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Dade City Commission

Dade City approves modified CRA plan

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The City of Dade City has finally gotten around to revising its Community Redevelopment Agency (CRA) plan —  a document which hadn’t been updated since its original formation back in 1998.

The Dade City Commission in December unanimously approved a modified CRA plan — which looks to address conditions of blight in the core of the city and, according to the new 118-page document, “seeks to position the city for renewed economic success in the 21st century without compromising on the city’s character by leveraging existing physical, cultural and natural resources to encourage private sector investment.”

Dade City’s 137-acre CRA (Community Redevelopment Area) district primarily encompasses the city’s downtown corridor east of the U.S. 301/U.S. 98 bypass, stretching south from Coleman Avenue to north of Whitehouse Avenue. (Courtesy of City of Dade City)

Work to revise the original CRA plan began in late 2016, with the help of North Carolina-based consulting firm S&ME Inc.

Though a modified plan was completed in 2018, the commission tabled approval until a new city manager was hired, which occurred in April 2019.

Since then, the plan has further been updated to encompass the latest available socioeconomic demographic information, which revealed an even younger profile compared to just two years ago, officials say.

Dade City’s 137-acre CRA district primarily encompasses its downtown corridor between Martin Luther King Jr. Boulevard and the U.S. 301/U.S. 98 bypass, stretching south from Coleman Avenue and north of Whitehouse Avenue.

The five-year plan encompasses a wide range of background information on the city, plus community surveys, and various goals and objectives to focus on in the near future.

The following four strategic goals for the CRA were established out of the new plan:

  • Increase awareness of Dade City and its amenities
  • Establish Dade City as a leisure, cultural and ecotourism hub
  • Improve quality of life for current and future residents, and visitors
  • Establish Dade City as an entrepreneurial destination for those seeking access and opportunity for new businesses

The plan also summarized various viewpoints on wants and needs within the CRA limits, based on a series of stakeholder interviews conducted by local officials and input collected from the city’s Resident Advisory Committee, Downtown Merchants Association and Dade City Chamber of Commerce, among other groups.

Some of the outlined priorities and other thoughts from stakeholders include:

Emphasize bricks and mortar

  • The CRA could benefit from a renewed focus on pedestrian improvements: increasing mid-block crossings, repairing sidewalks and alleyways
  • Focus on increasing trail connections and expanding infrastructure surrounding the Hardy Trail
  • Increase accessibility of downtown buildings through ADA improvements

Grants (proposed new grants topics)

  • Provide grants for ADA improvements
  • Provide residential painting grants
  • Rental subsidies program
  • Historic structure plaque grant

Opportunities for Dade City

  • Increase coordination with advertisement for events
  • Catering to cyclists with targeted businesses in downtown
  • CRA frontage on U.S. 301 to signal presence of downtown (gateway)
  • Expand CRA boundaries to include more residential and commercial areas
  • Moving the farmer’s market downtown
  • Proximity to Saint Leo, and ability to attract and retain millennials
  • Cultivating a relationship with local hospital system and Pasco-Hernando State College

Threats to Dade City

  • Attorney general opinions regarding use of agency funds for contracted services
  • Grant program criteria: project and applicant eligibility, performance criteria and measurement
  • High downtown rents
  • Downtown flooding
  • Not enough family friendly activities
  • Downtown businesses not staying open past 5 p.m.
  • Matching requirement on grants makes them unattainable for businesses with fewer resources
  • Pass-by traffic along U.S. 301/U.S. 98

Commissioner/CRA wish list

  • Gateway signage
  • Splash pad for kids
  • Bring back a movie theater
  • Get a community/youth center
  • Create a business incubator
  • Consistent streetscapes
  • Clean up entryways to downtown
  • Highlight areas of historical interest
  • More duplex housing
  • Grocery store
  • Evening programming

The comprehensive plan also included details on the city’s ever-changing demographic profile, which reads:

The Dade City CRA strives to address blighted conditions generally in the downtown corridor, through a combination of reinvestment, grants and other programs.

“While Florida is historically known as a state comprised of a primarily older demographic, the median ages for the top five tapestry segments (traditional living, hardscrabble road, social security, down the road, old and newcomers) present in Dade City are below 44.2 years of age. Albeit lower income, the tapestry segments reveal a younger, family oriented demographics than traditionally present within Florida. …More than half of the city’s population is white (67.3 percent) with an almost equal share of Black and Hispanic residents, 20.4% and 20.6%, respectively.”

  • Current population just over 7,500
  • Approximately 2,600 households
  • Median household income is $31,497 (compared to Pasco County’s $45,064)
  • Nearly 7% of Dade City households make more than $100,000

The CRA plan is a living document of sorts, meaning it can be adjusted as needed depending on the city leader’s objectives, said Melanie Romagnoli, the city’s community and economic development director.

With that, she recommended the city — given the CRA has two newly elected board members in Knute Nathe and Normita Woodard — do another check-up on the plan in a year “to see if anything needs to be modified, or it’s still the same path that this existing commission wants to go on.”

“We can modify this as many times as we’d like, we just have to provide notice to the county and the state of any modifications that we make,” explained Romagnoli.

Estimated budgets for the CRA across the next five years are as follows: $246,361 (2021), $253,752 (2022), $261,365 (2023), $269,206 (2024) and $277,281 (2025).

Romagnoli indicated at least one issue that needs to be addressed is revisiting some arbitrary timelines for getting certain action-level steps and projects accomplished in the next handful of years.

“Some of them are very unrealistic with current staffing conditions and financial constraints,” said Romagnoli.

“The current CRA does not gather as much money as what’s required for all these things to get accomplished, so we definitely need to revisit it and make sure it’s realistic for us to be able to implement and prioritize and figure out what this commission and CRA board wants to do in the next five years.”

There’s also been discussion about possibly expanding the CRA district beyond its current boundaries, she said, which likely will require many in-depth workshops.

Dade City Mayor Camille Hernandez agreed that additional workshops are needed to perhaps further refine the plan and gather input from Nathe and Woodard, first-term commissioners and board members elected back in July.

