Sports Commission Rebrands as Gulf Shores | Orange Beach Sports & Events

Gulf Shores & Orange Beach Sports Commission is rebranding as Gulf Shores | Orange Beach Sports & Events.
Gulf Shores & Orange Beach Sports Commission is rebranding as Gulf Shores | Orange Beach Sports & Events.

GULF SHORES & ORANGE BEACH, Ala.  – With a changing sports tourism economy and a move to bring major leisure events into its fold, the Gulf Shores & Orange Beach Sports Commission is rebranding to Gulf Shores | Orange Beach (GSOB) Sports & Events

The addition of events will increase the organization’s promotional and grant support of existing events in the destination that generate a specific amount of overnight stays in Gulf Shores and Orange Beach in addition to attracting new events.

“Timing is everything, and we desire to continue to elevate the quality of life for our local residents by attracting events and festivals that fit our family-friendly atmosphere on the Alabama Gulf Coast,” said Michelle Russ, CSEE, vice president of sales, sports and events for GSOB Sports & Events. “We are applying a similar sports event grant framework for leisure events with various levels of support based on factors such as attendance and media coverage.”

As the organization expands its offerings, recent leadership changes and a new staff person are part of the path forward. Russ, former director of sales for the Sports Commission, was

named to her current position in December 2020.

Sarah Cooper, former senior event coordinator, is now the sports and events operations manager. New to the team is Brittany Roh as an additional sports and events sales manager.