Volusia County

By Jackson, Jerry

Proquest LLC

These are days of opportunity in Volusia County. Florida's ninth-largest county by area is seeing a post-recession flood of investment that will bolster its traditional economic mainstays of tourism and motorsports. Business and political leaders welcome the surge and see it as a potential game-changer for the county - ultimately, they hope to leverage it to further diversify an economy that has evolved but remains dominated by tourism.

Along the county's coast, retailer Trader Joe's plans an $88-million food distribution center on 76 acres just off I-95 in Daytona Beach, a project expected to create about 450 jobs. Also in Daytona Beach, an oceanfront Hard Rock Hotel with condos is in the works, and Hyatt Brown, the now-retired CEO of the publicly traded Brown & Brown Insurance Agency, and his wife, Cici, have donated some $16 million to fund the 26,000-sq.-ft. Cici and Hyatt Brown Museum of Art.

International Speedway Corp. has two giant projects under way: A $400-million renovation of Daytona International Speedway and, across the street from the speedway, an $800-million mixed-use and entertainment destination called One Daytona to be built in partnership with Jacoby Development of Atlanta.

Elsewhere among Volusia's 16 cities, the housing market is rebounding and municipalities are seeing increases in building permits and tax revenue. Health care providers like Florida Hospital are expanding, and the county's strong manufacturing base, including a group of high-tech medical device makers, is healthy. Agriculture, encompassing everything from vegetables and fruit to honey and plants, and aviation - the county has five airports - remain important elements of the economy.

Some $775 million in highway projects are active or planned, including a $196-million widening of I-95. Meanwhile, the SunRail commuter train now connects Volusia residents to jobs in metro Orlando, with a station in DeBary, in the western part of Volusia, where the St. Johns River and the presence of some of the state's largest fresh-water springs create recreational opportunities away from the coast.

Economic developers say they want to keep building on the worldwide visibility created by motorsports racing events like the Daytona 500 and the longtime appeal of what they continue to market as "the World's Most Famous Beach." But their ultimate aim, they say, is a more balanced economy with higher overall wages.

"We are getting better," says Volusia County Chair Jason Davis, "but we still have a long ways to go. These multimillion-dollar projects are game-changers for Volusia County and offer us the opportunity to finally fulfill our potential as a world-class tourism destination - with a healthy and diverse economy."

>> Who Lives Here

>> Geography

Three regions, each with unique communities, amenities and lifestyles, comprise Volusia County.

> The Daytona Beach region: The area includes the coastal cities of Daytona Beach, Ormond Beach, Holly Hill, South Daytona and Daytona Beach Shores, the town of Ponce Inlet and residential enclaves of Ormond-by-the-Sea and Wilbur-by-the-Sea. The narrow north-south region straddles U.S. 1 and historic A1A.

> West Volusia: The tree-shaded slice of old Florida in places, this region includes the county seat of DeLand, a small-college town with historic buildings, government offices and a renovated downtown that rates among the best in the state. Other small, distinctive communities in the region include Orange City, DeLeon Springs, Cassadaga, Pierson and Enterprise. Also in west Volusia, the county's largest and newest city, Deltona, and DeBary, site of a new SunRail commuter train depot, are closer to metro Orlando than to Daytona and share ties with the metro-Orlando market.

> The New Smyrna Beach area: A surfing hotspot south of Daytona, the area includes Port Orange, Edgewater and Oak Hill. The region is more laid back than the Daytona area and includes a colorful mix of quaint shops, art galleries and architecture.

>> Population

> Volusia County: 500,800

(projected to surpass 530,000 by 2020)

Growth 2010-14

> 0.65%, compared with about 4% statewide

Largest cities:

> Deltona: 86,290

> Daytona Beach: 62,316

> DeLand (county seat): 28,237

>> Demographics

> White, non-Hispanic: 74.5% vs. 57% statewide

> Hispanic/Latino: 11.8% vs. 23.2% statewide

> Black: 11% vs. 16.6% statewide

> Median age: 46.1

Notable:

> Only 7.1% of county residents are foreign-born, less than half the statewide rate of 19.3%.

