The Laker/Lutz News

Serving Pasco since 1981/Serving Lutz since 1964

City of Dade City

Taking a ride with the mayor through Dade City

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Mayor Camille Hernandez and representatives from the City of Dade City joined in a 2½-mile casual bicycle ride through the city on March 25 to promote bicycling and pedestrian safety. The event was hosted by Bike/Walk Tampa Bay, a regional coalition of professionals, advocates, and residents committed to making walking and bicycling safe. The organization was there to pass out shirts and promote roadway safety. The ride started at The Spoke, the visitor’s center on Church Street, and cyclists traveled on the Hardy Trail and Seventh Avenue. Dozens of riders joined in, as did some members of the Dade City Police Department. To learn how to become an ambassador for Bike/Walk Tampa Bay, log onto www.bikewalktampabay.org.

(Courtesy of Jennifer Cannizzo)

75-home subdivision proposed on Happy Hill

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The Pasco County Planning Commission has recommended approval of a proposed subdivision of up to 75 homes at the northwest corner of Happy Hill and Sarah Lynn Drive, in Dade City.

The land currently is zoned for agricultural and rural density use, but, if approved by the Pasco County Commission, will be rezoned to a residential-4, high-density residential district. The county board has final jurisdiction in land use and rezoning requests.

County planners also have recommended approval of the application by Distinct Development Dade City/Happy Hill Road to rezone the 18.78 acres.

The site currently consists of undeveloped hayfields.

Access to the proposed subdivision will be from Happy Hill Road, which is a county-maintained collector road.

In accordance with an interlocal agreement between the county and the City of Dade City, the county has requested a review of the subject request from the City of Dade City and has not received any comments, according to materials in the planning board’s agenda packet.

The area surrounding the site is characterized by residential development and agricultural pursuits. The site is designated in the county’s land use plan for up to six residential units per acre.

Attorney Clarke Hobby represented the applicant at the planning board’s Jan. 6 public hearing.

He told planning commissioners that his client opted for the R-4 zoning request, rather than seeking a master-planned unit development that would have yielded the potential for approximately 120 houses.

The site is “immediately adjacent to the Sweetwater apartment complex to the south. Two of the sites adjacent to this site are zoned MF-1, so they allow multifamily at considerably higher density.”

A traffic study shows that after the development occurs, Happy Hill Road “will still be at level of service A and B, depending on whether you are north or south of the site. There’s a lot of capacity there.

“There’s a lot going on in that area and there’s really two big influences in the area, that’s from the crest of the hill, down to (State Road) 52, on Happy Hill. One is, the roads, including the Clinton Extension, which you can see from these sites looking down. So, you have (State Road) 52 and the Clinton Extension, which are going to be major, major game-changers in this area.

“And then the second thing is, the City of Dade City has annexed a considerable number of parcels, not very far north of this site and now have approved basically 1,000 units with lots that are smaller than this site,” he said.

Alisa Weaver, who lives directly across the road from the proposed rezoning, urged the planning board to recommend denial of the request.

“My question is: How does this zoning change positively affect the health, safety, welfare and morals of the surrounding community? And, how does this change benefit the surrounding homeowners?

“That’s a lot of houses in a small area, and I don’t feel any of the resident homeowners are benefiting from this,” she said.

She’s concerned about traffic on Happy Hill Road.

“It’s always been a two-lane rural road,” she said.

But she pointed out, there’s already a problem with traffic and that’s likely to worsen with increased development.

The speed limit is 45 mph, and 35 mph near the school and church, she said.

“Nobody goes 45 (mph). I’ve been run off the road. I’ve got my blinker on, turning left. They go around you,” she said, adding that even county vehicles have nearly run her off the road.

“It’s very hazardous, and now we’re looking at additional homes, on top of what’s already going to go in down the road (on the land that Dade City has annexed).

“My question is: What is the county going to do to protect me and my visitors and my property? What is going to keep us safe?

“Now, is the time to support your current homeowner residents before allowing additional high-density development.

“I ask you to deny this proposal on Happy Hill Road,” she said.

Hobby told the planning board that the transportation analysis, completed by an expert in the field, showed there’s sufficient capacity on the roadway.

He also said that lot sizes in the proposed subdivision will have frontages of at least 60 feet.

The planning board unanimously recommended approval of the request.

In other action, planning commissioners recommended approval of a request by Rucks Cobblestone for a land use change to allow commercial use on 3.34 acres at the intersection of U.S. 301 and Chancey Road.

The land currently is designated for residential development, at up to nine dwellings per acre. The applicant is seeking a designation to allow commercial uses.

In recommending approval, the planning board concurred with county planners, who supported the request.

In supporting the request, county planners found that shifting the land use to commercial would “create little or no objectionable, external effect upon neighboring land uses.”

Planners also noted that the proposed commercial site is at the intersection of two arterial roadways; is not located internally to an existing single-family neighborhood and will not act as an intrusion.

Planners also found that the development intensity is limited and designed to serve the needs of the immediate neighborhoods.

