HomeMy WebLinkAboutDocumentation_Regular_Tab 8A_12/14/1989 Z ty, 11:5:0/
VILLAGE OF TEQUESTA
,�� • Post Office Box 3273 • 357 Tequesta Drive
`. AN Tequesta, Florida 33469-0273 • (407) 575-6200
.)7 ,N'°r�, FAX: (407) 575-6203
MEMORANDUM:
TO: Village Council
FROM: Thomas G. Bradford, Village Manager
DATE: December 8, 1989 .
SUBJECT: Tequesta Downtown Development Task Force
Master. Plan Recommendation and Marketing Strategy
Attached, are my previous memorandums explaining the recommendation
and marketing strategy recommended by the Task Force. At the Workshop
Meeting on December 7, I think that Ed Nelson pointed out a potential
problem with the strategy in that enough time may not have been granted.
This may especially hold true if the Master Plan is published in Urban
Land, the monthly publication of the Urban Land Institute, tentatively
scheduled for publication in February 1990. If published, this will, in
essence, amount to free top-shelf advertising for the Master Plan. This
could mean a great deal of interest will be expressed, causing the
proposed March 1, 1990 deadline to be insufficient. In this regard, I
have taken the liberty of requesting an additional thirty (30) days,
until March 30, to conduct the marketing effort.
Therefore, it is requested that you accept the Tequesta Town Center
Master Plan and Development Standards in concept until March 30, 1990 to
give opportunity for the Village to market the Master Plan to the
appropriate development community.
The marketing strategy cost estimate is as follows:
Laser photo copies - 7 @ $1.85 $12.95
Binder - @ $1.50
1.50
Photo copies - @ $.04 x 44 1.76
Postage 2.40
Cover label 5.00
Cost for Marketing Package 23.61
x 50
$1,180.50
Contingency @ 15% 177.00
TOTAL MARKETING PACKAGE ESTIMATE $1,358.00
say $1,350.00
Memorandum: Village Council
December 8, 1989
Page - 2
This, of course, does not include any advertisement costs. A sample
of advertisement expenses are as follows:
Builder Magazine, (a monthly publication of
the National Association of Home Builders)
1/4 page - one time - black & white $ 3, 238.50
1/6 page - one time - black & white $ 2,456. 50
Wall Street Journal,
1/4 page - one time - classified section
(eastern region) $11,253.60
classified ad, 1 column, 1 inch $ 291.76
In light of the anticipated article concerning the Master Plan in
Urban Land, it is our recommendation that any advertising expenses be
held in abeyance until such time as we are able to ascertain the effect
of the Urban Land article. We would recommend that at least one half of
the prepared Marketing Packages be distributed prior to the Urban Land
article and schedule distribution of the same so that they are timed to
arrive the second working week of January, after executives have had
opportunity to clear their desks of Holiday accumulations.
Therefore, we would recommend that the Village Council authorize an
expenditure of up to $1,350 at this time, and revisit the advertising
issue as needed.
Although the Master Plan is not being adopted at this time, when it,
or a variation thereof, is recommended for adoption, it may be done so in
the following manner:
o Overlay Zoning District: This Special District can be created
through the appropriate Zoning Ordinance amendment that would set.
forth the specific requirements for development within the
Special District.
o Implementation Through a Revised Planned Commercial Development
(PCD) Ordinance Amendment: Currently, our Zoning Ordinance has a
PCD provision. This allows for mixed-use development which
foregoes traditional development standards and criteria and opens
the opportunity for negotiation between the governing body and
the developer on specific issues of varying significance. Our
current Ordinance would have to be amended to, for example, allow
an excess of twelve (12) units per acre of density.
Of these two implementation options, I would recommend the Special
Zoning District approach in that it gives the community more control over
proposed development.
TGB/jmm
cc: Task Force Members
• ':.
