Southern Indiana Business Report
FRENCH LICK – The Orange County Convention & Visitors Bureau welcomed county officials, business leaders and community stakeholders Nov. 19 for its annual State of Tourism event, emphasizing the essential role tourism plays in local economic sustainability and long-term quality of place.
Executive Director Joe Lannan shared that Orange County welcomed more than 1.2 million visitors over the past 12 months, compared to a resident population of about 20,000. This level of visitor activity, detailed in the CVB’s annual analysis, underscores the strength of the local visitor economy and its impact on public services, local businesses and workforce stability.
“Tourism brings 1.2 million guests to a county of 20,000, making it one of the strongest economic engines we have,” Lannan said. “But it only works when it lifts our residents, too. Enhancing the visitor experience should always enhance the experience of the people who live here.”
Lannan outlined the CVB’s growing role as a facilitator and strategic connector for county partners. In 2026, the CVB has budgeted $650,000 for grants, sponsorships and community-impact initiatives, including event support, partner co-ops, America 250 programming and a countywide wayfinding system designed to simplify travel for visitors and residents.
Partner investments strengthen county infrastructure
This year’s featured partner, Fuhs Properties, hosted the event at Wilstem Wildlife Park and shared updates from Wilstem, Big Splash Adventure and the Castle Knoll Amphitheater. These investments continue to expand the county’s hospitality offerings and improve guest experiences at major attractions.
“Tourism works best when the whole community is aligned. The CVB helps bring that focus, and we’re proud to work alongside them,” said Audrey Brames, CVB treasurer.
CVB introduces “Timeless French Lick”
A highlight of the evening was the unveiling of the county’s updated regional identity: “Timeless French Lick.” The identity replaces “Visit French Lick West Baden” and will continue to roll out in phases.
Lannan noted that today’s visitors value time, simplicity and meaning in their travel experiences.
Orange County’s environment – rich with outdoor recreation, attractions, dining, and heritage – offers the ability to slow down without doing less.
“Slowing down isn’t about doing less – there is plenty to do in Orange County and across the Indiana Uplands,” Lannan said. “It’s about enjoying every moment and making memories that last.”
The brand extends to each community and beyond:
● Timeless Orleans – the welcoming front porch of Orange County
● Timeless Paoli – deep heritage and cultural significance
● Timeless West Baden – elegance and architectural distinction
● Timeless French Lick – the anchor of the valley
“Timeless French Lick reflects who we are and the story we’re ready to tell,” said Makenzie VanHoy, Brand Strategy manager. “It honors French Lick as our anchor while giving every town in Orange County room to shine.”
Strengthening Quality of Place for residents
The CVB reported that in 2025 alone, it supported 28 organizations with more than $178,000 in grants and sponsorships. These investments support community events, beautification, programming, marketing and other initiatives that improve everyday life for residents.
“Tourism works best when residents feel the benefit,” said Elizabeth Henderson, Community Impact manager. “Our focus is on partnerships that strengthen the quality of place for the entire County.”
Planning for 2026
Looking ahead, the CVB outlined several major initiatives designed to strengthen the county’s visitor experience while improving quality of life for residents. In 2026, the organization will launch a new website, a partner portal and a countywide community calendar – tools that will make it easier for residents to find local events, support businesses, and stay informed about opportunities across Orange County.
These platforms will also improve coordination between organizations, expand marketing reach and streamline planning for local partners.
The CVB is also investing in enhanced operational capabilities at the Visitors Center, including new space for recording podcasts, commercials and digital content for community partners.
Expanded staffing will support a growing need for assistance in marketing, event development and strategic planning. These improvements reflect the CVB’s commitment to providing accessible, professional services that help local organizations and attractions thrive.
While some elements of the new brand identity – logos, messaging and visual impressions – have already begun transitioning, Lannan emphasized that major changes remain on the horizon, positioning 2026 as a year of transformation for both the CVB and the region it serves.