EVOLVE Magazine - Greater Daytona Edition - November 2021

G RE A T E R DAY TONA RE GION

BUSINESS AND ENTREPRENEUR MAGAZINE NOVE MBE R 2021 | $6.95

THE BUSINESS OF SPORTS ISSUE

PICTONA A NEW GEM IN HOLLY HILL Rainer and Julie Martens

DAYTONA BEACH IS A LURE FOR SPORTS COMPETITIONS

SMALL TRACK, BIG BUSINESS NEW SMYRNA SPEEDWAY PRESERVING THE PAST, BUILDING THE FUTURE

This issue of

TEED UP FOR SUCCESS - THE MEYERS FAMILY BUILDS A LEGACY WITH THE RIVIERA COUNTRY CLUB

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TABLE OF CONTENTS

NOVEMBER 2021

EVOLVE Business and Entrepreneur Magazine

In Every Issue 03

04

From the Editor

Daytona Beach is a Lure for Sports Competitions

28 The Road Ahead

14

Sports events, primarily youth sporting events are great for any destination because they bring families”

page 4

Get in the Game: A Q&A with Dylan Waters of Vortex Esports Arena

30 Community Service Means Good Business

18

Features G R EAT ER DAYT ONA R EG ION

BUSINESS AND ENTREPRENEUR MAGAZINE

Daytona State Sports Wins on the Field and in the Community

26 Small Track, Big Business New Smyrna Speedway Preserving The Past, Building the Future

10

N O VE M B E R 2 0 2 1 | $ 6 .9 5

THE BUSINESS OF SPORTS ISSUE

PICTONA THE HIDDEN GEM OF HOLLY HILL

On the Cover:

Rainer and Julie Martens

DAYTONA BEACH IS A LURE FOR SPORTS COMPETITIONS

SMALL TRACK, BIG BUSINESS NEW SMYRNA SPEEDWAY PRESERVING THE PAST, BUILDING THE FUTURE

This issue of

TEED UP FOR SUCCESS - THE MEYERS FAMILY BUILDS A LEGACY WITH THE RIVIERA COUNTRY CLUB

is provided courtesy of

Pictona – A New Gem in Holly Hill Cover photo: Marina’s Photography

22 Teed Up for Success The Meyers Family Builds a Legacy with the Riviera Country Club

| 2 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

32 Sports Matter at The Volusia County Ocean Center

FROM THE EDITOR BUSINESS AND ENTREPRENEUR MAGAZINE

EVOLVE Greater Daytona Region is published by TouchPoint Innovative Solutions.

PUBLISHER Howard M. Holley

EDITOR John Guthrie

MANAGING EDITOR Elesha Mavrommatis

ART DIRECTOR Leslie Proctor

ADVERTISING SALES Jeanne Coates

EDITORIAL ADVISORY BOARD Nick Conte • City of DeLand Richard Cooper • Halifax Insurance Partners Heather Edwards • Volusia County Economic Development Department Michael Jiloty • Team Volusia Aaron London • Journalist/Writer Dean O’Brien • 06 Marketing LLC Brian Rademacher • City of Ormond Beach Chris Thomes • Daytona State College Jack White • Jack White Land Co Chris Wimsatt • Team Volusia Amy Workowski • The W Agency

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A

uthor Chet Holmes helped me understand the allure of sports––the

simple act of one using his or her mind and body to compete to win.

It’s this internal desire to win that draws us, as players and spectators,

to embrace our competitive nature and bond with others who feel the same. That said, there are also outputs to this internal desire and one of them is business.

Volusia County is blessed to have many sports-related offerings at our

residents’ fingertips. There are the major players like the Daytona International

Speedway and the LPGA, but not to be overlooked are businesses and venues that play on a local scale, creating economic opportunity for many.

Pictona in Holy Hill, the result of a public/private partnership, has grown

incredibly fast, both leveraging and helping to expand locally the popularity of one of the fastest-growing sports in the U.S.––pickleball. Julie and Rainer Martens, who grace our cover, have been instrumental in Pictona’s success.

With its 65-year legacy of great golf, The Riviera Country Club, “The Riv” as

golfers know it, is the place to go for the best greens and friendly people. Ryan and Eric Myers share the keys to the long-term success of this family-run business.

An issue on sports would not be complete without including the Ocean

Center, which hosts many sports events each year, including my personal favorite, for its name alone, The Bacon BeatDown! But the largest Ocean Center event,

and perhaps the one which impacts the Daytona Beach economy the most, is the

National Collegiate Cheer Competition. Seeing the families unload their SUVs in matching warm-up suits and watching them enjoy all we have to offer brings a feeling of energy and enthusiasm for the place we’re fortunate to call home.

Speaking of energy, have you ever enjoyed a night at the New Smyrna

Speedway? The Hart family and their loyal team put on races almost the entire

year long. Many famous and up-and-coming drivers have raced at New Smyrna

Speedway. And the business of racing has been an economic driver in our area in more ways than one.

We feature some legacy businesses involved in sports, but there are also some

newcomers to the landscape. Esports is a billion-dollar business globally and it’s good to know one local business, Vortex Esports Arena, has its controllers in the game!

Rounding out the issue, Mike Panaggio, CEO of DME Delivers and DME

Sports Academy offers his thoughts on the business of sports and the exciting road ahead through globalization and changing media.

Who’s got game?

EvolveMagazinesFlorida.com by

CONTACT US Editor@evolvemagazineflorida.com

TouchPoint Innovative Solutions All rights reserved. No portion of this magazine may be reproduced without the express written consent of the publisher. TouchPoint Innovative Solutions assumes no responsibility for errors or omissions.

JOHN GUTHRIE

Editor, EVOLVE

Scan the QR code to access EVOLVE digital or visit

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NOVEMBER 2021 | 3 |

Dayto Sp

Daytona Beach Oceanfront Bandshell

| 4 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

na Beach is a Lure for orts Competitions

by David Castagnacci

I

n the arena of sports events, the Greater Daytona Beach community has an array of attributes that make it a go-to destination.

The area’s location, beaches, weather, quality facilities and a

welcoming community combine to attract a wide variety of sports-related competitions.

