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Minutes 05-10-99MINUTES OF THE CITY COMMISSION/CHAMBER OF COMMERCE' WORKSHOP HELD AT THE CITY LIBRARY ON MONDAY, MAY 10, 1999 AT 7:00 P.M. PRESENT City Commission City Staff Chamber of Commerce Other Gerald Broening, Wilfred Hawkins, Tnterim City Ken Kaleel, Art Rowe Mayor Manager Chairman 3osephine Groen Nellie Denahan, Dale Sugerman, Assistant City Kathy Shabotynskyj, Lee Wische Commissioner Manager President Virginia Farace, Dagmar Brahs, COBWRA Library Director & Chamber Ron Groen Member Klm Beaumont Don Fenton Amy & Mike Hazlett Pat Archer, Delray Beach Commissioner Nick Hagoort Mike Bottcher Angela Budano Dawn Siebold .leanne Heavilin Ginny Foot Herb Kahlert 3im Darst Call to Order Ken Kaleel called the joint workshop to order at 7:10 p.m. and welcomed everyone. He requested introductions from everyone present. Mr. Kaleel advised that he met with Mayor Broening, Mr. Hawkins and Ms. Shabotynskyj to put together the items that would appear on this agenda. The purpose of this meeting is to open a dialogue between the Chamber of Commerce and the City Commission and to decide how to best develop and encourage growth in Boynton Beach to benefit the business community and residents of the area. 1. Zmproving City's Image a. Marketing Collaborative Mayor Broening reported that he spoke with the AARP today to provide a "state of the City" report alter 11/2 months in office. The message he will take to every group he speaks with is that everyone is in the marketing business in Boynton Beach. Tn order to do this, there must be success stories to talk about and materials to disseminate. These are the two most important issues to Mayor Broening at this time. He feels it is most important to get some visible signs. We have not done a very good job of getting the word out with respect to the successes we have had to date. The Chamber can be of assistance, MEE'D~NG MINUTES CITY COMMISSION/CHAMBER OF COMMERCE WORKSHOP BOYNTON BEACH, FLORIDA MAY 10, 1999 Mayor Broening spoke about a small town in California that has grown tremendously. The City and the Chamber worked very closely together and the Chamber became a major marketing tool for that City. They provide the information for marketing tools in the redevelopment area and used their business development committees to provide information to the City. That information is used in planning and development. This City developed a downtown from nothing. The Chamber participated in that process from the beginning. They were also able to do a bond issue and received help from the state. Mayor Broening explained that this is a strong objective for us and we must have close definitive help from the Chamber. Mr. Hawkins reported that Virginia Farace and Melody Green serve as the City's chairpersons of our internal marketing team. The team is divided into subcommittees. Chamber members are serving on the Progress Trail and Port Promenade subcommittees. Mr. Hawkins said the City's desire is for the Chamber to serve in regular seats on this marketing team to bring external input, feedback and expertise to the table with respect to the City completing its communications plan and developing marketing materials. The infrastructure is in place for a marketing collaborative. We need more definition to heighten the Chamber's role in helping us pursue our marketing goals. Virginia Farace advised that the marketing team is called the MACS (Marketing and Communications Strategists). This team encompasses marketing and overall communication. One of the major projects the team is now undertaking is a communications audit. They are looking at every publication and communication/marketing contact to determine whether or not it is serving its purpose, meeting the needs or whether it can be done better and more efficiently. One of the sub-teams is the Progress Trail team. This team is moving forward and kiosks should be up within the next four to six months. These kiosks will mark the progress of redevelopment in the Ocean Avenue area. A sub-team is beginning to plan what needs to be in'place so that the Promenade can host the type of events the City, Chamber and community need to hold in that area. Some of the other sub-teams include the Ali-American City Award, the City's Web Site and the Public Tnformation Network (PIN). The Public Information Network has one representative from every department in the City. This team meets once a month to talk about what is going on in the department, share the communications and learn how to do things better. Ms. Farace advised that community input is welcome on any of these teams. Mr. Kaleet said the Chamber is in the business of serving businesses and the businesses are in the business of serving their customers. Therefore, the Chamber is in the business of marketing. He feels the Chamber and City can join forces and be active in this area. Mr. Kaleel referred to a meeting at Motorola and the fact that tremendous numbers of people from around the world visit this facility. Therefore, they need to see a good image of Boynton Beach. Mr. Kaleel questioned whether or not we are taking the best advantage of Motorola to introduce these people to the City so that they will come back with tourist dollars or to make this their