At the Nov. 12 Madeira Beach Commission workshop and meeting: Permit fee extensions, major redevelopment plans, a new lobbying strategy, and more.
Photo by Patrick Heinzen
After Nov. 12, Madeira Beach entered another intense period of planning, rebuilding, and policy decisions. Commissioners considered extending reduced building permit fees, advancing long-term redevelopment goals, finalizing an $18 million land purchase, and shifting the City’s lobbying strategy at the state level.
Additionally, the City honored Madeira Beach Fire Department’s first responders. Along with that, Madeira Beach City Clerk earned the Florida Certified Professional Clerk (FCPC) Certification.
Mad Beach Moves to Extend Reduced Permit Fees
The City is considering a six-month extension of reduced building permit fees as residents continue repairing homes damaged by Hurricane Helene and Hurricane Milton. Ordinance 2025-18 would keep temporary reductions in place through March 26, 2026.
The City first lowered fees in 2024 to ease the financial strain of reconstruction. That 180-day period has expired, but Commissioners requested an extension to help residents still navigating long-term structural repairs. Community Development Director Marci Forbes recommended the continuation.
Master Plan Advances with Strong Public Feedback
Commissioners unanimously voted to use the Master Plan created by Kimley-Horn and Associates.
The updated Master Plan outlines major mobility, redevelopment, economic, and resiliency goals for the next decade. Early actions include a multimodal safety study for Gulf Boulevard and Tom Stuart Causeway, wider sidewalks, missing-path connections, and a new citywide parking strategy that may incorporate structured parking and micromobility zones.
During public comment, resident Bob Bello urged the City to prioritize beautification along the waterfront.
“Our beaches, which are our number one attraction, to be honest, look like garbage. No landscaping, no nice signage,” Bello said. “You look at what Indian Rocks does with their beautification — head and shoulders above what we do,”
The Master Plan also calls for modernized development rules, mixed-use zoning, “missing middle” housing, small-business support, expanded marina activity, and more special events.
$18 Million Land Deal Positions City for Future Development
On Oct. 22, the City finalized its $18,068,303.99 purchase of 555 150th Ave., a major waterfront parcel that officials say will shape future redevelopment.
The City will initially use general fund dollars to cover the cost but plans to reimburse itself through long-term financing.
Resolution 2025-12 will allow the City to recoup those funds once debt is issued.
The Madeira Beach Snack Shack was the topic of conversation during Nov. 12 Commissioner’s meeting.
Photo courtesy of Madeira Beach Snack ShackSnack Shack, Setback Reductions, and Emergency Response
City staff presented new details on repairs at the historic Archibald Snack Shack, where hurricane damage and FEMA’s 50% rule continue to complicate restoration. The lowest qualified bid for the project came in at $238,062, though staff warned that hidden structural issues could drive costs higher.
Commissioners also reviewed Ordinance 2025-19, which would reduce building setbacks in the C-3 Retail Commercial district to support redevelopment. Staff say the changes align with the new Master Plan.
Lobbying Firm Replaced After Sharp Criticism
Commissioners voted 4-1 to end their contract with Shumaker Advisors Florida, the City’s lobbying firm.
Mayor Anne Marie Brooks said she was happy to make the change.
“They did nothing for us for a year and collected $55,000. They did nothing,” she said.
Shumaker was replaced by a small boutique firm, Myers Consulting Group, LLC, led by RJ Myers.
Vice Mayor Ray Kerr, the lone dissent, argued that Shumaker’s size offered advantages.
“I think you may need a larger representative, a larger lobbying firm,” Kerr said.
Myers told the Commission that his firm offers benefits a large group can’t or won’t provide.
“Who’s going to give you the personal touch?… You can call me and I can show up,” Myers said. “I don’t think there’s anyone on the other team that can do that.”
Ballard Partners and Capital City Consulting also submitted proposals.
(L-R) Madeira Beach Fire Department’s Kavaris Service, Johana Whitfield, Lt. George Hill, Erick Ubiles, and Joey Calderaro received awards for a heroic water rescue.
Photo courtesy of the City of Madeira BeachCity Recognition
First responders saved three people, including two children in critical condition, during a water rescue near John’s Pass on Oct. 12.
Madeira Beach Fire Department’s Lt. George Hill, Erick Ubiles, Joey Calderaro, Johana Whitfield, and Kavaris Service were honored by the City during the Nov. 12 meeting.
The families later sent a letter to Mayor Brooks and the City Commission, thanking crews for their “fast, compassionate” response.
Florida Association of City Clerks Central West Director Lisa Morris recognized City Clerk Clara VanBlargan, MMC, FCPC, for earning the prestigious Florida Certified Professional Clerk (FCPC) Certification.
Photo courtesy of the City of Madeira Beach
Madeira Beach City Clerk Clara VanBlargan received formal recognition during the Nov. 12 workshop for earning the highly respected Florida Certified Professional Clerk (FCPC) designation — one of the state’s top professional credentials for municipal clerks.
Florida Association of City Clerks Central West Director Lisa Morris presented the certification to VanBlargan.
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