Visit Tuscaloosa Announces Series Of Staff Promotions, Leadership Changes

TUSCALOOSA, AL — Visit Tuscaloosa announced a series of staff changes Wednesday, including two internal promotions, expanded responsibilities for another staff member and the hiring of a new marketing and communications director.

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Visit Tuscaloosa President and CEO Kelsey Rush said the changes come as the organization continues efforts to increase tourism and its economic impact across Tuscaloosa County.

“We have a truly special staff, and these promotions are a testament to the talent and leadership we have within our organization,” Rush said. “As we continue to grow, I’m excited to see our team step into new opportunities and build on the work we are doing to increase visitation, support our tourism partners and create meaningful economic impact across Tuscaloosa.”

Josh Rivers has been promoted to director of sports tourism after previously serving as director of community partnerships and group tour experiences, a position he held since 2022.

In the new role, Rivers will oversee efforts to recruit regional and national sporting events to Tuscaloosa County, along with sports tourism sales and business development.

He will also work with local sports facilities and event organizers and assist with the planning and execution of sporting events.

Before joining Visit Tuscaloosa, Rivers spent more than a decade at the University of Alabama’s Bryant Conference Center, including six years as assistant director. He also previously worked in event and facility operations with the University of South Carolina and the City of Greenville, South Carolina.

Alicia Richards has been promoted to director of events and community engagement after previously serving as event and partnership services manager.

Richards joined Visit Tuscaloosa in 2024 following her time with the City of Tuscaloosa, where she worked as community engagement manager and special events assistant operations manager.

Her work on Tuscaloosa events has received recognition from the Southeast Festivals & Events Association, including a Silver Kaleidoscope Award for Tech or Treat and a Bronze Kaleidoscope Award for Holidays on the Plaza.

Richards also serves on the association's board of directors and Education/Certification Committee and as its Alabama state ambassador.

Director of Tourism Jasmine Rainey will take on additional responsibilities as part of the changes, adding group tour sales to her existing duties. She will oversee group and motorcoach sales previously handled by Rivers.

Visit Tuscaloosa also announced the hiring of Tuscaloosa native Lindsey Lane as director of marketing and communications, effective Aug. 24.

Lane will oversee the tourism organization's marketing and communications strategy, including brand management, advertising campaigns, digital and email marketing, website strategy, analytics, marketing materials and social media.

She most recently worked as a tourism sales account executive at Carvertise, working with destination marketing organizations and tourism brands across the Southeast. From 2022 to 2025, she worked as a media planner at Miles Partnership, where she managed media planning and advertising for travel and tourism clients.

Lane's previous experience also includes positions with Red Square Agency, now Good Giant, and TotalCom Marketing and Communications.

She earned a bachelor's degree in public relations and applied communications from Harding University and received her Professional in Destination Marketing certification in 2025.

Lane has also served on the boards of the American Advertising Federation chapters in Mobile Bay and Tuscaloosa and Young Professionals of Tuscaloosa.

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