April 19, 2001

The Board of County Commissioners of Brevard County, Florida, met in Special Workshop Session on April 19, 2001, at 9:06 a.m. in the Government Center Commission Room, 2725 Judge Fran Jamieson Way, Viera, Florida. Present were: Chairman Susan Carlson, Commissioners Truman Scarborough, Randy O'Brien, Nancy Higgs, and Jackie Colon, County Manager Tom Jenkins, and County Attorney Scott Knox.

The Invocation was given by Commissioner Jackie Colon.

Commissioner Truman Scarborough led the assembly in the Pledge of Allegiance.

REPORT, RE: MEETING PROCEDURE

Chairman Carlson advised the purpose of the workshop/special meeting with the Tourist Development Council (TDC) is to discuss continued funding for the zoo, and to obtain input from the Brevard Cultural Alliance, which did a community cultural plan, and look at the big picture, all the cultural providers, issues, and how the community feels about cultural issues. She stated the zoo is one of the biggest cultural amenities in the County; the meeting will start with Reports then a presentation by the TDC; all presentations will be between 20 and 25 minutes; and each group was requested to designate up to three speakers at five minutes each so the Board can keep the conversation moving and have time to discuss the issues before the 1:00 p.m. workshop on the Sign Ordinance. She stated the first group will be the TDC; the second group will be the BCA; and the third group will be the Brevard Zoo; and noted because it was originally a TDC workshop, she will allow additional time after the presentations for TDC to make closing comments. She advised she requested each group to put together a power point presentation so the members of the audience and those at home can understand what they are talking about. Chairman Carlson advised she hopes there is representation in the audience from the large cultural providers, and would like to allow them time to speak about the performing arts, music category, and museums.

REPORT, RE: NEWSPAPER ARTICLE AND BASEBALL

Commissioner O'Brien read portions of an article from the Florida TODAY Newspaper relating to a survey on clutter and how it correlates with love.

Commissioner O'Brien advised the Yankees are 8 and 6 and the Mets are 6 and 9. Commissioner Colon stated she will have to talk to Bob Valentine to take care of business with the Mets.

PRESENTATION, RE: TOURIST DEVELOPMENT COUNCIL FUNDING

Tourism Marketing and Promotion

Rob Varley, Executive Director of the Tourist Development Council (TDC), advised Roger Dobson is the Chairman of the TDC, which is a nine-member advisory group appointed by the Board of County Commissioners; and he will make the presentation.

Roger Dobson advised the TDC members present are on the front row as requested by the Chairman; and he will give the Board a brief background of the TDC. He stated in 1986, there was a referendum to implement the tourist development tax after several tries; at that time it was a two-cent allocation of the bed tax and that two cents was broken down as 45% for advertising, 35% for beach improvements, 7.5% for construction and enlargement of publicly-owned facilities, 7.5% to operate Kennedy Space Center Information Center and Melbourne Airport, and 5% to promote cultural events. He stated in 1989, an additional penny was added to the tourist development tax; and that allocation was 50% for promotion and marketing, 25% for the zoo, and 25% for beach improvements. He advised the current breakdown of the funds are as follows:

$ 375,000 Administration
1,500,000 Promotion and Advertising
1,000,000 Beach Improvements
157,000 Capital Facilities
157,000 Visitors Information Center
104,000 Cultural Events
261,000 Zoo
$1,046,000 Baseball

Mr. Dobson advised the mission of the TDC is to enhance and promote tourism in Brevard County; and the value of tourism will be seen by the numbers. He stated a 1998 survey was taken with a sample size of 2,464 visitors; they were interviewed by the Downs Group to determine the economic value of tourism in Brevard County; presently they have 1.6 million overnight visitors and 2.2 million day time visitors; and those visitors are spending $598,000,000, representing 13.5% of all the taxable sales in Brevard County. He stated the total impact of tourism in Brevard County is 905,000,000; nearly 33,000 residents are working in the tourism industry; and 24,000 are directly employed in tourism. He advised tourism plays a significant role in the amount of taxes collected in Brevard County; 14% of all taxes collected on motor fuel and gasoline are from tourists; 28% of all taxes collected from gifts and card shops are from tourists; and 31% of all restaurant sales, 80% of taxes in taverns and bars, and 90% of taxes in hotels and motels are from tourists. Mr. Dobson advised since the implementation of the tourist development tax, ten new hotels have been built; total rooms increased approximately 2,500, including the ten hotels, time shares and condos used for tourists; and speaking from a personal note, he and his partners expanded one hotel by 60 rooms and built two new hotels in the last two years for 150 and 131 rooms respectively, for a total investment of $30 million. He stated one of the time share owners ad valorem taxes since he built the buildings in 1986, are over $900,000; and his taxes are over $300,000. Mr. Dobson advised in addition to the value of tourism, they allocate funds for beach renourishment at $6 million, beach clean-up at $1.1 million, beach facilities at $3.6 million, capital facilities at $839,000, cultural grants at $580,000, Chamber grants at $1.3 million, the Zoo at $2.5 million, and baseball at $6 million. He stated the two items of interest are the beach improvements and allocation of the third cent; the north reach of the beach improvement project has been completed; it is a beautiful project; and encouraged the Commissioners to go down to see the beach. He stated Virginia Barker will be presenting the Board with pictures of the improvements, but to summarize what was done, they improved 9.4 miles of beach that took 2.5 million cubic yards of fill, and cost $23.1 million which is $500,000 under budget. He stated the cost was shared with the federal government at 62%, State government at 19%, and the TDC at 19% or $4.4 million, plus an additional $300,000 for monitoring. Mr. Dobson advised the beaches are absolutely gorgeous, but that is only half the battle; the south reach is on the Agenda to commence in November, 2001, and be completed in April, 2002; but it is going to be difficult to finance. He stated right now the TDC has $1 million in the bank; it will have to borrow $4 million through its revenue stream; the project is 3.4 miles and extends from north Indialantic through Melbourne Beach and to Spessard Holland Park; and it will consist of 1.64 million cubic yards of dirt which will expand the beach from 100 feet to 110 feet. He stated the federal funding is less for this project at 58%; and the State's share is 21%, and the TDC's share is 21% or $4.7 million. He advised he, Rob Varley, Steve Peffer, Neil Boynton and Virginia Barker met yesterday to determine how they would come up with the funding; the most practical way is through commercial paper based on the revenue stream of the tourist development tax; and that leads to the reallocation of the 25% of the third penny. Mr. Dobson advised in 1989, when the additional penny was added, there was a coalition of property owners on the beach, mainly condo owners, the Zoo, and the tourist industry to allocate those funds 50% for promotion, 25% for beach renourishment, and 25% for the Zoo, with the understanding that at such time $2.5 million is reached for the Zoo, those funds would go back to marketing; and if that is not the case, it would require a super majority vote of the Board of County Commissioners to allocate it in any other fashion. He stated in trying to determine the allocation, various members of the TDC, Rob Varley, and he met with Commissioners to get a sense of direction as to how they wanted the TDC to go and generally the feeling and thought was to listen to the Zoo, BCA and members of the TDC then come up with a fair and equitable proposal for the allocation of that 25% of the third penny. He stated they had two meetings where they discussed it at length; the Zoo made an extensive presentation at their February Meeting and again at their March meeting; Brevard Cultural Alliance made a presentation at their March meeting, as did the tourism industry; and based on those presentations and what each organization asked for, which was the full quarter of a penny for the Zoo, $125,000 annually for BCA, and a mix between North, Central and South, for the tourism industry, but generally they said whatever is equitable; however, the TDC feels they need some of those funds for marketing. He stated based on that, and after several failed motions, they finally came up with an 8 to 1 vote to allocate 40% of the quarter cent to marketing for tourism, 40% to the Zoo, and 20% to BCA with a ten-year sunset. He noted it is not all what they asked for, but it is something the TDC thought was fair and equitable. Mr. Dobson stated a misconception is that $2.5 million will solve all the needs for the Zoo expansion; that is not the case; that is only for the first phase of three phases; and it does not include debt service if there should be debt service. He noted the dissenting vote was for a lesser amount for the Zoo. Mr. Dobson introduced Rusty Buchanan; and noted he will do a power point presentation on what the marketing funds would be used for sports activities after which the Zimmerman Agency will give a power point presentation on what additional marketing dollars will do for promoting tourism in Brevard County.

Rusty Buchanan, Executive Director of the Sports Commission since it was recruited in 1992, advised the Sports Commission is an official sports marketing and promotion agency in Brevard County; they do not have a dedicated piece of the pie and depend on the marketing budget each year; and they are in sports program, which is a proven motivator to encourage business to come to Brevard County. He stated not only are they proven to motivate people to come to the area as a result of sporting events they put on, but they can track the results; two things that make their program unique is they know people come and know the reason they come; and that is to participate ion the events. He stated he will give the Board the actual numbers for 2000 and what they think they are going to do in 2001; and what they did in 2000 are actual numbers tracked by Space Coast Sports. He advised the participant room nights generated was 24,836, including families as a result of one sporting event; other events such as rowing, canoeing, kayaking, and Melbourne Soccer events add 5,800 room nights for a total of 30,636 in 2000. He advised that is an economic impact of $23.5 million as a result of sports programs in Brevard County in 2000; and those are only the numbers they can track. Mr. Buchanan advised they got together with the people at Cocoa Exp. who generate a tremendous amount of room nights, and compared the 2001 projections; they are look at 37,670 room nights for Space Coast Sports; and Cocoa Expo estimates their participants will generate 28,016 room nights; however, they cannot track moms, dads, aunts, uncles, brothers, sisters, or fans that come in because they do not know where they are staying; and estimated their spectators as an additional 22,171. He stated they are projecting 87,000 room nights in 2001 from the sports program funded by the TDC; and based on the Florida Department of Commerce, Division of Economic Analysis statistical study of economic impact of sporting events, adopted by the Florida Sports Foundation, the combined Space Coast Sports and Cocoa Expo's economic impact will be $41 million. Mr. Buchanan advised their service Agreement with TDC is for $118,000, which is the last in the State in terms of contracts given to sports agencies; they have to pay at least two salaries, but pay four actually; they pay FICA, unemployment, Workers Compensation, and operating expenses from that money; and Cocoa Expo gets $15,000 in advertising. He stated they have $142,000 in marketing, but $20,000 has to return each year to grow a bid pool; so the net marketing fund is $122,000 for a total of $256,174. He stated if they meet their goal of 87,000 room nights at an average daily rate of $73 and 4% bed tax, the return on the TDC investment is $256,542; TDC invested $256,174; so the County would actually make money. Mr. Buchanan advised the key to this is new event development with other sports commissions; when they started nine years ago, there were only three agencies in the State; today there are 14 doing the same thing they have been doing and collecting any where from $1.2 million in tourist tax dollars that go into advertising to $150,000 range like Brevard County's agency. He stated to continue to play with the big boys and pay $20,000 to $40,000 in bid fees which they have to pay every year, they decided to create their own events and created a pot of money called new event development. He stated in 1999 they hired some subcontractors with the money and did not have any left to promote the events they created; and in 2000 they hired a full-time employee, but again did not have marketing money, and spent $25,000 they took each year from Capital Facilities because they were promoting the existing public facilities. He stated in 2001 they divided the money by event and put a little money of the $25,000 in each event; but it is difficult to service because they do not have a full-time person dedicated to do that work. Mr. Buchanan advised the benefits of creating annual events in the County is they can do them whenever they want to and when hoteliers say they need events; they can market in the areas that need help, target events if one end of the County needs them, and have a targeted audience and no bid fees. He stated the solution to the problem is to add more money into it; that is what they are looking for from the marketing budget; Mr. Varley asked them to do a projection of what they would be able to do if allocated an additional $60,000; however, the capital facilities fund would go away, leaving a net gain of $35,000 in the sports budget. He stated the potential growth between Space Coast Sports and Cocoa Expo is about 12,000 room nights with that type of investment; and they want to continue the growth and success they have had which is tangible, trackable, and something that works for Brevard County.

