July 2014
Thunder on the Gulf | High Flight | The Incredible Yet Unpredictable World of Marketing | Up, Up, and Array
MAKING the GRADE Inside the ever-evolving status of Escambia County schools
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from the publisher’s pen
“The child is father of the man,” the old saying goes. If that’s true, then the formative years we spend being molded by our education system have far-reaching effects throughout adulthood. Research supports this idea, proving that what we become is created in the first five years of life and the first few years in school. It is unfortunate, then, that so many children have a poor education as their foundation for life. It can make or break you. There is no better indicator of lifelong success than education. But a recent budget crisis, increasing
of the always-changing business. A great deal of what we do at Ballinger Publishing is marketing, whether for clients or advertisers, so I certainly understand the importance of maintaining a reputation and helping others tell a pleasing story. Learn more about this fascinating yet unpredictable beast on page 9. What do you get when you combine the roar of power sports with the beauty of the beach? You get Thunder on the Gulf, a sanctioned power boat event coming to Pensacola for the first time. It has for years had great
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socioeconomic inequality, and the emerging emphasis on standardized tests has largely damaged what was once an education system that was the envy of the world. Effecting long-term, national legislative change may seem insurmountable, but the changes we can make locally are worth discovering. On page 22, we look at the ever-evolving status of the much talked-about Escambia school system, including what is working, what is not, and what changes are on the horizon. Education makes a difference; it’s time to make a difference in education. To continue our industry spotlights, we look at marketing locally. We spoke to a large number of academic scholars and industry experts to cultivate a macro view
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success over the state line, but Pensacola’s beachside attributes tempted the organizers to extend the competition to our shores. I’m so glad they did. As you’ll see starting on page 14, the event promises fun for the family, economic development for downtown, and all the thrills and surprises of high-octane sports. Let’s travel for a moment from the water to the air, a place with which David McCartney and Kenny Brown are quite familiar. They have been training the aviators of tomorrow for years, and we got a chance to peek behind the scenes at this fascinating business, Wrong Bros. Aviation. Our region has relied heavily on aviation for years, and will continue to far into the future. With these two leading the way, that future is bright. Learn more on page 18. Finally this month, Emily Lullo peels back the curtain on an exciting young entrepreneur and his equally exciting new invention. I won’t say too much about it (mainly because I don’t much understand the technology myself), but it might just change the way we view digital media in the future. Intrigued? Find the answers on page 12. As always, thank you so much for reading. This publication strives to be (and I hope we are) a primary source of interesting and thorough information about Northwest Florida’s business climate.
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contents
22
Making the Grade
9
The Incredible Yet Unpredictable World of Marketing
12 Up, Up, and Array
Writing Opportunities We are always willing to consider article ideas. Please send queries to Josh Newby, business editor, at josh@ballingerpublishing.com, or care of Josh to the postal address.
Around the Region 28 People on the Move 29 Business Scene
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18 High Flight
In Every Issue
Reader Services Letters We welcome your letters and comments. Send letters to Ballinger Publishing PO Box 12665 Pensacola, FL 32591 or contact specific staff members under the Contact Us: Staff Info link on ballingerpublishing.com
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JULY 2014 Publisher Malcolm Ballinger malcolm@ballingerpublishing.com Executive Editor Kelly Oden kelly@ballingerpublishing.com BC Editor Josh Newby josh@ballingerpublishing.com Art Director Rita Laymon rita@ballingerpublishing.com Graphic Designer & Ad Coordinator Guy Stevens guy@ballingerpublishing.com Editor Emily Lullo emily@ballingerpublishing.com Editorial Interns Madelyn Mancera, Karianne Payton Sales & Marketing Sharyon Miller, Account Executive sharyon@ballingerpublishing.com Becky Hildebrand, Account Executive becky@ballingerpublishing.com
Owners Malcolm & Glenys Ballinger Publisher Malcolm Ballinger · malcolm@ballingerpublishing.com Executive Editor Kelly Oden · kelly@ballingerpublishing.com Art Director Rita Laymon · rita@ballingerpublishing.com Graphic Designer & Ad Coordinator Guy Stevens · guy@ballingerpublishing.com Editor Emily Lullo · emily@ballingerpublishing.com Business Editor Josh Newby · josh@ballingerpublishing.com Sales & Marketing Sharyon Miller, Account Executive, ext. 28 sharyon@ballingerpublishing.com Becky Hildebrand, Account Executive, ext. 31 becky@ballingerpublishing.com Simone Sands, Account Executive, ext. 21 simone@ballingerpublishing.com Website: ballingerpublishing.com Editorial Offices 41 North Jefferson St., Ste. 402 Pensacola, FL, 32502 850-433-1166 · Fax 850-435-9174
Published by Ballinger Publishing: Member of:
NW Florida’s Business Climate and Pensacola Magazine is locally owned and operated. All Rights Reserved. Reproduction or use of the contens herein is prohibited without written permission from the publisher. Comments and opinions exxpressed in this magazine represent the personal views of the individuals to whom they are attributed and/or the person identified as the autho of the article, and they are not necessarily those of the publisher. This magazine accepts no responsibility for these opinions. The publisher reserves the right to edit all manuscripts. All advertising information is the responsibility of the individual advertiser. Appearance in this magazine does not necessarily reflect endorsement of any products or services by Ballinger Publishing. © 2014
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As part of an ongoing series of stories exploring prominent industries in Pensacola, Northwest Florida’s Business Climate spoke with various experts in the marketing and advertising fields to understand the sector’s regional impact, educational expectations and career projections.
