We’re excited to introduce you to the always interesting and insightful Steven Taylor. We hope you’ll enjoy our conversation with Steven below.
Steven, appreciate you joining us today. Can you talk to us about your team building process? How did you recruit and train your team and knowing what you know now would you have done anything differently?
From the very beginning, Sip Kentucky Bourbon Tours has been about much more than just transportation or traditional touring — we’re in the business of curating, facilitating, and executing unforgettable Kentucky experiences. While bourbon and thoroughbred racing are at the heart of what we do, our mission extends well beyond distilleries and racetracks. We help guests explore cooperages where barrels are born, tour world-class horse farms, visit cideries and breweries, enjoy private luxury transportation, and discover the best restaurants and accommodations across the Bluegrass State.
Our guests come to us because they want the best — not just a day of sightseeing, but a seamless, story-filled journey through Kentucky’s culture, craftsmanship, and charm. With over 100 distilleries, thousands of incredible restaurants, and countless hidden gems across the state, planning a bourbon adventure can be overwhelming. That’s where we come in. We design and manage all-inclusive itineraries tailored to each guest’s goals and interests. When the big day arrives, our guests simply sit back, relax, and let our team handle every detail — from timing and logistics to storytelling and hospitality. As we travel between destinations, our guides weave together the threads of Kentucky’s history — how bourbon, horses, and heritage intersect to shape the state’s identity today and tomorrow.
Sip Kentucky Bourbon Tours began with just the core team of Steven, Chris, and Marnie. We knew from the start that building a trusted brand in an already established industry would be an uphill climb. But we also knew our background in tourism and our commitment to five-star experiences would set us apart. Our promise was simple: if you entrusted us with your trip, you’d get nothing less than the best experience possible. We grew organically, one exceptional day at a time. Word began to spread that our guests weren’t just happy — they were becoming passionate ambassadors for our brand. Within three months, demand grew so quickly that we needed to expand our team.
Hiring the right people became one of the most important and rewarding challenges. Experience was valuable, but we were more interested in character — people who genuinely care. The kind of people who notice and act on the small details that turn a good experience into an unforgettable one. Our interview process reflects that. We ask questions about the candidate’s favorite and least favorite managers to better understand what motivates them — and how we can build a positive environment for everyone. We ask for examples of times they went above and beyond, because that’s the type of passion and initiative our guests feel every day.
Training has always been central to who we are. We believe our guides are the best in the business — not by chance, but by design. Building our training program was a true labor of love, and it doesn’t stop after onboarding. We have a continuous education model that includes monthly “Best Practice” gatherings where our guides share stories, challenges, and successes. We also host monthly education days, where our team visits distilleries and experiences first-hand what our guests see and feel. This allows every guide to speak from personal experience, ensuring that no matter who you tour with, you’re getting the same exceptional level of expertise and care.
We’ve built a company that values connection — between guests, team members, and our local partners. Our approach ensures that every interaction benefits everyone involved: guests experience the trip they dreamed of (and more), our guides enjoy a rewarding workplace, and our partner distilleries and venues gain new fans and customers.
If I could go back and start over, I would invest even more time into hiring and training. Our team today is incredible — passionate, knowledgeable, and committed — but every small hiccup along the way was a reminder that great hospitality starts with great preparation. The more time and care we put into empowering our people, the better the experience becomes for everyone we serve.
At the end of the day, Sip Kentucky Bourbon Tours isn’t just about showing people bourbon country — it’s about creating meaningful connections, sharing Kentucky’s culture and stories, and ensuring that every guest leaves feeling like part of our family.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I’ve worn a lot of hats throughout my career, but the common thread has always been creating exceptional experiences for people. I earned my undergraduate degree in Public Administration with the goal of working for the National Park Service because I’ve always loved helping people connect with places — whether that’s the outdoors, a destination, or a culture. I went on to earn my MBA with a focus in Operations Management, which gave me the foundation to understand how to build, scale, and refine organizations from the inside out.
Over the years, I’ve worked in a variety of industries — from tech startups to large-scale operations. I spent time at Groupon in their “Things to Do” department, helping travelers and locals alike discover experiences that make life more exciting. I managed a network of full-service bicycle stores that offered sales, service, and rentals, and I later led one of the largest kayak tour companies in the world. Each role gave me a new perspective on what makes a great guest experience and how to bring out the best in a team to deliver it.
