EVOLVE Magazine - Greater Daytona Edition - February 2022

G RE A T E R DAY TONA RE GION

BUSINESS AND ENTREPRENEUR MAGAZINE FE BR UAR Y 20 22 | $6.95

EVENTS MEAN BUSINESS ISSUE

EVENTS OF AN ENTREPRENEURIAL LIFETIME Corrine Heck, Founder & CEO, Details Flowers Software

SPECIAL EVENTS ENERGIZE LOCAL ECONOMY

HOW SWEET IT IS: THE BUSINESS OF LOVE FROM ARTIST TO ENTREPRENEUR WHAT IS GEOFENCING?

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Full circle.

Visit Victory Circle at ONE DAYTONA, a world-class retail, dining and hospitality destination. Catch some rays at the World’s Most Famous Beach. Watch major league drivers chase the checkers at the completely re-imagined Daytona International Speedway. Take a look at the leading-edge tech companies populating the John Mica Engineering and Aerospace Innovation Complex at Embry-Riddle Aeronautical University.

In fact, we have seven colleges and universities with 40,000+ students; the workforce of the future. So, if you’re searching for a great corporate address, take a lap around Volusia County.

We’ll drive.

Contact Team Volusia Economic Development Corporation 386.265.6332 tvedc.com

Location: Victory Circle at ONE DAYTONA

TABLE OF CONTENTS

EVOLVE Business and Entrepreneur Magazine

FEBRUARY 2022

In Every Issue 08

03 From the Editor

How Sweet It Is: The Business of Love

22 From Artist to Entrepreneur: IMAGES Festival Program Offers New Talent Path to Success

30 Community Service Means Good Business

12 Businesses That Leverage Events for Success

Features G R EAT ER DAYT ONA R EG ION

BUSINESS AND ENTREPRENEUR MAGAZINE

04

F E B R U A R Y 2 0 2 2 | $ 6 .9 5

EVENTS MEAN BUSINESS ISSUE

EVENTS OF AN ENTREPRENEURIAL LIFETIME

Special Events Energize Local Economy

On the Cover:

Corrine Heck, Founder & CEO, Details Flowers Software

SPECIAL EVENTS ENERGIZE LOCAL ECONOMY

HOW SWEET IT IS: THE BUSINESS OF LOVE FROM ARTIST TO ENTREPRENEUR WHAT IS GEOFENCING?

This issue of

18

is provided courtesy of

Events of an Entrepreneurial Lifetime How Events Shaped Two Local Businesses Cover photo: Marina’s Photography

20 Daytona Leaders Put Employee Events at the Forefront of Business Strategy

| 2 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

24 What is Geofencing?

26 The Cause is Paws: Events & Goodwill Go Together

28 EVOLVE Editorial Board Member Mike Jiloty Remembered

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 Tracy Marino • Team Volusia Dean O’Brien • 06 Marketing LLC Brian Rademacher • City of Ormond Beach Kate Sark • Ocean Center Chris Thomes • Daytona State College Jack White • Jack White Land Co Amy Workowski • The W Agency

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E

vents! They are everywhere and can be used for all kinds of causes, from raising money for the local community to drawing hundreds of thousands of like-minded people to enjoy music, art and racing;

the list goes on and on. One thing is clear, if your business isn’t leveraging events, you are missing the boat! And, yes, we have boat events in Volusia County too.

I suppose if you peel the onion or shuck the oyster, what you will find is that the lure of our weather and the ocean is the impetus for many of our events and why people choose to live, learn, work and play here. The weather brought Rockefeller, Flagler and Plant here, but the sand brought Sir Malcolm Campbell and the Bluebird for the metered mile. We all know how that turned out!

In this issue, we examine the connection between business and events–– taking a look at businesses that are directly involved in creating the perfect event and at businesses that leverage events to maximize their success.

For Holly Hill-based Magga Products, events help create a family atmosphere among employees where turnover is rare, while Halifax Health uses events for recognition and connection.

James McCarthy of Placement Labs introduces the concept of geofencing. If you’re not using it to find or target your audience at large events, you may be missing out.

For the Grand Ol’ Barn, the Estate on the Halifax and Hilton Daytona Beach Oceanfront Resort creating the perfect event is their business.

How they stand out in a crowded field offers lessons for business owners everywhere.

Of course, an issue of EVOLVE featuring events wouldn’t be complete if we didn’t talk about the impact of large events on restaurants, big and small. From The Brickyard to 4 Rivers BBQ Smokehouse to Hooters, events make a huge impact on the bottom line.

We also profile Corrine Heck of Details Flowers Software and Eric Jackson of Stoked Poké. These two business owners parlayed their events successes into two very different, thriving businesses.

In this issue, our editorial board hopes you look at events for your business in a holistic way, not just as entertainment. Living on the beach, we can’t escape them. We need to embrace them!

I will see you at the next one!

EVOLVE is published four times per year 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 Evolve-Success.com

© 2022 TouchPoint Innovative Solutions. All rights reserved.

FEBRUARY 2022 | 3 |

Details Flowers Software’s Corrine Heck and staff

| 4 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Events of an Entrepreneurial Lifetime

How Events Shaped T wo Local Businesses

E

by Seraine Page

very business starts somewhere.

With 2.5 million businesses in Florida, there has been a whole lot of getting started for new

entrepreneurs. For Stoked Poké and Details Flowers Software, that somewhere started with

events. Both, however, couldn’t be more different.

Below, is the story of two local entrepreneurs who began small with events and grew their

businesses beyond their wildest entrepreneurial dreams.

Ormond Beach’s Flower Girl If you asked Ormond Beach’s Corrine Heck if she would have gotten into the software business

20 years ago, she would have laughed. After all, she went to the University of Florida for marketing and preferred socialization over studying. She fell in love with event planning during her time as a sorority social chairperson, which included buying and arranging lots of flowers.

