winners during the 2024 Alabama Governor’s Conference on Tourism, held
on location at Hotel Capstone in Tuscaloosa, Alabama. Winners included
Pete Conroy with Jacksonville State University as ATD’s Directors
Award, Mayor Walt Maddox as Tourism Government Advocate, and Dr. Tina
Jones and Black Belt Region Partners as Tourism Partnership of the Year.
Fifteen awards were presented.
Grey Brennan, Alabama Tourism Department’s Employee of the Year;
Ardmore Welcome Center, Alabama Welcome Center of the Year; Sue
Pilkilton, Tourism Executive of the Year; Todd Scholl, Tourism Industry
Employee of the Year; Lydia Pennington, Rising Star; Marie Waxel,
Tourism Media Advocate; Guntersville Lake HydroFest, Event of the Year;
Tonja Carter, Governor’s Tourism Award; Explore Cuba!, Theme Campaign
Award; Colbert County tourism, Tourism Organization of the Year; and
Tami Reist, Alabama Tourism Hall of Fame.
“We have incredibly strong tourism industry professionals in Alabama,
and those recognized this year are no exception,” said Lee Sentell,
director of Alabama Tourism Department. “Their unwavering leadership
and dedication continue to elevate Alabama as one of the go-to
destinations in America. We are proud to recognize the people and
organizations that contribute to the success of tourism in the state.”
Below are the brief biographies of each winner.
Director’s Award – Pete Conroy – Jacksonville State University
Since 1997, Pete Conroy has served as the Director of Jacksonville State
University’s Environmental Policy and Information Center (EPIC).
Trained as a biologist, Conroy moved to Alabama in 1985 to work as the
curator of the Anniston Museum of Natural History.
Since then, he has received appointments from Alabama Governors Kay
Ivey, Bob Riley, Don Siegelman, Fob James, Jim Folsom, and Guy Hunt.
Retained by President George Bush, Pete received White House
appointments by President Bill Clinton in 1999 to serve as Alternate
U.S. federal Commissioner of the Tri-State Water Compacts. Conroy may be
best known for his interest in public lands, leading to the following
designations: Little River Canyon National Preserve, Duggar Mountain
Wilderness, Mountain Longleaf National Wildlife Refuge, and Freedom
Riders National Monument.
Additionally, he leads several projects related to conservation and
economic development. Examples include the establishment and operation
of the Little River Canyon Center, the Talladega Mountain Center,
Longleaf Studios and entertainment complex, the re-use of the former
Fort McClellan, the Chief Ladiga Rail-Trail, and several Alabama-based
initiatives promoting smart growth, environmental education, arts,
conservation, tourism, water policy and sustainable hospitality.
Born in Pennsylvania, Conroy moved to Asheville, North Carolina, with
his family in the 1970s. He later received his bachelor’s degree in
biology from Furman University in South Carolina and his master’s
degree in zoology from the University of Georgia. He now lives in
Jacksonville, Alabama, with his wife Roxana, and two kids, Haley and
Mitch.
Tourism Advocate – Government – Mayor Walt Maddox – City of
Tuscaloosa
Since his first inauguration in 2005, Mayor Maddox has been dedicated to
seeing Tuscaloosa reach its greatest potential and has led this city
during tough times.
Maddox is a Tuscaloosa native and graduated from Central High School in
1991. He earned his bachelor’s degree in political science and
master’s degree in public administration from the University of
Alabama at Birmingham.
In 1996, Maddox began his professional career as a Field Director with
the Alabama Education Association. In 2001, he was appointed Executive
Director of Personnel for the Tuscaloosa City Schools. In that same
year, he was elected as City Councilman for the Sixth District.
Maddox’s love for the city of Tuscaloosa and his commitment to see the
city prosper is evidence by the many projects and accomplishments that
can be seen throughout the city. Maddox is married to Stephanie and has
two children, Taylor and Eli.
Tourism Partnership of the Year – Dr. Tina Jones and Black Belt Region
Partners
For almost two decades, Dr. Tina Jones, Assistant Provost and Vice
President for the Division of Economic and Workforce Development at the
University of West Alabama, has relentlessly pursued the designation of
Alabama’s culturally rich Black Belt region as a National Heritage
Area. In July 2022, after nearly five years of work, the U.S. House of
Representatives passed legislation and, in December 2023, the U.S.
Senate passed legislation which officially declared the region an
Alabama Black Belt National Heritage Area.
For years, Dr. Jones poured countless hours into research on our
traditions, customs, beliefs, and folklife; inventory and documentation
of sites to create four themed site maps – Civil Rights Movement,
Education and Cultural, Natural Resources/Early History and Artistic
Expression; and the compilation of statistical data and much more.
