EVOLVE Magazine - Greater Daytona Edition - May 2022 by Graphic Design by Leslie

G RE A T E R DAY TONA RE GION

BUSINESS AND ENTREPRENEUR MAGAZINE MAY 2022 | $6.95

WATERWAYS ISSUE

NEW SMYRNA BEACH COMPANY KEEPS CLEAR VISION OF THE FUTURE Al Perkinson, founder and owner of Bajio Sunglasses in New Smyrna Beach

TIDE TO TABLE ONE LOCAL OYSTER FARM’S CONTRIBUTION TO HELPING THE INDIAN RIVER LAGOON THRIVE

TIMELESS CRAFTSMEN AND THE ART OF BOAT BUILDING

PUBLIC AWARENESS IS KEY TO SAVING MARINE ENVIRONMENTS

This issue of

is provided courtesy of

From Enthusiasm to Industry From nationally recognized colleges and universities to icons of industry, the Greater Daytona Region and Volusia County offer an ever expanding horizon. Within Volusia County, you can find yourself where

VOLUSIA COUNTY FLORIDA

If you’re searching for what’s next for your business, let us help you find it.

the natural and the historical join with eco-tourism and manufacturing, where engagement thrives for both aerospace and shellfish aquaculture, where your day can easily go from trackside to beachside.

Left: A Riverside Conservancy intern shows the growth of clams and oysters along a restored shoreline in the Mosquito Lagoon. Photo by: Kelli McGee Right: Riverside Conservancy’s restored oyster reef at Veterans Memorial Park (Edgewater) is growing 60,000 new oysters that filter gallons of water each day in the Lagoon.

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Photo by James P. McGee

TABLE OF CONTENTS

MAY 2022

EVOLVE Business and Entrepreneur Magazine

In Every Issue 04

Everything that happens in the lagoon is a nursery for the ocean”

page 20

Timeless Craftsmen and the Art of Boat Building

From the Editor

28 The Road Ahead

30 Community Service Is Good Business

Features 08

G R EAT ER DAYT ONA R EG ION

BUSINESS AND ENTREPRENEUR MAGAZINE

Tide to Table: One Local Oyster Farm’s Contribution to Helping the Indian River Lagoon Thrive

18 Better Than Baywatch: Performing at the Highest Levels

24 Surf Camps Ride the Waves of Passion

26 Smithsonian Water/Ways Exhibition Set to Flow Through NE Florida

M A Y 2 0 2 2 | $ 6 .95

WATERWAYS ISSUE

NEW SMYRNA BEACH COMPANY KEEPS CLEAR VISION OF THE FUTURE

On the Cover:

Al Perkinson, founder and owner of Bajio Sunglasses in New Smyrna Beach

TIMELESS CRAFTSMEN AND THE ART OF BOAT BUILDING

TIDE TO TABLE ONE LOCAL OYSTER FARM’S CONTRIBUTION TO HELPING THE INDIAN RIVER LAGOON THRIVE PUBLIC AWARENESS IS KEY TO SAVING MARINE ENVIRONMENTS

This issue of

New Smyrna Beach Company Keeps Clear Vision of the Future

is provided courtesy of

Photo credit: Courtesy of Bajio Sunglasses

Public Awareness Is Key To Saving Marine Environments

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Volusia County Business Establishments Engaged in Marine Activities

BUSINESS AND ENTREPRENEUR MAGAZINE

EVOLVE Greater Daytona Region is published by TouchPoint Innovative Solutions.

PUBLISHER

Howard M. Holley

EDITOR

John Guthrie

MANAGING EDITOR Elesha Mavrommatis

ART DIRECTOR Leslie Proctor

ADVERTISING SALES Jeanne Coates

AUDIENCE DEVELOPMENT DIRECTOR Tessa Boyd

EDITORIAL ADVISORY BOARD

Nick Conte • City of DeLand Richard Cooper • Halifax Insurance Partners Heather Edwards • Volusia County Economic Development Department Aaron London • Journalist/Writer Tracy Marino • Team Volusia Dean O’Brien • 06 Marketing LLC Brian Rademacher • City of Ormond Beach Kate Sark • Ocean Center Chris Thomes • Daytona State College Jack White • Jack White Land Co Amy Workowski • The W Agency

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FROM THE EDITOR

eventy-one percent of the Earth is covered by water. Some of us take living in close proximity to the Atlantic Ocean, the St John’s or even a pond for granted, but water has had a profound history and impact

on the business landscape of Volusia County. In this salute to our waterways we amble in many directions, but I came

away with gratitude for the entrepreneurial spirit who are in tune with our resources and are leaving this place better for their hard work. Bob Dougherty has had success in the boat building industry and has taken Boston Whaler to second in the nation. With 1,600 employees, Boston Whaler and Everglades Boats businesses are major drivers of jobs and education. I believe he did this with the culture he created, the history our little part of Florida has with boat building and good old hard work. I consider Al Perkinson, CEO of Bajio, a pirate of sorts. After Costa Del Mar was stripped from its headquarters in Volusia County, Al looked in the wreckage and saw opportunity. Not only did he launch his sunglasses company with former Costa employees, he also improved the product, stayed with its roots on the water and has added taking care of our environment to form a brand new brand and company we should all be proud of! Have you ever wondered when your avocation could become your vocation? Well, Dennis David took his family’s love of kayaking and oysters to a new level by creating two oyster farms right here in the waters of Volusia County, making sure restaurants are supplied with the freshest harvest and committing to replenishing the supply for all. Finally…talk about taking for granted a group of people. Let’s hear it for Volusia County Beach Safety. Chief Andy Ethridge, who was raised on the beach, makes sure, with his team, that we are as safe as we can be when we are enjoying mother ocean. His department’s plans are big…to become the premier spot in the country for beach safety training. Overall, as the kid who had to be bribed with French toast to go to swimming lessons when I was young and grew up in the Midwest, I have come to appreciate all our waterways provide us, and I hope this issue does the same for you. See you at the bend in the river,

EVOLVE is published four times per year by

CONTACT US Editor@EvolveMagazineFlorida.com TouchPoint Innovative Solutions All rights reserved. No portion of this magazine may be reproduced without the express written consent of the publisher. TouchPoint Innovative Solutions assumes no responsibility for errors or omissions.

