Navarre Pier RFP -...

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Navarre Pier RFP (Bob Benaquis, Kenny Cook, & Bill Johns)

August 19, 2013

3:30 PM

Santa Rosa County




1). Thank You for the

Opportunity

2




Our Leadership Team

• Bob Benaquis

• Kenney Cook

• Bill Johns

3




Bob Benaquis

4




Kenny Cook

5




Bill Johns




2). Executive Summary

7




Quantitative Benefits

• ~$1,000,000 Initial

Investment

• ~1000 New Ventures

Formed or Mentored

• 2.5 % of Gross Profit

Redirected to Dedicated

Community Goodwill

• Pay 100% of Utilities

• 100% of Standard Pier

Entrance Fees Given Back

to County

– 50% of Special Event


to County

8




Qualitative Benefits

• Become National Brand

and Destination

• Become a Boomtown

• Increase Investment in

Com. Dev., Econ. Dev.,

and Housing Dev.

• Increase Property Values

and Revenue

• Increase Tourism $$$

and Sales Revenue

• Add High Paying Jobs

• Bring an Infusion of Angel

and Venture Capital to

Region

9




Community Reinvestment

• Community Scholarships (Co-op at Pier)

– Business, Marketing, Communication Students

• Community Policing

– Direct Equipment Donations

• Conservation

– Direct and In-Kind Donations

• Entrepreneurship / Business Incubator

– Mentorship, Resources, Growing ~1000 Ventures

• Food Bank Donations

10




In Exchange for Delivering

This Value, We Would Like to

Have a 25 Year Lease

(This Is Negotiable of Course)

11




3). Bill’s Connection to

Navarre




13

May 2012, Destin Trip




14





15





National Naval Aviation

Museum Trip

16




A Great Surprise

• TC’s Front Porch

• The Twist Custom Ice Cream

• The Navarre Pier

• Navarre Beach

17




Magic at Sunset

18




Navarre as a Destination

19




Wonderful Memories

…And We Will Come Back to this

Theme Later…

20




I Am a Believer, Evangelist,

and Investor in Navarre!




4). The Reason We Are Here

Today




23

The Navarre Pier




24




The Opportunity

• You and Your Community Can Make the

Decision Today That Will Transform the

Current Way of Doing Business to a New

Business Model

• The Value Proposition and Its Economic

Impact is UNLIMITED!

25




For Today, Think Big

• Think Differently

• Think Out of the Box / Off the Wall

• Think 10 – 20 – 30 Years Out

• Please Avoid Thinking “Can’t, Don’t, or NO!”

• Please Give Me the Latitude / Flexibility

• Please Listen to What I Have to Say

26




27

Think Where Navarre Is Going

• To Be in Terms of: – Economic Dev.

– Commercial Dev.

– Investment

– National Rankings

– Community Planning

• To Be in the Year: – 2025

– 2035

– 2050 “…going to be...”




5). Teamwork




Performance

29




30

You Must Know Who Is Piloting

• Bob Benaquis

• Kenny Cook

• Bill Johns

• Support Team Members

• Contractors

• Powered by Other Entities




Bill Johns 101

31




“I would strongly advise any community leader or business executive to

listen to Bill Johns. He is a rock star when it comes to creative but very

methodical strategies in achieving economic, marketing, and

entrepreneurial success.”

Bob Markli

Alderman, Town of Farragut, Tennessee

President, Markli Home Builders

32




“As a business professional, cardiac surgeon, military officer, and

elected official, I depend on the strategic and tactical advice given by

Bluewater Consulting. Bill Johns gives candid and timely advice while

providing perspectives that are not found in the main stream. He truly

thrives in very complex and sometimes chaotic environments while also

taking a holistic view in providing a solution. His dedication towards the

needs of their clients is paramount and their competitive spirit is

inspiring.”

Dr. Richard Briggs, M.D.

Cardiothoracic Surgeon, St. Mary’s Medical Hospital

President, Knoxville Academy of Medicine

President Elect, Tennessee Medical Association

Colonel, United States Army

Commissioner, Knox County, Tennessee

33




“As a serial entrepreneur in real estate, entertainment, advertising, and

destination attractions, I thoroughly recommend Bluewater Consulting’s

approach to strategy and complex projects. As the owner and

developer of one of Tennessee’s most-visited tourist attractions, I keep

pace with changing market demands. When I saw an opportunity to

launch a new concept with my markets, I turned to Bluewater

Consulting. Their team was critical in helping me achieve a successful

outcome and they continue to provide value with their expertise.”

