HomeMy WebLinkAbout12.9.2025 - City Council Meeting City of Clermont
MINUTES
REGULAR COUNCIL MEETING
December 9,2025
CALL TO ORDER
The City Council met in a regular meeting on Tuesday,December 9,2025,at 3:00 pm in the Clermont City
Council Chambers. Mayor Murry called the meeting to order at 3:00 pm with the following Council
Members present: Council Members Strange,Bain, Myers and Petersen.
Other City officials present were City Manager Van Wagner,City Attorney Waugh,Deputy City Manager
Matthys and City Clerk Howe.
INVOCATION AND PLEDGE OF ALLEGIANCE
Father Mark Wajada of Blessed Sacrament Catholic Church gave the invocation, followed by the Pledge
of Allegiance.
PUBLIC COMMENT
Sean Brunick, 837 Summit Greens Boulevard— spoke about the citizen request item from the November
18 meeting and stated that cyclists in a crosswalk are considered pedestrians rather than vehicles;therefore,
vehicular laws do not apply to them.
Anna Sinclair,575 W.Minneola Avenue—attended the Florida Bicycle Summit and expressed the need for
bike safety classes in schools.
Banks Helfrich,Clay Road district—spoke about compassion as a society.
Charlene Forth, 939 W. Desoto Street — spoke about the no parking signs on 101 Street for the Light Up
event in downtown.
Paula Hoisington, 564 E. Desoto Street—requested to resume the conversation on creating a Community
Center in Clermont.
AGENDA CHANGES
City Manager Van Wagner informed the Council of the following agenda changes:
Item No.20—Board Appointments
City Manager Van Wagner stated that Kelly Cartier has withdrawn her application for the Police Pension
Board of Trustees.
Item No.25—Variance Request,NE of Ryan and Chestnut Street
City Manager Van Wagner requested this item be tabled to January 13,2026.
Council Member Bain motioned to table item 25 to the January 13 2026 meeting:
Seconded by Council Member Petersen. The motion passed 5-0 with all members present
voicing aye.
Mayor Murry asked Police Chief Graczyk to present a report on residents lighting fireworks in the city.
Rob Corbett, General Counsel for the Clermont Police Department, explained that Florida law generally
prohibits the sale, possession, and use of fireworks, with limited exceptions. Fireworks may only be used
on three designated holidays,which are December 31,January 1,and July 4.
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Sales are largely prohibited except for agricultural purposes,which require a signed affidavit.He also stated
that Clermont's city ordinance bans fireworks in all city parks at all times,including on designated holidays,
unless the city issues a permit for a specific event.
Discussion ensued regarding the agricultural use affidavit requirement and the need to monitor fireworks
stands to ensure compliance with applicable laws and regulations.
CONSENT AGENDA
Mayor Murry advised the next item on the agenda for consideration was the Consent Agenda and requested
anyone wishing to have any item pulled for discussion to please come forward at this time.
Item No. 1 -Meeting Minutes Approval Consider minutes approval of the October 21,
2025, CRA/Council Joint Workshop and the
October 28,2025,Council Meeting.
Item No. 2 -Council Meeting Calendar Approval Consider the 2026 meeting calendar.
Item No.3-Surplus Request Consider declaring end-of-life inventory as
surplus from Public Services, Parks and
Recreation, Finance, and Information
Technology and provide disposal per the
Procurement Policy.
Item No. 4-Surplus Cite Property Consider declaring surplus property (5,222 sq.
ft.) along Carroll Street as part of the Pendler
Agreement.
Item No.5-Lake County Water Authority Consider approval of the Lake County Water
Agreement Authority Agreement from October 1, 2025, to
September 30,2026.
Item No.6-Change Order Approval Consider approval of Change Order 1 to the
Vision and Activation Plan contract with ABA Ethos, LLC., for additional
services in the budgeted amount of$49,500.
Item No. 7-Grant Application & Budget Consider approval to apply for the Florida Forest
Amendment Services Tree Planting Grant Program and budget
FL Urban and Community Forestry amendment.
Item No.8-Grant Application& Budget Consider approval to apply for a Grant through
Amendment the Florida Department of Environmental
FDEP Garbage Truck Project Protection and Budget Amendment.
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Item No.9—Interlocal Agreement Amendment Consider approval of the third amendment to
Wellness Way Consulting Services extend an additional 5 years to September 30,
2030, with the County providing funding not to
exceed an additional $35,000 per year and
retroactive application to October 1,2025.
Item No. 10—Sole Source Agreement Consider sole-source term agreement approval
Public Services with Xylem Water Solutions USA, Inc. for the
acquisition of Flygt pumps,parts,and repairs.
Item No. 11—Request for Proposal Award Consider award approval of the RFP and execute
Real Estate Broker and Appraisal a Term Contract with The Urban Group,
Cushman&Wakefield,and Saunders Real Estate
to acquire brokerage and appraisal services.
Item No. 12—Bid Award and Budget Amendment Consider approval to award the bid to Flo
Pier Removal Construction Company for the demolition and
removal of two hurricane-damaged piers in the
total budget amendment amount of$135,000.
Item No. 13—Bid Award Consider awarding a bid to RCM Utilities, LLC
Electrical Rehabilitation to Lift Stations to provide electrical rehabilitation to lift stations
15, E2, and E21 in the budget amount of
$224,760.
Item No. 14—Bid Award Consider approval to award a Tenn Contract to
Grounds Maintenance Services for ARC facility Quality By Design, Inc. to provide landscaping
services for the Arts and Recreation Center.
Item No. 15—Piggyback Term Agreement Consider piggyback approval of Seminole
Public Services County Term Contract No. IFB-605032-25 with
Ferguson Enterprises, LLC DBA Ferguson
Waterworks for inventory parts for utilities
operations.
Item No. 16—Piggyback Purchase Approval and Consider approval to purchase under OMNIA
Budget Amendment Partners Contract Nos.NCPA 01-170 and 01-125
IT Equipment with Verteks Consulting, Inc. and RingCentral,
Inc. for updated telecommunication system and
conferencing room equipment and budget
amendment of$185,000.
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Item No. 17—Piggyback Purchase Approval Consider purchase approval under Florida
Brush Truck for Fire Station No. 5 Sheriffs Association Cooperative Purchasing
Program Contract No. FSA25-VEF19.0 with
Ten-8 Fire& Safety, LLC to purchase a Type-6
wildland firefighting brush truck in the budgeted
amount of$570,000.
Item No. 18—Piggyback Purchase Approval Consider purchase approval under Sourcewell
FS No. 5 Temporary Site Contract No. 120822-BXX with BOXX Modular,
Inc., for Fire Station 5 temporary bunk house in
the amount of$240,470.
Item No. 19—Emergency Purchase Approval and Consider approval to execute an emergency
Budget Reallocation purchase with GP Construction for the design and
FS No. 5 Temporary Site construction of an apparatus bay, equipment
storage structure and install living facility for the
interim Fire Station 5 and a budget reallocation in
the amount of$621,184.