“Being a Florida destination with a great beach is a big advantage point,” comments Brandon Little, Sports Business Development Manager for the Daytona Beach Area Convention and Visitors Bureau (CVB). “Having great weather year-round helps attract groups in the winter months when lots of states/cities are unable,” he adds. “Daytona Beach is well known in the industry for our diverse and well-maintained facilities as

Brandon Little

well.”

NASCAR races and Daytona International Speedway have made Daytona Beach famous worldwide. And extending beyond are other major competitions. CLASH Daytona is a top-tier triathlon festival that pulls in athletes from around the world. The National Cheerleaders Association and National Dance Alliance have held their National Collegiate Championship here for 25 years. The new Pictona complex in Holly Hill already is hosting national and international pickleball tournaments. And added to these events are basketball (Sunshine Slam and Daytona Beach ShootOut), volleyball tournaments, fitness and gymnastics, golf, tennis, fishing, surfing competitions and even new sports attractions like USA Judo and USA Fencing.

NOVEMBER 2021 | 5 |

The economic benefits spill over to the community. “Sports

for their hard work, dedication and talent,”

events, primarily youth sporting events, are great for any

comments Bill Boggs, director of the NCA and

destination because they bring families,” notes Tim Buckley,

NDA College Programs. In past years, those

director of Sales and Marketing for the Ocean Center, the area’s

“customers” have included up to 300 teams and

most prime facility for major sporting events. Event organizers

upward of 8,000 registered participants – with

“want places that people can bring their children to compete in

10,000-15,000 spectators, many of them family

the tournament and also make a vacation out of it,” he says. “It’s

members. The Ocean Center, historic oceanfront Bandshell and

great for the hotels, shops and restaurants that

also nearby Peabody Auditorium “are a perfect setup for events

all get to see an impact from these types of

like ours,” Boggs says.

events.”

And “families” are exactly who Tim Buckley

Bill Boggs

tourism promoters are working to attract.

“Hosting quality, family-friendly events is

And the five-day event is arranged to enable the athletes and their families to enjoy at least one free day of the beach and area attractions.

Sport competitions are more resilient to economic downturns

something every destination strives for and we are lucky to

- even pandemics. “Like everyone, 2020 was a struggle,” says

have a community and leadership that understands that,” Little

Buckley of Ocean Center activity. “Sports events, however,

emphasizes.

were the first market to bounce back from the pandemic for us,

A welcoming spirit and Daytona Beach’s facilities and natural

and attendance for many of these events continues to exceed

features are key to the National Cheerleaders Association and

projections.” The Ocean Center has had more than 138,000

National Dance Alliance returning for 2½ decades to host their

sporting event attendees in the first three-quarters of this year,

most elite annual competition.

more than the total for all of 2019.

“Our customers love the atmosphere. The city of Daytona Beach is the perfect backdrop to recognize these young people

| 6 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

“People look to sports as a way to get back to some sense of normalcy,” adds Robert Eubank, director of Sales and Marketing

National Cheerleaders Association

for the Hilton Daytona Beach Oceanfront Resort, across the street from Ocean Center and a primary hotel for event attendees.

The economic impacts of sporting events to

visitors to once again vacation, especially those who drive to their destinations. And in regard to sporting events, Eubank at

the community are significant. A 6% ‘tourist

the Hilton says, “our location as it relates to I-95 and I-4 is an

tax’ is charged to all visitors of hotels and

advantage because most tournaments are drive-in rather than

vacation rentals. Any such revenues generated

participants flying.”

through sporting event hotel stays are Robert Eubank

Tourism leaders also credit this rebound with the desires of

included within the overall collection amount.

Also, revenues from vacation

The Ocean Center with its vast expo hall and arena with fixed “bowl” seating enables the facility to “host just about any indoor sport,” notes Buckley, adding that many groups are attracted to

accommodations only comprise about 15% of overall visitor

the ability to use both type spaces under one roof, “which is not

expenditures, according to the CVB’s annual reports on the

something you find in many event venues today.”

economic impacts of tourism on Volusia County – with spillover

Aside from the Ocean Center, with an arena of 42,146 square

benefits to businesses, retail, restaurants and attractions. For

feet, various other facilities also draw the interest of sports

instance, the report estimates that total visitor expenditures in

enthusiasts for competitions and also as recreational, cultural or

Volusia County for 2019 were $6.2 billion.

phenomenal tourist attractions.

As expected, tourism expenditures dropped sharply in 2020,

Ø Holly Hill’s 24-court ‘Pictona’ pickleball complex already

compared to the two previous years. But tourist tax revenues have

has more than 700 members and has hosted three national

rebounded robustly this year, with some months’ tourist tax collections

and international tournaments in just more than a year. The

surpassing pre-pandemic levels, especially during the summer.

complex, which will be expanded to 48-courts over the next

NOVEMBER 2021 | 7 |

year, also sports a clubhouse, games room, restaurant and

league team of the Cincinnati Reds. Numerous historic

community garden.

placards are throughout the park entrance area, including a

Ø The Daytona International Speedway is (well) internationally famous and aside from racing hosts the

bronze statue of Robinson.

Ø The also-historic Peabody Auditorium, adjacent to the

CLASH triathlon and numerous other events – sports,

Ocean Center, not only hosts national and international

recreation and entertainment.

performances but also major dance competitions, including

Ø Since 1994, LPGA International (Ladies Professional Golf Association) – with two world-class courses – has gained

the National Dance Alliance.

These and other sports-related facilities (city and college fields

notoriety as the host of numerous tour championships

and stadiums) and natural attributes (weather, beaches and the

and is now the host of the final stage of the LPGA Tour

Atlantic Ocean) are a boost in marketing the Daytona Beach Area.

Qualifying School.

Ø Nearby on LPGA Boulevard is the 24-court Florida Tennis

Ocean Center, CVB and hotel managers collaborate well to market for sporting events, partnering at trade shows and

Center, home to more than 30 major USTA and FTC tennis

meeting with potential clients together. “A strong, succinct team

tournaments annually.

is an attractive lure for events considering new destinations,”

Ø Baseball enthusiasts are drawn to Jackie Robinson Memorial Ballpark on Daytona Beach’s City Island. On

comments the Ocean Center’s Buckley.

