Our 2024 Soul of the South Awards was held last week at the stunning Barber Motorsports in Birmingham. The event recognized some of Alabama’s most talented creators, innovators, and leaders. It also gathered an inspiring crowd of notable guests to honor the contributions of those shaping the state’s cultural and creative landscape.

Our CEO, Courtney Hancock, opened the evening with a heartfelt welcome to the many contributors—in true Alabama style.

“You will notice every detail has been curated to reflect the beauty of Alabama. Starting with this iconic venue which contains the largest motorcycle collection in the world. Our band is, North Alabama-based, CommonMan band. The featured cocktail this evening, which I know many of you are enjoying, celebrates our state fruit—the blackberry,” Hancock said.

“The featured dish includes elements from Alabama brands, Conecuh-sausage and Wickles Pickles. All of the floral arrangements are native, representing Alabama’s natural beauty. And probably the most special is our awards, created from fallen Alabama trees and designed by Leigh and Cliff Spencer of Alabama Sawyer.”

Among the attendees were some of the state’s most influential figures, including fashion designer Heidi Elnora, Chef Adam Evans of Automatic Seafood, Jackie Bushman, Founder of Buckmasters, and Natasha McCrary of 1818 Farms. Hancock took a moment to recognize each honoree’s national and local contributions. “You have each put Alabama on the map through your dedication to your craft and professional contributions, paving the way for many more to come after you,” she said.

The highlight of the night was the presentation of the 2024 Soul of the South Awards. Winners included a truly distinguished group of creators and innovators, from chefs and designers to farmers and content creators, each nominated by their respected peers.

In the Food & Beverage category, Chef Jacobi Williams, nominated by Chef Adam Evans, was recognized for his work as Chef de Cuisine at Automatic Seafood and Oysters, where he continues to shape Birmingham’s thriving culinary scene. Alexandria Gipson, a fashion designer nominated by Heidi Elnora, took home the award in the Fashion & Textile Design category for her contributions to the bridal industry and recent wholesale collection launch.

Kaylee and Seth Hubert, founders of Hubert Family Farms and winners in the Farming & Agriculture category, were celebrated for turning a family farm into a national destination through innovative tulip farming. Leah Davis, nominated by Melanie Bridgeforth, was honored for her efforts in promoting sustainable development and access to green spaces as Director of Development for the Jefferson County Greenways.

The awards also recognized individuals in categories ranging from architecture and interior design to music and entertainment. Cassandra Kellogg and Zane Morgan of BLACKSHOP were celebrated for their work in creating dignified design for all, while wildlife artist Jared Knox’s vivid depictions of Alabama’s landscapes earned him recognition in the Artists & Makers category.

Outdoor content creators Alyssa and Cody Hall, known for sharing Alabama’s rich outdoor heritage and action-packed opportunities with over a million TikTok followers were honored, as well as musical artist Thaddeus Saajid-Rowell, whose performances have made waves across the country—starting right here in Alabama.

One of the evening’s most inspiring moments came from Anna Brakefield of Red Land Cotton, who told her story of building a national brand from her family farm in North Alabama and reminded all those in attendance of what’s possible when you begin your idea within Alabama’s vibrant creative economy.

With dessert and a special upstairs exhibit featuring the work of the honorees, guests shared admiration for the diverse talents that make Alabama shine.

“The work you all do makes up an entire ecosystem that has built Alabama’s creative economy. Think about it,” Courtney Hancock said. “Many of you take care of the outdoors and create ways for people to enjoy it. You cook our food, you make our clothes, you design our homes and fill it with your art and with your music—and we get to tell the story.”