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COMMISSION
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CITY eOMMISSION SPECIAL TOWN MEETING
November 2, 1994
The City Commission of the City of Clearwater met in special town meeting at
Memorial Civic Center, Wednesday, November 2, 1994 at 7:00 p.m., with the following
members present:
Rita Garvey
Fred A. Thomas
Richard Fitzgerald
Sue A. Berfield
Arthur X. Deegan, II
Mayor/Commissioner
Vice-Mayor /Commissioner
Commissioner
Commissioner
Commissioner
Also present:
Elizabeth M. Deptula
Kathy S. Rice
William C. Baker
Scott Shuford
. Cynthia E. Goudeau
City Manager
Deputy City Manager
Assistant City Manager
Central Permitting Director
City Clerk
The purpose of the meeting is to discuss beach business concerns.
. The Mayor reported letters were sent to beach business and resident associations
regarding a focus for tonight's meeting. The response from the associations indicated their
.' most important concerns. City Manager Elizabeth Deptula stated the identified priority
" ' issues were: 1) Tourism Promotion; 2) Parking Meter Fees, Fines and Times; 3) Parking
. ',Struct":lres; 4)Special Taxing District for Beach Improvements; and 5) Redevelopment Plan
. . ,',f Streetscape: - Mandalay & Baymont.
.' I
Tourism'Promotlon'
. The Ci~y .Manager said according to information from the County, the area is
.... ,s~arting to recover from the tourism downturn; Based on the bed tax collection, other
. '. tourist CI~~a~ ~ad a worse downturn than Clearwater.
.' . . " . ,: Jul~e' Nichols, on behalf of the Clearwater Chamber of Commerce, said she has
, ". .worked with. the County afld indicated they only are interested in marketing the County.
". " She noted wf1en the oil spill occurred south of the County near the mouth of Tampa Bay,
. ',tli~ County.wide effort to limit poor media coverage never referred to Clearwater's clean,
'. , unsullied beaches.
, 'Ms~Nichois announced the formation of a marketing Task Force for Clearwater to
. provide a specific pia'; to develop the City's image and promote Clearwater's beaches, two
. ': . of which are rated among the country's 20 finest. She said a pictorial brochure would be
,., developed to market the area.
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Morgan Rios, a local artist, recommended lessening rules regarding vendors so
crafts and art work could be shown on the sidewalk in an informal setting. She said her
wares would not compete with products sold in local stores and suggested the art would
provide a draw for restaurants.
Michael Frangedis, President of the Beach Business Association, said his group does
not favor outdoor vendors because they would provide unfair competition to existing
businesses. He expressed concern that vendors would create a flea market atmosphere.
He spoke in favor of outdoor cafes which would create an atmosphere that would lure
people to the beacl).
Commissioner Thomas questioned his recommendations regarding tourism
. promotions. Mr. Frangedis suggested a commercial produced cooperatively with local
businesses specifically focused on Clearwater beach. He felt it would be better to use tax
dollars to market Clearwater than funneling money to the County which has failed to
highlight Clearwater.
Sheila Cole recommended forming a mini tourism Task Force. She suggested
producing a commercial on Clearwater and the beaches for airing in Orlando. She noted
the City has the capability of producing such commercials. She felt it was important to fill
hotel rooms now.
Behzad Shahriari said Clearwater beach is not attracting foreign visitors because the
area is deteriorating. He said nothing has been done to bring tourism to Clearwater Beach.
Activities are needed to attract people to the beach, He said beach parking is not good for
businesses. He noted the City is competing with Eastern Europe for tourists. He said the
beach needs better quality hotels and to attract more conferences.
. Bill Sikes suggested someone with influence in Tallahassee address signage on 1~75
and 1-4. He said signs on those interstates list St. Petersburg and Tampa on mile
indicators. Clearwater is only noted on confusing signage near West Shore Plaza. He
recommended getting Clearwater and Clearwater Beach on 1-75 and 1-4 signs.
Joan Frangedis agreed with recomm'endations regarding signage.
Kaz Rolewski referred to the stench from Florida Power's pumping activities and
expressed concerns the odor would chase away tourists. He suggested the work would be
Jess disruptive if done overnight.
