3501 Quadrangle Blvd., Suite 270, Orlando, FL 32817
Phone: 407-723-5900	Fax: 407-723-5901
https://universityparkrd.com/

The committee meeting of the Strategic Planning Committee of the University Park Recreation District will be held on Wednesday, April 8th at 3:00 pm at the Business Offices located at 8301 The Park Boulevard, University Park, FL 34201 and or virtually.

Meeting ID: 873 9095 1556 Passcode: 765455
Join meeting via Zoom: https://us02web.zoom.us/j/87390951556?pwd=8vthWiardxaNmhNnXQevsA35GKZVGr.1
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Strategic Planning Committee Meeting Agenda

Organizational Matters
Call to Order
Roll Call to Conﬁrm Quorum
Public Comment Period
(For any members of the public desiring to speak on any proposition before the Committee)
Administrative Matters
Approval of Meeting Minutes (3/30/2026)

Business Matters
Mission, Vision & Core Values – Initial Discussion
Presenter: Committee
Review the current Mission, Vision, and Core Values previously developed for the District
Discuss key elements, alignment with current organizational direction, and areas that may warrant further consideration as part of the broader strategic planning process
Recreation District Value & Resident Communication Strategy
Presenter: Committee
Review materials related to the financial and operational value associated with the Club’s structure as a Recreation District
Discuss key messaging considerations and direction for development of a communications approach to effectively convey this information to University Park residents
UPCAI Materials Review (as it relates to the UPRD/Club)
Presenter: Committee
Review materials provided by the University Park Community Association (UPCAI) related to the Club, with consideration given to alignment in messaging and positioning where appropriate

Next Meeting Scheduled
Date	Meeting Type	Time	Location	Note	
May 6, 2026	Strategic Planning Committee Meeting	3:00 pm	Business Offices	In person or by Zoom	

Strategic Planning Committee Member Requests & Public Comments

Adjournment

Approval of Meeting Minutes (3/30/2026)

Mission, Vision, Values: Original Presentation for Review

UNIVERSITY  PARK®
DRAFT
MISSION & STRATEGY
MARCH 2020

DRAFT

4/1/2026	1

A VIEW FROM THE OUTSIDE

University Park…
“…the award-winning, master planned neighborhood features beautiful landscaping, gas street lanterns and stylish homes.”

“Premier golf and country club community exudes elegance, natural beauty and luxury.”
Sarasota Herald-Tribune - February 8, 2020
DRAFT	4/1/2026	2

PLANNING FRAMEWORK

Focus of this presentation

Strategic
(Stakeholder Value)

Vision, mission, direction & strategy

Tactical
(Goals, Master Plans & Policies)

Master plans, specific goals & strategies, Board policies to achieve the strategic goals

Operational
( O p e r a t i o n s , B u d g e t s & P r o j e c t s )

Budgets, projects & operations to achieve the tactical objectives

DRAFT	4/1/2026	3

WHY A MISSION & STRATEGY?
So that…
We can all communicate with a consistent message what University Park
is about, its identity & its direction.
Everything we plan and invest-in has a clear purpose, rationale, focus &
pay-back.
We can be pro-active, efficient & ensure long-term durability of University
Park.
We can achieve sustainable competitive advantage over time.
DRAFT	4/1/2026	4

“STAKEHOLDER VALUE”
Stakeholders are primarily our homeowners, residents & members
Also, in a wider context: potential future owners/members; non-resident club members; public/tourist users of our facilities; management & staff; key service suppliers & the wider community.
Value can be seen in different ways, for example:
Real-estate value - measured in a variety of ways.
Lifestyle appreciation - surveys can gauge or rank this.
Value proposition - to live, play or work here as compared to alternatives.
Member experience – exceptional moments, events or service.

4/1/2026	5
DRAFT

MISSION
Continue to maintain and grow stakeholder value through:
STRATEGIC GOALS
A premier gated residential development & semi-private club
Exceptional location near to “everything” in a bustling, fast-developing area.
Exceeding other local communities in perceived quality and excellence.
Master-planned golf course, club & thirty-two harmonized neighborhoods.
Widely recognized value proposition in the local market.

DRAFT	4/1/2026	6

MISSION
Continue to maintain and grow stakeholder value through:
STRATEGIC GOALS
A residential haven:
Natural beauty with outstanding, sustainable Florida landscaping.
Exclusive, safe and tranquil residential environment.
Outstanding golf, tennis, dining & other leisure activities - in a Club setting.
Caring community culture, where one can make and keep friends.

