40 years, $40 million: Ocean Center celebrates milestone anniversary

Volusia County is looking to invest $40 million over the next 10 years to reimagine the Ocean Center.

  • Ormond Beach Observer
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Cher. Jimmy Buffett. Stevie Nicks. Elton John. Journey.

All big name artists that once graced the stage at the Ocean Center in Daytona Beach. In celebration of the Ocean Center's 40th anniversary, Volusia County is planning to invest $40 million in facility upgrades over the next decade, with the vision to host major acts again one day soon.

Reimagining the Ocean Center was one of the charges given to Lynn Flanders when she became the facility's director in 2023. During a news conference on Friday, April 4, Flanders said that included bringing in new events, programming and entertainment.

"As a result, we are undergoing a transformative reimagining during our 40th anniversary, and it include the county's new vision for us," Flanders said. 

The Ocean Center first opened its doors on Oct. 5, 1985. The late American singer-songwriter John Denver was the first performer in the arena. Through the decades, other acts such as AC/DC, Britney Spears, Stevie Wonder, the Beach Boys, KISS, Bob Dylan, the Jonas Brothers, Tina Turner and the London Symphony Orchestra performed at the Ocean Center, which was also home to the Daytona Beach Sun Devils Ice Hockey Team, World Championship Wrestling and the Ringling Brothers Barnum and Bailey Circus. 

Then in 2009, Volusia County completed a $76 million expansion that added an exhibit hall and meeting spaces, shifting the focus away from music performances and to conventions, conferences and sporting events. 

"It sort of established our why — why do we exist and we exist for this community," Flanders said. 

The Ocean Center is primarily funded through Tourist Development Taxes. In 2024, the TDT — a 3% tax on lodging such as hotels and vacation rentals, which is also part of a 6% lodging tax in the county — generated $16,187,000. 

Last year, the Ocean Center generated a $114 million economic impact on the county with its 118 events, which had a total attendance of about 513,000 people, up 16% from 2023's event attendance. Of the 118, 14 were entertainment events, which included comedians like Katt Williams and Bert Keischer, as well as the Harlem Globetrotters and 90s Con. The Ocean Center also hosted performances by boy band O-Town and rappers Big Boi, Muni Long and Yung Loc.

Flanders said their goal is to host four concerts for its 40th year. 

According to the county, the events at the Ocean Center attributed to 88,000 hotel nights, up 17% from last year. The Ocean Center brought in $11.5 million in revenue, up 20% from last year. The Ocean Center also supported 980 jobs and contributed $1.9 million in sales tax.

Some of the planned $40 million capital improvements include a refreshed logo and brand colors, a 40th anniversary concert series and Celebrate Volusia event, new arena seating, a new arena basketball court, infrastructure upgrades and a new executive chef and menu.

Matt Dye, the district general manager for Oak View Group, said at the news conference that in honor of the Ocean Center's 40th anniversary, they will be reimagining the entire food service program. 

"This includes new menus, new flavor pairings and visual presentations," Dye said. "Our main focus is on a few key areas that include local partnerships, which is super important to us, and sustainability, which is even more important. "

Three new Daytona Beach-based businesses will be showcased on their catering menus and concession stands, he said. 

 Volusia County Council Chair Jeff Brower said he's traveled for the past 30 years to conventions around the country. The Ocean Center has the best food, he said.

"This needs to be the convention center of Central Florida," Brower said. "I'm looking forward to the next 40 years."

Volusia County Councilman and Vice Chair Matt Reinhart said the 40th anniversary "not only marks a significant moment in our history, but it also paves the way for a bright and innovative future."

"The true gem of Volusia County — you're in it right now," said Reinhart, who represents District 2, which includes Daytona's beachside. "... It has been more than just a venue, a place where memories are made."

"Heads and beds" — visitors and hotel occupancy — is what brings dollars to Volusia County, Reinhart said. That brings more job opportunities and is what the county wishes to continue to build up. 

"This new vision of the Ocean Center brings back the entertainment roots, while also in continuing to serve conventions, conferences and other events that puts those heads in beds," Reinhart said.

Flanders may have just started working at the Ocean Center in 2023, but she said she watched as a child how it all came together. Her family used to vacation in Daytona Beach.

"Our mission is ... to go beyond the boundaries of hospitality with the best of class service and innovative approaches that ensure our clients are valued and strengthen the community that we proudly serve," Flanders said. "That's what we do every day and hope we meet that mission."

 

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