Parking Meter Fees, Fines and Times
. The City Manager reviewed information regarding parking spaces on the beach. Of
the 2,554 beach parking spaces, 718 are in cashier lots, 1,475 in metered lots, and 259 '
are metered street spaces. Parking fees pay for the maintenance of the meters and this
year, $184,000 was spent to clean the beach. $411,000 of the income goes to beach life
guards and $210,000 goes to the Jolley Trolley. Parking fines ($15 each) raised more
than $473,000 last year. One-third of those funds pay for the school crossing guard
program. She noted Jonger parking limits are in place closer to the beach while spaces
"
minsp118.94
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with shorter limits are located away from the beach. Ms. Deptula stated No Parking Zones
are designated and restricted by the Police Department.
Brandon Berg questioned the amount of revenues from cashier lots and metered
parking spaces, excluding fines. Ms. Deptula indicated beach parking produces $1.7-
million in revenue a year, Mr. Berg questioned how the remaining $0.3-million is spent.
The City Ma~ager indicated the funds are spent to maintain the parking lots. The Mayor
noted the City collects a lot of money from parking but needs to spend a lot on the area.
She noted the importance of keeping the lots clean. Mr. Berg questioned if parking
revenues are invested in cleaning the beach. The Mayor indicated that is so.
Mr. Shahriari said parking meters should be removed from'the beaches. He
indicated if each beach business paid a $30 license fee, the City would collect $270,000
and save money by cutting police and meter service. He said tourists are frustrated by
meters and would spend an additional $1-million if they were removed.
Anne Garris referred to parking recommendations in the redevelopment plan and
noted two beach motels lease adjacent parking and use the spaces as their own. She
recommended allowing business persons on East Shore and Poinsettia to lease adjacent
parking on the City's right-at-way and treat it as their own. The meters could be removed
and the City would no longer have to be responsible for policing the spaces.
Hoyt Hamilton said there were more cars and tourists than the beach could handle
10 years ago. When the parking was redesigned, rates were doubled and the customer
base changed as locals were chased away. He said an economy strictly based on tourists
does not work. He felt the $1 an hour charged for attendant parking is too high. He
pointed out revenues have only increased $20,000 even though parking rates had been
doubled from $0.50 per hour. He recommended making the beach, visitor friendly. He
, noted when lots ,fill up, they are barricaded and direct visitors to another lot and,
eventually, to Sand Key and away from beach businesses. He said grid lock is good for
business and felt Clearwater beach has been turned into a secluded beach which is not
what local businesses want. He said it is important to attract people to the beach. He
questioned how many resident parking passes had been sold. The Mayor noted the passes
are only good when parking spaces are available.
Suzanne Boschen said the Task Force, formed by beach groups, reached consensus
that the fine for parking should be reduced to $5. She suggested the meters be calibrated
to allow parking for longer periods of time or lowering the rate. The Mayor noted the $1 5
fine pays for the guards. She noted visitors would be willing to park all day and not pay
the meter for a $5 fine.
Commissioner Thomas noted the City changed to attendant lots to gat rid of the
parking meters. He noted every time one problem is solved, another is often created.
Ms. Nichols agreed parking fines should be reduced. She pointed out parking
meters in the Marina lot do not allow visitors enough time to take a boat ride without
getting parking tickets. She noted foreign tourists cannot read English or understand local
signage. She recommended erecting bilingual signs. She said residents know about
minsp11 a,94
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parking fines but suggested the beach needs to be more tourist friendly. She suggested
Police Officers be instructed to tear up parking tickets they are writing when they are
approached. She recommended reducing the number of tickets issued for speeding on
Clearwater Pass Bridge. She suggested crediting tourists with one free ticket per person.
Mr. Frangedis said it is very silly to talk about parking meters. He said business
owners pay property taxes and tourists should be allowed to park for free. He questioned
how much money was lost due to parking meters. He felt residents have to pay for all of
the mistakes the City makes. He said meters chase away tourists. He agreed with Ms.