The tireless advocacy and negotiation on behalf of the residents of the
Black Belt to secure ABBNHA will provide federal resources to preserve
our state’s cultural, historic, recreational, natural and scenic
assets. The communities and residents will soon begin to benefit in so
many ways – not only from the infusion of tax revenues generated from
heritage tourism that are critical to their sustainability, but, also,
from the enhancement of quality of life, job creation, and overall sense
of pride.
Lifetime Achievement – Bart Williams
Bart joined the Alabama tourism industry ranks in 1989 after graduating
from the University of Alabama. He began his career at the U.S. Space &
Rocket Center, where he advanced to Senior Marketing Manager. In 1997,
Bart moved to Atlanta to assist with an upstart motorsports summer camp
called Race Camp. After the initial year of the camp’s operation, he
moved back to Huntsville and became Marketing Director for the
EarlyWorks Family of Museums. In 2002, Bart was promoted to Executive
Director. During his tenure, Bart has overseen the expansion of the
three EarlyWorks museums and their programs, including annual events
such as Santa’s Village, the WhistleStop Festival, and countless field
trip programs. Most recently, Bart led the bicentennial restoration of
Alabama Constitution Hall Park and the strategic expansion of STEM
exhibitory and programming at the EarlyWorks Children’s Museum.
Bart has served on state and regional boards including The Alabama
Bicentennial Commission, The Alabama Travel Council, The Alabama Tourism
Partnership, The Alabama Bureau of Tourism and Travel Advisory Board,
The Alabama Mountain Lakes Tourism Association Board, and The
Huntsville/Madison County Hospitality Association.
On a personal note, Bart is married to Julie and the proud father of
three adult children: Jake, Zoe, and Ella, who is currently a senior at
the University of Alabama. Bart’s family is a source of strength and
inspiration in his success and professional journey.
ATD Employee of the Year – Grey Brennan
Grey Brennan graduated from the University of Alabama with a masters and
undergraduate degree in Communications, and his undergraduate minor in
marketing. Before joining the Department of Tourism in 2001, Brennan was
employed in the Broadcasting field and held ownership positions in
television and radio stations throughout Alabama.
In 2005, he received the Travel Marketing Professional designation (TMP)
from the Southeast Tourism Society, a non-profit, membership
organization dedicated to the development of industry organizations and
professionals and the promotion of tourism. Brennan is currently the
Deputy Director for the Alabama Tourism Department. In that role he
oversees the department’s national and international marketing and
sales efforts.
Alabama Welcome Center of the Year – Ardmore Welcome Center
The Ardmore staff members are Jessica Jackson (manager), David Stanford,
Sherry Griffith, Bernice Hopson, and Jasmia Horton. The staff has over
70 years of experience with Alabama Tourism.
Since the Ardmore Welcome Center temporarily closing for reconstruction,
the staff has stayed busy by taking part in various activities. Some of
the activities include familiarization tours and volunteering for events
at the Athens-Limestone Tourism and Decatur Morgan County CVB. They have
also taken classes to prepare themselves to better serve the public.
Each employee participated and completed the Flawless Delivery course,
offered by Alabama Mountain Lakes Tourist Association.
Engaging in the community has allowed the staff to remain motivated and
become close colleagues. With the Ardmore Welcome Center’s planned
opening in Summer 2024, the staff will be more than equipped to give
Alabama travelers the experience that only Sweet Home Alabama can give.
Tourism Executive of the Year – Sue Pilkilton – Ivy Green,
Birthplace of Helen Keller
Sue Pilkilton is the Executive Director of Ivy Green, Birthplace of
Helen Keller. Pilkilton has worked at the historical site for the past
54 years promoting the legacy of Helen Keller to people around the
world. She began her career at the age of 14 working in the gift shop
during the summer. After graduation she became an Ivy Green hostess and
in 1981 the Executive Director. She serves on the Alabama Travel Council
Board, Alabama Mountain Lakes Tourism Board and is the current Chairman
of the Colbert County Tourism Board of Directors.
Pilkilton’s dedication to her family and her work has left an indelible
mark, reminding us that through love and commitment, we can create
lasting change and inspire those around us. “Alone we can do so little,
together we can do so much.” – Helen Keller
Tourism Industry Employee of the Year – Todd Scholl – Ithaka
Hospitality Partners
Todd Scholl is the Managing Partner, Sales & Marketing, for Ithaka
Hospitality Partners (IHP). He brings more than 30 years of industry
experience to the role, where he oversees marketing, sales, brand
awareness, websites, and social media for the entire IHP portfolio.
