Program of Work Overview & Elected Officials Update
20 25 ANNUAL REPORT
OURTEAM INTRODUCTIONOF
DanielleGibson
SharonHolder President&CEO VicePresident ofOperations
LeighAnnUnderwood CommunicationsDirector Director SpecialEvents&Group SalesDirector
KeileeTerry MissRiver SocialMediaManager& TourGuide DirectorofFunand Engagement
Our Board of Directors
Wade Weaver
Vice Chairman
Shelia Davis
Past Chairman
Ronnie Dukes
Secretary
Christy Richardson
Treasurer
Norman Roby
Board Member
Forest Board Membe
Peggy Allen Towns
Board Member
Aaron Lang Board Member
Teresa Taylor Board Member
Bryan Chapman Board Member
2025-2026 Key Initiatives
Outdoor Recreation
To promote Morgan County as a top bleisure spot where work trips turn into outdoor escapes. It’s the perfect place to swap dress shoes for sneakers and enjoy the great outdoors
Vistors Center
Aaron Bell Chariman
Sports Destination
To promote our NEW Visitors Center at 350 Market Street. How it serves as a community informational hub, Corporate meeting space, extension to Rhodes Ferry Park
To promote our county as a premier sports destination and partner with local Parks and Recreation to secure large tournaments for our numerous state-of-the-art facilities, leading to more lodging tax.
Decatur Morgan County Tourism
Our Purpose
Decatur Morgan County Tourism, Inc. is a nonprofit agency promoting Decatur and Morgan County as a destination for conventions, tour groups, sporting events, special events, and relocation. D.M.C.T. supports local industries with corporate travel needs and works to attract visitors by showcasing the area ’ s attractions, festivals, and recreational facilities.
Committed to sustainable tourism, D M C T fosters growth by developing and promoting events, entertainment, and venues that enhance the community’s appeal. The organization also supports initiatives that strengthen the hospitality and convention industry, making Decatur and ounty a great place to live and visit
Target Markets
In addition to Corporate travelers and guests who are in Decatur and Morgan County as participants in sporting events/tournaments, our target markets are as follows: leisure/family, outdoors/sportsmen, educational, culinary, relocations, & small conferences.
Alabama, Georgia, Tennessee, Florida Texas, Mississippi, North ina, Kentucky, Ohio Primary Markets Secondary Markets
Our Mission
Decatur Morgan County
Tourism is a nonprofit rganization created xclusively to market Decatur nd Morgan County to both groups and individuals, to nhance the economy and ncrease employment.
D.M.C.T. serves as an conomic driver, community marketer, industry oordinator, and builder of ommunity pride.
Our Why
1
We’re a true community asset— constantly advocating at the local, state, and federal levels to ensure Decatur is included in conversations around funding, new attractions, major projects, grants, and more
4
5
2
3
Destination organizations help communities stand out and compete for attention, visitors, talent, and investment bringing in tournaments, conventions, annual events, and more.
Market outside our region by leading regional and national marketing efforts that promote Decatur as a must-visit destination for travel, events, and experiences
6
We promote the best and most unique places and people in and around Decatur Morgan County by creating core memories for guests
Tourism drives direct and indirect economic activity in North Alabama which includes Decatur. In 2024, travelers spent over $4.9 billion in the region, supporting around 50,600 jobs, including within Morgan County
To connect people with the heart of Decatur and Morgan County by serving as the trusted source for information, inspiration, and resources that help them discover all our community has to offe
OurBrochures& PrintMarketingAssets
Social Media Performance and Current Demographics
