The Laker/Lutz News

Scott Black

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

Dade City boosts IT security system, in response to breach

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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

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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 to permit alcohol sales on Sunday mornings

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The phrase, “Bottoms Up!” may begin a bit sooner on Sundays in Dade City.

Consumers in Dade City will soon be able to purchase alcoholic beverages on early Sunday mornings  — if an amended citywide ordinance is approved on a second and final reading.

Under the proposed change, Dade City businesses with liquor licenses would be permitted to start selling alcohol at 7 a.m., on Sundays — four hours earlier than currently allowed.

The City of Dade City is set to permit alcohol sales at 7 a.m., on Sundays, earlier than the 11 a.m., blue law restriction that remains in place.

If adopted, the measure would create uniform alcohol sales hours all seven days of the week in Dade City — from 7 a.m. to 2 a.m., the following morning.

The proposal to change the alcohol sales hours passed on a 4-1 vote, with Commissioner Scott Black dissenting.

A second and final reading is expected on Feb. 23.

The ordinance mirrors a recent ruling enacted by the Pasco County Commission, which voted unanimously in November 2020 to change the county’s “blue law,” which had outlawed alcohol sales before 11 a.m., on Sundays.

A blue law generally refers to a state or local law that restricts certain commercial activities on Sunday for religious reasons, in order to observe a day of worship, or rest.

Other nearby municipalities also have repealed their respective blue laws in recent years, including the cities of Tampa, Lakeland and St. Petersburg. The City of Zephyrhills repealed the restriction on early Sunday morning alcohol sales more than a decade ago.

The call for the change in Dade City came at the behest of multiple Dade City establishments as a way to remain competitive, and as a way to avoid confusion for patrons.

In addition to retail packaged alcohol sales at local grocery or liquor stores as early as 7 a.m. Sunday, the ruling also would allow restauranteurs’ wish to sell alcoholic beverages on Sunday mornings, such as mimosas, Bloody Mary’s and so on.

Dade City Mayor Camille Hernandez spoke in favor of relaxing the ordinance, reasoning that it is a “business friendly” measure intended to create “a level playing field” with the rest of the county.

Hernandez said the issue seemingly came to a head during Super Bowl Sunday, when many local shoppers — who were preparing for Game Day festivities — were informed it was too early to purchase alcohol at various grocery stores and other establishments within city limits.

“It’s not so much about drinking a mimosa at certain hours of the day, but having the opportunity to come into a grocery store or other establishment and being a convenience item to be able to do that one-stop shop,” the mayor said.

She also noted that if those shoppers ventured to Wesley Chapel or slightly outside limits, they’d have been able to make those one-stop shop alcohol purchases, which therefore discourages commerce in Dade City.

“People don’t want to go elsewhere,” Hernandez said, but, “if they’re not going to get it here, they’re going to go support other businesses that are outside of the Dade City limits.”

Hernandez also pointed to the city’s reputation as a fun place to shop and dine.

And, that’s likely to get a boost once a new downtown events and entertainment venue called The Block opens up on Seventh Street later on this year.

“We are trying to support businesses in our community and trying to help them with what they need to continue to survive and flourish in our area,” Hernandez said.

The mayor also noted that the Dade City Police Department has not expressed opposition or raised any “red flags” regarding passage of the proposed change.

Published February 17, 2021

Cemetery complaints addressed

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The Dade City Commission has approved a landscaping contract, after grievances aired in recent months about the upkeep of the Dade City Cemetery.

Commissioners have approved a contract with a landscaping company to maintain the grounds of the 17-acre cemetery, at 38151 Martin Luther King Blvd.

The agreement is with Gotha-based JDMF LLC, and it calls for landscape management services from April 1 through Oct. 31, at an annual cost of $37,200.

The Dade City Commission approved a contract with landscaping management firm JDMF LLC, to maintain the Dade City Cemetery during the rainy season from April through October. The cost of services is $37,300 annually for the seven months of work. (Kevin Weiss)

The seven months of work coincide with the area’s rainy season when grass grows more quickly at the site nestled in the Mickens-Harper community, on the northeast side of town, across U.S. 98.

Two other bids received for cemetery landscape management came in at $61,446 and $179,746, respectively.

The city originally budgeted $36,000 to hire an additional public works/park employee who would have shared duties between the cemetery and downtown grounds maintenance.

