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CLEARWATER MUNICIPAL MARINA BUSINESS PLAN :IF '-f:3 Mf{-L /lII ~cvl J1A aJUua Business Plan JULy 1996 CITY OF CLEARWATER 25 Causeway Boulevard Clearwater, Florida 34630 (813) 462.69S4 WILUAM C. HELDt JR. Harbormaster MICHAEL G. HANCOCK Assistant Harbormaster . . . CITY OJ' CLBARWATBR INTBRDBPARTMENTAL CORRESPONDENCB '1'01 Honorable Mayor and City commissionefsl/I~ William C. Held, Jr., Harbormaster ~ECEIVED nOK z COPIESz _1..1;.~.P.t ~,J~~ I?~ tu...la.J.....City Manager . ' . .. ." .'. ",' '.."'~l'c .. k I ~ . c. .t~~~.. SEP 1 0 1996 SUBJECT: Marina Business Plan CITY CLERK DEPT. DATE: September 9, 1996 The proposed commercial vessel slip rent charges and office & storage rent charges in the Marina Business Plan have been reviewed with the city manager. We are in agreement that the new commercial vessel slip rent increases should be based on a percentage of the current slip rent. Commercial vessels carrying less than 70 passengers will receive a fifteen (15) percent increase, commercial tenants carrying over 70 passengers will receive a thirty (30) percent increase and parasail vessels will receive a fifty (50) percent increase in FY 96/97. Also, the office & storage rent charge is changed to large commercial vessel tenants with over 200 square feet of building space on one city-owned dock only. Currently, there are two (2) large commercial tenants with 200 square feet of building space on one city-owned dock. Resolution No. 96-59, with the above changes, has been submitted as part of the Marina Business Plan. Seminole Launch Ramp CIP has been reduced by $3,305 to balance the Marina revenue and expenditure lines in FY 96/97. Attached are the new pages for the Marina Business Plan incorporating t.he above changes. Please remove the old pages indicated and insert the new pages: Remove old pages Page 2/3 Page 4/5 Page 14/15 Page 16/17 Page 48/49 Page 50/51 Page 65 Insert new pages Page 2/3 Page 4/5 Page 14/15 Page 16/17 Page 48/49 Page 50/51 Page 65 This memo should be placed in the front section of your Marina Business Plan. Please call me at 6954 if you have any questions or need any more information. . e . e e . CLEARWATER MUNICIPAL MARINA BUSINESS PLAN Table of Contents EXECUTIVE SUMMARY PRESENT SrrUA TION OBJECTIVES MANAGEMENT SERVICE DESCRIPTION MARKET ANAL YSIS MARKETING STRA TEGY FINANCIAL PROJECTIONS PROJECTED 5-YEAR PROGRAM STA TEMENT CAPrrAL IMPROVEMENT PROGRAM BALANCE SHEET CONCLUSIONS AND SUMMARY APPENDIX APPENDIX #1 PINELLAS COUNTY PROPERTY APPRAISALS APPENDIX #2 URBAN ECONOMICS INC. MARINA RENTAL SURVEY APPENDIX #3 MEASURE MASTERS ANAL YSIS OF MARINA BUILDING APPENDIX #4 ORGANIZA TION CHART APPENDIX #5 MARINE ADVISORY BOARD MEMBERS APPENDIX #6 MARINA BUILDING & LAND LEASES APPENDIX #7 MARINA SLIP TENANT LIST APPENDIX #8 MARINA PAMPHLET APPENDIX #9 SEMINOLE RAMP PAMPHLET APPENDIX #10 HISTORICAL EXPENDrrURES ON THE MARINA APPENDIX #11 PROJECTED DOCK OFFICE CHARGES "COMMITTED TO EXCELLENT CUSTOMER SERVICE" PAGE 1 2 8 14 22 26 30 36 48 49 50 52 53 54 55 56 57 58 59 60 61 62 63 64 65 . . South side view of marina building . CLBARrATBR MUNICIPAL MARINA BUSINBSS PLAN PACB 2 e EXECUTIVE SUMMARY Background The Clearwater Municipal Marina is an enterprise fund of the City of Clearwater. The municipal marina was established to provide a public service to the community, to better serve the Clearwater marine community, to take advantage of city-owned waterfront property and to fill the void for marine facilities in the area. With the present dock configuration, the municipal marina has a total of 210 boat slips and can accommodate vessels up to 130 feet. The Seminole Street Launch Ramp was constructed in 1967, to serve the boat launching marine community of Clearwater on a seven day a week, twenty four hour a day basis. For the purposes of this Business Plan, the Clearwater Municipal Marina will be referred to as municipal marina and the Seminole Street Launch Ramp will be referred to as launch ramp. The Marine Department Mission Statement is: . "MAINTAIN THE MARINE DEPARTMENT AS A REVENUE-PRODUCING DEPARTMENT WITH A DEDICA TED STAFF THA T PROVIDES HIGH QUALITY MARINE-RELA TED SERVICES WITH EXCELLENT CUSTOMER SA TISFACTION TO CITIZENS AND CUSTOMERS'" The municipal marina is one of the best equipped and most attractive marinas in Florida. It is also one of the largest marinas on the west coast of Florida. Its most important features are the newly renovated building, clean and well maintained facility, 24 hour security and the friendly, highly trained and professional staff. The municipal marina won four awards from the Tampa Bay Regional Planning Council last year. The municipal marina was a finalist for the 1996 Annual Governors Environmental Education Award from the State of Florida. Marina staff strive to insure that boaters make the municipal marina their home port or port away from home. The municipal marina offers the following services for the boaters convenience: fresh water, electricity, free pump outs, free fishing pier, waste oil disposal, showers, rest rooms, tide and weather information, twenty-four hour security, diesel and gasoline fuels, reasonable slip rates, a variety of shops within the marina building and all other services expected by the visiting boating of a full service marina. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLBARWATBR MUNICIPAL MARINA BUSINBSS PLAN PACB 3 e Our strategies for meeting the growth demands at the municipal marina is to provide excellent customer service, maintain revenues and to increase the marketing of the facility. Visitors of the municipal marina- in-dicate that our customer service has an excellent reputation. ( Objectives The objectives of the Business Plan propel the municipal marina into a prominent position within the marine community. To accomplish the objectives, we have developed a comprehensive plan with strategies on each objective to intensify and accelerate our activities and customer service. The Objectives are: ~ Maintain the municipal marina as a revenue producing activity of the Marine Department and insure that the city receives fair market value for its investment. Also, insure that the marina is competitive with other marinas and businesses in the area. ~ Increase marina revenue in each year from $1,932,605 in the first year to $2,076,360 in the last year of the plan. Also, maintain expenditures at less than 100% of revenues. . ~ Continue an extensive campaign to market and promote the municipal marina to citizens and tourists and take full advantage of the facility. ~ Continue annual customer service training for all municipal marina employees to insure the highest standards of safety and customer service. ~ Continue to upgrade the municipal marina to insure that the facility is a show piece on Clearwater Beach. ~ Continue to maintain and upgrade the launch ramp, to insure that the facility is one the city can be proud of. There are several strategies for each objective in the Business Plan. To insure a correct per square foot charge to marina building tenants, Measure Masters Floor Planning & Blue Print Service was hired to conduct square footage space analysis on the interior of the marina building. Their study showed that all the existing square footage measurements, except one, were short on existing rental rate charges. See APPENDIX 3. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLSAltlll"ATBlt MCJMCfML MAUNA BUSfHBSJ PLAN PAcs4 . Urban Economics, Inc. was hired to conduct a Marine Rental Survey. The survey includes building rental space and a survey of slip rent at marinas through out the state. See APPENDIX 2. Some of the strategies for the building rent and slip rent were based on both the studies by Measure Masters and Urban Economics, Inc. With the strategies, daily transient slip rent would increase $.10 cents per foot on 10/1/96, $.05 cents a foot on 10/1/98 and $.05 cents a foot on 10/1/2000, a new weekly rate of $4.00 per foot and new monthly rate of $11.00 per foot will be established with an increase of 5% on 10/1/98 and 10/1/2000. Permanent private slip rent will increase by $.25 cents per foot on 10/1/96, with an increase of 5% on 10/1/98 and a 5% increase on 10/1/2000. Commercial tenant slip rent will increase by a percentage over the FY 95/96 rates. Large tenants will increase by 30%, parasail by 50% and other commercial tenants by 15% on October 1,1996. Commercial tenants slip rent will increase on October 1, 1997, October 1, 1998 and October 1, 2000. Large Commercial tenants with 200 square feet of city- owned dock will be charged $4.00 per square foot on 10/1/96, with a 5% increase on 10/1/98 and a 5% increase on 10/1/2000. The city will reserve the right to adjust any slip rent, if warranted. . Marina building lease agreements will continue at a rental rate of between $12.00 and $20.00 per square foot for the first floor and between $9.00 and $12.00 per foot for the second floor. Also, a paragraph will be added to all new marina building lease agreements with a Consumer Price Index (CPI) increase on January 1st of each year. Marina building lessees and their employees will also be required to park their private vehicles in the Memorial Civic Center parking lot. If any first floor building space becomes vacant it will be considered for a business that compliments the marina facility, such as a mini-mart, ship store, marine supply, etc. Management The municipal marina and launch ramp are under the direct management of the Harbormaster. The Harbormaster is property manager for the marina building leases and land leases assigned to the Marina Department. He is assisted by the Assistant Harbormaster and Marine Operations Supervisor with the management of the municipal marina. Each member of the marina staff is trained and capable of dealing with the public and providing excellent customer service. Marketing . The boating industry has projected a modest upward trend in boating activity in future years. Conservative estimates suggest that the municipal marina, with an "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLBARIrATBR MUNICIPAL MARINA BUSINBSS PLAN PAGB 5 . intensified and accelerated marketing plan, will increase customer service each year of the plan and generate an increase in total revenue in each year of the plan. r \ The thrust of our marketing strategy consists of informing the citizens of Clearwater, reaching the marine community and demonstrating that we can provide a quality marine facility with excellent customer service. We intend to reach our customers throughout each year of this plan, by word of mouth from visitors, traveling through out the marine community, by placing a variety of notices on services, by using the City's Video Bulletin Board, by advertising in regional and local marine related publications, advertising in the safe boating pamphlet sent to all registered boaters in Pine lias County and by supplying a variety of organizations with municipal marina pamphlets detailing the facility. We will also contact the local media for the purpose of doing public service information messages and stories on the municipal marina. Overall, the municipal marina can be characterized as a full service marine facility that can meet the daily needs of the marine community and non-boating citizens and visitors. . Finance The mid-year projections for FY 95/96 show revenues at $1,824,200 and expenditures at $1,805,460. The first year of the business plan (FY 96/97), projected revenue is 1,932,605 and projected expenditures is $1,932,605. For the five year period of the plan, revenues are projected to increase by $143,755 and expenditures are projected to increase by $94,245. The positive difference between the revenue and expenditures will be added to the unappropriated retained earnings for the municipal marina. $250,000 for the dredging of Seminole Street Launch Ramp in FY 98/99, is not included in the Capital Improvements Projects, as it may not be needed. If dredging is required in FY 98/99, it will be funded from unappropriated retained earnings of the Marina, Penny for Pine lias Infrastructure Tax or/and a low interest loan through Marina borrowing, with a new debt against the municipal marina. The Seminole Ramp debt, Marina building renovation debt and the Marina east dock renovation debt will be paid off in 1997. As the pier is recommended to become a General Fund Operation, the interfund charges to Pier 60 from the marina are removed. Conclusion . The municipal marina enjoys a track record of excellent customer service in the marine community and is strongly committed to the City Commission goals of "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 6 e Operation. The expressions of satisfaction and encouragement are numerous. Our intention with this Business Plan is to continue a steady growth by increasing revenues, continuing excellent customer service and to take full advantage of as many opportunities as possible with this facility. Increases in slip rental rates and building rent and additional charges for dock office/storage spaces are necessary to continue the municipal marina as a self- supporting enterprise fund of the city. This plan has identified and addressed all items of concern to insure that the municipal marina is run in a highly professional and customer friendly manner. e . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 7 (This page left intentionally blank.) e e . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . Main Dock and Marina Building . CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 8 . PRESENT SITUATION Municipal Marina The City of Clearwater is a municipal corporation originally chartered by the State of Florida in 1915. The municipal marina was established to provide a public service and better serve the marine community, take advantage of the city-owned waterfront property and fill the need for a marine facility in the area. In 1950, the city constructed the marina yacht basin facility with 109 boat slips. In 1952, the marina building was built with commercial businesses on the first and second floors of the building. The construction was financed by the sale of revenue certificates, which were secured by future revenues from rentals. After the revenue certificates were paid off in 1979, the revenue collected from the marina was used to pay for expenditures. The certificates were in effect between 1952 and 1979. In 1976, Phase II expansion was completed, which created an additional 35 boat slips on the new east dock. In 1989, the fuel dock was relocated from the main dock to the east dock. Minor changes to the east dock and main dock occurred with this change. In the early 1960's the Island Estates Marina was constructed. e With the present slip configuration, the marina has 51 commercial slips, 84 private slips, 7 fuel dock slips and 24 transient slips. Island Estates Marina has 14 boat slips rented by Ross Yacht Service and 30 private boat slips. There is a total of 210 boat slips for both the municipal marina and Island Estates marina. Each boat slip tenant is assigned a slip by the Harbormaster, and both the tenant and Harbormaster sign the docking permit for the slip. The docking permit contains the rules and regulations for the marina and a hurricane preparedness exhibit. The marina office is open from 8 am until 5 pm, Monday through Friday. The marina fuel dock is open 6:30 am until 6:30 pm, seven days a week and sells between 750,000 and 850,000 gallons of marine fuels each year. The marina office and fuel dock are closed on Christmas day. Marina staff sell half-day, all-day, monthly and yearly parking permits and, monthly and yearly permits for launch ramp. On May 1, 1996, the municipal marina canceled the armored car pick-ups by Wells Fargo, resulting in an annual savings of $3,300. Marina staff now use night deposits for marina revenue. Municipal marina slip rent was increased by 5% in on October 1, 1991 and by 5% on November 1, 1993 for both private and commercial tenants. Slip rent was last increased on November 1, 1993. . The costs for marine fuels for resale is controlled and administered by the Harbormaster. Monthly surveys of other marinas are conducted and costs adjusted by the Harbormaster on a weekly basis. The marina has a yearly "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 9 contract for delivery of marine fuels. Spartan Oil Company delivering FINA fuel e products has the contract until December 31, 1996. The cost to the city for delivery of fuel is one and one-half cents per gallon. The marine fuels that are delivered include all required taxes, except for the state sales tax at $.085 cents for diesel fuel and a 10% local option fuel tax for gasoline. The municipal marina sells 89 octane gasoline and No.2 diesel fuel, both commercial and non- commerciaL The FY 95/96, estimated total revenue for gasoline & oil sales is $925,000. The marina has a state approved "Facility Spill Contingency Plan" for any oil spills at the marina. In recent years, the Marina building exterior was renovated, new seawall sidewalks were installed, free fishing pier constructed, ADA accommodations inside the building and at the fuel dock were constructed, decorative lights were installed on the seawall sidewalks, east end second deck of the building was opened, commercial fuel dock and vacuum sewage pump out system was installed. Most of the projects for the municipal marina were funded with revenues saved from past years. City Commission Policy statement No. BG-11 requires all Proprietary (Enterprise) Fund Operations to be self-supporting, and pay administrative and other service charges to the General Fund Operations for support at a level determined by the City Commission. e City Commission Policy Statement No. L1-1 allows the City Manager to approve slip rent increases up to 5%, based on surveys of rates charges by other municipal marinas and so notify the City Commission. Increases above 5% require City Commission approval. City Commission Policy Statement No. GA-3 states that five (5) year leases are to be used in all cases where not requiring a capital improvements by the lessee. Goals for FY 95/96 are: ~ To limit the monthly boat slip vacancy rate to 30 single slip days of the 5,000 commercial and private boat slip days occurring each month during FY 95/96, within the approved budget level and staffing. ~ To increase the transient slip revenues to a level 1 % higher than the actual total transient slip rent revenue for FY 94/95, within the approved budget level and staffing. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 10 e ~ To complete the installation of a fixed sewage pump-out station, which will provide service to each slip on the main terminal and east terminal dock, during FY 95/96, within the approved budget level and staffing. As of the date of this plan, it appears that all FY 95/96 goals will be met. The Harbormaster is the manager of 12 marina building lease agreements and 5 land leases assigned to the municipal marina. Five marina building lease agreements will expire before September 30, 1996, they are noted by an asterisk below: e Current Marina Building Lease Agreements are: The Art Connection Advertising Information Management, Inc. Carter Communications * Bruce Littler, Inc. Harbor Barber/Beauty * Marina Dental & Dentures Marina Gift Shop * Marina Restaurant * Spoto Int'l & J and D Int'l U.S. Coast Guard Auxiliary U.S. Coast Guard * U.S. Post Office Current Land Leases assigned to the municipal marina are: Bait House Clearwater Beach Seafood Restaurant Beach Diner South Beach Pavilion Pier 60 Park Concession (August 1996) Revenues received from the marina building leases, Bait House, Beach Diner and Clearwater Beach Seafood Restaurant go into marina revenue fund. Revenues from the South Beach Pavilion and Pier 60 Park Concession go into the General Fund. LAUNCH RAMP The Launch Ramp was constructed in March 1967, using matching funds provided through the Outdoor Recreational Development Council. From 1967 until 1986, the launch ramp was operated by the city on a free-use basis. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 11 Maintenance costs during this period were borne by the General Fund. Launch e Ramp fees were established on October 1, 1986. The marina borrowed $180,000 in 1986 to improve the launch ramp with dredging, reconditioning of the docks, new aluminum floats and landscaping. The launch ramp fees are used to pay the debt, for maintenance and upkeep of the facility. The debt on the launch ramp will be paid off in 1997. The launch ramp is scheduled for resurfacing of the lot and repairs to the supports for the floating docks in FY 96/97. There are between 17,000 and 20,000 boaters using the launch ramp each year. The City has a five year agreement with Clearwater Bay Marine Ways, Inc. to collect daily launch fees at the ramp. The city receives 75% of the collected fees and Clearwater Bay Marine Ways retains the remaining 25%. The current agreement runs from December 1, 1992 until December 1, 1997. The launch ramp provides 4 boat ramps with floating docks. The launch ramp is open twenty-four hour a day, seven days a week. Parking/launch permits are required between 6 am and sunset. Market Environment The boating industry projects a steady increase in boating activity after a e stagnant period for a number of years. We are poised to meet this increase with intensified and accelerated marketing of the municipal marina. Both the municipal marina and launch ramp provide recreational opportunities to people of all ages who wish to use the waters of Clearwater Harbor and the Gulf of Mexico. Service and Equipment The municipal marina is staffed by a professional team, that can meet all of the needs of the customers using the facility. Both the municipal marina and launch ramp are maintained by the marine service section. This section of the municipal marina has the ability to repair, replace, build new dock/piers and install pilings. To support the marine services section in the maintenance of the municipal marina and other city-owned facilities, the following floating equipment is available: Twenty-five foot tug boat. Thirty-three foot barge with hydraulic crane. Nineteen foot utility outboard boat. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 12 e Pricing and Profitability Pricing for the goods, services, slip rental rates (over 5%) and building rental rates (for five year period) for the municipal marina, are recommended by the Harbormaster and City Manager to the City Commission. Under current city policy, the City Manager can approve three year marina building lease agreements. Under the Business Plan, marina building rental rates will be slightly increased at lease renewal time and they will have a CPt increase on January 1st of each year of the lease. Customers Current and past customers of the municipal marina have indicated that they are satisfied with the facilities and the service that is provided. Management Management for the facility is under the direct control of the Harbormaster. The Harbormaster is assisted by the Assistant Harbormaster and Marine Operations Su pervisor. e Other on-site operational employees are the Marine Operations Supervisor, Staff Assistants, Marine Service Technicians, Marine Facility Operators and Custodians. Each employee is trained in excellent customer service and they are capable of dealing with the public in a very positive manner. Financial Resources The municipal marina construction was financed by sale of revenue certificates. The Pine lias County Property Appraiser's office has the value of the marina at $5,734,640. The launch ramp was constructed utilizing matching funds provided through the Outdoor Recreational Development Council. The Pine lias County Property Appraiser's office has the value of the launch ramp at $106,550. See APPENDIX 1. The operational and maintenance funds for these facilities are from user fees, rent, sale of goods and service. Revenue in access of actual expenditures is retained in the non-appropriated retained earnings for the marina. The change funds maintained at the municipal marina are the fuel dock change fund, marina office change fund and petty cash fund. These funds have a combined total of $1,400. Program revenues at Mid-Year for FY 95/96 are projected at $1,824,220 and expenditures are projected at $1,805,460. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 13 (This page left intentionally blank.) e e . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . South Entrance of Marina Building . CLSAIUIi"ATSIl. MUNTCfPAL MAUNA BUSfNSSJ PLAN PACB 14 .-- OBJECTIVES The primary objectives of the marina business plan are: # 1 OBJECTIVE: Maintain the municipal manna as a revenue producing activity of the Manne Department and insure that the city receives fair market value for its investment. Also, insure that the manna is competitive with other mannas and businesses in the area. STRATEGIES DISCOUNTS FOR SLIP RENT Authorize the Harbormaster to adjust certain boat slip rental rates for special conditions, such as visiting yacht clubs and flotillas. The discount will not exceed the approved daily boat slip rental rate by 15%. Marina tenants may receive a discount when they prepay their monthly slip rent in 6 month (2.5%) and 12 month (5%) increments. . DAILY TRANSIENT SLIP RENT Increase the daily transient slip rental rate by .10 cents on October 1, 1996, from $.80 cents per foot to $.90 cents per foot and on October 1, 1998, increase by $.05 cents from $.90 per foot to $.95 per foot and on October 1, 2000, increase by $.05 cents from $.95 per foot to $1.00 per foot per night. WEEKLY TRANSIENT SLIP RENT Establish a new weekly transient slip rental rate. Currently, the charge is $.70 cents per foot per night for weekly transient vessels. The new weekly transient slip rate will be $4.00 per foot per week. The weekly transient rental rate will be increased by 5% on October 1,1998 and by 5% on October 1, 2000. The city will reserve the right to increase weekly transient slip rent above 5% in any year of the plan, if warranted. . MONTHLY TRANSIENT SLIP RENT Establish a new monthly transient slip rental rate. Currently, the charge is $.60 cents per foot per night for monthly transient vessels. The new monthly transient will be $11.00 per foot per month, with no time limit for length of stay. The purpose of this strategy is to remain competitive with other marinas in the area and to encourage the transient boater to extend their visit at the municipal marina. The monthly transient slip rent will be increased by 5% on October 1, 1998 and by 5% on October 1, 2000. The city will reserve the right to increase monthly transient slip rent above 5% in any year of the plan, if warranted. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLBARWATBR MUNICIPAL MARINA BUSlNBSS PLAN PAGB 15 . ALL SLIP RENT INCREASES ( Authorize the Harbormaster to make recommendations to the City Manager for slip rent increase up to 10%, if warranted. All increases above 10% will require City Commission approval. Present City Commission policy allows for increases up to 5% by the City Manager. All increase above 5% must be approved by the City Commission. PERMANENT PRIVATE SLIP RENT Increase permanent private boat slip rent by $.25 cents on October 1, 1996, from $3.50 to $3.75 per foot per month for residents and from $4.00 to $4.25 per foot per month for non-residents. The permanent private slip rents will increase by 5% on October 1, 1998 and increase by 5% on October 1, 2000. The city will reserve the right to increase permanent slip rent above 5%, if warranted. COMMERCIAL SLIP RENT Increase the commercial tenants slip rent on October 1, 1996, depending on the total amount of passengers carried by the vessel. Current and recommended commercial rates are: RES. NONRES RES - NONRES VESSELS CURRENT RECOMMENDED . 4 Passengers 170 195 195.50 224.25 6 Passengers 200 230 230.00 264.50 7 to 19 Passengers 230 265 264.50 304.75 20 to 39 Passengers 250 290 287.50 333.50 40 to 69 Passengers 325 375 373.75 431.25 70 to 89 Passengers 350 405 455.00 526.50 90 to 100 Passengers 400 460 520.00 598.00 101 to 160 Passengers 440 510 572.00 663.00 161 and over 720 820 936.00 1,066.00 Special Purpose - Parasail 250 290 375.00 435.00 Multi vessel - small 200 230 230.00 264.50 Multi vessel - large 250 290 287.50 333.50 Yacht broker - seawall 200 230 230.00 264.50 Yacht broker - multi vessel 400 460 460.00 529.00 Yacht repairs - Island Estates 160 185 184.00 212.75 Mooring buoys - Island Estates 315 365 362.25 419.75 High & Dry - Island Estates 120 140 138.00 161.00 Commercial fishing - small 160 185 184.00 212.75 Commercial fishing - large 300 345 345.00 396.75 Bareboat charter 125 145 143.75 166.75 . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLSAll.lI"ATBIl. MUNTCT'AL MAItlNA BCJS1NBSS PLAN FACS 16 . The slip rent for all commercial tenants. except parasail, will be increased by 5% October 1,1997, October 1,1998 and October 1,2000. Parasail vessels will increase by 50% on October 1, 1997, and by 5% on October 1, 1998 and October 1, 2000. COMMERCIAL TENANT OFFICE/STORAGE RENT Establish a dock rental charge to each large commercial tenant with enclosed office and/or storage space over 200 square feet on city-owned docks. The rental charge will be $4.00 per square foot starting on October 1, 1996, with a 5% increase on October 1,1998 and a 5% increase on October 1, 2000. See APPENDIX 11 for projected dock office charges. MARINA BUILDING LEASE RENTAL RATES Continue a building rental rate of between $12.00 and $20.00 per square foot on the first floor and between $9.00 and $12.00 per square foot for the second floor. Current tenants will receive a slight increase with the renewal of their lease. Also, a CPt increase wiU be included on January 16t of each year on all future Marina building Lease Agreements. . MARINA BUILDING LESSEE PARKING REQUIREMENT Add a paragraph to all Marina building Lease Agreements requiring the lessee and their employees to park their private vehicles in the Memorial Civic Center parking lot. MARINE FUEL SALES Continue to bid for the resale of marine fuels and continue to conduct monthly surveys of fuel prices at other marinas. The supplier submitting the most responsive and responsible bid in accordance with the specifications for delivery of marine fuels for Resale to Clearwater Marina will be issued a contract from January 1 to December 31 each year. The city may elect to renew the contract for an additional year under the same terms and conditions. NEW COMPUTER HARDWARE AND SOFTWARE Purchase all new computer hardware and software in FY 96/97. This new computer equipment will allow the marina office staff to better serve citizens and customers. #2 OBJECTIVE: . Increase marina revenue in each year from 11,932,605 in the first year to 12,076,360 in the last year of the plan. Also, maintain expenditures at less than 100% of revenues. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARfNA BUSfNBSS PUN PACE 17 . STRATEGIES ( Adopt strategies outlined in detail in Objective #1. #3 OBJECTIVE : Continue an extensive campaign to market and promote the municipal marina to citizens and tourists and take full advantage of the faciliry. STRATEGIES ADVERTISING Continue to advertise in marine publications and develop a full page color ad for the marina. Continue to sponsor the Safe Boating Pamphlet, which is distributed to over 40,000 registered boaters in Pine lias County. MARKETING STRATEGY See Marketing Strategy section of the Business Plan. . #4 OBJECTIVE: Continue annual C1Istomer and safery trainingfor marina emplq)'ees to insure the highest level of standards. STRATEGIES CUSTOMER SERVICE REPRESENTATIVE Change the current Staff Assistant II to a Customer Service Representative which is more in line with the duties and responsibilities of the position. The duties include dealing with the general public as related to customer accounts, answering inquires related to customer accounts requiring knowledge of department operations. CUSTOMER SERVICE TRAINING Each Marina employee will receive customer service training on an annual basis. Customer service will also be discussed at monthly supervisor meetings. SAFETY TRAINING . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 18 e Employees of the Marine Service Section will receive HAZMAT refresher training and attend other safety classes, as directed. COMPUTER TRAINING Marine office staff will be scheduled for advanced training in computer training during the years of the Business Plan. OTHER TRAINING Other training will be scheduled for Marina employees, as needed, during the years of the Business Plan. #5 OBjECIJVE : Continue to upgrade the municipal marina to insure that the facili~ is a "Show Piece" on Clearwater Beach. STRATEGIES e DECORATIVE LAMPPOSTS Replace all lampposts on the main dock in FY 96/97. With these added decorative lampposts, all marina and dock lampposts will be consistent and the same. POWER OUTLET UTILITY STATIONS Replace all east and main power outlet utility stations with modern, upgraded stations in FY 97/98. PORTABLE SEWAGE STATION FOR ISLAND ESTATES MARINA Purchase a portable sewage system in FY 96/97, for use by tenants at Island Estates Marina. MARINA KIOSK Purchase and install a kiosk inside the Marina building lobby in FY 96/97. #60BjECIJVE Continue to maintain and upgrade the launch ramp, to insure that the facili~ is one the ci~ can be proud if. . STRATEGIES "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 19 PARKING LOT e Resurface the entire parking lot for vehicles with boat trailers in FY 96/97. BOAT RAMPS Repair the concrete landing for the floating docks in FY 96/97. DREDGING Evaluate the need for maintenance dredging of the launch ramp in FY 97/98. If it is needed, it will be funded with unappropriated retained earnings of the marina, "Penny for Pinellas" tax and/or a low interest loan from Marina borrowing. MAINTENANCE Continue annual maintenance costs for the launch ramp. The maintenance costs also cover the costs of the sewage disposal station at the launch ramp. AGREEMENT WITH CLEARWATER BAY MARINE WAYS, INC. Renew the agreement with Clearwater Bay Marine Ways, Inc. on December 1, 1997, at the same rate of 25% for daily launch/parking permits. The new Marina Operation Goals for FY 96/97 are: . To limit the monthly boat slip vacancy rate to 60 single slip days for the 5,000 commercial and private boat slip days occurring each month during FY 96/97, within the approved budget level and staffing. e . To increase the transient slip revenues to a level 1 % higher than the actual total transient slip rent revenue for FY 95/96, within the approved budget level and staffing. . To complete the installation of recycled decking on the catwalks on the east dock of the Marina, during FY 96/97, within the approved budget level and staffing. Rationale Based on our experience with the municipal marina operations for many years, we feel that all our objectives and strategies can be met because: The municipal marina is well known throughout the surrounding area and marine community as a highly desirable facility to visit. Our recent customer satisfaction survey (60.2% excellent, 26.7% good, 9.5% neutral, and 3.6% other in FY 94/95) . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 20 e shows that a large majority of our customers are satisfied with our service. Even so, we will continue to improve our total operation. Revenue has increased each year for the past five years and we anticipate that it will continue the upward trend in each year of the plan. The National Association of Marine Products and Services five-year forecast calls for a modest upward trend in boat sales until 1999. Marina staff have become more experienced in customer service, facility operation and is prepared to meet the future growth and challenges with the facility. Return on Investment Based on the amended mid-year budget for FY 95/96 budget, the Marina Operations revenues are projected at $1,824,220 and expenditures at $1,805,460. With this projected budget, expenditures are expected to be 98.9% of total revenues. As an Enterprise Fund of the city, all surplus funds each year are deposited into the unappropriated retained earnings of the municipal marina. See APPENDIX 10 for some historical expenditures on the marina. Financial Objectives e To better understand the financial objectives for the municipal marina, we need to look back over the past three and the current fiscal year at revenues and expenditures. Listed below are actual revenues and expenditures for FY 92/93, FY 93/94 and FY 94/95 and amended Mid-Year for FY 95/96: REVENUE FY 92/93 FY 93/49 FY 94/95 FY 95/96 Slip Rental 457,698 486,695 505,428 505,000 Bldg Rental 100,118 110,130 154,386 138,000 Land Rental 85,000 95,000 80,000 95,000 Gas & Oil 843,881 812,853 956,945 925,000 Sale of Nat.Gas 470 385 420 600 Gear Box Rental 4,485 4,838 5,276 5,500 Seminole Ramp Fees 39,702 41,676 41,036 40,000 Marina Elect Ser 32,076 37,454 40,400 43,000 Marine Tele Comm 1,173 790 0 0 Miscel Revenue 2,357 6,107 2,055 2,500 Interest Cash Pool 30,139 23,856 22,171 24,000 Interest Other 0 2,720 2,744 3,000 Workers Comp 0 1,765 0 0 Service Charge 97,790 97,530 136,210 69,620 REVENUE TOTALS 1,695,249 1,721,999 1,921,128 1,824,200 . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 21 EXPENDITURES e Personal Service 469,222 511,042 519,337 504,530 Other Op Exp 944,892 1,000,025 1,143,135 1,139,450 Internal Ser 31,818 31,353 49,791 51,030 Capital 692 4,795 0 2,370 Debt Service 78,338 114,417 74,177 67,790 Transfer 212,552 0 64,360 40,000 EXPENDITURE TOTALS 1,737,514 1,561,632 1,850,799 1,805,460 % Expenditure of Total Revenue 102.5% 90.7% 96.3% 98.9% Financial Goal Our financial goal is to maintain the municipal marina as a revenue producing facility, which has increases in certain years of the plan. This goal will be met by increasing the rate structure for boat slip tenants and increasing the rent for building leases and adding a CPI increase on January 1st of each year. In the event CPI adjustments do not keep up with revenue projections, then additional adjustments to the rates will be made to insure that the city is getting fair market value for the marina. See the municipal marina _ projected five year program statement for financial projections. ., Position for Growth Our position for growth is good, and can be accomplished with the following: ~ Understanding our customers, both boater and non-boater. ~ Understanding the needs of the marine community. )> Rates charged must be sufficiently competitive to attract and retain tenants. )> Balance goals and objectives. )> Maintain a highly qualified and customer service trained staff to deal with tenants, citizens and customers. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . Boat Lift . CLEARWA:-ER MUNICIPAL MARINA BUSINESS PLAN PAGE 22 . MANAGEMENT MUNICIPAL MARINA TEAM The municipal marina team is made up of all the employees assigned to the marina. They are: Harbormaster, Assistant Harbormaster, Marine Operations Supervisor, Staff Assistant III, Staff Assistant II, Marine Service Technicians, Marine Facility Operators and Custodians. The organizational chart for the municipal marina is attached as APPENDIX 4. MUNICIPAL MARINA TEAM RESPONSIBILITIES HARBORMASTER As Department Director for the Marine Department, supervise the overall operation of the municipal marina. Maintain the marina as a self-supporting enterprise fund of the city. Approve new innovations, rate changes, tenant and operational practices for the municipal marina. . Negotiate and recommend marina building lease agreements to the City Manager and City Commission. Adjust marine fuels for resale prices as needed. Monitor Land Leases assigned to the Marine Department. Identify areas for future growth with the municipal marina and launch ramp. Plan for the future with regard to the Marina complex. Maintain the launch ramp as a city-owned facility. ASS5TANTHARBORMASTER Assist with endorsements, suggestion and recommendations for the operation of the municipal marina to the Harbormaster. Submit suggestions for new innovations for the municipal marina. Assist with the identification of areas for future growth with the municipal marina. . Oversee the daily operation of the municipal marina. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 23 Assist with the maintenance of the launch ramp. . MARINE OPERA TlONS SUPERVISOR Submit suggestions and recommendations on the bperation and maintenance of the municipal marina to the Harbormaster and Assistant Marbormaster. Submit suggestion for new innovations for the maintenance and operation for the municipal marina. Insure that weekly inspections of the launch ramp are conducted and that repairs are made as soon as possible. Assist with the identification of areas for future growth with the municipal marina and launch ramp. Assist the Harbormaster and Assistant Harbormaster with the daily operation of the municipal marina and launch ramp. STAFF ASSISTANT 11/ The Staff Assistant III for the municipal marina is responsible for the accountability of revenues and deposits for the municipal marina, launch ramp, Pier 60 and Clearwater Community Sailing Center. . Handles telephone calls, mail, questions and complaints from customers and citizens. Sells municipal marina and launch ramp daily, monthly and yearly parking permits. Assist with the daily operation of municipal marina business office as directed. Submit suggestions for new innovations for the municipal marina business office. STAFF ASSISTANT /I The Staff Assistant II for the Marine Department handles telephone calls, mail, questions and complaints from customers and citizens. Record and deposit revenue from the municipal marina, launch ramp, Pier 60 and Clearwater Community Sailing Center. Sells municipal marina and launch ramp daily, monthly and yearly parking permits. Submit recommendation for assignment of permanent boat slips and track slip rent occupancy on a monthly basis. Assist the Staff Assistant III with the daily operation and management of the municipal marina business office, as directed. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 24 e Note: In the business plan, this position is recommended to be changed to Customer Service Representative. MARINE SERVICE TECHNICIAN The Marina Service Technicians handle rebuilding, repairs, maintenance to city- owned docks, pilings, buoys, and marina building (inside and outside). Assist the Marina Operations Supervisor with the daily operation of the municipal marina. Assist with the repairs and inspections to launch ramp. Submit suggestions for new innovation in the maintenance for the municipal marina. MARINE FACILITY OPERA TOR The Marine Facility Operators for the municipal marina assign slips to transit boaters, collect slip rent, sell parking permits, assist boaters and disburse marine fuels. e Assist the Marina Operation Supervisor with the daily operation of the municipal marina, as directed. Submit suggestion for improvements in marina operations. CUSTODIANS The Custodian for the municipal marina has primary responsibility for the cleaning of all public spaces such as the rest rooms, lobby and tenant showers. Pick up and clean all docks, parking lot and outdoor areas of the marina complex. Submit suggestions for the improvement of the marina appearance and sanitation. The part time Custodian for the municipal marina has the same duties but works on Saturdays and Sundays and during times of absence of the full time custodian. . Marina Security POLICE AIDE The police aide's provide security for the municipal marina complex from 9 PM until 6 am each day. Police Aide's are trained and supervised by the Clearwater Police Department. Cost for Police Aides services comes from marina revenue. