On the agenda

1. 1Call to Order – Roll Call▶ 0:00
2. 2

   Pledge of Allegiance

   Pledge of Allegiance and moment of silence in honor of servicemen and women.

   ▶ Jump to 0:13 in the video

   ▸Show transcriptHide transcript

   Auto-transcript · machine-generated, may contain errors

   [00:00:13] We could all stand for the Pledge of Allegiance and remain standing for a moment of silence in honor of our servicemen and women at home and abroad. [00:00:21] I pledge allegiance to the flag of the United States of America, and to the republic for which it stands, one nation under God, indivisible, with liberty and justice for all.

   This text was generated automatically from the meeting video. It is not a verbatim or official record. For exact wording, consult the video or the city clerk.

3. 3

   Moment of Silence

   The council held a moment of silence as part of the meeting's opening procedures.

   ▶ Jump to 0:33 in the video

   ▸Show transcriptHide transcript

   Auto-transcript · machine-generated, may contain errors

   [00:00:37] Thank you. You may be seated.

   This text was generated automatically from the meeting video. It is not a verbatim or official record. For exact wording, consult the video or the city clerk.

4. 4.a

   Emergency Ordinance No. 2020-2203: Requiring Face Coverings in Public Indoor Places

   approved

   Council passed Emergency Ordinance No. 2020-2203 requiring face coverings in public indoor places where social distancing isn't possible, mirroring Pasco County's order but empowering city staff for enforcement. The ordinance, requiring a supermajority for emergency passage, was adopted following discussion emphasizing that masks are required only when six-foot distancing isn't feasible.

   Ord. Emergency Ordinance No. 2020-2203

   • motion:Move for approval of Emergency Ordinance No. 2020-2203 requiring face coverings in public indoor places. (passed)

   🏢Leases Pieces🏢Pasco County Code Enforcement👤Councilman Altman👤Councilman Davis👤Deputy Mayor👤Mr. Murphy👤Ms. Manns#COVID-19#Emergency Ordinance No. 2020-2203#Pasco County emergency order#Section 10 of Pasco County's order