The Incredible Yet Unpredictable World of Marketing By Josh Newby
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industry
BET
Targeting · Viral · Demand Creation · Market Segments · Relationships · Customer Alignment · Consumer Generated Media · Value Adding ·
you can’t eat just one, the iconic 1983 Lay’s advertisement read. It’s a perfect slogan if you think about it: playful, memorable and tempting, with a call to action embedded cleverly in just six short words. Marketing, according to various experts in the Pensacola community, is not just advertising or brand recognition or public relations. Rather, it is the overall aesthetic that makes a company worthy of a consumer’s attention and connects the right people with the right goods or services. These attributes include customer service, the product or service, the reason for purchase, the benefits weighed against the costs, and the process of bringing a product or service to the ultimate consumer. The above Lay’s ad would not have been nearly as successful without the accompanying quality product and customer experience. Everyone markets, from companies like Lay’s or Nike to people like Rick Scott or Barack Obama, to places like Miami or Costa Rica. Whether they like it or not, whether they mean to or not, these people, places and things are constantly relaying messages about their worth or lack thereof. But beyond supply and demand, beyond the buzzwords and the metrics, marketing really comes down to one simple thing. “In short, it’s about the story you’re telling and the reputation you have,” said Mona Amodeo, founder of branding firm idgroup. “Social media, advertising, the customer 10 | Business Climate | nwflbusinessclimate.com
experience: they’re all just vehicles to tell your story.” That story can mean many things to many different people. For some people, the story is all about image. “Marketing is often about image more than functionality,” said Bob Kimball, an associate professor of marketing in the University of West Florida’s College of Business. “A Mercedes and a Chevy will both get you where you need to go, but they send very different messages about the person you are.” For others, it is all about benefits. “People are interested in the value that a product or service adds to their lives,” said Christopher Davis, president of local advertising agency Clever Ogre. “How does what you offer benefit the end user and how will you communicate that?” The marketing industry is vast, with certain segments dealing with business-to-business sales and other segments focusing on customer attitudes and actions. Perhaps nothing is more important to marketing than understanding the audience segment your particular company caters to. “A business should never spend money on marketing without identifying and understanding their specific audience and the exact actions the company wants to drive,” said Caron
Sjoberg, president of local marketing and media agency Ideaworks. To understand marketing, though, one has to understand its origins. For a business that represents about 8 percent of Pensacola’s working population and 5 percent of the U.S.’s working population, it is perhaps surprising that marketing is a concept only about 70 years old. In its early days, marketing was productoriented, as opposed to the customer and relationship orientation of today’s communications. In fact, just ten years ago, marketing was a completely different beast than it is today. We were largely influenced by what we saw, heard and read in traditional advertising mediums, according to Sjoberg. Today, we are influenced by our friends and family, hence the rise in popularity of social networking and media. The Internet’s emphasis on social content has pushed Google’s advertising revenue to over $20 billion in the United States in 2012, surpassing print outlets for the first time. In order to break through the over-saturated noise that is everyone trying to sell their product, companies must connect with people. “It seems simple, to just connect with people,” said Amodeo. “But it’s quite complex. You have to deliver the right messages to the right people in a limited time and in a creative way. You have to be as willing to pay attention to feedback as you are to get your message out. Whereas once it was all about ‘push,’ now it’s all about ‘engage.’” Social media has quite literally changed the business’ landscape. It provides an easy way for customers and companies to participate in a mutually beneficial dialogue. But the medium is still in its infancy and industry experts warn against overreliance on it. “Social media is not a replacement for traditional means of communication,” said Michael Duncan of Duncan McCall, an advertising agency and marketing design firm in
industry
· Metrics · Brand Identity · Look And Feel · Bounce Rates · Reputation Management · Call To Action · Stakeholders · Consumer Orientation
departments.” For those who want to pursue management or strategic direction of a marketing firm, the experts suggest either a master’s degree or two-year certification from places like the Savannah College of Art and Design. In today’s economy, those extra qualifications can really put aspirant students ahead of the pack. “The local colleges really offer a lot of incredible programs,” said Duncan. “For those who want to set themselves apart even more, there are a lot of options for that, too.” Photo by Kyle Kesterson Discovering where to establish a marketPensacola. “Rather, it is complemening career is really in tary. It works best when combined itself a fundamental principle of the with other things. It’s really about industry, according to Kimball. that top-of-mind awareness.” “Just like in marketing, you have Locally, there are a lot of oppor- to build a network of professional tunities for those wanting to break people and know your audience,” said into the field. Both Pensacola State Kimball. “Do you want to get involved College and the University of West in organizations and take an active Florida offer great programs that role in them? Pensacola is great for churn out extremely motivated and that. Do you want a high-speed and talented graduates. fast-moving life? Major metros offer “I think Pensacola is a great place that.” for new marketers,” said Sjoberg. Just as you will one day market a “On top of having a number of firmly product or service, Kimball advised established advertising agencies, those who wish to break into the field there are hundreds of organizations, to market themselves. corporations and small businesses “One day you will be helping a that rely on internal marketing company achieve a top ranking on Google search results,” said Kimball. “When someone searches you online, “In short, it’s about the story do they see the reputation you want you’re telling and the reputation them to see?” you have. Social As the ever-evolving industry media, advertising, the continues to change, the job climate looks good. The Bureau of Labor customer experience: Statistics predicts a 12 percent they’re all just vehicles increase in the demand for marketing to tell your story.” jobs over the next 10 years, and some
marketing experts make in excess of $100,000, though the average is around $43,000. This is largely due to the changing nature of the business and the need to have smart, quick-thinking people adapting to its frequently unpredictable nature. As for the marketing business itself, Amodeo predicts a shift toward more strategic brand identity. “You have to think strategically,” said Amodeo. “It’ll become more about solving problems than just meeting a need. Specialization will also increase, and that comes from strategy.” Sjoberg predicts a new kind of marketing hybrid, one that combines the traditional with the technological. “Traditional advertising will link with new media,” said Sjoberg. “Mobile marketing will make every place the opportunity for a message. Hard sell marketing will be a thing of the past, and virtual interactions will drive the highest return on investment.” The key to properly combining traditional and new media forms of advertising is understanding the client or end-user. “For a corporate client, they are more likely to get results through traditional means,” said Davis. “These executives aren’t necessarily checking Twitter. But for more everyday things, like toys, cars and other products, new media adds the best value. Marketing really is all about knowing your audience.” Davis advised against discounting other supposed “out-dated” forms of marketing, though, like billboards and print. “Those are mediums that have surprising success here locally,” said Davis. “In the end, marketing is about connecting the right people with the right product or solution. Successful marketing is making that happen.”
