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2011-11-15 Regular MeetingjNOVEm CITY OF OKEECHOBEE . T PARK COMMITTEE OFFICIAL MINUTES JI; `f9s MBER 15, 2011 I. CALL TO ORDER — Chairperson Nelson. Chairperson Nelson called to order the November 15, 2011, City Park Committee, at 6:31 p.m. II. ATTENDANCE — Committee Secretary. Chairperson Steve Nelson Present Vice -Chair Jamie Gamiotea Present Committee Member Phil Baughman Present Committee Member Jim Causier Absent Committee Member John Creasman Present Committee Member Frank DeCarlo Present Committee Member Toni Doyle Present Committee Member Pattie Mullins Present Committee Member Daryl Roehm Present City Administrator Brian Whitehall Absent Committee Secretary Melisa Jahner Present III. MINUTES - Committee Secretary. A. Vice -Chair Gamiotea moved to dispense with the reading and approve the minutes from the November 8, 2011, City Park Committee Meeting; seconded by Committee Member Doyle. VOTE Member Baughman - Yea Member Causier - Absent Member Creasman - Yea Member DeCarlo - Yea Member Doyle - Yea Vice Chair Gamiotea - Yea Member Mulllins - Yea Chair Nelson - Yea Member Roehm - Yea Motion Carried. IV. AGENDA - Chairperson. A. Chairperson Nelson asked for any requests for the addition, deferral or withdrawal of items on today's agenda. New Business Item C was added to discuss Rules and Regulations regarding the November 29' meeting, by Chairperson Nelson. V. UNFINISHED BUSINESS - Chairperson. A. Continue discussion of the Committee Task questions (numbers 7 and 8). 7. Which types of recreation opportunities and improvements are important for planning purposes, even if they are not suitable for the Southeast 6" Avenue/7th Street property? V. UNFINISHED BUSINESS CONTINUED. A. Discussion of the Committee Task questions (numbers 7 and 8) continued. Page 1 of 3 (7. Continued) It was discussed that a passive park is more suitable for this area and size of the property. Ideas for the park are to have boat and fishing docks, sitting areas, walking trails, picnic areas with grills and a jungle gym. The committee will be receiving public input at the November 291h meeting to determine what kind of park and amenities they would prefer or to state their objections. Committee Member Roehm presented photographs of parks from neighboring cities for suggestions and consideration. Copies will be forwarded to each Committee Member. 8. How could the improvements identified as suitable for the Southeast 61h Avenue/7th Street property be "phased" in a logical, cost-efficient manner, in the event that all of the improvements may not be affordable in a single project or budget year? Even though improvements have not been formally identified, the Committee is in favor of this park being completed in a single phase due to its size and should be presented as a passive park. However, should construction by phases be the method of approach, then the boat docks for fishing would be included in the first phase with walking trails and picnic area following. Funding was briefly discussed. There are willing citizens to offer in -kind contributions, and an Adopt -A -Park program was suggested as a fund-raiser. Another suggestion is to submit applications for grant funding. VI. NEW BUSINESS - Chairperson. A. Discuss proposed ideas and suggestions. The consensus of the committee is they are at a standstill until they get public input and clarification from the City Council of direction and what their expectations are before proceeding further. At this point, all the Committee Task Questions requested by the City Council have been answered and will be forwarded to the City Council with the proposed plan from the Committee. Vice -Chair Gamiotea moved to make a recommendation for Chairperson Nelson to contact Administrator Whitehall regarding detailed clarification from the City Council as to what their expectations are for the committee; seconded by Committee Member Doyle. Member Baughman - Yea Member DeCarlo - Yea Member Mulllins - Yea Motion Carried. Member Causier - Absent Member Doyle - Yea Chair Nelson - Yea B. Discuss upcoming meeting dates. Member Creasman - Yea Vice -Chair Gamiotea - Yea Member Roehm - Yea The following meeting dates were reconfirmed for the Committee to convene, November 291h and December 12th at 6:30 p.m. No further meetings were determined. The Committee is planning on presenting their conceptual park proposal to the City Council after the December 12'h meeting. C. ITEM TO BE ADDED: Rules and Regulations for the November 291h meeting. Chairperson Nelson advised that some rules and regulations should be set for the November 29" meeting. The surrounding property owners within a 1000 feet radius of the proposed park located at Southeast 61h Avenue and 7rh Street have been notified to present their objections, recommendations and suggestions either in writing or in person at this meeting. It was determined that the Committee Page 2 of 3 will inform the public at the beginning of the meeting that their opinions and concerns are valuable and will be noted and taken into consideration as this is only a fact finding committee and any specific answers to questions they may have will have to be answered by the City Council, Committee Member Creasman presented some information on How Cities Use Parks for Economic Development. Copies of this information will be forwarded to each Committee Member. V. ADJOURNMENT — Chairperson. Chairperson Nelson adjourned the City Park Committee meeting at 8:05 p.m. The next scheduled meeting will be Tuesday, November 29, 2011, 6:30 p.m. PLEASE TAKE NOTICE AND BE ADVISED that any person desiring to appeal any decision made by the City Park Committee with respect to any matter considered at this proceeding, such interested person will need a record of the proceedings, and for such purpose may need to ensure a verbatim record of the proceedings is made, which record includes the testimony and evidence upon which the appeal is to be based. City Clerk media are for the sole purpose of backup for official records of the Clerk. Submitted by Committee Secretary Melisa Jahner, Deputy City Clerk Page 3 of 3 C�Ij) • • • CITY OF OKEECHOBEE PARK COMMITTEE OFFICIAL AGENDA NOVEMBER 15, 2011 Minutes taken at meeting CALL TO ORDER - Chairperson Nelson called to order the November 15, 2011, City Park Committee, at 6:31 p.m. ATTENDANCE - Committee Secretary. Chairperson Steve Nelson Present Vice Chair Jamie Gamiotea Present Committee Member Phil Baughman Present Committee Member Jim Causier Absent Committee Member John Creasman Present Committee Member Frank DeCarlo Present Committee Member Toni Doyle Present Committee Member Pattie Mullins Present Committee Member Daryl Roehm Present City Administrator Brian Whitehall Absent Committee Secretary Melisa Jahner Present III. MINUTES - Committee Secretary. A. Committee Member Gamiotea moved to dispense with the reading and approve the minutes from the November 8, 2011, City Park Committee Meeting; seconded by Committee Member Doyle. VOTE Member Baughman - Yea Member Causier - Absent Member Creasman - Yea Member DeCarlo - Yea Member Doyle - Yea Member Gamiotea - Yea Member Mulllins - Yea Member Nelson - Yea Member Roehm - Yea Motion Carried. IV. AGENDA - Chairperson. A. Chairperson Nelson asked for any requests for the addition, deferral or withdrawal of items on today's agenda. Ground rules and regulations for next meeting w/public, hold opinion and formulate answers at the mtg after the 11/29th or until research can be considered. Daryl, how will we answer any direct questions? Steve, it's a fact finding, have them state their name, address, and present their case, we will answer I understand what you are saying, we will advise at a later date. Toni, in the beginning of mtg, let them know it's a fact finding basis. Frank, read economic development, can we prepare this? Secretary will make sure that all members receive info. Frank, ideas of how to raise property values, etc. Gamiotea, careful, it can be CO - counteracted, Jamie, can we ask clarifying questions, to be sure we understand their request? Steve, certainly. Phil, aren't we advertising these mtgs? Secretary, Jahner, yes, this mtg was in Fri paper? Phil, feel we are reading into this too much, all we were asked to do was to put