03/05/2013WORK SESSION AGENDA
Council Chambers - City Hall
3/5/2013 - 9:00 AM
1. Presentations
1.1 Clearwater Marine Aquarium Presentation - Frank L. Dame, CMA Exec VP/COO
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2. Gas System
2.1 Approve the first renewal of a Purchase Order, in the amount of $1,640,300, with Florida Gas
Contractors, Inc. for the replacement of antiquated gas mains and service lines for the period of April l,
2013 to March 31, 2014, and authorize the appropriate officials to execute same. (consent)
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3. Parks and Recreation
3.1 Best Beach Town Designation
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4. Engineering
4.1 Approve the request from three owners of real property within the City of Clearwater to vacate two
portions of City right-of-way known as Third Avenue North and Fourth Avenue North; and pass
Ordinance 8382-13 on first reading. (VAC2013-01)
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4.2 Approve the request from eight owners of real property within the City of Clearwater to vacate a portion
of unimproved right-of-way of Landmark Drive; and pass Ordinance 8383-13 on first reading.
(VAC2013-02)
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5. Legal
5.1 Adopt Ordinance 8368-13 on second reading, amending the Comprehensive Plan of the city in accordance
with Section 1633177, Florida Statutes, to update provisions related to potable water and natural ground
water aquifer recharge needs.
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5.2 Adopt Ordinance 8371-13 on second reading, amending the Community Development Code by amending
Article 3, Division 9 to allow for balcony encroachments in the Downtown (D) district for indoor
recreation/entertainment uses; by amending Article 3, Division 18 to correctly state the freestanding sign
calculation method for the comprehensive sign program; amending Article 6 to address illegally created
nonconforming lots; amending Appendix A to allow for a 33 percent reduction in plans review fees for
projects using a private plan review provider; and amending the Code of Ordinances , Part II, Chapter 2,
Article 3, Section 2.066 — Attendance by members at meetings, to exclude military related commitments
from being considered excessive absences.
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5.3 Approve temporary abatement of simulated computer gaming devices and pass Ordinance 8386-13 on
first reading.
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5.4 Continue to April 4, 2013: Approve the Annexation of a portion of the road right-of-way located at the
intersection of Sunset Point Road and Hercules Avenue (consisting of a portion of Section l, Township 29
South, Range 15 East, abutting real property whose post office address is 1990 Sunset Point Road); and
pass Ordinance 8374-13 on second reading. (ANX2012-12006)
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6. City Manager Verbal Reports
6.1 Red Light Camera Update
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7. Closing Comments by Mayor
8. Adjourn
9. Presentation(s) for Council Meeting
9.1 Youth Arts Month Proclamation - Roberta Klar, Clearwater Arts Alliance President
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9.2 Surveyors and Mappers Week Proclamation - Chris McLaughlin, Secretary of the Tampa Bay Chapter of
the Florida Surveying and Mapping Society
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9.3 Clearwater Regional Chamber of Commerce 2013 Large Business of the Year Award to Clearwater Gas
System - Bob Clifford, President Clearwater Regional Chamber of Commerce
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9.4 Clearwater Marine Aquarium Presentation - Frank L. Dame, CMA Exec VP/COO
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9.5 Clearwater for Youth College Scholarship Awards - Hank Webb, Executive Director of Clearwater for
Youth
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Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Clearwater Marine Aquarium Presentation - Frank L. Dame, CMA Exec VP/COO
SUMMARY:
Review Approval:
Meeting Date:3/5/2013
Cover Memo
��11�:�)
Attachment number 1 \nPage 1
The Economic Impact of Dolphin Tale
On the St. Petersburg/Clearwater local economy
August, 2012
Conducted by the University of South Florida St. Petersburg College of Business
in collaboration with Clearwater Marine Aquarium
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EXECUTIVE SUMMARY
This study presents an estimation of the economic impact of film-induced tourism generated by the movie Dolphin
Tale on the Clearwater/St. Petersburg economy. Dolphin Tale is a Warner Bros./Alcon Entertainment film, based on u
real-life dolphin, "Winter, " who resides at Clearwater Marine Aquarium (CMA). Oscar winner Morgan Freeman
and other popular movie stars are leading characters in this major motion picture released in 2 and 3-D. The film
premiered domestically in September 2011 at about 5,500 theaters nationwide.
Film-induced tourism is defined as "a tourist visits a destination or an attraction as a result of the destination being
featured on television, videq DVD, or the cinema screen" (Hudson, Simon & Brent Ritchie J.R., 2006). Our
research shows that film-induced tourism elements such as authenticity, location and social setting are present in
Dolphin Tale, making the movie an important determinant of growing tourism in the local area, with the
subsequent economic impact in the regional economy.
To determine the economic impact of film-induced tourism, two pieces of information are needed: number of visitors
to CMA and their spending. We forecast the number of visitors to CMA using a fZexible forecast model based on
visitors' data from 1999 to 2012. We compare this forecast to the visitors' growth pattern for induced-tourism found in
the related literature. We explain the differences evidenced in this comparison by arguing that our forecast model is
fitted for the particular characteristics of the Dolphin Tale movie, producing results that may be closer to reality even
when our model mainly refZects organic growth, not including factors such as the magnitude of advertising
expenditures.
We use spending per visitor from the Clearwater/St. Petersburg tourism statistic, and RIMS II economic multipliers to
estimate the total economic impact of movie-induced tourism in the local economy. Our research shows that when
eonsidering tourists to the St. Petersburg/Clearwater area, the Dolphin Tale movie is the driver of
approximately 72.7% of visitors to CMA. The model foreeasts approximately eight hundred thousand visitors in 2013,
growing to 2.3 million in 2016. These visitors will provide a total economic impact to the local economy of
approximately ,$580 million in 2013, which increases to ,$1.7 billion in 2016.
This stucly eould not have been possible without the valuable information, time and attention provided by David Yates,
CEO of Clearwater Marine Aquarium. We gratefully aeknowledge the Clearwater Marine Aquarium Board of
Directors for providing the historical data on visitors. We would like to express our gratitude to Alex Zirbel and
Miehael Carter, both students at the Master of Business Administration Program at USFSP, for their valuable
eontributions to an early version of this study. All errors and omissions are ours.
Maria Luisa Corton Maling Ebrahimpour
Assistant Professor of Economics Dean and Professor ofManagement
College of Business, USFSP College of Business, USFSP
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1. Introduction
Clearwater Marine Aquarium (CMA) is a state of the art facility in Clearwater, Florida, having a
history of marine animal rescue and rehabilitation since its foundation in 1972. In 2005, a baby
dolphin that was caught in a crab trap line off the east coast of Florida, and rescued by a local
fisherman, arrived at CMA. The baby dolphin, `Winter', called CMA home from that point
forward as she went through an extensive recovery and rehabilitation process following the loss
of her tail. Overcoming all odds to survive after her rescue, Winter is now an international hero
as the only dolphin in the world who wears a prosthetic tail on a regular basis. In fa112010,
Winter's unique story was released as Dolphin Tale, a Warner Bros. 2-D and 3-D major motion
picture.i
Dolphin Tale was premiered on approximately 5,500 US theaters, with a Print and Advertising
budget of approximately $45 million in the U. S., and international promotion and advertisement
budget of about $20 million. The film was expected to create an extensive local and global
awareness, generating a positive impact on the Aquarium attendance, and ultimately on the
Clearwater/St. Petersburg economy.
This study presents an estimation of the economic impact of the Dolphin Tale movie-induced
tourism in the Clearwater/St. Petersburg economy.� The term film-induced tourism, or film-
tourism, is used in the tourism literature as "tourists visiting a destination or an attraction as a
result of the destination being featured on television, video, DVD, or the cinema screen." Film-
induced tourism is a complex subject including elements of sociology and psychology as well as
industry related aspects of destination marketing and community development (Beeton 2005).
Within this complexity, in this study we identify several unique factors in the Dolphin Tale
movie that would positively impact the tourism in the Clearwater area, namely authenticity,
physical place, and social setting elements.
' http:l/seewinter.coml - last visit: Feb 22, 2012
� Throughout the text we use the words `movie' and `film' interchangeably and also Clearwater and Clearwater/St.
Petersburg interchangeably.
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Tourism is a top industry in Florida, and within the state, the Clearwater/St. Petersburg area is
identified as an important tourism cluster, which makes the measuring of the economic impact of
the Dolphin Tale-induced tourism a challenging exercise. An estimated 97 million people visited
Florida in 2010 from which, 84.85% were out-of-state and international visitors. These Florida
visitors generated $62.7 billion in the State economy and 974,700 jobs. 3 Five percent of these
tourists visited the St. Petersburg/Clearwater area translating into $3.1 billion expenditure in this
cluster economy.
Clearwater is a city highly visited by tourists due to its beautiful beaches and by being close to
St. Petersburg the top medium size city destination for the arts in the nation. 4 Visitor dollars
directly supports local hotels, restaurants, shops, attractions, and cultural institutions. It bolsters
almost every segment of the area's economy and has a broad positive influence on government
finances through tax and fee revenue collection. 5 Consequently, a key issue when determining
the economic impact of the film-induced tourism was to understand the behavior of the influx of
tourists to Clearwater/St. Petersburg area provided that visitors to CMA are actually a subset of
these tourists.
The contribution of this study is threefold. First, because the movie has been recently released, a
pre and post impact analysis is precluded. Instead we `forecast' the number of visitors to CMA
to calculate the economic impact of the movie-induced tourism in the local economy. Secondly,
our forecast is based on a unique data set comprised of the actual monthly number of visitors to
CMA from October 1999 to January 2012. Finally and most importantly, in our analysis we
distinguish CMA visitors from Clearwater tourists so that the economic impact of the movie can
be viewed as a new event bringing an inflow of economic activity rather than just a reallocation
of economic resources.
3 http:l/www.visitflorida.orglam/vfcustom/annualreportlVF annualreport2010 125.html - Last visit Feb22,2012
4 Last visit Jan 13, 2012: http:l/www.americanstvle.com/2011/OS/top-25-mid-sized-cities-2l
5 http://www.pinellascvb.comistatistics/Pine11as2010AnnualReportpdf - Last visit Feb22, 2012.
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2. Film-induced tourism
Film-induced tourism is a complex subject as it includes elements of sociology and psychology
as well as industry aspects related to destination marketing and community development. This
complexity has led to a wide body of literature on film tourism, supporting the fact that there are
elements in some films that influence the viewer's decision to return to the film production place,
and this produces a positive impact on the number of visitors to the local area ultimately
generating a positive effect in the local economy.
Riley et aL (1998)6 present an analysis based on data of twelve movie locations with pre and post
release quantifiable tourism statistics, and show that the span of the movie-induced tourism
lasted for about four years with a decline afterwards. The set of movies selected, "...because
their respective box office success and an identifiable location to which people could travel",
was Dances with Wolves, Field of �Dreams, Thelma and Louise, Gettysburg, Close Encounters,
Steel Magnolias, JFK, Last of the Mohicans, Fugitive, and Little Women.
Data was collected for 10 years prior to the release and 5 after the release, and locations were
classified in private and public attractions. The aggregated impact of these movies after their
release show a 40% increase in visitation for public parks and 67% for private attractions, on
average, when compared to a linear trend. The authors explain the difference between public and
private attractions from the perspective of higher aggressiveness in promotion from the later type
of attractions. The median increase for 6 private attractions sites after 5 years of movie release
are 30%, 49%, 67%, 96%, and declining to 88% in the fifth year. These results are used as a
reference scenario to our forecast model later in the study.
But, what motivates tourists to travel back to the film location? Riley et aL (1998) point out that
films create, by using storyline themes and exciting human relationships, links to the viewer that
they would want to recreate through a visit to the location where they were filmed. Physical
places and social settings seem to be key elements to understand tourists' sense of an authentic
experience when returning to the film location. Yet, not all films attract tourism in the same way
6 Riley, Baker, Van Doren, (1998). "Movie induced tourism" Annals of Tourism Research, 25(4): 119-135.
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as there are important factors that must link viewers to the locations and/or attractions that they
are being exposed to as they watch a film. According to Rewtrakunphaiboon, an expert in
Tourism and a lecturer at the Bangkok University�, "the story line and site should be closely
related in which the film involves the audience in an emotional experience." Moreover, the larger
the length of the time exposure, the higher will be the familiarity, attachment and identification
to the film location, which will then become the push factors for the audience to visit the site,
people, experience and fantasies portrayed by the film. Table 1 provides a snapshot of many
popular films that have led to movie-induced tourism over the past few decades.
TABLE L IMPACT OF FILM ON VISITOR NUMBER
Film
Braveheart
Captain Corelli's Mandolin
Field of Dreams
Location
Wallace Monument, Scotland
Cephalonia, Greece
lowa
Four Weddings and a Funeral The Crown Hotel, Amersham, England
Harry Potter
Mission Impossible 2
Notting Hill
Pride and Prejudice
Sense and Sensibility
The Beach
Troy
Source: Hudson & Ritchie, 2006
Various locations in UK
National Park, Sydney
Kenwood House, England
Lyme Park, England
Saltram House, England
Thailand
Canakkale, Turkey
Impact of visitor number
300% increase a year after release
50% increase
35,000 visits in 1991; steady increase every year
Fully booked for at least 3 years
Increase of 50% or more in all filmed locations
200% increase in 2000
10% increase in one month
150% increase
39% increase
22% increase in youth market in 2000
73% increase
Lord of the Rings is a case studied by Buchmann et aL (2010) where in addition to emphasizing
the complexity of film-induced tourism the authors highlight the role that authenticity plays in
the "returning to the place" tourist experience. The authors' findings show the importance of
being physically on location "...where reality and film can finally merge..." relating it directly
to feelings of authenticity. The Tourism Bureau of New Zealand has been able to successfully
capitalize on the global awareness of the Lord of the Rings franchise by displaying the film's
information on its website and various marketing materials. Overall, there has been a 40%
increase in national tourism in New Zealand since the release of the first Lord of the Rings film
(Buchmann et aL (2010).
� Rewtrakunphaiboon, Walaiporn. Film-induced Tourism: Inventing a T�acation to a L,ocation. Bangkok University: 2010.
http://www.bu.aath/knowled�ecenter/e�aper/jan�une2009/pdf/Walaiporn.pd£ Last visit Sep 15 2011.
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The release of Close Encounters of the Third Kind had an important impact on tourism at Devil's
Tower National Monument in Wyoming which increased by 75% over the following year with a
39% increase upon the 1980 TV release (Riley and Van Doren, 1992). 12 years after the movie's
release, 20% of visitors indicated knowledge of Devil's Tower National Monument from
watching the movie (Workman et al. 1990). The year following the release of J�K in 1992 the
Dallas Book Depository saw a 42% increase in visitors (Riley et al, 1998).
