Southern Indiana Business Report
FRENCH LICK – The Orange County Convention & Visitors Bureau (OCCVB) has officially unveiled its new destination brand: Timeless French Lick. The rebrand reflects a strategic effort to capture the long-standing national and international recognition of the “French Lick” name while uniting the many attractions, towns, and experiences across Orange County, Indiana, under a cohesive identity.
“French Lick is one of those rare place names that’s already recognized across the country–and even around the world,” said Joe Lannan, executive director of the OCCVB. “We wanted to honor that heritage while expanding the destination’s reach. Guests may come for the resort, but they stay – and return – for everything our county has to offer.”
The French Lick Resort alone welcomes more than 1.1 million guests annually, with additional visitation drawn to attractions such as Patoka Lake, Paoli Peaks, Wilstem Wildlife Park, Big Splash Adventure and dozens of small-town experiences across the county. With Timeless French Lick, the Bureau aims to help visitors understand that no matter where they go – from the historic Congress Square in Orleans to the Lost River Market in Paoli, or even the Patoka Lake Marina – they are part of a singular destination experience.
Market research and a unified vision
To develop the rebrand, the OCCVB and its marketing partner The Basement conducted months of research and stakeholder engagement, including visitor surveys, local business interviews and analysis of tourism trends. Research confirmed that the phrase “French Lick” carries significant brand equity and instant recognition among travelers nationwide – a powerful foundation that can help lift awareness of all Orange County communities.
“Guests already associate the French Lick name with quality, history and Hoosier hospitality,” said Lannan. “Our goal was never to overshadow Paoli, Orleans, or Patoka Lake – it was to lift them up through a shared identity that travelers already understand. When a guest visits the trails in Orleans or shops on the square in Paoli, we want them to know they’re still in the same timeless and unforgettable destination.”
Lannan emphasized that each community retains its own unique name, story and character.
“This brand isn’t about replacing local identity,” he added. “It’s about helping every corner of Orange County benefit from the recognition and equity the French Lick name already carries. Visitors may arrive for French Lick, but they stay – and spend – across the county.”
“Timeless feels right. It reflects both the historic character of our destination and the experience people have when they visit. In Orange County, time truly does seem to slow down.”
Joe Lannan, executive director of the OCCVB
A brand rooted in authenticity
The rebrand was developed in collaboration with The Basement, an Indianapolis-based creative agency. Rather than following the tourism industry’s common “Visit,” “Explore,” or “Discover” naming trends, Lannan said the team wanted a descriptor that evoked emotion and experience.
“I didn’t want to get lost in a sea of sameness,” said Lannan. “Timeless feels right. It reflects both the historic character of our destination and the experience people have when they visit. In Orange County, time truly does seem to slow down. Whether you’re behind a tractor on a scenic backroad, walking through Hoosier National Forest, or enjoying a quiet meal in Paoli, you can feel yourself unwind.”
The brand’s focus on slowing down and unplugging resonates strongly in a post-pandemic world, where travelers increasingly seek authentic experiences, personal balance and a sense of calm.
“We live in a world that’s always on,” Lannan continued. “Here, the pace changes. Even an intermittent cell signal becomes part of the charm.”
Reframing travel and connectivity
The OCCVB’s new messaging also rethinks how the destination communicates travel and accessibility. Instead of listing distances in miles, signage and materials will reference travel time–reflecting how urban visitors perceive proximity.
“Ten miles might sound far to a visitor from Chicago, but when we say Paoli Peaks is only 11 minutes away, that changes the perception entirely,” said Lannan. “It reframes Orange County as a close-knit network of attractions – all within minutes, not miles.”
The Bureau’s signage, digital assets and marketing materials will gradually transition to the Timeless French Lick brand through 2026, uniting the look across local communities, wayfinding systems and statewide tourism initiatives.
Lannan noted that the rebrand is about collaboration, not consolidation.
“When I visit Michigan with my family, I can travel from Grand Rapids to Grand Haven and never question if I’ve left ‘Pure Michigan,’” he said. “That’s the kind of continuity we want here. Whether you’re in Orleans, Paoli, or French Lick, we want visitors to know they’re in one timeless, unforgettable destination.”
He added, “When we make our home a great place to visit, we make it a great place to live – and everyone wins.”