   ▶ Jump to 0:39 in the video

   ▸Show transcriptHide transcript

   Auto-transcript · machine-generated, may contain errors

   [00:00:39] All right. First item on the agenda is public reading of Emergency Ordinance 2020-2203. [00:00:55] An emergency ordinance of the City of New Port Richey, Florida, setting indoor public safety requirements, [00:01:01] mandating that individuals wear a face covering in public indoor places, establishing exceptions, establishing prohibitions, providing for penalties, [00:01:12] providing for severability, providing for the suspension of all city ordinances inconsistent herewith, and providing for an effective date and sunset. [00:01:24] The purpose of the ordinance is to reflect the standards set forward by the Center for Disease Control and the Surgeon General for the State, [00:01:35] which in short advises that when in public, that we should wear face coverings. [00:01:44] In Pasco County, our numbers continue to escalate. There were 83 cases from yesterday. In the state, there were an additional 6,093 cases overnight. [00:02:01] The executive order as declared by the governor did not preempt local units of government from regulating health requirements. [00:02:13] With that being said, we are establishing mitigation strategies until the risk of widespread outbreak is minimized. [00:02:25] I am asking that you pass the ordinance on an emergency basis so that only one public reading is required. [00:02:34] In the case of an emergency ordinance, a supermajority is required of the vote, so that means four out of five would need to vote in favor of it. [00:02:45] If you choose to implement the ordinance, which is crafted in large part mirroring that of Pasco County, but additionally empowers our staff for enforcement and mitigation if it's appropriate to do so. [00:03:05] We, though, have the same posture that education is our first line of defense. [00:03:12] That would mean that our people would not have to call the County Code Enforcement to come? [00:03:17] Yeah, the County Code Enforcement staff consists of 20 people, and my expectation is that they may be stretched with their current responsibilities, [00:03:29] as well as what might reveal itself for implementation of their ordinance, and I would very much like to have the opportunity to have our staff handle it if it's appropriate to do so within the boundaries of the city. [00:03:48] Very good. I'll open up for public comment. [00:03:52] Do we have any call-in public comment? [00:03:56] I'll bring it back to Council. [00:03:59] Move for approval. [00:04:01] Second. [00:04:02] To the maker? [00:04:03] Nothing. [00:04:04] Second. [00:04:05] No. [00:04:06] Mr. Murphy? [00:04:07] No. [00:04:08] Deputy Mayor? [00:04:09] Yeah, I'd just like to point out that, number one, no one wants their civil liberties taken away. [00:04:14] We live in the United States of America. It's a free country, but we are experiencing a pandemic right now. [00:04:20] You can see Councilman Altman does not have a mask on, nor does Councilman Davis, nor do I. [00:04:26] We're currently practicing social distancing, right? [00:04:30] So I want everyone in the public to understand that this doesn't mean you have to wear a mask. [00:04:34] If you go in tight quarters indoors where you can't be six foot apart from somebody, then yes, you're required to wear a mask. [00:04:41] If you go in publics, you should not be required to wear a mask. [00:04:43] You can social distance in publics. [00:04:45] You can social distance in City Hall. [00:04:47] You can social distance in most places. [00:04:49] I, for one, am taking this very seriously, especially that I have young children as well. [00:04:54] We're not going out. [00:04:55] We haven't been out to eat at a restaurant, my children included, in months, to be honest with you. [00:05:01] I get takeout from the same restaurant, so I'm comfortable with the people that own it. [00:05:05] I go there for lunch every day, I get takeout. [00:05:07] But I just don't want people to think that we're imposing on their freedoms as an American. [00:05:12] This is just – hopefully it doesn't last long. [00:05:14] Number one, does it say how long this lasts? [00:05:17] It does address. [00:05:18] How long? [00:05:19] Just so we can say verbally for the public. [00:05:21] Until there's a subsequent act by the city or until the risk is minimized of spreading the disease. [00:05:31] Thank you so much. [00:05:32] I just want everyone to understand that if you social distance, you're not required to wear a mask. [00:05:36] It's in here, and I want that to be known. [00:05:38] That's why I'm saying it verbally so everyone understands. [00:05:40] Thank you. [00:05:42] Thank you. [00:05:44] Somebody suggested today that I read the note that we put on the front door of my business [00:05:50] because I think it pretty much sums it up. [00:05:53] This business employs individuals at high risk to complications resulting from a COVID-19 infection. [00:05:59] For the protection of our employees, we ask that you wear a face covering in accordance with Pasco County's emergency order. [00:06:06] If you're unable to wear a face covering for a condition specified in Section 10 of Pasco County's order, [00:06:12] feel free to open the door and let us know. [00:06:14] We'll observe social distancing with you. [00:06:16] Exactly what you were saying. [00:06:18] In my business, we've even gone a step further. [00:06:20] Since this all came out, we haven't had one customer come through our doors. [00:06:23] There's a six-foot tape line out there. [00:06:25] If someone comes and knocks on the door, we ask them to back up. [00:06:28] I open the door. [00:06:29] One of my staff members opens the door. [00:06:30] We speak to them from a six-foot distance. [00:06:32] We explain to them that they are not allowed to come in. [00:06:34] We can do everything electronically. [00:06:35] If they're dropping something off, leave it there and we'll get it. [00:06:38] That's how we're handling it. [00:06:40] Once again, I am taking this very seriously. [00:06:42] It's so important to me that people realize that if you social distance, you're not required to wear a face mask. [00:06:47] If we can get this back under control in the state of Florida sooner rather than later, [00:06:53] I think a lot of our businesses are going to be a lot better off. [00:06:57] It just killed me to see the governor come out with an order banning on-site alcohol consumption for the bars and breweries [00:07:07] because the takeout is just not the same, no matter how you put it. [00:07:14] I'm concerned that we're going to lose businesses in New Port Richey if this thing stretches out for too long, [00:07:21] if people don't take it seriously. [00:07:23] Had folks been a little more careful when things were first relaxed, [00:07:28] we wouldn't be in the boat we're in right now with thousands and thousands of new cases every single day. [00:07:36] As much as I hate to see us go this route, for the good of our community, I think it's important. [00:07:47] Mr. Altman. [00:07:49] The other day I was going to a store, left, forgot my mask, called them from the outside, [00:07:59] asked them if we could work from outside so I didn't have to go in. [00:08:03] It was a janitorial supply store. [00:08:05] They gave me a mask. [00:08:07] So the point I'm making is it's hard to train one every time they get in the car to bring their mask with them. [00:08:15] Every one of us in the room here has probably found themselves in a situation, damn, forgot my mask. [00:08:21] So I know that some places are giving out masks, handing them out. [00:08:25] I don't know how our city is doing this, but if we have someone who doesn't have a mask, [00:08:32] I think it's helpful for all our businesses, myself included. [00:08:36] We have them at the apartments. [00:08:39] If someone wants to come and look, we can give them a mask. [00:08:43] I think that there's a shop in town that says you must wear a mask and they'll sell you a mask if you don't have one. [00:08:49] Maybe the Leases Pieces or something I've heard has some nice masks for sale. [00:08:53] But I would encourage those who want to help their fellow man to have a mask on hand or handy if somebody needs one [00:09:02] so that we can do the business that we have to do. [00:09:05] I found a nice patriotic one online. [00:09:07] Unfortunately, it hasn't shipped yet, so my odds of having it for the 4th of July are shrinking rapidly. [00:09:13] But, you know, we'll do what we can. [00:09:15] I guess one more point that sticks out to me. [00:09:17] So I wear a buff. [00:09:19] This is breathable. [00:09:20] When I put this on, I think people around me feel safer. [00:09:23] But it's not blocking anything. [00:09:25] It's really not doing anything. [00:09:27] So I think if you're that concerned about it, don't go out in public just because you're wearing a mask. [00:09:31] Stay home. [00:09:32] Go out when you need to. [00:09:33] Get your groceries. [00:09:34] Do what you need to do. [00:09:35] This isn't going to protect this man's virus. [00:09:38] Sneeze right now. [00:09:39] It's just not. [00:09:40] I know it makes people feel better. [00:09:42] But the bottom line is if you're that concerned or if you have symptoms, stay home. [00:09:45] Don't go out. [00:09:46] Don't think because I have a mask on, like your mask, your mask, this buff, this man's mask. [00:09:51] They're not medical masks that are going to prevent these small, tiny pores from getting out and getting in. [00:09:58] So if you're concerned, just don't go out. [00:09:59] I think that's the best way to negate this increase that we're seeing right now. [00:10:04] And it's going to sink. [00:10:05] We're going to have a dead downtown for a while again. [00:10:08] But let's do what we have to do to get that curve on the way down again. [00:10:12] We need to get past this as a community just so everybody can get out and spend their money [00:10:18] and do the stuff that, you know, make their incomes. [00:10:22] I just hate to see the entire economy crater because people are just going out and getting right next to each other [00:10:33] in packed situations and spreading the virus. [00:10:36] And that's my point. [00:10:37] We see all these riders nationwide breaking the law. [00:10:40] And I hear more about the news about our local government's going to pass a face mask thing. [00:10:45] I think we should be concentrating more on the people breaking the law, [00:10:49] pulling people out of cars like we saw in South Tampa this past weekend, [00:10:53] and, you know, just pounding people for no reason whatsoever. [00:10:57] And they're out there not social distancing, wearing masks. [00:10:59] I don't care if you're wearing a mask. [00:11:01] Those people should not be allowed to do that and not be allowed to not social distance. [00:11:04] If you want to have a peaceful rally, do it and do it six foot apart from somebody. [00:11:08] But just because you have a mask on doesn't mean you don't have to social distance anymore, in my opinion. [00:11:12] And I hope our residents and people that visit our city realize that [00:11:16] because it's not a pass to be able to not social distance anymore. [00:11:20] I think the most effective tool is social distancing, not wearing one of these. [00:11:24] Any further discussion? [00:11:26] Hearing none, all those in favor, please signify by saying aye. [00:11:29] Aye. [00:11:30] Opposed, like sign. [00:11:32] Motion passes, Ms. Manns. [00:11:34] Next item is a presentation by Arnett, Muldrow, and Associates on Branding and Marketing Strategy. [00:11:41] As I'm sure you will all recall, the CRA entered into a contract with Barnett, Arnett, pardon me, [00:11:54] Muldrow in November of 2019. [00:11:58] The purpose of their study was to design some community identity [00:12:05] and then determine a way to advance that identity through marketing methods. [00:12:11] They have visited the community. [00:12:13] They've done a good amount of research. [00:12:16] They solicited input from stakeholders on various forums. [00:12:24] They themselves have constructed branding statements and branding logos [00:12:33] for over 550 communities nationwide. [00:12:37] We have had a very good experience with them, [00:12:40] and they're prepared to release a platform of the work that they've done so far to date. [00:12:47] And Mr. Rudd has been the principal person working with them. [00:12:53] And I'll allow him some introductory comments as well, [00:12:57] and then we can turn it over to Mr. Muldrow, [00:13:03] who will lead us through a PowerPoint presentation at the conclusion of which we can ask questions. [00:13:11] We will have them online. [00:13:16] Thank you. [00:13:17] I want to let you know that what we do is we recorded the slideshow, essentially, [00:13:22] to avoid any technical problems because our consultants are out online. [00:13:27] They'll be online and live to answer questions. [00:13:30] And I also want to preface that you're probably aware the screen does kind of stretch, [00:13:35] so things that are supposed to be around are sort of egg-shaped, unfortunately. [00:13:39] So when we're all done, I've got some paper copies to provide you so you can see what it actually looks like. [00:13:44] So very excited to show this to you today. [00:13:47] This is most of the branding platform. [00:13:51] There's a little bit more that will come over the next few weeks. [00:13:53] We'll finish it up. [00:13:54] I wanted to show you this. [00:13:55] This, of course, has been delayed due to travel restrictions, and we decided to go ahead and do it virtually. [00:14:00] And then there's also still a photography session that will happen, [00:14:03] where they'll provide us with several hundred photographs of the community. [00:14:06] So with that, we'll roll the video, and then we'll have questions and answers. [00:14:12] Good evening, and welcome to the New Port Richey Branding and Marketing presentation. [00:14:16] My name is Ben Muldrow, partner with Arnett Muldrow & Associates. [00:14:20] I'm joined tonight by Erin Arnett, Sean Terpak, and Kirsten Borgstrom from Place & Main Advisors, [00:14:27] and we're pleased to share with you our recommendations for the New Port Richey brand system. [00:14:33] We always like to start with definition of what we call brand elements. [00:14:37] We believe that by defining colors, typefaces, approach to graphics, and message, [00:14:43] we create a solid foundation for connective communication [00:14:47] and the development and harnessing of the momentum of a community's economy. [00:14:52] So we wanted to start with our colors. [00:14:55] And one of the things that we always like to do is we like to look and see what colors have already been used. [00:15:00] been invested in. One of the newest and most visual investments from the city of [00:15:05] New Port Richey is the recent addition of wayfinding signs. [00:15:09] With those wayfinding signs we had a pre-existing color palette. [00:15:13] We wanted to integrate those in but expand that palette to give us [00:15:17] additional opportunities for different personality [00:15:21] and a little bit more depth in our overall system. So we took the [00:15:24] three primary colors and expanded those out [00:15:27] to a five color bright vibrant system. A system that helps us to connect with the [00:15:33] amazing surroundings of New Port Richey without being too [00:15:37] beachy per se. That is one of the the things that we've been very focused in [00:15:42] in developing this system for New Port Richey was [00:15:45] knowing that your relationship as a Florida river town is a very different [00:15:50] dynamic than what people might automatically think [00:15:54] when they hear Florida. So being able to create a a color [00:15:58] palette that captures that individuality. Now in [00:16:02] addition to that we know that one of the big periods [00:16:06] architectural periods and design periods that is relevant to the development of [00:16:10] New Port Richey is this art deco connection. [00:16:14] We wanted to be able to select a typeface that tied in [00:16:18] to that art deco history without being so [00:16:21] dictatorial in style. So we selected a sans serif typeface [00:16:27] that is inspired from the art deco time period but again is not so [00:16:33] over the top that it feels trapped in a single time period. It's clean [00:16:39] it's contemporary and I think one of the big things that [00:16:43] we always like to think about is obviously how do we [00:16:46] consistently convey your name as a community. [00:16:51] We very much focused in and and tried to be keen [00:16:54] listeners as we had our input sessions on how people referred to themselves. [00:17:03] Is it New Port Richey or is it New Port Richey or is it New Port Richey? [00:17:10] And the thing that we really heard loud and clear is [00:17:13] people really seem to run together the words new [00:17:17] and port and we wanted to honor that local [00:17:21] kind of vernacular in this word type. We wanted to create a a way that we [00:17:28] could consistently convey your name so this is what your [00:17:32] identity looks like in that typeface. We made some [00:17:36] slight modifications to the typeface moving the center bar of the e [00:17:42] so that it was a little bit less distracting [00:17:45] and creating a good way for you to truly [00:17:48] own that dynamic and in solidifying that word type [00:17:53] we created one version that was justify left [00:17:57] one version that was centered and then we did break it down into a [00:18:01] three-line version in the circumstances that called for [00:18:04] a more proportional use of that. Now as we started to dig into our [00:18:11] graphics there were quite a few things that we [00:18:14] knew we wanted to incorporate. We were inspired by the Cote River, we [00:18:19] were inspired and and heard you all mention time and [00:18:22] time again the amazing mangroves that surround you. [00:18:26] We were inspired by this energy and momentum [00:18:29] but then we also wanted to integrate in a [00:18:33] architectural element that we felt like truly captured and represented you as a [00:18:39] community and in our minds what better iconic [00:18:43] symbol than the cupola of the Hacienda Hotel. [00:18:47] A current redevelopment project, the symbol [00:18:50] of reinvesting in your own history and solidifying being able to tell that [00:18:57] story. So we will show how all those [00:19:01] inspirations came together in just a moment but before we do [00:19:05] I want to cover a little bit with the message. [00:19:09] The way that we like to share the message is through creating what we call [00:19:13] a brand statement. This brand statement is a written narrative [00:19:17] that helps to capture the input that we heard through our survey [00:19:22] through our input meetings and really helps to capture [00:19:25] the values that we feel like New Port Richey [00:19:29] holds dear and I would love to read that for you tonight. [00:19:34] We are New Port Richey and we are not what you think. We aren't old Florida [00:19:41] but we have a history that will enthrall you. [00:19:45] We aren't sandy beaches yet our water will captivate you. [00:19:51] We are a tropical river town and through our souls runs the Cote River [00:19:57] whose black water leisurely drifts from bayous to mangroves [00:20:03] to the heart of our historic downtown. The Cote sets the pace for our laid-back [00:20:09] personality while opening up a natural adventure [00:20:14] that is uniquely Florida. New Port Richey drew many idols of the [00:20:21] past looking for an escape a breath of fresh [00:20:25] air from the pressures of box office success [00:20:28] or the next at-bat. From Babe Ruth to Shirley Temple [00:20:33] and Charlie Chaplin to Johnny Cash heroes and superstars were drawn to the

