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									                                                                                                                                                                                                                                         February 2009

                                                             N O R T H                                                  C E N T R A L                                                                F L O R I D A

                                                                                                                                                               What Gainesville Could Be
                                                                                                                                                                High-Tech Dynamo? Art Haven?
                                                                                                                                                                Gainesville’s Options for Growth Are Wide Open
                                                                                                                                                                    by Rick Sapp                                        officials have to balance pressure from citizens
                                                                                                                                                                    Bedford Falls is a wonderful place to live and      on one side for low, or no, growth against a push
Photo courtesy of Paducah Convention & Visitors Bureau

                                                                                                                                                                 work. Not much changes year to year while the          by people who want to develop the city and its
                                                                                                                                                                 Bailey Building & Loan, the beating heart of a         suburbs to attract more prosperity. It’s a tough give
                                                                                                                                                                 true community, just keeps puttering along. It’s a     and take. But, it can be done successfully, as other
                                                                                                                                                                 friendly, walkable place with tree-lined streets and   cities have shown.
                                                                                                                                                                 successful neighborhood businesses.                       To consider what Gainesville’s future could be,
                                                                                                                                                                    Sometimes, though, the citizens of Bedford          The Business Report looked at several cities that
                                                                                                                                                                 Falls imagine their evil twin, the ruthlessly          are in the process of reinventing themselves.
                                                                                                                                                                 commercial Pottersville, lurking behind the mirror.
                                                                                                                                                                                                                                                     continued on page 22
                                                                                                                                                                 Bursting with screeching vitality, it is a wild,
                                                                                                                                                                 anything-goes town dominated by bars and pawn
                                                                                                                                                                 shops, empty buildings and poorly planned growth.
                                                                                                                                                                    Some would say Gainesville is not unlike these
                                                                                                                                                                 two views of Bedford Falls, the mythic town in
                                                                                                                                                                                                                           “People are looking for experiential
                                                                                                                                                                 the movie It’s a Wonderful Life. Static, historic        tourism where they can do hands-on
                                                                                                                                                                 neighborhoods on one hand and ever-expanding             events or invest time in themselves.”
                                                                                                                                                                 suburbs on the other. Pockets of quiet juxtaposed
                                                                                                                                                                 with screaming crowds and bars and empty
                                                                                                                                                                                                                                                 ROSEMARIE STEELE
                                                                                                                                                                                                                                          MARKETING DIRECTOR FOR THE PADUCAH
                                                                                                                                                                    Bridging all those elements—and pointing the                              CONVENTION AND VISITORS BUREAU
                                                         Paducah, Kentucky’s thriving riverfront features Robert Dafford’s life-size floodwall murals,            city toward a thriving future—is a challenge. City
                                                         which depict the city’s rich history.

                Chamber Honors Clark Butler with Legacy Award
                                                         by Kevin Ireland                                         “Clark Butler was a pillar of the business            THE POWER OF PERSUASION
                   To the casual observer, S. Clark Butler was                                                 community,” says Brent Christensen, the chamber’s           Clark grew up on a family farm in Plant City
                just the man behind Butler Plaza—a successful                                                  chief executive officer. “He started from humble          and first came to Gainesville around the age of 17
                developer who shaped Gainesville’s retail districts                                            beginnings and as an entrepreneur faced adversity        to visit his older brother Bob, who was working
                while creating the largest shopping complex in the                                             time after time while building a successful              his way through the University of Florida. Clark
                Southeast.                                                                                     company. He always wanted to do what was best            saw opportunity in selling fresh produce here,
                   But Butler, who died October 19 at the age of                                               for his community and his family. He didn’t want         especially to the boarding houses where most
                89, was more than that. As a businessman and                                                   any credit or anything else in return.”                  college students lived. Also, it was the height of
                developer, he had few equals in the state. As a self-                                             This is just the third time in its 85-year history    the Depression and he thought his family could
                made success, his story harkened to Horatio Alger.                                             that the chamber has given a Legacy Award.               do much better in Gainesville than they could
                And as a citizen, he was quietly compassionate and                                             Previous awards went to builder Charles Perry and        trying to make a living on a small farm. So after he
                interested in doing what he thought was best for the                                           banker C.B. Daniel.                                      graduated from high school, he talked his family
                community at large and people individually.                                                       It’s no surprise Clark Butler would join this elite   into moving to Gainesville to open a fruit and
                   For all those reasons, the Gainesville Area                                                 group, given the breadth of his accomplishments          vegetable stand. It was perhaps the first indication
                Chamber of Commerce decided to honor him in                                                    over a 70-year career. But it’s not so much what he      of his persuasive powers: His parents were in their
                January with its Legacy Award.                                                                 achieved as the way he achieved it that stands as        70s and he was the youngest member of the family.

                                                                                                               his greatest success.                                                                continued on page 25
                                                                                                                                                                                                                               S. Clark Butler

                                                                                                                                                                                         Members of the Gainesville Area Chamber of Commerce
                                                                                                                                                                                           receive a free subscription to The Business Report.

                                                                             12             UF’s Theft Prevention Experts
                                                                                            Gainesville’s Indiana Jones
                                                                             16             Hunts for Sunken Treasure                                                                                                                                    PRSRT STD
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                         The NorTh CeNTral FlorIDa BusINess reporT   FEBRUARY 2009   3
    18                                                              17                                                       N O R T H   C E N T R A L

                                                                                                                             Editor and Publisher
                                                                                                                                                         F L O R I D A

                                                                                                                             Kevin Ireland
                                                                                                                             Senior Account Executive
                                                                                                                             Pete Zimek
                                                                                                                             Art Director
                                                                                                                             Kris Bristol
                                                                                                                             Graphic Designer
                                                                                                                             Heather von Klock
                                                                                                                             Managing Editor
                                                                                                                             Brittany Casey
                                                                                                                             Copy Editor
                                                                                                                             Maghan McDowell
                                                                                                                             Editorial Intern
                                                                                                                             Ana Senior
                                                                                                                             Account Executive
                                                                                                                             Reid Withrow
                                                                    Content February 2009                                    Shea Michaels
                                                                                                                             Distribution Manager

                                                                                                                             Sam Limbaugh
                                                                                                     Money Matters
07       In the News
         Builder 1 of 10
         nationwide to win free
                                    11   My Gainesville
                                         Zip Code 32605            15   Building Business
                                                                        Successful B2B
                                                                                                     How to be a Better
                                                                                                                             Fiscal Manager
                                                                                                                             Lori White

                                                                                                                             Kevin Ireland     Rick Sapp
         Inauguration trip                                                                           By the Numbers          Brittany Casey James Wilkey
                                                                                                     Best Sales & Customer   Ana Senior

08       In the News
         Budgets Cuts Force         12   Feature
                                         UF’s Specialists          16   Made in Gainesville
                                                                        Gainesville’s Version
                                                                                                     Service Books           Jennette Van Dien
         Tourist Attractions to
         Generate Own Buzz
                                         Fight Retail Theft             of Indiana Jones
                                                                                                21   Sales Strategies
                                                                                                     5 Reasons to Respect
                                                                                                     Sales People
                                                                                                                             Peter Van Rysdam John Spence
                                                                                                                             Pete Zimek

10                                  14                             17
                                                                                                                             Rodney Rogers, Rick Sapp
         Business Tips                   Trends                         Marketing 101
         How to Survive a
         Business Crisis
                                         Growing Floral Business
                                         the Old-Fashioned Way
                                                                        5 Biggest Web Site
                                                                        mistakes                30   Transactions
                                                                                                     Commercial Sales and
                                                                                                     Business Start-ups
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                                                                                                                             352-377-1402 (ph) l 352-377-6602 (fax)

4                                 The NorTh CeNTral FlorIDa BusINess reporT                          FEBRUARY 2009
The NorTh CeNTral FlorIDa BusINess reporT   FEBRUARY 2009   5
( Publisher’s Viewpoint )
                                                Tim Tebow as a Model
                                                for Business Success                                                                                     POINTS TO
                                                        STAGE 3. When the team suffered a
                                                     crushing defeat, Tim Tebow, the leader
                                                     of the enterprise, stepped forward,
                                                     accepted blame and, with a mixture of
                                                                                                     The plea was self-serving to a degree:
                                                                                                     Money spent locally helped support her
                                                                                                     advertisers, who then had more cash to
                                                                                                     spend on ads.
                                                                                                                                                        “First say to yourself what you would be;
                                                     embarrassment and anger, vowed he and the          But there was a larger benefit to keeping        and then do what you have to do.”
                                                     other team members would bust their butts       money in the community and it’s one I think
                                                     every day for the rest of the year to reach     we business owners should all consider in          EPICTETUS
                                                     their goals.                                    the midst of this downturn. When we and
                                                                                                     our customers buy locally, we’re making
       As a small business owner, I’m always            STAGE 4. The team rallied around their       an investment in the health and success of
                                                                                                                                                         “The difference between a successful person
    thinking about my company. That’s why            leader, embraced his vow and gave 110           our hometown and our own businesses as              and others is not a lack of strength, not a lack
    when I was enjoying the Gators’ incredible       percent every day.                              well. Successful local businesses pour the                of knowledge, but rather a lack in will..”
    victory over Oklahoma last month, the first                                                       money they make back into the community,
    thing that came to mind was that fact that          STAGE 5. As they again began to              creating jobs and paying salaries so people                                 VINCE LOMBARDI
    the formula for the Gators’ success this         experience success, they didn’t slack off       have cash to spend at businesses like yours
    year would be a perfect model for running a      or get distracted by things beyond their        and mine. They donate to local charities and       “Nothing is predestined: The obstacles
    business in tough times.                         control; they just maintained a crystal-clear   may even sponsor your kids’ sports teams.
       OK, maybe I’m a little obsessed about         focus on the final prize.                        In truth, they’re the engine that drives our       of your past can become the gateways
    business, but the comparison still rings true.                                                   local economy.                                     that lead to new beginnings.”
    Think about it:                                     STAGE 6. When they finally achieved              So how can we local business owners
                                                     their ultimate goal, they let loose in a        support each other? First off, we can stop         RALPH BLUM
       STAGE 1. The Gators planned for               celebration worthy of a champion.               sending our money thousands of miles away
    success by breaking down their year into            There you have it; the six stages of         to or similar online merchants                          “Small opportunities are often
    manageable segments and creating a               success for the Gators. Would following the     just to save a buck or two. Second, we can
                                                                                                     take care of our own by offering discounts
                                                                                                                                                                   the beginning of great enterprises.”
    detailed plan to prepare each part of the        Gator’s lead spell similar success for you
    team for victory.                                and me? My guess is, the answer’s “yes.”        on B2B purchases made between local                                            DEMOSTHENES
       STAGE 2. They worked together as a            AN INVESTMENT IN THE COMMUNITY                     These are tight times and it’s key that we
    team—no prima donnas here—and adapted               Back in my newspaper career, I worked        support each other to ensure we not only           “Success isn’t permanent,
    quarter by quarter when the competition          for a small-town publisher in the Northeast.    survive, but thrive.                               and failure isn’t fatal.”
    exposed their weaknesses.                        Each year about this time she would write a
                                                     column urging her readers to shop locally.                                                         MIKE DITKA

6                                        The NorTh CeNTral FlorIDa BusINess reporT                                                                   FEBRUARY 2009
                                                                                                                                                                                ( In the News )

Gainesville Builder Wins Ticket to See History                                                                                                                                             by Ana Senior
   One local homebuilder’s struggle to stay afloat                                                                                                            number of media, including the Washington Post.
won her a ticket all the way to the White House.                                                                                                             And National Public Radio read her essay on air.
   Businesswoman Cyndi Russell wrote an essay                                                                                                                   Russell heard from fellow Gainesvilleans who
on her efforts to survive the construction crisis                                                                                                            are just thrilled that they know someone who
and was one of just 10 winners chosen in the                                                                                                                 won. And perhaps the publicity will help Russell,
Presidential Inaugural Committee’s “Your Ticket                                                                                                              who wants to keep her company doors open in
to History” contest, scoring an all-expenses-paid                                                                                                            the city she loves.
trip for two to the Barak Obama’s presidential                                                                                                                  “It’s a great community. People know each
inauguration.                                                                                                                                                other. We’re all on the same page when there are
   Russell, the owner of Emerald Ventures                                                                                                                    football games. Businesses here try to help each
and Studio One Home Staging, wrote about                                                                                                                     other and not compete so much. It’s not so cut
dealing with difficult times in the building                                                                                                                  throat.”
and construction communities. She said she’s
unhappy so many of her colleagues are becoming
so negative about the economic downturn in their                                                                                                                Chamber Board Member Dies
sector, Russell says, but she still understands
how it is to make ends meet. “I did save my                                                                                                                        Carole Blair, a local businesswoman and
money. That’s what I’ve been living on,” she                                                                                                                   member of the board of directors of the
says.                                                                                                                                                          Greater Gainesville Chamber of Commerce,
   “I told the Committee how the last few years     voted for the first time. Even Russell’s boyfriend,   Inaugural Committee picked her essay. She             died on December 28. She was 62.
have been really tough. I had always been able      Chris Buffington, a die-hard conservative,            admits she’s not the strongest writer and                 Mrs. Blair, a certified public accountant,
to have a good life before. I’d been able to pay    switched at the last second and voted for Obama.     actually tried to convince her boyfriend to           moved to Gainesville from Clearwater in
my own bills and help my mom. Now, I’m                 Why did Russell decide to become involved?        pen the entry for her, figuring she’d have a           1988 and opened her own accounting firm
wondering how long I can keep my doors open,”       Obama’s message of change. “I don’t know             better shot at winning since he’s better with         in 1991. She was involved in numerous
she says.                                           anyone who didn’t want change no matter which        words. Still, her personal story of her struggles     local groups, including the Estate Planning
   However, president-elect Barack Obama            candidate they supported,” she says. “Not just       as a businesswoman in a male-dominated                Council of Gainesville and the Thornebrook
brought her hope that things would improve in       construction people. Everybody wants change for      industry during hard economic times spoke to          II Maintenance Association. In 2003, the
the coming year.                                    the better.                                          the judges—so much so that they decided to            chamber named her firm Small Business of
   Russell was never involved in politics before       “The whole campaign got people interested.        announce her as the first of the 10 winners and        the Year.
the November election, but she felt the desire      He [Obama] is inspiring,” she says.                  arranged for her to appear on NBC’s Today                 Mrs. Blair was buried in Mount Carmel,
                                                       Russell says she’s still not sure why the         Show. Subsequently, she did interviews with a         Pennsylvania.
to participate this time, as did her cousin, who