Born and raised in Fort Madison, Iowa, Scholl graduated from the
University of Iowa with a Bachelor’s Degree in Communication Studies.
Scholl met a hotel general manager during a Dale Carnegie leadership
training course who offered him a job on the spot, sparking an
excitement for hospitality that he carries to this day. His hospitality
career includes time spent at some of the finest independent properties
in the country, including Hotel Sorella Country Club Plaza in Kansas
City, MO; the Elms Hotel & Spa in Excelsior Springs, MS; the Canterbury
Hotel in Indianapolis, IN; and The Peabody Little Rock in Little Rock,
AR. Each of these hotels became the market leader in their respective
segments during his tenure.
In 2018, Scholl relocated to Auburn, AL to join Ithaka Hospitality
Partners and oversee sales and marketing for The Hotel at Auburn
University & Dixon Conference Center. He also began working on The
Laurel Hotel & Spa, which opened in 2022 and became both the first
Preferred Hotel and the first AAA five star designated hotel in the
state of Alabama. As part of the IHP leadership team, Scholl works on
the company’s Auburn properties as well as on other projects around
the world.
Scholl serves on the board of Storybook Farm and is a former board
member of the Auburn Chamber of Commerce. He lives in Auburn with his
wife, Michele.
Rising Star – Lydia Pennington – Alabama Mountain Lakes Chamber of
Commerce
Lydia Pennington is the Executive Director of Tourism for Jackson
County, Alabama, where she develops strategies, programs, and policies
to promote responsible tourism, effectively manages tourism impacts, and
stimulates economic development. Previously, Pennington served as
Director of Communications and Marketing for the Mountain Lakes Chamber
of Commerce, strengthening the branding and engagement amongst members,
investors, public servants, and the community. Prior to relocating to
Jackson County, Pennington served as Industry Relations and Workforce
Development Director at the Huntsville/Madison County Chamber leading
successful initiatives to support businesses and the industry. She honed
her analytical and support skills through a decade in the social
services sector – locally and in the Northeast.
A native of North Alabama and a graduate of the University of Alabama,
Lydia’s passion to serve the local community fuels her to build
bridges, meet needs, and ultimately make a difference where she lives in
Jackson County with her fiancée and daughter, plus an increasing number
of pets.
Tourism Advocate – Media – Marie Waxel – WAAY-TV 31
Marie Waxel is an Emmy and Murrow award-winning journalist and anchors
the evening news for WAAY 31 in Huntsville. Her dedication to the
community extends beyond anchoring to spotlighting veterans/military
organizations and the rich musical heritage in North Alabama. With roots
in South Carolina, Waxel’s journalism journey led her to Alabama, where
she spent five years as a general assignment reporter in the Shoals and
fell in love with North Alabama (& her now husband). After a short stint
in Louisiana, she moved back to the Huntsville market in 2019. Waxel’s
commitment and passion to storytelling has left an indelible mark on her
community. Beyond her career, she enjoys sailing on Lake Guntersville
and embarking on new adventures with her husband and son.
Event of the Year – Guntersville Lake HydroFest
Lake Guntersville has always been a bucket-list lake for anglers, but it
is quickly becoming known as the fastest water in the South with its new
super-speedway drawing the American Power Boat Association’s most
competitive watercraft from across the world. Pro racers from as far as
New Zealand have pitted their skills against other racers on the waters
of Lake Guntersville, a place where two world speed records still hold.
In June of 2023, Guntersville Lake HydroFest widened its turns on the
2.5-mile oval, creating one of the fastest water courses on record and
several boats clocked speeds of over 171 mph. More than 20,000
spectators gathered on the banks to watch as the largest and fastest
boats raced five wide.
The smallest community to host such a racing event, Guntersville’s
town of 8,000 swells as visitors and race teams pour in from across the
country. Restaurant and shop owners feel the positive impact as money is
spent by those visiting for the first time or returning to their
favorite spots.
National exposure surrounding the boat race continues to grow with 1.1
million people reached and 200,000 engaging on social media just in the
months leading up to the race. The race itself is live-streamed,
introducing the destination and lake to millions across the Internet.
Governor’s Tourism Award – Tonja Carter – The Mockingbird Company
Tonja first met Nelle Harper Lee while working as an assistant for
Harper’s sister, Alice Lee. Alice and Nelle encouraged Tonja to attend
law school and Alice welcomed her into the family law firm, Barnett Bugg
& Lee, in 2006 (Now Barnett Bugg Lee & Carter). Harper Lee started
Mockingbird Company in 2015 with herself, Tonja, and Paul Fields as
initial officers. Today, the officers are Tonja Carter, Cathy Baker, and
Erin Carter.
