'Strong foundation and positive momentum': Ormond Beach Chamber installs Jeffrey Serle as 2026 chairman

Serle succeeds outgoing Chairman Erick Palacios, who passed the gavel to him at the annual installation on Thursday, Jan. 22.

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Celebrating 81 years, the Ormond Beach Chamber of Commerce installed its 2026 board of directors during its annual banquet at the Hard Rock Hotel in Daytona Beach on Thursday, Jan. 22.

The chairman for 2026 is Ormond Beach resident Jeffrey Serle, co-founder of Flush Fasteners. In his first address as chair, Serle highlighted the chamber's mission.

"As we enter 2026, we do so with a strong foundation and positive momentum," Serle said during the installation. "The mission of the Ormond Beach Chamber of Commerce is simple and clear: to serve our business community by advocating for businesses, developing leaders, and promoting economic growth."

Serle succeeds outgoing Chairman Erick Palacios, who passed the gavel to him at the annual installation. As he reflected on the last year, Palacios said they made it through a "gauntlet of emotions, accomplishments and challenges."

In 2025, the chamber hosted 23 ribbon cuttings and saw a 15% increase in its partners, which now total 30. The chamber also established its bylaws for its Chamber Foundation, a nonprofit currently in the works. It also moved toward upping the inclusion of the Holly Hill business community. Serle also paid tribute to late chamber board member Don Young, who died last May.

"As life passes by, I remind you that not many people will remember the material things we had, have or will have," Palacios said. "They'll cherish the moments you spent with them, the difference you helped to make in their lives, or the lives of others, or your community. Always strive to make a positive change."

At the event, the chamber highlighted successes, future initiatives and raised $7,000 for its Rob Ridder Scholarship Fund, which provides scholarships to Volusia County high school seniors. This was an increase from last year's event, where the chamber raised $5,500.

In her welcome message, Chamber President and CEO Debbie Cotton said the event was about "celebrating progress, recognizing leadership, and looking ahead with confidence."

"Over the past year, the Chamber accomplished so much — supporting local businesses, strengthening connections, creating opportunities, and championing the kind of growth that keeps Ormond Beach thriving," Cotton said. "That success didn’t happen by accident. It happened because of you."

What's next for the chamber? Serle said they will focus on serving members by building strategic partnerships and aligning chamber events and programs with their mission. 

"We know there is more competition than ever for your time and resources," he said.

"That’s why the Chamber’s core value remains clear: fostering strong relationships, advocating for our business community, and developing both today’s and tomorrow’s leaders here in Ormond Beach."

The chamber plans to expand education around its resources and benefits for members, and, in addition to its signature events, they will host a local candidate forum later this year.

"As I step into the role of chairman, I’m very aware of one simple truth: the chamber only works when members are engaged," Serle said.

 

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