“I know it’s important to all of us,” Hernandez said of the CRA plan. “It has been a long time in the making and processing. Hopefully we can move forward with the next steps.”

Published January 06, 2021

Cemetery complaints addressed

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The Dade City Commission has approved a landscaping contract, after grievances aired in recent months about the upkeep of the Dade City Cemetery.

Commissioners have approved a contract with a landscaping company to maintain the grounds of the 17-acre cemetery, at 38151 Martin Luther King Blvd.

The agreement is with Gotha-based JDMF LLC, and it calls for landscape management services from April 1 through Oct. 31, at an annual cost of $37,200.

The Dade City Commission approved a contract with landscaping management firm JDMF LLC, to maintain the Dade City Cemetery during the rainy season from April through October. The cost of services is $37,300 annually for the seven months of work. (Kevin Weiss)

The seven months of work coincide with the area’s rainy season when grass grows more quickly at the site nestled in the Mickens-Harper community, on the northeast side of town, across U.S. 98.

Two other bids received for cemetery landscape management came in at $61,446 and $179,746, respectively.

The city originally budgeted $36,000 to hire an additional public works/park employee who would have shared duties between the cemetery and downtown grounds maintenance.

However, city administration felt it more prudent to outsource the cemetery workload instead.

As explained in a city memo dated Dec. 8: “Contracting out the cemetery landscape management will eliminate the current need to hire an additional employee and provide the current downtown and parks employees the help that is needed to maintain a park-like setting in our city’s downtown area. During the dry season, city employees will maintain the cemetery.”

Dade City Public Works Director Bryan Holmes also deemed the workload “too great for one employee to maintain during the rainy season.”

Funding for the contract services will come from the parks department’s operational budget. The cost for outsourcing the work will be offset by the cost of hiring an additional employee and the vehicle costs associated with maintaining the grounds, officials say.

Split decision
The decision to go with the landscaping firm was divided among commissioners, narrowly passing by a 3-2 vote at the Dec. 8 meeting.

Mayor Camille Hernandez, and Commissioners Scott Black and Knute Nathe voted for the contract. Mayor Pro Tem Jim Shive and Commissioner Normita Woodard voted against.

In dissenting, Woodard expressed concern about the number of tasks the municipality has been outsourcing — as opposed to finding solutions in-house with city workers.

“It seems like anytime we meet any type of adversity, the solution is contracting someone from the outside,” Woodard said. “I personally feel like our solution should not always be to contract out.”

She added: “It seems to be that we are consistently setting a precedent that when we can’t do the job, we are immediately going outside, and I don’t like it.”

Shive made similar points. He preferred adding another a full-time employee to handle the grounds and other areas for 12 months, instead of “turn over control of the cemetery with contracted people” for seven months of the year.

“I just want to remind everybody this is $37,000 for seven months. What is going to happen for the other five months when they’re not here to do the job?” Shive asked.

“I have a problem paying $37,000 for seven months when we can hire a full-time person that can work for the cemetery and the CRA (the Community Redevelopment Agency special district) — and we’re actually creating a job for somebody.”

The mayor pro tem, too, noted the city previously hired a contractor to maintain parking lots downtown, which led to unsatisfactory results.

The other commissioners, however, supported the city staff’s recommendation for various reasons.

Over the last handful of years, some 175 gravesites have been installed across the city’s 17-acre cemetery, sparking the need for more groundskeeping assistance. Some local residents have complained about the upkeep of the site in recent months.

“For smaller municipalities like Dade City is, sometimes you can’t do everything in-house,” Nathe reasoned. “Sometimes it is more cost-effective to hire out and go to a third party to maintain something that we don’t have the resources to do ourselves.”

He continued, “I don’t care whether it’s somebody directly employed by the city who does it or a third-party contractor.

“If staff’s telling us, ‘Listen, it’s more efficient to get a third-party contractor to do this, so that it frees up the cemetery groundskeeper to go help out in other parts of the city,’  — and I’m sure they need help during the rainy season — then I say let’s do that.”

Meanwhile, Black pointed out the firm JDMF had strong references from the cities of Lakeland and Bartow, as well as Pasco and Lake counties. Also, he surmised the contractor is set to bring in an experienced multi-person crew with their own equipment to spruce up the cemetery, likely to be more effective and efficient than any one person.

“The fact remains that we’ve got a problem that we need to take care of, and this does seem like a cost-effective way of doing it,” Black said. “You’re getting a team that comes in, that works and does this for other municipalities and a couple of counties, and I think we’re needing to do something different here, and if it doesn’t work out, then we can go back and find another way to do it, but this does sound like this could be a very good solution for us, and hopefully we can go back and break the cycle of the problems that we’ve been having of late.”

Hernandez — who was the favoring swing vote — acknowledged being “really torn” with the decision.

The mayor emphasized that the city’s public works supervisors must have regular follow-up with the landscape company. Moreover, the contractor better give ample attention to weed-eating around headstones and gravesites, she said.

“I just want to make sure that we’re doing our work, that this gets done,” Hernandez said. “As we get ready to do all this marketing of our town and not only the cemetery, but all of those things that we’re doing, that everything is looking in a way that people are proud of, especially when they’re going to pay tribute to their loved ones who’ve passed.

“We all realize this is important for people with gravesites. It’s in a lot of ways very emotional and very sentimental, as well as being something that we need to take care of.”

In recent months residents have levied ongoing complaints on the growth of weeds, and damaged graves and headstone decorations, making comments on social media and during commission meetings.

It came to a head during a September meeting when residents, including Mario Jenkins, spoke up about the conditions.

Jenkins told commissioners when he last visited his mother’s grave, he discovered some of the decorations—including a memorial cross — had been destroyed.

“Every time I go there, I seem to be disappointed,” Jenkins said. “The upkeep on the grounds is very poor.”

Cemetery duties increasing
For many years, the city was able to have a single groundskeeper maintain the entire cemetery parcel, officials say.

But, apparently that’s no longer the case.

One explanation may be the surging demand of marked graves and installed headstones over the last several years.