Nichols' suggestions. He recommended using the international symbol of a slash through a
car to indicate parking spaces restricted for oversized vehicles only.
Penn Dawson expressed concern regarding visitors ticketed for an expired meter as
they climbed into their car to depart. He indicated several weeks earlier he had parked and
ran into a nearby store for quarters because he had no change. When he returned to his
car and began feeding the meter, he was ticketed.
Mr. Sikes questioned paying $0.25 to park in front of the Post Office. He referred
to the 15 mph speed limit on the Sand Key Bridge due to duress and noted the Police use a
radar gun and post chase cars at either end of the bridge to catch speeders. He
recommended Officers be stationed at either end to inform visitors of the reduced speed
limit. He noted the City has collected a great deal of money from tourists but does not act
tourist friendly.
Commissioner Thomas noted the speed limit on the Sand Key Bridge was increased
to 25 mph some time ago. Mr. Sikes said if the bridge is in critical shape, Police Officers
should be advising motorists of the dangerous situation and. requesting they drive slowly.
The Mayor said the City spent between $3-million and $5-million making the bridge safe.
Mr. Sikes said issuing $85 tickets is not being tourist'oriented. The Mayor indicated if Mr.
Sikes had read some of the excuses people have given for speeding on that bridge, he
would be less sympathetic with them.
Amelia Frangedis said she was disappointed with the way the City handles the
Police Department. She said Police Officers are rude and do not listen to tourists. She
agreed that meters should be removed or fees reduced and the time allowed for parking
lengthened.
Don Kleinhoust suggested adopting an option to reduce the cost of parking tickets
to' $5 for fines paid within 24-hours. The Mayor said she did not think the rules would
allow that option but tho~ght it was a good idea.
Edward Arden said he is not a Floridian but has lived here for two years. He
reminded those who were complaining that Clearwater is lovely. He noted the Commission
banned t-back swimsuits for family values and questioned what activities arB available on
the beach for families. He recommended building something fQr children. He also
suggested building a 3,500 space parking garage and removing the meters. He said the
beach needs some activities for families.
minsp11a.94
11/02/94
4
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Tony Gionis indicated a young woman who ran with her two children to feed the
meter was upset to find she had already been ticketed. He indicated an old man also was
upset when he was ticketed. He said he would appreciate if something could be done.
April Stone warned if people are mad enough to complain about these tickets, they
are mad enough to tell others not to visit Clearwater.
Parking Structures
The City Manager indicated a need to decide the type of parking structure that
would best serve the beach. She questioned the number of needed spaces, the best
location and noted a recommendation that the structure's first floor include pedestrian
oriented amenities.
Steve Fowler, representing John Doran, distributed copies of a 600 by 140 foot,
tiered parking structure designed for the Civic Center property to extend from the Beach
Diner to Mandalay Avenue. Mr. Fowler said he would like the diner to stay. The ground
floor would have 14,000 square feet of shops plus 27 parking spaces and service facilities.
Tiering of the upper decks would soften the building's look so it would not appear to be a
monumental structure. Fifteen feet of landscaping and pedestrian buffering would
surround the building.
Commissioner Thomas questioned the number of spaces in the proposed structure.
Mr. Fowler indicated the building would have 800 spaces if it includes the diner property,
419 spaces if it does not. .
Mr. Hamilton said adequate parking exists on the beach for approximately 210 out
of 365 days. He recommended the City give serious thought to the proposal before paying
for a parking garage.
. Ms. Garris said if the whole beach was paved over, there would always be one
more car riding around looking for a place to park. She Questioned the purpose of building
a garage in the most prominent spot at the entrance to the beach. She said there is too
little open space on the beach as it now stands. She did not think the beach needed 27
more shops but needed entertainment like bowling, movies, or skating. She pointed out
parking garages never pay for themselves. She suggested investing money in public
transportation and moving forward with the recommendation for a monorail.
Mr. Shahriari spoke against the proposed parking structure and suggested the Civic
Center could be used for tourist activities on rainy days. He did not think the beach
needed more shops. He said hotel conversions should be controlled. He said the beach
needed something to attract to'urists. He recommended a parking structure be built next to
Eckerd Drugs on N Mandalay Avenue.