> Military veterans comprise 14% of the county's civilian population vs. 10.8% statewide.

> The county's Hispanic population is concentrated in the western part of the county in Deltona. Nearly a third of the city's residents are Hispanic, mainly Puerto Rican. Deltona, a retirement community in the 1960s that was incorporated in the 1990s, remains almost all residential.

Workforce:

> The unemployment rate last year was 6.3%, down from more than 11% in 2010

> Countywide, 21% of residents 25 and older hold bachelor's degrees or higher vs. the state average of 26%.

Median Household Income $43,419 vs. $47,309 statewide Politics

> Volusia County has tended to vote Democrat in national elections, but in 2012 Republican Mitt Romney edged out Barack Obama 49.9% to 48.7%.

>> Economic Backbone

>> Tourism

Volusia County's total economic output of about $13 billion a year is dominated by tourism, both domestic and international. Visitors to the county's beaches, golf courses and events like the Daytona 500 race both help and benefit from nearby major attractions in Orlando. Daytona Beach has about 12,000 hotel rooms. The county's Ocean Center convention facility is downtown. As a sign of renewed strength, bed-tax collections from Daytona area hotels early this year were running 18% higher than the same time a year ago.

Volusia is the only county in Florida that has not consolidated tourist-tax districts. Three independent tourism advertising districts promote their respective geographic regions separately. Critics say that by having three separate marketing plans and budgets - for the Daytona area, southwest Volusia and the New Smyrna Beach district - the county dilutes its ability to promote tourism, attract visitors and boost business revenue. But proponents of the structure, established decades ago by the Legislature, say it allows for better local control and targeted promotion of specific assets of the geographically different regions. Efforts to better coordinate marketing are under way, but Volusia leaders continue to debate ways of leveraging the "Daytona" brand to benefit the entire county without shortchanging other regions. Events such as spring break, Bike Week and Biketoberfest still draw crowds, but the industry is focusing more on year-round family tourism, sports, business meetings and cultural activities.

>> Agriculture

Volusia has 1,363 farms and ranches producing cattle, vegetables, citrus, sod, fish, foliage, timber, hay and more. Changing economics and a statewide decline in citrus because of citrus greening and canker have spurred Volusia farmers to experiment with blueberries and other fruit, flowers and vegetables, including crops grown hydroponically. "Agriculture is still very important to the county," says Volusia native Lisa Ford Williams, whose family has had extensive citrus, cattle and real estate holdings in Volusia since the 1920s. Her husband, Richard Williams, planted thousands of olive trees on some of the family's land in west Volusia in recent years, in hopes of pioneering a new cash crop for county farmers.

>> Aviation and Transportation

Passenger traffic at Daytona Beach International Airport continues to rebound from the recession. For the 12 months ended May 31, the airport hosted 620,574 passengers, up 5.5% compared to a year earlier and the airport's best showing since 2008. Embry-Riddle Aeronautical University, which has the country's largest aeronautical engineering program, has created a test facility for the FAA's Next Generation Air Transportation System at the airport - one of only three such facilities in the nation. Meanwhile, municipal airports serve northern Volusia in Ormond Beach, southern Volusia in New Smyrna Beach and western Volusia in DeLand.

The SunRail regional commuter train recently began weekday service from DeBary south to Orlando, and county leaders hope and expect that many of the 33,000 Volusia residents who drive I-4 to work in the Sanford-Orlando area will take the train. The county's Votran public transit system has a fleet of 55 fixed route buses, four trolleys, 29 van pools and 44 paratransit vehicles. Service to west Volusia has increased with the arrival of SunRail, with the commuter train scheduled to expand north to DeLand and south into Osceola County in the next few years.

>> Manufacturing

The county has a robust manufacturing sector with more than 400 companies producing everything from pleasure boats and industrial pumps to simulation software and high-tech medical devices. A dozen companies in Volusia employ 200 workers or more, led by precision-medical device maker Covidien, which has more than 500 on its payroll in DeLand. With more than 65 miles of interstate highways, including the juncture of I-4 and I-95 and access to nearby shipping ports and airports, the county is well-positioned to attract more manufacturers and distributors. The Volusia Manufacturers Association promotes and supports the industry and helps coordinate education and training in local schools to meet the need for skilled manufacturing workers.