Charles Atchley, Sr., Founder and CEO

Atchley Enterprises

34




“Bluewater Consulting supported our domestic and global business in a

number of ways, including: outsourced managed lead generation,

marketing advisement, channel partner identification and qualification,

and strategic public relations. Their efforts have assisted us in

elevating market visibility for our solutions. We are pleased with the

work that they performed for us and I would recommend Bluewater

Consulting to any enterprise seeking outsourced marketing

management and PR consultation grounded in technical and business

expertise.”

Bill Becker, Managing Director

Zwick USA

35




“Bluewater Consulting (Bill Johns) provided our companies and

investors exceptional value in how they approached and solved our

challenges. They provided sound and timely strategies which enabled

us to accomplish impressive results in record time. Bluewater

Consulting’s methodology for marketing and sales was new not only to

us, but was a “game changer” to the commercial development

industry.”

Patrick Ham, Operations / Project / Property Manager

Turkey Creek Public Market

Turkey Creek Land Partners

Farragut Land Partners

First Commercial Real Estate

36




“Bluewater Consulting offers an innovative approach to the

presentation of complex subject matter to diversified audiences. Their

presentations and other supporting collateral make it easy for

community leaders and other stakeholders to quickly gain an

understanding of business case and associated value propositions. I

have also known them for years and they have been positive

contributors to our community.“

Dot LaMarche, Vice Mayor

Town of Farragut, Tennessee

37




“Bill is absolutely a sales professional. I greatly appreciated his

openness, honesty, and hard work in understanding our needs and

then bringing us real solutions to our problems which are quite complex

with our regulations here in Canada. It is truly rare to meet someone

who understands industry, technology, government, and business who

also knows the complexities of communicating with many audiences.”

Bob Johnson, Vice President of Client Services / Business Development

Nulogx, Inc. (formerly Greybrook Freight)

38




“Bluewater Consulting served as one of the keynote addresses at the

SE-ACA’s annual meeting where they provided timely and innovative

strategies, tools, and tactics for managing enterprise growth and

investor portfolio dashboards. I would highly recommend that

investment groups and their respective portfolio company leaders

evaluate the risk mitigation and revenue enhancement strategies

offered by Bluewater Consulting. Likewise, Bluewater Consulting has

supported my own due diligence efforts, delivering technical and

industry validation as a part of PAN’s review of potential investments in

portfolio companies.”

Andy Dreyfuss, Fund Executive

Piedmont Angel Network

Annual Meeting Coordinator, Southeast Angel Capital Association

39




“Bill Johns has been very supportive in providing

us active relocation leads of 2nd Amendment companies

and identifying supply chain management

opportunities and events.”

State Commissioner*

Department of Economic & Community Development

(*Available per NDA)

40




“Bluewater Consulting utilizes logic-driven, methodical approaches that

seek to strategically maximize resources and leverage assets for

economic development, including heritage and tourism. Bluewater

Consulting’s methodology is unique in the manner in which it defines

community needs, develops solutions, and highlights the benefits of

community identity management through each phase of an economic

development initiative.”

Nancy Howard, FEDC Member

Town of Farragut, Tennessee

41




“Bluewater Consulting kicked down doors for us in getting things done.

Bill Johns gave us the insights to the innovative and technology

cultures only found in places like ‘Silicon Valley’ while repositioning and

re-branding our efforts towards technology-based recruitment,

expansion, and entrepreneurship.”

Mike Harvey, Executive Director

Jobs Now! Program / 16-County Regional Economic Development

Knoxville – Oak Ridge Innovation Valley

42




Metro Pulse 7/18/13 “…I remember being a keynote speaker back in 2000 here in Knoxville

at a downtown-centric event held at UT—just prior to me moving back

to the region from working in Silicon Valley and other communities. My

lecture was on developing creative and technology based communities.

A few people got it when discussing farmers’ markets/public markets,

most laughed at the idea of “gourmet food trucks, dog parks, urban

chicken coops, and beehives,” and no one knew what the heck was a

beer “growler.” The few who actually “got it” were those who that were

associated with Market Square—“the Tomato Head crowd.” Point being

is that Knoxville has come a long way in a very short time. From those

initial sparks of the Market Square Farmers’ Market opening came the

wildfire effect through entrepreneurial and patron efforts that continues

to transform our urban and free-market community to a regional and

national destination…” --- Bill Johns

43




Bill Johns

Bill Johns is a serial entrepreneur, “Silicon Valley” veteran, and Fortune

100 alumnus. Bill is Founder and CEO of Bluewater Consulting, a

global professional services firm and innovation company which offers

solutions for supply chain management, economic development,

technology (nano, info, bio, and clean), and new ventures. Bill is also

Founder & CEO of Sundown Country, a lifestyle company, and

Sundown Communications, a multimedia company. Bill is a frequent

media contributor and author and is quite active in his

communities. Bill Johns is also one of the very few in the country that

holds accredited graduate degrees in both business (MBA) and public

(MPA) administration.

