AMLA Honors Two Former North Alabama Tourism Leaders with 2024 President’s Award

FOR IMMEDIATE RELEASE

CONTACT: Karen Beasley, Vice President of Marketing & Communications

Alabama Mountain Lakes Tourist Association

PHONE: 256.350.3500 / 800.648.5381

AMLA Honors Two Former North Alabama Tourism Leaders with 2024 President’s Award

Decatur, Ala. (September 26, 2024) - The Alabama Mountain Lakes Tourist Association (AMLA) has honored former AMLA Director Gil Langley and Lee Sentell, director of the Alabama Tourism Department, with its 2024 President’s Award. The award is among 11 that comprise the 2024 PEAK Awards that were presented today during the AMLA Annual Meeting held at The Jackson Center in Huntsville, Ala.

Representing the highest achievement in North Alabama tourism, the PEAK Awards program pays tribute to tourism leaders, attractions, festivals and organizations that set the bar for North Alabama’s $4.7 billion tourism industry. The President’s Award is presented to any person or organization whose has contributed significantly to the North Alabama tourism industry or presented a positive image for North Alabama.

Langley served as AMLA’s executive director from 1978 to 1982. Soon after arriving in 1978, he met with county commission delegates in the AMLA 16 county region to develop a concept of revenue sharing derived from a one-percent lodging tax on hotels and motels. The bill was sponsored by Rep. Lynn Greer of Rogersville, and the resulting legislation divided the tax by distributing half the funds among each county commission within the region for tourism development, with the remaining half allocated as the funding base for AMLA. Gov. George Wallace signed the legislation in 1978. Taking control of a virtually insolvent association with no staff, he sparked an extraordinary resurgence, including a budget increase from $40,000 to more than $300,000 and a 350% increase in membership. Through the legislative affairs program he established, the association received dedicated state funding for the first time in its history. He is currently the President and CEO of the Amelia Island Convention and Visitors Bureau, a role he has held since 2007.

Lee Sentell was appointed by Governor Kay Ivey to his fourth term as director of the Alabama Tourism Department, a position held since 2003. During his tenure, he has overseen tourism revenue growth in the state from $6 billion in 2003 to $23.5 billion in 2023, making Alabama’s tourism growth one of the highest in the Southeast. The department under his leadership has pioneered yearly campaigns spotlighting such diverse themes as small towns, the arts, barbecue, natural wonders and birding, all which have had a significant impact on the North Alabama tourism industry. Prior to serving as the state tourism director, he was the first director of marketing at the U.S. Space and Rocket Center in Huntsville and recruited the first 100,000 students to Space Camp and the director of marketing for the Huntsville Convention & Visitors Bureau where he also served in various capacities on the AMLA board of directors. He was also the first director of the Decatur Tourism Bureau (operating today as Decatur Morgan County Tourism) after writing for The Decatur Daily for a decade.

“The PEAK Awards celebrate the outstanding work of the communities, businesses, organizations and individuals who help drive the success of the North Alabama tourism industry, which is a critical economic engine for our state, generating $4.7 billion in economic impact,” said Tami Reist, AMLA President/CEO. “Gil and Lee demonstrated legendary leadership in North Alabama and we applaud both for being trend-setters and go-getters. The North Alabama tourism industry is stronger because of their perseverance and ingenuity and AMLA is forever grateful to these two outstanding tourism professionals as we celebrate our 60^th anniversary this year.”

The full list of awards and winners is as follows:

Organization of the Year

The Organization of the Year award is presented to the AMLA member organization that has contributed significantly to the betterment and development of tourism in North Alabama in the past year.

Winner: Bear Creek Development Authority

Event of the Year

The Event of the Year award is presented to the AMLA member special event or festival that has made a great contribution to tourism in the past year.

Winner: Red Bay Founder’s Fest

Attraction of the Year

The Attraction of the Year award is presented to the AMLA member attraction that has made a great contribution to tourism in the past year.

Winner: Scottsboro Boys Museum

Good Neighbor Award

The “Good Neighbor” Friend of Tourism Award is presented to a person or organization whose body of work has had a significant impact on tourism in the past year.

Winner: Good Culture Inc.

Northern Star Award

The Northern Star Award is presented to an individual, such as a ranger, guide and a front line employee, who has gone “above and beyond” expectations.

Winner: David Young, Wheeler National Wildlife Refuge

Young Professional of the Year Award

The Young Professional of the Year “Green Apple Award” is awarded to a person who has been in the tourism business less than seven years and has exhibited extraordinary leadership skills and initiative associated with their position.

Winner: Lillie Beth Warner, Decatur Morgan County Tourism

Tourism Professional of the Year

The Tourism Professional of the Year award is presented to an individual or employee of an AMLA member organization who has made a great contribution to tourism in the past year.

Winner: Dr. Kimberly Robinson, U. S. Space and Rocket Center

Lasting Impression Award

The Lasting Impression Award is presented to an attraction, event, person or organization that has provided a “lasting impression” on tourists thereby improving the overall image of tourism in North Alabama.

Winner: Camp Courage, A Helen Keller Experience

Chairman’s Cup

The Chairman’s Cup Award is given annually to a travel writer or media person who has over time demonstrated support of AMLA, the region and its tourism activities.

Winner: Lisa Battles, OnlyInYourState.com

President’s Award

The President’s Award is presented to any person or organization whose tourism-related project created awareness or presented a positive image for North Alabama.

Winner: Lee Sentell, Alabama Tourism Director, and Gil Langley, former director of AMLA

North Alabama Ambassador of the Year

The award recognizes the work and achievements of a top performing North Alabama Ambassador in the past year.

Winner: Amy Mayfield, Huntsville, Ala.

In addition to the PEAK Awards, six individuals have been named a North Alabama “String of Pearls” leader. The “String of Pearl Leaders” award was created to recognize North Alabama’s cornerstone professionals in the tourism and travel industry. In 1960, Dick Ordway, Decatur Chamber of Commerce Director and one of the visionaries and founders of AMLA said, “Even back then we saw North Alabama had a number of quality destinations laid out across the region next to the Tennessee River like a string of pearls.” His efforts were the cornerstone for the creation of AMLA and his vision is what the “string of pearls” recognition is based on. Honorees are:

Sandy Thompson, Alabama Veterans Museum

Jennifer Moore, Huntsville/Madison County CVB

Cassie Medley, Franklin County Chamber of Commerce

Nanda Patel, Gallery at 808

Teresa White Taylor, Yedla Management Company

Drew Green, Cullman County Museum (retired)

Images of award recipients are available upon request by calling AMLA at 800.648.5381 or by sending an email to karen@northalabama.org.

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About Alabama Mountain Lakes Tourist Association (AMLA)

AMLA is a nonprofit organization dedicated to the promotion and development of the $4.7 billion North Alabama travel industry within the 16 northernmost counties of the state. It is supported by 500-plus members consisting of chambers of commerce, Convention & Visitors Bureaus, attractions, campgrounds, festivals, communities, golf courses, restaurants, accommodations and vendors. Counties included within the AMLA region are Blount, Cherokee, Colbert, Cullman, DeKalb, Etowah, Franklin, Jackson, Lauderdale, Lawrence, Limestone, Madison, Marion, Marshall, Morgan and Winston. Additional information on North Alabama destinations, accommodations and special events is available by calling 800.648.5381, by visiting www.NorthAlabama.org and by following us on social media @VisitNorthAL.