Events were a staple in Heck’s life. So were flowers.

After dropping out of college, Heck ended up working as a flower import specialist. She learned

about collecting orders, finding unique flowers and working with customers.

Once she met her husband, the couple moved to Ormond Beach. After settling, they opened

Details Flowers, working together in the wedding industry where Heck made a name as an

event florist. For a long time, weddings were their bread and butter. She arranged flowers; her photographer husband captured the day.

“It was a nice combination of sales,” she says of working with her husband in what was then

known simply as Details Flowers. During that time period, Heck realized the administration side of the floral business could use some help.

That’s how the seed for Details Flowers Software got planted.

As she grew Details Flowers, she had an epiphany while planning a client’s wedding. Working

as a florist, Heck struggled with how to charge for floral-centered events. What if she could create a platform that made ordering, invoicing and organizing so much easier for florists?

That seed, it turned out, blossomed into a whole new business idea.

Today, she runs Details Flowers Software, a membership-based platform designed to help

florists stay organized, streamline proposals, ensure profitability and simplify the payment process.

When she took her idea to software developers, they told her the cost of creating such a

Scan here to access the EVOLVE Live podcast featuring Corrine Heck

platform would be around $1 million. Without that funding, she held onto her idea for a while before diving into the venture capitalist waters.

“I received an initial $80,000 from local angel investors early on in the development of Details

in January of 2015,” she said. “I won $25,000 in 2016 as winner of the Rollins Venture Pitch competition and accepted a note from local VC firm venVelo as part of the pitch win.”

That funding birthed Details Flowers Software.

FEBRUARY 2022 | 5 |

and event design is to always give your customers a memorable and wow-worthy experience,” she said. “Our clients continually remark that our customer service team always makes them feel special, important and listened to. At Details, we strive to make every interaction a memorable one in the best possible way.”

She also was accepted into the Small Business Administration’s

Emerging Leaders Initiative, an executive-level series to accelerate the growth of high-potential businesses in underserved cities.

Part of the program included identifying a three-year growth

Details Flowers Software partners

“I think what makes our software really unique is that it’s made

for creatives,” explained Heck. “It’s visually pleasing.”

plan. For Heck, she wants a 25% year-over-year revenue growth

while doubling her client base. She also plans to add several C-level positions to scale.

“I’m proud I didn’t give up,” said Heck. “There were a lot of

When Heck thinks about the 800 floral events that brought her to

moments along the way that were very challenging. I feel like I

“I loved working at all the local venues,” she said. “Some of the

look back on all those times that were really difficult. I feel like I’ve

where she is today, she always thinks of the people she worked with. people there are lifelong friends of mine now. I couldn’t have started a business like I did without the flower design business.”

listened to that constant voice that was saying, ‘you can do this.’ I been rewarded because I’ve pursued it. “

business, she never gave up hope. As she put it, she saw the light

Spirited Entrepreneur Goes From Food Truck to Storefronts

million-dollar year mark with the help of nine full-time employees.

fresh poké bowls, fresh acai bowls and other healthy eats. Four

While others cast their doubts upon Heck as she changed her

at the end of the tunnel. Now, her thriving business just passed the She also has customers in 48 states and 13 countries.

That growth, she said, comes from listening to clients.

“The biggest lesson I learned from my

years in wedding

Stoked Poké, owned by Eric Jackson, specializes in authentic

years ago, Jackson took a surfing trip to Hawaii and fell in love with the dish, poké, which is Hawaiian for “to slice” or “cut

crosswise into pieces” and consists of diced

raw fish served as an

Stoked Poké fresh bowls

| 6 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Eric Jackson

appetizer or as a main course.

When he came

back to Florida,

an entrepreneurial

along with local support, is what has made it thrive, he said. He

says people are ready to enjoy eating out once again, making it a fun time to be in the restaurant business.

“We’re excited to be in this area and to be offering this niche

spirit took over.

of fresh meats,” said Jackson. “The world changed a lot with how

food truck and

place where people are embracing unique eats.”

He started a poké traveled the U.S.

people spent their money. We’re just excited to be in a time and As of today, he has two locations and a third location set to

for two years,

open in 2022. He’s also working on starting a franchise.

events, including

business where he’s surrounded by friends and family.

International

little while. I’m just here for a good time.”

attending various a race at Daytona Stoked Poké restaurant

Jackson. His biggest business lesson? A belief in his business,

Speedway and

Jackson is thankful he came back to his roots to grow his “We only get to do this once,” he said. “We’re only here for a

Ormond Beach Mainstreet festivals, to feed the masses freshlysliced fish bowls.

He chose Port Orange — where he grew up and now lives —

to open his first brick-and-mortar location in 2020.

“It was kind of scary because we didn’t know how it was

going to go,” he said.

Now with 32 employees and more business plans on the

horizon, it seems a little less scary and a lot more exciting for

Seraine Page is a four-time award-winning journalist who writes for the health, wellness, and business industries. As a serial entrepreneur herself, she’s passionate about putting a spotlight on successful businesses through her writing. She lives with her husband, son, and hefty chiweenie in Saint Johns, Florida.

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FEBRUARY 2022 | 7 |

How Sweet It Is: T

Hilton Palm Coast-SJS Events

| 8 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

The Business of Love

D

espite the turbulence of the past two years, the $51.2 billion wedding industry is regaining its footing by adapting––offering micro-weddings and buddymoons

by Danielle Anderson

The resort has earned a reputation for their niche destination weddings and events, as well.

“We cater to many South Asian weddings throughout the

and helping couples prioritize what’s important on their wedding

year, and it represents about 50% of our wedding business,” said

day.

