Oct 10, 2022 Tourist Development Council

[Call to Order]

[1.  EVOK Quarterly Report]

[00:14:50]

...... ...

[2.  Airstream Ventures- Quarterly Report]

[00:15:56]

[00:16:00]

>> I'M DIRECTOR OF SPORTS TOURISM NOW.

[00:16:04]

FOR SIX, SEVEN WEEKS NOW. >> VERY GOOD.

WELCOME. WE LOOK FORWARD TO WORKING WITH

YOU. >> LIKE BYE.

MY NAME IS KENNEDY GRAYSON. TIME CHIEF OF STAFF AND OPERATIONS FOR AIRSTREAM VENTURES.

OUR C.E.O. COULDN'T BE HERE TODAY.

HE IS OUT OF TOWN. LANE AND I WILL BE GIVEN...

GIVING THE PRESENTATION. LANE, LIKE HE SAID, HE IS NEW WITH US. HE HAS HIT THE GROUND RUNNING.

HE HAS SOME FUN THINGS TO FILL YOU GUYS IN ON.

THE NEXT SLIDE. WE ATTEND DIFFERENT ASSOCIATIONS ON BEHALF OF CLAY COUNTY. WE WORK WITH CONNOR AND KIMBERLY ON PUTTING TOGETHER THE MARKETING MATERIALS WHEN WE GO TO THESE TRIPS FOR WHAT DO WE WANT TO PROMOTE OF CLAY COUNTY.

SOME OF THE PAST ONE THAT IS WE HAVE ATTENDED AND SOME OF THE ONES THAT WILL BE COMING UP. SPORTS, THAT WAS IN SAVANNAH.

LANE WAS ON THE JOB TWO OR THREE WEEKS.

IN A FEW SLIDES, REGIVE AN UPDATE TO SOME EVENT PROMOTERS THAT WERE THERE AND THE CONNECTIONS THAT WERE MADE.

DUE TO HURRICANE IAN, THERE WERE SOME CANCELLATIONS.

OUR WHOLE TEAM WILL BE GOING TO THAT.

THAT ONE IS KIND OF EXCITING. IT IS EVENT PROMOTERS WHO WANT TO BE HERE IN FLORIDA. THEY ARE HERE TO TALK WITH COMMUNITIES LIKE CLAY COUNTY BECAUSE THIS IS WHERE THEY WANT TO BE. WE ARE EXCITED TO GO TO THAT ONE. WE ARE WAITING TO SEE WHEN THAT WILL BE RESCHEDULED. THEN TEAMS AND OKLAHOMA CITY, LANE WILL BE GOING THERE NEXT WEEK.

AND KIND OF OUR FOCUS ON THAT ONE IS WITH THE FAIRGROUNDS GOING OFFLINE. WE ARE GOING TO FOCUS ON THE OTHER FACILITY THAT IS WE HAVE HERE IN CLAY COUNTY TO START DRUMMING UP SOME BUSINESS FOR 2023 AND 2024.

AN EVENT HIGHLIGHT. I KNOW WE TOUCHED ON THIS LAST TIME. WITH SOME OF YOU BEING NEW AND NOT BEING PRESENT AT THE LAST ONE, I'M GOING TO TURN IT OVER TO KIMBERLY. IT HAS BEEN HER BABY.

WE HAVE BEEN WORKING ON IT FOR A REALLY LONG TIME.

IT IS A REALLY COOL EVENT TO BRING HERE TO CLAY COUNTY.

I'LL LET YOU KIND OF FILL IN. >> THANKS, KENNEDY.

WE WERE ABLE TO SOLIDIFY WITH THE BOARD OF COUNTY COMMISSIONERS APPROVAL, A CONTRACT WITH KAYAK BASS FISHING. CHAD AND CHRISTIE HOOVER ARE FROM TENNESSEE AND ALABAMA NOW, I THINK.

AND THEY WILL BE BRINGING A NATIONAL TOURNAMENT TO CLAY COUNTY. THIS ONE IS NOT YOUR AVERAGE TOURNAMENT. IT IS A 15-MONTH-LONG MARKETING CAMPAIGN. BASICALLY.

SO WHAT THAT MEANS IS FOR 15... FOR REALLY 14 MONTHS, THEY WILL BE MARKETING CLAY COUNTY AS... THE COMPETITORS HAVE TO QUALIFY FOR THE TOURNAMENT IN CLAY COUNTY.

THEY HAVE TO COME HERE AND CATCH A FISH TO QUALIFY.

AND THEN IN NOVEMBER OF 2023, THEY WILL... I THINK... WE HAVEN'T SAID THE FINAL DATE. SOMETIME IN NOVEMBER, DECEMBER, OR JANUARY OF '2 OR '24, WE WILL HAVE THE TOURNAMENT THAT EVERYONE WILL BE QUALIFYING FOR. AND THAT WILL BE THE OTHER TIME THAT THEY COME. BASICALLY, WE ARE GETTING TWO VISITS OUT OF PEOPLE FOR THIS TOURNAMENT.

AND CHAD, FOR THOSE OF YOU WHO DON'T KNOW CHAD HOOVER, HE HAS HIS OWN TV SHOW. HE HAS AT LEAST FIVE MILLION FOLLOWERS ON EVERY SOCIAL MEDIA PLATFORM.

SO WE ARE GOING TO HIT THE GROUND RUNNING.

WITH BEING A KAYAK BASS FISHING DESTINATION.

HE IS GOING TO BE HERE. SO WE ARE LOOKING AT A PRESS CONFERENCE DATE. WE HAVEN'T FINALIZED DETAILS ON THAT. WE ARE LOOKING AT NOVEMBER 17 FOR THAT. YOU WILL GET MORE INFORMATION ABOUT THAT PRESS CONFERENCE BECAUSE WE WOULD LOVE FOR YOU TO

BE THERE. >> CHAD HOOVER WILL BE COMING IN FOR THAT PRESS CONFERENCE, ACTUALLY.

HE IS GOING TO PROBABLY END UP STAING TWO WEEKS, HE SAYS, BECAUSE HE WANTS TO FISH AND B BE... HE WILL BE WORKING WITH

[00:20:02]

HE WILL BE AT THAT PRESS CONFERENCE AS WELL.

LIKE KIMBERLY SAID, WE WILL MAKE SURE TO INVITE ALL OF YOU GUYS.

THAT IS AN EVENT WE ARE REALLY EXCITED FOR.

IT IS KIND OF LIKE THREE EVENTS IN ONE.

THERE IS A VIRTUAL COMPONENT, THEN A REGIONAL CHAMPIONSHIP THT GOES WITH IT AND A NATIONAL CHAMPIONSHIP.

IT WILL BE REALLY COOL TO SEE THAT PLAY OUT FROM THE BEGINNING. AND GETTING THE CLAY COUNTY RESIDENTS INVOLVED. AND SEEING EVERYONE ELSE THAT COMES INTO THE COMMUNITY TO PARTICIPATE.

THEN THE NEXT SLIDE IS SOME OF THE EVENTS, SOME OF THE BOOKED EVENTS WE HAVE, SOME THAT WE ARE IN TALKS WITH, IN CONVERSATIONS.

I'LL LET LANE FILL YOU GUYS IN ON THIS.

>> SO AS KENNEDY MENTIONED, I DID GO TO SAVANNAH A COUPLE OF WEEKS AGO TO THE SPORTS CONVENTION.

I WAS ABLE TO MEET A LOT OF EVENT ORGANIZERS AND PLANNERS AND KIND OF INTRODUCE MYSELF AND MAKING SOME RELATIONSHIPS AND PARTNERSHIPS WITH THEM. OBVIOUSLY, THE GOAL IS TO CREATE A WIN-WIN SITUATION, NOT ONLY FOR YOU GUYS BUT FOR THEM AS WELL. THERE HAS BEEN A LOT OF GREAT CONVERSATIONS SO FAR FROM FOLKS WHO WANT TO BE... WHETHER IT IS IN NORTHEAST FLORIDA OR IN FLORIDA, IN GENERAL.

OBVIOUSLY, OUR GOAL IS TO NOT ONLY UTILIZE THOSE RELATIONSHIPS BUT ALSO TO TAKING THE ASSETS THAT WE HAVE AVAILABLE TO US AT LEAST AT THE MOMENT, MAYBE A LITTLE BIT DIFFERENT ONCE TYLER SPEAKS... BUT AT THE MOMENT, TO BRING THOSE TYPE OF EVENTS HERE TO CLAY COUNTY.

SOME OF THE ONES TALK ABOUT KAYAK BASS FISHING.

YOU KNOW, YOUTH LACROSSE TOURNAMENTS ARE BIG.

OBVIOUSLY, THE ATHLETES COME AND THE PARENTS COME.

A LOT OF THOSE TIMES, THEY ARE HERE FOR TWO NIGHTS.

THEY ARE STAYING IN HOTELS AND VISITING RESTAURANTS.

THAT BRINGS A LOT OF PEOPLE TO THE AREA AS WELL, OBVIOUSLY.

I KNOW THAT WE HAVE BEEN WORKING ON THE INSPIRE DANCE COMPETITION AS WELL. WE ARE PRETTY MUCH DONE WITH THAT. KIND OF BOOKED ON IT.

THAT IS A GOOD OPPORTUNITY FOR US.

YOU KNOW, FOR CLAY COUNTY AS WELL.

SOME OF THE OTHER ONES THAT YOU SEE, WE ARE IN TALKS WITH THE SPIKEBALL TOURNAMENT. I TALKED WITH THE DEVELOPMENT MANAGER. SHE TOLD ME POINT-BLANK, SHE WOULD LIKE TO BE IN NORTHEAST FLORIDA.

SHE LIKED THE OPPORTUNITY THAT COULD BE HERE.

THAT ONE RIGHT THERE WOULD HAVE A HUNDRED TEAMS WHICH IS TWO COMPETITORS EACH TEAM. OBVIOUSLY.

THEN OF COURSE, YOU HAVE SOME FANS.

YOU HAVE SOME PEOPLE THAT WOULD COME IN AND OBVIOUSLY, STAY IN THE HOTELS. THINGS LIKE THAT.

FLAG FOOTBALL EVENTS. MOTO-SURF IS A RENEWAL.

CORRECT? WE HAVE DONE THAT IN THE PAST.

OF COURSE, I CAME INVOLVED IN PRO WATER.

I HAD A GREAT CONVERSATION ABOUT THE U.S. STRONGMAN COMPETITION.

DUDES TAKING BIG TIRES AND PUSHING THEM AROUND AND THINGS LIKE THAT. I HAD A GREAT CALL WITH THEM LAST WEEK AS WELL. I'M WAITING FOR ADDITIONAL INFORMATION. OBVIOUSLY, THE GOAL WAS TO TRY TO FIND OUT THE RIGHT FACILITY WE COULD USE FOR THAT POTENTIALLY. I DID SPEAK WITH THE U.S. CH CHESS... THE COMPETITORS AND PARENTS AS WELL.

ESPECIALLY ON THE YOUTH LEVEL. THOSE ARE THE TYPE OF THINGS WE ARE LOOKING FOR. I'M GOING TO OKLAHOMA CITY IN A COUPLE OF WEEKS TO THE BIG EV EVENT.

OF COURSE, OBVIOUSLY, MY GOAL IS TO CONTINUE TO FIND MORE OPPORTUNITIES FOR US TO BRING THEM INTO CLAY COUNTY.

>> AND TO KIND OF FOLLOW ON THAT, SOME ISSUES WE HAVE RUN INTO IS FIELD SPACE. I KNOW WE TALKED LAST TIME ABOUT HOW WE HAD TO CANCEL LACROSSE TOURNAMENTS DUE TO FIELD SPACE.

ORGANIZATIONS LIKE SPIKE BALL WHERE THEY DON'T NEED AS MUCH SPACE AS A HIGH SCHOOL LACROSSE TOURNAMENT, WE ARE TRYING TO FOCUS ON THOSE GROUPS THAT MAYBE DON'T NEED AS MUCH SPACE.

WE CAN WORK WITH WHAT WE HAVE RIGHT NOW UNTIL THE NEW FAC FACILITY... AND THEN MEANTIME, WE WILL START GOING FOR THOSE BIGGER ONES. THE LAST IS THE ANNUAL CONTRACT AND WHAT WE HAVE DONE SO FAR. UNDER EVENTS, MOTO-SURF, LACROSSE, THE SUNSHINE STATE GAMES.

THAT WAS HERE. WE ARE HOPING TO TRY TO GET ONE MORE BEFORE THE END OF THIS CALENDAR YEAR.

WE DID HAVE THAT ONE LACROSSE ONE THAT WE HAD TO CANCEL.

I THINK WE WILL BE ABLE TO FIND ONE MORE.

WHEN LANE IS UP IN TEAMS, HE WILL SEE IF ANYONE HAS A LAST-MINUTE 2023 OR BEGINNING OF 2022 OR BEGINNING OF 2023 EVENT THAT WE COULD CLOSE OUT ON. BESIDES THAT, THANK YOU ALL FOR YOUR TIME. AND IF YOU HAVE ANY QUESTIONS,

YES? >> I HAVE A QUESTION.

I HAVE NEVER HEARD OF SPIKE BALL BEFORE.

SOUNDS INTERESTING AND DANGEROUS AT THE SAME TIME.

>> SPIKE BALL ACTUALLY... >> IT STARTED AS A BEACH GAME.

>> THE MICROPHONE. >> SPIKE BALL ACTUALLY STARTED AS A RECREATIONAL LITTLE SPORT. IT IS REALLY JUST A SMALL NET AND A SMALL BALL. IT IS TWO TEAMS. YOU ARE BASICALLY HITTING IT ON. IT IS ALMOST... I DON'T WANT TO

SAY VOLLEYBALL. >> IT IS LIKE VOLLEYBALL EXCEPT

YOU HIT ON TO THE NET. >> THERE IS TOUR... FOUR TEAMS. ONE GUY HITS IT, THE NEXT GUY HITS IT.

I STARTED AS A RECREATIONAL SPORT THAT A LOT OF YOUTH WAS PLAYING. LIKE ANYTHING ELSE, IT TURNED INTO A NATIONAL ORGANIZATION THAT HAS GROWN TREMENDOUSLY.

[00:25:01]

I MEAN,... >> IT IS ON ESPN NOW.

EXACTLY RIGHT. YEAH.

>> WHY NOT? >> WHY NOT? WE WILL BRING ONE NEXT TIME. WE HAVE ONE.

>> WE HAVE SOME ROOM. ANYBODY HAVE ANY OTHER QUES

QUESTIONS? >> I HAVE A QUESTION.

>> GO AHEAD. >> DIDN'T WE HAVE, LIKE, A CORN HOLE TOURNAMENT LAST YEAR? IS THAT COMING BACK AT ALL?

>> WE DID. THEY USED THE FAIRGROUNDS.

THAT WAS THE ONLY SPACE THAT WAS LARGE ENOUGH FOR THEM.

NOW WITH THE FAIRGROUNDS GOING OFF-LINE, WE WILL KIND OF LOSE THEM FOR THE NEXT YEAR UNTIL WE HAVE A FACILITY THAT COMES BACK ON-LINE. THAT IS BIG ENOUGH TO HOST THEM.

BECAUSE THEY HAD... DO YOU REMEMBER THE NUMBER OF COURTS

THEY HAD? >> THEY NEEDED, I THINK, 30,000 SQUARE FEET. OF SPACE.

WHICH IS PRETTY SUBSTANTIAL. WHICH IS WHY THE FAIRGROUNDS

WORKED SO WELL. >> WE ENDED UP MAKING IT WORK BY LAYING TARPS DOWN. WE DIDN'T WANT TO PLAY ON THE

DIRT. >> THERE WERE OTHER ISSUES WITH HUMIDITY. LIKE, THINGS WE DIDN'T THINK

WOULD MATTER IN CORN HOLE. >> LIERK, THE BAGS WERE SLIDING

NOT THE RIGHT WAY. >> YEAH.

>> THE HUMIDITY. >> THE FIRST DAY WAS FINE.

BECAUSE IT WAS DRY. >> RIGHT.

>> KIND OF COOL DAY. THEN WHEN THE HUMIDITY AND THE RAIN MOVED IN, EVEN THOUGH THEY WERE UNDERCOVER, BAGS WERE STICKING ON THE BOARDS. YOU KNOW, YOU ARE TALKING ABOUT GUYS THAT... AND LADIES THAT ARE AT THE TOP OF THEIR GAME.

AND THEY WERE NONE TOO HAPPY THAT CORN HOLE WAS UNAPPROACHABLE. THE BAGS WERE STICKING TO THE

BOARDS. >> YEAH.

THEY TOLD US THAT THEY NEEDED CLIMATE CONTROL SPACE.

SO WE ARE GETTING CREATIVE AND LOOKING AT OPTIONS FOR FUTURE

CORN HOLE TOURNAMENTS AS WELL. >> UNLESS YOU HAVE A 30,000 SQUARE-FOOT ARENA SOMEWHERE WE DON'T KNOW ABOUT... .

>> WE WOULD BE HAPPY WITH THAT. ACTUALLY.

>> A LOT OF US WOULD BE HAPPY WITH THAT.

DEBBY, GO AHEAD. >> WHAT ABOUT THREE V. THREE

SOCCER. >> SO MY DAUGHTER PLAYS COMETTIVE SOCCER. WE ARE DOWN IN THE FLORIDA LEAGUE. A LOT OF TIMES, THE TOURN TOURNAMENTS... I HAVE BEEN LOOKING INTO IT.

SHE HAS COMPETED IN SOME OF THOSE.

I DID REACH OUT TO SOMEBODY RECENTLY ABOUT THE TOURNAMENTS.

I DO THINK THERE IS A LOT OF OPPORTUNITY THERE.

SOMETIMES... I HAVE TO FIND OUT IF THEY ARE CONNECTED WITH THE ACTUAL CLUBS. I THINK THEY ARE INDEPENDENT.

IT IS AN OPPORTUNITY, I THINK. THERE IS SO MUCH SOCCER AROUND SOMETIMES. I'M TRYING TO FIND OUT THE NICHE OF IT. OBVIOUSLY, DO PEOPLE TRAVEL IN TOWN FOR IT? BECAUSE IT COULD BE A LOCAL THING. WELL, I DON'T KNOW THAT YET.

I'M LEARNING MYSELF. MY DAUGHTER HAS PLAYED IN A COUPLE OF TOURNAMENTS. THEY WERE ALL LOCAL FOLKS.

THAT IS WHY I WASN'T SURE IF THAT WOULD BE FROM A TOURISM PERSPECTIVE, IF PEOPLE WOULD TRAVEL IN FOR A WEEKEND TO DO IT. IT WAS DEFINITELY ON THE RADAR.

WE HAVE BEEN LOOKING AT IT. >> THERE IS ALSO STREET SOCCER.

HAVE YOU HEARD OF THAT? IT IS A DIFFERENT TYPE OF BALL.

PRETTY MUCH KEPT ON THE GROUND. >> OKAY.

>> IT IS A LITTLE BIT HEAVIER. YOU CAN PLAY IT ON, LIKE,

ASPHALT. >> REAL Y.

>> I WOULD CONSIDER MYSELF A SPORTS FANATIC.

YOU DIDN'T KNOW WHAT SPIKE BALL IS.

I NEVER HAVE HEARD OF STREET SOCCER.

>> TALK TO ME LATER. >> PRETTY COOL.

>> ANY OTHER QUESTIONS FOR OUR FOLKS FROM AIRSTREAM? WELL, GREAT. WE APPRECIATE THE UPDATE AND YOU WILL KEEP US POSTED. LANE, WELCOME ABOARD.

WE APPRECIATE IT. KENNEDY, THANK YOU FOR SUBSTITUTING FOR ALAN. WILLST WE SEND OUR BEST.

[4.  Minutes from TDC Meeting August 8, 2022]

>> THANK YOU. >> HAVE A NICE DAY.

>> LET'S MOVE ON. SKIPPING NUMBER THREE TO NUMBER FOUR. THESE ARE THE MINUTES FROM THE TDC MEETING AUGUST 8. WE WILL LOOK FOR APPROVAL.

IF ANYBODY HAS ANY CORRECTIONS. OR... ALL RIGHT.

>> I'LL MOTION TO APPROVE AS IS. >> ALL RIGHT.

>> I'LL SECOND. >> WE HAVE A SECOND AS WELL.

ALL IN FAVOR, PLEASE SAY AYE. >> AYE.

[5.  Bed Tax Collections Update]

>> ANY OPPOSED? MOTION CARRIES 9-0.

WE MOVE TO NUMBER FIVE. OUR BED TAX COLLECTIONS UPDATE.

KIMBERLY HANDLES THAT FOR US. >> YES.

WE ARE REALLY EXCITED. WE ARE EXPERIENCING AMAZING BED TAX COLLECTIONS. WE HAVE HAD TWO RECORD MONTHS OVER THE LAST... OKAY. LIKE, THERE IS TWO MONTHS.

I'M SORRY. I'M LEARNING THIS... DOING IT ON THE COMPUTER, TOO. SO WE HAVE HAD RECORD COLLECTIONS WHICH JUST MEANS THERE IS ONLY TWO WAYS... WELL, THREE WAYS THAT WE CAN HAVE AN INCREASE IN COLLECTIONS.

SO WE EITHER INCREASE SUPPLY OR WE, WE INCREASE THE RATE.

THOSE ARE THE TWO PRIMARY WAYS THAT WE, YOU KNOW...

WE RAISE THE BED TAX COLLECTIONS.

[00:30:01]

FOR US. WE HAVE HAD MORE VACATION RENTALS COME ON-LINE. THROUGH OUR VOLUNTARY COLLECTION AGREEMENT WITH AIR BNB. WE ARE GOING TO HAVE A CONVERSATION SOON THAT HELPS US TRACK THAT A LITTLE BIT MORE.

AND ACTUALLY, COMMUNICATE WITH SOME OF THOSE VACATION RENTAL OWNERS. AND THEN WITH THE... I THINK THAT OUR DEMAND IS ALLOWING US TO INCREASE THE RATE.

SO WHAT YOU WILL SEE IS IN... LET ME SEE WHAT MONTH THIS IS.

IN THE MONTH OF APRIL, WE COLLECTED $161,106 FOR BED TAX COLLECTION. WE HAVE NEVER COLLECTED THAT MUCH WERE. THAT MUCH BEFORE.

IN MAY, WE COLLECTED MORE THAN 151,000, AND THEN AGAIN, IN J JULY, WE COLLECTED $159,000... ALMOST $160,000.

SO THOSE TWO RECORD MONTHS IN THE SAME YEAR IS MONUMENTAL FOR OUR INDUSTRY AND FOR OUR... EVERYTHING THAT WE ARE TRYING TO DO. SO WE HAVE ALREADY EXCEEDED OUR BUDGET PROJECTION. WITH ANOTHER MONTH TO SEE THE REPORTS FOR COLLECTIONS. AND SO WE ARE REALLY, REALLY EXCITED. ABOUT BEING ABLE TO REPORT THAT TO YOU. AND WE LOOK FORWARD TO THE FUTURE. MORE SUPPLY IS COMING ON-LINE.

SO NOW OUR CHALLENGE IS TO MAKE SURE THAT SUPPLY DOESN'T DAMPER THE RATE AND THAT THAT RATE STAYS STRONG.

WE BELIEVE THAT IT WILL. >> ANY QUESTIONS FOR KIMBERLY ON THE BED TAX COLLECTIONS? ALL RIGHT.

[6.  FY 22-23 TDC Event Marketing Grant Application]

A 2023 FISCAL YEAR EVENT MARKETING GRANT APPLICATION.

CONNOR, YOU WILL HANDLE THIS? >> HELLO.

BEFORE YOU TODAY, YOU HAVE AN EVENT APPLICATION FOR A SPECIAL GRANT. THIS IS COMING TO YOU FROM MVPAA. IT IS THEIR WINTER RALLY AND SWAP MEET. OWL OF 250 POINTS, THEY SCORED 225, AND SO THROUGH THE ALLOCATION FORMULA, THEY HAVE REQUESTED THE $#,500. AND THE ALLOCATION FORMULA IS

SUGGESTING A FULL $3,500. >> IF YOU HAVEN'T BEEN TO ONE OF THE EVENTS, YOU ARE MISSING OUT. ESPECIALLY IF YOU LIKE A LOT OF NOISES. STAN IS HERE, ACTUALLY.

IN A NUTSHELL, CAN YOU GIVE US AN IDEA OF THE EVENT.

>> YEAH. FRIDAY IS OUR BIG SET-UP DAY.

SATURDAY AND SUNDAY, THE MAIN EVENT IS 1:00.

WE HAVE A BATTLE REENACTMENT. IT INCLUDES GERMAN REENACTORS, AMERICAN INFANTRY, GERMAN INFANTRY.

WE BRING IN ARMOR. ALL AMERICANS.

TYPICALLY, THE GOOD GUYS WIN. WE DO GET A PYRO-PERMIT.

WE HAVE A COUPLE OF GROUND EFFECTS.

SHOOTS A BLANK HERE. IT IS ALL ORCHESTRATED.

RUNS FOR ABOUT 30-45 MINUTES, THE BATTLE.

PRECEDING THE BATTLE, ALL THE EQUIPMENT WILL PARADE BY IN FRONT OF THE SPECTATORS. THEY ARE LINED UP WITH THE BARRICADE RIPPED OFF. THEY GET A CLOSE-UP, SEEING THE EQUIPMENT MOVE. THEY WILL SEE WEAPONS DEMONSTRATIONS. EVERYTHING IS WITH BLANKS.

IT IS ALL VERY TIGHTLY CONTROLLED.

THE VENDORS, OF COURSE, MIL MILITARY... THAT IS THE WHOLE THEME OF THE THING. THAT KIND OF STUFF.

AND IT'S JUST A FUN TIME. BUT WE HAVE A DISPLAY OF VEHICLES THAT PEOPLE CAN WALK AROUND, KICK THE TIRES.

THAT KIND OF THING. WHEN THE ARMOR IS NOT MOVING, YOU CAN WALK AROUND. THAT YOU CAN TALK TO THE CREWS.

YOU CAN'T CLIMB ON IT. YOU CAN WALK AROUND IT.

KICK THE TREAD. TALK TO CREWS.

AFTERWARDS, WHEN THE BATTLE IS DONE, WE INVOKE CHILD LABOR.

ALL THE KIDS AROUND PICK UP THE BRASS.

WE DON'T HAVE A BIG PROBLEM WITH THAT THERE.

NO CHARGE FOR PARKING. NO CHARGE FOR ADMISSION.

WE LIVE ON DONATIONS. OUR OWN DUES THAT WE PAY IN.

THE VEHICLES ARE ALL PRIVATELY OWNED AND MAINTAINED.

IT IS JUST A FUN EVENT. WE DO PASS OUT EARPLUGS IF YOU FORGET YOURS. IT WILL TEST THE ALARM IN THE POLICE CAR THERE. THEY FIRED OFF, AND HIS CAR WENT

[00:35:03]

NUTS. >> I DO WANT TO ADD, STAN AND THE SCOTTISH HIGHLAND GAMES HAVE BEEN WORKING TOGETHER.

>> YES. >> IT IS THE SAME WEEKEND.

SO THAT CREATES GREAT SYNERGY FOR AN OVERNIGHT STAY.

