Latest / The City of Frankfort Podcast / Ep 39: Behind the Scenes of Bourbon on the Banks

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Ep 39: Behind the Scenes of Bourbon on the Banks · The City of Frankfort Podcast

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  From Capitol Halls to Bourbon Balls is the City of Frankfurt podcast for the
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  Frankfortians. We're swapping stories, spilling the tea, and celebrating the
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  quirks that make Frankfurt the capital of the best hometown around.
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  Welcome to the City of Frankfurt podcast. I'm Alex. Today we have the honor
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  of chatting with Diane Strong, the Executive Director of Bourbon on the Banks,
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  Frankfurt's premier bourbon festival.
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  Bourbon on the Banks has become our city's signature event, combining bourbon,
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  the river, local businesses,
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  truly everything that makes frankfurt kentucky distill the annual event takes
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  place next week the first weekend in october um so we're excited to hear from
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  diane on what we have to look forward to welcome diane well thank you for having me,
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  you know i'm on a lot of podcasts and do a lot of interviews but it's not very
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  often i get a chance to talk to the community where the festival being held
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  so we're excited i'm really,
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  happy to be here yeah and have the opportunity um we're going to talk a lot
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  about the festival but before we get into that let's talk about you a little bit okay get to know you.
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  Are you a native Frankfortian? I'm not. I was born in northern Minnesota, and I come here by way of.
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  Alaska, Colorado, Montana, and then I came to Kentucky in 99, and Frankfurt in 2017.
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  So we've been here, it'll be nine years in November. It's the longest I've lived
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  anywhere besides my home, my home house, my very first house.
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  That's really neat. So that's a lot about Frankfurt for us staying.
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  You love us. Yes. Yeah, great.
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  So how did you get connected with Bourbon on the Banks? How did you get into
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  this? So they reeled me in to be a volunteer the first year.
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  Um, so the city had required that they create a community event if they're going to have the festival.
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  So, um, when I said I would volunteer, Wendy asked me to create the community event.
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  And, um, you know, we had the downtown concert series and I didn't want to do
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  that again because we already have that great event going on.
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  I wanted to do something completely different. And, um, I had thought back to
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  visiting Vancouver, Canada, um, in my very early twenties.
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  And we were there in the evening and street performers came out of everywhere.
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  People were busting everywhere.
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  And I had never seen anything like it. And I wanted that.
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  I wanted that to be the event. I wanted performers. And so it has evolved like
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  every year a little bit more, but you know, human statues and ballet dancers
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  and hula dancers and the silent disco. We've got a Mermaid this year.
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  Of course, Cincinnati Circus is performing and Fire Axe.
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  And it's just, you know, that's what I was hoping for. So then that's how I
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  got introduced. Yeah. Is that kind of how it got started? Was it your like brainchild
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  or how did it actually get started? When did it get started?
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  You mean Bourbon on the Bank? Uh-huh.
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  It was not my brainchild. That was Wendy Koebler. She worked for Kentucky State University.
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  Her job, as I understand it, was to raise funds for the University.
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  And that's what she specialized in.
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  She looked around and she's like, you know, we need a bourbon event here.
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  We're in the higher bourbon country.
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  And so she, she couldn't believe that there wasn't a bourbon event.
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  Um, and she created that as a fundraiser for KSU. Um,
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  So.
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  It started as that. Midway through planning, Kentucky State University kind
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  of decided that it probably wasn't appropriate for them to support a bourbon
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  event. You know, most of their students are under 21. It's very understandable.
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  And then it went into the hands of the Frankfurt Bourbon Society.
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  They were the nonprofit that held it. And it eventually evolved into its own nonprofit.
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  Cool. What year did it start? It started in 2019.
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  So this will be our seventh year. I took over as soon as, well...
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  Wendy left two days after the event. She got her dream job in upstate New York
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  and left. And there was a transition there briefly.
