KEY LARGO -- When the Gilbert brothers built their resort on the north bank of Jewfish Creek in the 1950s, they probably never envisioned a 65-foot-tall bridge span would one day make the 35-room hotel all but impossible to see from the highway.

But Reinhard and Karina Schaupp, who bought Gilbert's Resort 12 years ago, say that unless drivers are repeat customers who know how to find them, they pass by.

So they are asking the Monroe County Commission that the entrance road off of U.S. 1 be renamed "Gilbert's Resort Drive" to better identify the resort. Karina Schaupp says that might help convince the Florida Department of Transportation to add a road sign that also identifies the resort by name.

The request will be heard by the commission Wednesday, March 17 at the Marathon Government Center.

"We've been fighting for this for a year," said Reinhard Schaupp. "The sign now says 'Business Access Road.' What does that mean to someone driving the first time to the Keys? They have no idea what is here.

"We count on walk-ins who come in the late afternoon. FDOT is not willing to give us a sign. I had a sign on my sailboat anchored in Barnes Sound but the county made me take that down," he said. "We are paying taxes and employing people. The county should help us a bit. We really have to fight for everything here in this economy."

Although the county attorney has given the road change a legal thumbs up, some commissioners worry about unintended consequences. A public road name search by county GIS Technician Bryan Davisson revealed none named for businesses.

"If each resort wants the road named after them, where does it stop?" Commissioner Kim Wigington asked.

"I'd like for Key West to rename United Street 'Pearl's Rainbow Way,'" quipped Commissioner Heather Carruthers, who owns Pearl's Rainbow in Key West. "To be fair, I understand Gilbert's concern that the new [18-Mile] Stretch has obscured [their] business. But I don't think the answer is renaming a road after a business for exactly the reasons you suggest: setting a precedent and immortalizing a business that may be mortal."

Instead, Carruthers said she would like the county to petition FDOT to allow a sign like those on the Florida Turnpike that lists businesses at the next exit.

"I understand from FDOT that this is prohibited because U.S. 1 is a federal highway, but I don't know if we've made the case that this is an unusual circumstance," she said.

Commissioner George Neugent, however, said the name change is OK by him.

"I will do anything I can do with my vote to help a distressed business during these rough economic times," he said. "I don't think I'd have a problem with this at all."

Neugent added the resort has been named Gilbert's for more than 50 years and it's unlikely anyone would ever change a landmark name.

Mayor Sylvia Murphy said several county roads are named after former business owners, such as Joe Burton for whom Burton Drive in Tavernier is named.

sgibbs@keysnews.com