SO THAT PEOPLE CAN EXPERIENCE A LOT OF THINGS TO DO.

AND THEY ARE CROSS-PROMOTING TOGETHER.

>> AND SINCE THE GAMES ARE ONLY ON SATURDAY, WE HAVE AT LEAST ONE GUY IN THIS JEEP... GOINGK TO STATIONED OVER AT THE GAMES.

WITH A POSTER, SAYING WHAT ARE YOU DOING TOMORROW?

>> EXCELLENT. >> YEAH.

IT IS QUITE AN EVENT. BESIDES TANKS, THERE IS JEEPS.

IS HOW LITSER GOING TO COME BY? >> OH, YEAH.

THAT WILL TEST YOUR CAR ALARM. NOW, NO PROMISES.

THEY KEEP RUNNING INTO PROBLEMS THEY ARE WORKING ON.

THEY ARE RESTORING... IT IS GOING TO LOOK LIKE A GERMAN TIGER. THE ONE THEY GOT FROM THE MOVIE "SAVING PRIVATE RYAN." THAT ONE IN THE MOVIE HAD PLYWOOD SIDES AND IT WAS MADE TO LOOK GOOD ON THE CAMERA.

WHAT THEY ARE DOING IS THEY ARE TRYING TO RESTORE IT.

IT WILL HAVE LIVE... IT WILL BE ARMOR.

>> PLATED. HOPEFULLY, IT WILL MAKE ITS

DEBUT HERE. >> YEAH.

I DON'T KNOW IF YOU... YOU DON'T KEEP... IT IS A FREE EVENT.

YOU DON'T KEEP, YOU KNOW, AN ACCOUNT ON THE ACTUAL CROWD.

THERE IS SEVERAL THOUSAND PEOPLE THERE.

>> YEAH. WE HAVE TAKEN SAMPLES.

WE KNOW HOW FAR APART THE POLLS ARE WHEN WE SEND THEM OUT FOR THE BOUNDARY. WE WILL COUNT HOW MANY PEOPLE...

WE WILL ESTIMATE IT THAT WAY. GIVE US AN IDEA.

ONE THING TALKING TO THE SCOTTISH GAMES, THEY ARE GOING TO GO TO GET SOME PEOPLE TO DO SURVEYING.

WHERE DID YOU HEAR ABOUT THIS? WHAT DID YOU THINK? I HAD TALKED TO THEM. WE ARE GOING TO DO THE SAME THING FOR THE FIRST TIME. WE WILL ACTUALLY HAVE THE SURVEY, TRYING TO GET THE DATA THAT KIMBERLY WANTS.

>> EXCELLENT. ANY OTHER QUESTIONS AT THIS

TIME? >> I HAVE A QUESTION ABOUT...

ARE YOU GUYS GOING TO CONNECT WITH CAMP LANDING?

IT SEEMS ALMOST LIKE A... >> WE DO EVENTS WITH THEM.

WHERE WE STAGE IS OVER AT THE INDUSTRIAL PARK.

>> YEAH. BUT, LIKE, OH, BY THE WAY, GO TO CAMP LANDING. HAVE A DISPLAY.

>> THEY ARE INVITED TO BRING A DISPLAY TO OUR PLACE.

AS IT WORKS OUT, OUR VICE PRESIDENT NEXT YEAR WILL BE THE PRESIDENT OF THE MUSEUM AT CAMP LANDING.

WE ARE DEAF HIT THELY GOING TO BE CROSS-WIRED HERE PRETTY SOON.

>> THE OTHER THING, TOO, WHEN WE CREATE OUR, YOU KNOW, ITINERARY AND PACKAGE IDEAS, THAT WILL DEFINITELY BE INCLUDED.

>> OKAY. >> VERY GOOD.

THANK YOU, STAN. APPRECIATE IT.

>> ALL RIGHT. SO CONNOR, JUST REVIEWING REAL

QUICK AGAIN. >> SURE.

SO OUT OF 250 POINTS, THEY SCORED 225.

SO THE ALGORITHM IS SUGGESTING THE FULL ASK WHICH WAS $3,500.

>> I BELIEVE THAT IS IF WHAT THEY REQUESTED AND RECEIVED LAST YEAR. RIGHT?

>> IEST YES, SIR. >> ANY QUESTIONS ABOUT THE EVENT OR THE GRANT? ALL RIGHT.

IF SOMEBODY IS INTERESTED IN MAKING A MOTION, I WOULD ACCEPT

THAT MOTION. >> A MOTION TO GRANT THE FULL $3 5RBGS00. NOT $35,000.

>> I'M SORRY. >> STAN WAS CLICKING HIS HEELS OVER THERE. ALL RIGHT.

WE HAVE A MOTION. WHO MADE THE SECOND? WE HAVE A SECOND THERE AS WELL. ALL RIGHT.

ANY OTHER DISCUSSION? ALL IN FAVOR, PLEASE SAY AYE.

>> AYE. >> ANY OPPOSED? MOTION CARRIES 9-0. THANK YOU, STAN.

>> THANK YOU. >> THANK YOU.

>> THANK YOU. >> AND THIS IS AN EVENT THAT STAN BROUGHT TO US. IT USED TO TAKE PLACE A LITTLE FURTHER SOUTH IN FLORIDA. RIGHT? VERY GOOD. ALL RIGHT.

SO WE HAVE MADE IT THROUGH. ANY OLD BUSINESS?

[3.  CSL- Tourism Strategic Plan Final Presentation]

SO LET'S BACK-TRACK. TO ITEM NUMBER THREE.

WE FINISHED ALL OUR BUSINESS FOR THE DAY.

THIS IS OUR TOURISM STRATEGIC PLAN.

FINAL PRESENTATION. DID YOU TALK TO ANYBODY ELSE ON

THE BOARD DURING YOUR RESEARCH? >> I SPOKE TO STEPHEN.

I BELIEVE... RANDY, DID YOU MEET WITH JOHN PENNEY OR JOHN

[00:40:04]

COX? >> I DID NOT.

>> OKAY. ON THE BOARD.

TYLER'S GROUP WAS HERE. BACK... WHAT? SUMMERTIME, RIGHT? MAY, JUNE?

>> BACK IN MAY, YUP. >> YOU KNOW, THEY TOOK A LOT OF STAKE HOLDERS. WE SAT AND TALKED WITH THEM.

WE LOOKED AT THE COUNTY. AND PREPARED THIS PRETTY AWESOME REPORT THAT HE IS GOING TO REVIEW, AND WE WILL TALK ABOUT IT. TYLER, KIMBERLY, DID YOU WANT TO ADD ANYTHING? TYLER, IT IS ALL YOURS.

>> THANK YOU, COMMISSIONER. AS HE MENTIONED, WE CAME OUT HERE IN MAY. THIS HAS BEEN A FIVE-MONTH PROCESS OF DRAFTING WHAT HE HAS IN HIS HANDS.

ABOUT 140-PAGES OF A WRITTEN REPORT.

TODAY I'M GOING TO GO OVER A PRESENTATION SLIDE THAT SUMMARIZES A LOT OF KEY FINDINGS AND RECOMMENDATIONS.

THIS ITSELF IS ABOUT 70 PAGES. THERE IS A FEW I'M GOING TO FLY THROUGH. THERE IS A FEW I'M GOING TO SPEND SOME TIME ON. I UNDERSTAND WE HAVE A COUPLE OF HOURS TODAY. I WILL WELCOME ANY QUESTIONS THROUGHOUT. WE WILL HAVE PLENTY OF TIME TO COVER SOME IN-DEPTH QUESTIONS YOU MAY HAVE.

I WILL INTRODUCE MYSELF REALLY QUICK.

TYLER, CSL. A LITTLE BACKGROUND ON OUR COMPANY. WE HAVE BEEN AROUND FOR 30 YEARS. ALMOST 35 YEARS NOW.

DOING PUBLIC ASSEMBLY, FACILITY, AND TOURISM CONSULTING.

WE STARTED OUT SPECIALIZING IN STADIUMS, CONVENTION CENTERS.

OVER THE LAST 15 YEARS, WE HAVE DONE THESE TOURISM PLANS.

THESE PRODDER PLANS HELPING COMMUNITIES FIGURE OUT WHO IS THEIR END CONSUMER. WHO ARE THEY TRYING TO BRING INTO TOWN? HOW CAN WE MAXIMIZE THAT? WE WOULD LIKE TO EMPHASIZE UNIQUE AND AUTHENTIC.

I'M JOINED BY AN ASSOCIATE WITH CSL AS WELL.

NOAH RUTGERS. BLACK DOG ADVERTISING... WELL, A FLORIDA-BASED COMPANY IN MIAMI. THEY HAVE WORKED IN THE TOURISM INDUSTRY FOR SOME TIME. MITCH, ARE YOU THERE? MAYBE I WILL LET YOU INTRODUCE... INTRODUCE YOURSELF

QUICK? >> YES.

(INAUDIBLE) WE PUT TOGETHER A STRATEGIC MARKETING PLAN.

FOR ALL TYPES OF TOURISM BRANDS ACROSS THE COUNTRY.

MOSTLY IN FLORIDA. I HAVE BEEN WITH THE COMPANY FOR

TEN YEARS NOW. >> IT'S HAS BEEN AN EXCITING PROJECT TO WORK WITH THEM ON. IT HAS BEEN UNIQUE.

THEY ARE COMING IN AND LOOKING AT WHAT WE ARE DOING WITH OUR MARKETING AND BRANDING. WE HAVE BEEN FOCUSED ON THE VISITOR EXPERIENCE AND PRODUCT DEVELOPMENT.

I'M PLEASED WITH HOW EVERYTHING TURNED OUT.

I'M LOOKING FORWARD TO SHARING THE RESULTS WITH YOU AS WELL.

THIS IS AN OVERVIEW OF WHAT WE ARE GOING TO COVER.

I'M GOING TO GO OVER A LITTLE BIT OF THE WHY OF THIS PROJECT.

THE INTRODUCTION TO THE WHOLE PURPOSE OF THIS PLAN.

THEN WE WILL TALK A LITTLE BIT ABOUT THE EXISTING ASSET OVERVIEW. THAT IS REALLY OUR RESEARCH OF OUR SUMMARY. LOOKING AT THE ANALYSIS OF THE REGION. WE DID A LOT OF IN-DEPTH RESEARCH. I'M GOING TO SHOW ON THE NEXT PAGE ABOUT WHERE WE ARE AT TODAY.

TO FIGURE OUT THE BASE LINE AND HOW WE CAN GROW THIS GOING FORWARD. WE BENCHMARKED THE DESTINATION AGAINST SIX PEER DESTINATIONS. THREE IN FLORIDA.

THREE OTHERS AROUND THE COUNTRY TO.

FIGURE OUT, AGAIN, WHERE WE ARE UNDERPERFORMING RELATIVE TO WHERE WE SHOULD BE. COMMUNITY SURVEY.

WE ADMINISTER A SURVEY. WE GOT ABOUT 500 RESULTS.

500 RESPONSES. WE PUT ON SOCIAL MEDIA THAT REALLY HELPED INFORM THE DO'S AND DON'TS OF SOME OF THE RECOMMENDATIONS. WE WERE REALLY ENCOURAGED WITH A LOT OF THE SAME THINGS. A LOT OF THE SAME FEEDBACK THAT... YOU KNOW, THIS MAY BE OBVIOUS AND WAS KIND OF OBVIOUS IN OUR INITIAL SITE VISIT OF WHAT COULD BE DONE HERE.

IT WAS REALLY GOOD TO HEAR FROM THE PEOPLE WHO LIVE AND BREATHE THE DESTINATION EVERY DAY. THEY SEE THE SAME POTENTIAL.

WE ALSO LOOKED AT THE NON-LOCAL PERSPECTIVE.

WE SPOKE TO REAL ESTATE DEVELOPERS, EVENT PLANNERS, SPORTS ORGANIZERS, ABOUT THEIR TAKE ON THE MARKET.

IT WAS REALLY INTERESTING ABOUT HOW... TO HOW MANY PEOPLE CLAY COUNTY IS ON THE RADAR FOR. INCLUDING THE REAL ESTATE INDUSTRY. INCLUDING THE THEME PARK DEVELOPER INDUSTRY. THERE IS A LOT OF GREAT FEEDBACK WE GOT FROM THEM ABOUT WHERE THIS COULD GO IN THE NEXT FIVE TO TEN YEARS. FOR ATTRACTION DEVELOPMENT, RESTAURANT DEVELOPMENT. WE WILL TALK A LOT ABOUT THAT THROUGHOUT. THEN WE WILL GET TO RECOMMENDATIONS. WE HAD 7 KEY AREAS OF

[00:45:03]

WE ARE INCREASING DEMAND. WE WILL TALK ABOUT THOSE IN THE END. SO HERE IS JUST THE OVERALL NARRATIVE OF CLAY COUNTY TODAY. AND THIS IS NOT UNCOMMON TO A LOT OF THE DESTINATIONS WE WORK WITH.

BIG AND SMALL. AND A LOT OF THE SMALL MARKET DESTINATIONS HAVE FOUND THEMSELVES... THEY HAVE NEVER THOUGHT OF THEMSELVES AS A TOURISM INDUSTRY FOR DECADES.

THAT IS... CLAY HAS PASSED, OBVIOUSLY.

IT HAD THAT IDENTITY IN THE 1800'S.

THEY GREW AWAY FROM THAT. THEN A RURAL COMMUNITY, BEDROOM COMMUNITY. AND NOW HERE WE ARE GROWING RAPIDLY. WITH KIM'S OFFICE AND WE ARE STARTING TO MAKE A BRAND. ALL OUR EVENTS ARE BECOMING MORE ATTENDED. WE ARE HAVING A LOT OF LEISURE VISITATION. ROOM NIGHTS ARE GOING UP.

DEVELOPMENTS ARE IMPENDING. HOW DO WE CONTROL THAT AND STEER SOME INVESTMENT THAT WILL TAKE PLACE IN THE REGION IF AND REALLY USE IT AS A CATALYST TO BUILD OUT ATTRACTIONS, BUILD OUT EXPERIENCES? WHILE AT THE SAME TIME, HOW DO WE MAKE... SURE WE ARE PROTECTING THE AUTHENTIC CHARACTER OF THE DESTINATION? WE DON'T WANT TO GROW TOO FAST. WE NEED TO THINK ABOUT FOCUSED INVESTMENT IN PARTICULAR AREAS THROUGHOUT THE REGION.

WHICH IS A CONSTANT THEME OF THIS REPORT.

BUT THIS IS THE END GOAL. WE WILL GET THERE WHEN WE TALK ABOUT THE WHERE WE ARE GOING. CLAY'S FUTURE IS BRIGHT.

THERE IS A LOT OF OPPORTUNITY. THIS IS THE PERFECT TIME TO BE PLANNING SOMETHING LIKE. THIS IT REQUIRES A LOT OF COLLABORATION AND PARTNERS TO BE INVOLVED.

THIS IS A LOT OF THE SAME RESEARCH I HAVE ALREADY TALKED ABOUT. SOME NUMBERS BEHIND IT.

WE SPOKE WITH 50-PLUS LOCAL STAKE-HOLDERS.

WE REVIEWED DOZENS OF REPORTS AND STUDIES.

THANKS TO CONNOR AND KIM FOR PUTTING THOSE TOGETHER.

WE WERE GOING BACK AND FORTH FOR A COUPLE OF MONTHS THERE.

WELL, HOW ABOUT THIS? CAN WE GET THE FAIRGROUNDS MASTER PLAN? THEY WERE EXTREMELY HELPFUL IN THAT PROCESS. WE HAD 500 RESPONDENTS TO OUR COMMUNITY SURVEY. AS I MENTIONED.

WE LOOKED AT SIX DIFFERENT PEER DESTINATIONS.

WE EVALUATED INDUSTRY TRENDS. GOING ON NATIONALLY.

JUST... NOT JUST IN FLORIDA. HOW WE CAN LEVERAGE THOSE OPPORTUNITIES. THERE IS A LOT OF DRIVE-IN MARKET BUSINESS. AND THERE IS A LOT OF STAY-KATIONS GOING ON. MUCH MORE THAN FIVE YEARS AGO.

THE OPPORTUNITY TO MAYBE BRING IN SOME DRIVE-IN VISITATION.

THERE IS A LOT OF CONSUMERS IN THIS TWO-HOUR DRIVE TIME.

WE FEEL GOOD ABOUT. THAT IF WE BUILD THE RIGHT ATTRACTIONS. WE CONDUCTED OUTREACH TO 35 OF THOSE NON-LOCAL CONTACTS THAT I MENTIONED.

EVENT PLANNERS, MEETING PLANNERS.

SPORTS TOURNAMENT ORGANIZERS AND SO ON.

WE WILL TALK ABOUT THE FEEDBACK. THE EXISTING ASSET... WHEN I FIRST GIVE A PRESENTATION, IT WAS A GOOD 20-PAGE PRESENTATION.

I GOT IT DOWN TO TWO. THESE ARE REALLY THE HIGH-LEVEL TAKE-AWAYS OF WHAT WE WERE HEARING.

HERE ARE THE STRENGTHS AND OPPORTUNITIES.

NUMBER ONE, COMMUNITY CHARM. THIS IS A SMALL TOWN WITH A LOT OF GREAT PEOPLE. IN OUR SITE VISIT, THE STAKE HOLDERS WERE GREAT. ALSO THE FRONT LINE HOSPITALITY INDUSTRY WAS GREAT. THE RESTAURANTS, THE HOTELS, THE STAFF WERE REALLY GREAT TO WORK WITH.

A SIGN OF A COMMUNITY THAT IS GREAT TO LIVE.

IN IT HASN'T BEEN THOUGHT OF AS A VISITOR DESTINATION YET.

AGAIN, WE WANT TO PROTECT THAT. GOING FORWARD.

THE OUTDOOR ECO-ASSETS. WE HAVE PLENTY OF THOSE.

IT IS BECOMING INCREASINGLY ENJOYED BY PEOPLE WHO LIVE HERE.

PLENTY OF PARKS. WE HAVE THE RIVER.

WE HAVE THE LAKES. YOU KIND OF NEED TO KNOW THE SPOTS. TO GET ON THE RIVER AND LAKES TO BE ABLE TO ENJOY THEM. WE HAVE ACTIVE PLANNING IN PLACE. OBVIOUSLY, I REFERRED TO KIM AND HER TEAM. THERE IS AN EXCITEMENT ABOUT WHERE WE COULD GO. AND THERE HAS BEEN THIS SENSE OF... WITH THE EXPRESSWAY COMING IN, THERE IS GOING TO BE A LOT OF DEVELOPMENT. SO HOW CAN WE LEVERAGE THAT? I ALREADY MENTIONED THE STRONG DRIVE-IN MARKET.

THIS IS SOMETHING THAT MITCH WILL TOUCH ON AS WELL.

THIS IS SOMETHING WE FEEL IS UNDERLEVERAGED.

WE ARE DOING THE EVENTS REALLY WELL.

BUT CAN WE THINK OF PRODUCT AND MARKETING STRATEGIES TO APPEAL TO THE JACKSONVILLE METRO AND NORTH FLORIDA AREA? WHAT WE ARE HEARING FROM MEETING PLANNERS AND DEVELOPERS IS THIS IS ONE OF THE FASTEST GROWING AREAS AND MOST INTERESTING AREAS TO THEM IN THE UNITED STATES. FROM THE ATTRACTION DEVELOPMENT SIDE. IT IS AFFORDABLE.

IT IS FAMILY-FRIENDLY. AFFORDABLE DESTINATION.

ALL OF THESE THINGS KIND OF ADD UP TO COULD THIS BE A REAL USE SPORTS CAPITAL, A SPORTS MARKET% WE HAVE SOME FACILITIES NOW.

WE ARE AIRSTREAM VENTURES MAKING A LOT OF GREAT MOVEMENT AND BRINGING SOME INTERESTING EVENTS INTO TOWN.

CAN WE GO BEYOND THAT IF WE WERE TO BUILD A SPECIFIC PRODUCT TO

[00:50:04]

MANY OF THESE PROBABLY NOT SURPRISING TO YOU.

THAT LACK OF YOUNG AND FAMILY ENTERTAINMENT.

LACK OF THINGS TO DO. THIS GOES BACK TO THE SPORTS TOURISM INDUSTRY. IF WE WANTED TO BE A CAPITAL OF THE SPORTS TOURISM MARKET, WE NEED SOME ANCILLARY ACTIVITIES.

YOU KNOW, WHAT KEEPS PEOPLE HERE PAST THE ONE DAY OF THEIR EVENT.

WHAT MAYBE DRAWS PEOPLE HERE IN THE FIRST PLACE.

AND THEN IN SOME INSTANCES, IT IS HAVING SOMETHING LIKE A DAVE & BUSTERS. ON THE NEXT LEVEL, THERE IS A LOT OF EXCITING BUSINESSES THAT WE WILL TALK ABOUT IN A BIT HERE. WE ARE SEEING THIS DEVELOP BECAUSE OF THE RETAIL INDUSTRY. THERE IS SORT OF THIS RETHINKING OF REAL ESTATE, AWAY FROM RETAIL MORE TO EXPEER YEN USUAL ENTERTAINMENT. A LOT OF CONCEPTS OUT THERE.

PICKLEBALL, GOLF SIMULATORS. WE WILL TALK ABOUT THAT AS WELL.

WE HAVE SIGNIFICANT DINING AND RETAIL LEAKAGE.

FROM DOING A REAL ESTATE ANALYSIS OF SPENDING IN THE AREA. VERY, VERY HIGH.

OBVIOUSLY, PEOPLE ARE GOING TO JACKSONVILLE.

THEY ARE GOING TO ST. JOBS JOHNS TO GO TO THE MALL, TO GO TO A RESTAURANT. WE ARE NOT RETAINING A LOT OF THAT REVENUE TODAY. SIMILAR STORY ABOUT LIMITED HOTELS AND REVENUES. I THINK THERE IS REAL GOOD CHANCE OF NEW HOTEL DEVELOPMENT COMING.

YOU KNOW, ORGANICALLY. THE HOTELS WE HAVE TODAY IN TERMS OF BEING A SELECT SERVICE AND IN TERMS OF A LOW RATE, THERE IS ONLY SO MUCH WE CAN DO IN TERMS OF FUNDING FUTURE MARKETING INITIATIVES. AND ONE OF THE BIG GOALS OF THIS IS HOW WE BRING IN SOME... AND DIVERSIFY THE HOTEL BASE WE HAVE TODAY. ESPECIALLY THE EXPRESSWAY COMING IN. HOW WE CAN LINE SOME TARGET AREAS WHERE WE CAN HAVE A HOTEL PRODUCT OR TWO TO HELP BRING IN A CERTAIN CLIENT BASE. WATER ACCESS, AS I MENTIONED.

PLENTY OF OPPORTUNITIES. AT LEAST I SHOULD SAY PLENTY OF BODIES OF WATER. MAYBE NOT EXACTLY ACCESS POINTS TO THAT WATER. THAT IS SOMETHING THAT WE WILL TALK ABOUT. OBVIOUSLY, IT HAS BEEN SOMETHING THAT COMMUNITIES HAVE THOUGHT ABOUT AND THEY ARE WORKING TOWARD FOR A WHILE. WE ARE REALLY IN SUPPORT OF GETTING THAT FIGURED ON THE NEAR-TERM.

THE WORRIES OF OVER-TOURISM. WE HEARD SOME OF THAT IN OUR STAKE HOLDER INTERVIEWS. THERE IS SOME FOLKS WHO DON'T LIKE THAT IDEA. OBVIOUSLY, THE STATE OF FLORIDA, THE TERM "TOURISM" HAS A CERTAIN MEANING TO IT.

THOUSANDS, HUNDREDS OF THOUSANDS OF VISITORS COMING IN.

FOLKS COMING FROM AROUND THE COUNTRY.

IN THIS CASE, WE ARE REALLY TALKING ABOUT THAT.

HOW WE CAN IMPROVE OUR APPEAL OF BRINGING IN SOME PEOPLE FROM OUTSIDE THE STATE. A LOT OF IT IS ABOUT HOW WE GET PEOPLE FROM WITHIN THE STATE. AND WITHIN THE METRO AREA TO COME AND SPEND A DAY AND HAVE A DAY TRIP HERE.

AT LEAST SPEND A WEEKEND HERE. TO ENJOY SOME MORE NATURAL ASSETS AND SOME PRODUCT WE ARE GOING TO BE TALKING ABOUT.

THEN THE HISTORY OF THE PLANNING.

THIS IS FLORIDA IN, GENERAL. A SCATTER SHOT APPROACH TO DEVELOPMENT. HOW DO WE MAYBE AS I HAVE MENTIONED A FEW TIMES ALREADY, HOW DO WE HELP STEER AND GUIDE THAT DEVELOPMENT THAT IS COMING IN? TO HELP PROTECT OUR CHARACTER, TO KEEP US UNIQUE AND AUTHENTIC AND TO MAXIMIZE OUR APPEAL TO THE VISITOR INDUSTRY? SO FOR THE BENCHMARKING ANALYSIS, WE PICKED OUT THREE FLORIDA COMMUNITIES AS WELL AS THREE THREE OTHER COMMUNITIES NATIONALLY THAT ARE VERY SIMILARLY SITUATED AS CLAY COUNTY. THESE ARE SUBURB COMMUNITIES, SUBURB COUNTIES TO MAJOR METRO AREAS.

WE HAVE RUTHERFORD COUNTY, A SUBURB OF NASHVILLE.

JOHNSTON COUNTY, A SUBURB OF RALEIGH.

KENOSHA COUNTY, A SUBURB OF MILWAUKEE.

THEY HAVE SIMILAR BRANDING, AND THEY HAVE LEANED IN OVER THESE LAST TEN YEARS. ALL THREE.

TO SOME OF THESE ASSETS. RUTHERFORD BEING YOUTH SPORTS.

JOHNSTON BEING THE RURAL HERITAGE, ECOSYSTEM.

KENOSHA BEING A HISTORIC HARBOR SEASIDE TOWN.

HOW DO THEY INVEST IN THOSE? THEY HAVE HAD A LOT OF SUCCESS.

THEY STAND OUT ABOVE US IN TERMS OF THEIR VISITOR BASE AND HOW THEY ARE GETTING EXPOSURE ON TRIP ADVISOR, BUT IN REVIEWING THE PRODUCT THEMSELVES, AND LOOKING T JUST THE LAKES AND RIVERS IN JOHNSTON COUNTY, IT IS NOTHING THAT WE DON'T HAVE TODAY. THE SHORT STORY IS KIND OF HOW CAN WE BETTER INVEST IN OURRY JOHN AND THINK ABOUT THEM AS TOURISM ASSETS IN ORDER TO GET A BIT MORE VISITATION AND GAIN EXPOSURE ON-LINE. SO I HAVE NOAH WHO HAS DONE A LOT OF THIS RESEARCH ON THE COMP COMMUNITIES WITH US ON THE CALL.

HE CAN TALK US THROUGH A LITTLE BIT WHERE CLAY IS RANKING ON

THESE NEXT COUPLE OF PAGES. >> YEAH.

THANKS, TYLER. SO BASICALLY, WHAT WE DID WITH THESE DIFFERENT COUNTIES. WE LOOKED AT THE DIFFERENT RATINGS AND REVIEWS THEY HAVE ON TRIP ADVISOR.