The CVB has a Sports Advisory Committee with members

the National Register of Historic Places, it is the ball field

representing area sports facilities and hotels. In addition, the

where Jackie Robinson integrated modern professional

CVB is a member of the Florida Sports Foundation as well as

baseball in 1946 while playing here for the Montreal

most visitor bureaus in Florida. “If we as a destination are unable

Royals, the Brooklyn Dodgers’ Triple-A farm team. The

to host a particular event for any reason, we work with the

ballpark is now home of the Daytona Tortugas, minor

Foundation to keep the business in Central Florida,” Little says.

Bill Boggs, director of the NCA and NDA College Programs

| 8 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

“This keeps the group close to the Daytona Beach area and gives

sales messages, they were to let them know they aren’t alone in

us more potential to host them in a future year.”

figuring out what to do with their event. We were able to retain

Marketing efforts have their challenges. “One of our main

over 70% of the business that would’ve been lost due to COVID

obstacles is actually a good one to have; availability,” comments

by working with the client[s] and local partners to reschedule

Little. “Our area and the facilities are very popular so finding

them to a time [when] they could hold their event safely.”

available dates can sometimes pose challenges. This is one of the reasons why we focus on future business.”

Within the hospitality industry, Eubank at the Hilton says “the recent challenge has been that while (tournament directors)

“Daytona Beach and the CVB have been absolutely wonderful to work with,” says Boggs with the Cheerleader Association and Dance Alliance. “We couldn’t do an event without the support of all the people who are ground zero for all of our events.”

were conservative with the number of rooms they booked, their attendance has actually grown because many of these tournaments didn’t happen in 2020” and people are excited now to again attend these events.

The COVID pandemic especially prompted CVB planners to strategize a way to move forward in a situation of total unfamiliarity. “We started a WE CARE campaign which was focused on reaching out to past, present and future clients to let them know we are here to help,” Little explains. “These were not

David Castagnacci worked at the Daytona Regional Chamber of Commerce for 31 years where he served as Executive Director of the Volusia County Association for Responsible Development (VCARD) and its Flagler County chapter (FCARD), a non-profit association of planning and development professionals. Prior to that, he was a news reporter and New Smyrna Beach Bureau Chief for the Daytona Beach News-Journal.

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NOVEMBER 2021 | 9 |

PICTONA - A NEW

by Danielle

F

rom French monks batting the ball around with their

nation building courts to accommodate pickleball enthusiasts, the

hands in the 12th century to the first game of tennis at

City of Holly Hill is ahead of the curve, unveiling the world-class

Wimbledon, racquet sports have long enamored athletes

Pictona at Holly Hill facility in June 2020.

and spectators of all ages with their fast-paced games and competitions.

With the evolution of racquet sports has come one of today’s hottest trends – pickleball, a combination of ping-pong, badminton and tennis.

Since pickleball’s creation in 1965 by Washington congressman

A unique mix of public and private partnerships was painstakingly crafted to bring the project to fruition and the result has been the creation of something even more exciting than just a sports venue.

It’s a new gem in Holly Hill Overcoming hurdles since the concept’s origination in 2015, it

Joel Pritchard and family friends Bill Bell and Barney McCallum,

was willingness on the part of the City of Holly Hill to envision

the sport has grown rapidly in popularity. Earning a legion of

what could be and a forecasting of opportunity that enabled city

enthusiasts around the world that have made their presence

manager Joe Forte and the city commission to take a leap of faith.

known, especially in Florida, the United States alone was home

Committing $1.3 million of the city’s resources to the project,

to 4.2 million pickleball players in 2020, according to the 2021

combined with a $400,000 ECHO grant from Volusia County,

Topline Participation Report from the Sports & Fitness Industry

the city transformed the little-used Hollyland baseball/softball

Association.

complex into Pictona.

Capitalizing on the latest sports craze that has cities across the

| 10 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

It was also a willingness from the private sector to ‘put skin

GEM IN HOLLY HILL Anderson

in the game.’ Concept creators and sports industry experts

in a big way when they landed assistant general manager Sarah

Rainer and Julie Martens contributed $4 million through Marten

Lockett.

Charities to see the project realized, and a number of significant

It’s tough to find someone who lives, eats and breathes their

sponsorships from leading businesses in the community including

job with as much passion as Lockett has. But as she provides

Brown & Brown, S.R. Perrott and AdventHealth, helped open the

tours of the facility, it’s easy to see how her love of the sport, the

doors for the world-class facility.

facility’s programs and the location itself are directly impacted by

“As pickleball is the fastest growing sport in the U.S., players are seeking unique opportunities to visit and play at pickleball

her knowledge and enthusiasm.

As an international softball player, Lockett was instrumental in

facilities, such as Pictona,” said Stu Upson, USA Pickleball CEO.

building Embry-Riddle Aeronautical University’s softball program

“With 24 pickleball courts and expanding, Pictona will bring

from the ground up, earning her a ‘Coach of the Year’ award and

exciting opportunities to the Daytona Beach area by being able to

ERAU a Top 25 ranking during her time there.

host large tournaments that will draw hundreds of players and

Discovering pickleball three years ago, Lockett

globally recognized sponsors.”

has brought her technical expertise and skills to Pictona, helping build the programs as the events

Meet the Staff It doesn’t hurt to have staff that is as in love with the sport as the members are. Among a talented team, Pictona lucked out

director and growing the membership base to more than 700 in the first year of operation, while still welcoming guests as a public facility.

Sarah Lockett

Breaking ground to expand Pictona

Pictona at Holly Hill

NOVEMBER 2021 | 11 |

“There are people who have flown from different parts of the country to visit this facility and we’re seeing more and more of them,” she said.

Lockett was part of the team that attracted the Bainbridge Cup tournament, hosted by the International Federation of Pickleball, to the facility in April 2021. It was the first time the tournament has been held in the United States, and buoyed by the success, Lockett says tournaments will continue to be part of Pictona’s future programming.

Pictona Community Garden

“Part of our vision is to become a leader in the pickleball community,” she said. “What makes Pictona really unique is Rainer and Julie’s vision for Pictona is that it’s a community center and pickleball is the activity that brings everybody here.”

Level Up: As A Community Hub, What’s Next?

The success of Pictona can be seen in the solid membership numbers, pickleball courts – 24 total, 8 of them covered, in play on any Bocce Ball

Outdoor Play at Pictona

day of the week - and active use of the fullservice clubhouse.