JOHN GUTHRIE

Editor, EVOLVE

Scan the QR code to access EVOLVE digital or visit Evolve-Success.com

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MAY 2022 | 3 |

SŌLACE Boats

Boston Whaler

Everglades Boats

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Timeless Craftsmen and the Art of Boat Building by Danielle Anderson

he art of shipbuilding has taken on many forms and

Steeped in Excellence

traversing the Nile River to new world colonists navigating

shore catamaran or spending a relaxing day along Volusia County’s

advances over the millennia. From the ancient Egyptians

the Port of Boston, our fascination with being on the water has never waned.

While we no longer bind reeds and twine to create our

Whether it’s going 244 miles an hour on a Mystic Powerboat off-

endless miles of waterway on a Bay Craft skiff, there’s a builder for every boater.

Launched in 2001, Everglades Boats employs 300 team members

watercraft, the rich heritage of boat building still requires a skilled

and produces 300 watercraft a year. Krista Graves, vice president of

economic impact annually in the United States.

leadership team is committed to building on Volusia County’s strong

touch in an industry that generates more than $170 billion of

maritime history.

The Stuff of Legends Volusia County is home to nearly a dozen boat manufacturers.

Among them are some of the world’s best-known, large-scale,

corporately-owned builders coexisting alongside privately-owned, small builders with a long history in the industry.

In May 2021, Boat.com ranked the Edgewater-based

manufacturer Boston Whaler #2 in the world for their vast array of

models, high resale value and their ‘unsinkable legend,’ which dates back to the 1960s.

Employing 1,600 people between Volusia and Flagler counties

and producing as many as 4,000 watercraft a year, Boston Whaler is synonymous with quality and safety.

“Whaler also boasts 15 consecutive Consumer Satisfaction Index

Awards and has won seven NMMA Innovation awards in the past decade alone,” writes Boat.com fishing and boating expert Lenny Rudow.

Julia Levesque, senior human resources business partner

for the Volusia-based Boston Whaler Group, Inc., attributes the accolades to a few simple but important elements.

“Our long-lasting reputation in the boating industry,

quality boats, great customer service and our focus on safety,” she said.

With an eye toward the future, Boston Whaler is

continuing to expand. There has been an increased demand

A key driver of the company’s success has

been its investment in local talent.

“The foundation of our culture is our people,

both current and future, and our community

partnerships through the Volusia Manufacturers

Association, Daytona State and local organizations allow us the opportunity to support their, and in

A New Generation of Boaters As a smaller but influential boat manufacturing operation in

Volusia County, SŌLACE Boats sees its potential for sustained growth in a new generation of boaters.

Owners Stephen and Sarah Dougherty have maintained the

exceptional quality Volusia County boat manufacturing is known for, launching SŌLACE Boats in 2019 with 35 employees. A resurgence of interest in watercraft over

the past two years as a result of the economic boom for marine suppliers and boat

manufacturers (in the County?).

“AllSalt

manufacturing plant in Flagler County in 2021.

here from

Flagler plant] we have over 300 employees

currently and are looking at 400-450 employees by the end of 2022,” said Levesque.

Stephen and Sarah Dougherty

pandemic has brought an

Marine moved

“We are meeting our staffing goals. [In our

Krista Graves

turn, our company’s growth,” she said.

for watercraft over the past few years, and

in response, the company opened a second

Julia Levesque

human resources for the Edgewater-based boatbuilder, says their

their company Vancouver

and relocated

their employees.

We’re seeing a lot

EVOLVE-SUCCESS.COM

MAY 2022 | 5 |

SŌLACE Boats

of suppliers either move to this area because they rep in the area or

they’re relocating business here,” said Sarah Dougherty, who shared that their own business has tripled in the last six months.

“COVID did something for the boat industry that no amount of

marketing could have ever done.”

businesses and colleges for the ‘FAME’ – Federation for Advanced Manufacturing Education program.

“There are seven major boat manufacturers, custom boat builders

and small companies providing welding [and] upholstery services to

“It put people on boats because they couldn’t go on

vacation. They wanted to be outside, and they went and bought boats. During COVID, we put kids in boats, and that was a generation we were missing because they sat in front of computers. Now, that generation is going to end up being a boater as they grow up,” she said.

Training the Future As the maritime industry grows, so does the need for

a skilled workforce.

Nationally, recreational boating generates $43B in

annual sales and service, with $23B of that in the state of

Florida. According to the National Marine Manufacturers Association, 3,624 jobs and 198 businesses are supported locally by the recreational boating industry, generating

$893M of economic impact in Volusia County each year. To meet the need, the Volusia Manufacturers

Association has joined forces with the region’s

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Boston Whaler, Flagler

the large companies employing over 2,000 people. These companies are expanding and growing their workforces,” explained Jayne

Fifer, director of education and president emeritus of the Volusia Manufacturers Association.

“Every manufacturer in our area needs skilled labor trained

in advanced manufacturing technical skills. VMA is mounting a campaign to connect all the colleges that train these skills to our manufacturers,” said Fifer.

Not only is the marine industry an opportunity for lucrative,

long-term employment, but it’s also appreciated by those with an eye for detail.

“It’s a career. You have people (in the boating industry) [who]

love what they do, and it’s an art,” said Sarah Dougherty. “They don’t get enough credit for being as talented as they are.”

Danielle Anderson has worked in the public relations and media industry for a decade. She started her career as a reporter for Flagler Broadcasting where she discovered her passion for telling the stories of communities in Florida.

Did you know? Buying a boat locally, there’s a chance your builder employs someone who worked with or learned from one of our region’s most notable boat builders, Bob Dougherty. Dougherty spent 30 years at Boston Whaler, where he was key in developing their “unsinkable hull” and creating numerous other innovations, including the Rapid Molded Core Assembly Process, which is the model for many boat builders today. In addition to being an innovator, Dougherty was a businessman. After retiring from Boston Whaler, Dougherty founded Edgewater Power Boats with his son, Stephen, in 1992. And in 2002, the duo founded Everglades Boats. Dougherty earned many accolades during his career, including the coveted National Marine Manufacturers Innovation Award in 1999, 2002 and again in 2005. Dougherty also won the Volusia Manufacturing Association’s (VMA) “Manny Award,” which recognizes life-long achievement in manufacturing. In 2004 he was inducted into the VMA’s Hall of Fame.

