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
The Library of Named Recipient of 2026 Chairman’s Cup
Decatur, Ala. (September 24, 2026) - The Alabama Mountain Lakes Tourist Association (AMLA) has honored The Library of, a Huntsville-based creative video production and storytelling studio, with the 2026 Chairman’s Cup. 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 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.
Located in Huntsville, Ala., The Library of is a creative video production and storytelling studio specializing in brand films, commercials, educational content and digital media for the defense industry, higher education and local organizations.
The Library of was selected in recognition of its creativity, collaboration and forward-thinking approach to storytelling, as well as its work helping share the region’s story with audiences beyond North Alabama. One of the projects that helped distinguish The Library of was its work on AMLA’s Accessible North Alabama initiative, including Under the Sun, Moon, & Stars: Accessible North Alabama with Wonders Within Reach. The film highlighted accessible travel experiences throughout North Alabama and helped introduce the region’s commitment to accessibility to audiences well beyond the destination. The film was recognized through the TravelAbility Film Festival and was ultimately selected to be featured on United Airlines’ in-flight entertainment system, giving North Alabama exposure to a national and international audience.
“The Library of represents the kind of creativity, collaboration and forward thinking that we want to recognize across North Alabama,” said Tami Reist, president and CEO of AMLA. “They understand that telling our story in a fresh and meaningful way can create an experience that connects people to a destination. And what impressed me most about The Library of is their ability to take an idea and help turn it into something that reaches far beyond our region. Their work helped elevate our Accessible North Alabama story and showed what is possible when creativity and purpose come together.”
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)
The official destination marketing organization for Visit North Alabama, 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.
