“The Beaches’ communities do share a common history of over 400 years. But what else do the myriad of incorporated cities (Atlantic Beach, Neptune Beach, and Jacksonville Beach), part of the nearby city of Jacksonville (Mayport) and several unincorporated areas (Ponte Vedra, Palm Valley, South Ponte Vedra and Vilano Beach) all have in common? Concerns such as beach replenishment, life saving services, growth management, storm evacuation planning, traffic management, utilities infrastructure, Intracoastal Waterway dredging, spoils disposition and docking/anchoring, as well as health, safety and social services are all shared issues on this unique barrier island. The year 2012 marks the 100th anniversary of ‘The Beaches’ becoming an island. This historic event will be followed in 2013 by a multi-year national celebration of the 450th anniversary of the founding of St. Augustine and of the 500th anniversary of the landing of Ponce De Leon at La Florida. Recent discoveries indicate that Ponce De Leon actually made his first landfall at today’s Ponte Vedra. With this national focus on our area’s history, now may be the ideal time to formally name our island!”

So the island has grown up. The good, the bad and the ugly. It has changed. My hope is that we look at this naming opportunity as a way to “shrink” or space. We have some wonderful “shared” assets as Islanders including: National parks and preserves (Hannah to Guana), beaches that include Jacksonville and Mickler’s, marshlands and waterways that stretch for 30 miles providing insane recreation, boating, fishing, kayaking. There is world-class golf, sailing, surfing. Name an outdoor activity other than mountain climbing or snow skiing and you can just about find it out on this island.

The good thing about our chance to name the island is that it will come about through public discussion. There are no political interests. There are no grand marketing schemes. Everything remains as is. “The Beaches” remain an area that everyone identifies with — Palm Valley is still Palm Valley. Think of it this way… Your business which might be a restaurant on the ICW can be identified as The Bridge, Palm Valley on San Pablo Island. There are individuals like me that just think the benefits of a stronger tie to our neighbors — a means of blurring the borders — far outweigh the divisive nature that is at play to stop the discussion before it actually begins. Can this identity help business? Absolutely! But that is not our primary objective. First and foremost is connecting with neighbors.

When you drill down to why people live on the south end of the island, on the waterway, in the Beaches area or up in Mayport I bet the answer is they love the space. It’s existed as an island for 100 years. Let’s give it a name.

High School in the late 70’s was extremely cliquish and I fell into the group that was “surfer, outsider, partier and sometimes trouble maker.” I knew human behavior made it natural to seek out like-minded relationships but I think because I moved so much as a kid this tendency was never really set into my DNA. The only thing that made any sense in defining me was the ocean. It was in my blood. Unfortunately, even the surfers were (and remain) especially protective about their ocean and beaches. I get the “Localism” logic but boy it seemed to show the ugly side of behavior. My position was to cherish the ocean and see it as a gift. I learned at a young age that some horde it and selfishly challenge others to experience it. I decided I would never behave that way.

After graduating high school in 1979 and confused about my plans for a commercial art future my Dad invited me to try the college in San Antonio, Texas where he was in administration. For two years I forced myself to stretch and grow. Instead, I was away from the ocean and my spirit shrunk. I lost weight, became introverted and in a hopeless moment threw away all my childhood surf and skate journals because I believed that part of me was dead.

It wasn’t.

In 1982 I moved back to Saint Augustine and started making some money as a freelance artist. I met a beautiful lady working in the Candy Kitchen on Saint George Street where I kept my caricature board and drawing equipment (yes I was a street artist). Margaret and I married in August of 1983. The same year I went back to school and graduated from UNF in 1985. In 1986 I opened my graphic design studio near downtown Jacksonville and in 1987 I fulfilled a dream and launched a national surf magazine. I was 27 and doing everything possible to get myself back to the ocean. Life was my work. Twenty-four-seven. I wasn’t going to fail. We moved our office to Neptune Beach in 1989. That year our first daughter was born and that same year I let go of the magazine. Extraordinary time for me as a young father and business owner. But once again, I was near the ocean. Whenever I want I could step-out into nature and wash my problems away.

Neptune Beach we lived in a small apartment for about one year. Eventually my close friend Michael Altenbach with the financial leveraging of his father-in-law helped get us into a house on 2nd ave north in Jax Bch. It was a simple time and I was finding balance. I also was starting to surf again. We had substantial debt for a young family and it took about seven years to climb out from under the magazine. In 1997 with my wife and two young daughters I fulfilled another dream and built our first home in a new Jacksonville Beach development called Ocean Cay. At the time this was a very controversial project between land owners and the city. There was plenty of push back from surrounding neighbors regarding the “walled” community. Fourteen years later all I know is that it was the greatest place I could ever imagine raising my girls. I brag on this neighborhood and the friends we have made to anyone that will listen. It is a wonderful reflection of diverse lives that share common interest. My oldest daughter Kirsten is getting married this month. She will unite in life with David and her decision on where to hold the ceremony was a perfect choice – on the edge of the United States in a place called Jacksonville Beach Florida.

