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Larry Guilford

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

Elks Lodge opens drive-thru food pantry

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What Donna Moyer misses most is the children filing into the cafeteria, laughing, playing and sitting down to enjoy lunch.

“We have a big party,” said Moyer, past Exalted Ruler at the Elks Lodge 2731, in Zephyrhills. “It’s a big deal. This year with all this extra nonsense, we can’t.”

COVID-19 upended the typical Feed the Kids Program, a free summer lunch and literacy program.

A young girl wrote a handmade thank you card to the volunteers who distribute free lunches at the Elks Lodge. (Courtesy of Donna Moyer)

This year, Moyer, and 10 to 15 volunteers, wave to children in the backseat of cars as their parents pull into a drive-thru food pantry organized at the lodge, at 6851 Wire Road.

Five days a week from 11 a.m. to 1 p.m., the volunteers hand out about 100 free lunches prepared daily at Zephyrhills’ restaurant, Tubby’s Q and Smokehouse.

The restaurant is the first participant in Operation Feed Pasco, a collaboration between the Pasco County Commission, United Way of Pasco County, Thomas Promise Foundation and the Elks Lodge.

The initiative has a dual purpose: To bolster area food pantries and help restaurants that took a financial loss from the COVID-19 shutdown.

A nonprofit, Harper Valley Son’s Food Pantry based in Wesley Chapel, is independently providing boxes of vegetables, pre-cooked meat, fruit and milk to parents who come to the Elks Lodge.

Joe Simmons, left, executive director of the Thomas Promise Foundation, and Robert ‘Cowboy’ Harper, founder of Harper Valley Son’s Food Pantry, discuss food distribution standing beside a food truck Harper drove to the Elks Lodge. (Kathy Steele)

On Wednesdays, the Elks Lodge also gives out bags filled with craft activities and books to boost reading skills.

On Fridays, Thomas Promise provides meals to carry families through the weekend.

Thomas Promise’s mission is to feed hungry children in Pasco. It typically serves 1,600 students in more than 25 schools, but this year the need is greater because of COVID-19.

The nonprofit is a longtime supporter of the Elks Lodge, so coming together for Operation Feeding Pasco was a natural fit.

“I immediately thought of Elks Lodge because that’s exactly what we do,” said Joe Simmons, executive director of Thomas Promise.

When Moyer realized the Elks Lodge members had to reinvent an on-site program now in its sixth year, she stayed up nights wondering if they could pull it off.

But, Moyer said, “We just kind of got it all together.”

The Elks Lodge is one of many nonprofits and food banks that is helping families that are struggling to pay bills, put food on the table and stay safe during the pandemic.

Even as businesses begin to reopen in Florida, and more people are venturing out to shops and restaurants — a great need for help continues.

Before COVID-19, Feeding Tampa Bay distributed food in its 10-county region to about 600,000 “food insecure” individuals. Since the shutdown, that number has more than doubled, to about 1.3 million.

“The need is continuing to climb,” said Shannon Hannon Oliviero, external affairs officer for Feeding Tampa Bay.

Volunteers Harriett Hinton, left, and Ilene Nutting put together craft bags. Nutting, a former day care worker, organizes the giveaway for the Elks Lodge. (Kathy Steele)

The nonprofit began opening drive-thru food banks, known as “mega-pantries,” in Hillsborough, Pinellas, Manatee, Polk and Pasco counties.

One mega-pantry now operates at Pasco High School in Dade City.

Volunteers with Make a Difference, a nonprofit in Dade City, distribute food supplied by Feeding Tampa Bay every Thursday from 4 p.m. to 6:30 p.m., at 36850 State Road 52 in Dade City.

Oliviero said an early survey completed after the shutdown revealed about 70% of those coming to food banks were doing so for the first time in their lives.

Many had either lost their jobs or are on furlough, she said.

She said the help will continue.

“We’re going to be here for as long as needed. That’s what we’re here for,” Oliviero said.

About 700 food bags were given away at the first drive-thru at Pasco High, said Larry Guilford, founder of Make a Difference.

“One woman cried while driving through,” he said. “That’s when we know we’re doing the right thing. That’s telling us it’s needed.”