Despite of this rich empirical evidence, Rewtrakunphaiboon (2010) points out that many filming
locations have not capitalized on film-induced tourism to the extent that they could have mainly
because tourism organizations may be slow on employing marketing opportunities through films
given a lack of knowledge on how to implement marketing strategies related to films. It seems
that both CMA executives and the location authorities were well versed about the importance
that Dolphin Tale would have in the local economy. The global Print and Advertising Budget for
this film was estimated at $65 million (US & international combined) not including the free
media exposure taking place.
In analyzing the Dolphin Tale film-induced tourism, we found that elements of authenticity,
physical place and social setting are the key factors having an impact on the amount of visitors to
CMA as they display a clear link between the film's story and a real-life Dolphin/Aquarium.
3. Economic Multipliers
With each new person that visits CMA there is an increase in economic spending in the
Clearwater economy. In addition to the money being spent by visitors, jobs will be created to
provide services to the increasing number of tourists coming to the area. In this study we utilize
an inter-industry analysis, or an input-output methodology, to determine the economic impact
caused by the release of Dolphin Tale in the local economy. The fundamentals of this type of
study are to analyze the interdependence of industries in an economy through market based
transactions. Its importance resides in providing information on the interrelationship in a regional
economy and the impact of changes on that economy.
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The idea behind an economic impact analysis is to use the `velocity of money' concept to explain
spending particularly in the case of large projects. The basis is to say that for every dollar spent
on a proj ect more than one dollar of economic activity will result in a given area. If consumption
and investment in the local economy increase, the economy output must go up. However, this
calls for higher demand for material inputs so output goes up disproportionally compared to the
consumption and investment increase. Thus, consumption and investment have a multiplier
effect on output.
In this study RIMS II multipliers (Regional Industrial Multiplier System II) are utilized.8
Multipliers vary by industry, geographic area and the size of the local economy. The smallest
economic area for which RIMS II multipliers are calculated (and available) is a county, so in our
case we use the multipliers for Pinellas County. Because there is not a specific RIMS II
multiplier for the tourism industry, we assume it is plausible to define the Tourism Sector as
comprised of several industries such as accommodation (hotels and motels), food services and
drinking places and arts, entertainment and recreation (zoos and parks). Basically, we rely on
the assumption that these industries are a good representation of the tourism sector when
considered together. In terms of the RIMS II multipliers we use an average of the multipliers
corresponding to these industries.
4. Tourists to Clearwater versus Visitors to CMA
The critical aspect in calculating the economic impact of movie-induced tourism in the local
economy is to distinguish the visitors that come to CMA because of the Dolphin Tale movie and
those that come because of the usual local tourism activity. We want to find the movie economic
impact as a net source of economic activity in the local area assuming that it is not taking other
business away from the local economy.
Because of the large variations present in the data for both tourists to Clearwater and Visitors to
CMA, we apply a smooth data technique to assure that we may get a meaningful result when
comparing the data sets. An inspection of the seasonal indexes obtained while smoothing out the
data reveals the differences between the two sets of data for each month. For instance, Table 2
8 RIMS II w3s developed by the Bureau of Economic Analysis at Department of Commerce.
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shows April as a peak month in Clearwater/St. Petersburg hosting 60 to 80 thousand tourists on
average each year. For CMA July is the peak month with 41% above average number of visitors.
Table 2: Seasonal indexes for VISITORS and TOURISTS
SeasonIndex
January
February
March
April
May
June
July
August
September
October
November
December
Visitors
0.82
1.05
1.25
1.15
0.73
1.13
1.41
1.12
0.57
0.79
0.83
0.89
Tourists
0.65
0.74
1.22
1.56
0.72
1.09
1.23
0.95
0.57
1.05
0.82
1.15
We run a simple linear regression to find the `best' line predicting VISITORS from TOURISTS,
which means the best way Tourists would explain Visitors to CMA. We found that 27.3% of the
variability of VISITORS is explained by its linear relationship to TOURISTS. A way to interpret
this result and our main assumption is that 72.7% of the variability of VISITORS is not
explained by Clearwater Tourists but rather by Dolphin Tale. Obviously, this attraction of
visitors is not only due to Winter but to the advertising effort put in place by CMA executives.
5. The Forecast Model
A forecast is based in past performance of the data: we assume that the way visitors behave in
the past will continue in the future. Yet, this is a strong assumption given the several events that
may have influenced the number of visitors to CMA in the recent years, so the assumption is
released in the model with the introduction of a dummy variable, called "MOVIE" which
captures the different events related to the Dolphin Tale movie.
We first smooth out the data and then we fit several functional forms to find our forecast model.
We found the best fit using a time cubic functional form which includes a dummy variable to
capture the growth spikes in a discrete way. The dummy variable takes value zero up to
Oct/2006, and value one afterwards when Winter's story first began promotion. A value of two
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after September 2010 captures the time when the movie was produced. The forecast model is
presented in Equation 1.
V = a + yl'l +y21 � + y313 +�IMoviel'+�2Moviel�+�3Moviel3 (1)
In equation 1, Vis the actual number of visitors, a is the intercept, the ys are the coefficients for
time, and the �s are the coefficients for the interacted movie and time. The sub index for each
month is omitted for simplicity. The fit for this model is very good: 93.4% of the variability of
number of visitors is explained by this model.
We previously discussed Riley et aL (1998) study where the authors documented median
attendance to private attractions featured in a sample of films. The authors found a steady growth
for about four years following the release of the films, and then the growth levels slowly decline.
Our forecast model finds a larger amount of growth after the first year with respect to that of
Riley's, but the growth rate declines after the third year. Our forecast model predicts a decline in
growth after 2014, from 75% to 59%. However, if another movie related event occurs, such as
the release of a sequel or a TV series, values for forecasted visitors can be calculated which
would reflect an additional increase in visitors. Table 3 shows comparative growth figures for
Riley's and the forecast model using 2011 as a baseline.
TABLE 3: COMPARED GROWTH FOR RILEY'S AND FORECAST MODELS 2012 TO 2016
Year %growth Annual %growth based Forecasted
based on Attendance on 2011 Annual
2011 Uisitors
°/a growth
Riley's Forecast Model year by year
Forecast
Model
2011 - 345,657 - 345,657
2012 30°/a 449,354 32°/a 456,317 32°/a
2013 49°/a 515,029 131°/a 799,231 75°/a
2014 67°/a 577,247 267°/a 1,268,703 59°/a
2015 96°/a 677,488 444°/a 1,881,157 48°/a
2016 88°/a 649,835 588°/a 2,379,113 26°/a
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The figure below shows number of visitors from 2001 to 2016, with forecasted values after 2012.
The large number in 2011 reflects the impact of the movie advertising (since March 2011) and
movie release in September 2011. The forecasted values (darker bars) show the predicted pattern
of growth: a decrease in growth after 2013. The number of visitors in 2011 represents a 101%
increase with respect to 2010; the change in growth from 2013 to 2014 goes to 59%, from 2014
to 2015 it slows down to 48% and from 2015 to 2016 the growth change is only 26%.
FIGURE 1: Number of Visitors — actual numbers from 2001 to 2011 with forecast 2012-2016
2,379,113
2001 2002 2003 2004 2005 200� 2007 2008 2009 2010 2011 2012 2013 2014 2015 201�
6. The Economic Impact
To proj ect the economic impact of the movie-induced tourism over the next five years, we utilize
the existing spending data from the St. Petersburg/Clearwater annual visitor profile 2011, which
is presented in table 3. 9
9 St. Petersburg/Clearwater visitors' Bureau. Last visit August 14, 2012.
http :l/www.pinellascvb. com/statistic s/2011 %20 V SP C%20Annual%20Report.pdf
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TABLE 3: ST. PETE/CLEARWATER ANNUAL VISITOR PROFILE 2011
Total Expenditures 2011 $3,391,962,600
Total Number of Tourists 5,235,200
Expenditure per tourist $648
With this data we first calculate annual spending by visitors using forecasted potential visitors.
Then we apply the RIMS II multipliers to annual spending to get the indirect effect. Finally, we
apply the 72.7% factor obtained previously to find the share of economic effect caused by
VISITORS rather than TOURISTS that can be considered as a new economic activity due to the
Dolphin Tale movie. Table 4 displays values for annual spending by tourists, indirect effect and
total economic effect in the Clearwater/St. Petersburg area using the number of visitors predicted
by our forecast model, and the number of visitors calculated from Riley's growth values. CMA's
surveys show that approximately 66.3% of its guests arrive from out of state, thus, approximately
an equivalent share of economic impact can be attributed to out of state tourists.
When comparing the numbers of both scenarios we observe a large difference, particularly in the
later years. We explain this difference by understanding that the forecast model is based on a
functional form that has captured the large spike after the movie release in late 2011 and so it
proj ects the number of visitors from that point forward based on that increase. Riley's model on
the other hand finds the growth rate for each year using actual data after the release of the movies
rather than performing a forecast.
TABLE 4: ECONOMIC IMPACT RESULTS
Forecast
Movie=2
2012
2013
2014
2015
2016
Uisitors
Forecast
456,317
799,231
1,268,703
1,881,157
2,379,113
Annual
214,940,826
376,465,018
597,602,368
886,088,842
1,120,642,718
Total Economic
Indirect effect ($) Impact ($)
115,633,865 330,574,691 '
202,530,650 578,995,668 '
321, 498,122 919,100, 490
476,698,075 1,362,786,91$
602, 883,369 1,723,526,087
2012 460,724 217,016,635 116,750,609
2013 528,061 248,734,646 133,814,265
2014 591,853 278,782,842 149,979,593
2015 694,630 327,194,296 176,023,987
2016 666,278 313,839,542 168,839,397
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7. Concluding remarks
In this study, we forecast the number of visitors to CMA due to the Dolphin Tale movie-induced
tourism from February 2012 to February 2017 to calculate the economic impact in the
Clearwater area related to this induced-tourism activity. To accomplish this, we first investigated
the behavior of visitors to CMA as being different from that of tourists to the Clearwater/St.
Petersburg area. The ups and downs resulted from the touristic Clearwater seasons do not rule
the behavior of visitors to CMA so we argued that 72.7% of tourists visiting CMA are not related
to the tourists visiting Clearwater but rather it is exclusively related to the movie-induced tourism
generated by the Dolphin Tale movie. We recognize however that this as a first attempt to
identify the effect of the Dolphin Tale-induced tourism on the local economy, so additional
research will prove to be an important follow up to this study.
We set up a regression model to forecast visitors to CMA using a cubic functional form which
includes a variable that captures the different events related to the movie such as, its initial
promotion, its production and the release of the movie per se. We compared forecasted results
with the visitors' growth pattern found in the movie-induced related literature. We explain the
differences found by arguing that our model is fitted particularly to the Dolphin Tale movie,
while results in the literature represent a median of a set of different films. In this sense, our
results are more realistic, although it is strictly based on "organic growth" as it does not consider
factors such as the magnitude of advertising expenditures, which is fundamental in tourism
activities.
Our study revealed that the release of the movie Dolphin Tale has had a substantial effect on the
amount of visitors to CMA, which produces an important impact to the local Clearwater/St.
Petersburg economic area. Additional activities related to the movie, such as the production of a
sequel or a TV series, are important steps toward increased movie-induced-tourism contributions
to the regional economic area.
0 Produced by Maria Luisa Corton & Maling Ebrahimpour- College of Business - USFSP in collaboration with Clearwater Mariht�m �F 3,)
Aquarium
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Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Meeting Date:3/5/2013
Approve the �rst renewal of a Purchase Order, in the amount of $1,640,300, with Florida Gas Contractors, Inc. for the replacement of
antiquated gas mains and service lines for the period of April 1, 2013 to March 31, 2014, and authorize the appropriate officials to
execute same. (consent)
SUMMARY:
Florida Gas Contractors (FGC) is the primary contractor who installs gas mains and service lines to meet residential, commercial
and industrial customer requirements in support of gas Sales and Operations.
FGC has performed satisfactory work since the contract was originally awarded in April 2012. This is the first of two renewals
authorized in the original bid. FGC has agreed in writing to hold their current bid pricing (bid 10-12) on the estimated quantities
listed in the contract "Replacement of Antiquated Gas Mains, Service Lines, Gas Meters and Piping Connections to Customer
House Piping and Reestablishment of Gas Service at Various Locations."
Under this Contract/Purchase Order, the contractor will replace approximately 12-16 miles of antiquated gas mains, to include all
associated service line, gas meter and piping connections at each customer location. The term antiquated represents all
uncoated steel gas mains and service lines, to include cast iron, that are currently serving customers within the Clearwater Gas
System service territory. These materials were installed between the period of 1923 (start of the gas system) and 1970.
All work performed under this contract is separate from the existing contract for the "Installation of Gas Mains, Service Lines and
House Piping at Various Locations" currently held by FGC and was renewed in January 2013.
Funds are available in 315-96377 Pinellas New Mains and Service Lines and the Clearwater Gas System budget to support these
requirements.
Type: Capital expenditure
Current Year Budget?: Yes Budget Adjustment: None
Budget Adjustment Comments:
Current Year Cost:
Not to Exceed:
For Fiscal Year:
Appropriation Code
315-96377
Bid Required?:
Other Bid / Contract:
1,640,300
1,640,300
10/1/2012 to 9/30/2013
Amount
1,640,300
Yes
Annual Operating Cost: 1,640,300
Total Cost:
1,640,300
Appropriation Comment
Pinellas New Mains and Service Lines
Bid Number:
Bid Exceptions:
10-12
None
Cover Memo
Review Approval: 1) Off'ice of Management and Budget 2) Lega13) Clerk 4) Assistant City Manager ED 5) City Ma���e�,r� 6� �erk
17WRIDA OAS CONIRACTORS
February 14, 2013
Clearwater Gas System
400 North Myrtle Avenue
Clearwater FL 33755
N
Attn: Brian Langille, PE, CEM, Operations Manager — Supply & Distribution �
Mike Deegan, CGS Operations Coordinator �
�
Dear Mr. Langilte & Mr. Deegan,
This letter is to advise you that we wish to extend our contract #10-12, Replacement of
Antiquated Gas Main, Service Lines, Gas Meters and Piping Connections to Customer
House Piping and Reestablishment of Gas Service at Various Locations, for another
year. We are aware that the contract extension would begin April 1, 2013 and cont�nue
through March 31, 2014. With this reques� for extension, we agree to roll over our bid
and hold the current prices for the duration of this extension.
Upon receipt of your acceptance of this request, we will furnish a Performance/Payment
Bond in the amount of $492,090.00 and a Certificate of Insurance for the City of
Clearwater.
If you need anything further from us, please let us know.