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                                      The NorTh CeNTral FlorIDa BusINess reporT                                                             FEBRUARY 2009                                                      7
           ( In the News )
                                                      Tourism Group Tries to Counter
                                                      Impact of State Budget Cuts                                                                                        by Brittany Casey
                                                        With state funds for tourism promotion        And major cutbacks to Visit Florida could          The loss of more than $8 million from
                                                     waning, Gainesville attractions and hotels       put jobs at risk, shorten or cut the amount     the state bureau’s budget will cut their
                                                     are going to have to do more to promote          of hotel stays Florida sees, and reduce the     marketing in half. That means local
                                                     themselves this year, say local tourism          Sunshine State’s tax revenue. After all,        groups, which rely on Visit Florida to
                                                     officials.                                        every $1 of funding used by Visit Florida,      publicize and distribute information on
                                                        The state legislature cut $8.5 million        produces $3 in tax revenue, according to        their attractions, will feel the state cuts as
                                                     from the ’08-’09 fiscal year budget for           Loog.                                           well, Loog predicts. “There will be less
                                                     Visit Florida, the state’s tourism bureau,          “I understand when revenues keep             people on the highway going to the Keys,
                                                     as part of an effort to close a $2.3 billion     dropping, it’s hard to do certain things,       Sarasota, Naples,” he says. “And places
                                                     hole in the state budget. At press time, Visit   like spend more money,” says Loog. “And         like Kanapaha, Micanopy, those unique
                                                     Florida officials weren’t sure exactly how        we certainly don’t want the government to       places that rely on that I-75 traffic, will see
                                                     this would impact their services, but it will    write a bad check.” But, he says, it’s hard     less of it.”
                                                     reduce money for marketing and it could          to figure why the state would want to cut
                                                     force the agency to close the Welcome            the budget for something “that’s revenue-       DO-IT-YOURSELF PROMOTION
                                                     Centers it runs along the border. Those          producing, that helps pay for the roads, the       The cuts to Visit Florida’s budget will
                                                     centers are prime promotion spots where          schools and the prisons.”                       affect spending through the June 30 end
                                                     Gainesville attractions and hotels provide          In fact, if anything, Visit Florida was in   of the fiscal year, but there’s no guarantee
                                                     brochures to entice visitors to stop here.       need of a boost, Loog argues. Tourism is        funding in the next budget will be any
                                                                                                      down nationally and within the state, much      better. So, Visit Gainesville and local
                                                     TOURISM A BIG MONEY-MAKER                        like right after September 11, 2001, when       attractions will have to do more to generate
                                                       Tourism is Florida’s largest revenue           the state legislature responded by granting     their own publicity, Loog says.
Roland Loog, the director of Visit Gainesville,      source, says Roland Loog, the director of        the tourism bureau $20 million to attract          Marcheta Keefer, Visit Gainesville’s
the Gainesville/Alachua County Visitors and          Visit Gainesville, the Gainesville/Alachua       travelers. “It’s almost time that we need one   marketing manager, says she and her team
Convention Bureau.                                   County Visitors and Convention Bureau.           of those again,” Loog says.                     will be helping local attractions and others

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8                                   The NorTh CeNTral FlorIDa BusINess reporT                                                  FEBRUARY 2009
                                                                                 ( In the News )

  who rely on tourism promote their spots.                       Keefer encourages attractions to contact
  She’s also hoping to show them how to write                 local publications, radio stations and                      
  about and publicize their businesses. And she               television stations to broadcast anything new
  asks local attractions to keep Visit Gainesville            they’re doing that would be of interest to
  aware of anything new on their properties so it             visitors. Don Goodman, director of Kanapaha
  can publicize the changes.                                  Botanical Gardens, plans to do just that. His
     Publicity about any new developments at                  attraction relies heavily on traffic along the
  the attractions helps raise awareness, she says.            I-75 corridor, but with less marketing from the
     “Give us any updates, renovations, new                   state, and fewer long-term vacationers pouring
  staff members, anything you have that’s new,”               down the highway that bisects Alachua
  she says.                                                   County, Goodman is changing his mantra.                            PROMOTIONAL PRODUCTS:
     Also, Visit Gainesville publishes a                         He’s reaching out to the “day-cationers,”                       • Eco-Friendly Items
  newsletter, which includes a “News to Use”                  those tourists taking shorter trips closer to
  section, that lists travel writers looking for              home, Goodman say, so he can reach those                           • Business Solutions
  destinations to visit and write about. Loog                 who are willing “to spend $5 to $10 for                            • Conference/Tradeshow Give-Aways
  suggests attractions contact those writers and              something [park admission], as opposed to
  send out press releases and brochures. “When                $100 for something,” like bamboo, a higher-
                                                                                                                                 • HR and Incentive Awards/Apparel
  you lose marketing, you have to go to public                priced plant that Kanapaha sells in its annual
  relations,” he says.                                        fund-raiser.
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          Generation Y Still Hot                                magazines even though they know they can
                                                                find most of the same information online.                         • Brochure
          For Traditional Media                                   Other findings:
                                                                    • 71 percent of Millennials watch or read
                                                                                                                                 • Logo
             While the students and young professionals
          of Generation Y (also known as Millennials)                 user-created content on sites such as                      • Newsletter
          are the leading consumers of everything                     YouTube.
          electronic, a new study shows they also love              • The average person in this age group has                   • Direct Mail
                                                                      37 people on his or her instant messaging
          old-school media.
             The study, funded by Deloitte LLP’s                      and text lists.                                            • Web Site
          Technology, Media and Telecommunications                  • 64 percent tend to pay greater attention to
          practice, found that 18- to 24-year-olds love               print ads in magazines or newspapers than
          new technology, games and user-generated                    advertising on the Internet.
          content, but they’re also loyal to traditional            • More than one in four would be willing
                                                                      to pay for online content to avoid being
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          Roughly 60 percent said they use magazines to               exposed to ads.
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                                             The NorTh CeNTral FlorIDa BusINess reporT                                                      FEBRUARY 2009                     9
       ( Business Tips )

     Crisis Management
      What to Do When Something Goes Horribly Wrong
                                                                                                                                                               by Jennette Van Dien
        When it comes to everyday issues, business owners thrive on          Fire or Natural Disaster
     their ability to deal with the unexpected. But what happens when
     a major crisis, such as a fire, flood or death, occurs?
        Then a company’s very survival could depend on how
                                                                          When an owner dies, operations can continue. But when
                                                                        fire or other natural disasters strike, Geist says it often means
                                                                                                                                            Do You Need Key
     well its owners planned beforehand. In fact, Philip Geist, a
     Certified Business Analyst and Area Director for the Small
                                                                        business stops.
                                                                            • To protect your business, first make sure you regularly
                                                                              back up all important information and store it in a
                                                                                                                                            Man Insurance?
     Business Development Center Network, says that without a
                                                                              location separate from your main facility. Along with
     plan, businesses have little hope of recovering when disaster                                                                            “Key man” insurance provides mon-
                                                                              bookkeeping and information on day to day opera-
     strikes. And the longer the doors remain closed, the hard it is
     to recover.
                                                                              tions, make sure you back up supplier and customer            ey to continue a business in the event
                                                                              contact data, and keep a record of your insurance.
         “If you’re not available for any reason, your customers                                                                            the covered person is incapacitated or
     still have a need for whatever you’re selling,” Geist says.
                                                                           • Plan a back-up business location where you know you            dies. You might need such a policy if:
     “If they go to your competitor, and they’re happy with the
                                                                             can operate short-term if you need to. If it’s not feasi-

     service, it’s going to be very hard to get them back. It’s prob-
                                                                             ble to maintain such a space, try to strike a partnership
     ably not going to happen.”                                                                                                                  The success or continuing exis-
                                                                             with a similar business in a non-competing market,
        How should you protect your business? Start by prepar-
                                                                             Geist says. For example, a print shop in Gainesville                tence of your business is depen-
     ing financially. No matter what type of crisis you face,
                                                                             might create a partnership with a print shop in Lake                dent on your abilities or those of
     you’re likely to need cash. So evaluate what loans may be
                                                                             City that says, “If I can’t work in my shop, I will work
     available on short notice and what assets you might sell to                                                                                 one of your partners or employees.
                                                                             in your shop after normal business hours,” Geist says.
     generate cash, Geist suggests. You’ll also want to build a
                                                                             This prevents the Gainesville store from losing busi-
     good relationship with your bank and creditors, because if

                                                                             ness if disaster strikes and doesn’t affect the Lake City      Your business needs to secure a loan.
     something happens, you may need to request a little leniency
                                                                             office operations.
     on payments.                                                                                                                           You may need the insurance to pay off
        Beyond those basics, which are the first line of defense
     against all disasters, Geist recommended these further steps
                                                                             Theft                                                          the loan in the event you die or can
     to protect your business from three worst-case scenarios:            As in dealing with most crises, protecting yourself from          no longer work. In this situation, the
                                                                        major thefts starts with careful planning.
          Death                                                            • Keep accurate and current records on all items you             lender is named the beneficiary.
                                                                              inventory. For example, he says, a restaurant should
       The death of the owner or a key employee can push any
                                                                              perform food counts and match that data with food

     business to the brink. To protect your company, develop a                                                                                   One of your salesperson gener-
                                                                              sales. Similarly, a bar owner should know how many
     succession plan.                                                                                                                            ates a high percentage of total
                                                                              drinks were sold and how many can be made from one
        • Start by detailing the daily activities and responsibili-
           ties for each key person in the company. Then identify
                                                                              bottle of alcohol. Having a handle on inventory will               sales. The insurance would cover
                                                                              help you quickly recognize when theft is occurring and
           a replacement who can fill that role and train this                                                                                    revenue loss until a replacement
                                                                              also will expedite insurance claims if it does occur,
           potential successor.
                                                                              Geist says.                                                        salesperson could be hired and
        • The plan may also involve cross training, through                                                                                      trained.
                                                                           • Data theft is another major concern for businesses
          which you or others might be asked to learn the es-
                                                                             these days. To reduce the chances that someone will
          sential duties of key people in other departments, Geist

                                                                             steal customer lists, trade secrets, banking information,      The business merges with another
          says. It’s not necessary for business partners to become
                                                                             bid procedures and such, install anti-virus and piracy         company, goes public or enters any
          experts in each other’s roles, but they should at least be
                                                                             protection software, encrypt Internet networks, use
          knowledgeable enough to hire someone to fill a posi-                                                                               type of financial/operational arrange-
                                                                             firewalls and install passwords to keep unwanted par-
          tion if the other partner should die.
                                                                             ties out of computer data systems, Geist suggests.             ment with another company. Policies
        • If you know the surviving partner (say a spouse who                                                                               are taken out to insure the company
                                                                           Whatever the crisis, keeping your business surviving and
          isn’t active in the company) will not want to run the
          business, create an exit strategy as part of the succes-
                                                                        thriving “all comes down to pre-planning,” Geist says. “Vir-        can continue to function if indispens-
                                                                        tually any outcome can be considered as long as you have a
          sion plan, Geist says. This would specify that another                                                                            able people become unavailable.
                                                                        plan that says ‘How I will achieve it?’”
          person or entity would come in and take care of the
          business to keep it solvent until it could be sold. The
          caretaker could be a consultant, business broker or a
          relative or friend in business, Geist suggests.                   What Will Bank Account Fraud Cost You?
        • Consider buying “key man” insurance on the owner or                      $50, if the loss is reported within two business days.
          essential employees. If something happens to a cov-                      $500, if the loss is reported between two and 60 days after the theft.
          ered person, key man acts like life insurance and pays
          a sum to the business. The surviving owner can them                      Complete cost, if the loss is not reported within 60 days.
          use the money to hire and train a replacement manager.                                                                           Source: Federal Deposit Insurance Corporation

10                                  The NorTh CeNTral FlorIDa BusINess reporT                                                          FEBRUARY 2009
                                                                                                                                                                         ( My Gainesville )

                                     43rd St
          39th Ave

                                               32605                       My Gainesville

                                                                 34rd St
                                                                             Zip Code 32605

                University Ave

                                                                                                                                                                                    by Brittany Casey
   It could be the future home of a Family Chan-        In addition, the residents of 32605 own one         tain retail-heavy strips of West Newberry Road      30 Construction
nel sitcom. It is probably already home to           to three cars, drive less than 25 minutes to get       and Thornebrook Village, 32605 is bordered          27 Finance and insurance
several “Joe the Plumbers.”                          to work and find employment predominantly               by Northwest Eighth Avenue and Millhopper           23 Real estate, renting and leasing
   And it is definitely home to only nine reg-        with private companies.                                Road, which are traditionally dotted by homes       16 Information
istered sex offenders, a much lower ratio than          Businesses in this zip code reflect the              and neighborhoods, not Wal-Marts and Targets.       13 Educational Services
almost anywhere else in the country, according       audience. Most cater to married, middle-class                                                              8 Wholesale traders
to U.S. government surveys.                          Alachua County residents in their late 30s.            POPULATION (IN 2007): 26,241                        6 Arts, entertainment and recreation
   In a town known for its student lifestyles        (The median age for the area is 38). The area                                                              3 Transportation and warehouses
and antics, the 32605 zip code is surprisingly                                                              PEOPLE PER SQUARE MILE: 2,601
                                                     abounds with doctors’ offices, fitness centers                                                               2 Manufacturers
quiet, family-oriented and down-right average.                                                              AVERAGE GROSS INCOME: $56,000
                                                     and personal trainers, and other professional                                                              1 Management and enterprise
   It’s Middle America nestled in the Heart of       services. Restaurants and hotels are far less of       PROFITS FROM AREA BUSINESSES (REPORTED
Florida.                                                                                                    ON 16.3 PERCENT OF RETURNS): $13, 047
                                                     a presence than they are elsewhere in Gaines-                                                            TOP INDUSTRIES BY NUMBER OF EMPLOYEES
   The 10.1-square-mile area houses more
                                                     ville.                                                 NUMBER OF BUSINESS ESTABLISHMENTS: 653            (IN RANK ORDER):
doctors and accountants than students and
                                                        In fact, the number of health care services in      NUMBER OF EMPLOYEES: 10,222                          1. General medical and surgical hospitals
   More than 65 percent of the households con-       the area almost rivals the number of retailers                                                              2. Offices of physicians
sist of families, with only 27 percent of livable    in the area.                                           TOP BUSINESSES (BY NUMBER IN AREA):                  3. Full-service restaurants
units serving as rentals: an almost unheard-of,         And those retailers edge them out for only            172 Retailers                                      4. Limited-service restaurants
miniscule number for this college town.              one reason: Nestled at the west end of 32605 is          153 Health care and social assistance              5. Insurance agencies and brokerages
   And the moderation doesn’t stop there. The        a mall, The Oaks Mall, a symbol of suburban,             68 Professional, scientific and                     6. Fitness and recreational sports centers
average home is worth an estimated $210,000,         middle-class culture, and the place where many           technical services                                 7. Child day care services
much like the rest of the state. The average         of the area’s retailers have set up shop.                50 Other services                                  8. Religious organizations
household spends a little over $1,400 on prop-          After all, there isn’t a lot of retail space left     47 Accommodation and food services
erty taxes, again, almost identical to the rest of   for them elsewhere in this zip code. While               34 Administrative support, waste management                        Information from the U.S. Census
Florida.                                             neighboring zip codes 32606 and 32607 con-               and remediation                                                                   and

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                                           The NorTh CeNTral FlorIDa BusINess reporT                                                      FEBRUARY 2009                                                    11
                                                             First, it’s Black Friday. The pre-holiday shopping rush. The push to get
                                                          the best deal. The urge to shop till they drop.
                                                             Then it’s return season. Unloading the ugly sweater. Swapping
                                                          out the unwanted for the prized. Ogling over the after-holiday
                                                             The entire winter season is a major time for shoppers to go out
                                                          and spend.
                                                             However, the season also provides a good opportunity for
                                                          shoplifters to steal—a problem that store owners try to overcome
                                                          using advice from experts, such as the Loss Prevention Research
                                                          Team at the University of Florida.
                                                             UF’s research team helps fight crime by analyzing both internal
                                                          threats, such as disgruntled employees, and external threats, like
                                                          shoplifters, says Read Hayes, one of the team’s co-directors.