The facility is further enhanced by a Senior Activity Center (SAC), sponsored by Florida Health Care Plans and available for the community’s use at no cost.

Amenities include the outdoor recreation courtyard where adults and youth from the local area enjoy a variety of sports such as bocce ball, shuffleboard and croquet, or they may spend time in the 36 plot community garden complete with hydroponic towers onsite, providing fresh, leafy greens for use in the onsite restaurant, ‘The Kitchen,’ available to both players and the community.

The facility has generated $800,000 since opening according to

Girl Scouts playing Cornhole

Mark Shaw, marketing and sales director for Pictona at Holly Hill.

“We’ve had more than 55,000 visitors to Pictona since we first opened. This includes members, visitors, tournament players and Senior Activity Center participants,” shared Shaw.

The popularity of Pictona as a community hub has put the City of Holly Hill on the map as a destination, and local businesses outside of the sports arena are also benefiting.

“Over the past year the City has seen evidence that the development of Pictona and its success has brought positive attention to the City. Pictona is well known around the United States and is often referenced by players at other facilities as a wonderful destination. Several people from outside the area have contacted the Chamber of Commerce looking to relocate their homes closer

| 12 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

to Pictona in the same way golfers try to live on or near a golf

construction in October and be completed in one year,” he said,

course,” said Holly Hill City Manager Joe Forte.

noting the economic momentum created as a result of Pictona.

“There have been several business

Joe Forte

“The attraction of local and out of town visitors to Pictona

opportunities that have grown as a result of

has improved the overall impression of Holly Hill and, with the

Pictona. For example, an increase has been seen at

increase in positive comments about the city, has increased interest

the local CBD (Cannabidiol) business that offers

in several other areas.”

products to several members. More recently, a

As for the co-founders, it’s a dream come true.

local business owner is working on developing

“We’re proud to be working with the City of Holly Hill to

a large tract of land into a recreational RV park.

provide a community center that promotes health and physical

Many pickleball players are also avid RVers who like to travel

activity,” said Rainer Martens, while wife Julie notes, “and

to destinations like Pictona and this RV park will be the perfect

building all these courts provides a “fix” for our own positive

accompaniment.”

addiction to pickleball.”

Taking Pictona to the next level, a $5 million expansion will create a championship court, stadium seating for 1,200 people and skyboxes that overlook the stadium, along with an additional 24 courts and a 5,000 sq. foot education center, solidifying the facility’s established place at the highest levels of the sport.

“The City of Holly Hill feels this was such a great investment in this project that the City is now committing another $1 million

Danielle Anderson has worked in the public relations and media industry for a decade.

She started her career as a reporter for Flagler Broadcasting where she discovered her passion for telling the stories of communities in Florida.

to the development of Pictona, Phase 2 which is expected to begin

NOVEMBER 2021 | 13 |

Get in the Game:

A Q&A with Dylan Waters of Vortex Esports Arena

by Elesha Mavrommatis

Dylan Waters

I

happening is people asking to use our space in unique ways that

f you think esports are just video games, it’s possible you haven’t played much since Donkey Kong.

we didn’t initially foresee, and accordingly, our team has learned to be flexible to make these requests a reality.

organized, competitive video gaming. And according to Marketing

How long have you been around? Where did the idea for Vortex come from?

than $1 billion, which represents a 50% increase from the year

2020. There were some Local Area Network (LAN) Centers in

Esports – electronic sports -- describes the world of

Influencer Hub, the 2021 global esports industry is valued at more

Vortex Esports Arena opened its doors during the spring of

before. And that number is projected to top $1.8 billion in 2022.

the Ormond and Holly Hill area that had closed in years prior,

which bills itself as “The gaming center of Port Orange and

the displaced communities could come together and share their

One local player in the esports ring is Vortex Esports Arena,

the Greater Daytona Area, built by and for the local gaming community.”

Dylan Waters, General Manager, took time to answer a few

questions.

What is Vortex?

Vortex Esports Arena is a gaming center that hosts a variety of

activities related to video games such as tournaments, usage of one

and the goal of opening Vortex was to provide a location where interests with like-minded peers.

Who is your target audience?

Our clientele consists of many different people with various

backgrounds, ages, beliefs and personal talents. From first-time

gamers, college and high school students and out-of-town esports competitors to those with more focused interests such as card games, graphic designers and even musicians.

of our high-end PCs or unique social events to help bring the local scene together.

Our primary focus is to provide a top-of-the-line gaming

experience for customers to be able to come and play their favorite games with equipment that they may not have available at home; we have over 30 computers as well as several gaming consoles

set up for anyone to come in and play. In addition, we also host more focused and community-oriented events, such as our

esports tournaments, live Dungeons & Dragons sessions and an

end-of-the-month 24HR Event. We also can host birthday parties or other types of gatherings. We have a private Party Room - a

soundproofed space that also has doubled as a recording area for

musicians - for a smaller celebration. Something that we’ve noticed

| 14 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Vortex Leadership Team from left to right, R. Antonio Del Valle - Director of Events, Dylan Waters - General Manager, Thomas Cevallos - Operations Manager & Director of Education, Dalton Herdegen - Director of PR and Marketing.

Let’s talk about the tournaments––what kind of tournaments do you host and how big are they? How integral are tournaments to your business model?

While we’ve been open to hosting tournaments for a wide

variety of games, we’ve really found the most success with

Fighting Games such as Super Smash Bros. Ultimate and Guilty

Gear -Strive-. In addition to our weekly tournaments, which are

for our local players to refine their skills, we also host monthly and quarterly tournaments that attract the strongest competitors from not only the Daytona area but also from nearby hotspots such as Orlando, Jacksonville and beyond.

Each participant is competing for cash prizes and the pool is

dependent on the number of entrants. The prize pool is split three ways: 60%, 30% and 10% to 1st, 2nd and 3rd place respectively.

The more entrants there are, the bigger the prize pool. These

tournaments, while not the main driving force behind our finances, bring the core community aspect that is integral to a place of this

nature. Bigger tournaments may generate bigger revenue, though it requires more involvement from multiple parties. The best

part about this is the growth we have been experiencing is on an upwards tick, more new faces and more new talent.

What’s been your biggest challenge and how have you overcome it?