   This text was generated automatically from the meeting video. It is not a verbatim or official record. For exact wording, consult the video or the city clerk.

5. 5.a

   ↳You arrived here from a search for “Ritchie Suncoast Theater” — transcript expanded below

   Presentation by Arnett Muldrow & Associates RE: Branding and Marketing Strategy

   discussed

   Ben Muldrow of Arnett Muldrow & Associates presented a comprehensive branding and marketing strategy for the City of New Port Richey, including a new 'Classic Florida Current' tagline, logo system, city seal redesign, department brand extensions, event branding, signage, and a marketing rollout plan developed with Kirsten Borgstrom of Place and Main Advisors. Council members responded positively, with one suggesting the phrase 'black waters' in the opening narrative be changed to something more inviting like 'calm waters' or 'flowing waters.'

   🏢Arnett Muldrow & Associates🏢Columbia PFG🏢Hacienda Hotel🏢Newport Ritchie Museum🏢Place and Main Advisors🏢Ritchie Suncoast Theater👤Ben Muldrow👤Charles👤Debbie👤Jacob👤Kirsten Borgstrom#Aquatic Center logo#CRA brand extension#City seal redesign#Classic Florida Current (tagline)#Concerts in the Park#Cote River Christmas Boat Parade#Cote River Seafest#Downtown Dessert Stroll#Downtown NPR brand#Downtown Wine Stroll#End of the Rainbow Pub Crawl#Main Street identity#Movies in the Park#Sims Park branding#Sunday in the City#The Bridge (city newsletter)#Trick or Treat downtown#Wayfinding signage system

