Albany CVB Director Rashelle Minix to make transition to VP at Sunnyland Farms

ALBANY – While assisting a Dougherty County company in its search for a new employee, Albany Convention & Visitors Bureau Executive Director Rashelle Minix found the right fit, and it happened to be her.

Minix, who has spent more than 16 years at the CVB, is stepping down from that role to take on the position of vice president of marketing and sales at Sunnyland Farms. She will finish her tenure at the CVB at the end of the year.

“It was weird,” she said. “I was helping them look for a marketing person, and things turned around. I thought I would retire in three years where I am now, and God had other plans. It was just one of those things and divine intervention for sure.”

Minix’s role at the Sunnyland Farms, which grows pecans and produces a variety of pecan products and other treats, will be elevating Sunnyland’s brand as well as digital marketing and assisting with website development.

Minix began working at the CVB in 2008 as manager of the welcome center, and by 2021 she had taken on the role of tourism director. During her tenure, she and her team have transformed the organization, seeing it become a stand-alone 501(c)(6) in 2018, when she was named executive director.

The CVB saw unprecedented growth under Minix’s guidance, with hotel/motel tax revenues increasing by more than $1 million and visitor spending by $105 million, generating a real economic impact on the community, she said. Her comprehensive media plan garnered press trips with national and international journalists, which returned more than $12 million in earned media annually.

One of Minix’s most recent achievements was spearheading the creation of Albany’s vibrant new brand, which garnered both national and international recognition. She also championed initiatives such as the Dixie Highway Scenic Byway designation, downtown kayak launches, the city’s first wayfinding signage program that is scheduled for installation next month, and the redesign of Albany’s gateway welcome signs.

These efforts reflect her unwavering commitment to making Albany a more inviting and accessible destination, she said.

“I just had an amazing team, and I think we did a lot of great work getting Albany on the map and garnering a lot of media attention,” Minix said. “I think I left it in a good place, and somebody can start fresh with some new ideas.”

Her leadership has earned accolades from industry organizations like Explore Georgia and Southeast Tourism Society. She was named the Southeast Tourism Society’s Rising Star in 2012 and received the Larry Allen Leadership Award in 2015.

She also has been active at the state level as president of the Georgia Association of Convention and Visitors Bureaus and as a frequent speaker at tourism and economic development events.

“Rashelle has been an advocate for the city of Albany, Georgia, since the day I met her,” Johnny Seabrooks, the CVB’s board chairman, said. “Her dedication to tourism and this region has driven extraordinary growth for both the Convention & Visitors Bureau and the local tourism industry. While her departure saddens us, we take comfort in knowing she will continue to excel in her future endeavors.”

Minix also has been active in the community. She is a school board member for Baconton Community Charter School, serves on the Albany Technical College Foundation Board, and is an alumna of Leadership Albany and the Georgia Academy for Economic Development.

“I am incredibly grateful for the opportunity to serve this amazing community and for the support of so many who have shared in our vision for Albany’s success,” Minix said. “While this is a bittersweet farewell, I am excited to continue contributing to our region in new and meaningful ways through my new venture.”

The CVB will conduct a national search to find her successor.

Special PhotoFile PhotoAlanMauldin[email protected]
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