A recent poll reveals that an overwhelming majority of Broward County voters strongly oppose a proposed name change to ‘Lauderdale County.’ The survey indicates deep-seated opposition, with only a small fraction supporting the rebranding effort. This sentiment comes as legislative efforts to introduce a referendum on the matter have faced significant hurdles.
Key Takeaways
- 80% of likely 2026 voters oppose changing Broward County’s name to Lauderdale.
- 68% of voters are "strongly" opposed to the name change.
- Voters largely reject arguments that a name change would bring economic benefits.
- Supporters of the name change may face political backlash.
Deep Opposition to Renaming
A poll conducted by MDW Communications found that 80% of likely 2026 voters are against renaming Broward County to Lauderdale. Even more striking, 68% expressed strong opposition, while only 7% supported the idea. Michael Worley, founder of MDW Communications, noted the clarity and depth of voter sentiment, stating, "Broward County voters seem to have spoken loudly and clearly. They are not interested in a name change, and they are clearly upset at the potential cost and the overall necessity in the face of greater challenges such as affordability and (climate) resilience."
The opposition is widespread across demographic groups, with no significant differences observed between men and women or racial groups. Democrats showed slightly more openness to the idea than Republicans. Renters and homeowners were both largely opposed, though renters were less likely to be strongly opposed. Individuals with higher education degrees were also less likely to hold strong opposition compared to those with high school diplomas or some college education.
Economic Arguments Fall Flat
Proponents of the name change argued that rebranding as ‘Lauderdale County’ would create a stronger global brand, boost tourism, and attract new businesses and jobs. However, the poll indicates that voters are unconvinced. When presented with these arguments, 71% found the claim of economic benefits unconvincing, and 77% dismissed the idea that a name change would attract employers and create jobs.
Legislative and Local Setbacks
The proposed name change has already encountered significant opposition in the legislative arena. State Rep. Chip LaMarca, who sponsored the bill for a referendum, temporarily postponed its consideration after a majority of the Broward Legislative Delegation expressed opposition or a need for further feedback. Subsequently, the Broward County Commission also signaled its disapproval, with Commissioner Michael Udine withdrawing a resolution of support after his colleagues voiced opposition or a need for more vetting.
The Fort Lauderdale City Commission was also scheduled to discuss the idea. Mayor Dean Trantalis had placed the item on the agenda, with city officials providing commissioners with information similar to that presented to the county commission, including LaMarca’s proposed legislation and a white paper supporting the change authored by prominent local figures associated with the "Why Lauderdale Committee."
Voter Concerns and Political Ramifications
Arguments against the renaming, such as it being an unnecessary distraction from critical issues like affordability and flooding, resonated strongly with voters. 83% found this argument convincing, while only 10% found it unconvincing. Similarly, the claim that a name change would be expensive, costing taxpayers millions, was seen as convincing by 86% of respondents.
The poll also highlighted potential political consequences for supporters of the name change. 66% of respondents indicated they would be less likely to support a candidate who favors changing the county’s name. Worley commented that this issue could be "politically toxic" for candidates, as it is easily understood by voters and can be used against them.
An interesting finding suggests that if the costs of a name change were entirely covered by private business and tourism interests, with no taxpayer expense, support would increase significantly, rising from 7% to 28%. Opposition would drop to 43%, and neutral voters would more than double.
The survey of 1,373 likely general election voters was conducted via email and text message from November 13-15, with a margin of error of plus or minus 3 percentage points. MDW Communications stated the survey was conducted to gauge public sentiment on the issue due to significant interest.