However, city administration felt it more prudent to outsource the cemetery workload instead.

As explained in a city memo dated Dec. 8: “Contracting out the cemetery landscape management will eliminate the current need to hire an additional employee and provide the current downtown and parks employees the help that is needed to maintain a park-like setting in our city’s downtown area. During the dry season, city employees will maintain the cemetery.”

Dade City Public Works Director Bryan Holmes also deemed the workload “too great for one employee to maintain during the rainy season.”

Funding for the contract services will come from the parks department’s operational budget. The cost for outsourcing the work will be offset by the cost of hiring an additional employee and the vehicle costs associated with maintaining the grounds, officials say.

Split decision
The decision to go with the landscaping firm was divided among commissioners, narrowly passing by a 3-2 vote at the Dec. 8 meeting.

Mayor Camille Hernandez, and Commissioners Scott Black and Knute Nathe voted for the contract. Mayor Pro Tem Jim Shive and Commissioner Normita Woodard voted against.

In dissenting, Woodard expressed concern about the number of tasks the municipality has been outsourcing — as opposed to finding solutions in-house with city workers.

“It seems like anytime we meet any type of adversity, the solution is contracting someone from the outside,” Woodard said. “I personally feel like our solution should not always be to contract out.”

She added: “It seems to be that we are consistently setting a precedent that when we can’t do the job, we are immediately going outside, and I don’t like it.”

Shive made similar points. He preferred adding another a full-time employee to handle the grounds and other areas for 12 months, instead of “turn over control of the cemetery with contracted people” for seven months of the year.

“I just want to remind everybody this is $37,000 for seven months. What is going to happen for the other five months when they’re not here to do the job?” Shive asked.

“I have a problem paying $37,000 for seven months when we can hire a full-time person that can work for the cemetery and the CRA (the Community Redevelopment Agency special district) — and we’re actually creating a job for somebody.”

The mayor pro tem, too, noted the city previously hired a contractor to maintain parking lots downtown, which led to unsatisfactory results.

The other commissioners, however, supported the city staff’s recommendation for various reasons.

Over the last handful of years, some 175 gravesites have been installed across the city’s 17-acre cemetery, sparking the need for more groundskeeping assistance. Some local residents have complained about the upkeep of the site in recent months.

“For smaller municipalities like Dade City is, sometimes you can’t do everything in-house,” Nathe reasoned. “Sometimes it is more cost-effective to hire out and go to a third party to maintain something that we don’t have the resources to do ourselves.”

He continued, “I don’t care whether it’s somebody directly employed by the city who does it or a third-party contractor.

“If staff’s telling us, ‘Listen, it’s more efficient to get a third-party contractor to do this, so that it frees up the cemetery groundskeeper to go help out in other parts of the city,’  — and I’m sure they need help during the rainy season — then I say let’s do that.”

Meanwhile, Black pointed out the firm JDMF had strong references from the cities of Lakeland and Bartow, as well as Pasco and Lake counties. Also, he surmised the contractor is set to bring in an experienced multi-person crew with their own equipment to spruce up the cemetery, likely to be more effective and efficient than any one person.

“The fact remains that we’ve got a problem that we need to take care of, and this does seem like a cost-effective way of doing it,” Black said. “You’re getting a team that comes in, that works and does this for other municipalities and a couple of counties, and I think we’re needing to do something different here, and if it doesn’t work out, then we can go back and find another way to do it, but this does sound like this could be a very good solution for us, and hopefully we can go back and break the cycle of the problems that we’ve been having of late.”

Hernandez — who was the favoring swing vote — acknowledged being “really torn” with the decision.

The mayor emphasized that the city’s public works supervisors must have regular follow-up with the landscape company. Moreover, the contractor better give ample attention to weed-eating around headstones and gravesites, she said.

“I just want to make sure that we’re doing our work, that this gets done,” Hernandez said. “As we get ready to do all this marketing of our town and not only the cemetery, but all of those things that we’re doing, that everything is looking in a way that people are proud of, especially when they’re going to pay tribute to their loved ones who’ve passed.

“We all realize this is important for people with gravesites. It’s in a lot of ways very emotional and very sentimental, as well as being something that we need to take care of.”

In recent months residents have levied ongoing complaints on the growth of weeds, and damaged graves and headstone decorations, making comments on social media and during commission meetings.

It came to a head during a September meeting when residents, including Mario Jenkins, spoke up about the conditions.