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  And then I took over in 2020. Of course, that year we didn't have it,
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  but I got to have a little dry run. Yeah. Which I feel like kind of get going.
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  Yep. Yeah, that's exciting.
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  2021 was my first year as fall-on director. Why do you feel like Frankfurt's
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  the ideal kind of spot for it?
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  Well, I mean, this is literally the heart of Bourbon. There's so much history.
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  Um, so many historic figures were born, born and raised here,
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  um, have lived here on properties, had distilleries. You know,
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  we had a lot of distilleries besides Buffalo Trace in Frankfurt as well.
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  Um, we have Buffalo Trace, the longest continuously running distillery.
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  Um, so it's just, we're, we're right in the heart of it.
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  And, you know, the barrels went down our river and, um, It really is a great place.
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  Being from the parks department, we have the golf course and stuff,
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  and we have tourists or visitors in town. Majority of the time will ask,
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  what are you doing here? They're here for a bourbon tour.
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  They may be playing golf or doing something, enjoying the town,
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  but they're here for a bourbon tour, which is really cool. So cool.
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  Yeah, and people, I mean, if you're aware of the industry, you know that right
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  now the industry is struggling a little bit.
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  During the pandemic, a lot of people became bourbon nerds.
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  I mean, they, it, and so it was kind of like a trending thing and the industry
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  just kind of blew up and, you know, it was great for the industry and now,
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  you know, there's a lot of health things. And so,
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  there's a little bit of struggle. We went from having, I think it was six distilleries
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  to over a hundred distilleries in Kentucky.
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  Wow. I didn't know that. Yeah. I think we're in the 120s at this point.
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  So it grew very fast. There was a lot of distilling that took place and it was
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  just a matter of time before we kind of were oversized.
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  But regardless, our tickets sold out in minutes this year. So people will always travel.
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  It's historic. It's It's like going to a place for, you know.
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  The Statue of Liberty or whatever. We are the Heart of Bourbon, Kentucky.
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  It's a history. So people will always travel for that. And I feel like that's
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  not going to go anywhere. So people shouldn't concern themselves too much.
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  And the industry will come back. I mean, it just needs to balance out a little
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  bit. We kind of overproduced and now we just have to level it out.
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  What do you think, like specifically for the festival, what do you think brings people back each year?
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  What do you think is like the real draw that has repeat people?
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  When I listen to do interviews with attendees that podcasters do,
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  they really like how laid back it is and how every year it gets better.
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  That goes a lot to, you know, I send surveys out for attendees,
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  volunteers, distilleries, everybody.
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  And we, every year, try to improve the event and listen.
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  And there's a lot of hospitality that goes into it as well.
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  And so they feel very welcome. the attendees do the distilleries do and so 50,
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  of our our attendees come back every year and we we have groups that started
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  as two or four and now they're in the team people playing around it right yeah
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  so and they bring back their friends and it's it's so um.
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  Humbling i guess to see that you know we almost don't have to market anymore
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  like it used to be the biggest thing biggest expense was doing that,
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  but now it sells itself and it's a really happy place to be.
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  Yeah, people enjoy it. There's a lot less. They get to see our unique community.
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  Yeah. It's cool. It's really cool.
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  Yeah. Okay. So we're about a week out from the 2026 festival.
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  Give me like a rundown of, you know, activities, schedule, tickets,
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  things that are ticketed, not ticketed, things like that. What's the festival
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  going to look like this year?
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  We have several events associated with Bourbon on the Banks. It starts on Thursday.
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  We have a tour on the Bourbon Bell with Abram Distillery. That's just for 30
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  people. That's sold out the first day.
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  But we have a kickoff party at Whiskey Thief Distillery. Cool.