With about 265 employees, electrical connector manufacturer Thomas & Bett in Ormond Beach ranks among the top 10 manufacturers in Volusia County. Another four companies that rank among the top 20 manufacturers countywide are in Ormond Beach: Hudson Technologies, a metals and stamping company, and Energizer Personal Care, a tanning, sun-screen, skin-care product manufacturer, with about 250 employees each; Florida Production Engineering, a producer of plastic injection molded components, with 170 workers; and Microflex, which makes flexible metal expansion joints and employs 153.

>> Construction and Real Estate

More than 1,200 home permits were pulled last year, up 66% from 2012. More than 380 permits were issued in the third quarter alone, the county's best quarter in six years. DeLand is a hot spot, with 106 permits pulled during the quarter valued at more than $33 million, the highest total for any part of the county during the period. Countywide, existing-home sales are up almost 10% year over year and home values rose by about 7%. Current construction activity also includes big commercial projects planned by the International Speedway Corp. and others. Canada-based Bayshore Capital is expected to break ground late this year on its Hard Rock brand hotel and condo on a 10-acre beachfront site. Plans call for 250 hotel rooms topped by 99 luxury condos. An even larger hotel/condo project, featuring two towers with 1.2 million square feet of space, retail and meeting facilities, has cleared local hurdles for development on a beachfront site near the Ocean Center complex.

** Notable Company

> International Speedway Corp.: The owner of the-Daytona Speedway is upgrading the grandstand with a dramatic new entryway, additional, wider seats, 40 escalators, 14 elevators, 60 suites, 3,000 speakers, 1,600 high-definition video screens and other amenities. Called Daytona Rising, the $400-million project is well under way, scheduled for early 2016 completion. Toyota recently signed as the first corporate partner with naming rights.

** Notable Company

> Fern Trust: Fern Trust, which operates from Seville, is a coop that markets, harvests, packs and ships floral products worldwide for 13 agriculture growers located in Volusia and Putnam counties.

** Notable Companies

> Covidien: The medical device maker in DeLand is Volusia County's largest manufacturer, with more than 500 employees.

> Teledyne Oil & Gas: The manufacturer of undersea communications and electrical systems opened a 52,000-sq.-ft. research and development facility in 2013.

> Raydon: The company designs and builds simulation systems for defense-related training.

> Thompson Pump: The Port Orange company makes pumps for construction, oil and gas, wastewater and military applications.

> Boston Whaler: The boat-builder is expanding its Edgewater plant.

> Command Medical: The company makes a host of medical products, ranging from blood filters to medical tubing.

> Kingspan Insulated Panels: The Irish company has its North American headquarters in DeLand.

** Notable Companies

> Jacoby Development: The Atlanta developer is a joint venture partner with International Speedway Corp. to create up to 1.4 million square feet in retail/dining/entertainment on prime portions of 180 acres owned by ISC just north of International Speedway Boulevard. Infrastructure work on the project, known as One Daytona, has begun, with Bass Pro Shops and Cobb Theaters early anchor tenants. Hotels, office space and residential units also are planned for portions of the property.

> Consolidated-Tomoka Land Co.: The publicly traded company owns more than 10,000 acres in the Daytona area, most of it on the west side of I-95 stretching for more than six miles. The real estate company, which also owns a portfolio of income-producing properties, has a long history in Volusia County.

>> Business Assets

>> Ocean Center

The county's renovated Ocean Center on Atlantic Avenue in Daytona Beach, just 400 feet from the beach, is the main convention, entertainment and sports complex for the Daytona resort area. The facility hosts conventions and trade shows, concerts, banquets, family entertainment and sporting events. The $82 million in renovations three years ago expanded the facility to more than 200,000 square feet of space.

>> Economic Development Groups

> Team Volusia Economic Development Corp. is a public-private, non-profit incorporated in 2010 to recruit businesses countywide. The EDC is funded by the county, 10 of the county's 16 cities, more than 40 local private-sector companies, five higher education institutions and Volusia Public Schools.