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UP, UP, AND ARRAY
BY EMILY LULLO
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entrepreneurship
WHEN LOCAL ENTREPRENEUR XYNN TII WAS ATTENDING THE UNIVERSITY OF WEST FLORIDA FOR COMMUNICATION ARTS AND PSYCHOLOGY A FEW SHORT YEARS AGO, HE HAD NO IDEA THAT HIS POST-COLLEGIATE YEARS WOULD BE SPENT WRITING BUSINESS PLANS, SEEKING OUT INVESTORS AND PERFECTING PROTOTYPES OF HIS INVENTION, CALLED ARRAY.
A
ARRAY IS A VISUAL MEDIUM TII CREATED using LED technology with translucent images that have been lasered onto film after blending various filters to improve color, contrast, detail and light in the images. The result is an eyecatching, hyper-detailed picture on an ultra-thin screen that gives off its own ambient light, while using very little energy. But verbal descriptions don’t really do Array justice; Tii recommends experiencing the product for yourself, which you can do at one of ten galleries that are hosted in various businesses around Pensacola. “Right now, we’re focusing on opening a lot of galleries,” Tii says. “Because Array is a visual product, people are more likely to purchase it if they experience it in person. ” Since coming up with the initial idea for Array, Tii has worked tirelessly to formulate a reliable business plan that created a solid foundation for the company but also looked to the future of the product. “I created Array my senior year at UWF and then when I graduated I really pounded the pavement to get some financial backing to get a prototype made and put it on the market, but before I did that I really wanted to test the market so I could have something to tell investors that was credible,” Tii says. To lure investment and build his plan, he needed hard data on the consumer response to Array, so he set up the first gallery, called Experie 1, to showcase it and conduct a peer-reviewed, quantitative study on its effects on a space. Housed in a room called the Great Good Room on the second floor of the John C. Pace Library on the UWF campus, the Arrays proved to be a welcome addition. During the course of the six-month study, traffic to the library increased an impressive 260 percent. Also while the first floor has traditionally had the highest traffic of the library, during the course of the study the second floor proved to be most popular, Tii says. The study was peer reviewed by the dean of the library and other professors. Tii also worked closely with the UWF Small Business Development Center to hone his business plan, successfully securing seed money from Fred and Martin Levin, who became clients, utilizing Arrays in several of their residencies. The Levins
even sent Tii to Boston, then London and Paris to capture images that would become custom images for their media. “I was very impressed with the product and I hadn’t seen anything like it,” Fred Levin said. “I’ve dealt with another product that was similar but it wasn’t lighted.” “Xynn’s been trying to get the word out and opening galleries and we have been assisting him in the process, not for any profit but because we believe in the product, just that it’s a really interesting evolution of photographic display,” said Martin. Clients can have their own images used in Array, or they can utilize images Tii has captured, or as the Levins did, they can commission custom images for Tii to capture for their individual products. Images can be switched out for newer ones to keep the experience fresh. Tii says one of the challenges is describing exactly what Array is to potential consumers who might think of it as a typical media screen. “Array is a new medium of visual experience,” he says. “I don’t want it to get confused with a television or computer screen, because the visual aspect is similar to that, but it’s a completely new medium altogether.” Array stands out because of the mesmerizing detail and clarity in its images, with a display output that is 3450p, three times greater than traditional high definition television at 1080p. They come in sizes ranging from 11” by 14” up to 48” by 72”, making them versatile in the spaces they can complement, whether a smaller room in a private home or a striking piece in an office or business. One client even uses an Array as a nightlight in a child’s room because of the soft lighting emitted from the product. Tii’s footwork in creating and marketing Array has come to a head in the last six months, but he has even bigger plans for the future of his product. For the moment, he’s entering series A funding, seeking investors or venture capitalists to raise $250,000 to $1 million to expand, as well as continuing to expand to bigger luxury markets like Miami, where Tii lived before moving to Pensacola. He’ll also continue to open more galleries, which currently include The Drowsy Poet coffee shop, the Hilton Gulf Front Pensacola Beach, and the forthcoming Experie 10 in the Pensacola Airport. “Part of our business plan is opening up galleries in existing places that already have an audience,” he says. “We work with places like coffee shops that already have an ambience where people come in and relax and enjoy the environment.” For more information, visit xynntii.com.
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THUNDER ON THE GULF The Regional Competition Benefits Sports-Lovers, Businesses, and Families Alike.