   ▶ Jump to 20:34 in the video

   ▸Show transcriptHide transcript

   Auto-transcript · machine-generated, may contain errors

   [00:20:39] Hollywood of the East to relax and to recharge. [00:20:45] The echoes of this amazing history still surround us [00:20:49] from the silver screen at the Ritchie Suncoast Theater [00:20:53] to the halls of the Hacienda Hotel. [00:20:59] Once a bit faded that refuge has been reborn [00:21:02] in New Port Richey defined by our enchanting Sims Park [00:21:07] enlivened on the streets of our historic downtown [00:21:11] and celebrated in our vibrant business community. [00:21:16] We are not the typical beach town nor are we the towering metro neighbor. [00:21:21] Ours is a unique scale a human scale not common in the region [00:21:29] a planned community with a park at its heart [00:21:32] where you can stroll along our boardwalk on the Cote [00:21:36] bike downtown to enjoy a delicious meal or sit on your riverfront balcony [00:21:43] quietly watching over our main street. [00:21:48] This new energy is nearly as diverse as are the voices to this place we call [00:21:55] home. It's launching your kayak from Sims Park [00:21:59] or enjoying a craft beer with friends in downtown. [00:22:03] It's discovering awesome daily at our aquatic center [00:22:08] or picking out the perfect produce at our organic farmers market. [00:22:13] It's earning a degree at our new university campus [00:22:18] or learning a language at our award-winning library. [00:22:24] Our connection to our community is difficult to put into words [00:22:28] but easy to experience and we are intensely proud of what we have [00:22:34] become. Newcomers and longtime residents alike [00:22:38] have become diehard fans of New Port Richey [00:22:42] and people on the outside are quickly becoming more aware [00:22:46] of what we have to offer. New Port Richey is the definition of a [00:22:51] passionate engaged and immersive community and we [00:22:55] have all that you would ever need and we aren't done yet. [00:23:00] We are still on a dedicated and purposeful path to evolve [00:23:05] enhancing our home and solidifying ourselves [00:23:09] as the best city on central Florida's west coast. [00:23:14] Welcome to New Port Richey classic Florida current. [00:23:22] This idea as you see the culmination of the colors [00:23:26] the typeface the graphics and the message we feel like [00:23:30] succinctly captures the dynamic nature of your changing community. A true small [00:23:36] town classic a truly unique [00:23:41] Florida experience but a place that is up to date and is driven by the river [00:23:47] current that flows through it. With this system we always like to make [00:23:53] sure that the system is expandable that it grows that it works it simplifies [00:23:58] down to one color we have stacked versions we have horizontal versions [00:24:04] we can use these in the single colors of our palette [00:24:07] and we can even evolve these symbols as it goes earning more simplified use [00:24:15] as the system is deployed. Now we also like to look at how the [00:24:21] brand system extends out to our city government so [00:24:26] obviously with that city extension we start with a very very simple [00:24:30] adaptation of just adopting the city of to our logo type becoming that [00:24:36] formalized logo of the city government itself [00:24:40] but due to the stylistic nature of this oval design it lends itself [00:24:47] to a truly unique shape for a community seal [00:24:53] allowing you to adopt both oval and circular versions [00:24:57] of the city seal. One of the big things that we identified [00:25:02] is having a city seal is an important graphic in your system [00:25:06] but the current New Port Richey city seal is remarkably close to your own [00:25:12] neighbor. Being able to integrate this new graphics [00:25:15] package into that seal and truly set yourself apart from a [00:25:20] graphic standpoint allows you to start earning the credit [00:25:24] for the good things going on in your community. [00:25:28] Then from a simplified standpoint being able to look at how [00:25:31] this can extend out to individual departments throughout the city [00:25:36] government creating those different kind of umbrella [00:25:40] brands that that give you a way to extend out to [00:25:44] all the different services that you provide your constituents [00:25:48] but one of the things that we do believe is that there are several departments [00:25:51] within the city that need to have slightly different [00:25:55] adaptations based off of the services that they provide so things [00:26:00] like your parks and rec which provide activities and maintain [00:26:05] park space for your community, your public works which is truly the [00:26:10] service on the ground making the community a [00:26:13] better place, your public library which provides such [00:26:18] a center of culture and education in your community, [00:26:23] your CRA which is focusing on redevelopment and reinvestment in the [00:26:28] core of your community and of course even your fire [00:26:32] departments and your police department. These are very interesting brand [00:26:38] extensions where we're able to use color and typeface [00:26:43] to tie it into the system but we can also make sure that firemen [00:26:48] look like firemen and police officers look like police [00:26:51] officers. It is unbelievably important from a public [00:26:54] safety standpoint that they always look like their field [00:27:00] first and foremost for their safety and for ours [00:27:04] but as we continue with that city department expansion one of our [00:27:07] favorites is even making that system apply out to [00:27:11] some of your facilities like the aquatic center with this [00:27:14] gorgeous logo inspired by that roof line of that fantastic building. [00:27:20] From there we all wanted to also address some of the issues with [00:27:24] communications and ways that this can be integrated into [00:27:29] the city's communication strategy. The first we [00:27:33] wanted to do was simply show how this can integrate into social media [00:27:37] showing simplified down icons and word types [00:27:40] integrated in to a profile pic format. We redesigned stationary our letterhead [00:27:48] and a closer look on our business card so we can see this truly professional [00:27:54] look and feel from that business oriented [00:27:57] correspondence. We designed a pocket folder for the city [00:28:01] we designed this to be generic so that it would never have a shelf life [00:28:05] this could be created in mass and multiple departments [00:28:09] could use this to gather together and share information [00:28:13] everything from registration materials from parks and rec [00:28:17] to available properties packets from economic development. [00:28:22] We also went out and created presentation templates for [00:28:25] both title and content slides. We created an example of what a [00:28:30] consolidated incentives and grants program [00:28:34] brochure might look like and even went through and created a [00:28:38] sample project and available property profile [00:28:42] showing how you can integrate that brand identity [00:28:46] into each one of your departments doing their business. [00:28:51] We looked at a slight rebrand and integration [00:28:54] of your newsletter the bridge into a digital [00:28:58] format for an email newsletter and what this does is it starts to show you [00:29:04] when adopting the colors and adopting the typeface [00:29:07] it begins to allow for some creativity and some true uniqueness in your [00:29:15] individual integrations of this system so this ongoing communication to your [00:29:20] citizens this is a great way to introduce and share brand elements [00:29:25] with them. From there we spin over and let's take a [00:29:29] little look at downtown. We wanted to create a modified version [00:29:34] specifically for your downtown where you can integrate the look and feel [00:29:39] of the community brand system but be able to truly define this as [00:29:44] a destination unto itself. I think we've we can see some pretty interesting [00:29:50] variations here. We particularly love the one where the icon replaces both of [00:29:56] the O's in the word downtown. [00:30:00] He's become a bit of a buffet of design choices for you, [00:30:04] allowing for different layouts and different, [00:30:06] what we call lockups, based off of your needs. [00:30:09] The Downtown NPR is even a super simplified version [00:30:14] that allows you to go really, really small [00:30:17] with this brand system. [00:30:18] Things like that are important tools [00:30:21] to be able to offer up to our business community [00:30:24] and urge them to integrate them into their own marketing. [00:30:28] You know that you have achieved success [00:30:30] when you begin to see the public and private sector [00:30:33] singing in concert, sharing the same brand system. [00:30:38] We feel like it's really important [00:30:39] to be able to extend this brand [00:30:41] into some of your major attractions, [00:30:44] and we were blown away by how often [00:30:46] we heard people talk about Sims Park. [00:30:49] So here we're showing what a Sims Park logo might look like, [00:30:53] the large version, [00:30:55] kind of highlighting this reference to Orange Lake, [00:30:58] and this circular lake that truly was this attraction [00:31:03] that drew people here in the first place [00:31:06] and inspired that first plan of that community [00:31:10] that would become New Port Richey. [00:31:13] Now we also have organizations [00:31:15] that are the stewards of our downtown. [00:31:18] So how could our Main Street group [00:31:20] integrate in this brand system? [00:31:23] So here we see a adoption [00:31:26] of some of those brand elements [00:31:28] into a Main Street identity. [00:31:30] We see this really beautiful combination [00:31:33] of both the palm tree and the live oak [00:31:36] into this dynamic four quadrant icon [00:31:40] with those four main colors [00:31:41] showing off the four points of the Main Street approach [00:31:45] and that grassroots effort to economic development. [00:31:50] We also see some fantastic integrations [00:31:52] into things like the Ritchie Suncoast Theater, [00:31:55] truly beautiful integration