You can use a 3rd party and I bet you will not be able to tell. They will do a good job. Try here.
http://www.rimdoc.com/default.asp (says they serve central florida)
Or, you can try to fix yourself with some wheel paint, sand paper, primer, etc. It really depends on how bad the scratch is. I have repaired minor scratches myself with the wheel paint/primer/clear method that you can find on the internet (the audi nasa method). It comes out "ok." I was happy with the results. The best part about fixing it yourself is once you do it you know the wheel can be repaired and then you are not as OCD about scuffing a wheel. It's either $100 for the 3rd party or a couple hours of your time and you will be happy and able to forget about the scratch. Good Luck and try not to stress too much. This is a common problem and most likely a very easy fix.