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  I think that starts at 6 on Thursday night. That's a really good time. They've got,
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  uh open bar and they've got sampling and they've uh you do have to pay for the
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  sampling but music and fire and they've got games and they've got baby goats baby goats,
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  that's always an attraction i mean everybody wants goats,
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  exactly so so yeah so the kickoff and then um there's a lot going on on friday
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  um including the free bourbon street on broadway event which by the way kentucky
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  state university is um the marching band's kicking that off,
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  they did that add so much character yes they did it in 21 and 22 but it's been
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  a couple of years and we're finally,
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  getting them back and we're thrilled because they're amazing and um of course
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  that event is from 6 until 9 30 and that's along west broadway and st claire mall,
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  um but we also at 2 p.m there's a ticketed event.
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  It's a, it's a pairing masterclass kind of with, it's called the Culinary Bourbon
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  Geek. And it's with Peggy Nosteevens, who's a historic figure in Bourbon Hall of Fame.
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  And it's with Boondocks Distilling. So, and then Limestone Bistro is providing
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  that. So much going on. Yep. There are tickets for that still.
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  The VIP reception and bourbon auction is, There are tickets to that.
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  That's a great place to meet people in the industry if you're interested.
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  Great food, sampling in the garden, live auction, very spirited live auction. It's a lot of fun.
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  We got a pub stroll as well. That's free to participate. That's Four Roses.
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  That starts Thursday. That goes all the way to Saturday.
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  You have three days to visit five locations and get a stamp.
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  And then you have a chance to win tickets to the event next year.
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  And then, of course, Saturdays, the big festival. The big festival.
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  So I think something that's really cool and unique about it is the festival
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  is ticketed. The big event's ticketed. Correct. But you all have a big free
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  kind of community aspect to it that you have. Right.
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  You all do that every year, don't you? Well, and that was on the city's request.
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  And then we also added the after party, which is also free, the Hazard Tavern
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  after party, which Buffalo Tray sponsors the band. And that's in the Burbank
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  on the Banks pavilion parking lot.
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  From 5 to 9 on Saturdays. So people can come and there's music,
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  there's food. So everybody can enjoy some portion of it, even if they don't. Absolutely.
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  We want you guys to come out, and you don't have to be a part of the festival to enjoy those events.
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  So as far as the festival goes.
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  You're in line. We actually have several different waves of people that come in.
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  And special access is the, you get access at noon. There's only 300.
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  Those tickets sold out in 35 minutes. Cool.
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  So they'll get a tasting glass and a lanyard that they can hang from it.
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  And you, they come in and.
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  It's, you come up over the flood wall and then you get to see everything.
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  People who are not in Frankfurt are like, you don't see any of what goes on
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  in the park because it's closed, right?
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  So that's what you see is just this whole line of distilleries.
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  And they have access. There's over 90 entities that are sampling.
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  Not all are distilleries or bourbon, but the vast majority are.
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  There's some wine and beer and other spirits. We've got 20 merchants.
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  They're all bourbon-related.
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  We've got about eight food trucks.
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  There are six music stations set up along the way.
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  Mashed Grass is going to be sitting outside. So as people are standing in line
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  with their ticket, they'll hear Mashed Grass, which they're a great fan.
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  And then we've got the music stations are set up spaced out just enough.
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  So as you're walking along, you're always hearing music. and as they fade away,
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  it's the next one. It's not like a sit down and watch. A little taste of music,
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  taste of bourbon. What a fun party. Local musicians.
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  Yeah. And then we have a wave, an early entry that goes in at one.
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  There's, I think there's about 500 of them. And then general admission,
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  there's 1,500 or so that come in at two. And then at four o'clock, we have a twilight.
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  That's a lot of people. It's a lot.
