Daviess County CEO Cohort Discovers the History and Business of Timeless French Lick. On Tuesday, October 6, 2026, the Daviess County CEO Cohort joined the Martin County CEO Cohort for an educational day exploring the history, tourism, and business opportunities of French Lick and West Baden Springs. The students were welcomed by CEO Joe Lannan, Phil Deiwert, Maya Edwards and Makenzie VanHoy, introducing the group to the people, places, and ideas that make this destination such an important part of Southern Indiana.
The day began at the Visitors Bureau, where students participated in an informational session and question-and-answer discussion about tourism and destination marketing. The conversation offered a behind-the-scenes look at how a community promotes itself, attracts visitors, and supports the local economy.
Students learned about the rich history and heritage of Orange County, including how French Lick and West Baden Springs developed into well-known destinations. The area’s historic hotels, attractions, and connection to Pluto Water have helped shape its identity and continue to draw visitors from near and far.
The Visitors Bureau also explained how its operations are funded through the innkeepers' tax, connecting tourism activity with resources that help promote the area. Students gained a better understanding of how communities invest in attracting visitors and encouraging them to explore local attractions, restaurants, hotels, and businesses.
One statistic that stood out was the destination's reported 1.3 million-plus visitors each year. Joe explained that visitors continually cycle through the community, creating a dynamic environment in which tourists arrive and depart every day. He also shared that approximately 70% of visitors are visiting the area for the first time.
These numbers helped students recognize the tremendous opportunity tourism creates for local businesses. Attracting visitors is only part of the challenge; providing a memorable experience can encourage them to stay longer, spend more, recommend the destination to others, and return in the future.
The discussion turned to marketing and the strategies used to bring people to French Lick and West Baden Springs. Students learned that successful destination marketing requires creativity, a willingness to think outside the box, and an understanding of what makes a place unique.
When they discussed advertising and return on investment, word-of-mouth recommendations were highlighted as one of the most valuable ways to attract visitors. A positive experience can lead guests to share their stories with friends and family, creating a powerful form of promotion that traditional advertising cannot always replicate.
Joe also offered students an important piece of advice: “Forget the plan, and lean into what you're interested in.” His message encouraged the students to remain open to unexpected opportunities and pursue interests that could lead to meaningful careers or business ideas.
The conversation demonstrated that entrepreneurship and tourism share many of the same principles. Both require understanding your audience, offering something distinctive, building relationships, and finding creative ways to stand out in a competitive marketplace.
Following the Visitors Bureau presentation, the group toured several of the area's historic landmarks and attractions.
The students visited the magnificent West Baden Springs Hotel, famous for its remarkable domed atrium and architectural beauty. They also explored the French Lick Springs Hotel, another historic landmark that has played a significant role in the area's tourism industry.
The visit continued at The Stables, where students learned more about another aspect of the destination's attractions, before heading to the museum to discover additional pieces of local history and heritage.
Throughout the day, students had opportunities to ask questions, observe how tourism businesses operate, and connect the historical significance of the area with its present-day economic impact.
The Daviess County CEO Cohort extends a sincere thank-you to Joe, Makenzie, Maya and Phil. Joining the Martin County cohort made the experience even more valuable by bringing students together to learn, share ideas, and explore new perspectives.
The trip to Timeless French Lick provided an excellent reminder that successful communities build on their history while continually finding new ways to attract visitors and create opportunities. The students returned with a greater appreciation for Southern Indiana's heritage and valuable lessons in marketing, customer experience, and entrepreneurship.