The Laker/Lutz News

City of Dade City

Pasco MPO plans to launch to three planning studies

By

The Pasco County Metropolitan Planning Organization plans to embark on three studies aimed at improving opportunities for the county to attract state and federal funding.

One will focus on Pasco County’s Freight Transportation Plan, a second will zero in on d the Zephyrhills Multiuse Path and the third will focus on the U.S. 19 corridor in West Pasco.

Carl Mikyska, executive director of Pasco MPO, described the importance of the freight study this way: “We are a county that has a number of great opportunities. I want to use that freight plan to not only improve freight access and mobility, while preserving the quality of life for our residents, I want to use it as an economic attractor tool — to grow, to develop in a manner that’s careful, but increases our tax base.”

Pasco County Commissioner Jack Mariano also seized on the potential: “That spur up in Lacoochee should be a part of that study.”

Pasco County Commission Chairman Ron Oakley also reiterated comments he’d made previously about the potential for the Lacoochee area.

Mikyska also talked about the need — when conducting corridor studies — to consider a variety of perspectives.

When looking at the U.S. 19 corridor, for instance, the examination must go beyond traffic and congestion, he said.

Corridor studies define the conditions of the route, what options may be available to address safety, congestion, or other mobility needs and what limitations may be present, according to the MPO board’s Aug. 12 backup materials. Examples of limitations might include environmental conditions that should be avoided and/or the need to purchase right-of-way.

Planning studies are used to determine which transportation alternatives may be advanced and which alternatives may be eliminated from further consideration. Planning-level studies of corridors also help to more carefully define anticipated improvement project costs, the backup materials say.

Besides approving the proposed corridor studies, the transportation planning board also agreed with Mikyska’s suggestion to join MetroPlan Orlando in its efforts to extend its Transportation System Management & Operations (TSM&O) system.

MetroPlan, which is the MPO organization for Orlando, has been working on its system for years and seeks to extend it from Daytona Beach, on the Atlantic Coast over to the Tampa metro region on the Gulf Coast.

The TSM&O approach involves using technology to improve the performance of the transportation system rather than through more expensive options, such as roadway widening, according to agenda backup materials.

Examples of TSM&O include dynamic message signs on the interstate warning of traffic congestion ahead, traveling in a corridor at the speed limit with consistent green signals, and cable infrastructure to assist with broadband connectivity, the agenda materials say.

The idea is to use those strategies, in a coordinated fashion, to keep traffic flowing.

The Pasco MPO board approved Mikyska’s request to participate, with the only expected cost to be the expenditure of staff time.

On another item, the MPO board approved a scope of work for a study at the intersection of State Road 52 and Adair Road.

The Pasco MPO, in cooperation with the City of Dade City and the Florida Department of Transportation has identified the need to evaluate implementation of traffic control measures at the intersection, where additional traffic is expected because of increased residential development nearby.

Federal Transportation Planning Grant Funds will be used to pay for the $29,345.01 study.

Published September 01, 2021

Dade City Commission solidifies legislative priorities

By

The City of Dade City has identified four legislative priorities to present to the Pasco County legislative delegation at its upcoming annual meeting.

The session is for Sept. 1 from 9 a.m. to 1 p.m., at Zephyrhills City Hall, 5335 Eighth St.

The public and representatives of various interest groups are invited to present their requests to the delegation before the 2022 Legislative Session begins.

Pasco’s delegation includes State Reps. Amber Mariano, Ardian Zika and Randy Maggard; and State Sens. Wilton Simpson, Ed Hooper and Danny Burgess, respectively.

The Dade City Commission is seeking state funding for these key priorities:

  • Morningside Drive Extension: $8 million
  • Meridian Avenue/21st Street/St. Joe Road-Suwanee Way Intersection: $4.2 million
  • Wastewater Transmission Forcemain: $4.7 million
  • Wastewater Treatment Plant Relocation — design and permitting: $1.75 million

The four projects are described, in a staff memo, as elements that would foster “an overall favorable effect on our local and regional economic development efforts.”

The extension of Morningside Drive to connect U.S. 301 to Fort King Road is undergoing a route study, design and engineering of the project, following a $5 million state appropriation in 2019. Another $8 million is needed to complete the project, with rising construction and right of way acquisition costs. The preferred 1.19-mile route is shown in the rendering. (File)

The city document explains how the municipality’s economy has been “greatly enhanced” through redevelopment efforts during the past several years.

But it also underscores the town’s “many challenges” that are related to its aging infrastructure systems and its large percentage of nontaxable properties.

