Reimagining Relevance: How SoIN Tourism Turned a Visitor Center into a Community Hub
To stay relevant and better serve both visitors and locals, SoIN Tourism transformed its underperforming visitor center into a vibrant, tech-enabled community space in the heart of downtown Jeffersonville. This case study explores the innovative strategy, lessons learned, and the measurable success of the new approach.
Destination Profile
SoIN Tourism serves as the destination marketing organization (DMO) for Clark and Floyd counties in Indiana. The region includes three fast-growing cities—Jeffersonville, Clarksville, and New Albany—and is situated along the Ohio River, offering a rich historical backdrop, riverside charm, and unexpectedly robust outdoor recreation opportunities.
Destination Organization
Geographical Location
Southern Indiana, just across the Ohio River from Louisville, Kentucky. South of Indianapolis and west of Cincinnati.
Destination Population Size
200,000
Organization Budget Size
$2.5 million
Destination Challenge
Before the transformation, SoIN Tourism’s Visitor Center faced several key challenges that reflected broader shifts in traveler behavior and community expectations:
1. Declining Relevance and Foot Traffic
Following the closure of a nearby highway exit, the Visitor Center experienced a sharp decline in visitation. Over time, it became known more as a rest stop than a resource for exploration. It no longer reflected SoIN’s mission to engage and inspire visitors, and it wasn’t meeting the needs of locals or partners either.
2. Changing Visitor Behavior
With more travelers relying on their smartphones for planning, the traditional brochure-heavy model of visitor services was becoming outdated. SoIN needed to evolve from being a passive provider of information to an active facilitator of experiences.
3. Community Visibility and Integration
The former location was disconnected from SoIN’s most vibrant tourism corridors. It lacked visibility and walkability, making it difficult to serve as a central hub for partner engagement, event participation, or spontaneous discovery by visitors already in the area.
The Project
Like many DMOs, SoIN Tourism’s previous Visitor Center had lost appeal. Following the closure of a nearby highway exit, foot traffic plummeted, and the space became primarily known for restroom access rather than visitor engagement.
In response, SoIN reimagined the Visitor Center as an experience-driven community hub. The organization relocated to Spring Street in downtown Jeffersonville—a pedestrian-friendly corridor with significant foot traffic and festival activity. This strategic move marked not just a change in location but a shift in philosophy: to offer more than information—an experience.
The new Visitor Center was designed as a community showcase. It features a flexible event stage for performances, ribbon cuttings, and partner activations. Through a partnership with True Omni, the Center introduced personalized itinerary software that helps visitors (and locals) plan their ideal Southern Indiana experience.
A rotating "experience wall" highlights local attractions, using memorabilia, video, and artifacts to tell their story. Retail was also reimagined through a partnership with Regalo, a beloved local gift shop. The curated pop-up within the Center boosted sales and visibility while aligning with SoIN's brand.
One of the most transformational changes has been the Center’s integration with community events. With a garage-style door that opens directly onto Spring Street, the space becomes an extension of downtown festivals, inviting passersby to step in, explore, and connect.
"One of my favorite moments was during our Louisville City FC / Racing Louisville meet-and-greet at the Visitor Center. A young girl brought a photo album filled with pictures she had taken of the team. She showed them to the players and asked them to autograph each one. It was a powerful reminder that this space is more than just a place for information—it’s a space for connection and community." - Seth Lieber, SoIN Tourism
Strategic Alignment with Industry Trends
The reimagined SoIN Visitor Center aligns with emerging trends in the destination space, including placemaking, downtown revitalization, and the digital transformation of visitor services. By embedding the Center in a vibrant, walkable downtown and layering in technology and experiential elements, SoIN Tourism created a space that serves both locals and travelers while generating measurable ROI.
Results and Key Performance Indicators (KPIs)
Visitation
Year
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025 YTD
Visitors
6,005
4,759
4,525
5,786
4,688
4,514
1,036 (COVID-19)
2,490
3,877
3,845
6,772 (Feb–Dec only)
2,028 (as of May)
- 2024 saw a 76% increase in visitation over 2023, despite operating from its old location during January and most of February.
- This was the highest recorded visitation since tracking began.
- Early 2025 data suggests the Visitor Center will once again surpass 7,000 visitors.
Email Captures
Month (2025)
January
February
March
April
Emails Captured
14
41
41
425
- With True Omni fully integrated in April, email captures increased 938% over the previous month.
- April's success was also fueled by two major events: SoIN’s sponsorship of the main stage at the Spring Street Festival, and participation in the Jeffersonville Main Street Chocolate Stroll.
- By May 1, SoIN had already exceeded its total 2024 email captures—showcasing the combined power of technology and live engagement.