Item No. 20— Board Appointments Consider appointing Vincent Niemiec, David
Colby and Ebo Entsuah to the Planning and
Zoning Commission; Kelly Cartier to the Police
Officers Pension Board of Trustees; and Debra
Vallier to the Code Enforcement Board.
Council Member Bain pulled consent item 2; Joe Fumasi pulled consent item 9; Council Member Strange
pulled consent items 11 and 16; and Mayor Murry pulled consent items 17, 18 and 19.
Mayor Murry asked for a motion to approve consent items 1,3,4-8, 10, 12-15,and item 20
except for Kelly Cartier's application.
Council Member Bain so moved the above statement: Seconded by Council Member
Myers.The motion passed 5-0 with all members present voicing aye
Item No.2—Council Meeting Calendar Approval
Council Member Bain proposed revising the council's meeting and workshop calendar to proactively
schedule workshops rather than reacting to issues as they arise. Specifically, the proposal adds a standing
monthly workshop, targeted for the third Tuesday of the month. The workshops would be scheduled in
advance but could be canceled if not needed.The revised calendar also accounts for known conflicts, such
as the Code Enforcement Board occupying the third Tuesday in January and adding potential fifth Tuesday
workshop dates. Additionally, the fourth Tuesday council meetings were included for November and
December despite the holidays to prevent oversized agenda packets and reduce the burden on council,staff,
and the public caused by consolidating too much business into a single meeting.
Mayor Murry stated that previous practice was to keep the third Tuesday of each month open for workshops,
which is fine to continue. January's meeting on the 27th is canceled due to legislative days in Tallahassee.
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For November and December, it is preferable to hold only one council meeting because the holidays make
scheduling the second meeting difficult and attendance lower. Scaling back agendas during these months
helps avoid large,cumbersome packets,and items can be reasonably carried over to January.
Council Member Myers noted that the third Tuesday is already set aside for workshops and supported
keeping just one council meeting in November and December. She emphasized the need for work life
balance,especially since staff already work extremely hard throughout the year and July and September are
especially demanding. While the city cannot offer bonuses, she believes giving staff time to slow down is
an important way to support them.Having fewer meetings during the holidays allows everyone time to rest,
recharge,and spend time with family.
Council Member Petersen said he supported workshops but did not think they should be permanently
scheduled, since that would require public notice and frequent cancellations, which could look bad to the
public. Instead, he preferred keeping workshops tentative and only scheduling them when needed. That
way, if something comes up, the council can decide a month ahead to hold a workshop without
overcommitting.
Council Member Strange suggested holding budget workshops in May for staff to understand the council's
priorities, policies, and overall direction. She proposed making May a budget workshop and possibly
following up in June to answer questions. She felt that this approach would help guide staff early and avoid
major changes later after significant work has already been done.
Mayor Murry opened public comments.
Meredith Nagel, 1201 W. Highway 50—scheduling workshops in advance improves transparency,public
involvement, and makes them more likely to happen. She also supported starting meetings at 6:30pm to
increase public participation.
Valerie Schuett,931 W.Montrose—supports having a monthly placeholder for workshops to prevent delays
and bottlenecks and ensure the schedule fits the city's current workload.
Paula Hoisington, 564 E. Desoto Street — supported moving forward with a proactive, clearly scheduled
calendar that makes workshops easier to plan,and improves transparency.
Anna Sinclair, 575 W. Minneola Avenue— supports pre-scheduling workshops but questions if skipping
November and December meetings creates January bottlenecks.
Mayor Murry asked for virtual comments.
Jenny May,4062 Greystone Drive—supports the proposed workshop schedule for planning but suggested
adjusting times to accommodate work schedules.
Mayor Murry closed public comment.
Council Member Bain moved to approve his revised calendar with the following
corrections,to cancel January 27,to make Tuesday,May 19 a budget workshop as opposed
to regular council workshop to make Tuesday,November 17,a regular council meeting as
opposed to a regular council workshop and then cancel Tuesday, November 24. and to
make Tuesday,December 15,a regular council meeting and cancel Tuesday,December 22
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Council Member Bain explained that the proposed calendar would have two council meetings in November
and December by making the workshops actual meetings and stressed the need to time a November meeting
to swear in the new council,noting the delay in official status and city resources until certification.
Seconded by Council Member Strange for discussion.
Discussion ensued on balancing meeting schedules, staff workload, and public access. They discussed
making sure agendas could be ready in advance for back-to-back meetings,whether it is easier for staff to
handle one large agenda or two smaller ones, keeping the usual one November and December meeting
while allowing special meetings if needed, continuing workshops on the third Tuesday with options for
Zoom, listening to the public's preference for evening meetings, and setting a consistent start time while
keeping agenda size and conflicts such as January legislative days in mind.
The motion failed 2-3 with Council Members Myers,Council Member Petersen and Mayor
Murry opposed.
Council Member Strange motioned to approve the calendar as presented in the packet with
a budget workshop added May 19; Seconded by Council Member Myers.
Council discussed scheduling workshops on the third Tuesday of each month for consistency, with the
option to cancel if not needed,while keeping November and December free except for special meetings.
Council Member Strange amended her motion to approve the calendar as presented in the
packet with the addition of a third Tuesday workshop January through October with the
May workshop being a budget workshop: Seconded by Council Member Myers The
motion passed 5-0 with all members present voicing aye
Council Member Bain informed Council that he will be requesting a discussion regarding meeting
start times at the January 13,2026, council meeting.
Item No.9—Interlocal Agreement Amendment, Wellness Way Consulting Services
Joe Fumasi, 2693 Jumping Jack Way—he criticized the contract, saying it relies too much on Community
Development District and Municipal Service Taxing Unit taxes, which hurt residents and could lower the
city's tax base. Builder fees were supposed to be paid upfront, but shifting to Community Development
Districts made homes more expensive without bringing the promised high paying jobs. He expressed that
the consultant focuses too much on raising taxes instead of effective development and suggested a
compromise: share the funds among all contractors,not just one.
Mayor Murry opened public comments.
Anna Sinclair, 575 W. Minneola Avenue—the current agreement is not working and has not delivered the
promised live-work-play development in Wellness Way. She suggested using the city's own staff and
consultants to make progress instead.
Mayor Murry asked for virtual comments.
Jenny May, 4062 Greystone Drive—opposed extending the consultant's contract, saying the city already
has staff and has not seen any results.
Mayor Murry closed public comment.
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Council Member Strange reminded council and the public that this agreement is not with Mr. Levey
directly; it is with Lake County,which reimburses us for any consultant costs related to the Wellness Way
area plan.
