The Navarre Beach Pier Complex in Navarre, FL is situated on the only gulf beach in Santa Rosa County. It’s sugar white sands and emerald green waters attract thousands of visitors, both local and out of towners, each year. The pier is well designed and acknowledged as the longest on the Gulf Coast, a magnet for fishermen and sightseers. With attached restaurant and retail structure, it should be the crown jewel of Navarre Beach and a point of pride for Santa Rosa County.
We at Growing Santa Rosa County Enterprises intend to make it just that. As longtime residents of Navarre and Santa Rosa County, we are entering this proposal as a means of giving back to the area that has been so good to us and that we take immense pride in. This is a public facility funded by taxpayer dollars, and view this effort as a stewardship of a community resource that belongs to all of us.
Vision:
Through strategic application of our sound business principles based upon proven successes and by partnering with and employing individuals with experience and success in the field, we offer a comprehensive business plan that will not only make the complex a profitable venture, but a beacon for the community and County we call home. What defines success for the pier?
When, Navarre residents decide to meet at the Pier for the sunset, when a family from Milton eagerly anticipates a day outing at the complex on a Saturday, when tourists from Atlanta, New Jersey or Wisconsin returns from a vacation and tells their neighbors what a great time they had and what an amazing destination Navarre Beach is, especially time spent at the County Pier Complex. Once accomplished every other definition of success will follow. This is the keystone of our plan.
Growing Santa Rosa County Enterprises (GSE) is a local minority, veteran owned LLC that are currently involved in a number of endeavors. The partners bring a vast wealth of collective knowledge, experience and proven business success. GSE is a business development consulting firm which provides a concierge approach to assisting startup businesses and initiatives to make the County a better place to work and live. By supplying oversight to an experienced management team, our diverse business acumen and proven record of success will be applied to making the Navarre Beach Pier Complex successful for the County.The Principals are:
Jessika Schelfhout
Principal owner
13-year Navarre Resident. A distinguished 22-year Air Force Career of Special Operations Command leadership
Experience. Managed 7.5 million in personnel, resources and logistics for over six Air Force bases.
Ken Fountain
Managing Partner
Business, Real Estate and Development Attorney, local business and employer for 21 years, Board Certified Real Estate Lawyer, and Navarre resident.
Jerry Rollison
Managing Partner
Local Electrical Contractor and co-owner of Ye Old Brothers Brewery in Navarre.
Larry Rollison
Managing Partner
Local Electrical Contractor and co-owner of Ye Old Brothers Brewery in Navarre.
Jonathan Cole
Managing Partner
Successful sales executive. Experienced in military construction, project management, financial advising, and technology sales. Long-time time Navarre resident, involved in the local community.
Our goal is to make the entire endeavor benefit Navarre Beach and Santa Rosa County. Our first order of business will be to win back local citizens who may refrain from coming to the complex because of the negative past experiences they have encountered. Once the complex is restored as a destination spot, the number of county residents and tourists will increase, bringing a correlating increase in revenue for Santa Rosa County.
Every GSE partner has been a visitor and patron of the Pier Complex many times. It is a part of our community. While contemplating of “How can we make the facility better?”, in contrast to come up with grandiose developmental ideas, we maintained the unanimous conclusion with proper management the pier complex could be a true
reflection of the community it represents.
Through the efforts of the County Tourist Development Council a new slogan was adopted for Navarre Beach “Florida’s Most Relaxing Beach”. Navarre Beach is indeed relaxing not as busy or oversaturated as other Gulf beach locales like Destin and Panama City Beach. Our logical conclusion is to avoid overdevelopment of a location that is of the essence of Navarre Beach simple, unpretentious, unhurried relaxing. It offers the only unrestricted view of the Gulf in Santa Rosa County. This more than any other feature is what brings people to the complex. We want to provide a clean, relaxing venue to soak in the breathtaking view along with friendly customer service, great food and beverage choices, and peaceful, family friendly atmosphere.