of that tower [00:31:58] into that icon and background, [00:32:01] and even simple integrations like the New Port Richey Museum [00:32:06] and just an homage to that subtle, subtle column [00:32:10] that you see there at the entrance to the museum, [00:32:14] but showing how those different amenities [00:32:17] can be able to take advantage [00:32:20] of this community-based brand system. [00:32:23] Now from there, things start to get fun. [00:32:27] This is where we get into what we call event extension. [00:32:30] This is where the brand starts to integrate [00:32:33] and wrap its arms around the events [00:32:36] that go on in the community. [00:32:38] Now one of the things that we truly believe [00:32:40] is we believe that it is important [00:32:44] for events to be able to take advantage [00:32:47] of this brand system. [00:32:49] And we do not scrutinize between events [00:32:53] that are publicly managed [00:32:54] versus events that are privately managed. [00:32:57] One of the things that we all want to make sure [00:33:00] that we reinforce is that when people have [00:33:05] positive experiences at our community's events, [00:33:09] those experiences convert over into brand equity [00:33:14] for the community as a whole. [00:33:16] That is one of the biggest things that we don't often do. [00:33:19] It is amazing how many times we work with communities [00:33:23] that people will sit there and say, [00:33:25] nothing's ever happened in downtown. [00:33:26] Downtown is dead. [00:33:28] And then you say, well, wasn't there a festival [00:33:30] last weekend with 14,000 people? [00:33:33] Yeah, that was amazing. [00:33:34] That was a great festival. [00:33:35] But normally downtown's just dead. [00:33:37] We need to make sure that the vibrancy of the events [00:33:40] gets converted into brand equity for the place. [00:33:44] So we roll in with some very simple recommendations, [00:33:47] things like movies in the park. [00:33:49] You see here tying into the different typefaces [00:33:52] and the colors to wrap into the series. [00:33:55] Concerts in the park as well. [00:33:57] Very simple, not over-designed, [00:34:00] makes it easy to roll that into the system. [00:34:04] Keep going back to that oval and circular shape [00:34:07] with things like 4th of July, [00:34:09] this truly stunning, simple icon representing your patriotism [00:34:15] and connecting in with that overall system. [00:34:18] This great event, Sunday in the City, [00:34:20] and kind of playing off of that Horizon version [00:34:24] of our logo as well. [00:34:27] Events like Trick or Treat downtown. [00:34:29] And this shows how simply being able to lean [00:34:32] on that circular shape and those colors, [00:34:36] it brings things into the system [00:34:38] while still being able to allow them to feel relevant [00:34:42] to seasonal colors and the different variations [00:34:46] to capture the individuality of the events themselves. [00:34:51] Love the end of the rainbow pub crawl. [00:34:53] You know, so you can have fun with it, you can be creative. [00:34:57] The Cote River Seafest. [00:34:59] Again, being able to play off of that flowing river graphic [00:35:03] and showing this integration into the words themselves. [00:35:08] Our downtown wine stroll with the inspiration [00:35:11] of the river component of the icon [00:35:14] converted into that wine glass. [00:35:16] And one of our absolute favorites, [00:35:19] the downtown dessert stroll [00:35:22] with your own stylized version of a donut. [00:35:25] This is the first time that we have introduced [00:35:28] a stylized donut for a community. [00:35:30] So you get some major props [00:35:32] for that kind of integration, right? [00:35:34] And then even things like Cote River Christmas Boat Parade. [00:35:38] So you can see that the system [00:35:41] should not be confining or restraining. [00:35:44] It should simply be able to help you connect the dots [00:35:49] and make sure that you are capitalizing [00:35:52] on all of the positivity that comes out [00:35:55] of the amazing events that the community puts on. [00:36:00] Now next, we wanted to talk a little bit about signage. [00:36:03] As I've already mentioned, [00:36:04] we took advantage of the investment [00:36:09] that the community had made [00:36:10] in a comprehensive wayfinding signage system. [00:36:13] We used the colors in those signs [00:36:17] as the inspiration and basis of our color palette. [00:36:21] But we wanna show you how you might be able [00:36:23] to add some additional signs into the system [00:36:27] to truly help create that seamless experience. [00:36:30] One of the first, and I think it is very relevant [00:36:33] in the conversations we're having today [00:36:35] with COVID and business closures and safety measures. [00:36:40] This is a simple example of how you might be able [00:36:43] to just integrate in and create open and closed signs [00:36:48] for your businesses. [00:36:50] Be able to apply the community brand [00:36:52] and make those available to your businesses [00:36:54] so they can clearly convey when they're open. [00:36:58] We integrated the brand into a safe distance floor decal, [00:37:03] preserving that six foot distance. [00:37:06] We also created these really amazing, [00:37:09] what we call complete street signs. [00:37:11] Signs that are oriented for non-traditional transportation. [00:37:15] Bicycle, kayaking, golf carts. [00:37:18] We feel like this is a phenomenal way [00:37:20] to be able to integrate in this diverse approach [00:37:24] to helping people connect with their community [00:37:27] and truly convey that you are welcoming [00:37:30] of all these different types of alternative transportations. [00:37:36] Taking the brand and even applying it out [00:37:38] to things like boat flags. [00:37:40] You could imagine how being able to integrate this [00:37:44] into these positive experiences on the water [00:37:47] reinforce this powerful brand of New Port Richey. [00:37:52] We wanted to take a look [00:37:53] at some different banner designs as well. [00:37:56] We feel like one of the things that is interesting [00:37:58] with your main street is it goes through a series [00:38:01] of different character driven districts. [00:38:06] Being able to use the banners [00:38:08] to help navigate people through these different districts [00:38:12] and create a bit of a compelling trip [00:38:16] as you go along through that corridor. [00:38:19] So here we see banners integrated in [00:38:22] to the main street bridge, [00:38:24] but then we see a complete different look [00:38:26] and feel on the highway. [00:38:29] A taller, thinner approach that really is applied [00:38:34] on the main street side drawing that weight into the community. [00:38:40] And then finally, we wanted to talk a little bit [00:38:42] about marketing. [00:38:45] We showed where we could integrate this [00:38:46] into things like our shopping and dining guide. [00:38:50] We created a series of branded merchandise [00:38:54] where we could show how this could make its way [00:38:58] onto products that people want to wear. [00:39:02] We can make it into shirts, [00:39:04] we can make it into mugs. [00:39:07] We are big, big believers in connecting your brand [00:39:13] into brands that already exist. [00:39:17] So in a community on the river like yours, [00:39:20] in a community where you have fishermen [00:39:23] and things like that, [00:39:24] being able to tie into brands that carry with them [00:39:28] a certain brand equity, [00:39:30] going out and getting Columbia PFG shirts [00:39:33] and integrating your brand into those, [00:39:36] that creates a dynamic [00:39:39] where the pre-existing premium value [00:39:43] on that brand becomes transferred to your community. [00:39:46] It helps to reinforce that your community [00:39:50] carries a high quality experience [00:39:53] in these different fields. [00:39:55] So this is a great way for us to be able to make sure [00:39:58] that our businesses are profiting [00:40:01] off of the connection that people have with New Port Richey. [00:40:04] It's a great way to make sure that our citizens [00:40:07] can show their pride in the community. [00:40:10] And it really is a great way to get the name and word out [00:40:14] that there are amazing things happening in New Port Richey. [00:40:18] Now, one of the things we wanted to make sure [00:40:21] to integrate into this process [00:40:23] is it's great to create all these tools, [00:40:26] but how do we use them? [00:40:27] Where's the plan? [00:40:29] We partnered with Kirsten Borgstrom [00:40:31] of Place and Main Advisors, [00:40:32] and she has crafted a truly detailed marketing strategy [00:40:37] for the community. [00:40:39] This overall goal to promote a positive city image [00:40:42] that will attract people to live, work, [00:40:45] invest and play in New Port Richey. [00:40:47] That is that overarching goal of any marketing effort [00:40:51] is making sure that we have safe and happy residents, [00:40:55] that we're growing, [00:40:57] that we have people investing and believing [00:41:00] in New Port Richey. [00:41:02] She defined several different target audiences, [00:41:05] our residents, business owners and investors, [00:41:07] both current and future. [00:41:09] And then also there's non-residents and visitors. [00:41:12] That's not just all tourism, [00:41:14] that is also expanding that regional customer market. [00:41:19] She went in and focused on different types of communication, [00:41:23] what key messages we needed to carry forward [00:41:26] and what action items were required to achieve that. [00:41:29] We have created a comprehensive outreach plan [00:41:33] that defines individual tasks, [00:41:37] what the topic of that task is, [00:41:39] what the key message that needs to be carried forward is, [00:41:43] and what media type that needs to be shared in. [00:41:47] So truly creating a turnkey strategy [00:41:51] for the community to go through and utilize. [00:41:54] It includes story ideas, [00:41:56] different ideas of how to pitch stories [00:42:00] to different forms of media [00:42:02] and even press release topics [00:42:04] that would keep you top of mind [00:42:07] and constantly telling the positive story. [00:42:10] And in addition to that, [00:42:12] we also compiled a media list [00:42:16] that