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IT’S POSSIBLE HERE.

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Louisville’s skyline will be dramatically changedwith the addition of a new waterfront arena and the62-story Museum Plaza skyscraper.

Image courtesy ofMuseum Plaza and theLouisville Arena Authority.

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“Never in my lifetime — and I’vebeen around 61 years — has Louisvilleseen so much development occurringdowntown,” Abramson said. “It’s greatnews for our city — and great news forthe Kentucky economy.”

Those investments will pay signifi-cant dividends for Louisville — and theentire state — in terms of increasedtaxes, increased property values and avibrant downtown, which economicdevelopment officials agree is key toattracting and retaining young profes-sionals and new investment.

City leaders have been workingto revitalize downtown since the1970s. But, Abramson said, one proj-ect more than any — Waterfront Park— has lead to the $2.1 billion invest-ment occurring today.

In 1986, the state legislature, at theurging of Abramson and city leaders,created the Waterfront DevelopmentCorp. to redevelop the banks of theOhio River in downtown. At the time,the waterfront was full of heavy industry — heaps of sand, acres andacres of junkyards.

Now, 21 years later, the waterfrontis an emerald green park that last yeardrew 1.5 million visitors.The UrbanLand Institute named it one of thenation’s Top 10 urban parks in 2006.

“Waterfront Park changed theway people viewed downtown,” saidDavid Karem, a former state senatorand executive director of the WaterfrontDevelopment Corp.

The park is becoming a neigh-borhood unto itself that includesLouisville Slugger Field. The westernend of the Waterfront is anchored bythe 22-story Waterfront Park Placecondo building. The eastern end isbeing transformed into River ParkPlace, which will feature 621 condosand a marina. River Park Place is

under construction now and will haveits first residents in 2008.

Louisville’s downtown revitaliza-tion is good for the entire state, saidJoe Reagan, president and CEO ofGreater Louisville Inc. – the MetroChamber of Commerce, just asgrowth in any of our urban areas isgood for the entire state.

“What happens in downtownLouisville or downtown Lexingtondoesn’t just stay in downtown,” hesaid. “It has a ripple effect on thestate’s economy.”

Grand Slam: More than a jewel-box of a ball park, Louisville’sSlugger Field has combined withnearby Waterfront Park to spuramazing investment and develop-ment including new housing,retail and nightlife.

Ripple Effect: The Fleur De Liscondominiums rise across thestreet from Louisville’s SluggerField baseball park.The ball park,along with nearby WaterfrontPark, has been the catalyst formore than $100 million in privateinvestment including housing,retail, offices and hotels.Throughout downtown Louisville,more than $2.1 billion in construc-tion is slated or underway.

Waterfront Reshaped: Replacingscrapyards and heavy industry,Louisville’s award-winningWaterfront Park is now home toplaygrounds, concerts, sportingevents and more than a millionusers each year. It was named oneof America’s Top 10 Urban Parks.

Sizzling DowntownDowntown Louisville is in the midst of such a massive construction boom that it’s easy to get lost in the numbers:

• $2.1 billion in investment;• 4,000 condominiums and apartments by 2010;• A $250 million expansion of Fourth Street Live to create the new

Center City development;• A $300 million biomedical research park.

But, to understand theextent to which downtown isgrowing, just walk along MainStreet which, over the nextthree years, could be renamedConstruction Boulevard.

There’s a new downtown arena —a 22,000-seat glass box that will havesweeping views of the Ohio River.Home to the University of Louisville, itwill bring hundreds of thousands ofpeople downtown each year to enjoymajor concerts, performances, NCAAcompetitions and other sporting events.

There’s Iron Quarter, a $50 mil-lion complex located about 40 stepsfrom the arena. It will have offices,restaurants and retail stores.

There’s Museum Plaza, the 62-story high-rise that will contain a con-temporary arts center, 162 condos, 13floors of offices and a hotel, amongother things.

“Downtown has become theplace to invest in our city,” MayorJerry Abramson said.

Louisville has $5 billion in construc-tion planned or underway, according to arecent study commissioned by the citygovernment. Of that, $2.1 billion —nearly half — is downtown.

Iron Quarter: A vibrantmix of preserved historicfacades and contempo-rary architecture, thisproject will create excit-ing retail and office spacealong the eastern end ofLouisville’s historic MainStreet — adjacent to thenew waterfront arena.

