Gathan Borden, the vice president of marketing for VisitLEX, Lexington's convention and visitor's bureau, has officially been named the new board president of Visit Horse Country. Borden succeeds founding board president Price H. Bell, Jr., who served in the position for the first seven years of the organization.
“Visit Horse Country has been a game-changer for the Lexington tourism product,” said Borden. “The outreach from the horse industry into the community has been powerful and has allowed us to truly share the Bluegrass in a way we never could before. I'm excited to be a part of helping Horse Country continue to develop fans of the industry and further cement Lexington as the Horse Capital of the World.”
Borden is a 14-year veteran of the tourism industry and has served on the Horse Country board since 2019. Borden, who was selected in 2021 as one of the “Top 25 Most Extraordinary Minds in Sales, Marketing, and Revenue Optimization” by Hospitality Sales & Marketing Association International (HSMAI), is a sought-after speaker on marketing topics and trends.
Bell, Jr. worked alongside his father, Headley, and with Brutus Clay and Dr. Luke Fallon to form the industry initiative that would grow into Visit Horse Country. All have been on the board with Dr. Fallon recently rejoining.
“No doubt the organization would not be what it is, or at all, without Price's generous dedication of time, contribution of boundless energy, and sheer will,” said Executive Director Anne Sabatino Hardy. “He's been a mentor and a tremendous leader. His fingerprints are all over the initiative, which has opened the gates to completely new fans over these last years.”
In handing over the reins, Bell, Jr. said, “As we move into the next era of Visit Horse Country, Gathan's marketing prowess, vision, and strategic approach is the perfect fit for this position. He's an expert in the tourism field and, as we seek to attract new fans to our sport, he lends invaluable perspective on how to leverage our experiences to the leisure traveler.”
In additional Horse Country news, Heather Higgins, VP of corporate partnerships for Breeders' Cup, and Harold Palmer, president of The Jockey Club Technology Services, were unanimously elected as board members.
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