Community Redevelopment Agency - Regular Meeting

That means let's get ready in Spanish. I'm learning. All right. Good morning, everyone. Welcome to City Hall here in the city of Hollywood, ceremonial tap of the gavel to open our CRA meeting. Hold on. Joanna's motioning with her hands that maybe I should wait. I think I will wait. We're ready? We are ready. Alright. Great. Today is 11/05/2025. Time is flying by. Let's rise for the pledge of allegiance.

12. I pledge allegiance to the flag of The United States Of America and to the republic for which it stands, one nation under God, indivisible, with liberty

and justice for all.

All right. Roll call, please. Hold on. Let me activate the mics here. Okay.

Roll call, please.

Board member Shuham? Here. Board member Hernandez?

Here.

Board member Kalari?

Here.

Vice Chair Quintana? Here. Board Member Biedemann?

Here.

Board Member Gruber?

Here.

Chair Levy?

Here. All right. At this time, I'd like to invite a motion to accept Board Member Biederman's participation virtually today.

Motion to accept. Second.

We have a motion from Board Member Follery and a second from Hernandez to accept Commissioner Biederman's participation virtually today. All those in favor, aye. Aye. Any opposed? Hearing none, motion carries unanimously. Let's go ahead to 9AM citizen comments. I'm assuming there are no conflict disclosures. So let's go ahead to a comment by mister Bob Wickman. Come on up, Bob.

Good morning. Bob Glickman, Hollywood Beach. Happy November, everybody. I came here today to speak about the flap gates again. I just want to put it out there in front of everybody. I was hoping that at this meeting, we were going to get the secretary from District 4 and the engineer to come here to speak. Because I know we've been asking, and they're not here. But still, flooding is still a problem on the beach. I know all the things that we're doing to do that. But I think the first line of defense is really the flap gates and fixing the flap gates and maintaining the flap gates, which we don't seem to be doing not you all, but FDOT is not doing so creating a problem.

King tides, it makes it worse. All the surface parking lots that are on the West Side of A1A are continually flooding. Side streets, the beach side streets on the East Side are always under water. And if the water is not being stopped by the flap gates, certainly the drainage system underneath is broken. So it's seeping in through there. So I just wanted to put this again out in the forefront. And I'm glad to see the timer is not working, by the way. So I get to speak forever.

Now you just hurt yourself on that one.

That's Okay.

That's Okay.

I feel like you've made your point.

That's Okay. I didn't want to speak that long today.

Small fevers.

GREGORY Yeah.

But I just wanted to say, and I want to bring this up again and again and again, that it's imperative that we fix this stuff. And I know it's not you that it's them. But we just need to stay on top of them. I mean, as residents, some of us as residents are constantly contacting them and telling them and pleading with them, we need to get them down here. They need to see firsthand. If they would come down here and see it firsthand, they will do something about it. They've done it twice before when they've seen what a problem is. And they've tried to rectify it. I know they're doing other things, which is great. But the flap gates are the first line of defense and maintaining them.

And this is what they're not doing. The drainage system is leaking. And you can see the water just pouring up through the manhole covers and through the streets. So I just wanted to bring it to your attention. I'm glad that now at the CRA meetings, we have so many staff members here. So we can just let them know, hey, it's a problem. We need to keep this at the forefront. Thank you.

Thank you. CRA director?

Yeah, Mr. Chair, Vice Chair, and Board members, and for the public's consumption, too, we've made a number of contacts with FDOT and the secretary since the last meeting. Did get a response back last week in trying to get them to be here at these meetings and meeting with us and have a presence here. They said they will, but they're still trying to coordinate time and schedules to do that. So we'll stay after it. We'll get it. It just hasn't happened yet.

Yeah. If I just could point out, I see Vin here. I know that we had discussed as a board and as a city commission the idea that, you know, there are, you know, a certain number of outflows, on the beach and that we wanted to get to the point where we would, by 2027, have Wapro valves or whatever valve is appropriate for each one of those because that really is, as we've been saying here for years, the first line of defense, even before the pumps. And for those areas and basins where the pumps are going to have the backflow prevention integrated into them, I'll defer to the engineers and the utilities on what to do where. But hopefully, this is a number one priority of the CRA and of utilities and our partnership with FDOT following the agreement we entered into years ago and the plan of action that the county assisted with as well.

So we'll just look for an update as soon as you can get FDOT folks here. Mayor? Yes, Board Member Hernandez, go ahead.

Bob, as you could see, item nine has the ability we're actually purchasing a vac truck in order for us to maintain. And my question would be to the CRA director. Have we reached out to them to try to see if we can get any money back from if we help maintain some of these drains?

You're talking about the FDOT? Yeah. Well, I mean, part of the discussions that we'll have with them when we get to sit face to face will be to run through all those issues. So I don't know if any of the staff has had that preliminary discussion or not yet. I don't know if Vin anybody can update us on that. I don't know if we got into that detail yet.

I mean, one concept that I think Barbara Hernandez is raising is is, hey, if if they and their maintenance contractor cannot get to or give the attention necessary, then perhaps they can reimburse us

For doing it.

Cost of doing that service for them on their behalf.

That is correct. And if we haven't, maybe we may want to put it in writing just so that there will be a record that we've already reached out to them to try to resolve this issue. Time goes on, somebody would say, oh, I don't remember that conversation If we put it in writing, then we would have that when it comes to that. I don't know if anybody if no answer?

No, that's fine. No, we've got the point. And we have an agenda of issues to go through with them. And we were hoping to be able to broach those face to face in person first and then follow-up with the writing. But if we can get that soon enough, we'll do that. If not, we'll put it in writing and then do it the other way around.

Fair enough. Board member Schuham.

GREGORY Yeah, I mean, it's same lines. But we were so frustrated when they were here because they have maintenance contracts, which we can't tap into. But they're not tapping into them. And that's the frustration. And so we even had discussed the potential for an ILA with them of some sort, either allowing us to tap into their maintenance contract, or as Commissioner Hernandez says, doing it ourselves.

So I mean, they're real issues. And either it has to be resolved by a mutual agreement, or I mean, what is the action if FDOT fails to maintain their roads within a municipality? Is there like one like we have the 169 actions or whatever they're called. Is there something like that that you do with the FDOT when they're not upholding their end of the bargain?

Well, first of all, as you can see from the last meeting and no offense to anybody that was here at the last meeting but we need to get the senior decision makers at the table so that we can get those kind of commitments and we can have those kind of agreements because others don't have the ability to do that. If that's successful, great. If that's not successful and there are still things in our interests that aren't being done, if we have to step in and do some things and we've got the ability to do it, we've done that before and we'll do it again. And if we can get them to pay for it as well.

Right, thank you so much. Today's consent agenda includes items five through seven. Are there any speaker cards on five through seven?

No cards.

Motion. We have a motion from Board Member Hernandez, second from Board Member Schuhem to approve items five through seven. All those in favor say aye. Aye. Any opposed? Hearing none, those items carry unanimously. Onto our regular agenda, we have three items, eight through 10. Item eight is a resolution of the CRA approving and authorizing the CRA to execute an interlocal agreement with the city of Hollywood for funding contract with Carnahan, Procter, and Cross to provide construction engineering inspection services for the combined signage projects, including the citywide gateway and neighborhood signage project and the CRA district signage projects, in total amount not to exceed $184,000 and change. Are any speaker cards on item eight?

No speaker cards. Director,

if you'd like to just make a comment on this.

Well, just simply, it's just a shared expense since there's signage involving the city and the CRA. About a third of it is cost to the CRA. And the city will manage the contract. We just need those engineering and inspection services to make sure that the locations and the conditions on all the numerous installations are done properly.

Right of way. Yeah. All right. If there's a request for a presentation or otherwise, a motion. Board members? We have a motion to approve by board member Kolaris, second from board member Gruber. All those in favor, aye. Aye. Any opposed? Hearing none, item carries unanimously.

Jose and team, thank you. Item nine is a resolution of the CRA approving authorizing CRA to transfer an amount of $526,000 and change to the city of Hollywood for the purchase of a Vactor model sewer cleaner truck in accordance with our procurement code. This has been something that the board has been asking for for a long time. I think Board Member Biederman especially has been always advocating for this. And it'll help, obviously, the CRA district maintain the district as water free as it can, where the vaca truck is a good solution. Are there any speaker cards on item nine? Oh, we do have a card. Bob, come on up.

Good morning. Bob Glickman. I am, of course, in favor of this item. I'm just questioning why you're not taking out the extended warranty or maintenance agreement that's part of the package. I think it was for four years, it was $62,000 I think if you're buying this piece of machinery for well over a half $1,000,000, you need to take out a maintenance agreement with it. So that's my question to you. I didn't see it. I saw in the back up that they were offering it. But I don't see that we're accepting that. So my question to you is, if you're not, why not? And should we be doing that just a fraction of the cost for the next four or five years? Thank you.

I gotcha. It depends on the terms of the maintenance agreement and what it covers versus warranty. But Vin, why don't you come on up and reflect? And if you need us to authorize an opportunity to do that, I think city attorney, I think we might be able to provide that authorization if Vin feels like he needs to look at it further. But let's hear from Vin.

Morning. Vin Morrell, director of utilities. I think under this circumstance, this was a concept that was presented by the CRA to buy this piece of equipment. Out of concern for conservation of funds, we didn't include, I believe, the warranty. But we can certainly add it, if you'd like. But we've got four of these machines, and we're maintaining them now. And it's a new machine.

Given the machine's fitness for its purpose and its longevity of its components, do you want to review an opportunity for us to authorize you to review, and if so, procure the maintenance agreement? Or do you already know that you're not interested based on your experience with these machines and that the dollars spent on maintaining them are fair and won't exceed the 62 and whatever the terms are for

the Based on our experience with the machines, we'll pass on the maintenance at this time.

Thank you. Board Member Hernandez?

Yeah, I was going to ask him regarding the experiences they have had on the other equipment that we purchased. They've held up, they haven't had an issue. And I know that sometimes the warranty takes longer for the equipment to be fixed than if the maintenance shop actually works on it right away. So I just wanted to get a feedback.

JOSHUA Right. I didn't want to drill into too much detail. But the issues that we've had with the warranty is the machines that we've had that have really failed have outlived the warranty. So we get into a cycle where the warranty covers, like any new vehicle, you get that three year 36,000 mile, and you don't have any problems. And then after that is when you have the problems. So we just our experience is we don't need the warranty.

Murphy's Law. Motion to approve.

Second.

CHRISTIE Board Member Schuham?

CHRISTIE Real quick then. The base warranty that comes with the package, is it a year?

Off the top

of my head, yes, it's generally a

year. And so typically, the real fundamental problems WOOD: would reveal themselves within the year.

JULIE Right. You'll get those OEM defects will reveal themselves in the first year. JULIE Thank you. All right. We have a motion from Board Member Hernandez to approve a second. Clerk, do you have a second? Board member Caleri. All those in favor, aye. Aye. Any opposed? Hearing none, item carries unanimously. Item 10 is resolution of the CRA ratifying the submission of an application to the Florida Department of Environmental Protection for a land and water conservation fund grant for the Keating Park project, authorizing the city to accept the grant in an amount up to $750,000 authorizing 50% matching funds, and further authorizing the CRA to execute all applicable program documents and agreements. Any speaker cards on item 10?

No speaker cards.

SPEAKER Motion from Board Member Schuham to approve, second from

SPEAKER Second.

SPEAKER

Vice Chair Quintana. All those in favor, aye. SPEAKER Aye. Any opposed? Hearing none, that encounters unanimously. All right, Mr. Executive Director, onto our informational report, providing an update to the CRA on beach and downtown activities for the previous month or any other informational report that you may offer.

Sure. Thank you. Thank you, Mr. Chair and Vice Chair and Board members. On that last item, there had been some discussion in the past as that work on Keating Park is getting wrapped up to perhaps try to include a top lot improvement at that. If there's interest, we've got some preliminary ideas on that.

Yeah, let's take a look. Mean, if you have someone to present, that'd be Yeah, okay.

Good? Yep, thank you.

Good morning, Vice Chair and Board members. Chris Crisittow, project manager with the Hollywood CRA. So as the executive director mentioned, Keating Park project is coming to a close. We're substantially complete, and the contractor is starting to wrap up a couple of things. And with the request from the previous CRA board meeting, there was some inquiry about potentially including a tot lot in a small portion of the area.