Thank you,
incerely,
:David L. R yan
Vice President
DLR/mp
P. O. Box 280 • Dade City FL 33526-0280
Office: 813•996•0019 • Fax: 813•996-2919
Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Best Beach Town Designation
SUMMARY:
Review Approval:
Meeting Date:3/5/2013
Cover Memo
��11�:��
Work Session
Council Chambers - City Hall
Meeting Date:3/5/2013
SUBJECT / RECOMMENDATION:
Approve the request from three owners of real property within the City of Clearwater to vacate two portions of City right-of-way known
as Third Avenue North and Fourth Avenue North; and pass Ordinance 8382-13 on first reading. (VAC2013-01)
SUMMARY:
In 2005, Pinellas County passed and adopted Resolution 05-108 vacating portions of Third Avenue North
and Fourth Avenue North lying within unincorporated Pinellas County. This action resulted in two remaining
portions of 60-foot rights-of-way under the City's jurisdiction. Both are undeveloped for right-of-way
purposes and are approximately 135 feet in length terminating at privately owned property.
Owners of property abutting the remnant portions of right-of-way have collectively submitted the vacation
request.
The City will retain a drainage and utility easement over the vacated portion of Third Avenue
North. Progress Energy, Bright House, Knology and Verizon have no facilities within the rights-of-way
proposed for vacation and have no objection to the request.
The Engineering Department conducted an interdepartmental review of the vacation request. All City
service and utility providers, potentially affected by the vacation, have no objection to the request.
Review 1) Public Warks Administration 2) Planning 3) Office of Management and
Approval: Budget 4) Lega15) Clerk � Lega17) Clerk 8) Assistant City Manager 9) City Manager 10) Clerk
Cover Memo
��11�:��
Attachment number 1 \nPage 1
ORDINANCE NO. 8382-13
AN ORDINANCE OF THE CITY OF CLEARWATER,
FLORIDA, VACATING PORTIONS OF BOTH THIRD
AVENUE NORTH AND FOURTH AVENUE NORTH, BOTH
PROPERTIES LYING EAST OF FIRST STREET EAST IN
SECTION A, CHAUTAUQUA ON THE LAKE AS
RECORDED IN PLAT BOOK 9, PAGE 52 OF THE PUBLIC
RECORDS OF PINELLAS COUNTY, FLORIDA
CONTINGENT UPON THE CITY RETAINING A DRAINAGE
AND UTILITY EASEMENT OVER THE VACATED PORTION
OF THIRD AVENUE NORTH; PROVIDING AN EFFECTIVE
DATE.
WHEREAS, Timothy R. and Ashley N. Newton, and Donna M. McConihay owners
of real property located in the City of Clearwater (the "City"), have collectively requested
that the City vacate the portions of the rights-of-way depicted in Exhibits "A" and "B"
attached hereto and by this reference made a part hereof; and
WHEREAS, the City Council finds that said portions of the rights-of-way are not
necessary for municipal use, and it is deemed to be in the best interest of the City and the
general public that the same be vacated; now, therefore,
BE IT ORDAINED BY THE CITY COUNCIL OF THE CITY
OF CLEARWATER, FLORIDA:
Section 1. The following:
That portions of both Third Avenue North and Fourth Avenue, both properties lying
east of First Street East in Section A, Chautauqua on the Lake as recorded in Plat
Book 9, Page 52 of the public records of Pinellas County, Florida, being more
particularly described in Exhibits "A" and "B," attached hereto and incorporated by
reference hereof, are hereby vacated, closed and released, and the City releases
all of its right, title and interest thereto, contingent upon the City retaining a
drainage and utility easement located over the property described in Exhibit "B,"
said drainage and utility easement is retained for the installation and maintenance
of any and all public utilities and drainage facilities thereon.
Section 2. The City Clerk shall record this ordinance in the public records of
Pinellas County, Florida, following adoption.
Section 3. This ordinance shall take effect immediately upon adoption.
I[�'ii�:�!
Ordinance No. 8382-13
PASSED ON FIRST READING
PASSED ON SECOND AND FINAL
READING AND ADOPTED
George N. Cretekos
Mayor
Approved as to form: Attest:
Camilo A. Soto Rosemarie Call
Assistant City Attomey City Clerk
Attachment number 1 \nPage 2
I[�'ii�:�!
Ordinance No. 8382-13
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Attachment number 4 \nPage 1
� C�earwater
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Prepared by:
Engineering Department
Geographic Technology Division
100 S. Myrtle Ave, qearwater, PL 33756
Ph:(727)562-4750,Fax:(727)526-4755
www.Myqearwater.com
RIGHT OF WAY VACATION "
THIRDAVENUE N& FOURTHAVENUE N W E
Ord. No. 8382-13 �t m# 4 5
Map Gen By: MBK I Reviewed By: I Date: 2/14/2013 I Grid #: 233A I S-T-R: 32-28s-16e Scale: N.T.S.
Path: V:\GIS\Engineering\Locafion Maps\RightofWayVacationThirdAveN.mxd
Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Meeting Date:3/5/2013
Approve the request from eight owners of real property within the City of Clearwater to vacate a portion of unimproved right-of-way of
Landmark Drive; and pass Ordinance 8383-13 on first reading. (VAC2013-02)
SUMMARY:
Eight residents of Elysium subdivision have collectively submitted a request to vacate an unimproved portion of
Landmark Drive right-of-way. The combined property owned by the eight applicants abuts the entire west boundary of
the right-of-way proposed for vacation. The subject portion of Landmark Drive is a 40-foot right-of-way
approximately 1,300 feet long with its southern terminus at Union Street. The right-of-way was created by a dedication
in the Elysium plat in 1986. At this time, the City has no plans to construct this roadway.
In addition;
The property abutting the east boundary of the right-of-way is a 19.86-acre parcel that the City has
unsuccessfully attempted to purchase. The most recent discussions occurred in September 2012, at which time a
third party entered into a contract with the owner for the purchase of the property. The property is currently
under contract.
The property abutting the east boundary of the right-of way is located within unincorporated Pinellas County and
is currently being considered for development. The development could include improvement of the right-of-way
proposed for vacation. The developer has consulted with City staff as the proposal may include City annexation
of a completed subdivision. The development is in the early planning stages and has not been submitted to City
staff for formal review.
One of the applicants of the vacation request is a city employee.
The City, Progress Energy, Bright House and Knology each own and maintain facilities in the right-of-way. The City
will retain an easement over the vacated area for use by the City, Bright House and Knology. All eight landowners
abutting the west boundary of the right-of-way will be required to convey distribution easements to Progress Energy.
The Engineering Department conducted an interdepartmental review of the vacation request. All City service and
utility providers, potentially affected by the vacation, have no objection to the request.
Review 1) Public Warks Administration 2) Planning 3) Office of Management and Budget 4) Legal 5) Clerk 6) Assistant City
ApprovaL• Manager 7) City Manager 8) Clerk
Cover Memo
��11�:��
Attachment number 1 \nPage 1
ORDINANCE NO. 8383-13
AN ORDINANCE OF THE CITY OF CLEARWATER,
FLORIDA, VACATING THAT CERTAIN 40-FOOT PLATTED
RIGHT-OF-WAY, ABUTTING AND LYING EAST OF LOTS 4,
5, 6, 14, 15, 16, 17 AND 18, DEDICATED AND DESCRIBED
IN THE PLAT TITLED "ELYSIUM — PHASE 1" AS
RECORDED IN PLAT BOOK 93, PAGES 41-46, PUBLIC
RECORDS OF PINELLAS COUNTY, FLORIDA, SUBJECT
TO CONDITIONS; PROVIDING AN EFFECTIVE DATE.
WHEREAS, Rhonda B. Harms; Karsten Jacoby; Thomas G. and Karen L. Hackett;
Phyllis D. Perron; Kerry B. Meyer; Laura D. Irion; Kevin E. Dunbar; and Mark A. and
Deeann Kerrutt owners of real property located in the City of Clearwater (the "City"), have
collectively requested that the City vacate the right-of-way depicted in Exhibit "A" attached
hereto and by this reference made a part hereof; and
WHEREAS, the City Council finds that said right-of-way is not necessary for
municipal use and it is deemed to be in the best interest of the City and the general public
that the same be vacated; now, therefore,
BE IT ORDAINED BY THE CITY COUNCIL OF THE CITY
OF CLEARWATER, FLORIDA:
Section 1. The following:
That certain 40-foot platted right-of-way, abutting and lying East of Lots 4, 5, 6, 14, 15, 16,
17 and 18, dedicated and described in the plat titled "Elysium — Phase 1" as recorded in
Plat Book 93, Pages 41-46, of the public records of Pinellas County, Florida, being more
particularly described in Exhibit "A," attached hereto and incorporated by reference
hereof, is hereby vacated, closed and released, and the City releases all of its right, title
and interest thereto, contingent upon the following conditions:
1. The City hereby retains a drainage and utility easement over the described
property for the installation and maintenance of any and all utilities thereon
by the City of Clearwater, Bright House and/or Knology consistent with any
vested rights of occupation in existence on the Effective Date of this
ordinance, including any rights vested under any valid franchise agreement
between each private utility and the City; and
2. All property owners abutting the west boundary of the right-of-way vacated
hereby shall individually grant Progress Energy distribution easements, the
location and terms of which are acceptable to Progress Energy.
Collectively, Progress Energy's easement rights shall encompass the
property described herein. This vacation ordinance shall be null and void if
this condition is not met within forty-five (45) calendar days from the
adoption of this ordinance.
I[�'ii�:�7
Ordinance No. 8383-13
Attachment number 1 \nPage 2
Section 2. The City Clerk shall record this ordinance in the public records of
Pinellas County, Florida, following adoption.
Section 3. This ordinance shall take effect immediately upon adoption.
PASSED ON FIRST READING
PASSED ON SECOND AND FINAL
READING AND ADOPTED
George N. Cretokos
Mayor
Approved as to form: Attest:
Camilo A. Soto Rosemarie Call
Assistant City Attorney City Clerk
Item # 5
Ordinance No. 8383-13
Sca/e 1 " = 100'
This is not a su�vey
Lot 15
Lot 14
Lot 13
ELYSIUM - PHASE 1
Plat Book 93, Page 45
Lot 6
/
Lot 4
Legal Description
Lot 5
\
EXHIBIT "A"
33/11
UNION STREET
A Right-of-Way vacation described as follows:
Attachment number 2 \nPage 1
_,��illll�������lllli���..
. -
The 40' platted right-of-way, abutting and lying East of Lots 4, 5, 6,
14, 15, 16, 17 and 18, dedicated and described in the plat titled
'Blysium - Phase 1" as recorded in Plat Book 93, Pages 41-46,
Pinellas County Public Records, Florida.
Attachment number 3 \nPage 1
� C�earwater
�.
Prepared by:
Engineering Department
Geographic Technology Division
100 S. Myrtle Ave, qearwater, PL 33756
Ph:(727)562-4750,Fax:(727)526-4755
www.Myqearwater.com
RIGHT OF WAY VACATION
LANDMARK DRIVE
Ord. No. 8383-13
Map Gen By: MBK Reviewed By: Date: 2/14/2013 Grid #: 2446 S-T-R: 32-28s-16e
N
W E
#5 S
Scale: N.T.S.
Path: V:\GIS\Engineering\Location Maps\RightotWayVacationLandmarkDr.mxd
Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Meeting Date:3/5/2013
Adopt Ordinance 8368-13 on second reading, amending the Comprehensive Plan of the city in accordance with Section 1633177,
Florida Statutes, to update provisions related to potable water and natural ground water aquifer recharge needs.
SUMMARY:
Review Approval: 1) Clerk
Cover Memo
��11�:��
Attachment number 1 \nPage 1
ORDINANCE NO. 8368-13
AN ORDINANCE OF THE CITY OF CLEARWATER, FLORIDA, MAKING
AMENDMENTS TO THE COMPREHENSIVE PLAN OF THE CITY BY
AMENDING THE UTILITIES ELEMENT IN ACCORDANCE WITH
SECTION 163.3177, FLORIDA STATUTES, TO UPDATE PROVISIONS
RELATED TO POTABLE WATER AND NATURAL GROUND WATER
AQUIFER RECHARGE NEEDS BASED ON THE CITY OF
CLEARWATER'S 2012 POTABLE WATER SUPPLY FACILITIES
MASTER PLAN UPDATE, COMPLETED IN ACCORDANCE WITH THE
2010 SOUTHWEST FLORIDA WATER MANAGEMENT DISTRICT'S
REGIONAL WATER SUPPLY PLAN; BY REPLACING MAP #D-2 WITH
AN UPDATED VERSION; PROVIDING FOR SEVERABILITY; AND
PROVIDING AN EFFECTIVE DATE;
WHEREAS the Local Government Comprehensive Planning and Land
Development Regulation Act of Florida empowers and requires the City Council of the
City of Clearwater to plan for the future development and growth of the City, and to
adopt and periodically amend the Comprehensive Plan, including elements and
portions thereof; and
WHEREAS, Section 163.3177, Florida Statutes, requires coordination of the
local comprehensive plan with the water management district's regional water supply
plans; and
WHEREAS, the City's water supply work plan must be updated every five years
within 18 months after the governing board of a water management district approves an
updated regional water supply plan; and
WHEREAS, on July 26, 2011, the Governing Board for the Southwest Florida
Water Management District approved the 2010 Regional Water Supply Plan; and
WHEREAS, the City has completed the 2012 Potable Water Supply Facilities
Master Plan Update; and
WHEREAS, the proposed amendments have been transmitted to the Florida
Department of Economic Opportunity (DEO) for review and comments, and the
objections, recommendations and comments received from the Florida Department of
Economic Opportunity have been considered by the City Council, together with all
comments from local regional agencies and other persons, in preparing the final draft of
the amendments; and
WHEREAS, the City Council finds it necessary, desirable and proper to adopt
the amendments to the objectives and policies of the Comprehensive Plan in order to
reflect changing conditions; now, therefore,
I[�'ii�:��
Ordinance No. 8368-13
Attachment number 1 \nPage 2
BE IT ORDAINED BY THE CITY COUNCIL OF THE CITY OF
CLEARWATER, FLORIDA:
Section 1. That the Introduction to the Utilities Element of the Clearwater
Comprehensive Plan, pages D-3 and D-4, is hereby amended to read as follows:
*****
Potable Water and Natural Ground Water Aquifer Recharge Needs
• Clearwater has maintained an interlocal agreement with Pinellas County since
1955 with approximately fifty-five percent (55%) �n +��-R"r n°rnoni �a�zo� � of its
water supply emanating from the County. The City also maintains a water use
permit issued through the Southwest Florida Water Management District
(SWFWMD) to pump an average of 14.3 � million gallons daily (MGD) from
its forty-six n�nrm�ccccrnr active wellheads. In 2011��, the actual average
pumpage from the City's wells was approximately 5 MGD. The balance of the
City's water demand is met through purchase from Pinellas County. In order to
meet the city's future potable water supply needs in a fiscally responsible
manner, several alternative actions must be explored and initiated both
individually or in combination with other water supply source alternatives. The
City's Water Supply Plan - Capital Improvements Implementation Master Plan
(Oct 2004) as updated in 2008 and 2012 includes projects based upon cost-
benefit analysis that will enable the City to increase its local production of potable
water to ten (10) MGD by 2015.