home. Mr. Kaleel feels this is an opportunity we need to take advantage of. Mr. Kaleel opened the discussion on the types of things that could be done jointly to present one image of Boynton Beach. MEET~'NG M'rNUTES CITY COMM'rss'roN/CHAMBER OF COMMERCE WORKSHOP BOYNTON BEACH~ FLOR.I:DA MAY 10, 1999 One member of the audience recommended making use of the advertising pamphlets that are found on the Turnpike. She also suggested that an effort be made to secure some space at Motorola for brochures that advertise the fishing industry or golf. Ms. HeavJlin was not sure the City's image has been defined. Mayor Broening said there is a need for a written plan. Ms. Farace explained that the MACS team will begin working on a marketing plan once the communications audit is complete. Mr. Hawkins reminded everyone that the Visions 20/20 Plan includes a nautical theme for the downtown commercial areas and marina on Ocean Avenue. This theme was used in producing the banners. Herb Kahlert referred to the City of West Palm Beach and pointed out how that city thrived on controversy related to City Place. The controversy provided constant press coverage and gave people the feeling that something was happening. He is hopeful that the marina is our vehicle and the City must make that project happen. The way to get media attention in a positive sense might be controversy. Mr. Kaleel feels the downtown is a very big effort but Quantum Park and the Congress Avenue corridor cannot be ignored. These areas must be promoted. When Pat Archer asked if the City of Boynton Beach has a theme, the response was "Gateway to the Gulfstream". Ms. Archer recommended marketing that theme. Angela Bodano feels it is important for the Chamber to actively participate on the teams such as the Progress Trail team. This provides unity and cohesiveness. Tt is important that the Chamber and City identify one image for the City. She recommends targeting people in the community that have particular expertise to identify what it is everyone wants to say about the City. She pointed out how difficult it is each year to select a cover photo for the Chamber of Commerce directory because that photo needs to present a picture of what the Chamber is trying to say about Boynton Beach. Ms. Farace said the mission of the MACS team is to live, learn, work, visit and play in Boynton Beach. The team felt that the marina or "Gateway to the Gulfstream" did not touch on everything. Living in Boynton Beach covers all of the residential. Learning covers all of the educational opportunities. People come to Boynton Beach to work. They also visit this City to play for short periods of time. Mr. Kahlert pointed out that when people think of West Palm Beach, they think about the downtown; and when they think about Boca Raton, they think of Mizner Park. He feels there needs to one central area to focus on that would provide recognition on the map. Ms. Farace advised that the compass rose is being used as a uniform link. Tt will be used on the Progress Trail and was already used on the banners. An ad is in design for the Chamber directory that incorporates the compass rose. The MACS team is going to develop a plan with everyone's input. MEETZNG M'rNUTES CTTY COMMI'SSZON/CHAMBER OF COMMERCE WORKSHOP BOYNTON BEACH, FLORZDA MAY 10, 1999 Mr. Bottcher recommended doing a survey to determine what the people feel the City's image is. Ms. Bodano suggested giving people ten choices and asking them to circle the one that best fits their perception of the City. Mayor Broening felt this could be done, but he said another way to accomplish this would be to make people think about the City is a certain way. This would be positive marketing. Mayor Broening said he was in charge of marketing and communications at his last job. He learned quickly that you must make your own image. At that job, they began with a logo that represented what they were doing. This stimulated a great deal of conversations. He believes some of these simple things are needed in the City of Boynton Beach. It is important to have a vision of what the image is and then have the materials to sell it. One member of the audience felt it would be necessary to decide whether or not the desire was to attract permanent residents or transient vacationers. If the thrust is for permanent residents, it is necessary to focus on schools and transportation. If the thrust were transients and vacationers, the focus would be more like Clematis Street. Mayor Broening feels it is possible to do all of it. Mr. Kaleel does not think it is fair for Virginia Farace, who has a full plate running the Library, to lead the marketing campaign. He asked for input regarding how the Chamber could be of assistance. Ms. Shabotynskyj suggested looking at the "Gateway to the Gulfstream" first. She questioned whether people come here to be in the "Gateway to the Gulfstream". There are many things that could be promoted and the "Gateway to the Gulfstream" has the least amount of target audience. Ms. Shabotynskyj believes everyone is waiting for the marina to be built to use that as the City's identity. She suggested that we stop waiting for the marina and begin using the things we already have. Mayor Broening felt Ms. Shabotynskyj missed the point on the "Gateway to the Gulfstream". He