By Jack Reacher

In a rare departure from routine business, the Walton County Tourist Development Council (TDC), voted a non-binding resolution to show their unilateral support to the citizens of Holley-Navarre and Navarre Beach in Santa Rosa County in their effort to have their iconic “Florida’s Best Kept Secret” sign returned.

The Walton County TDC Executive Director said, It was not a hard decision for us really, we always check and recheck with the Board of County Commissioners (BoCC)  and citizens before we make any drastic changes or if we should.  And to see the reckless abandon of decent spending checks and balances the Santa Rosa County Tourism Development Office (TDO) with the complicity of the SRC BoCC showed is stunning to us.

We have being using “relaxing” in our marketing for years, we are still shocked that SRC TDO fell for a sales pitch that nobody else uses that word, it’s almost like nobody in Santa Rosa did any homework. There is a reason the SRC TDD was not hired by Walton County in 2013 and 2016, unfortunately SRC citizens found out the hard way.


Our bottom line metrics are, don’t mess with success, if it ain’t broke don’t fix it and is it good for the citizens of Walton County.  Apparently, in Santa Rosa, their metric is, if we have money we will spend it and citizens don’t matter.  Shame really, we spend a lot of Tourist Development Taxes on keeping our beaches clean, we’ve seen your beaches, apparently clean is not high on the priority spending list.