together a park. So far there are no citizens here. Toni, disagree, ad in the paper doesn't mean they understand invitation, whereas the invitation (letter) to present their case at the mtg will bring them here. Normal residents don't know to look in the legal ads for a mtg. Pattie feels the residents are waiting for next mtg since they got a letter. John, we can spend countless hours lobbying citizens, but we have to remember we are the fact finding board. Frank, few parks in town, OCRA fields by the jail, sports complex, what other parks? Steve, that's it, people do come to parks, build it and they will come. Christmas parade shortly, wouldn't it be nice if there were a great big tree in the middle of town where everyone decorates it, helps shops. Money can be raised to bring in a tree. We are proposing something unique, will be patrolled, regulated, will have rules and regulations. Toni, What type of age group, will rules be posted? Gamiotea, there's no way to determine right now. Toni, just thinking of questions I would ask and think residents will ask. Steve, pets, noise level, could be concerns, have to have rules and regulations. Daryl, sports complex, never a time when noise was an issue, dogs weren't a problem, but feel these will be addressed to us. Frank, sports complex can't be compared to this since it's set up for team sports. See this park as a family park for younger kids. Pattie, if you look at letters already received, funding is a concern, how are we going to maintain, and liabilities. Frank, doesn't city have substantial amount in capital improvement? When I heard the number, this should be a small undertaking. Phil, capital improvements is used for sidewalks, curbs, and I feel park would fall under this category, but no one put up money to put up curbs and it was done, we have been told we have in -kind svcs, and we should leave capital improvement funds for last resort. Frank, this can be a benefit the tax payers can get. Phil, bottom line, people want to give to this project. What will it be to maintain it, don't have that answer, will we need to add a new employee, will public works be able to add it their list of duties? Steve, go to the sheriff, and get community svc workers, also, we can set up Adopt -A -Park. Phil, replacement costs should also be considered, and who will maintain it. Has anyone spoken to Donnie, will it be a burden? Daryl, city council should ask Donnie. Phil, we should have some preliminary questions so they will have confidence in us at the mtg. Jamie, we can answer every question, but city council can change their mind, and then if we say something, the public will hold the board liable. We have to tread lightly, we are just a recommendation board, take their concerns, answer simple questions if possible, and wrap up into recommendation to city council. Daryl, we will advise the public that we will present it to the council. We should set up account for those willing to give in kind contributions. Frank, there are grants for park improvement. Daryl, one grant FL recreational development assistance program, okee has two submitted already for okee tantie. Daryl, researched parks in Sebring, shared pics wlboard for their viewing. Maintenance, totally against anything that will be heavy maintenance, or not meant to last. Phil, wind load will change next year in March, also need to consider. Chickees could be something in the past. Daryl, problem wlcenter of town, afraid of traffic and chasing children. Feel a water park would be nice. Steve, turn okee tantie into a water park. John, we need to realize as a committee, our hands are tied, we can use the next mtg as a fact finding mtg. Steve, we can have them write their questions down, or address the committee. V. UNFINISHED BUSINESS - Chairperson. A. Continue discussion of the Committee Task questions (numbers 7 and 8). 7. Which types of recreation opportunities and improvements are important for planning purposes, even if they are not suitable for the Southeast 6`h Avenue/7th Street property. Daryl, water park, but not for that area, something nice to have. Frank, limited pkng, (12 spaces) sure doesn't invite too much of a crowd. Frank will there be any environmental issues since it use to be sewer plant. Phil, taken care of years ago. Daryl, there is still a lift station? Phil, yes. John, feel this can be a good question for the public, and let them tell us what they want. Frank, do you feel the public will be more positive or negative? Steve, feel positive, been approached by many willing to give a hand. This time we will consider a park on a small scale and when proven successful create bigger. Jamie, what type of park is everyone picturing? Active, passive? Steve, slightly passive considering area and residents. Sit in the park, watch boats go by, no basketball, not a lot of noise. Frank, what would attract, council is concerned about bums, homeless, dogs running loose, drugs, noise. Steve, don't see vagrancy as a problem. It will be secured, the safeguards will be there. Daryl, when you say passive are you discarding a jungle gym? Steve, absolutely not. Daryl, are we going to get to the point when we will be able to advise council what we want to see there? Steve, yes, and after public input. 8. How could the improvements identified as suitable for the Southeast 6`h Avenue/7th Street property be "phased" in a logical, cost-efficient manner, in the event that all of the improvements may not be affordable in a single project or budget year. • John, we have to be able to identify improvements first. Steve, this will not be overly expensive and can be phased to keep affordable. Daryl, are we looking to complete a park in one phase at this site? Because of the size of the area, it should be completed in one phase, just a drop in the bucket. Steve, should be phased out in a single entity. John, city council, financially responsible and being conservative, put together a conceptual plan we must justify the use, phase by phase, walking trails, picnic areas, but don't let it drag out. Steve, what will attract immediately, think boat docks and fishing. Frank, is this the only property city owns on water? Jamie, homes across the creek, 8" ave, to 9th ave, area that also city owns. Wide enough for a two lane hwy (n. of ms. Hoovers house). VI. NEW BUSINESS - Chairperson. A. Discuss proposed ideas and suggestions. Steve, boat docks, fish cleaning station, Daryl, quarter -fish food feeding tank, (help maintain costs), Phil, if the water was clear, it would be a great idea, but can't see in the water. Jamie, best thing for community would be to accomplish flood control to keep creek moving from the north. Surprising, there is a lot of fishing in it as it is. Kids fish a lot off of bridge on 8`h, especially in summer time. Like the convenience for those who want to fish, like the docks. Steve, the ability for the city to go out for a bid for row boats could be in the process. Pattie, grills. Steve, in other parks w/grills, there is no shrubbery close by and fire extinguishers easily accessible. John, relatively inexpensive, save on hauling their own from home. • B. Discuss upcoming meeting dates. Nov. 29", and Dec. 12`" Phil, let's not til after the 29" to decide. John, we should be able to wrap up an idea to present to council by the 12". Jamie, we should be able to give back to staff a conceptual idea by then. John, don't know if they want us to go any further than what is at hand. Jamie, are we going to just submit questions 6-8 and that be it. Steve, would hope that if this park goes further, they would allow us to continue til the end. Jamie, what if we ask staff to speak to council in form of email and get idea of what they want from us, such as where to put trees, or good idea for a park? Or do we say this is our concept of what we think the park should look like. Do you want a spot for chickees or is it a good area for a park? John, the board is in agreement of what kind of park. Phil, I think we were suppose to know how would we fund it, and now since you've talked to the people come up w/conceptual. Steve will meet w/Brian to get answers. The consensus is how far do we go? Phil, once we hear from the public, we already know what we want, after the next mtg should be able to present to