Visit Tuscaloosa Announces Staff Promotions, New Marketing Director

Visit Tuscaloosa has announced a series of staff promotions and a new hire, expanding leadership responsibilities across the organization's tourism and marketing operations.

The bureau promotes West Alabama as a tourism destination for sports fans, outdoorsmen and women, food lovers, and more, and tells the stories of the region that can help turn visitors into residents.

"We have a truly special staff, and these promotions are a testament to the talent and leadership we have within our organization," said Visit Tuscaloosa President and CEO Kelsey Rush. "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."

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Josh Rivers has been promoted to Director of Sports Tourism, moving from his previous role as Director of Community Partnerships and Group Tour Experiences, which he held since 2022. In his new role, Rivers will oversee the recruitment of regional and national sporting events to Tuscaloosa County, sports tourism sales, and relationships with local sports facilities and event organizers.

Rivers spent more than 10 years at the University of Alabama's Bryant Conference Center prior to joining Visit Tuscaloosa, including six years as assistant director, along with experience at the University of South Carolina and the City of Greenville, South Carolina. He holds a Master of Science in restaurant and hospitality management from the University of Alabama and a bachelor's degree in sports and entertainment management from the University of South Carolina.

Alicia Richards has been promoted to Director of Events and Community Engagement, moving from her previous role as event and partnership services manager. Richards joined Visit Tuscaloosa in 2024 after serving as community engagement manager and special events assistant operations manager for the City of Tuscaloosa. Her work has earned 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. She currently serves on the association's board of directors and as its Alabama state ambassador.

Director of Tourism Jasmine Rainey will add group tour sales to her existing responsibilities, overseeing the group and motorcoach visits which were previously managed by Rivers.

Visit Tuscaloosa has also hired Lindsey Lane as Director of Marketing and Communications, effective August 24. Lane will oversee the organization's marketing and communications strategy, including brand management, digital marketing, and social media strategy.

Lane most recently served as a tourism sales account executive at Carvertise and previously worked as a media planner at Miles Partnership from 2022 to 2025, managing advertising for travel and tourism clients. She holds a bachelor's degree in public relations and applied communications from Harding University and earned her Professional in Destination Marketing certification in 2025. A Tuscaloosa native, Lane recently returned to her hometown with her husband.

For more exclusive coverage of business and tourism news in West Alabama, stay connected to the Tuscaloosa Thread.