Volunteers bagged up lunch meals prepared by Tubby Q’s and Smokehouse, a Zephyrhills restaurant participating in Operation Feed Pasco. (Kathy Steele)

The same community spirit abounds at the Elks Lodge. Volunteers arrive around 7:30 a.m. Duties include bagging the days’ meals, snacks and crafts. On some days they also prepare frozen meals, such as pancakes and sausage, meat subs and spaghetti. Those are kept in the freezers for use as needed, said Moyer.

On average about 100 meals are distributed for the summer program, but on one recent day about 150 meals were handed out, she said.

“Thank you,” is the phrase of the day, as parents and children accept the food bags.

“It’s an amazing resource,” said Kimberly Mahon, who drove through with her children, ages 3 and 7.

Brad Odell, a Wesley Chapel High School teacher, drove through with his family — but also took home food packages for neighbors unable to leave their home.

“It helps me,” he said, adding, “but I have neighbors that are elderly, and a woman with five children. I try to help out as many people as possible. It makes me feel good.”

Area food banks/pantries
Here is a partial list of food banks operating in Pasco. (Please call ahead to be sure the pantry is open and to find out its hours of operation):

Food Pantry at Emmanuel Ministries
12639 Candlewood Drive, Dade City
For information on hours, call (813) 713-0305.

Farmworker’s Self-Help
37240 Lock St., Dade City
Provides fresh fruit, meats, dairy and more
For information, call (352) 567-1432.

Neighborhood Care Center
5140 Sixth St., Zephyrhills
This nonregional, nonprofit offers free groceries and hot meals
For information, call (813) 780-6822.

Life Community Center
6542 Applewood St., Wesley Chapel
For information, call (813) 994-0685.

Christian Social Services
5514 Land O’ Lakes Blvd., Land O’ Lakes
For information, call (813) 995-0088.

Suncoast Harvest Food Bank
5829 Ehren Cutoff Road, Land O’ Lakes
Open third Saturday of the month
For information, call (813) 929-0200.

St. Vincent De Paul
Serves various locations in Pasco
For information, call the district office at (727) 868-8160.

Father and Son Love Ministries
21418 Carson Drive, Land O’ Lakes
Operates a food pantry on Tuesdays, from noon to 2 p.m.; Fridays, from noon to 3 p.m.; and on Sundays, starting at 12:30 p.m.
For information, call (813) 383-8410.

Helping Hands, a food pantry at Atonement Lutheran Church
29617 State Road 54, Wesley Chapel
Call (813) 756-8866 to find out when it is open.

Daystar Hope Center
15512 U.S. 301, Dade City
Call (352) 523-0844 to find out when it is open.

Published June 17, 2020

Dade City is adding population, new attractions

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As a new decade begins, the City of Dade City plans to resolve its longstanding stormwater issues, enliven its downtown with more shops and entertainment, add new attractions and to increase residential development.

The Dade City Commission also is expected to vote on the issue of allowing medical marijuana dispensaries within the city limits during the first quarter of 2020.

Here is a closer look for what’s in store for 2020, and beyond.

Resolving stormwater issues
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.

Much of that should be resolved soon.

Construction is in full swing to fix the downtown flooding and drainage issues — via a $2.3 million stormwater capital improvement project, paid for with a combination of state appropriations, and funding from the Florida Department of Transportation and Dade City.

The project takes 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.

Work has been paused to accommodate the Jan. 25 Kumquat Festival in downtown, but the project completion is expected around mid-year.

Meantime, the city is seeking state appropriations and disaster recovery funding for a another multimillion dollar stormwater project in the Dade Oaks community.

A bike hub/splash park is coming
City staffers recently closed on a $800,000 land purchase that will become the location of a splash park/bike hub to the city’s downtown area — on a 2.23-acre parcel on Church Street, which borders the Hardy Trail and is diagonal from The Greater Dade City Chamber of Commerce. (The contract sale price totals $1.3 million, as the property owners have agreed to donate the difference toward the park project.)

A preliminary concept plan for the project calls for a multi-use water splash pad, bike-share shelter, amphitheater, Americans with Disabilities Act (ADA)-accessible playground, open space, a concession area and other amenities. The next step will be developing and finalizing a master plan for the project, with input from residents and city officials, then moving onto a final design and engineered site plan.

According to Dade City Manager Leslie Porter, the project will likely be completed in phases over the next several years, starting with the bike hub, which could break ground this year, in partnership with Pasco County’s tourism office.

