fr.r a fr.. state of florida retailing report2. cindee murphy, founder of pies & plates, punta...

FRF... All Business About Small Business

2010 / 2011

StAte oFFloRidA RetAiling RepoRt

Leadership’s Message 1

Membership and Benefits 2

Retail Spotlights 3

Retail Councils 6

Florida Bankcard Solutions 8

RetailFirst 9

Team Retail: Advocacy, Intervention and Political Activities 10

OrdinanceWatch™ 11

Grassroots: Team Retail Action Network 11

Political Action 12

Voter Education: Florida Mainstreet Merchants 12

Meetings and Networking 13

Board of Directors 14

Florida Retail FoundationChairman’s Circle 15Florida Retail Masters 16

Industry Awards 18

FRFbiz.com 20

Team Retail Professional Staff 21

About the Florida Retail FederationThe Florida Retail Federation (FRF) is the statewide trade association that represents retailers on a wide range of issues before Florida’s Legislature and regulatory agencies. The association also provides cost-saving and profit-boosting services to Florida businesses. FRF is the advocate of the state’s most important industry — retailing — and has served as The Voice of Florida Retail-ing since its establishment in 1937.

table of Contents

On the Cover1. Mark Cross,

president of Tasty Pastry Bakery, Inc., Tallahassee, shows off some cake creations. The business was founded 48 years ago by his parents, Mitchell and Hortencia Cross. Mark and his sister, Debbie, along with their late father, went on to become Master Bakers. The siblings, working alongside their mother and another brother, Mike, have expanded the business to include gifts, catering, and takeout meals. The company has 16 employees. They have been members of FRF since 2003 and participate in the workers’ compensation insurance program.

2. Cindee Murphy, founder of Pies & Plates, Punta Gorda. Photo courtesy of Ian Wagreich. Please see page 3.

3. Beverly Russum, president of Direct Mail Express, with Don G. Busing, CIC, vice president of Lanier Upshaw Insurance, Lakeland. Please see page 9.

4. Carolyn Brown is president and co-founder of Suburban Hair Fashions, Inc. The astute businesswoman and her 13 stylists still operate from the original location Ms. Brown opened in 1958 in Tallahassee. Ms. Brown is also a partner in a second salon, Parkway Suburban, opened in 1964. Her daughter, Terri Hartsfield, joined her in the business in 1979. They have been members of FRF since 1995 and participate in the workers’ compensation insurance program and Florida Bankcard Solutions.

5. Melanie Lee, general manager of Kia AutoSport, Tallahassee. Please see page 14.

6. 2010 Retailer of the Year recipients Dave and Karen West, The Rolling Pin Kitchen Emporium, Brandon, with FRF President and CEO Rick McAllister (left) and FRF Chairman of the Board Dan Doyle, Beall’s, Inc., Bradenton (right). Please see pages 18 and 19.

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FloRidA RetAil Fe de RAtion | 1

Retail Superstars…Salute to Small Business

Our economy is improving. We can hear it in your voices and see it in the numbers.

Consumer confidence is rising, our retirement plans have regained much of their

losses, and real estate transactions are on the upward move. Profits have improved

and cash is strong. Hiring, which always trails recovery, will begin to show significant

gains in the coming months.

We have all learned a great deal during these past few years. As in past recessions,

we learned that we need less space and inventory to maximize revenues and minimize

expenses. We succeeded with fewer people…frankly less of everything. Growth,

however, has been on a holiday and it is now time for Florida to return to embracing

new citizens, new stores, and new hires.

Key to this return to growth is small business. A fact that we like to share with

groups across the state is that 75 percent of net new jobs in any decade, whether

the economy is good or bad, are produced by businesses less than five years old.

Of course, most of these are small businesses. Any plan to grow jobs must include

strategies to encourage small business creation.

At the Florida Retail Federation, we are fortunate to have a large contingent of

small business members. This annual report shines a very bright light on these special

members. They are clearly the heart and soul of Florida’s economy, and their success

will be Florida’s success.

We are honored and proud to represent you as a Florida retailer — the very fabric of our

great country! This report is structured, in part, as a guide to help you get the most

value from your FRF membership. We encourage you to sign up for the retail councils

specific to your business, explore our array of money-saving services, and check out our

government and political affairs endeavors. Please call us first if you have any questions

about your business, your government, or your association. We are here to help you

succeed!

Yours in retailing,

Daniel J. Doyle Richard A. McAllisterChairman of the Board President and CEOBeall’s, Inc. Florida Retail FederationBradenton

leadership’s Message

Richard A. McAllister

Daniel J. Doyle

2 | 2 0 1 0 / 2 0 1 1 S t A t e o F F l o R i d A R e t A i l i n g R e p o R t

Membership and BenefitsWhat have we done for you lately?

We’re glad you asked!The Florida Retail Federation is committed to provid-

ing its members with an excellent return on their dues investment by offering products and services that add value to businesses and give a boost to their bottom lines. Beyond our proactive legislative and government advocacy initiatives that save the retail industry billions of dollars each year, many members find that using even one of FRF’s services more than pays for their annual membership dues. Just a few of the member benefits offered through the Florida Retail Federation, Florida Retail Federation Services, Inc., and the Florida Retail Foundation are listed here.

FRF’s advocacy programs have contributed to Florida’s businesses by:UU reducing workers’ compensation insurance premiums

by more than 60 percent since October 2003;UU averting a $1.3 billion unemployment compensation

tax increase for 2010; UU defending consumers against exorbitant rate increas-

es by Florida’s major utility companies which resulted in consumers avoiding a $1.8 billion rate increase over a two year period; and

UU helping them avoid $100 million in business litigation costs through tort reform legislation from “Joint and Several” reform to “Slip and Fall” reform.

Additional member benefits include:UU lower bankcard fees;UU up to a 66 percent discount on shipping costs with

nationally recognized transportation companies;UU a quality workers’ compensation insurance program; UU educational opportunities including online learning

and webinar seminars; UU FRFbiz.com, a dedicated website for small business

operators; andUU social networking opportunities on Facebook,

LinkedIn and Twitter.

Please refer to www.frf.org or FRFbiz.com for more information or a complete list of services, or call us at 1.888.FL.RETAIL (357.3824).

FRF works to keep its members informed. For weekly updates throughout Florida’s Legislative Session check out www.frf.org.

FRF members unite in Tallahassee during 2011’s Retail Days at the Capitol to discuss industry issues with legislative and government leaders.

(LEFT) Enjoying networking during 2011’s Retail Days at the Capitol are (from left): Katie Hallaway, Lowe’s Companies, Inc., Wilkesboro, NC; Casey Cesnovar, Walgreen Co., Deerfield, IL; Anika Hagenson, Target Corporation, Minneapolis, MN; and Paul Imbrone, Macy’s, Miami.


Cindee Murphy followed her dream of opening Pies & Plates in Punta Gorda eight years ago, marking her entry into retailing and exit from a successful partnership in an established law firm. What started out as

a high end retail store with an espresso bar has since grown into a multifaceted venture that includes a retail store, online offerings of more than 70,000 items, gift baskets, a full-service restaurant, cater-ing services, and a culinary academy! All support Cindee’s original goal of providing guests with an unforgettable shopping and dining experience.

“If we want consumers to choose Pies & Plates over every other restaurant then we can’t be the same as every other chocolate in the box; we need to be the very best chocolate in the box,” explains Cindee, of her philosophy that has helped keep the business going through the most recent economic downturn and also guided its long-term success. Listening to her customers and thinking ahead helps as well.

Since launching the culinary academy two years ago, Pies & Plates has hosted over 300 cooking classes and developed a reputation that attracts students from all over Southwest Florida. “The Bagel Shop,”

incorporated last fall along with a signature “bag-omelet,” an omelet stuffed in a bagel, helps define and expand their breakfast business. Introducing her signature Gooey Butter Cakes has also increased dessert sales and expanded store traffic. In fact, Cindee recently trademarked the “Gooey Butter Bakery,” and is exploring a myriad of opportunities for the products.

“A hallmark of Pies & Plates is that it is always evolving,” says Cindee, who continues dreaming up new adventures for both her custom-ers and her business. “We are definitely a better business than we were three years ago. That makes me very optimistic about the future.”