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BY JOSH NEWBY
ACH YEAR DURING SUMMER, THE THUNDEROUS ROAR OF powerboats and the screams of excited fans briefly interrupt the gentle sounds of waves crashing along Gulf Coast shores. Residents and visitors do not mind so much, though, as the annual Thunder on the Gulf not only signals the return of one of the Gulf Coast’s most exciting sports spectacles, but also an opportunity to benefit worthy charities and the regional economy. This is an event that simultaneously caters to families, businesses and high-octane sports fanatics alike. 14 | Business Climate | nwflbusinessclimate.com
sports
FLORA-BAMA SHOOTOUT SUPERBOAT GRAND PRIX
Race Week - August 15 - 25 August 15 9:15 am: Check-in for Thunder on the Green Golf Tournament, Craft Farms, Gulf Shores 10 am: Shotgun start August 16 10 am - 3:30 pm: Motorcycle Thunder Run ending up at the FloraBama for the bikini contest 4 pm: Miss Thunder on the Gulf Bikini Contest, Flora-Bama Yacht Club August 18 6 pm: Texas Hold ‘em style poker tournament, Pensacola Greyhound Park Poker Room August 21 10 am - 3 pm: Launching, Sportsman’s Marina, Orange Beach 4 - 6 pm: Welcome party, meet the races, Flora-Bama Yacht Club 8:30 pm: Marshall Tucker Band performs
For the first time in the Thunder on the Gulf’s 11 years in operation, the fun will cross the Alabama border and delight downtown Pensacola denizens, as well. Traditionally, the event is hosted in beautiful Orange Beach, Ala., and the landmark event will still occur there on Aug. 22. This year, however, the inaugural ThunderRun Super Boat Grand Prix will take place Aug. 24 at Plaza de Luna in Pensacola. Super Boat International, the nation’s premier sanctioning body for offshore racing, facilitates the local event, which serves as just one race in a circuit that culminates in a worldwide competition in Key West each November. Teams earn points based on their placement in qualifying races, and the boat with the
most points at the end of the Key West competition wins the trophy. It all started in Miami in the 60s, when powerful wooden boats would race to and from places like West Palm Beach and Nassau. Eventually, the track was altered to run in an oval and allow spectators a better experience. Eventually, Super Boat International was formed and wanted to make a series of races much like NASCAR. The Orange Beach Thunder on the Gulf race was added in 2003 and has since enjoyed rampant success. Marty McGreevy is president of the Gulf Coast Powerboat Association (GCPA), and was instrumental in bringing the event to the Gulf Coast. He was active in the industry’s infancy.
August 22 9:30 am - 4 pm: Launch/recovery, Sportsman’s Marina 11 am: VIP areas open 1 pm: Start of first race 3 pm: Start of second race August 23 10 am - 5 pm: Race Village opens, Plaza de Luna, Downtown Pensacola 10 am - 5 pm: Launching, Port of Pensacola 3 pm - 4 pm: Miss ThunderRun Superboat Grand Prix Bikini Contest, Race Village 6 pm: Boat parade 7 pm - 11 pm: Street party, fireworks display August 24 9 am - 4 pm: Launch/recovery, Port of Pensacola 10 am - 5 pm: Race village opens 11 am: VIP area opens 1 pm: Start of first race 3 pm: Start of second race 6 pm: Awards presentation nwflbusinessclimate.com | Business Climate | 15
sports
“THE EVENT COINCIDES WITH THE NAVAL AIR STATION’S 100TH ANNIVERSARY, AND WE ARE HAVING A STREET PARTY THAT WEEKEND WITH BOATS ALONG PALAFOX. IT’S GOING TO BE A CRAZY TIME.”
“A friend of mine bought a boat and we began going around the country to the various races,” said McGreevy. “We thought it would be great to have one in Orange Beach, which is among the area’s best kept secrets.” The recreational boating industry is huge, with an estimated $121 billion impact in the United States. Approximately 88 million Americans took to the waterways in 2013. Thunder on the Gulf brings a hefty slice of that action to our area. About 85,000 people come to the event each year, which results in an estimated $10 million economic impact for the area. About 68 percent of these dollars were from outside Alabama, introducing new money to the state’s economy. Much of that money goes to hotels, restaurants and other tourist-friendly sites. This year, the Thunder on the Gulf staff hopes to share that impact with Florida. “We’ve wanted to do this for years,” said Kathy Melson, the event coordinator. “We’ve worked with the county and the city to bring it here to Pensacola. It’s beneficial to the races because
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they get to participate in two races for the price and effort of one transport. The event coincides with the Naval Air Station’s 100th anniversary, and we are having a street party that weekend with boats along Palafox. It’s going to be a crazy time.” In order to help bring the event here, the Escambia County Commission has pledged $40,000 in matching sponsorships to help produce the event, which will have a direct economic and recreational impact on the area. In Alabama, the race runs parallel to Perdido Beach Boulevard. In Florida, it runs parallel to Main Street, with boats tearing through the water directly in front of the Community Maritime Park, Port of Pensacola, and the Fish House restaurant. Those in Alabama can enjoy the six-mile race from high-rise condominiums, of which there are 6,000 along the raceway. “It’s like having your very own sky box,” said Melson. Those in Florida have the advantage of free, front-row seats, since the boats, which go over 180 miles-per-hour, will go right along Bayfront Parkway, often just 200 yards from the shore. This year’s Thunder on the Gulf is already
sports shaping up to be even more successful than last year, with 18 boats signed up thus far, an increase over last year’s final boat count of 12. The GCPA, a non-profit organization, produces the annual event in tandem with the famous Flora-Bama restaurant and bar. While sponsorships fund the production of the race, a portion of merchandise sales goes
to charities. Since Thunder on the Gulf’s inception, more than $150,000 has been donated to various charities, such as St. Jude’s this year and last year. Sponsoring businesses are guaranteed to get big bang for their buck, with marketing, advertising and social media opportunities available. Local hotels have also stepped up to join some of the lesser-resourced teams. “You have about five to 10 people per team, and some of these teams don’t have the big pockets that the corporate boats have,” said McGreevy. “They really do it for the love of the game, but they need a couple hotel rooms to stay in during their stay. Some local properties have stepped up to provide that.” McGreevy attributed the sucOrange Beach track cess of Thunder on the Gulf to regional support. “In order to be successful, we really need that buy-in from the community,” said McGreevy. The team has big plans for the future, as well, assuming the Pensacola leg of the event goes well. “I’d love to see us grow and expand, maybe event produce a tri-state event,” said Melson. “But first we need to make sure the community is behind us. Pensacola track This is such a family-oriented event, and Pensacola is a great place to host, because of its history, military presence and so on.” Other events complement the main Thunder on the Gulf races, including a golf tournament, Texas Hold ‘em poker tournament, bikini contest and more. Earlier this year, the Southeast Tourism Society named Thunder on the Gulf a top 20 event, placing it in a distinguished group of events recommended by travel industry experts. For sponsorship information, email info@thunderonthegulf.com.