Events venue and retail shops
What was once a vacant car dealership in downtown Dade City will soon be a hub for retail and social entertainment, called The Block.

The development, at 14313 Seventh St., involves converting two existing buildings, totaling 21,000 square feet.

The main plaza will have an area for retail spaces, along with a venue to accommodate events, such as weddings, parties and fundraisers. There also are potential plans for a bridal shop and a brewery there, too.

The second building is being turned into a CrossFit gym.

An outdoor patio and bar will run between the two complexes, complete with seats and tables,  and string lights hanging above.

While inclusive to all, it is geared toward the younger-adult demographic, somewhat inspired by the mixed-use Armature Works facility in Tampa Heights.

Expected to open in phases beginning this year, The Block is the brainchild of local realtor and investor Larry Guilford and Melanie Armstrong, owner of Savory Roots Catering and Events.

Dade City will be home to Florida’s first-ever snow park attraction, called Snowcat Ridge. (Courtesy of Point Summit Inc.)

A snow park in Dade City?
Come November, Dade City will be home to a very unique recreation attraction — the state’s first-ever snow park, called Snowcat Ridge.

The one-of-a-kind snow park will feature a 60-foot-tall and 400-foot-long snow tubing hill, where visitors will be able to ride in single, double, or six-person tubes down the hill; a 10,000-square-foot snow play dome to make snowmen and snow castles; and, an Alpine Village serving food and hot cocoa.

For those wondering, snow will be made with technology that can stay in place for an extended period of time, provided the temperature is under 80 degrees.

The project is being developed by Point Summit Inc., which also manages TreeHoppers Aerial Adventure Park and Scream-a-Geddon Horror Park. It will be located at 27839 Saint Joe Road.

Residential development on the rise
Like neighboring Zephyrhills, Dade City anticipates a surge of new rooftops in the coming decade, as the municipality has roughly 4,000 residential unit entitlements — which means they are actively under construction or review.

This year, the city will see 25 single-family homes come online at Countryside, a development situated behind McDonald’s that sits at U.S. 301, while affordable workforce/affordable housing communities Osprey Pointe (110 multi-family units) and Arbours at Hester Lake (80 multi-family units) are expected to begin leasing in the next few months.

Other residential developments on tap include the following:

  • Highland Trails: 1,110 single-family
  • Wickett: 892 single-family, multi-family, assisted living, townhomes
  • Summitview: 812 single-family, townhomes
  • Philmon: 510 single-family
  • Suwanee Lakeside: 302 single-family
  • Abbey Glenn II: 170 single-family

Vote expected on medical marijuana dispensaries
Dade City has had a series of concurrent moratoriums on medical marijuana treatment centers within its municipal limits dating back to 2016, but that could change in the new year.

City commissioners in September directed city staff to draft an amendment to the city’s land development regulations that would permit medical marijuana dispensaries in the general commercial zoning district. That district generally spans U.S. 301/U.S. 98 south and north of town, but avoids much of the city’s historic downtown main street and central business district.

A drafted ordinance is expected to come before the city’s planning board and the city commission sometime during the first quarter of 2020.

Published January 08, 2020

Leveraging the power to do good

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The tables aren’t exactly round.

Instead, they’re set up in the shape of a giant square, and those seated around it are taking turns — talking about organizations they represent.

They share what they do day-to-day. They announce upcoming events. They identify current needs.

Some folks in the room are familiar with others. The rest are total strangers.

But all have come to Bridgeway Church, 30660 Wells Road, to attend the inaugural “Wesley Chapel Pasco Difference Makers” roundtable meeting.

David West and Larry Guilford, of Make a Difference, are involved in efforts to make a difference in Pasco County, through a variety of efforts. One of those is called Wesley Chapel Pasco Difference Makers roundtable, which brings people together from a variety of charitable and service-oriented organizations, to create the potential for helping each other. Another roundtable is also held in East Pasco. (B.C. Manion)

The group an extension of the same kind of roundtable that has been meeting,  at the Make A Difference, Inc., headquarters at 12311 U.S. 301, in Dade City.

“Our goal is to bring our community together,” said Larry Guilford, founder of Make A Difference, Inc., which initiated the monthly roundtables.