Mr. Frangedis with the Beach Business Association spoke in favor of a parking
garage. He said his opinion was that the structure would be good for everybody. The
structure's first floor would attract good retail stores, not more t-shirt shops. He
suggested a nice Welcome Center at the parking garage would help make tourists feel.
minsp11a.94
5
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welcome. He suggested the parking garage could be used for special events and local
parking. Ha felt more research was needed.
Ms. Boschen agreed with comments made against the parking structure. She
favored a clear view corridor and did not think taxpayers should pay for a garage that will
be used for only four or five events per year.
Mr. Gionis said the Clearwater Beach Blue Ribbon Task Force had recommended a
parking garage but were told no. He agreed with the idea for a monorail but predicted the
City would not see one in 20 years. He said he keeps hearing that there are too many t-
shirt shops on the beach. He said there are too many t-shirt shops because there have
been no other options.
Amelia Frangedis said a parking garage would make the beach more boring for
tourists and locals. She said full time entertainment was needed. A parking garage was
not needed. She said the lots are not full on most days. She suggested the beach has too
many rules.
Nick DiAminico said the beaches are deserted at this time of year and there is
ptenty of parking. He said he has lived on Clearwater Beach for seven years and has
witnessed its steady decline. He suggested letting tourists talk and providing them with a
quastionnaire regarding the service they received instead of guessing the causes of the
decline.
Bill Kirbas pointed out that 40% of the agenda relates to parking. He suggested
there are other reasons why people were not returning. He felt parking is not the main
problem.
Speclf!!1 Taxing District for Beach Improvements
The City Manager said a special taxing district was a way to raise additional monies
to enable the City to lower parking costs or provide other amenities. She noted recent City
investment In beach improvements Include the rehabilitation of Pier 60 for $2.25-milllon,
sidewalk improvements on Mandalay Avenue for $115,000 and the remodeling of the
Clearwater Beach Recreation Center for $628,000. The new Salling Center on Sand Key
serves Clearwater's beaches. The City also spends $72,000 annually and 3,000 staff
hours maintaining the Memorial Causeway.
The City Manager noted the Special Taxing District could collect taxes two different
ways. A special assessment could collect Ad Valorem Taxes for a special fund. Based on
last year's rates, a one mill assessment on non-residential property would raise a little more
than $200,000 a year; Island Estates' contribution would be a Iittte more than $14,000.
The Community Redevelopment Agency's (eRA) special assessment collects through an
incremental tax approach.
Mr. Shahriari questioned using the gas tax. The Mayor pointed out revenues from
the gas tax cannot be invested only on the beach.' Commissioner Thomas said a sma"
portion of the Penny for Pinellas funds goes to Clearwater for infrastructure. Mr. Shahriari
minsp11 a.94
6
11/02/94
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questioned what the extra money would buy for the City. The Mayor said that would be
up to an independent board.
Mr. Rolewski said beach businesses have experienced a drop in income. He felt
increasing taxes would be one more penalty businesses would have to pay. Commissioner
Thomas explained a special taxing district would bring additional money to the beach. A
redevelopment taxing district would be incremental and not cost more. Collected monies
would be returned to the district to spend.
Ms. Garris said the Clearwater Beach Blue Ribbon Task Force had discussed the
CRA. She noted additional funds paid in taxes would stay in the district and could be used
for bowling alleys, etc. She indicated a need for more open space and parks. She
expressed concerns regarding the hazards of an independent group of people making
important decisions. She did not think it was a good idea and requested that the CRA
never be given the power to condemn property. She said there were good and bad anglos
to the proposition. Properties first would have to be declared blighted. She said the City
has done a good job recognizing the value of Clearwater Beach and thanked the City
Commission for what has been done.
Mr. Frangedis said beach businesses do not generate many tax dollars anymore. He
suggested the 3% bed tax collected by the Convention and Visitors' Bureau (eVB) could
better be used for redevelopment, He spoke against paying additional taxes and noted the
cost of living is always increasing.