Retail Revenue
- Partnering with Regalo increased monthly sales by an average of $200+.
- The curated retail experience attracts both visitors and locals, elevating visibility and SEO reach.
Event Engagement
- The Visitor Center hosts 2–3 events per month, including ribbon cuttings, partner spotlights, and performances.
- Single events have attracted 100+ visitors, affirming the Center’s role as a cultural anchor in downtown Jeffersonville.
“We participated in Spring Street Fest '25 and SoIN was gracious enough to allow us to set up our booth in their visitor center. As we’re based in New Albany, IN, this opportunity introduced us to a whole new audience we don't typically get to interact with in our area. As an artisan distillery, we do many craft beer, wine and spirit festivals throughout the year, mostly located in central Indiana. With our area lacking majorly in these types of festivals, having the opportunity to participate in a local event which engaged potential clientele in our own backyard is pivotal to increasing our foot traffic and local awareness of our tasting room in New Albany. During the Spring Street '25 festival, we sold packaged spirits, cocktails by the glass, and swag and made a profit of $850, thanks to the space and wonderful support provided by SoIN. Thanks!” - Brett Schlagel, Distillery 64
Lessons Learned
1. Planning Matters
If doing this again, we’d document every element of the vision early—and ensure alignment in writing. For example, defining the dimensions and purpose of the garage-style door from the outset allowed us to use it effectively during street festivals.
2. Collaboration is Key
Working with specialists elevated our results. Regalo’s curated retail transformed the Center into a destination itself. True Omni’s itinerary software empowered both visitors and staff with streamlined experiences and data capture.
“This partnership…is a bold statement from SoIN about their commitment to supporting local business, fostering community pride, and giving visitors a genuine taste of what makes this area so special.” - JD Dotson, Regalo
3. Technology as a Multiplier
Smart tech does more than inform—it simplifies and scales. True Omni’s CRM integration reduced manual work and made our marketing more strategic.
4. Always Debrief
We now hold After Action Reviews (AARs) after every event, helping us refine programming, improve logistics, and track performance.
Our greatest takeaway? Learning is ongoing—and essential.
Actionable Advice
- Don’t settle for a decent location. Get the right one.
- Buy once, cry once: Invest well up front to avoid costly fixes later.
- Leverage technology that cuts staff workload. True Omni’s CRM integration saves time and delivers insights.
- You don’t need as much paper as you think—we’ve significantly reduced printed materials with little pushback from visitors. In fact, this shift allowed us to adopt a clear policy: we now prioritize displaying only local partner brochures, county and state materials, and those from strategic partnerships. While we still maintain a broader selection of materials behind the desk, only curated items are available in the public space.
Top Takeaways
- Visitor Centers aren’t obsolete—they just need a modern mission.
- You are only limited by your imagination—and your planning.
- Partner with creatives and local retailers to deepen engagement.
- Define your goals, then design your space and strategy to serve them.
- Be where the people are—Location is everything.
"Southern Indiana Pride is delighted to highlight the invaluable support and partnership with the Southern Indiana Tourism Center. This collaboration has been instrumental in the growth and success of our events and initiatives, significantly enhancing our ability to serve and promote the LGBTQ community in Southern Indiana. The Southern Indiana Tourism Center has played a crucial role in helping us increase our sponsor count and funding. They have hosted us for a variety of impactful events, including our festival press releases and insightful panel discussions featuring LGBTQ business owners and community leaders. These events have provided platforms for celebration, education, and meaningful dialogue, fostering a more inclusive and welcoming environment for all.
Through this partnership, we have been able to reach a wider audience and promote our services more effectively within the community. The Southern Indiana Tourism Center's commitment to diversity and inclusion aligns perfectly with our mission, and together, we are making significant strides in creating a supportive and vibrant community for everyone. We are incredibly grateful for the continued support of the Southern Indiana Tourism Center and look forward to many more successful collaborations in the future.” - Sarah Johnson, SoIN Pride
Additional Resources
Check out the links below for more information and news articles about the SoIN Visitor Center experience.
Southern Indiana
Southern Indiana, just across the Ohio River from Louisville, Kentucky. South of Indianapolis and west of Cincinnati.
38.271033202634, -85.739073413661
During his time with SoIN Tourism, Seth has played a key role in transforming the organization’s approach to visitor engagement. He led the reimagining of the Visitor Center, turning it into an award-nominated community hub and launching a new model of visitor experience that blends placemaking, local partnerships, and tech-driven personalization. Seth takes pride in building meaningful experiences that connect residents, partners, and travelers alike. His ability to turn vision into action continues to drive innovation across SoIN’s offerings. He also proudly serves on the Board for New Albany Main Street. Reach Seth at [email protected].