Barbara McKay with Zimmerman Agency, advised she will go over some outcomes they expect to get from additional monies in the marketing budget, give the Board competitive spending comparisons of other areas, and go through some strategies and rationale on what they would do, which is basically to implement strategies and tactics to make sure they are getting the most impact for the dollars, provide a vehicle for more cooperative partner purchase patients, drive response and room nights during a primary need period, create trackable measurement devices to gauge effectiveness, quantify results, and establish a program to go forward with future efforts. She stated some of their competition is spending more money than they are, penetrating more markets and segments, placing more ads, running larger ads, using television as part of their media mix, and providing more opportunities for their cooperative partners. She stated in 1999-2000, Brevard County was at $5.1 million in revenue; Lee County was at almost $11 million, Pinellas at $16.8 million, Polk and St. Johns around $3.6 million, Sarasota at $5.9 million, and Volusia at $6.5 million; and the marketing budgets that came from those revenues were $1.7 million for Brevard, $5.9 million for Hillsborough, just under $9 million for Pinellas, $3.03 million for Polk and $2.2 million for St. Johns, which is a big part of their revenue, and $6.5 million for Volusia, which is all its revenue. Ms. McKay advised Sarasota is a huge area for cultural arts and is spending almost $1.5 million for its cultural budget; and Hillsborough County spends $780,000, and Brevard County spends $127,000. She stated Daytona Beach spends its dollars in print, television, and outdoor, with print being the primary vehicle; and its 1998-99 media budget was $1.685 million. She noted Lee Island Coast uses primarily print and television, with print being the primary vehicle; and most counties use print as their primary vehicle. She stated Clearwater/St. Petersburg have $6 million allotted for advertising, and spend $1 million on their website, $1.5 million in agency fees, and $3.5 million in placement of media; and television is their largest vehicle. She noted Hillsborough County uses print as its primary vehicle; New Smyrna is trying to get into the UK market with its advertising and spends $260,000 in advertising placement, and $160,000 in marketing which includes trade shows, consumer shows, and PR. She noted St. Johns County, which is St. Augustine, would not share their information. Ms. McKay advised the figures are by no means exactly what they are spending, but what they know was reported to Competitive Media Reporting; Daytona Beach last year spent $1.3 million in magazines; the Space Coast runs in some of the same magazines, but do not have the breath Daytona Beach has; Lee Island Coast spends $780,000 in magazine ads; Clearwater/St. Petersburg spends $550,000; Tampa/Hillsborough spends $150,000; New Smyrna Beach spends $73,000 and St. Johns spends $263,000, which only represent what is reported and not a comprehensive report of everything they spend.

Richard Long with Zimmerman Agency advised the money being spent in media placements this year for Brevard County is actually about $250,000 out of the total marketing budget; a lot of money goes in other areas; and things they are looking at and could do with extra dollars are spread the money across the year to build more consistency with what they are doing, and add new magazine titles. He stated they could go to some of the magazines used by the competition and increase the frequency in the publications they are in right now; they could enlarge or add size to the ads to compete more with the competition; and they could negotiate television perhaps with FLA/USA. He stated the State of Florida has a co-op that will match funds for television; Clearwater/St. Petersburg may spend $3 million on television, but the State is matching most of that as well, so they actually have $6 million for television. He stated they could increase features and different options on the website, frequency of the internet advertising to drive more traffic to the site, and add direct mail back in the mix. He stated they did a little direct mail in the past, but not as much as they would like to. Mr. Long advised if they use the additional money, they want to make sure they have opportunities from their cooperative partners, support a primary need period, have an effort they can build upon as they move ahead, and have things they can measure. He stated if they had additional dollars, they would use an interactive promotion during the summer months, make their splash down campaign, which they ran for the last three years, bigger and better, concentrate the efforts in landlocked areas of Florida, and supplement what they can only afford to do, which is newspaper, with radio and outdoor ads to increase their impact in each of those markets. He stated they could do a fulfillment piece that could have a splash down VIP card, which they did not have the money to do, and allow people to visit more attractions, restaurants, retail outlets, and get discounts; and they would make that valid during the summer months. He stated they would have an exclusive toll-free number and web address so they can track how many people respond to it; they allow them to order the card through the internet site, give them a personal password to do that, and build in a sweepstakes where the winners of each of those markets would receive accommodations on the Space Coast, passes to Kennedy Space Center, a zoo visit, day cruise and fishing, perhaps a day trip to Universal, and a rental car from a company like Avis. He noted the grand prize of all the winners would have a seven to ten-day land/sea vacation at the Space Coast, and take a cruise out of the Port to promote Port Canaveral and cruise opportunities here; and with the additional dollars they could apply for matching dollars to FLA/USA to extend the reach and frequency of the schedule as other destinations are able to do. Mr. Long advised the worker partners include the hoteliers, restaurants, Kennedy Space Center, Port, Zoo, Astronaut Hall of Fame, and others; and when they have some dollars to do it bigger and better, they can get Avis, Universal, and maybe Pepsi to come in with them. He stated their total budget is bout $75,000; and with the additional dollars it would increase to almost $200,000, which would increase their media placement by 50% over what it is currently. He stated the additional dollars would not let them compete evenly in the top publications, but it allows them to request matching funds from the State and extends those dollars; there is not enough money to do television right nor to get into that market; Florida is really the market for Brevard County year round; and that is why they want to target Florida this summer and extend into other seasons as well. He stated they can own Florida for two or three months in each of those markets; it is a tremendous vehicle for local partners to drive market business; it strengthens them to professional partners like Avis and Universal; and the momentum they would establish during the summer can impact positively in the Fall and Winter. He noted it is trackable and campaignable as they move forward in the future; and that is how they would look at spending the additional dollars if they had that ability.

Michelle Martindale, Executive Director of the Cocoa Beach Area Convention and Visitors Bureau, a Division of the Cocoa Beach Area Chamber of Commerce, representing the Chamber Board of Directors, and the CBB Board of Directors, advised they conducted a survey because it is an issue for their tourism industry; and as a result of the survey, they came out strongly in support of TDC's recommendation for spending 40% on marketing, 40% on the zoo, and 20% for BCA with a ten-year limit.

Debra Green, representing Cocoa Beach Area Hotel/Motel Association, advised the Association supports the recommendation made by the TDC, and feels it is fair and continues to support the Zoo with big dollars. She stated the hotel industry is in need of marketing dollars; more competition is every where; the recent economy is fickle; and promotion of their business keeps and creates thousands of jobs in Brevard County. She stated she works for a major bed tax collector that has 172 employees; salaries for their sales personnel is $250,000; and their employees also support the Zoo as another activity for their tourists. She stated they also recognize the validity of eco-tourism; and because of that, they will continue to support the reduced portion of the bed tax collected. Ms. Green stated it makes her feel uncomfortable when people mention Daytona Beach; Cocoa Beach hoteliers do not want to be another Daytona Beach; the hotel managers here own and operate hotels, such as Roger Dobson and his partners, David Spain and others; and they want to promote quality tourism like sports, and need the money to do that.

Commissioner O'Brien inquired if Ms. Green said their payroll was $250,000; with Ms. Green responding that is only for their seven sales persons and their travel.

David Spain advised he owns and operates the Comfort Inn and Suites in Cocoa Beach; advised of the initiation of the tourist tax issue and the work done by the cultural arts people; and stated they received 5% of the first two cents, and he has no problem giving them more because it is giving something back to the quality of life in Brevard County. He stated the problem is the quality of life can take every dime the County wants to spend; they are a little organization with a very small amount of money; and TDC dollars should be looked at as seed corn. He noted if they consumer the seed corn, they will starve next year; and that is his concern. Mr. Spain stated they have spent millions and continue to spend millions of dollars on a baseball stadium that, from a realtor's perspective, does not do anything for them; the hotel industry came out strongly against it; but it is a done deal. He stated he does not begrudge the Zoo a penny spent on it, but it needs sustaining dollars; it will never get sustaining dollars from the TDC; and if the Board determines that it is a priority as a quality of life issue, he would support working that into the general tax revenues which he pays a big chunk of as do every other hotelier. Mr. Spain advised TDC dollars should be used as an incubator to get things going but not to sustain them; the best dollars they can prove are spent in sports marketing; Rusty Buchanan has done the fishes and loaves routine better than anyone he has known; and he is able to bring in all those sporting activities, which fill rooms. He stated there are a lot of people he does not count, so the numbers he gave the Board is on the low side; most people will give high numbers, but he has to be able to prove his numbers to the County, so he only gave what he can prove; and there are people who do not tell them where they are staying, so Mr. Buchanan is probably running 20% on the low side. He stated they need more dollars going into sports marketing; if money is to be put into infrastructure, it should be amateur sports- related infrastructure where they can do something for the youth and active adults of the community and at the same time the tourism industry will get a change to use those facilities. He stated the tourism industry would support the Board 100% on that issue.

Chairman Carlson advised she heard a $60,000 investment for the Sports Commission to get $35,000 which would be tangible and trackable; then she heard an increase from $75,000 to $195,000 for the marketing budget, as assumes $120,000 is what they would require to increase by 50% placement of ads; and inquired if that is correct; with Mr. Varley responding they suggested $180,000; and the TDC Marketing Committee would probably be in the same position the Board is with that request. He stated they asked both organizations to speak their mind, but that does not mean they will both be supported fully, but there is room for both.

Commissioner Higgs stated $156,976 has been allocated to the Visitors Information Center at Kennedy Space Center; she understands that is now being paid for by Kennedy Space Center; and inquired how that money will be reallocated; with Mr. Varley responding they expanded the use of those funds to facilitate getting the visitors information into all the Florida Visitors Centers throughout the entryways and used those dollars to supplement operating the visitors center at Melbourne International Airport. He stated through a regional cooperative effort with Orlando region, they now distribute visitors guide through all the other six counties that are members of the regional organization; so there is a vast distribution of the guide that was not done before. Commissioner Higgs inquired if the funds are being used for visitors' information, but not through the same outlets; and inquired if they have trackable results from those; with Mr. Varley responding a lot of the publications are coupon-related, and they talked to the people who are advertising the visitors guide and how that is going, what kind of coupons are they getting back, etc.; and that is how they do some tracking. He stated they also keep track of how many people are picking the guide up and check to see that they are not picking them up and tossing them away. Commissioner Higgs requested Mr. Varley send the Board a written summary on the results of that effort.

Commissioner Colon advised Cocoa Beach is known throughout the world and its existence here and how beautiful it is in the Space Coast next to NASA; but she is interested in what would benefit the entire County in regards to marketing, and if it is being divided throughout the County and not just the north area which is blessed by having the Space Coast and Cocoa Beach. She stated she comes from a tourism background and knows who makes money doing what and who advertises to have people come to the community and money that goes into their pockets; so they should be fair; the more tourists brought here, the more money goes into certain people's pockets; and she understands how that works because she knows exactly how it operates. She stated it is important for the Board to be fair and make sure everything is in the publications. Commissioner Colon stated people who come here and stay also want to know what the community has to offer besides the beaches that would not be expensive; TDC has taken the lead in making sure they are being fair; tourists want information about what else is available, such as the Zoo, Henegar Center, King Center, museums, etc.; and TDC needs to be commended for the fact that it wants to be able to have that balance and be fair. She stated she wants to make sure when they send out publications that the information include everything that is available in the County and not just Cocoa Beach, so people will come back when they see how expensive it is to vacation in Orange County versus Brevard County and the beautiful things Brevard County has to offer that are family oriented as well. She stated she has spoken to the TDC and they are looking some of those things because of the feedback they have gotten from the community; and she is excited about some of the partnerships TDC is starting to build. Commissioner O'Brien advised all the money flowing north is not quite true because as Commissioner Colon mentioned, the Henegar Center, Brevard Regional Arts Group renovated it with TDC money, and that is in Melbourne; Melbourne Auditorium was renovated and expanded; the Brevard County Parks and Recreation developed Palm Bay Regional Park and the field lighting was paid for by TDC; Castaway Point renovation in Palm Bay was funded by TDC dollars; and Ocean Park in the Town of Melbourne Beach was improved with TDC dollars. He stated a lot of those projects took place in Cocoa, Titusville, and Cocoa Beach, but the money has been shared pretty well, especially for capital improvements; and he does not want anyone to get the idea that only Cocoa Beach is getting all the money because that is not true.

Brevard Cultural Alliance (BCA)

Jack Rood, Chairman of the Brevard Cultural Alliance Strategic Planning Committee, advised he is one of BCA's 50 member Board of Directors, made up of citizens who live in the County and 15 municipalities that make up Brevard County. He stated he would guess that everyone here is passionate and concerned about the lifestyle they enjoy in Brevard County and the community fabric that weaves so many fine venues--the beaches, Space Program, parks, museums, theaters, art festivals, and the Zoo. He stated there may be a perception that BCA is here in competition with Brevard Zoo; that perception is wrong; BCA has always supported the Zoo's endeavors to seek financial support from Brevard County and others as they do the more than 50 cultural organizations in Brevard County. He advised BCA is designated by the Board of County Commissioners as the arts and cultural affairs council; it is a nonprofit corporation recognized by the Florida Department of State as the County's local art agency since 1975; and it has worked in partnership with the Board of County Commissioners since 1984 and with the TDC since its creation in 1987. Mr. Rood stated the nine categories on the slide are the criteria that the Places Rated Almanac uses to rate livability of our Nation's cities; arts and culture are one of the nine categories; the Almanac is a bible to companies seeking relocation information; and Brevard ranks ninth of the Florida communities. He stated the Board of County Commissioners, in its planning process, prominently cites quality of life as a key element and as an attribute to what makes Brevard County special; a statement that appeared in the Brevard Economic Development Commission's 2000 Report, says, "Promoting the arts and culture will make the region a more attractive location for entrepreneurs and other private sector investors. The quality of life in a community is increasingly important factor in business investment decisions; and the arts and culture environment is considered an important component of that quality of life." Mr. Rood advised about 18 months ago the BCA Board questioned whether it was doing all it could to support and promote cultural development in this growing community; it also needed to update its five-year strategic plan to reflect a more committed direction; and at the recommendation of Dana DeMartino of the Florida Department of State, Division of Cultural Affairs, a decision was made to seek a professional cultural planning firm. He noted with generous assistance from the Board of County Commissioners and Tourist Development Council (TDC), they set out to find the expertise to guide them. He stated they contacted Americans for the Arts in Washington for a list of experts; they identified 18 firms, and sent each an RFP identifying their needs; and out of that process, they selected Arts Market, Inc., a national cultural planning consultant. He stated in August, 2000, BCA contracted with Arts Market and the work began; and Diane Mataraza, Arts Market Vice President of Consulting Services, is here to share some of the proposed County cultural plan with the Board.