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HIGH FLIGHT
JOSH NEWBY learns about the fast and exciting business of shaping aviation’s future. Photographs by GUY STEVENS II nwflbusinessclimate.com | Business Climate | 19
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business spotlight
AKING TO THE SKIES AND seeing the world from a bird’s eye view is an infrequent occasion in most people’s lives, and even then they are relegated to cramped legroom and recycled air. Few of us ever get to experience the world from a completely different perspective, one unbound by gravity, flight schedules, and of course, the TSA. For David McCartney and Kenny Brown, though, that perspective is their life. McCartney and Brown run Wrong Brothers Flight Training Wing and manage its home, Ferguson Airport. The two started their business just last year, in May 2013, and it has since—quite literally—taken off. McCartney, Brown and their 10-person staff--including six certified flight instructors, aircraft maintainers and office staff--help train everyone from retired private citizens and high school students, to Naval flight students and even the occasional retired astronaut. The training school is host to seven airplanes and two helicopters, all of which are kept in peak condition, ready to reach the next horizon. The two got their pilot’s licenses almost ten years ago, at the age of 17, and went to college at Embry-Riddle Aeronautical University. While they enjoyed their education and the experience they had, they always felt something was missing from the flight training concept. “Our motto is ‘creating the aviators of tomorrow,’” said McCartney. “That’s really what we strive to do. Anyone can push buttons. They train monkeys to do that in space. It takes a unique individual, though, to really become an aviator.” McCartney and Brown worry that the fundamentals of flight have been 20 | Business Climate | nwflbusinessclimate.com
lost with today’s high emphasis on technology in the cockpit. Many of the most recent aircraft incidents, including some of those by commercial airlines, can be attributed to poor fundamentals. An advanced knowledge of basic stick and rudder skills goes a long way when learning how to fly. “We train our students on one of the toughest aircrafts there is to fly, the Cub,” said Brown. The Legend Cubs are 21st century remakes of a 1940s design by the Piper Aircraft Corporation. “It requires a deep understanding and feel of how the aircraft really flies in order to operate it successfully. We find that if people can master landing one of the toughest there is, they are much more successful with other more
technologically advanced aircraft.” The team at Wrong Bros. even fulfills business and private-sector contracts, like pipe and powerline patrol for utility companies using their helicopters. They often transport photographers and videographers, as well, who are trying to get a birds-eye shot of the Gulf Coast. Right now, their business is split between training and contract fulfillment 50-50. It takes 40 hours of flight training to procure a pilot’s license, though McCartney and Brown find that most of their customers desire about 50 to 60 hours of instructor-led time in the air. It costs about $8,000 between plane rental and instructor fees, though the team guarantees that the experience facilitated by the
business spotlight
“Kids everywhere look up at the sky, watching the Blue Angels, and wish they could do that. We want to make that wish come true.” instructors is absolutely worth every penny. “We want to be a different type of flight school,” said McCartney. “We provide customers with the best possible experience. We want them to enjoy their time spent here. New airplanes, newly remodeled offices, and great customer service, but with a throw-back, grass roots style.” Wrong Bros. instructors will even teach students advanced training like spins and aerobatics. “Aerobatics is all about energy management,” said Brown. “We find that what you learn from performing aerobatics will often get you out of a problematic, non-aerobatic situation.” “It’s a proactive, not reactive, approach,” said McCartney. “We are very hands-on. We can discuss formulas and physics, and we do, but until you get out there and do it for yourself, you can’t really appreciate or understand everything.” Before receiving their license, every student must log some solo hours, an intimidating prospect for new students. This will be their first time in the air, by themselves, subject to their own knowledge and experience. It is a simultaneously exhilarating and terrifying prospect. But not to worry: practice makes perfect when it comes to navigating and journeying the skies, and it also takes the right kind of person. Humility and an open mind are essential for new pilots. If you lack those attributes, the Wrong Bros. staff will be very honest with you. “We’ve had to tell people before that we don’t believe they are the right person for this type of flying,” said McCartney. “That’s tough. But ultimately, we’re building aviators, not just pilots, and those standards save lives.”
For those who already have their pilot’s license and want to take a plane for the weekend, maybe on a leisurely flight to North Carolina or Tennessee, Wrong Bros. has programs and aircraft that accommodate that, as well. It is easy to assume that these two have the dream job, flying at will and escaping gravity’s confines at leisure. Brown said he does enjoy the work quite a bit, but nothing rivals helping students achieve what many only dream of. “Those student milestones are really what you live for,” said Brown. “Everyone here is dedicated to that.” McCartney agreed, saying that sometimes, while suspended upsidedown from 5,000 feet in the air, he will think to himself how lucky he is. “We do this everyday, but every now and then, what we do will really take us by surprise,” said McCartney. “We feed off our customers’ energy.
They really make it worthwhile.” Not ones to simply have all the fun themselves, the Wrong Bros. team recently started the Kenneth O’Dea Fund, a scholarship for Escambia County high school seniors. Interested students can submit essays, a personal statement and letters of recommendation in the hopes of receiving annual scholarships to the flight training program. “This area is so rich in aviation,” said McCartney. “Kids everywhere look up at the sky, watching the Blue Angels, and wish they could do that. We want to make that wish come true.” After only a year of business and rampant, successful growth, it is clear that Pensacola’s history of aviation is breeding a promising future. That future appears bright with the young, energetic Wrong Bros. at the helm.
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MAKING the GRADE 22 | Business Climate | nwflbusinessclimate.com
Escambia County schools are among the lowest performing in the state. State accountability and standardized testing scores remain low. Graduation rates are less than ideal. The district is making progress, though, and Superintendant Malcolm Thomas believes in a bright future for the county’s K-12 education. Josh Newby explores Escambia County’s schools’ evolving efforts to make the grade.
