navarre pier rfp -...
TRANSCRIPT
©2000-2013 Navarre Pier District™
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Navarre Pier RFP (Bob Benaquis, Kenny Cook, & Bill Johns)
August 19, 2013
3:30 PM
Santa Rosa County
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1). Thank You for the
Opportunity
2
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Our Leadership Team
• Bob Benaquis
• Kenney Cook
• Bill Johns
3
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2). Executive Summary
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Quantitative Benefits
• ~$1,000,000 Initial
Investment
• ~1000 New Ventures
Formed or Mentored
• 2.5 % of Gross Profit
Redirected to Dedicated
Community Goodwill
• Pay 100% of Utilities
• 100% of Standard Pier
Entrance Fees Given Back
to County
– 50% of Special Event
Entrance Fees Given Back
to County
8
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Qualitative Benefits
• Become National Brand
and Destination
• Become a Boomtown
• Increase Investment in
Com. Dev., Econ. Dev.,
and Housing Dev.
• Increase Property Values
and Revenue
• Increase Tourism $$$
and Sales Revenue
• Add High Paying Jobs
• Bring an Infusion of Angel
and Venture Capital to
Region
9
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Community Reinvestment
• Community Scholarships (Co-op at Pier)
– Business, Marketing, Communication Students
• Community Policing
– Direct Equipment Donations
• Conservation
– Direct and In-Kind Donations
• Entrepreneurship / Business Incubator
– Mentorship, Resources, Growing ~1000 Ventures
• Food Bank Donations
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In Exchange for Delivering
This Value, We Would Like to
Have a 25 Year Lease
(This Is Negotiable of Course)
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3). Bill’s Connection to
Navarre
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May 2012, Destin Trip
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May 2012, Destin Trip
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May 2012, Destin Trip
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National Naval Aviation
Museum Trip
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A Great Surprise
• TC’s Front Porch
• The Twist Custom Ice Cream
• The Navarre Pier
• Navarre Beach
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Navarre as a Destination
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Wonderful Memories
…And We Will Come Back to this
Theme Later…
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I Am a Believer, Evangelist,
and Investor in Navarre!
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4). The Reason We Are Here
Today
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The Navarre Pier
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The Opportunity
• You and Your Community Can Make the
Decision Today That Will Transform the
Current Way of Doing Business to a New
Business Model
• The Value Proposition and Its Economic
Impact is UNLIMITED!
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For Today, Think Big
• Think Differently
• Think Out of the Box / Off the Wall
• Think 10 – 20 – 30 Years Out
• Please Avoid Thinking “Can’t, Don’t, or NO!”
• Please Give Me the Latitude / Flexibility
• Please Listen to What I Have to Say
26
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Think Where Navarre Is Going
• To Be in Terms of: – Economic Dev.
– Commercial Dev.
– Investment
– National Rankings
– Community Planning
• To Be in the Year: – 2025
– 2035
– 2050 “…going to be...”
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You Must Know Who Is Piloting
• Bob Benaquis
• Kenny Cook
• Bill Johns
• Support Team Members
• Contractors
• Powered by Other Entities
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“I would strongly advise any community leader or business executive to
listen to Bill Johns. He is a rock star when it comes to creative but very
methodical strategies in achieving economic, marketing, and
entrepreneurial success.”
Bob Markli
Alderman, Town of Farragut, Tennessee
President, Markli Home Builders
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“As a business professional, cardiac surgeon, military officer, and
elected official, I depend on the strategic and tactical advice given by
Bluewater Consulting. Bill Johns gives candid and timely advice while
providing perspectives that are not found in the main stream. He truly
thrives in very complex and sometimes chaotic environments while also
taking a holistic view in providing a solution. His dedication towards the
needs of their clients is paramount and their competitive spirit is
inspiring.”
Dr. Richard Briggs, M.D.
Cardiothoracic Surgeon, St. Mary’s Medical Hospital
President, Knoxville Academy of Medicine
President Elect, Tennessee Medical Association
Colonel, United States Army
Commissioner, Knox County, Tennessee
33
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“As a serial entrepreneur in real estate, entertainment, advertising, and
destination attractions, I thoroughly recommend Bluewater Consulting’s
approach to strategy and complex projects. As the owner and
developer of one of Tennessee’s most-visited tourist attractions, I keep
pace with changing market demands. When I saw an opportunity to
launch a new concept with my markets, I turned to Bluewater
Consulting. Their team was critical in helping me achieve a successful
outcome and they continue to provide value with their expertise.”