The memo also mentions “the need to attract more business, industry and residential rooftops to help improve its local economic situation.”

Dade City, incorporated in 1889, has a population of about 7,400. It is the county seat of Pasco County.

Here’s a more detailed look at the priority projects:

Morningside Drive Extension
The primary aim of extending Morningside Drive is to relieve Clinton and Meridian avenues by providing additional eastbound and westbound travel options for residents and visitors. But the extension also would provide direct east-west access for AdventHealth Dade City.

The proposed roadway also would accommodate new development, improve emergency response times and serve as a corridor for the extension of utility services.

City leaders, however, were surprised when they learned the project’s expected cost.

The city received $5 million in state appropriations in 2019 and is now asking for an additional $8 million. That money, if awarded, would go toward securing necessary right of way and constructing the road.

The initial $5 million is paying for a route study, design and engineering of the project.

Meridian Avenue/21st Street/St. Joe Road-Suwanee Way Intersection
Officials say a roundabout would greatly improve efficiency and safety at this five-point intersection on State Road 52.

The project is promoted as a gateway to assist the town’s central business district and surrounding neighborhoods. It also is expected to provide a better traffic pattern for city and county residential subdivisions that are approved to be built west of the intersection.

City Manager Leslie Porter told commissioners that state legislators in the district have encouraged the city to submit the project for funding.

This comes after the Florida Department of Transportation (FDOT) narrowed the original project’s scope and pushed it back on their priorities list, she said.

The intersection request will call for a full roundabout to best leverage safety factors, Porter said, and therefore would most likely require the acquisition of right of way, hence the $4.2 million price tag.

Mayor Camille Hernandez labeled this asking price as “much more realistic” compared to some lower estimated costs thrown around in prior meetings and discussions surrounding the project.

Wastewater Transmission Forcemain
In simple terms, construction of a new wastewater transmission forcemain will direct wastewater to the city’s wastewater treatment plant.

The $4.7 million project is designed to foster growth in a financially disadvantaged community, too, officials say, with a secondary benefit being the reduced need for septic systems to serve commercial and residential growth.

The city manager told commissioners that staff also is pursuing a separate grant opportunity for the force main initiative.

Wastewater Treatment Plant Relocation — design and permitting
Dade City currently owns and operates a 1.5 million-gallons per day (MGD) wastewater treatment facility situated in the heart of the environmental justice Mickens-Harper neighborhood.

But this current facility site is built out with no room for expansion or upgrades to accommodate a higher level of treatment, officials say.

Meanwhile, the city is experiencing an increase in development that will impact future capacity.

The project also is slated to benefit the environment and impaired water bodies — Withlacoochee River Basin, Big Gant Canal — into the Hillsborough River Basin through implementation of a three-stage biological nutrient removal process.

Aside from seeking $1.75 million in state appropriations for design and permitting, Porter told commissioners the city is pursuing alternative means to see the entire project through.

“This is, you all know, a large project, so we’re looking at every possible funding source we can,” Porter said.

After the commissioners reached consensus on their priority projects, at the commission’s July 27 meeting, the mayor encouraged city stakeholders to attend and take part in the upcoming delegation meeting.

Hernandez — who plans to attend — urged that whoever speaks on behalf of the city keep talking points on the projects “very brief and to the point,” as more in-depth presentation materials can be sent to legislators’ aides ahead of time.

“We learned that brevity is a good thing, especially at those events,” said Hernandez. “There’s lots going on. It’s one after another for (the legislators), so it’s a pretty busy day.”

Porter concurred “a very brief script” is the way to go when addressing the delegation.

Hernandez went on to point out there’s no indication any or all of the projects — some carryovers from prior years — will get sponsored for state funding. “They may all go by the wayside, (or) something may get picked up,” she stated.

Commissioner Scott Black offered optimism regarding the possibility of securing state funding for the designated projects.

Published August 25, 2021

Dade City awards infrastructure projects

By

The City of Dade City is moving forward on a pair of long-awaited infrastructure projects, as commissioners have awarded construction bids for the 10th Street sidewalk installation and the  Howard Avenue drainage improvements.

Dade City commissioners approved both projects unanimously during their July 27 meeting.

In the 10th Street sidewalk project, approximately 2,600 linear feet of sidewalk, which is five-foot-wide, will be installed. Sidewalk ramps conforming with ADA (Americans with Disabilities Act) standards also will be installed on the east side of 10th Street, between an existing sidewalk north of Camphor Drive and tying into an existing sidewalk at the intersection of Florida Avenue.

