Florida Explained: Business, Lifestyle & Local Know-How. Part 2.
- Dr. Elke Framson
- May 9
- 4 min read
Here’s the thing about being an expat: First, you notice every small difference in your new home. But gradually, it all becomes normal. That’s the nature of cultural adaptation. As an intercultural trainer, though, I’m often reminded that what has become every-day routine to me, might still feel unusual to others moving to the U.S.
Here are three aspects of Florida life that may surprise you – whether you’re a first-time visitor, a new resident, or just curious about life and business in the Sunshine State.
Driving on the Beach
Driving your car right up to the water’s edge? Florida’s wide beaches make it possible in places like Daytona and New Smyrna. This blend of road trip and beach day is almost uniquely Floridian.
Driving on the beach comes with its own set of rules.
First, it's good to know that there’s no real road. You drive on hard-packed sand in designated driving lanes. Since conditions vary, four-wheel-drive vehicles are the safer option to make sure you don’t get stuck in softer sand.
There’s a fee to enter the beach by car. For one-time visits, you can purchase a day pass right at the access ramp. Yearly passes are available for more frequent visitors and locals.
The speed limit is just 10 miles per hour (16 km/h). In addition, you’re required to keep your front windows down and your headlights on.
There's a designated parking strip to ensure that parked cars don't block the driving lanes or get too close to the conservation areas in the dunes.
And there are regular beach patrols enforcing the regulations.
It's about tradition and convenience
Not everyone is in favor of beach driving. Some people have concerns about human safety. Accidents are rare, but they do happen.
In addition, cars can endanger wildlife, such sea turtles hatching in the dunes. It’s important to pay attention to sections that are closed off to protect wildlife.
For anyone visiting from abroad, driving onto the beach offers a unique beach experience. For Floridians, it's about a tradition that dates back to the 1800s, when driving was done with horses and buggies. And about convenience. No need to haul beach chairs, umbrellas, or coolers across the sand – you can simply unload them from your vehicle.
Supportive environments for startups
Several of Florida’s cities have become startup hubs. It’s a side of the state that’s often overlooked in the shadow of its beaches and theme parks.
Market Beat recently asked entrepreneurs to identify the best American cities for launching a startup, based on the strength of local government support. There were 150 cities in the analysis. Dallas, Austin, and Houston, all located in Texas, led the way. Florida's Orlando and Tampa rounded out the top five. Miami was in 9th place.
Central Florida's startup hubs
While many people know Miami as a vibrant place for networking and startups, Orlando and Tampa may not come to mind when you think of the best environments for new businesses.
Orlando is one of the fastest growing metro areas in the U.S. with a current population of approximately 2.9 million. The Tampa metro area is slightly bigger - 3.4 million residents - and it's also a major port.
Orlando and Tampa are only a 90-minute drive apart. Both offer innovation business incubators to support early-stage companies. They also have large universities in their backyard to provide research support and a strong talent pool. On top of that, Florida has no state income tax making it a good state to start a business.
"Human Directionals" – aka Sign Spinners.
Sign spinning is a popular and well-established marketing technique in the U.S. It's also a common sight in Florida’s fast-growing cities and suburbs - despite the heat and regular afternoon thunderstorms.
The beginnings of sign spinning
Signs have always been part of advertising, but sign spinning didn’t evolve until the late 1990s. Here’s a quick summary of how it all started.
In 1999, Max Durovic and his friend Mike Kenny, both from Ocean Beach, California got summer jobs as so called “human directionals”. This involved holding up signs in high-traffic areas to alert potential customers to new business openings or housing developments. They started to do tricks with the signs, like spinning and flipping them in the air, to get more attention. And it worked! In 2002, Durovic decided to form a company from his dorm room at Georgetown University, called AArrow Advertising. He has since taken his company across the U.S. and global. There are even sign spinning championships.
You can dive deeper into the origin story here.
Who uses sign spinners?
In Florida, it’s often real estate companies and builders who rely on them to catch the attention of potential home buyers. But companies that provide sign spinning services argue that it’s an effective, low-cost method for all types of businesses from startups to large retail chains. It’s ideal for short, targeted campaigns in high-traffic areas, close to where the promoted business or event is located – whether it’s a new store, an open house, or even a special cause.
You might be driving by, see the spinning sign, and decide to make an unexpected turn to your dream home.
If you’re relocating or expanding to the U.S. – or even Florida – let’s connect. I provide cultural training and communication coaching to help businesses and professionals navigate new challenges with deeper knowledge, better market understanding, and more confidence.
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