DECATUR-Decatur Morgan County Tourism celebrated a year of growth, innovation, and storytelling during its Annual Tourism Meeting and Hospitality Association Awards Ceremony, honoring the individuals and organizations that have helped shape what is being called Decatur and Morgan County’s “Cool City Era.”
Decatur Morgan County Tourism brought together city and county leaders, hospitality partners, and community stakeholders to reflect on a year marked by success and transformation. “Tonight, we’re not just celebrating the hospitality industry or our accomplishments — we’re celebrating the core memories that tourism helped create throughout this past year,” said Gibson.
The program also recognized the Decatur Morgan County Tourism staff for their dedication and contributions:
- Danielle Gibson – President/CEO
- Sharon Holder – Vice President of Operations
- Dolores Powell – Housing Coordinator
- Don Dukemineer – Director of Sports Development
- Keilee Terry – Social Media Manager
- Leigh Ann Underwood – Group Sales & Special Events Director
- Emma Martin – Communications Director
Tourism continues to be one of Morgan County’s strongest economic drivers. In 2024, visitor spending in Morgan County exceeded $404 million, generating over $2 million in lodging tax revenues and supporting 4,157 local jobs with travel-related earnings of $102 million.
Statewide, Alabama welcomed 29 million visitors in 2024 who spent $23.9 billion, creating 248,590 jobs and contributing more than $1.4 billion in state and local tax revenues.
At the event, incoming Board Chair Wade Weaver, Chief Administrative Officer for the Morgan County Commission Office Julie Reeves, and City Councilman Carlton McMasters joined together to unveil a ceremonial “Big Check,” symbolizing tourism’s significant contribution to the local economy.
The Gilmer Blackburn Legacy Award, named after the late Mayor Blackburn for his foundational work in tourism, was presented to Senator Arthur Orr for his lasting contributions to the region’s growth and quality of life. From spearheading the Robotics Technology Park to supporting the Alabama Center for the Arts, Senator Orr’s leadership has helped transform the community into a hub of innovation and opportunity.
The Julian Walker “Mr. Tourism” Award went to Mari Juarez of Community Action Partnership of North Alabama. Juarez was recognized for her leadership and vision in bringing the Downtown Decatur Día de los Muertos celebration to life and for her commitment to building bridges between cultures across Morgan County.
The Decatur Morgan County Hospitality Association, led by President Don Dukemineer, honored local individuals and
organizations for their outstanding contributions to the tourism and hospitality industry. Since 1987, the Association has supported tourism development, volunteerism, and community enrichment projects through the Room Occupancy Fund, which helps finance enhancements such as improvements at Ingalls Harbor Pavilion and Jack Allen Recreation Complex.
This year’s award winners include:
Event of the Year – North Alabama Airfest
Held at Pryor Field Regional Airport, the 2025 North Alabama Airfest drew nearly 30,000 attendees from 17 states. Under the leadership of Airport Director Adam Fox, the Airfest brought aviation to the forefront, featuring the U.S. Army Golden Knights, F-35 Lightning II, and NASA’s STEM exhibits.
Good Neighbor Award – Leah Rutherford Brown
Recognized for her decades of service in the nonprofit sector, Leah’s dedication to Mosaic Mentoring, the Wet Dog Triathlon, and Tennessee Valley Outreach embodies community compassion and leadership.
Tourism Professional of the Year (in honor of Layna Sorrell) – Stephanie McClain
Honored for her many years of service to the City of Decatur, McClain’s professionalism, leadership, and commitment to excellence continue to enhance the visitor experience across the community.
Industry Partner of the Year – Pepsi Cola Decatur
For over 40 years, Pepsi Cola Decatur has been a steadfast supporter of local events, festivals, and attractions, providing vital resources and partnerships that elevate hospitality and tourism efforts across Morgan County.
Housekeepers of the Year – Sherry McNatt (Courtyard by Marriott) and Liz Kirby (Residence Inn)
Recognized for their dedication, professionalism, and care, McNatt and Kirby exemplify the heart of hospitality through their daily commitment to creating welcoming environments for guests.
As Decatur and Morgan County enter what Tourism is calling their “Cool City Era,” the evening reflected a renewed energy in the region’s tourism and cultural identity. From new festivals and record-breaking sports events to landmark investments and national recognition, the community continues to evolve as one of Alabama’s most dynamic destinations.
For more information, visit www.VisitDecaturAL.org or follow @VisitDecaturAL on all social media platforms.
Media Release/Emma Martin, Communications Director/Decatur Morgan County Tourism, Inc.