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DUCATION HAS LONG BEEN HERALDED AS a main determining factor for a person’s success, but how that education is administered is often out of that person’s hands. Education routinely tops the charts of what people care about, along with healthcare and the economy. That might be why, in the United States, education is a $67 billion industry, roughly six percent of the federal budget. Florida’s state budget includes $18 billion for education, which is about $7,000 per student per year. On the local level, the status of the Escambia County school system is a topic of much debate and speculation. While historically a county of poor educational performance, with some measurements ranking the area as low as 51st in Florida, there are metrics that support the idea that Escambia County gets it right on the issues that matter. That idea matters little when the county remains among the poorest and slowest growing counties in the state. There are countless studies that indicate a direct correlation between a person’s education and ultimate economic health, as well as between an area’s educational health and its vibrancy as a community. If knowledge is power, and seemingly the answer to generational poverty, infrastructural deficiencies, and poor healthcare, what can we do to improve the county’s educational outcomes? Malcolm Thomas, Escambia Superintendant of Schools since 2008, has faced criticism for failing to boost academic performance as quickly as some would like, as well as praise for handling recession-era budget cuts in the best way possible. When asked the status of Escambia County’s schools, he admitted that it was a complex question, one that reveals many areas for improvement. Financially, Escambia County schools weathered the financial storm of 2008 better than many expected. The school system, which educates almost 41,000 students, was faced with making $40 million worth of cuts, which Thomas did by closing nine schools, each of which were costing the county over $1 million a year. Thomas also cut 10 percent of the staff while striving to protect what he felt was important to students. “I didn’t want to cut anything that negatively impacted the students,” said Thomas, who said that closing schools was not necessarily a direct impact as nearby remaining schools could absorb them. “We never cut a single music, art or physical education program.” 24 | Business Climate | nwflbusinessclimate.com
During that time, the school system procured an Aa3 credit rating, something that many businesses would be envious of. Thomas has also instituted a two-part teacher evaluation system, which he believes leads to better instructors and more engaged students. The evaluation relies half on teacher-controlled issues, such as lesson plans. These are graded based on a rubric that allows for nuanced scoring and specific targeting of areas for improvement. The other half relies on student test scores. “I believe that every one of us always has a chance to grow,” said Thomas. “This evaluation system is meant to foster that. Fifteen percent of our teachers are highly effective, 80 percent are effective and about 2 or 3 percent can improve. We have mentors in place to accommodate that improvement.”
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TEST SCORES AND THE STANDARDIZED testing that produces them is a subject of heated debate in this country. One camp says that, if done right, standardized testing is a valuable method of identifying academic deficiencies and ensuring students are prepared for college and/ or the workforce. On the other side is research that proves standardized testing is not effective at gauging deep-level learning. Students will study in order to do well on the test, but not retain the information long-term. This type of testing does not encourage deep-level thinking, which is only obtained through critical analysis, allowing the student to define terms in his or her own words, and facilitating an environment where the student discovers the knowledge, instead of simply receiving it. Nevertheless, Thomas said, accountability
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A school is a reflection of the community and vice-versa.�
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“When what happens on a test is more important that what happens in the classroom, you have a real problem.”
is important and oftentimes, unfortunately, standardized testing is the most efficient way to accommodate that. “Accountability is necessary in what we do,” said Thomas. “But when what happens on a test is more important that what happens in the classroom, you have a real problem.” Thomas responded to the county’s lessthan-average FCAT (Florida’s Comprehensive Assessment Test) scores with the fact that testing does not measure everything that is important. “Education and the teaching process is all about making a difference,” said Thomas. “Well differences can be made in different ways. Maybe it’s by instilling a student with confidence or helping him or her discover a previously unseen path to success. You can’t measure that with a test.” While Thomas supports improved outcomes for his teachers and students, he cautioned against raising the bar too high. “When we raise the bar too high, we start labeling kids as failures,” said Thomas. “Some kids just don’t do well on tests. Some kids will score a low grade on a reading test, but they are perfectly capable of contributing to society. If we ruin that child’s confidence, though, we’ve lost them.” Creating students that contribute to society is a main tenant of Thomas’ philosophy as superintendant. Since he was elected, Thomas has strived to leverage partnerships with the county, city and chamber to help kids become successful later in life. In 2008, there were just 13 career academies in the county, nine of which were located at the same high school. Today, there are more than 60. These career academies range in specialties like math and engineering to aeronautics and electrical work. “Vocational work is something we will be focusing on in the future,” said Thomas, referring to the county’s upcoming focus on blue-collar jobs. “College is great; we need college-educated people. But it’s not the only path to success. Plumbers’ and electricians’ salaries can often give college-education salaries a run for their money. When the economy goes bad, it’s these indispensable, trade-based jobs that remain in high demand.”
