What's in a name? Broward County toyed with a brand makeover -- and then it didn't, which is a bummer
News and Views for discerning Floridians and their fellow Americans
Visit exciting Broward County!
Now there’s a slogan no marketing guru in their right mind ever pitched, and, most likely, never will.
If you’re trying to sell your community to the world—for business development, for tourism, whatever—your message has to snap. And it has to instantly communicate a sense of place.
Broward, to most people, means nothing. Okay, it’s a county. But where? Kansas? Idaho? God forbid, Alabama?
Nope. It’s home to Fort Lauderdale. And EVERYBODY knows where Fort Lauderdale is. It’s Where the Boys Are*, it’s spring break, it’s Las Olas Boulevard and Atlantic Ocean beaches and sunshine. It’s where Travis McGee docked the Busted Flush.
Which is why some well-intentioned business and political leaders recently floated the idea—and not for the first time—that Broward County change its name to Lauderdale County. It was an exciting drama for a few days this month until organizers got around to asking what the local population thought about it.
And they barfed all over the idea.
So, it’s been shelved for now by its legislative sponsor, State Rep. Chip LaMarca, who advocated for the name change.
One of LaMarca’s arguments:
When Dade County, just south of Broward, changed its name to Miami-Dade County nearly 30 years ago, it resulted in billions more dollars in revenue. They had the same issue back then: Nobody knew where Dade County was. But EVERYBODY knew Miami.
So, maybe a brand update for Broward would work, too. That was the idea, anyway.
By way of background, changing county names or, for that matter, county boundaries, is nothing new in Florida.
Broward County used to be part of what is now Miami-Dade, which had been formed in 1836 when the entire state’s population was less than 42,000. We’re talking about a long-ago era before air conditioning, mosquito control, and Miami Vice.
At the time, Dade County was so big it stretched from the Florida Keys all to way to Jupiter Island, now home to Tiger Woods, Celine Dion, and Kid Rock. In 1909, the northern part of Dade was sawed off and became Palm Beach County. Then, in 1915, southern Palm Beach County and northern Dade County merged, and Broward County was born.
Why the name Broward? Take this test.
Broward County was named for:
A. Harriet Broward Stowe, the famous author.
B. Francis “Black Jack” Broward, second in command of the pirate ship Gasparilla.
C. Napoleon Bonaparte Broward, former Florida governor and French emperor impersonator.
D. None of the above.
You probably guessed “D” didn’t you, figuring they were all trick questions. Well, the joke’s on you if you did because the correct answer is “C.”
That’s right, Broward County is named for a former Florida governor with a ridiculous name that nobody’s ever heard of.
No wonder there’s a movement to ditch the moniker.
I happen to live right across Alligator Alley from Fort Lauderdale in Collier County, which most people couldn’t identify either. It’s named for a New York ad man who came to Florida, finished building the road between Tampa and Miami—the cleverly titled Tamiami Trail, easily the coolest roadway name in the world—and as his reward for doing so, the state legislature divided Lee County (yes, that Lee) and named the southern half after Collier.
I’ve long thought that we should rename Collier County Naples County, for our largest city, but my guess is that would also fly like a lead seagull.
While most of us were fixated on the Epstein Files this week, this drama on the state’s East Coast was playing out largely unnoticed. It got a thumbs down this time, but if you asked me (and nobody has), I thought it was a terrific idea.
What do you think? Share your views by clicking on the COMMENT link below. Thanks.
* It’s not just Where the Boys Are
Where the Boys are is hardly the only movie ever filmed in Fort Lauderdale and environs. Numerous films have either been set in or filmed there including, according to the never-wrong internet:
Caddyshack (1980): This comedy classic about a chaotic country club was extensively filmed in Broward County, with the golf scenes shot at the former Rolling Hills Country Club in Davie (now Grande Oaks Golf Club).
Where the Boys Are (1960): This iconic film, which established Fort Lauderdale as a premier Spring Break destination, was set and filmed in the city.
Porky’s (1981): While filming locations were spread across South Florida, including Miami, the movie is explicitly set in the fictional Angel Beach High in 1954 Florida, drawing inspiration from the region.
Ace Ventura: Pet Detective (1994): Jim Carrey’s famous comedy was set in Miami, but many scenes were filmed throughout Broward County.
Marley & Me (2008): This family film about a dog and his owners moving to Florida utilized several Broward County locations for filming, including the Sun-Sentinel offices in downtown Fort Lauderdale for newsroom scenes.
Hoot (2006): Portions of this family film about children trying to protect burrowing owls were filmed in Broward County, specifically in areas like Cooper City.
Cape Fear (1991): Martin Scorsese’s thriller, although set in North Carolina, was largely filmed in various locations across Broward County, including Fort Lauderdale.
Films with Specific Scenes in Broward County
Donnie Brasco (1997): While mostly set in New York, a scene in the film starring Al Pacino and Johnny Depp was filmed at the Broward County Convention Center, which was used as an airport location.
Happy Gilmore (1996): Most of the golf course scenes in the Adam Sandler comedy were shot in Fort Lauderdale.
Out of Sight (1998): Some scenes for this crime film starring George Clooney and Jennifer Lopez were filmed in Fort Lauderdale.
There’s Something About Mary (1998): Although primarily associated with Miami, the high school scenes in the film were shot at Plantation City Hall (the city council requested not to be listed in the credits due to the film’s content).
Rock of Ages (2012): Concert scenes were shot at the Seminole Hard Rock Hotel & Casino in Hollywood, Florida.
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J.C. Bruce, journalist and author, is the founder of Tropic Press. He holds dual citizenship in the United States of America and his native Florida. Forward this email to your friends. They will love you for it.
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🤔 Then, what would be a good change for Charlotte County cuz the good lord knows we need rebranding too! Who's Charlotte??? As in web? Cecil Web??? LDC (lost, dazed and confused... an old 70s term!✌️)