Charles Atchley, Sr., Founder and CEO
Atchley Enterprises
34
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“Bluewater Consulting supported our domestic and global business in a
number of ways, including: outsourced managed lead generation,
marketing advisement, channel partner identification and qualification,
and strategic public relations. Their efforts have assisted us in
elevating market visibility for our solutions. We are pleased with the
work that they performed for us and I would recommend Bluewater
Consulting to any enterprise seeking outsourced marketing
management and PR consultation grounded in technical and business
expertise.”
Bill Becker, Managing Director
Zwick USA
35
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“Bluewater Consulting (Bill Johns) provided our companies and
investors exceptional value in how they approached and solved our
challenges. They provided sound and timely strategies which enabled
us to accomplish impressive results in record time. Bluewater
Consulting’s methodology for marketing and sales was new not only to
us, but was a “game changer” to the commercial development
industry.”
Patrick Ham, Operations / Project / Property Manager
Turkey Creek Public Market
Turkey Creek Land Partners
Farragut Land Partners
First Commercial Real Estate
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“Bluewater Consulting offers an innovative approach to the
presentation of complex subject matter to diversified audiences. Their
presentations and other supporting collateral make it easy for
community leaders and other stakeholders to quickly gain an
understanding of business case and associated value propositions. I
have also known them for years and they have been positive
contributors to our community.“
Dot LaMarche, Vice Mayor
Town of Farragut, Tennessee
37
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“Bill is absolutely a sales professional. I greatly appreciated his
openness, honesty, and hard work in understanding our needs and
then bringing us real solutions to our problems which are quite complex
with our regulations here in Canada. It is truly rare to meet someone
who understands industry, technology, government, and business who
also knows the complexities of communicating with many audiences.”
Bob Johnson, Vice President of Client Services / Business Development
Nulogx, Inc. (formerly Greybrook Freight)
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“Bluewater Consulting served as one of the keynote addresses at the
SE-ACA’s annual meeting where they provided timely and innovative
strategies, tools, and tactics for managing enterprise growth and
investor portfolio dashboards. I would highly recommend that
investment groups and their respective portfolio company leaders
evaluate the risk mitigation and revenue enhancement strategies
offered by Bluewater Consulting. Likewise, Bluewater Consulting has
supported my own due diligence efforts, delivering technical and
industry validation as a part of PAN’s review of potential investments in
portfolio companies.”
Andy Dreyfuss, Fund Executive
Piedmont Angel Network
Annual Meeting Coordinator, Southeast Angel Capital Association
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“Bill Johns has been very supportive in providing
us active relocation leads of 2nd Amendment companies
and identifying supply chain management
opportunities and events.”
State Commissioner*
Department of Economic & Community Development
(*Available per NDA)
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“Bluewater Consulting utilizes logic-driven, methodical approaches that
seek to strategically maximize resources and leverage assets for
economic development, including heritage and tourism. Bluewater
Consulting’s methodology is unique in the manner in which it defines
community needs, develops solutions, and highlights the benefits of
community identity management through each phase of an economic
development initiative.”
Nancy Howard, FEDC Member
Town of Farragut, Tennessee
41
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“Bluewater Consulting kicked down doors for us in getting things done.
Bill Johns gave us the insights to the innovative and technology
cultures only found in places like ‘Silicon Valley’ while repositioning and
re-branding our efforts towards technology-based recruitment,
expansion, and entrepreneurship.”
Mike Harvey, Executive Director
Jobs Now! Program / 16-County Regional Economic Development
Knoxville – Oak Ridge Innovation Valley
42
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Metro Pulse 7/18/13 “…I remember being a keynote speaker back in 2000 here in Knoxville
at a downtown-centric event held at UT—just prior to me moving back
to the region from working in Silicon Valley and other communities. My
lecture was on developing creative and technology based communities.