While establishing the Pier Complex as a go to destination we intend to make it a successful operation, providing revenue to the county as well as positive public and media perception. We will accomplish this by strict adherence to the following common-sense business principles:
• Competent management
• Friendly, courteous staff
• Excellent locally sourced food and beverage choices
• Rigid accounting methods, fiscal responsibility and transparency
• Reinvigorate community engagement and tourism
• Strict compliance with FDA, OSHA, environmental, state and county regulations
• Provide a relaxed, family friendly experience
Transparency
Retail Manager
• Financials readily available for County
• Separate Point of Sale (POS) accounts for pier, bait shop, and restaurant
Solvency
• Sufficient cash on hand and lines of credit at all times
Marketing
• Newspapers
• Television
• Social Media
• Billboards
• Local Magazines
• Websites featuring craft beers
• Hand-fill racks in hotels, condos, restaurants, etc.
The focal point of the complex is the pier itself. At over 1,545 feet in length it is touted as the longest on the Gulf Coast. This allows anglers the opportunity to catch more species of fish than shore fishing would allow; along with a spectacular view of the clear emerald green waters, local marine life and spectacular sunsets for the guest on a casual stroll.
Entrance to the pier will be by payment at the payment window and not at the retail shop register. This will eliminate co-mingling of recorded transactions and funds. All transactions will be recorded through an account separate from the restaurant and the retail store within the POS system. Special passes will also be purchased at the entrance window. All revenues collected will be deposited into a dedicated account separate from any GSE banking account and the proceeds will not be tapped for operating expenses. Payments to the county for pier traffic will be set up as on and automatic draft. The county will not have to wait for their payment. These provisions will provide the county with a transparent account of actual pier visitors and confidence contractual terms will be met.
While informally polling local pier patrons a common complaint was “the Pier is beautiful but long”. The lack of amenities at the end of the pier currently presents difficulties. Some have had to curtail their fishing trip to return to the mainland complex to use the restrooms, purchase food and beverages or bait. We have a plan in place to remedy that:
As of this RFP period there is a pending letter requesting a waiver on the state prohibition of restrooms over open water. If approved, GSE will undertake the design, review, permitting, expense and construction of a restroom facility at the end of the pier. It will be attractive and well designed to meet all applicable codes, especially wind codes. GSE will also undertake the cleaning and maintenance of the facility for the length of the relationship. In the meantime, contingent upon the approval of the waiver request, we will provide trailer based portable toilets. These will be moved onto the pier each morning and removed at closing for pumping. They will be cleaned and kept in good working order at all times.
A food cart will be implemented on the pier for the convenience of the public. In the mornings it will provide coffee and other beverages as well as breakfast sandwiches and doughnuts from the Milton Bakery. Starting at 11:00 AM until close it will carry a selection of sandwiches and handheld foods, snacks, beer, soft drinks and water.
An additional small cart will also make rounds selling additional bait and tackle. These amenities will allow pier users to maximize their time enjoying the pier and eliminating the need for trips back and forth to the shop or restaurant.
As an added feature for novice fishermen, a “fishing coach” employed by GSE and hired by the hour to instruct users on correct tackle rigging, correct bait, which species to fish for, instruction on state regulations, size limits and seasons as well as species identification. They will also point out responsible fishing techniques to preserve
marine life such as sea turtles and porpoises. This will provide a unique experience and encourage new fishermen who might have been otherwise intimidated by the process.
Tourists staying locally can utilize rod rentals, as well as our fish cleaning services, where their catch can be cleaned, bagged and iced, complete with recipe cards to prepare fresh local seafood they caught themselves.
All pier staff will treat all visitors with friendliness, courtesy and respect at all times.
Surf and flag conditions, as well as fishing reports will be updated hourly on our website, social media pages and local news outlets.
We want both locals and visitors to maximize the fishing pier to its fullest potential, bringing them back time and time again.
