Minutes - 10.27.2020 - Community Redevelopment AgencyCity of Clermont
MINUTES
COMMUNITY REDEVELOPMENT AGENCY (CRA)
OCTOBER 27, 2020
The Community Redevelopment Board met in a regular meeting on Tuesday, October 27, 2020 in the
Clermont City Center. Community Redevelopment Agency Vice -Chair Travis called the meeting to order
at 6:00 pm with the following Members present: Board Members Diane Travis, Tim Bates, Jim Purvis,
Roman Brana, and Kimberly Grogan. Other City officials present were City Manager Gray, City Attorney
Mantzaris, and City Clerk Howe.
CONSENT AGENDA
Board Member Jim Purvis moved to gpprove the consent agenda which included the
September 22, 2020 Community Redevelopment Agency meeting minutes, seconded by
Board Member Tim Bates. The motion passed with all member present voting aye.
NEW BUSINESS
Resolution No. 20
City Clerk Howe read Resolution 20 aloud by title only.
A Resolution of the Community Redevelopment Agency of the City of Clermont, Lake County, Florida,
adopting the budget for the 2020-2021 Fiscal Year.
Business Liaison Barbara Hollerand presented to the board the request for allocation of $25,625 to the
Clermont Downtown Partnership for the development of a Downtown Clermont website and
maintenance. The CDP has contracted Prismatic, a rebranding company that specializes in destination
marketing. Ms. Hollerand stated that the request is one third of Prismatic's scope of services which would
include the research, sponsorship sales package, interactive website map, integrated marketing and
advertisement strategy, events concepts development, advertisement, and an email marketing template.
Ms. Hollerand stated the measure of success for the Prismatic service would be an increase in thriving
business, sales and customers, event attendance after COVID, and enhancement in visitor experience.
Staff approves this request of $25,625 to the Clermont Downtown Partnership.
Darren Johnson, Vice -President of the Clermont Downtown Partnership, stated that he and Kimberly
Grogan, President of CDP, has spearheaded the rebranding downtown project for about 9 months. The
CDP wanted to be in continuity with the City as being the "Choice of Champions" and has been
interviewing marketing companies. With the traffic generators leaving Downtown over the years, the
Downtown has found success in recent years with the culmination of the Master Plan and hospitality
projects coming back into Downtown. Mr. Johnson stated the CDP wanted to rebrand the identity of
Downtown Clermont and no longer has the brand of being "historical". Mr. Johnson said that Prismatic
was the most innovative company to create a destination for the City of Clermont with experience of
branding for Orlando to San Juan, Puerto Rico. He stated the CDP is requesting the City to contribute one
third of the payment and the CDP will raise the rest of the funds.
Vice Chair Travis opened the public hearing. no public chose to comment.
Vice Chair Travis brought it back to the Board and entertained a motion.
Vice Chair Travis asked if the website was for the CDP and if businesses that are not a part of the CDP
but in downtown will not be in it. Mr. Johnson stated that the website is a portion of the project and is
hoping to get every business in downtown to be under the CDP as well as an interactive app that does
not require membership.
City of Clermont
MINUTES
COMMUNITY REDEVELOPMENT AGENCY (CRA)
OCTOBER 27, 2020
Board Member Purvis asked if the funds are generated from the partnership or from the City funds.
Mr. Gray clarified that the funds being allocated are from the CRA funds that are based on increment
taxes from the base line of when the agency was established. The funds are tax dollars but can only be
spent within the Community Redevelopment Area. Mr. Purvis asked how much the City spent with
their rebranding. Mr. Gray stated that it was a different branding with the City and was estimated a
few hundred thousand. Mr. Purvis asked if the City has any control of the rebranding of downtown.
Mr. Gray stated that the CDP would be in control of the branding but City staff is also involved with
the Clermont Downtown Partnership.
Board Member Bates asked if there was a conflict with Kimberly Grogan being on the board and her
being president of the CDP. Mr. Mantzaris asked Board Member Grogan if she is a paid employee of
the CDP, Board Member Grogan answered no, therefore there isn't a conflict.
Mr. Gray stated that the funds are already included in the budget and would just need to be allocated
through a resolution. Mr. Gray also asked if the board would want the CDP to come back to give
updates on the Prismatic/rebranding process. Mr. Purvis stated that he would like an update when they
are further in the process.
Board Member Brana stated his concern in the proposal of only listing 5 businesses per category and
wanted to know how flexible they are to that number because it may exclude businesses within the
same category. Board Member Grogan doesn't believe that they would be limited to 5 businesses per
category but would bring that up to Prismatic.
Board Member Tim Bates moved to approve Resolution 20, seconded by Board Member
Jim Purvis. The motion passed with all member present voting, We.
2
City of Clermont
MINUTES
COMMUNITY REDEVELOPMENT AGENCY (CRA)
OCTOBER 27, 2020
ADJOURN: With no further comments, this meeting adjourned at 6:20 pm.
ATTEST:
we, City Clerk
APPROVED:
�l
Tim Murry, C Board 1kair