Selma-Dallas County Chamber leader Sheryl Smedley retires

Selma-Dallas County Chamber of Commerce Executive Director Sheryl Smedley stepped down July 31 after 17 years of leading tourism, business outreach and community partnerships. 

Smedley began work at the chamber on July 1, 2009, and spent those years focused on connecting every part of the community. 

“Outreach into the community, the entire community, not just one segment,” she said.

Tourism was one of her major priorities. She said the chamber worked to promote Selma and Dallas County not only for civil rights history but for Civil War and other attractions. One of her proudest accomplishments, she said, was organizing a list of tour guides who were foot soldiers from the civil rights era. 

“We’ve got a list of tour guides that were actually the foot soldiers that can share their experience with these tourists that come here,” she said.

Smedley also highlighted her long partnership with the Alabama Tourism Department and her work building a relationship with the Montgomery Chamber of Commerce. She said she and Montgomery’s Ron Simmons promoted the idea that visitors should see both cities. “You can’t see Selma and not visit Montgomery, and you can’t see Montgomery and not visit Selma,” she said.

Tourism numbers were rising before the pandemic, she said, and although COVID forced many tour companies out of business, buses have returned. She said Selma must continue improving infrastructure to accommodate visitors and give them reasons to stay overnight.

Smedley pointed to several projects that grew from chamber connections, including the Reflections coffee shop and the foot soldiers’ administrative offices on Water Avenue. She said the business was born after Washington State University began bringing annual student tours to Selma and saw the need for a downtown gathering spot.

Retail recruitment was another long-term effort. Smedley said the chamber regularly nominated local businesses for Alabama Retailer of the Year awards, with several earning recognition. She recalled the excitement when Jackie Smith’s original Coffee Shoppe on Broad Street won the gold award. “We took home the gold for the first time,” she said.

She said rural retail recruitment is difficult, but she hopes Mayor Johnny Moss’s III administration continues efforts to attract new businesses and restaurants.

Smedley urged residents to stay positive about Selma’s future. She said visitors from around the world watch the city closely. “In order for us to grow, we’ve got to have more people come here, and we’ve got to have people live here,” she said.

She also noted Selma’s outdoor attractions, including bass tournaments, the annual Morgan Academy deer hunt and partnerships with Alabama Black Belt Adventures. She said the arts remain a major draw, with Arts Revive, Gallery 905 and local artist Charlie “Tin Man” Lucas attracting visitors.

One of her favorite projects, she said, is the butterfly initiative started by Mallieve Breeding, which led the legislature to designate Selma as Alabama’s butterfly capital. Smedley said the chamber worked with Arts Revive and local groups to create durable butterfly sculptures now displayed downtown. “Anthony Langdon is a machinist, and he designed the butterflies that you’ll see downtown now,” she said. 

She will continue to volunteer to ensure interpretive panels are installed and the annual April butterfly release continues.

Although retired, Smedley said she volunteers once a week at the chamber while considering her next chapter. “Just trying to see what the next page and book number will be,” she said. 

The Chamber Board of Directors is currently searching for the next executive director.