On April 26, 1962, the News-Leader reported that Fernandina had been selected as the site of the world's first marine Welcome Station. "In a strongly contested bid for the Florida Waterway Welcome Station, also sought by Jacksonville Beach, St. Augustine and other Florida cities," it reported, "Fernandina Beach emerged successful this week." This was one of many projects carried out by the Florida Development Commission and envisioned by its chairman (and my great-uncle) Wendell Jarrard. Jarrard had gotten his start as a local car dealer in Pensacola selling cars to servicemen returning from WWII, but after helping Farris Bryant win the gubernatorial race in 1960 he was appointed to the Development Commission. Bryant and Jarrard shared a vision of a more vibrant tourist industry for Florida. While a small-town car dealer may seem an odd fit in politics, Jarrard used his creative approach to advertising in his promotional work for the state, bringing a refreshing simplicity to the state's appeal and to the harbor of Fernandina Beach.

When the Development Commission announced its plans to create the marine Welcome Station in 1961, several Florida cities jumped at the chance to host the impressive first. In the end, Fernandina won out. According to the News-Leader: "Jarrard made the announcement, explaining that Fernandina Beach had made the best presentation of any of the cities vying for the station." The city's bid included approval of a $250,000 budget for the project, including plans for an adjoining 1,200-foot marina. Fernandina's success was also reported in the New York Times, highlighting the advantages of the island's location, writing: "the welcome station and marina will be at the foot of Atlantic Avenue, the main business street. Boatsmen who make stops will have, within a walk of two or three blocks, all the business and professional facilities they may need."

This widespread exposure was part of the plan. In 1961 on a trip to New York City, Jarrard purchased a vacant storefront in the RCA building - home of NBC studios - and convinced the producers of the "Today" show to move filming into what he had dubbed "The Florida Showcase". As the press secretary and special assistant to Governor Bryant remembered, for the next six years, "viewers across the county saw pictures of New York's huddled masses outside the windows either shivering in the city's cold or sweltering in its heat, contrasted with backgrounds inside of sunbathers in the winter, waterskiers in the summer, and seasonal promotions for Florida events."

His relationship with the "Today" show came in handy when Hugh Downs agreed to cover the two-day grand opening of the marine Welcome Station. Scheduled for the weekend of January 12, 1963, the opening was slated to include various festivities designed to draw as much publicity as possible. On Saturday boat races were scheduled and staged by Sheriff H.J. Youngblood. Following the races there was a fish fry at the city docks open to the public and sponsored by the Fernandina Beach Boat Club. Then, from 9 p.m. to 1 a.m. George Ludwig's Orchestra from Jacksonville provided the music for a free dance held at the Municipal Auditorium.

The celebration drew a wide range of dignitaries and celebrities to the island. Miss U.S.A., Miss Florida, Miss Seminole and Billy Osceola, head of the Seminole nation, were all present. Ted Williams, Julius LaRosa and Jack Seville were also in attendance. Ed Sullivan was unable to accept his invitation but acknowledged the event on his show that night. Fox Movietone News had a crew present to create a clip to be shown in theatres throughout the country.

Jarrard was the main speaker at the dedication on Sunday. Thomas J. Shave, Jr., a local attorney, introduced visiting dignitaries. After Jarrard's address, there was a novel christening ceremony in which the mayor of Trenton, New Jersey (northernmost end of the Intracoastal Waterway) and the mayor of Key West, Florida (southernmost end of the Waterway) simultaneously broke bottles of water from their respective locales over the Welcome Station. At 2 o'clock, an American Legion Color Guard presented the colors and raised the flag while legionnaires stood by dressed in costumes depicting each of Fernandina's eight flags. After the ceremony, there was an open house of the new facility that included a display by the Container Corporation commemorating their 25th anniversary of manufacturing paper and its products in Fernandina.