Richard Levey addressed concerns about his consulting services in Wellness Way, clarifying that he
provides monthly updates to the City Manager,work under the city county interlocal agreement,and is not
involved with Community Development Districts and Municipal Service Taxing Units. He explained that
early city efforts focused on internal planning while much action now occurs in unincorporated areas, and
that high wage job creation depends on infrastructure like roads and utilities, not rooftops. He highlighted
the unique city county cooperation in adopting nearly identical land use and development codes,noted his
private sector experience has influenced local policy positively,and emphasized ongoing projects like park
standards and a wildlife corridor,while offering to provide updates directly to the council.
Discussion ensued regarding the city county contract,noting that the county's recently reinstated monthly
stakeholder meetings have helped coordinate Wellness Way's development and economic strategies.
Council Member Stranee motioned to approve item 9: Seconded by Council Member
Petersen.The motion passed 5-0 with all members present voicing aye
Item No. 11—Request for Proposal Award Real Estate Broker and Appraisal
Council Member Strange stated that she would like to see staff do more outreach to local businesses and
suggested rebidding the commercial real estate brokerage contract to ensure the community is aware and
can compete,rather than relying solely on email notifications.
Mayor Murry opened public comment.
Meridith Nagel, 1201 W. Highway 50—questioned how the list was created, noting many were unaware
despite the high value of the city property being sold.
Mayor Murry closed public comments.
Procurement Director Suarez explained that last month,the city held an online webinar for local businesses
on how to do business with Clermont, reaching out through local chambers and providing step-by-step
guidance to encourage local vendor participation in bids and proposals
Mayor Murry questioned why multiple companies are hired from a Request for Proposal instead of selecting
just one. Procurement Director Suarez explained that having multiple vendors provides flexibility,ensures
availability,and allows the city to access different areas of expertise, like water utilities or landscaping.
Council Member Strange questioned why the commercial brokerage Request for Proposal did not prioritize
local firms, noting that brokers familiar with Clermont could better represent the city and asked Council
Member Bain for his perspective as a real estate professional.
Council Member Bain explained that brokerages have different specialties and workloads, and noted that
local firms are aware of this Request for Proposal, which the city issues every two years; he added that
having multiple firms helps tap into specific expertise for unique properties, and suggested approving the
current award while having a workshop in January to set clear guidelines for local vendor participation.
Council Member Bain motioned to approve item 11• Seconded by Council Member Myers
The motion passed 5-0 with all members present voicing aye
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Item No. 16—Piggyback Purchase Approval and Budget Amendment,IT Equipment
Council Member Strange was concerned that the $185,000 contract is going to a California company
without a proper local bid and suggested it should be put out for bid.
Mayor Murry opened public comment. There were no comments.Mayor Murry closed public comment.
Council Member Bain asked staff if there are any local companies that could meet the qualifications.
IT Director Fountain clarified that the city's phone system,which has been used since 2009, was outdated
and could not handle new users or features. The current vendor suggested upgrading to a VOIP system.
RingCentral, a national provider, was chosen because it is one of the few companies that can handle our
needs. The funds were set aside last year,and the goal was to replace the old system efficiently.
Mayor Murry asked if we could put it out to bid.
Discussion ensued on the current vendor who knows the system versus switching to a new vendor which
would require time consuming discovery and create temporary gaps. Staff explained that going out for a
new bid would take 30 to 45 days and add logistical challenges, while using the current vendor via a
piggyback contract leverages existing pricing and avoids service disruptions.
Council consensus was that using the current vendor was practical and already accounted for in the budget.
Council Member Bain motioned to approve item 16: Seconded by Council Member
Petersen. The motion passed 4-1 with Council Member Strange opposed
Item No. 17—Piggyback Purchase Approval,Brush Truck for Fire Station No. 5
Mayor Murry pulled the item, noting that the$570,000 brush truck may be unnecessary since most of the
brush and wild areas are in Lake County,not within Clermont.
Council discussed the need for a brush truck in the Wellness Way area, noting past incidents where fires
threatened homes and highlighting the truck's importance for protecting neighborhoods.
Fire Chief Ezell stated that the Wellness Way area faces wildfire risks due to its proximity to the 5,000-
acre conserve,and past fires nearly threatened homes. The current brush truck's 200-gallon capacity limits
firefighting efforts,while the new 1,000-gallon truck would allow better access,more water,and improved
control of large fires.
Council Member Strange supported funding the brush truck due to wildfire risks in Wellness Way but
believes Lake County should also contribute, given the shared responsibility and impact on county land,
and suggested sending a letter requesting their assistance.
Mayor Murry questioned whether it is worth spending so much money on a new truck when we are barely
reimbursed for responding to county fires, even though we often arrive first.
Mayor Murry opened public comment.
Joe Fumasi, 2693 Jumping Jack Way — stated that the Wellness Way area lacks adequate fire protection
and expressed support for the item.
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Vincent Niemiec, Regency Hills — spoke in support of the item pointing to Clermont's growing wildfire
risk,past fires,and the need to protect the city's expanding edges.
Anna Sinclair, 575 W. Minneola Avenue—supported purchasing the brush truck because county response
times and wildfire risks make it necessary for the city to provide fire and EMT services.
Mayor Murry asked for virtual comments.
Coleman Callaway,Wellness Way—stated that rapid development at Wellness Way significantly increases
fire risk and requires expanded support for fire services.
Bob Mazzotti, 7779 Trapani Loop — requested council approve a brush truck so there is enough fire
coverage and backup as the area keeps growing.
Mayor Murry closed public comment.
Council Member Strange motioned to approve item 17,brush truck for fire station number
five: Seconded by Council Member Myers.
Mayor Murry said he felt the city did need a brush truck but was concerned about the cost since most fires
fall under county responsibility, suggesting coordination with the county and questioning potential
reimbursements.
Council Member Strange proposed sending a letter to the county requesting a 50 percent cost match for the
brush truck,and the council agreed to move forward with the request to Lake County.
Fire Chief Ezell requested that Clermont retain ownership and control of that resource.
The motion passed 5-0 with all members present voicing aye.
Item No. 18—Piggyback Purchase Approval,FS No. 5 Temporary Site
Item No. 19—Emergency Purchase Approval and Budget Reallocation,FS No. 5 Temporary Site
Mayor Murry addressed both items together, noting his understanding that the funds for item 18 were
included in item 19,and questioned having both on the agenda.
Fire Chief Ezell explained that the purchasing process requires splitting the items, one as an emergency
purchase and the other as a piggyback purchase. All funds were included in item 19 as the total project
amount.
Council Member Bain asked for the timeline on when the project would be operational if approved tonight.
Fire Chief Ezell stated that the site was not ready yet,but talks with Olympus are aiming for it to be ready
by March,with road improvements and cost sharing being worked out,and a temporary agreement for using
the site through 2027 should be ready by December for Council to review in January.
Mayor Murry opened public comment.