Chuck Pollick said the" problem with the Task Force was where to get the money to
accomplish the things they wish done. He said he was excited because Commission
members were taking notes. He said beach businesses want action. He said if a tax
increment district is formed, the boundaries and participants would have to be clearly
defined. He said when property values increase, business owners have to pay higher taxes
anyway and indicated it is a matter of who gets the money. He said this is not a new tax
but ,a way to protect the money the beach is already generating. He disagreed with Ms.
Garris regarding the CRA designation and said the district could be defined so blight would
not have to be declared and identified. He said arrangements can be made so the money
will stay in a separate pot managed by Trustees. He said the money.does not have to be
administered' by the City.
. Herbert Leonhardt said the middle class is moving away from tax and spend ideals.
Ms. Nichols agreed with Mr. Pollick. She noted Clearwater is a big city and
. suggested Countryside residents are concerned about all of the funds spent on Clearwater
Beach. She' recommended the beach find ways to solve its own problems.
Amelia Frangedis said visitors to Disney World and Busch Gardens are provided a
schedule of activities. She suggested activity schedules be passed out at the Welcome
Center and at beach motels.
Louis DiAminico said the City Commission is doing a fantastic job. He said the eRA
is not as good as some think and warned it will be telling beach business what they can
mlnsp118.94
11/02/94
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and cannot do with their properties. He expressed concern about creating another
bureaucratic layer. He suggested more meetings like this be held to keep in touch.
Redevelopment Plan I Streetscape - Mandalay & Baymant
Central Permitting Director Scott Shuford reported the redevelopment 'plan was
focused on the area between Mandalay and Baymont. He had discussed the plan with
beach residents previously and copies are available a~ City Libraries. The redevelopment
plan was recommended by the Clearwater Beach Blue Ribbon Task Force. Mr. Shuford
indicated he had prepared different options to improve a pedestrian connection with
Clearwater Harbor and improve the pedestrian environment. He said the plan includes
options for the location of parking garages as well as a public park on Clearwater Harbor.
He said the plan tries to create a festive atmosphere and identity for the area.
Ms. Garris said the Clearwater Beach Association appointed a committee to
c addressed the proposed redevelopment. She said she met with property owners and some
disagree with Mr. Shuford's proposals. She questioned if the redevelopment was for the
people who lived here or future residents. She suggested the redevelopment's goal should
benefit businesses and help make Clearwater beach a better tourist resort. She said
parking is too limited to remove spaces for a streetscape design. She recommended
allowing business to rent out parking spaces on City right-of-way adjacent to their
properties. She agreed with providing increased pedestrian access west of Poinsettia and
East Shore Drive.' She said the whole community would be adversely affected by the
vacation of any streets or making them one-way. She suggested improving the entrance
to Clearwater beach and recommended replacing the hotel at the entrance, making half the'
property green space and selling the remainder to the adjacent motel. She said the
redevelopment plan should be less invasive. She said the beach needs more serious
businesses, not more shops and motels. She indicated a desperate need for things for
people to do on Clearwater beach.
Mr. Sikes questioned if a beach convention center was being considered. The
Mayor Indicated that alternate was included in one plan. Mr. Sikes suggested if a
convention'center is not constructed in the subject area, the Civic Center property would
be an ideal location for a well designed convention center with parking garage. Two lanes
of traffic would flow under the structure to and from the beach, feeding the parking
facilities. Congestion would be minimized on the beach as the Jolley Trolley would
transport visitors north and south.
Aristotle Koutemanis said he never hears about how to bring more tourists and more
business to Clearwater Beach. He questioned where visitors will park if parking spaces are
eliminated to widen sidewalks. He expressed concern at Clearwater beach's shabby
appearance and encouraged redevelopment.
Mr. Shahriari noted the new partnership between Walt Disney World and Pinellas
County and complained that no hotels in Clearwater Beach had been included. It was
indicated the Sheraton Sand Key and Holiday Inn Surfside were part of the program. Mr.