Possibilities Unlimited: Mayor Jerry Abramson, who has guided a 20-year renaissance of downtown Louisville, stands with models of the 62-story Museum Plaza project which has been called one of theworld’s most daring new skyscrapers. It will anchor Louisville’s skylineand house a hotel, condos and contemporary arts center.

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www.greaterlouisville.com A Community Profile published by The Lane Report 1

Humana It’s been 25 years since the landmarkHumana Building, designed by famedarchitect Michael Graves, opened at5th and Main in downtownLouisville, ushering in the era ofpostmodern design.

Now, Humana has increased itspresence on Main Street by purchasingfive historic adjacent buildings andrenovating them into an employee food

court, offices and meeting spaces.The$20 million project, completed insummer 2007, saved buildings that hadbeen neglected for decades.

The project also represents whatmakes downtown Louisville so unique— historic buildings adjacent tomodern landmarks.

“Unlike other cities, Louisvilledidn’t tear down much of its historicdowntown,” said Barry Alberts,executive director of Louisville’sDowntown Development Corporation.“West Main Street, for example, hasbeen called one of America’s great Mainstreets by Michael Graves himself.”

“We are committed not only tocreating exciting new space for ourassociates downtown, but also topreserving the integrity of thearchitecture and history of the block,”said Mike McCallister, Humana’spresident and CEO.

Brown-FormanDemonstrated by the actions of boththe company and its employeesduring the past 135 years, Brown-Forman Corporation is devoted toproviding what is needed in thecommunity, particularly in the areasof education, the environment,historic preservation, and the arts.

With a strong heritage ofcommitment to historic restorationand preservation, most recentlyBrown-Forman purchased andrenovated the St. Charles Hotel andBernheim buildings in downtownLouisville, creating 626 West Main, astate-of-the-art facility located at thecorner of Sixth and Main streets.

Employing the talents ofrenowned architect Robert A.M.Stern of New York, Brown-Formanand the Brown family were able tosave and restore two of the mostendangered buildings in Louisville’sWest Main Street Historic District.In addition, Brown-Forman's firstoffice was located along “WhiskyRow” on Main Street in the mid-1800s, and purchasing andrenovating these properties allowedthe company to return to its roots.

“It's now been more than 130 yearssince our company first opened forbusiness on this street,” said formercompany chairman Owsley Brownduring the 1999 groundbreaking for626 West Main. “Brown-Forman isproud to return here in a way that meetsour current needs while also giving agreat support to the continuedrevitalization of our city's downtown.”

University of LouisvilleThough many people don’t realize it,the University of Louisville is one ofdowntown’s largest investors — and thatcommitment is about to grow again.

U of L President Jim Ramseyannounced last summer that theuniversity will build a $300 millionbiomedical research park downtown— part of a $2.5 billion expansion ofthe downtown medical campus.Ramsey also announced this year thatthe U of L Graduate School ofBusiness would relocate downtown.

The university also operatesUniversity Hospital downtown — andits Cressman Center for Visual Arts islocated on Main Street, a block fromwhere the university’s men’s andwomen’s basketball teams will play inthe new downtown arena.

Ramsey said the university isexcited to be part of the revitalization.It makes sense for a metropolitanuniversity to have a major downtownpresence, he said.

“As U of L’s downtown presencecontinues to grow, our engagementwill have a tremendous financial andcultural impact on Louisville and thestate,” Ramsey said.

Main Stays

Urban Fuel: Rapidly growingHumana, now one of Louisville’slargest employers, is solidlycommitted to downtown.Adjoining its landmarkheadquarters building, Humanarecently renovated five historicbuildings along Main Street.

The University of Louisville is amajor partner in the revitaliza-tion of downtown Louisville –including a planned $300 millionbiomedical research park, part of a $2.5 billion expansion of thedowntown medical campus.

Preservation-minded: Byrestoring two key historic buildingsalong Louisville's West Main Street,Brown-Forman saved badlyendangered structures andreturned to the roots of where the company began 130 years ago.

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2 A Community Profile published by The Lane Report Louisville: Possibility City

Jim Host One of downtown Louisville’s biggestleaders isn’t a Louisville resident at all.

But Jim Host — yes, that Jim Host— says that for Kentucky to besuccessful, Louisville must be successful.

That’s why he agreed to bechairman of the Louisville ArenaAuthority, the agency charged withbuilding the new downtown arena. Hedrives to Louisville, from his Lexingtonhome, most weekday mornings.

