Item C13BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: 1/16/14 Division: Public Works
Bulk Item: Yes X No Department: Parks and Recreation Advisory Board
Staff Contact: Rosa Washington/292-4432
AGENDA ITEM WORDING: Approval to add new vendor at Higgs Beach.
ITEM BACKGROUND: Pamela Uslander submitted a proposal to the Parks and Recreation
Advisory Board (PRAB), in an effort to explore the possibility of becoming a Higgs Beach vendor.
The PRAB voted unanimously to recommend Ms. Uslander's proposal to the BOCC. The proposal
was forwarded to the Friends of Higgs Beach, Richard Hatch and Christopher Lembo, and they all
support the proposal, with a few recommendations set forth by Mr. Hatch. The recommendations are;
1) A one year trial period, 2) cart should be stationed a minimum of fifty (50) feet from the existing
vendor (Salute). Ms. Uslander has agreed to the recommendations and she understands that she must
obtain liability insurance to protect her and Monroe County. Ms. Uslander's proposal includes
$50/month rent for the first year.
PREVIOUS RELEVANT BOCC ACTION: N/A
CONTRACT/AGREEMENT CHANGES: N/A
STAFF RECOMMENDATIONS: Approval - with the recommendation that rent be set at $100
per month. Will return to the BOCC for approval on rental agreement.
TOTAL COST:
COST TO COUNTY: 0
REVENUE PRODUCING: Yes X No
APPROVED BY: County AttLYLI��s
DOCUMENTATION: Included X
DISPOSITION:
Revised 11/06
BUDGETED: Yes No X
SOURCE OF FUNDS:
AMOUNT PER YEAR: $600.00
(approximately)
OMB/Purchasing N/A Risk Management N/A
Not Required
AGENDA ITEM #
Washin ton -Rosa
From: blueheaven729@gmail.com
Sent: Thursday, November 14, 2013 2:30 PM
To: Washington -Rosa
Subject: Higgs Beach (Salute concerns)
Dear Rosa, Hello from beautiful Higgs Beach. Salute's request is that Pamela doesn't compete with us selling
items we sell. If she wants to sell the palettas in her stand beside Chris's chair and umbrella beach but that is
okay with us. If you have any questions don't hesitate to contact us. Thank you, Richard Hatch
Thank you,
Blue Heaven
October 21, 2013
Dent Pierce, Director
Monroe County Public Works
Key West, FI
Re: Additional vendor for Higgs Beach Park
I have spoken with Pamela Uslander regarding her proposal to obtain a vendor license to sell coconuts,
ice cream, frozen fruit and coconut products. I am all for adding a vendor to sell these products at the
Beach. I receive numerous requests daily for coconuts. A new vendor license for these products would
be a good fit and complement the atmosphere and development path of the Park.
Thank You,
CHRISTOPHER J. LEMBO
Christopher J. Lembo
Tropical Watersports, Owner
Washin ton -Rosa
From:
Schreck-Carol
Sent:
Monday, November 25, 2013 2:06 PM
To:
Washington -Rosa
Cc:
Pierce -Dent; Wilson -Kevin; Carruthers -Heather; Mercado -Pedro; Bill Elkins;
kate@katebentleyevents.com; Michael@Behmke.net; Richard M. Klitenick; Roger
McVeigh; Sam Holland (sam@conchhouse.com); Sam Kaufman; Tom Coward
Subject:
Higgs Beach Proposed Concession
Dear Rosa,
The Friends of Higgs Beach Board of Directors met last week and among other agenda items, discussed the recently
submitted proposal by Pamela Uslander for a Paletas cart (concession) at Higgs Beach. The Board's recommendation is
as follows and conforms to their vision for the park established earlier in the year.
Recommend:
A one-year trial period
That there be, according to their (FoHB) vision (see below) no more than two food service vendors on
property. One as permanent structure (Salute) and one mobile vender restricted to a designated area that does
not cause direct competition with the current vender. The BOD is suggesting a minimum of 50' the minimum
distance from the existing (Salute) vendor. However Public Works and the County Attorney would be best suited
to discern the best minimum distance.
Friendsof Higgs IVision(submitted I FoHB Board of Directors)
� f: I / •: !: / _ f: R Ii _ f _ '- " / f I / I " I ! I I f f '.I ". 1 ". I I ! ':. R ;-." R
` Beachand surrounding property. 1 for the beach is / healthy,/ iR R and safe
atmosphere forfuture generations tR enjoy.
li R RJ imp f. f R: " f I f 1
R more thanR food" vendors on property. I f would be Ipermanent ` f and
` otherI I be I mobile vendor.RI fR would be restricted to/ designated area and does Icause
o more than/ service vendorson property.One Ifi being the permanent on the beach
current choir l: business)mobile ifr would bI to f designated area and does notI direct
competition I f R Chair or umbrella rentals on the beach.
0 At this time we are recommending no motorized water sports.or activities performed with the useI
f boats.
Please call if you should have any questions.
Carol A. Schreck
Aide to Monroe County Mayor Pro Tern Heather Carruthers
500 Whitehead Street — Suite 102
Key West, FL 33040
TEL: 305-292-3430
FAX: 305-292-3466
All correspondence is subject to the State of Florida's Public Information Act.