TOTAL NUMBER OF POST ON OUR PLATFORMS
FAR IN
HOW MANY TIMES SOMEONE INTERACTED WITH OUR CONTENT HOW MANY TIMES OUR CONTENT WAS VIEWED
HOW MANY TIMES USERS CLICKED ON LINKS WITHIN OUR CONTENT HOW MANY NEW PEOPLE ARE FOLLOWING UR PAGES NUMBER OF TIMES OUR PAGE WAS VISITED BY A
(NEW) USER
SOCIAL MEDIA INDEX
LINK CLICKS
THE NUMBER OF CLICKS TAPS OR SWIPES ON LINKS WITHIN YOUR CONTENT, INCLUDING ADS CONTENT MAY INCLUDE FORMATS SUCH AS POSTS, STORIES, REELS, AND VIDEOS THAT LED TO DESTINATIONS OR EXPERIENCES ON OR OFF FACEBOOK
FOLLOWS
THE NUMBER OF TIMES ACCOUNTS FOLLOWED YOU IN THE SELECTED TIME PERIOD
VISITS
THE NUMBER OF TIMES YOUR PAGE OR PROFILE WAS VISITED
OVERALL REACH THIS METRIC COUNTS REACH FROM THE ORGANIC OR PAID DISTRIBUTION OF YOUR FACEBOOK CONTENT, INCLUDING POSTS, STORIES AND ADS IT ALSO INCLUDES REACH FROM OTHER SOURCES, SUCH AS TAGS, CHECK-INS AND PAGE OR PROFILE VISITS THIS NUMBER ALSO INCLUDES REACH FROM POSTS AND STORIES THAT WERE BOOSTED REACH IS ONLY COUNTED ONCE IF IT OCCURS FROM BOTH ORGANIC AND PAID DISTRIBUTION THIS METRIC IS ESTIMATED
VIEWS
THE NUMBER OF TIMES YOUR CONTENT WAS PLAYED OR DISPLAYED CONTENT INCLUDES VIDEOS, POSTS, STORIES AND ADS
CONTENT
INTERACTIONS
THE NUMBER OF LIKES OR REACTIONS SAVES, COMMENTS, SHARES AND REPLIES ON YOUR CONTENT, INCLUDING ADS CONTENT CAN INCLUDE FORMATS SUCH AS POSTS, STORIES, REELS, VIDEOS AND MORE
256 Today
Alabama Magazine
Alabama Vacation Guide
Alabama Golf Guide
All Things Madison
AMLA
BHAM Now Social Media
Partnership
Bandwango
CrowdRiff
Connect Sports-Annual
Facilities Guide
Compass Media
Chamber Discover Magazine
Decatur Morgan Explore
Event Promotional Materials
Group Tour Marketing
Good Grit Magazine
Hville Blast Social Media
Partnership
Lamar AdvertisingBillboards
Meltwater
Playeasy Online Profile
Relic Agency-Podcast
Recording
Social Media Advertising with Boost Posts
Soulgrown
Sports Destination
Management
Sweet Home Alabama-
Alabama Tourism
Partnership
SoulGrown
Travels with Darcey on PBS
Try Huntsville
Yellow Pages (Thryv)
Youtube Shorts
OF
OFALL RESTAURANT SPENDCAME FROMVISITORS
OFALLRETAIL SPENDCAME FROMVISITORS OF ALL ATTRACTION SPEND CAME FROM VISITORS
25-54 25-54 25-54
AVG. VISITOR AGE CURRENTLY SPENDING OFVISITOR SPENDWENT TOSHOPPING LOCAL OFVISITORS HAVEA HOUSEHOLD INCOME>$100K
The first Executive Program launched in 2025 with 21 participants, creating a space for collaboration, leadership development, and mutual inspiration among community changemakers.
Ms. Ms. River! River!
est. 2025 est. 2025
ADVERTISMENTS FOR DMCT
ADVERTISMENTS FOR DMCT
Our Sales Team
What is our Sales Team responsible for?
Strategize to create targeted direct sales leading to new business opportunities. Target Marketing Efforts such as tradeshow participation & meeting planner incentive programs. Collaborate to create impactful, new group sales and marketing campaigns. Conduct site and familiarization (FAM) tours to strategic locations. Create competitive group pricing packages with industry partners Provide convention and group service client management services.
Director of Sports Development
Don Dukemineer Shows Attended- 12
Group Sales and Special Events Director Leigh Ann Underwood Shows Attended-6 Number of Appointments-87
To Promote D as the premie destination b resources
Our Sales Strategy & Trade Shows
Our Strategy
The Sales Department attended tradeshows, conferences, and events. These events potentially drive new business to the city in producing room nights in all market segments. All event formats were either a tradeshow or a reverse buyer. Many of these events offer an appointment setting so D.M.C.T. can pre-qualify and evaluate potential business opportunities. These events also offered an element of education for attendees and social event offering more time to visit with potential clients and meeting planners.