Joe Fumasi,2693 Jumping Jack Way—supported the request as it would cut emergency response times in
half and improve safety for the community.
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Vincent Niemiec,Regency Hills—stated that the cost of a temporary firehouse is minimal compared to past
savings and should be an easy vote.
Mike Cramer, 208 Nautica Mile Drive—thanked the chief for presenting responsible requests and urged
support for the fire and police departments.
Anna Sinclair,575 W.Minneola Avenue—spoke in support of the temporary fire station as a cost-effective
way to provide faster fire and EMT services.
Mayor Murry asked for virtual comments.
Luan Rodovalho, 2659 Runners Circle — spoke in support of having a fire station and EMT services in
Wellness Way
Felix Mateo, 6086 Peaceful Park Way — supported the request due to anticipated growth and need for
expanded emergency services
Bob Mazzotti,7779 Trapani Loop-supported the request to reduce emergency response times amid growth.
Mary Cisco, 2946 Armstrong Avenue — supported the item due to her experience with slow emergency
response and the need for quicker care in Wellness Way.
Mayor Murry closed public comment.
Mayor Murry reiterated that his intentions in pulling the items was to clarify the costs.
Council Member Petersen motioned to approve item 18• Seconded by Council Member
Myers. The motion passed 5-0 with all members present voicing aye
Council Member Petersen motioned to approve item 19 less the $240 470 from item 18•
Seconded by Council Member Bain. The motion passed 5-0 with all members present
voicing aye.
Mayor Murry recessed the meeting at 5:23pm. Mayor Murry reconvened the meeting at 5:34pm.
UNFINISHED BUSINESS
Item No.21 —Amendment to Resolution No.2023-023R
City Attorney Waugh explained that guidance is needed from the council on how a dedicated property from
the developer should be deeded,whether with restrictions for public,park,or specific recreational use,since
the Conditional Use Permit approved in 2023 does not specify terms.
Meredith Nagel spoke on behalf of Gunther Motors, noting that the business is generating high wage jobs
and currently operating under a temporary certificate of occupancy. The final step before obtaining the
permanent certificate is finalizing the deed for the dedicated property,with a proposed restriction for parks
and recreation use. The property dedication, required by the 2023 council, has always been intended for
public use rather than income generating purposes,and her client supports a flexible deed restriction rather
than specifying a particular use like pickleball courts,while opposing a skate park due to safety and logistics
concerns. She also highlighted the dealership's ongoing success and positive impact on the community.
Mayor Murry opened the public hearing.There were no comments.Mayor Murry closed the public hearing.
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Mayor Murry said the new facility is a positive addition to the community and asked whether installing
fencing on the dedicated property would be acceptable to address safety concerns related to recreation use.
Ms.Nagel said they generally support recreational use of the property but oppose a skate park due to safety
concerns near the vehicles,expressing a preference for flexible public uses like a city center as long as the
land is dedicated for public use and not resold.
Council discussed potential uses of the dedicated property, safety and buffering concerns, and community
recreation needs, ultimately agreeing that the focus should be a flexible deed restriction ensuring the land
is preserved for public use rather than deciding a specific use now.
City Attorney Waugh advised Council against amending the resolution and recommended using a flexible
deed restriction to dedicate the property to general public parks, recreation, and arts use, potentially
including a reverted clause if the city ever sells the land.
Council Member Bain motioned to add language to the deed that indicates that this 1.963
acres is dedicated for public arts,parks, and recreation use and shall the city sell, it reverts
back to VW for right of first refusal.
Ms.Nagel advocated a standard reverter provision: if the property is no longer used for the intended public
purposes, it should be reverted to her client, as it is being conveyed with the condition that it is used for
those purposes.
Discussion ensued on how a reverter clause would work overtime, balancing the developer's goal of
keeping the land for public use with the city's need for flexibility in the future.
Council Member Bain amended his to instead of amending the resolution to put lan uguag_e
in the deed that indicates that this 1.963 acres is for public arts, parks, and recreation use
only and we would have the reverter language that if the city opted to want to pursue
selling, we would offer it to VW free back to them and if the�say yes, it's theirs. If they
say no, then we can proceed forward with our options to surplus. Seconded by Council
Member Strange.
Council requested that City Attorney Waugh provide the draft deed language once it is prepared.
The motion passed 5-0 with all members present voicing aye.
Item No.22—Ordinance No.2025-039,Ivey Ridge LSCPA Transmittal/Intro
AN ORDINANCE OF THE CITY COUNCIL OF THE CITY OF CLERMONT, LAKE
COUNTY, FLORIDA, ADOPTING THE LARGE-SCALE COMPREHENSIVE PLAN
AMENDMENT FOR THE CITY OF CLERMONT, FLORIDA, PURSUANT TO THE
LOCAL GOVERNMENT COMPREHENSIVE PLANNING ACT, CHAPTER 163,
PART II, FLORIDA STATUTES; SETTING FORTH THE AUTHORITY FOR
ADOPTION OF THE LARGE-SCALE COMPREHENSIVE PLAN AMENDMENT;
SETTING FORTH THE PURPOSE AND INTENT OF THE LARGE-SCALE
COMPREHENSIVE PLAN AMENDMENT; ESTABLISHING THE LEGAL STATUS
OF THE COMPREHENSIVE PLAN AMENDMENT; PROVIDING FOR CONFLICT,
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SEVERABILITY, THE ADMINISTRATIVE CORRECTION OF SCRIVENERS
ERROR,PUBLICATION AND AN EFFECTIVE DATE.
City Clerk Howe read the ordinance title aloud.
Development Services Planner Kruse presented the item. This item was tabled at the November 18 City
Council meeting to allow discussion with the applicant regarding possible improvements to the plan. The
City,as the applicant,is requesting a Large-Scale Comprehensive Plan Amendment of the subject property
as a follow-up to the staff-initiated annexation request. The property is located southeast of Lake Louisa
Road and Hammock Ridge Road intersection and is approximately 57 acres. The property was approved
under Planned Unit Development Ordinance No. 2020-03 in Lake County for up to 155 single-family
dwelling units.The property is currently moving forward,and construction activity has begun.The property
was annexed prior to building permit issuance to capture $1.8 million in impact fees for the City of
Clermont.
The current future land use within Lake County is Urban Low Density. The compatible future land use
designation within the city would be Low-Density Residential. The abutting future land use to the east
within the city is Low-Density Residential,which is the established Foxchase Subdivision.
The change in future land use to the City's Low-Density Residential designation does not conflict with
existing uses and land uses within the area. The proposed future land use is consistent with the City's
Comprehensive Plan because it aligns with the remainder of the plan and its goals,objectives,and policies.
The Planning and Zoning Commission recommended approval, 5-0. Staff recommended transmittal of the
Large-Scale Comprehensive Plan Amendment, Ordinance 2025-039.
Mayor Murry opened the public hearing.There were no comments.Mayor Murry closed the public hearing.