• Conservation of potable water supplies is of paramount importance to the City.
Clearwater will continue to support Pinellas County and participate in the
immediate action to provide for new potable water supplies at a reasonable cost.
• Clearwater must continue to utilize and provide efficient use of reclaimed water
for irrigation purposes for both public and private use. Furthermore, it must
constantly evaluate its approach to the desalination of marine water using
reverse osmosis technology to provide a form of potable water backup for
periods of drought, and when natural groundwater levels drop to critically low
levels.
• Clearwater shall
regional/and or
strategies.
continue to explore and participate proportionately in the
County desalination and/ or reverse osmosis alternative
• The City needs to continue to recognize potable water as a scarce resource and
to continue to operate the water utility prudently in implementing both
conservation and consumption objectives. The current water consumption rate is
approximately ninety (90) e�° "� �niJroiJ �� nn� gallons/person/day, which includes
both the seasonal and permanent population of Clearwater and is inclusive of
both City produced water and County purchased water.
• The City needs to continue to coordinate with SWFWMD in the study to
determine surficial groundwater direction and flow at various depths.
2 Ordinance No.�8����
Attachment number 1 \nPage 3
Groundwater data will continue to be needed to determine future well sites and
conditions of subsurface transmissivity. This data will be an important tool for
management of Clearwater's wellhead operation to determine the City's ability to
continue to provide future water supplies.
• The City, in conjunction with the City's Water Use Permit, needs to continue to
develop an ultimate well field management plan, including well configurations,
pumping schedules, water quality monitoring and mitigation plans. This is
needed to assure the continued supply of well withdrawal in accordance with the
City's water use permit.
• The City needs to continue to implement the recommendations from the Alligator
Creek study.
• The City needs to continue with its public education program to make the public
aware of the value of reclaimed water use.
Section 2. That Objective D.5.2 of the Clearwater Comprehensive Plan and its
policies, pages D-15 and D-16, are hereby amended to read as follows:
D.5.2 Objective - Provide adequate quantity and quality of water service to all
customers of the Clearwater service area. Current service level (October, 2012
d�j�2A��) is 41,973 4.A�A customer accounts (potable, reclaimed and fire).
Policies
D.5.2.1 Ensure that land development regulations, building codes and City
ordinances adequately address water system provisions by performing a
thorough evaluation of City codes and by coordinating proposed provisions with
the Southwest Florida Water Management District, Tampa Bay Water, Pinellas
County, and the Florida Department of Environmental Protection.
D.5.2.2 Engineering shall analyze the condition and adequacy of any water
distribution system that the City may inherit through annexation and prepare cost
estimates for upgrading those systems to meet City requirements.
D.5.2.3 When new subdivisions are being developed, it shall be the responsibility
of the developer to provide internal potable water and reclaimed water systems
which are constructed to City specifications.
D.5.2.4 Continue to construct water system improvements which will provide
adequate quantity, pressure, and duration of fire flows while meeting system
user needs.
D.5.2.5 Continue to develop a system and construct improvements which will
conserve energy, water, and other valuable resources.
D.5.2.6 The City shall continue to participate with and assist the Southwest
Florida Water Management District, Tampa Bay Water, Pinellas County Health
Department, and the U.S. Environmental Protection Agency in developing
innovative techniques to augment existing water supplies to provide for future
needs. t
3 Ordinance No.�8����
Attachment number 1 \nPage 4
D.5.2.7 Continue to identify, acquire, and develop sources of water supply and
methods of water treatment to meet existing and future needs. Some ways this
can be accomplished are through well rehabilitation projects and/or exploration
and drilling of new wells. Some type of water treatment may be initiated.
Additional volumes of water may be acquired from the Pinellas County Water
System through Clearwater's intergovernmental water service agreement. The
City's long range Water Master Plan updated in 2012 �99�shall serve as the
guiding document for water supply and treatment methods.
D.5.2.8 Ensure that water management projects are designed and operated to
maintain and enhance natural systems as well as manmade systems by working
closely with the Southwest Florida Water Management District when proposing
new projects and water management programs. The City's long range Water
Master Plan outlines a work plan for continued coordination with the Southwest
Florida Water Management District's Regional Water Supply Plan adopted in
JUIy 2O� � n°nomhor �nna
D.5.2.9 Water service shall not be extended to properties outside the City's
service area unless sufficient capacity and quality of water exists to serve the
areas already committed to City service.
D.5.2.10 Water services shall not be extended except in those areas so
designated for City of Clearwater by interlocal or other agreement.
D.5.2.11 Encourage the development of local and regional water supplies within
the jurisdiction of the Southwest Florida Water Management to avoid
transporting surface water across other district boundaries.
Section 3. That Policy D.5.5.1 of the Clearwater Comprehensive Plan, page
D-17, is hereby amended to read as follows:
*****
Policies
D.5.5.1 Except for areas of the City where reclaimed water is available, shallow
wells shall be recognized as a source of water for irrigation purposes. The City
shall continue to require �°+�Ta City permit for shallow well installation h��
on� „f �nnsz
*****
4 Ordinance No.�8����
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Section 4. That Map D-2 of the Clearwater Comprehensive Plan is hereby replaced with the updated map below:
Potable Water Wells
and Wellhead
Protection Zones
Map #: D-2
Date: 10/08I2012
Source: qearwa[erEngineeringDeptlOdZf112
Leqend
� IN SERVICE WELL
c� PROPOSED PRODUCTION WELL
�'� Wellhead Protection Zone(1000' Buffer)
,.,; Clearwater Planning Area
�t' Outside Cleanvater City Limits
z Clear�vater,00=emv�e ;F�33z,
�..--..:-�_�..-��—�. Pn �,�,,,s�a,so. Fa. ,,=,;,�sd„s
� .� ���ea�a e. �om
e�4 ann muat be auc�epten arire �see br �� ekecpien� w��i nie�n
5 Ordinance No. 8368-13
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Attachment number 1 \nPage 6
Section 5. Should any part or provision of this Ordinance be declared by a
court of competent jurisdiction to be invalid, the same shall not affect the validity of the
Ordinance as a whole, or any part thereof other than the part declared to be invalid.
Section 6. This ordinance shall become effective when the Department of
Economic Opportunity issues a final order determining the adopted amendment to be in
compliance, or the Administration Commission issues a final order determining the
adopted amendments to be in compliance, in accordance with Section 163.3184, F.S.,
as amended.
PASSED ON FIRST READING
AS AMENDED
PASSED ON SECOND AND FINAL
READING AND ADOPTED
George N. Cretekos
Mayor
Approved as to form: Attest:
Leslie Dougall-Sides Rosemarie Call
Assistant City Attorney City Clerk
6 Ordinance No.�8����
Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Meeting Date:3/5/2013
Adopt Ordinance 8371-13 on second reading, amending the Community Development Code by amending Article 3, Division 9 to allow
for balcony encroachments in the Downtown (D) district for indoor recreation/entertainment uses; by amending Article 3, Division 18
to correctly state the freestanding sign calculation method for the comprehensive sign program; amending Article 6 to address illegally
created nonconfarming lots; amending Appendix A to allow for a 33 percent reduction in plans review fees for projects using a private
plan review provider; and amending the Code of Ordinances , Part II, Chapter 2, Article 3, Section 2.066 — Attendance by members at
meetings, to exclude military related commitments from being considered excessive absences.
SUMMARY:
Review Approval: 1) Clerk
Cover Memo
��11�:��
Attachment number 1 \nPage 1
ORDINANCE NO. 8371-13
AN ORDINANCE OF THE CITY OF CLEARWATER, FLORIDA MAKING
AMENDMENT TO THE COMMUNITY DEVELOPMENT CODE BY
AMENDING ARTICLE 3, DEVELOPMENT STANDARDS, DIVISION 9,
GENERAL APPLICABILITY STANDARDS, SECTION 3-908,
PERMITTED ENCROACHMENTS INTO SETBACKS AND OVER
STREET RIGHTS-OF-WAY, TO ALLOW FOR BALCONY
ENCROACHMENTS IN THE DOWNTOWN (D) DISTRICT FOR INDOOR
RECREATION/ENTERTAINMENT USES; AMENDING ARTICLE 3,
DEVELOPMENT STANDARDS, DIVISION 18, SIGNS, SECTION 3-808,
COMPREHENSIVE SIGN PROGRAM, TO CORRECTLY STATE THE
FREESTANDING SIGN CALCULATION METHOD FOR THE
COMPREHENSIVE SIGN PROGRAM; AMENDING ARTICLE 6,
NONCONFORMING PROVISIONS, SECTION 6-106,
NONCONFORMING LOTS, TO ADDRESS ILLEGALLY CREATED
NONCONFORMING LOTS; AMENDING APPENDIX A, SCHEDULE OF
FEES, RATES AND CHARGES, V., BUILDINGS AND BUILDING
REGULATIONS, TO ALLOW FOR A 33-PERCENT REDUCTION IN
PLANS REVIEW FEES FOR PROJECT USING A PRIVATE PLAN
REVIEW PROVIDER; AND MAKING AN AMENDMENT TO THE CODE
OF ORDINANCES BY AMENDING PART II — CODE OF ORDINANCES,
CHAPTER 2- ADMINISTRATION, ARTICLE III — APPOINTED
AUTHORITIES, BOARDS, COMMITTEES, DIVISION 1— GENERALLY,
SEC. 2.066 — ATTENDANCE BY MEMBERS AT MEETINGS, TO
EXCLUDE MILITARY RELATED COMMITMENTS FROM BEING
CONSIDERED EXCESSIVE ABSENCES; CERTIFYING CONSISTENCY
WITH THE CITY'S COMPREHENSIVE PLAN AND PROPER
ADVERTISEMENT; PROVIDING FOR SEVERABILITY; AND
PROVIDING AN EFFECTIVE DATE.
WHEREAS, the City of Clearwater adopted a new Community Development Code on
January 21, 1999 which was effective on March 8, 1999, and
WHEREAS, since the effective date of the new Community Development Code, the City
of Clearwater has reviewed numerous development proposals in all of the new zoning districts
in all parts of the City that utilize the Minimum Standard, Flexible Standard and Flexible levels of
review, and
WHEREAS, the prior adopted Ordinance No. 8343-12 included an incorrect reference to
a calculation method, and
WHEREAS, the City of Clearwater desires for the Community Development Code to
function effectively and equitably throughout the City, and
WHEREAS, the City of Clearwater has determined where the Community Development
Code needs clarification and revision, now therefore,
BE IT ORDAINED BY THE CITY COUNCIL OF THE CITY OF CLEARWATER,
FLORIDA:
IE�ii�:�/
Attachment number 1 \nPage 2
Section 1. That Article 3, Development Standards, Division 9, General Applicability
Standards, Section 3-908, Permitted encroachments into setbacks and over street rights-of-
way, Community Development Code, be, and the same is hereby amended to read as follows:
Section 3-908. Permitted encroachments into setbacks and over street rights-of-way.
Certain building and other projections shall be permitted to extend into setback areas and may
be permitted to encroach over street rights-of-way as follows:
A. Building projections which are affixed solely to the building and not directly affixed to the
ground such as building fascias, roof overhangs, eaves, canopies other than
freestanding canopies, awnings, marquees, and other similar projections, shall be
permitted to project into required setbacks as specified below.
1. In the Tourist, Commercial and Downtown Districts, such projections shall be
limited to ten feet and shall be permitted into any required setback and over
street rights-of-way provided a clearance of eight feet over grade is maintained.
In no case shall such projection be closer than five feet from the curbline or the
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shoulder of the roadway. Any awning with supports may be located up to the
property line and any awning that projects into a right-of-way shall be
cantilevered.
2. In all other districts, such projects shall be limited to 40 percent of the setback or
ten feet, whichever is less.
The roof fascia of a freestanding canopy shall be set back a minimum of ten feet from a
street right-of-way boundary and any side and rear property line. The supporting posts or
columns of a freestanding canopy shall not encroach into required structural setbacks.
No part of a freestanding canopy shall encroach into or over a street right-of-way.
Open or unenclosed fire escapes and outside stairways shall be permitted to extend into
a required setback area not more than three feet provided through access is not
obstructed.
, , ,
nn4 nhc4n in4or!
1. Balconies, decks, bay windows, and similar features that linearly extend 50
percent or less of the width of the buildinq wall to which thev are attached shall
be permitted to extend into a required setback area not more than 24 inches
provided throuqh access is not obstructed.
2. In the Downtown District, when associated with an Indoor
Recreation/Entertainment use that has a minimum of 650 seats, balconies shall
be permitted to encroach into riqhts-of-way provided a clearance of eiqht feet
over qrade is maintained. In no case shall such encroachment be closer than
two feet from the curbline or the shoulder of the roadwav.
Section 2. That Article 3, Development Standards, Division 18, Signs, Section 3-808,
Comprehensive Sign Program, Community Development Code, be, and the same is hereby
amended to read as follows:
Section 3-1808. Comprehensive sign program.
����������
C. Flexibility criteria.
����������
Ordinance No. 8371-13
Item # 7
Page 2
Attachment number 1 \nPage 3
4. Height, area, number and location of signs. The height, area, number and
location of signs permitted through the Comprehensive Sign Program shall be
determined by the Community Development Coordinator based on the following
criteria: overall size of site, relationship between the building setback and sign
location, frontage, access and visibility to the site, intended traffic circulation
pattern, hierarchy of signage, scale and use of the project, consistency with
Beach by Design, Clearwater powntown Redevelopment Plan or any other
applicable special area plan and submittal of a master sign plan for the
development parcel/project. Additionally, the maximum permitted sign area shall
be based on the following formula when evaluated against the above criteria:
a. Attached signs — The maximum area permitted for attached signage shall
range from one percent up to a maximum of six percent of the building
facade to which the sign is to be attached. In no event shall the size of an
attached sign exceed two hundred square feet. For regional malls, the
maximum size of any attached sign that is otherwise allowed shall not
exceed six percent of the building facade facing the street, but in no case
more than three hundred square feet.
b. Freestanding signs — The maximum permitted area of all freestanding
signs on a site shall not exceed the range of sign area permitted by the
street frontage or building facade calculation methods set forth �� ��n
'I S2(17 R'I n i �nr! ;;. below:
i. One square foot per two linear feet of street frontaqe; or
ii. One square foot per 100 square feet of buildinq facade facinq
street frontaqe.
����������
Section 3. That Article 6, Nonconforming Provisions, Section 6-106, Nonconforming
Lots, Community Development Code, be, and the same is hereby amended to read as follows:
A. No principal use or structure shall be established on a lot of record unless the lot
conforms to the lot area and lot width requirements in this Development Code for the
zoning district in which it is located, except in accordance with the provisions of this
section.