Palladino. “We find that the majority of our leads are referrals

Florida ranks second overall in the nation for weddings, and in 2020 there were 3,082 weddings in Volusia County alone, according to the Wedding Report. But with 144 wedding venues

from happy couples or family members who have attended previous cultural wedding events at our hotel.”

Palladino says the resort’s team takes the time to truly connect

in Volusia County, the trick is to distinguish oneself from the

with their clients, showing care and consideration for all of the

crowd!

intricate details of the event.

A few industry insiders share their tips on standing out in the business of weddings.

“Taking the time to understand and communicate the specific needs and expectations of our clients is one of the most important

Connect & Communicate with Your Clients “Personally, I love to entertain, and my passion for creating

factors in planning any wedding at our resort,” she said.

Unique Touches Make Clients Feel Special

memorable events which become memorable moments for my

“We view our uniqueness as the property itself being such a

friends and family grew into this amazing role where I am able

great hidden gem, as well as the fact that our clients have full-day

to help others create unforgettable experiences at an incredible

access to the venue for the ability of decor or hair and makeup

venue,” says Alyssa Palladino, sales and catering manager for the

to occur here at the property,” said Cara Castelli, manager of

Hilton Daytona Beach Oceanfront Resort.

the Estate on the Halifax, and granddaughter of the property’s

As one of Volusia County’s premier wedding venues, couples can enjoy wedding events that range from opulent to intimate.

“First and foremost, our space is our biggest advantage,” shares Palladino.

Alyssa Palladino

“With over 60,000 sq. ft. of beautiful

founders, Douglas and Lois Clark.

This 10-acre modern-day fairytale venue resting along the Halifax River in Port Orange has been family-owned since 1968.

“We only ever host one event per day so we allow for exclusive access and privacy for our couples. We also have an included overnight stay for the newlyweds in Agatha’s

ballrooms and scenic outdoor venues, we have

Guesthouse, which is a three-bedroom, four-bathroom home with

the ability to cater to grand events like South

an indoor pool and hot tub. The home doubles as the bridal suite

Asian weddings with multi-day ceremonies, as well as intimate gatherings.”

Tailoring their offerings to meet every need, the resort has

for the hair and makeup process to take place.”

With four ceremony sites on property, the 1897 fully restored Chapel is the most popular of the options,

made it a point to stay top of mind for couples who may have

according to Castelli, and while hosting 130

scaled-back plans for their big day.

weddings on site each year, she takes as much

“Our team has created all-inclusive Micro-Wedding packages

pride in helping each couple create a one-of-a-

to fit the evolving needs of our clients who are looking to have an

kind experience as her grandmother Lois does

intimate wedding on the oceanfront,” she said, welcoming guests

still tending the property’s gardens at the age

for extended stays pre and post-nuptials.

of 93.

Cara Castelli

FEBRUARY 2022 | 9 |

Estate on the Halifax Photo credit: Jennifer, Juniper Photography

“We are a family-owned and operated business and have been in operation for over twenty years, which we have found is another reason so many clients and their families are comfortable making such an important life decision and hosting a wedding here,” said Castelli.

With more than 95% of their events weddings, it’s no wonder the property’s whimsical locations and versatility have captured the imaginations of couples and wedding planners alike.

Amenities Offer a Lasting Impression It’s not just the ability to shoot whiskey with your significant other during a wedding toast or play oversized carnival games at the reception that makes the Grand Ol’ Barn an extraordinary location, according to founder Shauna Altes.

Transforming the 1914 citrus packing barn in New Smyrna Beach into one of Volusia County’s must-see wedding venues in 2019, Altes has earned rave reviews on The Knot starting with the venue’s very first bride, Caitlin K., calling it “The World’s Greatest Wedding Venue.”

“The Barn stands out as a wedding venue and destination

| 10 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Grand Ol’ Barn - Keaton and Campbell Wedding

location due to our unmatched amenities,

uptick in wedding-related activity in 2021, confirming interest in

beauty and location - our proximity to hotels

Volusia County as a wedding destination.

and bed and breakfasts. Oftentimes the

Shauna Altes

“Area hotels and wedding venues have seen an increase in

bridal party can walk back to their bed and

bookings as families decide that the time is right for them to

breakfast,” Altes said.

travel,” said Kate Holcomb, Director of Communications for the

Weddings make up 99% of their annual

business, and Altes says a whopping 10% of their weddings come

Daytona Beach Area Convention & Visitors Bureau.

“This area is the ideal destination for families looking for a

from out of state from places like Georgia, Tennessee, New York

destination wedding. Not only is getting here easy and affordable,

and Washington state.

but the wide variety of accommodations and venues, along with

“We love it because the local economy here in New Smyrna

knowledgeable, local wedding planners, offer options that can

Beach receives a huge boost. Cake bakers, hotels, gift shops,

satisfy any style or budget from very casual to formal, with an

restaurants and more all receive a boost from the patrons coming

abundance of beautiful outdoor spaces as well.”

to get married at the barn,” she said.

As the owner and founder of “Adventure Together Venues,” her business model has been so successful, she’s opening a second location an hour east of Atlanta, in Greensboro, Georgia, with plans to expand across the southeastern United States.

Activity is Accelerating

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.

With many weddings delayed in 2020, tourism officials saw an

FEBRUARY 2022 | 11 |

Leveraging the Business of Events for Success

4 Rivers, Daytona Beach location

by Danielle Anderson

N

ot only is Daytona home to ‘The World’s Most Famous

These two events alone are staples for business owners who

Beach,’ but it’s also home to some of the world’s

count on the dollars spent by visitors drawn to fast cars and the thrill

most famous events, and businesses of all sizes have

of racing.

benefitted from their presence.

Few signature events are so well known that they don’t require

There are many other important events that add to the economy and positive notoriety, like Jeep Beach, which raised over $500,000 in

a point of reference, but just say the names Bike Week or DAYTONA

local philanthropy and even more for organizations outside the local

500 and you have an audience who can pinpoint Daytona Beach on a

area.

map or tell you a story about the time they visited the area.