In addition to supporting numerous charities and community events, Cindee works to draw customers to the entire Punta Gorda area, most notably through the website www.discoverpuntagordaflori-da.com, which she created, designed, maintains, and funds as a gift to the community.

Cindee employs five full-time workers and two to three seasonal workers. She has been a member of FRF since 2004, has her com-pany’s workers’ compensation insurance through RetailFirst, and was a recipient of the 2009 Retailer of the Year Award for Leadership. www.piesandplates.com

RetAil Spotlight

Photo courtesy of Ian Wagreich



RetAil Spotlight

AAA Million Auto parts, inc., a successful 5th generation family-owned business, is celebrating its 50th anniversary in Miami this year. The company’s history, however, dates back to 1938 when the late Jose Ramon Hernandez, AAA Million’s founder, started in the automotive field as a teenager in Cuba. In 1961, Jose and his wife, Dolores, left behind five auto parts warehouses, a car dealership, and several gas stations to relocate with their two young daughters to live in freedom in Miami. Thanks, in part, to good relationships already established with American companies, the couple was able to start a small auto parts warehouse — AAA Million Auto Parts, Inc. While the company has evolved through the decades, its success continues to be guided by founding principles of honesty, customer service, integrity, and commitment to community and others.

Currently, Dolores still spends time at the business each day. Primary operations, however, are overseen by daughters Margarita Hernandez, the company’s president, and Teresita Hernandez, AAA Million’s treasurer.

With literally a million or so items in stock “the business is divided into four main parts, each managed by a family member,” explains Margarita, who handles government sales, which includes serving

United States embas-sies worldwide since 1980. “Sixty percent of our sales are local to the general public” and managed by grandson Joseangel Hernandez-Ramil. Internet sales are managed by granddaughter Cristina Hernandez-Ramil. Teresita is in charge of accounting.

Over the years, AAA Million has built strong ties and friendships throughout the community, even helping folks get started in the au-tomotive field by extending them credit. Although the company has received many business awards, “we are most proud of the community service we have done to help the underprivileged, both locally and in Haiti, where we support orphanages and clinics.”

As the company looks to start its next 50 years in business, promotions are being well-received. “We are offering our customers new services such as free installations with our own mechanics and free oil changes with the purchase of oil,” says Margarita.

The company currently has 11 employees. It has been a member of FRF since 1988 and has its workers’ compensation insurance coverage through RetailFirst. They also use FRF’s PartnerShip shipping services.www.cheapautopartsdistributor.com

Pictured are (from left): Cristina Hernandez-Ramil and Sofia Victoria; Joseangel Hernandez-Ramil; Teresita Hernandez; Dolores Hernandez; and Margarita Hernandez.


Bailey’s general Store has grown to be as much a part of the Sanibel Island landscape as seashells and sunsets. Founded by the late Frank Bailey, the store was originally located at the end of Matthews Wharf to serve what was then a small farming community.

“He used to bring the supplies over by sail boat from Fort Myers,” explains Francis Bailey, who joined his father in the business full-time in 1948. There have been many dramatic changes through the more than 100 years of operations. For example, a 1926 hurricane demolished the store and necessitated its move inland. Completion of a bridge from Punta Rassa in 1963 marked the community’s shift to a tourist destination. However, the formula for success — includ-ing being fair and truthful — remains the same. “We do what we’ve always done. We pay attention to our customers and do what they ask us to meet their needs.”

Today, the 30,000 square foot upscale store continues to be a one-stop shop where customers can purchase fresh and organic produce, choice meats, gluten-free products, tools in the True Value Hardware® section of the store, enjoy a full-service deli, relax at the gourmet bakery and coffee bar, or get their watch battery changed. Special event planning and catering are offered as well.

“We serve a mix of resident and island guests whose tastes range

from peanut butter and jelly to caviar and fine cuts of meats,” says son-in-law Richard Johnson, who with Francis’s daughter, Mead, and their children, are continuing the Bailey legacy. “We’ve embraced that we’re an old-fashioned, true general store with modern equipment and merchandise.” As such, they are helping guide the store’s transfor-mation back to its original look of wood plank floors and wooden barrels.

Like many retailers, the family has a long history of community service. Frank Bailey donated land and helped establish the area’s cherished 6,350 acre J.N. “Ding” Darling National Wildlife Refuge. Francis, along with his late brother and former business partner, Sam, helped create the annual Baileyfest, a customer apprecia-tion day full of free entertainment, food, and give aways. From the American Heart Association to the local school, community events, sports, and the arts, “we literally get involved in about everything,” says Richard.

With the third and fourth generations on board, the future of Bailey’s General Store is in good hands. A new member of FRF, Bai-ley’s offers irreplaceable local flavor seven days a week and employs between 85 and 90 people. www.baileys-sanibel.com

Pictured are (from left): Mary Mead Bailey Johnson; Dane Johnson; June and Francis Bailey; Callaway, Richard, and Bailie Johnson. Bailey’s General Store was originally located

on Matthews Wharf, circa 1913.


FRF has worked steadfastly through the years to serve Florida’s small businesses, which make up the majority of its membership. The newly established Retail Small Business Council makes it easier than ever for members to access services that will save them money and expand profits. The council targets businesses that have less than 200 employees.

“We’re especially pleased to launch FRFbiz.com,” says Rick McAl-lister, FRF’s president and CEO. “This new site is designed to be the one stop resource for our small business operators, from advice on how to start up a business to money saving services. We encourage small businesses to think ‘FRF First’ when it comes to their needs.”

FRF works specifically for small businesses in other ways, as well. For example, as a member of the Small Business Regulatory Advisory Council, Samantha Hunter Padgett, FRF’s deputy general counsel, gives voice to retailers operating small businesses during the administrative rulemaking process of state government agencies.

“It’s critically important the government understand the adverse impact their actions could have on small businesses, which are so vital to Florida’s economy,” says Padgett, who is the Retail Council’s executive coordinator. “I’m excited about the opportunities FRF’s new Retail Small Business Council holds for us to better serve and work with our small busi-ness members.”

For more information on FRFbiz.com, please see page 20.

“While some issues are relevant to the entire retail community, we encourage all members to go one step further and sign up for the councils particularly significant to their business,” says Elaine Mann Carpenter, CAE, vice president of mem-bership and operations. “There is no cost to sign up and members can join as many councils as they’d like. We’ll keep them informed and ready for action through email alerts, calls to action, conference calls, occasional face-to-face meet-ings, and dedicated council areas on FRF’s website.”

Following is a brief overview of FRF’s current Retail Councils. To join a council or for more information, contact FRF at 1.888.FL.RETAIL (357.3824) or www.frf.org.

Retail Councils help Members Customize experienceThe Councils of the Florida Retail Federation provide members the opportunity to maximize their dues investment with focused, customized experiences and communications.

Bankcard CouncilRepresents all members who use Bankcard services through Florida Bankcard Solutions and fights to lower rates and provide extraordinary cus-tomer service.

Corporate CouncilRepresents members with more than 200 employees on issues specific to their corpo-rate needs.

Finance and Tax Council

Represents all members on tax issues before the state of Florida and also addresses other financial issues.

Real Estate CouncilRepresents members who are active in the commercial real estate market as a tenant or an owner.

Workers’ Compensation Council

Represents all members who have workers’ compensation insurance coverage through the association and RetailFirst. The council fights to lower workers’ compensation rates.

Utility CouncilRepresents all members on utility issues, especially those related to the Florida Public Service Commission. Through the work of this council, mem-bers have saved millions of dollars on utility rates.

Represents Florida’s retail pharmacy industry and protects their interests in the legislative and regulatory processes.

Represents Florida’s grocery industry and keeps its members aware of legislative and regula-tory issues and events affecting the success of the retail grocery industry.


Barry Zeidwig, vice president and general manager of the Northern Division of Southern Wine and Spirits, Jacksonville (left), received the 2010 “A Retailer’s True Friend” award, RBC’s highest industry honor, from RBC’s Scott Dick. Mr. Zeidwig was recognized for his friendship to the alcohol beverage industry’s retail tier as well as for his commitment to his community.

