Hi, kids!
It’s time once again to turn a jaundiced eye toward the news and newsmakers of the day who, in my cynical opinion, either contributed to our quality of life or detracted from it in some significant way…
Trader Joes – “Well, We’re Movin’ on Up!”
Come on everybody! Clap along with me!
“Fish don’t fry in the kitchen;
Beans don’t burn on the grill.
Took a whole lotta tryin’
Just to get up that hill.
Now we’re up in the big leagues
Gettin’ our turn at bat.
As long as we live, it’s you and me baby
There ain’t nothin wrong with that… Well, we’re movin’ on up!”
–“The Jeffersons” Theme
Slap my ass and call me Sally!
Just days after I made a snarky remark in The Daytona Beach News-Journal about a passel of celebrities opening an extravagant “Five Star” hotel in Daytona Beach – a place we were told doesn’t have the “demographics” to support a Trader Joe’s, let alone a South Beach luxury resort – old Barker ended up with free range, pasture-raised, organic egg on his funny face!
Yep!
After years of speculation, and the mysterious cloak-and-dagger intrigue that is now de rigueur for any business opening a location here, this week we learned that our chaunts and prayers to the Grocery God’s have finally been answered.
It took some crack investigative work by both the News-Journal and Hometown News Volusia, but all indications suggests that a Trader Joe’s will one day grace the Tomoka Town Center off Boomtown Boulevard in Daytona Beach.
According to reporter Charles Guarria writing in Hometown News, “At this time, I can share that we have plans to open a store in Daytona Beach,” Nakia Rohde, public relations manager for Trader Joe’s, replied via email. She continued, “However, I do not have a location or timeline to confirm.”
In addition, News-Journal Business editor Clayton Park confirmed:
“The City of Daytona Beach on Jan. 31 issued a building permit for a two-store retail project at Tomoka Town Center that will include a Trader Joe’s.
Construction plans for the project submitted to the city included several references to Trader Joe’s, confirmed city spokeswoman Susan Cerbone, who added other than that, “I have no insider knowledge of them coming.”
The website for real estate developer North American Development Group shows several planned new additions to its Tomoka Town Center retail complex in Daytona Beach.
While Trader Joe’s is not listed among the coming tenants, an updated site map and rendering of the shopping center include two side-by-side future stores between Dave & Buster’s and Academy Sports. The larger of the two future stores is labeled as a planned HomeSense home furnishings/decor store, while the smaller end-cap unit is not identified.
Plans submitted to the city show that the 13,432-square-foot end-cap unit will be a Trader Joe’s store.”
A tip o’ the cap to Detectives Park and Guarria for donning their deerstalkers and digging past the denials, obfuscation, and cryptograms that shroud the identities of everything from lemonade stands to Amazon fulfillment centers here on the “Fun Coast” and finally crack the case.
According to the Hometown News, they got the Sergeant Shultz treatment from just about everyone associated with the place: “Cobb Cole, the legal representative listed on paperwork filed with the City of Daytona Beach, offered no comment when asked to confirm Trader Joe’s would open in Tomoka Town Center. Attempts to reach the developer of Tomoka Town Center, North America Development Group, were unsuccessful.
Members of the Daytona Beach City Commission, including Dannette Henry, whose district the shopping center is in, have not heard which boutique grocer is opening at the location. When Mayor Derrick Henry was asked if he heard that Trader Joe’s was the tenant, he replied, “I have never been told that.”
No word yet if ol’ Trader Joe is holding out for some lucrative spiffs from the City of Daytona Beach and Volusia County before tipping his hand…
Wouldn’t be the first time.
I remember back in those heady days a decade ago when our economic gurus over at Team Volusia where crowing about bringing a Trader Joe’s distribution center to Daytona Beach.
At the time, the chain added to our civic identity crisis when a spokesperson explained that – while we have the workforce to schlep goods and groceries around a commercial warehouse – the Halifax area didn’t have the “demographics” to support one of the tony “boutique” grocery stores.
So, rather than request concessions (like locating a store here), our city and county “leaders” rolled over and peed all over themselves like an incontinent cur – gifting the company millions in tax breaks to locate their distribution center at the very nexus of I-95 and I-4 – with direct access to ports at Tampa, Jacksonville, Canaveral, Everglades, and Miami, and a Class II regional railroad providing intermodal service to the eastern seaboard and immediately adjacent to an “international” airport capable of heavy cargo operations with room to expand in the fastest growing region in the universe…
I guess times they are a-changin,’ eh?