explained that the Sailfish Marina is an attraction that draws people from everywhere. Very few people get on the boats. Most people use the restaurants and watch the boats and activities in the area. While there is a difference between the West Palm Beach Inlet and the Boynton Inlet, it is important to remember that the Boynton Inlet is the only one between West Palm Beach and Boca Raton. There are people who use that Inlet everyday. This is an activity that is available in this City and it could be used as a linchpin for an image. Other existing businesses should not be ignored and should become part of the image. As chair of the committee, Ms. Farace said she would like to put an organization into place to work together to come up with the community plan. When a member of the audience questioned whether or not the City has ever considered hiring an image consultant, Mayor Broening responded that it would not be necessary to do that. He pointed out, however, that there is an unfilled City position of Public Information Officer. He would change that position so that it would be a public affairs type of job. The person who would MEET'LNG Mt'NUTES CTTY COMMt'SS'rON/CHAMBER OF COMMERCE WORKSHOP BOYNTON BEACH, FLORZDA MAY 10, 1999 fill this job would be one who knows how to put together a plan and influence public policy through good public affairs. This position needs to be redefined and filled within the next year. Mr. Hawkins said it is the City's intention to bring someone in to help out in this effort. However, there are other people in the community that could be of assistance. The City would like to work with the marketing director of MFT who is very talented. She has assisted us on occasion. One of the things we would like to do in the future is an on-air broadcast about the City. Therefore, assistance from WXEL would be very helpful. Ms. Shabotynskyj recommended that invitations be extended to the general public, members of the Chamber of Commerce and COBWRA to participate on the team that already exists within the City. The Chamber's marketing committee needs to do the same thing by inviting City staff to participate. This could be a community-wide group that information could be funneled to. After listening to the discussion, Ms. Archer pointed out that perhaps the City's slogan should be "Gateway" rather than "Gateway to the Gulfstream" since there are more things to focus on than fishing. Dagmar Brahs recommended that the slogan read, "Boynton - We've Got It All". West Boynton is booming because of the people who have moved here and bragged about everything that is available in Boynton Beach. She does not believe the focus should be on just the marina or downtown area. The Congress Avenue corridor is a jewel and must be handled carefully so that the businesses continue to thrive. Landscaping is very important because people want to come to beautiful areas. We need to make Boynton Beach a place where people want to live. Therefore, the school situation must be a priority. A member of the audience pointed out that the City of Boynton Beach does not have a cultural center and people must leave the area for that culture. She feels this is a very important item. Ms. Bodano requested that a charrette be considered. Ms. Bodano participated in the waterfront charrette in West Palm Beach and it turned out to be a wonderful event with a tremendous amount of input. Mayor Broening said we have a plan, but it lacks definition. Mr. Kaleel suggested doing a charrette on marketing the image, Mr. Hawkins pointed out that he hears different things from different people about Boynton Beach. We don't want to come up with the wrong focus with respect to image. Virginia Foot commented that it has been three years since the visioning process took place and other than discussions, nothing has happened. She urged everyone to get started and be flexible. Mr. Kaleel said marketing was not discussed during Visions 20/20. He feels the charrette is a great idea to bring different aspects of the community together. Ms. Bodano feels a charrette would get a great deal of coverage. During the waterfront charrette in West Palm Beach, there were three sessions each month for three months. This presented so many opportunities for participation. The charrette was open to everyone. It was a very successful marketing effort. MEETING MINUTES CTTY COMMZSSTON/CHAMBER OF COMMERCE WORKSHOP BOYNTON BEACH~ FLOI~DA MAY 10~ 1999 When Mr. Kaleel asked if the City would be willing to sponsor an image charrette, Commissioner Denahan responded affirmatively and felt it was a great idea. Mr. Hawkins pointed out that the City created some controversy when we said we would bring options back to the community to get input with respect to the final design of Ocean Avenue. This could be a catalyst for the overall charrette with respect to general image. Bringing the two things together would help tie in the bridge, Ocean Avenue and the cultural area. Mr. Kaleel asked if the Chamber of Commerce was willing to collaborate with the City on a joint effort with respect to this charrette so that the perception is that the City and Chamber are not divided. A recommendation was to put three people from the City and three from the Chamber of Commerce together to come up with a plan. Consensus There was a consensus of the group that the Chamber of Commerce and the City would join together in this effort. Mr. Kahlert expressed his opinion that the public affairs position should not be filled until after the charrette has taken place and the marketing plan is developed. Mayor Broening did not believe the position would be filled prior to that because it is conceptual at this point. 