CRA Stakeholder (Business Owners and Property Owners) WORKSHOP

Lake Park Town Commission, Florida CRA Stakeholder (Business Owners and Property Owners) WORKSHOP Minutes Monday, May 22, 2023 at 6:00 PM Commission Chamber, Town Hall, 535 Park Avenue, Lake Park, FL 33403 SPECIAL PRESENTATION/REPORT: 1. CRA Grant Program Guidelines and Applications by Grant Writer/Chief Public Information Officer Merrell Angstreich. Grant Writer/Chief Public Information Officer Angstreich went over the CRA residential grant application purpose and process. She provided details of the grant which is for a total of $250,000 and will be available on a first come first serve basis. She explained that funding caps are in place and she described the qualifications and terms of the grant (Exhibit A). A resident asked if the grant funds could be used to address a code violation. Grant Writer/Chief Public Information Officer Angstreich advised the resident that yes, it could be used for that purpose but that if there was a code violation on a property, the grant funds would need to be used to address the violation before any beautification projects could be approved under the grant. Commissioner Mary Beth Taylor asked if the income guidelines would apply to a property owner or to a renter and she was told that the renter’s income would be used to calculate the income for grant purposes but that the question presents a potential amendment to the application. Commissioner John Linden asked about a projected date of approval of applications for residents. Grant Writer/Chief Public Information Officer Angstreich advised that once the Board approves the grant application at their next meeting on June 7, 2023, it could be from 10 days to 2 weeks for applications to be approved. Residents were encouraged to follow the CRA on Facebook for updates on the grant and applications. Grant Writer/Chief Public Information Officer Angstreich went over the CRA business grant application purpose and process. She stated that they will be offering a business plan guide CRA Stakeholder (Business Owners and Property Owners) WORKSHOP May 22, 2023 Page 1 along with the grant for those businesses that wanted it. She explained that the total amount of the grant is for $500,000 and will be available on a first come first serve basis. She provided a summary of the purpose and terms of the grant. (Exhibit B). A business owner asked if the application would only be open to store-front types of businesses and Grant Writer/Chief Public Information Officer Angstreich stated that no, it is not limited to those types of businesses. Lo-kal Gastropub business owner stated a concern about the language as written regarding business loss qualifications and that it does not encompass businesses that have been dis- advantaged by the CRA. Town Manager John D’Agostino explained that the residential units that will be coming into the CRA that could increase business within the CRA were still two to three years down the road and encouraged the business owner to work on a business plan that would sustain the business. He stated that initiatives would need to come from the CRA and from the businesses within the CRA in a combined effort. The business owner re- stated his concern. Town Manager D’Agostino assured the business owner that the grant would apply to him. A restaurant owner stated concerns over having to move his business but that there are no suitable locations available within the CRA. Town Manager D’Agostino offered assistance with finding a location and directed the business owner to another possible grant scenario that could assist with re-developing a site to suit their needs. A member of the attendees asked if there was a cap on the residential grant. Grant Writer/Chief Public Information Officer Angstreich stated that a cap was not notated but that it could be potential language they could add to the application to establish a cap. Commissioner Judith Thomas asked why the grant was not available to homestead properties. Grant Writer/Chief Public Information Officer Angstreich advised that making the grant available to homestead properties is something that could potentially be included in the application. Commissioner Thomas also had a question about ad valorem taxes and stated that the residents also have the PACE program available to them. An attendee asked if the funds used to correct code violations could be granted on a separate basis. Grant Writer/Chief Public Information Officer Angstreich advised that it could be considered. Grant Writer/Chief Public Information Officer Angstreich encouraged potential applicants to start putting together their supporting documentation so that when the application is finalized, they are already prepared.  