“Some people may be shocked tolearn that I’m such a big believer indowntown Louisville,” said Host, aUniversity of Kentucky fan and founderof Host Communications. “But, in thisstate, we’ve got to get past theLouisville-versus-the-state mentality.”

Holly Wiedemann She lives in downtown Lexington andhas renovated historic buildings acrossthe state, from Glasgow to Ashland.

Now, Holly Wiedemann isturning her talents to Louisville withone of her most ambitious projects todate — building 400 houses andcondominiums in Liberty Green, justeast of downtown Louisville.

Wiedemann, owner and founderof AU Associates, is joining withLouisville developer Bill Weyland tobuild homes on land that, until threeyears ago, contained the Clarksdalepublic housing project.

The new mixed-incomedevelopment, with houses ranging fromthe low $100,000s to $400,000s, willcontain a mix of modern and historicarchitecture, condos and single-familyhomes.Wiedemann previouslyredeveloped the historic St. Francisbuilding in downtown Louisville intoapartments, with St. Francis High Schoolon the lower floors. She also renovatedhistoric schools in Glasgow, Midway,Ashland and Irvine into apartments.

“Liberty Green is excitingbecause I’m not just building homes,”she said, “I’m helping to build anentire new neighborhood.”

A big believer in downtown Louisville,Jim Host of Lexington chairs the Louisville Arena Authority.

Lexington architect Holly Wiedemannis developing a mix of 400 modernand historic-style houses andcondominiums at Liberty Green,east of downtown Louisville.

The Lexington Connection

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It seemed like an almost impossible task — relocate4,000 people, 150 businesses and 16 churches to expandwhat was then known as Standiford Field.

But that decision, which community leaders rallied around and LouisvilleMayor Jerry Abramson announced in 1987, has had a profound economicimpact on Kentucky that still resonates today.

Louisville International Airport now generates 43,600 jobs, for $1.8 billionin payroll and $4.5 billion in business expenditures, according to a 2007economic impact study.

The expansion allowed United Parcel Service to build its WorldPort packagesorting hub at the airport. UPS is now Louisville’s — and the state’s — largestprivate employer, with 20,000 workers and the company is in the midst of itssecond $1 billion expansion.

“The decision to expand the airport was difficult, but it has paid off big forKentucky,” Abramson said. “The airport — and all the business associated withit — are a driving force in Louisville’s economy.”

More than 110 companies — from the Geek Squad computer repaircompany to Zappos.com shoes to Johnson & Johnson — have located inLouisville and surrounding areas to be near UPS. Those companies aloneemploy more than 8,700 people for $233 million in payroll, according toGreater Louisville Inc.—the Metro Chamber of Commerce.

Louisville International ranksthird in North America — and ninthin the world — in the total amount ofcargo handled. The airport handled4.3 billion pounds of cargo, freightand mail in 2006.

“People in the state — and evenhere in Louisville — often don’trealize the tremendous impact of theairport,” said Joe Reagan, presidentand CEO of Greater Louisville Inc.“Louisville has served as a logisticshub from the very beginning becauseof the Falls of the Ohio.With theexpansion of the airport and thetremendous investments made byUPS, we continue to be a leader inlogistics for not only the U.S, but forthe global economy.”

Economic Magnet: TheUPS WorldPort globalhub has made LouisvilleInternational Airport thethird busiest cargo hubin North America. UPSis not only Kentucky’slargest private employer,but it has also attractedmore than 110 additionalcompanies to theLouisville area.

Power EconomyLouisville Airport, UPS Fuel Growth

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Janie Day and Deric Smith, nativesof Eastern Kentucky, had never beento Louisville. Then, one day in 2000,a recruiter from United ParcelService showed up at their respectivehigh schools with an offer.

UPS would pay the entire collegeeducation of any student who movedto Louisville and worked at UPS.

Janie, from the tiny town ofKeavy, and Derick, from Hazard,couldn’t refuse the offer.

They now attend school — Janieat Jefferson Community College andDeric at the University of Louisville —while working at night for UPS.Theyearn a salary, along with health care anda 401K retirement plan, while receivinga free college education.

They are among thousandsof students from more than 100Kentucky counties who have enrolledin the UPS Metro College programsince it was created in 1998.

Janie, 25, said UPS has been alife-saver because her family didn’thave money to pay for college.

“UPS has given me the chanceto earn an education without owingstudent loans,” she said. “It’s reallyamazing what they do for students.”