One of our greatest challenges, and one that we can confidently

say is a challenge faced by many of our contemporaries, is that

there has always been a bit of a negative stigma associated with

video games, often by parents or other family members who don’t

see much further than the surface. At Vortex Esports Arena, we aim to foster an environment that exemplifies what is good about video games. We provide a fun, social meeting place for people to forge

lifelong friendships steeped in shared hobbies and exhibit just how video games have the power to bring people together.

What are your plans for the future?

Right now, our immediate plans involve expanding into

education with technology workshops covering topics such as programming, graphic design, video editing, Microsoft Office

and even basic computer literacy. We also are exploring the idea

of an esports team which in turn would help represent the Vortex

Esports Arena brand beyond our walls. Finally, and probably most importantly, we are looking to participate more in our immediate local area. Through hosting more community events such as The

Vortex Showdown and collaborating with schools and school clubs to host events, our goal is to solidify Vortex Esports Arena as a staple destination in the Greater Daytona Area.

Elesha Mavrommatis is the managing editor of EVOLVE Magazine–Greater Daytona Region.

Vortex Esports Arena

NOVEMBER 2021 | 15 |

DAYTONA STATE SPORTS Wins on the Field and in the Community

by Aaron London

I

t might not be Tuscaloosa, Alabama on a football Saturday, but intercollegiate athletics at Daytona State College are helping

what they do on the playing field, do extremely well academically.”

LoBasso said the retention and graduation rates as well as grade

push a blue and white tide of success.

point averages for student athletes at Daytona State are higher than

That success comes on the field – with the women’s golf

the college average.

program winning 10 National Junior College Athletic Association

The success of the athletic programs, in competition and

national championships over two decades – as well as in the

academically, was a factor in the college’s decision to build a new

classroom.

on-campus residence hall. The four-story hall will provide 52,505 “I think the importance of athletics is one

Thomas LoBasso

square feet of living, study and recreational space for up to 252

of academics,” said Daytona State President

students. For some, having a place to live and study on campus is

Dr. Thomas LoBasso. “We view it as another

the deciding factor in where they go to school, and Daytona State

academic program because we put that much

will now be on a short list of eight state colleges––out of 28 in

emphasis on academics.” In that context, it’s very

Florida––that offer on-campus housing. Approximately 180 student-

important because those students, aside from

athletes will make this their new home and the remainder of the

| 18 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

spaces will be occupied by full-time, degree-seeking students.

ladies are out there wearing their Daytona State

The residence hall is owned by the Daytona State Housing

colors out in the community. They’ve got a great

Corporation, which is a new 501c direct support organization that is

reputation and they absolutely help the school’s

privately funded by donations and a mortgage. The total project is

branding – and that goes for all of our programs.”

approximately $16 million.

LoBasso said intercollegiate athletics also is a factor in students’ college experience, as well as the school’s place in the community.

“It’s important to student life, but also to our staff and community members that come and watch our games,” he said.

The athletic programs are not unique for a state college, according to Will Dunne, DSC School of Health & Wellness Dean.

“DSC’s focus on sports is simply an extension of our academic

LoBasso said the Daytona State brand is known beyond the borders of the Sunshine State.

“All of our teams are successful and some have

Will Dunne

gone beyond not only our region, but to the state and national level as well,” he said.

Since 2015, Daytona State has added men’s and women’s soccer and men’s and women’s cross country to the athletic program.

“Soccer in particular is a sport that in the state of Florida at the

program offerings,” Dunne said. “In the case of intercollegiate

youth level is just huge. There are thousands and thousands of kids

athletics, this is the activity engagement that completes this cohort

playing,” LoBasso said. “I was surprised at the low number of state

of a student’s college experience. These students can continue

colleges that have soccer teams. It seemed like an opportunity to get

pursuing their individual sports interest at the college level, while

in early on soccer.”

at the same time pursuing a chosen program of study or transfer degree program. Many of our students transfer on to four-year institutions to continue with their academic and sports interests.”

LoBasso said the college’s athletic programs also enhance the school’s reputation and bring recognition to Daytona State.

“I’ll point out our women’s golf program,” he said. “Those

Dunne said the impact of adding new sports programs is clear.

“Adding men’s and women’s soccer added 60+ full-time students to the institution that in most cases would not be attending the institution without the sports opportunity,” he said.

“These students, much like the other students on the remaining eight teams, do well academically, and in many cases continue

NOVEMBER 2021 | 19 |

programs, including men’s and women’s basketball, men’s and women’s soccer, men’s and women’s cross country, volleyball, baseball, softball and golf. While other new sports may be added in the future, LoBasso said tailgating before Falcon football games is not likely to happen anytime soon.

“I don’t see football for the foreseeable future, but you can never say never,” he said. “I think we have a good mix of programs and we may continue to look at some additional programs. We have considered other programs, perhaps tennis.”

LoBasso said it’s not just the students that are drawn to the college’s athletic programs.

“We have community fans that were never students and enjoy college athletics,” he said. “I think that’s going to grow.”

And that brings a financial ripple effect to the city and county.

Daytona State has added men’s and women’s soccer to the athletic program.

“We do have an economic impact,” LoBasso said. “It’s not the (Daytona International) Speedway impact but some teams

to four-year institutions to pursue their academic and sports interests. The bottom line for the institution is that through student engagement, successful academic progress of the cohort, quality

do travel and spend the night in town, so that’s obviously heads in beds.”

LoBasso said the college has hosted the NJCAA national golf

sports competition opportunities and achievements, and our coaches

tournament “probably 10 times in the last 20 years,” which brings in

contributing with teaching college credit courses as a part of their

teams from around the country.

assigned job duties has been a positive and beneficial addition to the institution.”

LoBasso said the school’s commitment to academics and athletics is something to be proud of.

Adding new sports also helps keep students in the area.

“Our kids were leaving the area because there just weren’t enough opportunities in Florida,” LoBasso said. “They were going to other states. We thought, why not offer a program here and keep some of our kids from leaving.”

“When we talk to the coaches, we know we can have good academics, good retention and be competitive on our respective playing fields,” he said.

Photos courtsey of Daytona State College

LoBasso has seen that happen in real time.