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MAY 2022 | 7 |

New Smyrna Beach Company

hen Al Perkinson visualizes the future, his head isn’t in the clouds but on the water. The founder and owner of Bajio Sunglasses

in New Smyrna Beach, Perkinson is as focused on promoting the company’s values of sustainability as he is on the bottom line. And for the target market of anglers and boaters, both are

manufacturing landscape and Costa del Mar was purchased by a French company that eventually merged with luxury sports eyewear firm Luxottica. “I could see where they were going and decided to leave,” Perkinson said. Taking a break from the corporate world, Perkinson moved to

important. “It’s not that profitability isn’t the purpose, but it should not be the goal; it should be the result,” he said. After earning a graduate degree in arts management, Perkinson got a job in advertising with New York agency Ogilvy

Montana with his wife and worked for a small fishing company. But he kept an eye on the sunglasses industry and saw that his old company was focusing on other eyewear lines. Working for a small fishing company in Montana with his

and Mather. In 2000, he started working

wife, Perkinson said the Costa del Mar brand was “vacating the

with sunglasses manufacturer Costa del Mar

fishing space” and he saw an opportunity to fill that void.

and eventually headed up the company’s marketing department. “It was a $6 million brand and we grew it Al Perkinson

Like many industries, consolidation changed the sunglasses

to $160 million,” he said.

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“My wife and I decided it was time for us to jump in and create our own sunglasses business,” he said.

Keeps Clear Vision of the Future by Aaron London Spending much of 2020 in pandemic lockdown, Perkinson said he used the time to envision the brand he wanted to create

locations in 44 states and 14 countries. Perkinson said the huge demand for Bajio Sunglasses has meant an increased focus on expanding the supply chain, and he

and launched Bajio Sunglasses in April 2021. The name Bajio – pronounced bah-hee-oh – is Spanish for “the shallows,” the part of the ocean between land and the deeper

expects sales to double in the coming year. Bajio’s success is also an example of the diversity of the

waters, the ocean’s nursery, “where countless sea creatures are

manufacturing landscape in Volusia County. That diversity

born and raised,” according to the company’s website.

is good for manufacturers as well as the entire community,

“We’ve had a good run so far,” he said. “Things are going

according to Jayne Fifer, director of education at Volusia Manufacturers Association.

great. We’ve had a great reception from the community of anglers who were ready for a small, independent brand that

“Because our manufacturing community is so diverse, it

provides really good customer service along with innovation and

means they are more intent on helping each other,” she said.

technology.”

“They don’t mind sharing information, products or anything.”

Perkinson said he expected to sell about 15,000 pairs of sunglasses in the first year. The actual number was closer to 35,000. And already, the company’s sunglasses are available at 500

Fifer said that kind of cooperative spirit is important to maintaining a solid manufacturing base. “A lot of times when you have a one-industry area, it’s very closed,” she said. “But we are not. We’re willing to share and we are open.”

Scan the QR code to access the EVOLVE Live! podcast with Al Perkinson

Photos provided courtesy of Bajio Sunglasses

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MAY 2022 | 9 |

Even though sales projections are strong, Perkinson said continually improving the company’s products is a key to success. “From a product standpoint, there really has not been a lot of innovation in lens technology in the last 15 years,” Perkinson said. “We’ve done a lot of work on lens technology.” Innovations extend beyond lenses and include frames as well. “Frames are more than fashion,” Perkinson said. “We’ve created a ‘sun bridge’ on the inside of the frames, which makes it a really fashionable looking frame on the outside with real sun protection on the inside.” While the company’s success is

Bajío’s products

Bajio headquarters

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important to Perkinson, creating and maintaining the brand’s

packaging, as well as working with other organizations

identity as a socially responsible company is even more

committed to conservation, such as the Bonefish 7 Tarpon Trust

important.

and the Fly Fish Climate Alliance.

“We want to make everything we do sustainable,” he said. “We’re not perfect by any stretch and we’ll never be perfect, but it’s the quest and the energy we put towards it that is really the

Bajio’s focus on social responsibility doesn’t stop with sustainability. “I believe that businesses have more opportunity to drive change,” Perkinson said. “I love to make the world a better place.”

important aspect,” he said. The focus on sustainability is reflected in every step of the production process, Perkinson said. That includes using plant-

That includes making Bajio a good place to work. “Everybody in the company owns stock; everybody’s an

based materials for the frames, making the packaging from

owner,” Perkinson said. “I believe success is inside-out. If you

recycled paper and using cases made from cactus leather instead

have the right values inside the company, that is going to transmit

of cow leather or plastic. Even the company’s display cases are

out to others as well.”

made from a bamboo derivative material. The sustainability effort also extends to the company’s manufacturing, working with sustainably driven partners and ensuring fair labor and accountability. The company is also committed to eco-friendly shipping practices, using sustainable

EVOLVE-SUCCESS.COM

Aaron London is managing editor of Evolve Digital. He is also an adjunct professor of journalism at Daytona State College.

MAY 2022 | 11 |

Tide to Table

One Local Oyster Farm’s Contribution to Helping the Indian River Lagoon Thrive by Seraine Page

t all started with an oyster garden. The tradition began five years ago. After a day of kayaking along the Indian River Lagoon, Dennis David and his family would stop for fresh oysters. They’d eat them together and the

smaller oysters got tossed back. “We would do family kayak trips to go fishing and just enjoy the water with our kids and

grandkids,” says David. “We always schedule time on our way paddling to stop at our favorite wild oyster reefs to collect oysters for us to eat.” After a while, they noticed oysters clustering where they would deposit the smaller ones not worth eating. “Lo and behold, there were a bunch of oysters there,” David says. The garden got David’s daughter and son-in-law — Jessica and Ryan Norris — thinking. At one point, they had wanted to open a restaurant in the New Smyrna Beach area. Upon seeing the watery garden of oysters, they thought, “why not try our hand at oyster farming?”

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Blooming Underwater Shellfish Gardens David, a wildlife biologist with a 30-plus year career with Florida Fish and Wildlife Conservation Commission, liked Dennis David

the idea. His son-in-law had a biology degree and background as a food inspector,

giving the family a leg up when it came to diving into the oyster farming world. Together, the family embarked on founding the Indian River Oyster Company (IROC) in New Smyrna Beach. These days, IROC’s “garden” is now acres wide. Unlike typical oysters grown near the bottom of the ocean floor, the Triploid oysters planted and farmed by IROC float at the top in a plastic-type mesh bag. “Oysters are filter feeders,” explains David. “They depend on sunlight for growth and energy.” The company’s floating farm is located on two sites leased from the State of Florida. One site is 2.5-acres and the other is a 5-acre site. Over the two sites, they planted over half a million oysters in 2022 alone, David says.

