Pilkilton, Colbert Tourism honored at state conference

The Shoals area has a lot of unique attractions that cannot be found anywhere else in the state of Alabama.

As such, it is important to have a solid team of representatives to show those attractions to locals and visitors alike.

When it comes to the Colbert County Tourism Bureau, they are not among the best, they are the best.

Last weekend at the Alabama Governor’s Conference on Tourism, Colbert County Tourism was named Organization of the Year by the Alabama State Tourism Department.

On top of that, Sue Pilkilton, the executive director of Ivy Green, the Helen Keller birthplace, was named Executive of the Year. Pilkilton is the board chair for Colbert Tourism.

“We were really excited,” said Colbert Tourism Executive Director Susann Hamlin. “We have always worked hard and do things other counties do, but we are not one of the big budget organizations, so we usually can’t do as much as them. We were recognized for several reasons, and to be recognized by the state and by our peers as Organization of the Year, it really meant so much to us.”

Pilkilton said she “couldn’t believe it” when she was named Executive of the Year.

“It was really a great honor,” she said. “I have been in tourism for 54 years, all at Ivy Green. I try hard to promote Helen Keller, her legacy and everything we have, especially in The Shoals area. We are blessed to have so many things for visitors to see.”

Pilkilton said the conference is held annually and is moved around the state so different areas can host. This year’s conference was held in Tuscaloosa.

She said these awards are not based on applications. They are selected by the state tourism director and his department.

“For many years, Colbert County Tourism has been a guiding light for travelers and a cornerstone of our state,” said the state department at the banquet. “This nonprofit organization is dedicated to showcasing the history, culture and natural beauty of Colbert County, Alabama.

“From the iconic Muscle Shoals music scene to stunning outdoor attractions and memorable festivals, they draw visitors from around the world. Their hard work is evident — tourism expenditures skyrocketed to $101 million in 2023, up from $69 million in 2020, and state lodging taxes have nearly doubled over the past five years.”

Pilkilton said over 30,000 visitors came to Ivy Green last year, representing all 50 states and 35 foreign countries.

Hamlin said lodging tax revenue has gone up each of the 29 years she has been with Colbert Tourism, including 2020 during the height of the COVID-19 pandemic.

“We try to change with the times and do things differently,” Hamlin said. “We have some great attractions, and we have more now than we did when I started in 1995. What we have added has made a big difference. The music studios have grown an international market, and not a whole lot of places in Alabama can appeal internationally like we can. We are blessed.”