“One of our best [student athletes we had in the program was right across the street at Mainland High School,” he said. “If we hadn’t had the program, he would have left.”

Right now, Daytona State offers 10 intercollegiate athletic sports

Daytona State’s women’s golf team celebrates another win

| 20 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Aaron London is managing editor of Evolve Digital. He is also an adjunct professor of journalism at Daytona State College.

The new residence hall is under construction.

TEED UP FO

The Meyers Family Builds a Lega

I

by Danielle n the $440 billion global sports industry, there is an activity

memory maker, and living in Florida there are plenty from which

to meet every fitness level and interest. From amateurs to

to choose.

seasoned pros, golf ranks as one of the top 10 most popular sports, generating more than $84 billion in annual revenue according to Forbes.

Whether it’s making a deal, building a relationship or just decompressing, people hit the links for different reasons. Famed courses

The Sunshine State is home to 986 golf courses, the most of any state in the US. Prior to 2006, the National Golf Foundation says that the number of golf courses across the United States grew by 44%, but since then has seen an 11% contraction nationwide.

As other courses, like South Course Pelican Bay and Indigo,

like Inverness, Pebble Beach or Augusta

River Bend and Tomoka Oaks Golf Clubs, shutter their operations,

are the gold standard; but it’s the course

how are local mainstays like the Riviera Country Club in Holly

in a golfer’s own backyard that is the real

Hill staying sustainable?

2020 Golf Industry Facts • 101 million, nearly one third of Americans

age 6+ played golf (on-course or off-course), watched the sport or read about it.

• 3 million: The number of people who played on a golf course for the first time.

• 5.9 million on-course participants, 5 million offcourse only participants, ages 18-34 year olds, is the sport’s biggest customer age segment.

• 3.1 million Juniors played golf on a course in 2020, with 34% of those being girls.

• 502 million rounds of golf played on courses across America in 2020.

Courtsey of the National Golf Foundation

| 22 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

R SUCCESS -

acy with the Riviera Country Club Anderson While they may not make Golf Magazine’s Top 100, there’s something about playing on ‘The Riv’ that takes the pretention out of the sport and rolls out the red carpet for those ready to spend the day on the greens.

Ryan, a PGA Professional, knew one day he would follow in their footsteps.

“I’ve been in golf my whole life. I was a professional at San Jose Country Club in Jacksonville and also at World Golf Village. I was the one on the

Meet the Meyers Family As the fourth generation to take the helm, PGA Professional and general manager Ryan B. Meyers is proud of the club’s 68-year history that began with his great grandfather Franklin Meyers in 1953.

Family portraits of the Meyers men adorn the wall of his office, two Hall of Fame inductees among them. Golf is in their blood, and

path to take over and that’s what we decided as a

Ryan B. Myers

family,” he said modestly.

Since then, Ryan has spent the past eight years learning from his father, Eric, who has led since 1975.

“It’s pretty easy because he’s worked hard for a long time and made this job – I shouldn’t say easy – but a lot of stress is taken off.

Beautifully maintained course welcomes members and guests to the Riviera Country Club

NOVEMBER 2021 | 23 |

Ryan Meyers, Riviera’s General Manager, Tim Foli and Eric Meyers met four members of the Embry Riddle Baseball team

If you’re good to people they’ll treat you right, whether it’s your

Ryan says a big part of their success is directly related to

employees, your guests or [anyone],” said Ryan. “We are surrounded

the extended family they’ve created with people like club

by good people.”

superintendent Fred Rich, head golf professional Mike Boss and

With a little luck, he’s hoping the club’s legacy will reach an important milestone.

the club’s teaching professional Donnie Klem. Even the club’s retired superintendent Charlie Schaffer stops by every morning to

“I told my wife I want to do it until I’m 70 because if I do, that will be 100 years under the Meyers name,” he said proudly. “That’s my goal. After that, who knows?”

have coffee with Ryan’s father, Eric.

“We pride ourselves on a family atmosphere. Whether you’re a member or not, or you’re an employee, or whatever, if you’re frequent here, you’re part of the Riv family,” said Ryan.

Teamwork Makes the Dream Work Over the years, the Meyers family has made reinvesting in the Riviera a priority. Whether it’s in the restaurant, in the clubhouse

New to the Game? No Problem.

The National Golf Foundation estimates that 36.9 million

or on the fairways, members and guests often compliment the

people, ages six and up, played golf in 2020, with 3 million of

quality of the club and course.

those individuals playing for the very first time.

“We can treat people well, but if we don’t have a good product,

Helping those first-timers, including junior golfers, certified

people aren’t going to come,” he said, even with the club’s popular

PGA Professional Donnie Klem brought his skills to the Riviera

1953 policy of first-come, first-served tee times.

under the leadership of Ryan’s father Eric, and he has been

Ryan Meyer’s Grandfather Bill Meyers, Hall of Famer

Ryan Meyer’s Father Eric Meyers, Hall of Famer Donnie Klem teaches golf students of all ages

| 24 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Dennis Flesch and John Power (R) in The Dungeon

working with seasoned and amateur golfers for the past 26 years.

“It’s perfectly managed,” said Donnie. “I think that has a lot to do with it.”

Donnie Klem

It’s the unpretentious atmosphere that has allowed him to cultivate his genuine interest in teaching others the sport. Donnie has helped

John has been coming to the Riviera Country Club to play golf for nearly 50 years, and Dennis, a Port Orange resident, joins him.

As a regular at the semi-private club over decades, he says it’s the authenticity of the Meyers family that has built a successful, sustainable dynasty within the Holly Hill community.

“It’s the friendliest golf club, and I mean that from the bottom of my heart. All my friends, basically, play here, and I play four

guide generations of aspiring golfers throughout the years by

days a week. The thing that we love about Riviera is the personal

teaching the fundamentals of the game.

touch that the Meyers family gives… not only [to] the course and

“I’m a very simple teacher, and I don’t make it very

club itself but [also] to all the members.”

complicated,” he said. “There was a girl I taught when she was a little girl and now I teach her daughters. That happens a lot, after 25 years.”

A Little Time in The Dungeon Enjoying a pitcher of cold beer in ‘The Dungeon’ after a round of golf, John Power and Dennis Flesch are among a dozen or so relaxing and chatting as Ryan and Donnie stop in to say hello.

