Gulf Shores and Orange Beach tourism legend ‘passing on the gavel’ in 2021

Long-time Gulf Shores and Orange Beach Tourism president and CEO Herb Malone will retire in 2021. Beth Gendler will step in as his replacement.
Long-time Gulf Shores and Orange Beach Tourism president and CEO Herb Malone will retire in 2021. Beth Gendler will step in as his replacement.

GULF SHORES, Ala. – The board of directors of Gulf Shores & Orange Beach Tourism (GSOBT) has named Beth Gendler as the organization’s future president and CEO upon the retirement of long-time CEO Herb Malone in 2021.

Gendler currently leads the organization’s sales/meetings and sports commission efforts.

Gendler will become GSOBT’s second president and CEO in the tourism office’s 27-year history. She has been on staff with the organization for 18 years, starting as the director of sales and being promoted to vice president of sales in 2011. In her current position, she leads all efforts for the meetings/convention and sports commission segments. For the immediate future, Gendler will serve as chief operating officer, becoming president and CEO later in 2021 upon Malone’s retirement.

“Beth was the stand-out candidate among more than 70 applicants. She has earned her stripes while being under Herb Malone’s tutelage for 18 years and is ready to build upon the CVB’s success thus far,” said GSOBT board chairman Bill Brett. “Beth is a part of the local community and understands the importance of smart, sustainable growth in tourism.”

“I know the Search Committee reviewed and interviewed many extremely qualified candidates from across the country,” said Gendler. “To be chosen as the person to try and fill Herb’s shoes is humbling and such an honor. He is truly a legend in the tourism industry in Alabama and has done so much to grow these two beach towns from just a summer tourism season to now being a year-round destination for visitors. I could not ask for a better mentor.”

Malone helped create the organization in 1993 after local community and business leaders envisioned an official tourism marketing organization for Gulf Shores, Orange Beach, and the Fort Morgan peninsula. Under his leadership, the area has seen continually increasing lodging tax revenues and has become one of the top beach destinations in the southeastern U.S.

“After 32 years of serving the tourism industry in our beach communities—first with the chamber and then with the CVB—my wife Bessie and I decided it will soon be time to pass the gavel,” expressed Malone. “I plan to officially retire later in 2021 and will spend the next several months helping Beth prepare to take over. She knows our destination as well as anyone. She is a tremendous leader who is highly respected by our staff and other tourism executives across the state and the country.”

In describing Malone’s impact on Gulf Shores and Orange Beach, Brett added, “Many years ago, Herb made the choice to give up a lucrative career in the private business sector to fulfill his vision of bettering our community through diplomacy, good sense, hard work, and persistence. During that time, he successfully built a legacy organization from the ground up that supports smart growth in the family tourism industry. Herb’s contributions to the community are abundant, and we are confident that Beth will positively build upon his legacy while integrating her own vision towards bettering our community.”

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