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ESCAMBIA COUNTY’S WIDESPREAD POVERTY is a chief concern of local government, and often contributes to poor academic outcomes. This poor academic performance is sometimes born from homes with limited socioeconomic mobility and little access to information and diversity. Communities with low-income workers tend to be located in the same part of town. These low-income workers pay less in taxes, which leads to poorer infrastructure and substandard education. When 26 | Business Climate | nwflbusinessclimate.com
the children of these workers often attend these less-than-ideal schools, they are only encouraged to learn what it takes to earn a diploma, and many do not even earn that. Armed with little education and resources, these children enter jobs that are low-wage and low-skill, thus continuing this cyclic poverty. Conversely, numerous studies have shown that children from prosperous families typically begin school with better reading skills and vocabulary than children from poorer homes. Children in affluent homes usually have more access to books and computers, and their parents are more likely to spend time reading to them. “Middle class kids will learn in spite of us,” said Thomas. “They have the internet, they have libraries and extracurricular programs. Often, the school system will hold them back, if anything. The poor kids, however, learn because of us. That’s why it’s so vital to have good schools in low-income areas. A school is a reflection of the community and vice-versa.” Often, these children have little if any access to healthcare, creating a body and mind unfit for fruitful learning. Thomas admits this systemic problem seems impossible to fix, but emphasizes the importance of the community coming together to fix the problem. “We need to start at the home level,” said Thomas. “Maybe that means that the school system provides adult training to these parents so that they can provide for their family better. Maybe that means businesses pledge to consider these hard-working people who maybe didn’t get a degree. Maybe that means the city and the county and the chamber come together to make a difference on an individual level.” Every child is born with a pilot light, according to Thomas. That pilot light can grow into a wonderful, productive flame if provided with the right fuel and given a nurturing environment. That pilot light can also blow out if confronted with confidence-destroying test scores or a difficult home and academic setting.” Despite test scores, school system leadership and teachers are making a difference, it seems. Scholarships have increased from $16 million to more than $28 million. The graduation rate has increased from 62 percent to 67 percent. Industry certifications have increased from 50 to almost 1,500. School choice is available for every level to those who wish to attend a better-performing school outside their zone. Out-of-school suspensions have decreased from almost 3,000 to almost 1,500. Advanced placement and dual-enrollment participation has increased by 33 percent.
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TECHNOLOGY IS A GREAT WAY TO REACH otherwise inaccessible students, and for the first time ever, the state of Florida is giving the Escambia County School District $700,000 to
Photo by Carnie Lewis
Photo by Lexie Flickinger Photo by Jay Baker
purchase laptops and other electronic equipment as part of the push to give each student a computer. While this is great news, said Thomas, a little does not really go a long way. Approximately 20,000 students in the county do not have consistent access to a computer and thus the educational advantages it provides. It does not take a mathematician to see how just $700,000 will not make up the difference. “We cannot educate the students of today for the jobs of tomorrow without technology,” said Thomas. “So much of our world today, and our jobs, is reliant on the internet and technology. I cannot train a competent workforce without access to technology.” But the costs are more than just hardware and software expenditures. There are bandwidth concerns, electrical capabilities, IT support, system upgrades, and more. “Ten million dollars would not be enough,” said Thomas. Other financial concerns also hold the county back from realizing its true academic potential. Recently, the Florida legislature mandated that the 300 poorest-performing schools add an hour of curriculum to their schedules. They did not provide funding for that, however. Just paying the overtime for one school cost Thomas and the district $400,000. “So much of our funding is categorical,” said Thomas. “So much is for salaries, supplies, savings, and so on. We’re doing better than we were during the recession, but not much better.”
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IMPROVING ESCAMBIA COUNTY’S EDUCATIONAL performance will take time, and systemic problems like state funding and community poverty are not going away anytime soon. Luckily, members of the Escambia County School Board have some ideas.
Linda Moultrie, chair of the board, emphasized a return to making education the number one priority for children. “That is their job,” said Moultrie. “When they are that age, they should focus on their studies. We need to help that happen by getting everyone—families, churches, the community—on the same page.” The school district has a unique spin on the traditional firstgrade retention policy, which dictates that kids who cannot read at a first-grade level upon the grade’s conclusion be held back. This method has met criticism. A recent study by the Marsico Institute for Early Learning and Literacy found that retention techniques without interventions are actually harmful and result in depression, social anxiety and lower grade school completion levels. “We don’t want to hold kids back,” said Moultrie. “We want to make a difference. So, if within the first six weeks we find that a child may be struggling, we hold an intervention conference with the parent or parents to understand more about that child so we can maximize his or her chances of learning.” Moultrie agreed with Thomas that teaching must emphasize material comprehension instead of just the ability to pass a standardized test. In order to improve low graduation rates among minority students, the school board assembled a community task force that will soon make recommendations for closing the graduation gap. Businesses like Gulf Power and volunteers are helping out, too, by sponsoring services like ECARE (Every Child a Reader in Escambia) to help children improve their literacy levels. “The first step is accepting that we have a problem,” said Moultrie. “A lot of parents can’t solve that problem on their own, though. Single parents work multiple jobs and simply don’t have the time. So, we’ve installed parent liaisons in each poor-performing school to coordinate with struggling parents and connect them with churches and volunteers who are there to help bridge that gap.” There is also a clothes closet at Lincoln Park Elementary School to benefit poor children across the district. “We’ve empowered teachers to identify struggling students—be it academically or socioeconomically—and work with parents to equip children with the resources they need to be successful.” Important and necessary progress continues to be made in Escambia County to improve not only measures and metrics, but also the foundation of education and academic excellence. Eightyfive percent of who you are—your intellect, personality and social skills—is developed by age 5. Professionals, teachers, volunteers and parents are working hard together in Escambia to make those formative years the best they can be. nwflbusinessclimate.com | Business Climate | 27
around the region
$10,000
Amount Gulf Winds Federal Credit Union donated to area students Gulf Winds Federal Credit Union is proud to announce four recipients of 2014 Gulf Winds Federal Credit Union scholarships. Four deserving credit union members who are high school graduates and are beginning their first-year of undergraduate education were awarded with a $2,500 scholarship. These scholarships will provide a one-time award for use at any accredited college, university or trade school.
Sacred Heart celebrates new tower After two years of construction, Sacred Heart Hospital in Pensacola celebrated the grand opening of its new $52 million, five-floor patient-care expansion at events on June 27 and 28. The new building, called the Bayou Tower, allows Sacred Heart to add 112 private rooms to its main hospital.