highlights all the different publication types [00:42:19] in your area that you're going to use to get the story out. [00:42:24] So it's not just creating the story, [00:42:26] but it is truly crafting a robust rollout plan [00:42:31] for getting the word out [00:42:34] and making this investment work for New Port Richey. [00:42:37] And we even went through and created a series of templates [00:42:41] and examples of how this story might be integrated, [00:42:45] even from a social media standpoint. [00:42:47] So these are actually formatted [00:42:49] in a Facebook or Instagram story format. [00:42:53] So these ads could be grabbed and deployed today. [00:42:58] Here we kind of deconstruct that tagline a little, [00:43:03] classic, small town, character rich, connected living. [00:43:07] Florida, the perfect combination of lakes, mangroves, [00:43:11] live oaks to palms, opening onto the mighty Gulf. [00:43:15] Current, like the river that flows through our heart, [00:43:19] we have momentum, change is happening and you can be a part. [00:43:24] Classic Florida current. [00:43:26] We have things like promoting your street festivals, [00:43:30] promoting your events, [00:43:32] using photos to help tell these stories [00:43:35] and highlight these attributes that you have. [00:43:39] Wrapping up this sense of community that you have [00:43:43] and being able to highlight some of the amazing flavors, [00:43:47] amazing experiences and amazing businesses that you have [00:43:52] and telling the story of the experiences [00:43:56] that New Port Richey offers. [00:43:58] So with that, I would like to thank you all [00:44:01] for your attention. [00:44:03] Kirsten and I are online and are ready [00:44:06] to answer any questions that you might have. [00:44:09] But I wanna thank you, the council. [00:44:11] Wanna thank the steering committee, [00:44:13] Charles and Debbie and Jacob. [00:44:15] Thank you so much for your guidance through this process. [00:44:18] I know we are extremely excited about what we learned [00:44:23] and this storytelling system for New Port Richey [00:44:26] and we appreciate the opportunity [00:44:28] to work with this amazing community. [00:44:31] Thank you and we'll move on to question and answer. [00:44:34] Questions? [00:44:35] Good evening and welcome to the New Port Richey [00:44:37] branding and marketing presentation. [00:44:39] My name is Ben Muldrow, [00:44:40] partner with Arnett Muldrow and Associates. [00:44:45] Not a question, a comment. [00:44:47] I love it. [00:44:48] I think you guys did a phenomenal, phenomenal job. [00:44:49] Unmuted. [00:44:52] The only thing that stuck out that I would change [00:44:54] is in the opening statement, [00:44:55] you referred to the river as black waters. [00:44:58] They are dark waters because of the site. [00:45:00] trees up the river, you know, they lighten up obviously once they hit the [00:45:04] gulf. To me it just doesn't sound very inviting though when you use the term [00:45:09] blackwaters. That's the only thing I would change from what I saw today. Maybe [00:45:13] change it to something like calm waters or flowing waters or something along [00:45:17] that line. But other than that, I think you did a phenomenal job and I would [00:45:21] love to have one of those Columbia PFG, New Portagee Fish and Sharks once they get out. [00:45:26] I heard a voice that said unmute me. I'm here. Yeah, I'm here. Can you hear me? [00:45:44] Absolutely. Where are you based? Where are they based out of? [00:45:51] South Carolina? We're based up in Greenville, South Carolina. Okay. So there was a [00:46:01] request by Mr. Davis to look over the, what was it, the first paragraph. That's [00:46:06] up to him. He's the one that could do that. Well, absolutely. I will pull that up. I'm [00:46:10] working on getting my screen sharing to work. Meanwhile, while he's doing that, [00:46:18] may I make a comment? Sure. Yeah, I think the one thing that of all of that, and [00:46:25] I'll ditto Mr. Starkey and also on the river comment, I don't know, flowing, [00:46:31] you've got that word current, so moving, alive, we've got manatee, dolphin in there, [00:46:37] maybe something other than saying that you can't see through it and it scares [00:46:40] people, to something that's moving and the current word is, you know, the [00:46:46] flowing is a, you know, similar to that. But, you know, the picture of our [00:46:52] downtown, which is so nice and the architecture of it, is missing a single [00:46:57] human being. So I just want to jump in and say as we're promoting our city, we [00:47:03] are in the middle of this virus, so we aren't having a lot of people that can [00:47:07] be inside, but one of the things which I think has been at least partially [00:47:11] successful has been our opening up of the streets and the sidewalks, and I [00:47:17] think I've had a lot of positive comments about that. So as we unroll this, [00:47:22] we're going to have to find some way to show that there's life in the city, and I [00:47:27] think that our wet zones, I really want to be able to have our council talk [00:47:32] about that some more. I think we're going to have that issue at Main Street [00:47:36] Landing with all of that outdoor space, so wherever there's a bar or a [00:47:40] restaurant and we can have people out there with, or have tables and life and [00:47:47] people on the sidewalks safely being six foot apart, is a good way for us to [00:47:54] promote that we're active and we're alive, and so I'll be curious to see that. [00:47:58] That's not related to any criticism of yours, but just saying, yeah, everything [00:48:04] is appealing except the fact that there's nobody standing there or acting. [00:48:09] Absolutely, and we actually, that was one of the very strategic decisions on our [00:48:16] part to delay our trip down to try to acquire photography, even though we felt [00:48:22] like we could possibly get down there physically, we did not think that the [00:48:28] images that we would capture currently would capture that life and that [00:48:32] vibrancy that we want to, so I cannot agree enough. I tell you what, I'm getting [00:48:38] a message on my side where it wants me to just restart my GoToMeeting before I [00:48:44] can share my screen, so if you would indulge me, I'm going to go away for [00:48:48] about 60 seconds and hopefully when I come right back I'll be able to put that [00:48:52] first paragraph of the brand statement up. [00:48:57] While we're waiting on him to pop back in, I like those banners on the Power [00:49:03] Pulse on US 19. Is that something that we could actually get away with? Yes, that [00:49:09] is something that we would need to receive authorization from the [00:49:13] Department of Transportation for, but I believe it is something that we could [00:49:18] achieve. I suspect it would probably be on the inside instead of the street side [00:49:22] though, because they stuck out into the street. Yeah, you probably don't want them [00:49:27] sticking into the street, but it's probably a height to having to do with [00:49:31] vehicles. It looked pretty neat. The other one that jumped out at me [00:49:39] were the complete street signs, which I thought were sort of nice with the golf [00:49:43] carts and the bikes and all. You may already have pictures of events from the [00:49:52] past. All right, are you all able to see that? No. Maybe. Yes. Chopper, take it away. [00:50:03] All right, I'm sorry, I'm in sales and that first paragraph has [00:50:11] three or four negatives and even the next paragraph has negatives. Who we [00:50:16] aren't, who we aren't, who we aren't. Well, I want to know who we are and I think [00:50:21] that should be the front, especially in the first paragraph. If you're selling a [00:50:25] brand as a salesman, you're not going to talk about what you aren't. So, you know, I [00:50:31] just kind of was set back by that right off the bat. Okay, we can definitely find [00:50:39] a different way to introduce those concepts of what it is that, you know, I [00:50:45] think that we obviously, one of the biggest things that we felt like we [00:50:52] were starting with was a very clear definition from the input that we heard [00:50:58] that there was a lot of miscommunication of what you are and what you aren't and [00:51:04] I think that was part of our motivation was trying to kind of set these [00:51:08] parameters of talking about all the amazing things that New Port Richey [00:51:13] has to offer, but I absolutely understand the sentiment of not wanting to lead [00:51:17] with a negative statement. Thank you. I would have, I mean, I went past the [00:51:25] first paragraph and I saw that as a salesman. Second of all, you being from [00:51:30] North Carolina, do they have specialty plates there? You have specialty plates [00:51:35] there? They do. By what kind of level do they have? Colleges? Do they have [00:51:41] individual nonprofits? What level do they have? They in, actually I live in [00:51:49] Delaware and then in South Carolina where we're based, they offer both [00:51:53] institutional, organizational, as well as charity, and I'm not sure that in [00:52:00] either of those states they offer individual community variations, but we [00:52:06] did actually design a specialized license plate for Belize City in [00:52:12] Belize and we're able to integrate the community. You need to look at [00:52:17] Florida license plates. You need to come down here, when you come down here, you [00:52:20] need to go to the highway, you know, Department of Highway, where you get your [00:52:25] tax collector, I guess it is, where you get your license plate. You need to come [00:52:29] down and look at the license plate. Okay. And the number one license plate is [00:52:33] Endless Summer, and why I bring that up is three of your colors here aren't [00:52:38] even on the palette of Endless Summer, and that's the number one plate [00:52:41] sold in Florida. I think you've done a great job. I like your approach. I just [00:52:47] think your colors are kind of dull, especially for Florida. We're sunshine [00:52:52] people. We're sun worshipers. We like the oranges and the yellows and the [00:52:57] reds, and that's what, there's a reason that McDonald's, Wendy's, Burger King, [00:53:02] they use all those colors because they want you to pay attention. I