Hollywood Community Redevelopment Agency Board Meeting – October 9, 2025

The Hollywood CRA Board met on October 9, 2025, at 9:00 AM in City Hall. The meeting covered the consent agenda, public comments, a presentation on the Lead with Love mosaic mural for the Beach Theater, updates on the Coastal Resiliency Phase IV and FDOT pump station projects, the FY2026 media advertising buy, and several board-directed initiatives. Key decisions included directing the 360-degree wrap of the mural, requesting a map of all pump station coverage, and agreeing to hear from Cinema Paradiso's new operator before finalizing the advertising allocation.

Consent Calendar

• R-CRA-2025-39: Approved a first amendment to the construction contract with Florida Sign Group, LLC for citywide gateway and neighborhood signage, authorizing assignment of the contract.
• R-CRA-2025-40: Authorized a purchase order to McGrath Rent Corp (d/b/a Mobile Modular Management Corp) for a beach office trailer at $262,660.00 via Sourcewell contract.
• R-CRA-2025-41: Authorized transfer of $404,138.08 to the City of Hollywood Public Works Department for bathroom renovations at Charnow Park and Johnson Street.
• All three items passed unanimously (6-0) without discussion.

Public Comments & Testimony

• Bob Wickman (resident, beach area) reported that the WayPro check valve pilot program on his street is working for normal rain, but high tide flooding still occurs because the storm drain system is not interconnected. He noted water bubbling up from manhole covers on A1A and urged broader implementation and repair of flap gates. He expressed appreciation for the program's effectiveness during rain events.
• Andre Brown (resident) praised the city for cleaning drains and new employees, and expressed gratitude to commissioners for community work. He also jokingly requested a raise.

Discussion Items

Lead with Love Mosaic Mural

• Presentation by Lisa Liotta (Development Officer, CRA): The mural, designed by renowned artist Say Adams, is proposed for the east elevation of the Hollywood Beach Theater (band shell). The $10,000 fee for Adams is offset by Business for the Arts (BFA). The mosaic installation (720 sq. ft.) is estimated at $50,000. The rendering shows bold colors and the text "Florida's Hollywood."
• Board Discussion:
  • Board Member Biederman questioned the location on the back of the band shell, suggesting limited visibility. He proposed wrapping the mural around the front and sides (360 degrees).
  • Board Member Shuham supported the idea of wrapping and suggested the door could be finished with a clear acrylic panel.
  • Board Member Hernandez recommended solar lighting for nighttime visibility.
  • Board Member Callari suggested adding the word "Love" on the front knee wall.
  • Vice Chair Quintana expressed concern about additional costs for wrapping and favored supporting local artists.
  • Board Member Gruber was disappointed that the back location faces away from beachgoers but supported the mural.
  • Board Member Callari proposed changing the text to "Hollywood Beach, Florida."
• Directive: The board directed staff to proceed with the original backside installation in December (to avoid delays) and to work with the artist to design a 360-degree wrap of the band shell using mosaic tile. The front bottom footer should be considered for mosaic or concrete recast. Lighting will be a separate, simultaneous effort. The design will be updated and brought back to the board.

Coastal Resiliency Phase IV & FDOT Pump Station Update

• Presentation by Adam Rosmell (Burkhardt Construction):
  • Storm drainage installation on 17 east-west streets (Hollywood Blvd to Magnolia Terrace) is 100% complete.
  • Fire hydrant relocation is 90% complete.
  • Franchise utility conduit installation is 90% complete on east-west streets; work on A1A has begun.
  • Streetscape construction on Van Buren Street started in late August; roadway is under construction (4-5 weeks).
  • The project is on schedule, with each street taking about 8-9 weeks.
• Presentation by Jesus Sarmiento (FDOT Project Manager):
  • Four pump stations are being installed at Sheridan Street, Franklin Street, Van Buren, and Bougainvillea. Construction began June 2025; estimated completion summer 2028.
  • Currently working at Sheridan (seawall sheet piling) and Bougainvillea (drainage inlets).
  • The pumps are designed to serve specific basins; not all streets will be connected to a pump.
• Board Discussion:
  • Board Member Hernandez noted that the WayPro valves only protect the city's side; FDOT's aging system still allows flooding. He requested a public records request for FDOT maintenance records and pursuit of an interlocal agreement (ILA) for reimbursement if the city does FDOT maintenance.
  • Board Member Shuham requested a list of all defects reported to FDOT and their repair status within one week.
  • Board Member Callari asked about temporary pumps during king tide season.
  • Chair Levy requested a comprehensive map of all six pump stations (four FDOT, two CRA) to identify gaps and determine if additional pumps are needed.
  • Executive Director George Keller committed to meeting with FDOT District Secretary Steve Braun directly.
• Directives:
  • Staff to produce a map of all pump stations and basins.
  • Pursue an ILA with FDOT for maintenance and possible reimbursement.
  • File a public records request for FDOT maintenance records from the past 24 months.
  • Request a workshop with FDOT staff and contractors.

FY2026 CRA Media Advertising Buy

• Presentation by Joann Hussey (Director of Communications, Marketing, and Economic Development) and Josh Morton (PR/Marketing Coordinator):
  • Total investment: $288,630, with $74,000 contingency.
  • Focus on retail recruitment, infrastructure improvements, and promoting the beach and downtown.
  • Channels include digital (Meta, LinkedIn, Placer AI), print (South Florida Business Journal), broadcast (WSFL TV), geofencing, outdoor (bus benches, HollyGo), and earned media.
  • $60,000 allocated for Cinema Paradiso advertising (on-screen video, cross-promotion).
• Board Discussion:
  • Board Member Hernandez opposed the $60,000 for Cinema Paradiso, arguing it does not serve economic development because the audience is already local. He moved to reallocate the $60,000 to digital boosting.
  • Board Member Biederman supported the motion, noting the value should be quantified.
  • Board Member Shuham supported keeping the funding, citing the new operator's value.
  • Board Member Callari questioned the effectiveness and suggested the cinema has not generated foot traffic.
  • Chair Levy proposed inviting the Art and Culture Center (new operator) to the next meeting to present their plans.
• Vote on Motion to Reallocate: The motion to move $60,000 from Cinema Paradiso to digital advertising failed 4-3. The board agreed to have Cinema Paradiso present at the next meeting before making a final decision.

Key Outcomes

• Consent Agenda: Approved 6-0.
• Lead with Love Mural: Board directed 360-degree wrap design; original backside installation to proceed in December; design updates to be brought back.
• Coastal Resiliency: Staff to produce a map of all pump stations and basins; pursue ILA with FDOT for maintenance; file public records request for FDOT maintenance records; schedule a workshop with FDOT.
• Media Advertising Buy: No vote taken; board will hear from Cinema Paradiso at the next meeting.
• Keating Park Playground: Staff to bring a simple concept for a children's play area at the next meeting.
• Band Shell Audio/Video: Staff to report on equipment and licensing requirements for streaming performances.
• Parking Lot Opening: The parking lot behind the post office will open October 10, 2025, at 8:30 AM.
• Beach Reef Webcam: Pending a county permit; staff to assist in expediting.