TOWN OF LAKE PARK COMMUNITY REDEVELOPMENT AGENCY (CRA) Guidelines And Procedures For Residential CRA Grant Program Please note than an application must be approved by the CRA BEFORE work begins. The applicant assumes all financial liabilities related to work that is completed prior to a ruling. The applicant will receive an official written correspondence from the CRA Grant Program Committee following a review of the application. Purpose The primary objective of this grant program is to encourage redevelopment and revitalization of residential structures and properties by offering limited financial and technical assistance. The overall objective is to stimulate reinvestment in the CRA districts and to preserve or revitalize the homes that create the unique character of the community. Residential property owners may qualify for this matching grant program which provides full payment for low-income homeowner-occupied properties and 50% reimbursement for residential rental properties occupied by low-income tenants of the total project cost, to pay for the design and/or implementation of eligible improvements to existing residential structures within the CRA. Grants requested solely for the purpose of beautification will also only be funded at 50%, regardless of applicant status. It is not the intent of this grant program to provide for continuing or ongoing maintenance. All disbursements of grant funds are made following the completion and final inspection of the improvement project; payments for residential property owners will be paid directly to contractors upon approval by the homeowner. Funds are appropriated annually in the CRA budget for each district and are available on a first- come, first-served basis. The program is subject to the availability of allocated funds in the CRA budget. Low-income describes an individual or family that is at or below 80% of the area median income. Proof of income must be provided. Applicants are reminded that grant awards are discretionary and should not be considered an entitlement. All grant criteria contained herein are guidelines, not guarantees for awards and successful applicants may receive any amount up to the maximum award. Should an applicant  meet all grant criteria, a grant may or may not be awarded due to funding limitations, competing applications, and/or competing priorities. Program details are subject to change. Program Rules The following rules are intended to inform a potential grant applicant of the extent and scope of the program. The desired result will halt deterioration, stabilize property values, improve and upgrade the appearance of the area, and facilitate and encourage redevelopment activity in the CRA. This program shall not serve to pay for delinquent or recurring operational utility or similar invoices. 1. The program is for residential properties only, to include residentially zoned properties not homesteaded or occupied by the property owner (i.e. residential rental properties). The property owner must be the applicant. Applications for properties delinquent in payment of property taxes will not be accepted. 2. The program is available only for property located within the CRA. 3. The property to be improved by the grant cannot have Town of Lake Park liens against it, unpaid bills, and/or open Town of Lake Park code violations. If these issues exist, they must be addressed prior to any beautification work is undertaken. 4. Improvements must be consistent with applicable design guidelines and policies as outlined by the CRA Plan and all other applicable codes. 5. Eligible improvements for this program include:  Painting/cleaning/siding  Roof repair/replacement  Porch repair/replacement  Exterior doors/windows  Landscaping (to include hardscapes)  Irrigation  Driveway/parking creation/improvement  Exterior lighting and electrical  ADA improvements  Fencing  Demolition of structures deemed unfit and unsafe for use  Permit fees associated with proposed improvements  Rectifying code violations  Other structural or façade improvements as determined to qualify by the CRA Executive Director 6. All work must be done in compliance with applicable Town of Lake Park codes and regulations. All professional work must be performed by a licensed contractor in good standing with the Town of Lake Park. Improvements to properties that do not or cannot meet building and safety codes are ineligible. 7. Historically designated buildings shall meet the historic preservation guidelines and requirements. 8. Grant funds will be reimbursed exclusively for approved work, approved change orders and only for work that has been performed after being notified of grant approval by the CRA. Any work completed prior to receiving grant approval is ineligible for reimbursement. 9. Only one (1) Residential Improvement Grant application will be accepted per property, per annual grant cycle. A grant agreement that includes consecutive years of funding may be approved and is contingent on the CRA Board’s acceptance of this type of grant agreement. The Residential Improvement Grant Program is only available to applicants who have not received previous grant funding for the same property in the three (3) years prior to the date of grant approval by the CRA Board. Application Process 1. An applicant seeking a Residential Improvement Grant may apply online at TBD. A checklist of required documents and forms can be found and uploaded within the online grant application. 