Since the first running of the Daytona 200 motorcycle race on the beach in 1937, Bike Week has been synonymous with Daytona. And it’s a tradition that pays dividends for area businesses.

But Bike Week is not just any signature event. It’s the area’s most

So, how do businesses in the area capture the consumer’s attention and maintain their loyalty year after year?

Location, Location, Location Charlotte Akins, digital marketing manager for the 4R

profitable event, generating an estimated $75 million in revenue

Restaurant Group, a family-owned restaurant company that

for businesses each March. Fast on its heels is Speedweeks, which

began in Winter Park, Florida, shares that since the opening of

generates an estimated $50 million in revenue. Combined, the two

their first location in 2009, they have grown to 13 smokehouses

events drive more than 500,000 visitors to the Daytona Beach area

across the state of Florida and are continuing to expand.

each spring.

| 12 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Akins credits much of the success of 4 Rivers Smokehouse’s

Daytona Beach restaurant to its location at ONE DAYTONA, which is connected by a pedestrian overpass to the Daytona International Speedway

Left: 4 Rivers Founder John Rivers’ Book On Display Right: Carver Sal Maggiore serves guests at the ONE DAYTONA lcoation

and provides an all-access experience, from lodging and entertainment to shopping and eateries.

“Our proximity to The Speedway is an amazing location for our Smokehouse,” said Akins, attributing an estimated 60% of revenue at the location to in-store dining by guests coming into the smokehouse from nearby events in the community.

“The Speedway brings in guests from all over the state and country at multiple times during the year to experience 4Rivers. It gives us the chance to be in front of those new guests, some of whom are new to the area, and leads to long-term relationships. We love expanding our awareness in the community by participating in so many of the cool events that occur in the area,” she said.

philanthropic giving in the community, 4 Rivers Smokehouse has steadily increased their name recognition among consumers, positively impacting sales.

Leveraging both established signature events and ONE

“The Art Festival is a perfect example of how ONE

DAYTONA’s unique seasonal events in addition to their

DAYTONA increased foot traffic during a non-peak time. The

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FEBRUARY 2022 | 13 |

Magic Night of Lights at the Speedway and Winter Wonderland on the weekends at ONE DAYTONA. They are not only fun to be a part of, but they both bring in different families over the course of the events.”

Good People: Staff Working In Tandem Located directly across International Speedway Boulevard from the Daytona International Speedway itself, teamwork among the location’s 70 employees has made Hooters in Daytona Beach the number one store in the nation not only during Speedweeks but during Bike Week as well, according to Tim Baum, Vice President of Operations for Hooters of America.

“The only other store that can compare is Augusta during the Master’s, that sets record sales weeks as well,” said Baum, of the Daytona Beach store where 25% of the location’s annual sales 4 Rivers, Daytona Beach location

are generated in the two month period between February and March, each year.

Working his way up from an hourly

events continually bring community members and people from outside the area to our location,” said Akins.

“The Holiday Family event weekends are a favorite, such as

employee position in 1992, Baum has been with the organization for nearly 30 years. He’s seen a resurgence of the globally recognized brand and knows that while corporate-level executives

Tim Baum

Bob Lloyd and Renny Miles at The Brickyard

| 14 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

make company-wide decisions, the ‘boots on the ground’ staff

Whether it’s a couple he hasn’t seen in two years who’ve

members execute as the heart and soul of Hooters by working as

stopped in for lunch, a 20-year regular like Bob Lloyd, general

a team.

counsel for Brown & Brown, or former race car driver and actor

“Each year, we see not only new guests during these events, but we have guests that keep coming back year after year, which is a tribute to the team members in Daytona for the hospitality and service they provide to our guests,” he said.

Customer Loyalty “I never met a stranger,” says proprietor Renny Miles, and

Paul Newman, Miles welcomes all his guests like friends.

“This atmosphere and those burgers are impossible to beat,” shared Lloyd, a 20-year patron of the Brickyard.

With a knack for consistency, Miles is as genuine as they come, a quality his loyal patrons appreciate.

“Bike Week, Race Week, Spring Break and Motor Sports Week/DAYTONA 500, we depend on all of it,” he said. “It all

after more than 30 years in business, he means it. Many of those

makes the bottom line at the end of the year. I have seen the time

non-strangers have become lifelong customers. Miles has many

when I didn’t need special events, and I’ve been here 32 years, but

NASCAR and bike teams frequent the Brickyard year after year.

that’s not today. Today we need everything we can get.”

He even, on occasion, makes deliveries to the track…boosting a big sale day and spreading the Brickyard brand to all.

The Brickyard is a local’s spot, and when visitors come to town and stop in, they’re local too.

A fan favorite, the NASCAR-themed restaurant and lounge is ranked #6 on TripAdvisor out of 272 restaurants in Daytona Beach for good reason, and it’s not just the sirloin Angus hamburgers and wings.

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.

FEBRUARY 2022 | 15 |

Special Events Energize Local Economy

F

by Aaron London

or some residents, special events like Daytona 500, Bike

visits to the area as well as what they spent for their visits.

of increased traffic and inconvenience, for others they are a

special events throughout the year, is no surprise to Lori Campbell-

Week or any of the many art and cultural festivals are a time

chance to enjoy the area’s many wonders. But for everyone, those events bring an influx of visitor spending and add to the overall economic well-being of the region.

According to a report from Mid-Florida Marketing & Research

commissioned by the Halifax Area Advertising Authority, special

events have a very special economic impact on the Greater Daytona region.

The report focused on four major special events in 2017:

Speedweeks, Bike Week, the July 4 Weekend and Biketoberfest. The

The significance of these four events in particular, as well as other

Baker, executive director of the Daytona Beach Area Convention and Visitors Bureau.