A few people got it when discussing farmers’ markets/public markets,
most laughed at the idea of “gourmet food trucks, dog parks, urban
chicken coops, and beehives,” and no one knew what the heck was a
beer “growler.” The few who actually “got it” were those who that were
associated with Market Square—“the Tomato Head crowd.” Point being
is that Knoxville has come a long way in a very short time. From those
initial sparks of the Market Square Farmers’ Market opening came the
wildfire effect through entrepreneurial and patron efforts that continues
to transform our urban and free-market community to a regional and
national destination…” --- Bill Johns
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Bill Johns
Bill Johns is a serial entrepreneur, “Silicon Valley” veteran, and Fortune
100 alumnus. Bill is Founder and CEO of Bluewater Consulting, a
global professional services firm and innovation company which offers
solutions for supply chain management, economic development,
technology (nano, info, bio, and clean), and new ventures. Bill is also
Founder & CEO of Sundown Country, a lifestyle company, and
Sundown Communications, a multimedia company. Bill is a frequent
media contributor and author and is quite active in his
communities. Bill Johns is also one of the very few in the country that
holds accredited graduate degrees in both business (MBA) and public
(MPA) administration.
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Nicknames
• “Supply Chain Guy”
• “Hawaiian Shirt Guy”
• “Tennessee Johns”
• “DOD Bill”
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Bluewater (Work)
• Bluewater Consulting – Technology
• Biotech, Cleantech, Infotech,
Nanotech
– Supply Chain
• Logistics / Software
• Lean Manufacturing / TQM
– Economic and Community
Development
• National Security
• Public / Farmers’ Markets
• Econ. / Com. Dev.
– Materials Science
• Bluewater Ventures – Business Planning
– Market and Tech Validation
– Angel / VC Advisement
– Incubation / Investment
– Technology Corridors / Innovation
Centers
– Talent and Executive Management
– M&A Advisement and Due Diligence
– Intellectual Property
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Sundown (Play)
• Sundown Country – HarmoniousLife Philosophy
– Adventure, Outdoors, Preparedness
– Sundown Farm: “Smallest Farm in Tennessee”
– Haunted Farm
• Sundown Communications
– “Wildfire America with Bill Johns”
– Multimedia Initiatives
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But First, a Few Definitions
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Concepts
• Brand = Value +
Differentiation
– Value = Perception,
Service, Packaging
– Differentiation = NOT
BEING Destin, Fort
Walton, Panama City,
Pensacola, Mobile,
New Orleans, etc.
• Product Mix Is
Offering Multiple and
Diverse Product
Lines, Categories,
Service Offerings,
Things to Do, etc. that
Interest a Marketing
Demographic
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Concepts
• Marketing
Demographics Are
Profiles, Classes, or
Lifestyles such as
Tourists, “Locals”,
Regional Neighbors,
Personal and/or Self
Perceived Identifiers
(eg. “Hemingway”),
Occupations, etc.
• Creative Cities /
Class Are Known for
Their Diversity,
Talent, Technology,
and “Bohemian”
Characteristics
• Funnest Is Actually a
Word (Adjective) of
the Concept of
Having “Fun” 51
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Concepts
• Force Multiplier Is a
Combination of
Attributes when
Applied to a Force,
Giving It Significant
Potential to Enhance
Its Ability to
Accomplish Its Mission
– (3X3X3 = 27)
• Collaboration Is to
Work Jointly and
Effectively Together
Towards Intellectual
and Organizational
Efforts or Goals
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Last Concept
• District Is a Region
or Locality Marked by
a Distinguishing
Feature; a Division of
an Area Designed for
Administrative or
Promotion Purpose
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Simple Goals
1. Become a Destination and Lifestyle Community
2. Understanding and Selling to All Market Demographics
3. Increase the Amount of Unique Visitors and the Time They Stay
4. Become a Brand (Value and Differentiation)
5. Optimize Every Square Inch of Property to Its Highest Possible Value and Use while Working with Community Planning
6. Preserve Navarre’s Heritage and Conservation Assets
7. Capture the World’s Attention
8. Bring In Direct Investment for Economic/Commercial Dev.
9. Organically Create and Mentor New Ventures
10. Improve Revenue of the Navarre Pier and Adjacent Businesses while Raising Property Values and Delivering Sales Revenue
11. Building Community Education, Collaboration, and Leadership
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Simple Order of Events
1. We Must Make the South Side of Hwy 98 a Collaborative Effort with the Iconic Navarre Pier
2. We Must Attract, Build, and Maintain Key Demographics to the Area for Tourism, Work, Life, and Play
3. We Must Do These Above Mentioned Items First in Order to Past the “Litmus” Test at the RECON Show and the Real Estate Departments of National “Big Box Retailers who Would Be Interested in Investing on the North Side of Hwy 98
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Destin Is Getting Old, Per Se
• Tourists Are Smarter Than Ever Before
with Data, Information, and Reviews
• They Demand Value….Fun and
Something Different
• Destin Evangelists Are Putting Their
Dollars and Time in Other Markets
• Let’s Get Those Dollars and Mindshare!!!