Diana Mataraza advised the plan was forged with public opinion; Arts Market's approach from the start was to listen and gather as much as they could from as many people as they could about what the County wanted in arts and cultural offerings; and the focus today is on tourism development, quality of life, quality of what Brevard County has to offer that impacts many plan components. She stated the question is what else is available in addition to the beaches; and BCA Board members and staff set out on a journey last fall to listen carefully not only to what mattered but to what extent and why things mattered, why were cultural traditions and Brevard's history important, and why did residents believe so strongly that arts and education mattered. She stated they grappled with opinions and sentiments as to how cultural providers could make the arts more relevant to all Brevard citizens, not just the same traditional audiences, what kinds of activities should be available to all of the County's residents regardless whether they live in Palm Bay or Titusville or earn $16,000 a year of $116,000 a year; and they were challenged by many of the leaders to use the arts more to lure business to this part of the State. She stated they asked questions about how they could attract the high-tech industries that are critical to NASA and the County's future wellbeing, and how can the cultural sector be part of the solution to get thousands of vacationers who go in and out of the County every month to stick around longer and take advantage of what Brevard County has, and while they are here, help boost Brevard's tax base. Ms. Mataraza advised Mr. Dobson mentioned 13%, but how can they get more; they looked at how BCA can be more effective in pulling together the art sector to make it a more cohesive critical coordinated asset to the County; and their firm recommended BCA be more aggressive in that coordinator and helper role. She noted they did not have to look for other good sector leadership models; and as EDC guides economic development and TDC guides tourism development and the Chambers of Commerce hustle daily to tend to business development needs, that is what they recommended BCA become. She stated BCA's gap programming has been important, but these times and opportunities demand more; and they asked that BCA Board consider what it should be doing to best serve arts and cultural needs that are critical to the quality of life in the County, what services and incentives could be offered to the cultural sector to build its cohesiveness and make it stronger. She presented a video through the 50 cultural providers; and stated there are 1,200 artists who call Brevard County their home and whose creativity and ingenuity make the communities very vibrant and alive. She advised BCA asked her firm to address four areas: (1) create a year-round cultural presence, (2) how to build a community of cultural organizations with public and private sector partners that collaboratively and effectively work together to increase cultural funding; (3) how to build a stronger cultural image for Brevard County; ; and how to use the cultural infrastructure to influence and shape Brevard's future growth and development. She stated they listened a lot and collected information from a broad section of the County to learn what residents thought about the arts; and talked to the artists, arts and cultural organizations, and arts funders. She stated they spoke to business and government representatives of faith based communities, the media, residents in neighborhoods, homeowners associations, the education community, teachers, the Superintendent, Board members, parents, students, college presidents, community development and human service workers, children, adults, young professionals and seniors, blue collar workers, white collar workers, natives, immigrants, and residents from every walk of life. Ms. Mataraza advised in November, 2000, they conducted 38 meetings that were open to the public, and 294 people showed up to talk with them; in community bulletins and news clips, they received 145 emails and hard copy responses; and Nancy Dillon, BCC professor, sent 83 surveys from her students. She stated one of the most extraordinary hour she spent was talking to the children at Rainwater Treatment Center; and they talked about the value of To Kill A Mockingbird and what that meant to life. She stated in the six days they went around the County, they met with people from the north end to the south end of the County; they went to see Commissioner Scarborough in North Brevard, Commissioners O'Brien and Carlson in Central County, and Commissioners Colon and Higgs in South County because they are the voices of those who never think of coming to a community gathering because they may feel intimidated or are housebound. She stated they also conducted a Countywide telephone survey of 400 persons; those were randomly selected from digit computerized generated calling lists a research firm in Kentucky helped them with; and it was very important to know what the public thought, so they conducted the telephone survey, a survey of 50 cultural providers of which 20 responded, and in addition, they wanted to see what other issues there were in the County, so they looked at other plans, at United Way, Economic Development Commission reports, and cultural organization plans. She stated over 1,000 residents directly participated in the process; the major them that emerged was image; it was pervasive and strong; nearly everyone in the assessment process mentioned negative images about the County's environment; and criticism included ugly road arteries, fears about rapid development if left unchecked, and frustration about the lack of Countywide zoning. She noted 83% of the public opinion respondents ranked image second highest of cultural plan priorities. Ms. Mataraza advised the historic communities of Cocoa Village, Melbourne, and Eau Gallie, and the ice house are sources of great pride to those who have them and sources of envy to those who do not. She stated the next theme was infrastructure; if the 50 providers are weak, the County cannot have a strong cultural climate; Brevard has a talented pool and committed group of arts leaders and workers; and many are here--Margo from the Zoo, Jerry from Henegar Center, Fran from the Symphony, Sheila from the museum, Ann, Steve, Stacy, Bob, and people from the King Center and Space Coast Museum. She stated those organizations are under resourced; what they do not have in money, they make up with human sweat of 70 to 80 hours a week; they are a great compliment of cultural providers; but they need to be strengthened. She stated the 20 organizations are not thought of as a financial force, but if they are put together and considered an industry, the combined budgets are over $10 million; and they have over 150 paid full-time staff members and 500 volunteers. She advised the next theme was participation, relevance, connection; that finding gave them pause; of the 400 individuals in the public opinion poll, 178 could name one or more arts or cultural organizations, 222 could not name any; and when they did the demographic database analysis to see who is reached and who is not, of 187,000 households in the County, they learned that the cultural sector reached 30%, leaving an untapped audience of 70%. Ms. Mataraza advised another them that surfaced was how many believe the arts are important to neighborhoods and youth; parks and recreation, human service providers, educators, and juvenile justice system representatives all urged more arts programming for after school and summer time. She stated arts and education was another mantra of the community; public opinion poll ranked it highest at 92%; national research findings keep reinforcing that the arts help students learn and build self esteem; and where there is art, there is statistical evidence that there is reduced incidence of bad behavior. She stated arts teach tolerance, as evidenced by how To Kill A Mockingbird taught a young mother at Rainwater Treatment Center tolerance and not to misjudge others right here in Brevard County. She stated economic development and tourism was the final theme; 82% of the people in the public opinion survey said that cultural offerings are important to the County's future growth; so with the BCA Board and more than 120 citizens, they took all the findings and forged a cultural plan with comprehensive objectives and strategies. Ms. Mataraza stated they had four goals on how to build a vibrant and dynamic arts and cultural sector integral to Brevard County's quality of life; (1) strengthen the arts and cultural sector to make it a vital cohesive community resource; (2) promote the value of the arts and make it integral to enhancing Brevard's quality of life and its future growth; (3) make the arts essential to education; and (4) build awareness of the arts and encourage participation of all Brevard residents and visitors. She advised how to pay for all of that was considered; and they proposed a citizens cultural funding task force to begin immediately to find more money for cultural initiatives. She noted Commissioner O'Brien spoke of TDC monies for capital facility development in the cultural community, and they hope to explore that even further. She stated Gary has been helpful in the process of how to develop cultural endowment with the community foundation of Brevard; some of the mayors spoke with them advocating the use of impact fees, which they will continue to explore; and they talked about developing a graduated per capita funding policy for the County such as one dollar per resident for a cultural grants pool. She stated 66% of the people polled said they would be willing to pay a fee for more arts and culture. She stated other ways may be impact fees for quality of life grants and helping the cultural community coordinate capital endowment fund drives so that nobody suffers because of missteps in planning. Ms. Mataraza advised another important part of the plan is how to help cultural providers earn more dollars; they talked about finding more dollars for unearned income and how to generate more revenue; and increasing artistic excellence to attract a greater participation is one way. She stated more professional development training to strengthen their marketing capacity and know how, improve customer services so all organizations are more welcoming, and improve the cultural sector ratio of earned income to unearned income are other ways. She stated today it is at 52% earned and 48% unearned; and over time, they need to drive that percentage to 60/40 or higher. She stated as BCA's consultant with 19 years experience doing plans all over the country, they believe it will take a catalyst and entities like the EDC and TDC to make big things happen; sectorwide, no one cultural provider could accomplish it on its own; and what the plan hopes to make happen is to be able to support the arts to achieve more success in substantial ways. She thanked the Board for the revenue to do the plan; stated it is a different kind of process; they all had to think differently about it; and what they are leaving behind with the Board is a very formidable cultural plan with ten-year objectives and strategies, a boat load of research that will serve as a good baseline to measure progress in the future, and a strategic agency plan that is a road map to how BCA is going to start to deal with tomorrow and the community. She stated she is not a consultant who is going to leave town; two years ago she bought property in Brevard County as an investment, thinking she would retire here; and she has fallen in love with the place and in January declared it her permanent residence. She stated she has a vested interest and feel her personal reputation rests on success of the plan; and they will do all they can to ensure it succeeds.

Kay Burk, President of Brevard Cultural Alliance, thanked the Board on behalf of the BCA Board of Directors and the TDC for generously providing matching funds to do the 2001 Strategic Community Cultural Plan. She also thanked the Board for the opportunity to address the use of 25% of the third cent of the tourism tax, which could positively impact implementation of the cultural tourism element of the plan. She stated the BCA has not sought to decrease funding to any group; it would be inappropriate for it, as the umbrella organization for arts and culture in Brevard County, to consider such action; and despite inflammatory and misleading headlines in the local press, BCA does not seek to battle any group involved in this funding issue. She stated BCA's role is to seek positive ways to increase the size of the funding pie; and they are here to ask that the Board fairly and equitably work with them to find solutions to resource problems that affect the long-term good of the community, its economy, its quality of life, and its tourism. Ms. Burk stated BCA requests, if the current funding allocation of the third cent is changed, their need for 10% of the 25% to help implement the cultural tourism element of the plan be considered; and if the request is included in its decision, once the amount it will generate for cultural tourism is known, BCA will work with the Board of County Commissioners and TDC on how those funds will best be used. She requested the BCA Board members, arts and cultural group members, artists, and others who support their request stand and be recognized, and about 30 people stood up. She stated she looks forward to working with the Board toward a brighter future for all who live and visit Brevard County. She noted the Chairman offered the arts and cultural groups an opportunity to speak; she would not want to be the one who selects which three as there are a number of them who have valid reasons to speak; and she will leave that decision to the Board.

The meeting recessed at 10:31 a.m., and reconvened at 10:42 a.m.

Chairman Carlson advised the Zoo is represented, but she would like to hear from other cultural providers, such as the performing arts, someone from the museums, and someone from the music category.

Wendy Brandon advised she has been a hotel owner for 17 years in downtown Melbourne, and sold the hotel several years ago, served on numerous TDC committees over the past 10 to 12 years, has been President of the Visitors and Convention Bureau of the Chamber of Commerce, and is currently President of the Board of Directors of the Henegar Center in downtown Melbourne. She stated she supports the allocation recommended by the TDC.

Sheila Stewart-Leach, Executive Director of the Brevard Museum of Art and Science, advised it is vital that the arts receive catalyst dollars that will enable the cultural plan to proceed as it needs to. She stated the percentage is very small for what the arts need to move forward; and they will need a lot of other help, hopefully also from the County. She stated she supports the TDC allocation proposal.

Steve Janecke, Executive Director of the King Center, advised they do a lot of musicals at the Center although he is not with the music sector; and he supports the TDC proposal, and a little bit more for BCA if the Board can find it. He stated the Board gave the King Center about $600,000 as seed money to do what it is doing now; and seed money is important to give BCA to continue doing their work and implement the County's vision. He stated the King Center receives no money from the County, BCA, or TDC, and exists on its own largely because of the seed money the Board provided in the late 1980's; so it is important that 20% go to BCA and more if possible.