“We sometimes like to think of ourselves as the Event Capital of

Florida, with dozens of annual events and festivals that create the

unique tapestry of our tourism product,” she said. “A great number of visitors initially come to the Daytona Beach for events, then they

return time and time again for vacations. And they sometimes even relocate their families and/or their businesses to the destination.”

Campbell-Baker said in addition to the impact of direct spending

report found the base economic impact of the four events comes to

and sales tax revenue they bring, special events –

alone with $102 million.

to neighborhood art shows and food truck rallies –

just under $238 million, with nearly half coming from Speedweeks Bike Week adds another $99 million to the total, with July 4

Weekend chipping in $22 million and Biketoberfest contributing

from major international affairs like the Daytona 500 also “shine a positive spotlight” on the area.

“They help to keep our local residents employed

$16 million. The information was compiled through interviews

and our local businesses thriving, and they even

overnight in a hotel or motel. Visitors were asked about previous

visitation patterns,” she said.

conducted with visitors to the area for each of the events who stayed

| 18 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

help to even out some of the seasonality of tourism’s

Lori CampbellBaker

The many art and cultural events also help to highlight the

Turner said local events, such as the DeLand

quality of life of the region.

Fall Festival of the Arts bring visitors to the

to expose visitors to the area’s many cultural assets, and [those

also help smaller areas like West Volusia.

“Events like the Halifax Art Festival provide us a great way

like] Jeep Beach (with its vast philanthropic work) make these fun events important to our residents’ quality of life as well,” Campbell-Baker said. “We’ve recently been fortunate to add

the Welcome to Rockville music festival to our roster. And of

course, our community has been happily welcoming the National Cheerleaders Association Classic for decades. All of these are amazing assets that we greatly appreciate.

community, along with other local events which “When you are a small destination like us, it

brings attention to your area,” she said. “Even a small event can have a big impact.”

Helga van Eckert

The impact from events goes well beyond the

county line and helps burnish the region’s image, according to

Helga van Eckert, Volusia County economic development director.

“The county has a long history of hosting events that draw tens

The economic impact of those big events isn’t limited to the

of thousands of national and international visitors to the area,”

“Something interesting in this area is how the Daytona Beach

and hospitality fees, restaurant receipts and event fees; provide

immediate area, with the effects felt across Volusia County.

events affect us,” said Georgia Turner, executive director of the

West Volusia Tourism Advertising Authority. “We sell out (of hotel rooms) during the 500 and we benefit from Bike Week and the

she said. These events generate regional revenue through hotel

employment opportunities and showcase Volusia County’s assets on an international stage.”

Welcome to Rockville festival that just happened.”

Turner said the spillover from big special events is a boon for

the 14 communities the Authority represents.

“To have big events like those right next to you is something

that is really wonderful,” she said. “We also get visitors to Seminole County because they have a huge sports initiative there.”

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

FEBRUARY 2022 | 19 |

Halifax 100 Club

Daytona Leaders Put Employee Events at the Forefront of Business Strategy

T

by Joey Florez Jr he way Americans work has changed considerably over the

interconnected and as a result they experience nearly no turnover.

home, record low unemployment rates and an increased

of excellence in machine production has an “all parts matter”

last few years, with an increase in employees working from

cognizance of what work should offer. This redefining of work

against the backdrop of a record-breaking workforce exodus last

It comes as no surprise that a company boasting three decades business approach.

Maggie Morgan, the company’s president,

August (when the U.S. saw over 4 million people leave their jobs)

approaches her role with passion and sincere

have an advantage over their competitors.

employees quite actually are the business as her

highlights how businesses that lead with employee-centered tactics Indeed, studies show that employee satisfaction holds a direct

correlation to retention, and reorienting a company’s focus to

what keeps employees instead of what makes them leave offers

more consistent and effective solutions towards retaining quality employees. A study featured in the Harvard Business Review

caring for her team. At times it seems that her

stories, peppered with descriptions of Magga’s equipment - more akin to an artist describing

their tools, making industrial weldments sound

Maggie Morgan

like Michelangelo’s paintbrush – innately focus on her team.

At Magga, employee recognition and events aren’t often a

offers insight into the “equation” of quality employee retention,

planned and targeted system aimed at increasing productivity

of growth opportunities, recognition and work culture.

the company’s culture). Instead, the Magga team takes a fluid

placing job satisfaction at the forefront, with elements consisting Businesses like Magga Products, a Holly Hill-based machine

company, view employee satisfaction and business success as Maggie Morgan and members of the Magga team

or the “bottom line” (although both are positively affected by

approach towards employee satisfaction in which caring doesn’t end at the time clock. She describes the environment as “a sort of firehouse” where there is always food present (not unlikely to have been prepared by Morgan herself), and work and life

organically combine into a space cultivated by everyone. From community involvement in food drives to day-to-day business

functions, employees are treated as individuals appreciated for their strengths instead of being “welded” into a position less compatible with their talents.

Indeed, Morgan describes how life events including birthdays,

report cards, graduations or hardships warrant their own iteration of attention. Morgan and her team lead with compassion as they

consider one another’s mental, familial and even spiritual health.

This culture of caring, combined with benefits that include

tuition reimbursement and healthcare, adheres to the “actions

| 20 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

speak louder than words” idiom, underscoring how appreciation

recognition awards. The annual Team Member

to a happy and productive work environment.

event Halifax Health holds for team members

and caring for employees as individuals offer a simple approach When asked outright about her contributions to this culture,

Morgan humbly repeats, “the story of my company is that the employees make me. You can have all the bells and whistles,

but it doesn’t matter without the right team.” That appreciation permeates her recollection of her company’s history and

accomplishments, carrying with them a distinct pride that goes beyond the business doors.

