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Price Park

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

Price Park tennis courts set for fence upgrades

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Published December 30, 2020

Artists’ handiwork displayed on hay bales

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People who enjoy viewing public art might want to check out six hay bales — painted by artists of various ages — that have been stationed around locations in Dade City.

The display is the Dade City Center for the Arts’ kick-off project, since being revived in July 2020.

This painting of a scarecrow’s face was done by Morgan Turgeon and Ethan Wiley, students at Pasco High School. The painted hay bale is at Price Park. (Courtesy of Dade City Center for the Arts)

Hancock Farm & Feed Co., provided and delivered the hay bales.

Those wishing to view the works can visit these Dade City locations:

  • Hardy Trail at Church Avenue, 37856 Church Ave.
  • Hibiscus Park, Seventh Street and Bougainvillea Avenue
  • Price Park, 37415 Magnolia Ave.
  • Agnes Lamb Park, 14200 Ninth St.
  • Naomi Jones Park, 38122 Martin Luther King Blvd.
  • Watson Park, on Main Avenue, between 17th and 19th streets

The paintings have been well-received, said Lucy Avila, of Dade City Center for the Arts, in a news release.

To find out more about Dade City art, check the art center’s website at DadeCityArts.com.

The center also has other projects planned to enhance downtown Dade City.

The arts center is headquartered at Out of Our Hands Gallery, 14245 Seventh St., in Dade City.

Published October 21, 2020

Who knows? The owl knows. This painted bale, located at Agnes Lamb Park, was created by Patty Resse and daughters, Cassidy, Delaney and Alissa Ross.
This painted bale, near the Hardy Trail, was created by Kevin Taggerty, a retired master sergeant of the U.S. Air Force, and his daughter, Ryah, a first grade teacher at Lacoochee Elementary.
This symbol of Halloween and all things autumn is located at Naomi Jones Park, and was painted by Casandra Moua and Kevin Taggerty.
This painting of a butterfly was done by Russ Taylor and can be found at Watson Park.
This truck hauling pumpkins was painted by Diego Grant, a senior at Pasco High School. The artwork is located at Hibiscus Park.

Residents call for upgrades to Naomi Jones Park

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First, it was the Washington Heights community that weeks ago raised various concerns with Dade City leadership, asserting their local neighborhood and subdivision has been neglected in funding and resources.

Now, the Mickens-Harper community has come forward to levy complaints to the city, particularly for what they view as inadequate amenities and upkeep at Naomi S. Jones Park and the James Irvin Civic Center, at 38122 Martin Luther King Blvd.

Dade City Mayor Camille Hernandez (File)

Over a handful of middle-aged residents from the predominately Black neighborhood stepped forward during a Sept. 20 virtual city commission meeting, sharing written letters and making statements during a public comment period.

Many of the speakers expressed how the park and its recreation center have fallen in disrepair, and is a shell of its former self decades ago.

Citizens called for additional features to be installed at the park — including more pavilions; a covered playground area with new exercise equipment; more picnic tables and seating, upgraded lighting; and more routine landscaping, like edging and weeding, among other upgrades.

They also outlined various issues with the civic center building. They said the roof is leaking. There’s mold and it needs a new coat of pain. They complained about limited space in the kitchen, and outdated appliances and furnishings. The building needs expansion to accommodate larger events, residents said.

Chloe Senia recently moved back to Dade City after being away for about 45 years.

She recalled fond memories at the park when she was growing up as a youth decades ago, but was troubled to see the park’s conditions upon return to her hometown.

“I am very excited to be back in the City of Dade City, but it was very disturbing to walk out to and see the upkeep, and the condition of the park and the recreation center. …To see that there have been no improvements to the building, was pretty sad.”

She, too, pointed out the city recently upgraded other parks, such as Price Park on Magnolia Avenue, while Naomi Jones Park seemingly has been ignored: “When I look at other parks, it makes me wonder, ‘Where is the funding for Naomi Jones?’”

Those sentiments were summed up in a letter by Ella Mae Hamilton, who has been in the city the past 22 years.

While she complimented the city for funding a new bathroom/concession stand at Mickens Field and planning out a downtown community splash park, she said more needs to be done at Naomi Jones Park. She specifically requested shading for playground equipment, another pavilion and an updated kitchen: “I pray that these projects will be met for the betterment of the citizens of this city. After all, we pay taxes like everyone else.”

Meanwhile, long-time resident Anita Blake shared a recent negative experience at the park and civic center.

Blake detailed how she organized a birthday party for her 5-year-old granddaughter in November, but discovered the civic center’s kitchen oven was inoperable when she tried heating up food. Moreover, she ordered tables and chairs from the city, but they weren’t delivered on time, forcing her to scramble to make other accommodations.

This was all after she had paid designated permit and rental fees to the city, she said.

“The city knew some of this stuff was not intact, and they were still OK with me paying the whole payment,” Blake told commissioners, adding she’d have been better off renting out the Alice Hall Community Center in nearby Zephyrhills for the same price, surmising they offer better service and amenities.