                                                             “It’s not a simple issue,” Hayes says.
                                                             External threats, for example, involved more than amateur

     Putting a
                                                          shoplifters, who grab something from the shelf and hope not to
                                                          get caught. There are also more professional individuals who
                                                          plan their actions with more care. These professionals even have
                                                          a union of sorts; Hayes says there are actual organizations of

          to Shoplifting
                                                             These groups and individuals are constant threats for stores,
                                                          but even more so during retail’s typical busy times, whether it’s
                                                          the holiday buying season or a hectic game day. “There are more
                                                          bodies going through stores,” Hayes says, and store employees
                                                          can be overwhelmed by the volume of people and the chaos of
      UF Specialists Study Retail Theft So                the season.

      Stores Don’t Have to Count Their Losses.               This provides frequent opportunities for shoplifters to make
                                                          their move, especially in Florida, which, according to Hayes,
                                        by James Wilkey   leads the nation in shoplifting.

12              The NorTh CeNTral FlorIDa BusINess reporT              FEBRUARY 2009
THE NEW ART OF e-FENCING                                of shoplifters to store layouts to develop ways you           The Loss Prevention Research Team has been at
  As if busy stores and sophisticated thieves don’t     can better protect your business, Hayes says. For          UF for about five years and works with companies
make things challenging enough, businesses now          example, for one study, the group is surveying             such as Best Buy, Circuit City, Home Depot, Publix
also have to contend with thieves who have found        store managers and interviewing dishonest store            and CVS Pharmacy, Hayes says. Sears and K-Mart
an all-to-easy way to turn their stolen products into   employees. The team is also interviewing about 60          are soon to join their list of clients as well.
quick cash: the Internet                                convicted shoplifters to learn about their methods            The group usually works with a company’s cor-
  Before, shoplifters frequently sold stolen mer-       and find ways to counter the attempts of others like        porate office, but they use local stores—sometimes
chandise for cash at flea markets and used-goods         them.                                                      those in Gainesville—in their research projects.
stores; they “fenced,” Hayes says. Now, “fencing”          Furthermore, the team is heading a research                The team’s findings go to the Loss Prevention
has hit the World Wide Web, a trend called “e-          project on how the environment of a store affects          Research Council, a national organization created
fencing.”                                               the behavior of a shoplifter.                              by retailers that works with smaller research groups
  Web sites like Craigslist, Gainesville4Sale and          Hayes says a store’s layout presents certain cues       like UF’s team to find ways of preventing store
eBay, which allow people to independently sell          to potential shoplifters that influence whether they        losses, Hayes says.
goods via the Internet, provide a prime environ-        will attempt to steal. Everything from lighting to            But don’t be scared away by the big corporations
ment for “e-fencers.” “They all enable fairly quick     the height of the shelving and the blatancy of the         the Loss Prevention Team represent. Hayes says
conversion of goods to cash,” Hayes says.               store’s security technology can impact whether a           the methods his team develops can be used by both
                                                        thief strikes. (See sidebar below)                         large-scale businesses and smaller retailers who
STOP IT BEFORE IT STARTS                                   Hayes compares the effect of a store’s layout on        face problems with theft.
  With so many options for shoplifters to make          a thief to the effect of a road on a driver. If a driver      “They all have their vulnerabilities and all have
money from what they steal, the best way for stores     sees an obvious hiding place for a police officer, the      their strengths,” Hayes says, and stores just need to
to stop shoplifters is prevention, and that’s where     person is likely to drive more carefully. Likewise,        determine what their weaknesses are and overcome
the Loss Prevention Research Team comes in.             if the risk of getting caught is obviously high in a       them.
  They research everything from the psychology          store, a shoplifter will be less likely to act.

     While there’s no way to make any business
   theft-proof, there are some relatively simple
   things retail store owners can do to minimize
                                                        THREE.                                               FIVE.
   loss. Here are seven tips from “Reducing Loss        REMOVE HIDING PLACES                                 GET YOUR STAFF INVOLVED
   through Retail Store Design and Layout,” a             Low visibility inside and outside your               Your employees are your first line of defense
   recent study by the University of Florida’s          store provides places for thieves to oper-           against theft so train them and make sure they
   Loss Prevention Research Team.                       ate out of your sight. So, make sure you             understand how important their vigilance is.
                                                        have sufficient lighting inside and out-

                                                        side and that the lights aren’t blocked.

                                                        Also, evaluate whether the layout of
                                                        your store makes it easy for thieves to              SIX.
        If you own a retail store, the first thing
                                                        escape. If you’re not sure how to check              ACT IMMEDIATELY
                                                        these issues, ask the police department’s               Once you’ve established your store’s weaknesses,
     you should do is determine the current
                                                        crime prevention officer to assess your               address them quickly. “Natural surveillance and lim-
     risk of crime at your location. Check with
                                                        store’s vulnerabilities.                             iting access to certain areas or merchandise are the
     the police department for information
                                                                                                             most common protective practices,” the report says.
     about crime in the area or contact insur-
     ance and commercial companies for risk
     ratings on the area. Pay particular atten-         FOUR.
     tion to access to the store. “As a general
     rule, the easier it is to get quickly into
                                                        DON’T SCARE OFF SHOPPERS
                                                           While you want to deter theft, you
     and out of your store and parking lot via          don’t want to restrict access to your            REMAIN AWARE
     alleys, mass transit and large roadways,           goods to the point where you’re turning            Even after you’ve taken preventative measures you
     the higher your probability of victimiza-          off legitimate shoppers. The need for            should continue to analyze store losses to ensure that
     tion,” according to the report.                    restriction depends on how popular a             you’re protecting your business in the best ways possible,
                                                        product is and how high the crime rate           and that you know the true source of any thefts.

    TWO.                                                is in a store’s area.
                                                           “Some stores can safely put 99.9
                                                                                                           “Video surveillance footage, discarded packaging and
                                                                                                         incident report data can be studied to determine the prime
                                                                                                         loss cause. You should also review how your team consis-
    KNOW WHAT THEY WANT                                 percent of their merchandise out on
      You should keep track of the top-25 high-         open display, while a few others must            tently handles hot products, the report says.
    loss products in your store. Also, try to deter-    restrictively merchandise several very             “Some losses may initially appear to be from organized
    mine why shoplifters want those particular          hot products due to current threat lev-          shoplifting but can turn out to be from employee dishon-
    goods.                                              els,” the report says.                           esty or occasional customer pilferage—or vice versa.”

                           The NorTh CeNTral FlorIDa BusINess reporT                                                FEBRUARY 2009                                          13
      ( Trends )

     Local Florists Say Sticking with Old Ways Helps Fight New Competition
                                                                                                                                                                                        by Ana Senior
                                                                             Joan and Ross Prange say they stress customer service
         The Internet may be stealing business from many industries but it
      doesn’t seem to be harming Gainesville’s florists.                      to satisfy consumers, and rely on creativity to keep
                                                                                                                                            Creative Marketing Helps Sales
                                                                                                                                               While Crevasse’s believes old-fashioned service is a
         In fact, they say trying to stay up-to-date and tech-               customers coming back.
                                                                                                                                            key driver in its success, it’s always looking for creative
      savvy could harm what makes them a success: their                         Crevasse’s does have a Web site, but receives the
                                                                                                                                            ways to improve sales. For example, to encourage repeat
      local charm.                                                           majority of its business from phone-in orders. The site
                                                                                                                                            sales from regular customers, the store lets them order
         The art of blooming in the flower business, it seems,                comes courtesy of Crevasse’s status as part of FTD, a
                                                                                                                                            flowers “on account,” then make payments at the end of
      doesn’t involve taking on new techniques but often                     company that connects florists worldwide and allows
                                                                                                                                            each month. “That, I think, gives us an edge,” Crevasse
      shunning them in favor of more standard routes to                      customers to order arrangements by telephone or online.
      success, such as good customer service.                                “It allows us to send flowers worldwide,” he says.
                                                                                                                                               To create a competitive edge and put its personal
         Crevasse’s Regency Florist on West University                          Crevasses Web site lets customers see what the shop
                                                                                                                                            look in the public eye, Prange’s targets three to five
      Avenue is not marketing heavily on the Web to attract                  offers, and if they’d like to, they can order online. But,
                                                                                                                                            businesses a month and sends a promo arrangement.
      customers and isn’t looking to, says event planner                     Crevasse doesn’t suggest they do, and customers don’t
                                                                                                                                            “Instead of flyers, we send them the flowers
      Christen M. Crevasse.                                                  seem to like it either, he says.
                                                                                                                                            themselves,” Joan Prange says. “That’s been really
         Why? Because they don’t think it will work. Foot                       “We recommend customers order [by telephone]
                                                                                                                                            good, and we’ve had a good return.”
      traffic in the store is more important, and customer                    directly so we can speak to them, and they can also
                                                                                                                                               Joan Prange also makes sure to change her front
      service, Crevasse says, already brings people in his door.             avoid the fees online,” Crevasse says. “That way, we can
                                                                                                                                            window displays to bring in more street traffic—which
      “It could be customers returning for                                   recommend the best option for their event and decide
                                                                                                                                            give the business an edge over a Web site, she says.
      anniversaries or funerals, or even                                     what current flowers are pretty and appropriate.”
                                                                                                                                            “People will call to say they like the new set-up,” she
      someone new that found us online,                                             Plus, “if you pick a flower online, it could show up
      and they’ll end up calling,” he says.                                        different at your doorstep. We definitely encourage
                                                                                                                                               Crevasse and Prange make sure to attend all local
         Prange’s Florist, on East                                                  calling,” he says.
                                                                                                                                            bridal expos and similar events so that people know
      University Avenue, ascribes                                                       And even better, he says, is making the
                                                                                                                                            their company and their faces.
      to similar beliefs. Co-owners                                                   trip through their doors. Visitors will have

                                                                                             “WE COMPETE AT BRIDAL SHOWS, BUT WE
                                                                                             EACH HAVE OUR OWN NICHES AND LOOKS.”
                                                                                             access to the fresh flowers that are
                                                                                                                                               The Gainesville floral business is unique, says Joan
                                                                                           delivered daily and hand-picked by
                                                                                                                                            Prange. For the most part, all the business owners
                                                                                       Crevasse. “We are always trying to be
                                                                                                                                            know each other and try to help one another. “I can call
                                                                                       creative because there is a lot of competition.
                                                                                                                                            Christen, for example, if I need help with an event. It is
                                                                                       It is easy for people to just get flowers at the
                                                                                                                                            not like other markets,” she says. “We compete at bridal
                                                                                       grocery store,” he says.
                                                                                                                                            shows, but we each have our own niches and looks.”
                                                                                          Likewise, Prange’s does not push online
                                                                                                                                               Financially, both Joan Prange and Crevasse say
                                                                                         sales. It doesn’t even use a floral ordering
                                                                                                                                            the current recession has not have a major economic
                                                                                          service such as FTD. Those very services
                                                                                                                                            impact on their businesses. Joan Prange says her shop
                                                                                           are what some say is decreasing foot traffic
                                                                                                                                            saw a general slowdown during the elections, but that
                                                                                          in shops, and Joan Prange doesn’t want to
                                                                                                                                            is normal. And Crevasse notes that while business in
                                                                                        risk that. Foot traffic, she says, is her bread
                                                                                                                                            general has definitely slowed down with the current
                                                                                        and butter.
                                                                                                                                            economy, “we’ve been very fortunate.”
                                                                                             “I don’t use the large services, and I don’t
                                                                                                                                               “People still come, but they may just spend a little
                                                                                              feel it is necessary. I don’t feel it is a
                                                                                                                                            less. We do very well, especially with the university in
                                                                                                   money-making endeavor,” she says.
                                                                                                                                            town,” Crevasse says.

                                                                                                                                             Fast Facts
                                                                                                                                            Roughly 16,000 parents and students visit
                                                                                                                                            the University of Florida during a typical Col-
                                                                                                                                            lege Preview period, in the process spending
                                                                                                                                            an estimated $3.08 million in the community.
                                                                                                                                                                               —University of Florida

14                                 The NorTh CeNTral FlorIDa BusINess reporT                                                                FEBRUARY 2009
                                                                                                                                                                    ( Building Business )
7 Steps to Successful B2B Marketing
                                                                                                                                                                                     by John Spence
   The team from our marketing and              STUDY YOUR CUSTOMERS. Learn               SOLICIT REFERRALS. The best possible marketing for
design firm was meeting with a client            everything you humanly can about          any B2B business is referrals. How do you get them?
who asked us to describe some of the            your customers and their businesses.      First, do great work. Offer incredible service. Build          REPEAT, REPEAT, REPEAT. Scores of research
critical factors in an effective business-      What keeps them up at night? What         fantastic products. Charge fair prices. Hire the best          findings indicate it typically takes seven

to-business marketing campaign. Here            do they focus on? How do they make        people. Show up on time. Finish what you start.                to nine exposures to a message before a
is a high-level overview of what we             a profit? What are their priorities?          Second, as soon as a customer says, “Wow, you               consumer acknowledges it and takes time to
think you need to do to succeed:                How do they make decisions about          sure did a super job on this,” follow up with, “Thank          consider the product or service. So staying at

                                                buying the sort of products and           you so much. I am very happy that you’re pleased               “top of mind” through multiple marketing and
                                                services you offer? What do they          with our work, and by the way, it would be wonderful           public relations initiatives is critical. However,
  DEFINE YOUR BRAND. What do you                think about your company? What do         if you could let anyone you feel might benefit from             a B2B customer is usually very busy and does
  really sell? What values do you               they think about your competitors?        our expertise know about our firm. Referrals from               not like to be bothered with ads or salespeople.
  stand for? What truly differentiates          The more you understand them,             customers like you are incredibly important to us.”            The key then is to make sure that every time

  you from your competitors? What               the better job you can do to clearly                                                                     you touch a potential customer (through
  bold and unique brand promise                 position your company as the perfect                                                                     media or in person) you are adding value.

                                                                                                  6                                                                                       7
  can you make—and keep! Unless                 solution to their needs.                        DELIVER ON YOUR PROMISE. Make sure that                  That means delivering important ideas and
  you are really clear about who you                                                            every aspect of your company personifies the              information, solving problems, demonstrating
  are and what you sell, you will not                                                           expectations you have set up in your customer’s          return on investment, building trust, showing
  be able to develop a focused and                 DEVELOP MARKETING TOOLS. Your goal                                                                    competence, exhibiting concern, helping to
                                                                                                mind—from how you answer the phone to your
  meaningful campaign.                             is to deliver a meaningful and unique                                                                 improve profits and reducing costs.
                                                                                                packaging, to the cleanliness of your offices, to
                                                   marketing message directly to your                                                                       If you nail these seven action items you will
                                                                                                how your fax sheets and invoices look, to your
                                                   target customers. This might include                                                                  be well on your way to building an effective
                                                                                                Web site, letterhead and business cards.

                                                   such things as brochures, Web sites,                                                                  and successful B2B marketing program.