Despite Covid related setbacks in resources and profits,

Morgan “made it work” so her employees and her community

were taken care of. When asked about her company’s role during this unprecedented time, she says, “I hope we’re a light for

banquet, an employee favorite, is the largest

and is where the team member of the year is

named. Another favorite is the annual Induction Ceremony to the Halifax 100, which recognizes employees with 30+ years of service.

Kim Fulcher

Fulcher goes on to say, “our very purposeful culture is rooted

in Safety, Compassion, Image and Efficiency. Every year we

hold 30 plus events for our team members to recommit to those quality standards and Jeff attends every session. It is this kind

of leadership and commitment which keeps us all on the same page.’

The statement offers a map to employers looking to increase

everyone in what seems like a dark season.”

employee satisfaction, retention, and, yes, productivity. Whether

with thousands of employees can lead with a people-first strategy.

500 business, a culture based in humanity, it seems, is truly the

Similarly, Halifax Health shows how even a large organization

From staff to patients, Kim Fulcher, the Senior Vice President

and Chief Human Resources Officer tells EVOLVE of Halifax’s

a local machine company, a large health organization or a Fortune defining characteristic of an exceptional business.

commitment towards “one mission to make our community

a better place.” This commitment manifests as an exceptional

and personal engagement with employees and patients alike,

beginning with the company’s CEO, Jeff Feasel, who personally

recognizes employee achievements at events, including seasonal birthday celebrations, five-year work anniversaries, and

Joey Florez is a writer, teacher, and actor. He earned his BA in English from Georgia Gwinnett College with a minor in Religious Studies and is currently pursuing his MFA in Creative writing at Lesley University in Cambridge, MA.

FEBRUARY 2022 | 21 |

IMAGES: A Festival of the Arts

From

to Entrepreneur

IMAGES Festival Program Offers New Talent Path to Success

W

by Aaron London

hen most people think about entrepreneurs, they think

partner in the effort with Daytona State College.

from his dorm room or Jeff Bezos coming up with the

with Daytona State,” she said.

But the entrepreneurial spirit isn’t just about high-tech moguls

that far exceeded expectations.

about Michael Dell launching his computer company

idea of the online bookstore that would become Amazon.

and cutting-edge technologies. It’s about creating something new

and as such, artists are just as much entrepreneurs as Elon Musk or Mark Zuckerberg.

For aspiring artists in the Greater Daytona Region, IMAGES:

A Festival of the Arts offers an opportunity to learn about the professional side of creativity with its new Trish Thompson

“We wanted to do something this year, so we decided to partner Koch said 23 DSC students applied for the program, a number “We were blown away by it,” Koch said. “We never expected to

get that many.”

As part of the festival, the student artists will have a tent with

tables and chairs to set up their displays and will receive $250 to get whatever they need to put the booth together.

Koch said part of the reason for the Emerging Artists Program is

Memorial Emerging Artists Program. The program honors Trish

to introduce new artists to the entrepreneurial side of being a creative.

Center for the Arts and the college, who passed away in 2021.

galleries and of course they all have their websites. It really is an

Thompson, a local artist involved with the festival, the Atlantic

The program was a new offering at the IMAGES festival, which

celebrated its 46th annual show in New Smyrna Beach this year.

“We have talked about it for years, but this is our first year doing

it,” said Nance Casey Koch, IMAGES coordinator. “We wanted to do something a little different this year.”

Koch said the juried art festival created the Emerging Artists

Program for people just getting into the arts and found a willing

| 22 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

“It’s not an easy life,” she said. “A lot of artists show in

entrepreneurial thing.”

As part of the experience, the emerging artists selected for the

program participated in a virtual meeting with veteran artists who shared their insights about being in art shows, setting up display

booths, pricing information and other aspects on the business side of being an artist.

Ceramic artist and Daytona State student Janet Montville said

she was surprised to be selected as one of the emerging artists but is excited to be participating.

“I would say it is huge, just being able to step into that world,”

she said. “I don’t have hopes of grandeur, but just being able to talk to artists who were in the show and know what they are doing and

talking about is great. I am constantly learning so this is a huge step.”

Montville said gaining more experience and knowledge about

the entrepreneurial side of art is a bonus on top of the opportunity to showcase her work. She said she is part of several Facebook pottery groups and the issue of pricing art comes up a lot.

“I started out pretty reasonable with pricing because for me, it

was a way for me to pay for school and my supplies, but I did have

to put a value on it,” she said. “Some people still look at ceramics as not really art; they see it as a utilitarian thing.”

Montville said she is also excited about learning more about

being an artist by participating in the IMAGES festival.

“I feel like I’ve progressed in the last couple of years to be a little

more professional,” she said.

For Daytona State student and painter Rich Malfitano, the

professional artist. “That would be a bigger opportunity to help the organizations I am involved with and it would be nice to be able to sustain my art while I do it.”

Trent Berning, chair of the Mike Curb College of Music,

Entertainment and Art and a professor of ceramics at Daytona

State College, said being part of the new program offers students a chance to learn about the practical side of the life artistic and gain entrepreneurial experience.

“We want them to attend the symposiums with artists and learn

about how to price your work, how to apply for shows,” Berning said.

“Things that students wouldn’t necessarily have experience with.”

Berning said the art programs at Daytona State are primarily

focused on defined learning outcomes and don’t generally get into

the kind of practical skills students would learn in a full Bachelor of Fine Arts program or graduate school.

“The Emerging Artists Program is really filling a niche for our

program,” he said. “I’m really excited about it and it’s really going to help with those professional skills.”

Emerging Artists Program is a chance to extend his passion for art into something beyond just working on a canvas.

“I’m excited about it,” he said. And now the idea of not just

creating art but earning money at it is a very real possibility.

