Smart branding has turned the once-sleepy string of sandy white beaches on the Florida panhandle known as 30A into the Hamptons of the South, an exclusive, high-end vacation destination dotted with celebrity homes.

Why it matters: If you haven't vacationed along 30A, you probably know someone who has. Nashville Lifestyles nicknamed the area "Nashville's Beach."

• It's a draw for celebrities and civilians alike, including Middle Tennesseans Chris Stapleton and Jason Aldean — not to mention more bachelorette parties and Instagram influencers than you can count.

Zoom in: The 26-mile stretch of Florida borrows its name from the scenic highway that winds through 16 beachfront neighborhoods.

• If you visited 10 years ago, "you wouldn't even recognize it," said New Orleans property developer Leigh Adams Deutcsh, who grew up visiting. "And in five more years, you won't recognize it."

State of play: The picturesque towns and the gorgeous beaches make for incredibly beautiful photo backdrops.

• "It's a living, breathing Instagram story," 30A Company CEO Gary John tells Axios. "The 30A market and energy is like a fashion accessory."

By the numbers: Tennessee sent more than 400,000 visitors in 2020, the most recent year the local tourism agency has state-by-state data in its annual reports.

That kind of growth doesn't happen by accident.

• About 17 years ago, Mike Ragsdale spent $300 on a logo and $1,000 on a web domain for 30A.com.
• ""I don't think it made sense to most people," John says, "but it made sense to [him]."
• Slowly but surely, the individual towns along 30A began developing their own unique "brand identities," John says. Ragsdale pumped them up online.

📬 Tell us: Reply to this email to let us know your approach to 30A.

• Do you have tips for other Axios Nashville readers considering the trip?
• Where are the best places to stop for a break along the way?
• Do you drive or take a direct flight from BNA?

Go deeper into how COVID supercharged 30A growth

Three members of Tennessee's congressional delegation are possibilities for cabinet posts should former President Trump win in November, according to a new report.

State of play: Sen. Marsha Blackburn, Sen. Bill Hagerty and U.S. Rep. Mark Green were mentioned by Punchbowl News as potential appointees.

Why it matters: The trio are unabashedly pro-Trump, and two were appointed to administration positions during his first term.

Flashback: Trump appointed Hagerty as ambassador to Japan. Green was appointed secretary of the Army, although he subsequently withdrew from the nomination after controversy emerged over his previous statements about the LGBTQ+ community and Muslims.

What they're saying: Gathering fodder from the Republican National Convention in Milwaukee, Punchbowl floated Blackburn as a possible commerce secretary pick.

• Blackburn's close ties to Trump were on display at the Republican National Convention. She chaired the group that developed the Republican National Committee's policy platform and earned a primetime speaking spot.
• Hagerty is mentioned as a strong possibility for treasury secretary: "The case for Hagerty is he understands financial markets and, more importantly, was ambassador to Japan and understands the U.S. relationship with China."

The intrigue: Green chairs the House Committee on Homeland Security. According to Punchbowl, he would be a contender for director of Homeland Security.

• "House Republicans tell us that Green is seen as wanting Homeland Security," Punchbowl reports, adding that he'll likely have stiff competition.

What we're watching: If Blackburn or Hagerty takes a job in the Trump administration, it would fall to Gov. Bill Lee to appoint their replacement.

• That could throw a wrench into the 2026 governor's race since some of the same contenders for that job would likely be interested in a Senate appointment.
• State law says the governor's appointee would serve until the next federal election in 2026.

Go deeper: Trump closed the RNC last night with a 92-minute speech.

Read the Punchbowl story ... Share this story

📄 A federal appeals court yesterday threw out a lawsuit challenging the 2023 Tennessee law designed to restrict drag performances where children could see them.

• The ruling reserved a lower court opinion that had blocked the law on First Amendment grounds. (Axios Nashville)

🥕 Trader Joe's will come to Murfreesboro as part of a new development. (Tennessean)

🎼 The Nashville Symphony is laying off a small number of employees amid post-pandemic financial struggles. (WSMV)

🏗️ A federal judge dismissed a lawsuit against the developer of a Sylvan Heights neighborhood property. The lawsuit was over allegations of potential water quality contamination. (Nashville Post, subscription)

It's a weekly tradition unlike any other: the Friday news quiz. We want to know how well you read our newsletters this week.

1. What is the Tennessee Department of Transportation giving out in an effort to help monarch butterflies?
2. During his speech at the RNC, what did Gov. Bill Lee say was the "civil rights issue of our time"?
3. Tennessee voters strongly opposed tax funding for what potential project, according to a new poll?

✍️ You know the rules: Reply to this email with your quiz answers. If you get them right, we'll give you props on Monday.