B. A principal use or structure may be established on a residential lot of record that was
legally in existence prior to March 8, 1999 even though the lot is nonconforming with the
lot area and lot width requirements in this Development Code for the zoning district in
which it is located, provided that a Level One (minimum standard) approval is obtained.
A Level One (flexible standard) approval shall be required only if required setbacks
cannot be met. The applicant for a Level One (flexible standard) approval shall
demonstrate the following:
1. The lot was a lawfully created lot. If the lot was created before 1982, then it is
automatically considered to be lawful. If the lot was created after 1982, to be a
lawfully created lot, it must have been created by an approved plat in accordance
with the City Code; and
2. Upon adoption of this Development Code, the lot is not held in common
ownership with any abutting land which, in combination with the lot in question,
would create a building site meeting the lot area and lot width requirements of the
zoning district; or
Item # 7
Ordinance No. 8371-13 Page 3
Attachment number 1 \nPage 4
3. The lot has not been previously developed in combination with an adjacent lot;
and
4. If the lot is proposed for a detached dwelling, the dwelling is developed in
conformity with the other development standards of the zoning district in which it
is located.
C. No permit shall be issued for anv unlawfullv created lot.
D. Except in the instance that a Level One or Level Two approval is obtained prior, no
nonconforminq lot may be subdivided, and no conforminq lot may be subdivided in such
a manner that renders it, or any structures thereon, nonconforminq to the requirements
in this Development Code for the zoninq district in which it is located and anv such
subdivision shall constitute a violation of this Development Code.
Section 4. That Appendix A, Schedule of Fees, Rates and Charges, V., Buildings
and Building Regulations, Community Development Code, be, and the same is hereby
amended to read as follows:
V. BUILDINGS AND BUILDING REGULATIONS (§ 47.087):
Permit fees and charges:
(1) Permits and fees and charges, in general; exceptions:
(a) Permits are generally not required for carpeting, painting, wallpapering, paneling
over existing walls, and tile, nor where the valuation of labor, materials, and all
other items does not exceed $500.00 and the work or operation is of casual,
minor, inconsequential nature, and does not violate any city codes or ordinances,
or is exempt pursuant to Chapter 75-489, Laws of Florida (Special Acts), Section
25.
(b) Valuations for all construction shall be based on the contract value. The current
Southern Building Code Congress International's valuation tables may be used if
no contract is submitted with the permit application.
(c) Plans review fees will be reduced bv 33 percent for those proiects usinq a private
provider of plan review services, pursuant to Florida Statutes, to review the
Buildinq, Plumbinq, Mechanical and Electrical trades.
(sd) Where no permit fee is stated, the same shall not be interpreted as an intention
to waive any requirement for a permit or fees for a permit that may be stated
elsewhere in the city's Code of Ordinances.
(�e) Prior to starting any electrical, gas, plumbing, mechanical, roofing or other work
under a combination permit, the contractor or the subcontractor engaged to do
the work shall file with the Planning and Development Services Administration a
form showing the name and certification number of the subcontractor, the
subcontractor's occupational license number, the combination permit number, the
job address, and other related information as may be required by the Planning
and Development Services Administration. Failure to file such form or provide
such information shall be cause for the refusal of inspection services, and the
issuance of a correction notice with the appropriate fee.
����������
Section 5. That Code Of Ordinances, Part II — Code of Ordinances, Chapter 2-
Administration, Article III — Appointed Authorities, Boards, Committees, Division 1— Generally,
Item # 7
Ordinance No. 8371-13 Page 4
Attachment number 1 \nPage 5
Sec. 2.066 — Attendance by Members at Meetings, be, and the same is hereby amended to
read as follows:
Sec. 2.066. - Attendance by members at meetings.
(1) Except as may otherwise be provided by law, or when due to military related
�2)
commitments, a member of any board may be removed by the city manager for
excessive absences. "Excessive absences" shall mean:
(a) For a board which meets monthly on a regular basis, more than four absences,
excused or unexcused, in any consecutive 12-month period.
(b) For a board which meets less often than monthly on a regular basis, more than
three absences, excused or unexcused, in any consecutive 12-month period.
(c) For a board which meets more often than monthly on a regular basis, more than
five absences, excused or unexcused, in any consecutive 12-month period.
(d) For a board which meets quarterly on a regular basis, more than one absence,
excused or unexcused, in any consecutive 12-month period.
The staff liaison for each board shall notify the city clerk of any board member having a
record of excessive absences. The city clerk will notify the city manager and request
direction regarding the removal of such board member.
Section 6. Amendments to the Community Development Code of the City of
Clearwater (as originally adopted by Ordinance No. 6348-99 and subsequently amended) are
hereby adopted to read as set forth in this Ordinance.
Section 7. The City of Clearwater does hereby certify that the amendments
contained herein, as well as the provisions of this Ordinance, are consistent with and in
conformance with the City's Comprehensive Plan.
Section 8. Should any part or provision of this Ordinance be declared by a court of
competent jurisdiction to be invalid, the same shall not affect the validity of the Ordinance as a
whole, or any part thereof other than the part declared to be invalid.
Section 9. Notice of the proposed enactment of this Ordinance has been properly
advertised in a newspaper of general circulation in accordance with applicable law.
Section 10. This ordinance shall take effect immediately upon adoption.
PASSED ON FIRST READING
PASSED ON SECOND AND FINAL
READING AND ADOPTED
Approved as to form:
Leslie K. Dougall-Sides
Assistant City Attorney
Ordinance No. 8371-13
George N. Cretekos
Mayor
Attest:
Rosemarie Call
City Clerk
Item # 7
Page 5
Work Session
Council Chambers - City Hall
Meeting Date:3/5/2013
SUBJECT / RECOMMENDATION:
Approve temporary abatement of simulated computer gaming devices and pass Ordinance 8386-13 on �rst reading.
SUMMARY:
There is presently in the City of Clearwater an increasing proliferation of establishments that utilize computer
or video displays of spinning reels or other simulations of a game or games ordinarily played on a slot
machine, or in a casino or otherwise in connection with gambling and which show the results of raffles,
sweepstakes, contests, or other promotions (hereinafter collectively referred to in these recitals as simulated
gaming devices) for commercial gain.
The Courts of the State of Florida have not made a determination as to whether simulated gaming devices are
"slot machines" defined in Section 849.16, Florida Statutes.
The City of Clearwater has a compelling interest in protecting its citizens, and in particular its elderly,
economically disadvantaged, and children from certain activities and influences that can result in irreparable
harm, including the unregulated growth of establishments that provide simulated gaming devices.
in order to ensure the uniform enforcement of existing laws, and preserve the public peace and good order,
and to safeguard the health, safety, morals and welfare of the community and citizens thereof, it is necessary
to regulate the operation and use of simulated gaming devices that are available for use by the public.
Review Approval: 1) Off'ice of Management and Budget 2) Lega13) Clerk 4) Assistant City Manager 5) City Manager 6) Clerk
Cover Memo
��Il�:�ij
Attachment number 1 \nPage 1
ORDINANCE NO. 8386-13
AN ORDINANCE OF THE CITY OF CLEARWATER, FLORIDA,
IMPOSING A TEMPORARY ABATEMENT ON THE OPERATION
AND USE OF SIMULATED GAMING DEVICES FOR THE USE
BY THE PUBLIC IN ANY PREMISES; PROVIDING FOR
DEFINITIONS; PROVIDING FOR A SIX MONTH TEMPORARY
ABATEMENT; PROVIDING FOR EXEMPTIONS; PROVIDING
FOR SEVERABILITY; PROVIDING FOR ENFORCEMENT;
PROVIDING AN EFFECTIVE DATE.
WHEREAS, there is presently in the City of Clearwater an increasing proliferation of
establishments that utilize computer or video displays of spinning reels or other simulations
of a game or games ordinarily played on a slot machine, or in a casino or otherwise in
connection with gambling and which show the results of raffles, sweepstakes, contests, or
other promotions (hereinafter collectively referred to in these recitals as "simulated gaming
devices") for commercial gain; and
WHEREAS, Section 849.16, Florida Statutes, does not clearly define whether
simulated gaming devices are in fact a"slot machine"; and
WHEREAS, the Courts of the State of Florida have not made a determination as to
whether simulated gaming devices are "slot machines" defined in Section 849.16, Florida
Statutes; and
WHEREAS, the Clearwater City Council desiring to protect individual rights, while at
the same time affording opportunity for the fulle:
promoting the health, safety, and welfare of th�
economically disadvantaged, and the children in the
of Clearwater has a compelling interest in protecting
economically disadvantaged, and children from cer
result in irreparable harm, including the unregulated
simulated gaming devices; and
;t development of the individual and
� people, including the elderly, the
City of Clearwater, finds that the City
its citizens, and in particular its elderly,
tain activities and influences that can
growth of establishments that provide
WHEREAS, in order to ensure the uniform enforcement of existing laws, and
preserve the public peace and good order, and to safeguard the health, safety, morals and
welfare of the community and citizens thereof, it is necessary to regulate the operation and
use of simulated gaming devices that are available for use by the public; and
WHEREAS, the Clearwater City Council finds it necessary for the promotion of the
public safety and welfare that this Ordinance be enacted; now therefore,
BE IT ORDAINED BY THE CITY COUNCIL OF THE CITY OF CLEARWATER,
FLO RI DA:
Item # 8
Ordinance No. 8386-13
Attachment number 1 \nPage 2
Section 1. The following definitions govern the provisions of this Ordinance:
Simulated Gaming Device: Any electronic or mechanical device provided by or on
behalf of the operation that is used or adapted for use to conduct and/or reveal the
results of a drawing conducted in connection with the sale of a consumer product or
service, sweepstakes or game promotions that display results by simulating a game or
games ordinarily played on a slot machine.
Operation: Any person in whose name a drawing by chance conducted in connection
with the sale of a consumer product or service, sweepstakes, or game promotion that
utilized a simulated gaming device or premises in which a simulated gaming device is
conducted.
Premises: The house, building, edifice, or location, along with its grounds, in or upon
which the operator conducts drawings by chance conducted in connection with the sale
of a consumer product or service, sweepstakes or game promotions using a simulated
gaming device.
Slot machine: Any mechanical or electrical contrivance, terminal that may or may not be
capable of downloading slot games from a central server system, machine, or other
device that, upon insertion of a coin, bill, ticket, token, or similar object or upon payment
of any monetary consideration whatsoever, including the use of any electronic payment
system, is available to play or operate, the play or operation of which, including any
element of chance, may deliver or entitle the person or persons playing or operating the
contrivance, terminal, machine, or other device to receive cash, billets, tickets, tokens,
or electronic credits to be exchanged for cash or to receive merchandise or anything of
value whatsoever, whether the payoff is made automatically from the machine or
manually. Slots machines may use spinning reels, video displays, cathode ray tubes,
microprocessors or other similar technology, and have as their object, the presentation
or lining up, arrangement, or juxtaposition of symbols, alphanumeric signs, colors, or
figures to determine a result or outcome.
To the extent not defined in this section, the definitions utilized in Section 849.0935 and
Section 849.094, Florida Statutes, shall be applicable to all terms used in this
Ordinance.
Section 2. The City of Clearwater hereby adopts a temporary abatement upon
the operation and use of simulated gaming devices in premises within the City of
Clearwater from the date of the adoption of this Ordinance forward, remaining in effect
for six (6) months, which is the estimated time to complete the process of enacting
necessary regulatory or non-regulatory measures for the appropriate operation and use
of simulated gaming devices and implementing the same. The interests of the citizens
of the City of Clearwater will be better served if the operation and use of simulated
gaming devices are adequately regulated. This would ensure a limitation on the
unregulated expansion of the operation and use of simulated gaming devices within the
City of Clearwater. Any currently operating business shall not be expanded or enlarged
Item # 8
2 Ordinance No. 8386-13
Attachment number 1 \nPage 3
in a manner that either increases the number of simulated gaming devices beyond the
existing licensed number or increases the square footage of the licensed business
location.
Section 3. Exemptions:
(a) This Ordinance does not prohibit the personal and recreational ownership,
possession, play, operation, or use of a device which could be construed to be a
simulated gaming device, provided such ownership, possession, play, operation, or use
does not constitute a lottery under Article X, Section 7 of the Florida Constitution.
(b) This Ordinance does not prohibit the ownership, possession, play, operation, or
use of a computer, video display, or the Internet in a retail business setting providing
such ownership, possession, play, operation, or use is not a pretext or sham for using
such devices as simulating gaming devices.
(c) This Ordinance is specifically not intended to regulate in any manner the
following businesses located in the City of Clearwater, which are currently regulated by
federal, state statute, and/or local ordinance:
(1) Any properly authorized bingo game establishment;
(2) Any properly authorized arcade amusement center, amusement
machines, and truck stop arcades operated pursuant to Section 849.161,
Florid Statutes;
(3) Any premises that currently operate and use simulated gaming
devices so long as such activity is a legally allowable use per City of
Clearwater Code of Ordinances and the premises is otherwise in
compliance with all applicable regulations and has obtained a business tax
receipt.
Section 4. The proper officers and employees of the City are hereby
authorized to do all things necessary and proper to carry out the provisions of this
Ordinance.
Section 5. This Ordinance is enforceable in any manner provided for in City of
Clearwater Code of Ordinances and Florida law.
Section 6. This Ordinance shall take effect immediately upon becoming a law
and shall be in effect for six (6) months thereafter.
Section 7. This Ordinance shall take effect immediately upon adoption.
PASSED ON FIRST READING
PASSED ON SECOND AND FINAL
READING AND ADOPTED
Item # 8
3 Ordinance No. 8386-13
Attachment number 1 \nPage 4
George N. Cretekos
Mayor
Approved as to form: Attest:
Robert J. Surette Rosemarie Call
Assistant City Attorney City Clerk
Item # 8
4 Ordinance No. 8386-13
Work Session
Council Chambers - City Hall
Meeting Date:3/5/2013
SUBJECT / RECOMMENDATION:
Continue to April 4, 2013: Approve the Annexation of a portion of the road right-of-way located at the intersection of Sunset Point
Road and Hercules Avenue (consisting of a portion of Section 1, Township 29 South, Range 15 East, abutting real property whose post
off'ice address is 1990 Sunset Point Road); and pass Ordinance 8374-13 on second reading. (ANX2012-12006)
SUMMARY:
This annexation petition involves 0.042 acres of a portion of the right-of-way located on the northwest corner of the
intersection of Sunset Point Road and Hercules Avenue. The City of Clearwater is requesting this annexation in order
to ensure that the entire right-of-way at this intersection is within the city's jurisdiction. The property is contiguous to
existing City boundaries to the north, south, east, and west. It is proposed that the property be assigned a Future Land
Use Map designation of Commercial General (CG) and a Zoning Atlas designation of Commercial (C).
