Recently, multiple Heaven Hill team members got the opportunity to learn about methods to expand group tours and travel business through an event held in Nashville, TN called Marketplace. Marketplace is an appointment-based show at which Motorcoach and Tour Operators and Travel Industry Suppliers attend with the hope of expanding group tour & travel business.  The show utilizes unique and innovative methods and technologies to create a more individualistic experience to increase ROI for those in the group travel industry.  Team members traveling to this opportunity included Partner Development Manager Jean Michalak, Customer Success Manager Dabney Clore, Director, KY Experiences Jeff Crow and Bourbon Educator George Harrison.

There are multiple elements that take place during the marketplace event. The elements of Marketplace:

• Most qualified business appointments: Marketplace vetted business appointments identify itinerary solutions and quality tour products to buy and sell.
• Highest return on investment: Marketplace’s independent booked business research consistently demonstrates the best return on investment in the industry.
• Strategic high-quality education: Marketplace offers quality seminars conducted by top-rated national speakers and industry experts.
• Invaluable network: Marketplace provides multiple opportunities to develop beneficial business relationships with industry colleagues.

Heaven Hill participated in a variety of aspects at this opportunity. One of the largest activations we participated in was partnering with Louisville Tourism to showcase both of our visitor centers in Kentucky along with group offerings and special tastings of our products. Each day, guests were offered specialty drinks that can be made with our products and found at our visitor centers. On day one, Evan Williams Peach Mint Juleps were served at our booth to celebrate the 150^th Running for the Roses. On day two, we served the Tom Bullock Old Fashioned Cocktail featuring Evan Williams Bottle-in-Bond. George was onsite to bring Tom Bullock to life to promote the Ideal Bartender Experience. Finally, on day three we served Elijah Craig Small Batch and provided an Elijah Craig Putting Green to promote the PGA Championship and partnership with PGA of America.

The American Bus Association (ABA) is the most trusted motorcoach, group tour and travel association in the industry. ABA represents its members in Washington through legislative and regulatory assistance as well as provide education and business opportunities throughout the year, as well as an annual marketplace.