“There’s always that possibility,” Malfitano said of becoming a

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

FEBRUARY 2022 | 23 |

| 24 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

What is Geofencing?

by James McCarthy

G

With so many events held in Volusia County each year, how best to leverage those events in support of your business should be top of mind.

One resource to consider: Geofencing. eofencing is a tactic used by businesses and events to target advertisements at a consumer based on their physical location. The location can range from a single

address, commercial building or neighborhood. Geofencing an event is a great way for a business to target large groups of people with similar intent.

How could businesses use Geofencing to target an event?

Let’s take a look at two examples. Recently many local

hospitals have been hosting job fairs to fill positions. We can make some assumptions about the people who attend a job fair:

1.

They are proactively looking for a job

2. They are looking for a job at a hospital or in the medical field

Is Geofencing a good marketing channel for small businesses?

As with most good questions, it depends. In this instance,

it depends on the business and marketing campaign objective.

There are lots of small businesses that could certainly increase brand awareness in the area with a well-crafted, targeted, location-based marketing strategy.

Examples of small businesses using location-based targeting: • A marketing firm geofencing local chamber of commerce • A personal injury firm targeting auto repair shops • A pet grooming company targeting the homes of pet owners

Can you track conversions with a geofencing campaign?

Yes, a good geofencing campaign can provide traditional

3. We know the area where they are looking for work

conversion tracking with a pixel on a website and also offers an

Knowing this information provides digital advertisers with

the location where a conversion location takes place. This way

the capacity to target those attendees based on attending the job fair. An example of this could be an online job board targeting those specific attendees with display and video ads related to medical positions and opportunities.

A second example involves an event that took place recently in Daytona Beach - Welcome to Rockville. This event was estimated to attract ~40,000 daily attendees. Again we can make some assumptions about the event and attendees.

1.

2.

3.

Attendees enjoy concerts and social events Attendees may enjoy drinking Attendees may have discretionary income

additional conversion tracking method. You are able to geotarget you can use the customer’s physical location to measure the success of a campaign and conversion. For example, if your campaign is medical recruitment, you could measure a conversion based on a candidate showing up for the job interview. No website pixel is required.

What is the goal of a geofencing campaign?

All marketing campaigns largely fall into two categories - ROI

and Awareness. Geofencing does a wonderfully efficient job of building awareness for brands. It can assist ROI campaigns such as paid search campaigns since geo-campaigns keep your brand top of mind.

Knowing this information, multiple small and medium businesses could target this event. One example would be a large brand, such as an alcohol company or an event ticketing company. Smaller businesses might be local criminal defense law firms marketing DUI services.

James McCarthy is a digital marketer and entrepreneur, including being the founder and CEO of Placement Labs, an innovative Marketing, Web Design, and SEO company located in Daytona Beach, Florida.

FEBRUARY 2022 | 25 |

Biddy

Shaka Casy

Jimmy Dean

Albert

Allen

The Cause is Paws

Events & Goodwill Go Together

D

by Patrick Evans-Hylton ay-to-day operations are always a challenge for

Barry KuKes, community outreach director for the humane

nonprofits, and for the Halifax Humane Society, serving

society, says Subaru of Daytona has helped out tremendously

more than 25,000 animals annually can be “ruff.”

during the past nine-or-so years they’ve been working together.

But for several years now, Subaru of Daytona has been the

“The partnership not only goes along with their overall

shelter’s best friend––supporting the organization with in-kind

mission of kindness to animals, but it supports us in a big

and financial contributions and leveraging that support to create

way,” he notes, including financially with donations and in-

advertising campaigns and sales events that engender feel-good

kind services and by making folks aware of the shelter through

sentiments among customers.

commercials and other promotions at the dealership.

“We’re all dog lovers here,” says Larry Kelly Jr., general

Other support includes help with special events like the Fur Ball

manager of Subaru of Daytona. “It just made sense for us to

as well as the Mutt Strutt on the beach, which KuKes says raised

partner up with the humane society, considering the overall

$40,000 at the 2021 event. There are also frequent adoption events,

picture. It not only works for us as our branding, but it’s who we

during which animals are placed in pop-up kennels at the dealership

are personally, our passion.”

and Subaru of Daytona pays the $100 fee for folks to take a pet home.

The Halifax Humane Society is an open-door animal - cats,

In addition, the dealership hosts a page on their website with

birds, dogs and more - shelter; approximately 350 animals are

information about the humane society, how folks can adopt and how

housed in kennels and cages per day and they are usually full.

folks can help out with donations, talents and time.

| 26 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Kelly says the partnership was on full display when Subaru of Daytona celebrated their grand opening of their new dealership

Subaru of Daytona hosts a pet adoption event

facility on Nov. 23, 2019.

For four hours, activities including food and games were augmented with furry friends available for adoption. A rescue golden retriever, portrayed in Subaru commercials, even made an appearance.

Also, KuKes says, the new dealership is closer than facilities were before.

“Now people who come to the adoption events at the dealership can just walk down the street and come to the shelter to see more animals,” he says.

The efforts have led to the dealership being awarded the 2021 Subaru Love Promise Customer and Community Commitment Award, which is a part of the

Check presentation at the grand opening of Subaru of Daytona

company’s social responsibility effort. Part of the recognition came for Subaru of Daytona’s engagement with the automakers Subaru Loves Pet initiative, in place since 2008.

Kelly says in order for a partnership to be successful, true interest

“It’s a win-win for both of us and the public,” KuKes says.

“We’ve got the car lovers and the dog lovers. We’re working together on our goals and aspirations.”

must be shared in the cause a group is supporting.

“We’re all animal lovers. Animal welfare is something we are all into. Many at the dealership are animal owners, dog owners and owners of shelter dogs,” he says.