44




Nicknames

• “Supply Chain Guy”

• “Hawaiian Shirt Guy”

• “Tennessee Johns”

• “DOD Bill”

45




Bluewater (Work)

• Bluewater Consulting – Technology

• Biotech, Cleantech, Infotech,

Nanotech

– Supply Chain

• Logistics / Software

• Lean Manufacturing / TQM

– Economic and Community

Development

• National Security

• Public / Farmers’ Markets

• Econ. / Com. Dev.

– Materials Science

• Bluewater Ventures – Business Planning

– Market and Tech Validation

– Angel / VC Advisement

– Incubation / Investment

– Technology Corridors / Innovation

Centers

– Talent and Executive Management

– M&A Advisement and Due Diligence

– Intellectual Property

46




Sundown (Play)

• Sundown Country – HarmoniousLife Philosophy

– Adventure, Outdoors, Preparedness

– Sundown Farm: “Smallest Farm in Tennessee”

– Haunted Farm

• Sundown Communications

– “Wildfire America with Bill Johns”

– Multimedia Initiatives

47




6). Our Vision




But First, a Few Definitions

49




Concepts

• Brand = Value +

Differentiation

– Value = Perception,

Service, Packaging

– Differentiation = NOT

BEING Destin, Fort

Walton, Panama City,

Pensacola, Mobile,

New Orleans, etc.

• Product Mix Is

Offering Multiple and

Diverse Product

Lines, Categories,

Service Offerings,

Things to Do, etc. that

Interest a Marketing

Demographic

50




Concepts

• Marketing

Demographics Are

Profiles, Classes, or

Lifestyles such as

Tourists, “Locals”,

Regional Neighbors,

Personal and/or Self

Perceived Identifiers

(eg. “Hemingway”),

Occupations, etc.

• Creative Cities /

Class Are Known for

Their Diversity,

Talent, Technology,

and “Bohemian”

Characteristics

• Funnest Is Actually a

Word (Adjective) of

the Concept of

Having “Fun” 51




Concepts

• Force Multiplier Is a

Combination of

Attributes when

Applied to a Force,

Giving It Significant

Potential to Enhance

Its Ability to

Accomplish Its Mission

– (3X3X3 = 27)

• Collaboration Is to

Work Jointly and

Effectively Together

Towards Intellectual

and Organizational

Efforts or Goals

52




Last Concept

• District Is a Region

or Locality Marked by

a Distinguishing

Feature; a Division of

an Area Designed for

Administrative or

Promotion Purpose

53




Simple Goals

1. Become a Destination and Lifestyle Community

2. Understanding and Selling to All Market Demographics

3. Increase the Amount of Unique Visitors and the Time They Stay

4. Become a Brand (Value and Differentiation)

5. Optimize Every Square Inch of Property to Its Highest Possible Value and Use while Working with Community Planning

6. Preserve Navarre’s Heritage and Conservation Assets

7. Capture the World’s Attention

8. Bring In Direct Investment for Economic/Commercial Dev.

9. Organically Create and Mentor New Ventures

10. Improve Revenue of the Navarre Pier and Adjacent Businesses while Raising Property Values and Delivering Sales Revenue

11. Building Community Education, Collaboration, and Leadership

54




Simple Order of Events

1. We Must Make the South Side of Hwy 98 a Collaborative Effort with the Iconic Navarre Pier

2. We Must Attract, Build, and Maintain Key Demographics to the Area for Tourism, Work, Life, and Play

3. We Must Do These Above Mentioned Items First in Order to Past the “Litmus” Test at the RECON Show and the Real Estate Departments of National “Big Box Retailers who Would Be Interested in Investing on the North Side of Hwy 98

55




Destin Is Getting Old, Per Se

• Tourists Are Smarter Than Ever Before

with Data, Information, and Reviews

• They Demand Value….Fun and

Something Different

• Destin Evangelists Are Putting Their

Dollars and Time in Other Markets

• Let’s Get Those Dollars and Mindshare!!!

56




BTW, WE MUST DO IT!