                                                   HTML emails, instructional DVDs,
CAREFULLY CHOOSE YOUR CUSTOMERS. I                 trade show displays and advertising.
have seen many businesses waste money              Again, the key here is focus. It is very
by trying to market to anyone who has a                                                                           John Spence is the managing partner of Flycaster & Company, an Alachua-based
                                                   easy to waste money advertising in
pulse. Instead, zero in on your ideal client.                                                                     firm that delivers strategic branding, design, advertising and employee development
                                                   places that will never result in you                           services to clients worldwide. John has presented workshops, speeches and
That means the client for whom you can             winning business. Track your marketing                         management consulting to more than 300 organizations and has been a guest lecturer
deliver a home-run experience at a fair            for effectiveness and then fine-tune.                           at more than 90 colleges and universities across the United States. You can reach him
and reasonable profit.                                                                                             at

                                      The NorTh CeNTral FlorIDa BusINess reporT                                                       FEBRUARY 2009                                                       15
                                             ( Made in Gainesville )

Photo courtesy of Global Explorations

                                                                                                                                                                    Gainesville Company Has Built a Career
                                                                                                                                                                    Out of Search for History’s Lost Riches
                                                                                                                                                                                                                                    by Ana Senior

                                        Through his Gainesville company Global Explorations, treasure hunter Norman Scott has spent a lifetime
                                        searching for artifacts and other precious items.
                                              “Lake Toplitz is about to relinquish its secrets,” says Jerry     cost approximately $600,000 by itself. Thankfully, Global         records,” Scott says.
                                           Lee, a member of Global Explorations of Gainesville.                 Explorations receives a cut of what they find on each trip,           To date, Scott says his best experience was excavating the
                                              It won’t be the first site to yield its hidden treasures to this   so Scott can pay himself, his employees and his bills. And        Well of Sacrifice, a Mayan treasure trove of gold, statues and
                                           Gainesville company. Over the last 30-plus years, Global             money from investors allows the Global Explorations team          skulls, totaling approximately 4,000 artifacts. The expedition
                                           Explorations has recovered artifacts and treasures from              to conduct and continue research on potential treasure finds,      brought profit and media coverage to Scott, who even had
                                           locations in South America, the Caribbean and beyond. Now,           sometimes working for years on end.                               books written about that dig.
                                           they’re heading to Toplitz, a lake near Salzberg, Austria, in           To succeed in a treasure hunting business, you need to            Scott credits the media attention from the Mexican
                                           hopes of uncovering secrets buried by the Nazis at the end of        blend research, hard work, a bit of luck and skills at persua-    discovery for keeping Global Explorations alive and well,
                                           World War II.                                                        sion. For example, the work at Lake Toplitz only came about       allowing the company to take on bigger jobs. Currently,
                                              As the war was drawing to an end, the Nazis gathered sci-         after Scott spent three years begging for permission from         Global Explorations is working on 12 projects, includ-
                                           entific secrets, money seized from prison camp victims and            the Austrian government to search the area. He had to beg         ing the excavation in Austria. In addition, the company
                                           millions in counterfeit British pounds, then sealed the mass         for public approval from the Austrian people as well. They        has aspirations to restore the USS Tecumseh, a U.S. naval
                                           in watertight containers and dumped them into the 350-foot           weren’t very happy about American excavators digging up           ship wrecked and sunk during the Civil War. And Global
                                           deep Lake Toplitz.                                                   anything related to their Nazi past.                              Explorations would like to take a film crew to Port Royal,
                                              Global Explorations, known for modern-day, Indiana-                   Finally, after forking over $800,000 and agreeing to split    Jamaica’s lost city.
                                           Jones-style discovery, hopes to raise those containers in            any treasure finds equally with the Austrian government, the          Scott is now 78, but he’s not ready to retire.
                                           April, generating not only a trove of historically interesting       team won permission to work. A few months ago, Scott and             “If I stop, then I stop my income,” Scott says. Also, he
                                           items, but a profit for the company and its investors.                his partner Lee discovered caves in the lake where the trea-      feels a special pleasure at being able to bring great treasure
                                              The Global Explorations team has been researching                 sure items might be stowed. Now they’re preparing to take         back to public view.
                                           Austria’s Lake Toplitz for six years, under the guiding hand         their entire team to the site, along with a group of mixed-gas       The artifacts he finds “are an asset,” Scott says, “a non-
                                           of their company president, Norman Scott.                            divers, who can work in such a deep lake where water pres-        recurrent asset you can’t replace. You can’t go back in time
                                              Such research takes a lot of dedication and know-how,             sure puts great strains on the human body.                        to replace something from the 1600s or even World War II. It
                                           and Scott maintains he couldn’t treasure-hunt alone.                                                                                   is a cultural asset from that nation.”
                                              “I couldn’t possibly do this myself,” Scott says.                 A LIFETIME OF EXPLORATION
                                              His team consists of partner Lee, who has worked on                  Scott’s first experience as an
                                           approximately 40 explorations with Scott since 1971; then            explorer occurred in 1959 when he
                                           there’s Scott’s strong right hand, Melissa Myers. She takes          funded an expedition to Jamaica
                                           care of the administrative part of the business and will be          to search the sunken city of Port
                                           joining the team at Lake Toplitz on April 5. Her daughter            Royal. There, he discovered his
                                           Gaby will also be along on the expedition as the team’s              first artifacts.
                                           “mascot.”                                                               Scott’s business officially
                                              Charlie Brown, a graduate of the University of Florida,           began during a personal vacation
                                           takes care of the technological needs, while Brooke Watson           to the U.S. Virgin Islands in the
                                           serves as tour coordinator and director of publicity, and            early 1970s when he found some
                                           JoAnn Gibson makes sure the team is fed, clothed and shel-           precious, historical coins. He
                                           tered. She’s a “Team Mom” of sorts, Scott says.                      moved the operation to Gainesville                                                                                                     Photo courtesy of Global Explorations
                                              Aside from direct personnel, Global Explorations depends          in 1990 so he’d be close to the
                                           on investors (who get a percentage of the finds for their             University of Florida and its vast
                                           trouble) and media attention to stay in business. The inves-         historical archives, which help him
                                           tors help underwrite the cost of each trip, while the media          hunt down potential treasures.
                                           bring interest and new investors.                                       “The University of Florida is the
                                              And thank goodness for the interest, because each ex-             second, if not the first, most elabo-
                                           pedition takes large amounts of money. The April trip will           rate archive of Spanish colonial

                                           Fast Facts
                                             The average net worth business owners believe                                                                The Global Explorations crew prepares for another day of work hunting for a Nazi
                                                                                                                                                          treasure trove sunk deep under Lake Toplitz in Austria. The crew will return to the lake
                                             they need to retire is $1,286,000.                                                                           in April, hoping to recover money, scientific secrets and other items the Nazis left behind
                                                                        Source: The OPEN from American Express Small Business Monitor, 2008               at the end of World War II.

16                                                                           The NorTh CeNTral FlorIDa BusINess reporT                                                               FEBRUARY 2009
                                                                                                                                                                     ( Marketing 101 )

 5 Biggest Web Site Mistakes
   It seems every week people are buzzing about a cool new Web       In a similar vein, make sure your off-line contact informa-
                                                                                                                                                                            by Peter VanRysdam
                                                                                                                                       groups and funnel each to a landing page specific to that
site. But for every success story, there are hundreds of disap-   tion is easy to find. Just because someone is looking at your         group’s needs. Take a look at how other sites within your in-
pointments.                                                       Web site doesn’t mean they’re comfortable closing the deal           dustry classify these groups and cater to them. This will result
   Sites can fail for any number of reasons: lack of funding,     there. Some people would rather pick up the phone to ask             in a much better user experience for each visitor.
oversaturated markets, poor planning—you name it. Here            questions than scour your “Frequently Asked Questions” page.
are a few common pitfalls you should avoid to improve your                                                                             Mistake #5: Trying to clone someone else’s success
chances of succeeding online:                                     Mistake #3: Under-budgeting for a new site                              It never fails: One site is successful, then every other
                                                                     When it comes to budgeting for your project, take the Boy         entrepreneur tries to create a carbon copy. Sites like Facebook,
MISTAKE #1: Leaving first-time visitors in the dark                Scouts’ approach: Be prepared. Figure that for a few months          Google and eBay have thrived because they’re innovative.
   Ever been to a site and had no idea what the business of-      after the launch you probably won’t have any revenue coming          That’s not to say you can’t piggyback off someone else’s idea,
fers? Most of us have. Ever actually bought something from        in, and budget accordingly. Remember, it was six years before        but make sure you add a twist: Instead of creating a Facebook
such a site? I’m guessing not.                           turned its first profit. That’s a little extreme,           clone, maybe you could develop a social network targeted at a
   It’s imperative you let people know the who/what/where of      but it’s something to consider in those first few weeks while         certain geographical region or a specific type of person.
your company right from the start. Many visitors will come to     you’re waiting for sales to pour in.
your site from a search engine—without much or any knowl-            During this initial period, it’s important to generate traffic        There’s no magic bullet when it comes to finding success
edge of your company. If they can’t tell what you do, count on    and create the appearance of success. So, if you’re developing       online. However, the best advice is to learn from the mistakes
them moving to the next site on the list.                         a subscription-revenue site, you might consider offering free        of others so you can avoid repeating them with your own site.
   At the same time, don’t feel you have to tell them every-      access for the first few months to entice people to try it. Or, if    And in today’s Web market there is no shortage of mistakes to
thing on the first page. Too much text can be very intimidat-      you intend to make money by selling ads, post some free ban-         learn from!
ing. Consider using imagery and photography to avoid text         ner ads for charities to fill the space until paid ads come in.
overload.                                                                                                                                                A graduate of the University of Florida, Peter
                                                                  Mistake #4: Treating all visitors the same                                             VanRysdam is vice president of marketing and
Mistake #2: Failing to provide a prominent call to action           Depending on your industry, there is a good chance not                               co-founder of 352 Media Group, an award
   Once you’ve told visitors what you do, you need to show        everyone who comes to your site will be after the same thing.                          winning Web development agency headquartered
                                                                  A customer has different goals than a distributor, investor or                         in Gainesville with offices in Atlanta, Los
them what you want them to do with a “call to action.”
                                                                                                                                                         Angeles, New York and Seattle. He is responsible
Whether you’d like a user to go to your online catalog or fill     reporter. But trying to please all potential visitors on every
                                                                                                                                                         for all the company’s marketing efforts, including
out a request form, make your site’s “call to action” prominent   page can result in an overwhelming amount of content.                                  search engine marketing and viral campaigns.
and just on the verge of overbearing.                               Instead, use your home page to identify these different                              For more information, visit

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                                     The NorTh CeNTral FlorIDa BusINess reporT                                                        FEBRUARY 2009                                                   17
                The Art of Negotiation
                    Tips for Getting What You Want                                                                by Jennette Van Dien
                      Maybe you want to save money when you hire a new              to help determine the key points you want to negotiate and
                   employee. Maybe you want to reduce your professional bills. Or   what your ultimate goals and least acceptable alternatives
                   maybe you want to win a lucrative contract as a supplier to a    are in each case.
                   major company.
                      Whatever you’re after, getting a good deal involves           TWO. Determine Your Alternatives
                   negotiation—something that requires a bit of skill and               Thomas L. Robinson, an attorney with the Gainesville
                   careful planning, say experts.                                   firm of Clayton-Johnston, says before a negotiation begins
                      Two things it doesn’t involve? Blustering and bulling,        it’s important to understand your “BATNA,” or Best Alter-
                   says Dominic Orsini, a certified business analyst with the        native to a Negotiated Agreement.
                   Small Business Development Center in Gainesville. A                  Basically, a BATNA is the action you’ll take if your
                   good negotiator will control the direction during bargain-       negotiations fail and you have to find some other way to
                   ing and seek the best possible deal while still treating the     meet your needs. This term doesn’t refer to your bottom-
                   other side with respect, he says.                                line, lowest-acceptable terms in a deal; it’s your alternative
                      You “will have better results avoiding the use of aggres-     if you can’t make a deal.
                   sive negotiation tactics,” Orsini says. In fact, Orsini and          It’s about “assessing your bargaining strength,” Robin-
                   other business experts say a successful negotiation is one       son says. “You have to know going in what are the conse-
                   where both parties walk away satisfied.                           quences if you are unable to reach an agreement.”
                      Here are ten tips from experts on how to negotiate ef-            For example, say you’re bargaining for restaurant sup-
                   fectively.                                                       plies with a company that offers 24-hour turnaround and
                                                                                    delivers to your business. What’s your best alternative
                   ONE. Define What You Really Want                                  if that company won’t flex on its terms? You might seek
                      Elaine Ré, PhD, a consultant who handles high-level           another supplier, who might not offer such prompt service,
                   negotiations in several countries and teaches negotiating        or perhaps you yourself could buy the goods you need at
                   techniques, says it’s essential to clearly define what you        a big box store, which might save you money but would
                   want before you start bargaining.                                tie up more of your time. If one of those is an acceptable
                      She suggests you create a decision matrix (See page 19)

18   The NorTh CeNTral FlorIDa BusINess reporT                                      FEBRUARY 2009
alternative, than you have a measuring point to determine     divulging your own information too quickly. That will            “Low-balling people is great,” he says, “but once they
whether a deal with the first company is reasonable or         give you the upper hand, Newberger says.                      know they are being low-balled, you’ll find yourself in
whether it’s time to walk away from the table.                   For example, if you’re negotiating to provide business     a situation with resentment. You have to determine what
                                                              phone services to a large company, you need to know           type of business person you want to be.”
THREE. Research the Market.                                   what your prospect is currently paying for service and
   If you want the terms you offer to be taken seriously,     what it would likely cost for the prospect to drop existing   NINE. Keep an Open Mind
you need to investigate the marketplace to determine          service and switch to yours. Without these details, you          If you’re the one being asked to cut price or other
whether those terms are competitive. This is especially       might throw out your best offer first to lure the other        terms excessively, don’t get insulted. Instead, look for
important in negotiating with a potential new hire. In to-    side, which isn’t always in your company’s overall best       trade-offs that might make the deal more attractive, even
day’s tech-savvy world, Orsini says, a potential employee     interest.                                                     if you don’t get as much as you’d like. “Look for differ-
has access through the Internet to salary schedules of                                                                      ent ways to achieve your objectives,” Newberger says.
competing organizations, based on location, position and      SIX. Be Firm
industry.                                                        While a good negotiation involves compromise, it’s         TEN. Put It in Writing
   Employment information sites such as,        important to stand your ground when an opponent tries            As you reach agreement on each part of a deal, write and force “employers to better        a counter-offer that takes your bargaining too far off        down the terms so there’s no confusion over what both
prepare for the negotiation table,” Orsini says. “It forces   course.                                                       sides agreed to. Then when the deal is finalized, have
employers to think like an accountant, a manager and a           Newberger says giving some room for tangents is            each party sign off on each of the terms. You want to
leader.”                                                      important, so the other party feels he is being heard, but    make sure neither you nor the other party misunderstood
                                                              you never want to be a doormat.                               the agreement.
FOUR. Be Fair                                                                                                                  Not only is this approach important is standard busi-
   You should never enter a negotiation with the idea of      SEVEN. Stay Realistic                                         ness deals, it’s valuable in employment negotiations too.
beating the other party, Orsini advises, because once the        All companies have a bottom line price, but it’s not       With employment contracts, Robinson suggests mapping
negotiations are over, you will still have to work with the   realistic to propose a lower-end deal and expect your op-     out the first 18 to 24 months of the agreement because
employee, business partner or client you’re bargaining        ponent to accept with glee.                                   it helps plan for what’s to come. Some agreements are
with. If you’re too hard in developing terms, the other           While it’s not always your job to compensate your op-     straightforward but others, he says, involve bonuses or
party may develop a bad attitude and not deliver what’s       ponent at the level he or she desires, Newberger says, it’s   other incentives that can change with time. “It has the
expected. Instead, try to create an agreement in which        important to understand that the person on the other side     added benefit of allowing the employer to plan moving
both sides feel they’ve won.                                  of the table needs to be adequately compensated for what      forward,” he says.
   “Understanding the importance of fairness as a nego-       he or she is providing.                                          When you’ve reached agreement in a negotiation,
tiation principle can make the difference between success        Also, make sure you can truly deliver on the terms the     Robinson recommends allowing five to seven days for
and failure,” says Nathan Newberger, managing editor of       other side is requesting.                                     each party to review the contract and make suggested                                                                                                               changes.
                                                              EIGHT. Be Ethical                                                “You want to create an open dialogue so things can
FIVE. Let the Other Side Talk First                              Robinson, the attorney, says it’s easy in this economy     be discussed and understood,” he says. “You want as
   While you want to be fair, you also want to craft a deal   to take advantage of other companies or potential em-         much as possible for it to be a collaborative process that
that is most favorable to you. So gather as much informa-     ployees that are desperate for work, but doing so affects     embodies everything you have discussed in the negotia-
tion as you can about what the other side wants without       how you and your company are perceived.                       tion process.”

