Broward County Considers Rebrand to “Lauderdale” to Boost Global Recognition

A controversial proposal is stirring debate in Broward County, where some local leaders and business owners are advocating for a significant name change to “Lauderdale County.” Proponents argue the current name lacks name recognition outside of South Florida, negatively impacting tourism and business.

A state representative is currently backing a bill that would place a referendum on the 2026 ballot, allowing residents to vote on the potential change. Supporters of the rebranding effort contend that while the name “Broward” is obscure to outsiders, most people worldwide are familiar with Fort Lauderdale, the county’s most recognizable city. They believe harnessing this recognition could provide a powerful economic boost. “We have lost business to Palm Beach and Miami-Dade,” supporters claim, arguing that a more recognizable identity is crucial for attracting investment and tourism. They point to Miami-Dade’s past name change as a successful example of utilizing a major city’s brand power to benefit the entire county. The proposal, however, faces strong opposition primarily due to the massive projected cost. One estimate places the full cost of the rebranding effort at approximately $10 million over seven years.