MARC Radio relaunched “Classic Hits 100.9” WXJZ Gainesville FL as “100.9 The Beach” on Tuesday.

The new brand matches that of sister “98.5 The Beach” WSBH Satellite Beach/Melbourne across the state. MARC Radio Chief Revenue Officer Scott Miller stated, “Escaping to the beach has never been easier. We’re delivering that wonderful weekend beach feeling each and every day to our growing base of listeners.” He then added, “MARC Radio is growing. We have an outstanding track record of identifying stations to acquire, then upgrading those stations to be attractive to both listeners and marketing partners. Our team is beyond excited to bring this upbeat, beachy feeling to our Gainesville and Ocala listeners. We know that going to the beach is more than a location; it’s a state of mind. From Jimmy Buffet to Madonna and Journey, we’ll bring all the fun of the beach without the hassle to get there.”

The new station will feature sister Classic Country “106.9 I Am Country” WPLL morning host ‘Livin Large Larry’ Wilson in afternoons with Westwood One programming in other dayparts.