Danielle Anderson has worked in the public relations and media industry for a decade.

She started her career as a reporter for Flagler Broadcasting where she discovered her passion for telling the stories of communities in Florida.

NOVEMBER 2021 | 25 |

Small Track,

W

New Smyrna Speedway Preservi

ith big marquee events attracting crowds in the hundreds

“When Clyde Hart ran the track he ran it 52 weeks a year, he would

of thousands, Daytona International Speedway is known

stay until the wee hours of the morning to make sure the races got in.

as the world center of racing around the globe, but the

He would always say, if two cars showed up for a race, you got a race.”

roots and foundation of motorsports also exist on a smaller scale down the road at New Smyrna Speedway.

Located just 12 miles away from the big track,

Orange Blossom 100 in January, the Clyde Hart Memorial 100 in July,

New Smyrna Speedway has given race fans and

The Marion Edwards Memorial in September, the Hart to Heart Breast

budding race drivers thrills and chills for more than

Cancer Foundation 100 and the Florida Governor’s Cup in November.

50 years, according to Rusty Marcus, track manager.

Rusty Marcus

In addition to the World Series of Asphalt and the Red Eye 100, there are numerous other special events throughout the year: the

Being so close to “The World Center of Racing” is “a good thing

The half-mile racetrack, which is one of three auto

for New Smyrna Speedway and it all works well together,” according

racing tracks in Volusia, opened in 1966 as a dirt

to Marcus. As Daytona International Speedway and NASCAR work

track before switching to asphalt six months later to

to fine-tune their race series, tracks like New Smyrna Speedway are

begin hosting the World Series of Stock Car Racing.

The track, which has been under the ownership of the Hart

learning how to adapt to changing schedules and events.

Changes and new marketing efforts at the top can have an impact

family since its founding, now has 50 employees and puts on a racing

all the way down the line in the racing world. Marcus said one change

schedule 11 months of the year. “We run in January with the Red Eye,

is NASCAR’s decision to move the Independence Day weekend

that opens the year,” Marcus said. “In February we run the World

event from Daytona International Speedway to another venue, which

Series of Asphalt and we start the season in March and it runs through

provided an opportunity for the opening race of NASCAR’s Whelen

October.”

Modified series to be held at New Smyrna Speedway. “That’s never

While the track is usually dormant in December through the holiday season these days, Marcus said that wasn’t always the case.

| 26 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

been done before,” he said. “We are going to be hosting the first points race for the series!”

Big Business

ng The Past, Building the Future

by Aaron London

Another tradition that continues at New Smyrna Speedway is building the future of racing, both in terms of fans and new drivers.

Track Facts:

Getting the next generation involved and excited about racing is a

✔

Grandstand Capacity: 6,000

✔

Track Length: 1/2 Mile Oval (600ft straights / 720ft turns)

✔

Track Width: Turns 70ft / Straights 60ft

✔

Banking: 23 degrees

✔

Divisions: NASCAR Advance Auto Parts Weekly Series: Super Late Models / Pro Late Models / Modified / Mod Minis / Sportsman / Pro-Trucks / Bomber A & B / Super Stocks/ Florida Southern Ground Pounders

✔

Longest running event: The World Series of Stock Car Racing will enter its 56th year in February.

prime focus for smaller tracks like New Smyrna Speedway. “What we look for is for families to get involved; We’ve got to get the young people involved to take over, If we don’t keep the younger people involved, the sport is going to die”, says Marcus.

Godwin Kelly, former motorsports writer at the Daytona Beach News-Journal who covered auto racing for 40 years, said New Smyrna Speedway has served as a springboard not only for drivers but for racing industry management as well. “A perfect example of that would be Ben Kennedy, he started at New Smyrna Speedway,” Kelly said. “And he’s worked his way up from there through the NASCAR ladder system. That’s a real plus.”

“The opportunity for people to get involved in racing at a smaller track like New Smyrna Speedway also has an economic impact. When you add up all the people involved in racing, the money spent on building and maintaining a racecar and everything else involved is a significant amount of money when it’s all said and done. “I’d guess you’d call it a cottage industry around here”, said Kelly.

Aaron London is managing editor of Evolve Digital. He is also an adjunct professor of journalism at Daytona State College.

NOVEMBER 2021 | 27 |

THE GAME IS CHANGING

by Mike Panaggio

A

s I think about the role sports and sporting events play

volleyball, beach volleyball, soccer, hockey, and in the near future

in our society, I am reminded of what sports fulfill in

we will add baseball in addition to other sports. What this tells

us––the reason we endure long hours of training to

me is the road ahead for participation is wide and ever-reaching.

make only incremental improvement or why we still cheer our

And it’s not just that we are expanding the number of

childhood team despite their consistent ranking at the bottom

sports in which we are involved, we are hosting athletes from

of the field. Sports give us a sense of belonging. They fulfill our

all over the world. The U.S. is poised for incredible growth in

aspirations to get better, to fly high and dominate and more.

international schooling and athletic training and DME’s specific

When I look at the business of sports, I look at three main

goal is to put Daytona Beach on the map in this regard.

areas which are changing on the road ahead: participation,

Spectators and fans will always be an integral part of the

spectating and media. They are all important pieces of the

business of sports. In many cases, sports are paid for by selling

“business of sports” landscape, and it’s what I believe we will be

tickets, souvenirs and content. Even on the local level, parents

focusing on in the future, but the big word is GLOBALIZATION.

play an important role in the business of sports and each

At DME we have grown our participation opportunities from focusing solely on basketball to expanding our lens to include

| 28 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

generation wants “better” for the next generation. In many families this is measured by participation in travel sports leagues.

The future of travel sports leagues continues to grow and drive significant economic engines in the hotel, restaurant and entertainment industries. In 2019, the $45.1 billion in sports-

broadcasting their matches with cameras, commentators and Madden-like “chalk” boards.

I read recently that there are over 134,000 hours a year in which

related travel spending means that nearly $124 million was spent

some type of sport is being broadcast in the United States. When

EVERY DAY by sports travelers, event organizers and venues.

you break that down, we are broadcasting 14 years’ worth of

When indirect and direct costs are added together, the economic

24-hour sports broadcasting in a single year. Clearly, in this global

impact reaches a staggering $103.3 billion in sales. Clearly, after

economy, sports media will be king and queen and we will see

the pandemic sports travel will see a robust increase and our

more and more options to entertain us from across the globe.

region needs to continue investing in marketing to host these events.

