The Tavares Story by Nancy Clutts - Orlando Chamber of Commerce

The Tavares Story
Pulse Magazine
April 2010
Defining Times
Early into her years of public service, Mayor Clutts discovered that Tavares was absent a
citizen generated vision. In 2006, Mayor Clutts formed numerous public/private partnerships and
created a forum for a diverse group of Tavares stakeholders to gather together for a series of
Town Hall meetings geared toward shifting city hall’s exclusive culture to one centered on
citizen inclusion and contribution. The meetings, led by Mayor Clutts with guidance from Phil
Laurien, East Central Florida Regional Planning Council were designed specifically to establish
Tavares’ vision for the future. It was time for the citizens, who had one thing in common:
concern for their hometown, to have a real authentic conversation.
During the visioning process, Tavares’ stakeholders learned that no vision existed and
decisions being made, intended to support the community, appeared to be random and without
purpose. Early into the process, citizens reflected on what it was they liked and disliked about
their community. One thing was certain, the downtown waterfront would provide a clear focus
for building a foundation steep in both history and essential assets to capitalize upon for creating
a distinctive identity. Visioning participants studied Tavares’ rich history; a heritage that later
became a cornerstone for today’s waterfront projects. The waterfront projects were directly tied
to the vision. In the beginning, stakeholders articulated both their displeasure and their pleasure
for the daily impact of the trains, seaplanes, boats and for being the county seat. After much
conversation, all engaged in a common belief: what was once considered to be undesirable, with
the right focus and structure, could easily become distinct value assets. A shift in focus emerged
and this would later prove to be true as Tavares moved to utilize these unique assets to be
positioned and branded as a seaplane community.
Time and again, Tavares’ stakeholders envisioned the future as one teeming with centers
of activity that would exist in concert to support their vision. With this discussion, priorities for
focusing staff time and resources were identified. Conversations and interests centered on
evaluating the rules which governed Tavares’ built environments and participants discovered
several rules which were out of alignment with what they desired for their future. Stakeholders
suggested specific incentives, later put in place, to attract unique and desirable commerce. The
vision meetings resulted in the creation of a Vision Statement for the City. Tavares’ Vision
Statement is now used as the foundation and measure for her leaders’ decision making.
Tavares Vision Statement
Tavares – the Capital Waterfront City of Lake County – Building on a Historic
Foundation – Creating an Authentic, Accessible Community of Neighborhoods, Businesses, and
Citizen Services – Distinguishing Itself as the Defining Vision of Where You Want to Be!

Implementation
In 2007, implementing the community’s Vision Statement became the number one
priority. It was clear that Tavares was ready to implement the vision. A multi-faceted plan was
created specifically to invigorate downtown. Careful attention was paid to embedding aspects of
the vision into the series of planned waterfront projects. Plans included the construction of a seaplane
port, clean marina/fueling station, children’s splash park, train depot, the re-creation of the
historic 1871 Woodlea House (to be used as the Ship’s Store), and the re-creation of the 1912
historic two story Coven Pavilion over Lake Dora (planned to be the community’s Cultural Arts
and Events Pavilion).
With the implementation of the citizen’s vision well underway, the time had come to
narrow the focus for what Tavares’ would be known for into the future. This was to be done
with an extensive branding campaign designed to capture the most unique element from Tavares’
numerous assets. In the fall of 2009 the community’s brand was revealed. Tavares would
become known as America’s Seaplane City. Plans are underway for the design and construction
of gateway features, signage, public furniture and an entire menu of features designed to extend
Tavares’ seaplane identity into a variety of public spaces. Tavares’ brand rooted in history,
positions the community with a clear focus on cultivating seaplane related businesses, industry
and the creation of unique events designed to elevate the identity and experience for America’s
Seaplane City.