Destination & Tourism Work
Seth Lieber Creative helps destinations and partners turn visitor-service ideas into experiences people can understand, enter, and use.
This work shows how visitor experience, partner capacity, practical delivery, and measurement fit together.
VISITOR EXPERIENCE · DESTINATION DEVELOPMENT
Rethinking the Visitor Center
Southern Indiana Visitor Center · Jeffersonville, Indiana
What is a visitor center for when information is everywhere?
Travelers don't need to walk into a building anymore to find a restaurant, pull up a map or figure out what's nearby. So the question for SoIN Tourism wasn't simply how to get more people through the door.
At SoIN Tourism's Visitor Center on Spring Street in downtown Jeffersonville, that question became an opportunity to reconsider the building as something more than a place to pick up brochures.
The Center began evolving into a place where visitors, residents and local businesses could actually interact with Southern Indiana.
That included new programming and events, a local retail partnership with Regalo, and the integration of True Omni technology to create a more interactive visitor experience and capture useful information about visitor interests.
I worked on the transformation as part of the SoIN Tourism team, ultimately serving as Visitor Experience Manager.
The goal wasn't technology for technology's sake or simply making the room look different. It was to make the Visitor Center more useful, more connected to the destination around it and more capable of learning from the people who came through it.
What happened?
76%
increase in visitation in 2024 vs. 2023
$200+
average monthly retail sales lift through the Regalo partnership
938%
increase in email capture following True Omni's full integration in April 2025
The 2024 increase represented the highest Visitor Center visitation SoIN Tourism had recorded.
The story traveled, too.
Destinations International documented the transformation in its published case study, “Reimagining Relevance: How SoIN Tourism Turned a Visitor Center into a Community Hub,” where I shared the approach, results and lessons from the project.
Published by Destinations International, June 2025. Access to the full case study is currently restricted to authorized DI users.
What this demonstrates
Sometimes improving the visitor experience starts by questioning the function of the thing you're trying to improve.
That same approach informed the Mobile Visitor Center: Seth identified the need and built the partnership; Purdue Polytechnic students handled the technical design.
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