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 25 OTHER tt MARWEADWSORYBOARD The Marine Advisory Board is made up of highly qualified members of the marine community who act as advisors to the City Commission on the Marine Department. They are appointed to a 4 year term and advise the City Commission on matters relating to the Marine Department. APPENDIX #5 lists the current members of the Marine Advisory Board. The Harbormaster is the city representative for the Marine Advisory Board. CONCLUSION The strength of the municipal marina team stems from the combined expertise in both management and technical areas, which has produced excellent results over the past years. The total length of marine related experience for the current Harbormaster, Assistant Harbormaster and Marine Operations Supervisor is well over 100 years. The leadership and alignment characteristics of the municipal marina team have resulted in broad and flexible goal setting - to meet the demands of the marine community and our citizens and customers. This is evident when the team responds to situations requiring new and innovative capabilities. e e "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . Chair lift on dock . CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 26 e SERVICE DESCRIPTION The municipal marina is ideally located on famous Sparkling Clearwater Beach. It is one of the best equipped and most attractive marinas in Florida and offers access to all boating activities, fishing, fine dining, shopping, entertainment and outstanding white sandy beaches. The municipal marina is a multipurpose facility that is open seven days a week, and staffed by employees that are skilled in providing "Excellent Customer Service". Our employees take pride in meeting the requirements of our citizens and customers. e Current Marina Customer Service ~ Trained staff to meet all customers needs ~ Reasonable private slip rental rates ~ Reasonable transit slip rental rates ~ Monitor Channel 16 VHF from 6:30 am until 6:30 PM ~ Twenty-four hour security ~ Sewage pump-out connection at all private slips ~ Free sewage pump-outs to all boaters ~ Fuel Dock open from 6:30 am until 6:30 PM ~ Commercial diesel fuel ~ Non-commercial diesel fuel ~ Gasoline ~ Easy access to public transportation ~ Rest rooms ~ Showers ~ ATM in Marina building lobby ~ Recycling center for glass, paper and aluminum ~ Waste oil dump tank for boaters ~ Telephone connection available at all private slips ~ Free fishing pier at the east end of the marina . Marina Commercial Services Available ~ Bait House ~ Fresh seafood retail store ~ Seafood restaurant ~ Dinner boats ~ Dance & cruise boats ~ Sailing charter boats ~ Fleet of party fishing boats ~ Fleet of charter fishing boats "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 27 '" Parasail boats '" Dive boats '" Boat rentals '" Sightseeing boats '" Marina restaurant '" Nautical Shop '" Gift shop '" Barber/beauty shOp '" Dentist '" Newspaper '" Post Office e The municipal marina is recognized throughout the marine community as a family oriented facility, that is professionally managed and very responsive to the needs of customers, citizens and visitors. All the needs of the boating public are met at the municipal marina. Seminole Street Launch Ramp The launch ramp is open seven days a week, 365 days a year. Daily Launch/Parking permits may be purchased at the Bait House. The city has an agreement to sell daily permits at the ramp and the bait house retains 25% of the cost of the permit. The parking lot is enforced by the Police Department each day from 6:00 am until sunset. Monthly and yearly permits may be purchased at the Harbormaster office, located at the municipal marina. The city retains 100% of the monthly and yearly permit costs. Listed below are current customer services: e '" Launch ramps and two fixed docks. '" The launch ramp has a vessel sewage drop station for portable marina toilets, outboard engine flushing facility, fish cleaning station and mini park with picnic tables. ~ The shoreline west of the launch ramp is also used by local fisherman. Pay Back The pay back to the city will be in high citizen and customer satisfaction and the fact that it the facility provides a valuable service to the community. Additional pay back will be to the Marina commercial tenants who will benefit from the returning customer and visiting boater. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . . CLEARtI'/ATER MUNICIPAL MARINA BUSINESS PLAN PAGE 28 Useful Purpose and Benefits The municipal marina provides a useful purpose and benefit to the boating and non-boating community. This facility provides a safe and enjoyable location to moor boats and it can be enjoyed by boaters, non-boaters, and visiting tourists. These combined capabilities provide a great atmosphere for customers. Features Highlights The municipal marina facility is extremely attractive and well maintained and provides a valuable service to the community. The marina building offers many fine commercial businesses and is equipped with the largest fishing fleet on the west coast of Florida. The municipal marina can meet the needs of most non- boat owners. Key Benefits of All Services The major benefit of the municipal marina is that it is a multipurpose facility which is an asset to the City of Clearwater. Customer Satisfaction Survey A customer satisfaction survey was completed in 1994. The survey showed 60.2% of all customers rated the municipal marina as "Excellent", 26.7% rated it as "Good", 9.5% rated it "Neutral" and 3.6% as other. Customer Satisfaction is Defined as: Customer Service - the dependability and overall quality of execution of our programs, maintenance, and customer support functions. Customer Programs and Service - the ongoing identification of external customers needs and the development of new programs and services to meet those needs. Organizational Effectiveness - the maximum utilization of organizational response and the reduction of operational obstacles to efficient and effective customer service execution. Employee Quality - the development of quality service through training and education of our employees. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARIFATER MUNICIPAL MARINA BUSINESS PLAN PACE 29 Other Planned Services for the Business Plan Years ~ Installation of cable TV connections on the main and east docks. (available July 1996) ~ Provide free cable TV hookups for transient boaters. ~ Installation of a TV weather monitor in the marina building lobby. ~ Installation of laundromat facilities for boaters. ~ Install additional transient boater showers at the east dock. ~ Install recycled lumber decking on the east dock catwalks. . . . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" AI \9/ e Vic\v of Main Dock e . . . CLEARWATER MUNICIPAL MARINA BUSINESS PLAN MARKET ANALYSIS PACE 30 At the present time, there are six (6) municipal marinas within Pinellas County and six (6) boat launching ramps within the local area. MUNICIPAL MARINAS City of St. Petersburg Municipal Marina 300 2nd Avenue SE St. Petersburg, FL 33701 City of Gulfport Municipal Marina 4630 29th Avenue S. Gulfport, FL 33711 City of Madeira Beach Municipal Marina 503 150th Avenue Madeira Beach, FL 33708 City of Clearwater Municipal Marina 25 Causeway Boulevard Clearwater, FL 34630 City of Dunedin Municipal Marina 51 Main Street Dunedin, FL 34698 City of Tarpon Springs Municipal Marina Post Office Box 5004 Tarpon Springs, FL 34688 BOAT LAUNCH RAMPS City of Clearwater - Clearwater Beach Recreation Center Launch Ramp City of Clearwater - Seminole Street Launch Ramp City of Belleair - Belleair Causeway Launch Ramp City of Dunedin - Municipal Marina Launch Ramp City of Indian Rocks Beach - Two Launch Ramps "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 31 Market Definition . The key points in defining the market segment for municipal marinas and boat ramp launching facilities is the ability to provide facilities that meet the concerns of the marine community. Currently, the municipal marina market is shared by approximately thirty private marinas and five municipal marinas within Pinellas County. Boat owners and operators are looking for safe facilities to moor, launch & retrieve their vessels. These facilities should be staffed by trained professionals with extensive marine knowledge. The municipal marina ability to operate and provide a service to the boating community is a positive asset for the City of Clearwater. The stability of the marine market segment is steady, and based on past years trends, should continue over the next five years. Florida Marine Patrol and leading marine publication projections agree that the trend for boating will increase in the future. Strengths The strengths of each facility are: . MUNICIPAL MARINA Ideal location on Clearwater Beach. No draw bridges to the Gulf of Mexico. Marina is in excellent condition and very well maintained. Twenty-four (24) hour security by employees and police aides. Showers for boaters. Free pump outs for all boaters. Police security for Island Estates Marina. Excellent customer service. Staff displays a strong spirit of cooperation. Attractive permanent private slip rent. Attractive commercial slip rent. Attractive transient slip rent. Attractive prices on marine fuels. Commercial & non-commercial diesel fuel and 89 Octane gasoline available. ADA lift on the docks for handicapped boaters. ADA lift inside the Marina building lobby. Access to sparkling public beaches. Restaurants. Bait house. Post Office. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 32 e Free fishing pier. Easy access to public transportation. LAUNCH RAMP Frequent users of the ramp can get monthly or yearly permits at a discount. Police security. Good location. Ramps and floating docks well maintained. Fish cleaning station. Sewage disposal station. Mini park, with picnic tables. Fishing bait and supplies available. IN MARKETING, OUR MOST POWERFUL ASSETS ARE: 1. Facility. 2. Location. 3. Management. 4. Reasonable Cost. 5. Hours of operation. 6. Cooperation. e Weaknesses The weaknesses of each facility are: MUNICIPAL MARINA Parking is limited during certain times of the year. Can not accommodate vessels over 130 feet. Depth of water in the Clearwater Marina channel. No room for retail expansion inside the marina building. No room for expansion of boat slips. LAUNCH RAMP No room for additional parking of vehicles with trailers. No room for additional boat launching ramps. Vehicle and boat congestion on holidays and busy summer weekends. . The municipal marina is located within the boundaries of water lot number 1, which is owned by the city. The seawall, main dock and east dock slips have been designed to provide for the maximum utilization of the water lot. The addition of more slips in the water lot number 1 will effect the safe navigation of vessels using the marina basin. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 33 Parking is limited at the municipal marina during spring break, some summer e weekends and other times of special events on the beach. Opportunities A major opportunity exists with transient boaters making the municipal marina a port of destination. The municipal marina has great potential in each of the next five years. Unexp'lored Opportunities Explore the opportunity for Federal and State grants for marina facilities and waterway environmental improvements. CUSTOMERS THE EXTERNAL CUSTOMER is our daily service focus. It is our objective to meet and exceed all reasonable needs of our external customers and to make possible expanded/enhanced services through a bigger, more professional and cost effective operation. OUR EMPLOYEES AND STAFF are the key to our success. It is our objective to e select the best personnel, provide the best training, communicate our goals and objectives, and build them into a cohesive team capable of meeting the demands of the facility and new challenges. THE CITIZENS OF THE CITY OF CLEARWATER are our owners and the body we answer to ultimately. The City Commission serves as their trustees and as the Board of Directors. It is our objective to provide a safe, professionally run municipal marine facility that our customers can be proud of. OUR INTERNAL CUSTOMERS are a vital element in the successful execution of our external customers. Other city departments play an important role in assuring our daily and long term success. It is our objective to effectively communicate our needs, build healthy relationships, and demand excellence in all our services. Communication is the link between customer groups. It is the key to understanding and a successful execution of our business plan. Only when all customer groups understand the differing view point and reasonable needs of others can a balance be reached which meets the objectives of all involved. Quality is a fundamental commitment of the municipal marina and to provide it in all our services to customer groups. e "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . . CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 34 A customer satisfaction survey is planned for each year of this business plan. The objective of the survey is to identify the demands of our customers and to respond to them. On each survey, at least one suggestion will be adopted by the Municipal Marina Team. Customer List A list of present marina building lease tenants, land lease tenants and municipal marina slip tenants is attached as APPENDIX 6 and APPENDIX 7. COMPETITION MARINAS There are approximately thirty (30) private marinas and five (5) municipal marinas located within Pinellas County. Due to the location of the municipal marina, our reasonable rates, our Marina Team, our goal of "Excellent Customer Service" and our relationship with the marine community, the marina has limited competition within Pine lias County. BUILDING BUSINESS SPACE RENTALS The municipal marina is in competition with several business in the Clearwater area that offer business space rentals. Our location is excellent and our per square foot rental rate is reasonable. Other business in the area leasing floor space are not considered to be a threat to our operation. LAUNCHING FACILITIES The only launching facilities in the area are Clearwater Beach Recreation Center Ramp, Dunedin Municipal Marina Ramp, Belleair Causeway Launch Ramp, and two launch ramps in Indian Rocks Beach. With the increase in boat owners, all these ramps are heavily used on weekends and holidays. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" -.1 .' .1 Vie"'~ from Upper Deck (Ie CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 36 . MARKETING STRATEGY The municipal marina marketing strategy is to enhance, promote and support the fact that this facility is professionally maintained and managed and that it provides a service to the community. Comprehensive Plan The overall marketing plan for the municipal marina is based on the following: q This facility is multipurpose, serving the diverse needs of tourists, citizens of Clearwater and the marine community. Q The segments of the markets we plan to reach are both the boaters and non- boaters. e Q The distribution channels we plan to use to reach the market segment are: local newspaper advertising, advertising in nationally distributed marine information publications, news releases, word-of-mouth within the marine community and City of Clearwater Channel 15 public service television. q We plan to capture a large share of the marine market by aggressively promoting excellent customer service, maintaining reasonable rental rates and maintaining the facility. To prove the value of the municipal marina we can: 1. Promote the facility as much as possible, within approved budget restraints. 2. Demonstrate its effectiveness to citizens of Clearwater and the marine community. 3. Operate the municipal marina as effectively as possible, within approved budget restraints. The need for the municipal marina in the local area is demonstrated by the fact that there are no other facilities within this area that can provide the same level of marine services. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 37 Positioning . The municipal marina is seen by the general public and the marine community as a real asset to the City of Clearwater. Users of this facility have the perception that the municipal marina is well managed and ideally located for many activities. Its unique advantages can be exploited. In terms of marketing advantages, the facility can be used to satisfy customers at a high level of approval. Reposition the Competition We can reposition our competition by insuring that our customers receive excellent customer service, maintain the facility to high standards, continue to train the Marina team and provide competitive market rates. Marketing Responsibilities Marketing of the municipal marina will be the responsibility of: Harbormaster Assistant Harbormaster e Each position will pursue the measures of this Business Plan in marketing the municipal marina. PRICING & PROFITABILITY Charges for business space rental leases for the municipal marina building are negotiated by the Harbormaster, City Manager and approved by the City Commission. Boat slip rates over 5% are recommended by the Harbormaster, City Manager and approved by the City Commission. Prices for other goods or services are set administratively and they are: Competitive Reasonable Based on standard markups The prices for services are determined by surveys on charges by other facilities. Compared to the competition on business space rental leases, slip rates, launch ramp rates and goods and services ,our prices are reasonable, but some need adjustments. There are no increased seasonal charges for the municipal marina. The charges are the same year round. Customers will pay the existing . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 38 . charges and recommended increases because of the location of the marina and the quality of service and/or goods that are provided. Margin Structure . Discounts Purchases for resale or maintenance/operations for the municipal marina will be paid on time, to take advantage of discounting offers. Commercial tenants of the municipal marina receive an 8 cent per gallon discount off the pump price. Also, a 5 cent per gallon discount off the pump price is allowed for fuel sales over 500 gallons. Current Municipal Marina Charges Transient: Daily Rate - $.80 per foot per day. Weekly Rate - $.70 per foot per day. Monthly Rate - $.60 per foot per day. . Private Pleasure Craft: $3.50 per foot per month for resident. $4.00 per foot per month for non-resident. Commercial Boats: Monthly rate is charged based on length of boat and passenger capacity. They range from a 4 passenger 35 ft boat for $170 per month to 160 passenger 70 ft boat for $440 per month (non'- residents pay any additional surcharge of 15%). Municipal Marina BuildinQ Rental Rates: Fees vary depending on the specific contract, with the length of the contract ranging from 5 years. Current square foot rates range from $8.68 to $19.84. Marina Fuel Sales: Prices for the gasoline and diesel fuel vary with the fluctuating market. The Harbormaster adjusts the pump prices on a weekly basis. Each month, Marinas in the area are surveyed and fuel costs compared. . Natural Gas Rates: The natural gas fee for the Marina Restaurant is currently estimated at $50.00 per month. The restaurant does not have a separate gas meter to monitor its consumption, so the amount is estimated and considered a reimbursement to the Marina toward the total gas bill received from the city. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 39 . Municipal Marina Miscellaneous Charqes: The miscellaneous charges consist of moneys collected from tenants for repairs to damaged docks caused by their vessels and charges collected for improvements to slips requested by tenants. Gear Box Rentals: A monthly fee of $5.00 is collected from each private tenant who has a city supplied gear box at his/her slip. The city maintains and repairs the gear boxes. Note: See Objectives Section for recommended changes in marina charges. Marina Electrical Service Commercial and private tenants are charged based on the amount of electric used at the slip. Currently, charges are assessed at $.09 cents per kilowatt. Electric meters have been installed at all boat slips since 1992. Seminole Street launch Ramp Rates Daily Permits Monthly Permits Resident Non-Resident Yearly Permits Resident Non-Resident Quarterly Permits January April July October Current Selling Methods $3.00 . $10.00 $15.00 $100.00 $150.00 Resident $100.00 75.00 50.00 25.00 Non-Resident $150.00 112.50 75.00 .37.50 SELLING TACTICS Current activities that are used in marketing the municipal marina are direct calling, telephone, advertising in local newspaper, news releases and advertising in nationally distributed marine publications. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 40 . Telemarketing The following will provide information on the marina: Video Bulletin Board (Channel 15) Follow-up telephone calls & in the telephone directory Kiosks with city - wide information The Internet DISTRIBUTION The municipal marina will use several different distributions channels. The determining factors in choosing these channels are: Customer profiles. Location. Seasonal concerns (with the transient boaters). Efficient use of budgeted funds. Method e The primary means of distribution will be through advertising, invoice inserts and information pamphlets. Pamphlets will be placed at: Marina Office Counter. Marina Fuel Dock. Chamber of Commerce Welcome Centers. Annual City Expos. Local Businesses. Additional information will be distributed through the City's Silver Image Kiosk located in local malls and other location within the city. By using several methods, the municipal marina will have more options with which to respond to special needs from citizens and the marine community. Coverage Target areas are the marine community, which have the highest interest in the facilities and the services provided. Because our distribution network is already set up and in use, customers can enjoy our services now. This, in turn, increases customer return and satisfaction. Customer Service . Municipal marina staff emphasize that support is one of their major concerns. They are appreciative of the support from the U.S. Coast Guard Auxiliary and "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 41 U.S. Power Squadron in promoting marine safety. The municipal marina . telephone is staffed from 6 am until 9 PM daily to take messages from customers. Telephone calls are returned within 24 hours. ADVERTISING AND PROMOTION The municipal marina team recognizes that the key to success requires extensive promotion. This must be done aggressively and on a wide scale. To accomplish our goals, we require an extremely capable staff for advertising. We plan to advertise in local newspapers and marine trade magazines. Advertising will be accomplished within the approved budget for the municipal marina. Current outlets for advertisement are: Teall Morrow Publications Pleasure Boating Magazine Marine Safety Pamphlets See Magazine Waterway Guide Tide Tables Press Corp. Marine Publications Comp Suncoast Fisherman Guide Waterway Facilities Guide Soundings - Trade Only Local Newspapers e Advertising and Promotion Objectives The advertising and promotion objectives of the municipal marina are: ~ Position the municipal marina as the leading marine facility in the local area and west coast of Florida. ~ Increase awareness of municipal marina as well as name recognition among customers and the marine community. ~ Generate qualified leads for possible tenants for the municipal marina and business located within the marina building. ~ Develop significant information for immediate and long-term marketing plans. ~ Create product advertising supporting the customer service goal of "Excellent Customer Service" motto. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 42 e ~ Coordinate literature, material, programs, and direct response promotions in order to improve our overall promotional campaign. Med ia Objectives Gain awareness of the municipal marina among the marine community, local non boat owner residents, boat owners, and the general public. Establish an image for the municipal marina as a facility that is run in a very professional, completely reliable, and highly responsible manner. Maximize efficiency in selection and scheduling of publications that cover the municipal marina in several markets. Med ia Strategy Position the municipal marina in quality publications that are consistent with our objectives. Select primary business publications with high specific market penetration. e Schedule adequate frequency to impact the market with messages and stories on the municipal marina. Select specific media to reach several markets. Position advertising at welcome centers and community centers. Special high-interest marine community publications. Maximize advertising life with monthly and weekly publications. Maximize use of City of Clearwater public relation media efforts. To get the most out of our promotional/advertising budget, our media coverage will be to focus on the marine community. An advertising campaign will be built around how great the municipal marina facility is, beginning with our goal of "Excellent Customer Service" and supporting it with advertising that reinforce a positive message. Importantly, a consistent reach and frequency will be sustained throughout all the years of this Business Plan. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 43 Advertising Campaign e The best way to reach potential customers is to develop and continue an intense advertising campaign promoting our basic premise that the municipal marina is a full service facility, managed by a professional staff, with a goal to provide excellent customer service. To maintain our image, as one of the finest marinas within the State of Florida. Municipal marina advertising will convey the look and feel of relaxed "get away from it all" marina, which is located close to the sparking waters and white sandy beaches of Clearwater Beach. The customer mindset, as described in "Marketing Strategies" is to get the best return for their recreational/leisure dollars, while using a great facility. Ideally, after becoming familiar with the municipal marina the customer will: Become a frequent user. Become a returning visitor. Share their positive information about this facility to others in the marine community and suggest they take advantage of these great facilities. Because the municipal marina is an important asset to the City of Clearwater, it is important to develop a promotional campaign that is consistent and easy to understand. Accordingly, we have created a system of research and response to insure the maximum benefit of our advertising dollars. We will develop an advertising history that measures publication effectiveness and counts the number of inquiries for a particular ad. Advertisement sizes will be varied, measured for effective differences and calculated by the number of responses per investment in advertising. e Preliminary Media Schedule Our current advertising budget is $10,000. Due to the seasonal nature of our tourist and the transient marine community customers, advertising will be increased during certain times ofthe year. It is projected that $10,000 in each year of the Business Plan will accommodate the marina's advertising needs. Promotion In addition to standard advertising practices, we will gain considerable recognition through public service announcements. Reports and papers will be submitted to trade journals and marina conferences. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PACE 44 e Incentives As a token of appreciation, the municipal marina distributes to its tenants a calendar/scheduler booklet, with the municipal marina customer service motto embossed on it. During the month of December, the Harbormaster sends a Holiday Card to each tenant. The card has a personal message thanking them for being a tenant of the marina during the past year. Direct Mail Messages about municipal marina activities, hurricane information, and general marine community information is included with each month billing. Additional public service inserts are included in this billing when required. Municipal Marina and Launch Ramps Pamphlet e APPENDIX 8 is the current pamphlet on the municipal marina, and APPENDIX 9 is the current pamphlet on the ramp. These pamphlets portray the facilities as leading multipurpose facilities with many activities which include: Location chart. Rate information. Safety information. Environmental information. Wake Zone information. Transportation Service information. General area information. Investment in Advertising and Promotion For the past four years of operation, $30,960 was spent on advertising. The advertising budget was increased to $10,000 in FY 94/95 and will be maintained at that level to insure adequate funding throughout the years of this plan. The planned advertising expenditures are necessary to meet the specific goals of promotion of the municipal marina. . The cost of advertising is very reasonable when compared to projected revenue. Advertising expenditures are on the low side when compared to the industry average because we want to hold down costs as much as possible. The municipal marina can also take advantage of public service messages and free announcements. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 45 PUBLIC RELATIONS e Close public relations will be maintained throughout the years of the business plan. This will position the municipal marina at the leading edge of providing a multipurpose marine facilities for the community and visitors. We will also increase awareness and recognition among customers in the area and transient boaters cruising the west coast of Florida. To insure a good public relations effort, we will: ~ Maintain a sustaining public relations effort, with ongoing contact between newspapers and the marine community. ~ Maintain a regular and consistent update program for the major target media's, keeping employees abreast of all marine related programs and new innovations in marina management. ~ Continue to provide information to the Parks & Recreation "Communique", which is distributed throughout city community centers. ~ Continue to provide related information to municipal marina tenants in the monthly billing statement. e ~ Continue to work on a regular update program for the city's Silver Image Kiosk. Press Releases We will develop a series of regular press releases on the municipal marina and prepare special press releases for each new activity introduction, major event, awards and recognition for performance, etc. A photo of the event will be included with the press release, when possible. Newspaper Staff Visitations Each year, we will invite newspaper and local television/radio reporters to visit the municipal marina for a story on the facility. During each visit, each of the reporters will receive a complete facility tour and an opportunity to interview the Harbormaster, Assistant Harbormaster and other members of the municipal marina team. If possible, demonstrations or activities will be coordinated with the visit. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PACE 46 e RELATIONSHIPS The Municipal Marina Team has formed some very important relationships with the marine community and organizations, such as: e u. S. Coast Guard U. S. Coast Guard Auxiliary U. S. Power Squadron U. S. Customs Clearwater Yacht Club Island Estates Yacht Club Sheraton Sand Key Resort Raddisson Suite Resort on Sand Key Sand Key Civic Association Windjammers of Clearwater Local media State of Florida, Department of Environmental Protection Florida Marine Patrol Pinellas County Sheriff Department (Marine Division) Pinellas County Parks (Sand Key) Pinellas County Artificial Reef Construction Group City of St. Petersburg, Municipal Marina Sunsets at Pier 60 Clearwater Chamber of Commerce Clearwater Beach Chamber of Commerce Island Estates Civic Association Clearwater Beach Civic Association Clearwater Bay Marina (Clearwater Bay Marine Ways) Clearwater Marine Science Center A strong spirit of cooperation will be continued with these groups and it will be expanded to include other groups and organizations. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 47 (This page left intentionally blank.) . e e "COMMITTED TO EXCELLENT CUSTOMER SERVICE" \. '. Chair lift inside lobby .! .- . . CL8ARlJI'AT8R MUMCl/'AL MAUNA BUSIHBSS PLAN PACB 48 FINANCIAL PROJECTIONS Projected 5-Year Program Statement The projected 5-year program statement projects revenues and expenditures for each of the five years of the Marina Operations Program. Seminole Launch Ramp (CIP#3443) was reduced by $3,305 to balance the Marina budget in FY 96/97. These projections are based on past experiences on where we anticipate to be within the next five years. Also, included is the percentage of expenditures vs revenues for the municipal marina. Revenues saved each year are deposited into the unappropriated retained earnings of the Marina, to be used for improvements to the municipal marina and/or launch ramp. The service charges to Pier 60 from the marina is eliminated in FY 96/97, as the pier is recommended to be changed to a General Fund operation. Capital Improvement Program The objective of the Capital Improvement Program from FY 96/97 to FY 2000/2001 is to plan ahead and better manage the growth of the municipal marina. These programs continue to maintain the municipal marina and launch ramp. Total CIP amounts for the five years of the Business Plan is $310,000. Balance Sheet The balance sheets list the assets and liabilities of the municipal marina. Equipment amounts include tug & barge, launch ramp floats, pump-out system and marine fuel system. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLBAP.WATEII. MUNICIPAL MAII.INA BUSINESS PLAN PACE 49 . Marina Operations PROJECTED 5-YEAR PROGRAM STATEMENT REVENUES FY 96/97 FY 97/98 FY 98/99 FY 99/00 FY 00/01 Slip Rental 580,155 598,315 628,230 628,230 659,625 Building Rental 145,000 147,000 148,000 150,000 152,000 Land Rentals 96,000 101,500 101,500 103,500 104,500 Gas & 011 Sales 942,250 951,670 961,185 970,795 980,500 Gear Box Rental 5,500 5,500 5,500 5,500 5,500 Sem. Ramp Fees 40,000 40,000 40,000 40,000 40,000 Sale of Nat.Gas 600 600 600 600 600 Elect Service 44,000 45,000 46,000 47,000 48,000 Sale of Water 0 0 0 0 0 SvcChg-Pier 0 0 0 0 0 SvcChg-Parking 14,360 14,800 15,250 15,700 16,170 SvcChg-Beach 34,4i!'() 35,500 36,560 37,650 38,775 Other Revenue 2,500 3,000 3,500 4,000 4,500 Interest-Invest. 22,000 22,000 22,000 22,000 22,000 . Interest-Other 2,000 0 0 0 0 Workers Comp 0 0 0 0 0 Dock Office Rentals 3,800 3.800 3,990 3,990 4,190 Total Revenues 1,932,605 1,968,685 2,012,315 2,028,965 2,076,360 EXPENDITURES Personal Svcs 531,220 552,470 574,570 597,555 621,455 Other Operating 1,186,150 1,209,975 1,234,070 1,258,750 1,283,925 Internal Svcs 50,360 52,125 53,950 55,840 57,795 Capital 6,570 10,500 10,500 10,500 10,500 Debt Svc 77,610 8,175 8,175 8,175 8,175 NonOp Expense 80,695 91,795 45,000 45,000 45,000 Total Expenditures 1,932,605 1,925,940 1,926,265 1,975,820 2,026,850 Revenue Less Expense 0 43,645 86,050 53,145 49,510 Expense % of Revenue 100.0% 97.8% 95.7% 97.4% 97.6% . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . . Cl.BARlP'ATBR MUNTCT1'AL MARINA BUSTNBSS PUN PAGB 50 MARINA OPERATIONS CAPITAL IMPROVEMENT PROGRAM FY 96/97 to FY 2000/2001 UTILITY SERVICE REPLACEMENT: Continue repair and/or replacement program for deteriorated electrical wiring, docks/seawall lighting, water service and sewage service at municipal marina and Island Estates marina, in order to maintain the City-owned marinas in usable condition. FY 96/97 34,000 FY 97/98 56,000 FY 98/99 10,000 FY 99/2000 FY 2000/2001 10,000 10,000 TOTAL 110,000 In FY 95/96, 9 decorative lampposts will be installed on the seawall and east dock at a cost of $20,000 and in FY 96/97, $24,000 will be spent to replace 62 power outlets stations. Funds budgeted in other years of the Business Plan covers annual continuous maintenance. DOCK REPLACEMENT AND REPAIR: Continue repair and/or replacement of deteriorated dock at municipal docking facilities and Island Estate marina, installation of portable sewage pumpout system at Island Estates marina, utilizing the Marine Service Section and equipment to maintain city-owned marina in usable condition. FY 96/97 20,000 FY 97/98 15,000 FY 98/99 15,000 FY 99/2000 15,000 FY 2000/2001 15,000 TOTAL 95,000 In FY 96/97, a portable sewage pumpout system will be purchased for Island Estates Marina. Funds budgeted in other years covers annual continuous maintenance. WATERWAY MAINTENANCE: Continue repair and/or replacement of deteriorated city-owned aids to navigation and information signage (buoys, beacons, wake control and navigational signs). Removal of derelict vessels, menace/hazards to navigation and clean up oil spills. Procure piling, sign, material to fabricate buoys and sinkers, utilizing the Marine Services section and equipment to continue to maintain waterway in usable condition. FY 96/97 FY 97/98 FY 98/99 FY 99/2000 FY 2000/2001 10,000 10,000 10,000 10,000 10,000 Funds are budgeted to cover annual continuous maintenance. TOTAL 50,000 "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEAP.:I"ATBR MUNICIPAL MARINA BUSINBSS PLAN PACB 51 . SEMINOLE STREET LAUNCH RAMP MAINTENANCE: Continue repair and/or replacement of floating docks, ramps docks, ramp area and pilings. Maintenance and operation of sewage dump station and purchase of launch and parking permits. r \ FY 96/97 11,695 FY 97/98 5,000 FY 98/99 5,000 FY 99/2000 5,000 FY 2000/2001 5,000 TOTAL 30,000 In FY 95/96, $60,000 was transferred from Seawall Sidewalk CIP 3480 into this CIP. $15,000 was added to cover costs of repairing the ramps and repaving the parking lot. $250,000 in FY 98/99, is not included in the above CIP. If the launch ramp needs dredging at that time revenue from the unappropriated retained earnings of the Marina, "Penny For Pine lias" tax and/or low interest loan will be used to pay the costs. Other years are annual continuous maintenance. . FUEL SYSTEM REPLACEMENT AND REPAIR: Continue repair and/or replacement of deteriorated fuel lines, dispenser and underground storage tanks at the municipal marina using Marine Service Section and contractors, to continue to maintain the city-owned marina fuel system in useable condition. To comply with the current Florida Department of Environmental Regulations Pollutant Storage Tank Rules and to reduce the potential risk of groundwater contamination. FY 96/97 5,000 FY 97/98 5,000 FY 98/99 5,000 FY 99/2000 5,000 FY 2000/2001 5,000 TOTAL 25,000 Funds budgeted for annual continuous maintenance. Total projected Marina Operations CIP's is $310,000. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 52 . Marina Operations BALANCE SHEET ASSETS FY 96/97 FY 97/98 FY 98/99 FY 99/00 FY 00/01 Equity in Pool Cash 300,000 300,000 300,000 300,000 300,000 Cash Fund 1,400 1,400 1,400 1,400 1,400 Inventory 20,000 20,000 20,000 20,000 20,000 Total Current Assets 321,400 321,400 321,400 321,400 321,400 Property Plant & Equipment * 1,152,262 1,102,262 1,052,262 1,002,262 952,262 Total Assets 1,473,662 1,423,662 1,373,662 1,323,662 1,273,662 LIABILITIES Current Liabilities 0 0 0 0 0 Short Term Debt 61,525 8,175 8,175 8,175 8,175 Accounts Payable 40,000 40,000 40,000 40,000 40,000 . Accrued Liabilities 0 0 0 0 0 Long Term Debt 0 0 0 0 0 Total Liabilities 101,525 48,175 48,175 48,175 48,175 &Fund Equities Total Fund Equity 1,372,137 1,378,487 1,325,487 1,275,487 1,225,487 *Depreciation is calculated at $100,000 per year, with additions estimated at $50,000 per year. . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . 2nd Floor Upper Deck . . . . CLEARWATER MUNICIPAL .\fARINA BUSINESS PLAN PAGE 53 CONCLUSIONS AND SUMMARY The Marina Business Plan was reviewed by city management staff. On July 10, 1996, the Marine Advisory Board reviewed the plan and passed a motion to endorse the plan as submitted. They also passed a motion to request the City Commission to modify their leasing policy with regard to the marina building. The modification desired by the board is to allow the Harbormaster to negotiate all leases up to five years, with approval and execution by the City Manager. On August 1, 1996, the Fiscal Review Committee reviewed the plan. The committee is comfortable and supportive of the plan and recommended that the Consumer Price Index (CPI) increase on building lease agreements have a minimum range of 3% and a maximum range of 6%. The Clearwater Municipal Marina will continue to be an asset that provides a public service to the City of Clearwater and the marine community. It will be recognized for it's professional and friendly service to citizens, customers and visitors. Municipal marina employees will be highly motivated, safety conscience, and professionally trained to provide excellent customer service and to adhere to the city's goals of economic development, tourism and public safety and the City of Clearwater Principles of Operation. The municipal marina team will work towards meeting all the objectives and strategies of the business plan. The team will go the extra mile and then some to meet every reasonable request and suggestion. The business plan gives marina staff the projected targets for the operation of the marina over the next five years. Each year the plan will be updated. "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . View from Upper Deck . CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 54 e APPENDIX e . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . e . CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 55 APPENDIX #1 PINELLAS COUNTY PROPERTY APPRAISALS (This information was compiled from Real Estate Appraisal Cards provided by the Pinellas County Property Appraisal Office) PROPERTY TOTAL APPRAISED VALUE Clearwater City Marina (Includes marina building, docks, and buildings) $5,734,640 Fish Market $ 264,190 $ 698,670 $ 106,550 Beach Diner Seminole Boat Ramp "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . e . CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 56 APPENDIX #2 URBAN ECONOMICS INC. MARINA RENTAL SURVEY "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . . URBAN ECONOMICS INCORPORATED REAL ESTATE ADVISORY MICHAEL A. McELVEEN, MAl I.lCENSt:D REAL ESTATI: IIROKEIt STArt: CERTIFIED (;I:NI:I~^L Al'l'ltAISER NO. 0000360 H. LINWOOD GILBERT, JR.. MAl LJUNSm REAL ESTATE lIROKER STATE CmTlI:IED GENERAL AI'I'llA1Sm NO. ()OO()')40 April 11, 1996 Mr. William Held Harbor Master City of Clearwater Municipal Marina 25 Causeway Boulevard Clearwater, Florida 34630 Re: Marina Rental Rate Survey Retail/Office Rental Survey Dear Mr. Held: Enclosed please find six copies of a report summarizing the results of our market research relative to both slip rentals and retail and office rentals. As you will see, the scope of our marina survey included both the Tampa Bay market, as well as selected marinas along both the east and west coasts of Florida. We attempted to input the data into a brief, descriptive bar chart format, but found that most marinas charge a myriad of rental rates, based on slip size, boat size, or square foot of slip area. Further, rates varied, dependent on length of term of the lease, with some marinas offering only a monthly rate, while others had discounts for three, six, nine, or 12 month leases or other discounts for pre- payment of rental. Accordingly, the data is presented in a table which allowed for greater discussion of these factors. The comments are still relatively brief, and we will gladly review each competitive marina property if desired. Briefly, we found that rental rates range from a low of about $3.21 per foot at the City of St. Petersburg Municipal Marina to a high of $25.00 per foot at the A&B Marina in Key West. Many of the better quality marinas surveyed in the Tampa Bay market are at or near 100 percent occupancy, and are reflecting fairly significant increases in both occupancies and rental rates during the past year. Municipal marinas were found to sometimes provide a discount to local residents, with the amounts noted on the accompanying chart. Others, such as the City of Dunedin, rent slips only to local residents, while the City of St. Petersburg Municipal Marina maintains low rates and is intended for local residents only, but this is not an absolute rule. 4890 W. KENNEDY BLVD. SUITE 450. TAMPA. FL 33609 U-E-l TELEPHONE (8]3) 289-8844 FACSIMILE (813) 289-8041 Page 2 Mr. William Held April 11, 1996 . Commercial vessels, up to six-pack charter vessels, were typically charged a premium, but a relatively small one. This premium may be expressed as an additional $1.00 per foot, a 10 percent surcharge, a flat additional fee of $100 per month, or other formula. One marina was found to base its commercial rental rates on a percent of the gross income, while a few granted a discount to commercial boats. The reason for this was to encourage their use, which brought guests to the resort motel. Larger vessels, such as dinner cruise vessels, were typically priced on a per passenger basis. Although most marina owners were reluctant to discuss these rates, or requested that they remain confidential, discussion with a wide variety of persons knowledgeable in the industry revealed that rental rates for these vessels were typically priced on a per passenger basis, typically about $1.25 per head, and with a minimum of $2,500 to $3,000 monthly, but with the Port of Tampa having a monthly minimum of $1,250. In addition, all were separately metered for electrical consumption. Most were allowed use of a land side building at no additional charge, although they were required to decorate and maintain the building, and free parking was generally provided for passengers. Most allowed refueling by tanker truck with no surcharge, and/or provided a discount, generally about 10 percent, on fuel. . Transient