The Planning and Development Department determined that the proposed annexation is consistent with the provisions of Community
Development Code Section 4-604.E as follows:
• The proposed annexation will not have an adverse effect on public facilities and their levels of service; and
• The proposed annexation is consistent with and promotes the following objective of the Clearwater Comprehensive Plan:
Objective A.6.4: Due to the built-out character of the City of Clearwater, compact urban development within the urban
service area shall be promoted through application of the Clearwater Community Development Code.
• The proposed annexation is consistent with the Countywide Plan and the City's Comprehensive Plan and Community
Development Code; and
• The property proposed for annexation is contiguous to existing City boundaries to the north, south, east and west; therefore the
annexation is consistent with Florida Statutes Chapter 171.044.
Staff is requesting that this item be continued in order to allow for the accompanying ordinances designating the land
use and zoning be heard at the same meeting, scheduled for March 21, 2013.
Review Approval: 1) Clerk
Cover Memo
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LOCAT►ON MAP
Owner: Pinellas County
Site: NW Corner of CR-576 (Sunset Point Rd.) &
CR-425 (Hercules Ave.l
From
To:
Land Use
N/A (County)
N/A (City)
Zoning
N/A (County)
N/A (City)
Case:
R.O.W. Size
(Acres):
PIN:
Atlas Page
ANX2012-12006
[�IiT�
253A
S:�Planning Department\C D B\Annexations (ANX)�Active Cases\Sunset Point Rd ROW near 1990 ANX2012-12006 - City�c}�'m # 9
Clearwater\Maps�ANX20 12-1 2006 Location.doc
Attachment number 1 \nPage 2
AERIAL PHOTOGRAPH
Owner: Pinellas County Case: ANX2012-12006
Site: NW Corner of CR-576 (Sunset Point Rd.) & R.O.W. Size 0.042
CR-425 (Hercules Ave.l (Acresl:
Land Use Zoning
71��
From : N/A (County) N/A (County)
To: N/A (City) N/A (City) I Atlas Page: ( 253A
S:�Planning Department\C D B\Annexations (ANX)�Active Cases\Sunset Point Rd ROW near 1990 ANX2012-12006 - City�c}�'m # 9
Clearwater\Maps�ANX20 12-1 2006 Aerial.doc
Attachment number 1 \nPage 3
Owner:
Site:
From
PROPOSED ANNEXAT►ON MAP
Pinellas County
NW Corner of CR-576 (Sunset Point Rd.) &
CR-425 (Hercules Ave.l
Land Use
N/A (County)
Zoning
N/A (County)
To: N/A (City) N/A (City)
Case:
R.O.W. Size
(Acres):
PIN:
Atlas Page
ANX2012-12006
[�IiT�
253A
S:�Planning Department\C D B\Annexations (ANX)�Active Cases\Sunset Point Rd ROW near 1990 ANX2012-12006 - City�c}�'m # 9
Clearwater\Maps�ANX20 12-1 2006 Proposed Annexation.doc
Attachment number 1 \nPage 4
FUTURE LA ND USE MA P
Owner: Pinellas County Case: ANX2012-12006
Site: NW Corner of CR-576 (Sunset Point Rd.) & R.O.W. Size 0.042
CR-425 (Hercules Ave.l (Acresl:
Land Use Zoning
71��
From : N/A (County) N/A (County)
To: N/A (City) N/A (City) I Atlas Page: ( 253A
S:�Planning Department\C D B\Annexations (ANX)�Active Cases\Sunset Point Rd ROW near 1990 ANX2012-12006 - City�c}�'m # 9
Clearwater\Maps�ANX20 12-1 2006Future Land Use.doc
Attachment number 1 \nPage 5
S:�Planning Department\C D B\Annexations (ANX)�Active Cases\Sunset Point Rd ROW near 1990 ANX2012-12006 - City�c}�'m # 9
Clearwater\Maps�ANX20 1 2-1 2006 Zoning.doc
Attachment number 1 \nPage 6
S:�Planning Department\C D B\Annexations (ANX)�Active Cases\Sunset Point Rd ROW near 1990 ANX2012-12006 - City�c}�'m # 9
Clearwater\Maps�ANX2012-12006 Existing Surrounding Uses.doc
View looking North at Sunset Point Road right-of-way, abutting
1990 Sunset Point Rd.
View looking Northwesterly at intersection of Sunset Point
Road and Hercules Avenue
Attachment number 1 \nPage 7
View looking West at Hercules Avenue right-of-way
ANX2012-12006
City of Clearwater Item # 9
Right-of-Way Abutting 1990 Sunset Point Rd.
Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Red Light Camera Update
SUMMARY:
Review Approval:
Meeting Date:3/5/2013
Cover Memo
�[i�ii%�[I]
Attachment number 1 \nPage 1
From: Surette, Rob
Sent: Tuesday, February 26, 2013 2:16 PM
To: Akin, Pam
Cc: Horne, William; Holloway, Anthony; Wilson, Sandra; Slaughter, Daniel; Teunis, Mark; Bertels, Paul
Subject: City's liability to cancel Redflex contract
Pam:
I have attached below section 6.4 of the Redflex contract, which concerns the City's liability for
terminating the contract without cause. If the City terminates the contract without cause, the
City's maximum potential liability would be to reimburse Redflex Traffic Systems, Incorporated,
for all documented unamortized costs for the non-recoverable expenses incurred with
construction, installation and development, not to exceed $27,000 per operational approach.
Amortized costs are determined on a 3-year or 36 month schedule starting from the date the
operational approach was installed. The City contracted for 3 approaches, and the 3 approaches
were installed around the beginning of July 2012. Moreover, the City is required to provide 90
days written notice before terminating the contract without cause.
Thus, for purposes of simplifying the math, if the City gave notice now that the City was
terminating the contract without cause on July 1, 2013, Redflex Traffic Systems, Incorporated,
would have the right to be reimbursed an amount not to exceed $18,000 per intersection
approach, as 33% of the facility costs would have been already amortized and depreciated for the
3 approaches, which were installed for about 1 year. Therefore, because the City contracted for
3 approaches, the City's maximum liability for canceling the entire contract 1 year from the
installation of the 3 approaches would be $54,000.
6.4. TERMINATION FOR CONVENIENCE: This Agreement is terminable at will,
and either party may cancel this Agreement, without cause, upon ninety (90) days
written notice. If the City terminates without cause, City shall be obliged to reimburse
the Contractor for all documented unamortized costs for the non-recoverable expense
incurred with construction, installation and development, not to exceed $27,000 per
operational approach. Amortized costs will be determined on a 3-year or 36 month
schedule starting from the date the operational approach is installed. For example, if
the City terminates the contract for convenience 1 year after the installation of an
operational approach, Redflex would have the right to be reimbursed a total not to
exceed $18,000, since 33% (or 12 months of a 36 months schedule) has already been
amortized and depreciated. Additionally, Contractor will work with the City's
Department of Public Works and when feasible, utilize the Department of Public
Works as a sub-contracting entity on a fee for service basis, in which the City will
invoice Contractor for any agreed upon construction services.
From: Akin, Pam
Sent: Tuesday, February 26, 2013 11:54 AM
To: Surette, Rob
Subject: RE: News Clips Red-Light Camera
I[�ii�:�i[17
Attachment number 1 \nPage 2
�lira �urk� h�s su���st�d th�t th� C�ty stc�p issen� ti�k�ts. V�hat ana��ld b� th� �c�ns�qu�nc�s tc� th� City
ur�d�r c��ar �c�ntr�ct?
From: Surette, Rob
Sent: Tuesday, February 26, 2013 10:23 AM
To: Akin, Pam
Cc: Horne, William; Holloway, Anthony; Wilson, Sandra; Slaughter, Daniel; McAuley, Brian
Subject: News Clips Red-Light Camera
Pam:
I underlined and bolded the sections relevant to the procedures relating to the situation in
which someone other than the registered owner ran the red light. Ken Burke is correct that
the non-registered-owner driver only gets issued a Uniform Traffic Citation and thus no
opportunity to pay $158 rather than appearing in court. (See subsection (1)(d)3. below.)
However, Major Slaughter told me that CPD officers appearing in traffic court have told him
that the judge is imposing only a$158 fine when the non-registered-owner driver appears
at the hearing.
Currently pending in the Florida legislature is House Bill 4011, which would repeal the
authority granted in F.S. 316.0083 for local governments to use red-light cameras. I don't
see any other pending bills that would address the concerns raised by Ken Burke.
316.0083 Mark Wandall Traffic Safety Program; administration; report.—
(1)(a) For purposes of administering this section, the department, a county, or a
municipality may authorize a traffic infraction enforcement officer under s. 316.640 to issue
a traffic citation for a violation of s. 316.074(1) or s. 316.075(1)(c)1. A notice of violation
and a traffic citation may not be issued for failure to stop at a red light if the driver is
making a right-hand turn in a careful and prudent manner at an intersection where right-
hand turns are permissible. This paragraph does not prohibit a review of information from a
traffic infraction detector by an authorized employee or agent of the department, a county,
or a municipality before issuance of the traffic citation by the traffic infraction enforcement
officer. This paragraph does not prohibit the department, a county, or a municipality from
issuing notification as provided in paragraph (b) to the registered owner of the motor
vehicle involved in the violation of s. 316.074(1) or s. 316.075(1)(c)1.
(b)1.a. Within 30 davs after a violation, notification must be sent to the reaistered
owner of the motor vehicle involved in the violation specifvinp the remedies
available under s. 31 .14 and that the violator must pav the penaltv of $158 to the
department, county, or municipality, ar furnish an affidavit in accordance with
aaraaraph (d), within 30 davs followinp the date of the notification in order to
avoid court fees, costs, and the issuance of a traffic citation. The notification shall be
sent by first-class mail.
b. Included with the notification to the registered owner of the motor vehicle involved in
the infraction must be a notice that the owner has the right to review the photographic or
electronic images or the streaming video evidence that constitutes a rebuttable presumption
against the owner of the vehicle. The notice must state the time and place or Internet
location where the evidence may be examined and observed.
2. Penalties assessed and collected by the department, county, or municipality authorized
to collect the funds provided for in this paragraph, less the amount retained by the county
or municipality pursuant to subparagraph 3., shall be paid to the Department of Revenue
weekly. Payment by the department, county, or municipality to the state shall be made by
IE�ii�:�i[17
Attachment number 1 \nPage 3
means of electronic funds transfers. In addition to the payment, summary detail of the
penalties remitted shall be reported to the Department of Revenue.
3. Penalties to be assessed and collected by the department, county, or municipality are as
follows:
a. One hundred fifty-eight dollars for a violation of s. 316.074(1) or s. 316.075(1)(c)1.
when a driver has failed to stop at a traffic signal if enforcement is by the department's
traffic infraction enforcement officer. One hundred dollars shall be remitted to the
Department of Revenue for deposit into the General Revenue Fund, $10 shall be remitted to
the Department of Revenue for deposit into the Department of Health Emergency Medical
Services Trust Fund, $3 shall be remitted to the Department of Revenue for deposit into the
Brain and Spinal Cord Injury Trust Fund, and $45 shall be distributed to the municipality in
which the violation occurred, or, if the violation occurred in an unincorporated area, to the
county in which the violation occurred. Funds deposited into the Department of Health
Emergency Medical Services Trust Fund under this sub-subparagraph shall be distributed as
provided in s. 395.4036(1). Proceeds of the infractions in the Brain and Spinal Cord Injury
Trust Fund shall be distributed quarterly to the Miami Project to Cure Paralysis and shall be
used for brain and spinal cord research.
b. One hundred fifty-eight dollars for a violation of s. 316.074(1) or s. 316.075(1)(c)1.
when a driver has failed to stop at a traffic signal if enforcement is by a county or municipal
traffic infraction enforcement officer. Seventy dollars shall be remitted by the county or
municipality to the Department of Revenue for deposit into the General Revenue Fund, $10
shall be remitted to the Department of Revenue for deposit into the Department of Health
Emergency Medical Services Trust Fund, $3 shall be remitted to the Department of Revenue
for deposit into the Brain and Spinal Cord Injury Trust Fund, and $75 shall be retained by
the county or municipality enforcing the ordinance enacted pursuant to this section. Funds
deposited into the Department of Health Emergency Medical Services Trust Fund under this
sub-subparagraph shall be distributed as provided in s. 395.4036(1). Proceeds of the
infractions in the Brain and Spinal Cord Injury Trust Fund shall be distributed quarterly to
the Miami Project to Cure Paralysis and shall be used for brain and spinal cord research.
4. An individual may not receive a commission from any revenue collected from violations
detected through the use of a traffic infraction detector. A manufacturer or vendor may not
receive a fee or remuneration based upon the number of violations detected through the
use of a traffic infraction detector.
(c)1.a. A traffic citation issued under this section shall be issued bv mailina the
traffic citation bvi certified mail to the address of the reaistered owner of the
motor vehicle involved in the violation when pavment has not been made within
30 davs after notification under subnaraaranh (b)1.
b. Delivery of the traffic citation constitutes notification under this paragraph.
c. In the case of joint ownership of a motor vehicle, the traffic citation shall be mailed to
the first name appearing on the registration, unless the first name appearing on the
registration is a business organization, in which case the second name appearing on the
registration may be used.
d. The traffic citation shall be mailed to the reaistered owner of the motor vehicle
involved in the violation no later than 60 davs after the date of the violation.
2. Included with the notification to the registered owner of the motor vehicle involved in
the infraction shall be a notice that the owner has the right to review, either in person or
remotely, the photographic or electronic images or the streaming video evidence that
constitutes a rebuttable presumption against the owner of the vehicle. The notice must state
the time and place or Internet location where the evidence may be examined and observed.
(d)1. The owner of the motor vehicle involved in the violation is responsible and
liable for navina the uniform traffic citation issued for a violation of s. 316.074(1) or s.
316.075(1)(c)1. when the driver failed to stop at a traffic signal, unless the owner can
establish that:
IE�ii�:�i[17
Attachment number 1 \nPage 4
a. The motor vehicle passed through the intersection in order to yield right-of-way to an
emergency vehicle or as part of a funeral procession;
b. The motor vehicle passed through the intersection at the direction of a law enforcement
officer;
c. The motor vehicle was, at the time of the violation, in the care, custodv, or
control of another nerson;
d. A uniform traffic citation was issued by a law enforcement officer to the driver of the
motor vehicle for the alleged violation of s. 316.074(1) or s. 316.075(1)(c)1; or
e. The motor vehicle's owner was deceased on or before the date that the luniform traffic
citation was issued, as established by an affidavit submitted by the representative of the
motor vehicle owner's estate or other designated person or family member.