2. Applications will be accepted on a rolling basis and the associated fiscal year CRA funds will be applied. 3. The CRA Grant Program Committee undertakes the initial review of the application and determines if the application is complete. If the application is determined to be incomplete, it will be returned to the applicant and the applicant will have the opportunity to resubmit. Once complete, the application will be date-stamped as received. Acceptance of a completed application packet is not a guarantee of funding. 4. Applicants may not have any outstanding Town of Lake Park violations or liens against their property. CRA grants will not be awarded until the complete satisfaction of any Town of Lake Park violations or liens. 5. Within two (2) weeks, or 10 business days, of receipt of the completed application, the CRA Grant Program Committee will conduct a full review to ensure compliance with the CRA Grant Program criteria. The CRA Grant Program Committee will forward a recommendation to the CRA Executive Director. Once approved by the CRA Executive Director, the application will be provided to the CRA Board for final approval, along with a grant agreement and associated promissory note, as well as a resolution for approval, denial or approval with conditions. 6. All grant funding decisions are final. 7. By accepting the CRA grant award, applicant understands and agrees to:  Maintain the improvements made in accordance with this agreement for a period of three (3) years.  Not alter, modify, or remove the improvements made in accordance with the agreement for a period of three (3) years without CRA approval.   Maintain ownership of the property in accordance with the agreement for a period of three (3) years unless written approval from the CRA Grant Program Committee is received. Receipt of grant funding to improve property for sale is prohibited. Sale of subject property prior to completion of improvements will result in the revocation of award approval.  Commit to allowing all tenants in residence at the time of grant award to remain in residence for three years, if the tenant so desires, or rent the property to a tenant with comparable financial status at a comparable rent (if the property is not owner-occupied). Failure to comply may result in:  Legal action.  Repayment of all CRA funds received by applicant for the subject property. Project Implementation and Reimbursement Process 1. Projects receiving funding must apply for any necessary permits immediately (if applicable) and begin work within 90 days from receipt of grant approval notification and must be completed within one (1) year, unless a written agreement stipulates otherwise or a written request for time extension is received and approved by the CRA at least 30 days prior to project expiration. Non-compliance with these time frames may result in retraction of grant approval, and a new application would be required for consideration. 2. By accepting the grant, applicant agrees to comply with monthly updates conducted by the CRA Grant Program Committee. These updates may be obtained via email, phone or site visits. Reporting may include, but is not limited to, work schedules, reporting forms, and projected completion dates. 3. CRA staff will conduct a site visit before grant payment is made in order to verify that work has been completed; additional inspections will be performed if a permit is required for the work. Staff may also conduct unannounced site visits periodically in order to ensure compliance with the terms of the grant agreement. 4. Grant funds will be dispersed after the improvements are completed and inspected (unless a grant agreement stipulates otherwise). In the case of residential rental properties, it is the responsibility of the applicant to maintain proper documentation of funds expended in the course of completing the project. Release of funds is subject to submission of this documentation to the CRA Grant Program Committee by the applicant. The project must be completed essentially as presented to the CRA Grant Program Committee and approved by the CRA Director in order to receive payment/reimbursement. 5. Award reimbursement shall be made upon completion of the improvements as approved. A final inspection and approval by the Town are required. Submission of the following documentation is required for reimbursement of awarded project costs:  Photos of completed project and all work funded by the CRA grant.  Proof of payment in full for all work included in project as approved. Detailed invoices and paid receipts showing the name, address and phone number of licensed contractor or professional service used is required.  Copies of all required permits and final inspections.  Signed and completed W-9, as required by law, for the contractor(s) providing services. 