Collier County commissioners voted 4–1 to approve a small‑scale comprehensive‑plan amendment and companion rezoning to allow a new commercial subdistrict (Barefoot Williams) on U.S. 41 that permits up to 11,000 square feet of retail, including a car wash of up to 5,000 square feet.

The applicant said the 1.92‑acre site is constrained by a 70‑foot vehicular easement and is flanked by existing commercial uses; the owner argued a car wash fits the site context better than other uses that could be permitted under existing zoning. Clay Brooker, attorney for the owner (11 760 Property LLC), told commissioners the request was intentionally limited to add only the single C‑4 use (car wash) to otherwise existing C‑3 entitlements.

Planning staff, which reviewed a market study and a traffic analysis, recommended approval. Mike Bozzi, planning and zoning director, said staff found the application met criteria and noted the site satisfies a separation recommendation in the draft East Naples zoning overlay (no car washes within a quarter mile) and that no other car wash is within that distance. The Planning Commission had unanimously recommended approval.

Opponents included owner‑operators of area car washes and an expert planner who argued the neighborhood plan discourages additional car‑wash uses and that the market is saturated. Jay Shehada, an attorney who represents an existing car‑wash operator, submitted letters and a consultant analysis arguing further car‑wash capacity would damage existing businesses and clutter the gateway aesthetic. Planner Max Forgy appealed to the board to deny the rezoning as “spot zoning” that was inconsistent with East Naples guidance.

Applicant conditions approved by the board include a maximum building height of 35 feet (42 feet actual), enhanced landscape buffers (15‑ft front Type B and a 20‑ft Type B rear buffer with additional canopy trees), an acoustical sound‑attenuation wall sized based on the entrance elevation, a restriction that vacuuming facilities not be located in required yards, drive‑through and stacking lanes set no closer to U.S. 41 than the principal building, a limit on hours of operation (no car‑wash operations between 10 p.m. and 7 a.m.), and a total trip cap (127 daily trips and PM peak hour net‑new trips as stated in staff materials). The ordinance also limits other future uses on the parcel to C‑1 through C‑3 uses unless separately approved.

Commissioner McDaniel opposed the motion, citing concern about nearby car washes and market saturation; commissioners Hall, Kowal, Locastro and Kowal voted in favor. The motion passed 4–1.

The board instructed staff to conserve approved conditions in the ordinance and reminded the applicant that final site development review and local permitting remain necessary steps before construction.