PRESS RELEASE: Secretary Byrd Designates Vilano Beach Main Street as Florida Main Street Program of the Month

TALLAHASSEE, FLA. –

Today, Secretary of State Cord Byrd announced that Vilano Beach Main Street, located in St. John’s County, has been designated the November 2024 Florida Main Street Program of the Month.

“Vilano Beach Main Street has made a significant impact in their community over the last 20 years," said Secretary Byrd. "It has helped the community embrace its identity as a destination revisiting the glamour of a century ago, while planning sustainability for the century to come."

Vilano Beach is located on a barrier island just east of St. Augustine, the oldest continually occupied city founded by Europeans in the continental United States. The indigenous Timucua people and early Spanish settlers of St. Augustine used the island for fishing and hunting during the colonial period. The first permanent American settlement in Vilano Beach dates to 1890, spurred by the construction of Henry Flagler’s Florida East Coast (FEC) railway. This development made Vilano the closest beach for guests of Flagler's grand hotels, leading to the creation of amenities like a beach pavilion, pool, and bathhouse.

Photographs provided by Vilano Beach Main Street and Kram Kran Photo

The early 20^th century was pivotal for Vilano Beach, marked by the arrival of Highway A1A and the construction of the Vilano Beach Bridge in 1926, which improved accessibility and attracted more visitors. The Vilano Beach Casino quickly followed in 1927, offering entertainment such as big bands and fine dining. After a period of decline during the Great Depression, Vilano Beach saw a resurgence after World War II as returning veterans and their families seeking opportunities for leisure led to new homes and motels.

The A1A Scenic and Historic Coastal Byway, today known as the Jimmy Buffett Memorial Highway, serves as the main thoroughfare to Vilano Beach. Highway A1A was designated an All-American Road in 2021, one of only two in Florida (Florida Keys Scenic Highway). Today, Vilano Beach has since transformed into a vibrant community that balances its rich history with modern amenities. The beach is celebrated for its stunning sunrises and recreational opportunities, including kayaking, paddleboarding, surfing, and fishing. The city has enhanced public spaces, making the area more welcoming, and the Vilano Beach Pier has become a central hub for both residents and visitors. Local businesses have thrived, including diverse dining options that highlight fresh seafood and local cuisine, further enriched by food festivals. Cultural events have flourished, with monthly gatherings like the Artisan Market fostering community spirit. Annual events, such as the “Vibe-Rations” music festival, “Whiskey, Wine and Wildlife,” and the “Vilano Holiday Village,” bring joy and festivity to the community. Today, Vilano Beach stands as a charming coastal community that embraces its heritage while looking toward a vibrant future, making it a beloved destination for both locals and visitors.

Since becoming a Florida Main Street community in 2003, Vilano Beach has reported over $44 million in public and private investments, 25 net new businesses, 355 net new jobs, and over 19,000 total volunteer hours dedicated to enhancing the organization. Recently, Vilano Beach Main Street (VBMS) was recognized at the 2024 Secretary of State’s Florida Main Street Awards, where the community took home three awards.

• Laurel Berntsen won Volunteer of the Year for VBMS for her considerable contributions to the downtown and organization and establishing the monthly Artisan Market.
• VBMS also won the Budget Hawk award for its Vilanoscape Strike Team, a group of volunteers that improve the aesthetics and landscaping of Vilano Beach’s Town Center via weekly meetings and cleanups.
• Lastly, VBMS won the Four Point Warrior award for their highly effective and holistic application of the Main Street Four Point Approach to improve their district.

As VBMS Board President Linda LaCerva says, “Vilano Beach is a cool little town full of vibrant and eclectic people. It’s the residents and business owners that have created the vibe and Vilano Beach Main Street helps to keep it moving forward.”

To learn more about Vilano Beach Main Street, visit vilanobeachfl.com or follow on Facebook and on Instagram.

To learn more about the Florida Main Street program, visit FloridaMainStreet.com or follow on Facebook and Instagram.

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About Florida Main Street

Florida Main Street is a program administered by the Division of Historical Resources under the Florida Department of State, which currently oversees 57 communities throughout the state. By implementing the National Main Street Center’s Four-Point Approach, Florida Main Street encourages economic development within the context of historic preservation through the revitalization of Florida’s downtowns – the community’s heart and soul.