     NEGOTIATION DECISION MATRIX       ISSUE ONE                             ISSUE TWO                             ISSUE THREE                           ISSUE FOUR





  To get the best deal when negotiating, map out your goals with a grid like this one, suggested by consultant and negotiating expert Elaine Ré, PhD. List your individual goals
  in columns across the top of the page, then add rows for “Maximum Supportable Outcome,” “Really Asking,” “Least Acceptable Outcome,” and “Deal Breaker.” As you
  negotiate, fill out the matrix (out of the other party’s site), then evaluate. By looking at where you stand on each goal, you can make a clearer decision whether the overall
  deal you’re crafting is acceptable.

                             The NorTh CeNTral FlorIDa BusINess reporT                                                      FEBRUARY 2009                                                19
        ( Gainesville by the Numbers )

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                       by Ron Willingham **                                 by Harry Beckwith                            by Philip Crosby
                           by Jim Cathcart        ** (great for selling services or virtual products)                                            by Bell & Zemke
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                           by Mack Hanan **       by Thomas Freese **                                                       by Ron Zemke
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20                            The NorTh CeNTral FlorIDa BusINess reporT                                                    FEBRUARY 2009
                                                                                                                                                $ ( Sales Strategies )

    Respect Salespeople
                                                                                                                           Good salespeople can
                                                                                                                           BE A GOLD MINE

                                                                                                      by Pete Zimek
   If you own a small business in Gainesville, you
probably spend a fair amount of your time interacting
                                                                 Salespeople can introduce you to new marketing
                                                               products to help you attract more customers. The core
                                                                                                                           for you.
with salespeople. And maybe there are days when they           of our business revolves around helping you. To do this,

take up so much of your time you begin to view them            we have to constantly innovate. And you can use these
as an annoyance. I hope not, because good salespeople          innovations to get a leg up on your competition.                           More important than all of the reasons
can be a vital link in determining whether your business                                                                           above, good salespeople can promote your
prospers or fades.                                                                                                               business through “word of mouth” Our mouths are
                                                                 Experienced salespeople have a knack for vetting

   As both a small business owner and a sales manager,                                                                      bigger than most – we talk for a living. Instead of having
                                                               business concepts. We’ve seen more folks fail than
I see both sides of the art and science of sales. I make                                                                    a few social friends and a handful of office colleagues,
sales calls and receive them. I track down prospects, and      succeed, and we generally know why certain businesses        it’s our job to have hundreds of people within our
I unwittingly make other salespeople track me down. I          tanked. Ask your family if your grand plan for a new         networks. So the “word of mouth” that we generate can
hear the word “no,” and utter it just as often. Most of all,   venture will be successful, and I bet you’ll hear 100        often travel faster and farther than that of your regular
I approach my job as a professional, hoping to be treated      reasons why it will be the next Microsoft. Ask us            customers.
with respect, and I try to provide the same respect to         salespeople, and we’ll give you 100 tangible examples of
every salesperson who knocks on my door.                       why it might fail and 100 more ideas on how you might           Good salespeople can be a gold mine for you, if you
   There are five clear reasons why you should respect          tweak your plan to make it better.                           let us. And it’s OK if you don’t purchase our products;

1                                                                  4
salespeople – outside of it simply being the proverbial                                                                     just deal with us respectfully as human beings.
“decent thing to do.”                                             We’re great “secret shoppers.” Good salespeople              Treat us right, and we’ll return the favor.
                                                               patronize their customers’ businesses, and we’re good at
   Salespeople can notify you about local market trends
                                                               being an extra pair of eyes and ears watching over your                        Pete Zimek is Sales Director for Broad
that could affect your business. We have unprecedented
access to your competitors – we know their current             business. If I see something fishy at a client’s business,                      Beach Media and co-owner of the Ben &
                                                               I text message the client immediately. And my vendors                          Jerry’s Ice Cream franchises and Bourbon
situations and their next moves. We might not pass along                                                                                      Street Coffee Company in Gainesville. You
confidential information, but we can use our industry           return the favor when they visit my stores.
                                                                                                                                              can reach him at 352-219-6789.
knowledge to help your business.

                                   The NorTh CeNTral FlorIDa BusINess reporT                                               FEBRUARY 2009                                            21
 (continued from cover story What Gainesville Could Be)

                                                                                Helps Cities Become Regional Draws                                                                                                                                  by Rick Sapp
                                                                                                                                                                                                   Importantly, Barone says, government also streamlined
                                                                                                                                                                                                the maze of local and state development oversight
                                                                                                                                                                                                regulations—something he says was just as necessary as
                                                                                                                                                                                                providing funding.
                                                                                                                                                                                                   “When that happened, Paducah became the model of how
                                                                                                                                                                                                a rundown town could revive itself with the arts,” he says.
                                                                                                                                                                                                “Incidentally, the downtown area, bisected by Broadway,
                                                                                                                                                                                                Paducah’s long main street, has prospered alongside Lower
     Photo courtesy of Paducah Convention & Visitors Bureau

                                                                                                                                                                                                   Success of the Artist Relocation Program moved Paducah
                                                                                                                                                                                                toward even greater redevelopment efforts. Mayor Paxton
                                                                                                                                                                                                says Paducah is working on a $50-million riverfront
                                                                                                                                                                                                renovation, including a marina and bike paths, as well as
                                                                                                                                                                                                rehabilitation on Fountain Avenue of another distressed
                                                                                                                                                                                                   According to Paxton, the artists and businesses that have
                                                                                                                                                                                                moved to Lower Town have brought more than $35 million
                                                                                                                                                                                                into the neighborhood and he hopes something similar can
                                                                                                                                                                                                happen in Fountain Avenue.
                                                                                                                                                                                                   “We have been successful beyond our wildest dreams,”
                                                                                                                                                                                                says Larry Rudolph, senior vice president in lending at
                                                                                                                                                                                                Paducah Bank. “But it is important to note that we didn’t
                                                                                                                                                                                                give money away. These are business terms, fixed-rate loans.
                                                                                                                                                                                                We did go out of the box with 100-percent financing. The
                                                                                                                                                                                                bank decided that was good business because, while we may
                                                                                                                                                                                                not make so much on a loan itself, customers will do other
                                                                                                                                                                                                banking with us— checking and savings accounts, investing,
                                                                                                                                                                                                car loans.”
                                                               Listed on the National Register of Historic Places, Lower Town – the home of the Artist Relocation Program –                        Reflecting on the success of the experience, Rosemarie
                                                               is the oldest residential neighborhood in Paducah. It is characterized by the late-1800s architectural styles of                 Steele, marketing director for the Paducah Convention and
                                                               elegant Queen Anne homes and historic Italianate mansions.                                                                       Visitors Bureau, says Paducah “may be the fastest growing
                                                                                                                                                                                                cultural destination in the United States. We have come on
                                                                                                                              Victorian, Italianate and Queen Anne-style buildings had          very strong, very solid as a creative city.
                                                              PADUCAH, KENTUCKY                                               become a decaying, crime-ridden, drug-infested eyesore.              “People are looking for experiential tourism where they
                                                                Urban Population: 26,000                                                                                                        can do hands-on events or invest time in themselves. People
                                                                                                                              Paducah Mayor Bill Paxton says Lower Town was not the
                                                                Urban Land Area: 20 sq mi                                                                                                       are looking for new ways to experience art and creativity
                                                                                                                              sort of place a family could drive through safely at night.
                                                                McCracken County Population: 65,000                                                                                             rather than just going somewhere and looking at something.
                                                                                                                                 Then Lower Town residents Mark Barone and Tom
                                                                Median Household Income: $26,137                                                                                                We bring lots of world-class teachers to Paducah and some
                                                                                                                              Barnett challenged the city to do something. The result was
                                                                Persons below Poverty: 22.4 %                                                                                                   of our artists travel to teach. With the art program, things just
                                                                                                                              the acclaimed Artist Relocation Program.
                                                                Median Home Value: $62,700                                                                                                      seemed to fall into place.”
                                                                                                                                 Barone lived and worked in Paducah for 18 years.
                                                                Retail Sales: $1.061 Billion
                                                                                                                              Although he has since been hired to replicate the Paducah
                                                                Common Industries: construction, health care, education
                                                                                                                              results in Syracuse, New York, Barone remembers Lower
                                                                Location: Western Kentucky, at confluence of Tennessee
                                                                                                                              Town as more than 70 percent rental and owned by “slum
                                                                                                                                                                                                MANHATTAN, KANSAS
                                                                and Ohio Rivers                                                                                                                   Urban Population: 51,000
                                                                                                                              lords” before the city opened its arms to artists.
                                                                                                                                                                                                  Urban Land Area: 15 sq mi
                                                                                                                                 Backed by Paducah Bank, the city put together a five-step
                                                                                                                                                                                                  Riley County Population: 62,000
                                                                                                                              program to increase ownership in Lower Town and turn the
                                                              SUCCESS STRATEGY:                                               city around:
                                                                                                                                                                                                  Median Household Income: $30,463
                                                                                                                                                                                                  Persons Below Poverty: 24.2 %
                                                              Attract an Arts Community                                          1. Lower Town was dual zoned for commercial and
                                                                                                                                                                                                  Median Home Value: $96,900
                                                                                                                                    residential use. This enabled residents to have galleries
                                                              to Spur Commercial Growth                                             and studios, restaurants, cafes and living space under
                                                                                                                                                                                                  Retail Sales: $643 Million
                                                                 Advertisements in national art magazines for Paducah,                                                                            Common Industries: education, construction, health care
                                                                                                                                    one roof.
                                                              Kentucky, seem a bit of a stretch. New York-Paris-Paducah?                                                                          Location: Eastern Kansas, home of Kansas State
                                                                                                                                 2. The bank offered 100 percent financing for the
                                                              The Louvre-The Met-Lower Town?                                                                                                      University; near Fort Riley
                                                                                                                                    purchase and rehabilitation of an existing structure
                                                                 Lower Town…as in Paducah, Kentucky?                                or the building of a new structure. (The basic loan
                                                                 An affiliation between an old river town at the confluence           package currently is a seven-percent, 30-year fixed-
                                                              of the Tennessee and Ohio Rivers and the leading lights in            rate that can go as high as 300 percent of a property’s     SUCCESS STRATEGY:
                                                              the art world might seem ludicrous were it not true.
                                                                 Thanks to an innovative partnership called the Artist
                                                                                                                                    appraised value.)                                           Develop a Regional Attraction
                                                                                                                                 3. Available vacant lots were offered free for new                The “Little Apple,” the “Manhattan of the West,” is in
                                                              Relocation Program, this city has convinced an estimated              construction.                                               Kansas. Smaller in area and population, but in other ways
                                                              100 artists to move there. It has also drawn international         4. The city agreed to pay up to $2,500 for architectural       comparable to Gainesville, Manhattan is home to Kansas
                                                              attention, and not just from the art publications in which it         services or other professional fees associated with         State University (enrollment 23,520) and a few miles from
                                                              advertises, but from business and tourism media as well.              development.                                                an interstate highway.
                                                                 The Paducah story began in the 1980s in its Lower Town          5. The city committed to marketing the Lower Town Arts            Like Gainesville, Manhattan was incorporated as a county
                                                              district. The 20 square blocks dotted with Greek Revival,             District nationally.                                        seat in the mid-1800s. It also lies near a treasured prairie,

22                                                                                          The NorTh CeNTral FlorIDa BusINess reporT                                                            FEBRUARY 2009
and struggles to maintain a sustainable economic base and
nurturing community.
   To revitalize downtown, Manhattan became part of
the State of Kansas’ Main Street Program. The program
encourages economic development within the context
of historic preservation in “ways appropriate to today’s
   Cities that participate in the program receive management
training, consulting, program evaluation, design assistance,
business enhancement strategies, incentive dollars and
training. Also, the state’s Incentives Without Walls fund
offers financial support to stimulate private investment and
create jobs in downtown districts.
   Additionally, Manhattan’s businesses have banded
together as Downtown Manhattan, Inc. to help realize the
Main Street Program’s goal of making “Downtown – The
Place to Be!” Funding for Downtown Manhattan, Inc. comes
from state sources and a member fee. For a large retailer
with a business on Poyntz Avenue, the heart of Manhattan,
membership costs about $1.25 per day.
   The Downtown group uses its funding for a variety of
        • 18 percent go to design & maintenance for
          businesses that want to renovate buildings.
        • 24 percent covers organization and operating
          expenses, including underwriting a web site and
          monthly member newsletter.
        • 44 percent go to promotion and managerial support
          to bring crowds downtown for activities such as dog
          days and the Kaw Valley rodeo.