“We don’t want to get in the middle,” he told those gathered. “We want to help you guys network together.”

Organizations tend to operate in silos, explained David West, who works for Make A Difference, Inc. The roundtables are intended to open lines of communication.

By sharing information, organizations can become aware of new opportunities, such as grants or training in a particular expertise, Guilford said. They also might tell each other about resources, such as  volunteers or equipment — that they need or can provide.

It didn’t take long at the initial session to learn that this assorted group of organizations had diverse immediate needs.

Bridgeway Church, for instance, could use some fill dirt.

It wants to use the dirt to help smooth out a field it would like to use for football and soccer games, said Joel Eason, senior pastor.

Diapers are in big demand at the locations operated by Oasis Pregnancy Care Centers, said Dave Dorsey, organization’s development director.

And, volunteers who can help build houses — especially on week days — would be greatly appreciated, said Jere Ferguson, director of volunteer services for Habitat for Humanity of East & Central Pasco.

Todd Woodfill, executive director of Defeat Suicide Foundation, said he’s in search of a mentor who is especially good at raising money.

He said that he needs to raise $80,000 for some services he’d like to provide next year, and so far, he noted, with a self-deprecating laugh, he’s about $79,000 short.

Jody Armstrong, of Disability Achievement Center, said her group welcomes donations of wheelchairs, walkers and other durable pieces of medical equipment. It cleans up the equipment and gets it to people who need it, she said.

Those were among needs expressed during a roundtable session that offered a glimpse into the wide range of services being provided by multiple organizations operating in Pasco County.

Work being done ranges from providing diabetic testing to encouraging students to read; from providing clothing and personal items for foster kids to supporting athletes for the Special Olympics; and, more.

Guilford said he hopes the roundtable sessions will attract not only organizations that are doing good work, but also members of the community who want to provide resources to help.

“We’re here to help you fill your needs, and also show you other needs in the area that you may not be aware of,” said Guilford, a Wesley Chapel real estate agent, who has been involved in charitable giving for numerous years.

Before his current efforts, Guilford was involved many years doing charitable work in Ukraine, Colombia and the Philippines.

He decided to return home in 2015 to focus on selling real estate and helping people in Eastern Pasco, which has been so good to him.

Make A Difference focuses on serving Dade City, Zephyrhills, San Antonio, Lacoochee and Wesley Chapel.

Its services include a mobile food pantry that distributes food once a month in Dade City and once a month in Zephyrhills. It also provides new shoes to students in need at area schools.

Guilford said he has seen an incredible amount of need in Pasco communities.

Wesley Chapel’s growth and new development has boomed in recent years, making it difficult for some people to realize it has pockets of poverty, he said.

“We don’t see the needs because Wesley Chapel is so promising,” Guilford said.

The roundtables are based on old-fashioned concept of networking.

“We’re open to anybody who is trying to help people in the community,” West said.

And, it’s not limited to charitable organizations.

“There are businesses that are very involved in doing community support, so we’re hoping that we’ll have a pretty good representation of them, too,” West said.

He issues this invitation to them: “Come and listen to what everybody’s needs are.”

The whole point of having the roundtables, West said, “is to find out what people need and to try to find resources for them.”

Pasco Difference Makers roundtables
What: Various charitable and service-providing organizations share information about what they do, upcoming events and immediate needs
Where: There are two locations
The roundtable in East Pasco meets on the first Wednesday of the month, from 2:30 p.m. to 4 p.m., at the Make A Difference office, 12311 U.S. 301.
The roundtable in Wesley Chapel meets on the third Wednesday of the month, from 2 p.m. to 4 p.m., the roundtable meets at Bridgeway Church, 30660 Wells Road, Wesley Chapel.
Info: Call (352) 437-3466.

Published October 09, 2019

Amping up entertainment in Downtown Dade City

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It was an eventful day for Melanie Armstrong, as she stood at the site where she’ll soon be operating Savory Roots — Catering and Events.

The shop will soon be part of a coming downtown Dade City attraction that will be known as – The Block.

Located in the heart of downtown Dade City, the premise at 14313 Seventh St. is expected to become a hub for retail and social entertainment.

