members thanked Lanen for the presentation and for appointing a county representative to the CVB board. Lanen asked for council support for efforts to extend tourist stays and to expand wayfinding and signage; no formal vote was required for the presentation itself.

Lanen's presentation provided event dates and program direction; the council did not take an action requiring a vote. The CVB director's figures on visitation and tax collections were presented as staff estimates in the meeting; the council did not provide independent verification during the session.

Next steps: Lanen and staff will continue planning wayfinding signage and exhibit programming; the council and CVB will coordinate as needed on marketing and potential funding requests.