Sanddollars will be the retail shop for the pier complex. Our intention is to clearly delineate the shop from the rest of the pier complex as a separate entity.
We will operate a separate Point-of-Sale System for Sanddollars. All transactions will be recorded, and inventory taken regularly, to ensure accurate financial records. Of course, a large portion of the space will be dedicated to one the pier’s main functions fishing. Bait and tackle will be offered at reasonable prices, as well as rod rentals. Our staff will be more than able to assist visitors with selection of equipment based on their level of experience, as well as their target catch.
We will also offer a selection of food and drinks within the store. On top of the typical selection of snacks and sodas, we have also secured numerous Letters of Intent to stock local art and products, such as Allie Gator’s Barbecue Sauce and local honey, within our store to support local entrepreneurs.
In addition, we will offer products produced in our local area as well as beach gear, clothing and accessory items. Also marketing items such as clothing, accessories and gifts reflecting the Navarre Beach theme; “Florida’s Most Relaxing Place”. We will also market merchandise provided by the Tourist Development Council. There will also be marketing items for the Pier Complex and the restaurant available for sale.
We will also extend to the County an opportunity to stock county merchandise within Sanddollars. We want to ensure we are marinating a healthy partnership with Santa Rosa County and its citizens.
Our mission is to have not only a separate retail store but create a beach shopping experience which will keep people coming back.
The restaurant concession at the Pier will be called Foxtails Beach BBQ & Raw Bar. We feel BBQ and Seafood are true reflections of our Beach and our County’s culture and heritage and all of our food and beverage items will be of the highest quality and served with pride.
Larry and Jerry Rollison opened Ye Olde Brothers Brewery a few years ago on Highway 87 in Holley. The universal feeling at the time was “They’re building a restaurant in the middle of nowhere. It’ll never make it.” Now when you mention “The Brothers” the comment is “Those are the guys that built a restaurant in the middle of nowhere and it’s a big hit.”
Utilizing the Rollison’s experience in the industry and their proven record of success, Foxtails will implement the same business model they have employed so successfully at YOBB. And it starts with customer service. When you treat your customers like friends, like you would wish to be treated yourself, it not only makes the experience enjoyable but ensures they will return time after time. This principle will be the bedrock upon which Foxtails will operate and succeed.
Following the same formula, the next step is to provide quality meals that will more than satisfy. The experience will be unique and fun. An assorted selection of smoked meats will be served, as well as sandwiches, salads, appetizers, desserts and a kids menu.
In addition, there will be a selection of fresh local Santa Rosa County seafood provided by Rollo’s Seafood Market in Milton. Our raw bar will showcase East Bay Oysters when available, with a selection of fresh Florida oysters in support. There will be other seafood items as well including shrimp, fish and a few occasional surprises.
The crown jewel of the Foxtails menu will be a full draft selection of beers brewed by Ye Olde Brother’s Brewery, the first brewery in Santa Rosa County. In addition to their popular flavors such as Black Bear Honey Wheat, East Bay IPA, Blackwater Stout and Panhandle Porter the Brothers will brew a signature beer exclusively for Foxtails – Pier Beer! A percentage of proceeds of its sale will go towards the featured charity of the month. We will also provide a growler service for the YOBB products. In addition, there will be a limited selection of domestic and imported beers and a variety of wines.
And no meal is complete without satisfying your sweet tooth, and to this end we have an agreement with historic Milton Bakery to supply a variety of their popular baked goods as our dessert selections.
Maintenance
The entire pier complex will be regularly inspected for damaged items or any dangerous or unsanitary conditions. Such identified conditions will be immediately repaired or corrected.
• Restrooms will be cleaned and restocked twice daily.
• Electrical and lighting renovations.
• Hurricane planning
We will develop a Hurricane Action Plan that will be implemented in the event a tracked storm nears our area. It will entail removing as many items as possible to a storage location, boarding up windows and securing any other items that can’t be moved. The facility will be closed. Part of the plan will include recovery efforts after the storm has passed. Revised copies of the plan will be submitted to the County at the start of every hurricane season.