WITH THE VARIOUS CATEGORIES. WE COMPARED THAT TO POPULATION.

[00:55:03]

BETWEEN THE DIFFERENT COUNTIES. THIS CHART IS KIND... THIS PAGE IS SHOWING THE CATEGORY OF ACTIVITIES.

LIKE TYLER WAS SAYING AND WHAT THE RESIDENTS AND STAKE HOLDERS HAVE BEEN SAYING AS WELL IS THAT OUTDOORK A YOU HAVE THETIES AND NEIGHBORING PARKS, THOSE ECO-TOURISM ORIENTED ASSETS ARE WHAT CLAY HAS A LOT OF. YOU LOOK AT COMPARING THE ON-LINE PRESENCE WITH THESE DIFFERENT ASSETS, CLAY IS FALLING BEHIND COMPARED TO A LOT OF THESE COUNTIES WHO ARE VERY SIMILAR TO THEM. SO REALLY WHAT THESE ARE KIND OF SHOAFING IS THAT... SHOWING IS THAT CLAY HAS THESE ASSETS.

THEY ARE NOT NECESSARILY HIGHLIGHTING THEM IN A MEANINGFUL ENOUGH WAY. WHEREAS, IF YOU REINFORCE THE WAY THAT THESE ASSETS ARE MARKETED AND PUSHED ON-LINE, YOU WOULD SEE IT MORE IN FRONT OF THE POTENTIAL VISITORS TO THE

COUNTY. >> I THINK IN THE CASE OF MUSEUMS THAT WE HAVE HERE, YOU KNOW, THAT IS A PERFECT EXAMPLE OF... WE DO HAVE PRODUCT. WE HAVE A FEW MUSEUMS AROUND THE AREA. THE ON-LINE REVIEW BASE OF EACH OF THEM IS VERY, VERY LOW. I THINK THERE IS SOME EFFORTS THAT KIM AND HER TEAM HAVE BEEN TALKING ABOUT.

I THINK YOU GOT A REPORT FROM THE PARTNERSHIP ABOUT DOING SOME DIGITAL WORKSHOPS. EACH OF THE BUSINESSES IN THE AREA TO. EDUCATE THEM ONHOW THEY MARKET THEIR BUSINESS. AND MAYBE ENCOURAGE PEOPLE TO GO ON TRIP ADVISOR ON-LINE AND REVIEW THEM.

HOW THEY MAYBE LEVERAGE GOOGLE ANALYTICS.

ONLY SO MANY BUSINESSES ARE KIND OF JUST GETTING STARTED ON MANAGING THEIR GOOGLE ANALYTICS OR LOOKING AT SEO.

SOME OF THESE SERVICES THAT ARE PRETTY LOW-COST.

TO GAIN EXPOSURE ON-LINE. OBVIOUSLY.

IT IS A SMALL MUSEUM EVEN THAT LETS YOU PUNCH ABOVE YOUR WEIGHT CLASS, IF YOU ARE ABLE TO REACH HUNDREDS OF PEOPLE A DAY WHO MAYBE HAVE AN INTEREST IN WARTIME HISTORY.

ON THE RIGHT, BOAT TOURISM AND WATER SPORTS, IT IS PRETTY EASY TO SAY WE DON'T HAVE PRODUCT. THINGS LIKE BOAT TOUR ON THE ST. JOHNS RIVER. OR IN SOME CASES, YOU KNOW, A JET-SKI TOURING OPPORTUNITY. SOME KIND OF OUTFITTER WHO RENTS YOU KAYAKS IN ANY ONE OF THESE SPOTS.

IT IS KIND OF UP TO THE INDIVIDUAL TO GO AND ENJOY THE RIVERS AND LAKES. WE DON'T HAVE BUSINESSES OR OPERATIONS THAT ARE EASILY ACCESSIBLE BY THE VISITOR OR CAN BE FOUND ONLINE BY THE VISITOR. THIS TABLE RECAPS ALL OF THOSE PRIMARY CATEGORIES. FUN AND GAMES, SITE AND LANDMARKS, OUTDOOR ACTIVITIES. AND PRETTY MUCH ACROSS THE BOARD, CLAY IS UNDERPERFORMING. IT GOES BACK TO THAT NARRATIVE.

CLAY HASN'T THOUGHT OF ITSELF AS A VISITOR DESTINATION.

IN LOOKING AT THE PRODUCT WE HAVE, WE SHOULD HAVE VERY, VERY SIMILAR REVIEW BASES ACROSS THE BOARD WITH A LOT OF THESE PEER MARKETS. WITH THE EXCEPTION OF TOURISM AND WATER SPORTS. WE NEED MORE PRODUCT.

WATER AND AMUSEMENT PARKS. OTHER ENTERTAINMENT LIKE THAT.

PROBABLY NEED MORE PRODUCT. DIFFERENT GOALS RELATED TO EACH OF THESE. IT HELPS TO START TO TELL A TOUR IS ABOUT... OKAY, WHERE ARE WE ESPECIALLY DEFICIENT? THEN WE NEED TO HEAR FROM THE COMMUNITY RESIDENTS ABOUT WHAT THEY PARTICULARLY WANT. THAT IS THIS NEXT SECTION HERE.

AS I MENTIONED, WE USED SOCIAL MEDIA... I THINK WE WERE BROADCASTED ON FACEBOOK, STAIN GRAM, TWITTER, HAD A LINK OUT.

THERE IS A COUPLE OF THINGS FROM THIS.

OBVIOUSLY, THE RESULTS WE GOT FROM THE SURVEY.

ALSO INTERESTING WERE SOME OF THE COMMENTS AND THE DIALOGUE GOING ON. WITH THE POSTINGS.

GREAT COMMENTS. ALSO CONCERNS ABOUT TOURISM.

SOME DOUBTS POSTED ON THERE. BUT THEN PEOPLE RESPONDING, AND THROUGH THE DIALOGUE ABOUT WHAT COULD BE DONE AND WHAT'S REALISTIC FOR THE REGION. THAT IS SOMETHING WE FACTORED IN, INTO THE REPORT AS WELL. THE SURVEY FOCUSED ON HOW IMPORTANT TOURISM IS. WHAT PEOPLE'S THOUGHTS ARE ON IT. HOW WELL WE ARE MEETING THE POTENTIAL. WHAT ARE THE STRENGTHS AND CHALLENGES. AND SOME IDEAS YOU HAVE HAD.

PEOPLE HAVE OBVIOUSLY HAD VISITING FRIENDS AND FAMILY HERE. WE LIKE THE QUESTION, WHAT DO YOU LIKE TO DO IN CLAY?" A LOT OF FEEDBACK IS WELL, THERE IS NOT A LOT TO DO. WE GOT SOME FEEDBACK WITH RECOMMENDATIONS. WE ALSO HAD SOME PRELIMINARY IDEAS THAT WE PROMPTED THE RESPONDENTS WITH AND ASKED FOR THEM TO SCORE. WE WILL TAKE A LOOK AT THAT IN A COUPLE OF SLIDES. THIS IS THE BIG FIRST QUESTION OF HOW IMPORTANT IS TOURISM AND HOW WELL ARE WE MEETING OUR POTENTIAL. MIRROR IMAGES.

LITERALLY. MIRROR IMAGES OF ONE ANOTHER.

THE IMPORTANCE OF TOURISM. PEOPLE SEE IT AS IMPORTANT.

I DON'T THINK WE HAVE HAD 7, THE HIGHEST SCORE, THE MOST FREQUENTLY GIVEN RESPONSE, THE 24% OF RESIDENTS THINK IT IS VERY IMPORTANT. ON THE RIGHT, HOW WELL ARE WE

[01:00:03]

BEING THE MOST FREQUENTLY GIVEN RESPONSE.

HERE IS THE FIRST TIME WE SEE THAT BEING A ONE.

THE FURTHEST WE ARE FROM MEETING OUR POTENTIAL.

BUT THAT IS NOT NECESSARILY A BAD THING.

THERE WAS A LOT OF EXCITEMENT AND GREAT IDEAS THAT CAME WITH HOW WE CAN MOVE THE NEEDLE HERE. SOME OF THE CHALLENGES THAT WERE GIVEN THAT THIS WAS AN OPEN-ENDED RESPONSE... THERE WAS A LOT OF RECURRING THEMES. NOAH WHO LOOKED AT PROBABLY THE 500 LINES OF DATA AND LOOKED AT EVERYBODY'S RESPONSE WENT THROUGH THIS. WE HAVE INSIGHTS AS TO WHAT PEOPLE ACTUALLY SAID. DO YOU WANT TO WALK US THROUGH

SOME OF THESE TOP FOUR OR SNIEF. >> YEAH.

A LOT OF THE DATA WAS REALLY REFLECTIVE OF WHAT WE WERE HEARING FROM STAKE-HOLDERS. WHAT'S BEEN IT RATED TO US ALREADY. SOME OF THE MORE LONG-TERM INVESTMENTS THAT PEOPLE HAD REFERENCED.

CHALLENGES TOWARDS TOURISM. THINGS LIKE INFRASTRUCTURE IN, TERMS OF THE QUALITY OF ROA ROADWAYS, ACCESS TO PUBLIC TRANSPORTATION, THE ORGANIZATION OF DEVELOPMENTS IN THE COUNTY.

AND THEN STUFF LIKE TRAFFIC AS WELL WAS KIND OF A MAJOR CONCERN AS FAR AS CHALLENGES, REGARDING TOURISM SPECIFICALLY.

BUT A LITTLE BIT MORE ORIENTED TO WHAT TYLER WAS SAYING.

PEOPLE DON'T NECESSARILY FEEL LIKE THEY HAVE A LOT TO DO.

30%-OF-RESPONDENTS SAYING THERE IS KIND OF A LACK OF ENTERTAINMENT IN THE COUNTY. THEY CAN'T FIND THESE SPECIFIC THINGS TO DO. WHAT THAT KIND OF MEANS IS THAT THESE DOLLARS THAT COULD POTENTIALLY BE SPENT IN THE COUNTY BY RESIDENTS OF THE COUNTY ARE KIND OF BEING TAKEN OUTSIDE OF THE COUNTY TO PLACES LIKE ST. JOHNS COUNTY, DUVAL COUNTY, AND THEN AGAIN, PEOPLE SAYING THINGS ALONG THE LINES OF JUST NOT ENOUGH QUANTITY OR QUALITY OF EVENTS AND ACTIVITIES TO DO IN THE COUNTY. NOT A LOT OF OPTIONS AS FAR AS UNIQUE DINING GOES. LODGING.

POTENTIAL RETAIL, SHOPPING OPPORTUNITIES.

SO REALLY, THINGS THAT WOULDN'T BE TERRIBLY DIFFICULT TO INVEST IN AND PUSH TOWARDS, BUT CHALLENGING IN THE SENSE THAT PEOPLE AREN'T NECESSARILY SEEING IT.

DON'T THINK IT COULD NECESSARILY SUPPORT TOURISM NOW AND BRINGING THOSE DOLLARS OUTSIDE OF THE COUNTY.

>> THEN WHEN IT CAME TO WHAT PEOPLE DO WANT TO SEE, THAT IS SCORING WE GAVE OF ABOUT ONE TO FIVE.

AND AGAIN, WE PROMPTED THE RESPONDENTS WITH DIFFERENT IDEAS WE WERE THINKING ABOUT AT THE TIME.

YOU CAN SEE SOME TOP IDEAS. KIND OF HAVE TO DO WITH THAT RETAIL AND DINING QUESTION. HOW WE CAN CREATE PLACES WHERE SOME OF THESE THINGS COULD BE BUILT.

THAT INCLUDES A WATERFRONT ENTERTAINMENT DISTRICT.

WE HAD MORE DESCRIPTION IN THE SURVEY ABOUT WHAT THIS COULD LOOK LIKE. THIS IS WHERE REYNOLDS PARK MAYBE COMES IN. A COUPLE OTHER SITES IN THE COUNTY. WHERE WE COULD BUILD SOMETHING ON THE WATERFRONT. HAS A RIVERWALK ENVIRONMENT.

COULD BE MIXED-USE. COULD HOST OUTDOOR EVENTS.

THIS JUMPED OUT TO PEOPLE. FOLLOWED CLOSELY BY THE UNIQUE RESTAURANTS. JUST CREATING MORE UNIQUE RESTAURANTS. MORE THAN JUST A CHAIN.

HAVING PLACES WHERE PEOPLE CAN GATHER AND HOST EVENTS AT, IN ADDITION TO EAT. THAT WAS SOME OF THE FEEDBACK WE WERE HEARING. THEN THE NEXT, I THINK, FIVE OR AT LEAST THE NEXT FOUR ALL HAVE TO DO WITH THE OW DOORS.

AN OUTDOOR WATER PARK. ADDED BIKE PATHS AND GREENWAYS.

AND CONNECTING SOME THAT EXIST IN AND INVESTING IN SOME AND ADDING INFRASTRUCTURE TO IMPROVE THEM.

AN OUTDOOR ADVENTURE PARK WAS RIGHT THERE.

ZIP LINES, CANOPY TOUR, ROCK-CLIMBING.

A LOT OF YOUNGER FOLKS WANTED THAT AS WELL.

THEN AN OUTDOOR CONCERT VENUE. THE AMPHITHEATER SCORED HIGH.

SOME TOWARD THE BOTTOM, NOT NECESSARILY SURPRISING.

THEY ARE LESS QUALITY OF LIFE ASSETS.

MORE SO EVENT FOCUSED. THEY BRING IN OUTSIDE GROUPS.

AN INDOOR FIELDHOUSE. OUTDOOR SPORTS COMPLEX.

SOUTHERN ROCK HALL OF FAME. YOU KNOW, IT WOULDN'T NECESSARILY BE YOUR FREQUENT GO-TO.

THIS MIGHT BE MORE ORIENTED FOR THE VISITOR.

STILL MAYBE A GOOD IDEA DEPENDING ON WHAT WE HEAR FROM THE NON-LOCALS THAT WE SURVEYED BUT DIDN'T SCORE HIGH WITH THE RESIDENTS. THE NON-LOCAL PERSPECTIVE.

THIS IS TAKING WHAT WE LEARNED FROM THE COMMUNITY SURVEY AND BENCHMARKING. WE TEST THAT WITH WHO THOSE END USERS ARE GOIG TO BE. OR THOSE DEVELOPERS.

WE SPOKE TO REAL ESTATE DEVELOPERS.

AS WELL AS A COUPLE OF DIFFERENT ATTRACTION DEVELOPERS WHO DO THEME PARKS, WATER PARKS. RESORTS.

SPOKE WITH MEETING AND EVENT PLANNERS IN THE GREATER JACKSONVILLE AREA. CONCERT PROMOTERS.

LIVE NATION AS WELL AS ADAMS ENTERTAINMENT IS KIND OF THE PRIMARY PLAYER HERE IN THE JACKSONVILLE AREA.

TO LEARN A LITTLE BIT ABOUT WHAT ACTS WE CAN BRING IN.

IF WE HAD THE RIGHT FACILITY. SPORTS ORGANIZERS.

TALKING TO THEM ABOUT THE AMATEUR SPORTS INDUSTRY OPPORTUNITIES. THE CVB.

WE TALKED TO THEM PRETTY BROADLY ABOUT THEIR THOUGHTS, HOW WE CAN

[01:05:02]

AND THEN THE CULTURAL COUNCIL OF GREATER JACKSONVILLE.

THE HISTORY FOR THE ARTS. WHAT IS OUR ARTIST BASE LIKE? AND THE POTENTIAL TO INVEST A LITTLE BIT MORE IN THAT.

TO TELL OUR AUTHENTIC STORY A BIT THROUGH PUBLIC ART, THROUGH NEW EVENTS, THROUGH GROWN AND ENHANCED EVENTS.

THAT GAVE US A LOT OF GREAT FEEDBACK AS WELL.

THE REAL ESTATE DEVELOPERS, FIRST TAKE-AWAY WAS THE FIRST COAST EXPRESSWAY. THEY UNDERSTOOD THAT THAT'S GOING TO BE A REAL NEEDLE-MOVER. REALLY GOING TO BE A MATERIAL JUMP IN TERMS OF THE PEOPLE WHO ARE GOING TO BE MOVING HERE.

AND THE FUTURE DEVELOPMENT THAT IS GOING TO TAKE PLACE.

IT IS PRETTY... IT IS LIKELY A SURE TH THING THAT THERE WILL BE SEVERAL MIXED-USE DEVELOPMENTS THROUGHOUT THE COUNTY.

THERE IS AN UNDERSTANDING THAT THIS IS ONE OF THESE NEXT YOUNG FAMILY HOT SPOTS. THAT IS ON THE RADAR OF A DEVELOPER LIKE GREAT WOLF LODGE OR A DEVELOPER, OF WATER PARKS OR THEME PARKS. THAT IS DRIVE-IN THAT THEY ARE LOOKING FOR. THEY ARE NOT NECESSARILY TRYING TO BE IN THE HEART OF JACKSONVILLE.

MAYBE AN AREA WHERE THEY GET TO OWN THE LAND.

THEY CAN BE REMOTE. THEY KNOW THEY WILL HAVE THE POPULATION TO SUPPORT THEM. AND THEN IN NORTH FLORIDA, THERE IS COMPARISONS TO NASHVILLE IN TERMS OF THAT BROADER AREA AND THE GROWTH AND THE DEMOGRAPHIC MIX COMING IN AND MOVING HERE.

VISIT JACKSONVILLE. THEY HAVE BEEN SEEING RECORD VISITATION AROUND THE WEEKENDS. IT HAS BEEN A BOONL... BOOM WE ARE EXPERIENCING HERE AS WELL. PEOPLE ARE STILL COMING TO FLORIDA EVEN AS WE COME OUT OF COVID.

THERE IS OPPORTUNITIES FOR IMPROVEMENT REGION-WIDE.

THEY SEE WATER SPORTS AND ACCESS TO THE ST. JOHNS RIVER.

NOBODY OWNS THE ST. JOHNS RIVER. THAT IS AN OPPORTUNITY FOR EVERYBODY. MARKETING THE OUTDOORS IS POPULAR THROUGHOUT THE REGION. IT IS NOTHING NEW.

THERE IS NO GO-TO OUTDOOR SPOT LIKE THAT ADVENTURE PARK I WAS TALKING ABOUT. THERE IS SIGNIFICANT NEED FOR EVENT SPACE BEYOND THE OSBOURNE CONVENTION CENTER.

WE DON'T REALLY HAVE OTHER $20,000 TO 30,000 SQUARE-FOOT ROOMS. IT IS A CHALLENGE NOT JUST IN CLAY BUT EVEN IN JACKSONVILLE. BEYOND THAT CONVENTION CENTER.

IT IS TOUGH TO FIND. THE IDEA OF A RESORT HOTEL OR A CONFERENCE CENTER, THAT IS SOMETHING THAT REGION-WIDE IS NEEDED. AND THEN THE SPORTS TOURISM OPPORTUNITY. INDOOR SPORTS IS A BIG ONE.

OUTDOOR SPORTS STILL HASN'T BEEN FIGURED OUT YET BECAUSE OF DIFFERENT MANAGEMENT OF FACILITIES.

WE WILL TALK MORE ABOUTST THAT.

ST. JOHNS AND DUVAL COUNTY, WE HAVE A GREAT PRECEDENT TO LEARN FROM. THEY HAVE ESTABLISHED ARTS COUNCILS. BOTH OF THEM ARE REALLY ENCOURAGED THAT MOVEMENTS ARE IN PLACE TO GET THE SAME KIND OF COUNCIL STARTED IN CLAY COUNTY. THEY ARE EXCITED ABOUT THE HISTORY HERE. THERE IS A CURRENT SPACE THAT HAS DONE REALLY WELL. WE CAN BUILD ON THE RECOMMENDATIONS WE WILL TALK ABOUT.

MEETING AND EVENT PLANNERS. GREAT OPPORTUNITY IN TERMS OF THE WHOLE JACKSONVILLE AREA. A LOT OF THE CORPORATE AND ASSOCIATION EVENT PLANNERS THAT ARE OUT THERE LOOKING FOR SPACES. FOR 200 TO 500 PEOPLE.

REALLY STRUGGLE TO FIND ANY FACILITY THAT IS CAN ACCOMMODATE THEM. ANY TYPE OF DEVELOPMENT LIKE A NEW HOTEL OR A RESORT, WE THINK ABOUT EVENT SPACE IN CLAY.

SPORTS ORGANIZERS, THERE IS... ON THE OUTDOOR SIDE, A LACK OF CONTROL OF THE FACILITIES. THERE IS A LOT OF PRIVATE SOCCER CLUBS THAT CONTROL THESE OUTDOOR FIELD COMPLEXES.

THERE IS SOME BASEBALL AND SOFTBALL FIELDS.

BUT AGAIN, A SIMILAR ISSUE. IT CAN BE TOUGH FOR A PUBLIC ENTITY TO COORDINATE AND BRING TOGETHER A BUNCH OF FIELDS FOR A LARGE TOURNAMENT. IF A NEW FACILITY WERE TO COME IN WITH A LARGE CONCENTRATION IN THOSE FIELDS, YOU KNOW, THAT IS SOMETHING THAT COULD REALLY BRING IN BUSINESS.

NOT JUST FROM AROUND THE STATE BUT THE SOUTHEAST.

AROUND THE COUNTRY. THERE IS A LOT OF GREAT PROMISING THINGS FROM THERE. THE INDOOR SPORTS WAS REALLY EXCITING. ONE IS ABOUT TO OPEN 75 MILES AWAY. IT IS STILL SORT OF A DESERT SO TO SPEAK OF INDOOR SPORTS OPPORTUNITIES FOR PLANNERS OUT THERE. AND THEN FINALLY, WE SPOKE WITH CONCERT PROMOTERS. THAT IS A TOUGH INDUSTRY.

IN TERMS OF BUILDING MAYBE A BIG CONCERT VENUE HERE.

YOU HAVE ST. AUGUSTINE AMPHITHEATER.

THERE IS STILL SOME INTEREST FROM PROMOTERS ABOUT, IF YOU DID SOMETHING SMALLER HERE, AN OUTDOOR VENUE THAT IS LOWER INVESTMENT BUT SOMETHING THAT COULD BE TIED TO SOUTHERN ROCK, THAT COULD BE MORE FOCUSED TOWARD LOCAL ACTS.

NOT UNLIKE THE FAIRGROUNDS TODAY.

BUT A LITTLE BIT MORE PURPOSE-BUILT THAN THAT TO HOST MORE ACTIVITY HERE IN THE REGION.

SO BUILDING ALL OF THAT UP, THAT IS ALL THE RESEARCH.

I KNOW I'M SPRINKLING IN SOME MENTIONS AND RECOMMENDATIONS ALREADY. BUT JUST WANT TO SEE IF WE HAVE ANY PRESSING QUESTIONS RIGHT NOW BEFORE WE KEEP GOING FORWARD.

>> ANY QUESTIONS JUST YET? ALL RIGHT.

[01:10:01]

>> A LOT OF IT IS... IT IS A LOT OF CONTENT.

WHEN THE REPORT IS ISSUED AND YOU WILL HAVE THE TIME TO KIND OF READ ABOUT ALL THE THOUGHTS AND OBSERVATIONS, IT IS GOING TO BE GREAT. I'M SURE WE WILL BE ABLE TO FIELD QUESTIONS KIND OF GOING FORWARD.

LET'S GET INTO THE BIG IDEAS. WE HAVE THIS IN ORDER OF LARGELY BY WHAT WE SEE AS THE LOWEST HANGING FRUIT.

AT LEAST ON THE PRODUCT DEVELOPMENT SIDE.

AMATEUR SPORTS AND OUTDOOR ADVENTURE.

THESE ARE KIND OF A BASE OF ASSETS WE HAVE TODAY.

HOW CAN WE BUILD ON WHAT WE HAVE? ARTS AND CULTURE AND GUIDING CULTURE DEVELOPMENT MIGHT BE MORE MID-TERM. THREE TO FIVE-YEAR WINDOW.

LONG-TERM IS THAT TEN-YEAR WINDOW.

AFTER THAT, WE WILL GET TO MITCH'S FOCUS ON TOURISM PROMOTION AND BRANDING WHICH IS BOTH SHORT-TERM AND LONG-TERM.

SOME KEY THOUGHTS ON HOW WE APPROACH NOT JUST OUR MARKING FOCUS TODAY, BUT IF WE ARE GOING TO BE DOING PRODUCT DEVELOPMENT, HOW DOES THAT NEED A CHANGE GOING FORWARD.

SO AMATEUR SPORTS, HERE IS A QUICK LOOK ON WHAT WE HAVE.

FOR FACILITIES, OUTDOOR FACILITIES TODAY.

DIAMOND FACILITIES... YOU KNOW, WE DO HAVE A COUPLE CONCENTRATION OF FIELDS. MEANING MORE THAN FIVE.

SO WE HAVE EIGHT FIELDS. SEVEN FIELDS AT BOTH COMPLEXES.

FROM OUR UNDERSTANDING, THEY ARE USED BY LOCALS AND AMATEUR TOURNAMENTS REALLY WITHIN THE COUNTY AREA.

BUT MAYBE COULD BE LEVERAGED A BIT MORE FOR OUTDOOR TOURNAMENTS. F THAT IS SOMETHING WE WRITE ABOUT IN THE REPORT. THEY LACK SOME OF THE TOURNAMENT QUALITY INVESTMENTS YOU NEED LIKE LIGHTING OR ARTIFICIAL TURF, ADJUSTABLE... WE THINK THERE IS AN OPPORTUNITY TO GROW THOSE NUMBERS A LITTLE BIT. LOCAL RECTANGLE FIELDS, WE HAVE THE SOCCER COMPLEX. IT IS CONTROLLED BY CLAY UNITED.

IT IS THEIR COMPLEX. SO THEIR ABILITY TO HOST PRACTICES AND... THAT CAN'T BE INTERRUPTED.

THEY HOST TOURNAMENTS. THEY HOST THEIR OWN INVITATIONALS. GREAT BENEFITS TO THE COMMUNITY.

SPEAKING WITH THEM, THERE IS OPPORTUNITY TO WORK WITH THEM EVEN MORE OFTEN AS WE BUILD OUT OF A SPORTS FOCUS HERE GOING FORWARD. NOW, LOOKING REGIONALLY AT FACILITIES. THIS IS SHOWING ALL THE OUTDOOR COMPLEXES. THE CONCENTRATIONS OF FIELDS OUTSIDE OF CLAY COUNTY, IT IS REALLY LACKING.

THIS IS SOMETHING WE WERE SPEAKING WITH ORGANIZE ERT ABOUT. YOU KNOW, THERE IS THIS 60-MILE RING AROUND THE AREA. THERE IS NOT AN OPPORTUNITY H HERE. WE HAVE SOME OF THESE STRENGTHS.

LIKE BEING AFFORDABLE. BEING PRETTY DRIVABLE TO SOME PRETTY LARGE POPULATION BASES. FOR CENTRAL FLORIDA, NORTH FLORIDA, SOUTH ATLANTA. EXCUSE ME, SOUTH GEORGIA.

IT IS REALLY APPEALING TO SOME OF THOSE SPORTS TOURNAMENT ORGANIZERS. INDOOR SPORTS FACILITY, WE HAVE THE SPORTS COMPLEX THAT IS OPENING IN GAINESVILLE.