think we [00:53:06] lose something here a little bit with trying to use three very dark colors. [00:53:14] Matt, any thoughts? I mean, I'm of course not an expert, but I kind of like [00:53:21] the colors. I think they're, you know, they're calm, relaxing, same time, you know, [00:53:26] kind of fun and inviting. I think if you get too brighter in that [00:53:33] spectrum, I don't know, I guess I just like it from the look of it, so I think [00:53:40] that part of it. And I will tell you, from our standpoint, the reason [00:53:45] why we landed on these was we do feel like when you analyze marketing [00:53:55] what you got up there is different than what you got in this pamphlet you just [00:53:58] handed out. I mean, you've got a black. Okay, so these on the screen, there's no [00:54:08] black up there. Police Department. And that might come just from a variation in the [00:54:16] way that the PDF is printing. I mean, we definitely want it. There's a yellow up [00:54:21] there. Let's get, you know, come on. You went with those, that's a little [00:54:28] more alive than that what you've got here in front of us. Well, so that is [00:54:32] their colors up there, so it's just a matter of getting a printer that has the [00:54:37] right ink or whatever. Back to the overall next step, if I may ask, there are [00:54:47] businesses right now that are getting ready to open. There are these logos [00:54:53] that have been laid out in many different branding designs. I also [00:54:58] agreed I like the downtown one with the double O zero, you know, the double thing [00:55:03] it just showed. Yeah. It jumped out at you. There was no question you didn't know it [00:55:10] was an O in it in the down or the town. And so when we're, I'm ready to start [00:55:19] getting the next step. This is a council meeting. I know it started out as a work [00:55:24] session, but I'd like to see us be prepared to let these brands start to [00:55:32] percolate and get out there. We've got a fellow in the audience that we're paying [00:55:37] to put stuff up and start the thing, so I'm going to be very curious to get to [00:55:42] the next step, which I hear is the next couple of weeks, which is laying out a [00:55:45] time frame of the rollout of this thing and finding out, you know, what kind of [00:55:51] strategy we're going to have in letting it out. Deputy Mayor. Mr. Muldred, thank you [00:55:57] once again for your presentation. I am personally okay with the colors. I like [00:56:01] them. I do somewhat agree with what Mr. Davis said earlier regarding the sales [00:56:09] pitch right off the bat. I'm sure you can just reconfigure your opening [00:56:13] statement where we're not telling people right off the bat, hey, we don't have [00:56:16] sandy beaches, but we have this, you know what I mean? So I agree with [00:56:20] Mr. Davis on that. And what are your thoughts on the Blackwaters? Is that [00:56:23] something that can be changed quite easily to maybe flowing waters or [00:56:26] something along that line? Absolutely, and I did hear that comment, and you [00:56:32] know, if I'm being blunt with you, I think that that's probably one of the [00:56:37] things where I come from and where my family comes from in South Carolina. The [00:56:41] idea of a Blackwater is something that is particularly, it's got a great [00:56:47] mystique to it, but hearing your concern, it automatically makes sense, and I [00:56:53] think that that is a... I'm sorry? Oh, go ahead. I didn't mean to interrupt you. I'm sorry. Oh, I was [00:57:01] just going to say, I think that that concern absolutely makes sense, and I [00:57:05] think there are very, very easy ways that we could edit that and make it where, [00:57:10] you know, it didn't have any kind of question about it. Right, and I think the [00:57:14] difference we may be hearing in this area compared to South Carolina is that [00:57:17] we have bright turquoise waters just miles from our downtown, Howard Park and [00:57:22] Euclid Island, so when people hear Blackwater, they're, you know, it just doesn't... [00:57:26] It's big-time negative. Yeah, but I understand the mystique that you were going with. I just [00:57:31] wanted to point that out to you. Thank you. Yeah, no, I think that's a great [00:57:35] point. If we're using the palette that's up there versus the palette here, I don't [00:57:39] have a problem, but the palette here is three dark colors, and that's not Florida. [00:57:43] I'd still like you to look at the license plates in Florida. Back to the [00:57:50] branding statement, we're picking through the terminology, but I'm not [00:57:53] expecting that we would see that long statement to get anybody to read, [00:57:58] so that's just really our positioning, who we are, so that when you get into [00:58:03] your marketing and whatever you're putting out, you're going to be a little [00:58:06] more directive. It's sort of like what you have as [00:58:13] your guiding principles. Is that a way to say it? I'm not sure. It is, and I will [00:58:20] say, I mean, the best way to describe that brand statement is it takes, you [00:58:25] know, hundreds of survey responses and multiple hours of meetings and turns it [00:58:31] into a multi-paragraph narrative that we feel like is kind of guiding the value [00:58:36] statement, and we write it in such a way that it can actually almost serve as a [00:58:42] modular inspiration, so slide by slide could almost be a marketing-based [00:58:48] paragraph to start to tell a particular kind of story, but we've also had [00:58:53] narratives like this used as voiceover in a video for the community, or we've [00:59:00] even had some communities where they've started to simply integrate the entire [00:59:05] brand statement in its entirety along with some photos of the community and [00:59:10] some of the new brand images, and we've actually had the elected officials [00:59:14] almost kind of give those as framed gifts to business leaders through the [00:59:19] community just as a way to help reinforce community pride and help to [00:59:23] get the story out, but you are exactly right. That narrative is not intended as [00:59:28] constructed to be ad copy. It is much too long for that, but it does help to [00:59:35] describe what we heard and how we landed on the tagline and the direction for [00:59:41] that storytelling. As you talked about our heritage and our old film industry [00:59:51] and you showed the pictures of who we might spend money to advertise and [00:59:57] promote our city, [01:00:00] I think there's one other unused resource, which is our city's designated television channel. [01:00:12] And we have a TV channel, and we do put our city council meetings on, [01:00:18] and as exhilarating as they must be for people to watch, [01:00:23] that would be a great opportunity for all of our events that come up with advertisements and copy [01:00:29] that can roll out. I remember when I first went to Disney and stayed in a Disney hotel [01:00:34] and you turned on the TV, that all you saw was advertisements about restaurants, [01:00:42] the places to go, things to do. So the Disney channel basically told people when they arrived what was going on. [01:00:50] And I think from communication, we have certainly a lot of work cut out for us with our school system. [01:00:58] And I know Councilman Starkey, Deputy Mayor, has worked with the junior high a number of times and others. [01:01:06] But I'm still believing that at some point we can get our school system involved and our marketing folks involved [01:01:16] and start creating some copy or figuring out what copy we can use to have a channel that is actually local. [01:01:26] I mean, there's Bay News 9, and they go county by county. [01:01:29] And I watch it a lot of times waiting for Pasco or the county to come up. [01:01:34] I'm believing that in those times when people run out of something to watch and have 15 minutes to the next show [01:01:40] or whatever, that if we had an interesting channel that had some activities that it might be, [01:01:47] we don't have to pay for advertising, we have to pay for production. So just a thought. [01:01:53] Any other thoughts? [01:01:55] That's a great idea. [01:01:56] And we're joined on the line by Kirsten Borgstrom. [01:01:59] Kirsten, do you have or will you be making any recommendations as it relates to the city TV channel? [01:02:08] I certainly can. [01:02:09] And just for clarification, the one slide where it does show a handful of the different media outlets, [01:02:15] that's more from the earned media standpoint, not paid advertising. [01:02:21] But it does hold together media lists of contacts from different stations as well as freelance reporters [01:02:29] throughout the region that would be key in reaching out to and establishing relationships with. [01:02:36] But going back to your point, yes, absolutely. [01:02:38] We'll look into the city TV channel and make sure that that's incorporated into our document as well. [01:02:48] Anybody else? [01:02:50] Does Charles or Jacob have – they've been working with these people, right? [01:02:54] Principally, Charles has, yes. [01:02:56] Do you have more comments that you'd like to make that they might have missed? [01:03:07] I'm very excited about this system. [01:03:09] And this is most of it but not all of it. [01:03:12] And it's going to provide us with tremendous tools to get the message out consistently and professionally. [01:03:18] And it's just going to be – it's really going to be fun to utilize this [01:03:23] and to tell our story in a very attractive and organized and coordinated and intentional way. [01:03:34] Thank you. [01:03:35] Do we have any comments from anybody in the audience tonight? [01:03:40] Anything coming in on the phone or email? [01:03:46] I don't believe – Deputy Mayor, anything? [01:03:48] Just once again, great job. [01:03:49] I mean, it must be so difficult to come into a territory or city that you know nothing about. [01:03:55] And I really think that you captured the essence of what New Ritchie was, where we came from, [01:03:59] where we are, the positive impact and the positive changes we're experiencing right now. [01:04:03] And I think the timing is perfect. [01:04:05] And I just think you all did a great job. [01:04:07] So thank you. [01:04:08] Great. [01:04:09] I think it's something that will