rental rates ranged from about $0.60 to a high of $3.00 per foot per night, with a higher rates including electricity, and with an average of about $0.75 per night. The City of Naples Harbor Master indicated they had signed with Boat US, offering a 25 percent discount on transient rentals to Boat US members, and which had resulted in a dramatic increase in transient traffic. As to retail rental rates, ground floor rental rates along the Gulf Beaches were found to range from approximately $10 to $25 per square foot, dependent on location and quality of the facility. The better quality properties on Clearwater Beach were among the highest rental rates surveyed, ranging from approximately $18 to $23 per square foot, plus utilities. In viewing the shops within the Clearwater Municipal Marina building, we believe the rental rates you presently charge are generally in line with market rates, with a few upward adjustments necessary as leases expire. However, all other properties surveyed offered free parking, which may need to be taken into account. Second floor office space was typically at much lower rental rates. Indeed, most second floor spaces surveyed were residential, due to the limited demand for either office or retail on the second floor. Generally, retail cannot survive on the second floor, with the exception of the Pelican Walk Center, a modern facility located just north of your location on the east side of Poinsettia, and offering substantial glass storefront and visibility from a balcony. Even these second floor shops, however, reflect substantial vacancies. . U.E.I . . . Page 3 Mr. William Held April 11, 1996 Locations considered more similar to yours have office rental rates typically ranging around 60 percent of ground floor rental rates. While your location is convenient, the quality and condition of the second floor is a little below average, and the lack of free parking should also be considered. Again, existing rates do not appear substantially out of line, but upward adjustments appear supported by the market as leases roll over. The result of our retail rental survey is presented on individual summary sheets, with a photograph of each facility. Again, as the rental surveys are presented in summary format, many details, such as the myriad of rental rates charged by several marinas, would each require one or more pages. We will gladly provide additional information and discuss the results of our findings with you at your convenience. If you would like additional information, or wish to discuss the survey, please feel free to call at any time. The opportunity to be of service is appreciated. .~<t H. Linwood Gilbert, Jr., MAl HLG/rlg Enclosure U.E.I MICHAEL A. MCELVEEN, MAl LlCENSED IlEAL [STATE IlllOKEll STATE CEltTll:II:[) lil:NERAL AI'I'llAISEll NU.O(]()()]6() URBAN ECONOMICS INCORPORATED REAL ESTATE ADVISORY H. LlNWO~I;N~III~-II:,;.:n, R;\I~~I; .,'- STATE CElt!"ll:I!:!) l;I:NEilAI. AI']%\ISm NO.OOOO')4() MARINA RENTAL RATE AND RETAIL/OFFICE COMPETITIVE MARKET SURVEY FOR CITY OF CLEARWATER . FOR Mr. William Held Harbor Master City of Clearwater Municipal Marina 25 Causeway Boulevard Clearwater, Florida 34630 . U-E-! TELEPHONE (813) 289.8844 FACSIMILE (813) 289.8041 4890 W. KENNEDY BLVD, SUITE 450, TAMPA, FL 33609 . TABLE OF CONTENTS . I. Competitive Marina Market Survey Marina Name 1. A&B Marina 2. Bahia Mar 3. Clearwater Bay Marina 4. City of Dunedin 5. Ft. Pierce City Marina 6. Gulfport Municipal Marina 7. Harborage at Bayboro 8. Madeira Beach Municipal 9. Marker 1 10. Maximo Marina 11. Moss Marine 12. City of Naples Municipal Marina 13. Palm Grove Marina 14. Sailfish Marina & Resort 15. St. Augustine Municipal Marina 16. St. Pete Municipal Marina 17. St. Pete Pier 18. Tampa, Port 19. Tierra Verde Marina Center 20. Tierra V erde Yacht Basin 21. Tween Waters II Retail/Office Market Survey 1. Bay Bazaar 2. Bayside Shops 3. Beach Plaza 4. Bikers USA 5. Corey Avenue 6. Days Inn 7. Dolphin Village 8. Greenstreets Dockside 9. Shopper's Village at Isla del Sol 10. Pelican Walk 11. Shoppes at Sand Key 12. Snell Isle Center 13. St. Petersburg Pier 14. Tierra Verde Marine Center 15. Upham Building 16. Western Plaza . U-E-I Location Key West, FL Ft. Lauderdale, FL Clearwater, FL Dunedin, FL Ft. Pierce, FL Gulfport, FL St. Petersburg, FL Madeira Beach, FL Dunedin, FL St. Petersburg, FL Ft. Myers, Beach, FL Naples, FL Ft. Myers Beach, FL Palm Beach Shores, FL St. Augustine, FL St. Petersburg, FL St. Petersburg, FL Tampa, FL Tierra Verde, FL Tierra Verde, FL Captiva Island, FL Clearwater, FL St. Pete Beach, FL St. Pete Beach, FL Clearwater, FL St. Pete Beach, FL Clearwater, FL St. Pete Beach, FL Indian Shores, FL St. Petersburg, FL Clearwater Beach, FL Clearwater, FL St. Petersburg, FL St. P~tersburg, FL Tierra Verde, FL St. Pete Beach, FL Indian Rocks Beach, FL MARINA RENTAL SURVEY TYPICAL TYPICAL TOTAL TRAN- PRIVATE COMMER- LARGER NO. MARlNA/ LOCA nON NO WET SIENT RATE/FT CIALI FT VESSEL FUEL SALES, COMMENTS 1 A & B MARINA 40 $ 1.75 $ 25.00 $ 25.00 $ 25.00 MARKET FUEL PRICE, KEY WEST, FL +$1.001 HEAD lNCL UTILITIES & TV 2 BAHIA MAR 350 $ 1.50 $ 24.00 $ 24.00 $ 24.00 SOME DISCOUNTS FT. LAUDERDALE, FL AVAILABLE> 1,000 GAL 3 CLEARWATER BAY 76 $ 1.00 $ 6.00 $ 6.00 N/A lvlARKET, TRUCK OK CLEARWATER, FL TRANSIENTEMERGONLY 4 DUNEDIN, CITY 208 $ 0,75 $ 4.15 $ 5.79 N/A MARKET FUEL PRICE. DUNEDIN, FL RENTS ONLY TO RESIDENTS 5 FT MYERS MUNICIPAL 276 $ 0.80 $ 8.50 $ 1.25 $0.60 I HEAD MARKET FUEL PRICE. FT. MYERS, FL IFTIDAY $1,200 MlN ANNUAL ONLY $475IFT, 6 FT PIERCE MUNICIPAL 236 $ 0.95 $ 6.00 $ 8.00 $ 8.00 MARKET FUEL PRICE. FT. PIERCE, FL OLDER SECTION LESS $ 7 GULFPORT, CITY MARINA 250 $ 0.50 $ 3.75 $ 3.75 N/A MARKET FUEL PRICE, GULFPORT, FL $3,00 FOR RESIDENT 8 HARBORAGE AT BAYBORO 235 $ 0,75 $ 6.00 $ 6.50 N/A MARKET; COMM ST PETERSBURG, FL RATES PER BOAT, 21 SLIP 9 MADIERA BEACH MARINA 97 $ 0.75 $ 4.75 $ 4.75 N/A MARKET FUEL PRICE MADIERA BEACH, FL PRICED PER SLIP 10 MARKER 1 144 $ 1.00 $ 8.50 $ 7,65 N/A MARKET FUEL PRICE. DUNEDIN, FL PREPAY DISC01.jNT AVAIL 11 MAXIMO MARINA 322 $ 1.00 $ 7.00 $ 7.00 N/A MARKET FUEL PRICE. . ST PETERSBURG, FL PRICED PER SLIP 12 MOSS MARINA 40 $ 1.25 $ 12,00 $ 12.00 N/A MARKET FUEL. MONTHLY FT MYERS BEACH, FL RATES, $7.00 IN SUMMER 13 CITY OF NAPLES 80 $ 0.95 $ 6.25 $ 8.75 N/A ] 0% DISCOUNT TO COMM NAPLES, FL PRICED PER SLIP 14 PALM GROVE MARINA 86 $ 0.90 $ 6.75 $ 6.75 $3,000/ MO MARKET; HAD SEA KRUZ. FT. MYERS BEACH, FL + 10% REV +$1251 HEAD FREE PARKING 15 SAILFISH MARINA 94 $ 3.00 $ 11.67 $ 15.33 N/A MARKET, MAYBE 10% OFF PALM BEACH SHORES, FL TO COMM. FULL RESORT. 16 ST. AUGUSTINE MARINA 137 $ 0.95 $ 7.50 $ 12.00 $ 12.00 $0,10 DISCOUNT> 1,000' G.t\L ST. AUGUSTINE, FL RIVERBOAT & SIGHTSEEING 17 STPETE MUNICIPAL 610 $ 1.00 $ 3.21 $ 3.21 $500/ MO FUEL & STORE LEASED OUT ST PETERSBURG, FL 18 ST PETE PIER N/A N/A N/A N/A $ 300.00 MSBOUNTYPAYSNOIIDNG ST PETERSBURG, FL VS. 5.0% REV BUT EXPENSES, 19 PORT OF TAMPA N/A N/A N/A N/A $ 1,250.00 NO FUEL TAMPA, FL VS. 2% REV STARLIGHT PRINCESS 20 TIERRA VERDE MARINA 100 $ 1.00 $ 5,00 $ 5.00 N/A MARKET FUEL PRICE, TIERRA VERDE, FL OPEN WATER 21 TIERRA VERDE YACHT BASIN 114 N/A $ 9.00 $ 9,00 N/A MARKET FUEL PRICE, TlERRA VERDE, FL FULL RESORT 22 'TWEEN WATERS 41 $ 1.45 $ 12.00 $ 550.00 N/A MARKET FUEL PRICE, SANlBEL CAPTIV A, FL FULL RESORT . NOTE: -- ABOVE ARE TYPICAL OR AVERAGE RATES FOR 35.40 FOOT BOAT DURING WINTER WI SHORT TERM LEASE. .. ACTUAL RENTAL RATES MAY DIFFER MONTHLY. PRICING FORMULAS VARY WIDELY AMONG MARINAS. SOURCE: URBAN ECONOMICS, INC., TAMPA, FLORIDA, 813.289.8844; APRIL, 1996. U.E.I TYPICAL SEASONAL TRANSIENT RATES $3.00 - $250 $2.00 $1.50 $1.00 $0.50 $- TYPICAL MONTHLY SLIP RENTALS $25.00 $20.00 ~ ~ $15.00 ... I-< 0 0 ro. Ill: $10.00 [oj ... [oj U ; ... $5.00 $- Source: Urban Economics, Inc. . IIA&BMARINA . BAHIA MAR o CLEARWATER BAY BDUNEDIN, CITY .FT MYERS II FT PIERCE . GULFPORT ElHARBORAGE .MADIERA BEACH . MARKER I OMAXlMO MARINA . MOSS MARINA . CITY OF NAPLES . PALM GROVE . SAILFISH MARINA .ST. AUGUSTINE .ST PETE MUNICIPAL IIT1ERRA VERDE M o TWEEN WATERS . _A & B MARINA .BAHIA MAR DCLEARWATERBAY ElDUNEDlN, CITY .IT MYERS _IT PIERCE MARINA .GULFPORT, CITY MARINA I!lHARBORAGE AT BAYBORO .MADIERA BEACH MARINA .MARKER! DMAXIMO MARINA .MOSS MARINA .CITY OF NAPLES .PALM GROVE MARINA . SAILFISH MARINA .ST. AUGUSTINE MARINA . ST PETE MUNICIPAL IIT1ERRA VERDE MARINA DTlERRA VERDE YACHT BASIN DTWEENWATERS . 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Il.) lil '" 1;; o .D !:l <.9 8 v u IE o <Ii .~ S Il.) ;5 .S ~ o "fr QJ ....., Il.) ;5 Il.) '" = !a u '" 1;; o .D ~ ..<:: U ui ~ ~ ~ lil Il.) !':: ~ - 'g. u QJ .D .~ CZl S "'=' Il.) 1;; u ..9 .~ '" .... Il.) ~ aJ ~ ...... 'D 0\ 0\ '2 ~ >-. ~ ::> <Zl <i ..s rJ '8 o t:: o u ~ a or> ;5 OJ e ::> o <Zl Ui ~+-i Il.) !':: ~ .~ o !a utl Retail/Office Comparable 1 Name: Bay Bazaar Location: 710 S. Gulfview Boulevard Clearwater, Florida Description: Attractive, one-story strip retail/office center Area: 5,461 SF more or less Rental Rates: $18.00 per SF plus $4.50 CAM Year Built: 1977 Condition: A verage- Market: Tourist-oriented. Perhaps 40 percent local. u-. E · I . . . . Comments: This is a strip center across from Leverocks on Clearwater Beach. According to the owner, there are three vacant units of 600 SF, 661 SF and 746 SF. Observing this location for a number of years indicates typically high occupancy. However, minor deferred maintenance is evident, and vacancies have increased in the last few years, possibly due to road construction. However, the south side, with higher traffic visibility, remains fully leased, with the vacant units located on the north side fronting an interior collector. . . U.E.I Retail/Office Comparable 2 Name: Bayside Shops Location: 5501 Gulf Boulevard St. Pete Beach, Florida Description: Retail/office center located on St. Pete Beach Area: 36,600 SF Rental Rates: $13.00 per SF plus $3.00 CAM Year Built: 1979/1996 Condition: This center is being renovated. Market: Tourist-oriented St. Petersburg Beach U-E-I . . . . Comments: This is a tourist oriented strip center, across from the beach, on busy Gulf Boulevard. The property transferred ownership in January 1996 and the new owners have undertaken a major renovation, including demolition and reconstruction of some buildings. According to the property manager, the center is 100% leased, with new tenants awaiting the completion of renovations to occupy the space. The Silas Dents restaurant is to be closed and moved to another location on the water, with the existing building converted to retail. A second floor section of the building, set well back from the street, is devoted to a billiard hall and apartments. . . U.E.I Retail/Office ComparabKe J f ~ ~ ~~~,tll:.!JIt:...lI (;l.1BIJI.,l,\' I,:~)~~,H." llt.l~"./. ....b I;';"'''''' ':;~1l;f~.~~. \tt~:rll!i 'if'llllt.";'J.' 'ni;;;j;;; ~lii"v .(J II I J \fIlKIf 'I. \ IHI~" . .' ., Name: Beach Plaza Location: 7300 Gulf Boulevard St. Pete Beach, Florida Description: One-story strip retail/office center Area: 12,015 SF more or less Rental Rates: $9.00-$10.00 per SF Year Built: 1954/1995 Condition: Good Market: Primarily tourism-oriented U'. E · I . . . . Comments: This comparable is an older strip center, which was extensively remodeled during the past two years. The location is in a commercialized area of Gulf Boulevard a few blocks from the Gulf on S1. Pete Beach. Although it has been renovated within the last 2 years, the leasing agent reports there is one unit of 1,000 square feet, with an asking price of $9.60 per square foot on a net basis, which has been vacant for over a year. . . U.E.I Retail/Office Comparable 4 . . Name: Bikers USA Location: 600 Mandalay Avenue CleaIWater, Florida Description: Free-standing, single story commercial building Area: 1,588 SF more or less Rental Rates: $9.23 per SF Year Built: 1966 Condition: Fair to average Market: Lower traffic area. Primarily local market . U.E.l . Comments: This is a vacant, free-standing, single story building located on Clearwater Beach, north of Highway 60. The owner reports the asking rent is $1,000 per month for 1,300 square feet ($9.23/SF) with no pass-thrus for the first year. After the first year he intends to either raise the rent or add a pass-thru of taxes and insurance. . . U.E.I Retail/Office Comparable 5 . ..c~' _:ii, '":H ,'1.,;0',. "'ill;. .. ,. .<..~:'--: . Name: Corey Avenue Office Building Location: 255 Corey Avenue St. Pete Beach, Florida Description: Free-standing, two story office building A.J:ea: 13,944 SF more or less Rental Rates: $9.00-$10.00 per SF, NNN Year Built: 1987 Condition: Average Market: 60% local; 40% tourist . U.E.l . Comments: This is an attractive, Key West style, two story office building with ample parking, located on 81. Pete Beach. The owner reports going in lease rates at $9.00 NNN for upstairs units and $10.00 NNN for downstairs units. The building is fully occupied with the owner occupying one unit of upstairs space. . . U-E-I Retail/Office Comparable 6 . . Name: Days Inn Location: 100 Coronado Drive Clearwater Beach, Florida Description: First floor retail center in the Days Inn motel Area: 4,000 SF, mol Rental Rates: $20.00-$25.00 per SF Year Built: 1955/1987 Condition: Average Market: Primarily tourism . V-E-l . Comments: According to the real estate broker in this building, the street level office/retail units are 100% occupied with a rental rate of $20.00 to $25.00 per square foot. Attractive retail space located across from Clearwater Beach. . . U-E-I Retail/Office Comparable 7 '.1 . . Name: Dolphin Village Location: 4901 Gulf Boulevard St. Pete Beach, Florida Description: Retail shopping center with adjacent dockage area Area: 127,181 SF more or less Rental Rates: $5.00 to 14.00 per SF plus $4.05 CAM Year Built: 1967/1990 Condition: Average Market: 60% local; 40% tourist . V-E-I . Comments: This retail center is located across Gulf Boulevard from the beach. The leasing agent reports the rents range from $5.00 in the courtyard to $14.00 for Gulf Boulevard frontage. The second story rental rates are reportedly the same as the first floor, with the courtyard units renting at $5.00. There is a 1,912 SF dock on the bay behind the center. At the time of this report, none of the courtyard or second floor space was leased. Observing this center over a number of years, the courtyard location in the corner of the center, with limited visibility, has historically had higher vacancy rates, as has the second floor. . . V.E.I Retail/Office Comparable 8 . . Name: Greenstreets Dockside Location: 20001 Gulf Boulevard Indian Shores, Florida Description: Single story strip center Area: 17,969 SF more or less Rental Rates: $12.00 per SF plus $3.00 CAM, water and pest control Year Built: 1978 Condition: Average Market: About 70% local; 30% tourism . 