Jenkins told commissioners when he last visited his mother’s grave, he discovered some of the decorations—including a memorial cross — had been destroyed.

“Every time I go there, I seem to be disappointed,” Jenkins said. “The upkeep on the grounds is very poor.”

Cemetery duties increasing
For many years, the city was able to have a single groundskeeper maintain the entire cemetery parcel, officials say.

But, apparently that’s no longer the case.

One explanation may be the surging demand of marked graves and installed headstones over the last several years.

Dade City Clerk Angie Guy is responsible for selling cemetery spaces and when families want to have headstones installed for loved ones.

Guy explained that more than 175 graves have been added to the cemetery during the last six years.

The increasing number of gravesites has increased the workload for maintaining the cemetery, she explained, as more man hours are needed to mark the grave, install headstones, landscape surrounding areas and so on.

“The workload has increased substantially, so that’s another part of the issue,” Guy told commissioners at the meeting. “It’s not just marking the grave and that’s it. Now there’s a headstone that (residents) want installed, that (worker) is going to have stop mowing, stop weed-eating, and install the headstone, and make sure it’s installed correctly. If there’s any problems (with the headstone install), then they go back and forth…”

Published December 30, 2020

Dade City approves visitor’s center design

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Dade City Commissioners have narrowed in on a design for a new visitor’s information center building that’ll help round out Roy Hardy Trail trailhead — and serve as an important component for a future multi-use park near Church Avenue in the downtown area.

Commissioners on Aug. 25 unanimously selected a preferred design option that was favored by nearly 62% of residents in an online survey.

The visitor’s information center is being funded with the help of a $250,000 grant from the Pasco County Tourist Development Council.

The visitor’s information center will generally match the look of the surrounding Church Avenue neighborhood, which commonly features homes with wood siding, columns and brick embellishments. The 1,380-square-foot building will feature informational kiosks and mobile displays for all county tourism amenity partners, and showcase exhibits from local artists and museums. (Courtesy of the City of Dade City)

Plans call for a 1,380-square-foot open floor plan with two family bathrooms that meet Americans with Disabilities Act standards.

The interior space will feature informational kiosks and mobile displays for all county tourism amenity partners. There also will be a third-party vendor space to provide maintenance, information sharing and security. The space also can be used to showcase exhibits from local artists and museums.

The center’s exterior will generally match the look of the surrounding Church Avenue neighborhood, which commonly features homes with wood siding, columns and brick embellishments; the building will be painted with a historic color palette of amber, copper red and black.

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 riders and exercisers to gather and rest.

The final building design, however, might take on a few more minor tweaks. Commissioner Scott Black expressed a desire to incorporate some elements of the former Seaboard Airline Depot, a Mediterranean-style structure that was once located northeast of the site. Any changes will likely apply to lighting fixtures, decorative elements and benches that can give the feel of a depot and railway platform, city officials say.

The project’s budget will next be finalized by staff and commissioners. Construction is expected to begin in January following the approval of submitted building permits.

Commissioners in May approved a design-build project bid with Dade-City based Borregard Construction Inc.

Mayor Camille Hernandez described the visitor’s center as “a major part” of a proposed downtown community park that’ll someday be “a destination in our town.” The center will be situated at the northeast corner of the 2.23-acre park property that could eventually feature a water splash pad, playground, event lawn and walking path, among other amenities.  “We certainly want it to become something that we’re all very proud of,” Hernandez said.

Published September 02, 2020

Dade City Commission welcomes new planning board

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The Dade City Planning Board has added a new face, plus a few familiar ones to its dais.

Dade City Commissioners on Aug. 11 reappointed three board members whose terms recently expired, and approved a new at-large member to the agency’s group of seven.

Matthew Munz was approved to the Dade City Planning Board, as an at-large member. The Dade City resident is a project manager at Mead & Hunt, an architecture and engineering firm. He takes over for Knute Nathe, who vacated the seat after being elected to the Dade City Commission last month. (Courtesy of Matthew Munz)

The three reappointments are James Cosentino, Bermice Thomas and Joe Kennard.

Dade City native and resident Matthew Munz is the new at-large appointment.

Terms of each of the four appointments will expire April 2024. The other planning board members are Jimmy Miller, Davis Henley and Juliann Hale.

Munz, the newest addition, is a project manager for Mead & Hunt, an architecture design, engineering, environmental and construction administration services company.