Deric, 26, plans to graduate inspring with a business degree.

UPS “has provided me with a greatdeal of experience in management,” hesaid. “It gives you a realistic view of howthe world operates.”

Janie Day (above) and DericSmith (below) both earn asalary and benefits workingnights at UPS WorldPort,and receive a free collegeeducation.The innovativeMetro College programboosts higher education whileensuring a steady flow ofemployees for UPS’s expandingshipping hub in Louisville.

Dorsey DeMaster commutesfrom Brandenburg in MeadeCounty to her supervisor job inthe UPS WorldPort hub atLouisville International Airport.Kentucky’s largest privateemployer — UPS draws its20,000 workers from more than100 Kentucky counties.

A Driving Force

Working for a Degree

Dorsey DeMaster leaves the bucolicsetting of Doe Valley in MeadeCounty each morning at 6:45 a.m.,and 40 minutes later she’s a worldaway at one of the busiest airlinecargo hubs in the world.

Dorsey commutes to the UnitedParcel Service WorldPort huboperation adjoining LouisvilleInternational Airport, where she’sworked for seven years.

Like many others, Dorsey andher husband were drawn to Kentuckyand the Greater Louisville area for ajob at UPS. The couple retired after20 years with the U.S. Air Force.Most recent stop:Washington D.C.

“I had job offers in Washington,but moving to the Louisville area andworking for UPS was a no-brainer,”Dorsey said. “I was able to stay inaviation, and the cost of living here isso much friendlier on the wallet.”

There’s another advantage she said— as retired military, she and herhusband have easy access to healthcareand other services at Fort Knox.

Dorsey, a supervisor in UPS FlightOperations, loves her work environmentin the Global Operations Center. Sheand her team develop new — andsupport existing — technology for thegrowing fleet of UPS planes.

“There’s an incredible amount ofwork that goes on behind-the-scenesto keep this hub operation running,”she said.

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in Kentucky’s counties. This system ison the verge of failing now and it willfail without the project’s neededupgrades, based on findings in afederal study.

By 2025, all three bridges in theLouisville region will be carrying moretraffic than they were designed tohandle, with daily gridlock spilling ontoconnecting highways. Already, theKennedy Bridge (I-65) is over capacity.And none of the bridges meet currentdesign safety standards. Neither doesSpaghetti Junction, the site of twoaccidents a day on average.

“The I-65 corridor needs anefficient bridge system in Louisville,”

Anyone who has driven into Louisville — and been stuck in Spaghetti Junction — knows the city has a traffic problem.

And there’s a solution — build two new bridges over the Ohio River, onedowntown and one in the East End, while rebuilding Spaghetti Junction.

A new bridge over the Ohio River in Louisville hasn’t been built in nearly45 years and congestion and safety problems are beginning to affect business.

“We can’t afford not to build this project, and we’ve been talking about theneed to improve our bridge and highway system for decades,” said C. EdwardGlasscock, chairman of the Build the Bridges Coalition, a network of businessand civic leaders in Kentucky and Southern Indiana. “I’ve been involved inmany high-profile economic development efforts over the years and there isn’tone more important to our economy than the Ohio River Bridges Project.”

Essential to the economyThe importance of the bridges to Kentucky’s economy and to the Louisville andSouthern Indiana region is a driving force behind the project’s strong supportand desire to accelerate construction.

Hundreds of Kentucky businesses, from one end of the state to the other,depend every day on the Ohio River bridges and connecting highways in Louisville.

I-65’s northern entry point into Kentucky, for example, is a criticaljuncture for interstate shipping, with direct links to I-64 and I-71. The financialhealth of hundreds of firms throughout Kentucky – from Bowling Green toLouisville and from Covington to Paducah – depends on this network. Theseare companies crucial to Kentucky’s economy such as Ford (and its suppliers),UPS (both in Louisville and Hardin County), and Toyota.

The ability of the bridge and highway system to operate safely andefficiently also directly impacts tens of thousands of employees and their families

Kentucky’s Economic FutureTied to Bridge ProjectsKentucky’s Economic FutureTied to Bridge Projects

Critical Links: Business leaders saytwo new bridges — one indowntown and another in easternLouisville — are critical to keepingtraffic flowing on Interstates 65, 64and 71. A coalition of communityleaders is pushing for rapidcompletion of the Bridges Projectto save money and stay competitivewith surrounding states and regions.