This council works with the Retail Centers at both Florida State University and the University of Florida to ensure curriculums are designed to properly prepare students for professional careers in the retail industry, and reviews additional professional education and development projects.

Represents members who en-gage in tourism-impacted retail, targeting out-of-state visitors and in-state vacationers.

The Retail Beverage Council represents every type of alcohol bever-age retailer, from independent store and bar owners to national chains. The council is involved on all issues relating to alcoholic beverages including taxation, underage drinking, and equity among manufacturers and distributors. An annual highlight is RBC’s dynamic Educational Seminar and Trade Show which provides unsurpassed industry networking opportunities in Florida and allows vendors to showcase their newest products and services.

The Sustainability Council wel-comes members from all sizes and types of businesses who consider environmental and sus-tainability concerns important. The council works cooperatively with businesses, governments, and individuals to share best practices, discuss legislative and regulatory impact, and host edu-cational seminars. A highlight of 2010 included the council’s participation in the “A Bag’s Life” campaign, which included a statewide video contest. “A Bag’s Life” is a public educational campaign that promotes the common goal of the three R’s: reduce, reuse and recycle.

Representatives from Imperial Brands / Sobieski Vodka, pictured with RBC Executive Coordinator Scott Dick (second from right) were one of the many vendors at RBC’s October 2010 trade show, titled “Building Profits Together,” held in Orlando in conjunction with FRF’s Annual Meeting.

Jan Valentic, The Scotts Miracle-Gro Company, West Palm Beach, makes a presentation at a Sustainability Council meeting in February 2011.


Saving money on credit card processing and maximizing profits through gift card, branding, and loyalty programs has helped build Florida Bank-card Solutions (FBS), a product of Florida Retail Federation Services, Inc., into one of FRF members’ top value-added services.

“FBS was founded in 2003 to provide businesses with an alternative to high fee merchant service programs,” says Jon Stolp, FBS vice president. “Since inception, we’ve saved our members hundreds of thou-sands of dollars on credit card processing.”

Low processing fees on MasterCard, VISA, Discover and American Express are core program features. Value-added bonuses include:UU No Monthly Charge MinimumsUU No Chargeback FeeUU No Voice Authorization FeeUU Free Supplies and Set-upUU No Programming Costs, making the

switch to Florida Bankcard Solutions not only easy, but free

UU Low Monthly Statement Fee

Additional current products include: electronic check collection, wireless processing, and Remote Deposit Cap-ture, which allows business operators to process and deposit checks without leaving their stores. A check guarantee program gives retailers the ability to scan a check and request approval at the time of the transaction, ensuring that once the

Florida Bankcard Solutions: Big BAng for Membership Bucks

“Personal service and overall trustworthiness make Florida Bankcard Solutions the right choice for my company. I have been using the FRF-sponsored workers’ comp product for years. Adding Bankcard Solutions helps me maximize my membership value and savings.”

>> JIM LASHLeY, PReSIdenT, LAndSCAPe SuPPLY Co., oRLAndo

www.FloridaBankcardSolutions.com

Allen Langford, president, is pictured with First America Bank Chairman of the Board and CEO Dan Hager, Bradenton (middle) and Crystal Laake, FBS regional territory manager (left).

Founded in 1998, First America is a community bank headquartered in Bradenton with additional locations in Palmetto, Ellenton, Sarasota, and Osprey.

Jim Lashley started his business “from scratch” in 1987. Two years ago, he built and moved his one-stop landscape supply company into a new 13,000 square foot retail space on two acres. Mr. Lashley and his team of 15 serve residential and commercial clients throughout Orlando. He is a graduate of the Retail Masters Class of 2010.

RETAILSPOTLIGHT

“Florida Bankcard Solutions’ stellar service and quick response help us keep our customers satisfied and loyal. It’s a winning partnership all around.”

›› ALLen LAngFoRd, PReSIdenT FIRST AMeRICA BAnk, PALMeTTo

guarantee company approves the check, retailers will receive their payment even if the check turns out to be worthless.

“our retail clients remain a priority; however, we’re pleased to continue expanding into the wholesale market by partnering with banks, credit unions and like-minded associa-tions,” says Stolp. “These partnerships allow us to reach additional business operators

who could benefit from our great processing rates, free supplies and set-up, and on-site assistance.”

Visit www.FloridaBankcardSolu-tions.com for more information about this service or call its toll-free hotline at 1.877.327.8308.


RetailFirst + FRF = A positive difference for Business

RetailFirst is committed to providing outstand-ing workers’ compensation solutions for thousands of Florida retailers operating all sizes and types of busi-nesses. RetailFirst, introduced in 1979 as the Florida Retail Federation Self Insurers Fund, works in partner-ship with FRF to provide members with an exclusive workers’ compensation safety program designed to reward policyholders who have made a commitment to safety and are dedicated to lowering their losses. Retail-First is managed by Summit, “The People Who Know Workers Comp®.” A customizable safety program and online safety webinars, exclusively for FRF members, are included to help achieve long-term savings on comp costs and maximize dividend potential.

Summit works in partnership with FRF’s RetailFirst insured members to keep their claims low, costs down, and savings high with value-added benefits such as: UU Innovative claims-management services;UU A toll-free hotline to report injuries 24 hours a day,

7 days a week;

UU Specialized claims professionals; UU On-staff medical directors and nurse case managers;UU A Back2Work™ program designed to help business owners establish

their own return-to-work programs;UU A specialized provider network consisting of more than 16,000 doctors

and specialists;UU Comprehensive loss-control services;UU Safety consultations;UU Drug-free workplace assistance;UU Safety education and training materials; andUU An online Business Center.

“The RetailFirst Board of Trustees and Summit are dedicated to providing Florida retailers exceptional, stable workers’ compensation insurance coverage options with the value-added member benefits of the Florida Retail Federation. We are grateful to the thousands of independent insurance agents throughout the state who are committed to sharing the numerous benefits of

RetailFirst and the Florida Retail Federation with their clients.”

>> W. “BILL” kundRAT, JR. , CAe, CHAIRMAn, ReTAILFIRST TRuSTeeS, Sun CITY CenTeR

Looking to combine gainful employment with hands-on parenting to her now-grown son, Beverly Russum started a mail service business in her Lakeland garage twenty-five years ago. She and her four employees hand-folded, stuffed, and processed each piece. “Giving business to a company owned and operated by a woman wasn’t the norm back then,” says Ms. Russum. Perseverance and

business savvy, however, paid off. Building strong relationships with clients and employees helped fuel growth and success. Today, Ms. Russum employs 15 to 20 people who help her process approximately seven million pieces of mail annually.

RETAILSPOTLIGHT

“My insurance agent recommended RetailFirst to me 20 years ago, and I’ve been totally satisfied. Excellent communications from Summit regarding drug testing, safety and other incentives, plus dividend opportunities continue to make RetailFirst the best workers’ compensation insurance choice for my business.”

›› BeVeRLY RuSSuM, PReSIdenT / oWneR,

dIReCT MAIL exPReSS, LAkeLAnd

Pictured (from left) are: Don G. Busing, CIC, vice president, Lanier Upshaw Insurance; representing Direct Mail Express: Heidi Watkins and Lynn Mize, supervisors; and Beverly Russum, president.

“I have enjoyed a good working relationship with FRF and Summit for more than 25 years and know that RetailFirst is a superior value for our clients. We love saving our clients money on their workers’ comp by utilizing RetailFirst’s aggressive dividend products, which reward safety management and good loss ratios, driving a direct boost to their bottom lines. We encourage clients to maintain their FRF membership and support the association’s lobbying efforts on behalf of Florida’s small businesses.”

>> don g. BuSIng, CIC, VICe PReSIdenT, LAnIeR uPSHAW InSuRAnCe, LAkeLAnd

All of RetailFirst’s day-to-day operations are handled by Summit’s home office in Lakeland. RetailFirst is marketed through independent insurance agents across the state.

For more information, contact the Florida Retail Federation at 1.888.FL.RETAIL (357.3824).