Dade City Clerk Angie Guy is responsible for selling cemetery spaces and when families want to have headstones installed for loved ones.

Guy explained that more than 175 graves have been added to the cemetery during the last six years.

The increasing number of gravesites has increased the workload for maintaining the cemetery, she explained, as more man hours are needed to mark the grave, install headstones, landscape surrounding areas and so on.

“The workload has increased substantially, so that’s another part of the issue,” Guy told commissioners at the meeting. “It’s not just marking the grave and that’s it. Now there’s a headstone that (residents) want installed, that (worker) is going to have stop mowing, stop weed-eating, and install the headstone, and make sure it’s installed correctly. If there’s any problems (with the headstone install), then they go back and forth…”

Published December 30, 2020

2020 eventful for East Pasco communities

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The COVID-19 pandemic aside, the year 2020 brought myriad new developments and occurrences within the cities of Dade City and Zephyrhills.

Here’s a look at some of the highlights from the past year:

Dade City

Medical marijuana dispensaries allowed
Medical marijuana treatment centers and dispensaries can now set up shop within certain areas of Dade City, following a commission ruling.

Medical marijuana facilities are now allowed in Dade City. (File)

An ordinance approved in January altered Dade City’s land development regulations to make treatment facilities a permitted use in the city’s general commercial zoning district, and an allowed use in commercial and employment center planned development districts.

More specifically, the action ordinance lets medical marijuana facilities be situated along U.S. 301/U.S. 98 south and north of town, and certain pockets of the Community Redevelopment Area (CRA) district, while avoiding much of the city’s historic downtown main street and central business district.

The city previously had a series of concurrent moratoriums on medical marijuana treatment centers within its municipal limits dating back to 2016, to study its possible impacts.

 

Group 4 Commissioner Knute Nathe

New commissioners elected
The 2020 municipal election cycle brought aboard a pair of fresh faces to the five-member Dade City Commission — in Knute Nathe and Normita Woodard.

Normita Woodard

Nathe, an attorney at McClain Alfonso, assumed the Group 4 seat vacated by Nicole Deese Newlon, who chose not to run for reelection. Nathe in his campaign was vocal about controlling development that comes into city limits, to curb “out-of-control” growth seen in Wesley Chapel and San Antonio.

Woodard, a secretary at Lacoochee Elementary School, assumed the Group 5 seat that had been held by Eunice Penix since 1993 (Penix opted not to seek reelection.)

Woodard’s platform focused on building a strong downtown, while also advocating for more accountability and efficiency in municipal services for residents.

Meantime, Group 3 incumbent Jim Shive was elected to serve a third term on the commission.

A $2.5 million construction project was completed to help relieve downtown flooding in Dade City.

Downtown gets stormwater relief
Dade City’s downtown streets and sidewalks have been known to be swallowed in at least 6 inches to 7 inches of standing water for days at a time after heavy summer rains.

This issue was seemingly mostly resolved when construction wrapped up in August on a $2.5 million stormwater capital improvement project.

The project generally took underground concrete piping through multiple downtown streets into an existing conveyance system into a reconfigured Irwin Pond, just past U.S. 98 and the CSX railway.

The new system runs from Seventh Street’s intersections with Church Avenue and Pasco Avenue. Then it heads east on Pasco Avenue to Third Street, before heading north up to Meridian Avenue.

The project was paid for with a combination of state appropriations, and funding from the Florida Department of Transportation and Dade City.

Snow in town?
While slightly outside the city limits, the brand-new Snowcat Ridge Alpine Snow Park has brought an influx of visitors seeking a unique, family friendly thrilling adventure to the Dade City area.

Snowcat Ridge Alpine Snow Park opened in November, at 27839 Saint Joe Road in Dade City.

The theme park hyped as “Florida’s first-ever snow park” opened for business in November,

at 27839 Saint Joe Road in Dade City.

There are three main attractions on the 20-acre site:

  • Snowy Slopes — 60-foot-tall, 400-foot-long snowtubing hill featuring single, tandem and family-style snowtubing.
  • Arctic Igloo  — 10,000-square-foot enclosed circular space that is covered in snow thick enough to build snowmen, and make snow angels and snowballs.
  • Alpine Village — expansive concourse area that exhibits a line of local vendors offering an assortment of food, drinks, beer, wine, craft goods and holiday gift shopping.

The park operates daily, except Christmas, from around November through March. Snowcat Ridge is owned by Point Summit Inc., which also operates TreeHoppers Aerial Adventure Park and Scream-A-Geddon Horror Park.

Zephyrhills

Main Street Zephyrhills garners statewide recognition
Main Street Zephyrhills Inc., annually puts on some of the city’s largest and most popular downtown events, such as the Festival of Lights, the Founder’s Day Parade & Heritage Festival, Music & Motorcycles, and others.

Main Street Zephyrhills in March was designated Florida Main Street Program of the Month. (Courtesy of Main Street Zephyrhills)

The 501c3 nonprofit also works closely with city leadership on other initiatives, such as creating interactive art murals, and installing public Wi-Fi downtown and more public park benches.

The organization’s varied efforts didn’t go unnoticed in 2020.

In March, it was designated Florida Main Street Program of the Month by Secretary of State Laurel M. Lee.

The monthly statewide honor is believed to be a first for Main Street Zephyrhills, which is mostly run by a large contingent of volunteers. The City of Zephyrhills does staff a coordinator to facilitate the group’s events and other programs.

Also, the organization in 2019 achieved national accreditation by the Main Street America program “for generating impressive economic returns, preserving community character, and celebrating local history.”

Attorney Clarke Hobby will serve as co-counsel for the City of Zephyrhills.

Zephyrhills joins water contamination lawsuit
Coincidentally enough, “City of Pure Water” this year joined a massive federal lawsuit regarding contaminated water.

In May, the municipality became a plaintiff in a multi-district litigation case filed against various companies that manufactured firefighting foams, or manmade chemicals found to contaminate groundwater, wastewater and water wells.