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BTW, WE MUST DO IT!
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Remember to Think Different
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Place Location
• Crossroads / Node
• High School
• County Seat
• Famous Person
• Known Event / History
• Company Town
• Topography
• Reference
• AND…
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Symbol, Icon, Brand…
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8). Integrated Marketing
Communications Plan
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Creative City / Class
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The Key Tourism Location
Decision Maker
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…And She Will Tell Her Peers
of Her Adventures…
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Navarre Needs Noticing
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Constant Interaction
• Research
• Plan
• Purchase
• Book Destination
• “Like”
• “Link”
• “Forward”
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Strategic PR: Direct Contact,
Good Copy, Red Carpet Tours
• Top 25:
– Lifestyle Periodicals
– Business Editors
– Adventure, Outdoors, & Preparedness
Editors
– Site Location Consultants
• Professional Associations / Academia
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Strategic PR (cont.)
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Strategic PR (cont.)
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9). Operational Changes
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Brand = Value + Differentiation
• Not Going to Cannibalize Other District
Members
• Going after the Low Hanging Fruit First
• Going to Bring Excitement
• Going to Leverage Best Practices
• Going to Create Value
• Going to Make It a World Class Pier
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• Return on Assets
• Optimization
• Utilitzations
• Theory of Constraints
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You Only
Have 1
Chance to
Make a First
Impression
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Controlling the User’s Experience
• Each Unique Visitor
• From Start to Finish
• Continuous Feedback
• Consultative Selling
• Value Selling
• Referrals to Next Adventure
• Keeping Engaged in Navarre
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Bob Benaquis and TC’s
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10). Welcome Center
(@ Navarre Pier)
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Professional Attire
• Look the Part!
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11). Merchant Wave™
(@ Navarre Pier)
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Future State
• We Believe in Core Competencies and Collaboration
• Will Have ~ 6 to 8 Spots to Lease, Maybe More…
• The Bait Shop Will Be Moved Down to a Dedicated Spot
– No One Wants Bait and Food Together!
• We Will Lease Space for Vendors and Entrepreneurs
Who Have the RIGHT Marketing Mix, but DO NOT
Cannibalize or Saturate other District Members
– Sports Fishing Bookings, Surf Boards, Bikes, Snorkeling, Sports
Equipment, etc.
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12). The Sand Bar™
(@ Navarre Pier)
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The Sand Bar
• Offers Quick
Snacks / Lite
Menu
• Shade from the
Sun
• Fun and Unique
Atmosphere
• Water, etc.
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13). Whiteboard Alley™
(@ Navarre Pier)
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Whiteboard Alley
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Wildfire Effect
• Bringing It All Together
– Kindling
– Sparks
– Oxygen
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My Secret Recipe “Bluewater Impact Formula™ =
Creative People + Big Ideas + Problem
Solving + Diversity + Competitive / Risk
Encouragement + Investment +
‘Suds’ + Close Proximity + Comfortable
Open Atmosphere + Fun But Intelligent
Conversations + Slim / Small Tables + Data
Capture (Whiteboards, etc.)” 98
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Innovators’ Nectar
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Creative City / Class
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Navarre Pier Background
• Engineers
• Scientists
• Technologists
• Artists
• Business Leaders
• Investors
• Problem Solvers 101
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14). Princess & Pirate Point™
(@ Navarre Pier)
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Concept – Juice / Candy Bar
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15). Navarre Farmers’ Market™
(@ Navarre Pier)
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Best in Class Benchmark
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Upgrade / Relocate
Dedication and History
• The Gulf’s Longest
and Funnest Pier
Deserves an
Improved History and
Dedication Area /
Monument » *See Red Carpet
Tour under
Strategic PR
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16). The Local Latitude™
(@ Navarre Pier)
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Casual / Local Dining
• Where Locals Drink and Mingle!