Brevard Zoo Presentation

Richard Abramson, President of the Zoo Board, advised of the many hats he wears; stated he does not speak for himself, but for many people; and asked those in the audience who support the zoo to stand. He stated he is on the Governor's Board of Tourism, which is called FLA/USA Visit Florida; he is a parent and concerned citizen of Brevard County; and requested continued support for the Zoo to undertake the anticipated African expansion. He stated he appreciates the recommendation of the TDC for continued funding, but it is not enough; as President of Kennedy Space Center Visitor Complex, he works closely with the TDC and spend about $1,179,000 in marketing and advertising; and unfortunately the proposal for the Zoo is not enough to continue to grow and become the stellar zoo it can be. He stated their wish is to fulfill the dream of the people of Brevard County; they wanted Africa when they first came up with the plans; it was one of the phases when the Zoo came out in 1994; but they could not do it then, and can do it now with the Board's support. He requested the full 1/4-cent to finance the bond issue or some type of financing for $2.5 million; and that is why they request the full 1/4-cent, not only for their benefit, but the community's benefit and also for the visitors. Mr. Abramson advised the Zoo is a nonprofit organization unlike virtually every other zoo in the United States; and there are about 198 registered American Zoological Association accredited zoos. He stated they work on earned income for operating funds; none of the TDC dollars have ever been used for operating; and those have been used to build bigger and better things and to expand the Zoo. He requested support of the full 1/4-cent which would guarantee the ability to finance $2.5 million to continue expansion of the Zoo; stated Brevard Zoo is one of less than 2% of AZA zoos that operate this way; and even San Diego Zoo and the Bronx Zoo get local municipal dollars for operating costs, which the Brevard Zoo does not get. He stated the Zoo is Brevard's second most visited gated attraction; it is a major player in the Space Coast attractions, a position they are proud of and want to expand on; and it is a fact of life that in order to increase attendance, one must periodically build great new exhibits and attractions. He stated with the expansion they will double the Zoo's attendance, driving tourism and putting heads in beds, not to mention the benefits to the community that the expansion will be as an educational facility. Mr. Abramson advised they currently draw between 200,000 and 250,000 visitors annually; 34% of the visitors are from outside of Brevard County; not everybody stayed over night, but many surely did; and they have significantly increased their marketing budget over the past few years, now allocating 35% of their total marketing budget on programs aimed at tourists, such as the rack card distribution, TDC visitor guide, and billboards, resulting in an increase in the percentage of out-of-county guests, a trend they forecast will continue in the upcoming years, particularly with the addition of Africa. Mr. Abramson advised, in addition to their marketing allocation aimed at tourists, the Zoo is an active member of the Brevard and State tourism community, which include organizations as the Cocoa Beach Area Convention and Visitors Bureau, the four Chambers of Commerce, the Orlando Convention of Business Bureau, FLA/USA, and the TDC sales action team. He stated its status of a world-class community zoo has led to worldwide media exposure for the Space Coast; Jack Hanna's Animal Adventures shot two shows at the Zoo, which broadcasts Brevard County worldwide; and the program was viewed by 3.5 million households in 65 different countries. He stated Brevard Zoo is an important part of the County's tourism industry; but more important is the impact the Zoo will have on the community today, tomorrow, and in the future. He introduced Margot McKnight, Executive Director of the Zoo, and noted she will tell the Board what the Zoo means to the citizens of Brevard County and about the upcoming Africa Exhibit.

Margo McKnight, Executive Director of Brevard Zoo, thanked the Board and TDC for the initial gift to the Zoo and for having the foresight and vision to believe in their request then. She stated the Zoo is an incredible place with incredible people and programs; their mission is to promote wildlife conservation through education and participation; and throughout the years they have been able to fulfill that mission through incredible programs such as the box thinking and interactive hands-on exhibits of habitats at the Zoo that teach adults and children about wildlife. She stated tourism is important for the particular tax base, but the Zoo is the people's zoo; it was built by 16,000 people, and the only zoo in the United States that was built in that manner; and they have 25,000 members, which is continually growing, and they continue in the spirit of building the Zoo. She noted they depend on those people even for the smaller habitats. Ms. McKnight advised their annual economic impact has been reported by the Economic Development Council to be $10 million, which for a nonprofit organization is impressive; they are proud of that; the Zoo is an important asset to the community, the people living here, the tourists visiting here, and the people considering moving here; and a really good zoo is critical. She stated since the Zoo opened in 1994, 1.3 million people have come to see the animals and talk to staff; 110,000 school students have taken informal education to the Zoo on field trips; they reach 300,000 more from schools that cannot afford the bus trips and have gone to them with the Zoo outreach program; and they literally immerse 12,000 4th and 5th graders in the lagoon, getting them in there wading, birding, counting manatees, etc. which makes a big impact on those groups; and in 2002, they hope to expand that program to the first terrestrial endeavor. Ms. McKnight advised the Zoo school, which they are proud of, have also received national attention; and it has seen hundreds of school children from Sherwood Elementary School who come with their 5th grade teacher and assistant for a quarter of their school year and take their classes at the Zoo. She stated children learn decimals in the gift shop, write poetry about the monkeys, learn about geography in the Latin America Loop, and many other things, which they are proud of; and she wants to remind the Board that the Zoo is a powerful asset to the community. She stated because of its strong history, she feels they should be supported with building Africa; they want to take the Zoo to the next level; and Africa has been in the long-range plans and part of the original Master Plan. She stated the anticipated cost is $2.5 million; what the Zoo is amazingly doing is stretching those dollars tremendously; if they counted all the free labor from volunteers, and in-kind service from Patrick Air Force Base, Deseret Ranch, it would probably double the amount; so they would probably end up with a $5 million exhibit. Ms. McKnight advised Africa will allow the Brevard Zoo to fulfill the initial promise of Africa; they have dedicated a percentage of the property for the African Habitat, which is the south end of the property; and it was dedicated for Africa on the original Master Plan. She noted it is a ten-acre tract; their philosophy was to make sure the native plants and animals were considered with the builds; and that is going to continue and has seeped into environmental concerns and ethics. She stated whoever started the project had innovative ideas and philosophies of getting people out there and active; it is not the usual zoo exhibit; visitors are loving the active experience, the kayaking and aviary where they can feed birds; and they want to do that with Africa. She stated they will have unique vantage points to see species that is not don in any other place in North American zoos; white rhinos, hiking through gazelle and African eagle habitats and coming nose to nose with giraffes are some of the things people are going to be able to do; and they will be able to hand feed some of the animals. She noted there will be many different levels and different choices the guests will have; they do not like being driven through lions in cattle car situations; they can do the high active kayaking and hiking or can sit in a shade tree top and watch animals fly by, trot by, and gallop by; so it will be something for everyone. Ms. McKnight advised Africa will allow guests to get very close to the animals; that is what they planned and considered closely; her 18 years of experience at Busch Gardens doing endless focus groups and marketing surveys, visitor evaluations, and charrettes made it super clear that people want to get close to animals; that is what excites them and what they remember; and the impact wildlife has, whether in the zoo or out in the lagoon looking at manatees in that close proximity, is tremendously power for the Zoo, tourist attraction, length of stay, repeat visitation, and a powerful inspiration to get some of their messages across. She stated the selection of animals goes through a strict criteria; the animals they want to get close to have to be okay with it, comfortable, and actually enjoy human activity or interaction; they have to be inspirational type of animals like giraffes; and they have to be important to the Zoo population from breeding aspects, scientific aspect, and from a conservation aspect. She stated they took the selection very seriously; Africa will allow guests to actually visit a very exotic locale that has intrigued people throughout the ages; it is a tremendous place and three times the size of the United States with over 200 different languages, countless dialects, the tallest land mammal, the biggest land mammal, the heaviest land mammal, the longest river, and the hottest desert; it is definitely a place that intrigues people; but the wonderful thing about what they can do with Africa is link it to things that are here. She stated many people are moved by the manatees, sea turtles, and scrub jays; that is part of the whole educational concept to link Africa with what they have, which is truly as amazing but not as tall; Africa will allow the Brevard Zoo, as a cultural arts facility and tourist attraction, to become a world-class entity; and it will allow the Zoo to grow to the next level of attendance. Ms. McKnight advised they cannot continue doing that and support themselves; the Zoo school and informal learning the kids get when they come on field trips, their conservation initiatives and strong nature base catalyst for eco-tourism; and the things they started working on with many different groups that helps them to keep their doors open; and that is why Africa is incredibly important to the Zoo. She stated there will truly be no other place in North America where they can do many of the things they will be able to do in the African Exhibit; they are excited about it; and they hope the Board will consider what they are asking for.

Rick Abramson advised Africa is a major league exhibit for Brevard County; it is one-of-a-kind exhibit and something the Board will be very proud of; so by not cutting the Zoo's current quarter cent allocation, the community will receive a first class attraction, educational facility, and a giant leap forward in its already well-regarded status, a great expansion to one of the most cherished family entertainment venues in all of Brevard County, and benefit of such great financial impact, perhaps doubling the ten million dollars impact the Zoo now has to $20 million or more annually. He stated by not cutting the Zoo's quarter cent allocation, the Zoo will be able to continue to attract growing numbers of out-of-town visitors and keep them here long, and play the same role on a relative scale that the smaller Orlando attractions such as Sea World and Universal play for Orlando. Mr. Abramson stated Disney did not do it by itself; there is no way Orlando could have grown to the current level of tourism with 40 million out-of-county visitors by just Disney; and it took other attractions' offerings to achieve that success. He stated with the Board's support, the Zoo can help do the same in Brevard County; it is already in discussions with some of Brevard's other great tourist venues that are supportive of the Zoo, such as the Port of Canaveral, Ron Jons, and Kennedy Space Center, to produce vacation packages with the hotels for weekends and three or four-day visits; and that is just an example of what they can do. He stated if the goal for the TDC money is to increase tourism, he knows there is no better way to spend the quarter cent than for the Zoo expansion; and if the goal is to enrich the lives of the community residents, there is no better way to spend it than the Zoo expansion. He stated a scientific survey conducted last week by the Kitchen's Group of Maitland asked Brevard residents if they would support a reduction or sharing of the Zoo's quarter cent, and two-thirds responded with a resounding no; and to him that is a landslide in an election. He stated they received thousands of signatures on a petition in support of the Zoo; so people in Brevard County support the Zoo expansion. Mr. Abramson advised to borrow $2.5 million to finance the Zoo expansion, they need to be able to pay it back over 10 to 15 years; a longer time would preclude further expansion which will be as important as the current expansion is now to keep the Zoo fresh and growing; approval of the quarter cent is the right thing for Brevard tourism; and it is the right thing for the citizens of Brevard County and for the County. He noted he hopes the Board will do the right thing.

Carter Zinn advised he and his wife are Zoo Friend members; they are adopted parents of two river otters; and one of the reasons they moved to Brevard County was the Zoo. He stated 16,000 members of the community built the Zoo; the Zoo cannot stop there and needs to grow and change to keep up with the times; there is something about a zoo that makes a town into a community; and maybe it is the closest one feels at a zoo and the memories of being a kid. He stated humans can take care of themselves; animals, birds, and fish need help to survive; and a zoo is where people can help, but the Zoo cannot depend just on donations and needs a firm foundation of money in order to grow. He stated the Brevard Zoo is special because it does more than just protect endangered species; it is also educational, recreational, and a conservation area; and one example of recreational is the snow at Christmas time for people who have never seen snow or miss it. Mr. Zinn stated when people think of a zoo, they think of lions, giraffes, rhinos, etc.; with the African loop, they can have those animals; and the Zoo is not complete with out it. He stated the Zoo cannot get a loan on 10% to add the African exhibit, the native Florida aquarium, and a bigger educational complex; the Zoo brings in $10 million annually to the local economy, 250,000 visitors a year, with one-third being tourists; and the additions will bring more people to Brevard County. He stated the tourists visiting the Zoo will stay at hotels, go to the beach, eat at restaurants, buy gas, shop at the stores, etc.; right now the Zoo is in the company of Busch Gardens, the Bronx Zoo, and the San Diego Zoo; and by helping it grow, it may someday surpass them. He stated just like Viera is a planned development for growth and the future, the same goes for the Zoo; and requested the Board vote to re-award the 25% to the Zoo because 10% is not enough for what needs to be done. Mr. Zinn stated in last Sunday's paper there was a quote from a Commissioner that "the higher income people need the fine arts"; and inquired if it meant the lower and middle income people do not appreciate fine arts. He stated his wife has been going to the theater since she was 14 years old and is not and has never been high income; so Commissioners should watch what they say because people do pay attention.

Liz Kitchens with the Kitchens Group in Maitland, Florida, advised the Group conducted a poll for the Zoo; and handed out a brief summary of the results to the Board. She stated the poll was conducted April 11 through 13, 2001, and interviewed 325 registered voters by telephone from a professional telemarketing center. She stated the margin of error for the survey was 5.4%; 69% of Brevard's electorate gave the Zoo positive ratings, with 43% giving it very positive ratings, from the scale of very positive, somewhat positive, somewhat negative, and very negative. She stated they take measurements of groups all around the country, and those ratings compare quite favorably or more so than other groups they tested. Ms. Kitchens advised respondents were given information that the tourist tax is 4% on hotel room rentals, and how much the tax raises per year for the County, but they were not questioned as to which programs listed should be a priority for funding from that tax. She stated parks and recreation, and beach renourishment ranked at the top at 52%; and the second ranked priority was Brevard Zoo at 27%. She noted the Marlins Stadium was 2%, TDC advertising budget was 6%, and BCA was 9%; 1% of the respondents said all of the above, and 3% said none of the above. She stated respondents were also told that the Zoo allocation would sunset in July, 2001, a proposal to take the allocation and divide it between the TDC advertising budget, BCA and the Zoo rather than giving the entire amount to the Zoo; and asked if they favored or opposed the idea. She noted 67% opposed the idea with 48% strongly opposed to the idea; and those numbers are very strong. She stated they described the African exhibit the Zoo is proposing as: "The Brevard Zoo says they need to continue their present funding level of almost $300,000 per year because they would like to expand the Zoo to include an African Exhibition. This would be an interactive African Habitat like no other in the United States. This Exhibit would allow visitors to experience giraffe, bongo antelopes, rhinos, several types of primates, and many species of birds either in pontoon boats, kayaks, or on foot. People could feed the giraffes and other animals. Would you support or oppose continuing to fund the Brevard Zoo at their current level in order to pay for this Exhibition?" She advised 90% of the Brevard voters said they would support it, with 63% strongly supporting it, which again are incredibly strong numbers. Ms. Kitchens stated the data from the survey makes it very clear that voters in Brevard County value the Zoo and support using tourist tax dollars to fund it; 69% gave a positive view of the Zoo; ranked it second in funding priorities to parks and outdoor recreation, are adamantly opposed to reducing the funding level and sharing it with the TDC and BCA, and are overwhelmingly supportive of continuing the present funding level in order to fund the African Exhibition. She stated the Group has conducted hundreds of polls throughout the country; the results of the poll for the zoo was very good; and it strongly indicates that it is the will of Brevard voters for the Brevard Zoo to continue receiving its approximately $300,000 in funding from the tourist tax.