IN SPEAKING TO PLANNERS, THERE IS ROOM FOR NOT JUST THAT FACILITY BUT, YOU KNOW, TWO OR THREE OTHERS.

THERE WOULD NOT BE ENOUGH SPACE FOR SOME OF THE DEMAND THAT IS OUT THERE FOR INDOOR TOURNAMENT COMPLEX SPACE.

SO THIS ISES A MAP JUST SHOWING WHERE WE HAVE AT LEAST MORE THAN THREE BASKETBALL COURTS, BUT THERE IS MAYBE SIX, EIGHT, TEN COURT TOURNAMENTS THAT ARE OUT THERE THAT ARE LOOKING FOR A SPACE TO HOST THEIR 100, 200-TEAM TOURNAMENTS.

WITH THOSE HOTEL ROOM NIGHTS, WE TALKED ABOUT THE BASS FISHING EVENT. THAT IS A BIG ONE.

SOME OF THESE TOURNAMENTS ALONE, YOU KNOW, THEY CAN GET YOU MAYBE 1,000 OR 2,000-ROOM NIGHTS. THAT STARTS TO ADD UP REAL QUICK. YEAH.

>> JUST QUICKLY, CAN WE ASK A QUESTION ON THE OTHER MAP.

THAT ONE. HOW DOES OUR FACILITY RANK FOR THIS? YOU KNOW, THE ONE THAT IS

OPENING UP IN DECEMBER. >> SO RIGHT NOW, LIKE, TYLER SAID, CLAY UNITED AS THE EAGLE HARBOR SOCCER COMPLEX.

WE CAN'T... WE CAN'T REALLY ACCESS THAT FOR ANYTHING... FOR THE NEW SOCCER OR THE NEW COMPLEX... WE ARE STILL IN THE PLANNING STAGES FOR THAT. AND SO WE DON'T REALLY KNOW YET.

WHAT THAT FA SUL SI IS GOING TO LOOK LIKE.

AND THIS IS... THAT IS WHY FROM A TIMING PERSPECTIVE, THIS

INFORMATION IS SO HELPFUL. >> YES.

ALL RIGHT. THANK YOU.

>> WE WILL GET TO IT. A COUPLE OF SLIDES, TOO.

WE ARE REALLY, REALLY ENCOURAGING MORE FIELDS THAN LET'S SAY FIVE. THERE ARE SOME THOUGHTS OUT THERE ABOUT KIND OF DOING THE COMPLEX IN A PHASED APPROACH AND THEN STARTING WITH FIVE. WE ARE PRETTY BULLISH ON BUILDING SOMETHING BIGGER THAN. THAT WE LOOK AT THIS MAP.

YOU KNOW, A LOT OF THESE COMPLEXES HAVE 10 OR 12.

THAT IS A CONSTANT NUMBER WE HEAR FROM THE ORGANIZERS.

THE END USERS. THEY WANT TO SEE THE TEN FIELDS AT LEAST FOR THEIR TOURNAMENTS AT LEAST.

HERE IS SOME QUICK FEEDBACK FROM EACH USER GROUP.

[01:15:02]

IT IS BOOMING FOR 15 YEARS. THERE IS A LOT MORE MONEY PUT INTO TRAVELING SPORTS. KIDS ARE STARTING TO SPECIALIZE, CONTINUING TO SPECIALIZE IN THEIR SPORTS.

THEY ARE ACTUALLY FOREGOING PARTICIPATING IN HIGH SCHOOL SPORTS TO PLAY IN MORE CLUB SPORTS.

TRAVELING CLUB SPORTS. IT HAS BECOME A MULTI- MULTI-BILLION-DOLLAR INDUSTRY. THEY LOOK FOR DESTINATIONS NOT IN URBAN AREAS WHERE THEY HAVE TO PAY FOR EXPENSIVE HOTEL ROOMS. THEY WANT TO GO SOMEWHERE SAFE, FAMILY-FRIENDLY. HOTEL ROOMS ARE GOOD NEAR A COMPLEX. IT IS MORE IMPORTANT TO HAVE A SELECT SERVICE, CHEAPER HOTEL ROOMS TO HAVE THOSE FAMILIES.

WE CHECKED ALL THOSE BOXES. SOCCER, BASEBALL, REAL SIGNIFICANT DEMAND ON BOTH SIDES.

BOTH OF THEM AS WE KIND OF ADDED UP FROM WHAT WE WERE HEARING FROM THE PLANNERS COULD BE 20-30, 35 TOURNAMENTS PER YEAR.

YOU ARE TALKING ABOUT A PRETTY BOOKED COMPLEX THROUGH THE SPRING AND FALL. OBVIOUSLY, AS YOU BUILD A FACILITY AND PLANS SOLIDIFY, YOU CONTINUE TO CONTACT THESE FOLKS.

THESE ARE SOME OF THE AVERAGE NUMBERS WE HAVE.

SIZE REQUIREMENTS FOR SOCCER. 8-16 FIELDS.

90% OF THEM COULD BE ACCOMMODATED BY 12.

BASEBALL-SOFTBALL, 6-12 FIELDS. A LOT OF THEM WOULD LIKE TO SEE TEN. A MIX OF YOUTH AND FULL-SIZED BASEBALL FIELDS. SOFTBALL FIELDS.

EVENT FIGURES. THEY JUMP OUT.

500-1,000 ROOM NIGHTS. YOU HOST 20 OF THOSE PER YEAR, YOU ARE TALKING ABOUT 20,000 NEW ROOM NIGHTS FOR SOME OF THESE GROUPS. THAT IS NOT UNCOMMON.

WE SEE A LOT OF THESE SPORTS COMPLEXES GENERATE 15,000,...

15, 20, 30. SO.

CAN DO WELL OVER 50,000 EACH YEAR.

WE DON'T LIKE TO SAY IF YOU BUILD IT, THEY WILL COME.

IT IS THE CLOSEST THING TO DO THAT.

INDOOR SPORTS, SIMILAR STORY. A LITTLE BIT LESS DEMAND FOR BASKETBALL. VOLLEYBALL, GYMNASTICS.

THERE IS NOT REALLY A FACILITY THAT CAN HOST MORE THAN THREE COURTS. ANYWHERE NEARBY.

A LOT OF TOURNAMENT PLANNERS ARE USED TO WORKING WITH SIX OR SEVEN HIGH SCHOOLS AND MIDDLE SCHOOLS IN AN AREA TO ASSEMBLE A BUNCH OF COURTS TO DO A 100-TEAM TOURNAMENT.

I DON'T THINK THAT HAS BEEN TOO COMMON HERE IN CLAY.

BUT IF YOU HAVE THAT CONCENTRATION ALL IN ONE PLACE, A REAL FIELDHOUSE, THAT IS THE TOURNAMENT COMPLEX FOR THESE HUNDRED-PLUS TEAM TOURNAMENTS. AGAIN, HUNDRED-PLUS TEAMS, THOUSANDS OF ROOM NIGHTS. DANCE AND GYMNASTICS, THEY ARE NECESSARILY LOOKING FOR A FIELDHOUSE.

THEY NEED INDOOR SPACE. THAT GOES BACK TO THAT CONVERSATION. WE DON'T HAVE ANOTHER 30,000 SQUARE-FOOT ROOM IN THE AREA. THEY WERE EXCITED ABOUT THE PROSPECT OF HAVING SOMETHING LIKE.

THAT A CONTINUE OWG CONTIGUOUS SPACE WITH THAT KIND OF SQUARE FOOTAGE. THEY HAVE 700-ROOM NIGHT EVENTS.

WE ARE LOOKING AT A TIMELINE HERE OF SOME BIG INVESTMENTS.

WE UNDERSTAND THAT. THIS IS JUST SHOWING, YOU KNOW, THE COST INVOLVED WITH A LOT OF THE PROJECTS THAT HAVE BEEN BUILT OVER THE LAST 10-15 YEARS. THEY ARE ALL PRETTY SIMILAR.

THESE FIELDHOUSE PRODUCTS. AS THEY CONTINUE TO EVOLVE, SOME OF THE NEWER ONES HAVE SOME HIGHER-END TECHNOLOGY LIKE STREAMING AND E-SPORTS. INCLUDED IN THEM.

PLAYGROUNDS ARE BUILT INTO THE FACILITIES.

FOR THE MOST PART, THEY ARE 100,000, 150,000 SQUARE FEET.

SIX TO EIGHT COURTS. YOU ARE LOOKING AT A PRICE TAG OF $15 MILLION TO $20 MILLION. WITH CONSTRUCTION COSTS LIKE THEY ARE TODAY, IT COULD BE $30 MILLION TO $40 MILLION.

IDENTIFYING THE FUNDING FOR ALL OF THAT, THESE COMMUNITIES, TOOK SOME TIME. THIS IS A LONG-TERM INITIATIVE.

IF WE WERE TO BUILD THIS THING TODAY, THE DEMAND IS THERE.

TO TALK ABOUT THAT FACILITY PRETTY YEAR-ROUND.

>> A QUESTION. THE EXAMPLES YOU JUST SHOWED THERE, ARE THOSE ALL PRIVATELY OWNED OR PUBLICLY OWNED?

>> YEAH. THAT IS A GOOD YES.

SO I THINK THAT IS A GOOD QUESTION.

THREE OF THE SIX ARE PUBLICLY OWNED.

THAT IS TYPICALLY THE MODEL EL. WITH INDOOR SPORTS FACILITIES.

INDOOR AND OUTDOOR, I WOULD SAY 60% TO 70% ARE PUBLICLY OWNED.

THEY ARE FUNDED BY THE MUNICIPALITY, LOOKING TO ELEVATE ECONOMIC IMPACT. IN THE CASE THAT THEY ARE PRIVATELY DEVELOPED, YOU KNOW, THERE IS KIND OF 50-50 RESEARCH ON HOW WELL THOSE WORK OUT. OFTENTIMES, THEY ARE ACQUIRED BY THE PUBLIC SECTOR. IF YOU KNOW WHAT YOU ARE DOING AND YOU HAVE THE RIGHT PERSON IN TOWN AND THEY ARE READY TO PROGRAM, SOME OF THEM CAN GENERATE SOME PROFITS.

LIKE FIELDHOUSE U.S.A. THEY ARE ALL PRIVATELY MANAGED AT LEAST, THOUGH. IN A LOT OF THESE CASES, THESE ARE PUBLICLY LED. THEN YOU HAVE COMPANIES THAT

[01:20:02]

>> I HAVE A QUESTION ALSO. WHAT DO THEY DO WITH THESE FIELDS WHENEVER THEY ARE NOT DOING TOURNAMENTS?

>> YEAH. IT IS A LOT OF... I MEAN, THERE WILL BE TIMES WHERE THERE IS COURTS NOT USED.

YOU DON'T NEED EIGHT COURTS TO SUPPORT PRACTICE PLAY.

SOME OF THE PRIVATE MANAGED ONES THAT DO WELL, YOU KNOW, THEY ARE AGGRESSIVELY PROGRAMMED. ON ANY GIVEN NIGHT, AT LEAST HALF OF THEM ARE BEING USED FOR PICKLEBALL, CORN HOLE TOURNAMENTS. FOR DAY CARE.

PICK-UP REC LEAGUES AND DEALS WITH THE LOCAL SCHOOL DISTRICTS.

THEY ARE DOING PRACTICES AND LEAGUE PLAY THROUGHOUT THE YEAR AS WELL. FINDING THE RIGHT PRIVATE PARTNER, THEY ARE VERY EXPERIENCED.

MAKING SURE THERE IS A YEAR-ROUND... BOSTON THAT IS THE BIG IDEA. A LOT OF BIG THINGS WE CAN DO.

THERE IS THINGS WE CAN DO TODAY. THIS IS A TIMELINE LOOKING AT NEAR-TERM, LONG-TERM OPPORTUNITIES.

WE HAVE REGIONAL PARK COMING ON-LINE.

WE ARE SAYING LET'S BUILD. THAT LET'S ALSO ENCOURAGE THAT IT'S BUILT A LITTLE BIT BIGGER THAN FIVE FIELDS.

LET'S GO FOR THE TEN FIELDS. LET'S START THINKING ABOUT OUR MARKETING APPROACH TO THAT. LET'S START COMING UP WITH A PLAN MAYBE WITH AIRSTREAM AND ALSO INTERNALLY ABOUT HOW WE WANT TO LEVERAGE THAT AND THEN SHOW THAT TO THE SPORTS TOURISM COMMUNITY HERE IN NORTH FLORIDA AND HERE IN THE JACKSONVILLE AREA. THEN LET'S EVALUATE OUR LONG-TERM APPROACH TO SELLING AND MARKETING.

THIS ISN'T SOMETHING WE NEED TO DO TODAY.

AS WE BUILD THESE FACILITIES, ANY TOURISM COMMUNITY NEEDS TO THINK ABOUT A SPECIFIED SPORTS TOURISM SALES ROLE IN HOUSE, FOCUSING ON SELLING THOSE FACILITIES.

YOU TALK ABOUT THESE ACTIVE CALENDARS.

LIKE I MENTIONED, IF YOU ARE HOSTING 40 TOURNAMENTS, YOU PROBABLY NEED SOMEONE TO FOCUS ON THE MARKET BRINGING THOSE EVENTS IN. THAT IS A LOT OF CONNECTIONS YOU NEED TO MAKE. IN THE MEANTIME, NUMBER THREE AND FOUR. WORK WITH JACKSONVILLE, THEY SHOWED SOME INTEREST. THERE IS AIR STREAM VENTURES.

THERE IS GOOD COORDINATION. WE WANT TO CONTINUE AND PRIORITIZE THE TARGETING. THERE IS A LOT OF NICHE EVENTS AND OUTDOOR EVENTS WE CAN GO AFTER.

LIKE THE BASS FISHING TOURNAMENT.

THERE IS OTHER THINGS THAT COULD COME OUT HERE.

THE CORN HOLE TOURNAMENT BRINGING MORE EVENTS OUT THERE THAT WE CAN... THAT HAS BROUGHT US A LOT OF VISIBILITY.

THEY ARE PART OF THOSE DIGITAL MARKETING NUMBERS.

THOSE IMPROVEMENTS THAT WE ARE SEEING.

MORE LONG-TERM, LET'S CREATE THAT SPORTS TOURISM OFFICE.

YOU KNOW, IF THAT IS THE RIGHT WAY TO GO AHEAD.

THEN REGIONAL PARKS. IF IT WERE NOT TEN FIELDS IN THE NEXT ONE OR TWO YEARS, LET'S PRIORITIZE THE NEXT TWO TO THREE, FOUR YEARS. THEN BUILDING GRASS SURFACES ISN'T ENOUGH. WE COULD PULL IN MAYBE A DOES P TOURNAMENTS IF WE FORGO SOME OTHER ENHANCEMENTS.

F IF YOU WANT THE HUNDRED-TEAM TOURNAMENTS, YOU NEED TURF ON HALF THE FIELDS. I SHOULDN'T SAY HALF.

PROBABLY A THIRD OF THE FIELDS, YOU NEED TURF SURFACING.

THERE IS NEW TECHNOLOGY NOW THAT ENABLES TURF NO TO NOT GET HEATED. THERE IS A WEATHER C CON CONTINGENCY. THEN HOSPITALITY AREAS.

COVERED PAVILIONS, CON SESSES, THAT KIND OF THING.

LET'S SHIFT TO THAT IN-HOUSE SPORTS OFFICE MODEL ONCE WE HAVE THAT PRODUCT. TO FOCUS ON THE REGIONAL PARK.

THEN LET'S DO A MASTER PLAN FOR AN EXPANSION OF REGIONAL PARK TO NOT JUST HAVE THE TEN FIELDING WE ARE TALKING ABOUT.

LET'S ADD BASEBALL AND SOFTBALL. THERE IS A LOT OF INNERJYS TO BE HAD IF YOU BUILD A FACILITY THAT HAS SOCCER, BASEBALL, SOFTBALL ON SITE. SHARED PARKING.

SHARED OPERATIONS TEAM. PLUS YOU HAVE THE ADDED VISIBILITY OF, YOU KNOW, ALL THE VISITING FAMILIES.

SEEING NOT ONLY DO THEY HAVE A SOCCER COMPLEX, THEY HAVE THE BASEBALL, SOFTBALL. WE CAN BRING OUR TEAMS OR RECOMMEND TO OUR COACHES OR OUR TEAMS TO DO A TOURNAMENT HERE AS WELL. WE HAVE ENOUGH ACREAGE TO DO ALL OF. THAT WHY NOT CREATE THIS ALL IN ONE OUTDOOR SPORTS COMPLEX. THERE MIGHT BE SPACE LEFTOVER FOR THE INDOORS COMPLEX. THIS IS THIS NEXT POINT.

MAYBE DOING THE FEASIBILITY STUDY.

WHERE THE INDOOR SPORTS FACILITY IS GOING TO GO.

START TO FIGURE OUT SOME SITES. MAYBE IT IS REGIONAL PARK.

WE SPOKE EARLY ON ABOUT OPPORTUNITIES TO THE FAIRGROUNDS. IN THE NEXT LET'S SAY, SIX TO EIGHT YEARS, YOU KNOW, AS MAYBE A CONSERVATIVE GOAL, CAN WE

DEVELOP THAT SPORTS FACILITY. >> WE HAVE INDOOR, OUTDOOR.

THEN THIS CAPITAL BRAND THAT WE CAN TAKE ADVANTAGE IN NORTHEAST FLORIDA, IN NORTHTH FLORIDA,AND THE WHOLE SOUTHEAST REGION. IN SOUTHERN GEORGIA, THERE IS NOT REALLY INDOOR SPORTS FACILITIES.

SO THAT IS THE TIMELINE. CONTINUE WHAT WE ARE DOING NOW.

YOU KNOW, MAYBE EVEN TRY TO TARGET SOME OF THESE TOUGH RUNS

[01:25:04]

>> YEAH. TYLER, I MEAN, HOW FAR ALONG DO WE HAVE TO BE BEFORE WE START TO TRY TO BRAND THE WHOLE NORTHEAST FLORIDA SPORTS CAPITAL THING? DO WE HAVE TO HAVE THE INDOOR FACILITIES TO GO ALONG WITH THE OUTDOOR FACILITY? CAN WE GET AWAY WITH THE OUTDOOR FACILITY AND PUT THAT IN PEOPLE'S MINDS. AS THAT BECOMES MORE SUCCESSFUL, IT GIVES US THE MOMENTUM TO MOVE INTO AN INDOOR FACILITY.

>> THERE IS ENOUGH ASSETS, AS WE TALKED ABOUT, THERE IS ADVANTAGING ABOUT BEING AFFORDABLE, BEING SAFE, BEING REALLY ACCESSIBLE. ESPECIALLY WITH THE EXPRESSWAY.

WE ARE CENTRALLY LOCATED. IF YOU MAKE IT TOURNAMENT-QUALITY, IF REGIONAL PARK IS TOURNAMENT QUALITY, YOU HAVE THE LIGHTING, THE TURF. YOU HAVE DONE THOSE LITTLE THINGS, WHAT PLANNERS WANT TO SEE, YOU START LEANING INTO THAT BRANDING. YOU CONTINUE TO LEAN IN EVEN FURTHER AS YOU BUILD OUT. REGIONAL PARK NEEDS TO BE MORE THAN JUST TEN GRASS FIELDS. AS THAT IS TOURNAMENT-READY, THAT IS THE TIME TO START THINKING ABOUT IT.

>> YEAH. RUTHERFORD COUNTY WAS ONE OF THOSE OUT STATE LOCATION THAT IS YOU LOOKED AT IN TENNESSEE.

THEY USED THE SPORTS CAPITAL BRANDING...

>> YUP. >> DO THEY HAVE AN INDOOR

FACILITY THERE? >> THEY HAVE... I THINK F... I'M TRYING TO THINK IF THEY HAVE THE SPORTS WORLD RIGHT THERE.

NO. THAT IS OVER BY CHATTANOOGA.

I BELIEVE THEY HAVE AN INDOOR SPORTS FACILITY.

IT IS NOT AS LARGE AS WHAT WE ARE TALKING ABOUT.

PRIMARILY OUTDOOR. >> OUTDOOR.

>> YEAH, YEAH. >> OKAY? THAT IS... THIS IS THE OTHER BIG ONE.

SPORTS TOURISM, AND OUTDOOR ADVENTURE.

OUR LONGEST SECTIONS. A LOT TO LOOK AT ON THIS MA'AM HERE. THERE IS A QUICK OVERVIEW OF THE PARKS, THE RECK NATION PAL PARKS WE HAVE TODAY.

THE STATE FORESTS. THE LINES WE ARE SHOWING.

SHOWS SOME EXISTING TRAILS. LIKE THE FLORIDA NATIONAL SCENIC TRAIL. SOME OF THOSE HAVE BEEN PLANNED FROM THE STATE DEPARTMENT. AS PRIORITY TRAILS, AS OPPORTUNITY TRAILS. AND WE HAVE SOME GREEN CIRCLES SHOWING WHERE WE THINK SOME BROAD OPPORTUNITIES ARE.

FOR CREATING SOME DESTINATIONS. I'M NOT SAYING WE NEED TO INVEST IN ALL THESE AREAS. THESE ARE THE OPTIONS WE HAVE ON THE TABLE. SO GOING KIND OF FROM TOP TO BOTTOM, WE HAVE JENNINGS STATE FOREST.

WHICH IS LOOKING AT MAKING SOME TRAIL IMPROVEMENTS, TRAIL EXTENSIONS. MAYBE DOING A MOUNTAIN BIKE TRAIL. WE HAVE LAKE ASBURY.

ALSO KNOWN AS KRP LAKE LARK. THAT COULD BE ACQUIRED BY THE COUNTY AND TURNED INTO AN OUTDOOR DESTINATION.

THERE ARE SOME IDEAS WE HAVE ABOUT.

THAT IF NOT, THERE IS OTHER OPTIONS.

THERE IS LIMITED REAL ESTATE BUT THERE IS SOME MOD ESOPPORTUNITY TO IMPROVE THE OFFERING WE HAVE THERE.

AND MAYBE MARKET IT A BIT MORE FOR THE VISITING INDUSTRY.

WE HAVE REGIONAL PARKS COMING ON-LINE.

WE HAVE THOUGHT OF THE SPORTS PURPOSE FOR.

THAT THERE IS OTHER THINGS WE COULD DO.

REYNOLDS PARK IS SOMETHING WE WILL TOUCH ON MORE LATER IN THE PRESENTATION. LONG-TERM OPPORTUNITY FOR A TRANSFORMATIONAL DEVELOPMENT. GOING DOWN, WE HAVE BELMORE STATE FOREST. TRAIL OPPORTUNITIES.

AND LAKE GEE ME THE HAVE A, GENEVA.

CAN WE THINK OF THAT AS MAYBE AN OUTDOOR DESTINATION.

IT IS SORT OF AN OPTION WITH LAKE ASBURY AND LAKE LARK.

WE WILL START WITH LOOKING AT THOSE PARKS LIKE GENEVA AND LIKE LARK. WHAT WE CAN DO TO BUILD OUT A DESTINATION. A LOT OF ANALYSIS, WE WRITE EXTENSIVELY ABOUT THESE CASE STUDIES THAT WE RESEARCHED.

NOAH FOUND A FEW OF THESE EXAMPLES NATIONALLY OF SOME CAMPGROUNDS THAT AREN'T JUST LOCAL DRAWS.

THEY ARE NATIONAL DRAWS. AND AGAIN, THEY HAVE PLENTY OF REVIEWS ON TRIP ADVISOR. KNOW WAR, IF YOU WANT TO TAKE US THROUGH THESE THREE THAT YOU HAD FOUND.

>> YEAH. SO THESE TYPES OF CAMPGROUNDS ARE STUFF THAT REALLY COULD POTENTIALLY FIND THEMSELVES IN THOSE OPPORTUNITY ZONES THAT TYLER WAS HIGHLIGHTS ON THE LAST PAGE. BUT THE ONE ON THE FURTHEST LEFT, HUTTON BRICK YARDS IS AN OLD ABANDONED BRICKYARD IN NEW YORK THAT THEY CONCERTED... CONVERTED INTO A COOL AND UNIQUE MEETING AND EVENT AREA WITH SOME UNIQUE CABIN STAYS AS WELL.

REALLY HEIGHTLIGHTING THE RICH LISTRY THE AND CREATING A NICE EVENT SPACE TO JUST BRING SOMETHING ATTRACTIVE TO THEIR COMMUNITY. THE MIDDLE ONE HISTORIC BANDING MILLS IS ANOTHER SPOT ON THE HISTORIC PIECE OF LAND THAT HAS

[01:30:04]

STUFF LIKE RENOVATED TRAIN CARS THEY HAVE OUT THERE.

THEN THEY HAVE A BUNCH OF DIFFERENT ADVENTURE ACTIVITIES AS WELL. STUFF LIKE ZIP-LINING, ROPES, COURSES. THE BOTTOM PHOTO SA LITTLE MOTORIZED VEHICLE THAT YOU CAN TAKE THROUGH DIFFERENT TRAILS THAT ALSO HAVE KIND OF RAISED CANOPY ROPES FOR THIS AS WELL.

AND REALLY KIND OF CREATES THAT THRILL AND SOMETHING OF AN ATTRACTION PIECE TO THAT COMMUNITY.

ON THE FURTHEST RIGHT SIDE IS ACTUALLY IN FLORIDA.

AND THAT IS ONE THAT IS A LITTLE BIT SIMPLER, A LITTLE BIT LOWER INVESTMENT COMPARED TO MAYBE THE HISTORIC MILLS.

DOING SOME STUFF ALONG THE LINES OF HAVING COOL AND UNIQUE TREEHOUSE PHASE. HAVING DIFFERENT OPPORTUNITY FOR KAYAKING AND FORECAST PADDLING. AND THEN ALSO THEY DO A LOT OF PARTNERING WITH SURROUNDING ACTIVITIES.

STUFF LIKE ZIP-LINING, AGAIN. ALL KIND OF TYPED INTO POTENTIAL STAY PACKAGES. IT COULD BE REALLY MODELED TO KIND OF INSPIRE WHAT COULD POTENTIALLY POP UP.

>> YEAH. THE IDEA HERE IS IF WE BUILD OUT SOME OF THESE THINGS AT ANY ONE OF THE PARKS, IT IS NOT ALL PUBLIC-LED. DO WE FIND SOME PRIVATE PARTNERS INTERESTED. BUT HERE ARE SOME OTHER EXAMPLES. YYEAR-ROUND SKIING.

SYNTHETIC TURF SURFACING IN BURNSVILLE, MINNESOTA.

YOU DON'T NEED THAT STEEP OF A GRADIENT TO MAKE IT WORK.

YOU COULD DO IT ON A SLIGHT INCLINE.

ROPE BRIDGES. ZIPLE-LINING.

CLAMPING. TREEHOUSE VILLAGES.

