Top business leaders drive effort to change Broward's name

Coveting the cachet that they see associated with Miami and Palm Beach, leaders of the business community are a driving force behind a move to change Broward County’s name to Lauderdale County.

They believe the Broward name, in place for 110 years, is stunting the economy by impeding efforts to lure major businesses and even more tourists to the county.

Rebranding is the solution identified by key members of the Broward Workshop, the influential organization of top executives from businesses that operate in the county. The group’s leaders are so committed to the idea of moving away from the “Broward” name that the Workshop may change its own identity.

The business leaders’ efforts have largely been behind the scenes.

The out-front champions of county renaming are state Rep. Chip LaMarc