DRAFT	4/1/2026	7

MISSION
Continue to maintain and grow stakeholder value through:
STRATEGIC GOALS
A well-managed Community Association and District/Club:
Open participation by residents, attention to their views & fairness for all.
Stable assessments, “no surprises“ management and a profitable Club.
Pro-active action on big, longer-term issues & sound reserve funds.
Exemplary employment practices that recognize high performance & memorable member experiences.
DRAFT	4/1/2026	8

MISSION, STRATEGY & BRAND
Drive stakeholder value through a unique combination of:
Premier development & club
Residential haven
Well-managed
AND
A clear & strong brand

DRAFT	4/1/2026	9

BRAND STRATEGY
Use our mission & strategic goals to help:
Define our brand ambition, core values & positioning.
Identify our core essence or DNA to give focus to interaction with markets.
Recognize & target different markets.
Emphasize & draw attention, through selected marketing & advertising.
Develop strong relationships with key constituents to carry our brand messages.
Homeowners, residents & club members.
Real estate brokers & agents.
Local press & publications.
DRAFT	4/1/2026	10

®

BRAND IDENTITY
Masterbrand: UNIVERSITY PARK®
For use by Community, RD, Club & PBM.
To identify that they are a part of the brand.

Sub-brand & logo: UNIVERSITY PARKCOUNTRY CLUB℠
Challenge name & identify existing equity.
Consider using for public market face of the Club.

Business names:
Park Boulevard Management LLC.

Note: the logos here
are for example ONLY.

University Park Community Association Inc.
University Park Recreation District.
Agree rules for use of the above bands & names.	4/1/2026	11
DRAFT

“IN PARK” COMMUNICATIONS
As noted, our internal University Park market is key.
Homeowners, residents, club members/guests/public users & our staff.
As influencers in a wider market, including family, friends & acquaintances.
On-going communication & reinforcement of our direction, strategy & brand to
this internal market will be a key to success.
Nurturing our brand equity, with our biggest supporters.
Persistent, consistent, discrete & thoughtful messaging.
Leverage this brand equity in the wider market.
DRAFT	4/1/2026	12

WE/OUR = ALL UNIVERSITY PARK
This Mission, Strategy & Brand is for all University Park:
UP Community Association
UP Recreation District
UP Country Club
Park Boulevard Management LLC
Both Boards should consider adopting this “stakeholder value” focused mission, strategy & branding.
Association and RD/Club Tactical & Operational plans & activities should be
linked to this mission & strategy.
DRAFT	4/1/2026	13

PLANNING FRAMEWORK

Strategic
(Stakeholder Value)

Tactical
(Master Plans, Goals & Policies)

Master plans, specific goals & strategies, Board policies to achieve the strategic goals

Operational
( O p e r a t i o n s , B u d g e t s & P r o j e c t s )

Budgets, projects & operations to achieve the tactical objectives

DRAFT

4/1/2026	14

ANTICIPATE CHANGE
Market-driven change
Demographics of buyers in our real estate market will change.
Lifestyle & property expectations will evolve.
Market for our present offering - golf & country club - will change.
Many of our homes are aging - in a market with much new construction.
Growth of downtown Sarasota and local tourist market bring Club opportunities.
We all need to listen, and…
Appreciate the impact of these changes & embrace them.
Be attuned to the speed & direction of these changes.
Pay particular attention to interests of new owners & tourists, and a future they may indicate.
DRAFT	4/1/2026	15

TACTICAL - MASTER PLANS, GOALS & POLICIES
Linking the mission & strategy to operational initiatives:
Specific strategies – expanding the broad strategy for specific areas or markets
Master plans - club facilities, amenities, services, infrastructure, reserves/capital funding.
Goals - S.M.A.R.T. (specific, measurable, attainable, relevant, time bound).
Board Policies - providing key definitions or linkage to the strategy.

Often Board directed / sponsored:
UPRD Board, with General Manager.
UPCAI Board, with PBM management.

DRAFT

Joint Boards / Mutual Cooperation Agreement.

4/1/2026	16

OPERATIONAL - DAY-TO-DAY OPERATIONS
Processes, projects & day-to-day activities geared to achieve the tactical objectives, through:
Operating budgets:
Club: General Manager, with UPRD Board
Community:  PBM LLC, with UPCAI Board & Committees
Specific plans & projects:
Defined project management
Measurable results
DRAFT	4/1/2026	17

Thank  You
-
Questions?

DRAFT	4/1/2026	18

PROPOSED BRANDING ACTION
Masterbrand: UNIVERSITY PARK®
Now registered in name of UPCAI, No 2497948,
For categories 36/37/41, with 43 awaiting approval.
UPCAI will license to UPRD for full use.
Sub-brand: UNIVERSITY PARKCOUNTRY CLUB℠
UPCAI to register name and logo, with same categories as Masterbrand
UPCAI will license UPRD for full use.
Other
Intellectual property legal & registration costs to be shared equally.
Establish internal rules for the use of these marks.
Cover all of the above in an Amendment to Mutual Cooperation Agreement.
DRAFT	4/1/2026	19