County Manager Tom Jenkins advised attendance at the Marlins baseball stadium is approximately 300,000 a year; that is probably one of the highest visitation rates of anything in Brevard County, short of Kennedy Space Center visitors center; and inquired why were the numbers so low for the stadium when 300,000 people go there each year. Ms. Kitchens responded it is not popular for the tourist tax funding

Commissioner Colon inquired how did they keep those people on the phone that long; with Ms. Kitchens responding it was a fairly short poll; and people love to give their opinions after being persuaded that they are not selling anything.

Chairmene Sacik advised she is a 5th Grade teacher at Sherwood Elementary School; six years ago Sherwood Elementary started the zoo school program; she has taught two years of zoo school; and is here representing the students of the zoo school and the community. She stated zoo school is an eight-week program for all 5th graders at Sherwood; they spend every day for eight weeks at the Zoo in a portable right now; and they are immersed in a curriculum revolving around the Zoo loops. She stated the program is based on two goals--hands on learning, and inspiring a love for lifelong learning. She stated children learn from experiencing things; the more they touch, see, feel, hear, and smell, the more they learn; and that is the real magic behind the zoo school program. She described what the students wore to zoo school, what they did, and their bonding with the animals and observation of the natural wildlife; and stated that cannot be brought into a classroom, and takes something like the Zoo to make it happen. She told of one of her low-achieving high-risk students who learned more than she thought he was capable of learning at zoo school, and the children/parent day activities at the end of zoo school. Ms. Sacik stated the second goal is inspiring lifelong learning; the children are inspired to learn more about the animals and importance of the environment with direct contact; and many students go beyond expectations with independent research, interviewing experts, and increased test scores and class averages. She stated the Zoo is planning to build a new education complex; it will establish a permanent zoo school classroom and bring other schools into the zoo school experience; and part of that education room will be a discovery room where hundreds of other children from the public can go through, whether it be on field trips or visiting with families. She stated the Zoo is hoping for a new African loop; the loop is based on the principals that make the zoo school so special with a hands-on direct contact approach; they are choosing an African environment similar to the Florida wetland environment; and it will be a perfect place for students to study conservation and the importance of wetlands. She stated the study of conservation and wetlands is a huge part of the elementary science curriculum; her students love to go kayaking through the Florida wetlands; and if they are lucky, spot an osprey or turtle; but kayaking through white rhino inhabited territory will be much more exciting. Ms. Sacik stated being able to experience a close encounter with one of the big cats is exciting; the students who go on their first tour are always excited; but some ask why they have no giraffes. He stated children love the big animals; Onyx, the biggest animal at the zoo died this year; big animals are awe inspiring; and that is what they are trying to do. She stated Brevard Zoo is on its way to being a world class zoo with its history of being built by community volunteers, its emphasis on wildlife conservation through education and experience, and its unique zoo school program. She stated an area with big glamorous animals such as the planned African loop is missing; that would be an awe inspiring piece that should be added; Brevard Zoo is one of the area's gems; and when out-of-towners ask what is there to do here, they ask if them if they have taken their children to the Zoo. She stated the Brevard Zoo should not be able to boats of its animals, habitats, conservation efforts, and education emphasis, it should also be able to say it has giraffes too.

Commissioner Colon advised a young man wants to share his poem with the Board; and inquired if it would be okay; with Chairman Carlson responding yes.

Nicholas Stabler advised he is a 14-year old volunteer at the Zoo; the people call him Newt; and read his statement as follows: "The Zoo is special to all of us gathered here today that took time off from school, work, study, whatever. The fact is time is precious, so precious that it is completely impossible to regain purchase or erase and take back; and all these wonderful people spending their precious time not so much supporting the Zoo, but more so supporting a chunk of a marvelous community, the community of Brevard County. You see, the Zoo can be summarized in three things. It was made by the community for the enjoyment of the community and for bringing education and understanding of animals to the community. Working at the Zoo this past year has been such a wonderful experience. If you could only see what I have seen, the indescribable joy, yet totally respectful amazement on the faces of the people who come to the Zoo, for them to get so close to animals they would only otherwise get to see on a nature show, it would make you stop dead in your tracks and drop what you are doing and do everything in your power to make this light brighter and to kindle this flame to a roaring bonfire. Please help make this dream a clear, vivid, and strict reality."

Chairman Carlson advised all the Commissioners have been lobbied hard by all the groups for the TDC, BCA and Zoo; her staff consolidated the number of calls and correspondence her office received on the Zoo; 190 total communications were received, 25 emails, 10 phone calls, 146 information pieces, and 9 letters, with two not in favor of any funding and 2 not in favor of full funding. She stated she met multiple times with everybody; she is interested in what the community feels; the Board has a lot of good information; the groups made great presentations; and she hopes the people at home appreciate the hard work that has gone into the presentations and behind the scenes. She stated she currently serves on the TDC, served on the BCA the last two years, is in her second year on the EDC, and the reason she chose to serve on those councils is to get the big picture of Brevard County and try to understand what everybody wanted and why they are not woven together somehow; and she has successfully done that. She stated the Board has successfully done a lot of great things in the last couple of years; but she at least has gotten a really good perspective on the vision she talked about when she was elected to office. Chairman Carlson advised some of the key areas of growth the TDC sees is eco-tourism and cultural tourism, which go hand in hand; those are things that are evolving; and with the backdrop of Kennedy Space Center and the Space experience here in terms of tourism dollars, it sounds like the Zoo is obviously one of those catalysts that can make eco-tourism issues possible. She inquired if the TDC wished to make closing comments before the Board discussed the issues.

Mr. Dobson advised the Zoo, BCA and TDC have done great jobs; everything is positive; many are wearing more than one hat; and he is in the three-hat category. He noted Mr. Varley has comments about the economic impact of the additional marketing dollars.

Rob Varley advised last year in advertising they had over 300,000 responses to the ads which has nothing to do with the 60 trade shows they work and the different markets; and they did a conversion study on the advertising in Rider's Digest, Southern Living, Disney Magazine, etc. and found about 58% conversion to book business from those conversion studies. He stated part of the pieces they put out are big visitors guides that include all the organizations that are here today vying for the money; so they all help to generate people back into the community. He stated the average stay for those 170,000 people that eventually come here is about 2.8 nights according to the research done in 1998; room nights generated about 487,000 room nights; and total hotel sales at $70 average rate generated over $32 million, meaning about $1.3 million of the resort tax returned to the TDC fund.

Mr. Dobson stated in addition to the third penny allocation, he wants to mention that the capital facilities fund is going out for grant requests and the Zoo and BCA would be eligible for those funds. He advised they had a freeze on those funds for the past three to four years and accumulated about $600,000; the current revenue stream is $105,000 a year; so they will be going out for grant proposals. He advised Mayor Ed Geier who is on the TDC wants to make a few remarks; and he is not sure if other members do also, but they should be afforded that opportunity.

Ed Geier advised he is Mayor of Palm Bay, the largest city in Brevard County; has no alliance or obligations with anyone on the Board of County Commissioners, was basically forced into the TDC because Palm Bay is the largest city in the County; but the circumstances that dictated that are not normal for why the largest city has a member on the TDC. He stated usually the largest city has the most arts, most culture, most sporting events, etc.; however, that is not the case with Palm Bay; it is not the leading city in culture and arts or anything like that. He stated he agrees with the recommendations that were sent out for alternatives for funding; the capital funding has been closed for a while; but he would like the Board of County Commissioners not to touch the capital funding because there are purposes for that funding. He stated if it is opened up now, everyone should be afforded the opportunity to apply for grants, then everyone will be playing on a fair and equitable field. Mayor Geier advised he would like to see an amphitheater in the south end of the County; a museum in the redevelopment district, and a community playhouse; being the largest city, Palm Bay should have art and culture and be the leading community; but it is not; and in the last few years, they have made some efforts to bring things to Palm Bay, such as Friday Arts in the Parks by the Museum, a jazz festival at the Center, and exhibits in City Hall. He stated if it is legal, he would like to see a 1% or 0.5% impact fee strictly for the arts put on a referendum because the capital facilities money or 40%, 40%, 20% percentages of the tourist tax may tie the hands of others who want to expand the culture and arts in Brevard County. He stated everyone gave great presentations and are right about what they need; it has never been a fight for dollars among the Zoo, BCA, and TDC and has always been to be fair and equitable; and everyone needs to look at the whole picture and what the future is going to bring. Mayor Geier stated he would like to have the biggest and best zoo in the world, the best cultural arts in the world, BCA run more programs every year, an amphitheater, playhouse, and museum in Palm Bay, but it will all come in time; and everyone has to wait their turn.

Mr. Dobson urged the Board to adopt the 40-40-20% recommendation made by the TDC. He stated there was nothing magic about it, but it took four motions to get to that point and the ten-year sunset; and if the Board of County Commissioners deviates from that, he respectfully requests it go back to the TDC for consideration. He stated there are a lot of balls in the air and a lot hanging on every revenue dollar that comes in, not only for marketing, but for the beaches and other activities; and they appreciate the opportunity to make their presentation.

Chairman Carlson inquired if the Board decides to change the allocation of the third cent, would it require a super majority; with County Attorney Scott Knox responding that is correct. Chairman Carlson inquired if the Board agrees on a certain allocation and sends it back to the TDC, does it require a super majority; with Mr. Knox responding if the Board makes a change to the current plan, it would require a super majority.

Commissioner Higgs stated if the Board goes to the capital facilities fund, it would not require sending it back to the TDC or a super majority. Chairman Carlson advised her questions were about the third cent.

Commissioner Scarborough stated if the TDC recommended something, does that decision have to come before the Board of County Commissioners or does the TDC have complete latitude and only the Board of County Commissioners is compelled to have a super majority; with Mr. Knox responding if it changes the allocation, the plan has to be set by ordinance; and any change from what it is currently would require a super majority. Commissioner Scarborough stated so if the funds go any place other than all advertising, it would take a super majority; with Mr. Knox responding that is correct.

Commissioner O'Brien stated tourists pay a tax to hotels; that money was used to restore the beaches, build the stadium, build the Zoo, and enhance the arts; and the economic impacts Mr. Buchanan spoke about include suppliers, restaurants, electricians, plumbers, air conditioning repair persons, janitorial suppliers, CPA's, managers, purchasing people, shops, stores, lawn service, and more who make a living here and spend their money here. He stated Brevard County received all the beach crossovers, shoreline protection, and a wide variety of sporting events, as well as better and more cultural events that tourists paid for; and they also paid for the BCC Cocoa amphitheater lighting and audio system, Valiant Air Command addition to the museum and warehouse, Astronaut Hall of Fame expansion, heating of Olympic pool for City of Cocoa Beach, Palm Bay Regional Park field lighting, Brevard Community College Cocoa Campus Olympic pool cover, Stradley Park softball field lighting, etc. He stated the tax is collected in every hotel in Brevard County; the idea was for advertising their hotels; they collect the tax and should advertise their hotels; but they also share that wealth with the community. Commissioner O'Brien stated the arts are recognized as a real impact upon a much improved quality of life for all residents and visitors to Brevard County; the Zoo gives to the community a very special asset and programs that reach out to all; and both bring to life Brevard County and pride to the community. He stated BCA is under resourced, but so are help for the mentally-disabled, drug and alcohol rehabilitation programs, efforts to help shelter, clothe, and feed the homeless, child care availability for working people, affordable housing, elderly needs, especially those with Alzheimer's, four-year universities, juvenile assessment center, road improvement and expansion, police and fire services, etc.; however, the tourist tax cannot help the homeless, improve roads, or fund fire departments and law enforcement. Commissioner O'Brien advised someone said 60% of the people are willing to pay $1.00 for the arts; and he is willing to put that to referendum and ask the entire population if they want to pay $1.00 MSTU tax for the arts. He stated currently the General Fund is being used to subsidize the arts, but the funds requested today cannot be used for the social needs of the community. He stated the Board is not talking about raising taxes to pay for the Zoo or arts; it is the redistribution of the current tourist tax; and the Zoo must be a serious consideration because it is linked to the community, draws visitors, and provides ecological programs with a positive impact on everyone. He advised tourists account for 23% of the sales tax; Brevard County receives those taxes to help keep property taxes down; tourism is a business and the Zoo and arts have positive effects on that business; but the business cannot compete with the funds it receives. He recommended accepting the recommendation of the TDC of 20, 40, 40 to market the County, fund the Zoo, and fund the arts.