The chemicals in question are perfluorooctanoic acid (PFOA) and perfluorooctane sulfonate (PFOS), compounds historically used in carpets, clothing, food packaging and a number of industrial processes.

High levels of PFOA/PFOS were discovered in Water Well No. 1 utilized by the city’s downtown fire station for training purposes, dating as far back as 2014, officials and experts have said.

Armed with this information, the Zephyrhills City Council unanimously voted to enter negotiations for representation with Cossich, Summich, Parsiola and Taylor LLC., a New Orleans-based litigation firm. Local co-counsel includes Tampa-based firms Hobby & Hobby P.A., and Young & Partners LLP.

Zephyrhills joins more than 100 other cities and water treatment facilities across the country in the lawsuit. Other plaintiffs are as far away as California and North Dakota, and within Florida, Pensacola and Lauderhill.

Bidding adieu to local fire department
The Zephyrhills Fire Department — as it had been known for some 100 years — made its last service call in September when the agency officially became part of Pasco County Fire Rescue, through an interlocal agreement.

The Zephyrhills Fire Department consolidated with Pasco Fire Rescue through an interlocal agreement.

With the merger, the locally controlled fire department’s 24 full-time employees, two stations and apparatus were absorbed into the county’s fire and rescue operations.

The fire stations’ computer and audio systems unified within the county’s 911 operations center, too.

Along with the change, the city’s two stations have been renamed from Zephyrhills Fire Department Station 1 and Zephyrhills Fire Department Station 2, to Pasco County Fire Rescue Station 25 and Pasco Country Fire Rescue Station 29, respectively.

The merger had been inevitable for the past several years.

Besides a ballooning annual budget, Zephyrhills Fire Department over the years battled personnel turnover, staffing shortages and outdated equipment. The city also was without a fire chief for over 18 months, instead dividing those duties among three battalion chiefs.

The consolidation saved Zephyrhills from having to implement what would have amounted to a pricey fire assessment fee on residents and business owners to keep the local agency afloat.

World-class tennis center opens
Lace up the tennis shoes and prep those rackets and balls for play — because the state-of-the-art Sarah Vande Berg Tennis & Wellness Center is now game-ready for local use.

The multimillion dollar Sarah Vande Berg Tennis & Wellness Center is open for public use.

What began as drawings and plans on paper some four years ago has become a reality — in the form a $4.9 million athletic complex situated on nearly 10 acres of land, at 6585 Simons Road in Zephyrhills.

The facility’s centerpiece is 11 regulation outdoor tennis courts (nine clay surface, two hard surface), eight pickleball courts and four padel courts.

Attached is a nearly 8,000-square-foot indoor club housing cutting-edge health and wellness amenities that promote training and recovery via cryotherapy, salt therapy, yoga, athletic training and more. The indoor clubhouse also has a full restaurant and cafe operated by Land O’ Lakes-based caterer Mark Vesh.

The complex is named in honor of Sarah Vande Berg, a former Zephyrhills High School district champion and three-time state qualifier who died in an automobile accident in South Carolina at the age of 21, in October 2015.

The tennis center venture is a public-private partnership between the City of Zephyrhills and Pascal Collard, a longtime tennis pro and instructor serving as the facility’s CEO.

Besides public use, the facility is anticipated to be a host to national and international racquet sports tournaments.

A soft opening was held in September and grand opening in October.

Published December 30, 2020

Price Park tennis courts set for fence upgrades

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One of Dade City’s most popular parks, Price Park, is set to have fence repairs to its two enclosed multi-use outdoor tennis courts, located at 37415 Magnolia Ave.

City officials have received several complaints because the courts’ existing fence has been stretched over the years and rolling on the lower portion of the fencing.

Dade City Commissioners approved a $14,102 fence repair for the tennis courts at Price Park, 37415 Magnolia Ave.

As a result, the fence no longer adequately retains tennis and pickleballs within the court boundaries — sometimes causing balls to kick out along the rest of the park and nearby streets.

A forthcoming project should do the trick to resolve the problem.

The Dade City Commission this month unanimously approved a contract agreement with Dade City-based Keeler Landscaping Inc., for fence replacement and the addition of a lower crossbar, to prevent the fence from rolling in the future.

The total cost of the upgrades is $14,102, which includes furnishing materials and labor for installation. The project is budgeted through the Penny for Pasco local government infrastructure surtax fund.

Two other project bids were received from other companies, coming in at $19,530 and $20,850, respectively.

Under listed scope of work, Keeler Landscaping will handle the following:

  • Remove existing chain-link and haul away
  • Install 442 feet of 10-foot high black vinyl chain-link fence with top, middle and bottom rail; all posts to be set into concrete
  • Install two 7-foot high, 5-foot wide welded walk gates with a 3-foot header

The fence repair item was originally on the commission’s Dec. 8 consent agenda, but was pulled for further discussion and action.

Mayor Pro Tem Jim Shive, for one, expressed concerns that any new fence might be in similar condition several years from now, because some local youth have reportedly been seen using the tennis court space for playing soccer, roller skating, street hockey and so on.

However, Public Works Director Bryan Holmes indicated an installation of a lower crossbar should secure the bottom of the new chain link fence going forward.

Meanwhile, Mayor Camille Hernandez had questioned if the existing fence could simply be tacked down as a cost savings measure, but was told that was not an suitable option compared to replacing the entire fence.

The mayor acknowledged the price tag of the necessary fence repairs — “it’s expensive” — but added she understands its importance given “this is something that I’ve (been) approached by several people in our community, whether they play tennis or pickleball.”

“I kind of had sticker shock myself when I was first told (about the fence cost),” Hernandez said, “but, I know it’s something that when we talk about activities and things that the community can do, that’s an important focus for the community, especially here in these times.”

She added: “The last thing we need is for those balls going into Meridian (Avenue), and then we have a different situation.”

As for preventing kids from using the courts except for strictly tennis and pickleball, Hernandez pointed out the issue has been reported to the city’s police department.

But, by the same token, the mayor appeared lax in wanting to dish out any punishment or keep kids from getting exercise and playing outdoors, in any shape or form: “Your heart kind of goes out to them. They’re trying to keep busy, they’re trying to keep entertained.”