He takes over the at-large seat previously held by new Commissioner Knute Nathe, who vacated the seat after being elected last month to the Dade City Commission.

“I enjoyed a great deal my tenure on the planning board. It can be thankless service, but it is service that is necessary to the city,” Nathe said.

With that, Nathe recommended Munz for the at-large seat, citing his experience as an engineer leading various water, wastewater, and stormwater projects in multiple stages of development — matters that go hand-in-hand with planning board responsibilities.

Fellow commissioners concurred, unanimously approving the recommendation.

Dade City Mayor Camille Hernandez said Munz’s credentials “certainly are impressive” and his knowledge in development-related matters “should be an asset to the board.”

Hernandez noted that Munz sat through a four-plus hour commission meeting last month, underscoring his passion for community issues.

“If that ain’t dedication, then I don’t know what is,” Hernandez quipped.

Aside from professional experience, Munz also has deep-rooted ties to Dade City coming from a family of public servants.

His mother, Barbara Munz, was principal of Pasco Elementary School for 23 years.

His father, William Munz, was assistant county administrator for Pasco County throughout the 1990s.

Munz kept his comments brief following the appointment. “I look forward to being able to serve the city,” he said.

The city’s seven-member planning board also serves as the Local Planning Agency for quasi-judicial procedures, and also includes one member representative from Pasco County Schools.

The board meets monthly, or as needed.

Duties include transmitting recommendations to the commission regarding zoning district amendments, comprehensive plan amendments, variances, and conditional use permits.

On another matter, commissioners unanimously approved a final plat for Countryside, a 25-lot subdivision located on 5.72 acres east of U.S. 301 and adjacent to a busy block that includes a McDonald’s, O’ Reilly’s Auto Parts, Captain D’s and EZ Clean Car Wash, among other businesses.

The Countryside development has been in the works for some time.

Commissioner Scott Black noted the subdivision has been in entitlement ever since the city landed the McDonald’s location when he was a freshman in high school, roughly 40 years ago.

“It is rather interesting that the project is finally, after so many years, something is happening there,” he said.

The development has received some pushback due to potential negative traffic impacts in that area, including from former Dade City Commissioner Nicole Deese Newlon.

Budget transparency headed to city’s website
Local residents soon will be able to get an inside look at Dade City government’s spending and departmental operations, in real-time online.

Newly appointed Dade City interim finance officer Andrew Laflin told commissioners he’s rolling out a cloud-based budgeting transparency software program onto the city’s website, within the next month or two.

The new program, will allow users to view and navigate the municipality’s multi-year capital projects and budget actual data, with links to the city’s annual budget document and ongoing budget preparations. It also will provide updates and messages from the city’s various departments, he said.

The new online feature will “show really a whole lot of stuff,” Laflin said.

Mayor Hernandez applauded the initiative, especially at a time when the city is experiencing a wave of commercial and residential development.

“I think that’s excellent,” Hernandez said. “I love the fact that it’s not only going to be available to the commission, but it’s going to be available in real-time, so I’m excited. That sounds like a good addition to providing information and transparency to our residents and those in Dade City.”

Laflin has hit the ground running on budget preparations for fiscal year 2020-21 since being hired to provide consulting financial services a month ago.

Other items worth noting:

  • The Dade City Police Department announced the hiring of two new police officers — Christopher Amatruda, 35, and Ronny Rivera, 48.
  • Dade City’s public restrooms have reopened, accessible from 7 a.m. to 7 p.m., daily.
  • Work is underway on the design of a visitor’s information welcome center building at the Roy Hardy Trail trailhead.
  • Pasco County issued a notice to proceed with a route study for the extension of Morningside Drive — to connect U.S. 301 to Fort King Road in Dade City.

Published August 19, 2020

Columnist helps to keep Pasco’s history alive

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The name Doug Sanders will ring a bell with regular readers of The Laker/Lutz News.

Especially those who enjoy history.

Sanders dropped by the newspaper’s office a little over five years ago, offering to help us tell the story of the region’s history.

It was an offer we couldn’t refuse.

Doug Sanders has a penchant for history. He enjoys tracking down leads and sharing what he finds out, with others. He is shown here, after giving a talk at a Pasco County Historical Society meeting in February. (B.C. Manion)

Since then, Sanders’ columns have unearthed interesting facts about community landmarks, forgotten places, and people who have played a pivotal role in shaping the area’s history.