So this is an aerial of what the park and parking lot looked like prior to any of the work that was completed. The area in question or the proposed area would be approximately 800 square feet where we could potentially squeeze in some park equipment. We've looked at this with a vendor that Parks and Rec typically uses for projects of this size, scale, and magnitude. So with this area, specifically right now as part of the Keating Park improvements, there were some landscape planted there, landscape that was relocated from some of the areas throughout the park. That landscape is thriving.

It was relocated, reestablished, upgraded, irrigation was planted there. And then there's a couple of kind of conflicts that happen underground in the area that we'd be looking at as where this tot lot could presumably go. There's an existing water line that runs somewhat east west. There's some irrigation equipment, a backflow preventer, some electrical components and lines that run through that area. They can be relocated, but that's something that we'll definitely just need to look into and that we want to make you aware of beforehand.

But I think for right now, what we can definitely look at is kind of the existing conditions, like I mentioned, just the general area and what we would need to do. So there's kind of three categories to some of the scopes of work that would be necessary for the playground equipment to go here. So the most important work as of right now, we don't really have pricing on yet, but we are definitely going to keep looking into, if that's the wish of the board, is the site work, site preparation, and the utility work. So the site and the area needs to be prepared a little bit. Some of that landscaping needs to get relocated.

We need to cut and cap irrigation. There's also some regrading that needs to happen, just because that area is rather sloped. So that's something that we'll need to look at potentially with a civil engineer or just with preliminary understanding of surveying. And then there's equipment installation. So the idea would be to use some equipment from a specific vendor, KOMPAN.

They would have a port in place surface material and then some site furniture. So essentially, KOMPAN was able to put together kind of a preliminary draft site plan of what could be done. This is the proposed after, if you will, or a draft of the layout. All of these are within their catalog and are considered within the five to 12 age range, which was something that between the vendor and Parks and Rec and ourselves at the CRA, that seems like a fitting set of equipment that could go there. Obviously, some things we need to shift per the items that we just mentioned.

But more or less, this is roughly something that could go into this space with some minor disturbance to that area and things underground. That's what we're trying to do, keep the impact minimal in this area. So just some preliminary numbers to take a look at. Really, what we were able to get is some preliminary numbers from the vendor and their installation. And they would be a turnkey solution in which they could do the permitting, the engineered shop drawings, and obviously the freight.

So preliminarily, that site work, just for the fencing in some of those areas, it's $24,000 And then for equipment installation, have roughly $200,000 And then the freight shop drawings and permitting is just around $14,000 So right now preliminarily, you're looking at a little over $230,000 with the numbers that we were able to get from the vendor. Again, if that's something you want us to continue to investigate, there's ways that we can negotiate those things. But as of right now, these are the prices that we were able to find from that vendor.

Board Member Kalari.

Okay. So just out of curiosity, so you had said the spinning, I would just want to look at a couple of things. The spinning bowl A1 at Garfield Street at the Charneau Park, those had to be removed because of maintenance issues. So why would we put one on the beach? I'm sure it's due to deterioration from the salt.

So I think that that's wrong. We talked about quietness, the music. I'm sure we'll get complaints from banging on the pipes and so forth and so on. And then B1, I probably would not even let my child go on that because of the springs and the metal that looks to me like a death trap. So that leaves us with D1. When we originally spoke about this, which was I think at the last meeting or maybe

Correct, it was last meeting.

Last meeting, I think we were and I could be wrong, so I don't want to speak on behalf of anyone else. But my perception was that we were going to do something very simple, a swing set of some nature, something that was not a cost burden. To me this seems extreme. And then I guess the bigger question is, soon would this be able to be put in place? Are we talking two years, three years,

a year?

Right. That's something that, for one, we definitely want to work out any kind of things with the site work, anything that needs to be leveled. Can't speak to scheduling on that. But as far as just getting the freight and the equipment, and if we were just doing permitting just with that vendor, they've said it could be maybe six to eight months. That's a rough schedule based on preliminary layouts that we have right now.

Obviously, we'd want to get that schedule kind of more written in stone, obviously, as much as we can, and worked out with the vendor and make sure that we follow all proper procurement standards. Maybe it's like a piggyback or something like that. Obviously, with the equipment that you all wish to go there. Like you mentioned, if there's a series of pieces of equipment you don't want there, then that's what we'd want to investigate. This was just kind of like

And then

just first a

random suggestion.

And since

we I mean, we're looking at this price. At the beach, the most I think the biggest draw for the children, and just from experience with my grandchildren going, is a water feature of some sort. I don't know what the cost would be. But even if you were to put some type of a water feature instead, like a splash pad, at that cost, we talked about the costs. Because it provides that opportunity for the parents that are on the beach.

If they're looking to have their kids do some type of an enjoyment feature, they can play around. I'm going to leave it up to you to speak since it's your district. But I just feel like we had this idea. We talked about it up here. I didn't expect it to be so extreme or something simple, like swings or something of that nature. So I'll let anyone else talk. But I'm not in ingredients with all of this right now and that cost.

DANIELLE Sure.

Board Member Schuham.

DANIELLE I agree with everything Commissioner Cleary said. I think that simple was what we had wanted. I'm speculating that a water feature is way more expensive. I'm just curious, out of that $200,000 line item, what's the breakdown between the equipment and the installation?

I don't have it in here, but that's definitely something that I can share with you, what the vendor gave us.

I would prefer to see I like the idea of simple, too. A swing set. Mean, was just a fact that parents wanted something.

There's a

lot of condos there that are transitioning to younger people. So something for their kids to do. It doesn't need to be so elaborate. But if we could add a swing set and maybe expand the size of that covered play area. But the $200,000 to me seems way beyond what we were

talking I think

that the site prep prices didn't seem crazy.

Well, the site prep prices, just to be clear, weren't that's not the final site prep price. That would have just been just for the chain link fence that would need to go around there. They have to pour a concrete curb with that fence so that you can actually pour in place that kind of foamy play material. That all needs to get poured into some sort of border.

So I'm curious about a fence. And maybe, Rick, you don't have to get up a yes or a no. But whenever you put in a little playground like this these days, do you have to fence it? I mean, parents should be there watching their kids. Come on up. Yeah, I mean, I like the way it looks now so open.

Mean, swing set on the grass also works. It worked for one hundred years.

Exactly.

Good morning, board members. Rick Engel, Parks Recreation Cultural Arts director. The situation with this site is because it's right by the parking lot and the road goes right by it, you have to have a fence because otherwise somebody would

And what about the mayor's point about just putting the playground on grass? Do you not do that at all anymore?

Because of the

kick surface there, right under the swing is fine, but nothing elaborate.

Nowadays, because of the ADA access and fall zones, that's why you don't see grass anymore. You either have to have the port in place, artificial turf, or there's another it's like a mulch called Fibar that meets ADA requirements. But you can no longer go with just grass and sand because of ADA requirements and accessibility.

Okay. Thanks, Rick. So I think what thank you so much. I mean, got a lot done in a short time. I think that, from my perspective, simpler. The shade, I think, is probably even more important than everything else. So if we could expand the size of that covered piece, but keep it as simple as we can.

Okay. And just for everyone's understanding, there is an area I don't know if we could pull that aerial back up. As you know, with the beach, there's the coastal construction control line. Everything within that fence line is east of that, meaning permitting does have GREENEZ: a little bit more

Okay. Yeah, let's get that arrow back up. Because I'm wondering, now that we know it has to be fenced, let's come closer let's come west of that line.

Do you have the line drawn?

Board members?

Yeah, there is a line drawn.

It's probably important to recognize. I believe the entire area is Exactly. Isn't that correct, Chris?

Correct.

Yes. So this was the scaled back plan between the site work and the cost of the equipment. Now certainly we can look at different pieces of equipment. But I don't believe you're going to get this done for much less than $250,000 even if you choose less equipment. It's the site work, the port in place surfacing, and you know, the installation that is going to create the cost.

So I just want us to be realistic that while the direction is simpler, the cost is not going to come down, be much below a $250,000 mark to put in the site work, the port in place, the fence, and one piece of equipment, or a swing set and one piece of equipment. And we've seen that fairly consistently across all of the playgrounds that we have, even when we're just replacing a piece of equipment in an existing playground.

So if I could just offer an alternative. And I'm not familiar off the top of my head what's under each one of those rooftops. I think one of them, at least, might be just open space.

Both are open.

Both are open, right?

But the southernmost one has that kind of main pathway walking kind of going through it.

So the North 1 Pavilion, let's call it what is it about? Kind of like 14 by 14?

It's something like that, like almost 20 by 20.

I mean, I'm just throwing it out there that maybe we won't want to consider. If the use of the pavilion, if the kids and it's already covered, we want to save dollars, maybe we could install some play equipment under that rooftop and make it useful for that.

GREGORY Like those vertical boards that the kids can slide

to? Whatever play opportunities. This way, we're not constructing anything. We're just installing a fixture and bolting it in. I mean

JULIET Okay.

JULIET I'm just throwing it out there as an idea. I don't know that it's ideal. But it could be something. And if it's used and people enjoy it, then great.

Yeah. It's something that we could explore that could, like you're saying, go toward the stucco part of the wall, because there are some precast elements there. And then as long as we don't have to dowel in or go into that foundation slab, because that's a structural slab that we can't penetrate. So that's got to

I mean

But I get what you're saying.

Absolutely. Like a too heavy of a Sure. Right. Let's hear from more board members, then we'll go to the next topic. Board member Gruber.

Thank you. I don't think we should abandon the splash pad idea, even if it's just because so at $250 $300,000 I don't think a one feature splash pad costs much more, unless you're talking about because of the permitting and all the process because of the coastal control line. What?

The other one is 600 ks, the one that we are working on now.

The one is 450 in Mariburn and Galeni Park.

Well, 450, 600. I mean, it's kind of expensive. Then there's all the underground issues.

JOSHUA Sure. No, but I'm saying that has a bunch of features. What if we just put one with one big feature? Because I agree. Like, if you're at the beach, especially for younger kids, some of them don't want to go in the ocean, some don't know how to swim. It's good for a place for them to get wet and play in the water. I think that would, in my opinion, be a better option than putting some swings in the slide. So I don't know if we could look into how much that would cost. But if it's a similar cost, I'd rather see that.

Okay. Let's go to Board Member Hernandez.

Thank you, Mayor. Before I make a decision, I'd like to know what the difference is, as Commissioner Schuhem said, regarding the price of the equipment versus the installation. Because it sounds to me that doesn't matter what we do, you have a minimum that it's going to start at. And so if the minimum is $250,000 where we're starting and the splash pad is $500,000 then we may be getting more of our money's worth for the splash pad than we will for just swing sets and what have you. And defense.

Defense still has to take place and other things have to take place. The one thing that I'm concerned with is the maintenance for this in the long run. So if you have an idea what something like that has cost, please bring that to us so that we can make an informed decision. I'm Okay with doing something. I'm not sure that we want to spend a half $1,000,000 or a million dollars on something like this, that it's going to linger around with the continued expenses as we go along. And depending on what kind of usage we have, We thought it was a good idea from the day is. But have we talked to any other residents if they would actually be utilizing this for that particular thing? So more information, I think, it's probably warranted.

Yeah. And I think if you all don't disagree, a concept of what we could put under that shade cover that exists and maybe that, and what the approximate cost for that would be, and we can just make a decision one way or another.

I'm good with that.

Okay. Alright. Thank you.

Thank you so much.

Hopefully, you have direction. Executive director.

Thank you, mister chair, vice chair, board members. So in terms of activity, plenty of activity still going on, as we've talked about. Obviously, the recent opening of the Art and Culture Center downtown was not only a major project, but a major commitment and an anchor for downtown and for this community. I can remember decades ago when the Art and Culture Center first got established and then was looking for a home and to see how it's grown and evolved all through the years. And now with this major investment in terms of not only expanding the infrastructure there, but making that such a focal point for the city and for downtown, it's impressive.

So again, thanks to everybody that's worked on that and everybody that supported the bond issue to provide the needed funding to make that happen. So that's a real source of pride for the city now. The golf course, both in terms of the storm water improvement at the Holloway Beach Golf Course, is going well. Actually, a little bit ahead of schedule. And the clubhouse and everything should be done by March time for a nice official springtime opening.

