04/03/2019 CLEARWATER DOWNTOWN DEVELOPMENT BOARD MEETING
April 3, 2019–5:30 PM–Main Library–Council Chambers
Members Present: Paris Morfopoulos Chairman
Venkat "Vincent" Devineni Vice-Chairman
Caitlein Jammo Treasurer
Ray Cassano Member
Lina Teixeira Member
Thomas Wright Member
Stu Sjouwerman Member
Also Present: David Allbritton Ex-officio Member/Councilmember
Hoyt Hamilton Ex-officio Member/Councilmember
Micah Maxwell Interim CRA Director
Anne Fogarty France Board Administrator
Rosemary D'Amour CRA Public Relations and Programs Manager
1. Chairman Morfopoulos called the meeting to order at 5:30 p.m.
2. Approve the Minutes from the March 6,2019, Meeting
Member Jammo moved to approve the minutes from the February 6,2019, meeting. The motion was
duly seconded and upon roll call,the vote was:
Ayes: Chairman Morfopoulos,Vice-Chairman Devineni, Member Cassano, Member Teixeira,
Member Wright,and Member Sjouwerman.
Nays: None.
Motion carried.
3. Citizens Comments—Items not on the agenda.
Bill Jonson, 2694 Redford Court, Clearwater 33761, said there's a lot to cheer about in downtown
Clearwater!The Dali exhibit is fantastic, and the Harborview site is changing rapidly. He's talking to two
businesses about blade signs and under-canopy signage to orient visitors on the sidewalks. Mr.Jonson
highlighted active waterfronts in other cities suggested the steps to achieving the same here might be:
referendum, brand building and to establish a conservancy.
4. New Business
4.1. Adopt February 2019 Financial Statement for Filing
Member Sjouwerman moved to adopt the January 2019 Financial Statement for filing. The motion
was duly seconded. Upon roll call,the vote was:
Ayes: Chairman Morfopoulos,Vice-Chairman Devineni, Member Jammo, Member Cassano,
Member Teixeira,and Member Wright.
Nays: None.
Motion carried.
4.2. Post Event Report–Santa &Suds. Pete Scalia, St. Vincent de Paul, noted at last year's inaugural event
there were 300 entries and approximate 600 people in downtown Clearwater. He'd started with a
budget of$10,000 and revenue generated was$17,000. The$7,000 profit went to the Community
Downtown Development Board Meeting—April 3, 2019
Kitchen and a job training program which began with 17 homeless members and currently has 9 with
graduation set for two weeks from now.
Mr. Scalia would like to convert to a legitimate 5K race and a block party, and feels his connection
with an Outback Bowl organizer might lead to a link on that site, moving that goal forward.
4.3. Discussion Regarding Changes to DDB Bylaws and Code–Attorney Elise Winters presented an
overview of her memo, noting she was asked three questions:
(1) If the CRA ceases to exist, can the DDB continue?
(2) What is the DDB's purpose?
(3) If it's still in existence, can it change its format?
The DDB can legally exist without the CRA; its purpose is not a legal matter.The format can remain
same, meaning there is regulation, Sunshine Law must be followed, and meeting and reporting
requirements must be observed. In a different format,there would be no tax monies, it would be
considered a volunteer organization, and there is the question whether, while it might be easier,
would it be as effective?
Chairman Morfopoulos asked if the board has the power to amend the bylaws; the attorney stated
that the DDB must submit a proposal on which the City Commission would vote. She also suggested
that the overall purpose of the DDB would suggest the need for a workshop to cover the various
points and draft any changes.
The board thanked Attorney Winters and agreed to discuss the matter further.
4.4. Approve 2019 DDB Funding Request Form. Board Administrator Fogarty France presented changes
per the March meeting discussion.
Member Wright moved to for approval of the DDB Funding Request Form. The motion was duly
seconded. Upon roll call,the vote was:
Ayes: Chairman Morfopoulos,Vice-Chairman Devineni, Member Jammo, Member Cassano,
Member Teixeira,and Member Sjouwerman.
Nays: None.
Motion carried.
5. Old Business.
5.1. CRA Updates. Micah Maxwell stated that there are presently two complete time-limited grant
applications: one has been recommended for approval and the other had timing issues and the staff
committee is recommending denial. The CRA will vote on this at their next meeting. The CRA will
have discussions about the future of the incentive program and how to enhance it.
Regarding Imagine Clearwater, we have been having meetings since February 25 with Duncan Webb
who provided a market study and the finance feasibility and a detailed business plan, the CRA will
receive a final report from Mr. Webb, a copy of which will be forwarded to the DDB for review.
