Placement: New Business
Action Requested: Discussion
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Update on Branding for The Port District and Walton & One
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Submitted By: Jennifer Davis, Director, Community Redevelopment Agency
Executive Summary (General Business): Branding efforts are underway for two destination projects within the City’s Community Redevelopment Areas (CRAs): The Port District and Walton & One. Each destination has a unique opportunity for placemaking with signage and public art, as outlined in the respective master plans.
Presentation Information: Staff will provide a brief presentation
Staff Recommendation: Move that the Board authorize staff to move forward with branding efforts as presented.
Alternate Recommendations:
1. Move that the Board amend the recommendation and authorize staff to move forward with branding efforts as presented.
2. Move that the Board provide staff with additional direction.
Background: The CRA staff have been working with several departments on branding efforts for The Port District and Walton & One. Both destinations are in eastern Port St. Lucie and in need of placemaking branding to help further develop these sites.
The Port District - This destination opened in June 2024 and includes Pioneer Park, the Event Lawn, the Boardwalk, History Museum, Botanical Gardens, and more. Branding this area is important to furthering the recognition and placemaking for this unique destination in eastern Port St. Lucie. Additional projects in The Port District were identified in the master plan, but remain unfunded at this time. The branding efforts presented are intended to be implemented further as additional projects come online in future years.
Walton & One - With the recently approved master plan and economic development projects under review, the redevelopment of the entire site is in its infancy stage. Further, a reimaged master sign program will be forthcoming, once revised. In the interim, staff recommends updating the decals on directional signage within the site, as well as provide an interim solution for addressing the non-functioning marquee sign at the corner of US Highway One and Walton Road. In the past, this sign provided marketing on upcoming events related to the City and Community Center, separate from the newly installed MidFlorida Event Center marquee sign. To repair the currently non-functioning message sign would be upwards of $80,000, which does not include current branding or technology updates that will be needed for future development. Staff has been working closely with Facilities on options for the sign and are presenting the most cost-effective opportunity during the development of the overall site. As the CRA entertain offers for development of the site, we have the option to negotiate and obligate a potential buyer in Walton & One to pay for a replacement sign, or the City / CRA can budget for this replacement sign in a future CIP item.
Issues/Analysis: N/A
Financial Information: The Port District Branding Budget was established at $300,000. To date, $165,468 has been expended on projects. An additional $100,000 in projects has been identified and being presented for CRA Board consideration, leaving a balance of $34,532 in branding funds. The Walton & One initial branding efforts are estimated to total $38,400.
Special Consideration: The proposed gateway signage modifications for The Port District will be a companion item to a License Agreement being presented this evening for the proposed improvements.
Location of Project: The Port District is located along the west side of Westmoreland Blvd / Veterans Memorial Parkway from the Preserve Tract on the south end up to Lyngate Park on the north end. Walton & One is located at the southeast corner of Walton Road and US Highway One.
Attachments: CRA Branding presentation
NOTE: All of the listed items in the “Attachment” section above are in the custody of the City Clerk. Any item(s) not provided in City Council packets are available upon request from the City Clerk.
Legal Sufficiency Review:
N/A