So going where, though, also with another major capital improvement. Parking downtown, the former post office parking lot, now City of Hollywood parking lot, with that additional grade level close on the Northwest Corner downtown. And then, of course, Finfrock is proceeding with the design work on the new garage to be constructed on the Southeast Corner on Harrison Street. So moving along with a good bank of additional parking resources for the downtown as well, right next to the Art and Culture Center. And a lot of the beach infrastructure, complete streets on the North End, everything going well except the underground is substantially complete.

That's coming along. And then the East West Streets, obviously a good deal of work still to be done there, but moving forward as well. If you have any specific issues that you want to get into or questions about other projects, can do that as well. But we also had a about a week ago, we had another coffee with the crew downtown with some of the work on Harrison Street. And that was a bit of a spirited meeting.

And some of us were at that. And as we've talked about before, any time you try to time work, especially within a tight environment like that downtown with impact on business and customers going in the season. Not an easy balancing act to do. But some of the merchants had wanted to go early. Some had wanted to go later.

And now we're rolling along. And we're trying to find some kind of a hybrid compromise solution to keep everybody happy at the same time, which is, as you know, next to impossible sometimes. But fortunately, we've got a very good, knowledgeable, experienced contractor who's working with it and gets it and understands. And we're making those adjustments as best as we can and go along. I don't know if, Raelyn, you wanted to add anything else. But we certainly got everybody's interest when we had that meeting.

And the team does thank you, George. The team does continue to work with the business owners and the contractor and is looking forward to bringing forward a revised schedule for everyone's consideration GREGORY on that, addressing the concerns. George, did you want to

bring forward the Art and Culture Center

Sure, absolutely. Absolutely. Didn't know if we wanted to get into any other. But Jennifer Holman's here with us, obviously the director of the Art and Culture Center. And we had talked about last time about providing an opportunity for her and for more discussion in terms of some of the funding that we discussed last time. So she's certainly here and available with your consideration.

Sure. Welcome, Jennifer.

My name is Jennifer Holman, the executive director of Hollywood Art and Culture Center, as he said. Thank you, mayor, vice mayor, commissioners. As George just said, Sunday was amazing. Fifty years to the day of when we opened at 1301 Ocean Boulevard, the Arts Hub opened with over 600 guests attending. And so we had a great response. We had to like be pushing people out at 04:00. I know our team was excited to close the doors at 04:00. It was a long day. And as you saw on Channel ten, Hollywood was featured and yesterday on NBC six. So that's just the first of many things to come.

Arts and cultural experiences are very exciting. They're great feel good stories, so they're fun media pushes. And all great cities have art and cultural, robust art scenes. Not only does it enhance the beauty of the area, but influences well-being and contributes to a sense of connected community. My son recently moved to Ann Arbor, Michigan.

They have two art house cinemas like on one street. So it's really important as we talk about the cinema going forward. Had George Kamehoe had actually approached us when Broward County Film Society gave their sixty day notice to move out. And the idea was to not let any spaces downtown go dark, let alone something really precious like that, that while coming out of COVID and obviously streaming services has changed a lot of things, there still is a lot of life in these areas and a lot of interest in keeping them going. Because again, when we do things together in person, there's a very different energy than when you're sitting on your couch.

So a great way to engage. At the time, the Film Society were losing about 4,000 a month in the cinema and that was with the support from the CRA. So they wanted to focus on SAVER, which was doing well and on the festival. Just like anybody, we consolidate ROI, what's working, what's not working. And so they decided to piece it off because they were very open that they were not programming it the same way.

They were not giving it the same attention. If you had been in there, there had been some neglect and things like that that needed to be updated. And then we had very frank conversations between their leadership and our leadership. And, you know, we had talked with George about what year one costs would be, some startup costs improvements. And so we, we kind of went on a, I was like, good old boy handshake kind of agreement and then George had left.

So we didn't get anything in writing at the time when that had happened. But we still move forward with a prospectus with our board based upon the numbers that we had been talking. And so our board approved it and we've been managing it since January. We have seen an increase of attendance and we've reduced that deficit by over 50% already in the summer months, which is a really tough time. It's your lowest months. The goal was for this, for us, was to create a profit margin to support film programming. Possibly a feature film fellow, other programming, etcetera. Broward County does not have the film resources that Miami Dade has. It just does not. And we can help fill that void.

We've talked to a lot of people and there's a lot of interest in all of this. There's a new film studio the works that I think is going to open potentially in the next two years, which will be full service movie, television, streaming production studios, but 100 square feet of indooroutdoor film sets, school, a back lot. So it's just a great time for us to be here. And all the people are looking to Broward County, to be honest with you, in Miami Dade to expand up here in advance of that. We've been developing a lot of partnerships with those entities and professionals.

And we're really excited because our digital media lab and some of other spaces because in addition to the cinema could screen films, have workshops, etcetera. So it becomes a whole hub if you want, a cinema hub all around the world. But I'd like to, we've had events do really well. We've known this. We were very data centric. We've been looking what works and talking with other similar arthouse films. Events do very well. The on location, I don't know if anybody's attended. I know, I think both of you have saw it at Commissioner Shuham and Quintana at them. They sell up.

So when there's an event and it's specific and it's pushed, people are coming. We had 72 people at Canvas and we also welcomed a renowned Hollywood director who graduated from Hollywood Hills High and he did a director talk, Joseph Greco. And then the month before, a couple, actually two weeks before, we had Bart got a room and we had Brian Hecker who also Hollywood Hills graduate, I guess a great film energy in that school that came and did a talk. We've done a lot of film festivals where we'll have three to 500 people in a day come through. And the majority of these people are from outside of Hollywood.

So we, again, it's very data driven. We have registrations, so we know where they're coming from. About 50% of them are coming from outside of Hollywood. When I'm there and I ask for a hand, who has never been in this theater? I would say a third of them have not been here. They're not aware that it even existed. Our attendance right now is anywhere between 600 and a thousand per month, depending upon the month and what's going on. We expect that number to double. And through that, I just want to really thank Joanne and Arlene and Adam from the city and marketing team. They've been helping with weekly pushes.

So we give them initiative and I think that's been helping as well. And, you know, Ricky and Mike with Parks Division has been helping out with registration for programs as well. So, but I wanted to play a video. So there is a promotion about Hollywood, the different offerings here, and there's so many that gets played before every single film screening. So I know you guys have that queued up if you could play that.

Our superstar Arlene over there.

So as you can see

had one typo on the golf course mentioned, but

Okay, sorry.

We'll talk about that later.

Obviously, have a little update of our project, too. But as you see, it not only talks to visitors, it talks to residents and shows how you're working for them and constantly reminds them. Getting in front of people is really hard. When they're sitting there with their popcorn, they've got nothing better to do waiting for the film. So it's a great way you have an engaged audience that you connect with. And you can continue to update those messages as your message changes as well. You'd be surprised the amount of people you talk to that live around here that don't come downtown as much. Just because you live here. I mean, how many people have been to the beach in the last month? Right?

Not everybody, right? When you talk to residents, but it's here. And the downtown is here and they're not going. So finding ways to engage people to come down. So we're working with civic associations through the Women's Club, the Sterling Road Library, the Homeowners Associations, the LGBTQ Council, and creating monthly nights for them to go. So, makes sure they're getting out town. At least once a month, there's something for them to do and kind of pushing them. Again, the really events driven specific date, not kind of open ended is really where you're seeing the engagement with people. And those are things we're leaning into. You know, just from a financial standpoint, as everybody knows, State of Florida, again, we got zeroed out of funding as they did the last two years.

We did get a little NEA funding. It was 15,000 of the 100,000 that we were expecting. But the startup costs that we've already incurred on this was $2,500 for a POS system. We had to replace the popcorn machine for $2,000 The property owner, as we negotiated with them, we had took over the lease. But then the rent went up $1,000 which is kind of what the funding does. This kind of helps cover that portion as we move forward. We had to do a lot of cleaning and purging. And that had some cost to it. We have current needs that we're in process of doing right now, which will be an additional 20,000. It's repainting and signage and lighting a mural, a new refrigerator, carpeting and restrooms.

So again, just like what we just did this past weekend, we want this is going to be, this energy is gonna be directed at the cinema as we get into season. We're planning to do Bollywood Nights. Anybody loves Bollywood? I love it. I'm obsessed with that. Again, that's something that's gonna draw from outside of Hollywood. We have a partnership with the New Times film critic who is all into this and is gonna push it hardcore across the Tri County area. And more festivals. We will be hosting FLIP in February. Anybody who loves the film festival will still be a part of that.

But we'll also be creating more things that we can do throughout the community. We have an advisory committee and consultants we've been working with right now. The On Location Hollywood series has been a big hit. I've talked with Andy Ruffner with Hollywood Historical Society who has spearheaded this. We're going to continue this.

It's not going to end, even though we're doing the two films, La Florida and Body Heat in 2026. We're gonna continue this throughout the year and until, as they say, until the wheels fall off this one because people are really interested in it. And it's been wonderful bringing those artists back from the other Hollywood to this Hollywood. And they're excited to do it. You know, I would just ask, you know, Art Walk, it had been used as a comedian, I mean, I'm sorry, the magician space.

So we're gonna be, I'm talking with the CR group. We'd like to promote it as a cinema. You know, it's a cinema, not performance space. So looking to do a BOGO or something on Art Walk Night, even some free films as well. There's a lot of things we can do. Free film performances for the community throughout the year. If it's unlicensed, which a lot of older films are unlicensed, we can play them all we want for free. It doesn't, we don't have to pay the distributor. We don't have to do anything. So there's a lot of things we can do again to continue to engage people.

Our costs are so low. Our tickets are $10 and $12 You go to AMC or Regal, you're talking $18 Our popcorn's $5 There's is $9 Our candy's $3 There's a $6.5 I mean, yes, we have to park, you know, but it's a dollar, you know, we tell everybody about the dollar an hour a lot. So that's really not an issue. It's just we need a little time. And as we said, there is deficits.

We're still experiencing some of them that we are bridging the gap. I would ask you to trust in our team and our board and stakeholders to move this forward. Not because you like us or what we do, but because we get results. There have been many changes at center since I started, not just with logo and branding, but with our staff and infrastructure. We need the best and the brightest to deliver and we have those people in place.

We're currently identifying the right leader for the cinema and working with those consultants and advisory councils as we traverse these next steps. We're looking for director master programs, all kinds of really interesting things. There's some big people that are really interested in what we're doing. Under great duress and physical barriers due to the construction, we increased attendance from 44,000 to 55,000 this past year. Our camps and after school programs have consistently sold out two weeks from the start date for the past nine months.

We'll do the same for the cinema because we are persistent and we make data informed choices to move programming forward. We're developing white paper supported funding ask to major funders and potential partners. We're committed to making the cinema a gem in Hollywood and a valuable resource for the South Florida community. So, we, like you, very common sense. I looked at those numbers too and we were talking like, I remember putting my thing together in two days in the backyard for 5,000 or whatever.

We look at numbers too And we understand we take the stewardship of every single tax seller so critically. Our whole team, by giving that space that you've just honored us with and with this, we will deliver on it and then some. And we will make sure that we're engaging the local restaurant partners that we use in our events as well as hotels and anything else that we can enhance the downtown business development community. So thank you for your time.

All right, Jennifer. I love the momentum and the energy. Just a question for you. Obviously, we, in the previous meeting, had discussed the, I think, a $60,000 marketing investment into showing that film before every has a preview before every movie and before the eyeballs. How many what was the attendance since January? Do you know?

Well, we took So over in we average some one month was $600 and one month was $1,000 one was $800 So anywhere we're averaging about 800 now. And we expect to double that number.

It's So not triple that 800 times, let's just say $12 I know they'll spend a little more, but let's just say 800 times 12 is $9,600 of revenue a month based on that napkin math of 800 people paying $12 Do you know what your and I totally, you know, I'm excited about the energy and the commitment that you all that you just described on where you want to take it. And I think the Art and Culture Center in Hollywood has obviously done a great job of of creating what it has at the center itself and and cultivated that following and and has the executive and and cultural staff that knows how to do it. So I'm very excited that you all have the the cinema and that you, as you just described, have have vision for what you wanna do with the space. It could be, obviously, a lot, and it is it is a venue. So I'm glad that you're looking at it that way.