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said Bowling Green Mayor ElaineWalker, a member of the coalition.“Our businesses, including the CorvettePlant in Bowling Green, and other autoassembly plants throughout the state,need this project to move theirproducts, and to compete successfullywith other regions and states for goodpaying jobs in the future.”

In Elizabethtown, it’s a similarstory.

Access to interstate highways andthe UPS Worldport hub at LouisvilleInternational Airport are key sellingpoints to businesses looking for alocation, said Richard A. “Rick”Games, president and COO of theElizabethtown/Hardin CountyIndustrial Foundation, Inc.

“They want the same-day, just-in-time delivery that UPS offers,”Games said.

Kentucky’s automotive industry,both major manufacturers andsuppliers, must move goods in and outefficiently, Games said. While Ford hasmajor operations in Louisville andToyota is based in Georgetown, autosuppliers can be found all along the I-

65 and I-64 corridors, which cross theriver at Louisville.

The Kentucky TransportationCabinet, in a report to legislators,underscored the importance ofcompleting the Bridges Project in theseterms: “The future economy of theLouisville Metro Area, and arguably ofKentucky, hangs in the balance.”

Accelerate construction, save costsThe coalition is working to ensurethat the Kentucky General Assemblywill approve a funding approach forthe project that would accelerateconstruction, potentially savinghundreds of millions in costs tied todouble-digit annual inflation. Theproject’s enormous economic benefitscould also be realized sooner with anearlier completion date.

Coalition committees areexamining possible funding, governanceand construction options for fasterprogress.The coalition is also spreadingthe word about the need for the projectand the benefits it will bring throughcommunications efforts including a web site, www.buildthebridges.com,and a newsletter.

The project, now estimated tocost $4 billion, was authorized bystate and federal transportationagencies in 2003 following a five-yearstudy that analyzed environmentaland traffic impacts and includedextensive public input.

Indiana officials have said theyhave the $1.1 billion needed to cover

their share of project costs fromproceeds gained by leasing theIndiana Toll Road to private interests.

The 2008 Kentucky GeneralAssembly is expected to take up theissue of how to pay for Kentucky’s $2.9billion share of the project’s costs whichincludes the $1.7 billion cost ofrebuilding Spaghetti Junction, the singlemost expensive part of the project.

To date, nearly $200 million hasbeen invested in studies related to theproject and on design work including theselection of the new bridge designs.


Designed to Keep BusinessMoving: Residents helped choosethe designs for Louisville’s twoproposed bridges, downtown(above and facing page) and ineastern Louisville (below).Combined with a rebuilding of the“Spaghetti Junction” interchangenear downtown, the BridgesProject is crucial to keepingcommerce flowing in and outof Kentucky.

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of Cyclocross. It’s a great mix oftraditional and cutting-edge sports –and they’re all coming to Louisville.”

The city’s growing downtown,number of competition venues, andreputation for hospitality has made it apopular choice for large-scale events.Last summer, Louisville hosted its firstFord Ironman competition – a gruelingtriathlon that includes a 2.4-mile swim, a112-mile bike ride and a marathon.More than 2,000 athletes competed,with thousands of spectators watchingfrom the city’s waterfront and at thefinish line at Fourth Street Live. TheFord Ironman will return to Louisvillefor the next four years.

The National Senior Games alsovisited Louisville last summer, bringingan event-record 12,000 athletes. TheGames stretched over two and a half

Down the Stretch They Come:Louisville’s signature sportsevent, the Kentucky Derby,attracts thousands of visitorsfrom all points of the globe –and more than $200 million in regional economic impacteach year.

Louisville is a premier city for horse races and college sports, but it’s also home to dozens of athleticcompetitions that draw thousands of athletes and theirfaithful fans. Since 1999, Louisville has played host tomore than 150 sports events and nearly 200,000 athletes.

“Louisville has a long sports tradition, one that embraces the past whilereaching out to the new sports cultures of today,” said Diane McGraw,executive director of the Greater Louisville Sports Commission. “We’ve hostedevents ranging from McDonald’s All-American basketball to the U.S. Grand Prix

Louisville: A WinningSports Tradition

Finishing Strong: Nearly 13,000athletes over age 50 competed inthe 2007 Senior Games inLouisville, a record number ofparticipants. Among thecompetitors were 4,100 entrants intrack and field and 500 teams inbasketball, softball and volleyball –including eight teams in the over-80 division.

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weeks, with venues scatteredthroughout the city. Organizersestimate the Games created nearly $21million in economic impact.

