Downtown Naples, once a serene gem of elegance and leisure, has become a victim of its own success. What was once a refined, walkable business district with a distinctive coastal charm has devolved into a congested corridor of noise, crowding and frustration. Fifth Avenue South is now overrun with “one and done” tourists who come to browse, not buy. The result: declining retail sales, resident disengagement, and an atmosphere that no longer reflects the 5-Star quality Naples deserves.
Meg Stepanian, president of Fifth Avenue Business Improvement District, confirms the sad state of affairs: “Business fell off the cliff.” “It’s shocking.” (NDN Article Sunday July 20,2025).
We’ve reached a tipping point.
Rather than attracting high-value, loyal visitors who appreciate Naples for its beauty, peace, and cultural sophistication, our current promotional and special event strategy encourages quantity over quality. Collier County’s tourism marketing efforts, while well-meaning, have produced diminishing returns, yielding less economic value per visitor. Meanwhile, Naple’s residents − the most consistent and discerning patrons − are actively avoiding 5th Ave. Their absence is a red flag.
Naples doesn’t need “more marketing.” What is needed is more selectivity. Naples City is not a mass-market resort. It is a destination known for its refinement and tranquility − qualities now threatened by a parade of over 200 special events each year, which attract noise, traffic, and fleeting crowds rather than lasting economic benefit. Street fairs and high-decibel festivals may increase foot traffic, but they dilute the city’s brand.
To make matters worse, the air above downtown Naples is now a major source of discomfort. With over 45,000 private jet operations annually at Naples Airport − many flying directly over 5th Avenue − residents and visitors are subjected to acute and intrusive jet noise. These low-altitude, high-decibel flights degrade the experience of outdoor dining and open-air shopping, eroding the very essence of what makes Naples appealing. No luxury traveler wants to sip wine beneath the whine of jet engines.
Yet, to the consternation of residents and Naples City Council, the Naples Airport Authority continues to pursue its version of “more is better” − more jet traffic, more noise and air pollution.
Consider the impact of “more is better.” Vehicular gridlock on 5th, packed sidewalks where one used to stroll with ease. Restaurants and shops no longer feel exclusive. Events that once fostered community spirit now feel imposed, excessive and performative. Residents, once loyal customers, now go elsewhere.
Naples City is not a theme park. It’s a coastal sanctuary that should reflect intentional design, selective growth and a premium experience. Architectural diversity along 5th Avenue is systematically being erased, replaced by generic mixed-use boxes, the street gradually morphing into any town USA.
The “less is more” philosophy isn’t just a feel-good idea, it’s sound strategy. High-end destinations are learning that scarcity and exclusivity drive value. Fewer higher-quality events can protect the ambiance, preserve infrastructure and appeal to visitors and locals who will return regularly. Quality experiences create loyalty. Volume creates churn.
Store closures and “one and done” visitors are symptoms of a commercial business model that needs a rethink. Dozens of 5th Avenue restaurants offer music which once was a dining amenity but today resembles a competition of amplified noise that spills onto the sidewalks. Amusement to some, a distraction to most. City planners need to stem the proliferation of undifferentiated architecture that drains pedestrian interest.
Naples City is at a crossroad. We can continue to chase crowds and sacrifice character, or we can return to the principles that made this city exceptional: restraint, refinement, and resident-first planning.
Less is more. And in Naples, it always has been.
Joe Migliara is a Naples city resident, a longtime member of the Old Naples Association and chaired the ONA Planning and Development Committee for several years. In that capacity he provided commentary and recommendations to Naples City Council and Naples Airport Authority and has authored several position papers on key Naples city issues.
This article originally appeared on Naples Daily News: Less is more: Reclaiming the charm of Naples | Opinion
Reporting by Joe Migliara / Naples Daily News
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