Do you know what your break even point is on monthly or annually?

Yeah. Our monthly operating is 16,000 ish, dependent on we have tech fees. It depends on if we have a film festival. Our tech fees go significantly up because they have to all the film programming.

So you're in the red right now.

Yeah. That's what I said. Like, the film society was operating at 4,000 in the red. And this was, again, with the support and same thing with us. We've cut that in half to about 2,000 a month. But we expect to continue to grow it with the programming. I will say we haven't done a huge push on a lot of things just because of the state of the space. And I'm a big fan of first impressions are everything. Somebody comes in one time and they don't see what they need. We've done some things to spruce things up, but to do a huge massive push this next thirty days, we're going to be doing a lot of our improvements there and it's like go from there.

And so again, we're not looking to this to be a a handout, but a hand up to get this where it needs to go for like the next year. We hope this to be profitable. And that was always the plan as we looked at the perspectives from other people and other organizations that are doing this, O Cinema and some of the other groups, that we have a surplus of 6,000 to $7,000 a month.

Yep. And it ought to be profitable if you can take advantage of what you can and then market it correctly. I imagine the landlord has worked with you. How many years are left on the lease?

So we did a two year lease with them. So a short term lease and he's willing

to have options?

Yeah, we have options, but we, for us too, we're data driven as well. We can't take on a huge deficit and continue to go forward if we can't move it forward.

So going full speed for two years and hope that there could be great success.

100%.

Gotcha. All right, Commissioner

So with all the information hi, Jennifer. Great event on Sunday. I felt like I was almost in San Francisco the way they made it an H. I thought it looked like the tail end of the Golden Gate Bridge. They're very great in the arts there. So it was really a wonderful event. So thank you for that. I guess with all the information that you provided and just being true average people and putting in the data and all the information you provided, what is your ultimate goal at the end of the day like nuts and bolts?

I mean, we do a variety of things there. Like, I understand independent foreign language film does not apply to everyone. Same thing when we look at the center. We're looking at making sure there's programming. That's why we do first run films.

You know, we had, you know, Downton Abbey and we, right now we're running Bruce Springsteen. So we do a variety of that. The idea is similar to the Art and Culture Center that where at least at some point throughout the year, somebody connects, at least 75% of people will connect with something that we're doing and be engaged with it and be interested. So continue the variety, but the biggest thing is creating these very specific time, you know, events, dates, etcetera, that will drive the traffic and working with our community partners and working with groups outside and other film festivals to bring people from outside the area as well as the people that live within our zip codes to be engaging more with their downtown community.

So when you had said a raise of hands of how many people, you said a third. Do we have specific data on that to show where like when they check-in, do they put their zip code or where they're from? How do we track that?

Well, 50% I can tell you are outside of our zip codes from registration. A third were the ones who had never been there before and didn't know it existed before that event. So it's around 50% of people that are outside Hollywood zip codes. And we have that through the registration data, yes.

And then out of the 800, you said that solicited a month. How many of those tickets because in the past, there were promotional tickets. So how many of them were actual purchase tickets versus handout tickets?

All of them are some type of paid ticket. I mean, we have 12 is the highest, 10 is child, and then nine is matinee and seniors. There are film festivals, so they'll do a rental. And so we'll get a rental. So they're working something else out. We get some revenue from it. So if the film festival, they come in 300 that day, they paid us a day rate. So it's not you can't really quantify every ticket to $10 or whatever, depending upon what the rental space is. Because we do quite a few rentals as well.

And you said you took this over in June, right?

June,

yes. So you really haven't had the mechanism in place to show the profit net or in the red.

JULIE Right. And it's the summer. Summer is always tough for everybody. So

just so you can understand where the comments came from at the last meeting and also from the history. Although I'm sure you're very aware of it. But for the last thirteen years that I've sat here, we've talked about this. And it has been a money pit, literally. What I would have liked to hear is that the reason that it's so valuable is because it's something historical that brings value to our downtown. But I didn't hear that today. In addition to that, and so I obviously support our history. But it has been an ongoing money pit for thirteen years and God knows how long prior.

Well, it's only been for thirteen years. It only opened thirteen years ago.

But it's been a debacle the whole time. Really, there has been no opportunity. And while I understand the need, I also think that the location and this is just my personal opinion that I'm helped me navigate through. I feel that the location compared to what we've invested and how much we've spent on improving and helping you all improve the

art and

cultural center and the location of where the cinema is, it's kind of a disconnect. If it was something a little closer, maybe it would have been. Maybe perhaps it would have been more valuable. So I just am having a really big issue with distributing the funds, as we talked about at the last meeting, and the amount of money that we're distributing to help get it off the ground yet another year. While there are other businesses that could profit in the downtown area that have also been struggling.

And what's good for the goose is good for the ginner. And how do you weigh that out, right? And that's my concern. Well now, here we are now with a new idea, a new set, a new energetic synergy type of, we just don't have the facts to implement towards it. And to me, I feel like as being a good steward of dollars, we've heard these ideas year after year after year that have been unsuccessful.

And now we have a new idea and I have full confidence in you and I appreciate the arts. But I just feel as if there's just not enough for me to say yes, let's distribute that funding. We can't just keep reinventing the circle and then not, there's no data to show me right now that this is worth that 60,000 investment. And I'm sure I'm not gonna make fans by saying that, but that's what I'm trying to understand. Like how is that a guarantee?

Because it doesn't sound like there is a guarantee. It's the what ifs and the perhaps. And that's where I have a challenge with. And so I'm going leave it open to my colleagues. But when you say I guess going back on the ticket price and stuff before, we used to give tickets through the CRA. They would purchase for events and they would give the tickets to bring the draw in. Where do you think that has failed, I guess, in the past?

I mean, again, I can't speak to somebody else's planning and implementation. All I can say is, as of June, whatever deficit they were looking at, we've cut it in half in the four months. And I'm not saying we haven't had 100% focus on it, but with everything else going on, like this has always been, as soon as this opens, this is getting that full force as well. So I do feel like there is because we have been able to cut that. We have increased attendance. We will continue to increase attendance. We're working with other people. To me, this is a temporary thing. I 100% agree with everything you said. So I don't discount anything you said.

I'm a big fan of ROI. If it doesn't work, it doesn't work. Don't throw money down the well if there's no value. I feel there is a lot of value when you do go to these events and I encourage you to go one. The energy is amazing and the reviews that they're putting out afterwards are amazing. They love it. They want to see more of it. They want to see more of it. It just needs to be done well and it needs to be done consistently, which is what we have been gearing up and bringing people on board. And now that season is on, we got a full force of programming ready to go now that we know we have our full population behind us as well as the entire South Florida community, not just I

mean, I like what you're presenting. I like the energy behind it. Again, it just goes back to the proof is in the pudding. And I have a hard time with the amount of time that we spent on this and the amount of money that we've invested and the lack of that actually taking hold and moving forward. And that's my biggest concern. So I'm going listen to my other colleagues.

Okay.

Thank you.

Let's go

with board member Schuham, then Hernandez.

Thanks. I mean, absolutely. What Commissioner Clary is saying is we have a obligation to our taxpayers to make sure that we're investing our dollars wisely. I think the thing for me that hasn't really been articulated is prior to June, we had a disinterested manager, someone who wasn't focused at all on Hollywood. And you're right, we kind of kept feeding that beast who had no concern for us.

And I think that's really the difference is we have, and not only in Jennifer, but in her whole staff, an organization that only cares about us. Their focus is Hollywood. And I mean, I see the results already. It just feels like finally somebody cares. And we were before we were trying, and I know Lisa tried for so many years to generate interest. But the manager, the operator, didn't really have that love. So, I have been to a couple of events. The energy is off the charts. The Bart Got a Room was so much fun. And I think what you're doing is super smart.

Like, you have these regular run movies all the time. I couldn't believe when I saw Spring steen was there on opening day of Springsteen nationwide. It was shocking. But then, in addition to that, you're having these whether it's a dinner and a glass of wine at Vintage in conjunction with the movie, you know, you're paying $20 or whatever it is. It's amazing.

And people are really responding. I wanted to mention, obviously, I feel not only do I feel like this is a very good investment from the CRA, but I also feel like it's a commitment that we kind of made to give you a chance. You know, I know you love all of this. But this is really hard work, very draining work, and very emotional work. And I just feel like we should give you that chance.

And we, of course, can reassess it at the end of the year. But I wanted to mention to you, on Sunday, Emmanuel George was there. And he's looking for a place to did he talk to you? To view some of his films. And so to have and you mentioned this in your words on Sunday to have this as and I don't have any problem with the distance.

In fact, I think a little distance from the Art and Culture Center is nice. It forces people, if they come to an art exhibit and you have a movie event that night, then they walk through downtown. And I think that's what our business owners are really excited about. But your words about having all these different opportunities for people, whether it's film, dance, visual arts, etcetera, it's just really exciting for Hollywood. And that little theater, I mean, we all have kind of a love for it.

And it was on life support. And I think we can kind of see it gradually getting off of that life support. But it's not going to happen overnight. So I very much appreciate your words about tracking data. We really never had that before, except for Lisa coming in here and saying, nope, you know, still, despite her best efforts and things like that. Because she wasn't she had a job to do at the CRA. She wasn't running the movie theater. Now we actually have a Hollywood based entity running the movie theater. Let's see. I thought the video I've seen it before.

It kills me every time. It makes me want to jump on a plane and go visit that city. And realize, oh my gosh, that's our city. We're so lucky. And I think the more people that get to see it, the better. I think I see Cobra Joe in the back. We have this amazing car show. And we have so much happening. And I know that we're starting to get a little nervous about what we're seeing with real estate values and things like that. But I feel like we are really coming to a great intersection here of cleaning things up, of offering more amazing activities, including Joe and including everything at the Art and Culture Center.

And I just feel like whatever we can do to keep that momentum going. So I fully support this request. And I said it on Sunday, I feel like you are just the right person at the right time. And the energy you bring to things, Jennifer, is unbelievable. So very, very appreciative.

And I wanted to just comment to that. I'm not one to disparage anybody else. So I just kind of talked about our stuff, but Broward County Film Society has been very clear that they were not as committed and did not program as much. I don't wanna go into a lot of detail about that. It's just not my way. I'm very positive and use that energy going forward. But as you said, we have a Sri Lankan film coming on Saturday. So this director and producer from Sri Lanka, Mayor Levy put me in touch with a filmmaker in Israel who's going to come in February. And they're going to be one of the most renowned filmmakers in Israel who's going to come here. And they're looking for spaces.

You can't do that at the Regal. You can't do that at these other places. There really is nothing else in the area to do things like that. And it's really wonderful messaging. And again, brings not just local, regional, but international focus to Hollywood and making it a place that is very welcoming to people of all international persuasions of, and oh, I see myself there as well. Here's that little blip. They're putting that out. You don't know where it gets shared from there. So it's really exciting, things that are coming, Justin. I appreciate that.

Yeah, think there's

a Sri Lankan society here.

Yeah, yeah. Yeah,

There's definitely a lot of nationalities you can tap into that can have an audience that lives here. Let's go to Board Member Hernandez.

Thank you, Mayor. Jennifer, I love your energy. However, I've actually talked to the restaurant owners, And they said that the movie theater has never brought anybody into them. The negotiating tactics oh, you need to give the first drink. And then the restaurant, where do they give you the second drink? I'll give you a discount on the second drink. So some of the tactics that have worked in the past has not really worked. I'm looking at the taxpayers dollars. And I'd rather you focus your energy on what we've just spent millions of dollars in, which is the art and culture center, to be quite honest with you. One of my doctors goes to the movie theater and he loves it.

I don't know why. Because it's only him and his wife when they actually go to the movie theater. And he says, we have the place to ourselves. And I get what you guys are trying to do. And the energy that you have, I'd rather get focused on something that it's probably more fruitful than what this place is for. It's a small place, doesn't have the capacity to be profitable. And then you have groups of people that actually rent the theater by the day and they basically get it for pennies on the dollars. And then we're the one, the taxpayers are the ones that have subsidized in order to take place. I love the film. But the film is more about the beach CRA and the downtown CRA.

And those people are already in the downtown, which it was the point that I was trying to make. By the time they're looking at this movie theater, they already know where the beach is. They already know where the downtown is. And I don't know how you track the people that actually go there and the numbers that you're telling us, the 800 plus people. That probably includes the individuals that rent by the day, correct?