The City of Dade City is moving forward on a pair of long-awaited infrastructure projects, including the 10th Street sidewalk installation and the Howard Avenue drainage improvements. (File)

The construction bid was awarded to Land O’ Lakes-based B.R.W. Contracting Inc., totaling $204,859.

B.R.W. Contracting was the lowest of six sealed bids received, with the others ranging from $258,903.75 to $332,189.

The bid award also is below an engineer’s estimate of $266,698.41.

The city has allocated $200,000 in Penny for Pasco funds, with the remaining balance paid for through transportation impact fees, according to a city memo.

The company has 180 calendar days to complete the project, upon notice to proceed.

Dade City Public Works Director Bryan Holmes told commissioners that city staff “investigated some past performance that arose in other counties” with B.R.W. Contracting. (One of the more publicized problem cases with the firm involved the Osowaw Boulevard resurfacing project in Hernando County in 2015.)

But Holmes said B.R.W Contracting addressed such issues at hand, adding his staff felt comfortable moving forward based on satisfactory recommendations from nearby Zephyrhills.

The firm has been involved on U.S. 301/Pretty Pond Road, Simons Road and the Sarah Vande Berg Tennis and Wellness Center in Zephyrhills, among other projects.

Said Holmes: “Staff confirmed with the City of Zephyrhills that (B.R.W. Contracting) has performed work on similar projects and they have been satisfied with their work.”

Mayor Camille Hernandez expressed enthusiasm that the “long-awaited” sidewalk project will soon be underway.

“Gosh, how many years have we been talking about that one?” Hernandez quipped. “I’m excited about this one.”

Holmes agreed that the sidewalk has been in the works for a long time. “I know this (project) predates me, so I know it’s been awhile,” he said.

The Howard Avenue drainage infrastructure project was awarded to Palmetto-based TLC Diversified Inc., in the amount of $215,000.

The project generally calls for drainage improvements at an existing stormwater pump station located on the Hardy Trail at Florida Avenue, to resolve washout issues along the trail.

The scope includes installation of a larger submersible pump with motor, an upgraded control panel, installation of a manhole at the concrete vault, installation of a fence with access gate, and the stabilization of disturbed areas around the location with sod.

The project, Holmes said, “will increase the pumping capacity to empty out that (Howard) pond to allow additional stormwater to flow in.”

TLC Diversified was the lowest of three sealed bids received, the others coming in at $249,500 and $250,150, respectively.

The project to upgrade the stormwater pump station is budgeted for $230,000 through a combination of Florida Department of Environmental Protection grant dollars ($150,000) and Penny for Pasco funds ($80,000).

The Howard Avenue drainage improvements is the second of a three-phase project.

The first phase included the expansion of the stormwater pond along Howard Avenue. Following this second phase project, the third phase calls for removal of ditch reinforcing, which is expected to be handled by city employees using locally sourced materials to save on costs, the public works director said.

Published August 11, 2021

Dade City approves contract for destination marketing campaign

By

The City of Dade City is poised to launch a destination marketing campaign — with the aim of attracting more tourists, as well as engaging area residents.

To that end, Dade City Commissioners on June 22 unanimously approved a $14,200 contract with The Creative Stable Inc., a Dade City-based advertising, marketing, media and public relations firm operated by Jennifer Frazier. Frazier is the agency’s creative director, senior copywriter and general manager.

The scope of work entails the creation of a photo library ($2,500), the development of an advertising campaign ($3,200), the design of a destination website called DiscoverDadeCity.com ($1,000) and a video and short television spots campaign refresh ($7,500) — in collaboration with other Tampa Bay area multimedia companies.

Jennifer Frazier, creative director, senior copywriter and general manager of The Creative Stable Inc. (Courtesy of The Creative Stable Inc.)

In its proposal, Creative Stable listed its objective is for the municipality “to attract more foot traffic from surrounding areas to the downtown core of Dade City by visually portraying it as a unique, rewarding, memorable, and fun destination, thus increasing sales for area businesses.”

The proposal also outlines some of the city’s unique selling propositions. Those include Dade City’s small-town character; its historic buildings, including some Art Deco and Art Nouveau styles; its specialty retail, restaurants, brewery and events center; its public parks; its biking/hiking/walking trails; its cultural offerings, including the Dade City Center for the Arts and the Dade City Symphony; and, a new Visitor’s Center in the works and a splash zone being planned.

A photo library creation will encompass four days of on-site shooting by Rick Tauceda of Tampa-based Rick’s visual, to give the city hundreds of usable shots, be it streetscapes, historic churches, Kumquat Festival event action, local restaurants, pedestrians walking downtown, children playing at Price Park, cyclists and runners on Hardy Trail, and so on.