At the heart of everything I’ve done — and now, everything we do at Sip Kentucky Bourbon Tours — is a simple philosophy: focus on the experience for everyone involved. Whether it’s a guest visiting Kentucky for the first time, a distillery partner sharing their craft, or one of our guides leading a tour, every interaction should be meaningful, seamless, and memorable. Along the way, I’ve always looked for ways to improve operations, refine processes, and most importantly, build teams that are empowered to deliver five-star experiences every single day.
I’m most proud of the people I’ve had the privilege to work with and develop. Seeing a team member grow, gain confidence, and share their passion with others is incredibly rewarding. At Sip Kentucky Bourbon Tours, that’s what sets us apart — our people. Every guide/ driver, planner, and our partners isn’t just here to show guests around. They’re storytellers, ambassadors, and proud Kentuckians (by birth or by heart) who love helping others experience what makes this state so special.
What I want people to know about Sip Kentucky Bourbon Tours — and about me — is that we’re not just another transportation company or tour operator. We create immersive, curated experiences that celebrate the soul of Kentucky — its bourbon, its horses, its people, and its history. We take the time to listen to our guests, understand what they’re looking for, and craft something that’s truly their own. For us, it’s not just about getting from one distillery to another — it’s about the stories, the connections, and the memories made along the way.
At the end of the day, I want to be remembered as someone who elevated everyone around me — someone who helped others see their potential and get the absolute most out of themselves. Whether it’s a guest discovering their love for bourbon, a guide growing into a confident leader, or a local partner finding new opportunities, that’s what drives me every day: helping others rise and succeed together.
Can you tell us about what’s worked well for you in terms of growing your clientele?
When it comes to growing clientele, our most effective strategy has always been rooted in referrals and repeat business. In a competitive industry like tourism and hospitality, the cost of customer acquisition can be high — which is why we focus on turning every guest into a passionate advocate for Sip Kentucky Bourbon Tours. It all starts with taking the time to truly understand what our guests are looking for and then going above and beyond to exceed those expectations. When someone feels that their experience was personal, seamless, and unforgettable, they’re not only likely to book again but also to tell their friends, family, and coworkers all about it.
We’ve seen firsthand that word-of-mouth marketing from satisfied guests is far more powerful than any paid advertisement. Each five-star review, each personal recommendation, and each return visit strengthens our reputation and helps our business grow in a sustainable, authentic way.
Equally important has been building strong relationships with our local partners — from restaurants and hotels to distilleries and other experience providers. These businesses interact with both our current and potential guests, and when they trust and support what we do, it creates a network of mutual benefit. Being a good partner, delivering guests who are well-prepared and respectful, and maintaining open communication ensures that everyone involved benefits from the collaboration.
At the end of the day, our success has come from focusing less on transactions and more on relationships — nurturing trust, consistency, and genuine hospitality that keeps people coming back and spreading the word.
Where do you think you get most of your clients from?
When it comes to finding new clients, our most powerful source has consistently been our reputation, referrals, and repeat business. In a competitive industry like tourism, word-of-mouth remains king — and we’ve built a strong foundation for that through over 600 five-star reviews on Google. That kind of social proof gives potential guests confidence that we consistently deliver an incredible, memorable experience.
Beyond the strength of our reputation, we also focus heavily on the digital space. By understanding our audience and their interests, we can target the right people at the right time in their search for experiences in Kentucky. Whether it’s through paid digital campaigns, social media engagement, or strategic partnerships, our goal is to make sure people who are most likely to value a Sip Kentucky Bourbon Tours experience can find us easily — and see that our track record proves it’s worth it.
Ultimately, our approach combines the trust and authenticity of referrals with the precision and reach of modern digital marketing, ensuring we connect with both first-time guests and those who will become lifelong advocates.
Contact Info:
- Website: https://www.sipkentucky.com
- Instagram: https://www.instagram.com/sipkentuckytours/
- Facebook: https://www.facebook.com/sipkentucky
- Linkedin: https://www.linkedin.com/in/steven-v-taylor/
- Twitter: https://x.com/SipKentucky
- Youtube: https://www.youtube.com/@SipKentuckyTours
- Other: https://www.pinterest.com/sipkentuckytours/
https://www.tiktok.com/@sipkentuckytours
