Lifeguard building in Jacksonville Beach will be rebranded

The Volunteer Life Saving Corps is slated to return to the beachfront on May 29 after a protracted legal battle. Now that the city retains ownership of the building at the foot of Beach Boulevard, it no longer bears the name of the American Red Cross. City officials recently discussed options for rebranding the station during a May 8 council briefing. “This is the first time in ...

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