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Advocacy, intervention and political Activities

With issues amounting to billions of dol-lars at stake for the retail industry each year, FRF’s proactive, solutions-based approach to legislative, political, and regulatory concerns is paramount to the well-being and success of Florida retailers.

“We work year-round on numerous fronts to advo-cate on behalf of our members and ensure The Voice of Florida Retailing is heard loud and clear,” says Randy Miller, FRF’s executive vice president and Advocacy, Intervention, and Political Team (AIP) leader. “Retail-ers, and especially those with small businesses, can be significantly impacted by even one onerous regulation or piece of legislation; therefore, it is critical that their perspective is represented.”

A sampling of FRF successes and relief for retail-ers during 2010 and into 2011 include: UU preserving workers’ compensation reforms

initially enacted in 2003, which resulted in a 60 percent reduction in workers’ compensation insurance rates;

UU successfully defending public and private con-sumers against exorbitant rate increases by Flor-ida’s major utility companies which resulted in consumers avoiding $1.8 billion in rate increases over a two year period;

UU averting a $1.3 billion unemployment compensa-tion tax increase for 2010, or approximately $75 per employee; and

UU initiating and successfully advocating legisla-tion to enact the 2010 Back-to-School Sales Tax Holiday.

Among numerous other activities, the AIP Team: UU monitors Florida Public Service Commission ac-

tivities and provides a retail-customized monthly report on FRF’s website;

UU works cooperatively in times of disaster to pro-vide a direct link between retailers and the State Emergency Response Team through the Team Retail Emergency Preparedness Network;

UU serves on the Small Business Regulatory Advi-sory Council; and

UU works cooperatively with various state agencies and organizations on issues that include envi-ronmental and sustainability concerns as well as food safety.

For updates on legislative and regulatory initiatives, members are encouraged to check the association website often at www.frf.org.

FRF’s full-time “Team Retail” lobbyists work diligently to ensure that retail issues remain at the forefront year round. They are: (top from left): Rick McAllister, president and CEO; Sally West, director, government affairs; and John Rogers, senior vice president and general counsel. Front row (from left): Randy Miller, executive vice president; and Samantha Hunter Padgett, deputy general counsel, governmental affairs. Sherry Whitney (front right) serves as the legislative team administrator.

FRF members welcome Sen. Don Gaetz (R-Destin) to 2011’s Retail Days at the Capitol.


ordinanceWatch and grassroots

Ordinance-Watch™ has helped FRF members stay abreast of local gov-

ernment mandates since 2003. By monitoring a wide range of issues in all 67 Florida counties and 119 cities, FRF and OrdinanceWatch™ have assisted both large and small retail members in combating local initiatives that can snowball into statewide legislation. Through identifying ordinances in their beginning stages, FRF has the ability to work with local government officials to ensure a positive outcome for FRF members. Additionally, monitoring activity helps FRF advocate for preemptive statewide legislation when local governments adopt anti-business ordinances.

In January 2010, for example, the Lake Worth City Commission began discussion of an anti-graffiti ordinance that would affect the sale and display of aerosol spray paint. FRF worked with this local government and as a result, in November 2010 the ordinance failed. An example of a recent preemption was the Parking Security Camera Ordinance which originated in Broward County in 2008. Concerned that the outcome at the local level was not suf-ficient to protect its members, FRF initiated efforts to pass a statewide preemption. In 2009, Governor Charlie Crist signed Senate Bill 360 preempting local governments from adopting parking security camera ordinances, in addition to other growth management provisions.

FRF members can subscribe to OrdinanceWatch™ for free. Contact Juliet Fogarty at [email protected] or 1.888.FL.RETAIL (357.3824) for more information.

“FRF’s preemption of the security camera regulation saved our business thousands of dollars and the Florida retail community millions. OrdinanceWatch™ is a unique service and the Retail Federation utilizes it

in a way that gives me an exponential return on my FRF membership investment.”

>> SAndY FoRTIn, oWneR, S & J SPoRTS dBA PLAY IT AgAIn SPoRTS, LAkeLAnd

RETAILSPOTLIGHT

Mr. Fortin and his wife, Judy, opened their first Play It Again Sports franchise in Lakeland in 1993. Today, the Fortin’s have grown their award-winning company to 28 stores throughout Florida and employ

more than 200 people. The stores, which offer new and used sports and exercise equipment, are part of the number one sporting goods chain in North America, with 330 locations throughout the United States and Canada. Mr. Fortin received the Retailer of the Year Award for Leadership in 2008.

Grassroots NetworkFRF encourages its members to help make a dif-

ference on issues that impact their businesses by participating in the Team Retail Action Network and becoming active advocates at the state and federal levels.

“The goal of FRF’s grassroots network is to improve the legislative environ-ment for the retail industry by encouraging individual company representatives to voice their opinions on issues that are particularly important to them,” says Randy Miller, FRF’s executive vice president. “Hearing directly from constituents makes a difference to legislators and directly complements the work of FRF staff lobbyists. This partnership with our members allows us to get key messages across at criti-cal times and enhances our effective-ness.”

A few of the issues in which FRF members were called to action in 2010 included:UU The successful Back-to-School

Sales Tax Holiday campaign. A study by The Washington Eco-nomics Group, Inc., sponsored by the Florida Retail Founda-tion, shows that the 2010 three-day holiday resulted in a $7 mil-lion tax revenue increase to the state rather than a $25 million decrease in taxes as projected by the state Revenue Estimating Conference.

UU The opposition and subsequent successful defeat of Amendment 4, which would have required every revision to city and county compre-hensive plans to be approved by referendum.

UU On the national level, a call for reasonable and proportional debit interchange, or “swipe “fees.

Harnessing the power of electronic and social media, members can participate eas-ily with FRF providing email notification of calls to action, message and contact details.

Members can sign up online at www.teamretail.org or call 1.888.FL.RETAIL (357.3824).

Senator Mike Fasano (R-New Port Richey) (left) was honored as FRF’s 2010 Senator of the Year, in part for his work and sponsorship of the Back-to-School Sales Tax Holiday legislation. He is pictured with FRF Chairman Dan Doyle, Beall’s, Inc., who made the presentation at FRF’s 2010 Annual Meeting in Orlando.

FRF and its grassroots network are pushing for an encore of the sales tax holiday in 2011.


political Action, Voter education

An important role of the AIP Team is to serve as an ad-visor on the political process. Working together, FRF and its

members have had extraordinary success identifying and helping elect candidates to Florida’s legislative and executive branches. Ultimately, this has contributed to producing a business-friendly, growth oriented, stable environment for our state. With 2010 a major election year in which all 120 House seats were up for a vote as well as 23 of 40 Senate seats, the AIP Team was especially active.

“From conducting numerous candidate interviews to helping determine which con-tenders might best reflect our pro-business philosophy to providing in-kind and financial support, we work diligently to expand the retail industry’s influence in the political arena,” says Sally West, FRF director of government affairs.

In all, FRF delivered more than $816,500 in campaign contributions during the two-year election cycle. This included support in 18 Senate races and 69 House races.

In an effort to keep FRF’s committees of continuous existence fully funded, FRF recently introduced a special political action membership program with various levels of support. In addition to govern-mental news and grassroots activities available to all FRF members, political

action membership provides expanded opportunities for access to campaign information and special events that give members the ability to engage candi-dates in person.

“We are extremely appreciative of our members who have embraced our expanded political action concept and look forward to others joining us in these efforts,” says West.

Through its committees of continuous existence (CCEs), commonly known as political action committees or PACs, FRF is well-positioned to continue supporting candidates who are appreciative of the retail industry’s concerns. The commit-tees, all under the Team Retail brand, are: UU FRF Political Action Committee

(FRPAC)UU FRF Retailers and Merchants PAC

(RAMPAC)UU FRF Beverage PAC (BEVPAC)UU FRF Merchants PAC (MPAC)UU FRF General Retailer PAC (GENPAC)UU FRF Specialty Retailer PAC (SPECPAC)UU FRF Pharmacy Council PAC

(PHARMPAC)UU FRF Home Furnishings PAC

(FURNPAC)UU FRF Grocery Council PAC

(GROCERYPAC)UU FRF Quick Service Restaurant PAC

(QUIKPAC)

Rep. Mike Horner (R-Kissimmee) (center) with FRF members Steve Arthur, Stateside Associates representing Kohl’s, Inc., Washington, DC, and Cindi Marsiglio, Walmart, Tallahassee, at a special event for PAC members held in conjunction with FRF’s October 2010 Annual Meeting in Orlando.

