It has been two years now since a series of cell phone videos of a Memorial Day melee in Jacksonville Beach involving dozens of teenagers involved in graphic violence went viral.
Ever since then, police and business owners have taken a proactive stance on holidays to ensure something like that never happens again, and this year's Memorial Day holiday will be no exception.
Police will be out in force over the three-day holiday, and some local businesses have even hired their own private security.
Memorial Day weekend is often referred to as the kickoff to the rest of the summer and police and business owners are trying to make sure Jacksonville Beach's summer starts off on the right foot.
"There will be people trying to do stuff, drinking and partying it up, and they may get into some fights, but the more police I think everyone will be safe," local Chris Driggers said.
Driggers remembers the Memorial Day fight two years ago on Jacksonville Beach, and said that it's taken the hard work of police and business owners to restore the beach's image and after last year's uneventful Memorial Day celebration, they're looking for the same thing again.
"Social media is a double edged sword. People use it to their benefit, but when things happen like that fight did in 2013, things go viral and people pay attention," Keith Doherty, of Lynch's Pub, said.
Doherty, who is a city councilman and a businessman, said that he doesn't expect any problems this year, saying Memorial Day rivals Labor Day and even the 4th of July, when it comes to revenues. Doherty said many businesses are relying on private security ensure public safety.
"We have our own security teams. A lot of the bars and restaurants employ security teams. My guys are mostly comprised of off duty sailors looking for a few extra dollars," Doherty said.
"We'll have a lot of people working, we've got some outside agencies coming in as well who have come in the past, so what we have to do is be prepared. We can't control everyone who comes down, but we can be prepared," Cmdr. Mark Evans of the Jacksonville Beach Police Department said.