Yes, so if like popcorn freights had, they rented for the day, it's 1,200 for the day to rent the facility to do their film festival. They give us the, we are there and we track how many people are coming in per day. Yes, the number would include anybody that came in on the rentals. That's how we include them.

Okay, so the rental for your plays for the movie theater is $1,200 a day?

For an eight hour period.

For an eight hour period?

Correct.

Okay, do you rent it for less than eight hours?

If we do it, it's again, we do a four hour block as well. And it's 600 for the four hour block. So it's still the same just, and then if they have additional hours, then they get charged up based upon if they have load in or load out or add another film. So it gets added on.

What about if there's any other events that doesn't have anything to do with film? Do you also rent the venue?

So yeah, we'll do private screenings. But again, same thing. It's a $400 block up to 50 people and then additional amount

$600

I'm sorry, 600 for the 400 block, yes, I'm sorry. For the four hour block. And then that includes up to 50 people and then additional people after that is an additional $8 because we have to pay the distributing licensing fees to the various studios.

Okay, so basically brings it down to $8 per seat.

For those special engagements, for the additional add ons.

Okay. Look, I love the art and culture center. I love you. Get, no, I just think that our tax dollars is not being the wisest expenditure for the buck. And I can tell you that from the restaurant owners that I've talked to, no business has come from this particular in the past. Don't it's happening now. And originally, the CRA was supposed to be buying the tickets from the movie theater, giving those tickets to hotels. And the hotels were supposed to distribute it to their patrons. And their patrons hopefully will go to the movie theater. I also want to bring something.

We spent over a half hour so far, forty five minutes, on something that's $60,000 We approve millions of dollars in less than three minutes. And it's not that we don't want to support you. It's that we're getting feedback from our residents and our business owners that are saying, why are you investing money on something that, as Commissioner Kalari said, is just a money pit? It's just like people that have a boat.

These are marketing dollars. And so the question was, what's the other opportunity for marketing the downtown and the beach versus the marketing to the audience at the cinema? That was what we discussed. Correct. I don't think

the value is there. It's not anything against Jennifer. It's not anything against this. Because some of the people that actually go, they really enjoy it for the reasons that I've said. They're the only people there. And so for marketing dollars, I don't think it's a wisest move that we can make. I don't think it has never brought any results. And I'm not sure that your energy is going to be well spent there when we have bigger and other things that we can do that will bring in more people to the downtown area. Actually, we rather give the money to the art and culture center for other venues and other purposes rather than to do something like this. But let me ask you a couple of key How questions much is the rent?

5,000.

Okay, so that's the $60,000 that we're talking about doing. How much do you pay someone that it's earmarked for the movie theater to market it? In other words, what is your budget for

I mean, that amount is kind of rolled into our general operations. So that hasn't been broken out to that yet, like our marketing dollars. When I'm talking about that $16,000 a month, I mean specific operations for that not like overhead and things like that that we do in house, like our finance, admin, etcetera like that. I'm just talking about what it costs hard dollars to run the cinema per month.

$16,000 Correct. How do you get to that number if your rent is 5,000 is my point? How you come up with the other 11,000?

You have film distribution fees. You have trash. You have staffing, I mean.

So these are hard costs that

you These are hard costs. They're all hard costs.

So that's 170 some odd thousand dollars a year. So, and you're working in the red right now. You said you were doing $4,000 a month in the red?

We're about 2,000 right now.

Okay.

Yeah.

I just don't see where the numbers actually fall into play.

I mean, it's getting better and we have some supporters. So we also have individual like, we have somebody that just pledged $10,000 to support it. There's a lot of different funders. That's what we're looking for. We're just looking for a bridge right now because, again, there is a lot of startup cost for us to take this on. And some of that 16,000 is prorating some of these investments that we've had to make. Know, I fair what you're saying that sometimes some screenings, there's nobody there. Most screenings have 10 to 15 people. Again, I have data on this. When it talks about restaurants aren't getting benefit, we've partnered with five different restaurants since I've opened and they've had full houses of 50 to 70 people every time we've done it.

So I can't talk to what happened before. Can only talk

to No, no, I got you. Can you tell me which ones they are? The rest

of So we worked with Blue Steakhouse. We've worked with The Vintage. We've worked with Greek Joint. We worked with Social Room. And we're working with thanks to Harrison. So we've worked with them directly. It's all in our marketing and people have attended. I mean, it's all data. It's not just, know, it's very specific registration details.

Some of the venues that you mentioned to, I'll go by and I never see anybody in it. But that doesn't mean they don't get filled up on a certain point in time. I just can't support the $60,000 when I can think that the money for the marketing can do so much better somewhere else. And because, number one, the people are already here by the time they see the video. Thank you. All

right, thank you. Let's go to Vice Chair Quintana, then Board Member Gruber.

Thank you, Chair. Hi, Jennifer. So you and I have talked about it before, that there's a woman that lives in my district. Her name is Adriana Blanco. And she was kind of like Shirley Temple in Argentina when she was a child. She's now an older woman. But she's very well known in Latin America. And for the last twenty four years, she's been hosting an Argentinian and Latin film festival, Hillcrest Resident. And where she's been doing that is at Nova Southeastern University. And along with the film festival, there's also an art exhibition of Latin American artists.

It's really an amazing thing. The first time she invited me to come, I was just like, wow, how come you're not doing this in Hollywood? And she said, because there's no place to do something like this in Hollywood. And so I'm trying desperately to figure out a way to get her to move her festival back home where she lives. The audience that was there was from all over. We had people from Palm Beach. She had people from Palm Beach, people from Miami Dade. They were all there for her film festival. And together, after the film festival, they all went to lunch. And they went to lunch in a Miami restaurant.

I don't know. They were coming from Nova Southeastern University to go have lunch at an Argentinian restaurant in Miami. But it was a full theater. That theater what's it called over there? The big theater at Nova.

I think it would be a terrible loss if we didn't have this downtown, specifically where it is. Because for me, it's like, well, what would we replace that with? What would take the place of this cinema in that location that would offer something to people who come downtown other than just a restaurant? And, I mean, I think we need to diversify more what we have in our downtown personally. So I think the location is a really good place for it to be.

And I think that it just given that it's only been really a few months and given that, like board member Hernandez said, dollars 60,000, given how much we allocate to other things, it's not that much money in the grand scheme of things to give this an opportunity to get off the ground. I wasn't here for the many years that some of you have experienced where you felt like the money was not being well utilized, but I feel like we're talking about a short period of time to see. And if in two years we see that this isn't doing well, then I will be with you on the idea that it may not be a wise investment. But I just feel like we haven't really given it the opportunity yet to take the money away. So that's where I stand on that.

Thank you.

You make a really good point about the collaboration. That's what we're looking towards, too. And April is National Anime Month. And so we're going to be doing an anime festival and an anime exhibition.

There's going to be a

lot of collaboration like that throughout the different spaces. We had Lizzie Borden in the Performing Arts Center. We had Gothic Prints. And we were running Halloween. So there's a lot of synergy doing cross promotion with the different spaces. So we're looking at doing a lot of that because you have the same people interested and you know the distance is three, it's three blocks. I mean we walk it all the time because we've walked there. It's like it's a twelve minute walk from our space to there because we've done it before for staff outings. So yeah, we're looking exactly what you're talking about your friend is doing at Nova, between the art, film, and other things. We're looking, that's how we're going to do it again. It's really about activating events and very specific things.

And I love this idea about anime, because one of the things, being the mother of a 23 year old, looking for things that young people in Hollywood will be attracted to, as opposed to what older people might be attracted to, there's not we're not offering a whole lot. You know, we have the great skate park now that young people can be. But what else do we have that young people would want to go to? We just had this conversation at my house last night. So he's going to be all over that. I'll be over there with the Anime Festival, too. Thank you.

Thank you. Porter McGruber.

Thank you very much. I appreciate your enthusiasm and your hard work. And the forward thinking and the statistics and what you believe can happen. I do feel if this thing could ever succeed, this would be the time and the team in place to do it. My problem is not that I don't want to support, is that, correct me if I'm wrong.

Maybe this is a question for staff. Is this $60,000 is coming out of a marketing campaign and with a finite amount of money that's supposed to drive people to downtown. Is that correct? Right. So 6,000 eyes in a month, that on a meta campaign, just calling it what it is, would cost me about $100 $150 as opposed to $5,000 a month. Mean, I just ran a campaign for $100 and I got 6,000 views for

one of

the events that I'm doing. So I feel like I like, I'm it's it's a different conversation. It's one is, do we wanna support you? And I think we we would love to and see if this can work, especially now the right your team is the right team in place. If this thing is ever gonna work, and I'm not sure it can based on the size of it and whatnot, it it this is this will be the one. But for me, and I think the total budget for marketing to bring people downtown, Joanne, is it like 240,000? I don't have it in front of me. He's gonna $2.60? No. No. The total budget that we this came from us looking at our marketing campaign. And the question was, why are we spending 60,000 on marketing? Right? So the what's the total budget?

Joanne Houtze, Director of Communications, Marketing, and Economic Development. Thank you for the question. The Community Redevelopment Agency's Economic Development ad buy for fiscal year 2026 that we're talking about is a $320,000 buy. Right now, 288,000 has been accounted for. 60,000 of this is part of that.

Got it. And the goal of that marketing campaign is economic development to bring people downtown.

To both districts, Right.

So that's where I have the problem with this. I feel like if we're looking to support I'm up for looking to support. But to tell the taxpayers that of a 300 and something thousand dollar budget, we're spending 60,000 That's supposed to be for marketing and bringing people downtown. Like you said, ROI, that ROI doesn't add up. Like, if there's another way to find the $60,000 because that's the gap, I'd be willing to entertain that.

But I don't know how I can tell the downtown businesses I took $60,000 of our marketing budget for that. I mean, that doesn't add up for me. So I would like to find a different way. It's almost two different conversations for me. One is, can we justify the $60,000 spent in marketing to bring businesses downtown to give and no, I can't. Can I justify finding money to see if we can make this work with your team? Yes, I would consider having that conversation. So it's it's almost like it's it's it's two different things that we're talking about here. So, I mean, that's

where I'm at. I don't

know where everyone else is.

Alright. Commissioner Cleary. And then we'll check-in with Biederman to see if he's interested. I'm sorry. Two seconds. There you go.

Okay. So I like that idea because we want to support, but we can't justify. So you were in a pickle. And what stated earlier is like we're approving thousands and thousands of dollars on, I would say, necessities and not wants. And that's different, right?

You need to spend hundreds and thousands of dollars on water and infrastructure and stuff for quality of life. This is a desire and a want. That's where I have my that's where my challenge is. Lisa, can I just ask you a quick question in regards to because I just want to put this in perspective? As far as how much money we have spent throughout the life of the CRA in this establishment and trying to keep it afloat approximately. Or Joanne, if you can answer it, either or.

The allocation was initially made for $30,000 for a ten year term. And as mentioned before, it was for the purchase of tickets that were distributed to beach hotels for patrons to come downtown. When the state statute changed, we were told we were not legally So allowed to do we had to make a quick switch. And because of COVID, everything became the business was really suffering. And so the allocation it was a very quick switch that had to be made and had to be legal.

And the legal opportunity was through the media buy with showing the film.

And so So you're saying $301,100.

So 400 over twelve years.

400,000 over twelve years.

Over twelve years. That's correct.

So that's a significant amount of money. And what have we gotten out of it? This is where my concern is, right? Just so you could put that in perspective. So here is my suggestion or a suggestion that you asked maybe we could come up with. We believe in you, Jennifer. And I feel you're put in the hot spot today. And I am sorry for that. But it just shows who you are and defines why you have so much integrity. And you want to make this successful.

So thank you. Again, answering to our business owners and our residents is the hardest challenge we have. And this is where I say the musts and the haves and have nots, what you need to have versus what you want to have. So perhaps putting rubber to the road and showing your initiative, could it be possible that we would lower the amount that we offer that we're gonna put into this? So that there is proof in the pudding and just limit it to a two month investment.