Business partners Melanie Armstrong, left, and Larry Guilford, don hard hats along with Ben Borregard, Bill Borregard and McKenzie Wiliamson at the groundbreaking for The Block, on Sept. 27. This new plaza is expected to become a hotspot for fun in downtown Dade City. (Brian Fernandes)

Armstrong was excited on the morning of Sept. 27, as she was joined by contractors, Dade City officials and area residents during a ground breaking celebration.

Besides being a future tenant, Armstrong helped conceptualize the project alongside realtor and investor, Larry Guilford.

“We’ve been working on this project for about a year and a half,” Guilford noted at the ceremony. “We want to create a place where people can enjoy family and friends.”

The project is a new take on two existing buildings.

The premises — which spans 21,000 square feet — has an extensive history as a car dealership, going back for decades.

After it became vacant, it became a coveted spot.

“Being in commercial real estate for many years, in the area, I’ve always loved to look at this building,” Guilford said. “I saw a lot of potential in this property.”

The First National Bank of Pasco provided a loan for the project, enabling Armstrong and Guilford to push their agenda forward.

Remodeling is expected to cost at least $700,000, he said.

Most of the construction will entail reconfiguring the interior space in both buildings.

The structure facing Seventh Street will have a section designed for retail spaces.

Another part of the building will be an open venue to accommodate events such as weddings, parties and fundraisers.

There also are potential plans for a bridal shop and a brewery, Guilford mentioned.

The second building will be turned into a CrossFit gym.

And an outdoor patio will run between the two complexes, placed with seats, tables and string lights hanging above.

While it will be inclusive to all, it also is geared toward the younger-adult demographic, Guilford said.

“You’re going to see more activity here, especially as residential growth gets closer,” he added.

With schematics drawn, Armstrong already has pinpointed where her food catering shop will be located.

Savory Roots has been operating for more than a year in downtown Dade City, but will be relocating to The Block, when it opens.

The newly modified plaza will accommodate the expanding business, Armstrong said, noting that “we’re growing a lot and we need the additional space.”

She thinks The Block will not only benefit her business, but also will be a boost for the whole town.

Dade City Mayor Camille Hernandez agreed: “This is going to be a major game changer – for Dade City – in terms of bringing people downtown [and] experiencing all that we have to offer.”

Most demolition work will be handled by construction workers, but visitors — donning hard hats and goggles — had the chance to take a few whacks, with sledge hammers, during the groundbreaking.

Guilford thinks The Block will help create a new vibe.

“I think it kind of changes the face of event entertainment. It brings new life to this end of town. I think it’s a win-win for everybody,” he said.

The CrossFit gym is expected to open its doors in February, followed by the retail complex in May.

Published October 09, 2019

Dade City considering retail consultant

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The City of Dade City is considering the feasibility of hiring a retail consulting firm — as part of an effort to lure more commercial business and economic development within city limits.

City commissioners discussed the issue at length during a May 7 workshop, where they heard proposals from three professional firms for the creation of a retail market analysis and development plan.

The City of Dade City is considering hiring a retail consulting firm to drive more business to the municipality. City commissioners discussed the issue at length during a May 14 meeting. (Kevin Weiss)

Based on a request for proposal, the purpose of the project, in essence, is to better understand the retail landscape in the Dade City market, then have a firm develop a retail recruiting plan and broker potential prospects for the market.

The three firms interviewed were: Place Dynamics LLC, The Retail Coach, and Retail Management Associates.

The project, if followed through, would specifically address ways to improve and spur development along the U.S. 301 corridor, State Road 52, and the downtown area.

Cost estimates from the firms ranged from roughly about $60,000 to $90,000 for full implementation of the required scope of work; the city has not yet selected a firm.

The topic was broached again during a May 14 regular meeting, with some disagreement on how the city should proceed.

Commissioner Jim Shive suggested scheduling another workshop to have a more in-depth discussion on the matter, before deciding whether or not to select a retail consultant.

The commissioner said he heard from several constituents expressing concern on the amount of money that would be spent on a firm.

“I’m not opposed to moving forward,” he said, “but I think we need to have more discussion, that we just don’t need to jump in it headfirst, but that we’re looking at all angles.”

“It’s a lot of money, and I kind of want to know where it’s coming from,” he said.

Shive also pointed out another economic study has already been completed on the city by Melanie Romagnoli, of the Pasco County Office of Economic Growth, thereby perhaps reducing “a lot of the legwork” proposed by interviewed firms.