Tess Sailor-Tynes, Marine Discovery Center

At least once a week, the medium-sized operation harvests 3-inch long oysters. Some weeks are busier than others — like the weeks they have to pull 15,000 oysters out of the water. It all depends on wholesale orders from the dozens of local restaurants that work with IROC as a supplier. The oysters often travel afar. Currently, boxes of oysters are shipped as far as Memphis and Atlanta. IROC is also certified to ship oysters worldwide. The demand for IROC’s oysters is always there, says Nicholas Frame, an assistant manager and line cook at Off the Hook Raw Bar and Grill. He’s also a part-time farmhand for IROC. Nicholas Frame

“A lot of people are shocked we even have an edible oyster coming from Florida,” says

Frame. “People lean heavily on the misinformation on how only “true oysters” come from cold waters.” Frame says a taste of IROC’s farmed oysters usually leaves them satisfied with their menu choice. Depending on a diner’s preference, oysters are enjoyed in a variety of ways. “Eating habits include everything from mignonette (minced onion and red wine vinegar), cocktail, horseradish on crackers, raw, steamed…there’s really no wrong way to eat them,” he says. “But the general consensus is they’re one of the best.”

spread over 1.3 million acres. Each area is in one of five districts monitored by the Florida Department of Agriculture and Consumer Services (FDACS). Employees from FDACS monitor shellfish harvesting areas for bacteria and also ensure shellfish harvesting areas are correctly classified. While IROC feeds the community, it’s also feeding a thriving ecosystem underwater. As one of the most bio-diverse habitats in North America, the Indian River Lagoon has also been designated an Estuary of National Significance by the Environmental Protection Agency (EPA). “Oysters play a significant role in the health of our estuaries and serve as keystone species in the Indian River Lagoon,” explains Tess Sailor-Tynes, Marine Discovery Center conservation science coordinator. “Aside from being a food source for many estuarine species, they provide incredible ecosystem services by filtering nutrients from the system, ultimately offering a healthy home to the 4,300 species of the Indian River Lagoon.” Because of that, IROC takes the health of all oysters — and the Indian River Lagoon — seriously. “We’re very strict about our handling of oysters,” says David, who is also chairman of the Florida Shellfish Aquaculture Association. “They’re removing algae; they’re pulling in carbon. In terms of enhancing water quality, they’re doing a great job.

The Oyster World In Florida alone, there are 38 shellfish harvesting areas

Shellfish are beneficial in helping filter that water and trying to recover the quality of the water — both oysters and clams.”

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MAY 2022 | 13 |

A Quality Water Education David says educating others about water quality around the lagoon is part of the company’s mission. Luckily, red tide hasn’t impacted the business, but other water quality issues have, like algae blooms. As a farm helper, Frame agrees. “The waters are so important to us; our product is 100% dependent on healthy living conditions,” says Frame. “Oysters do what coral reefs do out in the ocean: they create environments for tons of species to thrive off of. Our farms act as a filtration system for the lagoon, and we have thriving wildlife in our area because our community makes very conscious efforts to ensure the natural beauty and ecosystem stay clean.” One unique public outreach tool IROC uses includes

Above: IROC Oyster farm

farm tours, an intimate kayaking experience. The tour includes information about the lagoon, oysters, and even

Right: (left to right) Ryan & Jessica Norris and Ilonka & Dennis David

an oyster tasting. Another educational opportunity is IROC’s partnership with Marine Discovery Center (MDC) through its Shuck & Share program. Established in 2014, MDC partners with local restaurants to put discarded oyster shells into shoreline restoration projects instead of landfills. Weekly, MDC volunteers pick up buckets filled with empty oyster shells. The shells then head into “quarantine” for six months to dry out any foreign bacteria before being placed into plastic-free, double galvanized mesh wire bags. Since its inception, over 700,000 pounds of oyster shells have been used for shoreline restoration. “The program relies on community efforts, from restaurants to volunteers to restoration practitioners, but it’s a simple way to give back using resources that are readily available,” Sailor-Tynes says.

Giving Back Above: Large oyster pile

If it weren’t for businesses like IROC, oyster ecosystems would look quite different. Unfortunately, a steady decline in water quality along with unsustainable harvesting has led to a reduction in oyster reef habitats, according to the National Oceanic and Atmospheric Administration (NOAA). “It’s a secret that people don’t realize how much we’ve lost in oysters,” says David, who is also on a committee dedicated to developing a statewide oyster

Above: IROC family

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plan to restore oyster estuaries.

And while he has a business that is still trying to get back to its pre-pandemic sales, David says he has nothing but encouragement for fellow oyster farmers. For him, thriving oyster farmers and happy customers are the keys to a successful business in these waters. “We don’t consider other oyster farmers the competition,” he says. “All ships rise on an incoming tide.”

Seraine Page is a four-time award-winning journalist. As a serial entrepreneur herself, she’s passionate about putting a spotlight on successful businesses through her writing. She lives with her husband, son and hefty chiweenie in Saint Johns, Florida. IROC aerial farm view

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Better Than Baywatch: Performing at the Highest Levels

by Danielle Anderson s Volusia County’s beaches welcome spring break, bike

“We have about 225-300 employees total,” said VCBS Deputy

week and summer crowds, Chief Andrew Ethridge

Chief Tamra Malphurs. “Seventy-five are full-time, 69 are certified

is the epitome of calm professionalism. Serving as

emergency medical technicians and 58 of those are sworn police

the director of Volusia County’s Beach Safety Division, his top

officers; therefore, we handle all enforcement on the beach. Some

priority is ensuring his team is focused on the safety of the 11

of our crimes include alcohol violations, disorderly intoxication,

million visitors to the world’s most famous beach.

traffic infractions, animal violations, disturbances and theft.”

As a member of the Volusia County Beach Safety Ocean Rescue Division (VCBS), there are times when someone’s life is literally in your hands. It’s a responsibility agency members take seriously, as noted in a report to the Commission for Florida Law Enforcement (CFA) recommending VCBS’s re-accreditation as a top-tier ‘Excelsior’ status agency. “Volusia County Beach Safety is likely one of the most unique agencies in the country. The members of this agency are all certified in three different, and some might say disparate, disciplines: emergency medical technician, open water lifeguard and law enforcement officer. It takes a special person with total dedication to perform all three of these functions and all three on a daily basis.”

