Transforming Louisville’s Multicultural Heritage into the ‘Unfiltered Truth Collection’ of Experiences to Drive Visitation

Project Category: , ,

Client Name: Louisville Tourism, Louisville, Kentucky

Year: 2020-2021

Project Website:

Business Challenges

Develop a group of multicultural African American experiences that showcase the history, heritage and contributions of Louisville’s Black community to drive visitation to the city.


Veneto Collaboratory partnered with Louisville Tourism and six attraction organizations to uncover untold stories and design and develop authentic local experiences that showcase the unfiltered truth of Black history and heritage in the city.


Veneto Collaboratory designed and developed new experiences that comprise the “Unfiltered Truth Collection.” A unique collection of authentic local African American experiences connected to Black history, the Bourbon Industry and Horseracing. The collection will drive travel to the city in the leisure, groups and meetings markets.

The Unfiltered Truth Collection

Take a step back in time with these immersive experiences and hear stories of Louisville's rich Black heritage with the Unfiltered Truth Collection.