11-15-2011 School Board Workshop


The School Board of Brevard County, Florida met in special session on Tuesday, November 15, 2011, at the Educational Services Facility, 2700 Judge Fran Jamieson Way, Viera, Florida. Notice of the meeting was advertised in The Eagle newspaper on Thursday, November 10, 2011. The affidavit of publication with a copy of the ad attached is filed in the Affidavit File in the Board Office.

Opening Exercises
1. Opening Exercises


Chairman Dr. Barbara Murray called the School Board Workshop of November 15, 2011 to order at 12: 38 p.m.

Roll Call
2. Roll Call

Minutes: Members Present: Dr. Michael Krupp, Dr. Barbara Murray, Amy Kneessy, Karen Henderson, Andy Ziegler

Pledge of Allegiance
3. Pledge of Allegiance

Minutes: Chairman Dr. Barbara Murray led the Pledge of Allegiance.

Order of Business
4. Revenue Generating Marketing
Attachment: Marketing Board Presentation 11.15.11.pdf
Attachment: 2011-12 Advertising in schools for November 15 Board Workshop.pdf

Chairman Dr. Barbara Murray turned the meeting over to Christine Davis, Director of District Communications.  Ms. Davis stated that at a recent School Board meeting, the Board directed the Superintendent and staff to look into Revenue Generating Marketing.  She stated that the purpose was to develop a comprehensive advertising program that maximizes revenue generation while minimizing the commercialization of our schools. Ms. Davis showed a brief video clip from MSNBC. She then turn the meeting over to Dr. Binggeli.

Dr. Binggeli took the opportunity to define advertising for Brevard Public Schools and defined an advertising program management responsibilities.  He stated that he was looking for the Board direction  on how involved the district will get into marketing and after that is decided, what is the implementation strategy.  Dr. Binggeli turned the meeting over to Mark Langdorf, Director of Risk Management.

Mr. Langdorf stated the district is looking for definition as to where the Board would like to go from a policy perspective. He noted that he spoke with Neola, Policy Consultants, as it relates to policies that address advertising and commercial activities. Dr. Richard Clapp was concerned about this request since public education has always tried to shield the classroom from  advertisements. Mr. Langdorf stated that most districts focus on keeping the advertisements out of the classroom since the students are required to be there due to the compulsory attendance laws. He then gave the Board policy choices and requested what the Board wished the district to do as it  relates to the policy.

Under the control approach to advertising the Board agreed on the following:

  • The Board authorizes advertising in School District facilities or on School District property. This advertising is limited to the following categories or forums, provided that it is in accordance with the guideline set forth herein and is approved, in advance by the Superintendent.

The Board agreed to the Product Sales, as listed in the presentation, to be added to the policy. The Board agreed to the existing dollar amount threshold that is currently in place for any other purchase orders.

Mr. Langdorf stated the thresholds followed by the building principals as listed below:

  1. Any purchase below $3,000 can be bought without any sort of bidding.
  2. Purchases between $3,000 - $24,999 the building principal must get three written quotes from vendors that provide similar products.
  3. Purchases between $25,000 and up, has to have a hard bid that goes through the purchasing department and is presented to the Board at every board meeting.

Mr. Langdorf covered Direct Advertising/Appropriation of Space.

Ms. Kneessy stated that she would like to see advertising expanded to support other activities in the school district like our Performing Centers and Robotic Teams. This advertising should not be limited to athletics.

Discussion ensued about advertising that is permanently or semi-permanent affixed.

Dr. Binggeli stated that at this point, Board direction is requested as it relates to where advertising will show up on the school campus.  He said that if we forbid advertising in the class, are we then implying locker rooms, hall ways, libraries, common areas, and cafeterias are free game.

Dr. Murray personally feels that we should not advertise where we have a captive audience.  She said that if it is in a common area such as an entry way, a gymnasium, an auditorium, an athletic field, library or cafeteria, then that will be okay.

Discussion ensued amongst the Board on their support of advertising and where advertising could be used on school board property.

Ms. Henderson agreed with all of what had been brought forth by Dr. Murray but did not agree that advertising should be in the media center because it is another learning environment.  She also did not agree with placing advertising in the cafeteria in the younger grades.

Chairman Dr. Barbara Murray called for a recess at 2:30 p.m.
The workshop reconvened at 2:41 p.m.