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  Yeah. But we space it out so that it's comfortable. we've always been very cautious
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  about selling more tickets than is comfortable that's why we,
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  limit and we only grow this year we grew a little bit because we started an
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  hour early um so those people that come in at noon are likely to be leaving,
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  you know about the time the next groups come very few people will stay for the
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  entire time so a lot of a lot of time so if you're not a bourbon enthusiast
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  there's still things you could do what would you suggest for them in the festival,
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  i mean you can go shopping and eating well in all of the events yeah there's
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  a lot you can do but um if you're not a bourbon person i'd go to bourbon street
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  on broadway and i'd go to the after party for sure yeah and you know whatever
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  you do is going to be fun so yeah yeah,
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  Obviously, the city's a partner with Bourbon on Banks. A great partner,
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  I will say. It takes a lot of work to get the behind-the-scenes stuff kind of
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  done. How many months would you say, like, do you work with all these groups
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  and people? When do you start to get this going?
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  I do this full-time, year-round. Yeah. So when it's over in October,
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  you'll start again, won't you, for the next year? I have to start.
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  To get i mean you have to take note of all of this stuff before it leaves people's
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  mind yeah so that's the most important time to get feedback and take notes for
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  improvements next year and there's a lot of time spent packing up there's i,
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  i have a storage area that is packed full of bourbon on the bank stuff you know and banners and,
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  and flags and tents and just tons of stuff that has to be gone through and organized
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  and packed up and and then you you start doing getting prepared for next year
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  you know inviting your distilleries and,
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  and it's not just bourbon on the bank it's all of the events so so it's it's
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  a whole community thing yeah and getting sponsorships and making sure that your
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  sponsors are happy and, yeah.
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  This podcast is kind of a behind-the-scenes look, so it's just kind of,
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  I know from being with parks, it's in one of our parks, so we work to get it ready.
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  You know, Public Works does street closures and signs and things like that,
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  emergency management's involved, police and fire. Yes.
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  What some of the, do you have any logistical things that people may not even
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  notice or know that you have to work hard to kind of get set and get going, you know?
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  Well, we meet with the city every month, usually starting in June, I think.
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  It's gotten easier every year because we repeat the same thing and just kind of tweak it.
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  But logistically, I think that week of the event, this year we're closing the
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  park on Wednesday. We're really thankful to do that because there's so much that has to go in.
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  But, and by the way, we apologize to those who, that's part of their walk. Yeah.
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  It used to be part of my walk until the singing bridge closed.
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  I understand how inconvenient that is.
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  People like their routines. But we also love community events. So we've got to do both.
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  We've got to see there. Yes. But yeah, there's Eric Northcutt.
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  He's our logistics director. And he maps out the sites. And we have 130 different sites back there.
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  And this year, we have three large tents a tent company brings in.
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  And that's just set up those days before. You've got your porta-potties coming in.
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  And you've got all of this stuff. but then.
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  You have 130 different vendors that have to set up yeah this is i mean this
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  starts on noon so we ask them to bring in their tent and table on friday,
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  many do not all yeah and then so it's all saturday morning that they all have
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  to get in there get their product in there get their vehicles out there's not a lot of parking,
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  so and you want to make sure they feel welcome also right their setups how they
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  want it and that sort of thing yeah and our volunteers are we have incredible volunteers.
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  That was going to be my next question because I know you can't get it going
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  without volunteers. We could never do this without volunteers.
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  How many do you have at this point? Last year we had 70. Um,
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  I think we are going to scale it down just slightly this year. Um.
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  I do a lot of volunteering myself. And if there's one thing that drives me nuts, I love volunteering.
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  I love helping. But when I go somewhere and I'm not needed, I feel like my time is being wasted.
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  And we don't want that for our volunteers. We don't want them to feel like they
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  dedicated their day to something that was unnecessary. So we did scale it back
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  just slightly, but it's probably around 60, 65. That's still quite a few.
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  Yeah. And it's a big event. So yeah.
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  And some of those guys, we have guys that work. Friday and Saturday.
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  And the hours on Friday are 9 a.m. to 6 p.m. and Saturday at 7 a.m.
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  Until almost 9 p.m. That's a long day. Yeah. Thanks, volunteers. Yeah.
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  Not all the positions are like that, but, you know, those are what we need on
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  the festival side and on the ticketing side. That's a minimum of about six hours.