Published December 30, 2020

Is Dade City poised for a marketing rebrand?

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The City of Dade City is in midst of an evolution that undoubtedly will alter the community’s aesthetic  — perhaps for decades to come.

The charming town in East Pasco is poised to see some 14,000 new homes on the books within the next five years, plus a slew of exciting downtown amenities and other unique, adventurous hotspots on the outskirts of town, just outside the city limits.

Drawing attention to Dade City’s past, while embracing it’s future is likely a challenge as the community looks to define its marketing identify. It’s an exercise that’s similar to how Pasco County in 2019 rebranded itself as ‘Florida’s Sports Coast,’ which is intended to capitalize on the county’s wave of youth and amateur recreation facilities. Shown here is The Dade City Heritage and Cultural Museum, housed within the Dade City Atlantic Coast Line Depot. This was the first site in Pasco County that was be placed on the National Register of Historic Places. (File)

It’s longtime moniker, “Proud Heritage and Promising Future,” may no longer be quite apt — because, as it turns out, the future is happening now.

So, city leaders face this looming question: How does Dade City go about rebranding itself as a tourist destination, and what specifically does it want to promote, to best encourage visitors and foster economic growth amid an unprecedented period?

Melanie Romagnoli, the city’s community and economic development director talked about those issues during two city commission workshops, held in October and November.

“We need to decide who we are and what we want to be,” Romagnoli said, addressing the Dade City Commission. “I think the whole thing about the brand is actually having our vision of what we want our future to be and sticking to it. How can we market the city as a destination, like Clearly Zephyrhills, like Florida’s Sports Coast?”

Following the monthly workshops and three-plus hours of discussion, at least one conclusion is apparent —  much more brainstorming is needed, before the city become serious and throws thousands of dollars to a branding consultant to develop an image profile (photos, videos, graphics, logos) to best promote the town’s features.

Built into the city’s budget for this year is $40,000 toward a marketing and advertising plan, promotional activities and other contractual services.

Before that money (and possibly much more) gets allocated, however, commissioners believe additional input is needed from the community and the public, including local businesses, residents and other stakeholders.

The input could take form in charrettes, surveys, monthly forums, and even door-to-door visits.

Commissioners also agreed that it may be prudent to wait until some new amenities throughout the city are established.

In other words, don’t put the cart before the horse.

“I do think branding right now is a little premature,” Mayor Camille Hernandez said. “There’s a lot of things happening, but I think what we need to do is go back to this community (for input).”

She also added: “I think we’re just a few steps away. It’s right under our noses.”

Mayor Pro Tem Jim Shive likewise was vocal about fostering grassroots community feedback on branding the city for the future.

“I don’t think we have actually talked about a real vision of what we want, or expect from the future, when it comes to development, when it comes to growing the city,” he said. “I think we need to have the public on board with this, especially when you’re talking about branding.”

Commissioner Normita Woodard, too, pointed out that some of the best ideas or designs may first come from a talented local volunteer, which may yield some cost savings instead of hiring an outside branding firm. Woodard also added she’s in “a reserved state” about spending thousands of dollars just yet, as the city is in a transitional period and still navigating the impact of the COVID-19 pandemic.

First things first
In the meantime, sprucing up the city’s downtown is necessary before doubling down on a full-scale rebranding effort, commissioners agreed.

Commissioners expressed concerns on proceeding with a full-on rebrand until noticeable improvements are made along the city’s Community Redevelopment Area (CRA) district in the form of wayfinding signage, speed limit and lighting fixtures, façade improvements and filling commercial property vacancies.

Some solutions could come via a commercial minimum maintenance standards ordinance, which staff is drafting — based on a consensus reached by commissioners to proceed in that direction.

If a maintenance standard is approved, it would require upkeep from property owners and business tenants on building paint, signs, window coverings, dumpster enclosures and fencing or security upgrades. Besides the CRA, standards would likely apply to the city’s main thoroughfares along U.S 301, U.S. 98 Bypass, State Road 52/21st Street intersection, and Meridian Avenue.

Emphasizing the importance of cleaning up the city, the mayor said: “Nobody wants to go to an icky, dirty place.”

Also before spending thousands on branding and marketing, another pressing issue is solving the city’s sizeable commercial building vacancy rate.

It presently exceeds 40% just in the downtown area, Romagnoli said.

“What are the vacancies telling our visitors: That there’s not anything going on. You walk down a street and you see a long wall of nothing but empty,” she said. “What makes them want to go to the next store?”

Commissioner Knute Nathe said it’s a “chicken-and-egg” dilemma that can’t quite yet be fully quantified: “You know, it’s kind of hard to market a place as a destination, without a ton of stuff already there; but it’s hard to bring businesses into town when people aren’t going there,” he said.

One way to create more consistent foot traffic is to have the city retain an event coordinator, Romagnoli suggested. The coordinator could host artisan and craft vendors somewhere downtown each weekend.

Commissioners expressed optimism with that idea.

Branding options abound
Aside from blighted areas, Dade City is beaming with opportunity on the horizon.

The city is in the midst of developing a 2-plus acre downtown park on Church Avenue, slated to include a multi-use water splash pad, bike-share shelter, amphitheater, ADA (Americans with Disabilities Act)-accessible playground, open space, concession area and other amenities.

Just a stone’s throw away is a forthcoming event and entertainment center on Seventh Street, known as The Block.

The site of a former car dealership, and spearheaded by development partners Larry Guilford and Melanie Armstrong, The Block will include a wedding and event venue, outside patio, brewer, catering business, space for food trucks and a CrossFit gym.

Also on Seventh Street is the Dade City Center for the Arts, which has begun making inroads to facilitate community art events, as well as indoor and outdoor arts and cultural exhibits.

Other imaginative and creative marketing and branding possibilities seemingly abound.

Possibilities include leveraging the fun, family friendly experiences at Treehoppers Aerial Adventure Park and Snowcat Ridge, the state’s only snowtubing park, off St. Joe Road. Those attractions are just outside of city limits, but have a Dade City address.

