Nesta defends communications investment, says Monteiro hire will bring greater value to Apopka residents

In Summary:

Apopka Mayor Nick Nesta defended his decision to hire Steven "Trooper Steve" Monteiro as the city's new Public Information Director, arguing that effective communication is a worthwhile investment that will deliver greater value to residents. Nesta said the new department will improve transparency, provide more accurate and consistent messaging, and better showcase the city's schools, parks, nonprofits and businesses. He also pointed to errors in a recent utility-rate letter as evidence that Apopka needs additional communications staff to ensure residents receive complete and accurate information.

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Apopka Mayor Nick Nesta doubled down Wednesday on his decision to hire Steven "Trooper Steve" Monteiro as the city's new Public Information Director, arguing that the investment is about creating a more effective, business-minded government that delivers greater value to residents.

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Speaking at the conclusion of Wednesday's City Commission meeting, Nesta welcomed Monteiro, who is scheduled to begin work August 10, and said the new communications director already has an ambitious plan to improve how City Hall communicates both internally and with the public.

"He already has so many plans that he is going to be initiating day one," Nesta said, outlining meetings with department heads, commissioners and staff aimed at improving the city's flow of information. "It's truly about communicating effectively."

The mayor acknowledged the criticism surrounding the position — particularly its salary — but said he remains convinced the investment will ultimately benefit taxpayers.

"I know I'm taking a lot of heat for that, and I'm okay with that because we need to head in a certain direction," Nesta said. "As long as they're producing more value for the residents than they're costing, it is a win for us."

Nesta framed the hiring as part of a broader philosophy of operating city government more like a business.

"You need to run this like a business," he said. "If you want less, you pay less. If you want more, you pay more."

The mayor also reiterated his support for expanding city staffing beyond the communications department, saying Apopka's rapid growth and changing economic conditions require additional personnel to maintain service levels. He pointed to the city's ongoing search for a transportation engineer and suggested current pay scales may need to be adjusted to attract qualified candidates.

"We absolutely need that as we navigate into these changing times," Nesta said. "Our city is changing, our economic climate is changing, our political climate is changing."

Nesta also described a broader vision for the communications department, saying it will extend beyond issuing city news releases.

According to the mayor, Monteiro's office will promote schools, churches, nonprofits, parks, businesses and other community resources while ensuring residents receive clear and consistent information from City Hall.

"So much comes into that," Nesta said.

The mayor used a recently mailed utility-rate letter to illustrate what he believes are shortcomings in the city's current communications process.

Referencing criticism the letter received on social media, Nesta said it contained an incorrect date and lacked important context regarding the history of the utility-rate increase.

He said future communications should explain when major policy decisions were approved and which elected officials were responsible for those votes.

"I want to make sure that all of our communications out to the residents can be trusted, can be verified and that it has one cohesive message," Nesta said.

Nesta specifically noted that the utility-rate increase referenced in the mailing had been approved in 2025 by a previous commission, emphasizing that two current commissioners were not serving when that vote occurred.

"I hear the residents and their frustration," he said. "But I want to make sure it's out there that the vote was done last year... and that the current commissioners — the newest ones — were not part of that vote."

The mayor said the situation reinforced his belief that City Hall needs additional staff to prevent errors and ensure residents receive complete, accurate information.

"It really points to needing more team members to make sure that as we wear our multiple hats we're not letting anything fall through the cracks," Nesta said.

Nesta closed by encouraging residents with questions about informational financial reports included on the commission agenda to contact Finance Director David Williams, adding that he wants the city to "keep some momentum moving forward" while continuing to represent residents effectively.