Council Member Bain motioned to Introduce/Transmit Ordinance No 2025-039•
Seconded by Council Member Myers.
Council discussed approving the city's future land use and zoning for the annexed property to capture
impact fees, reduce density from four to three units per acre, and ease stress on city infrastructure, while
clarifying that without approval,the project would still proceed under county rules and could cause future
complications.
The motion passed 4-1 with Council Member Strange opposed
Item No.23—Ordinance No.2025-040,Ivey Ridge Rezoning Intro
AN ORDINANCE UNDER THE CODE OF ORDINANCES OF THE CITY OF
CLERMONT, LAKE COUNTY, FLORIDA, AMENDING THE OFFICIAL ZONING
MAP OF THE CITY OF CLERMONT REFERRED TO IN CHAPTER 122 OF
ORDINANCE NO. 289-C, CODE OF ORDINANCES; REZONING THE REAL
PROPERTIES DESCRIBED HEREIN AS SHOWN BELOW; PROVIDING FOR
CONFLICT,SEVERABILITY,ADMINISTRATIVE CORRECTION OF SCRIVENERS
ERROR, RECORDING, PUBLICATION AND AN EFFECTIVE DATE.
City Clerk Howe read the ordinance title aloud.
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Development Services Planner Kruse presented the item. This item was tabled at the November 18 City
Council meeting to discuss possible improvements to the plan with the applicant.The City,as the applicant,
is requesting a rezoning of the subject property. This is a transfer of Lake County's Planned Unit
Development into the city's Planned Unit Development Ordinance.
The Planning and Zoning Commission recommended approval, 5-0, with an additional condition that the
development complies with the City's landscaping code. Staff notes that this requirement is already
addressed in the Ordinance under Section 6, entitled Landscaping Requirements. Staff recommended
introduction of Rezoning Ordinance 2025-040.
Mayor Murry opened the public hearing.There were no comments.Mayor Murry closed the public hearing.
Council Member Bain motioned to introduce Ordinance No. 2025-040• Seconded by
Council Member Petersen.The motion passed 4-1 with Council Member Strange opposed
NEW BUSINESS
Item No.24—Variance Request,462 W. Osceola Street
Development Services Director Henschel introduced Justine Day, a new Planner with the Development
Services Department.
Development Services Planner Day presented the item.The applicant,Michael Waitman,is requesting two
variances to the Land Development Code to replace a detached garage on his property located at 462 W.
Osceola St. The property is designated within the R-2 Medium Density Residential Zoning District and is
adjacent to the Community Redevelopment Area to the west.Currently,the property consists of an existing
single-family residence and a detached garage.The property owner would like to remove the existing garage
and replace it with a new garage structure in the same location.In doing so,the need for the variances arises
out of this replacement along with an increase in the garage structure.
The first variance request is to allow for a side yard setback to be less than the minimum seven-and-a-half-
foot requirement.The second variance request is to allow for a rear yard setback to be less than the minimum
25 foot requirement.These requests would allow for the proposed detached garage to encroach into the side
yard setback at zero feet from the west property line and encroach into the rear yard setback at 23 feet from
the north property line. The rear encroachment request is to incorporate a 6 foot by 18-foot deck with the
actual building being estimated at 29 feet from the north property line and the balcony 23 feet from the
property line.
In keeping the surrounding area in mind, the applicant is renovating the property in hopes of keeping the
original architectural elevations. In doing so, the proposed detached garage would also be designed to
complement the neighboring properties within the Downtown and Community Redevelopment Areas.The
applicant has indicated the detached garage is best suited in this location due to the shape and size of the
lot. If it was to be located within the backyard,the applicant would have complications when trying to back
in and out of the garage. If approved, the applicant is willing to add gutters and address any stormwater
run-off to the neighboring properties.
Upon review of the applicant's request, staff are unable to support the reduction to the side setback of zero
feet. The variance requested is not the minimum that would make reasonable use of the land due to the
structure being able to be located elsewhere and meet the applicable Land Development Codes.
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Section 101-246 of the Land Development Code requires a positive finding on the review criteria to grant
a variance. Staff reviewed the application as submitted and found the application did not meet a positive
finding on one of the five criteria.Therefore, staff recommended denial of the variance request.
Jacob Waitman spoke on behalf of his parents, requesting to keep the original zero-foot side yard setback
to preserve the home's integrity, maintain the lake view, and allow usable backyard space, noting that
moving it to a 7.5-foot setback would block the view and limit functionality, and added that neighbors
support keeping the shed in its current location.
Mayor Murry opened the public hearing.There were no comments.Mayor Murry closed the public hearing.
Council spoke about putting buildings on property lines making maintenance tricky for neighbors but
acknowledged that this is a historic part of Clermont where zero-foot setbacks were normal, and that the
current code is more suited for suburban lots than older town-center homes.
Council Member Strange motioned to approve Item No.24: Seconded by Council Member
Myers.
Council Member Bain spoke about the structure being on the lot line and asked City Attorney Waugh if the
motion needed to include language in the approval making clear that no part of the expanded structure or
overhangs may encroach onto the neighboring property.
City Attorney Waugh stated that the city will not approve any variance that allows any part of the structure,
including overhangs,to extend over the property line.
The motion passed 5-0 with all members present voicing aye.
Item No.25—Variance Request,NE of Ryan and Chestnut Street
This item was addressed earlier in the meeting.
Item No.26—Variance Request,582 E. Desoto Street
Development Services Planner Gonzalez presented the item. The applicant, Elex Newsome, is requesting
two variances to the Land Development Code to allow for a secondary residential driveway access within
100 linear feet and to allow a driveway to encroach into the rear yard setback to be less than the minimum
requirements of the special setback as required by the Land Development Code. The property, 582 E.
Desoto St.,is a corner lot located at the intersection of E.Desoto St.and Scott St in the R-1 Zoning District.
It is developed as a single-family home and currently has an existing driveway on the east side of the
property that provides access to an attached garage.
The applicant is proposing to construct a second driveway, also on the east side, to provide access to the
backyard for the purpose of parking a boat.The property has an existing fence with two gate openings along
the east side,which currently allow access to the backyard.The applicant has aligned the proposed driveway
with these existing gates, which results in a 5-foot rear yard setback for the proposed concrete pad where
the boat would be parked, less than the required 7.5-foot special setback, Section 125-520.
While staff acknowledge that the property currently does not have a rear neighbor,the Land Development
Code is intended to apply consistently across all properties, regardless of current site conditions. The
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restriction on multiple driveway access within 100 feet is in place to limit unnecessary curb cuts, preserve
the visual character of residential streets,and minimize potential traffic and safety concerns.
In this case,the proposed second driveway would be located in close proximity to the existing one, which
is not consistent with the intent of the Code. Section 101-246 of the Land Development Code requires a
positive finding on the review criteria in order to grant a variance. Staff reviewed the application as
submitted and found the application does not meet a positive finding on two of the five criteria.Therefore,
staff recommended denial of the variance request.
