Sand Mountain Park and Amphitheater Named Attraction of the Year

FOR IMMEDIATE RELEASE

CONTACT: Karen Beasley, Director of Marketing & Communications

Alabama Mountain Lakes Tourist Association

PHONE: 256.350.3500 / 800.648.5381

Sand Mountain Park and Amphitheater Named Attraction of the Year

Decatur, Ala. (September 21, 2023) - The Alabama Mountain Lakes Tourist Association (AMLA) has honored Sand Mountain Park and Amphitheater (https://sandmountainpark.com/) as the 2023 Attraction of the Year. The award is among 11 that comprise the 2023 PEAK Awards that were presented today during the AMLA Annual Meeting at Lake Guntersville State Park in Guntersville, 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 $4.3 billion tourism industry. 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.

Encompassing 120 acres in Albertville, Ala., Sand Mountain Park and Amphitheater opened in 2021 with both indoor and outdoor sports facilities, a waterpark area and amphitheater, and in 2022, the park opened a small campground with 17 pull-through sites.

In 2022, the complex hosted 100 events including 62 sports tournaments and 11 concerts, with over 1 million unique visitors, generating $23.2 million in economic impact for the Marshall County. To date in 2023, 72,866 people have visited the park specifically to compete in a sporting event. National Championship Sports, a travel baseball league, has hosted 12 tournament weekends at the park, bringing 28,700 visitors and $6.3 million in economic impact.

The attraction has placed a demand for hotel rooms, with over 36,000 room nights attributed to park events in 2022 and brought two new hotels to Marshall County. The Fairfield Inn and Suites opened in spring of 2022 and in May, the Hampton Inn Albertville opened its doors. The economic impact of the park has led to additional restaurants opening in Albertville including chains Buffalo Wild Wings, Beef O’Brady’s, Whataburger and Dunkin Donuts as well as a new movie theater. The park itself employs 325 individuals.

In 2022 they were awarded Readers’ Choice Outdoor Sports Venue by SportsEvents Magazine, the 2023 Sand Mountain Reporter Fitness Facility of the Year award and the 2023 Albertville Chamber of Commerce Industry of the Year award.

“With the PEAK Awards, we celebrate and recognize the best of the best in the North Alabama tourism industry. These individuals and organizations go beyond the call of duty to enhance the visitors’ experiences and are the reason the tourism and travel industry continues to be a driving force in North Alabama’s economy,” said AMLA President/CEO Tami Reist.

Eleven 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: Tennessee RiverLine

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: Rock the South

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: Sand Mountain Park and Amphitheater

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: Julie Patton, Guntersville Museum

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: Tim and Kim Horton, Willow Oak Lodge

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: Blaze Bishop, Franklin County Chamber of Commerce

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: Danielle Gibson, Decatur Morgan County Tourism

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: Jim and Faye Lacefield, Cane Creek Canyon Nature Preserve

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: Payton Walker, Tennessee Valley Living on WAFF 48

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.

Winner: Angie Pierce, Alabama Mountain Lakes Tourist Association

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: Jennifer Clark, Berry, 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:

John Dersham, executive director, DeKalb Tourism

Trisa Collier, welcome center administrator, Alabama Tourism Department

Leigh Cross, Alabama Tourism Department

Debbie Wilson, executive director, Muscle Shoals Sound Studios

Katy Norton, president, Marshall County Tourism and Sports

Leslie Ecklund, CEO, Burritt on the Mountain

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 $4.3 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.