His columns resonate with people who are deeply rooted here, and with newcomers, too, who want to know more about the place where they now live.

And, we’re lucky enough to continue sharing Sanders’ work.

Sanders said his interest in history began in 1963, as part of a class visit to the home of Wilbur Wright, co-inventor of the airplane.

That visit to the farmhouse and museum near Millville, Indiana, left an indelible impression.

“It was just amazing to me: Here’s a man in history that changed the world, and he came from some humble beginnings. The homestead went back to 1865,” Sanders said.

“It’s something that filled my imagination that day,” he said.

It also sparked his interest in pursuing stories and preserving history.

When he arrived in Florida, in the early 1980s, he became enamored with learning more about Pasco County’s past. Over the years, he’s formed friendships and received help from other local historians, including Jeff Miller, Keith Bailey, Ted Johnson, Scott Black, Bill Dayton and Madonna Wise.

He’s done quite a bit of research over the years and has shared some of what he’s learned through periodic columns.

One of his favorites focused on a document possessed by Martha M. Fountain, of Zephyrhills.

The document, originally bestowed to Samuel Warren Fountain, was signed on Dec. 15, 1864. It bears the signature of President Abraham Lincoln, and has been passed down through generations of Fountain’s family.

President Abraham Lincoln’s signature, dated Dec. 15, 1864, remains legible.
It turns out the signature on the 156-year-old document was an engraved version of President Lincoln’s signature. (Courtesy of Doug Sanders)

Sanders wanted to know if it really was Lincoln’s signature on the document.

So, he set off to find out.

It took him two years, and ultimately a trip to Springfield, Illinois, where he discovered the document, now 156 years old, was marked with an engraving of Lincoln’s original signature.

While the signature wasn’t directly applied by Lincoln’s hand, Sanders still felt a sense of satisfaction, from tracking down the facts.

There were a couple other bonuses, too, he said.

For one thing, he made a new friend: Norm Schmidt. Schmidt, who lives in Akron, Ohio, had read Sanders’ column about the document, after receiving a copy of the column from Donna Swart, a former mayor of San Antonio.

Schmidt offered to take Sanders to Springfield, Illinois, where the men found out that the signature was an engraving of Lincoln’s signature.

The men also traveled to Lincoln College, where, as it turns out, the document is now housed, as part of the exhibits at Lincoln Heritage Museum.

Sanders also enjoyed the challenge of trying to determine whether President Calvin Coolidge ever stayed in Dade City, as local legend claimed for decades.

His painstaking research yielded a detailed timeline that Sanders believes makes it impossible for the local legend to be true.

Still, if someone can produce hard evidence of a Coolidge visit, Sanders would love to see it.

Other satisfying columns featured James Emmett Evans and William M. Larkin, Sanders said.

Evans was known as the citrus king and was a pivotal figure in the development of frozen juice concentrate. Larkin was a cattleman and lawyer, a member of the Pasco County School Board and chairman of the Southwest Florida Water Management District.

Edward Bok and his wife, Mary Louise, are shown here with President Calvin Coolidge and his wife, Grace, on Feb. 1, 1929, the day that Coolidge spoke at the dedication ceremony at Bok Tower Gardens in Lake Wales. (Courtesy of Bok Tower Gardens)

Sanders’ columns often bring little-known facts to light.

One column featured the acting career of Roy Barnes Jones, a character actor who was born in Dade City.

Jones used the stage name Roy Roberts, and at the height of his career, his face was familiar to millions. He played recurring roles in such popular programs as “McHale’s Navy,” “Bewitched” and the “Dick Van Dyke Show.”

But, Sanders doesn’t just write about people. He also writes about the region’s places and events.

He called attention to the historic Cow Palace in Dade City, a venue that attracted some of the  biggest names in soul-blues and R&B music, including B.B. King.

The Cow Palace was part of what is known as the “Chitlin’ Circuit,” defined by National Public Radio as “a touring circuit that provided employment for hundreds of black musicians and brought about the birth of Rock ‘n’ Roll.”

He also told the story of the Historic Pasco County Courthouse, an iconic building in downtown Dade City, that’s listed on the National Register of Historic Places.

Readers of that column would learn the building, located at Seventh Street and Meridian Avenue, was erected in 1909. They also would find out that despite its impressive neoclassical dome and clock tower, the structure’s design was not exactly unique.