council, whatever is not funded, the city should fund, but this is what the people want. John, we can go to the next step, but we need direction. Frank, feel public should have access to the economic development handout. Toni, economic handout may calm down those not in favor of the park. Jamie moved to make a recommendation for chairman to make contct w/city staff in re -gars for staff to contact council and get clarification from individuals as to what they want from the board details of recommendation, just to move forward or to get into more details; toni seconded Motion carried Steve, assume if they want us to continue, is everyone willing? Yes from board. Steve will be here 8 am Wed, to meet w/Brian. VII. There being no further discussion nor items on the agenda, Chairperson Nelson adjourned the Park Committee Meeting at 8:05 p.m. The next regular scheduled meeting is Nov. 29, 2011 at 6:30 p.m. INDEPENDENT _ 111EWSPAPER$ OKEECHOBEE NEWS 107 S.W. 17th Street, Suite D, Okeechobee, FL 34974 STATE OF FLORIDA COUNTY OF OKEECHOBEE Before the undersigned authority personally appeared Tom Byrd, who on oath says he is Publisher of the Okeechobee News, a three times a week Newspaper published at Okeechobee, in Okeechobee County, Florida, that thv attached copy of advertisement being a,in the matter of C -c' � � Z 4 t. 1- C�� r_= C_ in the 1.9th Judicial District of the Circuit Court of Okeechobee County, Florida, was published in said newspaper in the issues of _ Affiant further says that the said Okeechobee News Os a newspaper published at Okeechobee, in said Okeechobee County, Florida, and that said newspaper has heretofore been published continuously in said Okeechobee County, Florida each week and has been entered as second class mail matter at the post office in Okeechobee, in said Okeechobee County, Florida, for a period of one year next preceding the first publication of the attached copy of advertisement, and affiant fur- ther says that she has neither paid nor- promised any person, firm or corporation any discount, rebate, com- mission or refund for the purpose of securing this advertisement for - publication in the said newspaper. Tom Byrd Sworn to and subscribed before me this �7 I _day of _L 1, c'L •� j AD Notary Public, State of Florida at Large NOTA PUBLIC -STATE FLOgj;,,; Angie Bridges Commission #DD779713 Expires: APR. 20, 2012 `WNDED TIRO ATLANTIC BONDING CO., INC (863)763-3134 CITY PARK COMMITTEE MEETING rconta E IS 11ERERY GIVEN that the City of Okeechobee Park Comm meeting on TtreWw, November 15, 2011 at 6:3 D p.m. or as Gty Hall, 55 SE rd Ave, Rm 200, Okeechobee, Honda. The ited and encouraged to attend. EASE TAKE NOTICE AND BE ADVISED that no stennooggraphic record b ed court reporter will be made of the foregoing meeting, Accordingly, son who may seek to appeal any decision involving the matters no he w(II be respons�le for making a verbatlm record of the Lestlm Ma - and evklence,at said meetlnngg upon whIch oanrlyry appeal Is to be based. contact the City Clerk's (Xflce at 863-763-3372, or websire to obtain a copy of the aggenda. accordance with the Amerians wdh D sabilities Act (ADA) of 199needing special accommodation to pa m this proceed'contact the Gty Gerk's Office at ti63-763-337 far assistance. es E. Kirk, Mayor Lane Gamiotea, CMC, City perk 2611 ON 11 11 11 • CITY OF OKEECHOBEE PARK COMMITTEE OFFICIAL AGENDA NOVEMBER 15, 2011 I. CALL TO ORDER - Chairperson: November 15, 2011, City Park Committee, 6:30 p.m. II. ATTENDANCE - Committee Secretary. Chairperson Steve Nelson Vice Chair Jamie Gamiotea Committee Member Phil Baughman Committee Member Jim Causier Committee Member John Creasman Committee Member Frank DeCarlo Committee Member Toni Doyle Committee Member Pattie Mullins Committee Member Daryl Roehm City Administrator Brian Whitehall Committee Secretary Melisa Jahner III. MINUTES - Committee Secretary. A. Motion to dispense with the reading and approve the minutes from the November 8, 2011, City Park Committee Meeting. IV. AGENDA - Chairperson. A. Requests for the addition, deferral or withdrawal of items on today's agenda. V. UNFINISHED BUSINESS - Chairperson. A. Continue discussion of the Committee Task questions (numbers 7 and 8). VI. NEW BUSINESS - Chairperson. A. Discuss proposed ideas and suggestions. B. Discuss upcoming meeting dates. VII. ADJOURN MEETING - Chairperson. PLEASE TAKE NOTICE AND BE ADVISED that any person desiring to appeal any decision made by the City Park Committee with respect to any matter considered at this proceeding, such interested person will need a record of the proceedings, and for such purpose may need to ensure a verbatim record of the proceedings is made, which record includes the testimony and evidence upon which the appeal is to be based. City Clerk media are for the sole purpose of backup for official records of the Clerk 0 0 Advisory Committee Parks/Recreation Proposed scope/tasks 1. +Is Parks/Recreation a service that is demanded by the citizens. 2. Is the improvement of public spaces, including parks and streetscapes, important enough Ito include such improvements in the Capital Improvement Program. 3. Would it be appropriate to survey the citizens in order to gauge the level of satisfaction of all of the services that the City currently provides, and determine the public's opinion as to items 1 and 2. 4. What type of improvements would best satisfy the demands for recreation and fitness opportunities, and in what priority. 5. Is the SE 6th Avenue/7th Street property worthy of being improved, with such improvements included in the Capital Improvement Program. 6. JWhich types of recreation opportunities and improvements would be suitable for the SE 6th Avenue/7th Street property. 7. Which types of recreation opportunities and improvements are important for planning purposes, even if they are not suitable for the SE 61h Avenue/7th Street property. w could the improvements identified as suitable for the SE 6th Avenue/7th Street ,perty be "phased" in a logical, cost-efficient manner, in the event that all of the )rovements may not be affordable in a single project or budget year. i G\�y o F okF�C r-Z� ym m O L�1915, Ciqjo Okeechobee � November 9, 2011 TO: Residents in the area of the proposed park at SE 6th Av and SE 71h St FR: City of Okeechobee Citizens Park Committee RE: SE 61h Av and SE 7th St Park At the last City Council meeting a Citizens Committee was formed to make recommendations to the Council on developing a park at the end of SE 71h Street at SE 6th Avenue, adjoining Taylor Creek. The Committee discussed a variety of issues at their initial November 8th meeting, including assurance that the park would not be disruptive to neighboring residents. A focus on a secured park with no activity from dusk to dawn, incorporating a family atmosphere was, of course, unanimously agreed upon. With an eye on financial constraints, the Committee is also bent on affording an attractive facility that you can enjoy. • As part of a fact finding process, the Park Committee feels that it is imperative to solicit your valuable opinion as to the park amenities or concerns that you may have. The Committee will have a November 29th 6:30PM meeting to hear input at: Okeechobee City Hall, 2"d Floor Council Chambers 55 SE Td Avenue If you can't attend the meeting, or feel it is better for you to reduce your ideas to writing, please forward same to City Hall prior to November 291h so the Committee can have the advantage of your input: City of Okeechobee 55 SE 3d Avenue Okeechobee, FL 34974 Again, the Park Committee members believe it's vitally important to gather information from the immediate area residents as a starting point to mold their report to the City Council. City of Okeechobee Park Committee In accordance with the Americans with Disabilities Act (ADA) of 1990 persons needing special accommodation to participate in this proceeding should contact the City Clerk's Office at 863-763-3372 for assistance. 