A January 2025 article in the online magazine Fast Company, which bills itself as the “…world’s leading progressive business media brand, with a unique editorial focus on innovation in technology, leadership, and design,” described the Trader Joe “demographic” as:
“The average Trader Joe’s shopper is a white married college graduate between 25 and 44 who earns $80,000 a year, “over-indexes” on social media use, and considers themselves to be early adopters of new trends.”
You can find the rest of the story here: https://tinyurl.com/2p8tbv9f
As I reflect back on how far we’ve come, I recall way back in 2017 – when that glass-and-steel panacea known as the Brown & Brown headquarters heralded the “game-changing transformation” of Downtown Daytona – the News-Journal reported, “Local land investor and developer Mori Hosseini said Volusia County has been known as “a loser county,” but will soon be considered “progressive.”
Well, our High Panjandrum of Political Power was right after all.
I mean, what says “we’ve arrived” like a Trader Joe’s sitting next to a Dave & Busters?
Welcome to the top, y’all…
The Lost City of Deltona and the Sad Saga of Mayor Santiago-Avila Jr.
“Ignorance of the law is no excuse in any country. If it were, the laws would lose their effect, because it can always be pretended.”
–Thomas Jefferson
In George Orwell’s eerily prophetic novella, Animal Farm, the allegorical quote “All animals are equal. Some animals are more equal than others,” speaks to the hypocrisy of those within systems of governance who rise to power then exploit their position for personal gain.

Petty politicians who hold themselves out as ‘of and for’ the residents of a community, then, upon elevation to public office, suddenly view government as a monarchical hierarchy rather than a sacred public service – now above the reach of rules – entitled, dictatorial, answering to no one.
Openly violating policies and regulations without consequence while ensuring We, The Little People understand that the rule of law controls us, not the governing elite.
In my view, Orwell’s grim metaphor is embodied in Mayor Santiago-Avila Jr. of the Lost City of Deltona – a raging dumpster fire with the persistence and intensity of the Centralia coal mine blaze – a Kubrickian Overlook Hotel, haunted by external forces and driven by personal agendas that seems to corrupt anyone and anything who enters its “service” – and a continuing civic embarrassment to the mosaic of municipalities in Volusia County.
Now, Deltona will also be known as a place where the basic legal concept of “Ignorance of the law excuses no one” not only forgives the elected elite for blatant violations of rules governing public expenditures – but now establishes the “Santiago-Avila Jr. Rule” – a ludicrous self-serving defense which allows politicians to escape blame merely by saying they were unaware of the existence of an accountability policy used in virtually every public and private organization on the face of the planet…
On Monday evening, the erosion of the public trust continued during a ridiculous ‘quasi-judicial’ hearing ostensibly to allow Mayor Santiago-Avila Jr. the opportunity to explain why he and his wife used taxpayer dollars to travel to Washington D.C. in January to attend a series of elegant political soirees in tuxedo and gown.
Laissez-les manger du gâteau…
According to testimony provided during the quackery earlier this week, Mayor Santiago-Avila Jr. claimed he also attended the U. S. Conference of Mayors while in Washington – not as a paid attendee – but as the “guest” of a mysterious unidentified benefactor…
Really?
The mayor’s trip was thought to be in direct contradiction to the city’s established travel policy for elected officials which requires advanced approval by majority vote of the City Commission.
Because it was.
Many Deltona taxpayers rightfully viewed it as Santiago-Avila Jr.’s attempt to use the “seek forgiveness not permission” strategy to obtain public funds for what appeared to be a purely political junket.
Inconceivably, the Mayor’s only defense – as presented by his expensive mouthpiece, perennial politician, and attorney Anthony Sabatini – was “Huh. Who knew the city had a travel policy?”
Now, some are questioning how Hizzoner could afford a heavy hitter like Sabatini, or are taxpayers covering the cost of his defense as well?
I’m asking. Because by his own admission (and court records), Mayor Santiago-Avila Jr. has serious personal financial issues that have become a topic of civic concern in Deltona…
During the farcical Kangaroo Kourt that ensued, Mayor Santiago-Avila Jr. stated he was unaware the municipal government had a written policy to approve official travel in advance of the expenditure.
