Carol Johnson, Southern Indiana Business Report
FRENCH LICK – With an annual economic impact of $59.5 million and supporting more than 1,500 employees, tourism is a major economic driver in Orange County.
The French Lick Resort – with its award-winning golf courses, historic hotels, casino and spas – plus boating and camping at Patoka Lake, wildlife attractions, wineries, rustic cabin rentals, water park, train excursions and shopping make Orange County an ideal destination.
Promoting and marketing tourism in Orange County is the focus of Visit French Lick West Baden. Last week, Brandy Ream, executive director of Visit FLWB, gave an overview of the tourism office and future goals. About 90 people attended the meeting at the Pete Dye Pavilion in West Baden Springs.
“Our vision is to be the premier Midwest destination for convention and tourism while contributing to the prosperity of the entire county,” Ream said.
Ream explained Visit French Lick West Baden receives funding from the county innkeeper’s tax, a 4% tax on overnight lodging stays. Visit FLWB receives 95% of the revenue and the Orange County Tourism Commission receives 5%.
With the exception of 2020, when COVID-19 restrictions were in place, CIT annual revenue has steadily increased. In 2018, the county collected about $1.2 million; in 2022, the innkeeper’s tax raised more than $1.6 million.
Innkeeper’s tax collected from overnight stays in Orange County:
- 2018 – $1,198,381
- 2019 – $1,280,987
- 2020 – $751,582
- 2021 – $1,412,407
- 2022 – $1,670,445
“Tourism is an important revenue stream for Orange County. It’s real, it matters and it’s not going anywhere,” Ream said. “We want to generate business for you and showcase everything we have to do.”
Ream said her office is focused on increasing CIT revenue by bringing more overnight visitors to the county. Her goal is to increase the innkeeper’s tax collection 3-5% every year over the next three years.
Visit FLWB places a heavy emphasis on digital marketing and targeting cities in a six-hour driving radius. Visit FLWB also is active on social media, traditional media and staff attend group travel shows. Over the summer, seven social media influencers visited Orange County. Other plans in the works include launching a new website within the next couple of weeks.
A promotion of local businesses also has been successful. Ream said 600 people signed up for Live Like a Local, a free app that offers special deals from Orange County shops and restaurants; her goal was 500. The passport soon will offer extra deals for those employed in hospitality. Hospitality High Five will reward those workers with more perks.
Ream also encouraged employees of businesses and organizations to be ready to offer tourism suggestions to visitors, who often seek local advice on activities.
“Encourage your staff to share their favorite things to do,” she said.
Resort impact, projects
Chuck Franz, French Lick Resort CEO, said the 1 million visitors who come to Orange County each year, don’t just visit the resort and its amenities. They stop, shop, explore and eat in other communities during their visits. Revitalizing Orange County was what Bill Cook had in mind when he took on the restoration projects.
“We’re here to attract people. That’s why Bill (Cook) restored the buildings. It’s about the jobs, it’s about the community and it’s about doing our job,” Franz said.
Franz said the casino getting back to $75 million in gaming for the fiscal year that ended June 30 is a return to pre-pandemic volume, which will benefit the local communities that receive a tax share of gaming revenue.
Resort happenings
- More live concerts = more visitors. Franz said the goal is to host 10-15 concerts a year.
- Three new pickleball courts are nearly complete.
- A Pitch & Putt golf layout is coming in May 2024.
- Restoration of the West Baden Pavilion on the grounds of the West Baden Hotel will begin in 2024.
- The hotel atrium that was damaged by hail in July is open and safety coverings are in place on the damaged panes while repairs are made to the dome.
- The Korn Ferry Tour, which is a developmental tour for the PGA Tour, will begin its five-year run playing its championship at the Pete Dye Course beginning in 2024.
- Cook Group’s plans to increase affordable housing in the county will resume next year. The Klondike subdivision has lots for 27 homes. Franz said the plan is to construct about five per year.