GADSDEN — Recognizing those who set the bar for North Alabama’s $4.9 billion tourism industry, the Alabama Mountain Lakes Tourist Association presented its 2025 PEAK Awards.
The program pays tribute to tourism leaders, attractions, festivals and organizations that enhance the region’s quality of life. The awards presentation was part of the AMLA annual meeting at The Venue at Coosa Landing in Gadsden.
“The PEAK Awards are a symbol of excellence in North Alabama tourism, recognizing those that have made a significant and lasting impact on our industry,” said AMLA President/CEO Tami Reist. “This year’s recipients embody the passion, innovation and dedication that make North Alabama a must-experience destination. Their efforts not only enhance the visitor experience but also strengthen our communities and economy.
“We are proud to recognize their contributions and celebrate the bright future of tourism in North Alabama.”
The 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: Visit Cullman/Cullman County Tourism Bureau - 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: River Clay Fine Arts Festival - 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: Historic Decatur Union Depot - 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: Tanya Arnold, Visit Cullman Tourism Ambassador - 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: Wyatt Oliver, Creative Engineer/Craftsman, Bear Creek Collaborative - 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: Curtis Venetta, Marketing and Events Specialist, Madison 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: Susann Hamlin, President/CEO, Colbert County Tourism and Convention 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: Scottsboro BBQ Festival - 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: Bishop Chavers, publisher and founder, Alabama Magazine - 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: Cullman Christkindlmarkt - 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: Katiya McKinney, Madison - North Alabama Film Commission Reel Difference Award – The award recognizes outstanding contributions to the North Alabama film industry in the past year.
Winner: Codie Gopher, President, Meridian Media - Flawless Champion Award – The award honors an individual who embodies an extraordinary commitment to going above and beyond and setting a shining example of what it means to deliver hospitality with true excellence.
Winner: Claire Workinger, Administrator and Marketing Executive, Holistic Performance Group
In addition to the PEAK Awards, six individuals were named North Alabama “String of Pearls” leaders. The 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, “… 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.
The honorees are:
- State Sen. Arthur Orr of Decatur
- Danielle Gibson, president/CEO, Decatur Morgan County Tourism
- Jessica Jackson, manager, Alabama Welcome Center (Ardmore)
- Tere Richardson, executive director, Athens Main Street
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