11/20/1990 - Clearwater Beach Blue Ribbon Task Force
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MINUTES
CLEARWATER BEACH BLUE RIBBON TASK FORCE
NOVEMBER 20, 1990
Members Present:
Chairman Deegan, Ms. Garris, and Messrs. Doran, Fowler,
Gans, Henderson, Keyes, Little, Rosenow, and Seaton
Members Excused:
Ms. Tiernan, and Messrs. Homer, Martin, Mc Dougall, and
Wellborn,
Also Present:
Planning and Development Director, James M.
Polatty, Jr.,
The meeting was called to order at 7:00 p.m. by Chairman Deegan in the Boardroom
of the Sea Stone Resort.
Approval of the minutes for November 7, 1990 was continued until the next meeting
on December 5, 1990.
The Chairman gave the following subcommittee updates:
Beautification Focus Groups. John Doran reported that three focus groups
met to discuss the name to be used for the beach architecture and ambiance.
Group 1 consisted of both u.S. and European tourists; Group 2 consisted
primarily of residents and some commercial people; and Group 3 consisted
primarily of commercial people and some residents. The results of the
discussion, combined with written feedback which had been received,
revealed that the words "tropical" and "seascape" were well liked and that
the word "classic" was acceptable, but not as favored as the other two.
The focus groups also discussed the general theme, "Clearwater Beach--One
Small Place of Enchantment", and although some exception was taken to the
word "small", it was considered to be a viable general theme for Clearwater
Beach.
The subcommittee recommended "tropical seascape" be adopted as the
descriptive phrase for the architecture and ambiance of the beach. After
some discussion the Task Force tentatively approved the recommendation.
Guidelines for Newspaper Dispensers. John Doran reported he had obtained
the guidelines prepared by Public Works Director William Baker and
distributed copies to the Task Force.
Chairman Deegan reminded the group to continue researching the desirability
of a toll on the causeway; how to minimize bridge openings; and how to put
together parcels for waterfront development.
ISSUE FIVE: JOINT EFFORT AT REDEVELOPMENT WITH DOWNTOWN -
Phil Henderson and Stephen Fowler
Phil Henderson stated they brought in David Carley from the Downtown Development
Board and Ken Rosenow from the Task Force as a landowner/businessman on the
beach, to brainstorm the issue and they rapidly concluded there was no connection
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between what downtown is doing what is being done on the beach. He further
stated there is not a master plan for the beach right now and downtown is not
looking at what the beach is doing, as they are more concerned with how to get
downtown going. The suggestion of a using a discount booklet was presented by
the subcommittee to the downtown businessmen and was well received. The downtown
merchants would publish a booklet containing discounts from their places of
business for distribution by the beach businessmen.
Mr. Henderson stated their group also met with Jerry Sternstein to get his ideas
on how downtown development could tie into the development on the beach. Mr.
Sternstein gave them a draft copy of the Hunter study, which is directed to
finding out what the possibilities are for downtown. He further reported that
Bobby Byrd has been getting options on parcels of land downtown for development.
Mr. Henderson stated their group looked at the overall design of what is being
proposed for downtown and how this can be tied into the beach.
steve Fowler stated he had met with Jerry Sternstein last April and at that time
the property being discussed for development was the City Annex site, which is
approximately 40 acres. He stated the Eastshore Drive area is about as long but
not as wide. The Annex area is approximately 3 or 4 times the size of the beach
area. He stated he had gleaned from the Hunter Study all the information
pertinent to the beach and downtown and handed out a data sheet containing that
information, as well as a scaled down map of the 40 acre site, and a commuter
time map (all of which are on file in the Task Force document book). Mr. Fowler
stated the Hunter Study revealed that 1) upscale retail activity is increasing;
2) a great deal of the retail dollar in Pinellas County is leaving the county
and going to New York, Miami, Atlanta, etc. as wives of businessmen travel with
their husbands and spend $10,000 to $15,000 on shopping sprees in those cities;
3) Clearwater merchants feel they can recapture that business by the
introduction of a project right here with 250,000 sq. ft. of entertainment and
upscale retail, in addition to the 150,000 sq. ft. for a city center. Mr.
Fowler emphasized that the tram is the most important link in order for the
downtown and the beach to be good neighbors.
