12/03/2007
COMMUNITY REDEVELOPMENT AGENCY MEETING MINUTES
CITY OF CLEARWATER
December 3, 2007
Present: Frank Hibbard Chair/CRA Trustee
Carlen Petersen CRA Trustee
John Doran CRA Trustee
George N. Cretekos CRA Trustee
Paul Gibson CRA Trustee
Also present: William B. Horne II City Manager
Jill Silverboard Assistant City Manager
Rod Irwin Assistant City Manager/CRA Executive Director
Pamela K. Akin City Attorney
Cynthia E. Goudeau City Clerk
Patricia O. Sullivan Board Reporter
The Chair called the meeting to order at 1:34 p.m. at City Hall.
To provide continuity for research, items are in agenda order although not
necessarily discussed in that order.
2- Approval of Minutes
Trustee Petersen moved to approve the minutes of the Community Redevelopment
Agency meeting of October 15, 2007, as recorded and submitted in written summation by the
motion carried
City Clerk to each Trustee. The was duly seconded and unanimously.
3 - Community Redevelopment Agency Items
:
3.1 Adopt logo for the Cleveland Street District.
As construction of the Cleveland Street Streetscape began, the Downtown Development
Board (DDB) desired to promote downtown and its businesses during the estimated 18-month
construction project that closed portions of Cleveland Street. To this end, the DDB hired the
firm of Vaughn Wedeen to create a comprehensive destination retail-based marketing and
implementation plan to assist in the marketing of downtown and to provide solutions to the
temporary inconvenience to downtown retail businesses during the construction period.
After analyzing the downtown’s status, Vaughn Wedeen submitted a “Cleveland Street
Communications and Brand Strategy” in September 2006. Vaughn Wedeen recommended that
the City create a focused identity, communications, and promotion plan that focused on
Cleveland Street in order to set the stage for future development and create a positive image for
Downtown. The report also included specific recommendations and a budget for implementing
the branding program. Upon review of the report, the DDB retained Vaughn Wedeen to develop
several logos for discussion. The DDB chose a logo to forward to the CRA (Community
Redevelopment Agency) for their review and comment. This report is the basis for the CRA’s
strategy for branding and promoting the “Cleveland Street District.”
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In order to ensure that a new logo is consistent with the image of a revitalized downtown
Clearwater, the CRA requested several additional logos in April 2007 from Vaughn Wedeen that
could be market tested with likely users of new downtown amenities. Vaughn Wedeen
developed a total of four logos that represented a range of options from traditional to
modern/edgy that would reposition downtown Clearwater and brand the “Cleveland Street
District” as the new up and coming destination. The Cleveland Street District is defined as the
area from Osceola to Myrtle and Pierce to Drew and corresponds to the new façade program
and sidewalk café district adopted by the CRA.
The CRA then hired an independent survey company to market test the logos and
branding examples for the downtown core to make sure that the designs portrayed a positive
image that this district is "vibrant, authentic, fun, colorful, and sophisticated." These focus
groups were conducted among residents of Pinellas County and were segmented by one group
living in close proximity to downtown Clearwater (within 10 minutes of the City) and one group
living in greater Pinellas County (farther than 15 minutes from the City).
As the focus groups were unanimous in their preference for one logo, it is staff’s
recommendation that the City proceed with this logo to brand the "Cleveland Street District."
The logo offers the flexibility to be used on banners, letterhead, business cards, etc. and reflects
the goals for downtown.
Staff presented the logo to the DDB at their November 28th special meeting. Public
Communications prepared a PowerPoint presentation of the logo, its benefits, and how the logo
can be used to brand downtown. With the CRA’s approval, the new logo will be unveiled at the
December 14th Streetscape Grand Opening celebration. It is staff’s intent to discuss policy
guidance on the official use of the logo at an upcoming CRA meeting.
The DDB was thanked for devoting its resources to this issue. Positive remarks were
made that the design is flexible and was chosen through market tests, but, concern was
expressed that the black background is not vibrant and does not reflect Clearwater and may not
stand up well to the Florida sun. Public Communications Director Doug Matthews said banners
would be constructed of high performance vinyl that will not fade. Staff will provide all the
designs considered by the DDB.
In response to a concern regarding business and retail recruitment, CRA Executive
Director Rod Irwin said staff is developing, for CRA approval, a RFP (Request for Proposals) to
retain a retail consultant, who will further define strategies and proceed with the action plan to
recruit businesses. Staff also is working with local merchants, property owners, as well as Miles
and Opus to cooperate with marketing efforts. Most major retailers are reluctant to commit until
they have a sense of what is happening.
It was stated the City has created the right environment and property owners now need
to respond by investing in their proprieties. In response to a question, Economic Development
& Housing Director Geri Campos Lopez said a recent market study of downtown reviewed
demographics and identified needed businesses and spending potential. The consultant will
match spaces with retailers.
Community Redevelopment Agency 2007-12-03 2
Trustee Petersen moved to adopt the logo for the Cleveland Street District as presented.
The motion was duly seconded. Trustees Petersen, Doran, Gibson, and Chair Hibbard voted
"Aye"; Trustee Cretekos voted "Nay." Motion carried.
4 - Other Business - None.
5 - Adjourn
The meeting adjourned at 2:07 p.m.
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Chair
Community Redevelopment Agency
,
Community Redevelopment Agency 2007-12-03
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