Aggressive Approach Yields Tourism Results

Pasco County has put its tourism department on steroids.

The county’s formerly sleepy, nature-centric manner of attracting visitors is giving way to a high-powered, aggressive approach that, if everything goes according to plan, will soon yield a new brand that is expected to focus on the county’s diverse offerings.

Executive director Adam Thomas of the Pasco County Visitor Bureau has commissioned Tallahassee-based public relations firm Zimmerman Agency, LLC, to help coordinate a brand relaunch at a cost of $481,000. In other words, the motto “Open spaces. Vibrant Places.” could be giving way to something that reaches a broader, more defined audience.

“We are building a platform that is going to springboard us into the future and will make us relevant in the Florida tourism market,” Thomas says.

Working with local leaders, the Zimmerman Agency is expected to unveil a draft plan by Aug. 31, and the new brand for Pasco tourism could launch in early October.

Thomas says his goal is to help develop a “life-cycle” of tourism, where visitors fall in love with the area they are visiting, and decide to relocate their families or businesses here, and feed the ongoing growth of Pasco County.

While the county already boasts a variety of festivals and outdoor activities, as well as a bustling western coastline attractive to those who like water sports like fishing, inland suburban areas like Wesley Chapel have evolved quickly to offer even more, like two thriving shopping malls.

Natalie Taylor of “Tampa Bay’s Morning Blend” talks with Pasco County commissioner Mike Moore, Gordie Zimmerman and Adam Thomas about Pasco County tourism.

If tourism in Pasco County felt somewhat staid in the past, it could have been for a lack of product that is now becoming more ample.

Wesley Chapel already is proving there is fruit on the sports tree, thanks to the overwhelming and immediate success of Florida Hospital Center Ice (FHCI).

Helped by a two-percent increase in the Tourist Development Tax (TDT) last year to help pay for a new sports complex (see below) in Wiregrass Ranch, FHCI deserves to receive at least some of the credit for the recent boost in tourism dollars filling county coffers.

The TDT has raised more than $200,000 every month through June this year, with a high of $355,279 in April. Last year, the most it raised in any month was $157,942.

Managing partner Gordie Zimmermann (no relation to the agency) says FHCI is booked almost every weekend with hockey tournaments and other events, a majority of them requiring at least a two-night stay.

There is a rush to build more hotels (the Hyatt Place just opened and three more are on the way along S.R. 56), so visitors have a place to stay, and FHCI is more than able to fill them. “We didn’t have as many places to stay in Pasco County in the past,” says District 2 Pasco Commissioner Mike Moore. “Now, the visitors that may have come to Pasco for a day trip or to visit family can stay. We now have (hotels).”

Moore also said that in the past, the county has lost out on events, due to a lack of facilities, like FHCI, hotels and even enough shopping options and restaurants.

“Now, we can handle all of those visitors,” says Moore, who lives in Wesley Chapel.

Our area should be prepared to handle even more in 2019 and, as a result, more hotels and restaurants are on the way.

“I don’t know if they have ever seen anything like this in the history of the county, and we’re really just ramping up,” Zimmermann says. “We have a lot of different events coming in 2019 that we didn’t even have in 2018. It’s something every week.”

Even the “American Idol” auditions held last week (and one year ago) produced overnight stays. However, it has been the various ice sports, from youth and adult hockey to figure skating events, driving Wesley Chapel’s increased impact on county-wide tourism.

FHCI recently hosted a roller hockey tournament featuring 200 teams over the course of 10 days. Any number of events the facility has already hosted are the largest Pasco County has ever seen, Zimmermann says.

“I’m not surprised by the increase in tourism right now,” says Hope Allen, the CEO of the North Tampa Bay Chamber of Commerce. “We can definitely  tip our hat to Gordie for the majority of that.”

Next year, the new RADDSports-developed Wiregrass Ranch Sports Complex will enter the tourism market and, like FHCI, is likely to make a huge impact of its own.

Thomas also hopes to shine a spotlight on some of Pasco County’s other treasures, including those that speak to the county’s reputation for open spaces, even if those seem to shrinking.

He said “influencers” in the travel industry will be enlisted to spread the word, even travel bloggers, many of whom have large audiences.

On a recent travel post, a blogger wrote of a trip she took, sponsored by VisitPasco, to the county. She wrote (and posted videos) about staying at the Hilton Garden Inn near the Suncoast Pkwy., where to rent a car or a bike, cycling through Jay B. Starkey Wilderness Park, enjoying a balloon ride in Land O’Lakes, ziplining at TreeHoppers Aerial Adventure Park in Dade City and enjoying great food at Capital Tacos and Noble Crust in Wesley Chapel.

“Those are the people that can persuade someone’s travel plans,” Thomas says. “It’s all about finding different ways and different strategies.”

Florida Hospital Center Ice Inches Closer To Its Opening

Gordie Zimmermann stands on one of the all-but-completed rinks at Florida Hospital Center Ice, which is expected to “soft open” sometime in December.
Gordie Zimmermann stands on one of the all-but-completed rinks at Florida Hospital Center Ice, which is expected to “soft open” sometime in December.

As the Grand Opening of the $20-million Florida Hospital Center Ice (FHCI) fast approaches, not a day goes by that Gordie Zimmermann isn’t asked about when that will be.