55 S.E. Third Avenue • Okeechobee, Florida 34974-2903 • (863) 763-3372 • Fax: (863) 763-1686 ,Smudgy Free PflnUng Use tome f-aa 01 0TA, RESIDENT RESIDENT RESIDENT 515 SE 8th Avenue 601 SE 8th Avenue 513 SEeecho 1h Avenue ene, FL ue 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 605 SE 8th Avenue 608 SE 8th Avenue 612 SE 81h Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 614 SE 8th Avenue 801 SE 81h Avenue 802 SE 81h Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 804 SE 81h Avenue 806 SE 8th Avenue 809 SE 8th Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 900 SE 81h Avenue 902 SE 81h Avenue 903 SE 8th Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 PSIDENT RESIDENT RESIDENT 905 SE 8th Avenue 906 SE 8th Avenue 907 SE 81h Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 910 SE 8th Avenue 913 SE 81h Avenue 914 SE 81h Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 2501 SE 6th Avenue 2505 SE 6th Avenue 2521 SE 6th Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 2535 SE 6th Avenue 2551 SE 6th Avenue 2595 SE 6th Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 IMIDEN h RESIDENT 21T1 SE 6 Avenue 2655 SE 6 Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 502 SE 5th Street 510 SE 5th Street 200 SE 6th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 • RESIDENT RESIDENT RESIDENT 214 SE 6th Street 306 SE 6th Street 400 SE 6th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 404 SE 6th Street 406 SE 6th Street 408 SE 6th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 412 SE 6th Street 415 SE 6th Street 416 SE 6th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 417 SE 6th Street 424 SE 6th Street 501 SE 6th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 PSIDENT RESIDENT RESIDENT 503 SE 6th Street 520 SE 6th Street 522 SE 6th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 312 SE 7th Street 314 SE 7th Street 204 SE 7th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 304 SE 7th Street 310 SE 7th Street 312 SE 7th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 314 SE 7th Street 400 SE 7th Street 401 SE 7th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 VIDENT RESIDENT RESIDENT E 7th Street 403 SE 7th Street 404 SE 7th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 w.LogLB maj apiduis4 amn Vuqu.ud aaM eA inn S 0ANDAW RESIDENT RESIDENT RESIDENT 405 SE 7ih Street 406 SE 7ih Street 407 SE 7th Street keechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 408 SE 71h Street 409 SE 7ih Street 410 SE 7ih Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 411 SE 7" Street 413 SE 7th Street 415 SE 7ih Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 420 SE 7ih Street 503 SE 7ih Street 505 SE 7ih Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 307 SE 81h Street 309 SE 8th Street 311 SE 81h Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 PSIDENT RESIDENT RESIDENT 313 SE 8ih Street 315 SE 8ih Street 401 SE 8th Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 403 SE 81h Street 405 SE 8th Street 407 SE 8ih Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 409 SE 81h Street 501 SE 81h Street 503 SE 81h Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT RESIDENT 505 SE 8ih Street 507 SE 8th Street 509 SE 81h Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 IDENT RESIDENT RESIDENT SE 8th Street 603 SE 8ih Street 800 SE 8ih Street Okeechobee, FL 34974 Okeechobee, FL 34974 Okeechobee, FL 34974 wi.09LB J®$ ui 82ij ag, .•m sC: RESIDENT RESIDENT 802 SE 8th Street 806 SE $ih Street 6echobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT 805 SE 9ih Street 811 SE 9th Street Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT 301 SE 8ih Drive 306 SE 81h Drive Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT 308 SE 81h Drive 310 SE 81h Drive Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT 400 SE 8th Drive 402 SE 8th Drive Okeechobee, FL 34974 Okeechobee, FL 34974 0 RESIDENT RESIDENT 701 SE 81h Drive 901 SE 81h Drive Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT 301 SE 8ih Avenue 303 SE 81h Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT 309 SE 8ih Avenue 311 Se 8ih Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT RESIDENT 315 SE 8th Avenue 415 SE 8ih Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 OIDENT RESIDENT 420 SE 8ih Avenue 500 SE 8th Avenue Okeechobee, FL 34974 Okeechobee, FL 34974 RESIDENT 808 SE 81h Street Okeechobee, FL 34974 RESIDENT 815 SE 91h Street Okeechobee, FL 34974 RESIDENT 307 SE 8th Drive Okeechobee, FL 34974 RESIDENT 312 SE 81h Drive Okeechobee, FL 34974 RESIDENT 404 SE 81h Drive Okeechobee, FL 34974 RESIDENT 905 SE 81h Drive Okeechobee, FL 34974 RESIDENT 307 SE 81h Avenue Okeechobee, FL 34974 RESIDENT 313 SE 81h Avenue Okeechobee, FL 34974 RESIDENT 417 SE 8th Avenue Okeechobee, FL 34974 RESIDENT 510 SE 8th Avenue Okeechobee, FL 34974 11K �i Y PAR,, F,'RIL) :'-I 3RIEFING PAPERS fi yj e wwr. • • e 'Y -�'Qi.��\ Y.3 r r¢ e }A�f4 2 � P fir' it ,5 N ovacitie s use ..:< par., S - Economic Development Key Point #1 Key Point #2 Key Point #3 Key Point #4 Key Point #5 The Cty Parks Forum s a pr-_, ; Amer can Pannns IN;111kwerir,Plannin A--f i,riiutt and the Dor s Duke Chartab e FCunlat on ILIA ill_ ! nnufillmlir.< 1 hipp It KEY POINT #I: • rvahies `OSt'`?vdy afeC 'Ca • • More than 100 years ago, Frederick conducted a study of how parks help property .,, IL s F -orr 856 to 1873 he tracked the value of proper-; i nm 6,.e,y adjacent to Central Park, in order to justify th , S 3 n Hior spent on its creation. He found that over the 17-;ye1 pe, iorl ,here was a $209 million increase in the value of the p-c,Dert, impacted by the park. As early as the 19th century the positiv, cc-mec+ on between parks and property values was being m-d(!. -)In), _ed's analysis shows the real dollar amount impact cf wrl<s. I-1,s study was not a unique situation, however. Several stucies conducted over the last 20 years reaffirm his findings, it, citie,r across the country. Below are more examples c,f row I rrox �r,)ity to a park setting is connected to property /Jue. Chattanooga, Tennessee: In the ea -Pi ! 93Cs I its city was facing rising unemployment and crime, :)o'luted ;. r, and a dete- riorating quality of Iife.To lure middle-c:;is,. r2scc nts back, local government, businesses, and communirr groups decided to improve the quality of life by cleaning t-+e air, acquiring open space, and creating parks and trails. As res.A, property values rose more than $1 1 million, an increase of 27.` percent Atlanta:After Centennial Olympic Pa-k A is built, adjacent condominium prices rose from $1 15 to $2.50 a <1uare foot. As noted on the Centennial Olympic Park website, "Thousands of people who have made the move, to down- town Atlanta have chosen Centennial Olympic Park as their front yard" wwwcentennialpark.com. Amherst, Massachusetts: Cluster housing with dedicated open space was found to appreciate at an annul rate of 22 percent, compared to a comparable conventiond subdivision's rate of 19.5 percent This translated in 1989 dollars to a difference of $17,100. 2 of 4 KEY POINT #2: it revenues <lrc �i: eased. /rn r -: rriponent of the Central Park study was an e r of increased tax revenue as a result of the pari<, T r;_ excess of increase in tax 'rcrn the $209 million i pr_ 1-. , sue was $4 million more , h;.n the increase in ; nr a- ;.i (, F a) ments for the land and improvement. As a result hi - -.