Tomorrow, staff will be asking the council for direction on the size and the scope of the amphitheater.
Provided a definitive direction is received,we will be moving forward with a work order for the design
phase. We will be asking the Council if there are other elements to take a harder look at.
The CRA was renewed for 15 years by the County Commission at their March meeting. Not an
immediate concern of the CRA going away and having an impact on the DDB.
5.2. DDB Work Plan Update–Discussion on Promoting Downtown Clearwater. Rosemary D'Amour
discussed the editorial strategy and three goals for the CRA. After meeting with board members,the
Downtown Development Board Meeting—April 3, 2019
common goal was for a tangible product. She felt there were two keep areas of opportunity: capacity
building in the digital storytelling and digital marketing and for increasing awareness that downtown
is an area to invest in.
She presented on the premise that 2019 is a good year for experimentation–the idea being to
determine the downtown audience, and to see what reaches that community and what benefits the
programs and merchants best. She is expecting it to take 6-8 months for useable results.
It was noted that the DDB has$25,000 set aside for promoting downtown; Ms. D'Amour suggested
that amount could be used for three 30-90 second videos to be distributed through traditional media
and over social media platforms.
Extensive discussion followed.
The topic of rebranding was raised with Ms. D'Amour and Member Sjouwerman stressing that it is a
multi-year process and requires significant expense.
Member Teixeira felt that storytelling is important for downtown Clearwater and many current
opportunities are being lost: artists and their works are not celebrated,the Dreams of Dali VR
experience is not largely marketed,the Harborview party was underwhelming. Those lost
opportunities need reexamined.
Members Wright and Cassano felt a new logo and rebranding are definitive actions and downtown
needs action.
Ex-officio Member Allbritton feels it's too early for rebranding,that storytelling of downtown's
successes should be the concentration, and messages need frequent repetition to get through to
people.
Member Jammo noted there is no unified vision for downtown amongst the members of the DDB,
that each member has a different vision from their own perspective, and that she feels a year of
experimentation would beneficial.
The discussion turned to the DDB's role in downtown, and to defining benchmarks to measure the
results of the experimenting.
Interim CRA Director Maxwell noted that the DDB has a lot of the same goals as the CRA, and that
DDB promotional items would be consistent with the CRA's efforts. A combined effort on the parts of
the two groups would not be unreasonable assuming steps and benchmarks could be agreed upon.
The idea for three 30-90 second videos was discussed, including possible topics. Member Teixeira
suggested the "Did you know?" campaign already in existence through the merchant's association
might be a logical and useful vehicle.
Member Devineni felt the DDB should support a focus on living in downtown Clearwater and a 30-
second video broadcast across social media could make a huge impact.
Chairman Morfopoulos asked for possible "Did You Know"video topics. Ideas included: art in
downtown; ethnic restaurants; and downtown as a hub of technology and innovation.
Per the board's request, Ms. D'Amour will return to the next meeting with an update.
6. Chairman's Report.
The Chairman identified some upcoming events and directed viewers to the event listing at
downtownclearwater.com.
7. Board Members to be Heard.
Member Cassano feels the board is headed in the right direction.
Downtown Development Board Meeting—April 3, 2019
Member Wright called Dreams of Dali experience "unbelievable and indescribable". He also noted that he
met the owners of Zaniboni Lighting, an internationally known, state of art lighting company. They have a
sales and display location as well as a production facility at 'the old police station' on Garden Avenue.
Member Wright stated emphatically his disappointment in the Harborview demolition 'party', noted that
while he and Member Jammo had volunteered for that event and the DDB had $10,000 allocated to it,
they were not a part of it at all and he would like to see something done properly to celebrate the progress
once the area is clear.
Member Sjouwerman appreciates that he'd made some controversial comments during the meeting, and
further stated that he feels Imagine Clearwater is a terrible direction with trouble down the road. If
Downtown Clearwater wants to develop into a living and working area, and promoting several large, loud
events per year is incompatible and should be reconsidered.
Member Jammo feels that now is a good time to determine specific goals to make downtown better and is
looking forward to continued discussion on how to do that.
Ex-officio Member Allbritton liked the discussion and felt the board is moving in the right direction.
Chairman Morfopoulos felt that a healthy discussion is a good thing,that agreement is not necessary, and
thanked everyone for their participation.
8. The meeting was adjourned at 7:05 p.m.
Downtown Development Board Meeting—April 3, 2019