LOUISVILLE, Ky. — Vice President and Executive Director of the Louisville Slugger Museum & Factory Anne Jewell is stepping down after 21 years with the museum. The current director of guest experience, Deana Lockman, will assume the top role on Aug. 1. Lockman is taking on the position with "23 years of experience as a key member of the leadership team," said a release from the museum.

The release added that plans for a transition in museum leadership began before the pandemic, and the timing of the change was Jewell's call. She worked with Lockman, company ownership and corporate leadership to craft a succession plan.

Jewell joined the Louisville Slugger Museum & Factory as its first marketing director in 2000 after being recruited from the Belle of Louisville. She was named executive director in 2003, and vice-president for the attraction's parent company, Hillerich & Bradsby Co., in 2014. 

The release said that during Jewell's tenure, she "led Louisville Slugger Museum & Factory to record-setting attendance and revenue, growing average annual attendance from 187,000 to 312,000 while achieving exceptional guest ratings for the experience." 

"I decided now was the right time because I know our business is well-positioned for recovery from the pandemic at this point, especially under Deana’s direction. She has been at the heart of our success over the years and expertly leading our current comeback. July is the museum’s 25th anniversary and that felt like a good milestone to step aside for a new era of leadership to begin,” said Jewell. “I’m so very proud of the growth and many accomplishments our team achieved in my time here. I’m humbled by the fact that I’ve been at the top of such a remarkable business and a steward of this beloved brand. I’m excited to explore new ways my experience and energy can make a difference wherever I land next.” 

Hillerich & Bradsby Co. President and CEO John A. Hillerich IV commended Jewell's time with the museum.

“Our Louisville Slugger Museum & Factory has become a world-class experience under Anne’s stellar leadership, receiving accolades from tour writers and guests from around the world,” he said. “Anne’s steady hand of guidance has helped the museum perform beyond anything we ever imagined. We’re completely confident that it will continue to grow and excel under the direction and leadership of Deana Lockman.”

Lockman started as a tour guide at the museum in 1997. She was named tour and education director in 2000, director of operations in 2005 and deputy director in 2011. Her new title will be executive director of experiences.

“Working alongside Anne the past two decades has been the best learning experience I could hope for. Anne is a brilliant leader and mentor. I’m thrilled to continue my H&B career armed with the skills she has helped me develop, and the passion I feel for this iconic Louisville company,” said Lockman. “I’m grateful to the Hillerich family and H&B leadership for their trust in me to lead Louisville Slugger Museum & Factory. With a talented and dedicated team by my side, I have the tools necessary to continue the excellence we’re known for and grow this world-class experience. I am certain H&B will play an integral role in the post-pandemic recovery and success of Louisville and I’m excited to be a part of it.”