57




Remember to Think Different

58




7). Branding

59




60

Place Location

• Crossroads / Node

• High School

• County Seat

• Famous Person

• Known Event / History

• Company Town

• Topography

• Reference

• AND…




61

Symbol, Icon, Brand…




62




63




64




65




66




8). Integrated Marketing

Communications Plan

67




68

Creative City / Class




The Key Tourism Location

Decision Maker

69




…And She Will Tell Her Peers

of Her Adventures…

70




71

Navarre Needs Noticing




Constant Interaction

• Research

• Plan

• Purchase

• Book Destination

• “Like”

• “Link”

• “Forward”

72




Strategic PR: Direct Contact,

Good Copy, Red Carpet Tours

• Top 25:

– Lifestyle Periodicals

– Business Editors

– Adventure, Outdoors, & Preparedness

Editors

– Site Location Consultants

• Professional Associations / Academia

73




74

Strategic PR (cont.)




75

Strategic PR (cont.)




9). Operational Changes

76




77

Brand = Value + Differentiation

• Not Going to Cannibalize Other District

Members

• Going after the Low Hanging Fruit First

• Going to Bring Excitement

• Going to Leverage Best Practices

• Going to Create Value

• Going to Make It a World Class Pier




78

• Return on Assets

• Optimization

• Utilitzations

• Theory of Constraints




You Only

Have 1

Chance to

Make a First

Impression

79




80

Controlling the User’s Experience

• Each Unique Visitor

• From Start to Finish

• Continuous Feedback

• Consultative Selling

• Value Selling

• Referrals to Next Adventure

• Keeping Engaged in Navarre




81

Bob Benaquis and TC’s




10). Welcome Center

(@ Navarre Pier)




83

Professional Attire

• Look the Part!




Current State

84




85




11). Merchant Wave™

(@ Navarre Pier)




Current State

87




Future State

• We Believe in Core Competencies and Collaboration

• Will Have ~ 6 to 8 Spots to Lease, Maybe More…

• The Bait Shop Will Be Moved Down to a Dedicated Spot

– No One Wants Bait and Food Together!

• We Will Lease Space for Vendors and Entrepreneurs

Who Have the RIGHT Marketing Mix, but DO NOT

Cannibalize or Saturate other District Members

– Sports Fishing Bookings, Surf Boards, Bikes, Snorkeling, Sports

Equipment, etc.

88




12). The Sand Bar™

(@ Navarre Pier)

89




Current State

90




91

The Sand Bar

• Offers Quick

Snacks / Lite

Menu

• Shade from the

Sun

• Fun and Unique

Atmosphere

• Water, etc.




92




13). Whiteboard Alley™

(@ Navarre Pier)

93




Current State

94




95

Concepts




Whiteboard Alley

96




Wildfire Effect

• Bringing It All Together

– Kindling

– Sparks

– Oxygen

97




My Secret Recipe “Bluewater Impact Formula™ =

Creative People + Big Ideas + Problem

Solving + Diversity + Competitive / Risk

Encouragement + Investment +

‘Suds’ + Close Proximity + Comfortable

Open Atmosphere + Fun But Intelligent

Conversations + Slim / Small Tables + Data

Capture (Whiteboards, etc.)” 98




99

Innovators’ Nectar




100

Creative City / Class




Navarre Pier Background

• Engineers

• Scientists

• Technologists

• Artists

• Business Leaders

• Investors

• Problem Solvers 101




14). Princess & Pirate Point™

(@ Navarre Pier)

102




Current State

103




Concept – Juice / Candy Bar

104




105




106




15). Navarre Farmers’ Market™

(@ Navarre Pier)

107




108

Best in Class Benchmark




109




Upgrade / Relocate

Dedication and History

• The Gulf’s Longest

and Funnest Pier

Deserves an

Improved History and

Dedication Area /

Monument » *See Red Carpet

Tour under

Strategic PR

110




16). The Local Latitude™

(@ Navarre Pier)




Casual / Local Dining

• Where Locals Drink and Mingle!

• Upgraded as Part of The Third Tier

112




17). The Third Tier™

(@ Navarre Pier)




114

Concept




Concepts

115




Concept

116




Concept

117




18). The Love Shack Shop™

(@ Navarre Pier)




Current State

119




The Love Shack Shop

• Gourmet Coffee

• Ice Cream

• Fresh Bread

• Delicious Treats

• Craft and Local Beer

• Reading Room

120




19). The Tackle Box™

(@ Navarre Pier)




Current State

122




Concepts

123




Concepts

124




125




Proposed Calendar Seasonality

Extend the Season / Give a Reason to Come

• March – September Peak Season

• October Oktoberfest

Trick or Treat at Pier

• November/December Holiday Season at the

(Santa’s Landing Strip too)

• January Get in Shape at the Pier Event

• February Valentine’s Day at the Pier

126




127




128




129

What’s Missing Here?