Voter Education

Political Action

FMM helps educate voters about candidates’ positions through direct mail and other means.

Addressing FRF members during the 2011 Retail Days at the Capitol are Speaker of the House Dean Cannon (R-Winter Park) (front) and Senate President Mike Haridopolos (R-Melbourne).

Florida Mainstreet Merchants (FMM), an affiliate of FRF, is an electioneering communications organization dedicated to ensuring Florida’s voters are well-informed on legislative issues and candidates’ positions. Especially active during the last election cycle, FMM’s team of political

experts conducts extensive statewide research to identify candidate profiles and their policy positions. They then work cooperatively with FMM supporters on messages that are delivered to voters through various media including electronic, direct mail and phone banks. FMM, founded in 2003, operates independent of direction from any campaigns and doesn’t directly endorse candidates or support them for election.

Supporters may make unlimited contributions to FMM from either personal or corporate accounts as well as from political action committees and committees of continuous existence.


Meetings and networking

in addition to numerous sector-specific committee meetings, coali-tion events, and council gatherings throughout the year, FRF hosts several major meetings which are relevant for all members.

“We offer a blend of social and networking opportunities with educational sessions that address timely industry topics such as the economy, government regulation, and politics,” says Elaine Mann Carpenter, CAE, FRF’s vice presi-dent of membership and operations.

The Mid-Year Meeting, which in 2010 was held June 23 and 24 in Or-lando at the Omni Orlando Resort at ChampionsGate, featured the Retailer of the Year Award for Leadership luncheon and Florida Retail Masters graduation events. The 2010 Annual Meeting, also hosted in Orlando, offered expanded activities through being held in conjunction with the Retail Beverage Council’s Annual Educational Seminar and Trade Show. An increasingly popular annual gathering is Retail Days at the Capitol, hosted in Tallahassee in February before the start of the Legislative Session.

All retail members are invited to participate in FRF meetings. Details and registration information about upcoming events are available at www.frf.org.

please Join Us for the Upcoming 2011 events

Mid-Year Meeting and Retail Masters Graduation with Retailer of the Year Award for LeadershipHeld in conjunction with the University of Florida’s Retail Smarter SymposiumJune 22-23Caribe RoyaleOrlando

Annual MeetingHeld in conjunction with the Retail Beverage Council’s Annual Educational Seminar and Trade ShowOctober 9-12Omni Orlando Resort at ChampionsGateOrlando

1. Participating in an FRF board meeting are (from left): Tom Petrillo, The Salon People / Aveda, St. Petersburg; John Mullin, Office Depot, Delray Beach; and Rey Montoto, Kash n’ Karry / Sweetbay Supermarkets, Tampa.

2. Florida Attorney General Pam Bondi speaks to members during 2011’s Retail Days at the Capitol.

3. Networking at the 2010 Annual Meeting held October 10-13 at the Hyatt Regency Grand Cypress are (from left): Luanne Lenberg, Sawgrass Mills, Sunrise; and Victor and Mary Gavalas, Nic’s Toggery, Tallahassee.

4. Lt. Governor Jennifer Carroll addressed members at an event during 2011’s Retail Days at the Capitol held February 21-23 in Tallahassee. She was also honored as FRF’s 2010 Representative of the Year, accepting her award from FRF Chairman Dan Doyle, Beall’s, Inc., Bradenton.

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2011 Board of directors

ExECUTIVE COMMITTEE

Daniel J. DoyleChairman of the BoardBeall’s, Inc.Bradenton, FL

Debbie HarveyChairman, Executive

CommitteeRon Jon Surf ShopCocoa Beach, FL

Paul ImbroneVice ChairmanMacy’s, Inc. Miami, FL

W.R. “Sandy” FortinTreasurerPlay It Again SportsLakeland, FL

Richard A. McAllisterPresident and CEOFlorida Retail FederationTallahassee, FL

AT-LARGE MEMBERS OF THE ExECUTIVE COMMITTEE

Dean ElliottDillard’s, Inc.Little Rock, AR

Victor GavalasNic’s ToggeryTallahassee, FL

Cindi MarsiglioWalmart Stores, Inc.Tallahassee, FL

Tom PetrilloThe Salon People / AvedaSt. Petersburg, FL

ADVISORY MEMBER OF THE ExECUTIVE COMMITTEE

Charles R. Wintz, CPACharles R. Wintz, CPA, PA Jacksonville, FL

RETAIL COUNCIL

Steve ArthurStateside Associates

representing Kohl’s, Inc.Washington, DC

Bob AtkinsonChico’s FASFort Myers, FL

Michael J. AyotteCVS CaremarkRichmond, VA

Wogan Badcock, IIIBadcock Home Furniture &

MoreMulberry, FL

Casey CesnovarWalgreen Co.Deerfield, IL

Ken DeHartJC PenneyTallahassee, FL

Jacob DiPietreWalt Disney World Co.Lake Buena Vista, FL

“I’m excited about the opportunity to contribute to the state’s retailing industry through service on the Florida Retail Federation board of directors. Sears has been an active member of FRF since 1957, with our representatives holding various

leadership positions. I’m honored to be a part of this longstanding, beneficial partnership.”

>> MARIAn WIkenCzY dISTRICT MAnAgeR ReTAIL SeRVICeS

SeARS, oRLAndo

“FRF’s resources are invaluable for a business of our size. From credit card processing to loss prevention assistance, to the opportunity to network and interact with other retailers of all sizes and types throughout the state, our membership

provides us with business tools needed to grow and succeed. Particularly through serving on the board of directors, I look forward to the opportunity to share the value of membership with other small business owners.”

>> RoRY eggeRS, PReSIdenTFoReMoST BeVeRAge gRouP, oRAnge PARk

“Our company has been a member of FRF and participated in the workers’ compensation insurance program for some time. Participating in the Retail Masters program, however, gave me a new perspective on the pivotal role

FRF plays in numerous issues affecting our industry and on the importance of getting involved. I look forward to offering the board of directors a family-owned, small business point of view.”

>> MeLAnIe Lee, geneRAL MAnAgeRkIA AuToSPoRTS, TALLAHASSee

RETAILSPOTLIGHT

RETAILSPOTLIGHT

Rory Eggers has worked in his family’s businesses for 15 years. They include The Roadhouse, an Orange Park bar and live music venue founded in 1976, and

Foremost Liquors & Wines, a liquor store chain with locations in Orange Park, Fleming Island, and Middleburg. In 2006, the family created the Foremost Beverage Group, a cooperative buying initiative that helps independent businesses such as theirs negotiate competitive prices and enhance their opportunities in the marketplace. Together, the businesses provide jobs for approximately 52 Floridians. Mr. Eggers is a 2009 graduate of the Florida Retail Masters program.

From a used car lot in 1991, to purchasing their first KIA franchise in 1997, the Lee family has successfully grown their business through hard work and treating

their employees and customers well. In addition to Tallahassee, the family owns and operates KIA dealerships in Pensacola, as well as Albany and Columbus, GA. They employ approximately 200 people. Ms. Lee is a 2010 graduate of the Florida Retail Masters program.

