Courtesy of Texas Travel Industry Association


(Austin, TX), September 24, 2015 – In honor of her outstanding contributions to the travel and tourism industry in New Braunfels and Texas, Terri Adams, Chief Operating Officer, Schlitterbahn Waterparks and Resorts, was presented with the Tall in Texas Award by the Texas Travel Industry Association (TTIA). Adams received the award on September 22, 2015 during the association’s 30th Annual Texas Travel Summit, held this year in San Antonio, Texas.

Terri Adams has led Schlitterbahn from one small waterpark in New Braunfels into the recognized industry leader. She has been a dynamic force on the growth of travel in Texas and on the growth of Schlitterbahn, taking the company from one to five properties in two states including two resorts, two indoor waterparks, and five outdoor waterparks with 3,000 staff during peak operations.

In her acceptance speech, a very humble Adams praised the owners of Schlitterbahn who “allowed me the autonomy and opportunities to help them make Schlitterbahn a Texas treasure and a great place to play…and work.”

“Terri Adams has been a dynamic force on the growth of Schlitterbahn and the travel industry in Texas – from her teenage years when she was one of two ticket takers and lifeguards at a small water resort on the banks of the Comal River to her current role as Chief Operating Officer for the Schlitterbahn Corporation,” said David Teel, President & CEO.

She has taken on both travel and political issues that impact the climate for the entire industry.

“Terri was integral to the successful adoption of the Uniform School Start Date Law, a milestone for our industry, as well as leading the attractions industry to adopting standards for safety and operations being used around the world,” Teel commented.

“At TTIA, I found a place where I could expand my love of travel and promote and advocate in a whole new way,” Adams stated in her speech.

Terri sits on a number of boards across the state and has held the position of Chair of TTIA’s Board of Directors.

The Tall in Texas Award is given to an individual nominated from the TTIA membership for outstanding contributions, leadership and innovations that have a lasting effect on tourism and TTIA. Members of the Texas travel industry submit nominations for the award and industry peers vote on the finalists.

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The Texas Travel Industry Association (TTIA) is a non-profit organization made up of businesses, organizations, associations and individuals dedicated to developing Texas tourism to its fullest potential. TTIA’s mission is to improve the quality of life in Texas by strengthening travel and tourism. For more information about the Texas Travel Industry Association, visit or contact the office in Austin at (512) 328-8842.

Note to Media:   Photographs of the awards ceremony are attached. A video presentation is also available at TTIA’s YouTube Channel at


Captions for Photographs:

Terri Adams 1:

Terri Adams, Chief Operating Officer, Schlitterbahn Waterparks & Resorts, receives the 2015 Tall in Texas Award from the Texas Travel Industry Association at the 30th Annual Texas Travel Summit on Tuesday, September 22, 2015. Paul Serff, President Emeritus, TTIA, presented the award.

Terri Adams 2:

Terri Adams, the 2015 TTIA Tall in Texas award recipient (center), pictured with Kim Phillips, Chair of TTIA’s Board of Directors and Vice President, Denton CVB (left) and David Teel, President & CEO, TTIA (right).Terri Adams 2


Contact: Janice Langlinais, Director of Communications

Texas Travel Industry Association   Phone: (512) 328-8842