The Alabama Gulf Coast Convention and Visitors Bureau (CVB) has been making several changes. They have recently rebranded to "Alabama Beaches". During the changes some management positions position have also opened. Crystal Hinds has been promoted to Vice President of Marketing. Hinds will now lead all marketing, advertising, social media, and public relations efforts. She joined the tourism office in 2020 as Digital Operations Manager and was promoted to Director of Digital Operations soon after. Hinds, a Baldwin County native, graduated from the University of Alabama with a degree in Communications and Business. She has over 15 years of experience in tourism, destination management, and strategic marketing.

Carlos Serrano has joined Gulf Shores & Orange Beach Tourism as Vice President of Finance & Administration. Serrano will manage the organization’s budget, buildings, and human resources. He formerly worked as the Director of Sales at The Admiral Hotel in Mobile and served on the board for Visit Mobile. Serrano, who was born in The Netherlands and grew up in both The Netherlands and Scottsboro, Alabama, is a graduate of Spring Hill College with a degree in Finance, Economics, and Math.

Beth Gendler, President & CEO of Gulf Shores & Orange Beach Tourism, said these leadership changes mark an exciting time for the organization. Gendler said, “Crystal brings a wealth of internal and destination knowledge to her new role and marked her promotion with the unveiling of our new destination brand, Alabama’s Beaches. Carlos brings a unique background in hospitality and tourism to our finance side which allows him to look at how we do things from a fresh perspective.”

Serrano said his new role is a perfect blend of his interests in tourism and finance. "I already see how lucky we are to share the beauty and uniqueness of Alabama’s Beaches with visitors day in and day out,” Serrano said.

Hinds, meanwhile, expressed her enthusiasm for promoting the community she calls home. “Growing up in Baldwin County, I have watched this area grow and change. I am grateful for the opportunity to continue to help drive tourism’s positive economic impact for our destination, supporting our communities, schools, and natural resources,” Hinds said.