• Storm Readiness guidelines. The Fishing Pier will be closed when thunderstorms are present. There will be a lightning protocol in place where pier users will have to exit to either the retail shop, restaurant or to their vehicles. They will be allowed to return to the pier once an all clear is issued.
• Emergency vehicle access – an action plan will be in place for clearing the ramp area and allow access for emergency vehicles onto the pier itself as necessary.
• We will have a designated corporate safety officer who will devise and implement a comprehensive safety plan per OSHA, state and local regulations. They will make regular inspections of the entire complex, identify safety issues and direct their correction, maintain Material Data Safety Sheets as needed and ensure workplace safety at all times.
GSE is fully committed to providing a safe environment for visitors and employees and will never cut corners when it comes to safety.
Our intent is to make a visitor’s experience at the pier complex memorable. To that extent we will offer added value amenities to assist in that endeavor.
• Surfboard rentals: visitors may rent both long or short boards by the hour for their visit to Navarre Beach.
• Surfing lessons (Surf permitting): For persons interested in learning the skills, we will offer surfing instructors who will be available on days when surf conditions will allow hands on lessons.
• Volleyball lessons: Through our partnership with Bulldog Beach Volleyball lessons will be made available by their talented instructors.
• Gated play area for children:With in the first year we will construct a gated play area on the premises.
Over time more amenities will be developed based on customer response. Customer feedback will be extremely important to us and we will always be open to considering new ideas.
• Fishing Tournaments
In association with the Florida Game & Fish Commission and other local bodies we will host fishing tournaments through out the year, especially children’s tournaments. This will include guest appearances by television fishing celebrities for photo ops and autographs.
• Continued support for Tunes by the Dunes – GSE will cooperate with the Navarre Chamber on continued to provide and possibly expand this successful community endeavor.
• Movie Nights
GSE will continue the current movie night program
• Volleyball tournaments
In our partnership with Bulldog Beach Volleyball we will strive to enhance the Navarre Beach volleyball experience. We will improve the existing courts and add lighting, a specially designed system that will adapt to state regulation compliance during turtle nesting season yet still allow play after dark. Also, we will strive to host regional and national tournaments featuring governing bodies such as the National Volleyball League, the Southeastern Volleyball Tour and ADP Next. Making Navarre Beach a go to destination for touring leagues will provide more visitors to our area as well as regional and national exposure. Celebrity Volleyball Professionals will also be scheduled to make appearances to sign autographs and picture opportunities.
• Cornhole tournaments
• Pig roasts/seafood boils for the community. As part of our Giving back to the County initiative we will host a monthly community event strictly for locals, whether an informal fish fry or crawfish boil or pig roast. Food will be available on a price per plate basis, a portion of which will be donated to the designated Charity of the Month. It will be a fun event that will ensure a feeling of community.
• Children’s events
• Annual Charity Gala
A beach casual event with great amenities to help raise funds for different charities.
• Sand Castle competitions
• Oktoberfest * Sponsored by Ye Old Brothers Brewery
• Navarre High School Homecoming Pep Rally. We will work with Navarre High School Administration and booster club to provide a pep rally on the beach the night before the homecoming football game. We will seek permission to have a small bonfire at a specially designated site along with other events to build community spirt for the Navarre Raiders. (Bonfire contingent upon all rules, regulation and permissions)
• Local Art Exhibitions/Gallery Nights By staging fun and engaging family friendly events GSE hopes to engender more community togetherness as well as the feeling the pier complex belongs to us all.
Local Sourcing
• In line with our “Keep it local” theme we will source as many products and services as possible from within Santa Rosa County. The following are sources in which we have already reached an agreement in principle.