Meanwhile, a video refresh will be shot and produced by Tampa-based Diamond View Studios, updating a 2016 video library focusing on new footage and more experiential imagery “to avoid logos and storefronts as much as possible to give it a longer shelf life.” The group also will replace footage no longer relevant in the live, work, play, shop and dine spots, for 30-second high-definition television and social media spots.

In its advertising campaign for the city, Creative Stable will create “a cohesive series of community ads to develop wider market awareness for the downtown core.”

These would include:

  • An outdoor board
  • Print and digital ad series of five ads (live, work, play, shop and dine)
  • Social media campaign promoting 30-second spots and an invitation to visit
  • Event poster format
  • Event digital ad format
  • Event print ad

Meanwhile, the design of a “link-centric” destination website for Dade City would have pages to include, “Shop, Dine, Live, Work, and Play” in keeping with the themes of the marketing campaign. For instance, the “Play” webpage on the site would feature the Hardy Trail and city parks, along with other recreational opportunities such as TreeHoppers Aerial Adventure Park, and Lake Jovita Golf and Country Club.

The marketing plan also provides an option for ongoing support with a retainer fee, which can be modified to fit the city’s needs. The company recommended a monthly retainer of $1,500 (approximately 20 hours per month) to keep marketing consistent for the city over time, to provide event posters, print and digital ads, website updates and so on.

City leaders and merchants of late have expressed a need to attract a younger demographic and more foot traffic to support more contemporary types of businesses, such as bike shops, art galleries and taprooms.

As part of its proposal, Creative Stable garnered anonymous feedback from downtown business owners, who shared a mix of opportunities and concerns for the city’s ability to attract new people and thrive, including:

  • More affordable rent rates compared to Wesley Chapel
  • Too many empty storefronts
  • The need for a concert series at Agnes Lamb Park
  • Targeting day-trippers from Wesley Chapel, Lutz, New Tampa, Trinity
  • Incorporating more crosswalks to make the city more walkable and safer
  • Develop a curated mix of retail to better make the city a destination
  • More events needed to spur foot traffic

Commissioners like Dade City Mayor Camille Hernandez expressed enthusiasm with the full-throttled marketing blitz and its desired impacts.

“The time is right for Dade City to really move to that next level,” she said. “We want a very high-quality product.”

The mayor described Frazier as “really talented” and “a tremendous asset” having produced campaigns for Florida League of Cities and First National Bank of Pasco, and many other entities.

The Creative Stable Inc.

Frazier has lived in Dade City since 1985 and raised her family in the area. She recently was inducted into the Tampa Museum of Art and serves on the Gasparilla Arts Festival and Gasparilla Music Festival boards.

Commissioner Scott Black added it’s advantageous that Frazier’s company is nearby on Fort King Road “so we can hold her accountable and we can pull her in more easily anytime there is an event going or a need.”

Meanwhile, Dade City Manager Leslie Porter credited Frazier for recently assisting Dade City pro bono on a newspaper ad campaign where “she was a great help and really helped the city a lot.”

With an influx of growth and development on the horizon, Frazier said it’s an opportune time to begin promoting the city more aggressively.

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

She put it like this: “I think we’re ready for our close-up now.”

Frazier thanked the commission for being receptive with the forthcoming initiatives, too.

“This has been months, and for a couple of us, years in the making to get to this point to try to create a cohesive marketing program for the City of Dade City, that’s easily repeatable, that’s going to bring in new people to our city, and also ignite those people who are already here, to get back and re-engaged, if they’re not already,” Frazier explained.

Work will begin once a signed contractual agreement is in place, outlining specific deliverables, terms and payment schedules.

As for a timeline for the marketing campaign, Creative Stable plans to complete library and video shoots “as soon as possible to avoid storm season.” From there, an eight-week window is planned “to deliver the videos, spots, advertising campaigns and website.”

Published July 14, 2021

Garden club plans Arbor Day celebration

By

The annual Arbor Day and Memorial Celebration is set for April 30 at 10 a.m., at the Dade City Garden Club, 13630 Fifth St., in Dade City.

The event marks the 26th year that the City of Dade City and the Dade City Garden Club have jointly sponsored the Arbor Day/Memorial Day program.

(File)

The event usually is held the third Friday in January, which is the day the State of Florida celebrates Arbor Day, but this year’s event has been rescheduled to coincide with National Arbor Day on April 30, according to a news release.

This year, the Dade City Garden Club sponsored an art contest for the students at Centennial Elementary School in Dade City.

