Congratulations to UF’s College of Veterinary Medicine on the opening of its new Small Animal Hospital in November last year. The UF Small Animal Hospital has more specialists under one roof than other veterinary hospital in Florida. In addition to offering 24/7 emergency care, the new Small Animal Hospital partners with local veterinarians to provide the best health care available for pets in the local community. The new facility includes 22 new examination rooms and 12 surgical suites.

Sarah Carey, PR director for the college, spearheaded a major marketing and public relations effort to open the hospital. PRO iNK assisted with:

• communications research,
• development of a marketing and communications plan for the hospital,
• message development,
• creation of identity and brand for the hospital,
• design of VIP party invitations, an airport exhibit and a banner announcing the opening.

PRO iNK also met with committees throughout the hospital planning process to offer public relations and marketing advice and counsel.

“When we embarked upon the planning process for opening our new Small Animal Hospital, we had less than a year to identify our objectives, develop a plan and implement our marketing strategies for maximum exposure,” Carey said. “PRO iNK’s involvement gave us a framework for doing this, and perhaps most importantly, got all of us thinking about things we never had before, in terms not only of our messages and how our various publics see us, but also how we do business and ways we wanted to improve.”

Results? After just three months of operation, revenues are up and operations are running smoothly.

“This was a true team effort of everyone in the college,” said Terry Van Nortwick, PRO iNK president. “As huge animal lovers, we were thrilled to be able to participate in the opening of this world-class facility,” she said.

For more information about the UF Small Animal Hospital, go to www.vethospitals.ufl.edu. For appointments, call 352/392-2235.

PRO iNK client, American Renewables, is moving closer to a construction start for the local biomass plant it will build to supply electricity to more than 70,000 Gainesville homes under contract with GRU.

A December 8, 2010 press release announced that the plant cleared two more regulatory hurdles.

Two rulings announced on Tuesday move the Gainesville Renewable Energy Center closer to a construction start.

The Florida Power Plant Siting Board, composed of the Florida Governor and the independently elected members of the Cabinet, unanimously approved the site application for the proposed biomass power plant in Gainesville, Florida. This Siting Board approval is the culmination of the permitting and regulatory activities designed to ensure that the project is in the best interests of the citizens of Florida. In announcing the approval, Governor Charlie Crist said, “I think this can be a great breakthrough and I think it is the right thing to do. The groups that have supported this, I have great trust and confidence in them.”

Also yesterday, a Florida administrative law judge issued his second ruling in favor of the proposed biomass plant. Judge Robert E. Meale’s recommended orders for the plant’s air construction permit rejected claims made by petitioners who oppose the plant. He found instead that the facility will comply with all applicable environmental regulations and will not cause adverse air emissions impacts or adverse impacts to wildlife species or their habitat. The air construction permit is expected to be finalized by the Florida Department of Environmental Protection in the next few weeks.

On November 1st, in a separate but related process for the site certification application, Judge Meale issued an order recommending that a site certification be granted for the Gainesville Renewable Energy Center (GREC) despite the claims of one intervenor. In that order, Judge Meale stated, “Instead of undermining sound silvicultural practices, the new market for biomass materials will enhance the viability of forestry resources and thus serve regional environmental needs.”

The 100-megawatt biomass project will be owned and operated by American Renewables, LLC. Gainesville Regional Utilities (GRU), the municipally-owned utility that serves the Gainesville community, has a 30-year power purchase agreement to buy all power generated. GRU chose to move forward with GREC after undergoing a seven-year process to review options to responsibly and cost-effectively meet its future generation needs while helping Gainesville achieve its carbon reduction goals. GREC, which will be fueled by wood waste, will meet GRU’s need for improved reliability, increased fuel diversity and long-term cost savings for customers. Almost two-thirds of the energy GRU currently produces is fueled by coal, and 25 percent comes from natural gas. The three national bond rating agencies that recently awarded the utility “Double A” ratings cited lack of fuel diversity as one of the challenges facing GRU. Adding biomass to the fuel supply will help the utility maintain its high bond ratings, which in the past six years have saved customers more than $67 million.

“The Siting Board’s decision and the Judge’s order confirm that GREC will be designed and operated in an environmentally responsible manner,” said Josh Levine, project manager for American Renewables. “We look forward to quickly beginning construction.” Levine added. “It is critical that the project move forward without delay so the citizens of Gainesville and the region can reap the significant economic benefits the plant will bring, including more than 700 direct and indirect permanent jobs throughout the region, as well as the benefit of nearly $200 million in reduced rates over 30 years if the project remains on schedule and is eligible for federal stimulus dollars.”

The plant has been approved and endorsed by a wide variety of government agencies, non-profits and other organizations from the environmental, business, forestry and other communities, including: the Florida Wildlife Federation, Southern Alliance for Clean Energy, Florida Forestry Association, Florida Farm Bureau Federation, Florida Municipal Electric Association, Gainesville Area Chamber of Commerce, FloridaWorks, Forest Landowners Association, Alachua County Legislative Delegation, Gainesville City Commissioners, North Central Florida Renewable Resource Conservation & Development Council, Florida Department of Agriculture & Consumer Services, Florida Public Service Commission, Florida Department of Environmental Protection, Florida Department of Health, Florida Department of Community Affairs, Florida Department of State, Florida Department of Transportation, North Central Florida Regional Planning Council, Suwannee River Water Management District, City of Gainesville, Alachua County and the US Corps of Engineers.

PRO iNK is a communications consultant to American Renewables and has worked on community outreach and education, media relations, strategic planning and development of communications materials.

In 2009, GRU launched a solar photovoltaic feed-in-tariff, the first in the United States. Modeled after successful programs in Europe, the GRU feed-in-tariff gives GRU customers the opportunity to invest in solar systems and sell electricity generated back to GRU.

PI client Green Energy Development was one of the first organizations to become involved in the feed-in-tariff.

GED’s concept was to provide GRU customers a way to install solar panels, earn revenue by selling back the electricity to GRU, and not have to make a large financial investment.

The concept proved popular with GRU customers who wanted to be part of the FiT but did not want to “get in the power business” by underwriting the costs of equipment, and also overseeing installation and maintenance for the next 20 years – particularly when the cost of a large systems can easily exceed  $10 million.

The GED process is simple. GED pays the GRU customer a fee to lease space on his/her rooftop. In return, GED purchases, installs, maintains and insures the solar installation and collects the FIT funds from GRU. With this process, GRU customers are able to earn a lease fee, help the community expand solar energy resources and not have to pay or finance the solar system costs.

PRO iNK’s role in the project was assisting GED with community education and outreach.

We’ve loved this project since it combines the conservation education work we have done for many years with GRU with the construction of solar systems by GED. Now local GRU customers can generate electricity and earn money from that effort. On top of that, this endeavor is the first of its kind in the United States. We are indeed lucky to live in a community with such a progressive and innovative utility. TVN

As my dad would say, he’s never met a steak he doesn’t love. At Cody’s Roadhouse, good grilled steaks are a way of life. The grand opening takes place December 16 right here in Gainesville. PRO iNK is lending a hand with the festivities. Stop by to sample their tasty steaks, chicken, fajitas and cocktails. Located on Archer Road right next to the former Bennigan’s.