Rory EggersForemost Beverage GroupOrange Park, FL

Anika HagensonTarget CorporationMinneapolis, MN

Geoffrey HawkinsPetSmartPhoenix, AZ

Mitch KleinBravo SupermarketsWhite Plains, NY

Vickie KunkleHard Rock InternationalOrlando, FL

Melanie LeeKia AutoSportsTallahassee, FL

Luanne E. LenbergSawgrass MillsSunrise, FL

John B. LoweSeaWorld of FloridaOrlando, FL

Kevin LundyYUM! Brands, Inc.Louisville, KY

Bruce MitchellRally Stores, Inc.Clearwater, FL

Mike MitchellPublix Super Markets, Inc. Lakeland, FL

Rey MontotoKash n’ Karry / Sweetbay

SupermarketsTampa, FL

John MullenOffice DepotDelray Beach, FL

W. Kelly PalmerThe Hayloft, Inc.Fort Myers, FL

Ray PohlmanAuto Zone, Inc.Memphis, TN

Scott ReamsBest BuyTampa, FL

Bob SmithAlbertsons, Inc. Lake Mary, FL

Henry TuckerSouthside Package & Lounge, Inc.Lakeland, FL

Marian WikenczySearsOrlando, FL

SENIOR ADVISORY COUNCIL

Dr. Susan FioritoFlorida State UniversityTallahassee, FL

M. Clayton Hollis, Jr.Publix Super Markets, Inc.Lakeland, FL

Stephen M. KnopikBeall’s, Inc.Bradenton, FL

William Kundrat, Jr.RetailFirstSun City Center, FL

Warren R. McCurryKillarney, FL

Nis H. Nissen, IIINissen Advertising, Inc.Lakeland, FL

Thomas S. PetcoffBaron Realty, Inc.Lakeland, FL

Ron SacinoSacino’s FormalwearSt. Petersburg, FL

George SandeferRutherfords, Inc.Palatka, FL

Carol SipeSummitLakeland, FL

Dr. Bart A. WeitzUniversity of FloridaGainesville, FL

Michael Zagorac, Jr.Largo, FL

FRF gratefully acknowledges Dr. Bart Weitz, founding director of the David F. Miller Center for Retailing Education and

Research at the University of Florida. Dr. Weitz has skillfully led the daily operations of the Center for the past 24 years. We look forward to his continued guidance and expertise on FRF’s board of directors and as the Center’s Executive Director Emeritus.


Florida Retail Foundation

The Florida Retail Foundation Chairman’s Circle, formed in 2007, is a special group of organizations and businesses that understands the signifi-cant value of the retail industry to Florida’s economy as well as to their own operations.

“The Chairman’s Circle and the Florida Retail Founda-tion have developed a bond of support that creates a proud relationship of mutual benefit,” says Jacey Kaps, Esq., who serves as Chairman of the group and is a partner with Rumberger, Kirk & Caldwell, P.A., Miami. “As the Chair-man’s Circle has grown, it has formed a pillar on which the FRF can rely for support and friendship. Membership in the Chairman’s Circle confers both great access and benefits beyond what can be anticipated when the relationship is first

formed. I am delighted by our progress and look forward to the collaboration to come.”

Just a few of the elite Chairman’s Circle benefits include: UU special opportunities to market products and services;UU website inclusion and recognition in various publications and at FRF

meetings; UU one complimentary meeting registration per year; andUU opportunities to network with Florida retail leaders.

“We are extremely appreciative of our Chairman’s Circle members and their generous support, be it contributing informative, industry-specific presentations to hosting hospitality events at our major meetings,” says Elaine Mann Carpen-ter, CAE, FRF vice president of membership and operations, and Chairman’s Circle liaison. “We look forward to welcoming more members into the Chair-man’s Circle and expanding opportunities for mutual benefit and success.”

For further information about the Chairman’s Circle, contact Elaine at 1.888.FL.RETAIL (357.3824) or visit www.frf.org.

The mission of the Florida Retail Foundation’s Chairman Circle is to partner with the Florida Retail Federation and its members to educate and create mutually beneficial relationships that can enhance the businesses of both the Florida Retail Federation membership and the members of the Chairman’s Circle.

“As a manufacturer of food products sold in retail stores, we have many issues of mutual concern with the retail industry. Membership in the Chairman’s Circle, therefore, is a good fit for our company. First, it allows us a great opportunity to connect with our retail partners on a deeper level and

work cooperatively on issues that affect us. Second, from a Florida Retail Foundation perspective, the Chairman’s Circle serves as a think tank to collaborate with Florida’s retailers and provide input on strategic issues important to the retail industry.”

>> STeVen J. LezMAn, dIReCToRgoVeRnMenT AFFAIRS, PePSICo, BRAdenTon

Mission of the Florida Retail Foundation:The Florida Retail Foundation enhances and supports the state’s retail industry and the Florida Retail Federation through leadership development, training, research and education.

Attending a Chairman’s Circle meeting in February 2011 are (from left): Jacey Kaps; Molly Jennings, The Scott Miracle-Gro Company, West Palm Beach; and Greg Cope, Florida Power and Light, West Palm Beach.

Foundation sponsored research projects on behalf of the retail industry include the Back-to-School Sales Tax Holiday Study and resources that include a Shoplifting Prevention Campaign.


Florida Retail Masters

FloRidA RetAil FoUndAtion

Florida Retail Masters (FRM) is an intense leadership development program created in 2005 to cultivate key future retail industry leaders and help prepare them to compete with cutting-edge effectiveness. Sponsored by the Florida Retail Foundation, FRM was designed exclusively for up-and-coming retail executives from all sizes and types of busi-nesses.

Through the years, industry newcomers as well as seasoned retailers representing family-owned proprietorships to international chains have benefited from the FRM program.

“Participants gain the knowledge, experience, resources and connections they need to take their companies — and themselves — to the top,” says John Rogers, FRF’s senior vice president and general counsel, who manages FRM. “More than one in three of our graduates have been promoted within their companies after going through the program. We’re extremely proud of the successes of our alumni and its reflection of the value of the Retail Masters program.”

Candidates for the FRM program are

selected based on their commitment and motivation, leadership potential and support of their sponsoring business or organization. Each month, from January through June, class members attend a series of three-day sessions in various locations throughout the state. Featured are industry experts and guest speakers addressing a range of topics from demographics and marketing to Florida’s var-ied cultures, the economy, government and political affairs, career development, motiva-tion, and leadership. Team building activities, networking, and a special “Retail Road Trip” are part of each session. Road Trips in 2010 included: the renowned Columbia Restaurant during the Clearwater session; Ron Jon’s World Headquarters and the National Aero-nautics and Space Administration during the Cocoa Beach session; and Disney Corpora-tion during the session in Orlando.

Partnering with FRF since the program’s inception is Catch Your Limit Consulting, a strategic management and marketing firm. The company coordinates the professional development and leadership components of the curriculum.

Florida Retail Masters graduates continue to promote the retail industry and stay con-nected through the Retail Masters Alumni Network. Each graduating class is given the opportunity to launch a legacy project which, to date, have addressed issues such as leader-ship as well as the perception of retailing as a career choice among Florida’s high school and college graduates.

“We are deeply appreciative of retail compa-nies that support the Retail Masters series,“ says Rogers. “We look forward to sharing this exciting program with others.”

For more information about the Florida Retail Masters program visit www.Florida- RetailMasters.com or call 1.888.FL.RETAIL (357.3824).

The 2010 Florida Retail Masters were celebrated at a special graduation ceremony on June 23, 2010, in Orlando.

Building leaders, Building Businesses

Highlights of the annual Tallahassee Florida Retail Masters session include meeting with legislators, learning about the impact of government upon the retail industry, and addressing the importance of being an active industry advocate. Rep. Denise Grimsley (R-Sebring) speaks to participants at the Capitol in February 2011.

Florida Retail MastersClass of 2010

FRF is appreciative of the retail companies that support Retail Masters. Congratulations to our 2010 Florida Retail Masters graduates and best wishes for continued success! Participants are listed as pictured in the photo above.

The 2010 Retail Masters present a Larry King-inspired skit to help launch their legacy scholarship program in Orlando.

An increasingly sophisticated global marketplace spurred by a worldwide economy, shift-ing demographics, government and legislative intervention, and technological advances such as Internet marketing potentials that can help small businesses compete with larger chains are transforming the retail industry and, ultimately, the need for retailers to be savvy on numerous fronts. Enter, Florida Retail Masters.


FloRidA RetAil FoUndAtion

Mission of the Florida Retail Masters:

The mission of Florida Retail Masters is to broaden participants’ understanding of retailing in Florida, encourage strong leadership skills, develop understanding of Florida’s economic climate and the role retail-ing plays in Florida’s economy, and create a lifetime network of business associates.

