by Mike Sharkey
Staff Writer
It’s hard to imagine the town hall-like meetings Mayor John Peyton started having Monday haven’t caused flashbacks to his original mayoral campaign in 2003. The difference is, six years ago Peyton was making a case for himself and what he’d bring to Jacksonville if elected mayor.
Tuesday, Peyton went before another group, this time serving as both pitchman and shaman. The sell job is pretty simple: convince the general public to bombard City Council with phone calls, e-mails and letters urging them to adopt his plan to raise the millage in Jacksonville for the first time in 17 years.
The consequences, he said, are dire. Peyton told a group Tuesday at Snyder Memorial that leaving the millage rate status quo — it’s currently at 8.48 and he wants to raise it by 1.02 mills — would mean the end of Downtown social events as we know them, drastic cuts to social services, the closing of fire stations and libraries and several other options, none of which are appealing.
Peyton referred to raising the millage rate for the first time in 17 years as “unthinkable” but something that must be done in order for Jacksonville to maintain many of the services that don’t fall under public safety within the City budget.
Peyton met with a group that consisted of City employees from the Office of Special Events, Landing representatives, Visit Jacksonville, Downtown Vision, Inc., the Gator Bowl Association, the Jacksonville Economic Development Commission, PRI productions and others with vested interests in both the day-to-day activities and retail business Downtown as well as the impact major events have on Downtown and the reputation they help create.
“This budget is probably more pressing than any we’ve ever had,” said Peyton, who stressed the City isn’t about to go belly-up. “We are not going out of business, we are not going to not meet payroll and we are not going to default on our bonds.”
Peyton said the budget deficit the City is facing for the 2009-10 fiscal year — about $107 million out of a nearly $1 billion budget — is the result of Amendment 1, which didn’t pass in Duval County, but was implemented statewide. That amendment reduced the revenue the City generates through property taxes. With what Peyton calls an “unsustainable, skyrocketing” pension, increasing public safety costs and lower property values, the City is facing a budget deficit unlike any other in recent memory.
Tuesday’s meeting with those who create events that generate revenue from locals and tourists alike wasn’t an attempt to illustrate the urgency of the shortfall — most are aware — but rather to urge those in attendance to help convince Council to adopt Peyton’s plan.
“This is about fixing something that was done to us,” said Peyton, explaining the millage rate increase would cost most homeowners about $97 annually. “I would argue that $97 to the typical homeowner is worth it.
“I would encourage you to engage them (Council) if you think this is the right thing to do. Tightening our belts is not a plan and it’s not a strategy. It’s a bumper sticker.”
After explaining his stance and the logic behind it, Peyton fielded several questions. Doug Ganson, owner of multiple stores at the Landing, questioned the need for Jacksonville to have the largest park system in the country if there isn’t money to maintain it. He suggested selling a portion the land, which would put it on the tax rolls.
“What is the use of having the largest park system if it’s not the best?” said Ganson.
Peyton said he doesn’t consider than an option and pointed out he thinks the park system is for the generations to come. Ganson also suggested selling the property under the Landing to Toney Sleiman, something Sleiman has asked about several times over the years. Peyton said Sleiman leases the land from the City and doesn’t want to see the entire riverfront wind up in the hands of private developers.
Teresa Price, director of the City’s Office of Special Events, called Peyton’s plan “realistic,” but worries about what would become of Downtown and Jacksonville in general if events such as the Jazz Festival and others were eliminated.
“I worry about it being a different city and on what level it would be different,” said Price, whose office has a budget of $3 million to $4 million, but estimated it has economic impact of closer to $200 million annually.
Lyndsay Rossman, director of corporate communications for Visit Jacksonville, said her organization — and area hotels — relies on major events to help draw tourists, and their money, to town.
“Visit Jacksonville is very supportive of anything that attracts and maintains the tourism product,” she said. “We want to continue to make Jacksonville a destination people want to visit.”
If the property tax hike isn’t approved — it takes at least 10 votes from Council — the Cultural Council will go unfunded, the Equestrian Center will be closed as will the Ritz Theatre. Rossman said she has heard there are talks of cutting the zoo’s budget and Price’s budget. None of those, she said, are good options for Visit Jacksonville.
“Those are things we rely on to attract visitors and create visitor demand,” she said. “Not having those things makes us less competitive in the marketplace.”
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