So 10,000 or 15,000, whatever we agree upon, to give you that ability to keep it going and then reevaluate with the actual data and the actual input that would come forth and then reevaluate to see how it balances out. If it is actually worth the bang. Instead of putting the whole 60,000 media buy in, could it be where we split that up and then you show checks and balances? That way we're being good stewards of our funding. I think it allows you the opportunity to prove what we think is out there, instead of us committing to a whole year and then it maybe, I would say, not investing the funding.

That would be one. The second thing that I would also just like to state is Commissioner Quintana had mentioned about her friend, Shirley Temple, in Argentina, which I think is adorable. They go to Nova. And what we've seen in other events or striving artists, they always want that up. It's too costly to do business in the city of Hollywood.

You're wanting me to have point A and point B and so it's cheaper for me to do it somewhere else. And so while I would love for them to come to the city of Hollywood and provide that, we can't give everything away for free either. And so how do we balance that? Is it where you have investors or we invest that money and bring them and do the Argentina thing here? But I feel like it's going to be a challenge because you want these striving artists and we want to embrace them.

We want them to give the push. But then there's always, what I've seen, and I'll use an example, was our Salsa Fest. We had issues with costs. To have the event, it would be cost prohibited because of security and because of A, B's and C's that we worked out. But is it really a benefit to the city? So those are my concerns that I have. I think it's a major benefit. But we had to work through those red tape things to get that here. And then ultimate at the end of the day, it was beneficial to downtown. And it brought in a lot of people.

So was it worth that cost? So those are things I'd like to challenge you with and see what we can do. And I don't know how everyone feels about that or if anybody wants to add and adjust it. But I feel just putting the 60,000 again another year on top of the 400 that we've already spent with the maybe and the what if, even though I have full confidence, I'm still concerned about it. So

Barbara Mercola, you're suggesting like a quarterly sort of return to us to evaluate the ROI like in, say, three months and kind of keep track of how this is working out?

That's what I would suggest, but I don't know how everyone else feels.

All right. So I'll open it up to Board Member Biederman if he wants to participate in the discussion. Board member Biederman, if you'd like. Alright. Let's go ahead back to the queue then. Is he on mute? Kevin, you might be on mute. Sure. Okay. There you go. We can hear you now. Sir. Can you hear me? Yes.

No? Nobody can hear me?

We can hear you.

I'm not on mute.

Hear you.

Can you hear me?

He doesn't Can hear

you give him a thumbs up? I don't know if he could see us.

We can hear you, Commissioner. Can move forward with your comment.

It's a it's a bad thing. Okay. Thank you. Thank you. I think a lot of what was said was, spot on, and I agree with commissioner Buhrer about the, bang for the buck on digital advertising.

And while we can't spend that much out of the CRA on digital advertising because we're hands are tied on certain things, I think providing this funding to the cinema Paradiso under this new leadership, they could use the money that we're giving them to market the theater and downtown. So it's a roundabout way of getting word out, with dollars that are legally used. I hope I made my point. I don't wanna take up too much time repeating what was said. But what I will say is it said that we are five weeks into the new budget when this could have been taken care of six weeks ago with one on ones, and we wouldn't be talking about this publicly.

Oh.

We could have had this all onboard with proper proper information. Okay.

So I thought I heard board member Biederman say that he was supportive is what I heard in the beginning, correct, of and seeing the value in in the people that this would bring downtown, I think, what he said. Alright. Let's continue the queue, and, hopefully, we'll get to, you know, some direction. Executive director, I don't know if you have any feedback at this point. Obviously, there's some trepidation, but it seems like if we had our marketing dollars and be able to invest 60,000 of the available dollars in the meta advertising, which we all agree would be the most effective way to target and drive people to the downtown to help the economic opportunity for the tenants that are struggling there.

And at the same time, you're, I think, hearing a desire by the board to see the Art and Culture Center be able to make this a wonderful theater for the downtown. The only reason we're having this conversation is is that you felt, at the time, that there wasn't a place to find the 60,000. Otherwise, I don't know what legal restrictions there are on how else, other than marketing and placing an ad in the theater, that we're able to, quote unquote, support the theater. So I don't know, Damaris, if you have any feedback on our limitations. Is this

the only way, etcetera? Well, the best way to go through it would probably be to have some ideas of how you might want to expend the money. And then that would need to be analyzed under the various CRA statutes that address what we can spend the money on. Because a lot of it is very highly dependent on the mechanisms by which we intend to do that funding. Because as you state, board chair, there are so many restrictions under 01/1963 on how we can spend the money specifically. However, depending on how it's worked out, we may be able to use that money in different ways.

So let

me ask you this question. Out of the city budget, for example, is the city allowed to support a nonprofit like we do, like those that provide human services and things on an annual basis? I know those might be different. So go ahead.

No. I would say that the CRA board could not directly

JOSHUA the city.

JOSHUA the city. Yes. The city could.

What about Parks Recs?

What if Parks and Recs took their money to specifically support?

Cultural arts, etcetera.

Yes, I don't see any reason why we couldn't use city funds from whatever aspect. Depending on if we wanted to use impact funds or something like that, that would have to be analyzed. But if we were simply talking about,

with the perspective that we were in the first month of the new fiscal year. So we've just gotten allocations. So I can't tell you what's going to be over, under, or whatever. And that takes some time. Is it a legal possibility? Yes, it is. And over time, obviously, we'll see where some of those things open up. If I can give you some feedback just on the original issue, as you asked for as well, too, I think, yes, there are different ways to do marketing promotions. The advantage, I think, that you get with a specialized downtown theater like this venue is that you get both. And you get three things, really.

You get the promotional aspect with the exposure. You get a unique kind of draw to downtowns that, in the old days, that was one of the things people went downtown for, which was the movie theater and all the other activities that were concentrated there. And then when you get the independent programming and films and other things that go on, it gives you a third aspect. I happen to think, in terms of downtowns and redevelopment, that these kind of unique theater venues are positive. And that when you've got one that has struggled and they all struggle.

And then you've gotten one for four months now that has already showed improvement under different leadership and management, that it's worth giving them the time, even if you want to do it on a quarterly basis as opposed to the annual. You try it for the transition and you see if it works because it's already shown that it's made some progress. And that if you continue to do that over time, the dependent then becomes self sufficient. And then someday, they may be carrying the downtown as opposed to us carrying them.

So I like the

Go ahead, Boardman McClary. You're on the queue.

So I think quarterly would actually be good stewards of our funding and also would create that partnership and also check off the checks and balances so that we could actually be able to give those responses back. Like, yes, this is the bang for our buck. Yes, this is now profitable. Yes, we are moving in the right direction. So I would like to make a motion, if possible, to create a quarterly check off of finances provided out of the $60,000 to assure that our funding is being spent properly.

And we can provide detailed reports with all that very data driven. Again, that's how I live. I don't live by my neighbor said this or this person said this. I look at the numbers because the numbers tell the story just like they do in construction.

I really am encouraged, I think that we will be pleasantly surprised. I made a motion I need a second, if possible, to bring back quarterly reports and release funding at quarter

So this would be out of the 60,000 CRA budget Yeah. Marketing budget? And, George, I'm sorry. I missed I was distracted when you spoke. Did you say that there was an opportunity out of the the the Cultural Arts General Fund or no?

Well, what I was saying was, is it legally possible to do that? Yes. Now I can't tell you that we have an extra 60,000 here when we just started the fiscal year. As you get later into the fiscal year, you can see where your expenditures are high or low in some areas where there

You might be some might able to shift it out.

Right, exactly. But now it's hard to do it in the first month.

JOSHUA And what I think might really come out of this is what we're looking for is to promote the downtown and to create that walking and that old time where you go for a cinema and you go downtown and eat. And so I really encourage to do more with working with the businesses in the downtown. And even with our parks and recs, putting displays, putting them on the boards, like getting the word out, really pushing it through social media. But that's where we have a little bit of leverage. As we're working forward, we can work with ParksWorks.

They can see the importance of putting that leverage out there in social media, investing the money in there, and really promote what's happening, but also promote the downtown. For example, we all love Hollyweird. I'll just bring this up as an example. If the cinema had a horror show of some sort

On the Late Halloween.

Yeah. But have it promoted, right, so that it brings people builds up that energy. So that only complements the downtown. It complements what we're doing, what we're investing our funding in, what the restaurants are investing their funding in. And then it becomes a team effort. And that, to me, is really what's most important. Because right now, it's just we're in silos. And I think that we are all in this together. And we need to make sure that downtown is all in this together. And that would be my hope. So I would recommend the sec the the quarterly.

Okay. Is there a second to commissioner?

Biederman. Biederman.

Thank you, board member Biederman. Alright. We have motion a second to pursue, the investment as as previously discussed with, provided that we have an opportunity to evaluate quarterly the continuation of that investment. And at the same time, the city manager will have an opportunity to evaluate perhaps the availability of other dollars where we could recapture the remaining $60,000 and put that towards marketing efforts that are different out of the CRA budget if the opportunity comes up. And I think why that works, if I might just share, is that the next quarter, we have a lot of events coming up downtown.

We've got the centennial in about twenty fifteen days or what have you, seventeen days. And then we have Ignite that we're working on coming into, I think, early February. So we're going to be a pretty and season. So there's going to be a good opportunity Christmas extravaganza, the lighting, and what have you. So we have an opportunity to really pump on all cylinders and get people downtown and to help grow that.

I obviously find value in the meta advertising that we talked about. Because our critical need for Downtown Jennifer, as you might know, is just getting more people within Hollywood and a little bit outside Hollywood to go downtown as a to patronize the businesses there. And so if that could also be a driving impression in your minds of your group on how do we create this cultural hub that ends up bringing more people downtown for the bigger economic development picture and to get the restaurants integrated, that's really what we see as the win win. And maybe in the first quarter of this, assuming there's going to be support, that you really focus on how can you see yourself as as a driver for restaurant and for other visitorship and engage with the Downtown Hollywood Business Association, attend the meetings yourself, have them meet you. You you guys are creative.

Maybe ideas can come up. Commissioner Kalari mentioned, you know, that there's been silos. Yeah. Art and Culture Center and DH business community hasn't been really, you could say, far as I'm aware, really, like, you know, so much of a coordination. But if there was, maybe there's creative ideas and and all kinds of fun things because our downtown is different. It's a historic downtown. It's one that is positioned differently from a Dania Pointe. But what makes what can make ours a draw is that cultural aspect and that historic aspect and the unique international and arts aspect that a place like Dania Point doesn't offer in the same way. They are a more modern place. It's a different draw.

So I think we really need to help distinguish our awesome, amazing, beautiful downtown to pump on all cylinders. And that cultural aspect of the historic downtown can't be replicated anywhere else like it could take place here. The cinema and art and culture center at large is that huge component. We're also going to be working with Rhythm Foundation to bring a lot more activation to the Arts Park itself. There should be another partner for you.

So between the arts, the Rhythm Foundation, and the businesses that are so international and great themselves, and the beautiful public space that we have now in and throughout, we really should see and all the residents that are coming in for the new residential that's there, it really is an opportunity to really take that leap forward and shine on. So I think it all could happen. So let's make it happen. So let's clear out the queue. Vice Chair Quintana.

One moment. I just wanted to clarify the motion. What I understood was that what board member Colari had suggested was that there be quarterly reporting and a release of those funds based on the quarterly or after the quarterly report. Okay.

And then direction to the city manager that if other funds open up, we'd love to see these marketing dollars freed up even after the first quarter and be deployed into social marketing if we find funds elsewhere in the city budget that are permissible. Vice Chair Quintana.

Well, now that you just said that, I need clarification. Are we saying that the release the quarterly release is going to be based on the report? Is that what we're is that what you just said, Damaris? Is that what the motion was?

That was my understanding of the motion that was made. Okay. Okay.

So I mean, my sense is that kind of like the foundational question that we're grappling with is whether investing in the arts is a good economic decision. And some of us are not sure that it is. And so I just looked at the Florida Department of State Economic Impact of the Arts. It's supporting 2,600,000 jobs, generating $29,100,000,000 in tax revenue. Tomorrow, I believe, the Broward Cultural Division is having their third annual state of the arts report where they'll be able to make you know, and they have been you know, making very direct connection between the investment in the art.

You know, so yeah, maybe initially, arts need support that artists aren't necessarily bringing a lot of money to the table when they're starting out. I mean, sort of what Commissioner Kalari said, you know, that a lot of times they're looking for stuff for free. But the idea is that it's an investment that's going to then generate revenue. So Oh, if can And then I just I really wanted to just reiterate what the city manager I'm sorry, what the CRA director said about the unique experiences that a venue like this offers, and very much what you said, also, Chair, about how Hollywood is different from some of the others surrounding downtowns. I do think that playing up on our differences is what we want to do.

