Carol Johnson, Southern Indiana Business Report
WEST BADEN SPRINGS – With a background in community development and nonprofits as well as having southern Indiana roots, Joe Lannan feels right at home as the new executive director of Visit French Lick West Baden, Orange County’s convention and visitors bureau.
A graduate of the University of Evansville and native of Martin County, Lannan joined the staff in December, which is the peak of the French Lick Resort’s 50 Days of Lights and the French Lick Scenic Railway’s Polar Express, both of which bring thousands upon thousands of visitors to the area to ride the train and soak in the Resort hotels’ Christmas decorations.
“I’m excited to be here at such a high energy time. I love taking my kids to the Polar Express, but to experience it as a person who is now part of the mission, I see it in a different way.”
Lannan wants visitors to feel, not just welcome, but to experience true Hoosier Hospitality. He sometimes will ask about their experience, where they came from and why they chose to visit Orange County.
“Our target audience is literally everyone and we want to ensure that every visitor feels welcome and the red carpet is rolled out for them,” he said.
While many outside the southern Indiana region may consider Orange County a “hidden gem,” the county has no shortage of places to visit and things to do.
Orange County is home to the French Lick Resort, which includes two historic hotels, a casino and top-ranked golf courses, Paoli Peaks, Patoka Lake, the French Lick Scenic Railway, Big Splash Adventure, French Lick Winery, Patoka Lake Winery, Patoka Lake Brewery and Old Homestead Distillery, the Hoosier National Forest, Wilstem Wildlife Park and the recently opened Monon South Trailhead in Orleans.
Tourism/hospitality is the number one industry in Orange County. The French Lick Resort employs about 1,000 people and brings about 1 million visitors to the area each year. Annual economic impact from tourism in Orange County is estimated at $59.5 million.
Lannan has been busy meeting with those who work in tourism and said nearly everyone is seeing growth.
“Anytime I talk to someone, every event is bigger than the year before,” he said. “This community has become more than what anyone thought at the turn of the century.”
Lannan was close to accepting a job in Chicago when he learned of the opening at Visit French Lick West Baden.
“This felt like a sign from the universe to stick around,” he said. “The background I have in community development and strengthening nonprofit organizations aligns very well with where the CVB is as an organization right now.”
Members of the CVB board are looking forward to seeing the growth of tourism under Lannan’s leadership.
“The future of tourism in Orange County has never looked brighter,” said Audrey Brames, CVB board treasurer and director of sales and marketing for Big Splash Adventure. “Joe’s leadership brings new ideas and partnerships to the table, ensuring we continue to grow while celebrating the unique charm and history that make this area so special.”
“With Joe at the helm, we’re confident that Visit French Lick West Baden will not only continue to thrive but will also create new opportunities for growth and community engagement,” said Martha Nice, CVB executive board member. “His focus on collaboration and innovation will ensure that tourism remains a driving force for economic development in our county.”
“Joe’s dedication to community development and his strategic vision for tourism align perfectly with the needs of our county,” said Heather Setser, CVB board president for 2025 and vice president of operations for Patoka Lake Marina and Winery. “His leadership will undoubtedly pave the way for sustainable growth and enhanced collaboration among all of our tourism partners.”
CVB activities under contract by the Tourism Commission are funded by the county innkeeper’s tax. Lannan said he wants to be a good steward of those dollars and make sure they are lifting up all the communities with tourism assets.
“I’m really excited to lean into my background and engage with other community partners in Orange County to leverage the unique opportunities of a small resort town to have a greater impact on the communities here,” he said.
The Visit French Lick West Baden office is located at 8670 W. State Road 56 in a former historic hotel. In addition to providing information on the county’s destinations, the office also has a gift shop, the Brick Exchange.