By Mary Thurwachter
Slightly more than 2 square miles in size and with a population hovering around 12,000, Lantana may be small, but not without its charms. There’s that small “fishing village by the sea” vibe, for starters, a picturesque beach known to attract sunrise watchers and ocean swimmers, and a quaint downtown with enticing restaurants and shops.
“We may be tiny, but we’re mighty,” says Mayor Karen Lythgoe, She and other town leaders and staff holed up at the Finland House across the street from Town Hall for a visioning session on April 11.
Department heads and Town Council members took turns sharing their thoughts on what the town needs during the years ahead and where tax dollars might best be spent.
Town Manager Brian Raducci says the yearly session is a project he initiated after he came to Lantana in October 2021.
“This is a workshop,” he made clear, “so nothing we talk about today is set in stone.” A consensus by the Town Council, however, gave staff directions on what ideas to spend time pursuing.
One of those ideas, presented by Development Services Director Nicole Dritz — and receiving a consensus from the Town Council — was rebranding. Staffers from various departments have already formed a committee to talk about where the town is on branding and where it would like to go.
They talked about bringing in a marketing firm with experience in municipal branding to prepare guidelines and create a new logo. “More and more communities are moving away from using their seal as their logo,” as Lantana currently does, Dritz said.
The new logo would be used on everything from business cards and polo shirts to trash cans, bus benches and banners.
Bids would be sought for the work, which Dritz estimated would cost between $100,000 and $200,000.
There is research, Dritz said, that indicates good branding can help attract businesses, tourists and property owners.
Redeveloping downtown was also on the agenda, specifically four parcels on the north side of Ocean Avenue owned by sister-and-brother Marsha Stocker and Steven Handelsman. The town and the owners are seeking a developer to build a mix of apartments, shops and restaurants.
Since last year, the 12 decrepit cottages between Oak Street and Lake Drive have been torn down to make way for development, and a marketing firm has been secured by the owners.
“The owners want to develop the property and are considering a 49-year lease,” Raducci said. He said the council needs to be patient to find the right fit for the property.
While council members would like to limit the height of the buildings to four floors, they said they would consider five stories under certain circumstances.
Among other topics that came up during the workshop, council members:
• Agreed to investigate further development at the beach, considering what could be done with the entire 7 acres. Ideas included rebuilding the pavilion, relocating the Dune Deck, constructing an amphitheater and parking garage, and fortifying the boardwalk.
• Talked about selling three town-owned waterfront properties on North Lake Drive to help finance beach development. Selling the land, which Lantana purchased in 2012 for $965,000, would necessitate a change in the charter — and that would require a referendum.
• Suggested adding docks at Sportsman’s Park, an idea that also came up last year. Vice Mayor Kem Mason said the docks would be revenue producing.
• Considered adding video coverage of town meetings. Currently only audio coverage is available.
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