                                                                                                                                                                                                     Photo by Kevin Zollman
        • 12 percent funds economic development to
          strengthen existing businesses, recruit others and
          monitor business activity in the Manhattan area.
        • 2 percent covers administration.
   Alongside the work the merchants are doing, the city
is partnering with Dial Realty from Omaha, Nebraska, a
private developer that specializes in large commercial and
residential projects, to revitalize Manhattan’s run-down
North 4th Street housing and commercial zone. “Because              Home to Kansas State University, Manhattan is reinventing itself as a year-round destination that will appeal to
4th Street intersects with the downtown shopping district,”         local residents, university students, residents form a nearby military base and out of state visitors.
says Manhattan Mayor Tom Phillips, “we think the work is
going to bring some significant benefits to our downtown            with their family here.                                         three, including Babcock Street (1997) and the Olde Eau
merchants.”                                                          “In five years, we want Manhattan to be a place for           Galle Riverfront (2000).
   Dial is also building a major South End complex at an          locals to call home and also – with the university, offer          The primary financing tool for Melbourne’s
estimated cost of $182 million, which will provide space for      enhanced shopping opportunities, attractions such as the        redevelopment zones is the same as that which Gainesville
offices, retail, a movie theatre, and a hotel and convention       Discovery Center museum and park, and a modern hotel and        uses, tax increment financing. By law, funds generated can
center. Public financing will support an adjacent park,            convention center. We want to be a regional attraction—a        be used to complete projects in an area where the revenue is
parking garage and museum, the Flint Hills Discovery              family-friendly place in an environment where you can do        generated. Thus, Melbourne:
Center—the elements that will not generate profit.                 anything you want, from going to a piano bar to seeing a                • added decorative lighting, sidewalks with brick trim,
   On the North End of 4th Street, the city has spent about       movie outside in a lounge chair while you drink a beer…or                 benches, waste receptacles and parking downtown.
$16 million and has, apparently reluctantly, used its             shop for high heels in boutiques…or at the mall.”                       • acquired a vacated, 13-acre site to realign Babcock
power of eminent domain to take several parcels of land                                                                                     Street to intersect directly with US Highway 1.
for redevelopment. (Manhattan City Manager Ron Fehr                                                                                         The remaining property was resold for private
says that Kansas law now forbids municipalities from              MELBOURNE, FLORIDA                                                        development.
condemning private property for redevelopment and resale.)          Urban Population: 77,000                                              • received an Urban Infill and Redevelopment
   Financing for 4th Street redevelopment is about evenly           Urban Land Area: 30 sq mi                                               Assistance Grant from Florida’s Department of
split. Dial is funding about 48 percent of the total cost while     Brevard County Population: 534,000                                      Community Affairs to revitalize blighted areas of
the remainder will come from STAR Bonds (state sales                Median Household Income: $34,571                                        Eau Galle.
tax revenues), tax increment financing revenues from this            Persons Below Poverty: 11.5 %                                    The city’s efforts have really started to pay off in the last
district and transportation development district bonds.             Median Home Value: $85,400                                    few years, says Travis Proctor of Artemis International,
   The 4th Street project is an example of how multiple             Retail Sales: $1.472 Billion                                  current chairman of the Melbourne-Palm Bay Area Chamber
public agencies can work with private investors to grow the         Common Industries: defense, technology and aerospace;         of Commerce.
city, says Gina Scroggs, executive director of Downtown             tourism                                                          “I think downtown redevelopment has been successful,”
Manhattan, Inc., “Many different entities work to get things        Location: East Coast Florida; near Kennedy Space Center,      Proctor says. “Four to five years ago, it was pretty run-down.
accomplished here.                                                  Patrick Air Force Base                                        There were not a lot of stores or traffic. Today there aren’t
   “Manhattan is kind of in a bubble. We’re down in a                                                                             many retail vacancies and traffic is definitely up. They have
valley…almost secluded geographically. We’re a very close-                                                                        street parties and other events to bring people downtown in
knit community and we do a lot of business with each other.       SUCCESS STRATEGY:                                               the evening.”
We’re affected by the national economy, but we’re sort of                                                                            Jack Ryals, chairman of the Downtown Redevelopment
encapsulated by this bubble.”                                     Create a Year-Round Tourist Destination                         Agency Advisory Committee, says the city’s vision was
   The city also is improving connections between streets in         Melbourne is 120 years old and about the same size as
                                                                                                                                  to bring back family shopping, dining and nightlife.
an effort to bond all parts of Manhattan, from the university,    Gainesville without the college students.
                                                                                                                                  This required government investment in streetscaping,
to the Main Street and Historic Districts, to the 4th Street         Like many cities its age, Melbourne went through tough
                                                                                                                                  landscaping and infrastructure improvement, but that paved
project and eventually to the Fort Riley Boulevard/SR 18          times when suburban expansion and a regional mall drew
                                                                                                                                  the way for private investment.
corridor to the airport.                                          people away from downtown. It reacted 25 years ago by
                                                                                                                                     “What’s lacking now is a residential component to make
   “We want people to conduct all of the business of their        forming the Downtown Redevelopment Area to revitalize
                                                                                                                                  all the work come together,” says Ryals, who owned a
daily living in Manhattan,” Scroggs says, “to live here, work     the triangle between the Indian River Lagoon, the airport
                                                                                                                                  downtown family-oriented department store for many years,
here, shop here, eat here, be entertained here…spend time         and Crane Creek.
                                                                                                                                  but recently became a realtor.
                                                                     As the city grew, its redevelopment districts increased to

                              The NorTh CeNTral FlorIDa BusINess reporT                                                            FEBRUARY 2009                                                                              23
        Like Padukah, the Olde Eau Galle area decided to build                                                                                    to develop “cultural tourism” to help spur the region. COCA
     its future on the arts. Located north and across the river from
                                                                           Arts as a Money-Maker in Gainesville?                                  engaged Artspace in 2007 to assess whether that city could
                                                                              It’s uncertain whether Gainesville would thrive by
     downtown Melbourne, the area is home to the Brevard Art                                                                                      create an “Arts Exchange.” The findings and a regional
                                                                           adapting any of these other cities’ ideas. But if it chose to
     Museum and several art galleries. “The Museum sets the                                                                                       survey of artists and arts organizations were “extremely
                                                                           revitalize the downtown by turning it into an artist colony,
     theme in this area,” says Gene Davis, a member of the Olde                                                                                   positive,” according to Anne McKenzie, chairwoman of the
                                                                           expert help might be available.
     Eau Galle Riverfront Community Redevelopment Agency                                                                                          COCA’s board.
                                                                              Artspace (see bills itself as “America’s
     Advisory Committee.                                                                                                                             In January 2008, COCA received a $375,000 grant from
                                                                           leading non-profit real estate developer for the arts.” The
        “Based on community meetings and planning sessions,                                                                                       the Knight Foundation to move the project forward. It then
                                                                           group says it creates, fosters and preserves affordable
     we decided that having a viable art community here would                                                                                     invited Artspace to undertake development.
                                                                           space for artists and arts organizations and has successfully
     be very functional,” says Davis. “Our concept is to have                                                                                        COCA Executive Director Peggy Brady says Tallahassee
                                                                           developed properties across the US using several strategies:
     artists living and working in our district. We think we can                                                                                  hopes to create an “arts incubator” for artists and art groups,
                                                                                   • Property development. Artspace adapts older
     encourage artists to move here, but it isn’t a fast process.                                                                                 noting that The Boys’ Choir of Tallahassee, the Tallahassee
                                                                                     buildings or builds new ones with creative financing
     There are lots of considerations … and ordinances to wade                                                                                    Ballet and COCA itself are already anchor tenants.
                                                                                     to mix affordable live/work housing, with retail and
     through.”                                                                                                                                       “As it moves toward completion,” says Brady, “the Arts
                                                                                     administrative and performance space for the arts
        Doug Dombroski, Melbourne’s Economic and                                                                                                  Exchange will be a substantial mixed-use project centrally
                                                                                     and art organizations.
     Redevelopment Coordinator, agrees the process is not                                                                                         located between downtown, FSU and the Florida A&M
                                                                                   • Asset management. Artspace owns or co-owns
     a quick one. After all, there are rezoning and land use                                                                                      campuses in the West Gaines Street area. Current plans call
                                                                                     buildings it develops and manages properties to help
     issues; there are building and fire codes and accessibility                                                                                   for several buildings with 50 affordable live-work housing
                                                                                     them remain affordable.
     considerations. Still, the city has moved forward to codify                                                                                  units, studios and administrative, rehearsal and maybe even
                                                                                   • Resource development. Artspace cultivates
     an Art District Overlay Zone to revitalize a neighborhood                                                                                    performance space; about 75,000 sq ft in all. In spite of the
                                                                                     relationships with foundations, the philanthropic
     between US 1 and the Indian River.                                                                                                           economic downturn, we’re still looking forward to 2010
                                                                                     community and government agencies to generate
        “There is a lot of distressed single-family housing” in the                                                                               construction.”
     zone, Dombroski says. “Lots of renters with no long-term
                                                                                   • National consulting. The non-profit consults about
     stake in the neighborhood.”
                                                                                     developing affordable housing and work space for
        In the current economic slump, there is less funding for                                                                                  NOTE: Data on each city in this article came from the U.S. Census
                                                                                     artists, performing arts centers and cultural districts,
     redevelopment, but both Dombroski and Davis believe that                                                                                     and from Dates of presented data: population
                                                                                     often within the context of historic preservation.
     can be a silver lining, since some of the properties in the Eau                                                                              estimates, 2006; retail sales, 2002; median home value, 2000;
                                                                              The Council on Culture & Arts for Tallahassee/Leon                  median household income and persons below poverty, 1999.
     Galle district are becoming available at bargain rates.
                                                                           County (COCA) turned to Artspace for help when it decided

            When Gainesville looks to the future, a lot of the
         discussion focuses on attracting high-tech businesses
         and moving toward a thriving walkable community with               Downtown District (Revenue $1,193,054)
         plenty of bicycles and restricted vehicular traffic. The “new
                                                                              • CRA-related:
                                                                                 • payroll/operating expense share $228,918
            The tool for accomplishing such a make-over is the
                                                                                 • debt service/development agreements $409,559
         Gainesville Community Redevelopment Authority—the
                                                                                 • marketing/internet $4,950
         CRA—members of which are the mayor and six
         commissioners. These elected officials are supported by a             • Actual Area Projects:

                                                                                                                                                                                                              Photo by Rick Sapp
         CRA staff of eight.                                                     • Porter’s neighborhood improvements $237,250
            Gainesville has designated four redevelopment zones                  • East University Avenue lighting $127,953
         for CRA focus: Fifth Avenue-Pleasant Street, Downtown,                  • University Avenue interim improvements $100,000
         Eastside and College Park-University Heights. Each district             • after-hours maintenance $39,000
         has its own citizen’s advisory board.                                   • landscape/maintenance $30,047
            The CRA is funded by tax increment financing from these               • Hippodrome State Theater lighting $25,000
         districts. Thus, when property taxes increase as a result of            • parking management $25,000
         redevelopment, the difference between the base rate and the             • sidewalk power-washing $22,000                                In its efforts to revitalize downtown Gainesville, the
         increased rate is turned over to the CRA to fund projects.              • facade grant $20,000
                                                                                                                                                 city’s Community Redevelopment Authority has con-
            For fiscal year 2008, Gainesville revenue from tax                    • banners for bed & breakfast area $2,000
                                                                                                                                                 centrated heavily on aesthetic improvements, such as
         increment financing amounted to $4,657,291. Deducting
         payroll and operating expenses of $806,305 and debt
                                                                                                                                                 a “pocket park” beside UF’s College of Education in the
         service-development agreements of $743,412, left                                                                                        College Park/University Heights Redevelopment Area.
         $3,107,574 for actual projects.
            Here are the projects the CRA plans to fund based on            Eastside District (Revenue $522,784)
         approved FY 2008 (10/1/07 - 9/30/08) budgets:                        • CRA-related:
                                                                                 • payroll/operating expense share $109,564                     College Park/University Heights District
                                                                                 • debt service/development agreements $21,872                  (Revenue $2,571,409)
         Fifth Avenue-Pleasant Street District                                   • marketing/internet $1,134
                                                                                                                                                  • CRA-related:
         (Revenue $370,044)                                                   • Actual Area Projects:                                               • payroll/operating expense share $368,435
                                                                                 • streetscaping $218,608 (Within a multiple-year                   • debt service/development agreements $257,923
            • CRA-related:                                                         budget is the $312,000 decorative Eastside entryway              • marketing/internet $11,108
               • payroll/operating expense share $99,387                           at the intersections of Melrose and Hawthorne Roads.
               • debt service/development agreements $54,057                       “It really means a lot to the Eastside citizen’s board,”       • Actual Area Projects:
               • CRA plans to stimulate community pride at 802 NW                  says Gainesville Commissioner Jeanna Mastrodicasa.               • Depot Avenue Rail Trail $657,851
                 5th Avenue by building its new headquarters there                 “They said, ‘This is what we’re really missing’ and              • streetscaping 7th and 8th Avenues and 14th Street
                 with a share of expenses from each district. Total cost           that’s why we agreed to prioritize this project.”)                 $499,647
                 about $750,000                                                  • Cotton Club/Perryman’s Grocery project $72,232                   • stormwater management $480,546
               • marketing/internet $747                                         • options and acquisitions $36,875                                 • University Avenue interim improvements $100,000
                                                                                                                                                    • façade grant $50,000
            • Actual Area Projects:                                              • facade grant $30,000
                                                                                                                                                    • sidewalk power-washing $40,850
               • NW 5th Avenue streetscape $155,000                              • Kennedy Homes site work $20,000
                                                                                 • maintenance $10,000                                              • options/acquisitions $36,875
               • model block program $34,846
                                                                                 • Eastside Development Corp. sponsorship $2,500                    • landscape/maintenance $30,047
               • landscape/maintenance $13,523
                                                                                                                                                    • Related Professional Services Innovation Zone
               • renovate A. Quinn Jones home $10,482
               • Fifth Avenue Arts Festival $2,000

24                                   The NorTh CeNTral FlorIDa BusINess reporT                                                                     FEBRUARY 2009
                                                                                                                                                                                       ( Success Story )
 (continued from cover story Chamber Honors Clark Butler with Legacy Award)

Clark Butler’s

             Developer Known for Vision, Integrity and Desire to Help Less Fortunate
                                                                                                                                              by Kevin Ireland
                                                                                                                                                                        A nattily dressed Clark Butler and his wife
                                                                                                                                                                        Mary Catherine, early in their marriage.