explode us. [01:04:10] Thank you so much. [01:04:12] Real quick, as far as the colors, are we able to get an actual color palette of what it is? [01:04:18] Is the one on the screen correct? [01:04:19] Is the one that's printed out? [01:04:21] There's no yellow here, and there was a yellow up there. [01:04:23] The one on the screen is correct, but, yes, we can get you a yellow one. [01:04:26] Absolutely. [01:04:29] And what I'll tell you about the – that's kind of a good kind of segue into some of the next steps. [01:04:37] After we all have approval and kind of the green light from you to move forward, [01:04:45] one of the things that we will be doing is we'll be creating a comprehensive style guide document. [01:04:50] It will define all of the colors. [01:04:52] It will define the Pantone, as well as all the different color builds, [01:04:57] so that we can make sure that those colors are working in – they're working consistently for us. [01:05:04] The turquoise, the light turquoise, the orange, [01:05:07] and the yellow of the system were pulled directly out of the wayfinding sign system. [01:05:13] They're the same Pantones from your wayfinding system that you all have created, [01:05:18] so the blue really is the main addition to that color. [01:05:23] One of the things I feel like we're hearing, and this is a very, very easy edit on our side, [01:05:29] is it might make sense for in the sky behind the Hacienda to see more of a transition from orange to yellow, [01:05:41] so it kind of replicates that sunset that is so typical. [01:05:47] And I did, while we were talking, look at that Endless Summer license plate [01:05:51] and see, you know, the surfer silhouetted in that stereotypical Florida sunrise sunset. [01:05:57] So, I think that those are some really simple things that we can do, [01:06:01] but what we'll actually do is we'll create that style guide document. [01:06:05] It will be intended both for internal city use, [01:06:09] and we will also create a second kind of public distribution option [01:06:14] that does not have access to all the department variations and that kind of thing, [01:06:18] but it will literally be a fully digital resource that allows event organizers, [01:06:25] different organizations, as well as businesses in the community, [01:06:28] to be able to tap into the brand system and begin to deploy it in their own interest, [01:06:35] which I think really adds some value to it. [01:06:39] Well, my opinion is what's on the screen, and actually what's printed out looks better on the printed out version. [01:06:46] You know, you've got the green and richy. [01:06:48] It's kind of hard to even make out richy on it. [01:06:52] This is more bold, and so the dark and the red's in there, so it's more of a contrast, I think. [01:06:57] But, I don't know, something to look at. [01:06:59] I think what's printed out actually looks better than what's on the screen. [01:07:02] Well, it's just that what I looked at was this right here. [01:07:06] There was no yellow there. [01:07:08] Yeah. [01:07:09] Well, they can add the yellow. [01:07:11] Yeah, but I'm just saying what they had up there. [01:07:13] Well, I was questioning this, and then they brought that up. [01:07:18] Sean? [01:07:19] Is it appropriate? [01:07:21] To me, time is of the essence. [01:07:24] We want to roll this out. [01:07:28] We're needing to generate investors to help us to see the vision of where we're headed to come to fruition. [01:07:39] We're trying to get aggressive in moving forward with development and expansion of development along the river. [01:07:46] So, if it's useful and it helps you, Debbie, I would like to make a motion to have approval of this concept, [01:07:55] of the presentation today, and ask you to move forward in full speed. [01:08:03] Is that appropriate? [01:08:05] Second, if it is. [01:08:07] That's my motion, then. [01:08:08] Okay, we have a motion, and we have a second. [01:08:10] Deputy Mayor, any? [01:08:13] Mr. Murphy? [01:08:14] Is this like the first reading, or are we going to make some tweaks or changes? [01:08:18] Okay. [01:08:19] Yeah, I'm fine with that. [01:08:21] Mr. Davis? [01:08:22] Yeah, I think it's a great idea, mainly, too. [01:08:24] We're bringing in a new fleet of vehicles here pretty soon, and we probably should bring them in with a new logo. [01:08:29] Right. [01:08:30] Yeah, you probably need to move on it. [01:08:33] I agree. [01:08:37] We're basically ratifying the concept, so I don't know that it needs any special motion beyond what we just have on the table. [01:08:49] But there will be some follow-up steps, including some that involve money, [01:08:52] that you're going to definitely want to bring to us at your earliest opportunity. [01:08:58] I'll do so, Mr. Reier. [01:08:59] Very good. [01:09:00] Any further discussion on the motion? [01:09:04] Any comments from the public? [01:09:07] Seeing we have one comment. [01:09:10] Bring a motion. [01:09:13] Okay. [01:09:16] We had somebody at the very back, because I didn't ask for comment on it before it came out. [01:09:21] Yes? [01:09:24] Could you hit a mic, please? [01:09:28] There's one over here. [01:09:33] Go ahead. [01:09:38] Do I state my name? [01:09:39] Okay. [01:09:40] Michelle Sorensen, and address, too. [01:09:43] Okay, Michelle Sorensen. [01:09:45] My question is, I'm not sure if branding incorporates the use of different materials with the wayfinding, [01:09:55] but you mentioned the Art Deco period. [01:09:57] Is that something that is normally incorporated as well? [01:10:01] Meaning, will there be suggestions for that, or is it just going to be more like wood? [01:10:11] Oh, for the materials themselves. [01:10:14] So I think that, well, first of all, one of the things to know is that the city has already moved forward [01:10:20] with some of the most significant investments from the wayfinding standpoint. [01:10:26] Some of the materials are dictated to us anytime signage appears in kind of the public right-of-way. [01:10:34] Those are going to be the Florida Department of Transportation, [01:10:37] and a lot of it ends up being regulated through the federal government based off funding. [01:10:44] But there absolutely are opportunities to integrate in gestures, [01:10:51] whether we look at things like if a community was interested in, say, [01:10:56] creating custom banner brackets that integrated kind of an Art Deco style. [01:11:02] I think all those things are absolutely on the table. [01:11:05] And one of the things that we try to be considerate of is realizing that there is that fine line between customization [01:11:14] and being responsible with the resources. [01:11:17] So if you have any ideas or concepts where you feel like it makes sense to explore integration of the Art Deco style [01:11:27] into the public space, I would urge you to, if you wouldn't mind, sharing those with Charles Rudd, with the city, [01:11:35] and I would be happy to explore ways that we might be able to integrate those into particular implementations. [01:11:44] Thank you. [01:11:45] Any further discussion? [01:11:49] One more comment from the president of our Main Street group. [01:11:55] Patrick Binet, thank you. [01:11:58] One of the goals of the community is pedestrian lifestyle. [01:12:05] So do you have any designs on the sandwich boards or the sidewalk boards so that we could maintain the branding [01:12:16] from business to business and still keep that in a very classy manner? [01:12:25] Absolutely. [01:12:26] I'm sorry we didn't include it, but it's a great suggestion. [01:12:30] We have created kind of municipal-based sandwich board sign templates. [01:12:37] I think, as you can imagine, being able to preserve a certain amount of character and individuality is always good [01:12:44] with those sandwich board signs, but also making sure that kind of a minimum quality in that sandwich board sign [01:12:52] and bringing that light, spilling it out onto the sidewalk. [01:12:56] I'm more than happy to throw together some sandwich board template ideas for you guys. [01:13:01] Great. [01:13:02] Anybody else? [01:13:03] Any further? [01:13:05] Seeing none and no more discussion on the motion, all those in favor, please signify by saying aye. [01:13:09] Aye. [01:13:10] Opposed, like sign. [01:13:11] Motion passes. [01:13:12] Thank you. [01:13:13] We're now to communications. [01:13:14] I'm going to kick it off tonight. [01:13:16] I would like to congratulate Crystal because we have a CAFR report. [01:13:22] I've got a note on it. [01:13:24] It's done. [01:13:25] It's on time. [01:13:26] It's June 30th and the CAFR is done. [01:13:30] The REC Center recently was approved for participation in the Renew Active Program. [01:13:38] This is very important because the AARP Medicare Advantage plans provide coverage for that [01:13:50] and not for the other plan that we've been involved in. [01:13:55] There's an opportunity now for the REC Center to go out and recruit a whole bunch of people that have the AARP plans. [01:14:04] That should be good. [01:14:06] My wife and I have both signed up. [01:14:08] Assuming we get out there, you'll actually make some money off our memberships. [01:14:13] I probably need to because we've also both recently visited one of the, I think, [01:14:20] the new business in Main Street Landing right now, which is Vampire Penguin. [01:14:26] I'm going to have to do some serious exercise to burn calories from that place. [01:14:32] It is really good. [01:14:33] If you haven't been there, go. [01:14:36] Only reward yourself if you walk there and then walk back home. [01:14:40] I probably need to run there and back given what they're serving, but it's very good. [01:14:47] We've had a couple of events on a couple of consecutive Saturdays. [01:14:52] Black Lives Matter did a march and then we had a Back the Blue event this past Saturday. [01:15:00] special props and kudos to the New Port Richey Police Department that staffed both of those [01:15:05] events, kept everybody safe, and in the case of the Back the Blue event, kept everybody [01:15:11] hydrated because they showed up with a bunch of coolers full of ice water, which was very

   This text was generated automatically from the meeting video. It is not a verbatim or official record. For exact wording, consult the video or the city clerk.

6. 6Communications▶ 1:15:13
7. 7Adjournment