Florida Biotech Park Gets a Name: Scripps Palm Beach County Discovery Village

Jul. 20–The Scripps name game finally is over.

Drum roll, please.

And the verdict: Scripps Palm Beach County Discovery Village.

That was Tuesday’s selection from the County Commission, ending the stalemate over naming the biotech park funded with $800 million in state and county money. The decision was either weighty or frivolous, depending on which commissioner you asked, and had them quoting Shakespeare and Henry Ford.

The issue wasn’t completely put to rest, however. The logo for the Scripps park is still undetermined, after an image of palm fronds with a DNA strand as the trunk met with a mixed reaction.

In choosing Scripps Palm Beach County Discovery Village, commissioners discarded such offbeat suggestions as Biopolis and The Strand.

“I think that’s great, on several notes,” said Gary Hines, vice president of the county Business Development Board. “We have Palm Beach County in the name, which is marketable and world renowned. And Scripps, likewise, is a worldwide household name. I think tying those two together is a great match. It’s a home run.”

Not everyone was as impressed with how the name rolls off the tongue — or doesn’t.

“Quite a mouthful,” said Rik Shafer, who owns Creative At Large, a Fort Lauderdale marketing firm. “My first reaction is, do we get to go on the roller coaster?”

The name also doesn’t lend itself to a catchy acronym, Shafer added.

In recent weeks, the public and county workers submitted a list of more than 50 names, which was whittled down to six for Tuesday’s meeting. Commissioners actually didn’t pick any of the six, but chose a derivation of “Scripps Bio Discovery Village.”

The name saga started in June when commissioners panned the original title, “Palm Beach County BioTechnology Research Park.” It was not only lengthy, but the acronym “BRP” sounded a bit like “burp.”

Commissioners opted Tuesday for simplicity.

“They know where it is and they know Scripps,” Commissioner Karen Marcus said.

All agreed “bio” or “biotech” should be stricken. The debate centered on whether Scripps should be in the title.

Commissioner Mary McCarty said giving Scripps top billing could grate on other large research institutions, serving as a deterrent.

Chairman Tony Masilotti argued the opposite, saying the Scripps marquee would attract researchers.

But does the name even matter? That was a point of some contention.

While Masilotti called the name a “beauty contest,” McCarty said it is critical for marketing Palm Beach County’s biotech park on a global stage.

“This is something forevermore we’re going to have to live with,” she said.

By way of Shakespeare, Commissioner Burt Aaronson countered: “A rose by any other name is still a rose. Always remember that.”

“Henry Ford said you can buy any color car you want as long as it’s black,” added Masilotti. “He sold more cars than anybody in his day. It’s more about the product.”

The name passed on a 4-2 vote, with Commissioners Addie Greene and Warren Newell opposed.

Still, there’s no logo attached to the new name — at least not yet.

The only graphic option offered Tuesday was a DNA helix topped with palm fronds, drawn by county designers. Masilotti called the logo “beautiful” and “genius.” Marcus agreed.

But McCarty and Aaronson said the county needs something more serious to convey the park’s scientific mission.

“I think the concept is cute. It looks a little cartoonish to me,” McCarty said. “We need to look cutting-edge.”

Staff will consult with marketing companies and present commissioners with different options, county Scripps manager Shannon LaRocque said.

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