Accelerating success.

Creating a Peer to Pier FocusBy Colliers International

In Partnershipwith:

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Our Team - Colliers Peer to Pier Focus

• Colliers Arnold Inc. was founded in Pinellas County in 1974

• Global experience and in-depth knowledge of St. Petersburg

• A systematic approach to analysis, management, and marketing

• Our expertise is integral throughout the life cycle of the pier

• Strong relationships in the St. Petersburg community

• Our team members work, live and play in the St. Petersburg area

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Three Critical Components For Success

• Right Team In Place To Operate The Pier

• Clarity On The Feasibility and Destination Development Plan

• Great Design and Plan in Place to Create Physical, Cultural

and Community Connections to the Rest of The City

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Colliers Team and Partnerships

John K Scott Senior Vice PresidentColliers International

Melanie JacksonDirector, Office

ServicesColliers International

Kevin YeagerSenior Associate,

Retail/Office Services Colliers International

Malcolm AllanPrincipal ConsultantColliers International

Stephanie AddisDirector - Retail

ServicesColliers International

Juniper DuffinSenior Property

ManagerColliers International

Will GloorRegional Manager-

Central FloridaSP PLUS

Monica VarnerPartner

Big City Events

Ferdian JapPartner

Big City Events

Roger HobkinsonDirector | Destination

ConsultingColliers International

Cedar HamesCEO & Chief Strategy Officer

ParadiseA Strategic Creative Advertising,Digital & Entertainment Company

Ryan WaierPresident | CEO

Eventlive

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A Global Vision for The Pier and The Community

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Project Timeline

2016 2018

January 2016 Select Master

Operator For Pier District

Fall 2016 Complete

Construction Documents

January 2017 Commence

Pier Construction Over Water

Fall 2018 Grand

Opening

May 2016 Complete

Design Development

Phase

End of 2016 Complete Permitting

Summer 2018 Complete

Tenant Improvements

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Destination and Development Consulting

Leading edge advice to property, places and destinations seeking competitive advantage in a changing world

CITIES, TOWNS & MIXED USE

LEISURE, ENTERTAINMENT & RETAIL

WATERFRONTS & RESORTS

CULTURE & HERITAGE TOURISM & VISITOR ECONOMY

SPORT & EVENTS

Destination Development Specialists

Successful Property, Places & Destinations

Attractors - raise awareness pull the market

Infrastructure - creates a sense of place

Services - visitor needs & increase spending

Management – sustainable success

Brand - ‘perception of place’ to the market

Colliers International

Your Journey of Destination Development

What do people say about St Pete, The Pier district?, do they know of it; what does that mean for your city, partners, the private sector and region?

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Introducing Our Place Brand Compass

• Helps places to find their true north

• Clarifying the type of property, place or

destination they want to.

• In an increasingly competitive and noisy

environment it is a core building block of of

“real estate product development”.

• A critical piece of due diligence to help

reduce risk and optimise returns.

Refreshing your current image to your desired identitythrough new product investment and development

Aiming for a Real Estate “Destination Premium”

Early positioning, product development & strategic place brand & marketing to grow value for St Pete Pier district

The Place Making Framework to Waterfronts

Gunwharf QuaysPortsmouth

Düsseldorf Medien Hafen

Montreal Vieux Port

Aker Brygge, OsloGothenburg Lindholme

San Antonio River Walk

Rotterdam Kop Van Suid

V&A Cape Town

VancouverGranville

Island

Hamburg Hafen City

ST PETE ?

Fisherman’s WharfSan Fran’

The Emerging St Pete Offer and Experience?

Sundial Waterfront Arts District

Central Ave ArtsCentral Ave – 3rd – 8th

ST PETE PIER DISTRICT?Warehouse Arts, Grand Central & Edge Districts

Cars Have Great Views…!

