South Walton speaks out on umbrellas

Published: Thursday, April 24, 2014 at 03:09 PM.

"I have never been crazy about the new logo," he said. "On the other hand, what a waste of resources to go from one to the other and back again. Still, I don’t think a desire to not go back and forth is a good reason to stick with something that leaves the target audience flat. I’m in favor of those umbrellas."

With all its support, however, Bagby said a final decision has not been made.

"There are five options now on the table and the return to the three red-and-white striped beach umbrellas is one," he said.

Another option is a single, more modern-looking umbrella. A third is a picture of the coastline. A fourth is a design he describes a sun/wave, and a fifth is a picture of the back of an Adirondack chair.

"Our focus groups see it (three striped umbrellas) as a step back," said Bagby, who said the options will be taken back to marketing at the end of May. 

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