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EXECUTIVE SUMMARY
Vision
Higgs Beach Paletas will open in January of 2014 on Higgs Beach, Key West, Florida. My
mission is to ensure dependability, serve a high end, quality product that is cost effective,
displayed and presented professionally in keeping with Key West demographics. I can meet
your expectations and satisfy any changing needs being a hands on owner. Higgs Beach Paletas
will be in a position to expand and grow rapidly into other areas of Key West with use of my
experience of 22 yrs. in the mobile cart business in the Chicagoland area.
Conjure an image of a hot afternoon on the beach, lying on a chair or blanket or under a shady
palm tree with clear blue skies, listening to the ocean. Summertime or anytime in Key West is
Paletas Time! These Mexican ice pops full of chunks of fruit, available in an array of colors,
from sweet to not -so -sweet flavors will be a compliment to Higgs Beach.
The key component of Higgs Beach Paletas success will be involvement in the local community.
From community days, to donations, to festivals and fests, to special events, to sponsorship and
beyond, the management and staff of Higgs Beach Paletas will be heavily involved in local
community.
Company Overview
The legal name of the business is TBD. The legal form of the business is TBD. A form will be
chosen to provide limited liability aspects of the business or corporation while protecting the
shareholders from potential double taxation.
The first location will be on Higgs Beach, Key West, Florida. The location was chosen because
of its proximity to local business, residential area, tourist attraction and substantial parking
located within walking distance of the beach. The location was also chosen because of lack of
such product in the vicinity of the beach.
The president of the Higgs Beach Paletas will be Pamela Hyde Uslander, who brings more than
22 yrs. in the mobile cart business located in Elmhurst, Oakbrook and Lombard, Illinois.
Uslander will oversee operation systems development, advertising, public relations, campaigns,
menu development and refinement and other related areas. Future site selections and business
development will also be headed by Pamela Hyde Uslander.
Outside professional services will be provided by attorney John Landry, accountant Mike Peters.
Product Strategy
Higgs Beach Paletas will offer a limited product, focusing on serving only the best quality of
paletas. The paletas, the signature item, will be purchased from either one of two companies I am
currently in contact with, both have high standards, are highly recommended and have a quality
product with years experience behind them.
The paletas (pah-leh-tahs) are a premium frozen treat made with real fruit and cream, typically
sold by street vendors and push carts. The name comes from palo or "stick" and the ending eta
referencing the little flat stick frozen in to each bar; the carts where they are sold from are known
as "paleterias" and sellers are called "paleteros". Paletas are a refreshing favorite in many
Hispanic countries. It is shaped similar to frozen fruit bars but that's where the similarity ends.
Authentic paletas are made with real cream, mild and fresh fruit, all natural ingredients.
The paletas flavors can be divided into 2 categories: cream based and water based. They come in
classic and exotic flavors. Paletas come in an incredible range of flavors from fruits like:
• Strawberry
• Pineapple
• Mango
• Coconut
• Banana caramel
• Horchata (rice milk)
• Arroz con leche
To exotic flavors:
• Chocolate Sea Salt
• Orange basil
• Jamacia made with hibiscus flowers
• Cucumber with chili
• Blackberry Mojito
Paletas, icey, spicey and cool!
Financial Requirements
Based on research and experience the palettas cart can be opened for less than $5000, this would
include purchase or lease of equipment, insurance, licensing, inventory and supplies requites to
open. Any differences in future locations will be due to size of the site and or modifications of
design and product.
Summary
Pamela Hyde Uslander has proven herself with entering her 22"d yr in the food/mobile cart
business. She has proved with quality food, friendly service, dependability, marketing skills
which includes her website The Hot Dog Lady of Elmhurst, Facebook: The Hot Dog Lady of
Elmhurst (which is used for major networking) and various other forms, that this undertaking in
Higgs Beach will be a success. The Hot Dog Lady of Elmhurst has been written up in the RTA's
Annual Report, on the cover of the local Business Directory, featured on local and cable
television, Chicago Tribune, Chicago Sun Times, Suburban Life Magazine, featured on ABC's
Channel 7, Harry Porterfields, "Someone You Should Know" etc.
The 22yr Chicagoland business offered a "unique" concept for the city of Elmhurst, Oakbrook
and Lombard, Illinois, which has drawn a great deal of people from all areas and all walks of
life. The 1920's style hot dog cart has always been a sign that the spring and summer season
arrived in Illinois.
I want to take this concept of uniqueness, my experience and expertise with expansion into Key
West, with a significantly different product that adheres to the area, demographics. I want to use
cross promotion, which will draw my customer following/customer base into your area. Higgs
Beach is one of the most beautiful beaches in Key West and is definitely on the most popular
places for fun in the sun.
Assumption
1. The paletas cart will be open, year round, January -December, open seven days a week
(weather permitting) between the hours of 10:00am-6:00pm. Additional hours upon
request or special events. The menu will be limited to various flavors of paletas.
a. Average daily number of customers are between 100-150
b. Sale averages between $3.00-$5.00
c. Average daily gross sales $300-$500
2. Assumptions on projections based on significant increase in sales from continued
promotions and special events. Examples: Fishing Tournament, Fantasy Fest, Pet
Masquerade and Parade, Veterans Parade, Art Fests, Bike Tour, just to name a few.
I project a moderate 3% increase monthly. Wages, salaries and or weekly draws TBD..