So why am I interested in hosting conversations about giving this island a name? I have seen the growth and changes to the island. It’s not always pretty and sometimes downright frustrating. But I do run a business on the island and I care about other business. I sit on the Beaches Chamber board ( about 13 years) was involved in getting the BAHS museum built, work on the 26.2 with Donna marathon and have supported multiple community efforts and city events since setting my roots. I even helped the JTA trolley effort. Talk about neighbors connecting! I am hopeful that an Island name gives us a simple means to sharing space with neighbors. Ponte Vedra, Palm Valley and Vilano are neighbors but it doesn’t always appear that we care. In fact, what I sometimes observe is the same protective attitudes that got me bothered as a kid. Why shouldn’t we talk about Jacksonville Beach and Vilano Beach sharing an Island identity? When you drill down to why people live on the south end of the island, on the waterway, at the beach or up in Mayport I bet the answer is they love the space. That is the gift we can share and a name might just make it a little easier.

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Losing someone to CF used to be something that would happen at a very young age. Fortunately, the advances in care have been dramatic over the last 30 years. The Kurtis Group founder has personal interest in seeing this devastating disease eliminated and has committed the last ten years to work with CFF in Jacksonville on fundraising events as well as serving on the board since 2006.

Tailgate — “Kickoff
to a Cure” is a fun concept that successfully brings food, drink and hundreds of individuals together to watch their local football team compete in the first away game at the beginning of the season. Fans gather in the large south end zone suite of Jacksonville Municipal Stadium where they are “wined and dined” by the area’s most noted restaurant and foodservice companies. Approximately half million dollars has been generated since TKG began working on the creative services for this event.

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Watching a national marathon born from shared ideas with intent to end breast cancer while gathering collective energy that stretches the imagination will excite even the most pessimistic spirit. In 2006, The Kurtis Group was extremely fortunate to have been on the ground floor of this life changing effort for tens of thousands of people. The 26.2 with Donna marathon attracts runners from every state in the US and draws competitors from countries across the globe. Within three years, millions of dollars have already been raised and directed to specific forward thinking breast cancer research as well as regional support for survivors with need. TKG designs the race medal, tee shirts and annual poster. Kurtis also participates in the marathon, develops art for fund-raising and writes a training blog.

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The entrepreneurial spirit still flourishes and there is no better example than Chris Way, principal owner of Way Marine Design. The Kurtis Group has worked with Chris for 20 years on successful restaurant projects, specialty food products, and, most recently, a marine industry trendsetting concept. Whenever TKG gets a call from Chris, it’s obvious we are getting ready to be challenged.

Chris gave us an opportunity to help brand a new boat lift system for the marine industry. We made certain that no
ideas were left unexplored. The name “No Profile” came after several meetings and an understanding that our description of the system was already in the words we had been using every day. TKG created high-end collateral materials that required several days of location photography. We also built a Web site and supported the Way Marine team with trade show materials. The No Profile concept is an idea slightly ahead of its time, but the strength of Chris’ and our work to support environmental/aesthetic importance continues to build sustainability of the product.

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There is no greater satisfaction as a Creative Director and small business owner than supporting —
through talent and knowledge — the growth of other small business. For the past 25 years, TKG proudly and passionately assists dozens of small “start-up” businesses as they search to find the best solutions to every facet of marketing in order to grow their dream.

TKG excels at creating the right identity, planning the most efficient and effective marketing strategies, always striving to deliver beyond client expectation. Randy Osborn is a small business owner who has worked with TKG on projects for almost 20 years. Recently, we helped rebrand his business and launch a new Web site. TKG looks forward to working with Randy to further Ozbuilt’s success.

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A trusted international poultry and food distributor for over 50 years, Eastern hired The Kurtis Group in 2009 to update corporate identity and marketing materials. Similar to most of TKG’s new business, Eastern approached us through current customer referral. TKG spent four months working closely with Eastern senior management helping to craft a stronger logo and message. The final solution was immediately applied to stationery materials, print ads, trade show materials, specialty items and company Web site. The success of TKG’s efforts and client confidence gained us additional work on behalf of a related business in the poultry “further” processing industry.