GOING BEYOND THAT, AND OUTSIDE OF OUTDOOR ADVENTURE, CAN WE THINK OF EDUCATION AND CULTURAL OPPORTUNITIES AT THE PARKS? TEMPERATURE STRUCTURES. BEING USED MORE AND MORE AT SOME PARK-WIDE PROGRAMS. ONE DAY, IT IS IN ONE PARK FOR A DIFFERENT WORKSHOP. MAYBE A PRIVATE EVENT IS USING THIS. YOU CAN MOVE THAT STRUCTURE TO ANOTHER PARK. YOU ARE SETTING UP THESE ENVIRONMENTS AT EACH OF THEM. PLAYGROUNDS, PLAY SCAPES.

SCULPTURE GARDEN PLAYGROUNDS LIKE WE ARE SHOWING IN MINNEAPOLIS. DOWN AT THE BOTTOM.

FOREST EXHIBITS. ART INSTALLATIONS.

YOU COULD LOOK AT JENNINGS FOREST.

WE COULD BUILD SOME OF THESE THINGS AT SOME OF THE PARKS WE COULD ACQUIRE AND CONTROL THE DESTINY OF.

THEN OUTDOOR CULTURAL VENUES. WE SHOW NEW ORLEANS.

BOTTOM RIGHT. EACH INSTALLATION IS ALSO A PLAYABLE INSTRUMENT. EVEN ON AN INACTIVE DAY, IT IS STILL A SCULPTURE GARDEN. THEY HOST CONCERTS ALSO.

THE AUDIENCE SITS IN THE MIDDLE OF ALL THE SCULPTURE PARK.

THAT IS THE EVENT. IT COST $100,000 TO BUILD.

RELATIVE TO A BIG CONCERT FACILITY, IT IS A CREATIVE PROJECT, ONE OF THOSE THINGS TO ENHANCE A PARK SPACE.

WITH TRAILS, SO GOING BEYOND THE PARKS, HOW DO WE CONNECT ALL OF THESE PARKS? HOW DO WE CONNECT OUR ASSETS BETTER? WE LOOKED AT WHERE WE ARE WITH TRAILS TODAY. YOU KNOW, WE KNOW THE TRAILS DISBS... THERE HAVE BEEN VOCAL ADVOCATES WITH ENHANCING SOME OF THE TRAILS.

THERE IS A PROJECT CALLED THE NORTH FLORIDA GREENWAY THAT HAS BEEN PLANNED FOR SOME TIME. THAT COULD COME UNDER WAY, THAT WOULD REALLY WORK ON CONNECTING THE TRAILS WE HAVE TODAY.

RIGHT NOW WE HAVE A COUPLE OF SHORT LENGTHS.

YOU KNOW, WE HAVE THE TRAIL THAT DOESN'T GET YOU THAT F INTO THE COUNTY. CLAREMONT, GAINESVILLE, YOU KNOW, THEY HAVE THESE MAJOR PRIMARY GREENWAYS.

THESE CENTRAL SPINES THAT GET YOU THROUGH THE DOWNTOWN AND URBAN AREAS. WE HAVE THIS SPARSE TRAIL PRODUCT TODAY. IF WE WERE TO CREATE SOMETHING THAT COULD BE A DAY-LONG EXPERIENCE ON THE TRAIL THAT COULD CONNECT YOU TO OTHER TRAILS THAT COULD GET YOU INTO ORANGE PARK AND CONNECTS TO ALL OF THESE PARKS THAT WE ARE TALKING ABOUT, YOU KNOW, NOW WE ARE APPEALING TO THAT OUTDOOR ENTHUSIAST. LOOKING TO GO SOMEWHERE ELSE EVERY SIX MONTHS. IF WE HAVE THESE TRAILS, THIS PRODUCT AT THE PARKS. ONE CASE STUDY WE HAVE IS ON GREENVILLE, SOUTH CAROLINA. OVER THE LAST TEN YEARS, THEY HAVE BUILT OUT THEIR SWAMP RABBIT TRAIL.

BASICALLY, IT WAS A TWO-MILE GREENWAY THAT THEY HAVE TURNED INTO A 30-MILE EXPERIENCE THAT GETS YOU INTO THE ADJACENT COUNTY. BUT THROUGH FUND-RAISING AND WORKING WITH POLICEMA PRISMA HEALTH, IT IS SIX FIGURES PER YEAR. THEY CREATIVELY RAISED THE MONEY

[01:35:05]

YOU HAVE BAKERIES, CAFES, BREWERIES IN THERE.

FARMER'S MARKETS. WORKING WITH ZONING AND PLANNING IN THE CITY, THEY BUILT OUT THIS COMMERCIAL CORRIDOR JUST ALONG THE GREENWAY. YOU HAVE OUTFITTERS.

PEOPLE WILL RENT BIKES TO GET VISITORS ON THERE AS WELL.

SOME OF THE BUSINESSES THAT YOU CAN SEE, LIKE, ON THE RIGHT, BREWERIES AND SO ON, THEY ARE IN THESE FORMERLY VACATED INDUSTRIAL STRUCTURES. THEY ARE NOT EXACTLY HUGE DISTRICTS. SO WE THINK ABOUT THE NORTH FLORIDA GREENWAY CREATIVELY LIKE THAT.

IT IS GETTING YOU THROUGH A RURAL AREA.

THERE ARE TRAILS. YOU COULD CREATE SOME OF THESE EXPERIENCES. LONG-TERM PROJECT, LIKE I SAID, TEN YEARS FOR GREENVILLE. BUT SOMETHING AS WE CONTINUE TO GO ALONG, WE ARE STARTING TO... AS WE INFORM PEOPLE, AS WE ARE BUILDING THIS, WE ARE PAINTING A VISION FOR WHAT WE ULTIMATELY WANT. THIS WHOLE CENTRAL SPINE, THIS NETWORK OF TRAILS TO BECOME ONE OF THE MOST BIKABLE TOWNS.

TO BECOME AN OUTDOOR CAPITAL, IN ADDITION TO BEING A SPORTS CAPITAL. AND YOU KNOW, THESE ARE NOT MUTUALLY EXCLUSIVE. IF WE BUILT A LOT OF THESE ASSETS, THIS IS SOMETHING WE PACKAGE WITH THE SPORTS TOURNAMENTS. THIS INCREASES OUR DRAW TO BRING IN BIGGER TOURNAMENTS. AND THOSE FAMILIES COMING IN WITH THEIR YOUNG ATHLETES. THIS IS THE BIG IDEA.

THE TRAIL CONNECTING THESE DIFFERENT NODES OF PARK DETION NICINGS. ... DESTINATIONS.

YOU KNOW, THIS IS KIND OF NUMBER TWO, BIG IDEA IN ADDITION TO THE INDOOR AND OUTDOOR SPORTS FACILITIES.

>> I HAVE A QUESTION. >> YUP.

>> SO AND IT HAS SOMETHING TO DO WITH COMPETITION.

SO I CAN'T REMEMBER WHAT IT IS CALLED, BUT I THOUGHT JACKSONVILLE WAS DOING SOME KIND OF LIKE, AN ECO-TRAIL... THE

RAIL TO TRAIL PROJECT? >> WHICH ONE?

>> THE RAIL TO TRAIL PROJECT? >> I CAN'T REMEMBER WHAT IT IS.

IT WILL KIND OF CONNECT TO DOWNTOWN.

>> YUP. >> I GUESS, YOU KNOW, MY QUESTION IS, LET'S SAY THAT HAPPENS ALMOST AT THE SAME TIME OURS HAPPENS, WHAT KIND OF COMPETITION DO YOU THINK THAT IS GOING TO BE AN ISSUE IS THAT GOING TO BE... YOU KNOW, LIKE,

HOW DOES THAT RELATE TO US? >> DOES THIS RELATE TO THE

RAIL-TO-TRAIL PROJECT TO IN. >> I THYS IT IS THE EMERALD NECKLACE. THE CONNECTOR FOR DOWNTOWN TO

THE BUCCANEER TRAIL. >> OKAY.

>> AND TO OTHER TRAILS THAT LEAD TO THE EAST COAST GREENWAY.

>> OKAY. >> YES.

I WAS RECENTLY INVITE TO A FUND-RAISER TO BUILD THAT TRAIL, AND I THINK IT WILL END UP INTO LISTEN THERE IS SOME KIND OF WATER. I WANT TO ASSUME IT IS DOWNTOWN, THE DOWNTOWN RIVER. RIVERFRONT.

I'M NOT SUPER SURE. YOU KNOW, I WASN'T SURE HOW T THAT... YOU KNOW, IF WE ARE MARKETING AND THEN HOW DOES THAT RELATE AS FAR AS COMPETITION IS CONCERNED.

>> YEAH. IT IS AN INTERESTING WAY TO LOOK AT IT. WE WERE TALKING ABOUT SPORTS.

IT IS ALL ABOUT COMPETITION. IN THIS CASE, WHEN WE ARE BUILDING TRAILS, WE WANT TO PLUG IN TO TRAIL NETWORKS.

SO THIS GREENWAY, THIS EMERALD NECKLACE PLUGS INTO THEIR REGIONAL TRAILS, YOU KNOW, LONG-TERM, WE WANT TO THINK ABOUT CONNECTING TO MORE. THE FLORIDA SCENIC TRAIL, THAT IS THE NORTH FLORIDA GREENWAY. THEN IT IS ABOUT PLUGGING IN THE GREENWAY INTO URBAN AREAS. THE WHOLE POINT OF THAT IS SO SOMEONE ON A BICYCLE TRIP FROM GAINESVILLE CAN COME UP HERE AND STAY AT A HOTEL. AT SOME BREWERIES HERE.

IN ADDITION TO THAT, I MEAN, IT IS NOT JUST TRYING TO BRING IN THESE VISITORS LIKE THESE TRAILS ARE A GREAT QUALITY OF LIFE ASSET. LONG-TERM, IF WE CAN GIVE RESIDENTS HERE BIKABLE ACCESS TO JACKSONVILLE, EVEN THOUGH THAT IS A LENGTHY TRIP, YOU KNOW, THAT IS SOMETHING THAT EVERY STATE HAS ON THEIR AGENDA. CREATING GIANT TRAIL NETWORKS.

MICHIGAN AND INDIANA ARE SOME OF THOSE THAT ARE FAR AHEAD.

I SHOULD SAY MINNESOTA AND MICHIGAN.

THEY HAVE THESE HUGE TRAILS THAT CONNECT CITIES OVER LARGE AREAS OF LAND. IT IS GOOD.

OVERALL, THE FACT THAT THEY ARE THINKING ABOUT IT, WE ARE THINKING ABOUT IT, HAVING KIND OF A REGIONAL IDENTITY WITH THE

OUTDOORS THE A STRENGTH. >> ARE THERE ANY PARKS THAT ARE CLOSE TO BEING READY THAT MIGHT MAKE SENSE TO BE CONNECTED?

[01:40:04]

WITH THAT? >> WELL, JENNINGS STATE FOREST, AS I MENTIONED, IS WORKING ON THEIR TRAILS.

THEY WILL BE RIGHT OFF THE NORTH FLORIDA GREENWAY.

REGIONAL PARK IS ON THE NORTH FLORIDA GREENWAY.

HAVING A TRAIL HEAD THERE IS GOING TO BE IMPORTANT.

I BELIEVE IT GOES BY THE OTHER STATE, THE BELMORE STATE FOREST.

TRAIL HEADS, THINKING OF TRAIL HEADS IS A GREAT WAY TO DO IT.

WE DO NEED TO CONNECT EAST-WEST. YOU ARE KIND OF IN THE MIDDLE OF THE COUNTY. IT IS A LOW-HANGING FRUIT, THINKING ABOUT THE PARK CONNECTIVITY.

THAT IS GOING TO BE THERE PRETTY SOON.

>> I THOUGHT THAT THERE WAS ACTUALLY A TRAILHEAD... TWIN

LAKES IN KEYSTONE. >> THAT IS THE ONLY EAST-WEST CONNECTION. IN THE COUNTY.

EVERYTHING ELSE IS NORTH-SOUTH. >> MM-HMM.

>> IS THERE TALKS ABOUT GOING NORTH FROM, LIKE, SAY THE RAIL-TO-TRAIL UP, SAY 21 TO, LIKE, THE REGIONAL PARK? THAT WOULD BE A GREAT SPOT TO EVEN DO, LIKE, YOUR CUTE LITTLE SWAMP RABBIT THING. YOU KNOW?

>> YEAH, YEAH. >> EVEN LIKE... YOU HAD MENTIONED IT. CHICKEN AND PICKLE OR SOMETHING? TO HAVE SOMETHING ALONG THAT. ANOTHER LITTLE STOP OR SOMETHING. THAT WOULD BE COOL, TOO.

>> YUP. >> AS YOU ARE TRAILING, GOING UP, THAT WAY, YOU HAVE SOMEWHERE OF A LONG DISTANCE.

BECAUSE YOU HAVE ALREADY GOTTEN SOME STARTED INTO... I DON'T KNOW WHERE THE GREENWAY OPINIONS.

>> THE GREENWAY ACTUALLY CONNECTS US TO JACKSONVILLE.

WHICH IS KIND OF BIG... KIND OF THE BIG GAP THAT EXISTS RIGHT NOW, AND WITH THAT, THAT LEADS US TO CONNECTING TO 21 AND

MOVING FORWARD WITH THAT. >> BUT IT IS A GREAT POINT.

ABOUT GETTING TO POINTS OF INTEREST.

LIKE I SAID AND WILL CONTINUE TO SAY, IT IS SO MUCH DEVELOPMENT TAKING PLACE. BRINGING TRAILS TO THE TABLE, THINKEN ABOUT OKAY, HOW CAN WE COMPLEMENT SOME OF THESE DEVELOPMENTS COMING IN? IT IS GOING TO BE IMPORTANT.

IF YOU ARE BUILDING THE CHICKEN AND PICKLE, MAKING IT BIKE-ACCESSIBLE WOULD BE A GREAT EXPERIENCE FOR ANYBODY STAYING HERE. STAYING AT A NEW HOTEL BY THE SPRAIS. THEY KNOW THEY CAN BIKE THERE.

>> I JUST WANTED TO MENTION ABOUT THE TREEHOUSE.

YOU MENTION TPPED TREE HOWES. I WANT TO SAY I THINK IT WAS ARKANSAS THAT ACTUALLY MAR MARKETS... AND I CAN'T REMEMBER ANYMORE WHETHER IT WAS TREEHOUSES OR HOBBIT HOUSES.

YOU KNOW, OR CAVE HOUSES. OR BAT CAVES.

I CAN'T REMEMBER. WE ACTUALLY WERE LOOKING INTO IT BECAUSE... IN ANY CASE, I GUESS MY POINT BEING IS THAT IT DOESN'T NECESSARILY HAVE TO BE TREEHOUSES.

WE COULD JUST SAY, YOU KNOW, WE HAVE ALL THESE, LIKE, UNIQUE PLACES LIKE WE HAVE TREEHOUSES AND WE HAVE... WE CAN CALL, LIKE, YOU KNOW, A SMALL CABIN A HOBBIT HOUSE.

AND MAKE IT LOOK LIKE A HOBBIT HOUSE.

I DON'T KNOW. I CAN'T REMEMBER ANYMORE.

IT WAS IN ARKANSAS. >> YEAH.

IT GOES WITH THE GLAMPING THEME. ALL OF THESE OPTIONS ARE, YOU KNOW, BECOMING MORE AND MORE POPULAR.

PEOPLE ARE LOOKING FOR THEM. NOW THAT YOU HAVE ACCESS TO VRBO AND AIR B&B. YOU HAVE THOSE OPTIONS.

THAT IS ONE OF THE NEAR- NEAR-TERM RECOMMENDATIONS.

BEYOND HOTEL ROOMS, IT IS GOING TO BE CAMPGROUND STAYS, AIR B&B STAYS. THAT WILL BE THE DASHBOARD OF HOW WE TRACK. WE DO KNOW THE PARKS AND REC DEPARTMENT IS LOOKING AT ACQUIRING MORE LANDS.

THEY ARE DOING A MASTER PLAN. FOR ALL OF THEIR PARKS AND HOW THEY CAN ACTIVATE THEM. WHAT THEY SHOULD DO LONG-TERM AS FAR AS WHAT THEY ARE GOING TO BE ABLE TO MANAGE.

YOU KNOW, WE ENCOURAGE ENHANCEMENT OF THE STAFF AND BOOTS ON THE GROUND. AT SOME OF THE PARKS.

AND HAVING MORE RESOURCES FOR INFORMATION AT THE PARKS.

MAKING THEM MORE VISITOR-FRIENDLY.

ALSO, MAYBE THERE NEEDS TO BE A TOURISM COMMUNITY VOICE.

SOME SAY THERE IS AN OFF-SHOOT OF THE TDC.

OF KIM'S OFFICE THAT WORKS WITH PARKS AND REC TO MAKE SURE WE ARE THINKING THROUGH A VISITOR LENS.

HOW SOME OF THESE PARKS WILL BE ACCESSED.

PRIORITIZING GLAMP AND ADVENTURE IMPROVEMENTS AT CAMPS.

[01:45:05]

POSSIBLY IN THE NEAR-TERM. ONE OF THE PODS OF CABINS, MAYBE IT IS 10-12 THAT THEY HAVE NOW, CAN WE THINK ABOUT THOSE AS FUTURE TREEHOUSES TO ADD TO THE MIX THAT WE HAVE? CAN WE HAVE THE CLIMATE CONTROL? CLIMATE CONTROL, KIND OF NEXT-LEVEL GLAMPING OPTIONS. YOU WILL BE ABLE TO HOST SOME GROUPS THERE. TO HOST SOME COMPANIES FROM...

MAYBE IT IS A PLACE THAT PEOPLE ON-LINE THINK OF.

OKAY, I DON'T KNOW IF I WANT TO GO TO A NON-CLIMATE-CONTROLLED TREEHOUSE IN THE SUMMER IN FLORIDA.

THE BIKE BLUE WAYS AND TRAILS COMMITTEE AND THE COUNTY, YOU KNOW, WE KNOW THERE IS THINKING ABOUT TRAILS, BUT THERE IS NOT A LOT OF COORDINATION. DO WE NEED TO THINK ABOUT THE BIKE BLUE WAYS AND TRAILS COMMITTEE WE HAVE TODAY, MAYBE CREATE THAT AS A 501C3 SO THEY HAVE MORE OF A PLAN TO FUND-RAISE THEMSELVES AND TO GET A VOICE OUT WITH ALL THIS PLANNING. ONE THING I CAN TELL YOU IS AND MAYBE THE MAP WAS CONFUSING, WE TRY TO WRITE ABOUT IT IN THE REPORT. IT TOOK US KIND OF A MONTH OR TWO MONTHS TO FIGURE OUT WHAT THE WHOLE PLANS OF THE TRAILS WERE. THERE WERE SO MANY ENTITIES INVOLVED FROM THE STATE AND COUNTY SIDE.

FOR PARKS AND REC. ABOUT TRAILS WE CAN BUILD HERE.

THERE IS NOT REALLY A CLEAR TIMELINE OF WHAT'S GOING TO THAN. SO HAVING A COMMITTEE, HAVING A COUNTY WITH MAYBE SOME TYPE OF COMPLANNING COMMITTEE WITHIN THE COUNTY AS WELL TO MAKE SURE THAT THEY ARE ON TOP OF COORDINATING THROUGH THE STATE, THROUGH THE COUNTY, MAKING SURE THAT NORTH FLORIDA GREENWAY IS BUILT OUT AND HOW DOES IT TIE INTO OTHER TRAILS THAT WE CAN DO IN THE COUNTY.

ALSO HOW CAN IT TIE INTO FUTURE DEVELOPMENTS ALONG THE EXPRESSWAY AND FUTURE DEVELOPMENTS WE ARE GOING TO HAVE WITH SOME BUSINESSES IN DIFFERENT LOCATIONS.

YEAH. >> A COUPLE OF QUESTIONS IN HERE. YOU TALK ABOUT AIR B&B'S.

AIR B&B IS A WEBSITE. SUPPLIES ABOUT 18% OF OUR BOOKINGS. THE REAL-TERM SHOULD BE SHORT-TERM RENTAL. OKAY?

>> YEAH. THAT IS FAIR.

I THINK IT IS A MONIKER A LITTLE BIT OF OUR INDUSTRY TO SIMPLIFY

THAT. >> WELL, IT IS SO MUCH MORE.

>> YUP. PLUGGING THAT INTO THIS WHOLE IDEA OF OUTDOOR... YOU KNOW, THIS IS WHERE A LOT OF VISITORS ARE COMING IN FOR TRAILS AND PARKS.

COMING INTO THE RENTAL PRODUCT. YEAH.

DEFINITELY THE MATERIALLIN NO... TERMINOLOGY IS IMPORTANT.

FORECAST FOS THE PADDLEBOARDING AND KAYAKING COMMUNITY.

RIGHT NOW, WE DON'T REALLY HAVE CHAMPIONS.

WE ARE KIND OF ORGANIZING EVENTS FOR KAYAKING AND CAN NEW JERSEY.

THERE ARE INDIVIDUALS THAT ARE GOING OUT THERE.

WE HAVE SEEN A LOT OF COMMUNITIES LIKE BISMARCK, NORTH DAKOTA I HAVE MENTIONED. SMALL KAYAKING CLUB IN THE AREA.

ASKING, HEY, HAVE YOU STARTED A FACEBOOK PAGE OR EVENT CALENDAR TO GET PEOPLE OUT THERE? THEIR PAGE GREW FROM 12,000 TO 2,000 INSIDE OF A YEAR. NOW THEY DO WEEKLY AND MONTHLY EVENTS. THE MONTHLY EVENTS ARE HUNDREDS OF PEOPLE GOING ON THE BISMARCK RIVER.

THERE IS A LOT MORE ACCESS AND INVOLVEMENT WITH THE RIVER.

THEY ARE STILL WORKING ON THEIR ACCESS TO IT.

WITH DOCKS AND WHATNOT. THE VERY FACT THAT THEY STARTED MARKETING THE IDEA STARTED A MOVEMENT IN THEIR TOWN.

THAT IS ONE OF THOSE KIND OF WORD-OF-MOUTH THINGS WE CAN START TO BUILD HERE. WITH THE GRASSROOTS APPROACH.

AND THEN MORE MIDTERM, AS WE COME OUT FROM SOME THESE INITIATIVES, WE NEED TO THINK ABOUT THE FUTURE FAMILY OUTDOOR ADVENTURE PARK. WHERE IS THAT GOING TO GO? IN THE NEXT COUPLE OF YEARS, REALLY IDENTIFYING WHAT THAT IS.

LAKE GENEVA, LAKE LAKE. YES SUNNY HAVE A IS A LITTLE BIT REMOVED. THAT COULD BE MORE OF A CONSERVATION AREA. MORE TRANQUIL.

IF LAKE LARK IS NOT AN OPTION, MAYBE WE START TO THINK ABOUT IT. THIS IS WHERE YOU HAVE THE ROPES COURSE, ROCK-CLIMBING, ZIP-LINE. THOSE PRODUCTS WE MENTIONED.

THEN AFTER THAT, NOW WE GO BACK TO THE TRAIL.

THE COUNTY AND THE STATE. MAKING SURE THE TRAILS ARE DEVELOPED. NOW WE START TO HAVE PRODUCT.

MAYBE AS WE ARE INVESTING IN THE CAMP.

MAYBE AS THE TRAIL STARTS TO GET BUILT OUT.

AS WE ACTUALLY HAVE A SITE FOR THE OUTDOOR PARK, WE START TO THINK ABOUT ITINERARIES FOR OUTDOOR ADVENTURES.

MAYBE A DISCOUNTED STAY AT A HOTEL.

MAYBE YOU HAVE A WHOLE DAY ON THE RIVER.

WITH AN OUTDOOR OUTFITTER THAT MAYBE IS WORKING AT THIS BIG OUTDOOR DESTINATION THAT WE ARE TALKING ABOUT.

MAYBE WE HAVE JUST ADDED OUTFITTERS AT SOME OF OUR EXISTING PARKS. NOW THERE IS ACTUALLY A PLACE WHERE PEOPLE CAN GO ON A TOUR ON A COYIAC, A CANOE.

THEY HAVE A DISCOUNTED HOTEL STAY.

THEY HAVE SOME SUGGESTIONS ABOUT WHERE TO EAT.

WHERE TO STAY AND PLAY. THEN WE MOVE ON TO PRIORITIZING INVESTMENTS. ALONG THE TRAILS.

[01:50:02]

WE START WORKING WITH DEVELOPERS AND THE PLANNING DEPARTMENT.

OKAY, WHERE CAN WE FIT IN SOME OUTFITTERS AND BIKE RENTAL SHOPS? MAYBE SCOOTERS AND ELECTRIC VEHICLES IN SELECT AREAS ON THE TRAIL.

>> ON THAT LINE, I DON'T MEAN TO KEEP INTERRUPTING.

YOU COULD EVEN DO... LIKE, THEY ARE LIKE CRAIG CAT.

THEY LOOK LIKE A JET SKI AND BOAT PUT TOGETHER.

THEY DO TOURS. THAT WOULD EVEN BE, LIKE, A GREAT IDEA FOR, LIKE, AT A LAKE OR EVEN LIKE A CREEK OR

SOMEWHERE. >> YOU NEED THAT INFRASTRUCTURE.

YOU NEED A GOOD PARKING LOT. YOU NEED SIGNAGE.

MAYBE A LITTLE OTHER ANCILLARY AMENITIES TO.

MAKE SURE THAT OUTFITTER GETS THE BUSINESS THEY NEED.

IF YOU BUILD THAT CRITICAL MASS, YEAH, DOING TOURS O'LIKE THAT ON

THE RIVER AND LAKE... >> YEAH.

>> KIMBERLY, I DON'T KNOW HOW THIS WORKS, BUT I KNOW I THINK SOMEWHERE ON ST. JOHNS COUNTY MAYBE, THEY HAVE THAT BIOLUMINESCENT KAYAK THING. DO WE HAVE THE CAPABILITY TO DO THAT? .

>> SO THAT IS AN OUTFITTER THAT HAS PURCHASED THE... BASICALLY, WHAT HAPPENS IS IT IS A SEE-THROUGH KAYAK.

AND THERE IS SPECIAL LIGHTS IN THE KAYAK SO YOU CAN SEE UNDERWATER. WHILE YOU ARE KAYAKING.

IS THAT NOT WHAT YOU ARE TALKING ABOUT?

>> NO. BECAUSE I WAS SUPPOSED TO GO ON IT, BUT IT WAS TOO LATE. LIKE, WHEN YOU HIT THE OTHER, IT TOUCHES SOMETHING IN THE WATER AND MAKES THEM LIGHT UP.

>> OKAY. >> ACTUALLY, I DON'T KNOW IF OUR RIVER HAS THAT OR OUR, LIKE, WATER... YOU KNOW...

>> SO IT MAY JUST BE THE WATER ACTIVATED LIGHTING OF

WHATEVER... I DON'T KNOW. >> ARTIFICIAL LIGHT.

>> I CAN LOOK INTO THAT. IT IS THE OUTFITTER THAT DOES.

THAT. >> IT IS ALGAE.

IT LIGHTS UP. WHEN YOU ARE PADDLING.

THEY HAVE THAT KAYAKING TOUR IN THE EVENINGS.

LIKE, AT 10:00 P.M. PAST MY BEDTIME.

YOU KNOW? YOU ARE BASICALLY... AND THEN IT LIGHTS UP. YOU SEE THEM LIT UP.

