Hi jefmoody,
Some of the better options in the Orlando area I’m aware of are listed in post #2 here.
Original Mattress Factory is one of these but as you mentioned their latex mattresses are on the softer side. The Serenity uses high quality materials and as you mentioned is also on the firmer side and you can see some comments about it in post #2 here.
As I mentioned in that post as well … Original Mattress is somewhat unusual among manufacturers in that they use an “active” boxspring" under their foam mattresses which may make them softer and I would also test them on a solid foundation so you can see how they perform with a non flexing foundation as well.
Phoenix