The Walton County Tourist Development Council (TDC) has approved a $50,000 outlay for what is currently being called an "art mural trail" as an addition to tourist attractions across the county.
But in a Wednesday vote on the program, the TDC took steps to ensure that artwork eventually installed under the program will stay clear of problematic political and other messaging.
The TDC clearly was a bit spooked by an ongoing controversy over 30-foot banners hanging from a home on County Highway 30A, a designated scenic route.
Some months ago, homeowner Marvin Peavy placed a banner reading "Trump Won!" on the side of his house facing the road. He then followed it with a second banner reading "Let's go Brandon," a veiled insult to President Joe Biden.
Peavy, a staunch supporter of former President Donald Trump and a believer in the discredited proposition that Trump actually won the 2020 election, was cited for the banners under a provision of the county code that disallows such signs along a designated scenic route. He challenged the citations, and his case is now moving through Walton County Circuit Court.
The possibility of the mural program becoming a similar problem was suggested to the TDC by Jim Bagby, a short-term vacation rental property operator and former TDC chairman.
Expressing full support for the program, Bagby said, "I would caution you to go very slowly and deliberately with this, because (if not) you're going to have a bunch of unintended consequences."
Bagby surmised that without controls, the program — which as currently envisioned, could see murals installed on private businesses as well as public property — could produce "a bunch of pastel 'Let's go, Brandons.' " He added that it's possible people of other political persuasions also might display problematic murals.
"I think you're OK on public buildings, but once you bring in that public-private (mix of a publicly funded program with works on private property) you're going to get some stuff on that private (property) that both (political) sides will find very offensive," Bagby said.
He suggested that the TDC and the Walton County Board of County Commissioners, which decides on approval or denial of TDC expenditures, "ought to be about bringing people together, not giving everybody a platform to shout at each other."
TDC Chairwoman Jennifer Frost agreed that a plan "with specific guidelines" for the murals is needed.
County Commission Chairman Mike Barker, who sits on the TDC, also urged some front-end planning to address issues such as color restrictions placed on buildings in the U.S. Highway 331 scenic corridor. He asked TDC staff to work with the county Planning Department and the nonprofit Scenic Walton, and suggested that public workshops on the program might also be a good idea.
TDC Director of Administration Jason Cutshaw assured the panel that any murals installed under the program "will be within our brand standards."
But the TDC took things a step further Wednesday, saying it should have final approval of murals to be displayed and should be presented with a prototype of any planned mural in order to decide on its appropriateness.
Money for the program will come from both the special taxing district in the south end of the county and the new special taxing district covering the area north of Choctawhatchee Bay. The tax, now at 5% in the south end and at 2% in the northern part of the county, is collected from visitors who rent lodgings.
The tax raises millions of dollars in the south end to support visitor-related infrastructure development, along with marketing efforts and the county's lifeguard program.
Imposition of the tax in the northern end of the county was approved by voters north of the bay in 2020, and collections began in March of last year. Money collected in that area will be used in that part of the county, and initial rules call for 40% of the revenue generated to market that part of the county to potential visitors. The remaining 60% will be spent in north Walton on things like events, programs or infrastructure that benefit visitors and locals.
Cutshaw told the council that he plans to bring them some proposals for the program in April, including some private businesses that have indicated they would pay for murals to be displayed on their buildings.
The Walton County Tourist Development Council is taking a careful approach to a developing mural program, to ensure that works are appropriate.
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