Why Tesla could drive some potential visitors away from a city-sponsored concert
'Whether or not you hate Elon Musk, show up for the city,’ LWB commissioner says of the Feb. 13 Sunset on the Avenue event at the downtown Cultural Plaza
It’s billed as “an evening full of fun, vibes and drives,’’ a city-sponsored event aimed at helping Lake Worth Beach businesses by bringing families and visitors downtown.
“Sunset on the Avenue,” scheduled for Feb. 13 in the Cultural Plaza, will offer plenty of “fun” and “vibes” from 5 to 6:30 p.m.: Live music by Sekond Nature, performances by the Lake Worth Community High School marching band and a cash bar.
But the “drives” part of the event is threatening to drive some people away, illustrating how deep feelings about national politics can dictate participation in local community events.
The issue: A partner in the event, at the city’s invitation, is the electric car maker Tesla, which has been a lightning rod for protests across the world, including in West Palm Beach, because of company owner Elon Musk and his ties to President Donald Trump.
Did city officials consider that controversy before asking the car company to offer test rides at Sunset on the Avenue?
The city’s Leisure Services department has refused to answer that question, asked in multiple emails this week from the Lake Worth Beach Independent.
Tesla will bring at least one car and offer test drives on a short section of M Street between Lake and Lucerne avenues just west of the Cultural Plaza.
“Offering free Tesla test drives at Sunset on the Avenue is part of our effort to bring something fresh and engaging to residents,’’ Rebecca Seelig, the city’s public information officer, said in an email.
She said the company agreed to participate for no charge and is not a sponsor of the event.
“It’s something new that residents may enjoy, and we’re excited to try different ideas that add value and variety to the event,’’ she said. “Ultimately, our goal is to drive people downtown with Sunset on the Avenue and create positive social and economic impact.’’
Tesla’s participation got a brief mention at the bottom of a city event flyer, but it did not go unnoticed. When the flyer was posted on the city’s website Jan. 22, about 10 commenters criticized the city’s decision to include the company.
“Such a shame that the city is working with Tesla,’’ wrote Penny Darling, who asked the city to cancel Tesla’s involvement. “I would love to go to this, especially to support the Lake Worth High School students. But I can’t in good conscience go to an event associated with Tesla.’’
The city’s Sunset on the Avenue post has received more than 70 likes, a possible indication of support for the carmaker’s involvement.
Commissioner Anthony Segrich, who mentioned the Tesla “controversy” at a town hall that he hosted on Jan. 27, urged residents to support the event.
With a $4,000 budget, the first Sunset on the Avenue is “an initial foray into bringing back” the once-popular Friday Nights on the Avenue, under the rebranded “Sunset” name, as a way to attract visitors to downtown stores, he said.
The success of the Feb. 13 event will determine whether more Sunset on the Avenues are held.
“Whether or not you hate Elon Musk, show up for the city,’’ Segrich told 60 people who attended his town hall at the Irish Brigade.
“Show up to enjoy the concert so that we can get Sunset on the Avenue back,’’ he said. “Because if we don’t have attendance, Leisure Services can’t come back and ask for a budget for this. For one night, let’s put any kind of political feelings aside. Show up for Lake Worth. Support this.’’
Neither Seelig nor Stuart Sword, the interim director of the city’s Leisure Services department, would identify who at the city suggested Tesla for Sunset on the Avenue.
In response to questions from the Lake Worth Beach Independent, Seelig said the Leisure Services department “reached out to Tesla along with other companies, but only Tesla came back with the offer to do test drives.’’
Neither Seelig nor Sword answered repeated follow-up emails asking for the names of the other companies.
The Feb. 13 event isn’t the first time Lake Worth Beach flirted with Tesla.
The city reached out to a representative from Tesla’s West Palm Beach dealership last year about the company’s interest in participating at city events, according to a city email to Tesla obtained by the Lake Worth Beach Independent through a public records request.
Tesla’s involvement in Sunset on the Avenue comes at a time when many residents are divided over the presence of federal Immigration and Customs Enforcement officers in Lake Worth Beach. Dozens of residents have protested at City Hall, urging commissioners to speak out against aggressive immigration enforcement raids on the city’s Hispanic community.
“I encourage any opportunity for the city to facilitate community gatherings and downtown business exposure,’’ said Melissa Salerno, a city resident who has criticized the commission’s response to the concerns of families affected by ICE.
“However, a Tesla sponsored event? That is a really tone deaf and ignorant choice,’’ she said.
The inclusion of Tesla, she said, “adds to the sting of the city’s radio silence in response to the outcries from our diverse community demanding, begging the dais to issue a statement or take any proactive action showing they are in solidarity with and willing to protect our communities being terrorized by ICE.’’