2. In order to establish such facts, the owner of the motor vehicle shall, within 30
davs after the date of issuance of the traffic citation, furnish to the appropriate
aovernmental entitv an affidavit settina forth detailed information supporting an
exemption as provided in this paragraph.
a. An affidavit supportinp an exemption under sub-subparaaraph i.c. must
include the name, address, date of birth, and, if known, the driver license number
of the nerson who leased, rented, or otherwise had care, custodv, or control of the
motor vehicle at the time of the alleaed violation. If the vehicle was stolen at the time
of the alleged offense, the affidavit must include the police report indicating that the vehicle
was stolen.
b. If a traffic citation for a violation of s. 316.074(1) or s. 316.075(1)(c)1. was issued at
the location of the violation by a law enforcement officer, the affidavit must include the
serial number of the uniform traffic citation.
c. If the motor vehicle's owner to whom a traffic citation has been issued is deceased, the
affidavit must include a certified copy of the owner's death certificate showing that the date
of death occurred on or before the issuance of the uniform traffic citation and one of the
following:
(I) A bill of sale or other document showing that the deceased owner's motor vehicle was
sold or transferred after his or her death, but on or before the date of the alleged violation.
(II) Documentary proof that the registered license plate belonging to the deceased owner's
vehicle was returned to the department or any branch office or authorized agent of the
department, but on or before the date of the alleged violation.
(III) A copy of a police report showing that the deceased owner's registered license plate
or motor vehicle was stolen after the owner's death, but on or before the date of the alleged
violation.
Upon receipt of the affidavit and documentation required under this sub-subparagraph, the
governmental entity must dismiss the citation and provide proof of such dismissal to the person that
submitted the affidavit.
3. Unon receint of an affidavit, the nerson desianated as havina care, custodv,
and control of the motor vehicle at the time of the violation mav be issued a traffic
citation for a violation of s. 31 .074(1) or s. 31 .075(1)(c)1. when the driver
failed to stoa at a traffic sianal. The affidavit is admissible in a proceeding pursuant to
this section for the purpose of providing proof that the person identified in the affidavit was
in actual care, custody, or control of the motor vehicle. The owner of a leased vehicle for
which a traffic citation is issued for a violation of s. 316.074(1) or s. 316.075(1)(c)1. when
the driver failed to stop at a traffic signal is not responsible for paying the traffic citation and
is not required to submit an affidavit as specified in this subsection if the motor vehicle
involved in the violation is registered in the name of the lessee of such motor vehicle.
4. The submission of a false affidavit is a misdemeanor of the second degree, punishable
as provided in s. 775.08Z or s. 775.083.
IE�ii�:�i[17
Attachment number 1 \nPage 5
(e) The photographic or electronic images or streaming video attached to or referenced in
the traffic citation is evidence that a violation of s. 316.074(1) or s. 316.075(1)(c)1. when
the driver failed to stop at a traffic signal has occurred and is admissible in any proceeding
to enforce this section and raises a rebuttable presumption that the motor vehicle named in
the report or shown in the photographic or electronic images or streaming video evidence
was used in violation of s. 316.074(1) or s. 316.075(1)(c)1. when the driver failed to stop
at a traffic signal.
(2) A notice of violation and a traffic citation may not be issued for failure to stop at a red
light if the driver is making a right-hand turn in a careful and prudent manner at an
intersection where right-hand turns are permissible.
(3) This section supplements the enforcement of s. 316.074(1) or s. 316.075(1)(c)1. by
law enforcement officers when a driver fails to stop at a traffic signal and does not prohibit a
law enforcement officer from issuing a traffic citation for a violation of s. 316.074(1) or s.
316.075(1)(c)1. when a driver fails to stop at a traffic signal in accordance with normal
traffic enforcement techniques.
(4)(a) Each county or municipality that operates a traffic infraction detector shall submit a
report by October 1, 2012, and annually thereafter, to the department which details the
results of using the traffic infraction detector and the procedures for enforcement for the
preceding state fiscal year. The information submitted by the counties and municipalities
must include statistical data and information required by the department to complete the
report required under paragraph (b).
(b) On or before December 31, 2012, and annually thereafter, the department shall
provide a summary report to the Governor, the President of the Senate, and the Speaker of
the House of Representatives regarding the use and operation of traffic infraction detectors
under this section, along with the department's recommendations and any necessary
legislation. The summary report must include a review of the information submitted to the
department by the counties and municipalities and must describe the enhancement of the
traffic safety and enforcement programs.
History.—s. 5, ch. 2010-80; s. 98, ch. 2012-174; ss. 3, 74, ch. 2012-181.
1Note.—The word "uniform" was substituted for the word "uniformed" by the editors to
conform to context.
IE�ii�:�i[17
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Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Youth Arts Month Proclamation - Roberta Klar, Clearwater Arts Alliance President
SUMMARY:
Review Approval:
Meeting Date:3/5/2013
Cover Memo
��11�:��)
Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Meeting Date:3/5/2013
Surveyors and Mappers Week Proclamation - Chris McLaughlin, Secretary of the Tampa Bay Chapter of the Florida Surveying and
Mapping Society
SUMMARY:
Review Approval:
Cover Memo
��11�:���
Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Meeting Date:3/5/2013
Clearwater Regional Chamber of Commerce 2013 Large Business of the Year Award to Clearwater Gas System - Bob Clifford,
President Clearwater Regional Chamber of Commerce
SUMMARY:
Review Approval:
Cover Memo
��II�:�K�
Work Session
Council Chambers - City Hall
SUBJECT / RECOMMENDATION:
Clearwater Marine Aquarium Presentation - Frank L. Dame, CMA Exec VP/COO
SUMMARY:
Review Approval:
Meeting Date:3/5/2013
Cover Memo
��11�:���
Attachment number 1 \nPage 1
The Economic Impact of Dolphin Tale
On the St. Petersburg/Clearwater local economy
August, 2012
Conducted by the University of South Florida St. Petersburg College of Business
in collaboration with Clearwater Marine Aquarium
0 Produced by Maria Luisa Corton & Maling Ebrahimpour- College of Business - USFSP in collaboration with Clearwater Mariht�m #�� 4
Aquarium
Attachment number 1 \nPage 2
EXECUTIVE SUMMARY
This study presents an estimation of the economic impact of film-induced tourism generated by the movie Dolphin
Tale on the Clearwater/St. Petersburg economy. Dolphin Tale is a Warner Bros./Alcon Entertainment film, based on u
real-life dolphin, "Winter, " who resides at Clearwater Marine Aquarium (CMA). Oscar winner Morgan Freeman
and other popular movie stars are leading characters in this major motion picture released in 2 and 3-D. The film
premiered domestically in September 2011 at about 5,500 theaters nationwide.
Film-induced tourism is defined as "a tourist visits a destination or an attraction as a result of the destination being
featured on television, videq DVD, or the cinema screen" (Hudson, Simon & Brent Ritchie J.R., 2006). Our
research shows that film-induced tourism elements such as authenticity, location and social setting are present in
Dolphin Tale, making the movie an important determinant of growing tourism in the local area, with the
subsequent economic impact in the regional economy.
To determine the economic impact of film-induced tourism, two pieces of information are needed: number of visitors
to CMA and their spending. We forecast the number of visitors to CMA using a fZexible forecast model based on
visitors' data from 1999 to 2012. We compare this forecast to the visitors' growth pattern for induced-tourism found in
the related literature. We explain the differences evidenced in this comparison by arguing that our forecast model is
fitted for the particular characteristics of the Dolphin Tale movie, producing results that may be closer to reality even
when our model mainly refZects organic growth, not including factors such as the magnitude of advertising
expenditures.
We use spending per visitor from the Clearwater/St. Petersburg tourism statistic, and RIMS II economic multipliers to
estimate the total economic impact of movie-induced tourism in the local economy. Our research shows that when
eonsidering tourists to the St. Petersburg/Clearwater area, the Dolphin Tale movie is the driver of
approximately 72.7% of visitors to CMA. The model foreeasts approximately eight hundred thousand visitors in 2013,
growing to 2.3 million in 2016. These visitors will provide a total economic impact to the local economy of
approximately ,$580 million in 2013, which increases to ,$1.7 billion in 2016.
This stucly eould not have been possible without the valuable information, time and attention provided by David Yates,
CEO of Clearwater Marine Aquarium. We gratefully aeknowledge the Clearwater Marine Aquarium Board of
Directors for providing the historical data on visitors. We would like to express our gratitude to Alex Zirbel and
Miehael Carter, both students at the Master of Business Administration Program at USFSP, for their valuable
eontributions to an early version of this study. All errors and omissions are ours.
Maria Luisa Corton Maling Ebrahimpour
Assistant Professor of Economics Dean and Professor ofManagement
College of Business, USFSP College of Business, USFSP
0 Produced by Maria Luisa Corton & Maling Ebrahimpour- College of Business - USFSP in collaboration with Clearwater Mariht�m #� 4
Aquarium
Attachment number 1 \nPage 3
1. Introduction
Clearwater Marine Aquarium (CMA) is a state of the art facility in Clearwater, Florida, having a
history of marine animal rescue and rehabilitation since its foundation in 1972. In 2005, a baby
dolphin that was caught in a crab trap line off the east coast of Florida, and rescued by a local
fisherman, arrived at CMA. The baby dolphin, `Winter', called CMA home from that point
forward as she went through an extensive recovery and rehabilitation process following the loss
of her tail. Overcoming all odds to survive after her rescue, Winter is now an international hero
as the only dolphin in the world who wears a prosthetic tail on a regular basis. In fa112010,
Winter's unique story was released as Dolphin Tale, a Warner Bros. 2-D and 3-D major motion
picture.i
Dolphin Tale was premiered on approximately 5,500 US theaters, with a Print and Advertising
budget of approximately $45 million in the U. S., and international promotion and advertisement
budget of about $20 million. The film was expected to create an extensive local and global
awareness, generating a positive impact on the Aquarium attendance, and ultimately on the
Clearwater/St. Petersburg economy.
This study presents an estimation of the economic impact of the Dolphin Tale movie-induced
tourism in the Clearwater/St. Petersburg economy.� The term film-induced tourism, or film-
tourism, is used in the tourism literature as "tourists visiting a destination or an attraction as a
result of the destination being featured on television, video, DVD, or the cinema screen." Film-
induced tourism is a complex subject including elements of sociology and psychology as well as
industry related aspects of destination marketing and community development (Beeton 2005).
Within this complexity, in this study we identify several unique factors in the Dolphin Tale
movie that would positively impact the tourism in the Clearwater area, namely authenticity,
physical place, and social setting elements.
' http:l/seewinter.coml - last visit: Feb 22, 2012
� Throughout the text we use the words `movie' and `film' interchangeably and also Clearwater and Clearwater/St.
Petersburg interchangeably.
0 Produced by Maria Luisa Corton & Maling Ebrahimpour- College of Business - USFSP in collaboration with Clearwater Mariht�m # 3� 4
Aquarium
Attachment number 1 \nPage 4
Tourism is a top industry in Florida, and within the state, the Clearwater/St. Petersburg area is
identified as an important tourism cluster, which makes the measuring of the economic impact of
the Dolphin Tale-induced tourism a challenging exercise. An estimated 97 million people visited
Florida in 2010 from which, 84.85% were out-of-state and international visitors. These Florida
visitors generated $62.7 billion in the State economy and 974,700 jobs. 3 Five percent of these
tourists visited the St. Petersburg/Clearwater area translating into $3.1 billion expenditure in this
cluster economy.
Clearwater is a city highly visited by tourists due to its beautiful beaches and by being close to
St. Petersburg the top medium size city destination for the arts in the nation. 4 Visitor dollars
directly supports local hotels, restaurants, shops, attractions, and cultural institutions. It bolsters
almost every segment of the area's economy and has a broad positive influence on government
finances through tax and fee revenue collection. 5 Consequently, a key issue when determining
the economic impact of the film-induced tourism was to understand the behavior of the influx of
tourists to Clearwater/St. Petersburg area provided that visitors to CMA are actually a subset of
these tourists.
The contribution of this study is threefold. First, because the movie has been recently released, a
pre and post impact analysis is precluded. Instead we `forecast' the number of visitors to CMA
to calculate the economic impact of the movie-induced tourism in the local economy. Secondly,
our forecast is based on a unique data set comprised of the actual monthly number of visitors to
CMA from October 1999 to January 2012. Finally and most importantly, in our analysis we
distinguish CMA visitors from Clearwater tourists so that the economic impact of the movie can
be viewed as a new event bringing an inflow of economic activity rather than just a reallocation
of economic resources.
3 http:l/www.visitflorida.orglam/vfcustom/annualreportlVF annualreport2010 125.html - Last visit Feb22,2012
4 Last visit Jan 13, 2012: http:l/www.americanstvle.com/2011/OS/top-25-mid-sized-cities-2l
5 http://www.pinellascvb.comistatistics/Pine11as2010AnnualReportpdf - Last visit Feb22, 2012.
0 Produced by Maria Luisa Corton & Maling Ebrahimpour- College of Business - USFSP in collaboration with Clearwater Mariht�m # 4� 4
Aquarium
Attachment number 1 \nPage 5
2. Film-induced tourism
Film-induced tourism is a complex subject as it includes elements of sociology and psychology
as well as industry aspects related to destination marketing and community development. This
complexity has led to a wide body of literature on film tourism, supporting the fact that there are
elements in some films that influence the viewer's decision to return to the film production place,
and this produces a positive impact on the number of visitors to the local area ultimately
generating a positive effect in the local economy.
Riley et aL (1998)6 present an analysis based on data of twelve movie locations with pre and post
release quantifiable tourism statistics, and show that the span of the movie-induced tourism
lasted for about four years with a decline afterwards. The set of movies selected, "...because
their respective box office success and an identifiable location to which people could travel",
was Dances with Wolves, Field of �Dreams, Thelma and Louise, Gettysburg, Close Encounters,
Steel Magnolias, JFK, Last of the Mohicans, Fugitive, and Little Women.
Data was collected for 10 years prior to the release and 5 after the release, and locations were
classified in private and public attractions. The aggregated impact of these movies after their
release show a 40% increase in visitation for public parks and 67% for private attractions, on
average, when compared to a linear trend. The authors explain the difference between public and
private attractions from the perspective of higher aggressiveness in promotion from the later type
of attractions. The median increase for 6 private attractions sites after 5 years of movie release
are 30%, 49%, 67%, 96%, and declining to 88% in the fifth year. These results are used as a
reference scenario to our forecast model later in the study.
But, what motivates tourists to travel back to the film location? Riley et aL (1998) point out that
films create, by using storyline themes and exciting human relationships, links to the viewer that
they would want to recreate through a visit to the location where they were filmed. Physical
places and social settings seem to be key elements to understand tourists' sense of an authentic
experience when returning to the film location. Yet, not all films attract tourism in the same way
6 Riley, Baker, Van Doren, (1998). "Movie induced tourism" Annals of Tourism Research, 25(4): 119-135.
0 Produced by Maria Luisa Corton & Maling Ebrahimpour- College of Business - USFSP in collaboration with Clearwater Mariht�m #�� 4
Aquarium
Attachment number 1 \nPage 6
as there are important factors that must link viewers to the locations and/or attractions that they
are being exposed to as they watch a film. According to Rewtrakunphaiboon, an expert in
Tourism and a lecturer at the Bangkok University�, "the story line and site should be closely
related in which the film involves the audience in an emotional experience." Moreover, the larger
the length of the time exposure, the higher will be the familiarity, attachment and identification
to the film location, which will then become the push factors for the audience to visit the site,
people, experience and fantasies portrayed by the film. Table 1 provides a snapshot of many
popular films that have led to movie-induced tourism over the past few decades.