The city also may be able to capitalize on another niche: Its budding reputation for rural, rustic destination weddings.

There are about nine such spots in East Pasco, including several with a Dade City address, Romagnoli said.

The city could consider a branding campaign that hypes local wedding spots, while encouraging other activities nearby, whether it’s biking the local trails and roads, shooting at West Armory’s indoor range, strolling the downtown shopping and dining scene, touring Pioneer Florida Museum, and so on.

The city’s economic director said another opportunity to piggyback on the destination wedding angle, includes attracting photographers, caterers and wedding planners to lease one or multiple empty building spaces downtown.

Yet another branding concept? Promoting the city as a wholesome place to raise a family.

In any case, a challenge going forward will be fighting through some established perceptions and misconceptions, Romagnoli said.

A case in point: Forbes magazine once listed Dade City among “The Best Places to Retire.”

That label no longer fits, or is appropriate, Romagnoli said.

The city’s median age is around 36.

“We’re no longer the best place to retire, but we’re a great place to raise a family,” she said.

Published December 02, 2020

New contract gives Dade City police a bump in pay

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Members of the Dade City Police Department are set to receive across-the-board salary increases, plus starting salary will be higher, too.

Those are just two of the provisions in a 56-page collective bargaining agreement between the City of Dade City and the West Central Florida Police Benevolent Association (WCFPBA) on behalf of the local law enforcement agency.

The new three-year contract was approved unanimously at the Dade City Commission’s Oct. 13 meeting. The agreement runs through fiscal year 2022-2023.

The Dade City Police Department is set to receive across-the-board salary increases and other benefits as part of a new three-year collective bargaining agreement between the City of Dade City and the West Central Florida Police Benevolent Association (WCFPBA). The new base salary is $40,000, up from the previous base salary of $37,000. (File)

The respective negotiations team for the city and police union met three times during the summer, and reached tentative agreement on all articles in early September.

The collective bargaining unit notified the city that its members had ratified the proposed contract during a vote later that month.

The most noteworthy changes are the increased officer salaries, as well as established pay steps. The new starting salary for a Dade City police officer is $40,000 — up from the previous starting salary of $37,000.

Meanwhile, a pay step plan implemented for sworn officers will create a 2% increase for every year of service between years one to 15, a 5% increase at year 20, and a 5% increase at year 25. This pay step plan eliminates a separate Cost of Living Adjustment (COLA) increase and eliminates a separate longevity incentive.

Under the plan, all current officers will receive some sort of immediate pay increase — with most receiving up to 5%.

Officers and detectives requiring a greater increase to fit respective pay step will have the balance adjusted in equal installments in year two and year three, according to the agreement.

As an example, a rookie officer who was making $37,377.60 will see pay jump to $40,000 this fiscal year. In 2022-2023, that salary will be $41,616.

An 11-year veteran of the force making $43,992 will see pay jump to $46,191,60 this year; the salary will be $51,744.27 by 2022-2023.

To further put in perspective, here’s how an officer would be compensated based on years of service, under the plan:

  • Rookie officer: $40,000
  • One year service: $40,800
  • Five years of service: $44,163.23
  • 10 years of service: $48,759.78
  • 15 years of service: $53,834.73
  • 20 years of service: $56,526.47
  • 25 years of service: $59,352.79

There also were other special payment provisions implemented in the contract, including a $100 footwear allowance for all officers each year.

Another clause of the contract compensates officers for a loss of personal items during a physical incident on duty, or due to the of hazardous materials.

Dade City Police Chief James Walters, right, with Dade City Mayor Camille Hernandez

Dade City Mayor Camille Hernandez commended both city staffers and the police union for arriving at a workable agreement.

“I want to thank both sides,” Hernandez said. “I’m impressed at the amount of time, thought and deliberation, and action that ultimately we came to.”

The mayor, however, did acknowledge more work needs to be done in the future — alluding to greater officer pay and benefits in the future, as the city grows, develops and expands.

Even with the raises, the upgraded starting salary for a Dade City police officer still lags behind other agencies in Pasco County, where starting pay for police officers and deputies hovers around the mid-40s.

The nearby City of Zephyrhills, for instance, is actively advertising a starting salary of $44,500.

Hernandez put it this way: “You know, we have lots to do better on, we know that. But, I’m happy of where we are and we know there’s more to go, but I do believe we are moving in the right direction…”

Dade City Police Chief James Walters echoed the mayor’s sentiments regarding the agreement, overall.

“We appreciate the hard work for getting this done,” said Walters, a 25-year veteran of the agency who’s served as chief since 2018. “It is a great accomplishment for the employees and staff and officers, to be able to understand where they’re going to be at, and how they’re going to get there.”

The city’s police department has about 40 employees, including 23 sworn officers, civilian personnel and part-time staff.

Better pay deemed essential for retaining officers
The finalized contract comes at a point when the city is expected to need additional officers, as it continues to experience residential growth.

Walters advised commissioners during a budget meeting in August that additional staffing will be required to match the additional demands. At that time, he said: “In order to provide the services this community has come to expect and deserve, the police department must grow as well.

“We are already seeing a tremendous increase in our calls for service, and the more calls for service that we have with the same number of officers, the less time there is to spend on direct speeding enforcement, and community outreach and community-oriented policing.”
At the same meeting, WCFPBA president Nick Marolda underscored the importance of competitive pay for the city’s police force, noting the challenge the lower pay presents in both attracting and retaining officers.

“You’re spending thousands and thousands of dollars training these officers. They get great training, and then in about two years or three years, they look around and they see they’re the lowest (paid) in Pasco County, and they bail on you, and you lose all that money in training, and they go to another agency and you’ve got to start over again,” he said.

Published October 28, 2020

Complaints arise about cemetery upkeep

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When Mario Jenkins went to visit his mother’s grave at the Dade City Cemetery, he discovered that some of the decorations — including a memorial cross — had been destroyed and had to be replaced.

He recently took his concerns about the shoddy conditions of the grounds at the cemetery, at 38161 Martin Luther King Blvd., to city officials and members of the Dade City Commission.

