New Panama City Beach service station forgoing traditional gas price billboard displays

PANAMA CITY BEACH — Residents who have driven down Panama City Beach Parkway lately might have noticed the Busy Bee service station has set up shop near Nautilus Street.

They might have also noticed its gas prices aren't clearly listed for passing drivers.

RELATED: (Oct. 2019):Busy Bee construction underway in PCB

It's an oddity among service stations to not display gasoline prices on large signs, industry experts say — but it's a change company leaders say they're trying due to the rise of gas price apps and as a way to make their stores more aesthetically pleasing. 

For some, including Maggie Bruno of Panama City Beach, this can be a bit confusing and possibly even hint higher-than-normal prices. 

However, that's not the case at the Bee — something Bruno was surprised to learn as she pumped her gas Monday.

"When people don't list prices, you think they're high," she said.

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According to Mark Jenkins, spokesman for AAA Florida, the average price for a gallon of unleaded gas across Panama City Beach and Panama City on Monday was $2.14, with prices a few cents higher on the Beach.

Jenkins added that in his experience, the stations that don't advertise their prices are often times more expensive. 

"Drivers don't want to be misled," he said. "If a gas station is not willing to post their price on a large billboard like every other gas station does, then it makes you wonder if they have something to hide."

As of Monday, Busy Bee charged a flat rate of $2.18 per gallon — the same as Express Lane charged roughly 3 miles to the west. About the same distance to the east, AMI 59 Food Mart charged $2.16 per gallon for those who pay with cash and $2.19 for card users. 

"When you're competitive, you don't have anything to hide," said Elizabeth Waring, president and CEO of Busy Bee. "It's aesthetically not as pleasing (to post prices) and we really enjoy that store being completely different and being an attractive place for people to go."

Waring added the decision to not post prices was also due to gas price apps, such as GasBuddy, which she said take away the need to advertise. It also saved the brand a lot of money by not having to buy and install a giant billboard, she said. 

This is something Ned Bowman, executive director for the Florida Petroleum Marketers Association, said can be "astronomically expensive" and range between $50,000-$100,000. 

There's also no law in Florida that states gas stations must advertise their prices, Bowman added. They must, however, list their prices at each pump, which Busy Bee does.

"If (a station does advertise), that's when the law kicks in," he said. "You can't put a price and hide it behind a bush, (and) you can't do a bait-and-switch where you post one price higher."

In total, Busy Bee has more than a dozen locations largely across the Panhandle. It's PCB station is one of only two without its prices listed. It also boasts the city's only Tesla supercharging station. 

For Waring, Busy Bee is more than just a gas station. It's a place where people can take a pitstop, relax, get some food, shop a little bit and then get back out on the road. 

Waring said she wasn't worried about deterring customers by not listing the station's prices on a large sign. 

"We're not going to be higher and that will be the reason the prices aren't posted," Waring said. "We believe that people will give us a try and they will fall in love with who we are. Just because you're a destination doesn't mean you can charge more on your gas."