Mr. Henderson passed out recommendations from the subcommittee suggesting how
that center ties into the proposed beach development site. He stated the Task
Force has seen the proposal for this area to be developed into a mixed blend of
retail and entertainment and they had some recommended changes to that. He
stated they tried to present a broad brush of what is being looked at downtown
and how the beach can join in with it. He read the following from the Hunter
Study:
"The downtown was previously a major retail center, but experienced
a decline in its retail concentration during the past 10 to 15 years
despite the tremendous retail growth which has occurred throughout
the county. This analysis is undertaken to identify potential
retail development opportunities for downtown Clearwater that can
reverse retail decline."
The subcommittee suggested the following recommendations:
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November 20, 1990
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1.
Emphasize "tram" as major link to make possible Beach/Downtown
relationship.
2. Coupon Books for distribution on Beach and Downtown for Downtown and Beach
businesses.
3. Reduce amount of "retail" areas and increase "entertainment" in previous
subcommittee report, (i.e., change tenant mix).
4. Continue streetscape funded by DDB, from Downtown to Beach to lend a sense
of continuity between the two; for example, tram stations on the Beach.
5. Establish major "welcome station" in Downtown to provide a center for
information and reservations, with parking terminal for tram rides.
6. Promote continued dialooue and cooperation on common concerns of both
Downtown and the Beach.
Mr. Fowler stated that Jerry Sternstein was not enthusiastic about the mix of
a welcome station with an upscale shopping center because it might generate
conflict in traffic. Mr. Deegan suggested the possibility of incorporating a
welcome center with the tram stations.
In discussion, the Task Force expressed the following: 1) the coupon books should
be mutually beneficial to both downtown and the beach; 2) defined entertainment
to mean something similar to Rosie O'Grady's at Church Station in Orlando with
emphasis on family entertainment; 3) the City should reconsider funding a Tourist
Convention Bureau perhaps in conjunction with the Chamber of Commerce; 4) the
tram needs reasons to be ridden and if downtown sees advantages for beach people
to come downtown, they will provide parking for the tram, and 5) a hotel downtown
would also feed the beach by tram.
Anne Garris asked Mr. Polatty about property in Tampa that the City owned. Mr.
Polatty explained that the City had acquired about 900 acres along Race Track
Road which they no longer needed and which they desired to sell to finance the
building of a City Hall in Clearwater. He further stated this was begun prior
to the Annex development and the two ideas are now merging.
The Task Force tentatively approved the above recommendations with the underlined
revisions.
The Chairman thanked the subcommittee, and stated they had been a good example
of what they were recommending by meeting with the downtown folks and it was a
major step forward.
Anne Garris stated her subcommittee needed two meetings to properly present
their report. The group set the additional meeting for December 19, 1990.
David Little reported from the subcommittee on traffic stating they had discussed
regulation of the bridge openings with Bill Held, Harbormaster, and the Police
Department with regard to preventing gridlocks during heavy traffic periods.
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November 20, 1990
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He stated for every 5 min. bridge opening, it takes 23 min. to recycle the
traffic and get it moving again. Their committee suggested the following
recommendation to the Task Force:
Ask the City of Clearwater to petition the Coast Guard and DOT to
have the bridge opened only on the hour during the peak traffic
period from 3:00 to 6:00 p.m., rather than every 20 minutes, during
holidays, spring break and weekends.
During discussion, Phil Henderson stated having an officer near Maas Bros.
regulating the traffic signal is a great aid in getting traffic moving after a
bridge opening.
The Task Force did not reach a consensus on the recommendation. It was
generally felt Clearwater Beach is a recreational area and boaters should not
be penalized.
Mr. Little then reported with regard to the possibility of a toll on the
causeway and stated the subcommittee had not encountered any obstacles in their
recommendation of a toll and were still considering this recommendation. Ken
Rosenow reported that the toll fees for Sanibel Island are $3.00 per round trip,
but island and mainland residents can purchase a one-year pass for $25.00, or
a 6-month pass for $15.00. With the pass they then pay fifty cents per trip.
He further stated this has been well received by both townspeople and tourists.
The Chairman reminded the group the next meeting would be on December 5, 1990
at 7:00 p.m. in the Boardroom of the Sea Stone Resort with the subcommittee on
P1anning/zoning/building/FEMA presenting the first half of their report.
The meeting was adjourned at 9:00 p.m.
(2L v: &o~L-
Arthur x. Deegan~I, Chairman
Clearwater Beach
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November 20, 1990