2. Boynton Beach Special Events a. Community Foundation At the time of the G.A.L.A., there was a public relations snafu. Situations such as that need to change and the City and Chamber need to work together on projects within the City. A discussion was held about forming a tax-exempt non-profit organization called the Boynton Beach Community Foundation that would consist of three people from the City, three people from the Chamber and four at-large members. The Foundation would run the G.A.L.A. and would receive all of the proceeds and profits and that money would stay within the community. The Foundation would define "the community". Mr. Kaleel asked for input. Ms. Archer advised that Delray Beach has a Downtown Development Authority that includes members from the Chamber, the City and the downtown merchants association. They all work together for the purpose of putting on events for the benefit of the city. They search for money, share it jointly and put money back into the pot for other events in the downtown area. The merchants must approve the event that will happen in front of their stores. They City provides police support and the Chamber must help with the marketing and advertising. Delray has been very successful with this approach and the events have been very well attended. The concept of a community foundation could work for the betterment of Boynton. She encouraged implementing this idea. Ms. Brahs felt this was a wonderful idea because the City has an image as a very closed nucleus with very few people having power and very few people doing things. Opening this up by forming a community foundation would be a great step toward making this better. MEETING MINUTES CITY COMMISSION/CHAMBER OF COMMERCE WORKSHOP BOYNTON BEACH, FLORIDA MAY 10, 1999 Mr. Kaleel explained that the foundation would be the controlling interest in the G.A.L.A. because they would have a vested interest. The foundation would be created to serve the community. This would not be limited to G.A.L.A. At the same time, nothing would prevent an organization from doing something and nothing would prevent the Chamber from running its beer garden. The foundation could run fundraisers and the community would know that the proceeds would be going to an entity that directly affects them positively. This is a good marketing tool. Ms. Foot pointed out that the Downtown Development Authority is successful because it has professionals running it on a full-time basis. IVlr. Bottcher questioned who would bear the risk. Mr. Kaleel explained that at the present time, the City is the risk bearer. Tt behooves the City to turn over this event. The City is currently supporting G.A.L.A. and if the City supports the foundation, the money would be going back into the community. Perhaps, in time, the foundation might need an executive director. Hr. Kaleel requested a consensus from the City and Chamber that this is a good idea and it is the direction in which to move forward. Consensus There was a consensus to formulate the Boynton Beach Community Foundation. Dale Sugerman explained that Ms. Archer was on target in discussing the DDA. One of the things that a DDA has is recognition by the State of Florida as being an entity. This is another governmental agency that has state support. A DDA can do a number of things that a foundation cannot do. ]It has assessment authority. In addition, the City of Boynton Beach can enter into a contract very easily with a Downtown Development Authority. It is not as easy to enter into a contract with a foundation. The concept is wonderful, but the foundation concept may not be the actual vehicle for getting this done. The DDA is the vehicle. Ms. Shabotynskyj said a DDA usually encompasses a smaller geographical area. The funds generated from that area must be spent in that area. The intention of the foundation concept was to benefit the entire community. The foundation would be a joint venture. Mr. Sugerman said his comments regarding the DDA focussed on core City. Ms. Archer recommended doing both a DDA for the purposes of development in the downtown and a joint venture that could be used for foundation purposes. Commissioner Denahan favors a DDA but is fearful it is premature, The businesses may not look favorably on this type of taxing authority at this point in the development process. The joint venture concept is the vehicle to deal with the G.A.L.A. specifically. Commissioner Denahan believes we need a DDA at a future time. 7 MEETING MINUTES CITY COMMISSION/CHAMBER OF COMMERCE WORKSHOP BOYNTON BEACH, FLOR[DA MAY 10, 1999 Mr. Hawkins advised that the CRA Plan calls for the formation of a DDA at some point in time. The concept of the foundation was to get the greater community involved in some of the special events. Commissioner Denahan pointed out that the Board of Directors for SunFest is comprised of volunteers. These are enviable positions and the volunteers are strong members of the community. Ms. Shabotynskyj explained that there are more than 400 volunteers for the G.A.L.A. To date, there has been no celebration with those volunteers this year. She suggested having a party for these volunteers and at the same time try to identify some people to move this forward. Mr. Kaleel said the Chamber looks forward to this issue being discussed by the entire City Commission. He will bring this issue to the Chamber this month. 