Motion by Commissioner O'Brien, seconded for discussion by Commissioner Colon, to accept the recommendation of the Tourist Development Council, to allocate one quarter of the tourist development tax third cent at 40% for the Zoo, 40% for TDC marketing, and 20% for Brevard Cultural Alliance.

Commissioner O'Brien advised the TDC recommendation has been well thought out, debated, argued, researched, studied, looked at, and discussed; and he would not support utilizing any other financial formula.

Commissioner Higgs stated she will not support the TDC's recommendation, but would support 60% to the Zoo, 20% for advertising, and 20% for BCA, and supplementing revenue going to the Zoo from the Capital Facilities Program, which would allow it to complete the expansion. She stated it would allow enhancement of the advertising budget as well as cover the cultural program being developed; and the real issue is not tourism, but public dollars, which they are. She recommended amending the motion on the floor to reflect the percentages she suggested, and to move forward to alter the Ordinance and put it on the agenda.

Commissioner Scarborough stated there is a feeling of desperation that is not well warranted; there is no reason to have such turmoil in the community; Brevard County has the ability to touch the very best of the best in the world; so the question is how and where does it achieve the overall greatest benefit. He advised of Kennedy Space Center competing with Disney World, Sanford Airport controlled by the British Tourist Agency, lack of connectivity for British tourists to come to Brevard County on SR 46 and see the wildlife refuge, not being everywhere with everything, but getting the most for the dollars, and buying well and wisely. Commissioner Scarborough mentioned an eco-tourism brochure being prepared, the Zoo complimenting the means to touch special people who come into the community, not recreating events in Orange County, but be wise in bringing some of those people to Brevard County; and the Zoo as a fundamental part of the advertising budget.

Chairman Carlson advised there is a partnership opportunity to get the biggest bank from every dollar brought into the County; as she mentioned before, she's been involved in many of those committees and has seen how they work; she has see want they try to accomplish on limited budgets; and she looks and strives for accountability. She stated several years ago and last year the Board strived to make sure the EDC was accountable for every dollar it was given by the Board; and she would like to make sure the motion carries with it the same accountability. She stated she has done a lot of research on how the organizations are laid out; the current Resolution dated March 22, 1984, designating the BCA as the local arts agency, is clearly outdated; it touches on very few things that are involved today or where the County wants to go; and as part of the motion, she would like to make sure that the Resolution is replaced with a more comprehensive contract between the Board and BCA that provides for outcomes, expectations, time frames, reporting described, and consequences to the BCA if it does not hold up its end of the deal. She stated just as the Board must hold TDC accountable for the tourist tax dollars, so does the TDC have to hold the Zoo and BCA accountable because they have been given the charge to do that and for doing what is required with those dollars, which has to do with promoting tourism. She stated currently there is no mechanism that she was able to discover that actually tracks this; and recommended the TDC define all expected outcomes and performance review, establish quarterly reports, and do many of the things the Board has requested of the EDC. Chairman Carlson advised the TDC has performance contracts with the County Manager; it has done some strategic planning and have outcomes, but no measurable outcomes; and they need to have some measurability so they can have tangible trackable details that they can report back to the Board. She stated she would like to see a full-fledged agreement with the TDC laying out the TDC's mission, goals, objectives, and measurable outcomes, and to provide some input on a quarterly basis to the Board of County Commissioners of how it has been progressing on all functional areas, not only what the Zoo is doing and how it is accomplishing the task at hand, but how the BCA is doing, how they are accomplishing their task towards the ultimate tourism benefit for the County, but in all functional areas, sports commission, all of them. She stated she would like to be able to say in one succinct report how they are doing in terms of tourism; the Board would appreciate that if it could do that; it might entail having separate contracts with the Board, TDC, and BCA; but she would leave that up to staff. She stated she wants to see accountability; she supports continuing the Zoo's mission and vision; she has great respect for the Zoo, the conservation initiatives, and what the County has done so far and would like to see them continue; but BCA is trying to go through a rebirth. She stated everyone realizes the significance of what Ms. Mataraza provided; it touches everyone and the Brevard Zoo is one area that it touches; there is no competition that some came to the meeting with; the idea is that the umbrella organization is truly an alliance and that is what they should be working towards. She stated she would like to be part of any agreements put together with BCA since she sits on its board and can give staff ideas so they can go further; and she wants to make that a part of the discussion on the motions.

Commissioner O'Brien amended the motion to include quarterly reports from the TDC to the Board of County Commissioners with accountabilities as outlined by Chairman Carlson. Commissioner Colon accepted the amendment.

Commissioner Scarborough stated he supports what has been said, but will not vote for the motion, not because he disagrees with what the Chairman said. Chairman Carlson stated the motion needs to be clarified. Commissioner Higgs stated she would like to amend the motion.

Motion by Commissioner Higgs, to amend the motion to follow up with her previous statement, which would be 60% of the third cent to the Zoo, 20% to marketing, 20% to the Cultural Alliance, and an allocation, which would be approximately $100,000 annually from the Capital Facilities line item that would complete the Zoo's capital expansion program explained today.

Chairman Carlson inquired how much is 60% of the third cent; with Commissioner Higgs responding it would be approximately $154,000, and $52,000 to marketing and advertising, $52,000 for cultural arts, and another $100,000 from the capital facilities fund for the Zoo. Chairman Carlson stated the Board needs to make sure it has some capital in the capital facilities account so other cultural providers may be able to come in and competitively look at those dollars. Commissioner Higgs advised the budget for capital facilities outlined in the Agenda package is $156,976 for 2000; her suggestion is to allocate $100,000 of that for the Zoo; that revenue will grow each year; and while it will tie up a sizable amount, it would not preclude others from applying for those funds. Chairman Carlson stated the revenue projection started at $170,000 this year and moving into 2020 with $392,000, but that does not take into account additional hotels that may come on line and expand that revenue; so it would at least allow additional capital that could be provided at some point to other cultural providers. Commissioner Higgs noted Mr. Dobson said it is about $500,000 or $600,000; with Mr. Dobson responding it is $600,000. Commissioner Higgs stated when the ordinance comes back for the public hearing amending the allocation of the tourist tax, staff could work with the TDC and return with a recommendation; the $100,000 could come from the reserve or annually, depending on how they work it out; and the other part that needs to be worked out in terms of financing the Zoo expansion is how that is financed which may alter the annual debt service payment. She stated if the motion passes, when the public hearing is held on the ordinance, those details could be given to the Board.

Chairman Carlson advised the Board received a list of capital facilities funded by the TDC which showed a ballpark type of administration of those capital dollars and granting of those dollars; there is a $73 million dollar bond issue for parks and recreational facilities that provides enough support to take a little from the capital fund and leave a little more flexibility to have the sports commission work with the County on some of those facilities and any sort of tourism type venue to pry extra dollars in that regard; so she can see the justification taking some of the capital dollars. She stated she supports the interest of the TDC to reflect back on the request; but at this point, she is not sure the Board is going to have a super majority to do that.

Commissioner O'Brien stated he served on the TDC also and started locking up the facilities funds for specific purposes, one was a convention center that is needed in Brevard County, because when the Space forum comes here, it is split out in three hotels; and there is no room for large events. He stated the TDC discussed an amphitheater in Palm Bay, a tourist center along the scenic highway, and many other things that money had been thought about being used for but not being squandered by the TDC and put in the bank for important projects; and the important project is another type of project like the stadium and Zoo. He stated a good businessman would say you have to spend money to make money; 40% of the tax proposed for the zoo is $104,650; but if more tourists come, it will go up automatically because it is a percentage and not a flat figure. Commissioner O'Brien stated the money for the Zoo has gone up three time what it was when the Zoo was first formulated; and the recommendation brought forward is not a limitation on the funds because if they advertise more, the County will get more tourists who will provide more tax revenue and consequently more revenues for the arts and the Zoo. He stated as a businessman, spending only 40% for advertising; to operate any kind of business takes 64% of the cash in the company; 40% is what they need to advertise Brevard County so the County can have its money; and if they cannot advertise in a logical manner with the kind of money they need to do it with, then the paltry sum of $104,000 may go down and not up, especially in today's economy where people are not spending a lot of money here. He stated TDC has to reach out and touch those people who are going to California, New York, Wyoming, etc. and spending their money, and bring them here; that is what this is all about; it is good business; and he likes the proposal from the TDC.

Commissioner Colon inquired if Chairman Carlson will be supporting the motion at 40 40 20 or 60 20 20. She stated everyone is in agreement with accountability; her concern is the capital facility funding; and inquired if that has to be part of the motion.

Chairman Carlson advised Commissioner Colon seconded the motion that was on the floor; with Commissioner Colon responding that is correct. Commissioner Higgs stated that was Commissioner O'Brien's motion, but not her amendment. Commissioner Scarborough stated he is about to second the motion, but needs to say something first. Commissioner Colon stated she would like the Board to do one motion at a time or discuss it. Chairman Carlson stated she supports the 60 20 20 and taking additional funds from the capital facilities account.

Commissioner Scarborough stated Margo McKnight, Conrad and Lauralee have the ability to identify, understand, and project eco-tourism; he does not know if Mr. Varley has met his expectations in that respect; and he started some initiatives of eco-tourism, but there was an absence of support from the TDC in that effort. He stated he sees a capacity for advertising to occur and benefit the hoteliers and tourist industry if they get the Zoo more completely involved; Rusty Buchanan is independent of the TDC, and Margo McKnight and her institution should be looked at as not only being a physical plant, but an idea; and as soon as it moves to an idea, it ceases to be just a position of Brevard County, but a means for the Board to identify the whole of Brevard County in this unique element. He stated everybody he has gone to who have less to offer is doing more to sell; he is disappointed; and as part of the motion, he would like to see the Board look to the Zoo to play a more integral part in promoting tourism so it gains in the long run by using an existing asset to help promote and create heads in beds.

Commissioner Colon inquired if Commissioner Scarborough wants the capital funding reviewed; with Commissioner Scarborough responding maybe it could be discussed separately. Commissioner Higgs stated the difficulty in separating it at this point is the Board needs to indicate it wants to get the debt service covered; and that is why she cannot separate it. Commissioner Scarborough stated he supports moving the capital funding, but if the Board wants to vote in segments, he can support that also. Commissioner Higgs stated the Board can discuss how exactly it wants to do that, but it knows there is a reserve; it knows there is an annual cash flow of over $150,000 into the capital facilities line item; and because it has to come back as an ordinance, the Board would be able to discuss that further and hopefully have full knowledge of the debt service requirements and how the Zoo can become a part of the total marketing effort, as well as how accountability is to take place. She stated it has to be put together as 60 20 20 and the capital funding to make the package work.

Commissioner Colon withdrew her second to the initial motion.

Motion by Commissioner Higgs, to approve 60 20 20, a strategic plan and quarterly report from the TDC as well as a plan regarding the total package of marketing the issues.

Commissioner Scarborough requested working with the Zoo as an element of marketing be included in the motion; with Commissioner Higgs responding that was her intent.

Chairman Carlson advised they need to give the TDC the opportunity to work with staff to better define any caveats that need to be attached to all the dollars, such as the accountability caveats, the partnership caveats, and anything like that which need to be well defined when it comes back to the Board.

Commissioner Higgs advised of the first two cents, advertising and promotion gets 45%; of the third cent, tourism advertising and promotion gets 50 cents; of the 25% being discussed, the Board is allocating 20% to advertising; so it is not an issue of decreasing the amount of advertising and promotion money, but actually increasing it, but not as much as requested.

Commissioner O'Brien advised the increase in marketing money for TDC is an investment by the TDC to compete against the rest of the world that want tourists to come and visit them; the other increasing of $104,000 for the Zoo can be spent wisely in many other areas; TDC is a business operated by business people who say they need the money to make the County more money; and in order for the Zoo and arts to get more money, the TDC has to get out and sell what makes a profit and bring home the bacon. He stated if they can sell Brevard County, more people will come and visit the museums, Zoo, and other attractions; and they will also be treated with a share of the financial and positive benefits they bring to the community. He stated to spend less on advertising and promotion of Brevard County means the people the Board is trying to help will be helped less; it is simply an economic formula that says in order to bring the money home, they have to advertise out there and bring people into Brevard County; so he cannot support the motion.

Chairman Carlson advised the Zoo has $90,000 for promotion; and if they partner that can offset the reduction in the percentage of the recommendation the TDC offered. She stated currently the Zoo does promotions for itself; but if they add the logo of the TDC and market that in different ways and areas, there is no telling what that is going to do for Brevard County; so it is a win/win situation. She stated the TDC needs to use its creative thought processes to make that happen; she will support the motion and is disappointed the Board cannot find consensus on additional dollars for the cultural arts; but the whole plan has to be digested, which has not been done yet. She stated she asked BCA to bring the plan to the Board so it and the community could see the plan; there are many opportunities for the cultural arts; and Commissioner O'Brien said he would support an MSTU to get additional dollars for cultural arts. She stated at the TDC meeting they discussed putting together some grant program that a cultural provider can come forward to the TDC with a plan of capital investment so it can do the same thing it has done for the Zoo in terms of bondability, etc.

