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Golden arches not welcomed in Islamorada

December 9, 1997

When the people of Islamorada heard that McDonald's was coming to town, they got mad and vowed to fight.

The prevailing wisdom said they didn't stand a chance against the corporate fast-food titan. The prevailing wisdom was wrong.

Islamorada is a sportfishing community about halfway between Miami and Key West. Busy us. i is the main thoroughfare. It runs parallel to what locals call the "Old Road," the original two-lane Highway One.

Because it's less traveled, the Old Road on Upper Matecumbe Key is a favorite stretch for bikers, joggers and rollerbladers. It's one of the few streets on the slender island where you can see moms pushing baby strollers.

McDonald's wanted to level an abandoned motel on U.S. 1 and build a restaurant/gas station/convenience store. The exit to be used by trucks, trailers and RVs would have emptied onto the Old Road.

People who lived there were upset. They hired an enthusiastic young lawyer, Frank Greenman, and collected hundreds of signatures on petitions. McDonald's insisted that it wasn't building the complex to lure passing tourists, but primarily "to serve the needs" of the local neighborhood.

Neighbors said cripes, they didn't need another gas station or stop-and-go store; Islamorada has plenty. As for fast-food joints, a Burger King stands only 100 yards from the proposed McDonald's site. Nobody saw an urgent burning need for more cheeseburgers.

But other communities have fought McDonald's, and most have lost. Nobody gave Islamorada much hope—Monroe County officials aren't famous for standing up to powerful interests. And the staff of the planning commission, which originally rejected the McDonald's proposal, had later changed its mind.

On Thursday, the planning commission met at the Key Largo Public Library to vote. Scores of Islamorada residents drove 20 miles through torrential rains to attend.

They were shown an artist's color rendering of the proposed restaurant/gas station/convenience store, lushly landscaped, and were not impressed. Once you got past the palm trees, it was still your basic high-volume gas station, convenience store and fast-food joint.

Some residents booed the drawing. They fumed as McDonald's engineers asserted that the hundreds of additional cars passing through would have "no adverse impact" on the neighborhood.

"I'm so mad. I live behind there," Jessie Wood said. She sat through much of the all-day meeting with her 11-month-old baby. "I used to ride my bike up and down that road when I was a kid. Now I have a son—where"s he going to ride his bike?"

After the paid experts were done testifying, Greenman called the neighbors to the microphone. They talked about crime and noise and safety concerns, such as the nearby school bus stop. They also talked about the unique but vanishing character of the Keys.

When they finished, Planning Commissioner Lynn Mapes spoke first: "I think there are more gas pumps in this town than I've seen anywhere outside of New Jersey. I can't see any need for more gas pumps."

Commissioner Billy Gorsuch expressed other concerns. So did Commissioner Jim Aultman and Chairwoman Mary Hansley. The final vote went 4-1 against McDonald's.

A cheer erupted, hesitantly at first, because people couldn't really believe what had happened: They had actually been heard—and trusted to know what was best for their neighborhood.

McDonald's can appeal the decision, but the company will face a new hurdle next time around. In less than a month, Islamorada officially incorporates as a city.

From then on, island residents will make their own rules about density, zoning, traffic capacity—things that help determine a community's quality of life.

In paradise, that includes cheeseburgers.


One company had courage, fought graft October 10, 1996 | Kick Ass: Selected Columns of Carl Hiaasen | Feds are right in grounding jetport project January 4, 1998