by James Coulter
Imagine watching the sunrise at Vero Beach. You then hop in your car and drive along State Road 60. You spend the day visiting the many sites, including Lake Wales. Your day trip ends with you watching the sunset at Ybor City in Clearwater.
This hypothetical day trip could be one that many Florida residents and visitors could take if State Road 60 is designated and promoted under a proposed rebranding.
At their workshop on Wed. Sep. 10, 2025, Lake Wales city commissioners were offered a presentation of a proposed rebranding of State Road 60 to Scenic Highway 60 Coast to Coast.
“The proposed scenic highway would be a 161-mile corridor stretching from Vero Beach to Clearwater, wrote City Clerk Jennifer Nanek. “The goal is to rebrand SR 60 and encourage tourism by attracting visitors who prefer to explore small towns and scenic routes.”
Designating State Road 60 as a scenic highway would require a “letter of support from every local government entity with jurisdiction over the proposed route,” including Lake Wales, according to a slideshow presented during the presentation.
Robert Kincart, a representative from A-C-T Environmental, explained that State Road 60 was chosen for the proposed designation because it is the only coast-to-coast highway in Florida, and thus could serve as a potential engine for tourism.
Kincart claimed Route 66 as a model for the rebranding. As someone who frequently vacations across Route 66 with his wife, Kincart insisted the rebranding would attract economic growth and development to small towns like Lake Wales through tourism.
“We are excited about the opportunity, and having FDOT excited about something is exciting,” he said. “I think it is a win-win for everyone.”
Darryl Richard, a Landscape Architect with FDOT, explained that the Scenic Highway program was a grassroots movement. He claimed Lake Wales had the potential for further economic growth, especially with the redevelopment of the Lake Walesbilt Hotel.
“I think it is a grand opportunity to promote local business,” he said. “I think if we come together along the Route 60 corridor, great things are going to happen, they are already happening…and we look forward to working with you and your city team.”
The presentation concluded with a song currently being developed to promote the proposed rebranding. The lyrics of the country song showcased all of the wonderful sights one could see traveling from coast to coast along the highway.
“From the sunrise to sunset,
Coast to coast we ride,
Through the heart of Florida,
With the spirit as our guide.
Historic towns and stories,
Every mile a melody,
On Route 60, we are free,
Just you, the road, and me.”
The designation process takes at least two years. Once designated, the byway must be locally managed in perpetuity.
Commissioner Carol Gillespie asked about the potential paperwork that would be required to maintain the scenic highway designation.
City Manager James Slaton replied that most of the work would be done by the county and byway organization, and thus would not be a burden on the city.
A resolution to approve the proposed scenic highway designation will be presented at the next city commission meeting scheduled for Tues. Sep. 16 at 6 PM at Lake Wales City Hall.
