Athens Main Street was awarded the Organization of the Year PEAK Award during the Alabama Mountain Lakes Tourist Association (AMLA) Annual Meeting held on Thursday, September 23, 2021, at the Marriott Shoals Conference Center in Florence, Alabama.

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.

Throughout the past 13 years, Athens Main Street has made significant contributions to downtown Athens, including the establishment of a certified farmers’ market that operates each Saturday, June through August, and incorporating a number of promotional events that have become highly anticipated and attended year after year bringing new visitors downtown.

Athens Main Street performed a key role in the recently completed Streetscape project that improved walkability including ADA compliant sidewalks, provided more green space with grass and shade trees and improved lighting with the installation of historic lamp posts.

Two of the organization’s latest projects are a new downtown walking map brochure and the renovation of Merchants Alley. Nearly completed, the alley will consist of murals, outdoor dining, planters and instagramable spots and will help draw tourists into downtown to patronize local merchants. Athens Main Street has raised more than $120,000 through public and private partnerships to renovate the alley.

“The PEAK Awards recognize the best of North Alabama’s tourism and travel industry, and this year’s nominees and winners have all done an exemplary job in delivering an exceptional visitor experience,” said AMLA President/CEO Tami Reist. “With the COVID-19 pandemic still in the forefront, it continues to be challenging times for our industry and I want to take this time to celebrate our local tourism leaders, attractions, festivals and front-line workers who all work tirelessly during these unprecedented times.”

Athens Main Street Executive Director Tere Richardson was honored to accept the award on behalf of the organization.

“Bringing people into downtown to eat, shop and tour is a major component of our mission at Athens Main Street,” said Richardson. “Being recognized by our region’s preeminent tourism organization is a very high honor.”

You can read the entire list of PEAK award winners by clicking here.

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