A familiar fixture at Pensacola Beach underwent a surprising transformation this week, as local officials unveiled an updated version of the iconic beach sign — replacing the long-standing reference to the “Gulf of Mexico” with the phrase “Drive East Along Gulf of America.”
The change, implemented early Tuesday morning, follows a presidential executive order issued earlier this year that formally renamed the Gulf of Mexico as the “Gulf of America.” Escambia County, located in Florida’s Panhandle, is among the first jurisdictions to adopt the new nomenclature on public signage.
The updated sign, which cost $2,600 to produce and install, features American flag-themed lettering and was approved by County Administrator Wes Moreno without a formal vote by the county board. Under local regulations, Moreno is authorized to green-light expenditures of up to $50,000.
Support from federal lawmakers
Commissioner Mike Kohler, who said he first broached the subject with Moreno shortly after the executive order took effect on February 9, welcomed the updated signage. “I reached out to Congressman Patronis today; he was excited about it,” Kohler said. “Senator Scott gave me a thumbs up. We’re excited to have the new Gulf of America.”
The change was coordinated with a local sign company by Commissioner Ashlee Hofberger, who acknowledged that the update has generated mixed reactions among longtime residents and tourists alike.
“It is a landmark sign and someone asked me today, ‘Well, it’s been the exact same sign for 50 years — how do you feel about changing that?’” Hofberger said. “I said, ‘Well, I didn’t rename the name to the Gulf of America.’ And I want our signage to be accurate and correct, so that’s what we did.”
No formal unveiling ceremony
Although officials had initially planned to reveal the new sign at a public ceremony, the installation was completed ahead of schedule, and the updated landmark quietly made its debut on Tuesday morning. It remains unclear whether other signs across Escambia County will also be updated to reflect the new name.
The rebranding of the Gulf has stirred national conversation since the executive order was announced, with some critics questioning the move’s motivations, while supporters argue it strengthens American identity and pride.
Whether the name sticks in the public consciousness remains to be seen — but at Pensacola Beach, the Gulf of America is now officially on display.