Southern Indiana (February 25, 2026) – The community gathered to celebrate SoIN Tourism’s 50th year as the destination marketing organization for Clark and Floyd counties on Tuesday, February 24, 2026, at Huber’s Orchard & Winery. The event was attended by public officials, attraction representatives and business owners from Southern Indiana, as well as tourism leaders from the region and state.

SoIN Tourism Executive Director Jim Epperson guided the crowd through the decades, noting key milestones that have driven visitation and tourism development since the Clark-Floyd Counties Convention & Tourism Bureau was formed by an act of the Indiana General Assembly in 1976. Epperson was joined by community leaders who shared memories of their time serving on the organization’s board of managers. Videos honoring the most recent winners of the SoIN Awards were also shown.

Spirit of SoIN
Liam Newlin, Co-Owner, Hoosier Handlebars LLC
To an individual who exemplifies the spirit of service, collaboration, and enthusiasm for SoIN tourism experiences.

SoIN to Collaboration
Distillery 64 for Liquid Legends Fest
To a unique collaboration among businesses and communities to provide a great experience for visitors and residents alike.

New in SoIN
The Mercantile New Albany
To an outstanding business, event or experience that began between Sept. 2024 and Aug. 2025.

At the end of the program, the crowd toasted to the next 50 years and to SoIN Tourism’s Chief Marketing Officer Luanne Mattson who is retiring from the organization at the end of February. Since joining the team in 2014, Mattson has taken the organization from the Sunny Side to SoIN, championing Southern Indiana's communities and attractions locally, regionally and nationally. She has supported countless community initiatives to elevate the region and currently serves on the board of directors for Guerin Woods & Providence House in Georgetown, Indiana. In 2023, she received the Member of the Year award from the Indiana Tourism Association for providing exemplary service and leadership to the tourism industry and the association.

Event Photos for Editorial Use
SoIN Tourism 2025 Annual Report

For more information or to schedule an interview with a SoIN Tourism representative, contact Communications Manager Anna Rosales-Crone at Anna@GoSoIN.com or 812-282-6692.

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