Performing arts plan gets bad review

Consulting firm says competing venues, lack of nearby interstate access are among impeding factors

By MINDY RUBENSTEIN
Published June 25, 2007

ZEPHYRHILLS - The city has had big plans for revamping downtown and revitalizing the overall area - including the possibility of building a $15-million performing arts center.

But results from a recent study show the venture might not work.

City officials recently paid $50,000 to Pricewaterhouse-Coopers for a feasibility study to help them decide if such a facility for cultural and corporate uses would make sense, and if so, where to put it. Company representatives will discuss their findings during tonight's meeting, which begins at 6 p.m.

The study looked at interstate accessibility and hotel access, demographics and demand for such a facility. Hotel room supply, according to the study, is "very limited in the area, " and the closest interstate highway access is more than 11 miles away. Household income is lower than the national average, and "Zephyrhills is a relatively older community, " the study said.

"Given Zephyrhills' position in the Tampa Bay market, lack of hotel rooms, and the strong inventory of competitive venues throughout the market, it would be difficult for a non-hotel meeting facility in Zephyrhills to attract corporate events from non-local companies that do not have some tie to the community."

Currently, most city events and performances are held in schools, churches and community centers. Larger facilities in the area include the Tampa Bay Performing Arts Center in downtown Tampa, The Youkey Theatre at the Lakeland Center, and the Center for Arts at Wesley Chapel on the Wesley Chapel High School campus.

The $3.7-million Largo Cultural Center opened in Pinellas County in 1996. The city of Largo, between Clearwater and St. Petersburg, has successfully worked toward its own revitalization in recent years.

The feasibility study also included interviews with two dozen potential users of the facility, including schools, businesses and other organizations throughout the Zephyrhills area.

"Respondents were unanimous in their opinion that a performing arts center would help improve the city's image, " the study said.

The city also is considering buying the downtown Wachovia Bank building, appraised at $980, 000, for a new City Hall and has postponed plans for $5.6-million, 18, 000-square-foot library, four times the size of its current facility.

In other news, city officials will discuss City Manager Steve Spina's plans to buy a home outside city limits. His contract states that he must live within the city, but he plans to retire next year after more than a decade as city manager. He is finishing a doctorate in political science at the University of Florida.

[Last modified June 24, 2007, 20:32:32]