6. Requests for reimbursement of project costs not included in either the approved renovation  plan or an approved change order shall not be considered for reimbursement. 7. The CRA reserves the right to verify any and all costs associated with design or renovation work for which reimbursement is requested. 8. The Town of Lake Park’s Finance Department (which also manages the CRA budget) shall keep all financial records associated the CRA annual budget and CRA grants.  TOWN OF LAKE PARK COMMUNITY REDEVELOPMENT AGENCY (CRA) Guidelines And Procedures For Commercial And Industrial CRA Grant Program Please note than an application must be approved by the CRA BEFORE work begins. The applicant assumes all financial liabilities related to work that is completed prior to a ruling. The applicant will receive an official written correspondence from the CRA Grant Program Committee following a review of the application. Purpose The purpose of the CRA Commercial And Industrial Improvement Grant Program, which includes the facility improvement grant and the operational sustainability grant, is to assist commercial property and business owners in the CRA with maintaining their businesses and/or properties during times of financial distress and encouraging them to invest in their operations through interior or exterior improvements. The objective is to stimulate reinvestment in the CRA districts and to preserve or renew the traditional business areas and establish them as centers for community-oriented activities. Commercial property owners may apply for the facility improvement grant, which is a matching grant program that provides up to 50% reimbursement of the total project cost, up to a $75,000 grant, to pay for the design and implementation of eligible improvements to existing commercial structures within the CRA. Owners of businesses located in the Lake Park CRA that have experienced a documented downturn in their business may apply for an operational sustainability grant of up to $25,000 for six months or up to $50,000 for one year, based on prior income and expenses. Funds for both grants are appropriated annually in the CRA budget and are available on a first- come, first-served basis. The program is subject to the availability of allocated funds in the CRA budget. Applicants are reminded that grant awards are discretionary and should not be considered an entitlement. All grant criteria contained herein are guidelines, not guarantees for awards, and successful applicants may receive any amount up to the maximum award. Should an applicant meet all grant criteria, a grant may or may not be awarded due to funding limitations, competing applications, and/or competing priorities. Program details are subject to change. Program Rules The following rules are intended to inform a potential grant applicants of the extent and scope of the program. The desired result will halt deterioration, stabilize property values, improve and upgrade the appearance of the area, enhance business operation, and facilitate and encourage redevelopment activity in the CRA districts. This program shall not serve to pay for delinquent or recurring operational utility or similar invoices. 1. The program is for commercial properties and businesses (including industrial). The business owner must be the applicant for the operational sustainability grant and the property owner must be the applicant for the facility improvement grant. Applications for properties delinquent in payment of property taxes will not be accepted. 2. The program is available only for property located within the CRA. 3. Improvements made through the facility improvement grant must be consistent with applicable design guidelines and policies as outlined by the CRA Plan and all other applicable codes. 4. Eligible improvements for the facility improvement program include:  Painting  Roof repair/replacement  Awnings/canopies  Exterior doors/windows  Landscaping (to include hardscapes)  Irrigation  Parking lot repaving, resealing, restriping  Exterior lighting and electrical  Exterior security features (access to security cameras for law enforcement required)  ADA improvements  Fencing  Demolition of structures deemed unfit and unsafe for use.  Permit Fees associated with proposed improvements  Other fee-related, structural or façade improvements as determined to qualify by the CRA Executive Director 5. All work funded by the facility improvement grant must be performed in compliance with applicable Town of Lake Park codes and regulations. All professional work must be performed by a licensed contractor in good standing with the State, County and the Town of Lake Park. Improvements to properties that do not or cannot meet building and safety codes are ineligible. 6. Facility improvement grant funds will be reimbursed exclusively for approved work, approved change orders, and only for work that has been performed after being notified of grant approval by the CRA. Any work completed prior to receiving grant approval is ineligible for reimbursement. 