Boyle County’s top tourism official is leaving to take a job promoting the Kentucky Bourbon Trail.
Adam Johnson, executive director of the Danville-Boyle County Convention and Visitors Bureau since 2006, will be the first manager of the Kentucky Distillers Association’s primary attraction, a tour of Four Roses, Heaven Hill, Jim Beam, Maker’s Mark, Wild Turkey and Woodford Reserve distilleries.
Created by the KDA in 1999, the Bourbon Trail has grown in popularity among tourists, attracting more than 450,000 visitors from all 50 states and 16 countries; 11,757 people also completed the Passport program, which rewards visitors who tour all of the distilleries.
Johnson, 36, and a 1997 graduate of Centre College, said he is sorry to leave a job he has enjoyed so much, but the chance to take a successful tourism initiative he worked closely with during his time with the CVB¿to the next level is enticing.
“We’ve worked with them in the past, and it was remarkable how many people stopped in Danville and Boyle County who were doing the trail even though we don’t have a distillery per se,” Johnson said. “There isn’t anything like it for bourbon anywhere else in the country.”
Johnson will work to strengthen partnerships among the bourbon and tourism industries. He will work with member distilleries to responsibly manage tourism growth and solidify Kentucky as the authentic home for bourbon.
“We’ve been impressed with Adam’s ability to work across county lines and create tourism strategies that benefit his community and all of Kentucky,” KDA President Eric Gregory said in a press release. “He is well-respected and has a passion for our signature bourbon industry. It’s a perfect fit.”
Johnson’s tenure saw some big changes to entertainment and hospitality offerings after the vote to expand alcohol sales in Danville. He said he was pleased with the way his office was able to capitalize on the opportunities created by the changed laws.
Under Johnson’s leadership, the CVB, along with other Economic Development Partnership organizations, started the Oktoberfest street festival, which offered mostly local food and drink options, as well as the “Bourbon and Brass” event in the lead-up to the Great American Brass Band Festival. He said he also was proud of the way he and others were able to leverage attractions like the Bourbon Trail and large events such as the Battle of Perryville’s 150th anniversary and the 2010 World Equestrian Games to bring people to the area.
Although luring visitors was his primary objective, Johnson said he was always happy when his work found the sweet spot between hospitality for tourists and a richer life for people in their hometown.
“I feel like we were able to make Danville and Boyle County a better place to visit but also a better place to live for local citizens,” Johnson said.
While his new job is based in Frankfort, Johnson and his wife Krista Rinehart and daughter Campbell will continue to live in Danville.
Charlie Cox, spokesman for the CVB, said the group’s board has not met since Johnson announced he was leaving last week, but it should convene soon and an announcement about the direction the group will go in making its next hire could come this week. It has not been decided whether the search will be more local or go outside the state or region, Cox said.
Cox credited Johnson with burnishing the reputation of the city and county as a place for people from throughout country to stop and spend their time and money.
“He’s responsible in large part for the excitement and the genuine renaissance that has been taking place in Danville and Boyle County,” Cox said. “His effervescent attitude and excitement were felt not just in downtown Danville but throughout our county.”
In addition to the executive director position, the CVB staff includes Cox and Mandy Ryan, coordinator of visitor center services. If an executive director isn’t named by the time Johnson officially leaves Feb. 21, Cox said he and Ryan will combine efforts to fulfill the position’s day-to-day duties on an interim basis.