And I mean, again, I wasn't here for the many years where the money was mismanaged. And so I can only say that I know I mean, I've seen Jennifer working Sundays, working nighttime, like doing things like actually physical labor to move art exhibitions. So I know that she's giving this an effort that I haven't seen anyone do more. And I just think, I think it's an investment in our future and it's worth investing in it. So, I'm just, I also am, we're not there yet, but I'm very concerned about, like, money marketing money coming out of parks because parks really has been underinvested in our city.

And, I know that there's a lot of needs that I'm personally asking that parks step up for. And I wouldn't want to take what they need to really step up to their best game out of that department. So I, personally, I feel like this is a worthwhile investment. I'm not sure that I will certainly support the motion for the quarterly reports. I just would caution it against us holding withholding resources because they have one bad quarter, just in anticipation of that. Sorry, Chair. I'll be quiet now.

No, no. All I wanted to add was that the commissioners weren't arguing that the artists were not a good driver and something that we're obviously supportive of. It was rather the use of the marketing budget that was the subject of the discussion on how best to get return on investment for marketing dollars to drive the most number of people downtown as possible for those marketing dollars. So it wasn't an issue of the arts, questioning the value in the arts. So that's never the issue here. All right. So let's have some closing remarks on the motion from the queue. Board member Hernandez.

Thank you, mayor. I think we're definitely confusing everything here. Just think of the missed opportunities that we're gonna be having when it comes to marketing the downtown, including the theater, because we're given the money at something that we know that works. If everyone here really wants to do something like this, why don't we take $10,000 out of our pocket, out of our salaries, and give it to the movie theater so they can do what they're doing? The answer is none of us will be willing to do it because we all know that what's happening, it doesn't work.

Yet we're willing to do the taxpayers dollars to be able to do something that we know it doesn't work because we love the art and culture center. And please, do not confuse this with the arts. The mayor said it very nicely, but that is not what any of us were talking about. Quite the contrary, we were all very supportive of the art and culture center. We're all very, very supportive of the arts. What we don't want to see, and we're going down this path right now and I don't know why, is having the art and culture center wasting good energy at something that we know it doesn't work. It hasn't worked for thirteen years. It was a pet project of somebody years ago. It has continued to be a pet project. And now we're gonna further that pet project by doing something like this.

For $100 we can get the same amount of eyes on something like this, yet we're willing to spend $5,000 a month to do it. Are we really being good stewards of the taxpayers dollar when it come to marketing the downtown? Why are we going through all the trouble of creating the parking? We're spending millions of dollars to try to bring people to the downtown, and yet we're trying to quell the ability of the department that is in charge of doing it because we want a pet project. This is a pet project as some people have said.

There are some individuals and we have received emails that said this. We love going to this place because we're the only people in the theater. It's very quaint. This is what we're actually supporting. And that is the reason why some of the business owners in the downtown look at us and says, that's why we're not successful.

We're not changing something that we know that it doesn't work. Jennifer, nothing to do with you. Believe me, I will do anything that I can in order to support the Art and Culture Center. But I can't just continue to see how we're going to spend good money, not the bad, when we have a little bit amount of budget that we can take for doing this from somebody else. And so we have American Legion Post ninety two that probably brings more people to the downtown area than the movie theater does on the ongoing basis.

These are local people that come to the downtown. Do they come and these are people that probably save, risk their lives to serve our country. And we're gonna have an item coming up that is gonna be $11,000 or $8,500 to do something that it gets seen by thousands of people on the train when they come by back and forth every day from Orlando. So look at the marketing that we're gonna be given for that. And we're probably gonna quibble about spending that kind of money. So no, there's no way that I can in good conscience support something like this. And most of you know that this is not a good investment. So why are we continue to do this? An hour and a half doing this thing. And we have other projects.

The post ninety two is one of them. The American Legion is one. The Italian American Club is another one that has the ability do something like this. It will bring more people to the downtown. This is a pet project from somebody and you guys are willing to do something like this. I'm good with that. I'm glad that the city attorney clarify what we were looking for. If you guys vote for this and this passes, which I'm not going to, I just wanna be clear what motion is that we're going to revisit every quarter whether we continue with the funding or not. Is that clear on this?

Yes.

Not the city manager, we are. Yes. I just want to make sure that it

comes That's back to my understanding of the motion as it was made that this would, the quarterly reports would be made to the CRA board. And then you guys would release funding based on whatever criteria

I'm you just have still voting against it. I just want to make sure that every quarter we're going to be rehashing the same thing again and again and again. And that's what I understand. Because it's been there since June and we don't have any quarterly reports as of right now. And it's more than the three months. So, I'm not gonna belater this anymore. I just don't understand because I'm the one that's got to walk to some of the restaurants in downtown and I'm the one that gets hassled when it comes to this. And I know some of my colleagues do as well. But this is just not a good investment. And we're taking money away from the people that actually can get people in the downtown in order for the theater to provide the services and become successful.

And that's why we're Robin Peter, but we're not giving it to Paul. We're just Robin Peter.

I have a quick question for Jennifer before we get to programmer Schuhammer. Do you feel like the CRA begged, pushed to do to do the cinema where you feel like your hands full with the new space and that we are, you know, pushing you to draw energy away from the team that wants to focus on the new, arts hub space? I mean, is there, if you could be candid. And do you feel like you're you're overextending? I mean, that that could be, you know No.

We know the we know the property owner. Maybe we can handle the lease in terms of his cooperation with things. You know, just here and now, how do you I mean, obviously, you have a lot of plans and a vision for the cinema. But if it is out of place with all that you have going on, please say so.

I mean, not at all. I mean, we were expecting the support because that's how we made our prospectus of making this work to get us through that first year. It's very prestigious for an arts organization to be able to touch all the spaces. It's really amazing, especially when everything's walkable from our performing arts space, our artists in residence studio, which I know a lot of you guys went and repurposing that space was so valuable to do these things as an arts and cultural organization. And to say you also have a cinema and a screening space is like a whole other level.

We have our amazing Emmy award winning documentary film shorts. We have another one that's nominated. We're hoping we're going to have three Emmys in a row to be able to continue those programs. That means a lot to funders. Again, we're just asking for some time to get in front of funders who are going to be able to support things like this and to be able to have the space instead of, like Adon was saying, having to beg a university to do a screening or this.

It's a whole different world. And it puts us in connection with other people, like the person you're connecting me with in Israel who's like, we would not be getting those calls. And who knows what else that's going to lead to from when we're looking at doing multiple activations at once in all the spaces. What makes sense in performing arts, as well as our visual arts spaces, as well as our education spaces and films all at the same time. Our programming is much more valuable because we have all the tools at our direct disposal and not hoping somebody has the space for us to be able to do a screening.

So you have full confidence that come every quarter, it's going to keep getting better and better and wow, wow, wow.

It has the first quarter, so we hope to I'm really bringing on transparency. I agree with you. I'm very common. So in Sorian, from the Midwest. We don't suffer fools. And so I agree with all the points people are making. I'm just saying, when this, again, when George left, I didn't know he was leaving. Otherwise, I would have got something signed and writing at that time of why we were taking over and the numbers. And to then now go, Okay, now I've got to, you know, try find an extra 5,000 a month or whatever to do this for the next six months as we're doing other things. There's a whole strategic plan of eighteen months of outlook on everything that we do.

So I don't feel we're overwhelmed. I think it adds a lot of value, not just to the city, to our ability to activate ARTS in a really meaningful way that no other organization can say they have all the things that we have.

All right. Board member Shuham, then I have Kaleri and Gruber, and then hopefully we'll take a vote on the motion.

Okay. Just quickly, you actually your comment was mine. And that is, by having all of these different types of arts available, it's a synergy that's created that enhances everything. I would say to Commissioner Hernandez's point, maybe some of the movies that are there running, like Springsteen or whatever was there before, may not be full houses. But your focus is on these events. And the ones that I have been to are full. And so it's two different things that are happening in this one space concurrently. We have major films running. Maybe on a Tuesday night, your friend gets to go and be one of 10 people there. But for the events that they're putting together, it's a very different story.

I also would say that there's different types of marketing. And this is just different than the meta thing. It's just all different types. And they each have their own unique value. And to me, this serves a very specific and important purpose. And the only other concern I have and I'm all for quarterly reports. I think that's great. And it sounds like you have absolutely no issue doing it. I am a little concerned about tying the release because, like Jennifer was talking about, painting the facility, things like that. Are we better off saying here's $60,000 this year, bring us quarterly reports.

And then next year, if these reports haven't shown a consistent value, an increase in value, however you want to define value, whether it's just bringing people downtown or it's actual revenue to the center, whatever that value is, at the end of the year, we can look at it again. Or as we were saying, find the resources elsewhere. So I'm The

motion on the floor is pretty clear with its different ways to scan it. The motion is what's on the floor.

I'm curious, Chair, your thoughts on that. I mean, to me, I feel like we might hiding be her hands on the improvements.

I think there's different ways to go about it. But the consensus of the commission, if you want to support the Art and Culture Center, is to go forward with the motion that's on the floor that Commissioner Coleri although she felt strongly about the marketing dollar spend as well, She wants to see this succeed. And we want to check-in in three months

to So make sure that it

I think it was a So fair

what this is anticipating is every quarter, dollars 15,000. Is that going to hamper you in a way that would really undermine what you're talking about here? Or do you feel like for the year you could handle it?

It's not ideal. I mean, we always like to have the monthly cash flow, of course, month to month. But if this is the way we get where we need to get, we do what we need to do. Again, not ideally. Like month to month is usually how we kind of work our cash flow.

So maybe we can time these reports in a way, like Commissioner Hernandez says, we haven't seen the first quarter report. So maybe we can do look backs, and that way be able to release that funding ahead.

Please don't use me to try to get the point across because I am not supportive of something

like I know you're not supporting it.

JULIET The fact that we don't have the quarterly report, if we would have had the quarterly report, we would have been able to see and we would have been able to make a decision based on that.

JULIET Okay. Not about changing your mind. You've made yourself clear. My point simply is, if we can have a look back next quarter, that the funds could be released in a more perspective way so that your hands aren't tied. I don't know. But anyway, I'm not going to make a motion to amend what's on the table, because I want to make sure that we can get the best that we can for you today.

All right. Board Member Kullari, then Gruber. Sorry.

Just for clarification purposes, we started our budget in October. So yes, there's been June that you've taken over, But quarterly, so October, we will ask for it come January to show us the pros and cons and we'll move forward from there. Releasing the funds. I'm not budging on that. Otherwise I will not vote for it because I'm going to go back to my original statement.

We beating a dead horse. It's called compromise. And while we have sat up here, when I came in today, if this were to come up, I was voting against it 100%. But given the fact that you are here, there is an opportunity that may be missed. That's why it's quarterly. Prove to us that it is worth the funding spending,

period.

In addition to that, I think that it is so important that we really create that synergy that the mayor had mentioned, to put it together and make sure that that happens. Look, it's really challenging and while it's only 60,000 this year, I will bring it back. It has been over $400,000 that we have invested into this and have no profit turn. And that is what's bothersome to me. And when I hear, because you are not the only one Commissioner Hernandez, as you stated, that go downtown.

I do frequent, I know Commissioner Gruber frequent, I don't know about everyone else, but because he's our food condesore here in the commission chambers. But we go and we hear the concerns. And we hear the requests of the striving businesses that have invested a lot of money in our downtown. They may not be arts, but they've invested money into the downtown because they care about our downtown. And they want the same opportunity that we're giving to the cinema.

And it's just kind of not balanced. And that's my issue with approving it from the past and why it's been brought up again today. So that is why. So today I was coming in, nope, we're not going to approve it. I was in the same boat as Commissioner Hernandez. No spells no, we're going to move on, figure it out. Maybe it's too much to take on. You explained that. But I also would be remiss if I did not give creds to Joy Satterley as well. Because she's always seen some type of value in this cinema produciimo.