In his household, that includes a Chihuahua mix named Thor, a rat terrier/Jack Russell mix named Izzy, a pit bull-and-something-

Patrick Evans-Hylton is an award-winning journalist, having covering a wide variety of topics in broadcast, electronic, and print media since 1995.

mix named Busch, and a silver Lab named Gracie.

FEBRUARY 2022 | 27 |

EVOLVE Editorial Board Member Mike Jiloty Remembered

by Kymbrough Zurstadt

F

riend. Mentor. Servant. Father. Brother. Even “supportive,

Advertising Federation (AAF)-Daytona Beach has been honoring

kind and extremely funny.” These are just a few of the

advertising and marketing greats who are also pillars in the

words that describe Mike Jiloty, who left us on Christmas

community. Mike was a past recipient, joining a list of honorees

Day.

Mike’s outstanding career began in the 1970s in a bank

marketing department up north. He moved to Florida in 1977

that includes Jim Benedict, Tippen Davidson, Tony Welch and Mike Panaggio.

“Mike brought an important piece to our editorial board,”

to accept a new marketing position and later managed an

said John Guthrie, EVOLVE Editor. “Mike had developed

Orlando advertising agency before opening his own firm locally,

so many relationships and was truly focused on shining a

Jiloty, Shipley & Associates, in 1980. The firm became Jiloty

light on success in the community. His knowledge of the

Communications in 1986 and operated until 2002. At that time,

area, professionalism and friendship will be missed, but his

Mike became president of Lord & Lasker/Florida in Ormond

contribution to our community will be remembered.”

Beach. During his time in the Daytona Beach area, he and his

In addition to his many accomplishments and roles, Mike was

team won hundreds of industry awards, including many Gold

also a licensed pilot. When providing words of encouragement,

and Silver ADDY awards from the American Advertising

Mike often counseled with an old aviation principle he was taught;

Federation.

“No matter what happens, just fly the plane.”

Mike was active in the community and held various

Mike will be remembered for his positive impact on our

volunteer leadership positions, including posts with the United

community, his kind spirit, his willingness to teach and lead and

Way of Volusia-Flagler, the American Advertising Federation-

his loyalty, generosity and integrity. I think most will agree, Mike

Daytona Beach and the FUTURES Foundation for Volusia

will go down in the books as a local legend.

County Schools. He was a former member of the Board of Directors of the Daytona Beach Area Chamber of Commerce and former Vice Chair of the Advanced Technology Center. Mike was also a graduate of the Leadership Daytona, Class XIV. The list of organizations that have honored Mike and the awards he had received goes on and on. Since 1963, American

| 28 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

A special contribution to EVOLVE, written by Kymbrough Zurstadt, a member of the EVOLVE Content Team and a long-time friend and former colleague of Mike Jiloty.

FEBRUARY 2022 | 29 |

COMMUNITY SERVICE MEANS GOOD BUSINESS L

aunched in 2017, Mr. and Ms. Mentoring is

a research-based intervention program that

provides mental health support to primarily

low-income children, ages 8 to 17. Our program inspires and equips youth who are experiencing behavioral

or cognitive issues such as trauma, ADHD, anxiety,

depression and/or poor social skills in home and school

Mentees enjoy a Harlem Globe Trotters game

settings. Youth develop skills to conquer past trauma,

fears and negative feelings.

In addition to one-on-one and group counseling, Mr. and

Celebrating Christmas at SkyZone Trampoline Park

Ms. Mentoring provides a stable, supportive environment and

positive support systems that help youth develop coping skills through creative outlets such as health and wellness activities,

arts and crafts for creativity, musical expressions and activities

that challenge and allow the kids to work together and develop

better social skills. Mr. and Ms. Mentoring also works to actively engage the community in supporting youth and provides

resources to improve parent-child communication and strengthen families, with a focus on helping single-parent families and families who are fostering youth.

Since our founding, our organization has served over 150 at-

risk youth in the Volusia County area. Yearly we serve 25-75 kids, some continuing on with the program as needed.

Mr. and Ms. Mentoring’s mission is fueled by community

support. We are grateful for the involvement of the following local businesses: Stress and Anxiety Center, CareerSource, Skyzone Trampoline Park, Halifax Health, Rue and Ziffra,

Community Outreach Program and Successful Employment.

To learn more about our program, visit us at

mrandmsmentoring.org.

| 30 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Brown & Brown presents a check to ELCFV

D

olly Parton’s Imagination Library of Volusia County recently exceeded its fundraising goal for a matching campaign with Brown & Brown of Daytona Beach. The total amount raised by the matching campaign,

ELCFV’s programs inspire a love of reading

which began in November 2021 with a goal of $5,000, was $10,715.

As a champion for early literacy and promoting its importance

throughout Volusia County, Brown & Brown generously agreed to match the first $5,000 raised. While the campaign was initially scheduled to run through the end of January, the fundraising goal was met one month early, thanks to donations from generous members of the community and local businesses.

The Volusia Imagination Library, first started in 2015, is facilitated by The Early Learning Coalition of Flagler and Volusia (ELCFV) and encourages parents to read with their children to nurture early literacy skills and strengthen family relationships.

Supported entirely by community donations and grants, the program mails books to more than 3,500 children ages birth to five years old each month. Books are chosen by a panel of early childhood specialists and feature diverse, age-appropriate topics.

Due to limited funding, the program is currently only offered in select cities. With an increase in enrollments, the need for consistent funding is crucial. ELCFV’s goal is to secure consistent funding so that the program can expand to all of Volusia County.

Community members and businesses interested in signing up for monthly recurring donations or making a one-time donation can do so at elcfv.org/donate. For more information about the Volusia County Imagination Library, please visit elcfv.org/dollypartons-imagination-library.

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.

FEBRUARY 2022 | 31 |

BUSINESS AND ENTREPRENEUR MAGAZINE

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