Students learned about the history of Arbor Day and were asked to design a cover fitting for the Arbor Day Program to be printed for the event. The winners will be announced, and the grand prize winner will be recognized at the event.

Memorial trees that have been given throughout the year will be recognized. Trees are dedicated in memory of or in honor of a person or special occasion, and are living and lasting tributes that add beauty to the city and quality to the environment.

Speakers for the event will be Dade City’s own Cowboy Poet Steve Melton, and Foresters Mona Neville and Arthur Clothier from the Florida Forest Service.

The Garden Club is extending a special invitation to the public to join them for this event to celebrate Arbor Day and to honor the tree recipients.

For more information, email Ruth Anderson at .

Published April 14, 2021

Dade City boosts IT security system, in response to breach

By

The City of Dade City is taking actionable steps to strengthen IT security protocols to prevent future data breaches and hacks.

Dade City Commissioners on March 9 voted unanimously to purchase cybersecurity services from Arctic Wolf Networks Inc., to provide managed risk and managed detection and response solutions, in an amount up to $41,901.88.

The action follows a ransomware data security breach that occurred in November, which compromised the city’s website, email systems and online payment systems — which continues to prevent residents from paying utility bills online.

In a February proposal and presentation overview from Arctic Wolf, it was revealed the city’s core systems were down for weeks and other components of the network were affected months after the breach; the attacker had access since April 2020; and, there was a $25,000 deductible for cyber insurance.

The City of Dade City is boosting its IT cybersecurity system in response to a data breach last year. (Courtesy of City of Dade City)

The agreement with the Minnesota-based firm will provide log retention for one year, as well as 24/7 monitoring of those logs.

The service also includes monthly vulnerability scanning with recommendations on remediation of detected threats, as well as the ability to allow the firm’s security team to immediately quarantine threats and suspected compromised systems.

The company is described as “the market leader in security operations,” utilizing a “cloud-native security operations platform to deliver security as a concierge service.”

The cybersecurity service was not budgeted in the current fiscal year, however officials felt it vital to now provide additional protection for the IT and security system. A portion of the unanticipated costs can be funded through the city’s GIS analyst vacancy and changes to some existing IT programs. Also, up to $20,000 will be funded from the city’s General Fund contingency.

The decision to ultimately proceed with the purchase came after a recent IT risk assessment by Mandiant, a Virginia-based IT security firm. The firm recommended the city improve its system logging and monitoring, as well as hardening defenses on all systems.

Dade City Manager Leslie Porter underscored the need for the enhanced IT security measures: “Unfortunately, we know the threats will continue coming. We just have to position ourselves in the best way possible,” she said. The city manager also noted additional cybersecurity measures will need to be considered in forthcoming budget years, as well.

Aside from meeting general risk assessment recommendations, the Arctic Wolf package needs to be in place before reestablishing online utility billing payment options for local customers, said Kevin Towne, the city’s IT director. He observed, “When you bring (utility billing) online you’re allowing people to come into your network to see that stuff. I can’t watch it 24/7, that’s what this company will do. It’s 24/7 protection. It doesn’t matter if its midnight on Christmas.”

Towne said the price for the service is reasonable because a comparative package from other cybersecurity companies could have cost upwards of $94,000.

“I don’t think anybody offers a package like them,” Towne said of Arctic Wolf. “They’re providing above and beyond.”

Commissioners recognized the need for enhanced cybersecurity.

“We realized we’ve got to do something,” Commissioner Scott Black said. “We can’t afford to let things like that continue to happen to us.”

Mayor Camille Hernandez agreed that the additional security is the way to go. She also noted: “The price tag, even though it looks high, is a great deal.

“If this is going to get us on the path the progress that we need to see and the utility bill pay and other things, it certainly seems like the right thing to do,” she said.

Published March 31, 2021

Dade City Commissioners seek city manager improvements

By

As the City of Dade City is staged for a wave of unprecedented growth, development and other happenings, elected leaders want to ensure they have the right leadership and administration in charge to navigate the East Pasco town’s future.

Much of that starts with Dade City Manager Leslie Porter, who has officially held the position for nearly two years.

Dade City Manager Leslie Porter’s contract is up for renewal May 14. (File)

Porter’s employment contract will renew on May 14, unless the Dade City Commission acts otherwise.

Keeping this time frame in mind, Dade City Mayor Camille Hernandez has called for significant tweaks to the handling of Porter’s annual performance review — with the aim of helping the city manager carry out the city’s established vision and goals.

The topic came up during the commission’s March 9 meeting.

Hernandez said the municipality is at a “critical juncture.”

