This whole "branding" approach is completely out of touch with what makes 30-A so special to all of us. If we really have to tie each community together for "cohesiveness" perhaps a small tribute to 30-a's scenic corridor status would be more appropriate than the TDC's Resort style marketing. I think we are reaching an identity crisis here. Are we a resort or are we a community? It is getting harder and harder to tell anymore.
Excellent point.
One visit to the TDC meeting is enough to explain this. I get the sense that the board members largely see this area as a resort, and the people that move here and choose to live here as not so much members of the Walton community, but extended stay tourists. SoWal is the resort area that generates income for the rest of the county, and is to be exploited to insure maximum returns.
One member of the board kept emphasizing that the branding and signs were not just for 30-A, but continued all the way to Miramar and Sandestin. It seemed very important in the eyes of the board to tie Rosemary and Seaside and Grayton and Miramar and Sandestin into one entity collectively known as the Beaches of South Walton. The driving force behind this was a small sample of target area tourists who, when asked where they went on vacation, responded that they had been to Destin. When questioned about where they specifically stayed, 6 of 14 had actually stayed in South Walton (though only one on 30-A). Apparently, the TDC sees this as problem that threatens the very lifeblood of our economy, because these people then go home and tell people they had fun in
Destin.
A modest observation -- If someone asks me where I live, I try to figure out how likely they are to be familiar with the area. If they are likely to know the area, I say Seacrest. If they are not, I say near Grayton Beach -- between Destin and Panama City. If they are not from the Southeast, I just say near Destin. I have never said, "I live in the Beaches of South Walton." I'd feel like a pretentious wanker. I suspect the same goes for tourists. Call it SoWal, and I think you might get better results.
I keep going back to what the guy said about tying in 30-A and Miramar/Sandestin. As I was driving along 30-A last night, it hit me that this is a really bad idea. The two places have little in common -- Miramar and Sandestin are just coastal anyplace. They are not very different from any other area between Gulf Shores and Panama City, or Clearwater to Sarasota. Okay, Miramar and Sandestin are nicer than most, but they don't feel fundamentally different. Why would we want to tie 30-A to those places? The communities of 30-A have their own sense of place, individually and collectively. Celebrate that. Cultivate that. Market that, if you must.