                                                                                                                                                      property owner to buy the site over time. Then he convinced a
          he Butler family arrived in Gainesville with $300 and rented land
          for their business on NW 8th Avenue for $8 a month. By the time
                                                                              Tenacity to Start Over                                                  paving contractor to put in the roads and accept payment over time.
                                                                                 Before Clark’s time on the commission, the city had awarded
          they had rented a home and set up an open-air stand, they                                                                                   Once he had roads in, he was able to obtain FHA financing to build
                                                                              contracts on a no-bid buddy system that was open to corruption.
          were down to their last $55.                                                                                                                the homes.
                                                                              Clark felt that wasn’t fair to the public, so he pushed to have the
   As Clark recalled in an oral history interview with Samuel Proc-                                                                                      “He was a very smart negotiator,” Deborah Butler says. “Many
                                                                              system changed, angering some people in the community. Shortly
tor, on the first day in business he and his brother Bill got up at 2am                                                                                times when we’d talk about deals, he’d say ‘There’ll always be an-
                                                                              after the issue was settled, Butler Supermarket burned to the ground.
and drove to Jacksonville to buy $50 worth of produce. His father                                                                                     other bus.’ In other words, there will always be another deal. Some-
                                                                              The cause of the fire was never identified but Clark said fire officials
and brother sold some through the 8th Avenue stand and Clark                                                                                          times if you want something too much, you can negotiate yourself
                                                                              suspected arson.
peddled the rest to the boarding houses, working out of the back of a                                                                                 into a corner. You end up with terms that don’t work or spending
                                                                                 Unfortunately, the Butlers only had about $55,000 in insurance
Model A pick-up truck. Total profits for the day: $26.                                                                                                 more than you should. Dad always kept that in mind.”
                                                                              and it would have cost more than $400,000 to rebuild. No bank
   “That first day they did very well,” says Deborah Butler, Clark’s                                                                                      As a developer, Clark also was adaptable. When the market
                                                                              would loan the Butlers enough to develop a new grocery store,
daughter, long-time partner and now president of S Corp Butler                                                                                        for single-family homes started to dry up, he shifted to apartment
                                                                              but Justice Williams, who was president of Florida National Bank,
Properties, Ltd. “But Dad said if it had rained, they would have lost                                                                                 communities and built several, including Williamsburg Apartments,
                                                                              offered an alternative: He knew Clark had some experience in
everything. They were living that close to the edge.”                                                                                                 Lakeshore Towers and Windmeadows Apartments. And, he began
                                                                              construction from the work he’d done expanding the store. So he
                                                                                                                                                      developing shopping plazas.
                                                                              offered to loan $20,000 if Clark wanted to become a builder and
Quick to See Competitive Advantages                                           construct a few homes at a time.
   Though they started business in tough economic times, Clark said              So, with a father who was 87, a mother who was 79, a pregnant
                                                                                                                                                      Quick to Seize an Opportunity
he was convinced that his family would succeed because he’d iden-                                                                                        While building a shopping center on NW 16th Avenue, Clark had
                                                                              wife and two young children, Clark Butler formed Butler Brothers
tified two competitive advantages: fresh products and outstanding                                                                                      an encounter that would lead to his crowning achievement. He went
                                                                              Building with his brother Bill.
customer service. The Butlers drove to the Jacksonville market at                                                                                     to New York City to try to convince an executive from the Britz
                                                                                 From the beginning, Clark’s goal was to offer quality homes.
the crack of dawn each day to buy produce then Clark headed over                                                                                      Department Store chain to open in one of his plazas. The executive
                                                                              “Instead of just building on a plain and cutting the trees down,
to the boarding houses by 6am each day to make sales. In contrast,                                                                                    wasn’t that interested in Clark’s locations but as Clark was show-
                                                                              we saved the trees, and I put a little extra touch that wasn’t on the
the produce at other local stores was many days old and not neces-                                                                                    ing the man a map of Gainesville, the executive pointed to some
                                                                              plans,” said Clark in the oral history interview. The extras paid off
sarily in good condition, and their service was more lackadaisical.                                                                                   property bordered by Archer Road, SW 34th Street and Interstate
                                                                              and the homes began to sell. He started building homes in 1954 and
   “We had something people needed,” said Clark in the oral history                                                                                   75. There wasn’t an Archer Road exit off the interstate at that time,
                                                                              within three years he was the largest spec home builder in the city.
interview. “Nobody else had fresh vegetables and we worked seven                                                                                      but the executive predicted that area would be a major center for
                                                                              Eventually, he said, he built between 500 and 600 homes before
days a week, which most people wouldn’t do.”                                                                                                          commercial growth in Gainesville.
                                                                              concentrating on commercial development.
   The Butlers quickly took sales from the other local businesses.                                                                                       “I finally woke up,” Clark recalled in the oral history interview.
                                                                                                                                                      “I got back to the hotel as quick as I could and called Justice Wil-
As Clark continued to innovate, the “stand’ grew into a “store”
and then into a 14,000-square-foot grocery market, the largest in
                                                                              Shrewd Negotiator                                                       liams and said ‘a fellow up here in New York has kind of opened
                                                                                 Coming from the low-margin grocery business, Clark was smart
the city. Each time they expanded, the Butlers did the construction                                                                                   my eyes.’”
                                                                              about negotiating with subcontractors to hold down costs. So he was
themselves, developing skills that would benefit them later.                                                                                              Clark headed back to Gainesville and began negotiating to
                                                                              able to build quality homes that were still affordable. He also was
   Clark was also refining his talent as a marketer. “Dad was really                                                                                   purchase what then was little more than a grass strip air field and
                                                                              shrewd in putting together deals as his business grew. Westmore-
creative in promoting the store,” says Deborah Butler. “He was the                                                                                    vacant land. Again, he bargained hard and obtained the first 232
                                                                              land Estates near Thornebrook was an example. At that time, land
first to run full-page ads front and back in the newspaper. He had a                                                                                   acres for $850,000. And he got the owners to agree to take payment
                                                                              on NW 16th Avenue was so far from center city that no local bank
radio show to promote the store. He provided curb-side delivery ser-                                                                                  over time.
                                                                              would loan him the money to buy it. So Clark negotiated with the
vice so the ladies didn’t have to get out of their cars. He did special
events such as baking a 1,500-pound cake for store anniversaries.
   “And this was a guy who never got to go to college.”
   Clark also thrived by serving the entire community, providing
equal service and credit to blacks and whites alike, something not
that common in the 1940s and 1950s. “I met Clark when I was a
small child living in the northwest,” recalls Rosa B. Williams, cur-
rent chairperson of Gainesville’s Black on Black Crime Taskforce.
“He always treated black people fairly. My parents would shop at
his store but they didn’t always have money so he would let them
buy on credit and they would pay him when they got paid on the

Committed to Helping the Public
   Eventually, locally elected officials noted Clark’s success and in
1950 asked him to run for city commission. He was elected at the
age of 31 and served six years, including a year as the city’s young-
est mayor at that time.
   While serving on the commission, he provided the deciding vote
that prevented the city from selling Gainesville Regional Utilities
to a St. Petersburg utility company for $5 million. Thanks to that
vote, Gainesville since has earned millions of dollars in profits from
GRU, which has helped underwrite the cost of city services. Clark
also negotiated with the University of Florida to get it to pay for the
water it used—up until that time Gainesville had provided water for
free. That change also has significantly helped the city’s finances.
   Never one to shy away from tough decisions, Clark also was
involved in a situation that ended up costing his family dearly.
                                                                                   The Butler Market at 405 NW 8th Avenue started as a simply produce stand in 1939 but as the business grew more
                                                                                   successful, Clark Butler and his family expanded several times until the store became a 14,000-square-foot, full-
                                                                                   service grocery market.

                                         The NorTh CeNTral FlorIDa BusINess reporT                                                                    FEBRUARY 2009                                                           25
            ( Success Story )
Vision to See Area’s Potential
    While Clark was creating plans for the area that would
become Butler Plaza, he learned the state was going to expand
Archer Road to four lanes. He immediately appealed to the state
to build six lanes because he saw that the complex he planned to
develop would tax a smaller road. “I said, ‘Gentlemen, it will be
obsolete before you get it built,’” Clark said in the oral history
    The state agreed, but unfortunately, it only had enough right-
of-way for a four-lane road. So, Clark led a movement to obtain
a larger right-of-way, helped fund the purchase of the few parts
that were not donated, and then donated part of his land for
storm water recharge basins for the entire road.
    Clark developed his site slowly, building a mobile home
park and apartments and then a small shopping plaza. Again, it
proved difficult to convince banks to provide financing for land
in an area that had little development at the time.
    As the project grew, Clark decided to establish Gainesville
State Bank. Clearly, he was interested in helping his own
projects but he also had a broader goal: “I wanted to loan the
little people money because I had been turned down many times
                                                                     The land where Butler Plaza now stands held little more than a grass airstrip in the late 1960s (left). But when Clark Butler
when I had an idea of trying to do something,” Clark said in the
oral history interview.                                              became convinced of its potential, he bought it and over 30 years developed it into a 1.2-million-square-foot retail center (right).
    Eventually the bank became so successful that Compass Bank
approached about buying it. Clark was in treatment for prostate         Clark felt this was unfair, especially to people who didn’t    Butler Plaza East, Central and West. Most people would consid-
cancer when Compass suggested a deal and wasn’t involved             have the means that he had to fight back, so he sued. He ended     er that a significant enough achievement that they ease up a bit.
directly in the negotiations. But he continued to press for better   up spending $140,000 over six years before the state Supreme      But in his 80s, Clark was deeply involved in planning for Butler
terms as each offer from Compass arrived. When the two sides         Court overturned the law. While the suit was in progress, Clark   North, a 1.3-million-square-foot shopping complex on 100 acres
finally reached agreement, Compass bought Gainesville State           said he was offered a deal that would have reduced his title      he had acquired north of the current center. He estimated it
Bank for $50 million, Clark said in the oral history interview.      insurance costs if he dropped the suit. He refused.               would provide jobs for another 4,000 people when complete.
                                                                        “Dad said one of his proudest achievements was fighting title      “He wanted so badly to finish it,” Deborah Butler says. “It
Doing What’s Right                                                   insurance,” Deborah Butler says. “He just thought what was be-    was going to be his final contribution to the city.”
   While Butler Plaza was growing, Clark became involved in a        ing done to people was wrong. He spent much more fighting the         While he didn’t live long enough to finish that goal, few can
costly fight to change a state law he believed was hurting hom-       law than he ever saved on title insurance.”                       doubt that S. Clark Butler had a significant and lasting impact on
eowners. In the early 1990s, the state changed the title insurance                                                                     this city from the beginning of his time here to the end.
law to eliminate the opportunity to negotiate commissions. The       Passionate about Work His Entire Life                                “He had a passion to do the right thing,” Deborah says. “He
result: People buying homes, business buildings and land saw           With Deborah and Bob Bratcher, Clark spent more than 30         had this theme to his life and he never wavered from it.”
their rates quadruple overnight.                                     years developing the 1.2 million-square-feet of retail space in

26                                        The NorTh CeNTral FlorIDa BusINess reporT                                                              FEBRUARY 2009
                                                                                                                                                                                    ( Success Story )

  The Traits of a Successful Businessman
      A great businessman doesn’t just make a dollar; he makes              He loved kids; I think that’s why he got interested in our
   a lasting impact, as S. Clark Butler proved in numerous ways.        center. Clark believed strongly that we need to keep more of our
   He was a man of vision, an advocate for those less fortunate, a      young people in town. We have some really bright young people
   highly principled professional and an innovator. Here is how his     over here. They’re a great resource and we’re letting too many of
   friends and family describe the key characteristics that made him    them get away.
   a success.                                                               I know he was a very hard negotiator on the shopping center.
                                                                        I learned a lot from him. We talk about being street smart, about
                                                                        knowing how to get things done? That was him to a “T.”
   He was Generous in Quiet Ways                                                                                           Arnie Heggestad
       He was a class individual and a great mentor to me. I really                                                                 Director
   got to know him in 1992 when he asked me to join the board of                                Center for Entrepreneurship and Innovation
   Gainesville State Bank. It was an opportunity to learn from a                     University of Florida’s Warrington College of Business
   very perceptive man. He was always the first to say that he didn’t
   have a lot of formal education, but he could size up people very
   well—whether they were being straight with him. The smartest
   people aren’t always the most educated. Sometimes they’re the
                                                                        He Had the Courage to do the Right Thing
                                                                           Roy Lambert approached Dad about creating a syndicate to
   people who know they don’t always know everything but know           help develop Butler Plaza. It took two years to negotiate the deal
   how to learn from others.                                            but when they finally agreed, it was with a handshake—no writ-
       Clark was well known for giving to medical charities but some    ten contract. Shortly after they’d agreed another developer came
   of his greatest acts were unsung. It wasn’t about the publicity at   forward and said he’d offer $1 million more than Roy had if Dad
   all. When Gainesville State Bank was up for sale, Clark asked me     would switch to him. Dad said, “You don’t understand. I shook
   to negotiate with Compass and I think we made a sizeable profit       the man’s hand. We have a deal.” And that was that. It all came
   for our shareholders. A lot of the employees had stock options but   down to trust.
   just didn’t have the cash to exercise them. These were tellers and      Dad also believed that if you do the right thing for the com-
   middle managers and other people who had been instrumental to        munity, it helps your business and it pays you back. That’s why
   our success. Clark very quietly went to people individually and      he donated land all over town to help the public. He donated land
   asked if they needed help to buy their options and told them they    to expand 8th Avenue and 16th Avenue. He believed you have to
   could pay him back when they could. To him it was just the right     have infrastructure.
   thing to do. It made me feel very good to know I was working            Dad was concerned about the homeless too. He used to say
   with someone like that.                                              that there were so many times when he was on the brink because
       He was a tremendous corporate citizen. The community gave        of a project so he could relate to people in trouble. That’s why he
   him a lot in success and stature, and he never forgot that. He       donated $100,000 matching grants to the city and county to help          An ad that ran during Clark Butler’s first campaign for office.
   greatly enhanced the business community in Gainesville but                                                                                    He served two terms on the city commission, including a year
                                                                        the homeless.
   understood you have to give back.                                       He believed that by benefiting others, you benefit yourself.            as mayor.
                                                        Mike Warren                                                        Deborah Butler
                                              President and Founder                                                              President
                                                   AMJ Incorporated                                           S Corp Butler Properties Ltd.    Great Example of Free Enterprise System
                                                                                                                                                   Clark was one of the treasures I’ve received in my very long
   He Was a Man of Great Vision                                         A Country Boy with True Savvy                                          career in business.
      The thing I remember most was meeting with him in his office                                                                                  I first met him over 26 years ago when we started negotiat-
                                                                            Our relationship began about 37 years ago. I had gotten a          ing to work together. He really didn’t want to sell anything he
   a few months before he died. He was showing me a picture of the      job with a prestigious banking firm in New York and had gone            owned but we finally came to an agreement that we wanted to be
   second phase of Butler Plaza. You could see his vision was there.    through a rigorous training program. When I thought I knew it          partners. Our first transaction was concluded on a handshake, but
   He was excited. It was like Walt Disney describing Epcot. And it     all and I thought I had nothing else to learn, my boss came in one     it took us about two years to get to that handshake.
   wasn’t about making money; it was about helping people.              day with a folder and said as the last trial by fire to become suc-         In business, you always have disagreements with partners
                                                                        cessful in this firm, the partners have designated a developer in       over the direction to go. Clark and I had multiple disagreements
                                                                        the United States who is impossible to deal with. They dropped a       but we were never disagreeable. We were patient and discussed
                                                                        dossier for Clark Butler on my desk. And they said, “Here’s your       things until one or the other of us understood the other person’s
Giving Back to the Community                                            plane ticket; head to Gainesville.”
                                                                            When I met him and we started negotiating, I looked in his
                                                                                                                                               point of view. That’s one of the things that continued to draw our
                                                                                                                                               relationship together over a long period of time.
                                                                        eyes and said ‘This is the way we’re going to do business, Clark,’         Clark had an entrepreneurial spirit that is almost impossible
During his 70-year career in Gainesville, S. Clark But-                 and he looked at me and said ‘Mike, you know I’m just an old           to exaggerate. He was one of the greatest examples of our free
                                                                        country boy...’ I knew at that moment that I had now entered my
ler was involved in numerous causes. Here are some                      master’s degree in my program in investment banking.
                                                                                                                                               enterprise system at work.
                                                                                                                                                                                                   Roy Lambert
of the more significant ones.                                                Clark used to say many great things to me but one of them was
                                                                        ‘Mike, God did not put me on this Earth to make you rich.’”
                                                                                                                           Michael Strober                                          Regency Windsor Capital, Inc.
    Founder of the Gainesville Boys Club                                                                                Investment Banker                                                       Vero Beach, Fl.
    Past president and charter member of the Gainesville                                                                           Tampa
    Builder’s Association,                                                                                                                     Journey More Important than Result
                                                                                                                                                   About three years ago, we honored Clark at one of our entre-
    Founding member of the Gainesville State Bank and                   He Cared About Everybody                                               preneur banquets for lifetime achievement. I found an aerial pho-
    chairman of the board for 20 years                                     He was always helping people. When he was starting out and
                                                                                                                                               tograph of the Archer Road/I-75 interchange before Clark started
    Member of the University of Florida Foundation                      selling vegetables from his truck, any vegetables that were left
                                                                                                                                               developing it. It showed there was nothing on the miracle mile.
                                                                        over at the end of the day, he would take into the black com-
    Co-founder of the S. Clark Butler Entrepreneurial                                                                                          For a guy who didn’t have an awful lot of money in those days
                                                                        munity and give them away. I know because he gave some to my
                                                                                                                                               to commit himself to a project of that size was amazing. He goes
    Foundation at the University of Florida                             parents.
                                                                                                                                               way beyond vision—it’s vision, clarity and stick-to-it-ive-ness.
    Benefactor of Shands Cancer Center (he and daughter                    He would go out of his way to help you but he was not a
                                                                                                                                                   Yet when he came to the Center and talked to students he
                                                                        person to broadcast what he was doing. He would do what he
    Deborah donated $1 million)                                                                                                                would say, “What I achieved was just the result. What was much
                                                                        wanted to do and then move on to some other cause. He was a
                                                                                                                                               more important was the journey. I would have been just as happy
    Member, Florida State Road Board (appointed by                      very private kind of person that way.
                                                                                                                                               if the result had been half as large.”
    Governor Reuben Askew)                                                 He helped build the first Boys Club and the new Reichert
                                                                                                                                                   In many, many ways, I have never met anyone else like him.
                                                                        House. He was interested in young people making it through
    Member, Florida Fish and Wildlife Commission                        school, going to college and getting a job so they could take care                                                                Bill Rossi
    (appointed by Governor Bob Graham)                                  of themselves.                                                                                                          Associate Director
                                                                                                                        Rosa B. Williams                               Center for Entrepreneurship and Innovation
    Member, Florida Pension Board (appointed by
                                                                                      Chairperson of the Black on Black Crime Task Force                    University of Florida’s Warrington College of Business
    Governor Mel Fisher)