In my view, watching Santiago-Avila Jr. quibble, split hairs, and mewl “I don’t recall” while still retaining the gavel of power – arrogantly demanding silent obedience from residents in the audience (“No more outbursts from the public!”) – while under direct examination for his flagrant disregard for city policy, epitomized all that is wrong with what passes for public accountability in Deltona.
Even an attempt to hold an elected official responsible for circumventing established policy for publicly funded out-of-state travel turned into a non-sensical exercise that stretched the limits of commonsense and credibility – and ultimately failed to secure accountability, or proper sanction, after the 4-3 vote failed the supermajority requirement.
In the end, Mayor Santiago-Avila Jr. and his patented “Who knew?” defense won the day by one vote – his own…
To show whose boss in Deltona, after being acquitted by the technicality, Mayor Santiago-Avila Jr. lorded over the room, directing Sheriff’s deputies expel a frustrated taxpayer from the chamber when he boisterously condemned the sham.
Once again, the long-suffering taxpayers of the Lost City of Deltona lost to the self-serving forces of mediocrity that continue to plague this beleaguered community…
Quote of the Week
The ordinance proposal came after three commissioners, including (Commissioner Kristin) Deaton, voiced concerns from the dais regarding recent comments made by the mayor in recent news coverage. Deaton said she received multiple calls regarding a Channel 6 news broadcast where Leslie took reporters on a tour of the city to showcase the city’s “best-kept secrets.”
In the 4-minute broadcast, Leslie is seen taking reporters to the Magic Forest Playground at Rainbow Park — which he said would reopen in 2-4 weeks, but city staff Tuesday reported renovations would take longer — as well as Andy Romano Beachfront Park, Ormond Beach Performing Arts Center, the proposed Belvedere Terminals fuel farm site, the airport and the Ormond Beach Sports Complex.
Deaton said that to her knowledge, city staff, including the public information officer, were not informed ahead of time about the news crew’s arrival.
“It is protocol for the commission and the mayor to contact the city PIO if approached by the media, and I want to ensure that is upheld,” Deaton said.”
–Managing Editor Jarleene Almenas, writing in the Ormond Beach Observer, “Ormond Beach officials condemn Mayor Jason Leslie’s representation of city in recent news reports,” Wednesday, February 19, 2025
As often happens among petty and ego-maniacal politicians, someone’s feewings got hurt this week on the Ormond Beach City Commission – and our right to independent representation will suffer because of it…
During a recent segment of WKMG’s “Hit the Road,” the City of Ormond Beach was highlighted as “…a city filled with charm, history, and surprises.” The piece included a driving tour of the community hosted by newly-elected mayor, Jason Leslie.
To his credit, Mayor Leslie escorted the reporter to several prominent civic, commercial, and recreational amenities, explaining planned improvements and restoration efforts for some of the city’s “best kept secrets.” In addition, the mayor provided viewers with a brief update on controversial plans for the Belvedere Fuel Terminal (which has been kept out of sight and out of mind for months…).
Watch the segment for yourself here: https://tinyurl.com/2nnfa2s2
In my view, it was a flattering exposé of this beautiful community – my hometown – appropriately presented by the city’s mayor, and his pride in place was clearly evident. In addition, WKMG’s morning news team originated from Ormond Beach’s Grind Gastropub & Kona Tiki Bar this week, following up with a three-hour broadcast to further accentuate the community’s many attributes.

According to the Observer’s report, Mayor Leslie recently spearheaded an effort to seek authorization from Governor Ron DeSantis that flags be flown at half-mast in honor of former local resident Capt. Jonathan Campos, who lost his life in the tragic plane crash in Washington D.C.
For his efforts to present the community in a favorable light, Mayor Leslie was taken to the woodshed by Zone Three Commissioner Kristin Deaton, who has proposed a cockamamie ordinance to ensure the mayor – and any other elected official who dares exercise independence of thought in service to their constituents – will be pounded into the round hole of conformity with the force of law…
Piling on was Commissioner Lori Tolland – who complained Mayor Leslie gave “inaccurate information” during the WKMG segment and a recent interview with the Observer – along with Commissioner Travis Sargent, who made a not-so-veiled insinuation that “…someone on the dais,” (alluding to Leslie) was trying to get City Manager Joyce Shanahan fired.”
