- June 23, 2026
When it comes to Ormond Beach's downtown district, "30 is the new 35."
Ormond MainStreet recently launched a year-long community awareness campaign to bring attention to the reduced speed limit on Granada Boulevard between U.S. 1 and A1A. As part of the traffic calming roadwork completed by the Florida Department of Transportation last year, the speed limit in this 1.5-mile section of Granada was reduced from 35 mph to 30 mph.
The speed limit reduction is an opportunity to show the community and its visitors that the downtown is more of a destination, rather than a pass-through, said Georgia McCurdy, board member and chair of the Ormond MainStreet design committee.
"You're seeing things happening," she said. "You're seeing pedestrians. You're seeing parked cars. You're seeing beautiful buildings with greenery around them, and you know that there's something going on there. It's a slow-down moment."
When the Ormond MainStreet Board realized many didn't know the speed limit had changed with the FDOT project, McCurdy said they felt it was time to help educate.
Beginning June 15, Ormond MainStreet's campaign banners, posters and window decals were put up for display in local businesses. The date also marked the launch of the nonprofit's social media messaging. The kick-off will last two weeks, and the campaign will return once every quarter over the next year.
McCurdy said that the education campaign was met with "resounding enthusiasm and a lot of gratitude" from the local business community. Ormond MainStreet quickly ran out of materials to distribute.
The campaign circles back to the revitalization of Ormond's downtown, much of which has been completed by local developer Bill Jones, said Becky Parker, executive director of Ormond MainStreet.
"The exquisite and charming renovations are part of what makes Ormond Beach so special, and when drivers move at a calmer pace, they get to appreciate them in a more meaningful way," she said.
In a letter to business partners in the downtown, Ormond MainStreet wrote that "the change is about more than traffic speed."
"It represents an opportunity for a true cultural shift in our town, as Historic Ormond Beach evolves into a safer, more walkable, and more welcoming place for residents and visitors alike," the letter states.
Reduced vehicle speeds improve pedestrian safety, lower traffic noise and create a "more pleasant atmosphere for shopping and dining," the letter continued.
McCurdy agrees.
"Slowing down the traffic has so many multiple benefits, and from a business standpoint, when the traffic slows down, people notice storefronts more," McCurdy said. "They notice businesses more. We believe it'll increase foot traffic to those businesses. People feel safer parking their cars, getting out, crossing on these new crosswalks."
According to research from the Federal Highway Administration, driving 30 mph instead of 35 mph on a 1.5-mile corridor adds 26 seconds to a trip. In case of a pedestrian crash, fatality is also reduced; the FHWA states pedestrian survivability improves by 40% with every 10 mph reduction.
The "30 is the new 35" initiative is being conducted in partnership with the City of Ormond Beach, with the support of the Ormond Beach Police Department.
The campaign would not be possible without McCurdy, Parker said.
"She's the type of person that is action-oriented," Parker said. "... She really came to us with a solution and really made it happen."