Tonja Carter is a graduate of the University of Alabama School of Law.
She is the mother of four grown children (Tawny, Patrick, Erin, and
Jacob Carter) and the grandmother of Penelope Carter. Tonja and her late
husband, Patrick Carter, were instrumental in the revitalization of the
Monroeville Downtown. Together they restored three buildings, and Tonja
recently saved and is currently restoring the Old Monroe County Bank and
the law office of Alice and Nelle’s Father, Amasa Coleman Lee. Tonja
is a cancer survivor, and her passions are her Catholic Faith, reading,
gardening, animals and traveling.
Theme Campaign Award – Explore Cuba! – Exploreum Science Center
¡Cuba! landed at the Exploreum after a bumpy ride through negotiations
starting in 2017 and throughout COVID shutdowns and lots of uncertainty.
Ultimately though, contracts were signed, and arrangements were made to
bring the exhibit to Mobile and retire there, the sister city to Havana,
Cuba. It’s a perfect ending for a stellar exhibit highlighting this
incredible island nation with a storied history and longstanding
connection to Mobile that ranges from its original explorers and
settlers to introducing Cubans to what’s now their most popular sport,
baseball.
In working on this campaign, the Exploreum traveled to Cuba to truly
experience the island first-hand, and to film their commercial to
promote the exhibit throughout the Southeast region and beyond. Their
goal was to highlight Cuba’s connection with Alabama and bring a world
class educational exhibit to the Gulf Coast, one that would draw
visitors from all over. In doing so, they created a versatile marketing
campaign featuring an award winning commercial, mini-documentary, and
numerous other assets from print, outdoor display, and much more.
Tourism Organization of the Year – Colbert County Tourism
For over four decades, Colbert County Tourism has been a guiding light
for travelers and a cornerstone of the community. This legislatively
created organization is dedicated to showcasing the rich history,
vibrant culture, and natural beauty of Colbert County, Alabama. From the
iconic Muscle Shoals music scene and history and heritage, to
outstanding outdoor attractions and memorable festivals and live music
venues, this area draws visitors worldwide.
The hard work at the tourism office is evident – the county’s
tourism expenditures have skyrocketed to $101 million in 2023, up from
$69 million is just three years. Lodging taxes have more than doubled in
a little more than five years without a single, new lodging facility
added.
Under the leadership of President/CEO Susann Hamlin, the organization
has seen constant growth, even amid national pandemics and downturns.
Hamlin credits this success to the county’s plethora of diverse
attractions that captivate visitors, offering a rich mix of history,
heritage, and entertainment. As Alabama enjoys a surge in travel-related
revenues, Colbert County stands out, making them a deserving recipient
of the Organization of the Year award.
Alabama Tourism Hall of Fame – Tami Reist – Alabama Mountain Lakes
Tourist Association
During her more than three-decade career in the tourism and travel
industry, Reist has lived by the theme expressed by famous American
heroine Helen Keller, “Alone we can do so little, together we can do
so much.”
Reist is the President/CEO of the Alabama Mountain Lakes Tourist
Association (AMLA). Her duties include planning, implementing, directing
and evaluating all promotional programs as well as overall development
of the tourism and travel industry within the 16 northernmost counties
of the State of Alabama. The region currently generates more than $3.7
billion in annual travel expenditures.
Reist is a board member for several tourism and travel-related and civic
organizations including Governor Appointee to the Scenic Byways
Committee, Main Street Alabama, Southeast Tourism Society Legislative
Council, Alabama Travel Council, Alabama Council of Association
Executives, Alabama Association of Destination Marketing Organizations
and numerous other local and state travel related groups. Reist is also
an instructor at the Southeast Tourism Society’s Marketing College.
Her many recognitions include the ATHENA Leadership Award from the
Decatur-Morgan County Chamber of Commerce, the Alabama Travel Council
Partnership Award, the Southeast Tourism Society Dorothy Hardman Spirit
Award, inductee into the Morgan County Leadership Hall of Fame and This
is Alabama, Birmingham magazine’s Women Who Shape the State honoree, a
“Women of Impact” award recipient from Yellowhammer
News/Yellowhammer Multimedia, and a 2021 graduate of the Appalachian
Leadership Institute, a leadership and economic development program
sponsored by the Appalachian Regional Commission.
Reist’s interests include interior design, flying with her husband,
traveling and spending time with her grandchildren.