Saturday, April 21, 2018
Business

Cleverly promoted C1 Bank looks to grow in the spotlight

ST. PETERSBURG

How might a newly revived community bank attract attention in a crowded market dominated by giant financial institutions like Bank of America?

One small-fry bank is confronting that big challenge by:

• Aligning with a popular local sports franchise to become the official "Pewter Power" bank of the Tampa Bay Buccaneers.

• Countering perceived gouging by big banks by paying customers $5 a month to open a checking account (for the first year). This at a time the media demonize big banks for charging customers $5 a month for their debit cards.

• Appealing to instant gratification. Rather than listing another five-year CD with a ho-hum 1.2 percent return, it offers to give well-heeled Floridians — immediately — the choice of a 2012 Mercedes in exchange for their putting $1 million into that five-year CD. The $60,000 in interest earned on that investment covers the bank's cost of the new vehicle.

The novelty of the Mercedes campaign alone spurred coverage by the Wall Street Journal, Fox News, Detroit Free Press, South Florida Sun-Sentinel, the Daily Telegraph in Australia and all sorts of business journals and auto blogs.

• Growing while many other financial institutions shrink by buying troubled banks around Tampa Bay and adding tens of millions of dollars to recapitalize and make them healthy again.

• Adopting a snappy name to replace the generic-sounding "Community Bank."

That, in a nutshell, is the game plan of freshly branded "C1 Bank" run by CEO and co-owner Trevor Burgess. He says "C1" was picked because it's short, simple and plays off the bank's credo (printed on the bank's business cards) of "Clients 1st. Community 1st."

With his three Brazilian investment partners, Burgess acquired several underperforming area community banks. So far, he's built a bank with 21 (and counting) branches stretching from Pasco to Charlotte counties.

Last week, C1 Bank won final approval to acquire Tampa's Palm Bank. At the same time, C1, formerly based in Lakewood Ranch in Manatee County, picked a downtown St. Petersburg site as its new corporate headquarters. C1 leased vacant street-level space in the Tampa Bay Times headquarters building.

"I think we have a lot to learn from companies like (fast-food-casual dining chain) Chipotle or Apple," says Burgess, 39, a Dartmouth College graduate who worked as business consultant and, later, for Morgan Stanley, helping take companies public. "They keep things simple. They don't have 500 products.

"What they do have is great. We don't need 10 checking accounts." C1, he says, offers two checking accounts. One is basic, and the other handles more complex financial needs.

• • •

Burgess worked at Morgan Stanley when he met Marcelo Lima, a Brazilian businessman and investor. They hit it off so well that Burgess later joined Lima's closely held investment firm, Artesia Investimentos, based in Sao Paulo. A team of four investors, including Burgess, now looks for business opportunities.

The quartet saw its chance during the financial chaos of 2008 when Wall Street firms Bear Stearns and Lehman Brothers collapsed. With Burgess as point man, they began looking at struggling Florida banks to buy and fix in time to benefit from Florida's economic recovery.

Burgess says they looked at 35 banks across the state before finding Community Bank. Run by Bill Sedgeman Jr., the bank had suffered not from bad lending, Burgess says, but from good loans that had deteriorated from the unusual severity of the economic decline.

In late 2009, Burgess and his co-investors bought 80 percent of Community Bank (the rest is owned by local investors), recapitalized it with $15 million and began cleaning up its loan portfolio. In 2010, the bank recruited prominent area banker Katie Pemble, formerly with the Bank of St. Petersburg and Bank of America, to serve as president.

Since then, C1 Bank has acquired and recapitalized First Community Bank Corp. of America in Pinellas County and, last week, added Palm Bank with its three branches in South Tampa.

Those additions will put C1 Bank close to $1 billion in assets, 200 employees and 21 branches.

• • •

C1 Bank is not your typical Florida banking deal, where investors buy several weak banks, combine them with new capital and sell them off for a profit.

Burgess says his Artesia investment firm does not raise outside funds from investors and has no fixed timetable to pay anyone back. The four investors simply invest their own money.