“That kills morale — kills employees’ morale and how they work, and it’s just uncalled for,” Sargent said. “If you have a problem, call that person, sit down with them or discuss it up here. Don’t do it behind closed doors and think something’s going to happen. It’s very unprofessional.”
According to the Observer, “Leslie said he never voiced any intent to fire Shanahan, saying he has a “great working relationship” with her.”
Most shocking, Commissioner Tolland lectured “…it was essential that they work together as a body “to uphold the principles of our commission, rather than acting independently in ways that do not reflect our collective governance.”
Say what?
“Collective governance?”
In my view, Commissioners Deaton, Tolland, and Sargent should rethink their roles – or join a country club if they need constant validation from their peers…
The City of Ormond Beach operates under the Commission/Manager form of government – a representative democracy where We, The Little People elect representatives to set public policy, taxation, allocations, and establish ordinances as the city’s legislative body – civic responsibilities that require independence, public input from an informed constituency, and the honest debate of ideas.
Not lockstep conformity using the “If we’re all thinking alike, who can criticize us?” political insulation strategy…
In my view, this is what happens when elected officials stay too long at the party and get taken into the maw of the bureaucracy; more concerned about protecting the tenure of senior officials and ensuring any information that escapes from City Hall is sanitized and spun by an internal mouthpiece.
Over time, some politicians develop the mindset that the elected body should be a clubbish, homogenized, and well-choreographed echo chamber, where senior staff create public policy behind closed doors, and the role of elected officials is merely to rubberstamp it.
To enforce compliance, the compromised majority begin passing rules and ordinances to silence dissent on both sides of the dais (See: The Volusia County Council of Cowards), and strictly enforced conformism ensures the outcome of votes when everyone starts thinking alike…
In his defense, Mayor Leslie explained:
“I respect the feedback from my fellow commissioners, and I want to emphasize that I’m still relatively new to this role,” Leslie said. “I value open communication and believe that collaboration is key to serving our community effectively. I recognize that at times, my eagerness to provide information quickly may have come across as speaking off the cuff. Moving forward, I am committed to working more closely with our city staff to ensure that the information I share is accurate and fully aligned with the City’s official stance.”
Bullshit. Stand firm, Mr. Mayor.
Here’s hoping Mayor Leslie maintains his independence and refuses to go to “staff” with his hat in hand to obtain the “official line” before releasing information to his constituents – or accept the bureaucracy’s myopic take on the issues of the day as gospel.
That’s why Ormond Beach taxpayers elected him.
In my view, Mayor Leslie’s willingness to speak his mind, and his obvious pride in the City of Ormond Beach, are attributes that will ensure fair, free, and competitive decision-making on the dais of power.
And Another Thing!
I’ve always been curious about those political “clubs” and “civic leagues” you read about.
Not dull partisan cliques where like-types meet to reinforce each other’s views, but those “discussion groups” where people much smarter (and wealthier) than me pay annual dues to have lunch – listen to congressmen, ambassadors and other “movers & shakers” bloviate on the issues of the day – then debate “public affairs” over linen tablecloths.
Somehow, I don’t think I’d fit in – and I’m sure I don’t have the $500 to find out…
Instead, I get my take on our local political climate from a barstool.
I have a favorite watering hole where I talk politics over shots and beers with an eclectic group who actually experience the effects of public policy decisions up close and personal.
Working folks, tradesmen, and retirees who feel every dime of tax increases and growing insurance premiums; claustrophobic longtime residents who experience the effect of unchecked growth, fear for the quantity and quality of their drinking water, worry about the fate of their small businesses, and lament the fact that elected officials ignore their concerns while catering to the “Rich & Powerful,” whose wants and whims bear no resemblance to their own.
I don’t know what the consensus is around those fancy luncheons of our local Bilderberg – but by my barroom barometer – those of us here in the “Real World” are ready for Volusia County government to meet taxpayers halfway and tighten its belt as well…
We currently have seven self-described “staunch conservative Republicans” occupying every seat on the nonpartisan Volusia County Council.
Trust me. They don’t know the meaning of the word.
As I see it, our elected dullards in DeLand have confused the tenets of conservatism – limited government, fiscal responsibility, and free markets – with the clique of partisan politics.
They call themselves “Republicans” because it is the politically expedient thing to do, while ignoring the traditional values upon which the Grand Old Party once stood.