                                     The NorTh CeNTral FlorIDa BusINess reporT                                                                   FEBRUARY 2009                                                         27
28   The NorTh CeNTral FlorIDa BusINess reporT   FEBRUARY 2009
                                FEB 11 WEDNESDAY
                                ROTARY CLUB OF DOWNTOWN
                                                                ALACHUA COUNTY EMERGING
                                                                                                 KIWANIS CLUB
                                                                                                 Savannah Grande, noon to 1 pm
                                                                                                                                   MARCH 5 THURSDAY
                                                                                                                                   SUNRISE ROTARY
                                                                                                                                                 ( Monthly Meeting Calendar )
                                                                                                                                                                   ALACHUA COUNTY EMERGING
GAINESVILLE                     GAINESVILLE                     Professional Development                                           University Hilton, 7 am         Communications Committee
The Clarion Hotel, 12:15 pm                                     Committee                        FEB 26 THURSDAY                                                   Meeting
                                Tapas 12, noon
                                                                Bourbon Street Coffee Company,   SUNRISE ROTARY                    MARCH 9 MONDAY                  Coffee Culture, 2020 NW 13th
FEB 3 TUESDAY                                                   Archer Road, at 5:30 pm
                                KIWANIS CLUB                                                     University Hilton, 7 am           ROTARY CLUB OF GREATER          St., at 6 pm
ROTARY CLUB OF GAINESVILLE      Savannah Grande, noon to 1 pm                                                                      GAINESVILLE
Paramount Resort & Conference                                   FEB 18 WEDNESDAY
                                                                ROTARY CLUB OF DOWNTOWN          ALACHUA COUNTY EMERGING           The Clarion Hotel, 12:15 pm     MARCH 17 TUESDAY
                                FEB 12 THURSDAY                 GAINESVILLE                      LEADERS                                                           ROTARY CLUB OF GAINESVILLE
2900 SW 13th Street, at noon                                                                     Membership Committee Meeting      MARCH 10 TUESDAY                Paramount Resort & Conference
                                SUNRISE ROTARY                  Tapas 12, noon
                                University Hilton, 7 am                                          Bourbon Street Coffee on Archer   ROTARY CLUB OF GAINESVILLE      Center
FEB 4 WEDNESDAY                                                 KIWANIS CLUB                     Rd, at 6 pm                       Paramount Resort & Conference   2900 SW 13th Street, at noon
ROTARY CLUB OF DOWNTOWN                                         Savannah Grande, noon to 1 pm                                      Center
GAINESVILLE                     FEB 13 FRIDAY
                                                                                                 MARCH 2 MONDAY                    2900 SW 13th Street, at noon    ALACHUA COUNTY EMERGING
Tapas 12, noon                  ALACHUA COUNTY EMERGING
                                LEADERS                         FEB 19 THURSDAY                  ROTARY CLUB OF GREATER                                            LEADERS
                                Fundraising Committee Meeting
                                                                SUNRISE ROTARY                   GAINESVILLE                       MARCH 11 WEDNESDAY              Professional Development
KIWANIS CLUB                                                    University Hilton, 7 am                                            ROTARY CLUB OF DOWNTOWN
Savannah Grande, noon to 1 pm   Bourbon Street Coffee on                                         The Clarion Hotel, 12:15 pm                                       Committee
                                                                                                                                   GAINESVILLE                     Bourbon Street Coffee Company,
                                Archer, 5:30 pm                 FEB 23 MONDAY
                                                                                                 MARCH 3 TUESDAY                   Tapas 12, noon
ALACHUA COUNTY EMERGING                                         ROTARY CLUB OF GREATER                                                                             Archer Road, at 5:30 pm
LEADERS                         FEB 16 MONDAY                   GAINESVILLE                      ROTARY CLUB OF GAINESVILLE
                                                                                                                                   KIWANIS CLUB
Social Committee Meeting        ROTARY CLUB OF GREATER          The Clarion Hotel, 12:15 pm      Paramount Resort & Conference                                     MARCH 18 WEDNESDAY
                                                                                                                                   Savannah Grande, noon to 1 pm
Coffee Culture, 2020 NW 13th    GAINESVILLE                                                      Center                                                            ROTARY CLUB OF DOWNTOWN
St, at 6 pm                     The Clarion Hotel, 12:15 pm     FEB 24 TUESDAY                   2900 SW 13th Street, at noon
                                                                                                                                   MACH 12 THURSDAY                GAINESVILLE
                                                                ROTARY CLUB OF GAINESVILLE                                                                         Tapas 12, noon
                                                                                                                                   SUNRISE ROTARY
FEB 5 THURSDAY                  ALACHUA COUNTY EMERGING         Paramount Resort & Conference    MARCH 4 WEDNESDAY                 University Hilton, 7 am
SUNRISE ROTARY                  LEADERS                         Center                           ROTARY CLUB OF DOWNTOWN                                           KIWANIS CLUB
University Hilton, 7 am                                         2900 SW 13th Street, at noon     GAINESVILLE                                                       Savannah Grande, noon to 1 pm
                                Communications Committee                                                                           MARCH 13 FRIDAY
                                Meeting                                                          Tapas 12, noon                    ALACHUA COUNTY EMERGING
FEB 9 MONDAY                                                    FEB 25 WEDNESDAY                                                                                   MARCH 19 THURSDAY
                                Coffee Culture, 2020 NW 13th    ROTARY CLUB OF DOWNTOWN                                            LEADERS
ROTARY CLUB OF GREATER                                                                           KIWANIS CLUB                                                      SUNRISE ROTARY
                                St., at 6 pm                    GAINESVILLE                                                        Fundraising Committee Meeting
                                                                Tapas 12, noon                   Savannah Grande, noon to 1 pm     Bourbon Street Coffee on        University Hilton, 7 am
The Clarion Hotel, 12:15 pm
                                FEB 17 TUESDAY                                                                                     Archer, 5:30 pm
FEB 10 TUESDAY                  ROTARY CLUB OF GAINESVILLE      FEB 26 WEDNESDAY                 ALACHUA COUNTY EMERGING                                           MARCH 26 THURSDAY
ROTARY CLUB OF GAINESVILLE      Paramount Resort & Conference   ALACHUA COUNTY EMERGING          LEADERS                           MARCH 16 MONDAY                 ALACHUA COUNTY EMERGING
Paramount Resort & Conference   Center                          LEADERS MEMBERSHIP               Social Committee Meeting          ROTARY CLUB OF GREATER          LEADERS MEMBERSHIP
Center                          2900 SW 13th Street, at noon    COMMITTEE                        Coffee Culture, 2020 NW 13th      GAINESVILLE                     COMMITTEE
2900 SW 13th Street, at noon                                    Bourbon St. Coffee Co., 6pm      St, at 6 pm                       The Clarion Hotel, 12:15 pm     Bourbon St. Coffee Co., 6pm

                                     The NorTh CeNTral FlorIDa BusINess reporT                                                        FEBRUARY 2009                                                 29
          ( Transactions )

     Transactions                                                   (All content comes from city, county and state official records.)


                                                                                                                                                   ON THE MOVE
 (Filed with Alachua County)   St, High Springs           PO BOX 2187            ANTIQUE MALL            Linda Weseman, owner of Weseman Engineering in Gainesville,
                               BUYER: Phord/Herald,       Alachua                P.O. BOX 1539         has been appointed to the board of Meridian Behavioral Healthcare.

                               LLC                                               High Springs
 LOCATION: 23335 NW                                                                                      Remzey L. Samarrai, the former mayor of Micanopy, has been
 County Road 236               TYPE: One-Story Of-        LYONS DEN PRODUC-                            appointed to the board of the Gainesville-Alachua County Regional
                               fice                        TIONS                  TAGWA                 Airport Authority.
 Suite 10, High Springs                                                          817 W. University
                               PRICE: $109,300            5816 NW 26TH St
 BUYER: PH/Highland                                                              Ave.                    Craig McCall has been named president of the Gainesville-Alachua
                                                          Gainesville                                  County Association of Realtors for 2009.
 Office                         LOCATION: 1034 NW                                 Gainesville
 TYPE: Office                   57th St, Alachua           MAGOO’S PLACE                                   The Gainesville-Alachua County Association of Realtors recently
 PRICE: $63,200                BUYER: First Bank of       6101 NW 120TH          THE NORTH FLORIDA     honored several local professionals. Patti Moser was honored as
                                                                                                       Realtor of the Year. Nicole Rappaport was named Affiliate of the
                                                                                 MEDICAL WEIGHT LOSS
                               Jacksonville               Lane, LOT # 63                               Year. Carol Bosshardt earned the Jim Parrish Award for community
 LOCATION: 14209 W             TYPE: Professional         Gainesville                                  involvement. And Neely Davis won the Tom Dobson Award for her
                                                                                 2441 NW 43RD St       continued work with the association.
 Newberry Road, Ala-           Offices                                            Gainesville
 chua County                   PRICE: $781,714            NC INTERIORS                                    The Women’s Resource and Medical Clinic will hold a ribbon cut-
 BUYER: Newberry                                          3709 SW 42ND Ave       THE SUSTAINABLE
                                                                                                       ting and open house Tuesday, Feb. 3, from 4-6:30pm at their location
                                                                                                       at 912 NW 13 Street.
 Road Kazbors, LLC             LOCATION: 2317 NW                                 DESIGN GROUP LLC
 TYPE: Restaurant              66th Court, Gaines-                               5214 SW 91ST Way         Jacquelyn Brooks Designs will celebrate its second anniversary
                               ville                      NELSON                 Gainesville           with a ribbon cutting and party Thursday, Feb. 5 from 4:30-6:00 pm
 PRICE: $1,903,900
                               BUYER: Sparkelberry,       CONSTRUCTION                                 at 1636 W. University Avenue, Suite A.

                               LLC                        16014 SW 42ND Ave      SAVANNAH PLACE
                                                                                                          The Builders Association of North Central Florida has installed its
                               TYPE: Service Shops        Archer                 APARTMENTS            2009 leaders. Adam Bolton, Robinshore, Inc., president; Ivan Oelrich,
 Newberry Road,                PRICE: Undisclosed                                2040 NW 67th Place    Oelrich Construction, president-elect; Tommy McIntosh, ERA Trend
 Gainesville                                              SOLAR PLANET           Gainesville
                                                                                                       Realty, Associate Vice President; David Hilman, Custom Design
                                                                                                       Renovations LLC, Treasurer; and Rene Rutan, Attorneys’ Title
 BUYER: Suedri Invest                                     4415 NW 143 St                               Insurance Fund, Inc., Secretary
 LLC                           FICTITIOUS NAMES           Gainesville            MILHOPPER
                                                                                                         Brian Leslie, outgoing president of the Builders Association of
 TYPE: Professional            (Filed with the State of                          VETERINARY MEDICAL    North Central Florida, honored several members at the group’s an-
 Offices                        Florida for Locations in   STAN’S BMW SERVICE     CENTER                nual meeting:
 PRICE: $180,000                                          2328 NE 19TH Drive     4209 NW 37th Place     • President Awards – Andrew Rocco, Randi Elrad, Alison Cox,
                               Alachua County)
                                                          Gainesville            Gainesville               Barry Rutenberg, Ivan Oelrich, Tim Flanagan, Melissa Murphy,
                                                                                                           Vinnie Moreschi, Tommy McIntosh, Jeff and Patty Moser, Nickie
 LOCATION: 2325 NW             THE GENERAL SHIP-IT                               LAKE AREA COMPUTER
 13th St, Gainesville          & MORE STORE               THE BULLION RESERVE                           • “Making a Difference” Company Award - Brown and Cullen,
                                                          5745 SW 75TH St        REPAIR                    Inc.
 BUYER: Thirteenth             P.O. BOX 749                                      17117 NE 72nd Place    • Big Spike of the Year – Vinnie Moreschi, C. Perry Construction
                               High Springs               #130
 Street Properties, LLC                                                          Hawthorne              • New Spike of the Year – Vinnie Moreschi, C. Perry Construction
                                                          Gainesville                                   • Retention Spike of the Year – Barry Rutenberg, Barry Rutenberg
 TYPE: Neighborhood                                                                                        & Associates
 Shopping Center               ANGEL ACADEMY                                     CROOKED LETTER         • Ambassador of the Year – Jodi Cason, Ramona Chance, Attorney
                               PO BOX 140112              THE VILLAGE
 PRICE: $950,000                                                                 319 NW 15th Ave        • Distinguished Spikes – George Barnes, Jim Painter, Matt Web-
                               Gainesville                PO Box 749
                                                                                 Gainesville               ster, Barry Rutenberg, and Vinnie Moreschi
                                                          Gainesville                                   • 2008 Chair of the Year – Margarita Purvis, Communication
 LOCATION: 11606 NW            AWQ. DEVELOPMENT                                  CAMCAPI VINEYARDS
                                                                                                           Systems, Inc.
                                                                                                        • 2008 Associate of the Year – Mike McGraw, Vintage Electric Inc.
 Second Ave, Gaines-           Co. LLC                    URBAN GATOR            925 SW 101st St        • 2008 Builder of the Year – Jim Painter, Painter Masonry &
 ville                         2701 NW 103RD              1615 SW 42ND St        Gainesville
                                                                                                           Construction, Inc.

 BUYER: Arlene M.              WAY                        Gainesville
 Weinshalbaum,                 Gainesville
 Trustee                                                  B.C.F. LAWN MAINTE-

                                                                                           In Our Next Issue:
                                                          NANCE (BEAUTIFYING
 TYPE: Professional            BILL’S DELIVERY
                                                          CENTRAL FLORIDA)
 Offices                        SERVICE
                               P.O.BOX 1063               3900 SE 14TH Terrace
 PRICE: Undisclosed                                       Gainesville
                               High Springs
                               E-TEC LAWN CARE LLC        BALEFIRE REPRESEN-
                                                                                                 How to Jumpstart Innovation
 Railroad Ave, High
                               4350 NW 30TH St            TATION
                                                          1204 NW 69TH Ter-
                                                                                                            at Your Business
 BUYER: Phord/Station,                                    race
 LLC                           FUNDAMENTAL                Gainesville                               What to Know Before You
 TYPE: Tourist Attrac-
                               THERAPY SOLUTIONS
                               12404 SW 9TH Ave           GAGE PRESS
                                                                                                     Open a Second Location
 PRICE: Undisclosed            Newberry                   1015 NE 5TH St
                                                          Gainesville                                     The Business of Art
30                                The NorTh CeNTral FlorIDa BusINess reporT                            FEBRUARY 2009
The NorTh CeNTral FlorIDa BusINess reporT   FEBRUARY 2009   31
32   The NorTh CeNTral FlorIDa BusINess reporT   FEBRUARY 2009

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