The applicant,Elex Newsome,said he has owned the property for years and wants to build something to fit
his boat,since there is not much space and that is the only place to park it.
Mayor Murry opened the public hearing.There were no comments.Mayor Murry closed the public hearing.
Council discussed the existing backyard boat parking which is allowed without a variance, the driveway
and concrete pad size, curb condition and improvements, the option of a Hollywood-style driveway, total
curb cut width,and potential impact on neighbors.
Council Member Myers motioned to approve item 26• Seconded by Council Member Bain
The motion passed 5-0 with all members present voicing aye
Item No.27—Variance Request, Walmart
Development Services Director Henschel presented the item. The applicant is requesting two variances
from the Land Development Code to support the implementation of a new drone delivery service at the
existing Walmart Supercenter located at 1450 Johns Lake Road.The variances requested are as follows:to
allow for a fence to be more than six feet in a commercial district,Section 125-521(c)(2)Fences and Walls,
and to allow for a shipping container to be used for a drone delivery service for a longer time period allowed
under a temporary structure permit, Section 125-530 Temporary Structures & 119-202 Architectural
Standards.
The subject property is currently zoned as a Planned Unit Development and is being developed as a Walmart
Supercenter. The applicant is proposing to expand services at this location by introducing a drone-based
delivery system, which would be the first fully operational Walmart drone delivery hub in the State of
Florida. The proposed drone delivery system will consist of two distinct operational areas on the property:
The Autoloader Station, at the Northwest Corner, will be where the drones will pick up the packages
prepared to deliver. It will be enclosed by an eight-foot-high fence and will occupy approximately 525
square feet. The Drone"Nest"Area, at the Southeast Corner, will be a hub where drones will be stored,
maintained, and launched.
The area will be enclosed by an eight-foot-high fence and will include a shipping container used to securely
store and manage drone equipment. The total area of this zone is approximately 4,560 square feet. The
applicant shall ensure all drone operations comply with applicable FAA regulations and local safety
protocols.
The two areas will result in the removal of approximately 38 existing parking spaces. However, based on
the overall site plan and the surplus of parking spaces beyond the minimum code requirement,this reduction
does not present a concern for site functionality or customer access.
Staff have reviewed the application and understand that the increased fence height is necessary to ensure
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the security and safety of the drone equipment and operations.The eight-foot fencing will provide a physical
barrier to unauthorized access and help mitigate potential safety risks associated with drone technology.
Also, the shipping container serves as a secure and weather-resistant facility for drone storage and
operations. The applicant is requesting relief from the temporary use time limits to allow the container to
remain on-site for an extended period,potentially as a semi-permanent fixture due to the long-term nature
of the drone program.
Section 101-246 of the Land Development Code requires a positive finding on the review criteria in order
to grant a variance. Staff reviewed the application as submitted and found the application does meet a
positive finding on five of the five criteria.Therefore,staff recommended approval of the variance request.
The applicant, Eric Vaughn from Wing,attended with Reginald Reed from CPH Engineering. Mr. Vaughn
said they are excited about starting in Clermont,have launched similar sites across the Southeast,and were
available to answer questions.
Mayor Murry opened the public hearing.There were no comments.Mayor Murry closed the public hearing.
Council discussed the drones' operating hours and noise, including potential night-time flights, and
compliance with the city's noise rules.They addressed flight restrictions,such as crossing US Highway 27,
and recording capabilities, confirming cameras act only as sensors and do not capture live video. Council
also reviewed the size and weight of the drones and talked about the reasoning for two separate locations
for storing and picking up packages.
Council Member Strange talked about how the fence and storage container might look a bit industrial and
stand out in the area. She stated that she would not support the variance with the presentation as requested.
Council Member Bain stated he would not support the request due to the unknown of the aesthetics, sound,
and zones.
Council Member Bain motioned for approval.
Mr. Reed asked Council if there was a chance to present more infornation and demonstrate a drone in
operation before deciding on the variance.
Council Member Bain said the item could be tabled but noted that providing more information or a
demonstration would not guarantee approval of the variance.
Mayor Murry stated he supported the variance,noting he had seen the previous drone operation at Walmart
and was impressed.
City Attorney Waugh informed Council that the FAA does allow commercial drones to cross highways if
they obtain certain certification.
Council Member Petersen motioned to approve item 27: Seconded by Council Member
Myers.
Council Member Strange expressed her objection to this variance is the industrial appearance of the fence
and container in a retail area, with concern that approving both variances would allow the structures to
remain for an extended period.
Development Services Director Henschel clarified that the request was only for variances related to the
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fence height and the long-term use of a shipping container,not approval of drone operations.
Mr.Vaughn stated that they could add screening around the fencing or use decorative wraps on the fencing
and storage containers to help improve the overall appearance and make the site more visually appealing.
Council Member Strange suggested amending the motion to include the condition of requiring Wing,LLC
place a screen around the fence and a decorative feature on the storage container if it is visible.
Mr. Reed asked Council to consider allowing a decorative wrap on the storage container instead of
screening on the fence, noting concerns that fence screening could limit visibility for the drones.
Council Member Strange said she could agree to that compromise, if it is reviewed and approved by staff
beforehand.
Council Member Petersen amended his motion to include the language of including a
decorative wrap on the storage container: Seconded by Council Member Myers The
motion passed 4-1 with Council Member Bain opposed.
Item No.28—Ordinance No.2026-001,Accessory Dwelling Units Intro
AN ORDINANCE OF THE CITY OF CLERMONT, LAKE COUNTY, FLORIDA
AMENDING CODE OF ORDINANCES CHAPTER 2, "ADMINISTRATION"
ARTICLE VI,"FINANCIAL MATTERS"DIVISION 2"IMPACT FEES";AMENDING
SECTION 2-264 "IMPACT FEE SCHEDULE" PROVIDING FOR A NEW IMPACT
FEE SCHEDULE ADJUSTING AND REDUCING IMPACT FEES FOR ACCESSORY
DWELLING UNITS; REPEALING ALL ORDINANCES OR PARTS OF
ORDINANCES IN CONFLICT WITH THIS ORDINANCE TO THE EXTENT OF
SUCH CONFLICT; PROVIDING FOR CONFLICT, SEVERABILITY,
CODIFICATION, THE ADMINISTRATIVE CORRECTION OF SCRIVENERS
ERROR, PUBLICATION AND AN EFFECTIVE DATE.
City Clerk Howe read the ordinance title aloud.
Mayor Murry opened the public hearing.
Anna Sinclair,575 W. Minneola Avenue-spoke in support of the item.
Valerie Schuett,931 W. Montrose—spoke in support of the item.
Mayor Murry closed the public hearing.
