TUSCALOOSA, Ala. (August 18, 2026) – Visit Tuscaloosa has announced a series of staff updates, including internal promotions, expanded leadership responsibilities and a new addition to the organization’s marketing and communications team.
“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.”
Director of Sports Tourism Josh Rivers has been promoted from his previous position as director of community partnerships and group tour experiences, a role he held since 2022. As director of sports tourism, Rivers will oversee the recruitment of regional and national sporting events to Tuscaloosa County, sports tourism sales and business development, relationships with local sports facilities and event organizers and support for the planning and execution of sporting events.
Prior to joining Visit Tuscaloosa, Rivers spent more than 10 years at The University of Alabama’s Bryant Conference Center, including six years as assistant director. His previous experience also includes event and facility operations roles with the University of South Carolina and City of Greenville, South Carolina. Rivers holds a Master of Science in restaurant and hospitality management from The University of Alabama and a Bachelor of Science in sports and entertainment management from the University of South Carolina.
Director of Events and Community Engagement Alicia Richards has been promoted 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.
Richards’ professional background includes event operations, community engagement, higher education and sport management. 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. She was a member of the 2023-2024 Leadership Tuscaloosa class and currently serves on the Southeast Festivals & Events Association Board of Directors and Education/Certification Committee and as Alabama state ambassador.
As part of the staff changes, Director of Tourism Jasmine Rainey will add group tour sales to her current responsibilities. Rainey will oversee group and motorcoach sales previously managed by Rivers in his former position.
Visit Tuscaloosa has also hired Director of Marketing and Communications Lindsey Lane, effective Aug. 24. In the role, Lane will oversee the organization’s marketing and communications strategy, including brand management, integrated marketing campaigns, digital marketing, email marketing, website strategy, analytics, marketing collateral and social media strategy.
Lane most recently served as a tourism sales account executive at Carvertise, where she worked with destination marketing organizations and tourism brands across the Southeast. From 2022 to 2025, she served as a media planner at Miles Partnership, managing media planning and advertising for travel and tourism clients. Her previous experience includes roles with Red Square Agency, now Good Giant, and TotalCom Marketing and Communications.
Lane earned a Bachelor of Arts in public relations and applied communications from Harding University and received her Professional in Destination Marketing certification in 2025. She previously served on the boards of the American Advertising Federation chapters in Mobile Bay and Tuscaloosa and Young Professionals of Tuscaloosa. A Tuscaloosa native, Lane recently returned to her hometown with her husband, bringing her tourism marketing experience back to the community where she grew up.
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About Visit Tuscaloosa
As Tuscaloosa’s destination organization, Visit Tuscaloosa’s vision is to excel in illustrating the Tuscaloosa area as the South’s premier college town, celebrated for its storied legacy and hospitality. The organization is a community asset that stimulates economic growth and fosters resident pride through tourism and promotion efforts that inspire people to discover Tuscaloosa County. Visit Tuscaloosa’s efforts generate revenue for the community and consistently enhance the area’s public image as a dynamic place to live, work, play and visit. www.visittuscaloosa.com.
