Bourbon and Beyond

Get a taste of spirits and sports in Louisville.

- By Gregory D. Mccluney

While the lure of 10 tasting rooms along the only Urban Bourbon Trail in the United States (and the world) brings almost 19 million visitors to Louisville each year, business and city leaders have plans to grow the city to attract another type of visitor — the sports enthusiast.

In the past five years, Louisville experienced tourism growth, with key executives assigned to the task as the Louisville Sports Commission, which works closely with Louisville Tourism. The city’s affordable hotel rates, reasonable eateries for all budgets and central East Coast location have landed events and competitions including gymnastics, soccer, lacrosse and indoor track. Add to the mix several PGA events, USA Cycling, NCAA men’s basketball, women’s volleyball and the Breeders Cup — and, of course, the iconic Kentucky Derby.

Louisville’s success in sports tourism is supported by the new 10,000-seat Lynn Family Soccer Stadium and the Norton Sports Health Athletics & Learning Complex with 4,200 seats. The city’s Tom Sawyer Park offers 550 acres, including an Olympic pool, soccer and softball fields, tennis courts and a permanent BMX track. Doug Bennett, chief operating officer of the sports project, said, “We see this as one of the more resilient sectors of the tourism business. Even during the pandemic, these events have continued to be held.”