Louisville also landed a stop onthe fast-growing AVP Crocsprofessional beach volleyball tour.The Memorial Day weekend eventattracted thousands of spectators eagerto watch more than 150 top athletesincluding Olympic Gold medalistsKerri Walsh and Misty May-Treanor.

Louisville’s landmark sportingevent, the Kentucky Derby, remainshorse racing’s most prestigious contest.At least 150,000 spectators view therace from Churchill Downs eachspring, with millions more watching the national broadcast. The sustainedsuccess of the Kentucky Derby hascreated additional opportunities forhigh-profile horse events in Louisvilleand elsewhere. The Breeders Cup hasvisited Louisville five times; and theWorld Equestrian Games come toKentucky in 2010.

When there’s a break betweenevents, sports fans get their fix byvisiting venues celebrating Louisville’srich athletic tradition. The AliMuseum, Louisville Slugger Museum,and Kentucky Derby Museum honorthe city’s rich sports heritage.

The Greatest: Thebirthplace of theworld’s greatestfighter, MuhammadAli, is now home to amuseum dedicated toAli’s vision for peace.The Muhammad AliCenter celebrates Ali’slegacy in the ring andhis humanitarian workacross the world.

Big Bat: The world’s largest batbeckons visitors to the LouisvilleSlugger Museum. Fans canswing replicas of bats ownedby players like Babe Ruth,TedWilliams and Derek Jeter beforewatching workers create the bigleague bats of today in theSlugger factory. You can evenget your name engraved on abat to take home.

Built Tough: Competitors inthe Ford Ironman finished atLouisville’s Fourth Street Live.More than 2,000 athletesswam, biked and ran throughLouisville’s Ironman course inJuly. Ironman has a five-yearcommitment to the city.

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Additional Cup Experienceactivities will include an internationalfood festival downtown, a concert anda new statewide golf tournament, withthe finals held at Valhalla. Numerousevents are expected to be added as theRyder Cup nears. For the latest, visitwww.thecupexperience.com.

The event is modeled after thesuccessful Kentucky Derby Festivaland its Pegasus Pin program. Aspecial pin, on sale at area Meijerstores and other Louisville-area stores,will serve as admission for most CupExperience events.

The Ryder Cup will be broadcastworldwide by NBC Sports andviewed by an audience of more thanhalf a billion. The event is expected togenerate more than $120 million ineconomic impact to Kentucky.


When it comes to surrounding a world-class sportingevent with a major community festival, Louisville has animpressive track record.

As thousands of people experience each year, Louisville turns the “GreatestTwo Minutes in Sports” into a two-week celebration enhancing the reach andappeal of the world’s most famous horse race, The Kentucky Derby.

Next fall, when Louisville hosts one of golfing’s most prestigious events, theRyder Cup, the city will throw another major party, called The Cup Experience.

“From the Kentucky Derby and Breeders’ Cup to the Senior Games and theIron Man competition, Louisville is a city that knows how to host major events thatdraw thousands of people and millions of dollars,” Mayor Jerry Abramson said.

“The 2008 Ryder Cup will place Louisville in the international spotlight,and The Cup Experience will ensure that people from around the world andaround the corner can participate in exciting activities surrounding thecompetition at the Valhalla Golf Course,” said Mark Wheeler, regional director,U.S. Bank and director, The Cup Experience.

The Cup Experience, presented by Mejier and open to the public, will beanchored by four events:

• The Cup Zone, an interactive experience for both children and adults,for both golfers and casual fans, held at the Kentucky InternationalConvention Center in downtown Louisville;

• The Cup Village, a party at Fourth Street Live! with food, live musicand other festivities;

• The Fightmaster Cup, named for Don Fightmaster and played at theCardinal Club in Simpsonville. It will be the first internationalcompetition pitting North American’s best one-armed golfers againsttheir European counterparts;

• The Soiree Under the Spires, an evening of entertainment anddining at Churchill Downs.

Main Course: Louisville’s ValhallaGolf Club, site of the 2000 PGAChampionship, has been renovatedby designer Jack Nicklaus toaccommodate the best playersfrom America and Europe who willcompete at the Ryder Cup 2008

Ryder Cup2008Ryder Cup2008

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Louisville is famous for many things, from the Slugger bat to the Derby.

But the city of 700,000 is making another national name for itself — theCity of Parks.

