Maker’s Mark founder Bill Samuels and Todd Spencer, Executive Chairman of Doe-Anderson, recently visited Manchester at the invitation of 1 Clay County. Alongside leaders from 1 Clay County, Senate President Robert Stivers, and representatives from Owsley and Jackson counties, they participated in a meeting to explore a bold, collaborative vision for Eastern Kentucky. Doe-Anderson is a nationally respected advertising and branding firm known for shaping some of the most iconic purpose-driven brands in the country, including Maker’s Mark. Its involvement signals both credibility and long-term strategic thinking. The visit focused on how a tri-county partnership could intentionally leverage the region’s natural assets, culture, and communities to elevate outdoor adventure tourism while preserving the authenticity that defines the area.
During their time in Manchester, the group discussed strategies for creating customized, experience-driven tourism that goes beyond traditional marketing. The focus was on storytelling, placemaking, and visitor experiences that are rooted in local identity—whether through trail systems, waterways, music, food, history, or small-town hospitality. Samuels and Spencer shared insights on building destination brands that feel genuine and memorable, emphasizing that today’s travelers are seeking connection, not just attractions.
Local and regional leaders agreed that a coordinated approach across Clay, Owsley, and Jackson counties presents a powerful opportunity. By working together rather than competing, the counties can create a seamless visitor experience that drives longer stays, higher spending, and sustainable economic growth—while preserving the character and pride of the communities. Leaders also noted that this tri-county effort could serve as a model for the broader Appalachian region, with plans to expand the collaboration to additional counties over time thoughtfully.