(! tral Park, New York City made a profit. Inc,( = otoperty values and increasesmunicipal revenues �r hand. Property tax is one o-- the most importi.rrt. e+re• st-eams for cities. By creating �, positive climate fo n: r t e :i )t operty values, the tax rolls will benefit in turn. t, h ; \ irt-i Central Park, parks can both pay for themsely in:: =rate extra revenue. In add ition,tax revenues from nor- e:i �etail activity and tourism -rebated expenditures f,a. th�r ,e municipal monies. Pra pe rty Tax Benefits Chattanooga: Improvements in Chattanooga resulted in a ire: - e in annual combined city and county property tax r , e -u c f >592,000 from 1988 to 1996, an increase of 99 )( r- cen i-=_n)er and Poole, 1999). Boulder The presence of a greenbelt in a Boulder neighbcr- ho; n a.: iound to add approximately $500,000 in properi , tar:✓t!n Je annually. Sales Tax Benefits Oakland, California:The presence of the East Bay Regio ra' Pr;-< )st_ir_t is estimated to stimulate about $254 million an-,, ll,, i) park -related purchases, of which $74 million is sp - r - in the local East Bay economy. Shopping Districts: Surveys indicate that prices for pros uct _ i i di ;tricts with trees were on average about I I percent gne _ter than in no -tree districts; the quality of products wet e r;i_r _;0 percent higher than in areas with no sidewalk kri <:pi )g. Tourism -Related Benefits Atlanta Centennial Olympic Park has an estimated 1.5 n0il:;n visitors each year, attending 175 public events. San Antonio,Texas: Riverwalk Park, created for $425 00 t, li-ei /,tli outdoor cafes, shops, bars, art galleries, and hones, ar,, has )vertaken the Alamo as the most popular attraction --or •hc cty's $3.5-billion tourism industry. ANI1:ItICAN PLANNING ASSOCIAT10� KEY POINT #3: • 'zj r7t retiaees ur meacted cil.a+ "There is a new, clean growth industry in America tod�.y The industry is retirement migration" (Foreward it Longi,o, 1995, 7), By the year 2050, according to the U.S. Census Bureau, approximately I in every 4 Americans will be 65 dears of a or older, creating an affluent group of retirees with financial benefits, including Social Security, military benefits, And pensic plans. With an average life expectancy of between 75 anci f years, this is a significant population group, both in size and affluence. They are also mobile, moving to various locations across thf country —places as diverse as northern Wisconsin and Michigan, the mountains of Colorado and Montara, and Nc England. Members of this mobile retiree cohort have been termed "GRAMPIES": (Growing [number of] Retir=�d Actve Monied People In Excellent Shape). GRAMPIES want communities that provide leisur � and recreation amenities. In a study by Miller et al. (1994), a ret:i issample was asked to review 14 features and indicate their importance in the decision to move.The first three in r�.nk: order were scenic beauty, recreational opportuni*ies, and m climate. Retirees bring expendable income into their communities. 1• 100 retired households come to a community in a year, eae' with a retirement income of $40,000, their impact is similar that of a new business spending $4 million annually in the community. (Crompton, p. 65). They increase the tax base and are "positive" taxpayers, usi fewer services than they pay for through taxes. For example , they pay taxes to school districts but do not semi childrer there. Retirees transfer significant assets into local investment and banking institutions, expanding the local deposit base that c be used for commercial and industrial financing. KEY POINT 44: i's and talent lfi.¢r Cteo to F?fiC� work. '...cities are charm-ei � c oy a sense of place, beauty in the natural environmen -, : i fixed -use transportation system and a 24-hour Iifestyle.Th �s re the characteristics that will at-ract the creativity and b -a I ower that undergird the new ec ono - my." Steven Roulac, f t r st,The Roulac Group. A significant change h < o:curred in the American economy. Industry today is cc rr ,- sed of smokeless industries, high tech- nology, and service -se 1 >r• businesses, collectively referred to as the "New Econcrr the workers in the New Economy are selling their knowl,-_4 is opposed to physical labor, as he main source of we;ilt reation and economic growth. -1 hese employees, referred i n studies as "knowledge worker," or "talent," work in a'fin i oose" sector —companies are not tied to a certain location .) :)-der to achieve a competitive advan- tage. What the companie<_ 3i e attached to is retaining their taeent and attracting more - Li !nt. As a result, several studies N:ve been conducted tc, c c! ermine what factors are import, nt to talent when they are i aking employment decisions. A survey of 1,200 hi-- technology workers in 1998 by '<PMG found that quality :)f if, � in a community increases the a-trac- tiveness of a job b� percent Knowledge workers ;)t Aer places with a diverse range of out- door recreational icc i� ties, from walking trails to rock c imb- ing. Portland, Seattle ra astin, Denver, and San Francisco ,ire among the top cyclin., _ities; they also are among the leaders in knowledge wor<e s Workers attracted t n area are then positioned to put money ba2< , t ) the local economy through jobs, housing, and taxes, v , )i _h then contribute to parks. 3of4 A M E R I C A N PLANNING A S S 0 C I A'I' 1 0 N • • • KEY POINT #S: H1 fneD- ffver as a attracted it, burcOose "Parks, ponds, bike paths." "Nearly five acres of woecland protected as a nature sanctuary" "My lake... my parl, ... my home." All around the U.S. real estate brokers and homebuilclers are advocating parks as one of the top residential selling points. The desire to live near parks also translates into real dollars. A 2001 survey by the National Association of Realtors (NAR) revealed that 57 percent of voters would choose a home close to parks and open space over one that was not. In addition, the NAR survey found that 50 percent of voters would be willing to pay 10 percent more for a house located near park or protected open space. Resources Association of Foreign Investors in Real Estate. December 1 1, 2000. "Ten U.S Cities Among 20 in the World Poised to Reap Benefits of New Economy" Press Release:The Roulac Group. Center for Urban Horticulture. November 1998. "Trees in Business Districts: Positive Effects on Consumer Behavior!' Seattle,Wash.: University of Washington. Crompton, John L. November 2001. Parks and Economic Develop,-nent. PAS Report No. 502. Chicago, APA. Florida, Richard. January 2.000. "Competing in the Age of Talent Quality of Place and the New Economy." Prepared for the R.K Mellon Foundation, Heinz Endowments, and Sustainable Pittsburgh. Foster, Mary. November 6, 1999. "Better homes have gardens, parks." Nev, Orleans Times -Picayune. }-landley John. September 5, 1999. "Gold Medal." Chicago Tribune, Section 16, Real Estate. Harnik, Peter. 2000. Inside City Parks. Washington, D.C.: Urban Land Institute. Lerner, Steve and William Poole. 1999. The Economic Benefits of Parks and Open Space: How Land Conservation Helps Communities Grow and Protect the Bottom Line.The Trust for Public Land, Longino, C.F.Jr. 1995. Retirement Migration in America. Houstcn:Vacation Publications. MacKay, Ned. December 21, 2000. "Putting a price on the value of open space." Contra Costa Times, Oakland, Cal. Miller,W., et al. 1994, Retirement In -Migration Study. Mississippi State, Miss.: Southern Rural Development Center, 4of4 The National Association of Home Builders found that 65 percent of home shoppers surveyed felt that parks would seriously influence them to move to a community. According to Economics Research Associates (ERA), a 1991 survey in Denver found that 48 percent of residents would pay more to live in a neighborhood near a park or greenway. One of the most popular planned community models today is golf -course residential development. However, surveys have shown that the majority of people who live in golf course communities don't play golf regularly ---as many as two-thirds, according to ERA.They are attracted to the dedicated open space, the expansive views, and the guarantee that both ele- ments will stay the same. By promoting, supporting, and revi- talizing urban parks, cities can help attract a significant portion of the homebuying community. National Park Service. 1995. Economic Impacts of Protecting Rivers, Trails, and Greenway Corridors A Resource Book. Washington, D.C.: NPS Rivers,Trails and Conservation Assistance. Fourth Edition. Phillips, Patrick L. n.d. ERA Lssue Paper: Real Estate Impacts of Urban Parks. Los Angeles: Economics Research Associates. Urban Land Institute. 1994. Golf Course Development and Real Estate, Washington, D.C.: Urban Land Institute. For further information on this paper, please contact the author, Megan Lewis, AicF,Assistant Director of The City Parks Forum, 312-786-6363; mlewiQplanning.org Cover photo: San Antonio Riverwalk, courtesy of Alexander Garvin �n City Parks Forum Briefing Papers This is one in a continuing series of briefing papers on how cities can use parks to address urban challenges.We hope the information here helps you to create great urban parks in your city. Please visit our website at www.planning.org/cpf to learn more about The City Parks Forum. Copyright © 2002 by American Planning Association 122 S. Michigan Ave, Suite 1600, Chicago, IL 60603; www.planning.org. ANIEHICAN PLANNING ASSOCIATION ;ity Pier • r .di 2: � "f gyp• >'i£,kRRpCNj�'Y14.