Nassau County commissioners will decide Monday whether to spend $4.3 million in Tourist Development Tax funds on an Amelia Island beachfront branding and visitor experience overhaul.

The contract, listed as Item T on the meeting agenda, would fund the "Amelia Island Beachfront Branding Harmonization and Visitor Experience Enhancement" in partnership with the city of Fernandina Beach. The agenda does not detail the project's full scope or timeline.

The Amelia Island Convention and Visitors Bureau launched community surveys in May 2022 seeking input on harmonizing the visitor experience at the island's seven main beach parks, including Main Beach, Peters Point and Seaside Park. Monday's vote would direct tourist development tax dollars toward that effort.

The same agenda carries a separate $5,081,280 consent-agenda contract with Starmark International for fiscal year 2026-2027 marketing services. The Amelia Island Tourist Development Council recommended the Starmark contract renewal at its July 22 meeting. Both contracts draw from tourist development tax revenue collected on short-term lodging.

Underground Utility Plan and Beach Nourishment

Commissioners will also vote on a resolution adopting the Nassau County SR200/A1A Underground Conversion Master Plan. The plan builds on the earlier State Road 200/A1A Master Corridor Plan, which called for a more design-driven approach to growth along the corridor, according to the County Insider. Details of the underground conversion scope were not included in the published agenda.

On the consent agenda, commissioners are set to approve Amendment 4 to Agreement 20NA1 with the Florida Department of Environmental Protection for South Amelia Island Beach Nourishment. The agenda does not specify what the amendment changes. A separate consent item asks the board, sitting as the South Amelia Island Shore Stabilization Municipal Service Benefit Unit governing body, to adopt a resolution continuing the county's sponsorship of the shore stabilization project. The agenda also includes public hearings on annual rate assessment resolutions for the SAISS-MSBU maintenance and capital assessment areas.

Budget Hearing and Public Comment

Monday's meeting also includes the first public hearing on fiscal year 2026-2027 millage rates and the tentative budget.

The meeting is open to the public. The five-member board, chaired by Commissioner Alyson R. McCullough, meets at 5 p.m. Sept. 14 at the James S. Page Governmental Complex, 96135 Nassau Place, Yulee. Residents may address any new-business item during public comment, with a 3-minute limit per speaker.