And she's a dear friend of mine and she really cared about it. And that's why the compromise is so important to me. Is because I don't want to waste our dollars, but I want to give you the opportunity to prove it. And so releasing the fund, I know it's going be a challenge for you, but I think that is the best outcome that we can have today. Otherwise, the votes would not be here and you would get zipped. So that would be my answer.

All right. Let's go with board member Gruber to close.

Just really quick. So I just want to make it clear. I want to support, and I would consider that amount of money. I agree with Commissioner Hernandez. I can, in good conscience, say I'm taking $60,000 20% of our entire marketing budget to bring people downtown and put it into a marketing spend where it's in front of 800 to 1,000 eyes. And for those who say, well, meta, this, marketing, advertising is very simple. It's the amount of people that see it and it's the frequency. So it's an objective measure. So to say, oh, we get just as much ROI, it's just not factual. Like, there's an objective measure to advertising. So I would like that money to

come GREEN:

from somewhere else. I'd like staff to look for that. But the motion is to spend that $60,000 So I'm not going to be able to vote on it

For and take the money from there. The next quarter,

look at it as 15 GREEN: thousand dollars And then if she shows a sufficient ROI, then the board will evaluate that. So it's a quarterly release.

No, I get it. I get it. I don't like where the money's coming from. That part of the budget is supposed to be for marketing to bring people downtown. And that's, yes. So if it's coming from there, I can't vote for that. Yep.

All right. Well, let's call the question then. All those in favor of the motion on the floor Mayor. I'm sorry, George.

I'm sorry. I don't mean to interrupt. Just for clarification, so we're in the first quarter already. No dollars have been released, and we're already in the second month of the first quarter. Is the motion to release the first 15,000 now in the first quarter with this action, get the report at the end of the quarter, and then determine whether the next quarter release is.

I think the maker that's what the maker wants.

Just to be clear. Okay. Thank you.

I also want to point out that this will require a five sevenths vote as this is something that's not on the agenda.

Okay. Alright. All those in favor of

Mayor, can I say something real quick?

Yes, sir.

Alright. So I apologize, but I agree that there's better bang for the money with digital marketing, but we could spend millions of dollars to advertise downtown on Facebook and see millions of eyes. But if we don't have something for them to come to, it's a waste of money. That's why what the the the executive director said makes a 100% sense is putting it in this into the cinema paradiso and letting them advertise cinema Paradiso and all the things we have in downtown brings people in for not just cinema Paradiso to see our our commercial as was said earlier, but to see the downtown by bringing them in. So I don't agree that, we could get more people by just advertising digitally.

We need to have things for people to come to, not just eyes to see downtown. So this money that we're spending is actually threefold as the city as the CRA director said. And I think this is the best way to do it, and we could reevaluate in in three months. But I get what the board is saying. And while, you know, we all agree that we want things to improve in downtown, it's just different ways of getting there.

I think that we need to have more reasons to come downtown. We could spend this money on advertising the restaurants, but people already know the restaurants are there. They don't know that cinema para diso is there. And I think that we need to create the synergy of it's not just restaurants and it's not just axe throwing. It's not just the art and culture center.

It's not just, a variety of other things, but it's all these things that reach out to different people for different reasons and bring them in for our end goal, that's to have people in downtown spending money supporting our businesses.

Alright. Well, that's that was a good way to good way to say it, Kevin. Thank you. Alright. So I I do have I was gonna call the question, but I do have some people in the queue. I never like to stifle discussion. So do we wanna take a vote or do we wanna I'm

writing the poll.

Alright. Hopefully, that's okay with everyone. All right. All those in favor of the motion on the floor for the three months funding and look and review in three months or at the end of the quarter say aye. Aye. Any opposed? Oppose. Motion carries, five-two. All right, with Commissioners Hernandez and Gruber opposed.

Thank you.

All right, thank you, I

mean, we'll be looking to do things above and beyond. While the video is amazing, it doesn't specifically talk about those businesses. We can create additional videos that are very specific, highlighting the businesses down

Good downtown.

So they're seeing their logos while they're there. And while you brought up the good thing about Meta and this, and Kevin brought a good point. It's great you're watching it. They're literally downtown already. And they go, oh, I didn't know there's X going, oh, that restaurant looks good or whatever. So they're already there. We're not waiting to get them off their couch or off their computer downtown. When they're watching it, they're there. So we're more than willing to commit to make additional marketing pieces that they are also seeing other than the city.

You could do a second preview. It could be after your show and do a whole like boom, boom, boom for what's to do downtown before they go home.

All right.

Thank you very much.

Thank you. Good luck.

Go ahead. Just want to mention there is a Hindu American foundation. And they would be very interested in your Bollywood festival.

It's going to be huge. Thanks. Thank you so much. Appreciate your time.

All right, everybody. Well, thank you. That was a necessary talk, and I think we landed in a fair place. All right. Executive director, anything else on the executive on the informational report?

No. Not on eleven. Thank you.

All right. I do see Cobra Joe here. Joe, thank you for being here. I'll I know you've been talking about the extension for the Car Classic Show, and I'll bring that up unless another commissioner already is going to. But good to see you here. Go ahead, board member Hernandez. Maybe you also were gonna talk about the classic Car Show. Activate your mic.

Go ahead. Thank you, Mayor. Can we give Joe $60,000 a year in marketing? Because he brings in more people than the movie theater does. And he actually markets at Downtown Hollywood and actually brings people where we can actually see. And this is my point. My point is, we're taking money out of a department that only has x amount of money to do something. I'm not going to belater the thing. I think everybody here has good intention. And it was twisted around in order to provide the funding as if we were against the art and culture center, which I got a feeling that we all support. That, excuse me?

I agree with you.

Yeah, you agree that we twisted this around in order, in order, so that's the part that bothers me because we have 156,000 residents that are watching what we're doing. And they're wondering how come a certain group of people can do something like this. And we're all victim of this. So at the end of the day, Cobre Joe has been, it's been something that brings enthusiastic that has to do with old cars, new cars. They talk. They sit down. They have coffee. And it happens every month. And we know what the result is at. So I don't know if we're looking for funding for corporate

Joe, are you going to invite him up, please?

Come on up. If you have

So I a president probably didn't plan on talking, but there has been some email exchange. I think his contract is expiring in, I don't know, less than a year's time. And he wants some confidence if the city can continue it and obviously step up because his costs have gone up. Yet, his contract fee hasn't changed, I think, in twelve years. Joe.

Thank you. You're welcome. I've been paid the same thing for twelve years. In two months, the same amount of money. Police have gone up from $30 to $53 an hour. Liability insurance has gone up. Trophies have doubled. So at the September of next year, the contract is up. And I'm hoping sometime in May or June, procurement and the parks and rec will put this out for bid again.

Well, let me ask you something, Joe, before you go on. How much is your contract every year?

$19.96 dollars $19.96

dollars a year?

No, a month.

A month. So about $20,000 Okay. I'd like to ask the city attorney something. We have the ability for five with five votes out of here to be able to extend this contract. Is that not correct?

That would be correct.

Okay. Can we give COBRA Joe

This is Mulan. This is a city contract? It is a city With parks? Okay. So it would need to take place during the regular commission meeting.

Okay. So it's Okay. Okay. I will bring it up on my comments. Because if you get $2,000 a month and you bring the amount of people that you do to the City Of Hollywood, and you have for years and not only that, but some of that expenses goes to the police officer to take care of the downtown, which helps with security, not only while you're there, but around, I think it's money well spent. I will bring it back up on the commissioner's comment. And why can't we do this with the CRA money? Is that something that we're not allowed to do because it's advertising anymore?

Well, this case, you're asking about extending his contract. And his contract is with the city of Hollywood, not with the CRA.

Well, I'm just trying to get the funding out of the CRA.

Well, the question was what is the contract. If it was a matter of funding a contract with Cobre Joe for an event like this, we would need to look at event and what we're doing. But if you're talking about marketing dollars, then that's The one legal

CRA executive director has already said he does not have any spare money at this time because of how early the budget is. So I'm not going to push that issue anymore. But is the money for his contract comes out of the City of Hollywood general funds? Or does it come out of the CRA fund? Do

we It's my understanding that it comes out of the City of Hollywood funds.

Out of Parks and Rec?

Ricky, I mean, you want to

City of Hollywood? Okay. I will bring it back up there. And I would look to try to double the amount of money you make. Because if you make $1,900 a month and it's a one day deal and you bring hundreds of people to the downtown in a day that it's normally dead. And I believe that some of the restaurants are starting to open up on Sundays in order to help with some of the crowds that you have. I like that idea.

Yeah, Mickey Burns is actually opening at nine in the morning now on the day of the show. And some in the French, a new French restaurant that just opened up, he opens up first thing in the morning.

Chocolatas full.

Chocolatas open at 08:00. And I quit bringing food trucks and stuff downtown so people will start using the restaurants.

Good idea.

I haven't had a food truck, I think, in almost six, seven months now. Good.

I'm glad that you keep doing what you're doing and thank you for coming out and reaching out to us and letting us know that you need the help. We have the ability to help.

Thank you.

No, thank you.

Thank you, Joe. A question from board member Coleri. Let me activate her mic. Go ahead.

So this is part of the problem when you open up Pandora's box, right? So with that contract that you have, I guess checks and balances also, it's profitable for you to have the downtown car show? Or are you in the red?

I'm sorry. Don't understand.

So do you charge each car to enter into the car show?

Yes.

Right. So it is profit somewhat of a profit for you to have that downtown, correct?

Yes.

Correct. So when you were talking about a successful business, here is an example of that and what I was trying to go back to from the prior. But with that being said, while it brings downtown and it brings people to the downtown, are they utilizing those restaurants when they come down? Or do they bring because what I've seen, and just for clarification purposes. So it's a great business for you.

It is a great idea to bring people to the downtown to see what we have to offer. Now we have some restaurants that are opening. But majority of the individuals, because being a child of a car shower, you bring your cooler, you bring your stuff with you, and you very, because you're limited, you're just showing your car and you're enjoying atmosphere. Are there, it's bringing people. But I would like to see how much benefit it is to the downtown if we're talking about nuts and bolts as far as the street walk.

Now you're saying that the businesses are opening earlier. So that gives me positive input that they're seeing an opportunity to really get their name out there, to get people to come in and utilize their shops, which I hope is going to be productive. And I think that that's a great thing. It also brings people to the downtown, and a lot of them. Because if anybody's been to the car show, there's a lot of people that come to the show. They walk up and down. And perhaps they'll say, you know what? I'm going to come back next week and try this restaurant. Or I'm going to come back next week and I'm going to go to that cinema. Or I'm gonna go down to the Arts Park.

But that's our opportunity, Joanne, that we need to use our marketing, what's coming next. Make sure you go, just what we talked about a minute ago. Use that opportunity, if we're gonna invest, use that opportunity to promote the up and coming events that are happening in the downtown. Have our CRA individuals or have our city out there saying, hey, next week at the Arts Park, it's going to be this. Hey, next month at the Cinema Paradisimo, there's going to be Paradisio. There's going to be I want to make it Italian.

At least There's

going to

be a show.

Has to

be promotion during these events JOSHUA to make people come. Because you're bringing them, we want them to come back. We don't want them to come for the show. We want them to come back and spend money in our restaurants. We want them to come back and utilize our downtown and arts park. And this is our golden opportunity. So thank you. I look forward to seeing you at the commission meeting. I support it 100%. But this is where I was trying to get at with the last item that we spoke about.

All right. Commissioner Hernandez, I think you might still have a minute or two. Go ahead.

After spending two hours doing this. Hey,

go ahead.

By the way, maybe the theater can advertise the car show. Yeah. Maybe these are some of the things that we could

They'd be happy to.

I'm still thinking that we're throwing good money at the bat. But I'm just saying, if there's ways to help other venues, that's what the purpose is for.

Yep. All right. This was a healthy sort of discussion on leveraging all the different components that we have downtown to support and push all of them. So thank you, Joe. Alright. To be continued.

Thank you.

Yep. Alright. All right. Commissioner Hernandez, you good? Done? Or did you want to close out with anything on your comments?

Go ahead. I haven't even started on my comment. Oh, Okay. Just so you know. Let's talk about post 'ninety two, the mural. The American Legion, if you don't we need 11 DELL: thousand

$250 to redo the mural that we did. To

refresh it? That?

GREGORY Yeah, of course.

GREGORY Okay. I need one more.

To refresh the mural on Dixie on 21st Avenue.