She detailed major undertakings, such as the U.S. 301 commercial corridor; the developing of major recreational and park amenities; overseeing several new residential developments and annexations; and, figuring out the way to market, brand and promote the town going forward.

“We’re dealing with growth issues and concerns that we have never dealt with before, so we need to make sure we’ve got our game in order,” Hernandez said.

Because of that, Hernandez urged fellow commissioners to put deep, and serious, thought into their observations of Porter’s job to date.

Said Hernandez: “I want to make sure that when we get through this evaluation, that we can all walk away confident that (Porter) is the person that is going to lead us on, as we move forward and have all of the skillsets that we need.

“I think Ms. Porter is an extremely talented individual, and if she’s the one that we want to keep in this position as we move forward — if that’s the one we choose — then we need to make sure we’re all on the same page in making sure that we help her to have that, by way of marking improvement that peaks her performances.

“I think more than ever, I think we need to be on the same team, ‘Team City Manager,’ so that we move forward to get the city’s best interests,” the mayor said.

Hernandez said her comments are “nothing personal” toward the sitting city manager, but rather about “having Dade City’s best interests at heart.”

Hernandez then described disappointment with the handling and execution of various city operations on the whole, specifically noting a general lack of communication and engagement and not being “in the loop” on certain matters.

Hernandez also mentioned others in the community and throughout City Hall have expressed “angst and frustration” of late, too.

“We’re in the hot seat all the time because of all the people that come to us when things are done and not done,” Hernandez said. “I know this commission wants to know what’s going on, because the last thing we want to do is walk down the shopping aisle and have somebody tell us (about a local issue) and we look like a deer in the headlights…”

Even with this direct and clear warning shot and wakeup call, the mayor did credit Porter for making “considerable changes recently in terms of communicating and engaging.’

The mayor added: “I think if we can continue to move in that direction, then we are on the right path, but if we can’t, then we’ve got some issues that we need to address.”

Dade City Mayor Camille Hernandez

Evaluations should be meaningful
Commissioner Normita Woodard, sworn into her first-term last July, agreed with calls for more proactive oversight and transparency in manager evaluations, as opposed to a mundane check-the-box exercise.

“I definitely don’t think we just do an evaluation and call it a day,” Woodard said. “I do think that we need to make sure that all of what we want to see and all the criteria is being met, and if not, then we need to have a plan set up of how we’re going to meet that objective or what we’re going to do, if it’s not done. But, I don’t think we can just evaluate and move forward.”

Meanwhile, Commissioner Scott Black suggested scheduling a workshop to brainstorm ways to fine-tune the manager evaluation and clarify other goal-setting measures. This exercise, he said, “would go a long way for helping address the concerns” the mayor brought up.

“We haven’t had (this type of workshop) since our new commissioners (Woodard and Knute Nathe) have joined us and that is something we once did on an annual basis, where we just go in and indicate what our priorities individually, and bring all that together to have a collective vision or at least a plan for the city manager to pursue.

“It’s been awhile since we’ve done that, and I think this would be very helpful for the commission, for management, for staff, for everyone else involved, and that keeps us all where we can have something that we can measure performance based on what our collective vision is as a commission,” Black said.

Porter’s last evaluation was presented at a meeting in June 2020.

Commissioners then rated Porter’s overall performance at a 4.1 out of 5.0 scale, graded on management in administration, adhering to governance, relationship-building, leadership, and financial acumen, among other areas.

The main focus for improvements was in the arenas of building relationships and better communication with legislators, residents, merchants, The Greater Dade City Chamber of Commerce, and so on.

Other constructive criticism also called for Porter — who commutes from her home in Tampa — to have better familiarization with the municipality as a whole, along with various city departments and employees.

Previous city manager evaluations came in with satisfactory marks from commissioners.

After the commission meeting, The Laker/Lutz News reached out to Porter for her reaction to comments that were made pertaining to her during the meeting.

In an email response, Porter said: “I agree the city needs an evaluation tool that the commission as a body agrees upon. The city manager is in a unique position in that he/she reports equally to five elected officials. Each voice is important, and for the city manager to be most effective, he/she needs to know the expectations to which they are being held accountable and  the priorities of the commission as a whole.”

Porter was originally hired as the city’s finance director in 2014.

She was appointed interim city manager in February 2019, assuming the post long-held by Billy Poe, who took a similar position with the City of Zephyrhills.

Porter was selected, after the city was unable to reach a contract agreement with Christopher Edwards, its initial top candidate for the position, who was then a real estate associate in Tallahassee and previously had served as deputy director of the Tallahassee-Leon County Office of Economy Vitality.