7. Operational sustainability grant applicants must be able to prove income loss and provide documentation of business income and expenses for the two years prior to the application for funding (or for as long as the business has been in existence, if that period is less than two years; businesses must be in operation for a minimum of one year in order to qualify for the operational sustainability grant). 8. Only one (1) grant application in each category (operational sustainability or facility improvement) will be accepted per property, per annual grant cycle. A grant agreement that includes consecutive years of funding may be approved and is contingent on the CRA Board’s acceptance of this type of grant agreement. A facility improvement grant is only available to applicants that have not received previous grant funding through this program for the same property and for the same work, in the three (3) years prior to the date of grant approval by the CRA Board. Application Process 1. An applicant seeking either an operational sustainability grant or a facility improvement grant may apply online at TBD. A checklist of required documents and forms can be found and uploaded within the online grant application. 2. Applications will be accepted on a rolling basis and the associated fiscal year CRA funds will be applied. 3. The CRA Grant Program Committee undertakes the initial review of the application and determines if the application is complete. If the application is determined to be incomplete, the application will be returned to the applicant and the applicant will have the opportunity to resubmit. Once a completed application is submitted, it will be date-stamped as received. Acceptance of a completed application packet is not a guarantee of funding. 4. Applicants may not have any outstanding Town of Lake Park violations or liens against their property. CRA grants will not be awarded until the complete satisfaction of any Town of Lake Park violations or liens. 5. Within two (2) weeks, or 10 business days, of receipt of the completed application, the CRA Grant Program Committee will conduct a full review to ensure compliance with the CRA grant program criteria. The CRA Grant Program Committee will forward a recommendation to the CRA Executive Director. Once approved by the CRA Executive Director, the application will be provided to the CRA Board for final approval. 6. All grant funding decisions provided are final. 7. By accepting a facility improvement grant award, applicant understands and agrees to:  Maintain the improvements made in accordance with this agreement for a period of three (3) years.  Not alter, modify, or remove the improvements made in accordance with the agreement for a period of three (3) years without CRA approval.  Maintain ownership of the property in accordance with the agreement for a period of three (3) years. Receipt of grant funding to improve property for sale is prohibited. Sale of subject property prior to completion of improvements will result in the revocation of award approval. Failure to comply may result in:  Legal action.  Repayment of all CRA funds received by applicant for the subject property. 8. By accepting an operational sustainability grant award, the applicant understands and agrees to  Maintain ongoing business operations in an unchanged manner and for an unchanged purpose for the duration of the grant period  Sustain (or increase) existing business operating hours Project Implementation and Reimbursement Process 1. Projects receiving funding under the facility improvement grant must begin work within 90 days from receipt of grant approval notification, and work must be completed within one (1) year, unless a written agreement stipulates otherwise or a written request for time extension is received and approved by the CRA at least 30 days prior to project expiration. Projects receiving funding must apply for any necessary permits immediately (if applicable) in order to adhere to the timeframes stated above. Non-compliance with these time frames may result in retraction of grant approval, and a new application would be required for consideration. Projects receiving funding under the operational sustainability grant must continue operations for a minimum of the period covered by the funding provided (six months or one year) 2. By accepting the grant, applicant agrees to comply with monthly updates conducted by the CRA Grant Program Committee. These updates may be obtained via email, phone or site visits. Reporting may include, but is not limited to, work schedules, reporting forms, and projected completion dates for the facility improvement grant and operating logs and financial statements for the operational sustainability grant. 