Shive, moreover, said the municipality might not have the necessary resident population to attract commercial businesses that a retail consulting firm would be tasked to target and recruit.

Proposing an alternate option to a retail consultant, Shive suggested the city look into bringing on staff, an economic development director or a CRA (Community Redevelopment Area) director, as well as generally investing more into the city’s downtown area.

Commissioner Scott Black, however, countered the city does indeed have the geographical portfolio to justify bringing aboard a retail consultant, which he said is imperative to better market the area and recruit businesses of all types.

Black acknowledged the city may not have the demographics that would attract big-box stores and major food chains, but certain other types of retail businesses instead.

“There’s a lot of retail that we have the numbers (of residents) for, we just don’t have anyone out there recruiting and bringing it,” Black said. “This retail recruitment element is what we need, and that’s what the beauty of what these types of firms do is — they welcome and determine what would succeed here and they bring it in.”

Black then stressed the need for such a firm, as a means to help the municipality grow, expand its tax base and bring better jobs to the area.

“It’s going to more than pay for itself after a few years,” Black said. “There are many opportunities that we have here for Dade City, but we don’t have this type of organization where (city staff) can go out and target businesses.”

“Now is the time to do it, not to put this off any longer,” he added.

Meanwhile, during the meeting’s public comment period, Dade City-based realtor and investor Larry Guilford said retail consultants oftentimes don’t provide much value to a city its size, or even up to cities with as many as 40,000 residents.

“It all comes to rooftops; we don’t have the rooftops,” Guilford said. “I’d love to put a Chick-Fil-A here, but if I don’t have certain rooftops out here, it’s a no-go; you have that in many cases.”

Guilford said a retail consultant may be worthwhile for Dade City to consider a few years from now, but not at this time.

“I don’t think you’ll get the bang for the buck,” Guilford noted.

Mayor Camille Hernandez said the city plans to continue the conversation at either another workshop or city commission meeting, to follow up with the retail firms and review reports from the Pasco County Office of Economic Growth.

“I think we’re doing our due diligence to make sure that we have all of the pieces together,” Hernandez said.

Published May 22, 2019

This crowd was bullish on East Pasco’s prospects

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Speakers at the recent “Discover Dade City” symposium cast a spotlight on East Pasco’s development opportunities.

The event, held in the conference center at the East Pasco campus of Pasco-Hernando State College, focused on ongoing projects, as well as those on the drawing board and future prospects.

Dewey Mitchell, the keynote speaker at ‘Discover Dade City’ said that as Dade City grows, its biggest challenge will be to preserve its authentic charm. (B.C. Manion)

The Greater Dade City Chamber of Commerce, in conjunction with the Greater Tampa Realtors and Central Pasco Association of Realtors (which merged with the Pinellas Realtor organization), hosted the inaugural event on Nov. 29.

Larry Guilford, who moderated the two panels of speakers, said “so many things are already happening in Dade City, and so much more is going to happen.”

Dade City Mayor Camille Hernandez said since becoming mayor in 2012, she has tried “to make sure that Dade City has a seat at the table.”

The city continues to look at ways to enhance its quality of life, through such amenities as recreational trails, a bike hub and a splash park, Hernandez said.

It also wants to find ways to repurpose its old buildings, and to explore a Farm-to-Table initiative, she said.

As the city grows, it wants to be sure it plans appropriately, Hernandez added, so it can preserve the “quaint authentic nature of Dade City that you won’t find anywhere else.”

New roads to progress
State Rep. Danny Burgess talked about the extension of State Road 56, which now ends at Meadow Pointe Boulevard in Wesley Chapel, but is being extended to U.S. 301 in Zephyrhills.

The road will create a new east-west artery that will help ease congestion and promote economic growth. Burgess said, “That will open up so many opportunities.”

David Gwynn, secretary of the Florida Department of Transportation District 7, said it looks like the State Road 56 extension could be completed as early as next spring, or at least by summer.

The transportation leader talked about a number of other projects that will have a significant impact in East Pasco.

The biggest investment involves projects on State Road 52, starting at the Suncoast Parkway, with stretches being widened all of the way over to U.S. 301, he said.

