We’re excited to announce that Jeff Crowe, Heaven Hill’s Director of Kentucky Experiences, was recently appointed as Treasurer of the Kentucky Travel Industry Association (KTIA) – the largest tourism association in Kentucky. Jeff will oversee all finances for the KTIA, supporting approximately 900 organizations and individual members including attractions, convention & visitor bureaus, hotels, restaurants, state government agencies, universities, media, and industry suppliers.  

Jeff has dedicated his career to bettering his community both as an entrepreneur and a tourism expert. After graduating from Eastern Kentucky University, he knew he wanted to become his own boss. This led him to open several businesses in his hometown including a general store called Junction Market, The Apple Basket floral shop, and Sunkissed Tanning Salon. As a business owner, he worked closely with the local tourism board to bring more visitors to the area. This partnership led him to become the Executive Director of the Estill Economic Alliance where he began his career in the tourism industry. He went on to join the Southern and Eastern Kentucky Tourism Association, a 49-state tourism development group, where he served for a total of 15 years first as the National Scenic Byways Director and then President and CEO.

During this time, Bourbon tourism was really taking off throughout the state. The Kentucky proud aspect of Bourbon tourism intrigued Jeff and in 2013 he was offered the position of General Manager of the Evan Williams Bourbon Experience (EWBE). Jeff helped open the multi-million-dollar artisanal distillery and tourism experience that celebrates the legacy of Evan Williams, Kentucky’s first commercial distiller. He then became General Manager of Heaven Hill Distillery Visitor Experiences serving both the EWBE in Downtown Louisville and the Bourbon Heritage Center in Bardstown, Kentucky. Most recently, Jeff was promoted to Heaven Hill Director of Kentucky Experiences. In this role, he will remain general manager of both experiences with additional responsibilities relating to community outreach and network building in our local communities.

“I believe if you want the community to support you, you have to support the community,” Jeff says. “People are always saying they want to see change within their local communities, but you have to be involved to see that change. Being an active member of the tourism community has allowed me to be a part of that change.”

In addition to Jeff’s roles with Heaven Hill and the KTIA, he also serves as the Vice President of the Louisville Main Street Association, Chairman of the Louisville Attraction Reopening Sector and Louisville’s COVID-19 Reopening Task Force for Attractions, President of the Guest Relations Association, a national travel and tourism group, and serves on several other local and state tourism boards.

We are proud to have Jeff as part of the Heaven Hill family. Please join us in congratulating him on being named Treasurer of the Kentucky Travel Industry Association!