• Upgraded as Part of The Third Tier
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17). The Third Tier™
(@ Navarre Pier)
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18). The Love Shack Shop™
(@ Navarre Pier)
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The Love Shack Shop
• Gourmet Coffee
• Ice Cream
• Fresh Bread
• Delicious Treats
• Craft and Local Beer
• Reading Room
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19). The Tackle Box™
(@ Navarre Pier)
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Proposed Calendar Seasonality
Extend the Season / Give a Reason to Come
• March – September Peak Season
• October Oktoberfest
Trick or Treat at Pier
• November/December Holiday Season at the
(Santa’s Landing Strip too)
• January Get in Shape at the Pier Event
• February Valentine’s Day at the Pier
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What’s Missing Here?
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Benchmark: Key West, FL
• You Made It!
• Picture with Icon for
Brag Book
• Something to See
and Do
• Advertising
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20). The Runners’ Mark™
(@ Navarre Pier)
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MM 0 For Runners / Walkers
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21). Just One More Thing…
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www.NavarrePierDistrict.com
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22). Implementation Plan
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Planning and Execution
• Example: Best of Times, Worst of Times – Saturday, May 18, 2013
• People – Experienced and Trained Team / Staff
– Customer Service / Quality Focused
– Problem Solvers
• Process – Operational / Contingency Plan
– Emergency Preparedness Plan
– Crisis Communications Plan
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First 30 Days • Refine IMC Plan and Branding
• Begin Due Diligence on Investment /
Expansion
• Determine Right Candidates for Merchant
Wave Leasing
• Conduct Change Management
• Find New Talent and Educate Community
• Set 2014 Schedule
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Next 30 Days (60)
• Lock Down Initial Participants for 2014
Farmers’ Market
• Make Initial Media / Editorial Contact on
New Direction of Pier
• Determine Advertising Opportunities on
Back Roads from I-65
• Put In Place New Shopping Cart
Technologies
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Next 30 Days (90)
• Identify the Appropriate Leaders who
Would Like to Serve on the Navarre Pier
District’s Advisory Board(s)
• Identify Scholarship Eligible Schools and
Target Profiles
• Finalize on All Sub-Brands and Design
Elements for “@Navarre Pier” Offerings
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Quantitative Benefits
• ~$1,000,000 Initial
Investment
• ~1000 New Ventures
Formed or Mentored
• 2.5 % of Gross Profit
Redirected to Dedicated
Community Goodwill
• Pay 100% of Utilities
• 100% of Standard Pier
Entrance Fees Given Back
to County
– 50% of Special Event
Entrance Fees Given Back
to County
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Qualitative Benefits
• Become National Brand
and Destination
• Become a Boomtown
• Increase Investment in
Com. Dev., Econ. Dev.,
and Housing Dev.
• Increase Property Values
and Revenue
• Increase Tourism $$$
and Sales Revenue
• Add High Paying Jobs
• Bring an Infusion of Angel
and Venture Capital to
Region
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Community Reinvestment
• Community Scholarships (Co-op at Pier)
– Business, Marketing, Communication Students
• Community Policing
– Direct Equipment Donations
• Conservation
– Direct and In-Kind Donations
• Entrepreneurship / Business Incubator
– Mentorship, Resources, Growing ~1000 Ventures
• Food Bank Donations
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In Exchange for Delivering
This Value, We Would Like to
Have a 25 Year Lease
(This Is Negotiable of Course)
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Our Core Strategies
• Tap the HWY 98 Money Pipeline
• Transition to Primary Destination
• Become a Boomtown
• Remain Local while also Leveraging
Global Infrastructure and Relationships
• It Is a Marathon with No End!
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We Are Going To Drive
• Local / Regional Investment
• Tourism
• Commercial Development
• Economic Development
• Angel, Venture, and Institutional Dollars
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Desired Hockey Stick Effect
• Solid Foundation
• Low Hanging Fruit
• Destination Focus
• Brand Management
• Strategic PR
• Recruitment
• Collaboration
• Force Multiplier 147
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We Ask You For Your Blessing • Right Vision
• Proven Leadership
• Proven and Diversified
Experience
• Know What Must Be
Done and Will Do It!
• The Best Brands
• Right Marketing Mix
• Love, Passion, and
Excitement….and
Everyone Will Benefit!!!
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Time Is of the Essence
• We Are Excited to Have an Opportunity to
Manage the Navarre Pier
• We Definitely Want to Have that
Opportunity
• We Would Like to Get Started ASAP!
• Thank You!
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24). What Do Families Desire
on Vacation…
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It Is All about Love…
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…and Holding on to Memories
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25). Discussion and Next Steps
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