Jim GreeneWalt Disney World ResortLake Buena Vista

Erik HainesWinn-Dixie StoresJacksonville

Jeff HendersonBelk Department StoresLakeland

Jackie DonovanWalgreen Co.Riverview

Vincent FoderinghamBeall’s, Inc.Bradenton

Mark RoyerPublix Super Markets, Inc.Port Charlotte

Richard SanchezBravo Super MarketsTampa

Bobby BorgesBest BuyTampa

Irene RoweTarget CorporationPort St. Lucie

Erica JensenSweetbay SupermarketFort Myers

Ashleigh AmburnFlorida Retail FederationTallahassee

Emily BadcockBadcock Home Furniture & MoreMulberry

Jim LashleyLandscape Supply CompanyOrlando

Melanie LeeKia AutoSportsTallahassee

Eric VincentWhite House / Black MarketFort Myers

Tom ZemaitisPublix Super Markets, Inc.Lantana

“One of the real strengths of the Retail Masters program is the contacts you make and the friends you keep. It is always great to hear how others run their

businesses to see if any of their best practices can help my business. They are invaluable resources!”

>> JIM gReene, MAnAgeR, MeRCHAndISe PLAnnIngdISneY THeMe PARk MeRCHAndISe

WALT dISneY WoRLd ReSoRT, LAke BuenA VISTA

“The Retail Masters program was very impactful for me and my professional growth. All aspects of the program, from the learning sessions to our Legacy project provided an enormous amount of

value. The road trips particularly were my favorite, be it learning how Disney takes a product from concept to design to store integration, or the successful launch of a Publix Sabor grocery store that caters to a specific ethnic population, each session’s road trip provided a valuable opportunity to see theoretical concepts put into practice. I also gained a greater appreciation of the impact and power we retailers can have on our own industry by becoming politically involved through the Florida Retail Federation. The most valuable part was networking with my peers in the program and developing long lasting relationships where we will all continue to stay connected and share in our future success.”

>> VInCenT FodeRIngHAMdIVISIonAL VICe PReSIdenT

RISk MAnAgeMenT, CoRPoRATe & SuPPLY SeRVICeSBeALL’S InC., BRAdenTon

The 2010 Retail Masters present a Larry King-inspired skit to help launch their legacy scholarship program in Orlando.

FRONT ROW: BACK ROW:


industry AwardsThe Florida Retail Federation proudly recognizes its 2010 award recipients for their commitment to excellence and their significant contributions to Florida’s retail industry and the state. Please see our additional award winners on pages 7, 11, and 13.

Chairman’s Award

Jacey Kaps is a founding mem-ber of Florida Retail Foundation’s prestigious Chairman’s Circle. As the Circle’s Chairman since its inaugural year, Mr. Kaps has worked tirelessly both within and outside of FRF to help grow the Circle into a dynamic group that provides value to FRF as well as Circle members. For his outstanding leadership and commitment, Mr. Kaps was recognized with the distinguished Chairman’s Award by Dan Doyle, Beall’s, Inc., during FRF’s 2010 Annual Meeting. Mr. Kaps, who resides in Cooper City, is a partner and manages the retail law group within the Florida-based law firm of Rumberger, Kirk & Caldwell. An active defense attorney, he focuses on representing domestic retail, restaurant and lodging sectors. His retail law group represents a wide range of clients and possesses the depth and capabilities to handle issues ranging from labor and Medi-care compliance to construction disputes and casualty litigation. He also consults with the retail sector in overall litigation management.

Since 1999, the annual Retailer of the Year Award for

Leadership (ROYAL) awards program highlights some of Florida’s many outstanding retailers who excel by blending astute business practices with commitment to their custom-ers, communities, employees and the state’s retail industry. The 2010 ROYAL recipients were honored on June 24 at an awards luncheon held in conjunction with the Univer-sity of Florida’s David F. Miller Center for Retailing Education and Research’s Retail Smarter conference and FRF’s Mid-Year Meeting in Orlando.

JEFF AND STEPHANIE SCHORR, The Craftsman House Gallery, St. Petersburg, www.crafts-manhousegallery.com, Less than $1 million category

Jeff and Stephanie Schorr founded the Craftsman House Gallery five years ago with a mission of bringing their

love of craftsmanship, great music and good food to the community. The result: an award-winning gallery housed in an authentically restored 1918 Arts and Crafts bunga-low featuring the creations of more than 300 national and local artisans. Also included are a café, a pottery studio, an artist-in-residence program, and a monthly concert series featuring national performers. The Schorrs have contributed significantly to the city’s art scene and downtown busi-ness district. Mr. Schorr founded and leads St. Pete Independent Network (SPIN), which promotes and educates customers on the benefits of supporting local, indepen-dent businesses. He was also instrumental in bringing the Central Avenue Shuttle to St. Petersburg, which connects 32 blocks of the city’s main retail corridor. The Schorrs lead by example through helping raise money for numerous causes and embracing environmental stewardship.

Florida Assistant State Attorney of the Year Award

June A. Leon-ard, Assistant State Attorney with the 8th Judi-

cial Circuit, was named FRF’s 2010 Florida Assistant State Attorney of the Year. She was honored, in part, for her work managing the Circuit’s Check Fraud Division. Each year, the division handles thousands of cases, mostly involving bad checks given to businesses. In 2009, more than 4,500 worthless checks were processed by her division, which resulted in more than $600,000 in restitution recovered for nearly 400 businesses and other victims of worthless checks. Ms. Leonard also works to educate business com-munity members regarding check fraud and restitution, providing a way for businesses to save time and money in court. She has worked as a prosecutor in the 8th Judicial Cir-cuit, which includes Alachua, Baker, Bradford, Gilchrist, Levy and Union counties, since 1995.

Retailer of the Year Award for leadership

2010 Retailer of the Year recipients include (from left): Dave and Karen West, The Rolling Pin Kitchen Emporium, Brandon; Kira Powell, Hard Rock Cafe, Orlando, represented by Tony Sarcomo and Gian Bonfanti; and Stephanie and Jeff Schorr, Craftsman House Gallery, St. Petersburg.

FRF Board Chairman Dan Doyle (left) honors Jacey Kaps with the Chairman’s Award on October 12 in Orlando.

FRF’s 2010 Florida Assistant State Attorney of the Year June A. Leonard with 8th Judicial State Attorney William P. Cervone, who nominated her for the award. Photo courtesy of Russ Clendenin


Florida Retail Federation law enforcement officer of the Year

Detective John G. Tritt of the Orlando Police Department was honored as FRF’s 2010 Law Enforcement Officer of the Year (LEOY) at an October 12 awards banquet during FRF’s Annual Meeting in Orlando. He regularly serves the retail industry in his capacity as an Economic Crimes Detective in

the department’s Criminal Investigations Division investigating credit card frauds, check fraud schemes, identity theft and embezzlements. As case agent, his success at managing an investigation last year that shut down a counterfeit designer goods ring in Orlando helped secure his selection as the LEOY recipient. Working with retail loss prevention specialists on a tip that counterfeit designer goods were being sold at a flea market near one of Orlando’s major tourist and shopping areas, Detective Tritt directed an investigation that included controlled purchases, surveillance, and other investigative techniques. Ultimately, thousands of counterfeit items such as purses, clothing, shoes, accessories and clothing were seized along with money, cash registers, catalogs, and credit card scanners. The operation, a resounding success, resulted in the seizure of items with a total retail value of more than $2.9 million. Defendants were charged with various infractions and the case was cleared and closed by arrest.

Detective Tritt is a 12-year veteran of the department. He joins 40 previ-ous LEOY recipients who represent various branches of law enforcement in-cluding police departments and sheriff’s offices, the Florida Department of Law Enforcement, the Florida Highway Patrol, the Florida Fish and Wildlife Conservation Commission, and the Florida Department of Business and Professional Regulation.

Officer Sean Bergert of the Aventura Police Department, selected as the runner-up, was honored at the October 12 banquet for his work combat-ing organized retail crime and fraud. Selected for Honorable Mentions and honored locally were: Florida Highway Patrol Trooper Adam Heinlein, Fort Myers, and the team of Cpl. Barry Trombley and Sgt. George Searing of the Palm Beach County Sheriff’s Office.

