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AttractionPros brings you into the room with the top leaders, executives, and influencers in the attractions industry, to gain the widest possible perspective of all areas of the industry. Most people are only exposed to the practices of their own organization without seeing how the rest of the industry operates. By following AttractionPros, you will gain the skills and knowledge needed to succeed and learn from the best of the best, whether you are the CEO or just beginning your career.
Episodes
Tuesday Jun 10, 2025
Tuesday Jun 10, 2025
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Tyler Adams is the General Manager of the Buffalo Trace Distillery Home Place. With a career that began in the attractions industry at Cedar Point, Tyler brings decades of experience in guest services, marketing, and operations. At Buffalo Trace in Frankfort, Kentucky, he now leads one of the most immersive brand-based visitor experiences in the spirits industry. Buffalo Trace is not only a functioning distillery but also a destination attracting over 700,000 visitors annually. In this interview, Tyler talks about bourbon as an attraction, creating connections with consumers, and recovering before the crisis starts.
Bourbon as an Attraction
“A lot of our visitors say this was like an adult Disneyland for them.”
Tyler describes the Buffalo Trace Distillery as a pilgrimage destination for bourbon enthusiasts. While some visitors may arrive with no prior interest in spirits, many leave with a deep appreciation for the experience. The distillery is steeped in history, with active production taking place on a site that has been distilling for hundreds of years. Unlike fabricated environments, guests witness the genuine operations, including forklifts and barrel transport, as part of their tour. This authenticity, paired with complimentary tastings and educational touchpoints, creates a unique environment where bourbon is not just a beverage—it’s the centerpiece of a full-fledged attraction experience.
The sensory immersion of walking through historic warehouses and experiencing the sounds and aromas of production connects guests to the brand in a meaningful way. Tyler highlights how guests often leave with a deeper understanding, even if they never become bourbon drinkers. This inclusive approach—paired with tangible takeaways like handcrafted items made from retired barrels—turns Buffalo Trace into a destination that mirrors the magic of traditional theme parks, but with the cultural and historic significance of Kentucky bourbon.
Creating Connections with Consumers
“Our whole mission is to create connections with our consumers to bring a brand to life.”
At Buffalo Trace, the visitor experience is part of the marketing department—deliberately designed to transform consumers into brand advocates. Tyler compares the distillery to other brand homes like World of Coke or the Guinness Storehouse, but emphasizes that Buffalo Trace offers something distinct: authenticity without theming. Rather than a stylized walkthrough, guests engage with the actual production process in real time.
These interactions create deep brand loyalty and foster connections not only between the brand and consumers, but also among guests themselves. Tyler notes that many visitors bond with each other during their tours, united by a shared passion. The distillery encourages storytelling, with team members who listen and respond to guests' personal narratives. Through elements like bourbon tastings and handcrafted woodcrafts, visitors leave with more than just a souvenir—they leave with a story and a relationship to the brand.
Recovering Before the Crisis Starts
“We were preparing for it. And we got to the point where we did everything we could… and actually started planning for recovery.”
In early 2024, Buffalo Trace experienced a major flood due to record water levels in the Kentucky River. Tyler shares how the team used forecasting models to anticipate the crisis before it fully struck, allowing them to shift into recovery mode even before the peak flooding occurred. This proactive approach enabled them to reopen in phases—first with pop-up tastings, followed by partial retail access, and eventually full tours.
Tyler emphasizes that the key to their successful recovery was collaboration and communication. The leadership team divided responsibilities based on both timing and physical space. Some team members focused on immediate cleanup, while others strategized for future phases of reopening. Communication was also prioritized across all 200 team members, including live video broadcasts and daily updates to ensure transparency. Tyler believes this level of engagement—both internally and externally—was not only critical to recovery, but also a reflection of the brand’s value of authenticity. The crisis became a real-time demonstration of Buffalo Trace’s commitment to its people and guests.
Visitors interested in touring the distillery can learn more and book a free tour at buffalotracedistillery.com. To connect directly with Tyler Adams, the best place to reach him is on LinkedIn.
This podcast wouldn't be possible without the incredible work of our faaaaaantastic team:
- Scheduling and correspondence by Kristen Karaliunas
- Audio and Video editing by Abby Giganan
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