Instead of selecting a list of new candidates to interview, the commission opted to proceed with Porter for the post, starting with a base salary of about $99,000, citing her performance as acting city manager over prior months while also juggling her duties as finance director.

Before coming to Dade City, Porter spent nearly a decade working as town treasurer for the Town of Chesapeake Beach, in Maryland.

She has a bachelor’s degree from George Mason University and a master’s degree from George Washington University.

Published March 24, 2021

Dade City approves modified CRA plan

By

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

Busy 2021 anticipated for East Pasco communities

By

The East Pasco municipalities of Dade City and Zephyrhills are poised for a busy 2021 in terms of infrastructure, development and other community programs.

Here’s a closer look at some of the highlights in the new year:

Dade City

A rendering of the type of large-sized heart-shaped sculptures that will be installed at city-owned properties in the downtown area. (File)

Let’s get artsy
“The Heart of Pasco County” moniker soon can be taken on quite literally in Dade City — in the form of an outdoor, permanent public artwork exhibit.
The Dade City Center for the Arts in February will celebrate the installation of a new outdoor public art exhibition — in the form of about a dozen 8-foot-tall metal heart sculptures painted by local artists and installed throughout historic, downtown Dade City.
Proposed locations for the 3D heart sculptures, which will have varied artwork patterns on each, include:

  • Hibiscus Park
  • City Hall/Police station alcove entrance or nearby
  • Green space entrance to Hardy Trail
  • Meridian Avenue/U.S. 301 intersection, near Dade City Heritage and Cultural Museum
  • Naomi S. Jones Park
  • Whitehouse historical landmark on Old Lakeland Highway
  • Lock Street/Hardy Trail intersection
  • Agnes Lamb Park near Meridian Avenue
  • Price Park
  • Watson Park
  • Dade City Garden Club
The Dade City Center for the Arts is facilitating more community art programs.

The community initiative is designed not only to color up the downtown area, but also to use public artwork as a photo opportunity and marketing tool, to encourage residents and visitors alike to stroll throughout city limits. More frills include installing QR codes on each sculpture mapping out the location of other city landmarks and providing information about a particular artist or meaning of the artwork itself.
The entire concept is similar to outdoor art events in other cities that bring together artists’ creativity with a sculptural icon that relates to the city. In Dade City’s case, its official seal has a heart shape surrounded by kumquats in its center.
The city’s arts center also has been approved to create a wall mural at the site of the former CenturyLink building at Hardy Trail and Eighth Street.

 

 

Dade City’s visitor information center will be built adjacent to the Roy Hardy Trail on Church Avenue. (City of Dade City)

Visitor’s information center coming
Roy Hardy Trail cyclists and exercisers alike will have a spot to take a breath, relax and learn about the happenings in their community all at once.
It comes in the form of a visitor’s information center adjacent to the Hardy Trail on Church Avenue.
The 1,380-square-foot open floor space will feature informational kiosks and mobile displays for all county tourism amenity partners.
The building also will be accompanied by two porches and a bike rack — its location designed to offer easy access off the Hardy Trail for users to gather and rest. The facility will have two family bathrooms, as well.
A groundbreaking is slated sometime in early 2021, with completion expected in the summer.
The project is funded with the help of a $250,000 grant from the Pasco County Tourist Development Council.

Sprucing up downtown
Dade City leaders have made it a priority for 2021 and beyond to ensure that the city’s historic downtown area is safe, clean and generally more desirable to stroll through.
The city is moving forward with plans to install additional crosswalks along Seventh Street and Meridian Avenue, and is improving stormwater drainage near Seventh Street and Pasco Avenue.
It also is exploring traffic-calming initiatives to reduce vehicle speeds. And, it is making public parking space changes, boulevard additions, and encouraging landscaped parklets to create additional outdoor seating areas.
Additional resources also will be dedicated to downtown cleanup — including mowing, weeding and litter patrol of city-owned properties in the Community Redevelopment Area.
Meanwhile, the city’s public works team is in the midst of enhancing the lighting downtown parking lots, as well as Agnes Lamb Park on Ninth Street.

Could Dade City try to leverage its recreation amenities, such as motocross, as it embarks on a rebranding effort? (File)

Marketing rebrand in the works?
The City of Dade City is plotting a full-scale marketing rebrand to capitalize on residential and tourism growth in Pasco County and Tampa Bay area, at large.

The city has earmarked $40,000 in this fiscal year’s budget toward a marketing and advertising plan, promotional activities and other contractual services.
But, before that money, and possibly much more, is allocated specifically, Dade City commissioners want to hear what the public thinks — and that includes local business owners, residents and other stakeholders.