> The CEO Business Alliance is a private, non-profit in Volusia that brings together leaders from key high-profile local companies, including Consolidated-Tomoka Land Co., Brown & Brown Insurance, NASCAR, International Speedway, Florida Hospital Memorial Medical Center and John Hall Automotive/Ritchey Autos, to help businesses achieve their expansion and relocation goals. Top executives from the longtime leading firms help clear the path for newcomers and growth candidates.

>> Schools

With more than 61,000 students anc 7,600 employees, the Volusia public school system is Florida's 13th-largest and a leading local employer. Last year, the district was one of only four out of 16,000 nationwide to earn the Career Academy Innovation Community Award from Ford Motor Co. Fund in recognition of 34 academies in 10 county high schools that combine college prep with a career focus. Superintendent Margaret A. SmithVolusia's career academies help students prepare for specialties from law and engineering to aeronautics. About 46% of Volusia instructional employees hold master's degrees or higher; 60% of students are eligible for free or reduced-price lunches.

>> Incubator

The University of Central Florida opened a business incubator at Daytona Beach International Airport in 2011, the Orlando school's ninth in central Florida. The UCF Volusia Incubator nurtures small companies that have high-growth potential. The modern, 9,600-sq.-ft. facility is at the airport's U.S. Customs terminal. An early success story: First Response Disaster Team, which joined the Volusia incubator in 2013 with two employees. It now employs eight in its own facility in Edgewater and is expanding service throughout central Florida.

>> Arts

Volusia County's Art in Public Places program, established by the county government in 1990, has raised more than $1 million and acquired more than 200 pieces of art for display in public buildings and sites countywide. The work of 76 artists, from paintings and pottery to photography, decorate the walls, courtyards and open spaces of 16 county facilities. The Museum of Arts & Sciences, on a 90-acre nature preserve in Daytona Beach, is the primary art, science and history museum in central Florida. The 100,000-sq.-ft. museum includes an auditorium, planetarium and the Charles and Linda Williams Children's Museum. A new 26,000-sq.-ft. Cici and Hyatt Brown Museum of Art is under construction just north of the existing Museum of Arts & Sciences. It will be the permanent home for more than 2,700 Florida paintings owned by the Browns.

>> Higher Education

> Daytona State College: The region's largest public college serves nearly 30,000 students and has long focused on meeting community needs for a high-quality, adaptable workforce. Led since 2011 by President Carol W. Eaton, the school has earned recognition in recent years for its online bachelor's degree programs and affordability. The school's Mori Hosseini College of Hospitality and Culinary Management operates out of a 62,000-sq.-ft. center with marble floors, columns and Mediterranean architecture. The school also has a teaching restaurant called Cafe 101.

> Bethune-Cookman University: The historically black school, founded in 1909 by legendary African-American educator Mary McLeod Bethune, continues its tradition of developing leaders in fields such as nursing, criminal justice and business administration. Edison O. Jackson was appointed president in 2013, only the sixth in the school's history. Bethune-Cookman has an 83.5-acre campus and more than 3,700 full-time students. While the school has struggled with financial and legal issues, Jackson is restoring optimism with additional degrees, upgraded facilities and plans for further expansion.

> Embry-Riddle Aeronautical University: The Daytona Beach university, which also has a campus in Prescott, Ariz., serves nearly 32,000 students at the two residential campuses and worldwide. It offers instruction online and at more than 150 locations in North America, Europe, Asia and the Middle East. Embry-Riddle's highly regarded aerospace engineering program consistently ranks No. 1 in the nation by U.S. News & World Report.

> Stetson University: The private liberal arts school in DeLand was opened in 1883 by town founder Henry A. DeLand and takes its name from school benefactor and trustee John B. Stetson, for whom the Stetson hat was named. The school is rich in Florida history - home of the state's first college of law and first collegiate newspaper. The university recently brought back its intercollegiate football program after a more than 50-year lull. DeLand's Spec Martin Stadium, where the Hatters play, got a $3.3-million upgrade in time for the 2013 kickoff.

