Black Meetings and Tourism

March / April 2021

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B M & T ••• March/April 2021 ••• 16 L ouisville Tourism, the marketing agency that promotes the city as a travel destination, is unveiling new program- ming this spring celebrating impact of the African American contribution to Louisville's history, heritage and culture. For several years, the agency has been actively curating the city's rich, cultural assets that reflect Louisville's authentic Black Heritage with a ded- icated plan to build an ongoing promotional campaign. Designed with immersive experiences in mind, these plans call for new leisure tourism offerings collaborating with local assets to highlight the African American influence in Kentucky with a special focus within the bourbon and horse racing industries and Muhammad Ali Tourism. These visitor experiences are a result of partnerships with several local attractions. The new out- reach strategy also includes ongoing partnerships with organizations such as the National Civil Rights Trail, Black Bourbon Society, Kentucky Department of Tourism and the African American Travel Conference, slated to hold their annual conference in Louisville March 30-April 1. The Unfiltered Truth Collection will allow visitors to journey back in time, look towards the future and explore the stories of some extraordinary people that built the Louisville experience as we know it today. Seven local attractions will share perspectives and histories that most have never heard before. Quick Facts: What: New tours honoring Black Heritage in LouisvilleWhen: Two are open now, all will be open by spring Times: Tours vary by attraction, some are monthly, others will be offered multiple times each month Cost: Experiences vary by attraction Website: Evan Williams: The Ideal Bartender Experience Step back in time to the final days of Prohibition and into the secret Speakeasy at the Evan Williams Bourbon Experience. Once inside, guests will meet Louisville native and renowned bartender, Tom Bullock – the First Black American to write and publish a cocktail book (in 1917). Sit down and learn about the life, legacy, and love of spirits from the man him- self in this 45-minute presentation. Along the way, guests will taste premi- um whiskeys and even get to enjoy one of Mr. Bullock's most famous cre- ations. The Kentucky Center for African American Heritage: Songbird of the South The first in The Soul of Walnut Street Experience Series, Songbird of the South tells the story of Rhythm and Blues singer Mary Ann Fisher. The performance chronicles Fisher's life from her traumatic childhood in Henderson, Kentucky to the stage at Carnegie Hall. Learn of her des- tiny-changing win of a 1941 talent contest at the Lyric Theatre on Walnut Street and ascension to popular local, then traveling talent with the legendary Ray Charles band. Before her death in 1959, she would also perform with other greats like Marvin Gaye, B.B. King, James Brown, Hank Crawford, Jackie Wilson, Percy Mayfield, Bobby Dinah Washington and Billie Holiday. Her compelling journey in becoming Attractions Partner to Showcase Bourbon City's African-American Legacies LOUISVILLE LAUNCHES BLACK HERITAGE TOUR COLLECTION

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