Council Member Myers motioned to introduce Ordinance No 2026-001• Seconded by
Council Member Petersen.The motion passed 5-0 with all members present voicing aye.
REPORTS
CITY MANAGER REPORT
City Manager Van Wagner—
• City Offices will be closed on December 24 and 25 as well as January 1.
• The next City Council meeting is January 13,2026.
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• The Police department will beat Target on December 10 for Heros and Helpers.
• December 12 is Battle of the Badges between Clermont Police and Lake County Sheriff's Office.
• The Police department will be at Walmart on December 17 for Heros and Helpers.
CITY ATTORNEY REPORT
City Attorney Waugh—
• The city plans to appeal last month's adverse Code Board decision regarding access from
Encompass Health property,once the written order is received.
CITY COUNCIL REPORT
Council Member Strange—
• Clarified that recent fire department spending in Wellness Way is fully funded by resident paid
impact fees, not general fund reserves.
• Moving forward staff will require a clearly published parking plan for each scheduled event to
address event related parking concerns.
• Shared that Lake County tourism capital funds will open soon and staff are working to line up
projects,and she would like to see a five-year plan.
Council Member Bain—
• A discussion or resolution on meeting times will be brought forward in January and would welcome
public feedback.
• He suggested discussing setting clearer guidelines for what goes on the consent agenda.
• Asked when and how Council will make appointments to external boards.
City Clerk Howe responded that appointments and the Mayor Pro Tem selection will be on the January
agenda.
Council Member Myers—
• Asked Council Member Strange what gap she sees in hiring a branding consultant after reviewing
the previous meeting video.
Council Member Strange said she felt a branding consultant was not needed yet because the city has not
decided its direction,and mentioned a position was cut after the summer workshop.
Mayor Murry suggested holding the discussion until the next agenda item so it could be addressed and to
finish reports first, Council Member Myers questioned whether the discussion was even necessary, which
is why she brought it up.
Discussion ensued on whether to hire a consulting firm or another staff member to help the Public
Information Officer with public communications and social media,with Council Member Strange wanting
a firm for more expertise and Council Member Myers preferring to hire a second person in the department
to support the current team.
• Thanked staff for doing a wonderful job with the Light Up event and parade.
Council Member Petersen—
• The parade was amazing,with lots of people showing up even on a cloudy day.
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• Attended the Florida League of Cities Legislative Conference.
Dan Matthys—
• He attended the Christmas parade.
Mayor Murry—
• Attended the Florida League of Cities Legislative Conference.
• He urged everyone to keep an eye on Tallahassee's property tax proposal and contacting legislators
to oppose it due to potential revenue impacts.
• Will be attending the Battle of the Badges.
• Requested City Attorney Waugh train new Board members that were appointed earlier in the
meeting.
• Asked City Manager Van Wagner to coordinate with Chief Graczyk to address growing safety
issues with a-bikes as well as complaints he receives about golf carts being used on the south side
of State Road 50.
• Spoke about roadblocks during events downtown.
• He plans to propose four-year council terms while keeping the eight-year term limit and asked staff
to review the ordinance and ballot language.
Council Member Strange expressed opposition to four-year terms.
• Attended Light Up Clermont,Noah Liles did the tree lighting.
• Requested a report on the Seaside trip, including who authorized it, who attended, its purpose,
outcomes,and why Council wasn't informed.
Mayor Murry recessed the meeting at 7:42pm.
Mayor Murry reconvened the meeting at 7:54pm.
PRESENTATIONS
Procurement Director Suarez stated that the following presentations cover public communication, social
media, and brand management services, following a Request for Proposal. The evaluation committee
selected three companies, and tonight Council will hear from all three.
The first presentation was by Appleton Creative.
Diana LaRue and Alexi Kim from Appleton Creative presented their full-service agency,highlighting over
30 years of experience and a wide range of in-house capabilities including video,web development,social
media, and brand management. They emphasized working as an extension of a client's team, tailoring
services to meet specific needs, whether full-service campaigns or targeted support. The team is highly
experienced and stable,using a strengths-based approach and a long-term staff structure,while leveraging
contractors as needed. They outlined their methodology of discovery, research, goal setting, strategic
planning, implementation, and ongoing measurement for all campaigns. Key services include digital and
social marketing, traditional PR, influencer engagement, website optimization, interactive touchscreens,
environmental branding,and video production.They shared case studies demonstrating measurable results,
including real estate, nonprofit, and professional services campaigns, showing their ability to target
audiences effectively while maintaining brand consistency.Their goal is to build a scalable communications
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ecosystem for Clermont,strengthen community connections,and provide data driven results across multiple
channels.
Council Member Petersen asked if they represented other cities. Ms. LaRue stated they had worked with
several municipalities, including Orlando and Orange County Firefighters, as well as local clients like
Taylor Morrison,Orlando Health,and Disney,with a full client list in their proposal.
Council Member Bain asked what makes Clermont unique.Ms.LaRue highlighted the rapid growth,strong
sports reputation, vibrant downtown, historic and waterfront lifestyle, and the Clermont Arts and
Recreational Center as key differentiators.Council Member Bain then asked how these factors would shape
a communications strategy, she explained they would first identify areas of growth, research target
audiences,and create campaigns tailored to the appropriate channels.
Council Member Strange questioned their knowledge of diverse neighborhoods in Clermont. Ms. LaRue
acknowledged Clermont's varied demographics but did not specify specific areas.
Council Member Strange asked what their social media strategy would be for Clermont. Ms. LaRue
recommended platforms including Facebook, Instagram, YouTube, and LinkedIn, noting LinkedIn's
credibility for authoritative communication. Finally, she described their approach to evaluating the city's
current social media,emphasizing platform audits,competitor comparisons,and engagement optimization
to guide recommendations.
The second presentation was by Crosswords Communications.
Doris Bloodsworth introduced Crosswords Communications by sharing a real-world scenario to emphasize
the importance of trust,judgment, and strategic communication when representing the city. She explained
that she was a long-time Clermont resident and founder of the firm, with nearly 20 years of experience,
deep local roots, and prior service as the city's first Communications Director and later as a crisis
communications consultant.She highlighted her background as an award-winning journalist and editor,her
role in branding major city initiatives, and her authorship of books on Clermont's history. She described
her business model as flat-fee, service-focused, and supported by a network of experienced partners,
allowing flexibility without overhead costs. She stressed the need for proactive,strategic communications,
storytelling, and message control, especially amid rapid growth, diverse audiences, and evolving media.
She outlined best practices in media relations, audience segmentation, crisis response, and digital
engagement, emphasizing audits, planning, and measurement. She concluded by underscoring her
understanding of Clermont's culture,growth challenges,and opportunities,positioning herself as uniquely
qualified to guide the city's communications with clarity,credibility,and purpose.