“Every time I go there, I seem to be disappointed,” Jenkins said. “The upkeep on the grounds is very poor.”

He added, “I have a landscaping business, and if I were to treat any of my customer’s yards like that cemetery, I would be out of a job, and I’d have to pay for quite a few items that are damaged along the way.”

Jenkins had aired his concerns with city officials and then presented them at the Dade City Commission meeting.

Dade City Mayor Camille Hernandez said Jenkins’ comments “definitely got our attention” and said city staff had been directed to facilitate an action plan for the cemetery.

Some cleanup has been completed, Hernandez said, “but by no means do we consider that a done deal. This is our community, and we want to make sure that we are hearing your needs and moving forward.”

Dade City Manager Leslie Porter said short-term and long-term strategies are being developed, with the help of interim public works director Bryan Holmes. The plans include additional regular deep cleaning and perhaps adding more manpower to assist the city’s full-time groundskeeper.

“We did fall short,” Porter said of cemetery conditions. “I would like to say, though, that I don’t think it’s a reflection of the individual we had dedicated out there to the upkeep.”

The cemetery is within the Mickens-Harper community, which generally borders Irvin Avenue and Martin Luther King Boulevard, and stretches from First Street to Taylor Avenue, among other areas.

During the Sept. 10 commission meeting, residents from the Washington Heights neighborhood complained about flooded streets and stormwater deficiencies; poor road and sidewalk conditions; and, a general lack of code enforcement presence to address trash, debris and parking issues involving a slew of nearby rental properties.

That community is generally bordered by Gaddis Avenue and Whitehouse Avenue, and includes 10th, 11th and 12th streets, among other areas.

The city has begun to take action. For instance, the Dade City Police Department has stepped up with additional patrols and enhanced its community policing efforts in the area.

Additionally, code enforcement has put in requirements that shorten the turnaround time for repeat offenders to resolve blight.

In other city action:

  • Commissioners approved a $17.7 million budget for fiscal year 2020-2021, based on a 7.14 millage rate.
  • Commissioners approved a $20,000 bid (plus disposal costs) from Sanford-based Hydro International Settled Solids Management for tank cleaning services at the city’s wastewater treatment plant. The cleaning service will be performed while the tank stays in operation and will not require draining or removing from service, officials say. The work is expected to increase the facility’s effectiveness and efficiency, and increase the lifespan of its mechanical equipment.

Published September 30, 2020

Upgrades set for Tank Hill water facility

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Construction is slated to begin on the multimillion-dollar Tank Hill water facility renovation project.

The Dade City Commission on Sept. 10 awarded a contract to Clearwater-based KAT Construction & Materials Inc., in the amount of $3,325,580 for the improvement project.

The figure marked the lowest submitted proposal among six bids, which were gathered back in July. The proposal was also considered acceptable by Florida Department of Environmental Protection (FDEP) criteria.

The scope of the large-scale project generally calls for a new elevated storage tank and water supply well upgrades, plus miscellaneous site work, and electrical and instrumentation modifications:

  • Installation of a new 500-foot deep water supply well
  • Installation of a new deep well vertical turbine pump with associated piping, appurtenances and well pad
  • Two new booster pumps and hydropneumatics tank
  • New sodium hypochlorite feed system

The contractor has 540 calendar days, or roughly a year-and-a-half, from the start of construction to complete the upgrades.

Improvements are being funded through a construction loan agreement; debt service will be included in each annual budget.

The project’s timeline was slightly delayed from months ago, as on-site pre-bidding meetings had to be rescheduled as a result of the COVID-19 pandemic.

Published September 23, 2020

Dade City budget is decreasing in 2020-2021

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The Dade City Commission has adopted the city’s tentative budget for next year, and it represents an 8.2% decrease from this year’s budget.

Commissioners had the first reading of the ordinance and first hearing on the proposed $17,710,000 budget in a virtual meeting on Sept. 10. Commissioners gave first-round approval and will have a second reading and final public hearing before the new budget takes effect on Oct. 1.

Dade City Commissioners on Sept. 10 approved a $17,710,000 budget for fiscal year 2020-2021, based on a 7.14 millage rate. It represents a decrease of about $1.58 million, or 8.2% from current budget.

The 2020-2021 budget represents a decrease of $1,576,935 from this year’s budget.

The proposed budget is based on an approved 7.14 millage rate, accessed on the taxable value of property within the city.

Here’s a breakdown:

  • Capital outlay and debt service represents about 44% of the budget, anticipated to total $7,825,733. Major capital projects include construction of the Dade Oaks retention pond; Howard Avenue stormwater improvements; installation of the Tank Hill well, storage tower and booster station; Morningside Drive design, acquisition and construction project; construction of the visitors information center; and other various utility, sidewalk and road improvements projects.
  • Personnel costs represent about a third of the budget, totaling $5,807,341 — and an increase of $144,221 from the current budget. That’s a result of funding four new positions, increased health care and workers compensation premiums, 3% cost of living adjustments, years of service increases, reorganization within the police department, increased wages and benefits through the negotiation of the police union contract, and associated retirement.
  • Operating costs make up about 23% of the budget, at $4,076,925. Changes include funding for a website revision, conversion from a part-time IT consultant to a full-time IT manager (staff position), projected increases in solid waste collections, and additions to a utility renewal and replacement fund.

The city organized six budget workshops throughout July, August and September to hammer out the fine details, with the help of new interim finance director Andrew Laflin.

Newly elected Commissioner Knute Nathe said he was “very proud” the town was able to pass the budget without having to raise taxes on residents — maintaining a millage rate that’s been in place the past several years.

Washington Heights residents raise community concerns
Several Washington Heights residents weighed in during the public comment period of the virtual meeting — expressing their disappointment with city leadership, asserting their local neighborhood and subdivision has been neglected in funding and resources.

The Washington Heights community is generally bordered by Gaddis Avenue and Whitehouse Avenue, and includes 10th, 11th and 12th streets, among other areas.

