- April 26, 2024
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The Volusia County Council will discuss adding naming rights for all beach approaches as a revenue source — but after Oct. 1.
The request for discussion was made by County Council Chair Jeff Brower, who expressed interest in pursuing the idea to increase traffic on the beachside to aid local businesses. Brower has previously said he wanted to look at different ways to prevent taxpayers from paying "twice" for access to beach driving.
Brower told the council at its Tuesday, April 6, meeting that he envisioned signs similar to the one at the East International Speedway Boulevard beach approach, an arch that reads "World's Famous Beach." Brower said businesses could use the signs to advertise, and that the county could set a goal to collect $1 million a year from this alternate revenue source.
“It’s not unattainable," Brower said. "In fact, it’s very doable.”
The council was receptive to looking at options, but the majority expressed reservations about putting too much work on staff during budget season. Councilman Ben Johnson said the council has put several issues on staff, and with budget issues looming due to the implementation of Amendment 10, as well as issues surrounding SunRail and the Loop on the horizon, he did not support an immediate discussion of naming rights.
“I’ll look at it, but I don’t want to look at it until the fall," Johnson said.
Councilwoman Billie Wheeler, Barb Girtman and Councilman Fred Lowry were all in agreement. Wheeler said county staff was still dealing with the impacts of the COVID-19 pandemic and that there would need to be a lot of discussion on naming rights.
Councilwoman Heather Post said she never agrees on postponing items for months, as there are always issues to discuss at the county level.
"We've been in COVID for well over a year now," Post said. "Who knows how long COVID is going to last, so does that mean that we don't look at county government issues until that passes?"
Post made a motion that asked staff to research naming rights, with no timeframe given, but the motion died for lack of a second.
As Post's motion was on the floor, Brower asked Johnson to make a separate motion to direct staff to bring the item back in the fall, an action Lowry said was inappropriate.
"I would like to, in a kind way, say that I would appreciate if the chair wouldn't pressure people for a motion or second," Lowry said.
Brower said that wasn't what transpired.
"I made an appeal to him, a very friendly appeal, and [Johnson] chose not to," Brower said.
Wheeler ended up making the motion, and it passed unanimously.
