FOR IMMEDIATE RELEASE
CONTACT: Karen Beasley, Vice President of Marketing & Communications
Alabama Mountain Lakes Tourist Association
PHONE: 256.350.3500 / 800.648.5381
EMAIL: karen@northalabama.org
Michelle Epling Awarded “Good Neighbor” Friend of Tourism Award
Decatur, Ala. (September 24, 2026) - The Alabama Mountain Lakes Tourist Association (AMLA) has honored Madison Chamber of Commerce President Michelle Epling, with the 2026 Good Neighbor Friend of Tourism Award. The award is among 12 that comprise the 2026 PEAK Awards that were presented today at the AMLA Annual Meeting held at the DoubleTree by Hilton Hotel in Decatur, 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 $4.9 billion tourism industry. 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.
Epling has demonstrated what it means to be a true "Friend of Tourism" by creating innovative programs, building meaningful partnerships and elevating Madison as a destination for both visitors and residents. Through her leadership as President of the Madison Chamber of Commerce, she has championed initiatives that encourage people to experience Madison in new ways while supporting local businesses, celebrating the community's unique character, and strengthening regional tourism.
Her accomplishments include:
- The creation and expansion of Celebrate Madison, a signature annual community festival designed to showcase everything that makes Madison special. The event brings together local businesses, restaurants, nonprofits, military families and community organizations into one celebration that attracts visitors from across North Alabama while giving away 500 free hotdogs, sodas and ice cream and offering a free firework show to attendees.
- Helped re-brand Trains on Main, a decade long tourism initiative that encourages families and residents to go on a "scavenger hunt" of downtown Madison to find the unique cast iron trains hidden along Main Street, by partnering with local influencer Erica with All Things Madison to showcase the experience through social media, extending Madison's reach far beyond traditional marketing efforts.
- The development of the Redstone Recreation Passport, a first-of-its-kind partnership encouraging residents and visitors to explore recreational opportunities available through Redstone Arsenal.
- Brought together Arts Huntsville, the Land Trust of North Alabama and local artist Ann Mohler Stevenson to create the "Magic of Madison" mural trail. Visitors who take a selfie at Balance Rock on Rainbow Mountain and stop by the Chamber receive a commemorative water bottle and a complimentary one-year Land Trust membership. Since launching in September 2025, the Chamber's Mural Room has welcomed more than 75 visitors to redeem their free commemorative water bottle and one-year free membership to the Land Trust of North Alabama.
- The opening of the Madison Chamber's new Tourism Corner where visitors now have a welcoming destination to discover local restaurants, shopping, attractions, public art, parks, trails, events, festivals and recreational opportunities.
“The PEAK Awards give us an opportunity to recognize the people, businesses, attractions, events and organizations that are making a meaningful difference in North Alabama’s tourism industry,” said Tami Reist, President and CEO of the Alabama Mountain Lakes Tourist Association. “Tourism doesn’t happen because of one person or one organization. It happens because passionate people continue to invest in their communities, create memorable experiences and welcome visitors to our region.”
Twelve awards were handed out at the awards presentation, held during the annual meeting. This year’s award winners are:
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 Collaborative
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: North Alabama Airfest
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: Ave Maria Grotto
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: Michelle Epling, President, Madison Chamber of Commerce
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: Johnny Belew, owner, Rhythm & Belew’s Tours
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: Katlyn Lott, operations manager, Muscle Shoals Sound Studio
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: Rob Carnegie, CEO, The Shoals/Florence-Lauderdale Convention and & Visitors Bureau
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: Red Bay Museum
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: The Library Of
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 in the past year.
Winners:
Lauren Pelto, Program Manager, Government Relations for TVA
Jori Chatman, Program Manager, Government and Community Relations for TVA
Lauranne James, executive director, Northwest Alabama RC&D Council
Renona Seibert, executive director, Alabama’s Mountains, Rivers & Valleys RC&D Council
Michelle Jordan, executive director, TARCOG
Jared Carter, executive director, Yellowhammer Outdoor Development
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: Paige Watts, Atlanta, Georgia
North Alabama Film Commission Reel Difference Award
The award recognizes outstanding contributions to the North Alabama film industry in the past year.
Winner: Mayor Ronnie Marks, Athens, Alabama
In addition to the PEAK Awards, five 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:
Alabama State Senator Garlan Gudger, Cullman, Ala.
Pammie Jimmar, Athens-Limestone Chamber of Commerce President/CEO
Harmony Heard Steed, Cullman County Tourism Bureau Executive Director
Kay Donaldson, Alabama Bass Trail Program Director
Leslie Walker, Leslie Walker Consulting
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 $4.9 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.