Downtown Pensacola flourishes with new waterfront condo project Entrepreneur Ray Russenberger has announced plans for 701 Palafox, a ten-unit luxury condominium project at a spectacular location alongside downtown Pensacola’s historic wharf. His new development will offer residents all the charm of downtown living as well as the ability to literally walk downstairs and set sail. The elegant, exclusive new condominiums will feature patios overlooking the water and street-side balconies. Outfitted with the finest of amenities, the units will range from 1,434 to 2,332 squarefeet. SMP Architects has designed the building with a nod to Pensacola’s Spanish and French Colonial past.
Baptist Hospital: Outstanding partner in education
Baptist Hospital received the Outstanding Partner in Education Award on May 14 from the Escambia County School District at the 31st annual appreciation luncheon honoring outstanding school volunteers, teachers and partners in education. Baptist received this award for their work with Pensacola High School Health Academy students.
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Workforce grant available for Greater Pensacola employers In its continuing effort to help shape the region’s business climate, the Greater Pensacola Chamber is once again urging local employers to take advantage of a statewide grant program that is geared toward helping businesses develop and train their existing workforce. In Fiscal Year 2012-2013, IWT (Incumbent Worker Training) supported training for nearly 240 Florida businesses. Within a year of completing IWT-supported training, employees saw a 19 percent average increase in wages, according to CareerSource Florida. The grant is available to for-profit businesses in Florida that have been in operation for at least one year prior to applying, have at least one full-time employee, demonstrate financial viability and are current on all state tax obligations. The application period for the IWT program grant opened on Tuesday, July 1. Email jmcfarren@pensacolachamber.com for more information.
Donovan to depart as Pensacola International Airport director Pensacola Mayor Ashton Hayward announced on June 6 that Greg Donovan, director of the City-owned Pensacola International Airport (PNS), will leave to take a position as the executive director of the Melbourne Airport Authority / Melbourne International Airport (MLB).
Perdido Key Gets Seasonal Bus Service
The Escambia County Area Transit (ECAT) has been approved to run a seasonal bus route in Perdido Key, for the months of July, August and September. Times are 11-7 daily, 11-6 on Sunday from July 1 through Sept. 1. The route features various stops at local businesses and landmarks. The basic fare is $2.35, $1.25 for students and $1.10 for seniors and the disabled. Those with military ID or in uniform are free.
Pensacola Five Flags Rotary donates to local organizations
Pensacola Five Flags Rotary Club President Alan Nickelsen recently announced charitable contributions totaling more than $10,000 to 14 area organizations. The contributions were approved by the board of directors at its June meeting. The organizations selected were Arc Gateway, Autism Pensacola, Council on Aging of West Florida, Covenant Hospice, Loaves and Fishes, Manna Food Bank, Panhandle Charitable Open, Pensacola Little Theatre, Pensacola Museum of Art, Pensacola Sports Association, Washington High School Interact Club, Waterfront Rescue Mission, WSRE and YMCA.
Council on Aging manager receives community partner award
Council on Aging of West Florida case manager Julie Hand was recently selected by Department of Children and Families as the 2104 recipient of the Charles Bates Award of Outstanding Community Partnership. Hand was recognized for her outstanding commitment to the protection of elderly and disabled adults.
people on the move
Heath Selected as corporate director of imaging for Baptist Health Care Baptist Health Care has selected W.D. Heath as the new corporate director of imaging for Baptist Health Care. Originally from Milton Fla., Heath gained his 20 years of experience in health care from St. Dominic Jackson Memorial Hospital, and, most recently, at the University of Mississippi Medical Center where he served as the administrative director of imaging services.
Regions Bank Names Brett Barrow senior vice president of Commercial Banking Regions Bank has named Brett Barrow to the position of Senior Vice President of Commercial Banking in the Florida Panhandle area. Barrow, a veteran banker with over 27 years of experience in the industry, will now be managing and developing the bank’s largest commercial banking relationships in the Florida Panhandle.
Family Medicine physician Bascom Raney, M.D. joins Baptist Medical Group Family medicine physician Bascom ‘Lance’ Raney, M.D., has joined Baptist Medical Group, the expansive multispecialty physician network of Baptist Health Care in Pensacola, Fla. He has more than 25 years of experience caring for the health care needs of families, and most recently served the Century, Fla., community.
UWF Foundation names new CFO, 2014 -2015 Board of Directors University of West Florida Foundation, Inc. recently announced a new Chief Financial Officer, Daniel Lucas as well as its 2014 – 2015 Board of Directors. Additionally, the UWF Foundation recently named their Board of Directors for 2014 – 2015. The new directors beginning their terms are: Ray Flores, owner of Flores Accounting, LLC; James Hosman, vice president for Florida First Capital and co-founder of College Frog, Inc.; Devonte Wilson, vice president of the UWF Student Government Association; and Phillip Wright, CEO of Santa Rosa Medical Center. The 2014 – 2015 officers are: John Hutchinson, chair; Gordon Sprague, vice chair; Richard Peterson, secretary; David Hightower, treasurer; and C. Ray Jones, immediate past chair. The returning board members include: Judy Bense; Dave Cleveland; Doug Dobson; Gail Dorsey; Rick Fountain; Alan Gieseman; Tim Haag; Dennis Larry; Kim MacQueen; Dan McMillan; John Platt; Steve Riggs; Debbie Ritchie; Richard Sanfilippo; Luke van Blaricom; Melinda Webb-Schwartz; and Brian Wyer. nwflbusinessclimate.com | Business Climate | 29
business scene
{
At the Five Flags Rotary Change of Command ceremony
{
Victoria & Gerald Adcox
Herb & Ann Woll
Gerry Mock, Flack Logan, Pat Fogg, John Fogg
Aleisha Steele and Kathy Anthony
Todd & Gayle Torgersen
Theresa & Bill Harrell Gus Silivos and Jeff Nall
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Vete Senkus
With heartfelt appreciation and recognition of your service as Chairman of the Escambia County Public Schools Foundation
2012-2014 You have positively affected the lives of Escambia County K-12 students and teachers.
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