The architect — Edward Columbus (E.C.) Hosford — used a similar design for three courthouses in Georgia and two in Texas.

In other columns, Sanders has written about challenging times the region has weathered.

He wrote about the hurricane of 1921, which made landfall with sustained winds of 115 mph near Tarpon Springs, on Oct. 25, 1921. At the time, it was considered the most destructive storm to hit Florida since 1848.

Wilbur Wright was born here in Millville, Indiana, on April 16, 1867. His parents bought this home, along with 5 acres for $700. (Courtesy of Doug Sanders)

The hurricane caused considerable damage throughout the region.

The Sunnybrook Tobacco Company, in Dade City, for example, reported losing nine barns and  110 acres of shade-grown tobacco. The damage was estimated at $100,000.

The Dade City Banner was forced to abandon its offices, the Mt. Zion Methodist Church was demolished, and the storm damaged roofs, toppled trees, took down smokestacks and flattened water tanks, among other things.

The region has had its health scares, too.

While today’s news is dominated by COVID-19, headlines in the past have covered yellow fever and the Spanish influenza, among others.

Over the years, Sanders has written about life’s trials and triumphs, its death and despair.

He’s done much of his work the old-fashioned way: Through interviews, old documents, personal visits and newspaper archives.

“It takes a lot of effort to track this stuff down,” Sanders said.

Just about anything can be found on the Internet, but that’s not good enough, Sanders said.

“You’ve got to find out if it’s fact or not.

“Even though we have modern technology, there’s still nothing to replace shoe leather,” the history columnist said.

To read Doug Sanders’ Knowing Your History columns in their entirety, just visit LakerLutzNews.com, and search for Doug Sanders on our website.

Published August 12, 2020

Dade City commissioners set tentative tax rate

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The City of Dade City has set its tentative millage rate at 7.14 mills for fiscal year 2020-2021 — the same property tax rate established the past several years.

Dade City commissioners voted unanimously to set the rate at a July 28 virtual meeting.

At 7.14 mills, ad valorem tax revenues in the city’s general fund are anticipated to generate about $2.04 million — an increase of $106,710 from last year, due to new construction, higher values due to property improvements, and so on.

Under state law, once a tentative millage rate has been set, the city cannot raise it before the start of the fiscal year, which begins Oct. 1. The commission does, however, have the option to reduce the rate before then.

Traditionally, the commission has voted to use the rollback rate as the proposed millage, while instructing city staff to later set a lower rate for a particular fiscal year; the rollback rate is the millage rate that would collect an equivalent level of ad valorem taxes in the next fiscal year as in the current fiscal year.

However, this year’s rolled-back rate  — 6.354 mills — is lower compared to prior years.

In effect, by setting the tentative millage rate at the higher 7.14, the city is able to help make up ground after a hospital property was taken off the tax rolls, which decreased the general fund upwards of $95,000 last year, explained Dade City Manager Leslie Porter.

Porter said the 7.14 millage rate “will help bring us back to where we were (revenue-wise) a couple of years ago.”

What usually is a rather laborious process to get commissioners to agree on a tentative property tax rate was a cut-and-dry scenario this time around, Dade City Mayor Camille Hernandez pointed out.

“Traditionally, this has been a very long conversation because the numbers didn’t look like they do here this evening,” Hernandez said.

Meanwhile, commissioners have scheduled virtual workshops on Aug. 11, Aug. 18 and Aug. 25. Each meeting will begin at 4 p.m.

A tentative budget public hearing is scheduled for Sept. 10 at 5:30 p.m.

Milestones recognized
Commissioner Scott Black was informally recognized a few months ago for his 30th year serving on the Dade City Commission.

Dade City Police officer Pete Emerson was recognized for 25 years of service. (Courtesy of Dade City Police Department)

The Florida League of Cities (FLOC) have since acknowledged Black’s milestone, sending a formal letter to the municipality, as well as mailing him a resolution and a service pin.

Normally, a FLOC representative will make a presentation during a commission meeting, but not this year, due to the COVID-19 pandemic.

Black, who’s been on the commission since 1990, thanked his colleagues for the additional recognition. “It’s been a pleasure to serve,” he said, “and it seems like just yesterday I started.”

Another career milestone also was shared during the meeting — as Dade City Police officer Pete Emerson was recognized for 25 years of service with the city.