(And don’t get me started on what passes for the foundering Democratic party, now wholly controlled by the lunatic fringe, and moderate minds need not apply…)
Is there another explanation?
According to Councilman Danny “Gaslight” Robins, speaking at a “Special Meeting” earlier this month, each of our current representatives ran on a commitment to “smaller government,” which everyone knows is more backhanded bullshit to camouflage why he opposed mandatory low-impact development regulations that could have helped prevent future widespread flooding that has devastated so many of his constituents.

So, when is Gaslight Robins and his fellow “conservatives” going to live up to their campaign promise and begin whittling down the size and reach of Volusia County government?
In my view, independent reviews, and outside financial audits of essential (and not-so-essential) services is a necessity, especially in local, state, and federal government organizations that have forgotten where the money they spend originates. And why.
Earlier this month, the Volusia County Council – that bastion of “small government” conservatism – listened to the same crushingly dull staff presentation regarding the formulation of a voluntary low-impact development “ordinance” that I did.
The difference was that my jaw hit the floor when Environmental Middle Management Director Ginger Adair explained that the provisions of the proposed ordinance had been reviewed by 16 different divisions of county government before coming to the council.
Unfortunately, those we elected to represent our interests were either wholly disinterested or rendered comatose by the droning PowerPoint, because they seemed completely unfazed by Ms. Adair’s shocking glimpse inside the inner workings of this bloated bureaucracy.
In my experience, it is physically impossible for the average taxpayer to navigate the labyrinth of warrens that worm through Volusia County government with the complexity of a red ant mound.
For instance, I recently counted some fifty departments and divisions (excluding law enforcement and public protection) and was still unable to account for all the various subdivisions, offices, and agencies – or the myriad directors, assistant directors, managers, coordinators, specialists, etc., etc., that populate the various managerial and supervisory roles…
In a 2022 glossy brochure produced by Volusia County, the behemoth described itself as “Similar to a large company, Volusia County government consists of more than 40 different, distinct parts, and interfaces…” with a compliment of “approximately” 2,000 employees.
“Approximately”?
Except, unlike any “large company” with a fiduciary responsibility to stockholders, Volusia County has an unlimited supply of cash and remains accountable to no one…
When you break down the unknown number of personnel, senior staff, ancillary operations, and public assets large and small – it now takes a record $1.6 Billion annually (you read that right) to slop that insatiable hog. And given the innumerable issues and infrastructure requirements we face, it’s only going up, up, up from here…
In attempting to defend the indefensible, Volusia County is quick to tell us they are everything to everyone.
Yet, when the bureaucracy finds itself between a rock and a hard place – like when angry villagers turn out with pitchforks and torches demanding answers to recurrent flooding – senior bureaucrats revert to the dodge “We are only responsible for unincorporated areas and some infrastructure in the cities…not my yob, man.”
While simultaneously cashing everyone’s annual ad velorem tax checks like clockwork…
If you haven’t noticed, the concept of “government efficiency” has been making the news of late.
Which got me to thinking, “When are those champions of “small government” on the Volusia County Council going to prove their fiscal responsibility to taxpayers and begin the process of “right sizing” county government like Gaslight Robins said they would?”
Hacking the thick rind of fat off this bloated hog and ensuring maximum efficiencies, reducing the number of executive level positions, consolidating services where applicable, limiting spending, cutting red tape, demanding accountability, and identifying areas where taxpayers are being painted as the villain (as Chairman Brower recently divulged) then terminating anyone involved in the practice.
For instance, if the word “Resilience” appears in more than one department or divisional name – one of them is redundant – especially in an age where environmental best practices are considered voluntary…
It’s one thing for these posers to jump on the “small government” bandwagon when it is politically expedient to do so – it’s quite another to roll up their sleeves and begin the process of returning this ravenous monstrosity to something taxpayers can recognize – and trust.
That’s all for me. Have a great weekend, y’all!
Note to Readers:
Barker’s View will be on hiatus next week – a short ‘pause for the cause’ – as Patti and I celebrate our 30th Wedding Anniversary (we’re nothing if not stubborn…) During the break, please feel free to enjoy some past asides from the BV achieves at the bottom of this page. It’s fun to take a look back with the clarity of hindsight and see what has changed, and what remains the same, here on Florida’s “Fun Coast.”
See you next month!