> In addition to the locally based schools, branches of the University of Central Florida, Keiser College and Nova Southeastern University also operate in Volusia, along with and a satellite facility of Florida State University medical school.

>> Recreation

With 47 miles of Atlantic Ocean beaches, midway between Jacksonville and Miami and about an hour's drive from Orlando, Volusia is a major playground for all of east-central Florida. The county has nine beachfront parks, including the 73-acre Smyrna Dunes Park and the six-acre Mary McLeod Bethune Beach Park, both in New Smyrna Beach. The 52-acre Lighthouse Pointe Park at Ponce Inlet is home to the Marine Science Center, a boardwalk, fishing, pavilion, picnic area, nature trail, swimming, gift shop and activities for students. Another 17 nature parks are scattered countywide, topped by the 7,780-acre Lake George Park in Pierson, with fishing, horseback riding, picnic areas and - nature trail. Surfing is popular at New Smyrna Beach, named by National Geographic as "one of the world's top 20 surf towns" in 2012. In the Deland area, skydiving is a thriving sport and draws participants from many parts of the world year-round. The county is also known for its world-class golf courses for all skill levels. The Daytona Cubs minor league pro baseball team, an affiliate of the Chicago Cubs, plays at the historic Jackie Robinson Ballpark.

** Sports

> LPGA: Daytona Beach is headquarters for the Ladies Professional Golf Association. The LPGA Tour comprises 32 tournaments in 13 countries. The association has 470 members, including 128 players from 27 nations.

> Florida Tennis Center: The Daytona Beach center is the headquarters of the U.S. Tennis Association Florida. It boasts 24 clay courts and hosts state USTA tournaments.

>> Environment

> The county's parks and recreation department manages the DeBary Hall Historic Site, a frontier hunting lodge built in 1871 by champagne importer Frederick deBary; the Lyonia Environmental Center at the Deltona Regional Library complex; and the Marine Science Center in Ponce Inlet, where guests can learn about the center's sea turtle rehabilitation program and see where rescued turtles are nurtured back to health. Turtle Mound, the tallest prehistoric shell midden in the nation, towers above the tree line and stretches 600 feet along the Indian River shoreline on Volusia County's northern side of the Canaveral National Seashore. The two-acre mound is a navigational landmark from the early days of Spanish exploration and is one of nine prehistoric sites throughout the county.

> Volusia County has been a leader in conservation and preservation for decades. Last year, it added 29 offshore reefs in its artificial reef program. The 114 reefs support the region's marine industry by providing habitat for fish and aquatic life using clean, donated concrete culverts, utility poles and steel from old ships and barges. In the past three years, Volusia's reef program has kept more than 50 million pounds of materials out of landfills and scrap yards.

> Volusia has eight county preserves-spanning more than 30,000 acres for public use, with hiking trails, horseback riding, boat and canoe launches, group camping and other low-impact activities. The largest is the Longleaf Pine Preserve, covering 12,000 acres with four trails totaling 17 miles. The county is expanding its portion of the East Central Regional Rail Trail, a hiking/bicycling venue that will eventually stretch for more than 50 miles.

> Through a grassroots initiative, county residents in 2000 voted to tax themselves 20 cents for every $1,000 of property value to raise money for acquisition, restoration, construction or improvement of facilities for Environmental, Cultural, Historical and Outdoor recreation. The program has awarded more than $50 million in grants to cities and non-profits countywide. In 2010, the Florida Trust for Historic Preservation recognized Volusia with its "Outstanding Organization Achievement Award." While the ECHO program is widely praised, competition for funding leads to occasional local disputes over how the money is doled out.

>> Must-Know Contacts

> John P. Albright: President/CEO Consolidated-Tomoka Land Co.