130

Benchmark: Key West, FL

• You Made It!

• Picture with Icon for

Brag Book

• Something to See

and Do

• Advertising




20). The Runners’ Mark™

(@ Navarre Pier)

131




MM 0 For Runners / Walkers

132




21). Just One More Thing…

133




www.NavarrePierDistrict.com

134

http://www.navarrepierdistrict.com/






22). Implementation Plan

135




Planning and Execution

• Example: Best of Times, Worst of Times – Saturday, May 18, 2013

• People – Experienced and Trained Team / Staff

– Customer Service / Quality Focused

– Problem Solvers

• Process – Operational / Contingency Plan

– Emergency Preparedness Plan

– Crisis Communications Plan

136




First 30 Days • Refine IMC Plan and Branding

• Begin Due Diligence on Investment /

Expansion

• Determine Right Candidates for Merchant

Wave Leasing

• Conduct Change Management

• Find New Talent and Educate Community

• Set 2014 Schedule

137




Next 30 Days (60)

• Lock Down Initial Participants for 2014

Farmers’ Market

• Make Initial Media / Editorial Contact on

New Direction of Pier

• Determine Advertising Opportunities on

Back Roads from I-65

• Put In Place New Shopping Cart

Technologies

138




Next 30 Days (90)

• Identify the Appropriate Leaders who

Would Like to Serve on the Navarre Pier

District’s Advisory Board(s)

• Identify Scholarship Eligible Schools and

Target Profiles

• Finalize on All Sub-Brands and Design

Elements for “@Navarre Pier” Offerings

139




23). Summary

140




Quantitative Benefits

• ~$1,000,000 Initial

Investment

• ~1000 New Ventures

Formed or Mentored

• 2.5 % of Gross Profit

Redirected to Dedicated

Community Goodwill

• Pay 100% of Utilities

• 100% of Standard Pier


to County

– 50% of Special Event


to County

141




Qualitative Benefits

• Become National Brand

and Destination


• Increase Investment in

Com. Dev., Econ. Dev.,

and Housing Dev.

• Increase Property Values

and Revenue

• Increase Tourism $$$

and Sales Revenue

• Add High Paying Jobs

• Bring an Infusion of Angel

and Venture Capital to

Region

142




Community Reinvestment

• Community Scholarships (Co-op at Pier)

– Business, Marketing, Communication Students

• Community Policing

– Direct Equipment Donations

• Conservation

– Direct and In-Kind Donations

• Entrepreneurship / Business Incubator

– Mentorship, Resources, Growing ~1000 Ventures

• Food Bank Donations

143




In Exchange for Delivering

This Value, We Would Like to

Have a 25 Year Lease

(This Is Negotiable of Course)

144




145

Our Core Strategies

• Tap the HWY 98 Money Pipeline

• Transition to Primary Destination


• Remain Local while also Leveraging

Global Infrastructure and Relationships

• It Is a Marathon with No End!




146

We Are Going To Drive

• Local / Regional Investment

• Tourism

• Commercial Development

• Economic Development

• Angel, Venture, and Institutional Dollars




Desired Hockey Stick Effect

• Solid Foundation

• Low Hanging Fruit

• Destination Focus

• Brand Management

• Strategic PR

• Recruitment

• Collaboration

• Force Multiplier 147




148

We Ask You For Your Blessing • Right Vision

• Proven Leadership

• Proven and Diversified

Experience

• Know What Must Be

Done and Will Do It!

• The Best Brands

• Right Marketing Mix

• Love, Passion, and

Excitement….and

Everyone Will Benefit!!!




Time Is of the Essence

• We Are Excited to Have an Opportunity to

Manage the Navarre Pier

• We Definitely Want to Have that

Opportunity

• We Would Like to Get Started ASAP!

• Thank You!

149




24). What Do Families Desire

on Vacation…

150




It Is All about Love…

151




…and Holding on to Memories

152




25). Discussion and Next Steps

153




Navarre Pier RFP (Bob Benaquis, Kenny Cook, & Bill Johns)

August 19, 2013

3:30 PM

Santa Rosa County

Navarre Pier RFP -...

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