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Some Global Projects

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Saadiyat Island, UAE

Lead business plan advisor on new cultural quarter – new Louvre, Guggenheim and National museums

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Brighton Pier, England, UK

Create a Strong Brand

Make the waterfront accessible

Create a variety of attractors

Provide lots of bars/restaurants

Integrate water “on shore”

Make the water accessible

Use heritage to provide “grain”

Provide views of the water

Use events to attract & animate

Create something distinctive

Strong Destination Management

Animate Water & Land

Successful Waterfront Destinations

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Leasing Vision

• Attract a tenant mix of retail, leisure, entertainment, and

destination based uses

• Maintain an acceptable NOI, finding new opportunities to

generate revenue and minimize costs

• Create synergy with existing businesses in St Petersburg

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Pier District Leasing Plan

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About Big City Events

• Est. 2012 in Tampa• Passion for Activating Spaces and

Urban Core • 60+ Events/Festivals• Expertise include: ◦ Event Conception ◦ Logistics ◦ Marketing/Branding ◦ Attendee Experience ◦ Sponsorships ◦ Production ◦ “Making it Happen!”

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About Big City Events

• Fitlife Foods Fit Line

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About Big City Events

• Downtown Golf Driving Range

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About Big City Events

• Gasparilla International Film Festival

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Successful Events

• St. Pete Ribfest• Guavaween• Gasparilla Music Festival• RNC - Events• IIFA – Bollywood Oscars • Tampa Riverfest• Tampa Pig Jig• Oktoberfest Tampa • Onbike’s Winter Wonder Ride • Debartolo Family Foundation • Ian Beckles Foundation• Reggae Rise Up • Over 30 More Events

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Current Events

• Sushi Battle St. Pete• St. Pete Ribfest• Spring Beer Fling St. Pete• Tampa Bay Margarita Festival • Tampa Bay Bloody Mary Festival • Gasparilla International Film Festival • Labor Day Luau • The Rooftop Eve • Bourbon & Brew Festival

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Placemaking Analysis

Best Use

Size

LocationShape

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A Pier Event

A Pier Event

Arts

Accessible

Unique Experiences

Community

Locals /Visitors

Destination Analysis Results

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Programming Goals

• 1 Community Event Per Month • 1 Major Signature Event Per Year (Pier Fest) • 1 Major Event/Concert/Festival By 3rd Party Event Producers Per Month

− Encourage New Events− Analyze Existing Events And Enhance Accordingly− Saturation Point Mindfulness

• Curated Open Air Market w/ FOMO (Fear of Missing Out) • Local Artist/Performers Daily & Weekends

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Programming Ideas

• Fine Arts Activities • Grand Opening Celebrations • Roaming Vendors • Pier Carnival • Pier Fest • Rocktoberfest• Pumpkin/Fall Fest • Holiday Décor & Events • Ice Skating Rink • Brunch Bash • Various Food Themed Festivals ◦ Sriracha, Stone Crabs, Wings, & More!

• Runs/Walks

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Programming Ideas

• Fitness Activities ◦ Yoga, Crossfit, Zumba,

• Night Market • Street Food Market • Cultural Festivals • Artistic Community Events ◦ Open Mic, Spoken Word, Comedy

• Rays Tailgate/Watch Parties • Drink Themed Festivals◦ St. Patricks Day, Beer Cocktails, Local Beers

• COMMUNITY SOURCED EVENT IDEAS!

We Make It Happen!

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Programming & Events

What should we do this weekend?

I don’t know… Lets see…

Hmm… I really don’t know, you decide!

Grrr!! You can never make decisions...

I know! Lets just go to the Pier! There’s always something going on there!

Great idea! Let’s invite the group!

THE place to be and be seen

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Three Critical Components For Success

• Right Team In Place To Operate The Pier

• Clarity On The Feasibility and Destination Development Plan

• Great Design and Plan in Place to Create Physical, Cultural

and Community Connections to the Rest of The City

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Our Team = Long Term Success

CREATIVITY IS OUR MANTRAFresh new marketing

NO CONFLICTSWe don’t own competing properties

PROVEN CAPABILITIESOver 40 years experience

UNDERSTANDING THE MARKETDeep knowledge of the St. Petersburg Market

TENANT OUTREACHHit list specific to each phase

CAPACITYThis assignment will be our team’s priority

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City of St. Petersburg in Partnership with Colliers International

An iterative “business planning” process

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Placemaking Analysis

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