Louisville is building a new park system in its rapidly-developing suburbsthat includes more than 4,000 acres and a 100-mile hiking and biking trailencircling the city.

The initiative is one of the largest parks project underway in the nation,according to Wallace Roberts & Todd, the Philadelphia-based design firmhelping Louisville develop its master plan.

“There is no other project like this in the country,” said Paul Rookwood,WRT’s managing principal. “It’s nationally significant.”

The new parks and 100-mile Louisville Loop will connect to the city’shistoric urban park network, designed in the late 1800s by Frederick LawOlmsted and connected by tree-lined parkways. It’s one of only five major urbanpark systems created by Olmsted, the father of American landscape architecture.

“We are creating a new ring of green around our city,” said LouisvilleMayor Jerry Abramson, who joined with business and civic leaders to create theparks initiative.

Louisville is already home to animpressive collection of 123 parks.Residents take pride in the parks andthe non-profit Olmsted ParksConservancy has raised more than $20million over the past 15 years topreserve the Olmsted collection.

The City of Parks plan waslaunched in 2005 by Abramson andHumana co-founder David A. Jones Sr.and it is redefining Louisville as a uniquerecreation destination.

Green Investment: Louisvilleis adding 4,000 new acres ofsuburban park land — one ofthe largest parks expansionprojects in America. In additionto preserving scenic areas likeFairmount Falls, the project willcreate new recreation fields anda 100-mile hiking and biking trailencircling the city.

Abramson said the project will haveimplications for decades to come and itwill influence suburban development,both short-term and long-term.

“Some of the most desirableneighborhoods in Louisville — thosewith tall, leafy trees and stately homes— are those that ring the Olmstedparks,” Abramson said. “We hope tocreate that same value in the suburbs.”

In addition to preserving greenspace, the city believes the parks will encourage better suburbandevelopment.

“Instead of having homes on five-acre lots, imagine a more compactneighborhood where homes adjoinparkland, where children and familiescan literally walk out their door intothe woods,” Abramson said.

City of Parks

Quality of Life: Louisville isbecoming known as a City ofParks, both for its historic urbanparks designed by famed architectFrederic Law Olmsted and for thevisionary plan to add 4,000 newacres of parkland in rapidly-developing areas to foster qualitysuburban development.

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There’s a city in Kentuckythat isn’t quite in theSouth or the Midwest —or even the North. It’s anurban-but-green, nearby-but-expansive, creative-but-roll-your-sleeves-upsort of place.

It’s cosmopolitan, it’s thrivingeconomically, and it boasts so manywonderful opportunities most peoplenever want to leave. But frankly,unless you’ve lived there or beenthere, it’s also the sort of place youmight never think twice about. Andwhen you’re trying to attract newbusinesses, new workers and visitors,that’s a problem.

To that end, a public/privatepartnership of Greater LouisvilleConvention & Visitors Bureau,Greater Louisville Inc., LouisvilleMetro Government, and other civic leaders got together to create a campaign to tell Louisville’scompelling, remarkable story to the rest of the world.

Beginning with a comprehensive,year-long research program in 2006,the Brand team rallied together arange of resources, both to buildcommunity support and to developthe message for spreading the story.

“During that process, Louisville’sessence (its brand) revealed itself,”said Eileen Pickett, chair of theGreater Louisville Branding ProjectTeam. “It’s authentic, familiar, andhonest, the Louisville brand is simplysays ‘many things are possible here —join us.’”

In combining many of theelements that make Louisville sospecial – such as exceptional andwelcoming people; the city’s ease and accessibility; a new downtownvibrancy; and a remarkable blend of different but complementaryopportunities and resources – we’re left with the great sense that as Louisvillians, we feel there’salmost nothing that can’t beaccomplished. Whether it’s throughhard work, talent or just ourcommunity’s proud but humblebelief in ourselves.

Louisville’s brand is aspirationalin every sense. With just the rightblend of eccentricity and charm, weoffer beautiful parks, originalattractions, creative freedom, safeand affordable living, a dynamiceconomic infrastructure and mostimportantly, a renewed sense ofenergy and momentum.

You can be who you want to be,get where you want to go, build whatyou want to build, create the kind oflife you have always wanted. It’spossible here.

But more than anything, morethan the amazing sum of itsseemingly infinite parts, Louisville issimply and easily:

A city of possibility.

For more details on the Louisville city-brand and its development, go to www.brandgreaterlouisville.com or www.possibilitycity.com.


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