About the Florence-Lauderdale CVB

Mission Statement

To inspire visitor spending and investment into Florence and Lauderdale County, thus creating local economic opportunity and enhancing quality of life.

Vision Statement

To be a must-visit Southern destination where legendary music history, outdoor recreation, cultural experiences, and authentic hospitality come together to create unforgettable visitor experiences.

Our Values

Authenticity - We celebrate and protect the unique music, culture, history, and character that make Florence and The Shoals unlike anywhere else.

Collaboration - We work together with municipalities, attractions, businesses, residents, and regional partners to achieve shared success.

Hospitality - We create welcoming experiences that make every visitor feel valued and every resident proud.

Stewardship - We promote tourism in ways that strengthen our economy, preserve community character, and enhance quality of life.

Accountability - We act with integrity, transparency, and measurable results in service to our stakeholders.

Innovation - We embrace new ideas, partnerships, and approaches that elevate the visitor experience and strengthen our destination.

Meet the Team!

The Mavis Bus Tours Road Crew!