3. CRA staff will conduct a site visit before grant payment is made in order to verify that the business is in operation. Staff may also conduct unannounced site visits periodically in order to ensure compliance with the terms of the grant agreement. Additional inspections will be performed if a permit is required for the work. 4. Facility improvement grant awardees will receive grant funding after the improvements are completed, inspected and all associated costs have been paid (unless a grant  agreement stipulates otherwise). It is the responsibility of the applicant to maintain proper documentation of funds expended in the course of completing the project. Release of funds is subject to submission of this documentation to the CRA Program Committee by the applicant. The project must be completed essentially as presented in the approved application in order to receive payment/reimbursement. Operational sustainability grant awardees will receive grant funding on a month-by- month basis. 5. Facility improvement award reimbursement under the facility improvement grant shall be made upon completion of the improvements as approved. A final inspection and approval by the Town are required. Submission of the following documentation is required for reimbursement of awarded project costs:  Photos of completed project and all work funded by the CRA grant.  Proof of payment in full for all work included in project as approved. Detailed invoices and paid receipts showing the name, address and phone number of licensed contractor or professional service used is required.  Copies of all required permits and final inspections.  Signed and completed W-9, as required by law, for the recipient of grant funds. 6. Requests for reimbursement of project costs under the facility improvement grant not included in either the approved renovation plan or an approved change order shall not be considered for reimbursement. 7. The CRA reserves the right to verify any and all costs associated with design or renovation work for which reimbursement is requested under the facility improvement grant and any and all operational costs requested under the operational sustainability grant. 8. The Town of Lake Park’s Finance Department (which also manages the CRA budget) shall keep all financial records associated the CRA annual budget and all CRA grants. Business Plan Consulting Services As part of its efforts to support local businesses in the CRA, the Lake Park CRA will contract with a consultant (or consultants, as necessary) who will be made available to provide business plan guidance at no cost to the applicants. All interested commercial/industrial grant applicants will have the opportunity to request and receive this service. Requesting or declining such services will have no impact on the outcome of an applicant’s grant request.  The Palm Beaches LAK E PAR K Partners in Tourism m OVERVIEW e t h o d o lo g y WHO WE ARE Discover The Palm Beaches • Official Tourism Marketing Corporation contracted by Palm Beach County’s Board of County Commissioners • Private, not-for-profit organization accredited by Destination International • Reports to 25 Member Board / 7 appointed by Palm Beach County Board of County Commissioners • A Tourism Development Council organization that collaborates with sister agencies • MISSION: Grow the Tourism Economy • VISION: Position The Palm Beaches as Florida’s Premier Tourism Destination SHARED COMMUNITY VALUE CA PI TA LI ZI NG ON STRATEGI C PLA N BRAND AWARENESS & MARKETING COMMUNITY ENGAGEMENT GROW THE TOURISM MEETINGS, EVENTS AND ECONOMY LEISURE SALES ORGANIZATIONAL SUSTAINABILITY DIVERSITY, EQUITY AND INCLUSION 20 23 – FI NA L YEA R OF PLA N 2023 FOCUS • New creative agency impact Evol ve Dest i nat i on Br and • Evolution of brand, tourism identity and logo Pr esence A nd A r chi t ect ur e • Website redesign • Segmentation strategy • Summer season initiatives • Increased sales visibility and efficiencies Lever age Sal es/ Ser vi ce • Transformational events I nt egr at i on • Reassess investments in key international markets • Enhancement of business community partnerships Accel er at e Communi t y • Refinement of shared community value/sustainability message Engagement A nd • Increase city partnership initiatives in coop/product dev. Sust ai nabi l i t y I ni t i at i ves • Reaffirmation of Diversity, Equity, and Inclusion (DEI) B US INES S INTELLIGENCE HISTORIC VISITATION  2022 RESULTS Visitation 9.5 9.2 Millions Out-of-State Domestic 2022: 5.3M 9.0 2021: 4.7M 2019: 4.7M Florida Resident 8.5 8.2 2022: 3.2M 8.0 7.9 2021: 2.9M 2019: 2.9M 7.5 International 2022: 730,000 7.0 2021: 400,000 2019: 703,000 2019 2021 2022 *Source: DTPB estimates extrapolated from aggregate card usage data provided by VisaVue® Travel and data from other independent research sources such as Florida Department of Revenue, STR, Euromonitor, TNS, Tourism Economics  2022 RESULTS Visitor Spending Total Spending 2022: 6.9B 2.5 $2.0 $2.3 Billions 2021: 5.5B 2.0 2019: 5.1B 1.5 $1.2 $1.0 F&B: +25% 1.0 Lodging: +50% $0.5 0.5 Retail: +9% Recreation: +11% 0.0 Transportation: +25% *Source: DTPB estimates extrapolated from aggregate card usage data provided by VisaVue® Travel and data from other independent research sources such as