>> WHAT WE HAVE FOUND THAT IT IS REALLY DETERMINED BY THE OUTFITTER. WHAT TYPE OF EXPERIENCE.

LIKE, WHETHER IT IS THE SEE-THROUGH KAYAK OR WHETHER IT IS THE ONE THAT LIGHTS UP OR IT IS A GUIDED TOUR.

>> YES. >> AND RIGHT NOW, WE JUST DON'T

HAVE ANY OUTFITTERS. >> WELL, I WASN'T SURE ABOUT WHAT... EVEN IF OUR WATER HAD THE ALGAE THAT WOULD LIGHT UP.

WE DON'T. OKAY.

>> NOT THAT I KNOW EVERYTHING. I DON'T BELIEVE SO.

>> I THINK THE MOST IMPORTANT THING TO REMEMBER IS THAT, YOU KNOW, THIS BOARD AND THE COUNTY IS NOT GOING TO GET INTO PRIVATE BUSINESS WHERE WE ARE GOING TO BE ESTABLISHING THE CHICKEN PICKLE OR WHATEVER THE CASE MAY BE.

I MEAN, OUR JOB IS TO CREATE AN ENVIRONMENT, INFRASTRUCTURE AND OPPORTUNITY WHICH WOULD THEN ATTRACT PRIVATE INDUSTRY TO COME IN AND HELP US WITH SOME OF THAT.

SO A LOT OF THESE IDEAS, YOU KNOW, ARE CERTAINLY DOABLE DOWN THE LINE, BUT WE NEED PRIVATE CAPITAL TO BE ABLE TO DO MOST OF THAT. SO YOU KNOW, IT IS IMPORTANT FOR US TO ZERO IN ON THOSE THINGS THAT WE HAVE TO DO TO BE ABLE TO GET THEM TO WANT TO BE HERE. UP TO THIS POINT IN TIME, WE MAY NOT HAVE ANYBODY HERE. AS TYLER TALKED ABOUT, YOU KNOW, WE WOULD HAVE TO HAVE ACCESS TO THE RIVER OR THE LAKE.

WE HAVE TO HAVE ENOUGH ROOM TO HAVE A PARKING LOT.

WE WOULD HAVE TO HAVE A BUILDING TO CHECK OUT THINGS.

THOSE ARE THINGS WE WOULD WANT THE PRIVATE ENTREPRENEUR TO DO.

WE WOULD HAVE TO HAVE THE OPPORTUNITY FOR THEM TO BE ATTRACTED TO BE HERE TO USE WHETHER IT IS RIVER, THE CREEK, THE LAKE, WHATEVER THE CASE MAY BE.

>> ANOTHER IDEA FOR THE OUTDOOR STUFF, I JUST MEANT TO MENTION IT AT ONE OF THESE MEETINGS. THIS IS A GOOD TIME TO MENTION IT, I THINK. SOMETHING I DO THINK CLAY COUNTY HAS A LOT OF OPEN SPACES AND PRESERVED SPACES, THINGS LIKE THAT. ONE THING THAT I HAVE KNOWN BECAUSE WE DABBLE IN AMATEUR ASTRONOMY AND THINGS LIKE THAT.

FLORIDA HAS A NATIONAL... IN KISSIMMEE OR NEAR KISSIMMEE, THERE IS A GNASH REGISTRY FOR GARK SKY SPACES.

BASICALLY, THEY HAVE A CERTAIN AMOUNT OF DARKNESS OR LIGHT POLLUTION. IN THAT PARK, YOU HAVE TO RENT CAMPING SPACES FOR THAT. LIKE TWO YEARS OUT.

THAT IS HOW POPULAR IT IS. >> WOW.

>> PEOPLE COME FROM ALL OVER THE COUNTRY.

IT COULD BE SOMETHING THAT WE MAY HAVE... NOT A LOT OF

[01:55:03]

ANOTHER DARK SKY AREA. YOU CAN VIEW THE MILKY WAY AND DO THINGS LIKE. THAT IT COULD BE A LOW-COST WAY TO GENERATE TRAFFIC FROM... THEY COME FROM ALL OVER THE WORLD FROM SOME OF THESE, THE DARKEST SKIES YOU CAN GET.

JUST ANOTHER IDEA. IF WE HAVE ANY AREAS BETWEEN KEYSTONE AND GREEN COVE. OPEN AREAS.

THAT GENERATES A LOT OF TRAFFIC. THAT IS SOMETHING I LEARNED.

>> CERTAINLY IN AND AROUND CAMP LANDING, THERE MAY BE OPPORTUNITY THERE. YOU HAVE TO KEEP THE SKIES DARK SO THEY CAN SEE WHAT THEY ARE DOING WHEN THEY FLY STUFF IN.

THAT IS A GREAT SUGGESTION, CONSIDERING THAT WE TAKE ADVANTAGE... IT IS THERE NATURALLY.

>> THE WE IDENTIFY AN AREA, IT COULD BE THAT JUST HAVING SOMEONE COME OUT TO YOU, THEY ARE GETTING A DESIGNATION OR SOMETHING, IT COULD BE VERY ATTRACTIVE.

>> YEAH. YOU KNOW, THAT IS WHY WE ARE LOOKING AT LAKE LARK VERSUS LAKE GENEVA.

LET'S PROTECT THAT MORE AND KEEP IT MORE NATURAL.

MAYBE WE DON'T NEED THE ADVENTURE PARK OUT THERE.

WE HAVE A COUPLE OF OPTIONS. NOW GOING BACK TO THIS, I THINK THAT KIND OF THE REST OF THE STEPS HERE JUST REALLY HAVE TO DO WITH BUILDING OUT THAT TRAIL. CONTINUING TO BUILD OUT THAT TRAIL AND THEN ULTIMATELY, BUILDING OUT THAT OUTDOOR PARK.

EASER SAID THAN DONE. THERE IS A LOT OF STEPS HERE.

YOU HAVE TO BUILD OUT A VISION. YOU HAVE TO FIND A DEVELOPER.

YOU HAVE TO INSPIRE DEVELOPERS TO COME OUT HERE.

MAYBE YOU WANT THEM TO BE OPEN THAT WOULD WORK THERE.

WE HAVE TO WORK WITH THE STATE. WE HAVE TO CREATE THIS NEW COMMITTEE TO DO THE TRAILS. STEP BY STEP PLAN IS IN THE REPORT. A LOT OF IT IS HERE AS WELL.

GETTING TO ARTS AND CULTURENEDSD AND THERE IS FOUR MAIN AREAS WE% LOOKED AT HERE. EVENTS AND FESTIVALS.

THERE IS A GREAT BASE TO WORK WITH.

IT IS PUBLIC ART. IT IS SOUTHERN ROCK.

AND OUR MUSIC HISTORY. HOW WE CAN TIE INTO THAT A BIT MORE. HISTORIC ASSETS.

HOW CAN WE LEVERAGE THOSE A BIT MORE? WE SAW OUR TRIP ADVISOR RATINGS PRETTY LOW.

HOW CAN WE GET SOME OF THE MUSEUMS AND HISTORIC TRIANGLE A BIT MORE ON THE MAP AS VISITOR ASSETS? STARTING WITH THE EVENTS AND FESTIVALS HERE.

WE HAVE OUR MAJOR EVENTS. GETTING THOUSANDS OF ATTENDEES.

THAT IS NOT COMMON IN SOME SUBURBAN COUNTIES.

YOU KNOW, WE HAVE SOMETHING TO WORK WITH.

WE REALLY LIKE THE POTENTIAL OF TAKING MAYBE THE FALL FESTIVAL.

WE HAVE HEARD OTHER ONES LIKE THE SCOTTISH GAMES.

KIDS-FEST. THERE IS OPPORTUNITIES TO TAKE ONE OF THOSE AND MAYBE CAPITALIZE AND MAKE THAT OUR MAIN EVENT. AND START TO THINK OF APPR APPROACHES, MAKING THEM MORE MULTI-FACETTED.

COMING UP WITH WAYS TO MAKE THEM TWO, THREE, FOUR DAYS.

SOMELE OF THESE EVENTS LIKES IN SCOTTSDALE, ARIZONA.

THERE WAS A SMALL ART FAIR THAT TURNED INTO A TWO-WEEK EVENT.

COMMUNITY MUSIC, SO THIS IS THE SOUTHERN ROCK FOCUS.

I'M GOING TO LET NOAH TALK A LITTLE BIT ABOUT THESE CASE STUDIES WE LOOKED AT. THESE ARE COMMUNITIES THAT KIND OF LEANED INTO THEIR MUSIC HISTORY, BUT 20 YEARS AGO, NOBODY KNEW ABOUT IT. NOW WE HAVE HALLS OF FAME.

THEY HAVE FESTIVALS TIED TO THEIR ARTISTS AND THEIR MUSIC

HERITAGE. >> YEAH.

EXACTLY WHAT TYLER IS SAYING. WHERE THESE COMMUNITIES HAVE REALLY JUST KIND OF BOUGHT INTO THEIR MUSIC HERITAGE AND HISTORY. AND THEY REALLY STARTED TO HIGHLIGHT IT IN THEIR VARIOUS MARKETING AND THE WAY THEY KIND OF BRAND THEMSELVES AND IDENTIFY THESMSES AS COMMUNITIES.

SO YOU HAVE, LIKE, OWENSBORO, KENTUCKY HAS CLAIMED THE TITLE OF THE BLUEGRASS CAPITOL OF THE WORLD.

ESSENTIALLY. THEY HOST SEVERAL EVENTS THROUGHOUT THE YEAR. KIND OF BLUE-GRASS-MUSIC ORIENTED. THEY HIGHLIGHT IT ON THEIR WEBSITE. IN A LO OF DIFFERENT WAYS.

THEY PUSH IT FORWARD AS A POINT OF PRIDE AND IDENTIFY FOR THEIR COMMUNITY. IN THE MIDDLE, YOU HAVE THE SECOND STOP ON THE COUNTRY MUSIC HIGHWAY.

THE COUNTRY MUSIC HIGHWAY BEING A HIGHWAY ABOUT 150 MILES LONG.

THAT RUNS THROUGH KENTUCKY. AND REALLY JUST HIGHLIGHTS THE COUNTRY MUSIC HERITAGE OF KENTUCKY.

SO SPECIFICALLY, THEY HAVE A HISTORIC VENUE THAT ISN'T HUGE, YET IT IS STILL KIND OF ABLE TO ATTRACT NATIONAL SCALE EVENTS.

JUST BASED ON ITS NOTORIETY AND KIND OF THE HISTORY BEHIND IT.

[02:00:02]

THEN THEY HAVE DIFFERENT STUFF LIKE SELF-GUIDED AND PROFESSIONAL WALKING TOURS. THEY HAVE ART AROUND THEIR COMMUNITY. MURALS, SCULPTURES THAT REALLY JUST HIGHLIGHT THE HERITAGE AND HISTORY THAT THEY HAVE GOT BEHIND THEIR MUSIC CULTURE. THIS PAGE HERE IS SPECIFICALLY KIND OF GOING INTO DIFFERENT HALLS OF FAME.

AND KIND OF STRUCTURES THAT PEOPLE HAVE CREATED TO HIGHLIGHT THAT MUSIC CULTURE. SEEING AGAIN ON THE LEFT SIDE, THE BLUEGRASS HALL OF FAME MUSEUM.

A RELATIVELY... THIS REALLY HIGHLIGHTS THE BLUE GRASS.

THEY HOST REALLY COOL CONCERTS AND LIVE EVENTS THERE.

THEIR FESTIVAL KIND OF PLAYS... THEY HOST THOSE FESTIVALS THAT I WAS TALKING ABOUT. THOSE ARE KIND OF TIED INTO THAT LOCATION AS WELL. THEN DIFFERENT THINGS LIKE MUSIC EDUCATION OPPORTUNITIES FOR CHILDREN AND ADULTS.

IN THE MIDDLE, YOU HAVE THE ALABAMA MUSIC HALL OF FAME.

REALLY HIGHLIGHTING DIFFERENT ARTISTS FROM ALABAMA.

AND KIND OF GIVING A POINT OF PRIDE FOR THE PEOPLE WHO LIVE IN THE COMMUNITY. A LOT OF SIMILAR STUFF WITH REALLY GREAT INTERACTIVE EXHIBITS.

AND OUTDOOR WALK OF FAME. CONCERTS.

ON THE RIGHT SIDE IS CHARLESTON, WEST VIRGINIA.

AND ONE THING THAT THEY DO IS A LITTLE BIT MORE UNIQUE.

THEY DON'T HAVE AN ACTUAL PHYSICAL STRUCTURE HALL OF FAME.

IT IS REALLY JUST THAT TRAVELNG TRAILER THAT YOU SEE IN THE PHOTOS. IT IS BASICALLY, A LITTLE MUSEUM THAT THEY HAVE CREATED. THEY WILL TAKE IT FROM COMMUNITY EVENTS AND EDUCATE THE PUBLIC ABOUT THE DIFFERENT HISTORIES AND HERITAGE THAT TIES TO THEIR MUSIC SCENE IN WEST VIRGINIA.

AND THEN THEY DO OTHER THINGS ALONG THE LINES OF PROCURING MUSIC ARTIFACTS, PUTTING THEM IN GOVERNMENT CENTERS, BUSINESSES AND REALLY TRYING TO RETAIN THAT IDENTITY, THAT BRAND THAT, HERITAGE THAT IS TIED TO THEIR MUSIC CULTURE.

>> JUMPING SUBJECTS A LITTLE BIT BUT STILL TIES INTO THIS OPPORTUNITY WITH PUBLIC ART, YOU KNOW, WE ARE WORKED WITH THE COMMUNITIES IN THE PAST ON THEIR PUBLIC ART MASTER PLANS AND WE ARE WORKED ON OTHER DESTINATION PLANS WHERE WE SEE ART AS AN OPPORTUNITY. EARLY ON, WE DIDN'T SEE THIS AS MAYBE SOMETHING CLAY COULD FOCUS ON.

AS WE LEARN MORE ABOUT THE ARTS COMMUNITY HERE AND TALKED WITH THE CULTURAL COUNCIL OF JACKSONVILLE AND STARTED TO LEARN ABOUT EARLY PLANS ABOUT GETTING AN ARTS COUNCIL HERE, WE LIKE THE IDEA OF PLANNING OUT SOME PUBLIC ART INSTALLATION THAT IS COULD GO IN SOME DIFFERENT AREAS LIKE ORANGE PARK, SOME MORE POPULAR AREAS. BUT ALSO THE PARKS.

SOME PARK IDEAS. WE COULD BUILD THEM, SOME FOREST TRAILS. THESE ARE A FEW EXAMPLES HERE.

THIS IS A SELF-SUSTAINING SCULPTURE TRAIL.

EACH YEAR, YOU PUT TINSLATIONS UP FOR SALE.

A QUARTER OF THEM ARE BOUGHT EACH YEAR.

BY PRIVATE PURCHASERS. THAT HELPS FUND THE ACQUISITION OF ADDITIONAL INSTALLATIONS ON THE TRAIL.

THIS REVOLVING SCULPTURE TRAIL IS ALWAYS CHANGING.

AND ALWAYS BRINGING IN VISITORS THROUGHOUT THE YEAR.

YOU HAVE THEMED INSTALLATIONS. NEWBERRY, NORTH CAROLINA, THEY HAVE DIFFERENT PAINTED BEARS THEY PUT THROUGHOUT THE TUNE.

IT IS A THEME. CALLING BACK TO THE SOUTHERN ROCK HISTORY. WITH THE PUBLIC ART AROUND TOWN. THERE IS INTERACTIVE INSTALLATIONS. COVINGTON, KENTUCKY HAD AN ART COMPETITION. ARTISTS COME UP WITH THE COOLEST INTERACTIVE INSTALLATION IN RESPECT TO OF THEIR STORE.

YOU HAVE BIKE-POWERED MOVIE THEATERS.

THREE-DIMENSIONAL HOPSCOTCH. THIS IS SOMETHING YOU COULD ENVISION ON WALNUT STREET. SOME AREAS, AGAIN, OF ORANGE PARK. THERE IS MURAL PROGRAMS AS WELL.

WE TALK ABOUT THAT IN THE REPORT.

THAT HAS BEEN DONE HERE WITH THE WATER TOWER.

CAN WE CONTINUE THOSE KINDS OF EFFORTS AND THINK OF WHERE WE CAN DO SOME MURALS? I'M NOT JUST SAYING IN THE EXISTING AREAS. BECAUSE OF THE DEVELOPMENT WE ARE COMING IN, CAN WE START... WHAT WOULD A LOT OF COMMUNITIES DO, A 1% OR 2% PUBLIC ART FUND. WE HAVE THESE DEVELOPMENTS COMING IN. CAN WE GET A REAL MATERIAL SOURCE OF REVENUE TO BUILD OUT SOME INTERESTING INSTALLATIONS.

MAYBE THEY ARE ABOUT AUGUSTA... THERE ARE A LOT OF THEMES WE COULD CHOOSE FROM. THE MUSEUMS WE HAVE, EVEN SOME OF THE OUTDOOR ASSETS WE HAVE TALKED ABOUT, WHAT CAN WE DO TO GET IN FRONT OF INFLEUNERS? THIS IS WHERE THE INDUSTRY IS

[02:05:02]

AS WE GO ALONG AND BUILD OUT SOME OF THE ATTRACTIONS.

ALSO WE WORK WITH THE EXISTING MUSEUMS AND OTHER BUSINESSES.

YOU KNOW, CAN WE GET SOME OF THESE FOLKS STAYING OUT HERE? TYPICALLY, THEY GO FOR RATES WHERE IT IS $5,000 TO $10,000 A SPOT. IF YOU HAVE SOME GREAT CONTENT THAT IS TRA STEEJCALLY PLANNED OUT, YOU KNOW, CAN WE PLAN SOME OF THESE THINGS, ONCE, TWICE, THEE TIMES A YEAR TO INTRODUCE THE HISTORIC TRIANGLE, THE HISTORY OF THE COUNTY JAIL OR TO DO A REAL TOUR OF THE WAR-TIME MUSEUM.

TO GO TO EVENTS, LIKE, THE REENACTMENT THAT WE ARE TALKING ABOUT. THE FALL FESTIVAL TO HELP SHOWCASE THOSE A BIT MORE. A LITTLE BIT MORE OF A HODGEPODGE LIST OF IDEAS. IN ARTS AND CULTURE.

THEY ALL KIND OF TELL THE STORY OF THE PAST, THE PRESENT, THE FUTURE OF CLAY. WE ARE LOOKING AT DOING MAYBE A HALL OF FAME. DOING MAYBE... ONE THING WE DIDN'T REALLY TOUCH ON... WE TALK A LOT ABOUT A SMALL AMPHITHEATER NEXT TO THAT HALL OF FAME.

BLUE RIDGE MUSIC CENTER IN VIRGINIA.

JUST OUTSIDE OF ASHEVILLE, NORTH CAROLINA.

YOU KNOW, THEIR HALL OF FAME HAS AN AM THEFY THEATERS...

AMPHITHEATER NEXT IT TO. IN ADDITION TO THAT, WE TALK ABOUT THE PUBLIC ART. THE INFLUENCERS.

THE LISTS WE ARE LOOKING AT HERE IS STARTING AT ARTS COUNCIL.

WE CAN START PUBLIC ART PLANS. WE INITIATE PLANNING FOR THE SOUTHERN ROCK HALL OF FAME. AT THE SAME TIME, LET'S START TO LOOK AT WAYS WE CAN GROW EITHER THE FALL FESTIVAL, THE SCOTTISH GAMES. MAYBE THERE IS ONE OR TWO EVENTS WE NEED TO FOCUS ON TO BUILD OUT IN A MORE LENGTHY EVENT.

AND THEN AT THE SAME TIME, LET'S WORK WITH THE INFLUENCERS.

LET'S DO DIGITAL MARKETING WORKSHOPS.

TO IMPROVE THE VISIBILITY OF SOME EXISTING ASSETS.

THEN AS WE GO ALONG, THREE, FOUR YEARS DOWN THE ROAD, LET'S IDENTIFY TARGET ZONES FOR PUBLIC ART DEVELOPMENT.

ONCE WE HAVE THE PUBLIC ART FUNDING, IT IS THE GATEWAY TO THE CLAY PROJECT, WALNUT STREET, TRAILS.

THESE ARE LIKELY LOCATIONS. THEN WE ALSO HAVE IN THERE, CAN WE PLAN SOME GALLERIES OR STUDIO DISTRICTS? WE DON'T HAVE THAT TODAY BUT FUTURE DEVELOPMENT.

WE CAN THINK OF A PLACE WHERE OUR LOCAL ARTISTS CAN BE CONCENTRATED. YOU CAN DO A GALLERY TOUR OR STUDIO TOUR. WORKING WITH THE ARTISTS, IT IS SOMETHING YOU CAN COLLABORATE ON.

THEN FIGURING OUT THAT SOUTHERN ROCK HALL OF FAME.

SO WORKING WITH, YOU KNOW, THE LOCAL HISTORIANS.

YOU KNOW, COMING UP WITH A GROUP WHO MIGHT WANT TO CHAMPION THAT.

CAN WE BUILD OUT SOMETHING THAT IS MORE OF A DESTINATION THAT WOULD REQUIRE... MAYBE IT IS LAND NEAR THE FAIRGROUNDS.

MAYBE IT IS REGIONAL PARK. BUT THIS IS WHERE WE CELEBRATE THE MUSIC HERITAGE HERE. AND HAVE A HALL OF FAME.

A SMALL OUTDOOR EVENT SPACE NEXT TO IT.

YOU KNOW, THERE HAS BEEN QUESTIONS ABOUT SOUTHERN ROCK, YOU KNOW, BEING POPULAR ENOUGH. IS IT VERY MUCH CATERING TO AN OLDER GENERATION? ARE PEOPLE STILL INTERESTED IN THAT? IT IS LESS ABOUT THE ACTS THEMSELVES. LYNYRD SKYNYRD IS STILL VERY POPULAR, OBVIOUSLY. IT IS MORE ABOUT SOUTHERN ROCK'S CONTRIBUTION TO ROCK, IN GENERAL.

MAYBE IT DOESN'T HAVE TO BE A HALL OF FAME.

MAYBE JUST A SOUTHERN MUSIC HALL OF FAME.

WE HAVE TO CELEBRATE THE IMPACT IT HAD ON MUSIC.

>> COULD I HAVE A QUESTION ABOUT THE HALL OF FAME?

>> YES. >> IF WE CAN BACKTRACK TO THE SPORTS PART. I KNOW YOUR SUGGESTION OR RECOMMENDATION IS TO MOVE FORWARD MAYBE WITH, LIKE, YOU KNOW, AN ARTS THEME AND MUS MUSIC-THEMED SOUTHERN ROCK.

WE HAVE... I WANT TO SAY SHE IS AN OLYMPIC GYMNAST AS WELL.

SHANNON MILLER. ALSO PART OF "CLAY COUNTY.

WE HAVE SEVERAL FOOTBALL PLAYERS THAT, YOU KNOW, CAME FROM CLAY COUNTY. SOME OF THEM HAVE COME BACK.

THIS SOUTHERN ROCK HALL OF FAME CAN BE EXPANDED TO JUST A GENERAL HALL OF FAME... I KNOW IT KIND OF DOESN'T FALL IN THAT THEME OF SOUTHERN ROCK, BUT I DON'T WANT TO EXCLUDE BECAUSE IT IS A BIG THING THAT, YOU KNOW, WE HAVE... AT LEAST ONE OLY

[02:10:06]

THEN ANOTHER GYMNAST WHO STILL LIVES HERE.

>> YUP. >> I WANTED TO ASK THAT QUESTION. REGARDING THE HALL OF FAME.

>> YEAH. I DON'T KNOW IF IT GOES IN THE SOUTHERN MUSIC HALL OF FAME THAT WE ARE TALKING ABOUT.

BUT MAYBE GOING BACK TO PUBLIC ART.

YOU KNOW, COMING UP WITH A PUBLIC ART PLAN FOR REGIONAL PARK. WHAT INSTALLATIONS WE PUT THERE.

-MILE-AN-HOUR A... MAYBE A SCULPTURE ART OR PLAQUES IN THE AREA. CALLOUTS AT THE SPORTS PARK.

WHERE YOU ARE GETTING THE VISITORS WHO WOULD WANT TO SEE THOSE TYPES OF THINGS. THE YOUNG ATHLETES FROM CLAY.

THAT WOULD BE A GOOD LOCATION. BUT YES, SOME KIND OF CALLOUT TO LOCAL ATHLETES, FOR SURE. THAT IS ONE OF THOSE THEMES WE WOULD LIKE TO SEE FOR PUBLIC ART.

>> BACK TO YOUR COMMENT EARLIER ABOUT, WE WANT TO CREATE THE ENVIRONMENT THAT WOULD NURTURE THIS KIND OF THING.

HOW HAVE OTHER COMMUNITIES CREATED SUCH AN ENVIRONMENT FOR A HALL OF FAME? OTHER ONES LIKE THE ONES YOU LISTED EARLIER. LIKE KENTUCKY, FOR EXAMPLE.

>> YEAH. YEAH.

>> PRIVATE PARTNERSHIP IN. >> YES.

WELL, IT IS TYPICALLY A 501C3016.

IT IS A GROUP OF MUSICIANS, HISTORIANS THAT CREATE THE NONPROFIT FIRST. THEY CAN TAP INTO SOME PUBLIC FUNDING. THEY PARTNER WITH THE COMMUNITY.

TO MAKE IT HAPPEN. AND SOMETIMES THERE IS SOME PUBLIC ASSISTANCE TO MAKE IT HAPPEN.

IT IS REALLY LED THROUGH PRIVATE FUND-RAISING AND FINDING, YOU KNOW, MAYBE THE PEOPLE WHO CAME FROM THE AREA.

THE LOCAL MUSICIANS. BUT ALSO PLENTY OF LOCAL COMPANIES THAT BUY IN AS WELL. THE COUNTY OR PUBLIC SECTOR, I THINK IN SOME OF THOSE INSTANCES, YOU KNOW, MAYBE DONATES LAND TO HELP MAKE SOMETHING HAPPEN.

YOU KNOW, THEY ARE USUALLY COORDINATING WORKING TOGETHER.

BUT YEAH. IT IS REALLY LARGELY LED BY A PRIVATE GROUP. AS A NONPROFIT.

>> THANK YOU. >> AND I CAN TELL YOU BECAUSE I WAS INVOLVED WITH THE BASKETBALL HALL OF FAME.

THEY STARTED IN ONE, BASICALLY, ONE CLASSROOM AT SPRINGFIELD COLLEGE. THEY GREW AND GREW AND GREUVMENT THEY HAD MULTIPLE ROOMS IN THE COLLEGE BEFORE THEY DECIDED THAT THEY HAD TO KIND OF IS UPPORT... THAT THEY HAD THE KIND OF SUPPORT TO BUILD A $40 MILLION FACILITY.

TO BUILD WHAT THEY HAVE NOW. THAT IS HOW THEY STARTED.

SPRINGFIELD COLLEGE SAID "WE WILL GIVE YOU THAT SPACE." IT MUSHROOMED FROM THERE. ONCE THEY GOT TO A POINT WHERE, YOU KNOW, THEY COULDN'T DO IT ANYMORE, THEY JUMPED INTO... YOU KNOW, THEY HAD PROOF OF THE DEMAND.

