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Melanie Armstrong

Is Dade City poised for a marketing rebrand?

December 1, 2020 By Kevin Weiss

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

Filed Under: Local News, Zephyrhills/East Pasco News Tagged With: ADA, Americans With Disabilities Act, Camille Hernandez, Church Avenue, City of Dade City, Clearly Zephyrhills, Community Redevelopment Area, Dade City Center for the Arts, Dade City Commission, Florida's Sports Coast, Forbes, Jim Shive, Knute Nathe, Larry Guilford, Melanie Armstrong, Melanie Romagnoli, Meridian Avenue, Normita Woodard, Pioneer Florida Museum, rebranding, Seventh Street, Snowcat Ridge, St. Joe Road, State Road 52, The Block, Treehoppers Aerial Adventure Park, U.S. 301, U.S. 98 Bypass

Dade City is adding population, new attractions

January 8, 2020 By Kevin Weiss

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

Filed Under: Local News, Zephyrhills/East Pasco News Tagged With: ADA, Americans With Disabilities Act, Arbours at Hester Lake, Armature Works, Church Street, City of Dade City, Countryside, CrossFit, CSX, Dade City, Dade City Commission, Florida Department of Transportation, Hardy Trail, Irwin Pond, Kumquat Festival, Larry Guilford, Leslie Porter, McDonald's, medical marijuana, Melanie Armstrong, Osprey Pointe, Point Summit Inc., Saint Joe Road, Savory Roots Catering and Events, Seventh Street, Snowcat Ridge, The Greater Dade City Chambe rof Commerce, Treehoppers Aerial Adventure Park, U.S. 301, U.S. 98

Amping up entertainment in Downtown Dade City

October 9, 2019 By Brian Fernandes

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

Filed Under: Local News, Zephyrhills/East Pasco News Tagged With: Camille Hernandez, CrossFit, Dade City, First National Bank of Pasco, Larry Guilford, Melanie Armstrong, Savory Roots Catering and Events, Seventh Street, The Block

Doggy dining now legal in Pasco County

December 20, 2017 By Kathy Steele

Pasco County now has an ordinance to permit doggy dining in outdoor areas of restaurants.

The Pasco County Commission adopted the new measure unanimously at its Nov. 28 meeting in New Port Richey.

A $50 permit fee was later approved on Dec. 12 in Dade City.

The commission’s action, however, is news to many area restaurants that already have been allowing patrons to enjoy a meal on their patios, with a tail-wagging companion lounging nearby.

It’s standard company policy at a number of restaurants. Yappy hours are popular as special events.

There are websites, too, that are devoted to marketing area restaurants that are dog-friendly, including BringFido.com and PascoPetFest.com.

BringFido provides information on dog-friendly hotels, as well as restaurants nationwide.

That site lists 17 Wesley Chapel restaurants that are dog-friendly, including Applebee’s, Moe’s Southwest Grill, PDQ, Texas Roadhouse, Tijuana Flats, GrillSmith, and Panera Bread.

Dog-friendly restaurants on PascoPetFest.com include The Breakfast Nook, The Garden Café, Crab Shack Port Richey, and Pinchers Crab Shack.

Patrons at doggy dining spots throughout the county didn’t know anything was amiss, including Pasco County Commissioner Kathryn Starkey.

“We’ve been taking our dog out for six months,” Starkey said, adding, “I’m glad to be legal.”

Melanie Armstrong, owner of The Garden Café in Dade City, is among those who hadn’t heard of the new rules put in place.

“I’d like to know the details on what I need to do to be compliant,” she said.

Her restaurant has a large outdoor patio. On average, Armstrong said one or two patrons a day dine with their dogs, and servers keep things sanitary.

The dogs have been well-behaved, and it’s never been a problem, she said. “We have such a big patio. We try to capitalize on that. We get regular customers that bring their dogs.”

Pasco County Commissioner Jack Mariano initially raised the issue at the Aug. 15 commission meeting in Dade City. He said a couple of restaurant owners in Port Richey had inquired about doggy dining, and about getting a permit.

Now, those who are adding doggy dining and those who have already been offering it, must get the required $50 permit or face fines.

During the August discussion, Mike Moore, who was commission chairman at the time, called for a low fee.

“We don’t want to overcharge for a permit they’re going to hang on their wall,” Moore said.

Paperwork for the permit requires a drawing of where the doggy dining will take place, though it doesn’t have to be professionally done.

Commission members gladly approved the new ordinance.

“I think it’s a great idea,” Moore said. “You see it in a lot of cities and surrounding counties. It’s about time we get in the game.”

Just one person spoke against the ordinance during the public comment portion of the hearing.

“You have servers who are busy. They pick up dishes. The family has allowed the dog to eat off the dish,” said Port Richey resident Richard Wilkey.

The dogs could have fleas, and they might urinate or defecate, he said. “It’s just totally unacceptable.”

That prompted Mariano to ask an assistant county attorney for a recitation on the regulations in place to address Wilkey’s concerns.

The county’s permit follows the state’s lead on the issue. The state requires:

  • Servers who touch or pet a dog to wash their hands
  • Dogs to stay at ground level and be on a leash
  • Dogs to stay off chairs and tables, and to refrain from eating off plates
  • Provision of a sanitizer station, and cleanup kit for dog waste
  • Posting of the permit and explanatory signs in a public place

Commissioner Mariano also noted: “Food establishments have a choice to allow it or not.”

Published December 20, 2017

Filed Under: Top Story Tagged With: Applebee's, Crab Shack Port Richey, doggy dining, GrillSmith, Jack Mariano, Kathryn Starkey, Melanie Armstrong, Mike Moore, Moe's Southwest Grill, Panera Bread, Pasco County Commission, PDQ, Pinchers Crab Shack, Richard Wilkey, Texas Roadhouse, The Breakfast Nook, The Garden Cafe, Tijuana Flats

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03/08/2021 – Tomato garden

The Pasco County Library Cooperative will present a video on how to grow a tomato garden. Those interested can view the video at Facebook.com/hughembrylibrary or Facebook.com/newriverlibrary, all day, on March 8. For information, call 352-567-3576, or email . … [Read More...] about 03/08/2021 – Tomato garden

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Marchman Technical College, 7825 Campus Drive in New Port Richey, will host a socially distanced book signing with student-author and illustrator Chris Angilell on March 10 at 10 a.m. Angilella is a first-time author who has Asperger's Syndrome. He wrote the book, "Dotty's Freckles," to "inspire people who have a disability, hoping to send a message that they are exceptional and can accomplish anything," according to a news release. The book was independently published last August and can be purchased on Kindle or in paperback through Amazon. The book signing will be outdoors. Masks will be required. Angilella will sign books for attendees who bring their own copies. A limited number of paperbacks also will be for sale at the event. … [Read More...] about 03/10/2021 – Student-author book signing

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