Submitted by Suanne Z. Thamm
Reporter – News Analyst
February 14, 2018 3:10 p.m.
At the conclusion of a Fernandina Beach City Commission (FBCC) workshop on the Fernandina Beach Main Street program on February 13, 2018, it appeared that the FBCC was prepared to green light future funding for the program. This had not always appeared to be the case.
The program, which kicked off in 2015 with high hopes and ambitious goals, appeared to be foundering when Jeff Kurtz, its first Executive Director, resigned in October 2017. The City of Fernandina Beach had committed to funding $40K per year for the program’s first three years. But that commitment was scheduled to expire in September 2018. Other businesses and organizations had also committed to start up funding. City commissioners past and present were hard pressed to understand how their $120K commitment had resulted in visible improvements to the Centre Street business district. They were also concerned that whereas their commitment came with the understanding that the program would help attract activity to the Community Redevelopment Area (CRA), they had seen little or no progress there as well.
Former Fernandina Beach Mayor/Commissioner Arlene Filkoff , well known in the community for assisting non-profit groups with organizational issues, agreed to take on the role of Main Street Executive Director on an interim basis following Kurtz’s departure. She explained that she would spend several months working with the Main Street Board and the local business community to determine if the Main Street program could be of value to the city and local businesses following its initial funding. Filkoff promised to report back to the FBCC on her findings by March 2018.
Before an audience of about two dozen people, Filkoff and her team leaders briefed the FBCC on their findings, their goals, proposed actions to implement those goals, and funding strategies.
In kicking off the Main Street presentation, Filkoff told commissioners that she was prepared to recommend to her board that the Fernandina Beach Main Street program should move forward. She explained that she has been able to reach out to 95 percent of the affected businesses, meeting with most of them at least twice since her appointment in December 2017. The four councils mandated by the terms of the Main Street designation – Design, Economic Vitality, Promotions, and Organization – have been reformed and, as she said, “off life support.”
Filkoff said that there is a strong desire among businesses for one voice to speak to City Hall on their behalf, with that voice being Main Street. There is also a desire to focus on the entire downtown district. To that end Main Street has been working with the city and Florida Public Utilities for a temporary fix to lighting improvements along Ash and Alachua Streets as well as in city parking lots. A broader lighting study is also underway.
New volunteers have joined the program; communications with businesses have increased. New promotions are being pursued.
Filkoff characterized the people involved in the Centre Street revitalization program of the late 1970’s as visionaries. She credited the work of the businesses and the Amelia Island Fernandina Restoration Foundation with reversing the “dying downtown” diagnosis for Centre Street and focusing on the history of the city and its architecture, which became an economic driver for historic tourism.
She said that Main Street had uncovered the original design documents for the revitalization program and that there was agreement that the design was sound. “We don’t need to reinvent the wheel,” she said. But she added that over time, the design had been neglected as disparate sidewalk surfaces had been added, landscaping had died or overgrown, architectural elements such as walls and built in benches had deteriorated, and broken signage and lighting had been replaced haphazardly. She suggested that Main Street improvements would hold true to the original design plans developed in the 1970’s, as opposed to radical departure.
After presenting and discussing program goals for 2018, she turned to the Main Street Council Chairs for a more detailed look at their work.
Design Council
City Preservation Planned Sal Cumella chairs the Design Council and provided a detailed look at the Council’s goals and projects. He explained that his group is working on ways to unify the downtown streetscape to create a cohesive downtown district that will be pedestrian friendly and preserve the city’s historic character that gives it a “sense of place.” One of the Design Council’s 2018 goals is to create a Downtown Fernandina Beach Streetscape Guide.
Cumella presented slides that demonstrated the design issues with existing sidewalks, lighting, landscaping, benches, and signage. He pointed out work in progress to address bicycle racks and news boxes. He reported that the Fernandina Beach High School’s Key Club has volunteered to work on a project to create a butterfly garden in front of the public restrooms at the Train Depot plaza.
He concluded his presentation with a series of slides showing before and after photos of small improvements that could make design improvements on Centre Street.