SO THERE WAS ANOTHER INSTANCE WHERE SOMEBODY ASSISTED WITH.

THAT OF COURSE, WHEN THEY STARTED LOOKING TO BUILD A BIGGER FACILITY, THE CITY GOT INVOLVED.

AND RECLAIMED SOME SPACE AND SOME AREAS FOR THEM TO PUT THAT FACILITY, AND SO IT GREW FROM THERE.

YES. I'M SURE ANY NUMBER OF WAYS THAT YOU CAN GET STARTED. THE GERM HAS TO BE PUT OUT THERE

AND CULTIVATED. >> RIGHT.

>> THANK YOU. >> YEAH.

A PHASED APPROACH IS NOT A BAD IDEA EITHER.

THINKING OF DOING SOME MODEST HALL OF FAME.

WE HAVE THE ONE AT THE MALL TODAY.

BUT SOMETHING BIGGER THAN. THAT MAYBE THINK OF FINDING A LOCATION IN TOWN WHERE THERE IS A GOOD ENOUGH FOOTPRINT WHERE WE CAN CONTINUE TO EXPAND. THE AMPHITHEATER IS SOMETHING MAYBE WE WAIT ON. THERE IS DEMAND FOR IT TODAY.

IT WOULD BE ONE OF THOSE THINGS, IF YOU BUILT IT, IT WOULD CREATE SOME DEMAND FROM TRIBUTE ACTS OR LOCAL ACTS.

IT WOULD BE PROGRAMMED. NOT HOSTING KEN IN CHESNEY CONCERTS. BUT MORE LOCALLY ORIENTED.

YOU KNOW, YOU WOULD HAVE A SHOW. IT EXTENDS THE VISITOR'S STAY BY A DAY. SO GUIDING DEVELOPMENT.

THIS IS REALLY FOCUSED ON ALL OF THAT PRIVATE INTEREST.

PRIVATE SECTOR INTEREST WE HAVE BEEN TALKING ABOUT.

THINKING ABOUT THE EXPRESSWAY COMING UP.

HERE IT IS MAPPED OUT ALONG WITH SOME EAST-WEST TRANSPORTATION CORRIDORS THAT ARE BEING PLANNED OUT TODAY.

AND THEN HERE IS THE EXISTING HOTEL BASE.

SO I THINK IN THE REPORT, WE HAVE A LITTLE BIT MORE DETAIL ON OTHER RESTAURANTS, OTHER MAJOR AREAS IN THERE, IN THE PRONG CYBILLTY TO THE... PROXIMITY TO THE EXPRESSWAY.

THIS IS WHERE WE HAVE THE TOURISM INDUSTRY.

IT IS CONCENTRATED IN THE NORTH. YOU KNOW, LARGELY TRANSIENT.

SOME LEISURE. WE ARE DOING BETTER AND BETTER.

WE ARE GETTING MORE VISITORS HERE.

S IF WE HAVE THIS EXPRESSWAY COMING UP, WE KNOW THERE IS GOING TO BE INTEREST IN HOTELS. WE HAVE SOME OF THESE NOTES, YOU KNOW, CIRCLED IN THE PURPLE. WE KNOW THERE IS GOING TO BE MIXED-USE DEVELOPMENT. IN SOME FASHION.

THERE IS GOING TO BE SOME PRODUCT HERE THAT WILL BE GREAT FOR THE VISITOR INDUSTRY AND WILL BE GREAT FOR HOTEL BASE.

WHAT WE WANT TO DO IS WITH DEVELOPERS COMING IN, NOTL

[02:15:05]

A COORDINATED VISION FOR EVERY DEVELOPER COMING.

IN WHAT WE WANT AT THESE DIFFERENT NODES ALONG THE EXPRESSWAY. ONE THING WE KNOW WE LACK IS FAMILY ENTERTAINMENT. I MENTIONED THERE HAS BEEN SOME NEW IDEAS IN THE SPACE. RECENTLY.

WE HAVE A FEW EXAMPLES HERE. MAYBE SOME FAMILY ENTERTAINMENT BUSINESSES. MAYBE WE COULD SHOW EXAMPLES TO DEVELOPERS COMING IN. AND MAYBE INSTEAD OF A TARGET OR A RETAIL ANCHOR THEY WERE THINKING ACT, MAYBE IT MAKES MORE SENSE FOR SOMETHING FOR EXPERIENCE USUAL EXPEER YEN USUAL CHICKEN&PICKLE IS LOOKING TO GROW LIKE CRAZY.

IT IS ESSENTIALLY TOP GOLF BUT WITH PICKLEBALL.

YOU GET YOUR OWN KIND OF CABANA, YOU GET YOUR OWN PICKLEBALL COURT. YOU CAN SERVE FOOD AND BEVERAGE.

IT IS HIGH-END. I SHOULDN'T SAY HIGH-END.

BUT HIGHER-END. THEY HAVE BREWERY SOURCE BEERS.

OF COURSE, LOTS OF FRIED CHICKEN.

MAIN EVENT IS SORT OF JUST SOME TRADITIONAL FAMILY-ORIENTED BUSINESS. THEY ARE STILL LOOKING TO HAVE LOAFCATIONS. AND THIS WOULD BE CLAY COUNTY, ONE OF THEIR MARKETS. THEY ARE MORE OF A FAMILY-MANY-FOCUSED DAVE & BUSTER'S.

ROYAL PALMS. A SHUFFLE BOARD BAR.

MAINLY IN TIER ONE MARKETS RIGHT NOW.

IT SUMS UP WITH WHAT WE ARE SEEING WITH AX-THROWING BARS AND EVEN THE IDEA OF... LIKE I MENTIONED WITH GOLF SIMULATOR BARS. A LOT OF MINI GOLF BARS.

AN ACTIVITY TIED TO BEVERAGES. AND THEN GREAT WOLF LODGE.

THAT IS THE FAMILY AMUSEMENT CENTER ALSO WITH A RESORT.

THIS IS A MARKET OF INTEREST TO THEM.

YOU KNOW, IT IS CERTAINLY... THERE IS SOME OPPORTUNITIES FOR LAND. THE MARKET POPULATION AROUND NORTH FLORIDA IS SOMETHING THEY WOULD BE DRAWN TO.

WITH ALL OF THESE, YOU KNOW, WORKING WITH DEVELOPERS ON THINKING... OKAY, HERE IS THE TYPE OF BUSINESS WE WANT.

THEN ALSO SHOWING THEM, HEY, WE HAVE EXCITING VISIONS FOR OUR OUTDOOR ASSETS AND ALSO FOR SPORTS.

WE ARE GOING SOMEWHERE. THIS IS WHAT WE NEED TO COMPLEMENT IT. THE VISITORS WILL BE BRINGING IT. IN YOU ARE PART OF THE EQUATION TO HELP EXTEND THE STAYS OF THE VISITORS.

SAME WITH DINING. WE NEED MORE UNIQUE DINING.

WHETHER IT IS RIVERFRONT SOMEHOW OR RESTAURANTS, MORE TRENDING SPOTS. MORE LOCALLY OWNED SPOTS.

BREWERIES, DISTILLERIES. WE WORK IN COMMUNITIES ALL THE TIME WHERE A BREWERY IS LOOKING TO EXPAND.

THEIR COUNTY OR THEIR CITY, YOU KNOW, ISN'T GOING TO GIVE THEM EXTRA LAND OR THEY ARE NOT INTERESTED IN WORKING WITH THEM.

THEY ACTUALLY JUMP SHIP. THEY GO TO A DIFFERENT COUNTY OR CITY. THEY TAKE PLACE THERE.

THEIR EXPANDING LOCATION DOES MUCH BETTER IN THE NEW CITY.

THERE ARE OPPORTUNITIES TO BRING SOME OF THOSE IN, WORKING WITH DEVELOPERS. FOOD HALLS ARE MORE AND MORE POPULAR. EVEN IN SMALLER MARKETS.

[02:21:07]

>> THERE IS EXAMPLES OF COMMUNITIES WITH REAL WRITTEN DOCUMENTATION ABOUT NO, WE DON'T WANT CHAINS.

WE DON'T WANT FACADES THAT HAVE THIS CERTAIN COLOR.

WE DON'T WANT ANY BUSINESS WITH MORE THAN EIGHT LOCATIONS FOR THIS PARTICULAR DEVELOPMENT. WE ARE LOOKING FOR SOMETHING UNIQUE. AUTHENTIC.

MAYBE FILL SOME ENTERTAINMENT NEEDS.

THAT IS THE BIG IDEA. ADDING SOME OF THESE KIND OF VISITOR INDUSTRY DRAWS, NOT NECESSARILY BY PAYING FOR THEM FROM THE PUBLIC SECTOR BUT BY WORKING WITH DEVELOPERS.

AND A BIT OF AN EXTENSIVE TO-DO LIST.

WE LARGELY ALREADY TALKED ABOUT IT.

IT IS ABOUT MAYBE ESTABLISHING A COMMITTEE.

TODAY. YOU KNOW, OR SOONER THAN LATER.

ESTABLISHING SOME KIND OF COMMITTEE THAT CAN OVERSEE THESE BIG DEVELOPMENTS. MAYBE TARGETED ON THE EXPRESSWAY AND SOME OTHER SITES IDENTIFIED IN THE PLAN.

THEN ALSO KIND OF COMING TO THE TABLE WITH A STRATEGY FOR HOW WE ARE GOING TO WORK WITH PRIVATE DEVELOPERS TO GET SOME OF THESE THINGS. AND THINKING OF WHAT INCENTIVES WE ARE OPEN TO, HOW WE WILL PROTECT OUR CHARACTER.

AND THEN THERE IS A FOCUS ON WALNUT STREET AS WELL.

THAT IS A REALLY IMPORTANT OPPORTUNITY TO BRING IN AND CREATE SPACES FOR LOCAL AUTHENTIC BUSINESSES ALONG THERE. THAT MASTER PLAN IS GREAT.

WE SUPPORT THAT. THE OPPORTUNITY TO ADD SOME PUBLIC ART TO THAT. WE CALL IT NIGHTTIME ACTIVATION.

PEDESTRIAN LIGHTING. PUBLIC ART.

THAT CAN BE LIT AT NIGHT TO SUPPORT FOOD TRUCK FRIDAYS.

SOME OTHER ACTIVITIES. MORE NIGHTTIME ACTIVITIES THAT COULD TAKE PLACE THERE. AND THEN IN ADDITION TO THAT, CAN WE THINK OF THE BIG IDEA? THINK OF THE SPACE FOR REAL DEVELOPMENT? MAYBE LIKE GREAT WOLF LODGE OR AMUSEMENT RESORT. CAN WE AS A COUNTY THINK OF WAYS WE CAN WORK WITH A DEVELOPER TO GET SOMETHING LIKE THAT BUILT.

ANY QUESTIONS ON... THAT ONE FOR NOW?

ALL RIGHT. >> ANYBODY?

>> NO. >> ALL RIGHT.

RIGHT ON TIME. LONG-TERM VISIONING, THIS IS THE WHOLE TEN-YEAR PLAN. THIS IS SOMETHING THAT WE TALKED A LOT ABOUT IN OUR INITIAL SITE VISIT.

REALLY EXCITED ABOUT THE POTENTIAL OF, BUT A WATERFRONT ENTERTAINMENT DISTRICT WAS RECEIVED REALLY WELL.

THERE IS TWO SITES. REYNOLD'S "PARK WAS THE FIRST ONE POINTED OUT TO US. BEST BET HAS MAYBE AN OPPORTUNITY THROUGH SOME... IT WOULD TAKE SOME ACQUIRING OF LANDS TO GET SOME ACCESS TO THE RIVER.

BUT IN SHORT, JUST LOOKING FOR OPPORTUNITIES TO DO A REAL MIXED-USE SIGNATURE DESTINATION THAT GIVES CLAY COUNTY OWNERSHIP OF ST. JOHNS RIVER. YOU KNOW, LIKE I SAID, NOBODY REALLY OWNS THE RIVER. THERE IS NOT A GO-TO DESTINATION ALONG THERE. WHAT WE WANT TO DO REGARDLESS OF THE LOCATION IS HAVE THESE AMENITIES.

A RIVER WALK, A PEDESTRIAN ACCESS THAT BRINGS YOU ALONG THE RIVER, RIGHT ON THE RIVER, WATER ACTIVITIES.

THIS IS A KAYAK PUT IN PLACE. PADDLEBOARD PUT IN PLACE.

YOU HAVE TO CONTROL A LITTLE BIT OF ST. JOHNS RIVER.

YOU KNOW, THERE IS SOME OPPORTUNITIES TO KIND OF CREATE YOUR OWN BAY FOR THOSE TYPES OF EXPERIENCES.

UNIQUE RESTAURANTS. RETAIL.

SPLASH-PADS. THEN A CONCERT VENUE.

SOME TYPE OF SMALLER OUTDOOR CONCERT VENUE.

AGAIN, NOT FOR HUGE CONCERTS. BUT SOMETHING MORE FOR LOCAL PROGRAMMING TO JUST ENHANCE ■THE VIBRANCY RIGHT THERE.

SO THAT IS THE TIMELINE FOR. THAT PRIOR TIDING THE DEVELOPMENT IN THAT. SPEAKISPEAKING WITH CBRE, THERED BE INTEREST IN GETTING DEVELOPERS THERE TODAY IF THERE WEREN'T POTENTIAL... THERE WILL BE LIKELY ENVIRONMENTAL ISSUES THAT WE HAVE TO CLEAN UP. WE DON'T KNOW THE TIMELINE FOR THAT. IF IT IS A TEN-YEAR TIMELINE, SO BE IT. THERE IS PRIVATE-SECTOR INTEREST. IN BUILDING THAT OUT.

WE WORK WITH THE SAME TOOLS THAT WE JUST TALKED ABOUT WITH THE GUIDING COMMERCIAL DEVELOPMENT, HAVING A TOOL BOX OF INVENTIVES.

[02:25:02]

WE ALSO HAVE SOME OTHER OPPORTUNITIES JUST TO CONTINUE TO MONITOR. THE CONVENTION CENTER POTENTIALLY. MAYBE THAT IS SOMETHING MORE INCLUDED IN THE RESORT. SOME OF THE HOTELS WE ARE BUILDING. A TRUE-SIZED AMPHITHEATER.

THERE IS COMPETITION IN ST. AUGUSTINE AND JACKSONVILLE.

MINOR LEAGUE ARENA HAS BEEN TALKED ABOUT.

THERE IS MAYBE A MINOR LEAGUE SPORTS OPPORTUNITY IN THE HORIZON. WE HAVE A GROWING POPULATION THAT MIGHT SUPPORT IT. THAT IS SOMETHING WE MAY SAY LET'S KEEP ON THE TABLE FOR NOW. THEN THERE IS OTHER IDEAS.

BREWERY, HOTEL, SPORTS ARENA. THESE ARE SOME PRODUCTS WE ARE SEEING MORE AND MORE IN COMMUNITIES.

NOT JUST MAJOR MARKETS. MAYBE WE COULD START TO CONSIDER THAT HERE. SO THAT IS PRODUCT DEVELOPMENT.

AND WE WILL PROBABLY STILL HAVE A LITTLE BIT OF TIME FOR QUESTIONS MAYBE AT THE END. ANY COMMENTS, QUESTIONS AFTER THAT? ALL RIGHT.

SO WE HAVE TOURISM PROMOTION. WE COVERED ALL WHAT WE CAN DEVELOP HERE FOR EXPERIENCES, FOR TRACTIONS LISTENS ATTRACTIONS. WHAT CAN WE WORK WITH TODAY TO GET MORE VISITOR ENGAGEMENT. TOURISM PROMOTION IS ABOUT THE DIGITAL MARKETING. MARKETING STRATEGIES.

IT FOCUSES MORE ON THE NEXT FIVE YEARS.

THIS IS SOMETHING THAT BLACK DOG FOCUSED ON THROUGHOUT THE SIX MONTHS OF WORKING TOGETHER. MITCH IS GOING TO TALK A LITTLE BIT ABOUT THE HIGH-LEVEL RESEARCH AND THEN A PRETTY GOOD SPECIFIC ACTION PLAN GOING FORWARD.

>> THANKS, TYLER. EVERYONE, CAN YOU STILL HEAR ME

OKAY? >> YES.

>> GREAT. SO YOU KNOW, AS WE ARE BUILDING OUT NEW PRODUCT, AMATEUR SPORTS FACILITIES, THINGS TO DO, YOU KNOW, SOME QUESTIONS THAT COME TO MIND, HOW CAN WE FEATURE ALL OF THIS UNDER ONE BRAND? HOW CAN WE USE MARKETING COMPANIES AND PROMOTION TO MITIGATE RISK FROM DOWN-TURNS IN DEVELOPMENT OR THE ECONOMY AND BE ABLE TO BUILD, LIKE, A SELF-SUSTAINING MARKETING PROGRAM WHERE, YOU KNOW, WE ARE SELF-SUFFICIENT, BALANCED, AND WE... THE ADVERTISING PROGRAM IS MORE ACCOUNTABLE FOR GROWTH. AND MEASUREMENT.

THOSE ARE SOME OF THE CHALLENGES AND ITEMS THAT WE LOOKED AT WHEN WE WERE DEVELOPING THE RECOMMENDATIONS FOR IMPROVING AND SETTING UP THE MARKETING PLAN AND WHAT THE FUTURE BRAND LOOKS LIKE.

SETTING OUR FOUNDATION UP AND WHERE WE ARE RIGHT NOW. RIGHT NOW WE FEEL LIKE WE'VE GOT A SOLID FOUNDATION. WE'VE BEEN IN VERSION 1 OF THE BRAND IDENTITY. WE FEEL LIKE THERE'S A LOT OF OPPORTUNITY TO REALLY BUILD A LARGE DATABASE OF CONTACTS FOR THE FUTURE. REALLY GENERATE OUR OWN DEMAND OF OUR MARKETING PROGRAM AND HELP TO GROW THE TAX REVENUE WITHOUT EVEN NEW PRODUCT AND NEW INVENTORY. ONE THING THAT SOMEBODY HAD RAISED A QUESTION EARLIER IN TERMS OF LIKE THE BALANCE RATES ON THE WEBSITE AND HOW DOES THAT LOOK COMPARED TO INDUSTRY AVERAGES? I DO THINK THERE IS OPPORTUNITY FOR IMPROVING OUR REGENERATION FUNNEL AND INCREASING ON THE WEBSITE AS WE MOVE FORWARD. BEING ABLE TO CAPTURE MORE EMAILS AND PHONE NUMBERS AND CONTACT DATA THROUGHOUT THE WEBSITE IS GOING TO BE A BIG THING THROUGHOUT THE NEXT 5 YEARS TO BUILD A DATABASE OF PEOPLE THAT WE CAN MARKET TO FOR THE FUTURE. SO, LOOKING AT SOME OF THE MARKETS, LOOKING AT 2023 WE'VE GOT 5 YEARS LAID OUT UP ACTION ITEMS THAT WE WANT TO LOOK AT. IN TERMS OF NEXT YEAR, THINGS WE CAN DEAL.

LINCOLN REDUCE THE OVERALL TARGET RADIUS OF WHO WE ARE

[02:30:01]

THERE'S PLENTY OF RESIDENTIAL POPULATION IN THAT AREA TO TARGET OUR MARKETING EFFORTS AND GET ENOUGH REACH WHERE WE ARE REACHING PEOPLE BUT, ALSO INCREASE THE FREQUENCY AND THE AMOUNT OF VISIBILITY THAT PEOPLE HAVE WITH OUR MARKETING CAMPAIGN WITHIN A 1 TO 2 HOUR DRIVE RADIUS. AND THEN LOOKING AT WHAT EVER MARKETING MIGHT BE IN THE NEXT YEAR OR 2. WE WOULD RECOMMEND DEFINITELY IMPROVING THE TARGETING AND THE MIX OF PAID SEARCH AND SOCIAL MEDIA CAMPAIGNS. ONE THING THAT COULD REALLY HELP IMPROVE ENGAGEMENTS ON THE WEBSITE AND 2 ADDITIONAL ADVERTISING CAMPAIGNS IS FOCUSING MORE ON DIRECT RESPONSE AD CAMPAIGNS AND PUTTING TOGETHER YOU KNOW, A MORE KIND OF PACKAGE MARKETING PLAN WITH TAILORED LANDING PAGES, TARGETING MORE DIRECT RESPONSE BUYER PERSONAS, TALKING TO THE OUTDOORS AND VENTURE, GOLFERS, OUTDOOR ENTHUSIASTS. PEOPLE THAT ARE INTERESTED IN SPENDING MORE TIME IN THE CLAY COUNTY AREA AND OUR DRIVE MARKET TARGETS.

>> SO THOSE INITIATIVES WHICH ARE WRITTEN OUT A LOT MORE IN THE REPORT. THOSE ARE HIGH DATA POINTS AND SOME RECOMMENDATIONS FOR MAKING US MORE EASILY FINDABLE OF WHAT WE THINK AR THE KEY POTENTIAL CUSTOMERS. SIMPLIFYING OUR REACH FOR MORE OF A BROADER REGIONAL AND NATIONAL APPROACH TO FOCUSING ON PENT-UP DEMAND AND WILL POTENTIAL OF THE ONE HOUR TO 2 HOUR TIME RANGE. WE WILL HAVE TO ELEVATE STAFFING A LITTLE BIT. WE HAVE 2 RIGHT NOW MAYBE 2 PLAN TO JOIN ONLINE THAT FALLS WELL SHORT OF THOSE OTHER MARKETS WE BENCHMARKED.

IF WE DID A RATIO OF ABERRANT STAFF FOR TOURISM TO POPULATION, WE ARE AGAIN WILL SHORT. IF WE DOUBLE THE STAFF POINT 19 GOES JUST TO THE .8 MARION COUNTY. IT'S NOT SOMETHING WE HAVE TO GO TO A TEAM ATTEND. KEEPING IN MIND THAT SPELL THIS OUT AS WE ADD PRODUCT WERE ONLY ADDING HOTEL ROOM NIGHTS, AS WERE AT A HOTEL ROOM NIGHTS FOR ANY REVENUE.

WE WILL HAVE AN OPPORTUNITY TO GROW THIS OFFICE AS WE CONTINUE TO EVOLVE. AS FOR NEAR-TERM ADDING NUMBER ONE, 2 AND 3 STOP HELP IMPLEMENT A LOT OF THESE DIGITAL MARKETING INITIATIVES WILL BE PRETTY PARAMOUNT. ONE THING WE DIDN'T TALK ABOUT MINUTES IN THIS LIST IS IN ADDITION TO THE APPROACH OF REVISING OUR MARKETING AND THINKING ABOUT OUR DIGITAL CONTENT AND THINK ABOUT HOW MUCH CONTENT WE ARE PUTTING OUT THERE. BRICK-AND-MORTAR, CAN WE THINK ABOUT A VISITOR CENTER IN THE NEAR TERM HAVING A SMALL SPACE OR STOREFRONT SPACE TO HELP MOVE THE STAFF SOMEWHERE IN THE COMMUNITY. AS WE CONTINUE TO GROW WE SEEN A LOT OF IN 5 OR 10 YEARS MAYBE BUILD SOMETHING LIKE THE MINNEAPOLIS EXAMPLE ON THE RIGHT.

CHATTANOOGA, TENNESSEE, KNOXVILLE, TENNESSEE.

AUGUSTINE GEORGIA JUST BUILT A NEW GIANT VISITOR CENTER THAT HAS AN EVENT SPACE AND CATERING SPACE. SO THE CATERING COULD COME IN AND USE. AS A POINT OF ENGAGEMENT FOR THE VISITORS AND THE RESIDENCE. THEY ARE CRATING THIS OPEN SHOP TO COME IN AND BUY LOCALLY MADE PRODUCTS THAT CAN SET UP TOURS FOR KAYAKERS AND OTHER OUTFITTERS IN ONE LOCATION AGUSTA. IN THE LONG TERM THAT WOULD BE GREAT TO DO IN CLAY AS WE HAVE MORE PRODUCT. WERE NOT SEEING TOMORROW. IN THE MID TERM WE ARE LOOKING FOR SPACE WHERE PEOPLE CAN COME IN AND GET DIRECTIONS. I THINK THEY HAVE 3 OR 4 VISITOR CENTERS THROUGHOUT THE COUNTY AND WE CAN START WITH AT LEAST A LOCATION HERE. THEN WE HAVE BRANDON. THIS IS AGAIN, LED BY

[02:35:04]

WELL. >> WE CONDUCTED A SURVEY WITH SOME STAKEHOLDERS AND ASKED EVERYONE'S ANONYMOUS OPINIONS OF THE CURRENT LOCAL AND THE BRAND AND HOW IT FITS WITH THE 5 TO 10 YEAR DIRECTION. THERE WAS A COMMON SIMILAR THEME THAT CAME UP IN REGARDS TO LOGANO, THE BRAND, THE TAGLINE.

EVERYONE FELT THAT IT DID A GOOD JOB. GOOD TO GREAT JOB.

GETTING US TO WHERE WE ARE TODAY. BUT, FOR THE FUTURE IT DIDN'T REALLY REFLECT THE VISION OF THE FUTURE AND DIRECTION OVER THE NEXT 5 TO 10 YEARS. MOST OF THE PEOPLE ON THE SURVEY, MOST OF THE RESPONDENTS THEY GRADED THE TOP HALF OF THE LOCAL AS MORE ? ?. IN THE MIDDLE TO BOTTOM OF THE LOCO IS GOOD TO AVERAGE. OVERALL, THE SENTIMENT WAS OVER THE NEXT 5 YEARS IT'S RECOMMENDED THAT WE IMPROVE THE LOCO, CHANGE THE BRAND TEAM, MAKE IT FOCUS MORE ON WHAT WE ARE GOING TO DO FOR THE NEXT 5 TO 10 YEARS.

>> THERE'S A TIMELINE IN THE REPORT ABOUT RETHINKING THAT.

WE DON'T TAKE ANY REAL CREATIVE SUGGESTIONS OR ANYTHING ABOUT WHERE THIS COULD GO. THE FACT THAT IT NEEDS TO BE REEVALUATED WITH ANY BRANDING EFFORT AS WE CONTINUE TO EVOLVE. SOME OF THIS FEEDBACK, WHICH UPS OUT TO ME IS THE FONT TESTED WELL.

THE COLOR TEST WELL. I THINK WE ARE OUTDOORS AND PEOPLE RECOGNIZE THAT. WE ARE WATERFRONT DESTINATION. STILL INCORPORATING SOME OF THOSE ELEMENTS. THINKING, ARE WE THAT SKYLIGHT? A LOT OF PEOPLE DIDN'T RECOGNIZE THIS GUIDELINE. MANY PEOPLE THAT WE NEED A NEW TAGLINE. LET'S CONTINUE TO ADJUST THIS. I'M SURE 5 YEARS AND 10 YEARS FROM NOW WE WILL BE DOING THIS EXERCISE. AS A RECAP WHERE GOING. INVESTINGG ANALYST IFFERENT IDEAS AND PUTTING COMMITTEES OGETHER AND PUTTING TOGETHER 5-YEAR AND TENURE ACTION PLANS. IT'S A LOT OF GREAT IDEAS. WE GET THAT. ONE THING I WILL SAY, IT'S A TON OF DIFFERENT ACTION STEPS FOR GUESTS, KIM, LOTS OF OTHER STAKEHOLDERS IN THE COMMUNITY.