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VCBS Chief Andrew Ethridge

“We try and fill those ranks because that’s what it takes to put 100 lifeguards out there every day in the summer,” said Ethridge of the seasonal positions. “Forty-seven miles, 10 to 11 million visitors and we’re a year-round operation. A lot of times, people don’t understand what we do and how extensive our operation is.” “We consistently track performance metrics across all aspects of our operation,” he said. “Last year, we responded to nearly 65,000 calls for service, had over 35,000 preventative lifeguard actions and rescued 2,951 people from the ocean; 88% of those were due to rip currents,” he said. Serving the public while maximizing the $9,286,206 budget,

Some of Volusia’s Notable Lifeguards: • Charles “Billy” Willits was the Chief of Daytona Beach Police.

VCBS has worked closely with county staff to implement an expanded network of beach cameras and enhance the visitor

• Jim Willets was the former Volusia County Assistant County Manager and Public

experience with a state-of-the-art beaches mobile app, providing

Protection Director.

users with the latest information ranging from beach access and closures, to beach driving, daily safety reports and more.

• Paul Rice is a local attorney.

Tying into the agency’s rigorous standards of excellence, Ethridge and his team frequently collaborate with organizations

• Bob Wheeler was the former assistant state

attorney and a principal at a couple local high

like the United States Lifesaving Association, hosting the USLA National Championships in 2015 and 2017, while working closely with other agencies like Halifax Health to help train junior lifeguards and the public on water safety. The VCBS team envisions a future facility in Volusia County dedicated to water safety, training and continuing education. “I want to expand our influence on water safety, community involvement and drowning prevention,” said Ethridge, discussing statistics.

schools.

• Shelly Rossmeyer Pepe is the GM of Bruce Rossmeyer’s Daytona Harley Davidson.

• Dr. Kelly Molpus is a multi-board certified gynecologic oncologist.

• Melissa Burt DeVriese is the CEO of Security First Insurance Corp.

• Dr. Carl Lentz is a board certifided physician and noted plastic surgeon.

“We’re the experts in water safety. We’re the best in the business. We should be the people they come to to prevent drowning and water accidents.”

• Ted Serbousek is co-owner of Ritchey Cadillac. • Maggie Low Spencer is a local veterinarian at Ravenwood Veterinary Clinic.

Be Smart: Swim Near a Lifeguard … While shark bites near the New Smyrna Beach jetty attract attention, Deputy Chief Malphurs says there are bigger fish to fry when it comes to beach safety. “We had 16 shark bites last year with zero fatalities, but we

• Richard Brown is owner of Hayward Brown Realtors.

• Aaron Kilman is the owner of Aaron Kilman Jewelers.

rescue about 3,000 people from rip currents each year and usually

• Aubrie Lemon is a model and actress.

have about 5-6 drownings; these are usually in unguarded areas.

• Ted Cassady played Lurch on The Adams

This is why it is so important to swim in front of a lifeguard,” she said, looking ahead to National Beach Safety Week’s campaign

Family.

“Swim Near A Lifeguard,” launching statewide May 23-30. “We try to do a lot of outreach wherever we can in the community. The ultimate goal is drowning prevention,” said Ethridge. For more information, visit volusia.org/beach or call 386-2396414.

EVOLVE-SUCCESS.COM

MAY 2022 | 19 |

Public Awareness Is Key To Saving Marine Environments by David Castagnacci

ebris and pollutants making their way into the Atlantic Ocean and Volusia waterways can spell

disaster for marine life – and damage our community’s most valuable environmental assets. But public awareness and simple acts of engagement can do much to improve these situations.

For East Volusia, water is the main natural attraction, a mainstay of the community’s quality of life, tourism

and overall economy. But as beach litter such as Styrofoam, cigarette butts and especially plastics washes out to sea, it clogs the insides of ocean creatures (including sea turtles) that mistake the garbage for food.

Compounding the problem are fishing hooks and lines that entangle animals, including turtles and manatees – and chemicals dumped into waterways, poisoning marine life and destroying habitats that support it.

“Everyone involved with water is impacted,” comments Ponce Inlet fishing charter Captain Billy Rotne. A

Florida native, Rotne has more than 25 years of experience fishing east Central Florida waters. He laments the impacts that pollution has caused to inland waterways, especially in Southeast Volusia’s Mosquito Lagoon,

which is experiencing a substantial die-off of valuable seagrass. As a marine conservationist, Rotne is passionate about his goal to inform the public and promote restoration efforts. “Everything that happens in the lagoon is a nursery for the ocean,” he stresses.

And for Volusia County, the Mosquito Lagoon generates several hundred million dollars in economic

activity each year.

Some progressive public awareness programs and restoration projects have been started by Volusia

governments – as well as commercial fishermen and enthusiasts.

• Beach and river cleanups have become regular community events, with more than 1,300 volunteers collecting almost 5,000 pounds of trash last year. (To volunteer, visit volusia.org/volunteervolusia)

• A monofilament recycling program has receptacles at boat launches and underwater diving events to remove submerged debris.

• Volusia County has created 15 artificial reefs offshore of Ponce de Leon Inlet, providing new habitat for a variety of fish and other marine life.

| 20 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Captain Billy Rotne

EVOLVE-SUCCESS.COM

MAY 2022 | 21 |

• With a special focus on restoring Mosquito Lagoon and the inland natural springs, Volusia governments have enacted

fertilizer restrictions and a ‘storm drain marking’ program – and are working to upgrade their wastewater treatment plants and convert more septic tanks to sewer. Oak Hill

issued a press release in January 2022 on breaking ground on a Septic-to-Sewer project.

• And in Brevard County, a half-cent sales tax (approved by voters in 2016) is raising millions of dollars to help restore the lagoon.

“Everything we do has a water quality message to it,” sums

up Volusia County Environmental Management Director Ginger Adair.

Education and Conservation Volusia County’s Marine Science Center (MSC) in Ponce Inlet

is a valuable learning resource and attraction. In the exhibition

gallery are impressive displays – many of them real life – of East Volusia’s varied marine life and aquatic ecosystems, including a

5,000-gallon artificial reef habitat aquarium. MSC provides daily presentations, as well as classroom/laboratory programs for a firsthand learning experience about sea life and habitats.