+q�aw�'. \ ' - \ N OZ t �ta Y.11 i 4. y y i� r 'GABE WHITE PARK Developed with iinanoial assistance provided by the Florida Recreation Development Assistance Program. • SEBRING PARKS Page 1-4 Page 1 Gabe White VIELCOK 16 C l i f FIER SEAL. `i r if Alw wo C* nil gg�� Ey r,,�� F;F 3*CAN yi li 6 sw 4< Ilk f f kRCf "moo ot THE t f I.ORID-A DEPART AtAl r Of [IFIROWN 14. PROTE 7 TION F� A5SISIAMEE PROb'ACA M !1111 ■ • .M I " 0 --lopp- 400�- The 20 Ingredients of an Outstanding Destination 2010 National Main Streets Conference OklahumLi �-iuy, OK is Destination Development International 0 The 20 Ingredients of an Outstanding Destination The premise behind outstanding downtown destinations: 1. The heart and soul of any community, besides it's people, is its downtown 2. If locals won't hang out in your downtown, neither will visitors 3. The number one diversionary activity of visitors is shopping, dining and entertainment in a pedestrian -friendly, intimate setting. 4. This is where 80% of all visitor spending takes place 5. Your downtown is a litmus test for the health of a community in terms of liv- ability and quality of life Ingredient #1: A strong brand and retail focus Branding is perhaps the most misunderstood concept in the world, yet here we are smack dab in the middle of the"Era of the Brand" In ten separate posts, we will detail ten of the most important rules we most often use in describing the process of hranding a community. 1. Brands are perceptions Your comrrlunity's brand is what people think of you. It's a perception. Logos, slo- gans and nice looking ads are NOT brands. They are just marketing messages used to support and promote the brand. Do we go to Disneyland because their slogan is "The Happiest Place on Earth"? No, we go to Disneyland because of what we know of it, our feelings and perceptions of the theme park.The slogan simply reinforces that feeling. 2. Brands are built on product A brand is a promise, and that promise is built on product. Marketing is how you tell the world - how you drive the stake in the ground that says you "own"the brand. You MUST deliver on the promise - with activities, amenities, and ambiance that fulfill your brand promise. Back in the 70s Volvo owned the brand "the safest car;' but this wasn't just self-proclaimed or an empty promise. In national tests, they were touted as the safest car to drive. Even though today they are in the middle of the pack in terms of safety, they still own the "safe car" brand. #3. Brands are earned: Sometimes good, sometimes bad You never "roll-out"a brand. A brand is something you have to earn. Brands are built over time, particularly community brands. Often communities need to focus on "re- positioning"or a "re -branding" effort in order to change perceptions of the commu- nity. Often the perceptions are worse than the reality. The process or repositioning is an arduous and time-consuming process that MUST start within the community. #4. Brands are built using public relations and word of mouth You always build a brand through the art of public relations. Advertising is used to maintain your position, once you own the brand Remember, brands are perceptions - what people think of you. Advertising is what you think of yourself. To succeed you need the third -party endorsement that effective public relations can provide. Start with the web. Blogs, YouTu be, reviews, etc. #5. Brands must be experiential Community brands must be experiential or activity -driven, notjust things to look at. Geography is not a brand * historic downtowns are not a brand, scenery is not a brand. These are all part of the ambiance. The stage. You can develop a stunningly beautiful theater but if nothing is happening on stage, how many people will go there? Static attractions that are simply things to do see quickly become "been there, done that" experiences, and thus not sustainable brands. There are a few exceptions: Niagara Falls, Mt. Rushmore, Yosemite National Park, Lake Tahoe, Grand Canyon, Old Faithful. #6. Branding is the art of differentiation It's what sets you apart from everyone else. When someone mentions your com- munity's name, what is the first thing that comes to mind? The name must become synonymous with the brand. When we mention the following communities, what's the first thing that pops into your mind? a) Salem, Massachusetts b) Hershey, Pennsylvania c) Lancaster, Pennsylvania d) Anaheim, California e) Williamsburg, Virginia What communities own these brands? a) The country -music capital b) The wine capital of the U.S. c) The home of Elvis Presley d) Disney World e) Mardi Gras The 20 Ingredients of an Outstanding Destination .2 Would you have ever heard of Salem, Massachusetts if it hadn't been for the Salem witch trials that took place 316 years ago? A brand sets you apart from everyone else and puts you on the map. #7. Jettison the generic YOU must avoid, at all costs, the generic in your marketing. Especially these days where the internet has leveled the playing field. Look at slogans for communities anywhere. If the slogan can be applied to virtually any community, then it's too generic. Reading the slogan (which should be four words or less) should tell you, instantly, what the community is about. It should bring a picture to mind.The days of "A great place to live, work and play" are over. That's what everyone thinks about their community. GOOD SLOGANS: a) "Game On!"- Round Rock, Texas -The sports capital of Texas b) "La Dolce Vita"- Pittsburg, California - a themed downtown Italian village just in the beginning stages. They won't use this until they can deliver on the promise. c) "Artfully Yours"- Salado, Texas - the charming arts village in central Texas d)"Jump In!"- Moses Lake, Washington - the water sports capital of the Northwest. The community isjust in the beginning stages of developing the product that will support the brand. e) "The Grand American Experience"- Rapid City, South Dakota - the grandest of American icons are here: Mt. Rushmore, Crazy Horse Memorial, herds of wild bison at Custer State Park, the Badlands of South Dakota, famous Wall Drug, the Black Hills and famous Black Hills Gold. BAD SLOGANS INCLUDE: a) "East Texas. Pure and Simple'- Longview, Texas - S55,000 later, they tossed this aside for"Real East Texas Living." Both of these could fitjust about any community in Eastern Texas - the largest state in the U.S. ' E01 r National Main Streets Con*f, 3 The 20 Ingredients of an Outstanding Destination b) "Unique by Nature"- McKinney, Texas - this could fit any town anywhere. "Unique" hiking and biking trails, parks, local museums, historic downtowns, wineries, and out - is the most overused word in branding. It's come to mean nothing. c) "Naturally Connected"- Peoria, Arizona -Who ISN'T naturally connected? There are hundreds of these:"Naturally Yours""Naturally Fun:'Nature is Our Middle Name"etc., etc. d) "Great From the Ground Up"- Greeley, Colorado -Who isn't? Most everyone thinks this of their community. That's why they live there! e) "Every Path Starts With Passion"- Gainesville, Florida - this sounds more like a mis- sion statement than a brand. It also sounds like they are just starting out and are not done yet. Not ready for all of us to visit. Do any of these slogans tell you what the community is about? Does yours? Do they bring a picture to mind? An expectation? Slogans developed in this manner may make locals feel good for a few weeks, before they become passe, doing nothing to attract new residents, visitors, or industry. They do nothing to se their communities apart from everyone else. #8. Say no to focus groups You never build brands using focus groups. Period. If creative services come into your local focus group and sell you on a logo or slogan, are they going to sell it to ev- ery other person on earth who sees it? If a slogan has to be explained, toss it. When it comes to creative services, cute and clever rarely work. Wenatchee, Washington is the apple -growing capital of the world, but while "Naturally Appealing" (shown with a peeled apple) is cute, does it make you want to go there? Does it really showcase an activity, an experience? Communities must understand the difference between their"primary lures°and their"diversions"The primary lure is the thing that no one else can do or get closer to home and makes you worth