The request now goes to the Pasco County Commission, which has final jurisdiction on land use and zoning issues.

Published January 12, 2022

Dade City seeks public feedback on Seventh Street improvements

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The City of Dade City is accepting public comments and ideas for conceptual traffic and beautification improvement plans for Seventh Street.

The City of Dade City is seeking public feedback on traffic and beautification improvements along Seventh Street. Shown here is a rendering of alternatives for a section on Seventh Street from Church Avenue to Meridian Avenue. (Courtesy of City of Dade City)

City officials seek to create a downtown area that’s attractive, walkable and bikeable, and will appeal to everyone visiting it.

To that end, the municipality has obtained the professional services of Johnson Engineering to develop a streetscape improvement conceptual plan along Seventh Street, from Pond Avenue to Florida Avenue. The type of improvements being considered along the corridor involve a complete street concept — including reconfiguring the sections for traffic calming, and to accommodate sidewalks, bike lanes, landscaping and lighting.

Johnson Engineering has prepared first-draft renderings of the possible configurations of each typical section of the corridor.

They have been broken down into four sections:

  • Florida Avenue to Church Avenue
  • Church Avenue to Meridian Avenue
  • Meridian Avenue to Martin Luther King Boulevard
  • Martin Luther King Boulevard to Pond Avenue

To provide feedback on the streetscape strategy and view renderings, visit DadeCityFl.com/news_detail_T1_R37.php.

For more information, call project manager Tina Mauriello at 352-523-5050, ext. 420.

Published October 13, 2021

Dade City wants your junk

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The City of Dade City is providing trash trucks to help residents dispose of household waste on Neighborhood Cleanup Day on Oct. 16, from 8 a.m. to noon.

Residents are asked to clean up their properties, and to remove junk and/or debris from their yards.

Then, residents can take the unwanted items to one of these four dumpster locations:

  • 10th Street and Whitehouse, behind Bravo’s
  • North Seventh Street parking lot, behind Del Carmen’s
  • Watson Park on North Avenue, on the basketball courtside
  • Watson Park on Main Avenue, parking lot

Tires and household hazardous waste cannot be dropped off.

Acceptable materials include glass, wood (8 feet or less), fence, carpet, household trash, furniture, mattresses, and plywood.

For information, call Dade City Public Works at 352-523-5050.

Published October 13, 2021

Dade City’s budget approaches $25 million

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The City of Dade City has finalized and adopted its fiscal year 2021-2022 budget — with the price tag coming in at nearly $25 million.

The figure represents an increase of about $7.25 million — or nearly 41% — from this past year’s budget.

The Dade City Commission unanimously approved the second, and final, reading of the new budget, during its Sept. 27 meeting at City Hall.

No residents spoke about the budget during the public hearing.

The fiscal year commences Oct. 1 and runs through Sept. 30, 2022.

Slightly more than $1.74 million of the budgetary increase is due to a change in budgeting special revenue and impact fee funds, according to the city’s final operating budget book and other documents.

In prior years, impact fee revenues were minor, due to limited growth in the city; beginning with fiscal year 2022, all impact fees funds will be included in the budget.

Also, in prior years, the local option gas tax was treated as a special revenue fund; now, this activity will be included in the general fund.

Capital outlay and debt service represent the largest chunk of the 2021-2022 budget, anticipated to total $13.74 million (55% of the total budget) and up about $5.92 million from this past fiscal year.

Major capital projects include construction of the Dade Oaks retention pond, Howard Avenue stormwater improvements, Tank Hill well and booster station, Morningside Drive extension, wastewater force main and lift station projects, and sidewalk/road improvements.

Personnel costs are expected to be roughly $6.43 million, or nearly 26% of the total budget, and an increase of $626,446 from the last budget.

The increase in personnel costs is a result of:

  • Funding new positions
  • Increased health care premiums
  • The adoption of a new pay scale and associated increases
  • A 3% salary adjustment for individuals not affected by the new pay scale
  • Increased wages and benefits through the negotiation of the police union contracts, and associated retirement costs.

Lastly, operating costs came in at $4.73 million — up about $706,000 from this past year’s budget. They represent about 19% of the latest budget.

Changes in operating costs include:

  • Funding for a comprehensive plan update
  • Development of a disaster recovery plan
  • Additional IT security costs
  • Election year costs
  • Increases in solid waste collections and utilities
  • Additional funding of the city’s utility renewal and replacement fund, as per recommendations from a rate study

The 2021-2022 fiscal year budget is based, in part, on a 7.14 millage rate, assessed on taxable value of property within the city.

The city’s certified taxable value is about $340 million.

At the rate of 7.14 mills, ad valorem tax revenues in the city’s general fund are anticipated to levy an estimated $2.3 million, an increase of slightly more than $262,000 from the prior year’s $2 million for general fund expenses.

The breakdown of ad valorem revenues comes from the assessed value of the city’s 1,857 single-family homes, of which 1,231 have at least one exemption, according to city records.

Commissioners held eight budget workshops between June, July, August and September to hammer out myriad details and considerations.