WERE NOT NECESSARILY SAYING YOU HAVE TO DO ALL THESE THINGS AT ONCE. AFTER BUILDUP AMATEUR SPORTS FORCE IS ON ARTS AND CULTURE. WE NEED TO FOCUS ON ONE TO 3 YEARS. IT IS ABOUT BEING PHASED. SPORTS AND OUTDOOR ARE IMPORTANT. OR MORE NEAR-TERM AND IT WOULD BE GREAT. MAYBE ABOUT 4 OR 5 YEARS START TO TURN IN OTHER SEGMENTS. THIS NOXIOUS PLAN FOCUSED IN HERE. OR SETTING MILESTONES. AS FAR AS MEASURING TOURISM PERFORMANCE THERE'S A FEW THINGS WE CAN DEAL. HERE'S CLAY TODAY ON THE LEFT. WE HAVE ABOUT 1200 HOTEL ROOMS THROUGHOUT THE COUNTY, GIVE OR TAKE. IT'S ABOUT HUNDRED DOLLARS GIVE OR TAKE THAT WE'VE GROWN 2. 75 TO 80 PERCENT HOTEL OCCUPANCY. THAT'S GREAT. THAT'S WRONG.

BUT, AS WE MENTIONED A LOT OF RETAIL AND DINING AND ENTERTAINMENT LEAKAGE. TENS OF MILLIONS OF DOLLARS A YEAR OF NOT BEING SPENT THE COULD BE SPENT BY LOCAL RESIDENTS. THEN WE HAVE A 2.9 SCORE AVERAGE SCORE OUT OF 7 FOR THE RESIDENCE ABOUT US FULFILLING OUR POTENTIAL. WHERE THE 2 TOURISM STAFF. MAYBE BY 2027 TAKING ALL THOSE METRICS INTO CONSIDERATION. 15 HOTEL ROOM ROOMS SO BUILDING 3 OR MORE.

KEEPING OUR HOTEL OCCUPANCY AS IS. WE THINK IT'S DOABLE IF YOU INVEST IN MANY OF THOSE NEAR AND MIDTERM INITIATIVES.

MAYBE THIS IS BY THE TIME THE REGIONAL PARK TERMINAL COMPLEX IS BUILT OUT. MAYBE THE NORTH FLORIDA GREAT WEIGHT IS BEGUN TO BE DEVELOPED. MAYBE WE GROWN THE FALL FESTIVAL. ALL THESE THINGS WILL INCREASE THAT SEWER HOTEL REVENUE, FACTORING ROOMS AND THE ADR HOTEL REVENUE GROWS BY 50 PERCENT BY THEN.

LOFTY, BUT PART WILL BE ORGANIC WITH THE DEVELOPMENT IN PART WILL BE THROUGH SOME OF THE ATTRACTIONS. LET'S REDUCE LEAKAGE BY 30 PERCENT. USE GIS SOFTWARE TO TRACK THINGS LIKE THAT. LET'S GROW OUR 2.9 SQUARE TO 4. LET'S GET MIDDLE SCORE TO SHOW PROGRESS THAT SOME RECOGNITION FOR THE RESIDENCE. BABY GROW OUR STAFF BY 6 BY THEN. AGAIN KEEPING KEY RESIDENTIAL AREAS LIKE MIDDLEBURG AND SOME OTHER AREAS OF TOWN. LET'S NOT INVEST A BIG ATTRACTIONS AND POPULAR

[02:40:06]

STILL IT WILL TAKE PROBING PRODUCT. PROVING THE DEMAND FOR THE REGION BY BUILDING DISTRACTIONS. THIS IS ABOUT 100 PERCENT. I THINK IT'S 95 PERCENT INCREASE HOTEL REVENUE PER YEAR. THAT WOULD BE GREAT FOR YOU GUYS. AGAIN, KEEPING THE HOTEL OCCUPANCY SIMILAR. SPENDING LEAKAGE REDUCED BY 75 PERCENT. KEEPING PEOPLE IN TOWN AND BRINGING RESIDENTS TO LIVE HERE AND THERE SPENDING MONEY IN THE AREA. THAT'S WITH WHAT IS GOING TO BE HAPPY BY THEN. MAYBE EVEN A 5.5 FILLING POTENTIAL WITH THE RESIDENCE. IF HE WERE 8 TOURISM STAFF BY THEN. WE COULD DO THAT WITH EXTRA FUNDING. AGAIN LET'S KEEP RESIDENTIAL AREAS UNTOUCHED. JOINT FOCUSED INVESTMENT ATTRACTIONS AND OTHER AREAS OF INTEREST AROUND TOWN. HERE'S A LIST OF THE NECESSARY PARTNERS. THIS IS BY NO MEANS COPPERHEADS APPEARED THESE ARE THE MAJOR LAYERS.

THE REPORT WE HAVE EVERY SINGLE IMPLEMENTATION OF WHO THE IMPLEMENTERS ARE. THIS IS A SAMPLING. I WOULD SAY IT'S DOUBLE NOT EVERYONE THAT NEEDS TO BE INVOLVED. SUCH AS CLAY COUNTY TOURISM OR THE TDC INVOLVED IN DOING THIS. THE KAISER CHAMPIONS AND CHEERLEADERS OF THE OUTCOME OF THIS REPORT. A LOT OF THESE FOLKS WANT TO BE THE BOOTS ON THE GROUND MAKING SURE IT IS IMPLEMENT 10. GETTING THEM ON BOARD WITH THIS PLAN AND A NEW FORCE TO FINALIZING THE REPORT.

HOPE IS WE HAVE A VISION, WE ARE ALL COORDINATED. IT'S PRETTY CONSENSUS DRIVEN. WE BROUGHT A LOT OF PEOPLE TO THE TABLE. NOW WE HAVE A ROUTE FORWARD. THAT'S IT. THAT'S THE BIG IDEA. ANY QUESTIONS ON THAT.

>> ON THE SPENDING LEAKAGE PIECE. WHERE ARE WE TODAY AND HOW DO WE MEASURE THAT GOING FORWARD? IT'S REALLY IMPORTANT KPI FIRST THAT EVERYONE GOES TO RIVERSIDE AND TO AUGUSTINE TO EAT TODAY AT THE SHOP. HOW DO WE MEASURE WHERE WE ARE TODAY THEN TO GIVE THAT 75 PERCENT REDUCTION FROM A KPI

PERSPECTIVE? >> WE USE AS A REIT, IT'S A GIS PROGRAM. IT'S A SIMPLE TOOL THAT MEASURES THAT KIND OF THING. THINGS LIKE, I'M MORE EXCITED BY PLACER AI AND TO TRACK CELL PHONE DATA. YOU COULD GET GOOD NUANCE DATA ON THAT KIND OF THING ABOUT WHERE PEOPLE ARE GOING THROUGH THAT.

I THINK IS OUT BECOMES MORE FIGURED OUT OVER THE NEXT 5

YEARS. >> IS HER NUMBER WE HAVE TODAY OF WHAT IS HER CURRENT STATE AFFAIRS?

>> WE COULD LOOK AT ARRIVAL IS SEE HOW WE COULD GET THAT INFORMATION SO WE CAN BENCHMARK ATTRACT.

>> WE WILL BE ABLE TO GET FROM ESRI. IT'S SOMETHING WE WILL WANT TO MENTION IN THE REPORT OF WHERE WERE AT.

>> CAN WE START TO HAVE THAT IN OUR QUARTERLY?

>> LET ME FIND OUT HOW MUST IT COST.

>> PROF. DANIEL: THAT'S A BETTER ANSWER. THANK YOU.

>> WOULD WE BE ABLE TO PICK UP ON THE SAME THING? IT'S LIKE 47 PERCENT OF THE VISITORS Y THEY COME THE DRIVE MARKET.

.4 PERCENT STATE AND WHAT IS THE OTHER 20 PERCENT GOAL. TO THE GOAT SOMEWHERE ELSE TO SAY OR DO THEY GO HOME? WE CAN DIG DEEPER INTO THAT. I THINK MITCH, I THANK YOU GUYS GOT THAT INFORMATION FROM OUR ARRIVAL LIST REPORT, CORRECT?

>> YEAH, THAT'S FROM THE ARRIVAL IS DASHBOARD.

>> OF THE QUESTION REGARDING THE LAST LIST AND NECESSARY PARTNERS. I DID NOTICE THAT YOU HAD MENTIONED CLUB CONTINENTAL A COUPLE OF TIMES. IT'S A BEAUTIFUL FACILITY, IT'S ON THE RIVER AND THINGS LIKE THAT. I DON'T KNOW IF THEIR PART OF THE FACILITY MANAGEMENT FIRMS? BUT THRASHER HORN. I MEAN THE FAIRGROUNDS. I JUST WANTED TO MAKE SURE WE ARE NOT

LIKE FORGETTING THEM. >> NO, NO, NO. SO, THRASHER HORN FITS INTO THE EQUATION A COUPLE OF WAYS. THEY ARE PRODUCT THAT WE SELL AND MARKET WITH THE SHOWS THAT THEY BRING IN THERE ALSO A FACILITY THAT WE'VE LOOKED AT FOR RENTALS AND DIFFERENT EVENTS. I DON'T WANT TO STEAL ANY OF YOUR THUNDER.

I DO WANT YOU TO KNOW THEY FIT IN BOTH WAYS. IN EVERYTHING WE

DO. >> I THINK JEAN BRINGS UP A GOOD POINT. SHOULD THEY BE LISTED IN THE REPORT SOMEWHERE? WE REALLY DIDN'T MENTION THEM. HE MENTIONED SEVERAL OF THE

OTHER PLACES. >> WE TALK ABOUT THE FAIRGROUNDS. BUT THRASHER HORN IS ALMOST A MONTH THEY BRING IN A LOT. KIMBERLY MENTIONED THRASHER HORN.

[02:45:04]

>> REALLY DO IT BY DEFAULT. NO ONE ELSE DOES WITH A TUBE. IF NOT THE AUDITORIUM. THEY HAVE THE MEETING AND CONFERENCE ROOMS. UNTIL WE DEVELOP OTHER VEHICLES. THOSE ARE THINGS THAT WERE REALLY GONNA DEPEND ON.

>> I WILL MAKE SURE, I THINK WE WRITE ABOUT IT IN THE EXISTING ASSETS IN THE REPORT. AS FAR AS RECORDATIONS GO, WE DON'T COVER THEM EXTENSIVELY. LIKE THE MODEL THEY HAVE AND I KNOW GONE AWAY OF BRINGING IN BROADWAY. I THINK SOME OF THOSE ACTS STILL COME IN. IT'S KIND OF A BIG ASPIRATION. I DON'T KNOW IF THE MARKET THOSE KINDS OF PRODUCTIONS ARE HERE.

THE CONCERTS THEY SEEM TO DO VERY WELL AND IS WELL PROGRAMMED. THERE'S A LOT OF EVENTS AS THE OVERALL NUMBERS ARE CONCERNED. THERE'S ONLY SO MUCH YOU CAN DO WITH IT BEING

IN A LOCATION THAT ATTACK. >> THE OTHER ASPECT ARE ASSOCIATED WITH THE COLLEGE SO THERE LIMITED IN TERMS OF SOME OF THE THINGS THEY CAN DO BECAUSE OF THAT.

>> RIGHT. RIGHT. BUT, THAT SAID, WE WILL MAKE SURE THAT THERE'S OPPORTUNITIES. IN ALL THE FACILITIES WE HAVE, WE TALK ABOUT A ROLE POSSIBLY IN KIM'S OFFICE AT SOME POINT LIKE AN EVENTS COORDINATOR KIND OF ROLE THAT MAY BE OVERSEAS CORDED EAT BETWEEN FACILITIES, MAYBE LOOKING AT OPPORTUNITIES TO COMBINE EVENTS. MAKE SURE THE HAPPENING AT THE SAME WEEKEND.

WE LIBERTINE THE FAIRGROUNDS AND MAYBE A CONNECTION WITH THRASHER HORN COULD NOT MANAGING IT BUT MAYBE SENDING

REFERRALS THERE. >> ANY OTHER QUESTIONS OR COMMENTS FOR TYLER OR MITCH OR NOAH?

>> OF A QUICK QUESTION. THAT JUST CAME TO MIND. HE PUT UP THERE AND THERE IDENTIFIED AS AGAINST PROPERTIES OR OPPORTUNITIES FOR THE FORMER RACETRACK OR THE BEST BET AND REYNOLDS PARK. BEST BET HAS A GREAT LOCATION 2. ANY TRENDS THAT FULFILL ANY OF THESE NEEDS YOU'VE OUTLINED WITH REGARDS TO CLASSIC MALLS OR ANYTHING LIKE THAT AS FAR AS THEM SERVING ANY OF THESE NEEDS? ARE YOU SEEING ANY OF THEM EVOLVE INTO FULFILLING SOME OF THESE IMMUNITY BASED NEEDS OR

ANYTHING LIKE THAT? >> THAT'S A GOOD PART. EACH PART DOES WELL AS FAR AS A MOLD INDUSTRY. WITH THAT SAID WE'VE WORKED WITH WESTFIELD. THE MICHAEL IKAHIHIFO DEVELOPER IN THE COUNTRY. JUSTIN WORK AT MALL OF AMERICA WHERE IT'S LIKE WERE LOSING RETAILERS D SPACE. HOW CAN WE RETHINK THE EXPERIENCE HERE. NOT JUST FILL SPACE TO BRING CONSUMERS BACK.

WE'VE SEEN REDEVELOPMENT COMBINATION OF RETAIL SPACES TO CREATE SMALL CONFERENCE OR UNIQUE VENUE EVENT SPACES.

THEY ARE BECOMING A THING THERE. PROGRAMMING EVENTS ALMOST FESTIVALS IN THE MALL ARE PART OF THE EQUATION.

AUGMENTED REALITY APPS WHERE YOU COME IN WITH YOUR PHONE AND DOWNLOAD THE MALL STOP AND YOU DO A SCAVENGER HUNT AND YOU SEE BEACONS AROUND THE MALL TO BRING INTO DIFFERENT STOREFRONTS. THOSE ARE ALL THINGS BEING EMPLOYED. I THINK IT'S MIXED RESULTS. IT'S SOMETHING THAT'S KEEPING SOME PROPERTIES AFLOAT KEEPING SIMILAR NUMBERS. THERE IS A TO DO LIST. SPARKLE I THINK WERE UNDER THE IMPRESSION THAT IT'S DOING WELL AS FAR AS VACANCY CONCERNS BUT, MAYBE IT'S THE OUTLOOK AS WE MOVE 10 YEARS FORWARD ARE THEY GONNA FACE HER OWN ISSUES AND WE CAN FIND SOME WAYS TO RETHINK THEIR SPACES.

>> I JUST THINK ABOUT HOW THOSE ARE BIG SPACES. YOU'RE TALKING ABOUT 30,000+ SQUARE FOOT SPACES. I'VE HAD DISCUSSIONS WITH RANDY AND THE CREATIVITY THAT HE'S TRYING TO IMPLEMENT NTO THAT. I THINK OF THINGS LIKE INDOOR NEEDS THAT KEEP COMING UP AND I DON'T KNOW IF THERE'S ANY WAY TO FILL THOSE.

I SEE ON MY SOCIAL FEEDS I SEE THESE COOL WHATEVER, IT'S THE BLACK LIGHT PICKLE BALL ARENAS AND DIFFERENT THINGS THAT HAPPEN LIKE THESE ARE PLACES THAT COULD BE THERE. THOSE ARE

AWESOME. >> LOTS OF ENTERTAINMENT.

>> WE WENT TO ONE OF THOSE AND I WAS REALLY NEAT.

>> HAD A ANOTHER THING TO BRING UP AS FAR AS REPORT. THE TIMING IS GOOD. IF IT'S SOMETHING THAT WOULD BE WORTH LOOKING INTO BUT, FOR THE SPRINGHOUSE AND SPRING PARK.

IF YOU GUYS EVER WANT TO ENTERTAIN ONE OF THE SHORT-TERM NEEDS WAS IN PERSON VISITOR CENTER OF SOME KIND THAT'S A HYPO TRUCK AREA. THAT SOMETHING WEAK ABOUT THE CITIZENS ADVISORY BOARD OF THE CITY OF GREENE COVE SPRINGS IS GETTING A LOT OF PRESSURE TO FIGURE OUT WHAT THAT IS GOING TO BE. TAXPAYERS WANT TO KNOW YOU BOUGHT IT, NOW WHAT YOU WANT TO DO WITH IT? WE DON'T WANT TO DO, SPEND MONEY ON LESS YOU KNOW WHAT IS GOING TO BE. WE WANT TO NOT HAVE AN IN INTENSE USE THAT WILL CONFLICT WITH ACCESSIBILITY TO THE PARK.

[02:50:02]

>> THAT WOULD BE ONE OF THE BEST SITES. AS FAR AS

LOCATION. YEAH. >> THEN POSSIBLY FEATURING OTHER, WHETHER IT'S CO-OCCUPYING THE SPACE WITH SOME OF THE OTHER, WHETHER IT'S NONPROFIS OR THE OTHER EVENTS AND THINGS ARE GOING ON. THEY'RE ALL POSSIBILITIES.

>> ANYONE ELSE? >> ANYTHING ELSE?

>> IT'S A LOT OF INFORMATION. WE WILL HAVE TO DO SOME HOMEWORK WITH IT. WE WILL TASK EVERYBODY WITH LOOKING OVER THE REPORT AS IT IS. WHAT THEY'VE SEEN. SO TO PUT TOGETHER 2 3, 4 ITEMS. BECAUSE YOU CAN'T DO ALL OF THEM STARTING TOMORROW.

WE CERTAINLY CAN LOOK AT SOME AND ESTABLISH SOME KIND OF A PRIORITY FOR US AS TO WHERE WE NEED TO GO. SO WE CAN START TASKING OUR MIGHTY TWOSOME WHICH HOPEFULLY WE WILL HAVE A 3 4, 5 SOME ONE POINT. GIVE US SOME DIRECTION AND THE BOARD OF COUNTY COMMISSIONERS WILL HAVE SOME IDEA WITHOUT. IN A PERFECT WORLD WILL BE ABLE TO ROLL THIS OUT AND DO ALL OF THEM. IN TERMS OF TIME AND MONEY AND INVESTMENT OF STAFF AND LABOR, THERE'S ONLY SO MANY THINGS WE CAN DO AT SOMETIMES.

WERE LOOKING FOR EACH OF YOU TO COME BACK WITH SOME KIND OF THOUGHTS AS TO WHERE WE ARE CONSIDERING WHAT WE'VE GOT AS RESOURCES NOW AND WHERE WE CAN BE GOING SHORT-TERM AND

LONG-TERM. >> TO REMEMBER, I WANT TO SAY MAYBE LAST YEAR OR 2 YEARS AGO WE HAD THAT PRIORITY LIST.

THEN WE HAD TO THE FOLLOWING YEAR WE REASSESS TO SEE IF THAT WAS STILL OUR PRIORITY. IT WOULD BE GREAT IF WE COULD, I DON'T EVEN REMEMBER. I THINK IT WAS A STRATEGIC PLAN. WE WERE LOOKING AT THAT. IF WE CAN KIND OF NOW KIND OF COME UP WITH THAT SAME FORMAT. THEN WE CAN DISCUSS DURING THE NEXT MEETING OR NEXT, NEXT, NEXT MEETING OR WHATEVER ABOUT OUR

PRIORITY LIST WOULD BE. >> YEAH, I THINK WE CAN TAKE TYLER'S RECOMMENDATION AND MOVE QUICKLY TO ESTABLISH THAT WE DON'T LOSE ANY MOMENTUM. WE'VE GOT SOME MOMENTUM NOW. WE'VE GOT SORT OF A GUIDELINE AMOUNT. IN THE SENSE WE NEED TO TAKE.

I THINK WE SHOULD MOVE FORWARD AS QUICKLY AS POSSIBLE. SO IF THERE ARE OPPORTUNITIES AS STEPHEN TALKED ABOUT WE COULD TAKE ADVANTAGE OF THOSE. IF WERE TRYING TO MAKE DECISIONS OVER MONTHS AND MONTHS AND MONTHS WE COULD MIX AS SOMETHING THAT COULD BE A KEY FOR US TO MOVE FORWARD ON.

>> I WAS GONNA SAY THIS STRATEGIC PLAN IS PROBABLY 10 OR 15 TIMES MORE ROBUST. WE WILL SET IT UP SO YOU ALL CAN PRIORITIZE EVERYTHING IN YOUR NEXT MEETING. WE WILL HAVE THAT AS PART OF THE AGENDA AT YOUR NEXT MEETING. ONCE YOU ESTABLISH THOSE PRIORITIES, WE CAN ADJUST THE BUSINESS PLAN TO

REFLECT THAT. >> TO EVENTUALLY HAVE SUBCOMMITTEES THAT PUT THESE MAJOR SECTIONS?

>> THAT WILL BE ANOTHER DISCUSSION AS TO WHAT WE THINK AND PUT THE MEMBERS OF THE TDC WORK A LITTLE BIT MORE IN TERMS OF SUBCOMMITTEES OR WHETHER REFORM OTHER COMMITTEES. OUR COUNTY ATTORNEY ANYTIME WE TALK ABOUT SUBCOMMITTEES WE ARE MEETING THAT'S IN THE SUNSHINE. OF COURSE THOSE HAVE TO BE ADVERTISED AND PUBLICLY NOTICED. SHE GETS A LITTLE BIT NERVOUS ABOUT THAT STUFF. WE CERTAINLY CAN HANDLE IT. I THINK THAT PROBABLY WILL BE THE CASE ONCE WE GET THINGS DONE TO TRY TO MAGNIFY WHAT WE ARE READY HAVE IN TERMS OF STAFF TO BE ABLE TO TAKE SOME OF THESE THINGS ON AND MOVE THEM FORWARD. EACH OF US HAVE A SPHERE OF INFLUENCE WE WORK IN AND CERTAINLY THEY OVERLAP. AT THE SAME TIME EACH OF US BRINGS SOMETHING UNIQUE TO THIS. I THINK THAT WOULD BE IMPORTANT

[02:55:05]

OR NOT. >> HAD ANOTHER MEETING AS WELL.

>> WHICH IS STILL THERE. WE THANK HIM FOR YOUR EFFORTS AND

YOUR WORK ON THIS. >> THINK HE'LL. IT'S BEEN A PLEASURE TO WORK WITH EVERYBODY AND I THINK THERE'S REALLY, REALLY INTERESTING THINGS ON THE HORIZON AND WERE VERY HAPPY

TO BE A PART OF IT. >> THANKS AGAIN. WE APPRECIATE

IT. TYLER, ANY LAST WORDS? >> NEAR MITCH'S SENTIMENT, REALLY EXCITING OPPORTUNITIES. WE SPENT A LOT OF TIME EXPLAINING HOW THESE COULD BE CARRIED OUT AND EVERYTHING.

THE ONUS IS NOT ON YOU TO GET EVERYTHING DONE. IT'S A LIVING AND BREATHING DOCUMENT YOU CAN COME BACK TO OVER THE NEXT 5 YEARS OR MAYBE THE NEXT 10 YEARS AS YOU START TO COMPLETE SOME THINGS. IT'S BY NO MEANS ALL CHRONOLOGICAL. ATTEMPTING TO REVISIT AGAIN AND AGAIN. JUST TO MAKE SURE YOU'RE ON TRACK. WE HAVE GOALS, WITH KPIS. THEY'RE NOT TIED TO GETTING ANYTHING DONE. THE KIND OF THE TRACKING THE PROGRESS MAKE SURE WE ARE DOING ENOUGH AS WE GO ALONG AND

PUSHING OURSELVES ENOUGH. >> I THINK IT PARTLY AS WELL THE FACT THAT AS WE TALK TO THOSE FOLKS LIKE GREAT WOLF LODGE OR CHICKEN AND PICKLE OR ANY OF THESE COMMERCIAL OPERATIONS THAT WE MAY EVEN BE INTERESTED IN HAVING CLAY COUNTY WE HAVE A ROADMAP THAT SHOWS WHERE WE ARE GOING.

THAT'S WHY WE NEED YOU HERE TO BE PART OF IT. I THINK THAT'S ALWAYS VERY IMPORTANT WHEN YOU TALK TO ENTREPRENEURS MAKE SURE THEY KNOW WHERE YOU'RE GOING HOW THEY FIT INTO THE BIG PICTURE AND HOW IMPORTANT THEY WILL BE.

>> I DO HAVE ONE. YOU MENTIONED GREAT WOLF LODGE.

I'M WONDERING, IF YOU DO THOSE KINDS OF INVESTORS OR DEVELOPERS. DO THEY HAVE KIND OF LIKE AN INCOME LEVEL? I KNOW WHEN I USE TO WORK IN RETAIL WHEN WE WOULD APPROACH CERTAIN RETAILERS. THEY HAVE LIKE MINIMUMS IN TERMS OF LIKE HOW THE MARKET, WHAT THEIR INCOME LEVEL IS AND THINGS LIKE THAT. IS ECHOING TO BE AN ISSUE? IS IT AN ISSUE?

>> INCOME LEVELS WEREN'T BAD FOR CLAY COUNTY. IT DEPENDS ON WHERE YOU'RE LOOKING AT THROUGHOUT THE COUNTY. AN ATTRACTION LIKE GREAT WOLF LODGE, IS LESS ABOUT THEIR IMMEDIATE LEVEL. THE FOCUS MORE ON DRIVETIME. AS LONG AS YOU ARE REACHABLE BY A PRETTY GREAT MIX OF DEMOGRAPHIC AS WE TALK ABOUT HOW NORTH FLORIDA IS. I THINK THEY'RE A LITTLE BIT MORE SIDE AGNOSTIC THAN THINKING ABOUT WHAT IS THIS IMMEDIATE CITY GIVING IN TERMS OF INCOME.

>> THANK YOU. >> ALL RIGHT THANK YOU.

>> THANK YOU ALL. THIS WAS REALLY GREAT. IT WAS GREAT SEEING SO MANY OF YOU AGAIN. AVICII I THINK QUESTIONS, CAMILLI I KNOW THERE WILL BE MORE TO COME. I'M ALWAYS HERE AND HAPPY TO ANSWER ANY. REALLY LOOKING FORWARD TO THE

FUTURE HERE. >> VERY GOOD. THANKS AGAIN.

IN TERMS OF OUR BUSINESS OUR NEXT MEETING IS NOVEMBER 7. 3, IS THAT WHEN WE HAVE IT? RIGHT NOW IS 3:30. KEEP THAT IN MIND.

ANY QUESTIONS PLEASE REACH OUT TO KIMBERLY OR CONNOR.

OTHERWISE, THANKS VERY MUCH. WE APPRECIATE IT. MAKE SURE YOU DO YOUR HOMEWORK. WE DON'T TAKE THE EXCUSE THAT YOUR DOG ATE YOUR HOMEWORK. IT DOESN'T WORK HERE. VERY EXCITING STUFF. WE LOOK FORWARD TO MOVING TO THE NEXT STEP. WITH

* This transcript was compiled from uncorrected Closed Captioning.