• Ye Olde Brothers Brewery craft beer – First Craft Brewery in the County
• Rollo’s Seafood – East Bay Oysters and other locally harvested seafood
• Allie Gator’s Sauces, spices and rubs – Locally produced condiments
• Milton Bakery – Locally provided cakes, pies and other goodies
• Bulldog Beach Volleyball – Volleyball tournaments, leagues and lessons
• Navarre local honey- Provided by James Levins
• Art Provided by Casey Stoddard
•
Giving Back to the Community
•
Locals, military, first responder, and senior discounts Locally sourced products
Monthly featured local charities
Charity events
High School booster club/bonfire rally/homecoming events Ecological cooperatives and initiatives
Development Initiative of East Bay Oyster industry
We at GSE know it’s easy to make promises. Keeping a different matter. Everything we have proposed are spelled out in the terms below. Our 100% commitment is based upon:
•Over 100 years of combined business experience
•A proven record of success in our business endeavors
•The proven success of Ye Olde Brothers Brewery, which is the blueprint for our proposed operations.
•Every partner is a resident of Navarre and committed to this county
•With a track record of success we won’t allow this proposed relationship with Santa Rosa County to be anything other than a success.
We are staking our professional reputations to this venture.
• These are our proposed terms for management of the Navarre Beach Pier Complex. Some are previously stated earlier in the proposal but are repeated for emphasis.
• GSE proposes a six year lease on the pier complex concession. Six months prior to the end GSE and the County will meet for a joint assessment of performance and expectations. If both parties mutually agree then an option for an additional 6 years will be exercised.
• GSE will collect all proceeds from the pier entrance, deposit it into a dedicated account and remit full payment on a monthly basis.
• In addition to the pier proceeds, GSE will pay the County an additional 10% on collected fees, which will be included into the pier remittance.
• Santa Rosa County will receive 5% of revenues generated by Foxtails BBQ and Raw Bar and Sanddollars combined.
• GSE will provide a $1,000,000 umbrella liability policy, a $1,000,000 general liability policy, as well a liquor liability insurance policy for $1,000,000 Santa Rosa County will be listed as additional insured on all policies.
• GSE will pay all expenses for utilities.
• GSE will pay for all maintenance costs related to the pier operation.
• A startup plan will be developed with the county and the current management group so that the transition if the concession is awarded will be as seamless as possible and have minimal impact on visitors.
• Any changes or additions to the agreement, including any additions to the current infrastructure, will be presented
• Any requirements in the RFP not specifically covered in this proposal will be adhered to.
GSE was built on the foundation of community. And that is what we stand by in
all of our endeavors. By embarking in this proposal process, we intend to provide these services to benefit our community. The Navarre Beach Fishing Pier Complex is a resource that requires steadfast leadership, proper stewardship, and a supportive community.
We at Growing Santa Rosa Enterprises are ready and willing to provide the leadership that is required to properly manage the pier complex. Run by very successful, local business people from a wide variety of fields, we have the knowledge, the experience and the drive to see this through as a very successful venture. A venture that will benefit the residents of Navarre Beach and the rest of Santa Rosa County as well, providing useful amenities, engaging activites, and a place for visitors to unwind and relax.
Proper stewardship is the only way a tax-payer owned property should be managed. By maintaining separate Point of Sale systems for the retail store, restaurant, and the pier, and making the financials readily available for the county, we will ensure that the whole business operation is run completely transparent. We owe this to the citizens of Santa Rosa County.
The community is why we do what we do, it’s right there in our name. We are here to help grow Santa Rosa County. We will be supporting multiple local charities, as well as the schools in Santa Rosa County through assistance with fundraisers, donations, and venue use.
We see this bid as not only as a business venture, but as an opportunity to give back to the community that has so willingly given to us. We are the best option for the management of this complex, because we come caring, and not in pursuit of the almighty dollar. We possess the leadership knowledge, accept the opportunity to be good stewards of citizen owned property, and exist to grow our community. We are here to keep it local, and to keep it simple.