Dade City Mayor Camille Hernandez thanked city administration and staff for “lots of hard work” during the budgetary planning process.

“A lot of things on the table,” Hernandez said of the latest budget. “Hopefully, we are bringing Dade City forward with some additions we’ve made, and certainly some adjustments we’ve made with salaries and staff, and all that…and hopefully only great things ahead.”

Dade City Manager Leslie Porter summarized the city’s financial picture in the finalized 87-page budget book.

Her statement in the budget book reads, “This budget will enable Dade City to begin the path to grow with the demands for services while protecting our thriving and safe community that cherishes its location, unites in its diversity and evolves to meet the continuous challenges that success brings.”

City of Dade City fiscal year 2021-2022 budget: Total: $24,961,790

Expenses by category

  • Capital outlay and debt service ($13,744, 893)
  • Personnel costs ($6,433,788)
  • Operating costs ($4,783,109)

Published October 06, 2021

Dade City approves new pay scale for employees

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The City of Dade City is set to ring in fiscal year 2021-2022 with a slew of new positions and increased employee wages.

The updated employee pay plan incorporates the greater of the following: 3% cost of living, new minimum pay rate and new minimum pay adjusted for years of service (1.5% per year of service greater than one year) in an attempt to help with wage compression issues.

The pay plan has 19 salary steps, ranging from part-time crossing guard, which has a salary range of $23,400 to $35,100, all the way up to police chief, which has a range of $80,931.06 to $121,396.59.

Dade City Manager Leslie Porter (File)

The pay plan also includes funding for 14 new positions, within the proposed budget, including the following:

  • Four police officers
  • A deputy city clerk
  • An executive assistant to the city manager/public relations specialist
  • A groundskeeper
  • A utility service worker
  • An engineering inspector
  • A utilities electrician
  • An assistant code enforcement officer
  • Three wastewater treatment plant operator trainees

Other notable changes include bumping up paygrade levels for the city’s utility billing supervisor to be commensurate with other assistant crew leaders; upping the executive assistant to the city’s police chief to the same grade as executive assistant to the city manager/public relations specialist; and, adding paygrade classification levels for fiscal assistants based on experience and duties.

The new plan will increase personnel costs, and benefits, by an estimated $626,446 compared to the current year’s budget, according to Dade City Manager Leslie Porter.

Dade City Commissioners approved the pay scale plan on a 5-0 vote during the commission’s Sept. 13 meeting. The plan is effective Oct. 1.

Porter had outlined the city’s need to add staff and to budget additional money for payroll during a commission workshop last month.

She explained that more employees are needed to help manage the rapid growth and development planned throughout the municipality.

About 6,500 new rooftops and several commercial properties have been approved to be built over the next two decades.

Porter and Human Resources Director Patty Coram conducted an in-house salary study using pay information from seven comparable local governments, including Zephyrhills, New Port Richey and Pasco County.

The City of Dade City has adopted a new pay scale to address salary compression issues and to bring on more staffers.

The pay plan will make the city more competitive when it comes to attracting applicants, hiring candidates and retaining quality personnel, officials say.

Moreover, officials say beginning to raise wages now will make for an easier transition to Florida’s $15 per hour mandatory minimum wage, which takes effect in 2026.

Mayor Camille Hernandez voiced support for the justification of the comprehensive pay plan. She said it rewards long-term employees and will attract more qualified job-seekers, to ensure the municipality is fully and adequately staffed across all departments.

“I do hope and pray with these new positions that we are adding, that we’re stepping it up a notch,” Hernandez said, addressing her comments to the city manager. “You’ve asked for things, we’re giving it.”

The mayor also emphasized that expectations are high for city administration and supervisors on down to entry-level employees.

“As we raise the bar and we provide this system, we expect certain things. The expectations are pretty high now,” Hernandez said.

Commissioner Normita Woodard agreed that with more resources in place, there’s a greater responsibility and scrutiny in terms of serving residents and following through on outlined citywide goals and initiatives.

Woodard put it like this: “I just want to make sure that I do say it in this forum that the money matches the work efforts, and that the supervisors are going to be doing what they need to do to make sure that it is accountable.”

The city’s last classification and compensation study was conducted in 2015, according to a city commission agenda memo.

The city adopted a proposed pay plan then, but was not in a financial position at that time to address compression issues included in that plan, the memo states.

In lieu of that, the city had been providing 3% salary increases each year, in an attempt to keep up with cost of living and rising wage environment, the memo reads.

In other business, commissioners approved the Rolling Hills residential planning development annexation, comprehensive plan and zoning amendment, on a 3-2 vote.

The development is approved to build up to 700 homes on slightly more than 151 acres, located west of Opportunity Way, south of State Road 52, and north of Roberts Road.

Commissioners Scott Black, Knute Nathe and Hernandez voted in favor, while Woodard and Jim Shive, who is mayor pro tem, voted against.

Published September 29, 2021

Pasco MPO plans to launch to three planning studies

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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

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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

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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

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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