> Adam Barringer: Mayor, New Smyrna Beach

> Hyatt Brown: Civic leader/chairman, Brown & Brown Insurance

> Richard Brown: President/CEO, Hayward Brown Real Estate

> David Byron: Director of community services and information, Volusia County

> Tom Caradonio: Executive director, Daytona Beach Area Convention and Visitors Bureau

> Joie Chitwood: President, Daytona International Speedway

> Nick Conte Jr.: Executive director, DeLand Area Chamber of Commerce

> Jason Davis: Chairman, Volusia County Council

> Jim Dineen: Volusia County Manager

> Carol W. Eaton: President, Daytona State College

> Rob Ehrhardt: Director, Volusia County Economic Development

> Jeff Feasel: President/CEO, Halifax Health

> John Ferguson: Immediate past chair, Team Volusia EDC

> Jayne Fifer: CEO, Volusia Manufacturers Association

> Dan Francati: Chairman, Halifax Area Advertising Authority

> Brian France: CEO, NASCAR

> Jim France: Vice chair/executive vice president, International Speedway Corp.

> Mike Helton: President/COO, NASCAR

> Clay Henderson: Land use attorney in New Smyrna Beach

> John Hoblick: Third-generation foliage grower in DeLeon Springs; president of Florida Farm Bureau

> Mori Hosseini: Civic leader; chairman/CEO, ICI Homes

> Edison O. Jackson: President, Jayne Bethune-Cookman University

> Mike Jiloty: President, advertising agency Lord & Lasker

> John Johnson: President, Embry.-Riddle Aeronautical University

> Rick Karl: Director, Volusia County Department of Aviation and Economic Resources

> Nancy Keefer: President, Daytona Regional Chamber of Commerce

> Lesa France Kennedy: CEO, International Speedway Corp.

> Janet Kersey: COO, Daytona Regional Chamber of Commerce

> Gale Lemerand: Restaurateur; entrepreneur; philanthropist

> Thomas Leek: Partner, Cobb Cole law firm

> Wendy Libby: President, Stetson University

> Phil Maroney: President, Root Organization

> Wendy Myers: CEO, Florida Health Care Plans

> Keith Norden: CEO, Team Volusia EDC

> Mike Panaggio: Chairman, DME Holdings

> Paris Pena: Executive director, Volusia Hispanic Chamber of Commerce

> David Perryman: Chairman, Halifax Area Civic League

> Don Poor: Director, Ocean Center convention and trade show complex

> Michael Redding: Chairman, Halifax Media news company

> David Rijos: General manager, Shores Resort & Spa in Daytona Beach Shores

> Glenn Ritchie: Auto dealership owner

> James L. Rose: Real estate/business law attorney

> John Saunders: President, International Speedway Corp.

> Kent Sharpies: President/CEO, Business Alliance

> Margaret A. Smith: Superintendent, Volusia County Schools

> Renee Tallevast: Executive director, West Volusia Tourism Advertising Authority

> Daryl Tol: CEO, Florida Hospital Memorial Medical Center, Daytona Beach

> Derek Triplett: Bishop; civic leader

> Carlos Valderrama: Chairman/president, Volusia Hispanic Chamber of Commerce

> John Wanamaker: Chairman, Team Volusia EDC

> Carl Watson: Executive director, Southeast Volusia Advertising Authority

> Jack White: Third-generation Volusia developer; owner, White Challis Redevelopment in Daytona Beach

** Notable Company

> The Root Co./Root Organization: Based in Ormond Beach, the privately held organization oversees and manages the Root family assets. The company was founded in 1901 in Indiana and has a long history in re& estate, civic, charitable and philanthropic leadership in the county. Chapman Shaw Root, the founder's grandson, moved to Volusia in 1954. Company President Phil Maroney served last year as president of the Daytona Regional Chamber of Commerce. Through subsidiaries, including Root Real Estate Corp. and Tri Square Realty, it manages a portfolio of more than 1 million square feet throughout the Southeast. Preston Root, a native of Volusia, is active on local boards and helps oversee philanthropy for the Root family.

** Notable Companies

> Brown & Brown Insurance: The Daytona Beach company, founded in 1939 and managed by the third generation of the Brown family, provides insurance and reinsurance products throughout the United States, England and Bermuda. The publicly traded company, which has more than $3.6 billion in assets, has an aggressive acquisition strategy bolstered by strong organic growth. In its first quarter ended March 31, revenue grew 8.5% to $363 million.

> DaVita Labs: A diagnostic lab serving physicians and dialysis groups, the company recently announced it would add 100 jobs.

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