Economic Vitality Council
City Planning Manager Kelly Gibson chairs this council, which also has an ambitious set of goals. This council looks to:
- Pursue Nassau County ad valorem tax exemption for historic properties
- Create active listings publications (online and printed)
- Conduct downtown market analysis
- Establish property owner outreach
- Provide new business resources
- Find fire sprinkler upgrade incentives or grants
- Support of CRA and Waterfront activities
- Examine “food deserts” and determine strategy to reduce
- Support Alachua Street railroad crossing opening
- Seek parking solutions
Gibson stressed the importance of reaching out to downtown property owners, who are landlords as opposed to business operators, to make sure they understand incentives available to them for property improvements. She said that her group takes an open, collaborative approach in seeking a balanced mix of downtown businesses.
Promotions Council
City Public Information Officer/Special Events Coordinator Mary Hamburg chairs the Promotions Council. This council concentrates on developing strategies to get people to visit and shop downtown. She has a strong focus on digital marketing. Goals include providing social media training for downtown businesses in partnership with the Chamber of Commerce or the UNF small business center and weekly/monthly business spotlights. For the year ahead, her group is looking into various events to bring people downtown and exploring a window painting project.
The Main Street website will undergo a revamp with the assistance of volunteer Ethan Miller, who is interning at City Hall.
Organization Council
Dawn Tiura, the only Council chair not working for the city of Fernandina Beach, has an extensive background in fundraising both locally and in her former home in California. Her Council’s goals involve raising money via private and public donations as well as focusing inward on board organization, recruitment and development.
She reported that Main Street has $58,000 in confirmed pledges for 2018. She expects to raise an additional $54,750 through a Main Street Partner Program. She spoke to the importance of succession planning, explaining that board members will serve 3-year terms, with one-third of the board rotating out each year. She is actively seeking new recommendations for board seats, cautioning that turnover is necessary to prevent individuals from taking too much ownership in projects or programs. “Main Street must belong to all of us,” she said.
At the conclusion of the Main Street presentation, Mayor John Miller recognized Cathy Klein for remarks. Klein and several other volunteers formed a group known as Flowering Fernandina. They regularly water and tend downtown landscape plantings. She explained that many people who live on the island, not just in the city, want to contribute to making the downtown attractive and welcoming. She expressed her gratitude for being part of the program and thanked Main Street for the presentation.
Commission discussion
Vice Mayor Len Kreger said that Fernandina Beach Main Street is moving into its third year with insignificant accomplishments. He said that the goals expressed during the presentation were good, but that the city cannot serve as a bank for all the funding needed. He encouraged Main Street to “have skin in the game.”
Commissioner Roy Smith asked about the possibility of grant funding for many of the goals. Gibson agreed that grants could be explored. Filkoff said that the city grants writer, Lorelei Jacobs, had raised the possibility of grants through the National Trust and other federal and state sources. Her husband, Arthur I. “Buddy” Jacobs, was instrumental in obtaining the grants for the earlier revitalization of Centre Street and remains interested in the project.
Commissioner Chip Ross thanked the Main Street presenters and said he would support continuing city backing for the project.
Commissioner Phil Chapman, who earlier served on one of the Councils, expressed happiness that “things are finally moving forward.” He said that a common theme from the downtown merchants expressed during his meetings with them is the need for downtown to speak with one voice to the city. He advocated for a focus on increasing accessibility for those with limited mobility.
Mayor John Miller thanked the Main Street representatives “for one of the best workshops I’ve ever seen as a city commissioner.” He agreed that small changes can make a big difference. He also connected the Centre Street improvements to proposals for a waterfront park. He also emphasized what appears to be consensus from the downtown businesses that they speak with one voice via Main Street. He said, “We can sleep well knowing you guys are in charge.”
Because the meeting was advertised as a workshop, no vote could be taken. But it was the consensus of the commissioners to place a vote for continuing financial support for Main Street on an upcoming regular meeting agenda.
Arlene Filkoff remains the interim Executive Director for Fernandina Beach Main Street. At this writing, the board has not named a permanent director.
Editor’s Note: Suanne Z. Thamm is a native of Chautauqua County, NY, who moved to Fernandina Beach from Alexandria,VA, in 1994. As a long time city resident and city watcher, she provides interesting insight into the many issues that impact our city. We are grateful for Suanne’s many contributions to the Fernandina Observer.