The Volunteer Life Saving Corps and Jacksonville Beach Ocean Rescue have long shared responsibility for protecting swimmers along the city's shoreline. Now both organizations will be equally represented on the historic building they call home.
The Jacksonville Beach City Council recently unanimously approved permanent branding standards for the Jacksonville Beach Lifesaving Station at 2 Oceanfront North, giving equal prominence to both organizations on the newly renovated building.
Deputy City Manager Karen Nelson outlined the design concept, which the council discussed at a workshop earlier this year. The city refers to the two organizations by their initials, JBOR and VLSC.
"On the east side, we will be adding both logos, the JBOR on the left and the VLSC on the right," Nelson said. "The west side will be 'Home of Jacksonville Beach Ocean Rescue.'"
City staff met with Volunteer Life Saving Corps members June 1 to finalize the design. As part of the agreement, the words "Since 1912" will be added beneath "Home of the Volunteer Life Saving Corps" on the south side of the building, recognizing more than a century of service.
Corps Capt. Ryan Karish thanked the council for approving the branding plan and reaffirmed the organization's commitment to its partnership with Ocean Rescue.
"It means a lot to everybody at the lifeguard station to have the building in full display for all the beachgoers to actually know what that building is," he said.
Karish said the partnership continues to expand coverage during the busy beach season, with both organizations staffing towers along the shoreline and the corps' watchtower, known locally as "the Peg."
"This past weekend, in conjunction with Ocean Rescue, they had six towers on the beach plus the Peg. The Volunteer Life Saving Corps had eight towers on the beach, so we are continuing to step up our efforts to provide as much coverage as we can," he said. "This is just one more step in the direction that we'd all like to see."
In April, the council adopted a resolution formally designating the former Red Cross Life Saving Station as the Jacksonville Beach Lifesaving Station.
During an April council briefing, Ocean Rescue Assistant Capt. Casey Donald said the department's mission, "One team, one mission, protecting beach life," reflects the shared purpose of both organizations.
"The VLSC has really helped to balance our weekend staffing," Donald said. "Our guys really appreciate it, and it makes it so much easier."
Along with the branding design, the council agreed to replace the commemorative plaque on the east side of the building with a weathered brushed-bronze replica, which will be installed over the original.
The original plaque was installed in 1988 to honor Paul E. Reinhold, who served on the Volunteer Life Saving Corps board of directors for more than 40 years. A grant from the Paul E. and Klare N. Reinhold Foundation helped fund restoration of the historic station.
Replacing the building's roof with gray metal designed to meet current high-wind standards is included as a capital project in the city's fiscal 2027 budget.
For Karish, the shared branding reflects something older than the building's renovation.
"We take that tradition very seriously," he said.
