From Staff Reports
In Summary:
Steven Montiero will begin serving as Apopka’s public information director on August 10 at an annual salary of $180,000. The salary and timing of the new position have drawn questions amid the City Commission’s debate over proposed staffing expenses and a property tax increase. Nesta says Montiero was selected through a competitive process and will improve transparency, public engagement, media relations and promotion of city programs.
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Apopka Mayor Nick Nesta is defending the city’s decision to hire Steven “Trooper Steve” Montiero as its new public information director, arguing that the position is not simply a spokesperson’s job but an investment in transparency, community engagement and economic development.
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In a message to residents, Nesta acknowledged questions surrounding Montiero’s hiring and $180,000 annual salary, which exceeds the mayor’s $133,350 salary and has become part of the broader debate over proposed new positions and a possible property tax increase.
“I’ve heard the questions, I’ve read the comments, and I want to take a moment to explain why this position was created and why I believe Mr. Montiero is the right person to help move our city forward,” Nesta wrote.
Montiero, a longtime Florida Highway Patrol public information officer and television traffic safety expert, is scheduled to begin working for Apopka on August 10 after completing his commitments with WKMG News 6.
The Apopka City Commission unanimously approved his hiring at its July 15 meeting.
Nesta said one of the most frequent complaints he heard after becoming mayor was that residents did not know where to find accurate information about city programs, services and government decisions.
“As I began reviewing our communication efforts, I found information scattered across multiple platforms, a website that was difficult to navigate, newsletters that were costing taxpayers money without reaching enough people, and no clear or focused strategy for communicating with our residents,” Nesta wrote.
According to the mayor, that lack of coordination meant residents were sometimes unaware of programs and services offered by the city, including youth sports, Camp Wewa, recreation leagues, holiday events, parades, public safety initiatives and economic development opportunities.
“That had to change,” he wrote.
Nesta said he directed city staff to develop a plan for a Public Information Department by reorganizing positions that were already funded but remained vacant. Staff then developed the job description and salary range before conducting what the mayor described as a competitive recruitment process involving several qualified applicants.
“After interviews and evaluation, Mr. Montiero emerged as the best candidate,” Nesta wrote. “Many people know Mr. Montiero from television, but what impressed me wasn’t his time on the air; it was his vision.”
Nesta said Montiero will be expected to build a modern communications department combining public information, marketing, community engagement, media relations and strategic communications.
The department’s responsibilities would include coordinating city messaging, promoting community events, improving the city’s digital presence, organizing town halls and working directly with news organizations. Nesta said the office would also pursue sponsorships to offset city expenses, promote local businesses and showcase Apopka’s nonprofit organizations and schools.
“This is about much more than a spokesperson,” Nesta wrote. “This is an investment in transparency, community engagement, and economic development.”
The mayor said Montiero’s salary reflects the responsibility of creating and leading an entire city department rather than merely appearing publicly on Apopka’s behalf.
But the salary has attracted scrutiny.
Montiero will earn more than Orange County Communications Director Jeff Williamson, who is paid approximately $166,000 annually to oversee communications for a county with more than 20 times Apopka’s population. Kissimmee Communications Director Alibeth Suarez earns approximately $115,000 annually in a city with a larger population than Apopka.
Commissioner Nadia Anderson questioned the timing and necessity of the position, along with plans to create a chief of staff position in the mayor’s office. Preliminary budget documents allocate approximately $8.54 million for new positions while eliminating or reducing positions representing about $2.98 million in savings.
Nesta has also defended the broader staffing proposal, saying vacant positions and inadequate staffing have forced existing employees to assume additional responsibilities and contributed to approximately $3.4 million in overtime during the current fiscal year.
In his message about Montiero, Nesta also addressed the personal criticism directed at the incoming director.
“Public service comes with scrutiny, and I accept that,” Nesta wrote. “If people disagree with my decisions, they should direct those concerns to me. I was elected to lead, and I will stand behind the people I ask to serve alongside me. I will not allow dedicated public servants to become political targets for accepting an opportunity to serve the community,” he wrote.
Nesta concluded his message by asking residents to welcome Montiero when he begins his new position.
“I believe he will help us become a city that communicates better, engages more effectively, provides more value to its residents, and tells our story with professionalism and pride,” Nesta wrote.
Key Points:
- Steven “Trooper Steve” Montiero will begin working for Apopka on August 10.
- The public information director position carries a $180,000 annual salary.
- Nesta says Montiero will build and lead a comprehensive city communications department.
- The department will oversee public information, marketing, media relations and community engagement.
- The hiring has received scrutiny as commissioners debate new positions and a proposed millage-rate increase.
