Mark Beall
Director of Business Development and
Concessions Management at Florida’s Turnpike
October 30, 2012
Agenda
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Service Plaza Redevelopment Project
Tollbooth Advertising
Sponsor-a-Highway Program
Specific Services Logo Board Advertising
State Farm Safety Patrol Program
Plaza Sponsorship Study
Service Plaza Hotel Study
Anclote Service Plaza Project
Service Plaza Redevelopment Project
• Project to replace/renovate aging facilities at
eight service plazas on Florida’s Turnpike
Mainline and Homestead Extension
• Upgrade design architecture, function of the
service plazas, and associated services
Analysis of Facility Issues
• Gas stations small and old
• Restaurants old and unmatched to markets
served
• Inadequate number and design of restrooms
• Function of Plazas – Transitional, Rural, Commuter
• Bus Parking at Rural Plazas
• Fueling unbalanced for emergency operations
Goals & Objectives
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Single Source Vendor
Limited FTE Maintenance Obligation
Guaranteed Revenue Stream
Performance Standards
Shared Investment
LEED Certification
Convenience Stores
Upgrade Level of Architecture and Landscaping
Enhanced Infrastructure for Emergency Operations
New vendor, new beginning…
Areas USA FLTP, LLC
Highlights of new Areas USA Contract
• 30 year concessions agreement
• $163 million Public/Private Partnership
$ 62 million investment by Turnpike
• Leadership in Energy and Environmental
Design (LEED) Silver Certification
• Annual Minimum Concession Fee or
5.75% of Gross Receipts
– Annual CPI adjustment to Minimum
Concession Fee
• Construction Milestones
Large Convenience Store
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Pompano Beach and Okahumpka
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New 11,500 sq. ft. building
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Three (3) to Four (4) branded food
concepts
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New fueling facilities
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Expanded truck parking at Pompano
Renovated Service Plazas
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Turkey Lake, Canoe Creek and West
Palm Beach
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Expanded and renovated restaurant
buildings
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4 to 5 branded food concepts
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New 3,500 sq. ft. convenience stores
with fueling facility and 1 branded food
concept
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Expanded truck parking
Newly Constructed
Service Plazas
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Fort Drum and Port St. Lucie / Fort Pierce
New 40,000 sq. ft. restaurant buildings,
twice the size of existing buildings
Six (6) to Seven (7) branded food
concepts
New 3,500 sq. ft. convenience stores
with fueling facility and one (1) branded
food concept
Expanded truck parking
Snapper Creek
Service Plaza
• Renovated convenience store
• New restroom facilities
• One (1) branded food concept
Service Plaza Facility Opening Dates
Opening Dates
Plaza
Phase I
Turkey Lake
Canoe Creek
Fort Drum
West Palm Beach
Pompano Beach
Snapper Creek
Phase II
Okahumpka
Port St. Lucie/
Fort Pierce
C-store
Restaurant
Opened Spring 2012
Opened Spring 2012
Winter 2012/13
Winter 2012/13
Winter 2012/13
Winter 2012/13
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Opened Spring 2012
Opened Fall 2011
Winter 2012/13
Winter 2013/14
Fall 2014
Fall 2014
Fall 2012
Winter 2012/13
LEED Credit Categories
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Sustainable Sites
Water Efficiency
Energy + Atmosphere
Materials +
Resources
• Indoor
Environmental
Quality
• Innovation in Design
Plaza Themes
• Water Theme
– Pompano Beach
– Port St. Lucie/Fort
Pierce
– Canoe Creek
• Landscape Theme
– Fort Drum
– West Palm Beach
– Okahumpka
• Sun Theme
– Turkey Lake
– Snapper Creek
Water Theme
Sun Theme
Landscape Theme
Ongoing Construction – Fort Drum
Ongoing Construction – Fort Drum
Ongoing Construction – Fort Drum
Finished Facilities – West Palm Beach
Finished Facilities - Pompano
Finished Facilities - Pompano
Final Food Concepts
• Tollbooth Advertising
– Non-exclusive license to utilize outside front
windows of tollbooths at certain toll facilities
– Commercial interests with specific
advertising/sponsorships disallowed
– Department discretion to approve or disapprove
– Agency secures and maintains all
advertisements/sponsorships
– Currently 199 toll booths utilized
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• Sponsor-a-Highway Program
– Generate revenue to help fund
roadway maintenance, roadway
improvements and new service
programs
– Acknowledgement & sponsorship
signs sold as two mile segments
– Vendor assumes all program costs
– Annual guarantee $200K or 40% of
gross receipts
– Currently 115 sponsorships
– Maximum 300 signs system-wide
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• Specific Services Logo Board Advertising
– Categories: food, fuel, lodging, camping,
attractions & pharmacies
– Annual guarantee $180K or 25% of gross revenue
– Currently 465 logo board advertisements
• HEFT – Some exits exclude Food and Fuel
categories
• Mainline – Food category excluded
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State Farm Safety Patrol Sponsorship
– Sponsorship of road ranger program in return for
advertising on the vehicles and for promotional
opportunities
– Vehicle ID, signage, uniform & event sponsorships
– Partner in research & safety
– Revenue to aid in program expansion
Revenue to the Turnpike
Business Development
Service Plaza Program
Tollbooth Advertising
Sponsor-a-Highway Program
Specific Services Logo Board
Safety Patrol Sponsorship
TOTAL
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FY12
$6,000,000
1,089,700
200,000
$180,000
$297,000
$7,766,700
Program To Date
$24,250,000
4,568,000
717,000
952,000
1,912,500
$32,399,500
Hotel Study
• Potential development and operation of hotel(s) at
Okahumpka, Turkey Lake, Port St. Lucie/Fort Pierce and
Snapper Creek Service Plazas
• Limited services hotels of
60-80 rooms each
• Industry Forum –
December 10, 2102
Anclote Service Plaza
• Potential development and operation of Service Plaza at
Anclote Toll Plaza (MP 23 Suncoast Parkway)
• Develop after conversion of Toll plaza to all electronic
tolling
• 5 thousand to 11 thousand
square foot building
• Fueling and truck parking
• Completed in 2016