A New Chapter for the South End of Anna Maria Island

If you've visited Cove over the years, you've probably asked me a question I've heard hundreds of times:

"Where is Anna Maria Island?"

I'd laugh and answer, "You're on it."

It always surprised me how much confusion there was. Was this Bradenton Beach? Holmes Beach? Coquina Beach? Longboat? Anna Maria? The truth is, it's all connected… but somehow, people didn't always realize that they were already experiencing the island they had come to find.

For those of us who have spent years here, Bridge Street has always had its own rhythm. It's where the history of old Florida charm lives alongside artists, musicians, restaurants, boutiques, and the kind of businesses that still know their customers by name.

I've had the privilege of being part of this community for more than thirteen years, not only through Cove but alongside the incredible merchants who continue to shape this little stretch of the island. Together we've dreamed up events, welcomed thousands of visitors, and looked for ways to make Bridge Street feel as vibrant as the people behind its storefronts.

Before the hurricanes, Derek Williams from Drift-In stepped up in a big way, bringing our merchant community together with renewed energy and reminding us what was possible when we worked as one. We began planning events and investing in new ways to connect with both locals and visitors.

Then life hit pause.

The hurricanes in 2024 changed so much for all of us. Like many communities on the island, we focused on rebuilding… not just our buildings, but our sense of togetherness.

As we found our footing again, we came back to the table with the help of all the merchants and the organization skills of Angela Rodocker of Bridgewalk. Conversations started again. Ideas flowed. We asked ourselves what the future of this community could look like, and how we could better tell the story of where we are.

That's when something clicked.

Instead of simply calling ourselves Bradenton Beach Merchant Group or Historic Bridge Street, why not celebrate what people travel from all over the world to experience?

We are Anna Maria Island.

We're just the South End.

That realization became more than a name, it became an invitation.

AMI South End.

I remember pitching the idea to the group from a reel Kayla from kdAlchemy posted about turning left on the bridge instead of right. I kept thinking about all those conversations inside the gallery. People come here searching for Anna Maria Island. Why not proudly tell them they've found it?

I remember saying to the group, "This is our chance to make it cool."

They laughed and said, "Alright, Kelly… let's make it cool."

So we got to work.

Designing the logo and brand became more than just creating something fun and simple. It needed to feel like us. It wasn't about replacing our history, it was about giving our community an identity that immediately tells visitors exactly where they are.

Since then, it's become a true collaboration. Kayla and Doug Harrison of kdAlchemyMedia have joined us to help tell our story through photography, video, and social media. Together we've refreshed our website, launched new branding, and begun sharing a vision that feels authentic to everyone involved.

And now the fun really begins.

Our first event under the AMI South End name celebrated America's 250th birthday, a block party filling Bridge Street with families, music, local artists, food, and community. Watching merchants bring their businesses onto the sidewalks, kids playing together, visitors discovering local makers, and neighbors reconnecting reminded all of us why these events matter so much.

This is exactly what we hoped to create.

And we're only getting started.

We'll be back in September with another celebration, and Christmas is going to be unlike anything we've done before. Bridge Street will come alive every week throughout December with new traditions, updated décor, new colors, local vendors, family activities, and our towering three-story Christmas tree at the heart of it all.

It's amazing what can happen when a community decides to dream together. So many have stepped into our goals, our local government and city hall officials, the Bradenton Beach police, and every merchant who said yes to the vision.

It's never the work of one person. It's the result of dozens of people choosing to invest in a place they love.

AMI South End isn't just a new brand.

It's a reminder that communities are living things. They grow, they weather storms, they reinvent themselves, and somehow, they become even stronger because of it and that's always the magic.

We can't wait to welcome you to the South End of Anna Maria Island and show you everything we've been creating together ☀️