Jacksonville Beach council adopts temporary name, branding for Ocean Rescue building after months of debate

Jacksonville Beach City Council on April 7 adopted a resolution formally designating the oceanfront building at 2 Oceanfront North as the “Jacksonville Beach Life Saving Station” and approved temporary branding for the structure.

City Manager Stifopoulos told the council the action follows the city’s acquisition of the building from the American Red Cross and the need to replace Red Cross marks that the Red Cross said could not remain on the building. “They indicated that anything that involved a red cross would also be viewed as an infringement on their trademark,” Stifopoulos said during the presentation.

Councilmember Sutton moved an initial resolution naming the building and adopting a logo; the motion was amended on the floor to make the branding temporary, to spell out where temporary lettering and logos will be placed, and to require mutual approval of placement details between the city and the Volunteer Lifesaving Corps (VLSC). The amendment—approved by the council—directs placement of the temporary life saving station logo on the top three peg-window facades (north, east and south), placement of the wording “Home of the Volunteer Lifesaving Corps” across the south side of the building, and placement of the wording “Home of Jacksonville Beach Ocean Rescue” on the west side of the building.

Councilmembers debated whether the building should be named “Lifeguard Station” or “Life Saving Station.” Councilmember Golding said residents commonly call it the lifeguard station and preferred that name; others noted the historical use of “life saving” and the century-plus history of the Volunteer Lifesaving Corps. Councilmember Horn and others emphasized the building’s historical connection to the VLSC and the importance of visible recognition of that legacy.

Councilmembers also discussed whether the VLSC should contribute funds for temporary branding. Councilmember Janssen said VLSC leaders had offered to fund some portion; several councilmembers said the city should pay for the work as a city responsibility. A subsequent amendment passed requiring that placement of logos and lettering be mutually approved by the city and the Volunteer Lifesaving Corps; a separate proposal to require VLSC to pay for its portion of signage failed for lack of a second.

The final recorded roll call on the amended resolution was: Councilmember Wouters—Yes; Councilmember Golding—No; Councilmember Janssen—Yes; Councilmember Sutton—Yes; Councilmember Wagner—Yes; Councilmember Horn—Yes; Mayor Hoffman—Yes. The motion carried.

The council directed that the approved branding be temporary: once structural repairs and repainting are completed, permanent branding and any additional logos or murals will be evaluated and implemented at that time. City staff said administrative authorization up to $25,000 would allow staff to implement the temporary branding without returning to council for each element, and staff noted the contractor Harbinger had provided updated pricing to include optional placement of both the VLSC and Jacksonville Beach Ocean Rescue marks.

Captain Rob Emheiser of Jacksonville Beach Ocean Rescue attended the meeting; members of the Volunteer Lifesaving Corps were also present during the discussion. City officials said communications staff and the deputy city manager had been coordinating with Harbinger and with VLSC representatives to finalize placement and colors before painting.

Councilmembers repeatedly emphasized the temporary nature of the approved treatment and said they expect a future, more permanent branding process after structural work is complete.

Ending: The council’s action establishes temporary, visible identification for the building ahead of the summer season while preserving a future opportunity to redesign permanent signage after repairs and repainting are completed.