Businesses in Lakeland are being offered new tools to communicate to customers the level of coronavirus precautions they’re taking. Color-coded swan logos at their entrances and a central website will let customers choose where they’re comfortable going, Mayor Bill Mutz said at a news conference this morning.

The new “Consumer Choices” program is a product of the Reopen Lakeland Task Force organized by the Lakeland Chamber of Commerce. (See its members here.)

Any business with a Lakeland business address can participate, and they don’t have to belong to the chamber or any other business organization, the mayor said.

Businesses can register now via an online form or submit questions about the program to

Information provided by businesses will be used to populate a website targeted to go live on June 8, Mutz said. Each listing will indicate the business’ preparedness level as well as optional services, such as curbside pickup, outside seating, delivery, online ordering and more.

Participating businesses will receive a swan logo to place at their entry color coded with three preparedness levels:

  • Green: primary precautions
  • Blue: increased precautions
  • Magenta: comprehensive precautions

The levels and what each represents:

Mutz acknowledged that people differ widely in their comfort level with entering businesses, with some anxious to engage while others are “protecting older lives or pre-existing conditions of others.”

“It’s all about choices,” he said. “Businesses are making safety precaution choices, and customers are making safety precaution choices.  And, we all want to see the economy restore at the healthiest and safest pace possible.”

The announcement was made outside in front of The Joinery. Participants from several business organizations, local government and media outlets wore masks, though six-foot distancing wasn’t strictly observed.

The mayor’s comments:

Announcement video:

SEND FEEDBACK, corrections or news tips:


Something went wrong. Please refresh the page and/or try again.

Barry Friedman founded in 2015 as the culmination of a career in print and digital journalism. Since 1982, he has used the tools of reporting, editing and content curation to help people in Lakeland understand their community better.

Join the Conversation


  1. When possible, can you share an image of the Consumer Choices swan logo or sign that will be posted at the front entrance of the business? It will be easier to identify if I know what to look for.

    1. The images will look like the three colored swans on the chart that was published above.

Leave a comment

Your Thoughts On This? (Comments are moderated; first and last name are required.) Cancel reply