Maybe they’re behind the times.
The Board of County Commissioners voted 5-0 to approve signage for Bad Ass Coffee of Hawaii in St. Augustine on Tuesday, overturning a prior rejection by the Mid-Anastasia Design Review Board.
The original denial stemmed at least partly from concerns that the signs were “somewhat abrasive” and not compatible with the “culture” of the surrounding area.
While the MADRB did not officially cite the business name as the reason for denial, the prominence of the word “Ass” may have contributed to their perception.
Attorney James Whitehouse, representing the business, emphasized that the proposed signs met all county code requirements for size, color, lighting, and design.
He noted that “99% of the discussion had to do with the name” during the initial meeting, framing the denial as subjective rather than regulatory.
Commissioner Krista Joseph clarified her official position on the term.
“I have no problem with the name,” she said.
County staff confirmed that the new wall sign, the refaced cabinet wall sign, and the refaced pole sign comply with code, including size, color, and icon limits.
Others noted that despite the slightly off-color title, the business is family-oriented and nationally recognized, with branding consistent across the country.
The board unanimously concluded that the signs satisfied all standards and that concerns about the name weren’t relevant.
The reversal p-assed by a tally of 5-0.
The St. Augustine café, located at 4085 S A1A, opened last month and is owned and operated by Allen Stanczak, a veteran entrepreneur with affinity for Hawaii’s coffee culture.