5. Future Capital Funding
Attachment: Future Capital Funding Presentation Fina2.pdf

Judy Preston, Associate Superintendent of Financial Services, began the presentation by giving the Board and the viewing audience a financial overview of the following areas:

  • Tax Levy Revenue vs. Debt Payments
  • Overview of Debt as of 11/15/2011
  • Brevard's Tax Roll Decline
  • Property Tax Roll Percentage Change Scenarios
  • Capital Revenue Scenarios 1-7 vs. Debt
  • Capital Funds vs. Debt

Jo Ann Clark, Director of Accounting Services, walked the Board through the Capital Budget Based on Scenario #5.  She then turned workshop over to Ms. Preston.

Prior to Ms. Preston finishing her presentation, Dr. Binggeli pointed out that having four or five years of no money for bus replacement is beyond frugal and we cannot do that any longer.  He said we need to have minimalistic to be sure but realistic going forward with the district costs.  Dr. Binggeli stated that we need to understand what we are truly facing and how do we attack it strategically and long-term and that is what is leading us to the funding options.

Ms. Kneessy questioned why there are no additional Impact Fees, for the outstanding years, when she thought that was the reason behind the redistricting.  Ms. Preston stated that there may be but there is no guarantee there will be Impact Fee.  She stated that there is no harden fast numbers to put down.  Dane Theodore, Assistant Superintendent of Facilities Services, explained to Ms. Kneessy that the Impact Fees have no relation to put the schools at 100 percent capacity.  He noted that it is related to the  School concurrency and Interlocal Agreements.  Mr. Theodore clarified the confusion between the two different fees.

Discussion ensued about the Property Tax Roll and how it will come back to a single digit percentage. 

Ms. Preston and Ms. Clark covered the following Future Capital Funding options:

  • Capital Funding Plan - Option I-A
  • Capital Funding Plan - Option I-B

Dr. Binggeli made a the following point to show the gravity of the situation that the district is dealing with.  He noted that Scenario I-B has the district spending right about current level.  Dr. Binggeli stated that current level is significantly below what existed for all of these projects (busses, technology etc.) in 2007-08.  He noted that if we keep spending at current paired down levels, we would be out of money in two years.

Ms. Preston and Ms. Clark covered the following Future Capital Funding options:

  • Capital Funding Plan - Option II-A
  • Capital Funding Plan - Option II-B

Discussion ensued on the 57 million dollar impact to the Operating Budget over the next five years.

Dr. Murray asked how long it has been since we replaced any busses.  Ms. Preston stated that is has been two years since we replaced any busses.  She stated that she is more concerned with technology then busses due to the end of course exams, and digital media requirements, it will be a real challenge.

Ms. Preston continued covering the following options:

  • Value of 0.25 Mill Change
  • Five Options for Voter Referendum

Ms. Preston turned the meeting over to Mitch Owen, District Financial Adviser with RBC Capital Markets (RBC).  He presented the following information on finances regarding the district.

  • How the School District has Demonstrated Sound Fiscal Practices
  • Outstanding COP Debt Service
  • Proposed Debt Restructuring for Near-Term Cash Flow Relief
  • Current Municipal Interest Rates
  • Comparison of Six Options

Discussion ensued between the Board, Dr. Binggeli, Ms. Preston and Mr. Owens  as it relates to the millage, voter referendum, relaxing some of the unfunded mandates in Tallahassee, and being cognizant of not putting debt on future School Boards.

Dr. Murray requested consideration on bringing our business leaders in the community up to speed so perhaps they could add some pressure to the legislatures that would be given some credence.  She feels as though the general public really does not understands the position that the district is nearing because we have been so frugal and so strategic.

Dr. Binggeli made a summative comment to the Board.  He stated that if real significant reduction of operating funds, corresponding cuts to programs and potentially people, or placing debt on future Boards or generations are not options, then we will have to share with the communities that those are the only options.

Ms. Preston covered a few more slides in her presentation on the millage and a high-level view of the debt summary.

Closing Remarks
6. Closing Remarks


Chairman Dr. Barbara Murray thanked Dr. Binggeli, Ms. Preston, Mr. Langdorf, and Ms. Davis, for all the information that was presented to the Board. She noted that it was very well developed and communicated.

7. Adjournment

Minutes: Chairman Dr. Barbara Murray adjourned te School Board Workshop of November 15, 2011at 4:19 p.m.