'U-E-! . Comments: This center is in an area of condominiums in Indian Shores. The center has a restaurant with a deck for waterfront dining. The leasing agent reports aI, 000 square foot unit is vacant at an asking price of $12.00 per square foot plus $3.00 CAM, with additional expenses of water, sewer and pest control. This appears to be a reasonably good retail location which has been fairly well maintained over the years. The property appears to have at least one vacancy much of the time, which indicates rental rates near the upper end of the market for this location. . . U-E-I Retail/Office Comparable 9 . . Name: Shopper's Village at Isla del Sol Location: Pinellas Bayway St. Petersburg, Florida Description: Attractive, one and two-story strip retail! office center Area: 45,950 SF more or less Rental Rates: $10.00-$25.00 per SF Year Built: 1981/1993 Condition: Above average Market: 30% local; 70% tourist . U-E-l . Comments: The Shopper's Village is a combination of retaiVoffice and first and second floor space with units on the back side of the center. There is currently no vacancy. The storefronts facing Pinellas Bayway have rents ranging from $14.00 to $25.00 per square foot with the space in the rear renting for about $10.00 per square foot. The second floor space rents for $13.50 per square foot on a full service basis. This property was recently sold for $3,990,000, or $95.08 per square foot. It had previously gone through foreclosure, due to low occupancy, but was redecorated and remarketed in about 1991. . . U.E.I Retail/Office Comparable 10 ~ 1 t if t.' .~ > ( t Name: Pelican Walk Location: 483 Mandalay Avenue Clearwater Beach, Florida Description: Attractive, two-story strip retail/office center Area: 53,604 SF more or less Rental Rates: $16.00-$25.00 per SF plus $3.00 CAM Year Built: 1994 Condition: Condition Market: About 50% local; 50% tourist U-E-I . . . . Comments: Pelican Walk is a new retail center, built in 1994. Tenants include several "food oriented" tenants such as Burger King, Portabello's Fine Cuisine, Awesome Chicken, Club Juice and Fudge and Sweets to name a few, other tenants include Patchington and Morton Plant Mease Family Care Center. According to the leasing agent, the upstairs units rent for $16.00 plus $3.00 CAM and the ground floor units rent for $23.00 to $25.00 per square foot, also with a $3.00 CAM. This property has the benefit of a large parking lot to the rear. The ground floor retail appears well received by the market. However, the second floor has several vacancies, which is apparently not reflected in the existing rental rate structure. . . U.~~.I Retail/Office Comparable 11 Name: Shoppes at Sand Key Location: 1241 Gulf Boulevard Clearwater, Florida Description: Attractive, one-story masonry building Area: 39,686 SF, more or less Rental Rates: $16.00-$20.00 per SF plus $6.50 CAM Year Built: 1989 Condition: Average, Market: About 50% local; 50% tourist U-E-! . . . . . . Comments: This is an upscale shopping center located on the north end of Sand Key adjacent to the Raddison Hotel. According to the leasing agent, the asking rent on a 600 SF unit is $26.00 plus $6.50 pass thru, on a 900 to 1100 SF unit $22.00 per square foot plus $6.50 pass thru and for a 2250 SF unit $21.00 per square foot plus $6.50 pass thru. He reports there has been a lot of activity, and is currently negotiating two leases. This center is anchored by a popular restaurant, and has historically maintained high occupancy. The recent vacancies may be due to the previous construction work on the Clearwater Pass Bridge. U.E.I Retail/Office Comparable 12 . e Name: Snell Isle Center Location: 1301 Snell Isle Boulevard NE St. Petersburg, Florida Description: Neighborhood center Rental Rates: $8.00 to $15.00 Year Built: 1956/1981 Condition: Good Market: 100% local . U-E-I . Comments Upstairs office rents range from $8.50 to $9.50, and downstairs retail rents range from $8.00 to $15.00 per square foot. Typical retail shops are at the higher end of the range. Other tenants include a bank and a small grocer. Tenants pay electric and janitorial. . . U.E.I Retail/Office Comparable 13 Name: S1. Petersburg Pier Location: East end of Second Avenue North St. Petersburg, Florida Description: Tourist destination Rental Rates: The greater of $20 base plus CAM, promotion and utilities, average $26.00 to $27.00 per SF, or 6% of gross revenues. Year Built: 1971/1986 Condition: Good Market: 60% tourist; 40% local U.E-! . . . . . . Comments: This inverted pyramid structure was built on the site of the former Million Dollar Pier, originally constructed in the 1920's. It was extensively remodeled and ground floor shops added in about 1986. The first floor contains a large atrium lobby surrounded by shops, a food court, and Nick's Italian restaurant. The second floor contains an aquarium maintained by the University of South Florida, the third floor is primarily a banquet hall, and the fourth floor is fully occupied by the Columbia Restaurant. Cha Cha Coconuts lounge is located on the roof top. Rental rates are typically $20.00 per square foot base rent plus CAM, promotion and utilities, as noted above. Average rental rates are $26.00 to $27.00, except for several inferior locations down a hallway to the south, where they are approximately $21.00 to $22.00. Push carts are available for rent from $600 per month. All tenants, including push carts, pay overage rent equivalent to approximately 6 percent of gross revenues, and management reports that most are paying overage rents. Overage rent is collected on a monthly basis. In other words, they pay 6 percent of gross above the natural breakpoint during the busy winter tourist season, yet may not pay any overage during slower months. This method results in higher rental than if overage were calculated on an average basis. A free-standing bait shop of approximately 144 square feet is located at the southwest corner of the Pier, and sells fish bait as well as cameras, film, sunglasses and various sundries. Rental is $435 per month plus CAM, promotion and utilities, or total of about $670 per month. In addition, the bait shop pays 6 percent of gross revenues above a break point, find often has sufficient sales to warrant additional rent. Parking is located about one city block from the Pier, with $3.00 charge. Several trolleys are available to shuttle visitors from the parking area to the Pier. U.E.I Retail/Office Comparable 14 . . Name: Tierra Verde Marine Center Location: 100 Pinellas Bayway Tierra Verde, Florida Description: One-story strip retail/office center and manna Area: 24,690 SF more or less Rental Rates: $10.00 per SF plus $3.15 pass-thru Year Built: 1963/1992 Condition: Good Market: About 60 to 70% local; 30 to 40% tourist . U-E-I . Comments: Located on Tierra Verde, this marina center is not only utilized by the many boaters in the area, but also by the residents of Tierra Verde and the visitors to Fort Desoto Park. Tenant mix includes restaurant, convenience store with gas pumps, bait shop, dive shop, and other shops catering to the local population, such as real estate offices and beauty salon. The rents range from the $9.00-$9.50 range to current leases between $12.00 to $14.00 per square foot on a net basis. Recently a 1,200 SF unit rented for $12.50/SF, with a pass-thru or CAM allowance of $3 .15/SF. . . U.E.I Retail/Office Comparable 15 . .._-~, j~ .<~~ .~ . Name: Upham Building Location: 332 to 34Q Corey Avenue St. Pete Beach, Florida Description: Strip center, downtown St. Pete Beach Area: 11,025 SF more or less Rental Rates: $8.00 Year Built 1955/1994 Condition: Average Market: 50% local; 50% tourist . l- · E . I . Comments: This is an older but remodeled center offering both office and retail use. Approximately 800 SF of this space is second story and was used by Mr. Upham as his office. According to the owner, the second floor space is still being utilized as offices. Both upstairs and downstairs are fully occupied. . . U.E.I Retail/Office Comparable 16 . . Name: Western Plaza Location: 2300 Gulf Boulevard Indian Rocks Beach, FL Description: Small, one-story neighborhood center Area: 8,508 SF more or less Rental Rates: $7.50-$12.00 per SF Year Built: 1955/1993 Condition: Average Market: 60% local; 40% tourist . U-E-! . e . CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 57 APPENDIX #3 MEASURE MASTERS ANALYSIS OF MARINA BUILDING "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . Measu re Masters 1M CLEARWATER MUNICIPAL MARINA 25 CAUSEWAY BLVD. CLEARWATER, FL. 34630 . CERTIFICATE OF AREAS & FLOOR PLANS FEB. 3, 1996 . Measure Masters Floor Planning & Blue Print Service Pinellas North 2555 Enterprise Road Suite 9 - 1 Clearwater, Florida 34623 Bus: (813) 799-2888 Fax: (813) 799-2789 . Measu re Masters 1M 02/22/96 OS .. . 1~:~~~ 1~:~~b ~:; 1~:~~ ~:~~~ ::~;~ 1.3641 :!~IIII:::.::!: 18,084 17,977 410 17,567 4,137 13,430 Measure Masters Floor Planning & Blue Print Service Pinellas North 2555 Enterprise Road Suite 9 - 1 Clearwater, Florida 34623 . Bus: (813) 799-2888 Fax: (813) 799.2789 . DESCRIPTION GROSS FLOOR AREA LESS VERTICAL PENETRATIONS TOTAL AREA LESS MALL AREA LESS MALL SERVICE AREA LESS POST OFFICE LOADING DOCK .OTAL RENTABLE I USABLE AREA TENANT AREA: GIFT SHOP RESTAURANT ART CONNECTION BARBER I BEAUTY SHOP POST OFFICE NAUTICAL SHOP HARBOR YACHT BROKER MARINA SHOWERS MARINA STORAGE TOTAL RENTABLE I USABLE AREA MEASURE MASTERS PINELLAS NORTH .cE7~~/~ BY: DONALD M. SOROTA, OWNER I OPERATOR FEBRUARY 3, 1996 SQ. FT. 12,147 143 12,004 1,483 691 478 9352 RENTABLE USABLE AREA 1,524 1,270 392 571 3,278 1,336 222 209 550 9,352 Measure Masters 1M 02/22/96 OS Measure Masters Floor Planning & Blue Print Service Pinellas North 2555 Enterprise Road Suite 9 - 1 Clearwater, Florida 34623 Bus: (813) 799-2888 Fax: (813) 799-2789 W -< ~LL Z-<a:C/) a:WOa> -<a:....", ::Ii-<C/)C\I o .('1) <0<0 z>:; .......:1 O::O::l]:l...:l ~<>-rz.. <::s<~ ~...:I~ril O::<ril~ <e:=rn< rilQ:J~ ...:1....<0:: Q~Q< ::SlOril C'iI...:I Q W o ii:LL lLC/) O::::l ""a> C/)'" O~ A-'" A- o :x: C/) ..JLL -<C/) O::::l i=1O ::::l", -C'" Z": ..J", ..Ja> -<... ::Ii.: a:....ffi~ o:x::.:::::l alOOC\l a:0(a:C\I ~>IIIC\1 a: o(WLL Z;t0 ii:o", o(:x:o :::E(/)C\I .... Z -<LL a:(/) ~::::l ""0 C/)... WC\I a:.: Z III ILl&. Ii" III... >.. A-LL OC/) ~::::l ....... LLC\I -II) 0.: Z III "I&. "., II: III.. >.. LL (/) C\I '" C\I W Cl 0( a: o l- (/) -c w a: -< -c z ii: -c :::E . 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FT. 5,830 267 5,563 1,485 4,078 COMMON AREA FACTOR THIS FLOOR 1.3641 .ERTIFIED ACCURATE AS MEASURED TO BOMA STANDARDS TENANT AREA: SUITE #20 SUITE#21 SUITE#22 SUITE #23 SUITE # 24/25 SUITE # 26 SUITE #27 SUITE#28 SUITE # 29 SUITE #30 SUITE # 31 SUITE # 32 CONFERENCE ROOM HARBOR MASTER RENTABLE AREA: 325 293 325 303 607 282 217 301 307 363 315 323 494 1.108 USABLE AREA: 238 215 238 222 445 207 159 221 225 266 231 237 362 812 TOTAL 5,563 4,078 .EASURE MASTERS PINELLAS NORTH ~~~~ BY: DONALD M. SOROTA, OWNER I OPERATOR FEBRUARY 3, 1996 Measure Masters Floor Planning & Blue Print Service Pinellas North 2555 Enterprise Road Suite 9 - 1 Clearwater, Florida 34623 Bus: (813) 799-2888 Fax: (813) 799-2789 o <ci~ z>~ p::::~~C') ~P::::t:O~ ~~><~ < < ~...:l~i p::::<~~ <P-4cn~ ~C3::J< ~~<~ (.)~(.)o:: ;2110< C'J ~ ..J (.) . . (I) a: .. w'" ........ ... w (I)'" ~ t- C\I :i: i ('I) .., => w~i en !5 u: ~ .D "" . 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Marine Service Technicians (4) Marina Operations Supervisor Marine Facility Operators (3) Total Marine Department Employees ......13.5 . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" Custodian (1.5) I [. I i . . . CLEARW'ATER MUNICIPAL MARINA BUSINESS PLAN PAGE 59 APPENDIX #5 MARINE ADVISORY BOARD MEMBERS David Hemerick (Acting Chairman) 192 Devon Drive Clearwater, FL 34630 Donald McFarland 108 S. Hercules Avenue Clearwater, FL 34625 Ernie Cline 1529 Missouri Avenue Clearwater, FL 34618 William Wilhelm 1017 Union Street Clearwater, FL 34615 Edward Dohrman (Secretary) 214 Skiff Point Clearwater, FL 34630 David Martens 425 Lotus Path Clearwater, FL 34616 "COMMITTED TO EXCELLENT CUSTOMER SERVICE" CLEARWATER MUNICIPAL MARINA BUSINESS PLAN e APPENDIX #6 MARINA BUILDING & LAND LEASES TENANTS ROOM(s) EXPIRATION DATE Lev Doktorsky 8 02/28/00 AIM, Inc. 29 12/31/01 (Advertising Information Management, Inc.) Carter Communications 30-31-32 09/30/96 Bruce Littler Inc. 2-2A-3 04/30/00 Bruce Littler Inc. 4 03/01/99 Harbor Barber/Beauty 6-6A 09/30/96 Marina Dental & Dentures 20-21-22-23 05/31/97 24-25 & closet e Marina Gift Shop 5-9 09/30/96 Marina Restaurant 09/30/96 Spoto Int'l & J and D Int'l 28 04/30/97 U.S. Coast Guard Auxiliary 09/30/97 U.S. Coast Guard 26 09/30/96 U.S. Post Office 09/30/99 LAND LEASES Bait House Clearwater Beach Seafood Beach Diner South Beach Pavilion Alexandra of Clearwater Beach Inc. - Pier 60 Park 09/30/97 04/03/99 07/21/97 12/31/00 04/30/11 . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" PAGE 60 CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 61 . APPENDIX #7 MARINA SLIP TENANT LIST e . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" . . . r-i I'iI ~ p., III QI PI >. 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MINIMUM WAKE No person shall operate a boat or allow a boat to be operated in any water area of the city designated and posted as a "slow down - minimum wake" zone at a speed greater than that speed which is reasonable and prudent under the existing circumstances to avoid an excessive wake. A boat shall be deemed to be operated in compliance with this subsection if the boat IS operated completely off a plane and settled into the water while producing no wake or a minimum wake. A boat shall be deemed to be operated in violation of this subsection if the boat is operated on a plane. . '00 NO WAKE No person shall operate a boal or allow a boat 10 be operate-d in arty water area of the city designated and posted as an "idle speed - no wake" zone at a speed greater than the slowest speed necessary to maintain steerageway. ~. J -' ~ ~ ~ ~ \j ~ ~ ~QJ (j ~ ~ (j QJ ~ ~ t::::: J1 ~r -gg t.n.C>. '.' 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'< (1l ~ Z ~ o ~ ~ ~ o z 00 == trj trj ~ ~ > o z (1 == ~ > ~ ~ (1 ~ ~ ~ o ~ (1 ~ ~ > ~ ~ ~ ~ ~ CLEARWATER MUNICIPAL MARINA BUSINESS PLAN PAGE 64 e APPENDIX #10 HISTORICAL EXPENDITURES ON THE MARINA 11/52 PAVEMENT, SIDEWALK & CURB 18,649 03/56 MARINA ADDITION 10,817 03/58 ADDITION TO DOCK FACILITIES 24,338 06/58 HARBORMASTER OFFICE 2,335 07/58 RENTAL OF EQUIPMENT (EXCAVATION MARINA) 3,296 03/64 MARINA PILINGS 4,265 06/64 POST OFFICE 25,950 1 0/70 MARINA PILINGS 13,174 11/70 ADDITION TO DOCK FACILITY 29,861 e 01/73 MARINA FUEL LINE RELOCATION 51,186 11/74 MARINA PHASE II 412,158 12/75 DEMO SMALL BUILDING 1,728 10/76 PILING REPLACEMENT 11,812 08/77 PILING ENCASEMENT 28,278 04/78 CATWALKS 29,360 05/80 PILINGS 13,575 08/84 PIER & BAIT HOUSE RELOCATION 43,015 12/84 WATER MAIN REPLACEMENT 20,092 Total 743,889 . "COMMITTED TO EXCELLENT CUSTOMER SERVICE" .' . . CLBARWATBR MUNICIPAL MARINA BUSINBSS PLAN PACB 65 Slip Number 18 58 TOTAL APPENDIX #11 PROJECTED DOCK OFFICE CHARGES Tenant Dock SO FT Kelley 240 Henderson 710 Monthly $80.00 $221.88 Yearly $960.00 $2,840.00 $3,800.00 "COMMITTED TO EXCELLENT Cl'STOMER SERVICE"