Finally, the media is impacting the business of sports. Now we are seeing NCAA athletes getting paid for the use of their likeness in advertising and endorsements. (It’s the end of the amateur athlete.) This change is going to open the floodgates for marketers to create media stars out of college athletes not just on their play but also on their lifestyle. In addition, media is becoming more specialized in that there are spokespeople

Mike Panaggio is co-founder and Chief Executive Officer of DME Delivers, a national trendsetter in direct marketing, and co-founder of DME Academy, an elite, multi-sport training and educational institution. DME Academy is designed to help student-athletes looking to reach their ultimate potential harness their strengths and achieve their goals. The Academy represents athletes from 31 countries–– and counting.

and channels on every sport imaginable. I even saw disc golf

NOVEMBER 2021 | 29 |

COMMUNITY SERVIC MEANS GOOD BUSIN F

Grayson McGibney, age 9, is a Hope Reins Ambassador

ounded in 2008, Hope Reins of New Smyrna Beach, Florida provides traditional therapeutic riding and other equineassisted activities to assist children and adults with a wide range of disabilities, including cerebral palsy, spina bifida, neuromuscular disorders, post-traumatic brain injury, autism, ADHD and cognitive disorders.

We also offer programs for veterans and at-risk youth, allowing for healing and emotional growth in an environment that is tranquil and supportive.

All of our services are offered on a sliding scale and participants are welcome to apply for scholarships through Hope Reins.

Horses are natural empaths and excellent “four-legged therapists.” Our staff are certified professionals who are assisted by an army of incredible volunteers.

As a federally registered 501(c)(3) nonprofit organization, Hope Reins relies heavily upon volunteers and a generous community of contributors to fulfill our mission of helping those who can most benefit from spending time on the ranch.

We are grateful to our corporate sponsors, including Cognitive Kinetics Inc. Daytona Beach, Progressive Medical Research, Rue and Ziffra, Jeep Beach and Security First Insurance.

We are also deeply appreciative of the support we receive from Seminole Feeds, Tribute Feeds, Tomoka Equine Practice and a long list of individual donors.

To learn more about our programs, including how you can support our work, please visit us online at Hopereinsinc.org.

Hope Reins Ambassadors take part in the annual horse show fundraiser.

Above, Linda Murphy, left, Thomas Buller and right, Lorie Sparks

| 30 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

CE NESS Ormond Beach water aerobics

Strengthening Communities Together

T

he Volusia Flagler Family YMCA is a part of a nonprofit organization of over 2,700 Ys located in 10,000 communities across the United States dedicated to strengthening the communities that they serve. Their mission is to put Christian principles into practice through programs that build healthy spirit, mind and body for all.

The Y focuses on developing the potential of youth, improving individual health and well being and giving back to and supporting communities. The community’s participation brings about meaningful change in the lives of everyone involved, but they can’t do it alone.

Since the Y is a not-for-profit organization, it relies on grants, private donations and the support of Dr. Terry Livingston, patrons to meet its annual expenses. For example, in 2018 the organization received an ECHO grant for Medican Director, $237,900 for a playground and splash park project in Ormond Beach. This year, they received an ECHO AdventHealth Palm Coast grant for a new playground in Ormond Beach, which was just completed in September.

The time, talent and treasures of community members and businesses such as Charlie Lydecker, the Volusia Flagler YMCA’s board chair and President & CEO at Foundation Risk Partners, are essential to the success and longevity of the Y’s positive impact on the people in Volusia County and beyond. Another key business partner with the Y is Halifax Health.

The company not only has a partnership with the Y through its Health Living Centers, but employees at Halifax Health also volunteer with the Y, such as Rafael Ramerez, who serves on the Y’s finance committee and Kent Bailey, the Y’s former Board Chair.

By welcoming people from different backgrounds, perspectives and generations, the Y Ormond Beach Family YMCA ensures everyone has access to the opportunities, Phase I Ground Breaking relationships and resources necessary to learn, grow and thrive.

Each year, millions of people of all ages and backgrounds engage with their local Y for Paul Schandel, Reames Employee everything from childcare and job training to Benefits Solutions, Priscilla Chanfrau,

Adams, Cameron & Co. Realtors

fitness and water safety.

If you would like your organization featured in Community Service Means Good Business, please send an email to Editor@evolvemagazineflorida.com.

By submitting a photo(s) for consideration, you declare that you have permission to use and submit the visual image of any identifiable individual or building in the photograph and that you give EVOLVE Magazine the right to use the photo(s) in current and future communications.

Final decisions regarding the inclusion of images in issues of EVOLVE are at the discretion of the EVOLVE editorial team.

NOVEMBER 2021 | 31 |

The Volusia County Ocean Center Did you know?

☑ It’s the 5th largest convention center in Florida ☑ It offers 42,146 square feet of arena space ☑ It seats 93,000 and features 45’ ceilings

2018/2019

2017/2018 Sports related events:

(32 events)

SPORTING EVENTS

Sports related events:

(25 events)

SPORTING EVENTS

OTHER EVENTS

94,329 Attendee Days

2020/2021

(OCT FISCAL)

(OCT FISCAL)

(OCT FISCAL)

Sports related events:

(27 events)

SPORTING EVENTS

OTHER EVENTS

130.206 Attendee Days

OTHER EVENTS

138,484 Attendee Days

Attendee Days = Attendance X Event Days

# OF SPORTS EVENTS BOOKED FOR 2021/2022 33 events currently scheduled

Largest sports event – NCA/NDA National Collegiate Cheer Championships Smallest sports event – Daytona Beach Shootout Basketball Tournament Newest sports event - USA Gymnastics Development Program National Championships Longest running sports event - National Drill Team Competition

| 32 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

DIGITAL LIVE!

The new EV LVE website and Podcast are here!

Featuring digital only content, from Leadership Profiles to the Evolve Live! Podcast, the website covers the evolution of the business and entrepreneur landscape in the region and beyond. evolvemagazinesflorida.com

Check out our new website, and subscribe to our new monthly newsletter -The Rundown- to read the latest updates on the economic scene!

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