Commissioner Scarborough inquired if the motion included the capital facilities transfer or not; with Chairman Carlson responding it did. Commissioner Scarborough inquired if Commissioner Colon is going to support that; with Commissioner Colon responding yes.

Chairman Carlson called for a vote on the motion. Motion carried and ordered; Commissioner O'Brien voted nay.

The meeting recessed at 12:17 p.m., and reconvened at 1:19 p.m.

REPORT, RE: BILLBOARD LEGISLATION

Commissioner Scarborough requested Barbara Jagrowski or County Manager Tom Jenkins report on what Guy Spearman said about the billboard legislation.

County Manager Tom Jenkins advised he read about it in the newspaper and called Lobbyist Guy Spearman about it; apparently the State's billboard legislation, which would basically take away local control over billboards by requiring counties to pay for billboard locations if they deny them or take them away and let them expire. He stated there are two or three areas in the State that are exempt; so it will apply everywhere in Florida except for those locations where the Senators do not want their communities affected.

Chairman Carlson inquired what are the locations; with Mr. Jenkins responding he recalls they are Jacksonville, Tampa, and maybe Lakeland.

REPORT, RE: IMAGE

Commissioner Scarborough advised in the morning session, the BCA did a survey; and visual appearance came out on top. Chairman Carlson advised 83% ranked image at the top. Commissioner Scarborough noted so it is timely to discuss billboards this afternoon.

DISCUSSION, RE: AMENDMENTS TO THE SIGN ORDINANCE

Chairman Carlson inquired if staff wants to lay out what the Board needs to discuss. Commissioner Scarborough advised Bruce Moia set out certain things, some of which have been resolved; and recommended the Board not go back over those items. He also suggested the Board resolve each item before going to the next item.

Abandoned Signs

County Development Engineer Bruce Moia advised staff submitted a report that summarized the workshops and addressed the issues; they stayed with the existing definition for abandoned signs, but determined that only nonconforming signs can be considered abandoned; and they kept the 180 days as the time frame to remove the signs. He noted that was resolved at the last workshop; and presented slides of abandoned signs.

Window Signs

Mr. Moia advised the current Code exempts window signs from permitting, but limits their size to 50% of the window; previous discussions included providing a better definition because there may be a combination of small window panes that make up a larger window; and they came up with a definition for that and some language on a distinction between what may be a nice sign and not so nice sign. He stated if a sign is temporary in nature, they would limit it to 25% and 30 days; and if it is a permanent sign, they would have it permitted and give it a larger area. He noted it would be allowed to be larger so they can have a nice window sign and be permitted like a wall sign; and explained the examples depicted on the slides.

Motion by Commissioner Higgs, to approve staff's language on window signs.

Commissioner Scarborough advised requiring a permit for a nice painted sign may create a disincentive; and inquired if the Board wants to require a permit for the painted sign when it does not require permits for paper signs. He noted it may be more convenient to paste something on the window even though it is not as big. Chairman Carlson stated those pasted signs are trashier and start cluttering. Mr. Moia stated they have active enforcement and if they see signs beyond the 25%, they can cite the owner and have him or her take them down. County Manager Tom Jenkins advised the issue is why discourage the painted sign by requiring a permit because people will not bother to get a permit and therefore not bother to paint their windows and will put up paper signs instead. Commissioner Scarborough stated he has not seen a painted window sign where the building is trashed, but has seen beer, cigarette, and other signs at 7-Eleven Stores and one cannot see through the windows. He stated most of the painted signs are done by artists and in good taste; and recommended the permitting be removed unless there is a greater good to be accomplished. Mr. Moia inquired if the nice window sign to advertise a business is in lieu of a separate wall sign, as some businesses have both. Commissioner Scarborough stated the County is not permitting the guy who trashes windows with all the paper stuff; and it gets to be problematic permitting painted window signs.

Commissioner O'Brien advised a person who wants to do business like a family restaurant and wants the name of the restaurant on the window will have it painted, so he does not find a disincentive to do it. He stated the problems are huge pictures on the sides of buildings and across windows as well plus all the other signage that become a monstrosity to the community. He stated the sign should be either/or at their discretion, or a combination. He stated staff was sent out to see how many signs were put up countywide; most of the signs were put up without permits; and no one cited the contractors who put up the signs.

Mr. Jenkins recommended establishing specifications for window signs and not have a permit requirement; and Chairman Carlson suggested high standards that are enforced. Mr. Moia stated that would not be a problem. Commissioner Scarborough recommended the ordinance be made available to professional sign painters. Chairman Carlson stated the Board discussed who is responsible for knowing what the law says, the person who puts up the sign or the County telling them after the fact; and the permitting process lets them know there are rules and regulations for window signs. Commissioner Scarborough stated permitting small jobs gets to be a nuisance and discouragement rather than getting things done correctly. He stated if it becomes a problem and there are a lot of signs that are violating the ordinance, the Board can change it; but at this point, it should not create a problem for the small merchants.

Motion by Commissioner Scarborough, seconded by Commissioner O'Brien, to approve the language suggested by staff for window signs without requiring a permit for painted window signs. Motion carried and ordered unanimously.

Time Limits for Temporary Signs

Mr. Moia advised currently the Code allows six individual signs for 30 days each per year; previous discussion included the reason the County approached the Sign Ordinance was to reduce visual blight; six 30-day periods are excessive; and two 30-day periods were suggested, except for multi-tenant facilities which would be no more than four a year.

Commissioner O'Brien advised the last part of the sentence says, "assuming property ownership is not common to both," if they have an outparcel; Eckerd's is in front of Target on Merritt Island, but the whole parcel is owned by one person; and his concern is allowing a temporary sign provided the owner of the property is not the same. Mr. Moia advised Eckerd's and Target are lessees; the landlord would be responsible for the permit requirements; and if there is a violation on the site, it would go to the owner of the property. Mr. Moia noted it is no different than having a tenant in the same building.

Chairman Carlson advised Post Commons has taken banners and put them across the landscaping trees to advertise sales; and inquired if that is nonconforming, or are they allowed to do that; with Mr. Moia responding the existing language does not require a permit for banners. Chairman Carlson inquired if they are addressed in the proposed ordinance; with Mr. Moia responding staff decided that banners would require a permit as a temporary sign. Commissioner Higgs advised 30 days for a temporary sign gives them a month; and inquired if two weeks would be more appropriate. Chairman Carlson agreed; and requested examples of temporary signage. Mr. Moia explained the slides of temporary signs.

Motion by Commissioner Higgs, seconded by Commissioner Scarborough, to approve staff's language on time limits for temporary signs as two weeks instead of 30 days. Motion carried and ordered unanimously.

Mr. Jenkins inquired if that includes real estate signs; with Mr. Moia responding no, they are exempt.

Onsite Permanent Freestanding Signs

Mr. Moia advised the Code allows freestanding on-premise signs to be 20 feet tall, 150 square feet in size, and set back 15 feet from the property line. He stated previous discussion included having all freestanding signs as monument signs, pole signs with added landscaping, and using average criteria across the County, with all municipalities coming up with an average. He stated they also talked about providing flexible sign design criteria.

Commissioner O'Brien advised his concern is most of the businesses on a road like Clearlake Road in Cocoa cannot set back 15 feet from the property line if their signs are destroyed by a hurricane because the parking lot was built 30 years ago and the buildings only set back 25 feet from the street. He stated there needs to be some kind of language to address that problem; and perhaps sign location could be grandfathered using good judgment. He stated monument signage cannot be accomplished in a logical manner unless it is a new road like the Pineda Causeway Extension where there are no businesses on it yet; Murrell Road could have gone that route before the shopping center and other structures were built; but the County cannot revert to monument signs if a restaurant sign is destroyed on an existing roadway because it would create an uneven playing field in the competitive world of advertising. Commissioner O'Brien stated Plumosa Avenue between SR 520 and Merritt Avenue would be a good place for monument signs; B J's put up a monument sign because it was directed to; but there are no other tall signs along that segment of the road; so the County can say it has to be a monument sign because the precedent has been set for that segment.

Chairman Carlson inquired if staff approached the cities about their interest in doing monument signs and flexible designs; with Mr. Moia responding when he approached some of the cities at the start of the Ordinance amendment, Cape Canaveral was the only city interested in going with monument signs. Chairman Carlson inquired about the bigger cities, such as Melbourne and Palm Bay; with Mr. Moia responding Melbourne did its signage for scenic corridors and require smaller signs. Chairman Carlson inquired if the City would be interested in discussing uniform signage; with Mr. Moia responding after discussing the ordinance with all the cities, only Cape Canaveral was interested in going with the County's original language.

Commissioner Scarborough stated Titusville went through a very extensive approach with its signs; the Chamber and numerous citizens were involved; so it is not prepared to go back and re-open that process again after just passing it. He stated what the City did was a vast improvement from what it previously had, but everyone has different ideas; there are multiples that take place; and if the County puts something in place and it works, and Melbourne puts something in place and it works, perhaps after a number of years they may begin to see what is working in certain areas and what is not, and share ideas. He stated right now it is best for the County to move forward; it has spent a lot of time on the sign ordinance; the community is waiting for the Board to do something; and if it does not work, it can be amended to include provisions of Melbourne or Titusville.

Chairman Carlson advised ground-mounted signs in Port Orange reduced the clutter, but a lot of the other cleanup the Brevard County is doing with the Sign Ordinance is going to reduce clutter so monument signs will stand out. She stated business individuals have come forward and said the landscaping is getting in the way of their signs in the Suntree area and they want to cut the tree down. She stated she would rather have a monument sign and let the landscaping be there; and her comment to them was to put up a different sign like a monument sign. Mr. Moia advised all of Viera has monument signs; and it is successful in new developing communities. Commissioner O'Brien stated that is what he was saying previously, but it would be difficult in places that are already established. Mr. Moia commented if there are a lot of nonconforming signs and every sign is tall, the smaller sign may stand out, especially if the Board provides enough flexibility to let the smaller signs be closer to the road.

Commissioner Scarborough advised Option 1 basically says they will be monument signs unless specifically allowed otherwise in this Article; and recommended "Article" be changed to "ordinance".

Motion by Commissioner Scarborough, seconded by Commissioner Higgs, to approve Option 1 for onsite permanent freestanding sign criteria, replacing "article" with "ordinance".

Commissioner O'Brien advised he is not sure he can go with that because businesses in his District such as Ray's Tire on the corner of SR 520 and SR 3 would have to put a monument sign in the middle of his driveway because there is no other place to put it. Chairman Carlson stated there has to be some exceptions, but she is not sure it has been built into the ordinance. Commissioner Scarborough stated the motion just says the County wants monument signs, and it will talk about exceptions because they do not work in every case.

Chairman Carlson called for a vote on the motion. Motion carried and ordered unanimously.

Amortization

Mr. Moia explained the slides of existing freestanding signs that are nonconforming; and stated those are the signs staff would look at to bring them into conformance. He stated the Code has no language directly assessing an amortization period for removal of nonconforming signs; however, the Code has language that establishes repair value limits that if a sign is destroyed pass a certain point, the owner has to bring it into conformance. He stated it restricts issuance of additional permits for a business that has nonconforming signs; and it establishes a 180-day time limit for abandoned signs. He noted those are three mechanisms that get some signs into conformance. He stated previous discussions included reducing the repair value limit for nonconforming signs over a period of time so that if it is 50% now, next year it would be 45% and it would go down to 0% where they cannot repair the sign. He stated another discussion was to establish an amortization schedule based on replacement cost; if a sign cost under $500 they would get 12 months to remove it, and if it was over $10,000 they would get seven and a half years. He stated in other discussions, if the business undergoes change of use, they could require sign conformity at that time.

Commissioner O'Brien inquired if the County declared a sign to be nonconforming and wanted the billboard taken down, would it have to pay just compensation to the owner; with Mr. Moia responding no, the discussion is about on-premise signs; and only billboards on protective highways would require compensation. He explained slides of large nonconforming signs, including his opinion of the ugliest sign in the County.

Chairman Carlson inquired if there is criteria that can be provided for signs that obstruct other signs that are conforming to take them down or reduce the amortization schedule since it reduces someone else's business potential. Mr. Moia advised every business owner has his or her own idea of what is in somebody's way such as trees, bushes, telephone poles, etc., so it would be difficult to provide criteria for that. Commissioner Scarborough stated signs can get in the way of other signs and before long no sign can be seen because every sign is so big they clutter everything out. Chairman Carlson stated that is what clutter is all about. Mr. Moia advised there may be flexibility to allow people to do different things; a business owner who wants a big sign may have to set back further than an owner who wants a smaller sign closer to the road. Mr. Moia advised there was discussion a long time ago about a new business with a conforming sign going in next to a business with a nonconforming sign that required the nonconforming sign owner to bring it into conformity; then when that happened, the nonconforming sign owner next to him or her would have to do the same, so it caused a domino effect. He noted that is a possibility. Chairman Carlson stated that would make a lot of sense. Mr. Moia advised staff has not generated language on that method.