Florida Department of Revenue, STR, Euromonitor, TNS, Tourism Economics BRAND CAMPAIGN Target Markets mMAR e t h oKdETING o lo g y  FY23 M EDI A PLA N Always-On Brand Campaign Allocation by Channel Groups & Meetings Connected TV 6% Traditional 8% 21% Audio 8% 4% OTA/Metasearch 7% 9% Broadcast 20 % 26 % Paid Social Digital, Native, SEM  AUDIENCE SEGMENTATION Targeting delivers the right marketing message at the right time Gr o u p s & Me e t in g s Ex p lo r in g w it h Be d , Be a ch & Cu lt u r a l Ex p lo r e r s R est & Resor t P la n n e r s , Fr ie n d s & R e la t ive s Beyo n d Bu s in e s s Tr a ve le r s Visiting or traveling Seeking beach, Seeking cultural Resort guests seeking Meetings, conventions, with friends & family outdoors & experiences & wellness beach-front stays expos, and their entertainment options organizers BRAND MARKETING FY23 CONTENT CALENDAR DIVERSITY, EQUITY & INCLUSION Prioritizing Multicultural Markets and Media Outlets Bla ck His p a n ic LGBTQ+ Acce s s ib le Tr a ve l Di g i t al Cen t er Of Ex cel l en ce • Pioneered building internal digital team: paid media, social media, content • Generated significantly more brand awareness, engagement, and visitation FL AT B UD GET 20 22 OV ER 20 21: 2X 3X 2X IMPRESSIONS CLICKS ENGAGEMEN T  Di g i t al Pl at f or m Evol u t i on AD M OBI LE A PP WEBSI TE PLATFORM S PERSONA LI ZATI ON DATA M ETAVERSE  Continued Social Media Leadership 716 K 7 M i l l i on 10 0 Com bi ned Fol l ow i ng Engagem ent s I nf l uencer s Across 7 Platforms In-House Content 40% Diversity Target B USI NESS OPPORTUNI TI ES  BENEFITS OF PARTNERSHIP • Affordable marketing and advertising programs for all size businesses and budgets • High ROI on The Palm Beaches Marketing Programs  BUSINESS Website Listing, Calendar of Events and OPPORTUNITIES Offers Driving conversions by promoting local businesses in prime locations on ThePalmBeaches.com. Gives the business the best opportunity to influence planning decisions.  BUSINESS OPPORTUNITIES PR, SOCIAL & CONTENT TIPS ThePalmBeaches.com/Tips THE PALM BEACHES PARTNERSHIP RECOMMENDATION Program Pricing Partner Participation $350 per location $0.00 Lake Park Businesses Cost Covered by Lake Park B RmAND e t h oCAMPAIGN d o lo g y  THE PALM BEACHES Brand Campaign Concept The Palm Beaches has launched a new brand campaign The Original. The One. The Only. Assets highlight the history of hospitality in the destination, with campaign tagline America’s First Resort Destination Brand Positioning Statement a play on the legacy of Henry Flagler and Addison Mizner Ads create a sense of nostalgia for an elevated travel experience, conjuring images of The Golden Age of Travel when Florida was the premier vacation destination Campaign Concept included a new brand positioning statement, brand promise and rebrand including a new logo CAMPAIGN CREATIVE Out of Home Digital Display Print  LAKE PARK Brand Campaign Extensions: Cities The campaign lends itself to many future extensions, including a city-specific brand campaign Opportunity for Lake Park to customize campaign with city tourism assets for use on owned and paid media channels: • Advertising concepts including digital display, out of home and print templates • Paid Media Co-Op Campaign Extension Opportunities It ’s a ll a b o u t t h e w a t e r in La k e P a r k , w h e t h e r g lidin g o n t h e s u r f a ce o r dis co ve r in g t h e de p t h s . Wh e n yo u ’ve h a d yo u r f ill o f a dve n t u r e f o r t h e da y, La k e P a r k o f f e r s p le n t y o f w a ys t o r e la x a n d u n w in d. Sip a lo ca l b r e w w h ile p la yin g a b o a r d g a m e o r lis t e n in g t o s o m e live m u s ic. Print LAKE PARK Brand Campaign Extensions La k e P a r k Out of Home Digital Display ENH ANCED TOUR IS M PAR TNER S H IP  GOALS • Drive awareness of Lake Park location and offerings • Drive traffic to Lake Park’s mix of restaurants, theaters, breweries and more • Drive attendance at upcoming events • Art & Music Street Festival (Sep. 23) • Holiday Lights Showcase (December) ENHANCED PARTNERSHIP Paid Media Match Co-Op Campaign • The Palm Beaches + Lake Park will collaborate on a custom media buy highlighting city tourism • Media mix options: digital display, social media, out of home, print • Creative would feature The Palm Beaches new brand campaign customized with Lake Park imagery/logo • All digital ads drive to Lake Park city landing page on ThePalmBeaches.com with input from Lake Park team on content • The Palm Beaches and Lake Park will collaborate on market tactics, goals and media mix MEDIA CO-OP Additional Co-Op Options Available for City-Specific Campaigns Digital Display • Programmatic ad buying using The Palm Beaches proprietary audience data and DSP; can include display or pre-roll video Paid Social Media • Campaign on The Palm Beaches Facebook and Instagram channels with co-branded copy/content Out of Home • Print or digital billboard placements in high-impact highway locations in key target markets THANK YOU