Montgomery, AL – The Montgomery Area Chamber of Commerce proudly congratulates Experience Montgomery, a division of the Chamber, for being recognized as the 2024 District Formation of the Year by Civitas. This prestigious honor highlights the Montgomery Tourism Improvement District (TID) as a national model for sustainable tourism funding.
Civitas, a leader in forming and supporting improvement districts across the country, recognized Montgomery for its collaborative and forward-thinking approach in securing long-term tourism funding. Faced with a proposed increase in hotel occupancy taxes that might not have directly supported tourism, Montgomery’s tourism, and hospitality leaders proactively united to create a dedicated funding stream that ensures stable and reliable resources for destination marketing.
The formation of the Montgomery TID is a landmark achievement that will generate an additional $2.25 million annually through a $1.50 per occupied room night assessment at participating hotels—effectively doubling the region’s current destination marketing budget.
“The Montgomery Tourism Improvement District now stands as a national best practice for communities looking to take control of their tourism funding,” said Anna Buckalew, President & CEO of the Montgomery Chamber. “By working together, Montgomery’s leaders and hospitality industry have secured a stronger, more sustainable future for the region’s visitor economy.”
The success of the Montgomery TID is a direct reflection of the strong public-private partnerships that made it possible. Several key figures played pivotal roles in its formation, including Sheron Rose, Executive Vice President of External Affairs at the Montgomery Chamber, who led the state enabling legislation effort alongside a dedicated lobbying team. Alabama Class 3 municipalities legislators from Montgomery and Huntsville worked to pass the necessary state legislation, while a diverse and engaged steering committee ensured representation from both large and small-to-medium-sized hotels. Councilman, Cornelius Calhoun shifted his stance on hotel taxes and became a champion for the district’s formation, and Montgomery City Council and Mayor Steven Reed provided key support to pass the ordinance. Additionally, Ron Simmons, Chief Destination Officer at Experience Montgomery, played a crucial leadership role in unifying the industry and seeing the process through to a successful outcome.
“The commitment of the industry and the city to find a solution that provides a resilient and sustainable funding model was an honor to be a part of,” said Tiffany Gallagher, VP of Operations at Civitas. “The Montgomery tourism community has built a district that will rally behind their goals for years to come.”
The Montgomery Chamber and Experience Montgomery thank Civitas for this recognition and remain committed to enhancing Montgomery’s position as a top travel destination.
ABOUT THE MONTGOMERY AREA CHAMBER OF COMMERCE
With a mission to drive economic prosperity and build a greater life for all in the capital region, the Montgomery Area Chamber of Commerce is a full-spectrum economic development public/private partnership representing 1,600 businesses and organizations with over 90,000 employees throughout Central Alabama.
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