The Alabama Mountain Lakes Tourist Association, a non-profit organization, was formed in 1964 with the express purpose of developing north Alabama’s travel industry and marketing the region to the traveling public. 

The Franklin County Arts and Humanities Council is a member of AMLA.

AMLA serves 16 counties with an ever-expanding membership base representing progressive travel-regulated businesses and associations as well as various levels of government. 

In addition to Franklin, counties included within the AMLA region are Blount, Cherokee, Colbert, Cullman, DeKalb, Etowah, Jackson, Lauderdale, Lawrence, Limestone, Madison, Marion, Marshall, Morgan and Winston.

The AMLA’s goal is to expand on – and not duplicate – the objectives or efforts of local associations and organizations that represent specific industry components. Everyone prospers by working together in a unified effort to promote the 16-county region’s natural, historic and manmade attractions.

Tami Reist serves as president and chief executive officer of Alabama Mountain Lakes Tourist Association. 

As president and CEO of Alabama Mountain Lakes, she is responsible for 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. 

Her responsibilities also include strengthening and expanding the membership base of AMLA, which is supported by 500-plus members – chambers of commerce, convention and visitors bureaus, attractions, campgrounds, festivals, communities, counties, golf courses, restaurants, tour operators, accommodations, vendors, financial institutions and individuals. 

The region currently generates more than $2.5 billion in travel expenditures on an annual basis. 

The Arts Council has benefited through its membership in the AMLA. The AMLA has helped promote many of the events held at the Historic Roxy Theatre throughout the state, and AMLA provided the Arts Council with a grant used for postcards that featured a picture of the Roxy. These postcards have been distributed throughout the northern counties and locally at the Roxy for promotion. 

Some Arts Council board members attend AMLA quarterly, district and annual meetings. Many of these meetings offer seminars, speakers, tourism opportunities, professional development and marketing information. 

Our area is fortunate to have an organization such as AMLA that works to promote tourism and economy in north Alabama.

Club Chronicles is written by Susie Hovater Malone.