Emerson is currently in his second stint as a school resource officer (SRO) at Pasco High School. He was the school’s SRO from 1997 to 2002, then returned to the role last year after having served in other department roles, including detective.

Underscoring Emerson’s longevity — newly sworn-in Commissioner Knute Nathe noted he was a student at Pasco High when Emerson was SRO.

The mayor took time to congratulate both Black and Emerson on their respective accomplishments: “Those are huge numbers and something very special and to be proud of, so thank you for your service to your community, and in Emerson’s case, keeping our young people safe over there (at Pasco High).”

Published August 05, 2020

Dade City hires finance consultant to handle budget

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The City of Dade City has been scrambling to fill a key vacancy in its finance department — during a critical juncture where many budgetary details need to be ironed out for fiscal year 2020-2021.

To handle that chore, the municipality is turning to a financial consultant who’ll provide mostly remote services.

The finance department has been operating without a full-time finance officer. Its assistant finance officer resigned in June.

Dade City Commissioners approved the hiring of Andrew Laflin to serve as a financial consultant and interim finance officer, until the position is filled. The city’s finance department has been operating without a full-time finance officer. Its assistant finance officer resigned in late June. The municipality is now organizing its budget for fiscal year 2020-2021. (Courtesy of Andrew Laflin)

Dade City commissioners on July 14 unanimously approved an agreement with Andrew Laflin, CPA, to provide finance and budget services to the city, for an amount of $6,500 per month. The agreement is effective through Sept. 30, 2021; either party has the ability to terminate the agreement with 30 days’ notice.

Laflin is expected to work from City Hall one or two days a week, and then be accessible remotely and virtually other days of the week.

He provides similar consulting services to the City of Madeira Beach and assists the Pinellas County Clerk’s finance division.

Laflin brings 17 years of public accounting experience, mainly leading an outsourcing, consulting and advisory practice devoted to serving Florida local governments, including counties, cities, transportation authorities and other special districts.

Laflin’s resume shows that he has provided consulting services to more than two dozen governmental agencies. He also serves as an adjunct professor in the fields of financial and cost accounting at the University of Tampa and Hillsborough Community College.

“I just look forward to the opportunity to serve this city and handle all the duties and responsibilities of this position, and I’m capable and eager to do so,” Laflin told the commission, during its virtual meeting.

Commissioners acknowledged the consulting arrangement — opposed to having a finance officer in-house — is far from ideal. But, they said there’s little other option at this point to get an initial budget drafted by Aug. 1.

The city originally anticipated elevating or placing additional responsibility to assistant finance officer Venus Irvine, but she resigned from her position June 24, leaving another gap in the finance department in a time where several budget workshops need to be planned, organized and executed.

“We’re really stuck in a vulnerable position,” said Dade City Mayor Camille Hernandez. “We have a lot of work to get this budget done by Aug. 1, so there’s a huge void to be filled. I don’t think this is the best scenario, but it is a void that can be filled with a very capable person at this time.”

Commissioner Scott Black concurred: “We have to move ahead. We don’t have any choice in it. We may get into this (consulting arrangement) and realize this is a great option for us even to continue, so let’s go into it, see what we think. We have to do it now, so we need to proceed and we can cross all those bridges as we go along.”

The city has been unable to find a full-time finance officer since Leslie Porter was promoted from that role to city manager in February 2019. Since then, Porter’s been juggling both roles, something commissioners “never, never, never intended to be the case,” Hernandez emphasized.

“I am not happy with where we’re at a year-and-a-half later almost and having one individual assume both positions,” Hernandez said.

“The city manager has many things that we need to get done, especially in this time of all these other activities and plans and things that are happening in our city, so having that same person assuming all of those things is really not in the city’s best interest,” she added.

Mayor Pro Tem Jim Shive agreed, adding, “This situation with trying to get a finance director on board has taken a long time and I think we need to get this position filled as soon as we can.”

Aside from the ongoing search for a permanent finance officer, the mayor also expressed displeasure with the amount of job turnover throughout City Hall, particularly with some leading departmental roles.

Hernandez observed: “We’ve had some major positions that have been vacant or get filled and then they’re empty again, and that is not helping us at all, especially during a very busy time in Dade City’s history and all we’re trying to accomplish.

“I don’t know what we need to do, and I know the pool is limited, but we’ve got to figure this out,” Hernandez said.

July 22, 2020