3, City's Support of Local Businesses a. City :Initiative toward Local Businesses The Chamber raised the issue of how the City could use its huge purchasing power to benefit some of the businesses and keep the employment and money within the community. Mr. Hawkins explained that the City could approach this issue in several ways. One of the things the City is doing is expanding the current database of businesses in the area and focussing on women and minorities. The same approach could be taken with businesses located within the City or greater Boynton area. Once that database is complete, whether through legislation or implied direction from the Commission, the City could give first opportunity to local businesses. Ms. Hazlett explained that she is in the City's database and questioned how she could identify her business as a woman-owned business. Mr. Hawkins explained that we must develop the proper mechanism for that type of identification. Once these businesses have been identified, the City will facilitate communications by setting up a Web Site and a 24-hour bid hot line. Mr. Kaleel confirmed with Mr. Hawkins that the focus would be on businesses that are located within the corporate City limits first. Fair access would then be given to those businesses that are close by. Our economy is the greater Boynton area and that is how we must market ourselves. Mr. Kahlert felt this was an admirable goal but could not understand how the City could exercise the expenditure of public monies through taxes without going to competitive bids. Every community struggles with this issue. The best the City could do.is keep the information flowing to the community business leaders. Preferential treatment or first opportunity would be very difficult. Mayor Broening asked if there was a preferred provider list. Mr. Sugerman said we do not have a preferential vendors' list. However, we are attempting to do a better job of communicating with people we know we could do business with. We would make a special phone call. MEE'I'~ZNG MTNUTES cl'rY COMMZSSZON/CHAMBER OF COMMERCE WORKSHOP BOYNTON BEACH, FLORIDA MAY 10, 1999 Commissioner Denahan said she has been seeking an answer to this question since she was elected 14 months ago. She feels other cities would be doing this if there were no legal issues involved. Mr. Kaleel feels that if the City would provide a list of goods and services they look for, and the Chamber provides the businesses with that list, the two could be matched for information purposes. Mr. Hawkins felt this relates back to the database. Ms. Shabotynskyj offered to share the Chamber's database with the City. Mr. Kaleel requested the City's database to learn what the City buys. Mr. Hazlett spoke about wanting to do business with the City of Boynton Beach. He currently does business with the City of Deerfield Beach and has provided materials for all of their 26 parks. OPEN Di'SCUSSi'ON A member of the audience asked if the City would be influential with respect to the architecture of the new Wal-Mart. Mr. Wische advised that the Planning & Development Board asks for much more than the Code requires. This structure will be in an area where there are other aesthetically pleasing shopping centers. The board will be tough on the applicants to ensure an aesthetically compatible structure. No one wants a square blue box that is three football fields long. Ms. Foot expressed her interest in including business people on the CRA. Mayor Broening advised that the City Commission endorsed the former Commission's implementation plan to eventually move toward adding two additional members and making the CRA independent at some point in the future. Ms. Foot said the decision at the end of the Visions 20/20 process was to have an independent CRA. :it is three years later and nothing has been done. Commissioner Denahan urged Ms. Foot not to lose faith. At the City Commission meeting, the Commissioners endorsed considering the addition of two members in the :L999/2000 budget. She urged the public to let the Commissioners know how they feel about issues such as this. Hr. Kaleel feels this would be a good time to add the new members since there are three new Commission members who are in the process of learning. :If the two new people were added, everyone could learn at the same time. Mr. Kaleel thanked everyone for attending. He felt the meeting was very successful. Three issues were addressed and accomplished during this meeting and he will work to continue to move forward in a progressive manner. MEET'rNG M'rNUTES CTTY COMM'rSSTON/CHAMBER OF COMMERCE WORKSHOP BOYNTON BEACH, FLORIDA MAY 10, 1999 AD3OURNMENT The meeting properly A1-FEST: adjourned at 8:35 p.m. cr~Y OF BOYNTON BEACH Commissioner City~lerk Clerk x---(4'wo Tapes) Commissioner Commissioner 5/13/99 2:18 PM lO