“This summer, in June, we’re going to let over $150 million in state projects just on State Road 52,” he said. “Widening to six lanes the portion between the Suncoast (Parkway) and (U.S.) 41; some other projects between (U.S.) 41 and the interstate (I-75); and, the realignment (of State Road) 52 all of the way out.”

The state also is studying whether State Road 56 could be further extended from U.S. 301 over to State Road 39 to create another corridor leading to Interstate 4.

Another big project, referred to as the Diverging Diamond, is expected to begin construction in early 2019.

Aimed at reducing congestion at State Road 56 and I-75, the project is expected to make traffic in that area more challenging during construction.

The planned construction of an I-75 interchange at Overpass Road also is expected to provide a significant improvement to transportation in East Pasco.

Preparing future workforce
On the education front, Kurt Browning, superintendent of Pasco County Schools, said a new technical high school expected to open in 2022 on Old Handcart Road will expand opportunities for students, while helping to boost Pasco’s economy.

The school will serve students from the Dade City, Zephyrhills and greater Wesley Chapel areas.

The goal is to build a school that helps students to develop skills that are needed by employers, which will benefit the school’s graduates and companies seeking to fulfill workforce needs.

The district is doing its homework now, to ensure that the school is equipped to offer relevant programs, Browning said.

“We don’t want to build a building and then figure out what programs we’re going to teach,” the superintendent said.

Pasco County Commission Chairman Ron Oakley addressed the need for local government to pick up the pace with regards to permit approvals.

“That’s the worst part of government —  how slow it moves,” Oakley said.

He pledged: “Pasco County is not going to hold up the builders and others who want to do things the right way. We’re going to make it so it’s more streamlined for them to get those permits.

“There’s nothing wrong with controlled growth,” Oakley said.

Opportunities for all
Another panel talked about investments being made in East Pasco.

Jason Newmyer, administrator for Florida Hospital Dade City, said next year will be a transformative year at the hospital, as a $22 million makeover begins.

Michael Lawson, director of operations for Metro Development Group, talked about Connected City, which is intended to be a place where there will be opportunities for everyone, ranging from large companies to small entrepreneurs.

“We’re going to create this environment that will promote this growth,” Lawson said, noting the 50-year plan for Connected City calls for the development of 10 million square feet of nonresidential and 40,000 residential units.

Connected City is in a corridor covering about 7,800 acres in northeast Pasco County. It borders Interstate 75, State Road 52, and Curley and Overpass roads.

Some things are already happening.

Epperson, a community in Connected City, became the first community in North America to open a manmade turquoise lagoon, known under the trademarked name, Crystal Lagoon.

“Crystal Lagoon has been a game-changer for the industry. We were proud to be the first in the U.S. We’ll see these deployed all over the country, but that’s just one element (of Connected City). There are going to be so many more.

“I look at Connected City as basically being an iPhone with unlimited ability to put Apps on it,” Lawson said.

Dewey Mitchell, co-owner of Capstone Tropical Holdings Inc., was the symposium’s keynote speaker.

Agreeing with other speakers on the agenda, Mitchell said there’s no doubt East Pasco is poised for growth. He also touched on an issue raised by Dade City Mayor Hernandez.

“I think the biggest issue for Dade City going forward — as all things happen, and they are going to happen — is keeping the charm the city has currently. I think that’s going to be the biggest issue.

“I kind of like to look at the city of Dunedin. They’ve done a really good job of merging the old city with newer development.

“It’s a pleasant place to be. There’s restaurants and shops. It’s lively. They have a bike path through.

“It sounds easy, but it’s not,” he said.

“At the risk of being offensive to someone, take St. Pete Beach. They messed it up,” he said, and now, “they’re struggling to get back what they once had.

“They just didn’t do it right. Dunedin did,” Mitchell said.

The symposium’s aim was to raise awareness of development opportunities in the East Pasco area, and provide networking opportunities for developers, brokers and property owners, according to John Moors, executive director of The Greater Dade City Chamber of Commerce.

Saint Leo University was the presenting sponsor, assisted by Pasco-Hernando State College, First National Bank of Pasco, Berkshire Hathaway Home Services Florida Properties Group, Florida Hospital Dade City/Zephyrhills, San Antonio Citizens Federal Credit Union, the City of Dade City and The Laker/Lutz News.

Published December 12, 2018