Council Member Myers asked how the city should explain the importance of keeping property taxes to the
public. Ms. Bloodsworth emphasized starting with clear, factual information so residents understand what
property taxes support and why they are necessary. She also stressed tailoring the message to different
audiences based on where they get their information, using tools like utility bills, social media, and
traditional media to reach a broad audience and reinforce the message.
Council Member Strange asked how Clermont's unique qualities would be used to guide and drive the
firm's strategy. Ms. Bloodsworth explained that the approach starts by identifying what makes Clermont
distinctive and connecting with the people who already care about those qualities, such as wellness and
biking.Past examples included working closely with city leadership on branding ideas like"Meet Us in the
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Middle®," bringing major biking events to the city, and leveraging partnerships tied to bike safety and
transportation. She also highlighted using modern marketing tools, especially targeted and boosted social
media,to reach specific audiences effectively rather than relying on general posts.
Council Member Strange asked which recent city initiatives,milestones,or success stories should be shared
more broadly. Ms. Bloodsworth highlighted events like the Christmas parade as strong opportunities that
generate outside attention but are sometimes underused, noting past missed chances during major events
like the Olympics. She emphasized the importance of coordinating media coverage with follow-up plans,
such as pairing major stories with investor or familiarization tours, rather than treating them as one-off
efforts. She also cautioned against promoting projects too early and suggested that Clermont has frequent,
newsworthy stories that local media are eager to cover if strategically timed and packaged.
Mayor Murry spoke about having multiple downtown logos and how that affects Clermont's branding.Ms.
Bloodsworth explained that using competing brands creates confusion and that while the city's history
should be honored,the primary brand should reflect who Clermont is today and where it is going,with past
identities given context rather than equal prominence.
The third presentation was by True North.
Lorri Shaban and Lindsey Pesch introduced their firm,True North Marketing and Public Relations,outlined
their team and partner resources,and explained their long-standing connection to Clermont and experience
working with municipalities. Ms. Shaban emphasized a collaborative approach built around discovery,
strategy,and activation,focusing on learning the community,planning with clear outcomes,and executing
integrated communications.They discussed Clermont's growth,demographic changes,and communication
challenges, stressing the need to tailor messaging to diverse audiences and supplement limited in-house
capacity. A major focus was on audience profiling, stakeholder engagement, and building messaging
platforms that consistently guide all communications.They highlighted a data-driven,relationship-focused
social media strategy centered on emotional connection, two-way engagement, and meaningful analytics
rather than vanity metrics.The presentation also covered media relations,brand evaluation,and the use of
research tools to assess brand awareness and equity before recommending next steps.
Council Member Myers asked how the city should educate residents on the importance of property taxes
and explain their role in funding city services, especially amid proposals to eliminate them. Ms. Shaban
explained that the story should be told early using clear visuals,polling to understand public sentiment,and
targeted messaging that shows what property taxes pay for and what residents would lose without them.
Council Member Strange asked which recent Clermont milestones or initiatives should be highlighted
publicly. Ms. Shaban emphasized the city's continued role as a training hub for elite athletes,the potential
to broaden the "Choice of Champions" story to everyday community champions, and key successes like
Wellness Way growth and ongoing investment in a vibrant downtown.
Council Member Strange asked whether city departments should each have their own Facebook pages. Ms.
Pesch advised against separate pages,explaining that a single,centralized account is more effective,easier
to manage,and allows departments to contribute their stories while supporting one unified city message.
Council Member Strange asked how the firm would collaborate with DPZ's public relations team for the
comprehensive plan.Ms. Shaban emphasized a collaborative approach, stating they welcome coordination
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with other public relation firms, ensure clear communication, and focus on combining efforts for better
results.
Mayor Murry opened the public comment.
Destiny Myers, 1040 Glenraven Lane—suggested tabling the item.
Valerie Schuett, 931 W, Montrose Street—stated that Clermont's city communications and brand identity
needed support, as the internal staff alone could not manage the wide scope of strategy, messaging, and
marketing. She said that bringing in outside professionals could provide clarity,accountability,and training
while working alongside the internal team, but that success would depend on clear input, unity, and
thoughtful structuring.
Mayor Murry closed public comment.
Council Member Strange stated that staff needed support and recommended hiring a firm to conduct an
assessment and provide strategic recommendations,emphasizing that it should be done immediately rather
than waiting until January to avoid losing six weeks of progress.
Council Member Petersen said the Public Information Officers department needs more help, like a
videographer and someone to manage social media, but also suggested bringing in a consulting firm for
specific projects to see how well they work. He said having consistent,timely communication about news
and events,using both in-house staff and outside help to reach people in different ways.
Council Member Myers said the Public Information Officer needs an in-house team, not just one person,
including roles like content creator, videographer, and crisis manager, to handle day-to-day
communications. She suggested outside firms could be brought in for big events,but the core work should
stay internal.
Council Member Bain said the city needs expertise to clarify who handles communications, what they do,
how, and why,and supports hiring a firm for a temporary assessment to guide strategy. He agreed outside
help is needed for now to plan for the city's communications future.
Mayor Murry stated that the Public Information Officer needs a team to handle communications effectively.
He supported keeping the work in-house, hiring additional staff to assist the Public Information Officer,
while using outside firms only for large projects or events.
Discussion ensued regarding the city's communications department, highlighting that the Public
Information Officers role was secure and that she had made significant positive changes since taking the
lead. It was stated that she needed additional support,recommending the hiring of one to two more staff to
expand her team,keeping most work in-house,and considering an outside firm only if guidance or support
for large projects became necessary.
Council Member Bain motioned to award the RFP True North Marketing to begin
negotiations for the purposes of an assessment.
Council Member Petersen confirmed they are only hiring a firm to assess and help build the city's internal
Public Information Officer department, giving them broad authority to make recommendations and
implement strategies to strengthen communications.
Council Member Strange seconded the motion.
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Council discussed that clear direction is needed on priorities and goals. They agreed that the Public
Information Officer,as head of the department,should lead internally,with any outside consultants serving
in a supportive, advisory role to provide expertise, broaden resources, and inform strategy without taking
control from staff. The conversation highlighted trust in the Public Information Officers capabilities, the
value of in-house leadership,and the optional use of consultants as needed.
Procurement Director Suarez explained to Council that the city could award the contract to a firm and keep
them on standby without immediate use, but if the RFP isn't awarded tonight,any future attempt to hire a
firm would require going through the full RFP process again.
Council Member Bain amended his motion to award the RFP to True North Marketing to
assist and enable the city to launch its first comprehensive public communication social
media, and brand management initiative aimed at enhancing community engagement,
increasing public awareness, and building consistent and recognizable brand identity
Seconded by Council Member Strange.The motion passed 4-1 with Mayor Murry opposed
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ADJOURN: With no further comments,this meeting adjourned at 10:20pm.
APPROVED:
ffi q „s
Tim Murry,Mayor---,
ATTEST:
Tracy Ackroyd H e, MMC
City Clerk
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