10 mph speed limit Drive in designated lanes Park in designated areas Do not drive at night Do not sit/lie in traffic lane Do not throw Frisbees, balls
Pickup runs over, kills 4-year-old on Central Florida Beach Tourists horrified by beach death; charges pending
Action in Response
“ ...going to the beach was a personal choice and if someone did not like the way a beach was run, they could go elsewhere.” “ ...the County’s first duty was to the community in the form of making the beach a safer place. She wanted cars taken off the beach by the next day.” “ ... using non-obtrusive barricades tied together with high-visibility rope on the bathing side of the traffic lanes near the mean high water line.”
Range of Stakeholders...
Volusia County Council
Public Safety/Law Enforcement
Local Business Sector
Cost to change
... Range of Concerns
Maintain Beach Driving End Beach Driving Benefits Support local tradition and values. Uphold local government law. Generate revenue. Provides parking. High cost of alternatives . Prevent unnecessary injury and loss of life. Reclaim Volusia as a safe place to enjoy a beach vacation with children . Reduce costs. Protect the coastal environment. Risks Risk to public safety . Legal liability . High operational costs. Negative environmental impacts. Lose historic identity. Political fallout. Incur operational costs.
Looking Ahead: Assumptions
Beach driving likely to continue in the short term.
Beach driving has inherent risks.
Future accidents likely.
Tourists and non-residents at increased risk.
Additional Actions Recommended
Expand care communications campaign to regional, national, international audiences
German, Spanish, Portuguese, French
Formative research, monitoring
Consider new spokesperson
Identify, reach key influencers for individual and group travel
Increase visibility in hotels, airport, car rental agencies