83 Degrees, new weekly upbeat online magazine for greater Tampa Bay, goes live

As of this afternoon, Tampa Bay's finally got a new weekly online magazine with an upbeat message: 83 Degrees. It's a wee bit later than originally touted -- we first blogged about it in July -- but we're glad it's arrived. Here's the first issue.

"Today's the big day!" publisher and managing editor Diane Egner (in photo) emailed to me today. Here's how Egner, a former Tampa Tribune writer and editor, describes its origins -- including the choice of publication name:

"The name 83 Degrees emerged simply enough at sunset on a perfect day in April 2009 among a small group of early adaptors to the concept of creating a new weekly online magazine to showcase the region's success stories.

We were gathered around three tables on the balcony of the Columbia Cafe at the newly opened Tampa Bay History Center talking about the magazine's plans to showcase Tampa Bay's TIDE - Talent, Innovation, Diversity, Environment - and how we would shape its content.

"Sipping a round of Ybor Gold, Mojitos and Sangria in a toast to the city's culture and its surroundings, we talked about what unites Hillsborough, Pinellas, Polk, Pasco, Hernando, Manatee and Sarasota counties, and how the media plays a role in the mood of a region as well as in how it is perceived elsewhere."

The magazine's parent is Detroit-based Issue Media Group. And here's a link to see the rest of the magazine's staff.

The first issue looks at creative arts growth in Sarasota, how former hotels, churches and factories are being converted into new condos and loft apartments in Tampa and St. Petersburg, a preview of A Color Purple at Ruth Eckerd Hall in Clearwater and a Q&A with Draper Lab's Len Polizzotto.

Who's bankrolling 83 Degrees? Who isn't? The founding partners are these area economic development groups, institutions, companies and cities: the Tampa Bay Partnership, Tampa Bay Workforce Alliance, University of Tampa, Tampa Bay Arts Coop (c/o Tampa Bay & Co.), Tampa Hillsborough Economic Development Corp. (just renamed from the Tampa Committee of One Hundred); Pinellas County Economic Development organization, phosphate/fertilizer producer Mosaic, AT&T - Florida, University of South Florida, USF Health, City of Tampa Economic Development, Tampa Downtown Partnership, Central Florida Economic Development, City of Clearwater and City of Largo.

Welcome aboard, 83 Degrees!

-- Robert Trigaux, Times Business Columnist

Florida businesses prep for, react to swine flu

Wake up and good morning.

Swine flu concerns in the Florida business community continues to soar as the World Health Organization warns of an imminent pandemic. Many businesses are not caught like "deer in the headlight" but are trying to get prepped in case there is, indeed, a health emergency in the Sunshine State. Other businesses are simply trying to deal with consumer anxiety. (Photo by Willie J. Allen Jr. of the St. Petersburg Times shows El Expreso Bus Co. employees preparing to wear masks and gloves before the bus leaves Plant City for Mexico.)

 Some examples from around Florida:

* At Rooms to Go, based in Seffner near Tampa, the furniture chain is working with its pharmacy benefit manager to get access to generic forms of the antiviral medication for its employees. "“We are going to see if we can get the medication at a low cost so that employees don’t have a high co-pay and thus avoid taking the medication," said HR vice president Linda Garcia, Workforce Management reports. The company is also allowing employees who are sick to take time off without having to use sick days.

* Medical supply stores are seeing a run on masks in Southwest Florida as seasonal residents prepare for air travel and others with family in Mexico snap up masks to send to relatives, the Naples Daily News reports. Several medical suppliers have already run out and hope to get restocked in the event cases of swine flu are reported in Florida, which is likely, Florida Surgeon General Ana M. Viamonte Ros told the paper.

* The University of Florida's Tourism Crisis Management Institute (I did not even know such an organization existed) is drafting an all-hazards plan with input from destinations across Florida, according to the Fort Myers News Press.

Floridians are reacting to the crisis by searching for life insurance. In a press release, Morgan Moran, a life insurance specialist, said that in response to swine flu fears, "people’s knee jerk reaction is to go online and search for life insurance. People are worried about this flu, and what might happen to their families if something should suddenly happen to them." The life insurance broker's advice? For those inclined, be sure to choose a low-cost term life insurance, one that starts immediately.

And here's one unintended silver lining for Key West. City spokeswoman Alyson Crean said the city's port operations department is fielding inquiries from cruise lines about altering itineraries to get rid of a Mexican port call and adding one in Key West. "We're getting inquiries about ships redirecting here from Mexico. I think people are thinking about it on all levels."

More on the swine flu ripples in the days to come.

-- Robert Trigaux, Times Business Columnist