Seagrass and Crustaceans Macfie emphasizes the importance of habitat protection and

the food chain connection, beginning with small crustaceans. “This is so important because all these fish start out as larvae

and crustaceans are a large part of their food.” The crustaceans

rely on seagrass habitats, making them a primary – yet unseen – victim of seagrass destruction in Mosquito Lagoon, largely from chemical and nutrient pollution – septic tanks, fertilizers, fast food wrappers, contaminated stormwater runoff and sewage

discharge. “If you look at the food chain, including thousands of organisms - with seagrass being the foundation - it means that

everything relies on it...and many of the ones we don’t see (such as crustaceans) are extremely important to our future.”

Despite the problems, Macfie is optimistic about steps being

taken. “My thought is anything is better than nothing,” he says. “By taking these steps to eliminate nutrients and chemicals, it certainly is not harmful.”

And with regard to public awareness, Captain Rotne expresses

some optimism as well, “the whole culture has changed for the better. Very few people throw trash or fishing line in the water. And if you do, you’re going to get an earful.”

“Our ultimate goal is not only to educate but also to change

David Castagnacci worked at the Daytona Regional Chamber of Commerce for 31 years where he served as executive director of the Volusia County Association for Responsible Development (VCARD) and its Flagler County chapter (FCARD), a non-profit association of planning and development professionals.

behaviors,” comments Chad Macfie, MSC manager. Now

celebrating its 20th anniversary, MSC has educated 1.2 million

visitors about East Volusia’s marine ecosystems – and ways they can play a role in maintaining them.

MSC is also a central station for rescue operations of

distressed animals from both land and sea. Since its inception,

the center’s hospital has rehabilitated 25,000 reptiles (mostly sea turtles) and 19,000 birds, representing more than 200 different species. MSC staff and volunteers see “first hand” the human impacts to marine life, Macfie notes. “A lot of them have ingested plastics, balloons and other marine debris,” he says, adding that plastics almost always are

found inside sea turtles when the MSC hospital performs necropsies.

“Many of the birds we see are entangled

in (or have ingested) some amount of

fishing line,” comments Tracy Dawson, MSC’s Seabird Hospital manager, and

sometimes the birds are found hanging from trees.

“If visitors come to MSC, where the

hospitals provide this visual impact, it really begins to set in,” Macfie

adds. “People want to know why this happened.”

Chad Macfie

Surf Camps Ride the Waves of Passion by Patrick Evans-Hylton

Surfing the waves of Daytona Beach

Ormond Beach. It grew from teaching surf camps for the Volusia

passion.

over the years of growing up by the ocean and surfing for 30-plus

he energy swirls and swells. It moves forward, picking

up speed, then breaks above the surface. What started as something small then crests into something huge.

It’s not just a recurring scene off the coast; it’s also what

happens when creatives develop an idea and ride a wave of That’s the case of two surfing legends, Jimmy Lane and Mimi

Munro. Each has taken something they loved and turned it into a

Mimi Munro established Mimi Munro Surf Camps in 2001 in

County lifeguards in 1998. She then began instructing on her own. “I love the teaching and introducing kids and adults to a good

and healthy sport; teaching what I’ve learned and experienced years.”

Munro says her mission is “cultivating a love for surfing

successful business.

and a respect for our oceans.” The camps instruct about surfing

New Smyrna Beach in 1985, started with a mission.

waves, as well as wave riding and surfing safety around the ocean

Lane, who established the Jimmy Lane Surfing Academy in “I wanted to give back, to teach children and adults to learn to

surf and be ocean smart,” he says. “Since

equipment, paddling techniques, surfboard handling in the environment.

we live here on the coast, many parents agree with me in making it a priority to learn about ocean safety, currents,

weather and surf conditions - and of

course, to learn the sport of surfing.”

Everything came together for Lane

when the city of New Smyrna Beach contacted him to run their summer

surfing camps. It started small and grew from there.

“The Jimmy Lane Surfing Academy

offers one-on-one lessons, birthday

parties, contest coaching, summer surf

camps and after-school surfing; just give

us a call,” he says. “We have professional surf instructors [who] have been with

us for many years [and] who are just as passionate and dedicated as I am.”

Jimmy Lane and surf camp participants

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While summers may be endless in one’s mind, they are not on

amateur contests, and although I had a few part-time jobs by this

“Surfing is practically year-round here, and we have fall and

the local surf shops––and I’ve just never stopped teaching,” he says.

the calendar.

spring school surf clubs,” says Lane. “But this journey I’ve been on

time, it was a natural transition for me to start giving surf lessons for “I’d say, you have to follow the spark,” Lane adds. “If you

has been paired with fine arts, another passion of mine. Alongside

know what it is you want to do, you still need to work hard and

board labels up and down the east coast; that’s how I got the

start at the bottom if need be, but don’t expect instant success: yes,

surfing, I have spent my life airbrushing surfboards for several nickname Fast Lane.

“I enjoy being in art shows with my custom design surfboards

and spend my time developing my painting techniques on boards, canvases, murals- anything I can get my hands on.”

For Munro, the surf camps are a secondary business; she has

be your best at whatever it is you are doing meanwhile. Volunteer, it’s Old School.

“Also, just as I tell my surf kids, start each day making your

bed. Before they even come down to the beach, they are training

themselves how to accomplish a goal and feel proud about that.” Jimmy Lane Surfing Academy is in New Smyrna Beach. Call

been a practicing, licensed massage therapist for 30 years.

757-314-1356 or visit www.surf-lane.com.

keeping it small and a lot of self-involvement [were] helpful. As

5600 or visit www.rstcomp.wixsite.com/mimimunrosurfcamp.

“Surf camp became profitable right away. Low overhead,

it grew, I added necessary equipment, insurance, a newer surf

Mimi Munro Surf Camps is in Ormond Beach. Call 386-672-

van, so now it pays all its own bills and keeps me in personal surf equipment,” she says.

Folks have many passions and should not be afraid to pursue

them, says Lane.