She later underscored how the park’s features haven’t been upgraded since she was in school many years ago: “If you go out there to the park, the swings that are out there are the (same) swings when I went to Mickens.”

In response to all the concerns and demands, Dade City Mayor Camille Hernandez said the matter is being addressed by department heads, who will be performing site visits and coordinating a priority improvement list. City workers might be able to make some of the improvements, the mayor said. Other upgrades “are much bigger line items that need to be put on some type of list so we can get those accomplished,” she added.

Hernandez said she appreciates residents for bringing the issue to the commission’s attention.

“We take this matter very seriously,” Hernandez said. “We’ve heard your pleas to address this area, the importance of it, from not only the community and the heritage and the legacy of those families that have preceded us, but the importance of the future of our children that are there in our communities,” Hernandez said.

Meantime, the city is already in the works of applying for a Community Development Block Grant (CDBG) funding to install sun shade covers over the playground equipment at Naomi Jones Park. Grant funding also is being requested to install an inclusive and ADA accessible playground apparatus on the proposed downtown community park on 10th Street, and install ADA compliant playground apparatus in Watson Park on 19th Street.

Published September 30, 2020

Dade City has location for downtown splash park

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The Dade City Commission has approved a land purchase that may finally bring a splash park/bike hub to the city’s downtown area.

The city has targeted a 2.23-acre parcel that borders the Hardy Trail on Eighth Street. The property, at 3772 Church St., is owned by local businessman Otto Weitzenkorn.

This is a preliminary concept plan for a splash park/bike hub in downtown Dade City. The recreation project calls for a multi-use water splash pad, bike-share shelter, amphitheater, ADA (Americans with Disabilities Act)-accessible playground, open space, and concession area and other amenities. (Courtesy of City of Dade City)

The real estate’s 2018 appraised value is $1.168 million, but city officials say the Weitzenkorn family is willing to sell it to the city for $800,000.

At their Oct. 22 meeting, commissioners voted 4-1 to proceed with the purchase. Commissioner Nicole Deese Newlon dissented.

The city has until the end of the year to close the transaction per terms of the presale agreement, according to City Attorney Thomas Thanas. An onsite inspection, suitability study and new appraisal will be needed, too, he said.

City leaders have discussed building a splash park/bike hub for the past few years.

Finding an ideal location had been another matter, until the Weitzenkorn family approached the city in August.

A preliminary concept plan for the recreation project calls for a multi-use water splash pad, bike-share shelter, amphitheater, ADA (Americans with Disabilities Act)-accessible playground, open space, and concession area and other amenities.

Dade City Manager Leslie Porter indicated during the meeting the city plans to use reserve funds and Penny for Pasco revenues for the land acquisition, then apply for a series of Community Development Blocks Grants (CDBG) to fund park amenities. Pasco County Tourist Development also has allocated $250,000 for the recreational project.

Porter said the splash park project “has a lot of possibilities to take Dade City to the next level.”

Commissioners concurred the initiative can help revitalize the downtown business district while offering another recreational outlet for local youth, residents and visitors.

Commissioner Jim Shive said “it’s time to start thinking outside the box, bringing some things here to make things lively for the downtown and help pick up things.”

Commissioner Scott Black called the project “a good investment.”

Black added: “I think it’s something that future generations will appreciate the foresight that we had in doing this. It will be a really nice complementary to our downtown area, and I think that’s going to be a great thing.”

Mayor Camille Hernandez likewise supported the project as a community asset and possible tourism draw.

Hernandez said the project falls in line with the city’s ethos of building a healthy and age-friendly community.

“This is huge for Dade City in so many ways,” she said. “This will definitely help us to promote our business district, to help our CRA (Community Redevelopment Agency) and to do all those things that we need to do.

“I believe this is another thing that will help to bring people here for our festivals, for our downtown, our community markets and all those other events,” the mayor said.

In casting the sole negative vote, Newlon said she’s a proponent of a splash park, but she expressed several reservations about the discussed property and project in general.

Newlon said she was “very concerned” the city would be tapping into reserves to pay for the Weitzenkorn property. She also pointed out the parcel contains a house with asbestos, which the city would be responsible for removing — therefore increasing the project cost.

She estimated the splash park/bike hub project could cost more than $2.5 million to $3 million, and added “that’s probably a conservative number.”

“I’m a little concerned about where that money’s coming from at this point, and it makes me uncomfortable to rely on the prospect of grant monies, when we really don’t know,” she said.

The city commissioner also said she thinks the new park location might take away from nearby Price Park, which is about a block away on Magnolia Avenue and recently has undergone upgrades.

“I’m concerned that we’ve put a lot of money into Price Park, and that park is almost going to be kind of an afterthought,” she said.

Plus, she took issue with the preliminary rendering, which shows a smaller, scaled-down splash pad overshadowed by other amenities and features.

“It feels like to me, we’ve lost the point of this exercise, which was the splash park. The design to me lacks that appeal, beyond the pricing issue,” she said.

Published October 30, 2019