a special trip. Diversions are the things you have that we can do closer to home, but will do them while visiting you. Golf, bird watching, door recreation are - for the most part - diversionary activities. It's critical to promote your primary lure first, diversions second. Sometimes a typical diversion qualifies as a primary lure, if it is truly outstanding. If you have a biking trail that is unlike any other (look up the Route of the Hiawatha near Wallace, Idaho), then promote it. If it sets you apart from everyone else, go for it! Bikers travel across the country to ride the Hiawatha, which meanders over seven high trestles, through ten tunnels, and is best know for the Taft Tunnel, which bur- rows under the Idaho/Montana state line for 1.78 miles. It's OK to be a diversion. Eighty percent of visitor spending takes place on diversions. Why do you think Disney built Downtown Disney righroutside Disney World? To grab some (or most of) that 80%. #10. It takes a village and continuity It takes a village to build and own a brand: everyone on the same page and pulling in the same direction. It's a team sport. Can you imagine what would happen if every Coca Cola bottling plant designed its own Coke logo, label, and ad? It wouldn't exist as a brand. You are much more powerful as one loud voice than a number of small independent voices. So it's vitally important for the local government, chamber of commerce, business groups, and destination marketing organizations to all work in concert. Conclusion: "Something for everyone" is not a brand Find your niche and promote it like crazy. This is the age of specialization - being known for something specific. It's far better to be a big fish in a small pond, then grow the size of the pond, than it is to be a small fish in a big pond. in the U.S. alone every community has 15,000 other communities trying to compete with them. What sets you apart from everyone else? Whatever it is, build your brand on that. And when you look for professional guidance, don't get duped by flashy ads and nice logos. Look at the samples and see if the work really sets their clients apart from their competitors. 4 20 ational Main Streets Conference ANN Ingredient #2:The Mall Mentality The minimum "critical mass"of like businesses (clustering) can take place in just two to three lineal blocks. The minimum mix to make downtown a destination is as follows: Ten places that sell food: soda fountain, coffee shop, bistro, cafe, sit-down restaurant, wine store, deli, confectionery. The 20 Ingredients of an Outstanding Destination 01. 0 Ingredient #3: Quality merchandise People are spending at the top of the market — particularly in downtown locations. Look at the demographics of visitor spending: • The baby boom generation accounts for 80% of all visitor spending • 350,000 people, in the U.S. are turning 50 years old —every month Ten destination retail shops: galleries, antiques (not second hand stores), collectibles, This will continue for another seven years books, clothing, home accents, outfitters, brand -specific businesses, garden special- ties, kitchen stores, cigars, etc. They are in their peak earning years and control 70% of North America's wealth Ten places open after 6:00 pm: entertainment, theater (movies, performing arts), bars Key ingredients to tapping into the market: comfort (the top 15% of lodging & bistros, specialty shops, dining, open air markets, etc. properties in terms of quality command 85% of the leisure market) Malls die unless they: Have consistent hours and days they are open; Are home to ONLY retail businesses that fit the brand; Promote their anchor tenants; Are open will into the evening hours; Have "anchor tenants" • Key months for travel: April, May, September, October • Experiences embraced by boomers: Culinary tourism, artists in action, ethnic events, home and garden, open air markets • 0 2010 National Main Streets Conce 5 JML :i The 20 Ingredients of an Outstanding Destination Ingredient #4:The Good First Impression & Sense Of Place • Look at all gateway signage: does it reflect well on downtown? • Always place your gateway signs where you make the first, best impression • Signage at city limits should be directional signage to key downtown districts. For instance "Downtown Anywhere -I mile.' • Place gateways at your downtown or district entrances. These can span the street, include decorative crosswalks, pole banners and other identifiers creating a "sense of arrival" Ingredient #5: A Name (District Identities) Give downtown a name. This will make it a destination, as opposed to just a place. It will also get downtown on highway signage. Popular downtown district names include: • Pearl District in Portland, Oregon • Bricktown in Oklahoma City, Oklahoma • Gastown in Vancouver, British Columbia • Pioneer Square in Seattle, Washington • Gaslamp Quarter in San Diego, California • Baker Street in Nelson, British Columbia • The Rail District in Snoqualmie, Washington • Bourbon Street, The French Quarter in New Orleans, Louisianna • Marketplace in Woodlands, Texas • The Riverwalk in San Antonio, Texas • Patriot Square in Hawthorne, Nevada 6 2"0tional Main Streets Conference 0 0 The 20 Ingredients of an Outstanding Destination Ingredient #6: Intimate Surroundings Ingredient #7: Excellent Curb Appeal Me biggest trend in successful downtowns in the creation of intimate surroundings: Extension of window displays to exterior spaces, NOT outdoor merchandising. • Narrower streets Folding tables, boxes of goods, shopping carts piled with goods, clothes racks rolled outside are NOT good examples of curb appeal and should be discouraged Wider sidewalks or not allowed. • Street trees every 30'to 35' • Create a merchant driven Signage & Display Committee that approves merchant • Buffers between sidewalks and traffic or parking signage, the use and design of sandwich boards, and exterior displays. • Decorative crosswalks • Decorative night -lighting • Architectural lighting Other common ingredients include: • Water features • Sidewalk tales and exterior dining • The most important element of curb appeal is the softening of the transition of building facades and the sidewalk, not curbside street trees and landscaping. While this is very important, merchants must do their part to pull visitors into their shops. • Shoppers, besides word of mouth, typically only have curb appeal to count on in determining whether or not a shop is worth visiting. Curb appeal can account for 70% of visitor sales at restaurants, retail shops, hotels and lodging facilities, golf courses and wineries. e The 20 Ingredients of an Outstanding Destination Ingredient #8: Good retail signage • Develop perpendicular or "blade signs" in core downtown districts • Typical guidelines: no lower than 7, no higher than 9, no wider than 42" Keep them consistent in height and width so you don't create sign clutter. • Create a merchant -driven signage review committee. This would include retail signage, the use of sandwich boards, extension of window displays into exterior spaces. Businesses need to promote, on signage, the key "lure" more than the name of the business. Ingredient #9: Wayfinding System Wayfinding should be decorative to fit the brand • It should include both vehicular wayfinding as well as pedestrian wayfinding signage • Never more than five items on any one sign • Use 1"tall letters for every 12'of viewing distance • Use "identifier" kiosks or maps to showcase district boundaries and key amenities and/or attractions. • Every community should develop and implement a signage plan and program: Way - finding, gateways and entries, billboards and marketing displays, amenity identifiers. Nationally, less than 5% of visitors stop at visitor information centers — IF they can find that. • Wayfinding also educates local front-line employees of what you have to offer and where it's located. Ingredient #10: Gathering Places Turn parks into plazas. Common ingredients include: • Permanent home for an outdoor open market with permanent structures. Open air (Farmers) markets should be placed in the heart of spending districts. • Interactive water features • Multiple stages • Pocket parks or small venue plazas • Amphitheaters • Trees and raised planters • Public art • Night lighting and walking areas • Music Angle -in parking generates increased sales over parallel parking. Additionally you'll get a third more spaces in the same space. The 20 Ingredients of an Outstanding Destination 01. Ingredient #11: Convenient, long term parking • Two-hour parking in a pedestrian -friendly downtown r restricts spending. Shopping, dining and entertainment will typically keep people busy for four hours. • If you insist on two-hour parking, then identify WHERE the all -day or extended hour parking is located. • It doesn't have to be free, but needs to be reasonable. • Consider incentive parking programs: - Spend S20 or more and get the parking free - Have local banks and businesses "sponsor"free-parking days or evenings - Reduce the parking fees the longer they park downtown • Angle -in parking generates increased sales over parallel parking. Additionally you'll get a third more spaces in the same space. Natk;, ,?I ",Main Strt-ets Conf 9 The 20 Ingredients of an Outstanding Destination Ingredient #12: Public restrooms • The number one reason passers-by stop in a town is to use restroom facilities. • Restrooms should be in the heart of spending districts. Once visitors get out of the car, you have a four -times greater chance of getting them to spend money, • Make sure they are open 24-hours a day Ingredient #13: 24 hour visitor information • Travelers don't just travel during business hours. Make sure your visitor Information is working 365 days a year, 24 hours a day. • Put up visitor information kiosks and outdoor brochure holders at local attractions, parking areas, and visitor amenities. • Make sure you have signage that notes 24 hour visitor info is there. • Include brochure distribution. This is a must. Have you ever said, "Honey, grab the clipboard so we can write down some of this stuff"? • Develop one design of kiosk that fits your brand, and duplicate it in various places throughout the community - at high visitor traffic areas. The average community may have between six and ten kiosks. • The contents of each kiosk should be slightly different, cross -selling attractions and amenities in other areas of the community. • Work with your local auxiliary organizations on the development and maintenance of your kiosks. Have them professionally designed, • Create two styles of kiosk: freestanding, and wall -mounted. 10 2tional Main Streets Conference The 20 Ingredients of an Outstanding Destination Ingredient #14: Activities & Entertainment Bring downtown to life! • Open air markets should operate for at least three days a week, during at least a 24 week season (depending on location) • Invite street musicians and street artisans on weekends • Recruit outside events into plaza areas Ingredient #1 S: Activities after 6:00 • 70% of all consumer spending (both locals and visitors) takes place after 6:00 pm. Are you open? • People spend the night where there are things to do after 6:00 pm. Visitors don't like sitting in a hotel room after dinner watching TV. • Conferences and conventions are booked around things to do AFTER the meetings adjourn that day • The majority of the businesses must be open after 6:00, not just a few. If half the stores in the mall closed at 6:00 rather than 9:00, would you go to the mall after 6:00? • Start by staying open on Friday and Saturdays until 7:00 pm the first year, then add Thursday, then Wednesday. Then go to 8:00 - it takes years to make this change. • Bring nighttime music and entertainment downtown to provide incentives for people to go there • Property owners can specify that tenants open and close at certain hours -just as in retail malls. It starts with them and existing tenants. 201 t) tlatirnal Main :beets Confe 10 0 1 F The 20 Ingredients of an Outstanding Destination Ingredient #16: Invitations, not rejections • Get rid of the "Closed" signs and instead use"We'll be open"signs. • Never use"restrooms are for customers only"or"no public restrooms"signage. Instead, tell customers WHERE they can find restrooms. • Always invite customers back and NEVER send them away. You are in the hospi- tality industry. WE WILL BE OPEN Tues. - Sun. 10 am - 6 pm Please come back mid %is.it uc Ingredient #17: Pioneers With Patient Money • Every downtown revitalization effort requires property owners with patient money, the will to"make a difference" and the ability to think long-term. • Reduce rental rates until you develop the critical mass so that key merchants can stay alive until you become a destination downtown. • Incentives need to happen from the property owners in terms of rent abate- ments, reduced lease rates, and a focus on the tenant mix: the critical mass. • It takes one-third of the property owners, working together, to "reinvent"down- town in terms of business mix, curb appeal, upper story living units, etc. 12 The 20 Ingredients of an Outstanding Destination Ingredient #18: People Living Downtown Ingredient #19: Enthusiasm! • The reinvention of downtowns also includes residential upper -story development: As Ralph Waldo Emerson once stated, "Nothing great was ever accomplished condos, lo`t apartments, downtown hotels and a business mix to support them. without enthusiasm"Every downtown effort requires tireless pioneers and those • Residential drives retail. What comes first? A downtown that people will want to who will champion the cause. Enthusiasm in contagious and is the foundation for live in.This includes businesses open AFTER 6:00, entertainment, all in a pedes- every revitalization effort. trian-friendly, attractive downtown setting — a "Third Place:"the place we want to The other motto in any downtown redevelopment effort:"From small beginnings, live and hang out. come great things" • Hotel development downtown is another great mix that provides "new"custom- ers nearly every day. Hotel development helps restaurants and destination retail shops flourish. • • 2010 National Main, Streets �on�e 13 ' The 20 Ingredients of an Outstanding Destination Ingredient #20: A Plan • Create a Community/Downtown Development, Branding & Marketing Plan -an action plan with detailed recommendations. Who should do it, when it should be done, how much it will cost to implement, where the money would come from, and the rationale for the recommendation. • The plan should include: Product development, upgrades and improvements, repositioning and branding, attractions and events, wayfinding, signage and gate- ways, visitor amenities and services, critical mass, beautification, marketing and public relations, public/private partnerships, recruitment, funding and budgets, organizational development. • An Action Plan provides a to-do list for multiple organizations, where a Strategic Plan provides general strategies, goals, and objectives. Every community needs an Action Plan ready for implementation. • It includes branding (what do we want to be known for?), development (what do we need to build to own the brand), and marketing (how do we tell the world and cement our position?). Start with an assessment. This is a look at the community through the eyes of a visitor. It's a look using all the rules outlined in the book The 25 Immutable Rules of Successful Tourism. The assessment process looks at your branding efforts, market- ing, signage and wayfinding, retail mix, things to see and do, lures and diversions, product development, infrastructure, etc. For every shortcoming, suggestions are offered to provide ways and ideas for taking the steps to a more vibrant downtown and/or tourism industry. The assessment pro- cess often allows someone from the outside to say the things that need to be said, but aren't often addressed because of the political fallout. The assessment is meant to be a conversation starter. It's the first part of the overall plan - where you are today. The plan goes on to determine where you want to go and how to get there. 14 20atienal N;ain Streets Conference NOW �r 4f iI � 4 { r s 4law p 9 � Copyright 2010 Destination Develop—ent International. All rights reserved. Vo part of this material may be reproduced, stored Destination in a retrieval system, or transmitted i, any form or by any means, electronic, mechanical, photocopying, microfilming, recording, , , Development or othorwisc v±ithout written permUsinn `rom Dentin re-n Developme, t, Intcmatio;,al.