“When you are doing what you love, it’s easy to naturally turn

Patrick Evans-Hylton is an award-winning journalist, having covering a wide variety of topics in broadcast, electronic and print media since 1995.

it into a small business. After I learned to surf, I started entering

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EVOLVE-SUCCESS.COM

MAY 2022 | 25 |

Smithsonian Water/Ways Exhibition Set to Flow Through NE Florida

by Aaron London ater is life. From the earliest civilizations in the Fertile Crescent along the Tigris and Euphrates Rivers in Mesopotamia to the growth of big cities

according to Meshella Woods, AACS curator. “Our organization is part of a broader community of cultural organizations whose facilities are located in small towns and

and small towns along the Mississippi River in North America,

rural areas which extend the reach of museum exhibitions and

water has been central to human existence and development.

associated programs,” she said. “Underrepresented populations

The Water/Ways exhibit, which tells the story of water’s

who often are unable to visit a museum or have not been exposed

environmental and cultural impact, is coming to Northeast

to such are able to experience what the Smithsonian has to offer

Florida as part of the Smithsonian Institution Traveling Exhibition

through this program.”

Service and the organization’s Museum on Main Street program. The exhibit opens this month in Fernandina Beach after a visit to LaBelle, Florida, in March and April. Hosted by the African American Cultural Society (AACS) in Palm Coast, the exhibit examines water’s effect on the landscape, settlement and migration and how it has shaped human society. The Water/Ways traveling exhibit opens in Palm Coast July 9

Woods said the Museum on Main Street program focuses on broad topics of American history and gives cultural organizations like the AACS the opportunity to create their own educational programs, cultural activities and exhibitions that center on local heritage. The exhibit includes free-standing kiosks, audio, video and interactive components as well as original objects.

and runs through Oct. 2 at the AACS headquarters at 4422 N. U.S.

“They are specifically designed to address the space and

1 and will include a variety of guest speakers and special events,

staffing constraints of small cultural institutions,” Woods said.

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Woods said the theme for the local exhibit is “River to River:

Woods said the AACS exhibit will also feature presentations

From the Nile to the St. Johns,” and this important effort by the

from a variety of scholars and experts, including Stephen Noll,

AACS will extend beyond the three months it is on display.

master lecturer in the Department of History at the University

“As a result of this exhibition, we expect to see an enlarged

of Florida speaking on the relationship between humans and

membership base, strengthened relationships with county and

water in Florida; Kramer Wimberley, master diver, researcher

city officials, increased annual visitation, volunteerism and

and diving instructor for inner-city youth on advancing

donations, as well as a positive economic impact to Flagler

marine conservation; Marineland Mayor Angela TenBroeck on

County in terms of tourism and opportunities to make a

sustainable farming with aquaponics; and Carmelo Morales,

difference in the lives of our youth, families and individuals,” she

stormwater engineer for the city of Palm Coast speaking about

said. “This is only the beginning as we are slated to bring more

beach erosion and others.

Smithsonian exhibitions to Flagler County.”

More information about the African American Cultural

The exhibit explores several questions regarding the

Society and the Water/Ways exhibit is available at

significance of water on communities, including:

www.aacspalmcoast.org.

How do Americans use water? How is water represented in our society? In what ways do we use water as a symbol? How does water unite communities?

Aaron London is managing editor of Evolve Digital. He is also an adjunct professor of journalism at Daytona State College.

How does conflict over water emerge and how do communities resolve it? How do we care for water and sustain it for the future?

EVOLVE-SUCCESS.COM

MAY 2022 | 27 |

EMBRACING GREEN INFRASTRUCTURE TO BENEFIT OUR “AQUATIC GEMS,” OUR PEOPLE AND OUR ECONOMY by Dr. Jason Evans

olusia County is blessed with an abundance and diversity of amazing water resources. Emerald blue springs, worldclass beaches, productive coastal bays and lagoons, dozens of freshwater lakes and the unique St. Johns “River of Lakes” are all integral to the beauty and quality of life in our subtropical paradise. As an environmental scientist who was born, raised and educated in Florida, I feel incredibly fortunate to be working with so many members of our community who are dedicated to the protection of what Dr. Robert Sitler, my colleague at Stetson University, calls “Aquatic Gems.” The Aquatic Gems are not only of great ecological importance but also are key drivers within the local economy. The aquamarine waters of our Atlantic beaches are undoubtedly the most famous attraction for the millions of visitors who come to Volusia County each year. Over in West Volusia, several hundred thousand people line up annually to see the amazing spectacle of over 700 wintering manatees gathered in the warm waters of Volusia Blue Spring. The more ambitious Volusia County explorer has the opportunity to see the incredible bioluminescence of the summer mullet runs in the Indian River Lagoon or the acrobatic congregations of swallow-tailed kites at Lake Woodruff National Wildlife Refuge. There is, of course, not enough space in a short essay to make

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note of all the unique places where our local waters support abundant wildlife, enriching the lives of both residents and tourists alike. But I do think that one thing that unites most of us, regardless of our differences on the other issues of our times, is a deeply felt commitment to steward the health of these waters for ourselves, our children, our grandchildren and, indeed, those who are not yet born. However, I often warn my students at Stetson that one of the occupational hazards that comes with being an environmental scientist is an obligation to maintain objective awareness of how our environment is being impacted by human activities. Despite all of the best intentions, a clear-headed assessment of our local waters provides unfortunate evidence that we simply have not done – and are not doing – enough. Perhaps most dramatically, a series of harmful algal blooms in the Indian River Lagoon, caused by increasingly poor water quality, have destroyed large areas of critical seagrass habitat and negatively impacted our coastal fisheries. In maybe the saddest thing I’ve ever seen in my professional career, the loss of seagrass has finally reached a tipping point and, since early 2021, brought on a lethal starvation crisis among our coastal manatee population. We can, and must, do better than this. This call to action, though, seems to beg two important questions: 1) What exactly are we doing wrong? and 2) How can we do better? The first question is easiest to answer, at least from the vantage point of objective science. It is very well understood that historical and ongoing carelessness with nutrient contaminants, primarily nitrogen and phosphorus, has overfertilized many of our

waterways, resulting in harmful algal blooms. Well-known sources such as septic tanks, fertilizer runoff from yards and farms and, in some places, discharges from old wastewater treatment plants all contribute to the problem. To their credit, our local leaders in Volusia County have attempted to do better. For example, our County Council passed a restrictive fertilizer ordinance in 2014 with the express intent of reducing nutrient runoff into our Aquatic Gems. Several local governments are also moving forward with septic to sewer conversions in certain areas of the County, which is a proven strategy for improving local water quality in sensitive locations. However, I’ll be frank in saying that our current efforts, while undoubtedly well-meaning, are not proving to be enough. One of the most promising set of “new” technologies for doing more to improve our waters goes by the fancy moniker of “green infrastructure.” I use the scare quotes around “new” to indicate that much of what we call green infrastructure isn’t really new at all but instead represents more thoughtful ways of utilizing our native soils, wetlands and plants for storage and filtration of water from the built environment. Living shorelines, rain gardens and stormwater wetlands are just a few of the green infrastructure practices that can provide restorative benefits throughout our communities. Some examples of such green infrastructure practices put into action can be seen in demonstration projects at Stetson’s Institute for Water and Environmental Resilience in DeLand, the