He is asked in the grocery store, while walking around Wesley Chapel and his phone never seems to stop dinging with text messages and ringing with eager callers.

“Everybody is excited about it,’’ Zimmermann says. “I got hammered all weekend with phone calls, people asking when it will be open and when can they book a birthday party and what are some of the great events coming in. This is such a big community in Wesley Chapel, they can’t wait.”

They won’t have to much longer. Zimmermann says the 150,500-sq.-ft. FCHI, which is located along Cypress Ridge Blvd. on the northeast corner of the I-75/S.R. 56 interchange in Wesley Chapel, is looking at a soft opening in December to test out some final details. He says there are plans for an official Grand Opening in January.  A tentative date has been set, but he still can’t reveal it.

fhci11_9_5A tour through the facility on Nov. 9 revealed that it won’t be long.

One rink is all but finished, framed by completed dasher boards, glass and scoreboards. Once it is cleaned up, the ice will be ready to go in.

A second rink is right behind, as the protective glass was carefully put in recently by workers. A third rink, as well as the main NHL-sized rink, are taking form.

“We’re working as fast as we can to get all the kinks out,’’ says Zimmermann, a developer for Z Mitch, LLC. “Everything has to be just right.” As we went to press last week, the electricity was turned on, lighting up the interior.

Zimmermann said the demand for the new facility has already far exceeded what he expected.

“It’s already basically booked into the summer,’’ he says. “And, we haven’t even gotten to our fall schedule yet.”

fhci11_9Zimmermann says FHCI is about 80-85 percent done. The seating and kitchen for the Top Shelf Restaurant & Bar, which will overlook the rinks below, and seating areas for fans are now easy to visualize.

Sometime in December, Zimmermann says the palatial new complex will be open for some public skating, pick-up hockey games and skate-and-shoot sessions. Learn to Skate USA classes also will be offered sometime in December.

Come January, those in charge of getting the facility up and running will be on a power play. Zimmerman says some events are already scheduled with the Tampa Bay Lightning, including a street hockey tournament (on FHCI’s multi-sports pad) followed by a skills camp put on by former Lightning players.

Zimmermann says the Lightning, who also will hold occasional practices at the facility, will release those details when the plans are finalized.

Better Book Now!

Some of the non-sports events already booked include the Taste of New Tampa and an unnamed (by Zimmermann) 250-person corporate roundtable discussion.

fhci11_9_3On June 17, Skate For Hope, which will feature many of the world’s top figure skaters and will benefit cancer research, will be held at FHCI. Also in June, there will be a National Roller Hockey Tournament that Zimmermann says will feature 200 teams playing for 10 days on three of the FHCI rinks.

USA Hockey adult leagues for age groups ranging from 40+ to 70+ also are coming, and Zimmermann says Tampa Bay Lightning High School Hockey League games will be played at the rink beginning Jan. 4, with the Wiregrass Ranch High (WRH) team he coaches getting the opening night honors, highlighting a doubleheader (and potentially a triple header), along with a to-be-determined opponent and 2-4 other teams.

High school ice hockey players from WRH, Freedom, Wesley Chapel and Wharton (which currently does not have a team but has in the past) high schools will use the rink for practices and games.

On Jan. 18, Bright House Sports Network (BHSN) will televise a live high school hockey game from FHCI.

fhci11_9_4The eagerly-anticipated facility, which will be the largest skating complex south of New York the day it opens, will feature three NHL-sized hockey rinks and one larger, Olympic-size rink, as well as 17,000-sq.-ft. multi-sports pad that can accommodate a number of other sports, even basketball and volleyball and lacrosse.

In addition to the rinks and restaurant, FHCI will have a sports performance center, fitness room and plenty of room for yoga, pilates and dance classes, as well as corporate outings and parties.

“Everything is going smoothly,’’ Zimmermann says, “and when we open, it’s going to be good.”

The most important aspect of the facility – the 65 miles of refrigerated pipe laid in by Toronto’s CIMCO — has to be tested thoroughly as the big motors that will eventually keep the ice for the various rinks at a cool 22-28 degrees or so are revved up, and the final touches are being carefully addressed.

For more information, visit FloridaHospitalCenterIce.com or see the ad on page 12 of this issue.

Zimmerman Unveils Ice Hockey Plans For Wesley Chapel

zimmerman
Seven Oaks resident Gordie Zimmerman (left) unveiled his plans for Wesley Chapel’s first ice hockey facility that will feature four ice pads and space for other sports within the building during a press conference on May 29.

By Matt Wiley

It seems that Wesley Chapel is going to be pretty cool in the coming years, as two ice hockey rinks now are in the works for our area, although one of the two is significantly closer to becoming a reality.Continue reading

Wesley Chapel Could Get ‘Cooler’ With Largest Hockey Facility In Florida

If all goes according to plan, the conceptual building pictured above will house the state’s largest ice hockey facility, off S.R. 56 in Wesley Chapel.
If all goes according to plan, the conceptual building pictured above will house the state’s largest ice hockey facility, off S.R. 56 in Wesley Chapel.

By Matt Wiley

Gordie Zimmerman sees a cold, icy future ahead for Wesley Chapel. That is, if his company’s plan to build the largest ice hockey facility in the Tampa Bay area comes to fruition.Continue reading