Naming our Coasts

[Jdog]

I don't know when, but it couldn't have been too long ago, St Johns started pushing itself hard as the "Historic Coast" (I've seen some billboards popping up). 

I see national, almost accepted, references to the "First Coast" all the time (ESPN, SI, The Weather Channel).  It had caught on. 

"First Coast" lends itself to location and history: I always thought it could pretty much be considered St Johns, Duval and Nassau.

Not sure if I'm a fan of adding to the mix (or splitting out more accurately) the "Historic Coast."  Is it beneficial or not?

Opinions, thoughts, anybody with more history / detail on the naming of the coastal region?       

[Jdog]

Here's wikipedia on the "First Coast": 

http://en.wikipedia.org/wiki/First_Coast

[Adam W]

Yeah, I always thought St Johns Co was part of the "First Coast."

I guess maybe it is an attempt to market St Augustine? I guess this would (theoretically) help the county stand out from its neighbors or whatever.

[Tacachale]

St. Johns is definitely part of the "First Coast"; along with Duval, Clay, and Nasssau and other areas. You sometimes see it as far as Flagler County.

Like most of Florida's "Coast" regions, both "First Coast" and "Historic Coast" originate in marketing campaigns. Most people don't realize it, but "First Coast" was specifically created and promoted by the William Cook Ad Agency in 1983.   Jacksonville and other towns and localities had had individual nicknames before ("Bold New City of the South"; "the Beaches", "Ancient City" etc) but the Jacksonville Chamber of Commerce wanted to develop a brand for the wider region that wouldn't obscure the local brands.

These kinds of regional brands, in particular emphasizing "Coasts", have been employed all through Florida for decades. They rarely last very long and typically have limited public buy-in, but First Coast really took off. For one thing, it's credible and unique - this really was the "First Coast" of European contact in the continental US, and it's the "First Coast" visitors reach when they come to Florida. Additionally, there really was a sense of regional unity that hadn't found its expression. So it stuck and, the First Coast is now one of the best known "regions" of Florida and it's showing no signs of waning.

"Historic Coast" is the St. Augustine, Ponte Vedra, & The Beaches Visitors and Convention Bureau attempting to build a countywide identity. It's a good start, but I really doubt it will last. It's redundant to the much better known "First Coast", and a lot less distinctive.  And "Historic" only really characterizes St. Augustine, not Ponte Vedra. It may serve its purpose for this ad cycle, but I really doubt there will be a "Historic Coast News" station thirty years down the road.

[Fallen Buckeye]

They've had the billboards on 95 for around a year now I think. I remember seeing some in Georgia and maybe even SC last December if not before then. You're the only one I've ever heard mention it, so it must not be working too well. lol.

[Jaxson]

Using the history angle to sell St. Johns County would not be flawed if the visitors and convention bureau educate the public about the history that can be found outside of St. Augustine proper.  With the right footwork and research, the county could promote itself as having a rich heritage from Ponte Vedra down to Pellicer Creek.

[Tacachale]

^The point is that outside of St Augustine the county is no more "Historic" than other parts of the state and country, including other parts of the metropolitan area. There's a "Historic Coast" in Maine. It's just not great marketing. The fact that their purview is so disjointed doesn't help; people from Ponte Vedra typically consider themselves part of the Beaches, while the St. Augustine area has its own identity. I don't think there will ever be much buy-in on this campaign.

[Adam W]

When times are tough and there's not a lot of money to go around, people have to come up with ways to raise the profile of their particular area so it stands out above all the noise.

Sure, St Augustine may be the only "historic" part of St Johns Co (more or less), but that doesn't really matter, as long as the "Florida's Historic Coast" strapline is bringing the tourists and their money.

St Johns Co isn't the only place that's doing this sort of thing right now. It makes sense - get a slice of the pie any way you can. And maybe entice tourists to stop in your County on their way to Orlando or Miami/Ft Lauderdale.