Shahriari said the area needs better quality hotels. With the approach of the 21st Century,
Clearwater beach needs a change of attitude. He said it was important to bring
improvements to the beach.
minsp11 a.94
11/02/94
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Ms. Boschen said several motel owners had expressed concerns about the difficulty
of identifying a large block of interested sellers in order for the City to buy any property for
redevelopment. She said, according to experts, there is not enough room on the beach for
a convention center. She encouraged building sidewalks on East Shore and Poinsettia and
did not think they would run across any parking spaces. She spoke against closing any
street accesses.
Mr. Hamilton requested an invitation to sit down one on one and discuss the
redevelopment. He said the City should establish some guidelines and offer owners credits
and incentives. He felt visitors like smaller hotels. He complained present zoning does not
allow motel owners to rebuild their properties and said owners should be allowed to
redevelop their properties. He said forced downzoning handcuffs owners. He indicated
not enough acreage exists of the beach to build an amusement park. Mr. Hamilton noted
Clearwater has some of the country's most beautiful beaches. He recommended making
the beach tourist friendly and allowing owners to redevelop their properties.
The rv'1ayor requested Mr. Shuford's reply. Mr. Shuford said the City Commission
recognized the density problem and acted to allow retaining present density. He said the
State has restricted increasing density.
Mr. Gionis said many visitors come from overseas. He said the relaxing of those
rules is long overdue and appreciated.
Mr. Kleinhaus, owner of a home on N Clearwater beach, said he recently discovered
St. Armand's Circle in Sarasota and recommended copying that development. He
. expressed concern regarding plans for a tower.
Mr. OiAminico noted many who purchased motels in the past few years are saddled
with heavy mortgages and cannot pay their taxes. He wanted to know what to do to bring
people to Clearwater beach. He said Clearwater beach is behind the times. He questioned
the new location for the Pier 60 swimming pool. The Mayor indicated discussions have
indicated the Clearwater Beach Recreation Center would be a good location. Mr.
DiAminico noted a sign once directed tourists to motel properties on the north end of the
beach.
Ms. Nichols said businesses should face reality that the loss of tourism is based on
many reasons. She said a major problem on the beach is the aging of the properties. She
agreed there is a lack of activities on Clearwater beach. She noted the Clearwater beach
Blue Ribbon Task Force made recommendations regarding the redevelopment area. She
recommended the City develop a Master Plan for Clearwater beach.
Commissioner Thomas questioned if the Commission planned to respond tonight.
The Mayor suggested the Commissioners digest the information and reach a decision later.
Conrad Blitzer said 26,000 people were driven out of Boston's west end 40 years
ago by Boston's Redevelopment Authority. He recommended the Commission listen to
owners hi the redevelopment area. He said some owners are proud of their properties. He
. suggested redeveloping areas needing redevelopment.
mlnsp118.94
9
11/02/94
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Mr. Shahriari expressed concern regarding the $11.6-million in the Harborview
Center.
Mr. Dawson referred to St. Armand's Key and noted it could not be duplicated here
because the area was developed prior to the incorporation of height restrictions.
Commissioner Thomas noted St. Armand's Circle is surrounded by $O.5-million houses.
The Mayor suggested the meeting adjourn.
Commissioner Deegan said he had hoped time would have allowed for discussion
after each topic. He said no closure could occur until after lengthy discussion. He
suggested each Commissioner offer two minutes of immediate feedback.
Commissioner Fitzgerald said he found it difficult to make meaningful comments
until he could digest the information presented tonight. He suggested when the
Commission'meets again, they review one piece at a time. He felt it was appropriate to
conclude that parking on the beach needs to be reassessed.
Commissioner Berfield thanked the audience for attending. She said the City
Commission is trying to meet the needs of the beach but it was difficult to address them at
this time. She needed an opportunity to review the information presented and determine
. what can and cannot be done. She suggested those with concerns attend City
Commission meetings and contact State representatives for their help with City needs.
. She. said a lot more thought was needed because there were so many issues to address.
Commissioner Thomas said the City Commission can direct the Police Department
to not issue tickets'to someone standing there with $0.25 to put in the meter. The Mayor
requested the City Manager talk with Chief Klein and request more sensitivity from
Officers. She requested the sign on Bay Esplanade be replaced.
The Mayor thanked the audience.
The meeting adjourned at 9: 11 p.m.
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