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  So they're dedicating a lot of... Yeah, we all appreciate you volunteers.
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  Yeah. And that's part of what I try to give back, too. Yeah.
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  And I also I love volunteering at events because I see how they do things.
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  Yeah. And I learn what they do well. And I, you know, I copy what they do well
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  and what they do wrong. And I remind myself, don't do that. And,
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  you know, that's a good idea. Yeah.
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  So what I think a lot of people may not know is Barber on the Banks is actually a nonprofit.
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  Yeah. So what does that look like for your all's like budget and ticket sales
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  and that sort of thing? How does that work?
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  Well, as a 501c3, you know, we just, we're non-profit, so it,
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  we don't have to do anything specific.
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  Like, we don't have to give back to the community. We could take all of our
• 18:23
  proceeds and put it back into the event and get bigger and build,
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  you know, permanence, you know, whatever.
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  But as, as a non-profit, we actually choose to give the majority of our proceeds back community.
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  And that is a direction that, I mean, as an event that started off as a fundraiser,
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  you know, that first year, it was like a $10,000 score.
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  Let people apply and as long as they fit our criteria you know the board chooses
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  them and we based on need you know
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  and who are some of them you've given back to that you could because you all
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  have a ceremony too don't you yeah we have a beneficiary ceremony where we um
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  distribute the checks and um
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  andy beshear has come to it twice so yeah that's a huge event and that's really fun,
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  But like, especially last year,
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  I think there was 20 or 22 with inflation.
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  There's a lot of need for families and people are struggling.
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  So we gave to Simon House and the food pantry and the men's shelter.
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  And you know we we focus and we focus a lot on kids too um.
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  Part of our mission statement is acknowledging our social responsibility,
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  um because you know drinking is not always great you know and it can be problematic
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  and our so we give to yes arts we give to the yes card um we give to i think we give,
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  boys and girls club or maybe that's they're applying for next year any type
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  of entity that is geared towards um,
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  giving kids uh hobbies and right and you know sports and music and people do not yes you know
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  it's a big fun party and it's great for the community but it also benefits lighter
• 20:33
  yeah to lots of lots of people in the community because you all keep the money
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  in the community so yes are right places like that yeah it's all going back
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  to all of us so it's really it is really a great aspect of organizations it's
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  amazing we are very well aware,
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  the, you know, social aspect of that.
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  And we're proud of it. And, you know, that was part of our strategic,
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  we're not here to just make money um and as far as i i know we're the only bourbon
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  festival that gives the net almost all the net proceeds back yeah um,
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  but i don't know of any festival well i'm sure there are some but it's anyway
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  right it's a community and yeah yeah yeah and it's it makes it i mean i love
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  working for this organization knowing that that's what it's doing yeah um.
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  In your opinion what the citizens of frankfurt why do you think uh hosting this
• 21:28
  event here benefits them you know i think well i think we know,
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  what a big huge deal it is but you know well i mean so 70 percent
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  are of our attendees are from out of state and you know i'm not sure exactly
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  what percent is just out of the region but you know you're looking at another probably 20,
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  this is people who don't live here who don't normally spend their money they're
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  coming in they're staying an average of about three nights in our hotels right
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  they're spending their money downtown and shopping um
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  you know and they're bringing people back next year and their money's going
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  back into our community yeah the money's staying here in the community tickets
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  or whatever right so it benefits us as a community in that aspect as well so i think it's great,
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  um you have anything else you can think of that you just want everybody to know
• 22:17
  about the festival it'll be here before we know it.
• 22:20
  Well, I want to thank Visit Frankfurt and BJ's for being our co-titles sponsors
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  for the festival. And, you know, Free Credit Union has been the sponsor for
• 22:30
  Bourbon Street on Broadway since we began.
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  And so those are some big sponsors that need to get a shout out.
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  And the Hauser Tavern's the sponsor of the after party. You know,
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  it's a big community thing and our sponsors make it happen.