Commissioner Scarborough inquired if staff circulated the proposed ordinance to potential people who would be affected; with Mr. Moia responding it has been sent to all the Chambers, EDC, and several other groups. Mr. Moia advised about 80% of the signs are nonconforming of the 10,000 businesses in the County; and that is by the 1991 Code; so they have enjoyed ten years of their signs being nonconforming.

Commissioner Higgs expressed concern that Option 2 gives an uneven playing field, depending on how much a person invested in the sign, whereas Option 3 says everybody has to get their signs conforming and have five years to do it. She stated if it is a big business with a very big sign, it would get a longer time; and she is not sure that is the fair way to it. Commissioner Scarborough stated the small business owner may have contributed more of his gross income for his sign compared to the big business owner, so it may impact him more in a fiscal sense. Commissioner Higgs stated it will get complicated to sort out how much a sign is worth and how much was paid for it.

Chairman Carlson stated it reads, "Except as otherwise provided, existing on-premise signs which are nonconforming to this Article when adopted on August 14, 1991, shall be changed, altered, . . ." She stated it would be fairer to do a straight across the board action; and requested a motion.

Motion by Commissioner Scarborough, seconded by Commissioner Higgs, to approve Option 3 for amortization of nonconforming signs. Motion carried and ordered unanimously.

Scenic Corridors and Special Districts

Mr. Moia advised the Code has language that requires freestanding signs to be half the size and half the setback distance for businesses located within Merritt Park Place; and that is the only special district. He stated there are scenic corridors established by Code; but all they relate to now is having no billboards on them. He stated previous discussions included special sign design criteria for special districts and scenic corridors, major collectors, and arterial roads; and most of the scenic corridors are four-lane divided high-travel speed roadways. He stated staff provided for smaller signs of 75% of the size of signs in non-special district or on scenic corridor roadways; and the Board can add other roadways to the scenic corridor.

Motion by Commissioner Scarborough, to add Grissom Parkway and Port St. John Parkway to the scenic corridors.

Commissioner Higgs stated she does not mind the Parkways being added, but most of the scenic corridors are major commercial corridors; and her concern is being too aggressive. Chairman Carlson inquired how would it be a problem; with Commissioner Higgs responding the Board said it wants to go with monument signs and be aggressive with amortization of nonconforming signs; now it is saying on major commercial corridors, it is going to take away 25% of the sign standards. She stated the Board needs to be realistic about what it will be able to accomplish. Mr. Moia advised Option 2 would be the reverse and allow larger signs on arterial and major collector roadways; with Commissioner Higgs responding she does not what to do that either. Chairman Carlson requested the motion be acted on.

Commissioner Higgs seconded the motion. Chairman Carlson called for a vote on the motion to add the Parkways. Motion carried and ordered unanimously.

Commissioner Scarborough advised the problem is viewing a monument sign three or four lanes away, if there is landscaping in the median, and the traffic is moving rapidly; a monument sign is fine on a two-lane road with traffic moving fairly slowly; but a four or six-lane road with landscaping in the middle creates a traffic hazard, because elderly people who are trying to find a place may stop and then go again. He stated perhaps they could come up with a sign that can be seen but have nice landscaping around it.

Chairman Carlson stated it is like the four-lane divided highway leading into Port Orange that has small mounted signs which are difficult to see; and if they stood up higher and had landscaping, it would be much better and not create a traffic hazard. Mr. Moia indicated a combination of monument signs where there is concern about arterial and major collector roads; with Commissioner Scarborough responding not every arterial or major collector road fits the definition of what he is talking about; he would like to see speed definitions, and additional provisions for landscaped medians. Mr. Moia stated arterial and major collector roads are usually four lanes and always divided with high speed whether they have landscaping or not. Commissioner Scarborough stated he likes where Mr. Moia is going, but he needs to go further; Loren is a landscape engineer and Dick can talk about speed and divided highways; and recommended Mr. Moia work with them on those comments to come up with some language. Commissioner O'Brien stated his concerns are similar, primarily with tourists who come with Winnebagos and travel vans and the cars next to them cannot see the signs. Commissioner Higgs stated the requirement should be the same except where the criteria exist and they have to meet other landscaping criteria.

Motion by Commissioner Scarborough, seconded by Commissioner O'Brien, to instruct staff to work with Loren and Dick to further describe landscaping, speeds, divided medians, and landscaped medians in the proposed ordinance.

Chairman Carlson inquired if Mr. Moia talked to Ted Morehead of the Scenic Highway group about anything they have come up with; with Mr. Moia responding no. Chairman Carlson recommended staff ask them if they have an interest in providing input since it is about scenic highways. She stated she has seen their little signs all over the place and is sure people would like to know when they see the sign clutter what that really means.

Assistant County Manager Peggy Busacca advised the Board discussed requiring additional landscaping for larger signs; and inquired if that is part of the motion; with Commissioner Scarborough responding no, it applies specifically when they are going to the larger sign, have met the criteria to put in a larger sign, and then have to meet the landscaping criteria. Ms. Busacca advised the language does not talk about landscaping; and inquired if the Board wants staff to add landscaping requirements with the sign; with Commissioner Scarborough responding if they meet the criteria to go to the larger sign, then they are mandated to go to the rest of it.

Chairman Carlson called for a vote on the motion. Motion carried and ordered unanimously.

Accountability of Installer

Motion by Commissioner Higgs, seconded by Commissioner Scarborough, to approve the language that holds installer and property owner accountable for installation of signs. Motion carried and ordered unanimously.

Special Districts

Mr. Moia inquired if the Board wants to discuss special districts as the only one in the County is Merritt Park Place; and described the slides of signs in the Merritt Park Place area.

Commissioner Higgs stated the criteria for Merritt Park Place will be in the ordinance.

Administrative Waivers

Mr. Moia advised the current Code requires all waivers to be heard by the Board of Adjustment; amortization will get into an area of what is in compliance and what is not in compliance; and where there are signs that are slightly out of compliance, it may be best if staff had the ability to give a waiver to a certain point so they do not have to go to the Board of Adjustment, if in five years every sign will have to be removed that is not in compliance. He suggested doing it at the staff level so the Board of Adjustment is not flooded with requests for compliance, and because once the Board of Adjustment gives a variance, the sign will then be in compliance. He stated one option is to give staff the flexibility; they could do that similar to criteria in other parts of the Code where they would submit something, staff would review it, and if they meet the conditions, staff would approve it. He stated they can also do Option 2, which gives standard criteria, but if they are within 115% of the sign size or 155 feet instead of 150 feet, staff would have the ability to say that is okay and would not consider the sign not in compliance.

Commissioner O'Brien stated he lives Option 1 because it allows some flexibility to address historical development Code changes such as Clearlake Road; without that capability, every business along that road would have to come in and apply for a waiver from the Board of Adjustment; and that could be a horrendous task. He stated Clearlake Road could never come into conformance; they would have to tear down every building to conform; Option 1 allows good judgment by staff and some rules to guide them on what they can and cannot do to allow certain exceptions; so he will move to approve Option 1.

Motion by Commissioner O'Brien, to approve Option 1 for Administrative Waivers.

Commissioner Scarborough inquired if it is a hardship for existing signs or new signs as well; with Mr. Moia responding existing signs only. Commissioner Scarborough stated sometimes things become prospective, then the whole ordinance is gutted through waivers; so he wants it made clear so that nobody can read it as being prospective.

Chairman Carlson inquired if the hardship to be define is financial hardship; with Mr. Moia responding it would be the five criteria established in the ordinance. Chairman Carlson stated it says, "particular physical conditions, shape or topography of the property involved causes an undue hardship to the applicant if the strict letter of the Code is carried out"; and inquired if physical condition includes what is too close to the road; with Mr. Moia responding the site may be laid out so they cannot move the sign or there is a hill or wall. Commissioner Scarborough stated there is a difference between cannot and hardship. Commissioner Higgs inquired if a date should be included for existing signs as of the adoption of the ordinance so that they cannot be prospective; with Commissioner Scarborough responding it should include "any sign existing prior to the adoption of this ordinance. Chairman Carlson inquired if from that day on there will be no more waivers. Commissioner O'Brien inquired what would happen if three commercial parcels are on a four-lane road and the parcel in the middle wants to put up a new sign but the building is only 25 feet from the curb and he has to put the sign in the center of his parking lot which may kill people trying to get into the parking lot; with Commissioner Scarborough responding there will be allowances for divided highways. Commissioner O'Brien inquired what if it is not a divided highway; with Commissioner Scarborough responding the problem is everything becoming a hardship and getting waivers, which has wasted the Board's time in adopting a sign ordinance. Commissioner O'Brien stated those people cannot comply; with Commissioner Scarborough responding cannot and hardship are two different things. Chairman Carlson stated they can redesign the property and other things that could reduce the hardship. Commissioner O'Brien stated they would have to tear down the building because some of those properties cannot be redesigned; they cannot put a sign in the middle of the parking lot without endangering lives; so staff has to be given some flexibility. Mr. Moia stated that would be up to the Board of Adjustment to determine if they have a hardship or not. He stated if the Board of Adjustment determines there is a hardship, it can grant a variance; but he does not know if its criteria include financial hardship. Chairman Carlson stated they should know all the details in advance before they design a sign. Commissioner Scarborough stated the Board needs to be careful how it defines hardship. Mr. Jenkins asked Ms. Busacca to define hardship as it relates to zoning variances; with Ms. Busacca responding there are eight criteria, and she does not remember all of them, but staff can bring back language similar to that for the Board to consider. She stated it talks about the size of the property, natural features, and other things. Mr. Moia stated five of the eight are in the ordinance, but he does not know what the other three are. Chairman Carlson instructed staff to bring it back with the criteria for hardship.

Roadside Stands

Mr. Moia advised the Code has no language for roadside stands; when they had language in the previous Code and brought it before the Board, the standards were in excess of a lot of other uses that were permanent, so staff is proposing to bring it down with what a roadside stand would be, which is not to exceed 16 square feet and 8 feet in height. Chairman Carlson inquired if the roadside stand has to be permitted; with Mr. Moia responding yes.

Motion by Commissioner Scarborough, seconded by Commissioner Higgs, to approve staff's language for roadside stands. Motion carried and ordered unanimously.

Outparcels

Mr. Moia advised the current Code has no language for outparcels; previous discussion included the shopping centers with multiple outparcels which front on the same roadway and create clutter, and parcels that have two frontages with the corner lots having too much signage. He stated staff proposes if the parcel has more than one street frontage, the secondary frontage sign can only be 50% of the amount of the primary frontage sign size; and there is criteria for outparcels establishing area, height and setback.

Chairman Carlson stated Post Commons is a good example; they have two huge signs on the frontage road and one on Post Road; that is too many signs; and on top of that they have outparcels that have big signs. She stated they should be able to put it on one sign or reduce the amount of the shopping center sign. Mr. Moia advised the Code says each of those parcels can have the same amount of signs as the big shopping center, so the proposed language would give them different criteria. He stated they would have the shopping center sign and smaller signs on the outparcels. Chairman Carlson inquired if the proposed ordinance meets what she is talking about; with Mr. Moia responding yes.

Motion by Commissioner Scarborough, seconded by Commissioner Higgs, to approve staff's language for outparcels. Motion carried and ordered unanimously. Commissioner Colon advised staff mentioned that businesses were notified through the Chambers, but not every business belongs to the Chambers; and inquired what other mechanisms are available to contact people. Mr. Moia advised they did two radio shows, held several meetings with the Chambers, have the Code in the libraries for about three years; so everybody who stayed on top of it is well aware of where staff is with the ordinance. Commissioner Colon inquired if mailings are not done because they are too expensive; with Mr. Moia responding they have not mailed it to every business owner. Commissioner Scarborough recommended the proposed ordinance be sent back out to the Chambers; with Mr. Moia responding staff will take the language and recommendations, put them in the ordinance, post it on the internet and at all the libraries and anywhere else the Board wants them to post it, and provide copies to the Chambers.

Public Comments

A representative of Brasher Realty advised they attended the previous workshops and a lot of effort has been put into the new sign ordinance, but there is one part that has not been addressed, and that is enforcement. He stated it was said 80% of the 10,000 businesses are out of compliance with the Ordinance passed in 1991; Mr. Moia has put out numerous photos to show noncompliance; but no one is enforcing the Ordinance yet and now the Board is considering adopting a new ordinance that no one is going to comply with and no enforcement is foreseen. He inquired how is the Board addressing today's enforcement, and does the County really need a new ordinance when it has done a lousy job enforcing the previous one.

Mr. Moia advised there is no mechanism in the Code to bring nonconforming signs into conformance; but the Board has now directed staff to do amortization to bring those signs into conformance. He stated Code Enforcement officers are actively out in the community giving citations for illegal signs erected without permits; but if they are nonconforming signs, there is nothing in the Code that authorizes staff to make them conform.

Commissioner Scarborough stated the point is well taken; the Board should not create an ordinance unless it plans to make it work; so he hopes they do a better job.

Upon motion and vote, the meeting adjourned at 2:15 p.m.

ATTEST: _________________________________
SUSAN CARLSON, CHAIRMAN
BOARD OF COUNTY COMMISSIONERS
BREVARD COUNTY, FLORIDA
___________________
SCOTT ELLIS, CLERK

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