A
VILLAGE OF TEQUESTA
.• ^` Post Office Box 3273 • 357 Tequesta Drive
'4- Tequesta, Florida 33469-0273 • (407) 575-6200
rl -; • FAX: (407)575-6203
MEMORANDUM: •
TO: Village Council
FROM: Thomas G. Bradford, Village Manager //�
DATE: December 1, 1989
SUBJECT: Tequesta Downtown Development Task Force
Master Plan Recommendation
•
The Task Force has reviewed every aspect of the proposed
Master Plan from the broad-based Urban Design Principles,
contained therein, to the minute uses such as a Bed and
Breakfast. In reviewing and prioritizing each item, it became
clear that the Task Force members strongly endorse the Urban
Design Principles within the Master Plan, while they consider
most of the proposed uses and their locations to be negotiable.
The Task Force recognizes that our own planners and consultants
could be requested to prepare another Master Plan incorporating
the Urban Design Principles, and that this new Master Plan could
be totally different than the Master Plan before us and yet be
just as viable and acceptable to the community.
Therefore, it is .the Urban Design Principles, brought to
our attention by Mark Schimmenti and Image Network, that are
fundamental to the future development of the area in question.
With this in mind, the Task Force feels that the Master Plan is
but one variation of many potential ways and means of
incorporating Urban Design Principles within this area. As
such, the Master Plan prepared by Image Network should be used
as a guide or standard for all future development within the
area to determine the extent to which such proposed development
has incorporated Urban Design Principles in an acceptable and
workable fashion. � -k
Thus, it is the recommendation of the Task Force that the
Village Council accept the Tequesta Town Center Master Plan and
Development Standards in concept untils11, 1990 to give
opportunity for the Village to market the Master Plan to the
appropriate development community. This recommendation foregoes
formal adoption of any aspect of the Master Plan which, in turn,
provides flexibility to potential developers prior to investing
in the area. If potential developers wish to utilize the Master
Plan prepared by Image Network for the Village, then this would
be acceptable because the Master Plan is acceptable to the Task
Force and, hopefully, the Village Council.
TGB/jmm
. , VILLAGE OF TEQUESTA
_, -�
�� : �.� Post Office Box 3273 • 357 Tequesta Drive
`_1�� Tequesta, Florida 33469-0273 • (407) 575-6200
y4 4; FAX: (407)575-6203
MEMORANDUM:
TO: Village Council
FROM: Thomas G. Bradford, Village Manager ----7f `
DATE: December 1, 1989
SUBJECT: Explanation of Task Force Marketing Strategy
for Master Plan
Attached hereto, please find a non-professional draft or sample of
the Task Force Master Plan Marketing Concept. This is a very simple and
straightforward approach to getting word out to important development
firms about the Tequesta development potential. The Marketing Package
is envisioned to be a Chief Executive Officer-type package which will be
sent to leading developers in South Florida and national developers with
interests in South Florida or a desire to be in South Florida which
shall include the following:
o An attractive, professionally printed package.
o Inclusion of a cover letter from the Mayor and Task Force
Chairman addressed to the CEO of the development firm.
o Inclusion of Master Plan details showing existing conditions and
ultimate outcome if Master Plan is utilized.
o Inclusion of press clippings showing support from community.
o Provision of demographics for the North County area.
o Placement of advertisements in selected periodicals, such as,
The Wall Street Journal - Southern Region, Palm Beach Life, Town
& Country, or others.
o Preparation and distribution of press releases to the media with
selected attachments showing existing conditions and the
beneficial effects of implementation of the Master Plan.
o Follow-up of all mail-outs with telephone calls.
This "Marketing Strategy" does not necessarily entail the hiring
of a marketing firm. It really only entails authorizing minimal funds
to create an attractive, printed marketing package and the granting of
time to allow opportunity to stimulate interest in Tequesta with the
proposed Master Plan being the "magnet" in that it is attractive and, if
adopted and utilized, would provide for a quick and simple development
approval process.
TGB/jmm