So far, C1's earned a mid-level grade of "three stars" on Bauer Financial's 0- to 5-star ranking of financial strength.

"We take the long view," says Burgess, noting his partners have owned some companies for more than a decade. "This is not a buy-and-flip strategy that Florida's so used to seeing."

Robert Trigaux can be reached at [email protected]

Comments
Some people are paying for cuddles. And it’s not what you might think.

Some people are paying for cuddles. And it’s not what you might think.

When Samantha Hess’s marriage ended five years ago, she felt she was lacking a basic human need: Physical touch. As a woman in her late 20s living in Portland, Oregon, she found plenty of men interested in dating, but sexual contact was not what she ...
Published: 04/21/18
Judge: Foreclosure defense lawyer Mark Stopa violated numerous rules of conduct

Judge: Foreclosure defense lawyer Mark Stopa violated numerous rules of conduct

Tampa Bay foreclosure defense lawyer Mark Stopa has violated numerous rules of professional conduct and caused two clients to nearly lose their homes because he failed to tell them about settlement offers from their banks. Those were among the prelim...
Published: 04/20/18
Updated: 04/21/18
Goodwill to open second store in greater Brandon

Goodwill to open second store in greater Brandon

Times staffThe greater Brandon area will celebrate the grand opening of its second Goodwill store beginning at 9 a.m. on Saturday (April 28) at 1407 U.S. 301. The new store will add another 12,000 square feet to the complex, which includes a 200,000-...
Published: 04/20/18
Updated: 04/21/18
Regulators allow major solar company to lease home equipment

Regulators allow major solar company to lease home equipment

State regulators Friday determined that one of the country’s largest residential solar companies, San Francisco-based Sunrun, is allowed to lease solar energy equipment for homes in Florida. The decision, solar energy advocates say, could open the do...
Published: 04/20/18
Florida unemployment at 3.9 percent for sixth straight month

Florida unemployment at 3.9 percent for sixth straight month

For the sixth month running, Florida’s unemployment rate held at a nearly 11-year low of 3.9 percent in March as steady job gains continued. While many factors kept Florida’s economy chugging along, three industries stand out for leading year-over-ye...
Published: 04/20/18
Owners say new house is a disaster; developer accuses them of ‘online terrorism’

Owners say new house is a disaster; developer accuses them of ‘online terrorism’

ST. PETERSBURG --- Stretched across the front of Tim and Hyun Kims’ two-year-old house is a big banner with the name of a developer and the words: "I have to fix my new house."Some of what needs fixing is instantly apparent. The front steps are too ...
Published: 04/20/18
Florida hits a milestone: More than 100,000 people are registered to use medical marijuana here

Florida hits a milestone: More than 100,000 people are registered to use medical marijuana here

Florida has hit a milestone of sorts as it slowly moves toward wider availability of medical marijuana.The number of patients in the state who are registered to use the substance has surpassed 100,000 for the first time, according to Florida Departme...
Published: 04/20/18
Q&A: Walmart leader chats about Florida stores, and the chain’s latest retail strategy

Q&A: Walmart leader chats about Florida stores, and the chain’s latest retail strategy

The Tampa Bay Times recently sat down with Walmart director of corporate communications Phillip Keene to chat about the retail giant’s latest retail strategies and how the company is winning over customers in a competitive market.Already, two of the ...
Published: 04/20/18
SunTrust warns 1.5 million clients of potential data breach

SunTrust warns 1.5 million clients of potential data breach

Associated PressNEW YORK — SunTrust Banks Inc. says accounts for 1.5 million clients could be compromised following a potential data breach. The Atlanta bank says that it became aware of the potential theft by a former employee and that the investiga...
Published: 04/20/18
Spring break, hurricane relief boosted Tampa Bay hotels in March

Spring break, hurricane relief boosted Tampa Bay hotels in March

The Tampa Bay area’s hotel occupancy rate rose to 87.5 percent in March, the highest level in three years. The rise was fueled by spring break vacationers as well as insurance adjusters and hurricane cleanup crews flooding the state to restore it aft...
Published: 04/20/18