TABLE L IMPACT OF FILM ON VISITOR NUMBER
Film
Braveheart
Captain Corelli's Mandolin
Field of Dreams
Location
Wallace Monument, Scotland
Cephalonia, Greece
lowa
Four Weddings and a Funeral The Crown Hotel, Amersham, England
Harry Potter
Mission Impossible 2
Notting Hill
Pride and Prejudice
Sense and Sensibility
The Beach
Troy
Source: Hudson & Ritchie, 2006
Various locations in UK
National Park, Sydney
Kenwood House, England
Lyme Park, England
Saltram House, England
Thailand
Canakkale, Turkey
Impact of visitor number
300% increase a year after release
50% increase
35,000 visits in 1991; steady increase every year
Fully booked for at least 3 years
Increase of 50% or more in all filmed locations
200% increase in 2000
10% increase in one month
150% increase
39% increase
22% increase in youth market in 2000
73% increase
Lord of the Rings is a case studied by Buchmann et aL (2010) where in addition to emphasizing
the complexity of film-induced tourism the authors highlight the role that authenticity plays in
the "returning to the place" tourist experience. The authors' findings show the importance of
being physically on location "...where reality and film can finally merge..." relating it directly
to feelings of authenticity. The Tourism Bureau of New Zealand has been able to successfully
capitalize on the global awareness of the Lord of the Rings franchise by displaying the film's
information on its website and various marketing materials. Overall, there has been a 40%
increase in national tourism in New Zealand since the release of the first Lord of the Rings film
(Buchmann et aL (2010).
� Rewtrakunphaiboon, Walaiporn. Film-induced Tourism: Inventing a T�acation to a L,ocation. Bangkok University: 2010.
http://www.bu.aath/knowled�ecenter/e�aper/jan�une2009/pdf/Walaiporn.pd£ Last visit Sep 15 2011.
0 Produced by Maria Luisa Corton & Maling Ebrahimpour- College of Business - USFSP in collaboration with Clearwater Mariht�m #�� 4
Aquarium
Attachment number 1 \nPage 7
The release of Close Encounters of the Third Kind had an important impact on tourism at Devil's
Tower National Monument in Wyoming which increased by 75% over the following year with a
39% increase upon the 1980 TV release (Riley and Van Doren, 1992). 12 years after the movie's
release, 20% of visitors indicated knowledge of Devil's Tower National Monument from
watching the movie (Workman et al. 1990). The year following the release of J�K in 1992 the
Dallas Book Depository saw a 42% increase in visitors (Riley et al, 1998).
Despite of this rich empirical evidence, Rewtrakunphaiboon (2010) points out that many filming
locations have not capitalized on film-induced tourism to the extent that they could have mainly
because tourism organizations may be slow on employing marketing opportunities through films
given a lack of knowledge on how to implement marketing strategies related to films. It seems
that both CMA executives and the location authorities were well versed about the importance
that Dolphin Tale would have in the local economy. The global Print and Advertising Budget for
this film was estimated at $65 million (US & international combined) not including the free
media exposure taking place.
In analyzing the Dolphin Tale film-induced tourism, we found that elements of authenticity,
physical place and social setting are the key factors having an impact on the amount of visitors to
CMA as they display a clear link between the film's story and a real-life Dolphin/Aquarium.
3. Economic Multipliers
With each new person that visits CMA there is an increase in economic spending in the
Clearwater economy. In addition to the money being spent by visitors, jobs will be created to
provide services to the increasing number of tourists coming to the area. In this study we utilize
an inter-industry analysis, or an input-output methodology, to determine the economic impact
caused by the release of Dolphin Tale in the local economy. The fundamentals of this type of
study are to analyze the interdependence of industries in an economy through market based
transactions. Its importance resides in providing information on the interrelationship in a regional
economy and the impact of changes on that economy.
0 Produced by Maria Luisa Corton & Maling Ebrahimpour- College of Business - USFSP in collaboration with Clearwater Mariht�m #�� 4
Aquarium
Attachment number 1 \nPage 8
The idea behind an economic impact analysis is to use the `velocity of money' concept to explain
spending particularly in the case of large projects. The basis is to say that for every dollar spent
on a proj ect more than one dollar of economic activity will result in a given area. If consumption
and investment in the local economy increase, the economy output must go up. However, this
calls for higher demand for material inputs so output goes up disproportionally compared to the
consumption and investment increase. Thus, consumption and investment have a multiplier
effect on output.
In this study RIMS II multipliers (Regional Industrial Multiplier System II) are utilized.8
Multipliers vary by industry, geographic area and the size of the local economy. The smallest
economic area for which RIMS II multipliers are calculated (and available) is a county, so in our
case we use the multipliers for Pinellas County. Because there is not a specific RIMS II
multiplier for the tourism industry, we assume it is plausible to define the Tourism Sector as
comprised of several industries such as accommodation (hotels and motels), food services and
drinking places and arts, entertainment and recreation (zoos and parks). Basically, we rely on
the assumption that these industries are a good representation of the tourism sector when
considered together. In terms of the RIMS II multipliers we use an average of the multipliers
corresponding to these industries.
4. Tourists to Clearwater versus Visitors to CMA
The critical aspect in calculating the economic impact of movie-induced tourism in the local
economy is to distinguish the visitors that come to CMA because of the Dolphin Tale movie and
those that come because of the usual local tourism activity. We want to find the movie economic
impact as a net source of economic activity in the local area assuming that it is not taking other
business away from the local economy.
Because of the large variations present in the data for both tourists to Clearwater and Visitors to
CMA, we apply a smooth data technique to assure that we may get a meaningful result when
comparing the data sets. An inspection of the seasonal indexes obtained while smoothing out the
data reveals the differences between the two sets of data for each month. For instance, Table 2
8 RIMS II w3s developed by the Bureau of Economic Analysis at Department of Commerce.
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Attachment number 1 \nPage 9
shows April as a peak month in Clearwater/St. Petersburg hosting 60 to 80 thousand tourists on
average each year. For CMA July is the peak month with 41% above average number of visitors.
Table 2: Seasonal indexes for VISITORS and TOURISTS
SeasonIndex
January
February
March
April
May
June
July
August
September
October
November
December
Visitors
0.82
1.05
1.25
1.15
0.73
1.13
1.41
1.12
0.57
0.79
0.83
0.89
Tourists
0.65
0.74
1.22
1.56
0.72
1.09
1.23
0.95
0.57
1.05
0.82
1.15
We run a simple linear regression to find the `best' line predicting VISITORS from TOURISTS,
which means the best way Tourists would explain Visitors to CMA. We found that 27.3% of the
variability of VISITORS is explained by its linear relationship to TOURISTS. A way to interpret
this result and our main assumption is that 72.7% of the variability of VISITORS is not
explained by Clearwater Tourists but rather by Dolphin Tale. Obviously, this attraction of
visitors is not only due to Winter but to the advertising effort put in place by CMA executives.
5. The Forecast Model
A forecast is based in past performance of the data: we assume that the way visitors behave in
the past will continue in the future. Yet, this is a strong assumption given the several events that
may have influenced the number of visitors to CMA in the recent years, so the assumption is
released in the model with the introduction of a dummy variable, called "MOVIE" which
captures the different events related to the Dolphin Tale movie.
We first smooth out the data and then we fit several functional forms to find our forecast model.
We found the best fit using a time cubic functional form which includes a dummy variable to
capture the growth spikes in a discrete way. The dummy variable takes value zero up to
Oct/2006, and value one afterwards when Winter's story first began promotion. A value of two
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after September 2010 captures the time when the movie was produced. The forecast model is
presented in Equation 1.
V = a + yl'l +y21 � + y313 +�IMoviel'+�2Moviel�+�3Moviel3 (1)
In equation 1, Vis the actual number of visitors, a is the intercept, the ys are the coefficients for
time, and the �s are the coefficients for the interacted movie and time. The sub index for each
month is omitted for simplicity. The fit for this model is very good: 93.4% of the variability of
number of visitors is explained by this model.
We previously discussed Riley et aL (1998) study where the authors documented median
attendance to private attractions featured in a sample of films. The authors found a steady growth
for about four years following the release of the films, and then the growth levels slowly decline.
Our forecast model finds a larger amount of growth after the first year with respect to that of
Riley's, but the growth rate declines after the third year. Our forecast model predicts a decline in
growth after 2014, from 75% to 59%. However, if another movie related event occurs, such as
the release of a sequel or a TV series, values for forecasted visitors can be calculated which
would reflect an additional increase in visitors. Table 3 shows comparative growth figures for
Riley's and the forecast model using 2011 as a baseline.
TABLE 3: COMPARED GROWTH FOR RILEY'S AND FORECAST MODELS 2012 TO 2016
Year %growth Annual %growth based Forecasted
based on Attendance on 2011 Annual
2011 Uisitors
°/a growth
Riley's Forecast Model year by year
Forecast
Model
2011 - 345,657 - 345,657
2012 30°/a 449,354 32°/a 456,317 32°/a
2013 49°/a 515,029 131°/a 799,231 75°/a
2014 67°/a 577,247 267°/a 1,268,703 59°/a
2015 96°/a 677,488 444°/a 1,881,157 48°/a
2016 88°/a 649,835 588°/a 2,379,113 26°/a
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The figure below shows number of visitors from 2001 to 2016, with forecasted values after 2012.
The large number in 2011 reflects the impact of the movie advertising (since March 2011) and
movie release in September 2011. The forecasted values (darker bars) show the predicted pattern
of growth: a decrease in growth after 2013. The number of visitors in 2011 represents a 101%
increase with respect to 2010; the change in growth from 2013 to 2014 goes to 59%, from 2014
to 2015 it slows down to 48% and from 2015 to 2016 the growth change is only 26%.
FIGURE 1: Number of Visitors — actual numbers from 2001 to 2011 with forecast 2012-2016
2,379,113
2001 2002 2003 2004 2005 200� 2007 2008 2009 2010 2011 2012 2013 2014 2015 201�
6. The Economic Impact
To proj ect the economic impact of the movie-induced tourism over the next five years, we utilize
the existing spending data from the St. Petersburg/Clearwater annual visitor profile 2011, which
is presented in table 3. 9
9 St. Petersburg/Clearwater visitors' Bureau. Last visit August 14, 2012.
http :l/www.pinellascvb. com/statistic s/2011 %20 V SP C%20Annual%20Report.pdf
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TABLE 3: ST. PETE/CLEARWATER ANNUAL VISITOR PROFILE 2011
Total Expenditures 2011 $3,391,962,600
Total Number of Tourists 5,235,200
Expenditure per tourist $648
With this data we first calculate annual spending by visitors using forecasted potential visitors.
Then we apply the RIMS II multipliers to annual spending to get the indirect effect. Finally, we
apply the 72.7% factor obtained previously to find the share of economic effect caused by
VISITORS rather than TOURISTS that can be considered as a new economic activity due to the
Dolphin Tale movie. Table 4 displays values for annual spending by tourists, indirect effect and
total economic effect in the Clearwater/St. Petersburg area using the number of visitors predicted
by our forecast model, and the number of visitors calculated from Riley's growth values. CMA's
surveys show that approximately 66.3% of its guests arrive from out of state, thus, approximately
an equivalent share of economic impact can be attributed to out of state tourists.
When comparing the numbers of both scenarios we observe a large difference, particularly in the
later years. We explain this difference by understanding that the forecast model is based on a
functional form that has captured the large spike after the movie release in late 2011 and so it
proj ects the number of visitors from that point forward based on that increase. Riley's model on
the other hand finds the growth rate for each year using actual data after the release of the movies
rather than performing a forecast.
TABLE 4: ECONOMIC IMPACT RESULTS
Forecast
Movie=2
2012
2013
2014
2015
2016
Uisitors
Forecast
456,317
799,231
1,268,703
1,881,157
2,379,113
Annual
214,940,826
376,465,018
597,602,368
886,088,842
1,120,642,718
Total Economic
Indirect effect ($) Impact ($)
115,633,865 330,574,691 '
202,530,650 578,995,668 '
321, 498,122 919,100, 490
476,698,075 1,362,786,91$
602, 883,369 1,723,526,087
2012 460,724 217,016,635 116,750,609
2013 528,061 248,734,646 133,814,265
2014 591,853 278,782,842 149,979,593
2015 694,630 327,194,296 176,023,987
2016 666,278 313,839,542 168,839,397
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Attachment number 1 \nPage 1;
7. Concluding remarks
In this study, we forecast the number of visitors to CMA due to the Dolphin Tale movie-induced
tourism from February 2012 to February 2017 to calculate the economic impact in the
Clearwater area related to this induced-tourism activity. To accomplish this, we first investigated
the behavior of visitors to CMA as being different from that of tourists to the Clearwater/St.
Petersburg area. The ups and downs resulted from the touristic Clearwater seasons do not rule
the behavior of visitors to CMA so we argued that 72.7% of tourists visiting CMA are not related
to the tourists visiting Clearwater but rather it is exclusively related to the movie-induced tourism
generated by the Dolphin Tale movie. We recognize however that this as a first attempt to
identify the effect of the Dolphin Tale-induced tourism on the local economy, so additional
research will prove to be an important follow up to this study.
We set up a regression model to forecast visitors to CMA using a cubic functional form which
includes a variable that captures the different events related to the movie such as, its initial
promotion, its production and the release of the movie per se. We compared forecasted results
with the visitors' growth pattern found in the movie-induced related literature. We explain the
differences found by arguing that our model is fitted particularly to the Dolphin Tale movie,
while results in the literature represent a median of a set of different films. In this sense, our
results are more realistic, although it is strictly based on "organic growth" as it does not consider
factors such as the magnitude of advertising expenditures, which is fundamental in tourism
activities.
Our study revealed that the release of the movie Dolphin Tale has had a substantial effect on the
amount of visitors to CMA, which produces an important impact to the local Clearwater/St.
Petersburg economic area. Additional activities related to the movie, such as the production of a
sequel or a TV series, are important steps toward increased movie-induced-tourism contributions
to the regional economic area.
0 Produced by Maria Luisa Corton & Maling Ebrahimpour- College of Business - USFSP in collaboration with Clearwater Mariht�m �3� 4
Aquarium
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Work Session
Council Chambers - City Hall
Meeting Date:3/5/2013
SUBJECT / RECOMMENDATION:
Clearwater far Youth College Scholarship Awards - Hank Webb, Executive Director of Clearwater far Youth
SUMMARY:
Review Approval:
Cover Memo
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