Trade Shows attended by D.M.C.T. Team so far in 2024-2025
4S&RightsHoldersSummit
AlabamaRec.&ParkAnnualConferenceCelebrationsBridalEvent
HSMAIMeeting/Workshop
NationalCoalitionofBlackMeetingPlanners
NTATravelExchange
SportsAlabamaAnnualMeeting
CelebrationsBridalShow-Huntsville
ChiefExecutiveSummit
AmericanBusAssociation
AlabamaParksandRecreationConference
ACESConference
AlabamaStateTourismBash
SportsETASymposium
AlabamaBridalShow
LOCAL
LOCAL,STATE,REGIONAL& NATIONAL COLLABORATIONS
STATE
CarnegieVisualArtsCenter
DecaturDowntown
RedevelopmentAuthority
DecaturMorganCountyChamber ofCommerce
DecaturMorganCountyHospitality Association
DecaturDowntownMerchants
Assoc
KiwanisClubofDecatur
MorganCountyEconomic Development
ThePrincessTheatre
TheRotaryClubofDecatur
AlabamaAssociationofDestination
MarketingOrganizations
AlabamaBassTrail
AlabamaCouncilofAssociation
Executives
AlabamaInstitutefortheDeafand
Blind
AlabamaParks&Recreation
AlabamaRestaurant&Hospitality Association
AlabamaTravelCouncil
AlabamaBusAssociation
AlabamaMotorcoachAssociation
LawrenceCountyChamberof Commerce
SportsAlabama
REGIONAL
NATIONAL
AlabamaMountainLakesTourist Association
SoutheastTourismSociety
SHRM-Regional
TennesseeMotorCoach Association
TennesseeRiverLine
DestinationInternational
SmallMarketMeetings
SocietyofGovernmentMeeting
Planners
SportsETA
TEAMS
P R O O F O F P R O O F O F
P E R F O R M A N C E P E R F O R M A N C E
MARKETING CAMPAIGNS SSPORTS PORTS
D E S T I N A T I O N D E S T I N A T I O N
CAPITAL PROJECTS
JudgeHortonLearning Center
DMCT,incollaborationwiththeDecaturMorganHospitality AssociationandtheCityofDecatur,playedakeyrolein relocatingthehistoricJudgeHortonHomefromGreenbriar toDecatur Oncetransformedintoaninterpretivelearning center,thesiteisprojectedtogeneratesignificant economicimpactforthearea helpingpreservelocal historywhileboostingtourismandeducationaltravel Smallerinstitutions,liketheAmonCarterMuseum, produced$176millionineconomicactivityin2023alone, sustaininglocaljobsandgeneratingtaxrevenues
ScottsboroBoysCivilRightsMuseum
DecaturMorganCountyTourismco-sponsoredandpromoted themuseumeffort partneringwithCEOTA(CelebratingEarlyOld TownwithArt)andlocalgovernmentstoelevatetheproject’s civilrightsfocusandsecurecommunityandphilanthropic support ThisprojectwillpositionDecaturtobecomeapowerful newCivilRightsdestination.CivilRightsMuseumssuchasthis generateanaverageof50,000to200,000+visitorsannually, dependingonprofileandprogramming
TennesseeRiverLine-Water AccessProject
DecaturMorganCountyTourismactivelypursueda nearly$20millionfederalgranttohelprevitalizeRhodes FerryParkandchampionedtheCityofDecatur’s involvementintheproject Althoughthegrantwas ultimatelyrevokedduetochangesatthefederallevel, theeffortwasn’tinvain 13%oftheoriginalfundingwas preservedandusedtocoverthecostofaprofessional conceptualdesign,layingthegroundworkforfuture improvementefforts
FairfieldInnandSuites-ParkingDeck
DMCTagreedtopartnerwiththeCityofDecatur,towaive lodging taxgeneratedfromtheFairfieldInntohelpfundthenearly10 Milliondollarnearbyparkingdeck Thisinvestmentsupports downtownrevitalizationeffortsbymakingparkingmoreaccessible forvisitorsandboostingfoottrafficforlocalbusinesses.Offering nearly240spotsatjust$4perday,thisparkinglotisahuge additiontoDowntownDecaturandDMCTwashappytopartnerto makethisvisionareality
recorded so far this Year
OUR GOAL THIS YEAR IS BUILD OUT AN IN-HOUSE PODCAST STUDIO TO REACH A BROADER AUDIENCE, ORGANICALLY EXPAND OUR VIEWERSHIP
Decatur Decatur vvisit isit
TOCREATECOREMEMORIESONEEXPERIENCEATATIME! TOCREATECOREMEMORIESONEEXPERIENCEATATIME!