FRF’s annual LEOY program was established in 1974 to support and recognize outstanding Florida law enforcement professionals, particularly those who contribute to the retail industry.

Retailer of the Year Award for leadership

DAVE AND KAREN WEST, The Rolling Pin Kitchen Emporium, Bradenton, www.rollingpinonline.com, $1 million to $10 million category

Dave and Karen West opened their first Rolling Pin Kitchen Emporium in 1995 and a second location in Tampa in 1997. In 2006 their dreams became a reality when they combined 3,500 square feet of retail space with a 1,000 square foot Culinary Center. With a mix of hard-to-find, old-fashioned items, trendy tools, gourmet foods, and a coffee and tea center, the Rolling Pin is the culinary resource for Brandon area “foodies.” Their well-stocked online store helps expand their market. The Wests seek out products and services from local vendors whenever possible. Mr. West, formally trained at The French Culinary Institute in New York City, heads up The Rolling Pin’s cooking classes. He also works with “Slow

Foods of Tampa Bay” to unite lo-cal quality food producers with area restaurant and grocery store operators. The Wests sup-port community organizations including the Brandon Nativity Food Bank, the Moffitt Cancer Center and the Alpha House of Tampa Bay, where Mr. West teaches cooking classes to at-risk mothers and mothers-to-be.

KIRA POWELL, Hard Rock Café, Orlando, www.hardrock.com, More than $10 million category

Kira Powell began her career in retailing as a teenager work-ing at a family-owned record store in Cleveland. Although unaware of it at the time, the ex-perience and knowledge gained there ultimately helped shape her career choices and lead to a 20-year retail profession chock-full of challenges and successes. Ms. Powell joined the Hard Rock team in Myrtle Beach, SC, in 2000 and transferred to the Orlando Hard Rock in 2003. As general manager of retail, she is responsible for millions of dol-lars in annual sales in both the café and hotel stores and man-ages some 500 employees. She is also involved in training all levels of management for Hard Rock’s international cafes and, as a regional manager, oversees retail operations in multiple lo-cations in various states. Among numerous good will efforts, Hard Rock Orlando’s Ambassa-dor Program, with Ms. Powell’s leadership, annually organizes and funds a special Lunch with Santa for 400 to 700 Orlando area children.

Members of the Orlando Police Department participating in the 2010 LEOY ceremony are (from left): Sgt. Amy Ameye, who nominated 2010 Law Enforcement Officer of the Year recipient Detective John Tritt; and Orlando Chief of Police Val Demings. Dennis Wamsley, director of loss prevention for Publix Super Markets, Inc., and chairman of FRF’s LEOY selection committee (right) presided over the presentations.


Small businesses are responsible for about 75 percent of the net new jobs added to the economy in any given year. The Florida Retail Federation is renew-ing its focus on our top job creators with an effort to give them the help and information they need to cut their expenses and grow revenue.

At our newly launched website — FRFbiz.com — FRF members now have a single online destina-tion to find the information and resources they need to succeed and grow. FRFbiz.com links to our large selection of cost-saving and revenue-generating products and services including:UU Credit-card processing with

Florida Bankcard Solutions*UU Workers’ compensation insur-

ance with RetailFirstUU Local government monitoring

with OrdinanceWatch™

UU Business training services through LearnSomething.com*

UU Small business lending informa-tion and advice

UU Shipping discounts through PartnerShip*

UU Customer gift and loyalty card programs

UU Check processing and check guarantee programs

UU Professional assistance with taxes and regulation*Products of Florida Retail Services, Inc.

FRFbiz.com: More Resources for Small Business

FRF Focuses on Helping Small Businesses — Our Top Job Creators — Cut Expenses and Grow the Top Line

Check us out online at www.FRFbiz.com and join the effort to support Florida’s entrepreneurs and small businesses. Sign up to our email list for news and updates on practical tips, tools and strategies to help businesses grow.

Social MediaFRFbiz.com is also expanding the FRF footprint in

social media with a presence on the popular online networks Facebook and Twitter. As small businesses increasingly turn to social media as a cost-effective way to connect with their customers, FRF is staying with our members and setting the pace in new media.

Facebook, in particular, has grown in popularity with small busi-nesses over the past year, as many have sought out more afford-able ways to advertise locally. Facebook, one of the easiest social media sites for small businesses to use, recently surpassed Google as the most popular online service for local business advertising. According to one survey, 70 percent of local merchants are now us-ing Facebook to market their businesses, an increase from only 50 percent a year ago.

Low-cost or no-cost marketing and public relations — com-bined with the ability to micro-target customers by demographic or geographic areas — have lured more small businesses than ever into social media.

As online marketing increasingly shifts toward social net-works, FRF is committed to maintaining its position as the most qualified and committed advocate for Florida’s small businesses.

Please refer to the website for a complete list of services.


team Retail professional Staff

Whether it’s a single-store operator or executives from a global chain, the knowledgeable, professional staff of the Florida Retail Federation and Florida Retail Federation Services, Inc., is committed to helping its members achieve their goals. Team Retail is dedicated solely to serving the retail industry of Florida.

1. Richard A. McAllister, president and chief executive officer

2. Elaine Mann Carpenter, CAE, vice president, membership and operations

3. Debra A. Crow, chief financial officer

4. John Fleming, director of communications

5. Juliet Fogarty, director of operations, OrdinanceWatch™

6. Crystal Laake, regional territory manager, Florida Bankcard Solutions

7. Randy Miller, executive vice president

8. Samantha Hunter Padgett, deputy general counsel, governmental affairs

9. John A. Rogers, Jr., senior vice president and general counsel

10. Sherry S. Spencer, director, information services

11. Joy Spillers, database specialist

12. Jon Stolp, vice president, Florida Bankcard Solutions

13. Keith Wemm, vice president, outreach

14. Sally West, director, government affairs

15. LaShunda White, finance assistant

16. Sherry Whitney, legislative team administrator

17. Tara Whitney, manager of administration

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FRF... All Business About Small Business

227 SOUTH ADAMS STREETTALLAHASSEE, FL 32301-1720

PRE-SORTEDSTANDARDUS POSTAGEPAIDTALLAHASSEE, FLPERMIT #422

Our MissionThe Florida Retail Federation’s mission is to advocate, promote, and safeguard retailing.

Our Core ValuesAt the Florida Retail Federation, we believe in…

FRF’s permanent headquarters is strategically located just steps from Florida’s Capitol building in historical Gallie’s Hall. Completed in 1874, Gallie’s Hall is officially listed on the National Register of Historic Places. Under FRF’s watch since 1982, the prominent site has been reestablished as a convenient meeting place and focal point in the community.

FRF is Committed to the Retail industry of Florida

Contact Us!

AddressFlorida Retail Federation227 South Adams StreetTallahassee, FL 32301-1720

Telephone Numbers1.850.222.4082Outside Tallahassee and National Toll-Free 1.888.FL.RETAIL (357.3824)

Fax Number1.850.561.6625

Websitewww.frf.org

Publication Credits Editor / Writer: Brenda S. GrindstaffProject Manager: Elaine Mann Carpenter, CAEDesign: Pomegranate Studio, Inc.Contributing Photographer: Ray Stanyard

The Florida Retail Federation thanks its many members and friends of retailing who contributed to this report and whose time and efforts helped make this publication possible.

Our IndustryFrom providing jobs for 20

percent of Florida’s workforce to collecting and remitting approximately $22 billion in sales and retail-related taxes for Florida’s government each year, a vital retail industry is critical to the overall economic health of our state. The economy is stimulated further by retailers’ impact on manufacturing, distribution, construction, e-commerce and other industries that benefit from a thriving retail market.

UU Florida and its futureUU RelationshipsUU Honoring our commitmentsUU The retail industry and its futureUU ProfitabilityUU Leadership

UU Innovation and creativityUU Sound public policyUU Social responsibilityUU DiversityUU Representative democracy

This report is printed on a paper containing 10% post-consumer waste recycled content using soy and other vegetable based inks.

fr.r a fr.. state of florida retailing report2. cindee murphy, founder of pies & plates, punta...

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