LAKE WORTH (CBSMiami) — Lake Worth has plenty of shoreline, but most of us is along the Atlantic rather than along the lake. Now, city leaders say it’s time to recognize that, joining other South Florida cities like Hallandale and Dania in grafting “beach” onto their names.

City commissioners in Lake Worth are scheduled to decide Tuesday whether to ask voters to approve an amendment to the city charter that would rebrand it as Lake Worth Beach.

In effect, they are learning the lesson already taught in the other cities; the word Beach sells, and makes a city stand out.

Officially, the city has some pedestrian reasons for making the change. A name change would make the city stand out from other parts of the county with a Lake Worth address from habit, not from location. There are other reasons such as where crimes are actually committed, within city limits or in those unincorporated areas casually called Lake Worth.

But the real reason bay be the sex and sizzle of the beach. After all, tourists are not coming to take a dip or lounge in the sound next to Fabulous Lake Worth, but add “beach” to the name and you have an all-together different destination.

Vice Mayor Scott Maxwell says the new name would create an “instantly recognizable brand for the city” just in time for its centennial next year.

The city will discuss asking voters to change the charter, and the name, Tuesday night.


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