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  We try to get the sponsorship to pay for the expenses is.
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  And then all of the proceeds from the tickets can go back to the community kind
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  of thing. So we couldn't do it without them.
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  Well, the city of Frankfurt loves working with you guys. We think it's great.
• 23:00
  We're looking forward to the festival coming up. I bet you're looking forward
• 23:03
  to rest after the festival. You're a busy lady. No, the rest,
• 23:07
  usually there's a break between Thanksgiving and Christmas. That's when no one's
• 23:11
  answering emails. Nobody's bothering me.
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  And so it's like I can't get work done even if I want to. I can just update
• 23:17
  paperwork. So that's usually a good break. Then you can start back again fresh for the new year.
• 23:23
  Okay. So in every show, we do a Frankfurt rapid fire just to get to know you
• 23:27
  a little better. Frankfurtian's information.
• 23:30
  So the way it works is I'll just ask you a question. First thing that comes
• 23:33
  to mind, you don't have to give an explanation, but if you want to, you can.
• 23:37
  Sometimes we get people who can't make up their mind between a couple of them.
• 23:40
  So we get an explanation. You know what I mean? I'll just give you multiple answers.
• 23:44
  Okay. You ready? Sure. Favorite bourbon.
• 23:48
  So, by the way, I'm not a daily bourbon drinker.
• 23:54
  I am educated in bourbon. I mean, I love and appreciate bourbon,
• 23:57
  but I'm not like, well, my daily bourbon is this. It's, you know,
• 24:00
  but I will say the most memorable bourbon I have had was from an infinity barrel.
• 24:07
  You know what an infinity barrel is? So some people will have an infinity bottle.
• 24:12
  So that bottom of every bourbon that they try will go into the bottle. This is a barrel.
• 24:17
  Oh and when they were finished with the different barrels and I don't know what
• 24:20
  distilleries these barrels came from I know there were several but they would finish,
• 24:25
  into this barrel and at the time the barrel was about two-thirds full okay and
• 24:30
  they let me sample it and it's the most memorable I just was in awe by how good
• 24:35
  it was cool nobody knows what the mix or the mash or anything is,
• 24:39
  that's really neat I bet a whole lot of people haven't gotten to taste that so yeah,
• 24:44
  um one thing that a tourist in for the festival has to see in Frankfurt while they're here.
• 24:50
  The downtown. Yeah. Yeah, I think so. I totally agree. Favorite Frankfurt park?
• 24:57
  Well, I am an outdoors person. So there's a lot of them. But Capital View Park,
• 25:03
  because I like hiking a lot.
• 25:06
  And I like distance. And so there's so many miles there. But I also love the
• 25:10
  beauty of Coe Spring Park, which is, you know, all the water features.
• 25:14
  And, you know, when I want to get some hills in. Right. I'm partial. I can't pick one.
• 25:19
  Favorite local Frankfurt hangout? Oh, yeah.
• 25:25
  Anything with an outdoor patio. I like to be outside. I agree.
• 25:29
  Especially this time of year. Yeah.
• 25:32
  On a day off in Frankfurt, where can we find you? What are you doing when you're
• 25:35
  not doing bourbon on the bank stuff?
• 25:37
  Probably on the river. I mean, we live on the river.
• 25:41
  I'm a water girl born in northern Minnesota. It's surrounded by lakes,
• 25:44
  Mississippi River, bogs, swamps. It's just in my blood. So like water.
• 25:49
  I like, yeah. Good answer.
• 25:51
  Okay, cool. Thank you so much for coming. Thanks for having me.
• 25:55
  Thanks for joining us this week fellow Frankfortians we'll catch you again next
• 25:58
  week on the city of Frankfurt podcast don't forget to follow city of Frankfurt
• 26:01
  podcast on Frankfurt excuse me Facebook Instagram and TikTok and make sure you subscribe to our
• 26:07
  show feed on Podbeam or wherever you get your podcast to get your weekly episode notifications thanks.