Marine Discovery Center in New Smyrna Beach and the Riverside Conservancy in Edgewater. But we need to move rapidly from a place where green infrastructure is seen as a novelty being put into action by a few early adopters and into a standard – even required – development practice in support of restoring our waters. Similarly, we need to evolve away from the unfortunate “businessas-usual” development that too often involves over-paving, overfertilizing and over-watering within our built landscapes. I’ll conclude with more optimism that the water resource solutions we develop here in Volusia County, and other areas of central Florida, will be highly transferable to other areas of the country and the world. Clean technology solutions, such as green infrastructure, promise to be one of the biggest growth industries in the 21st century. I am confident that our local community is positioned to be a global leader in these industries through the talents of our citizens, as well as the richness and complexity of our natural laboratories, i.e., the Aquatic Gems. I have faith that, together, we can and will make this future happen.

EVOLVE-SUCCESS.COM

Dr. Jason Evans is Associate Professor of Environmental Science and Executive Director of the Institute for Water and Environmental Resilience at Stetson University. Trained as a systems ecologist, Dr. Evans is one of the nation’s leading researchers in the fields of coastal resilience and climate adaptation planning

MAY 2022 | 29 |

COMMUNITY SERVICE IS GOOD BUSINESS T

he Halifax Sport Fishing Club (HSFC) was

established in August 1967 and is a registered not-for-profit organization. For over 50 years,

HSFC has been involved in community service projects: maintenance and placement of Port Authority artificial

Offshore and Lady Angler Tournaments

reefs, construction of wheelchair-accessible docks at local boat ramps, free fishing contests, clinics and picnics for

physically or economically challenged children and adults, free

monthly seminars, support for local Marine Science Centers and museums and river cleanup.

In addition, the club has a ‘Kids Can Fish Too’ program, and also

hosts a series of family-friendly events, including talks on fishing, safety and conservation. The members also organize a couple of offshore fishing trips each year.

The members have dedicated their efforts to a mission based on

Young attendees learning to tie fishing knots

two guiding principles:

1. Promoting responsible fishing and safe boating in east central Florida estuaries and Atlantic coastal waters.

2. Providing valuable community services to improve the lives of those around us.

The club is grateful for support from local businesses,

including Atlantic Marine, The Fishin Hole, Down the Hatch Restaurant, Evan’s Mechanical, Energy Air, Sea Spirit, Bob’s

Discount, Sea Tow, a number of charter captains and many more. Club meetings are usually the third Thursday of each

month and are open to the public. The club provides a free seminar on a broad range of topics, including everything

from fishing techniques, boat maintenance and safety, seafood

Members helping to keep the waterways and islands clean

cooking, etc.

More information is available on the Halifax Sport Fishing

Club website (HSFC.com) and Facebook. The club is located

HSFC hosts fishing events and clinics for children and adults

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at the Riverside Pavilion 3431 South Ridgewood Ave., Port Orange, Florida, overlooking the Intra-Coastal Waterway.

Trained volunteers and special kayaks help make the waterways accessible to all

Adpative surfing is an experience that demonstrates truly anything is possible

hile growing up on the Jersey Shore, surfing and other water sports were a natural way of life for Danny Paltjon. In 2003, Danny suffered a spinal cord injury that left him paralyzed from his chest down. His ability to be in the water or on the soft, thick Jersey sands was non-existent. Shortly after his injury, while still in New Jersey, some friends lifted him onto a surfboard and brought him out in the water to ride some waves; it’s a feeling he said “He’ll never forget,” and that feeling is what sparked the idea for the Oceans of Hope Foundation after his move to the Sunshine State. Paltjon and fellow Oceans of Hope Foundation co-founder Chris Sharpe started the organization to offer adaptive ocean access to people with limited or no mobility. This includes specialized wheelchairs or assistance to enter the sand, as well as customized surfboards to empower individuals to safely ride the waves. Oceans of Hope Foundation’s inaugural event was in the summer of 2014 in New Smyrna Beach. “Since that event, the Foundation hosts four adapted surfing events a year with over 150 individuals getting out of their wheelchairs and experiencing freedom like no other,” Paltjon says. In addition to surfing, Oceans of Hope Foundation now includes “adapted kayaking” and hosts multiple events each year. Modified kayaks with outriggers, grip modifications for individuals with limited hand function and tandem kayaks are part of the foundation’s kayak program. Oceans of Hope Foundation is a 501c3 non-profit organization that operates solely with the support of volunteers and sponsors. Because of their support and generosity each year, the Oceans of Hope Foundation can change so many lives. We are honored to have local businesses and organizations such as Halifax Health, Johnny Nomad Media, LLC, Beach Mobility Rentals, LLC, Yaupon Brothers Tea, Daytona Sportswear, inc, Wheelers Medical Supply, Jeep Beach, Rum Runners JC, Surfing Evolution & Preservation Foundation, Brandi’s Sign Design, Brooks Rehab of Daytona and Danielle Figel Design Studio. A special thank you to all of the Oceans of Hope Volunteers who continue to help others.

If you would like your organization featured in Community Service Means Good Business, please send an email to Editor@EvolveMagazineFlorida.com. By submitting a photo(s) for consideration, you declare that you have permission to use and submit the visual image of any identifiable individual or building in the photograph and that you give EVOLVE Magazine the right to use the photo(s) in current and future communications. Final decisions regarding the inclusion of images in issues of EVOLVE are at the discretion of the EVOLVE editorial team.

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MAY 2022 | 31 |

Volusia County Business Establishments Engaged in Marine Activities The Intracoastal Waterway (IWW) generates significant economic impact throughout the region and beyond. Following is a closer look at the economic impact of the 49 miles that comprise the IWW portion of Volusia County.

FISHING