More than a handful of residents spoke up, complaining of flooded streets and stormwater deficiencies; poor road and sidewalk conditions; and, a general lack of code enforcement presence to address trash, debris and parking issues of a slew of nearby rental properties.

Dade City Mayor Camille Hernandez (Courtesy of City of Dade City)

Harriett Craig, who’s lived on 10th Street since 1979, called out commissioners for appropriating “millions and millions of dollars” toward park improvements and other projects in other parts of the city, but overlooking various infrastructure issues of her local neighborhood.

“The city commissioners are here to serve the entire city, not certain parts of it,” Craig said. “I, as a resident of the City of Dade City, feel like our voices are mute when it comes down to expressing what our needs are in the city,”

She continued her point: “If Howard Avenue can be upgraded so homes won’t be flooded, why can’t 10th Street get the same treatment? I don’t understand it.”

Anita Blake, who lives in Oakview Circle adjacent to Washington Heights, also levied harsh words to commissioners: “We can’t even get the road paved, we can’t get the ditches paved. At some point, it’s like, why are we even paying taxes?”

Eunice Penix, a former longtime commissioner who lives on Wilson Street, also shared her dismay with the community seemingly being brushed aside: “I’m kind of upset. It seems to me we have selective code enforcement. …We shouldn’t have to call the city every time something needs to be done when we have workers all over the city riding and looking; they should look to see what’s wrong with the grounds.”

In response to all that, Dade City Manager Leslie Porter told residents she’ll collaborate with department heads to inspect the area and formulate an action plan in coming weeks.

“We care about all the communities in the city,” said Porter, “and it’s good for us to know when there is a problem, if there’s somewhere where we may be falling short, so I do thank you all for being here and letting us know what your concerns are.”

Dade City Mayor Camille Hernandez assured Washington Heights will be met with a detailed response and action from city staff, saying she is “very, very disturbed” by residents feeling neglected.

“This is embarrassing, and it should not be the case,” Hernandez said. “It’s our town, everyone pays the same taxes and should be treated the same, so we expect a plan.”

In other city business and happenings:

• Dade City Clerk Angelia Guy has been selected to serve on the Florida League of Cities’ legislative policy committee

• A neighborhood community cleanup is scheduled for Sept. 19 at 8 a.m., at Naomi Jones Park, 38122 Martin Luther King Blvd. Volunteers can register at KeepPascoBeautiful.org/coastal-cleanup

• The Mickens Field concession stand/restrooms building is progressing, as the 672-square-foot structure is vertical and bearing a roof. The $89,750 project, at 14318 Canal St., is on track to be complete by the end of October.

Published September 16, 2020

Dade City Police seek raises, more resources

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As Dade City anticipates burgeoning commercial and residential development, the city’s police chief said the time is ripe for increased funding for his department.

Dade City Police Chief James Walters addressed the issue during a Dade City Commission budget workshop earlier this month.

Dade City Police Chief James Walters, right, with Dade City Mayor Camille Hernandez (File)

Early projections put the police department’s budget at nearly $2.9 million for fiscal year 2020-2021. That represents roughly 44% of the city’s entire $6.51 million general fund.

The agency’s budget this year includes creating a detective sergeant class to assist with span of control and supervision; adding a new civilian position to handle crime scene property evidence; and replacing three police vehicles totaling $165,000. The department originally asked for four vehicles.

A broader issue, however, centers on base salaries and overall pay to the department’s sworn police officers.

As Dade City Manager Leslie Porter negotiates with the West Central Florida Police Benevolent Association on behalf of the police department, Walters is asking commissioners to consider a “significant pay adjustment” for his police force. He also wants “equity” of police officers in relation to other city employees.

The starting salary for a sworn Dade City police officer is about $37,700, notably lower than other law enforcement agencies in Pasco County, Walters said.

He also stated that starting salary hasn’t changed for numerous years.

“The average pay for a police officer of deputy sheriff in Pasco County is $41,000. That’s not because some departments are paying $42,000 or $40,000, but rather, because we’re at $37,000 and most others are in the mid-40s,” Walters said.

He pointed to Zephyrhills, which is advertising a $44,500 starting salary for a patrol officer. And, he noted that figure is expected to be higher with Zephyrhills’ next budget.

The city’s growth is a factor, too, the chief said, saying hundreds, if not thousands, of new homes have been approved within city limits.

That comes at a time when the agency already is having a challenging time recruiting and retaining qualified sworn officers, Walters said.

Nick Marolda, president of the West Central Florida Police Benevolent Association, touched on those issues without revealing information regarding the ongoing confidential negotiations.

“You’re spending thousands and thousands of dollars training these officers. They get great training, and then in about two years or three years, they look around and they see they’re the lowest (paid) in Pasco County, and they bail on you, and you lose all that money in training, and they go to another agency and you’ve got to start over again.

The Dade City Police Department has the lowest base salary of any law enforcement agency in Pasco County, at around $37,700. Dade City Police Chief James Walters and the West Central Florida Police Benevolent Association are working to change that. (Courtesy of Dade City Police Department)

“The goal here is we’re trying to find good people and good officers to come to the department, and we’ve got to pay them for that, because it’s competitive,” Marolda explained.

The city’s police department has 23 sworn officers and about 40 total employees, which includes civilian personnel and part-time staffers.

While its police chief didn’t call for the addition of sworn officers in this year’s coming budget, it’s something he emphasized that commissioners must seriously address in coming years, until development levels out.

As of this year, the municipality had roughly 4,000 residential unit entitlements over the next decade — which means they are actively under construction or review.

“In order to provide the services this community has come to expect and deserve, the police department must grow as well,” he said.

“We are already seeing a tremendous increase in our calls for service, and the more calls for service that we have with the same number of officers, the less time there is to spend on direct speeding enforcement and community outreach and community-oriented policing,” Walters said.

Commissioners later voiced their support for the police department and the concerns raised by Walters, a 25-year veteran of the agency who’s served as chief since 2018.

Mayor Pro Tem Jim Shive said the matter will be handled seriously by city leaders, and other commissioners echoed those sentiments.

Published August 26, 2020