Efforts to gather input throughout the year could take form in charrettes, surveys, monthly forums, and even door-to-door visits.

How to best promote its current and forthcoming amenities remains the looming question.
Does the city try to emphasize its unique collection of downtown shops and restaurants? Focus more on recreation attractions inside and outside the city limits? Leverage its budding reputation as a location for rural destination weddings? Or, perhaps will it simply brand itself as an ideal location to raise a family?


City of Zephyrhills

The rebuilding Jerry’s Crystal Bar is set to open in early 2021 on Gall Boulevard. (Courtesy of Jerry’s Crystal Bar)

Iconic business to reopen
The longest-operating bar in Zephyrhills is set to reopen in early 2021 — almost two years since it was destroyed by a fire.
The original Jerry’s Crystal Bar had been in business since 1954, at 5707 Gall Blvd.
That all changed in May 2019 when a two-alarm fire electrical in nature suffocated the building’s attic and roof, yielding a total loss.
A complete rebuild of the iconic, family owned establishment is coming along swimmingly since a May 2020 groundbreaking. The bar’s owners expect a grand opening ceremony in January or February.
The new building takes on an elevated, modernized look and is nearly double the size of the old structure. It also falls under the requirements of the city’s form-based code for the U.S. 301/Gall Boulevard corridor area, whereby the facade is aligned right up to the street with a wide sidewalk and all parking is situated behind the bar.

A rendering of the U.S. 301/Pretty Pond Road intersection project (File)

U.S. 301 intersection project to spur commercial activity
The completion of an intersection improvement at U.S. 301/Pretty Pond Road, expected in mid-2021, is expected to open up opportunities for increased commercial development.

The $2.3 million state-funded project calls for new traffic signals on U.S. 301 at Pretty Pond and at Medical Arts Court/ Townview Avenue, along with other median and roadway improvements.
Once construction is complete, the area is poised to land Chick-fil-A and Chipotle chain restaurants, among several other businesses and attractions.

Residential developments popping up
Don’t be surprised if “The City of Pure Water” get a little more crowded in 2021 and beyond.

Significant progress or completion is expected on a number of large-scale residential developments throughout the municipality.

With myriad new homes on deck, small town Zephyrhills is going to get a little more crowded. (File)

A slew of new housing communities is actively underway — such as Abbott Square, 700-plus units surrounding the new Sarah Vande Berg Tennis & Wellness Center off Simons Road; and Abbott Park, 500-plus units tucked behind the Zephyr Commons Publix Shopping Center, off Gall Boulevard.

Other notable homesites include the Link at Calusa Springs, north of Silverado Golf & Country Club; the Oaks at Pasco, southeast of Silverado Golf & Country Club; and Skybird Properties, off Alston Road near the municipal airport.

Simply put, the city’s real estate market is “very hot right now,” Zephyrhills Planning Director Todd Vande Berg said earlier this year.

“I don’t know where all these people are coming from, but these housing subdivisions are selling homes for over $300,000 with HOAs and CDDs. I wasn’t sure how that’d work in Zephyrhills, but you drive up to Silverado and before the lot infrastructure is completed, you’re seeing a ‘Sold’ sign, so it is amazing.

“Even through this COVID-19 environment, the residential housing…has really stayed very strong, which helps the city from a budget and revenue standpoint,” said Vande Berg.

More bells and whistles for tennis center?
Could the newly opened Sarah Vande Berg Tennis & Wellness Center continue to add to its wide range of features this year?

The northeast corner of the Sarah Vande Berg Tennis & Wellness Center on Simons Road is reserved for a an indoor multipurpose sports complex. (Courtesy of Sarah Vande Berg Tennis & Wellness Center)

Well, the City of Zephyrhills and the Zephyrhills City Council are giving strong consideration to a second request for state funding to expand the state-of-the-art facility on Simons Road.

The northeast corner of the 10-acre property has been reserved for a 30,000-square-foot indoor multi-purpose sports complex — enough room to handle four full-sized tennis courts, and can also be converted to accommodate soccer, weddings and even concerts.

This past year, Florida Gov. Ron DeSantis vetoed a $1.5 million appropriation for the Phase II project from the state’s budget amid the COVID-19 pandemic.

But that might not stop city leaders from continuing to push for the project. Appropriation requests for this year must be submitted to the state by early February.

The $4.9 million tennis center, which opened in September, already includes numerous courts and other amenities.

Published January 06, 2021

Is Dade City poised for a marketing rebrand?

By

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