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CNN 10

Hurricane Michael Hits Florida Panhandle as Category 4; Rapid Intensification of Storms Explained; How Social Media Effects Restaurants; Indiana State Senate Candidates Debate While Playing Mini-Golf

Aired October 11, 2018 - 04:00:00   ET


CARL AZUZ, CNN 10 ANCHOR: Hi. I`m Carl Azuz for CNN 10. In recorded history, the Southeastern U.S. state of Florida has taken more direct hits

from hurricanes than any other state. Wednesday afternoon it recorded another from Hurricane Michael. The storm blew ashore at about 1:30 p.m.

making landfall near Mexico Beach, Florida. At that time, Michael was officially a Category 4 hurricane with maximum sustained wind speeds of 155

miles per hour.

Anything over 156 miles per hour is a Category 5 storm, the most powerful classification of hurricane in terms of wind speed. Michael`s the

strongest hurricane ever to strike this part of Florida, the panhandle. The area that extends over the northeastern Gulf of Mexico. And it`s the

strongest storm to hit the continental U.S. since Hurricane Andrew struck Florida in 1992. CNN had several reporters along the Florida coast as

Michael roared onto land. Derek Van Dam was one of them.


DEREK VAN DAM, CNN METEOROLOGIST: Listen we`re in Apalachicola and we have sustained hurricane force winds where we are. But what`s the most

surprising and - - and the most astounding to be quite honest is how quickly the storm surge has taken over this - - this town. Look at the

streets behind me. You can see we`ve had measurements within the past hour of about 6 1/2 above low tide. So high tide hasn`t even occurred yet and

this water is still filling in this area. We`ve seen submerged vehicles. We`ve had dumpsters floating by us. We`ve had all kinds of debris and

stuff. Frankly, it`s getting a little bit difficult to stand up in these conditions.

But the point being is that Apalachicola is taking a really heavy hit from this powerful, powerful storm. There`s a mandatory evacuation that`s

underway. Highway 98, which is the major artery in and out of this location, it goes to Tallahassee and it goes to Panama City. It is no

longer accessible. The bridges are closed off. Emergency personnel are begging for people who decided to ride out the storm to hunker down, stays

indoors. Stay away from windows as the peak of major Hurricane Michael starts to sink it`s teeth into this area.

Just want you to see how incredibly - - how incredibly fast this water has come up. This has changed - - all right guys. We`re going to have to call

it quits. I think this is time where - - where we have to go inside. So, I`m going to send it back to you in the studio and we`re going to get to a

safe location. Because, Hurricane Michael is about it`s strongest.


CARL AZUZ: Some of the first pictures from Apalachicola and Mexico Beach showed scenes of total destruction. A councilwoman from Mexico Beach said

the storm was like a nightmare. At first, forecasters estimated Hurricane Michael would make landfall as a Category 2 hurricane. Then it

strengthened to a Category 3. By the time it came ashore, it was a Category 4 strength. Why does that matter? These categories on the

Saffir-Simpson Scale denote the wind speeds that hurricanes carry.

The higher the category, the higher the wind speed, the more destructive a hurricane could be. Category 4 and 5 storms bring winds of more than 130

miles per hour. They`re capable of ripping off roofs, knocking down walls, uprooting trees and making an area uninhabitable for months. One thing

that distinguished Hurricane Michael was how quickly it formed and how rapidly it intensified.


UNIDENTIFIED MALE: Rapid intensification is just like it sounds. A storm, a tropical storm, cyclone, typhoon, hurricane, that rapidly intensifies.

Now the definition is 35 miles per hour or greater in 24 hours. Now take Maria, Maria went from a Category 1 to a Category 5 in 15 hours. For true

R.I. or rapid intensification, you need a couple things, 86 degree Fahrenheit water or greater and no sheer. Also of course the water down in

the tropics is very warm. Now what about this sheer thing?

We hear about it in tornadic thunderstorms. Those storms want a lot of sheer, wind blowing in different directions and different speeds with

height. A hurricane wants no sheer. No wind direction change. No wind speed change with height. It wants to be the only thing out there making

it`s own wind, not getting blown apart. So why is rapid intensification important? Well, you can go to bed one night expecting a tropical storm

and have a Category 2 on your doorstep the next morning.


CARL AZUZ: 10 Second Trivia. Which of these companies was purchased by Facebook in 2012? Instagram, What`sApp, Oculus, or You Tube. Though

Facebook owns the first three companies on the this list, the only one it bought in 2012 was Instagram.

According to a study by the consumer research group Maru/Matchbox, 69 percent of millennial diners take pictures of their food before they eat

it. And more than 40 percent of people in Generation X, one generation older than millennials say they do the same thing. Yes it`s easier and

more instant than ever to get a good picture and then potentially share it with thousands of people. What`s interesting is how this is affecting



UNIDENTIFIED FEMALE: It`s never been easy to make it in the restaurant business. And today, good food is unfortunately rarely enough. More and

more the quickest way to restaurant success isn`t all about food. It`s all about photos. And for burger joint Black Tap, success looks like this, the

"Crazy Shake".

UNIDENTIFIED MALE: People kept taking photos and - - and we said, well something is going on here. And we`d always had a strong Instagram

presence but our followers started gaining as people were posting and we were posting. It was going viral at that point.

UNIDENTIFIED FEMALE: Is it enough to just have really great food?

UNIDENTIFIED MALE: I`ve never thought of us being defined by the "Crazy Shake". I think that they`re a lot of different elements from the "Crazy

Shake" to the "Craft Burger" to the music and the design is a very, very important part of it.

UNIDENTIFIED FEMALE: Not every restaurant can strike gold on their first try. Which is why some restaurants get a little help from design companies

like Paperwhite, which helps restaurants and other businesses figure out their brand identity.

We`re at the restaurant Jack`s Wife Freda. Where can I see the Paperwhite touch here?

UNIDENTIFIED FEMALE: So the menus, fish hors d`oeuvres packets, everything on the exterior, the signage. And then everything down to really the

smallest detail. We did not by any stretch of the imagination design Jack`s Wife Freda for Instagram. A few months into opening we noticed

(inaudible) Instagraming the sugars. So we really just kind of leaned into it.

UNIDENTIFIED FEMALE: Now you can`t not - -



UNIDENTIFIED FEMALE: For sure. It would be crazy not to consider it. But it`s a factor in the sense that we know that it`s a platform people are

going to use. By going out and trying to make it such a formula.

UNIDENTIFIED FEMALE: But for Black Tap, the same social marketing campaign that brought them viral success also led them to court. They were sued by

former collaborators who believed they helped create the Black Tap brand, including it`s "Crazy Shake`s". And said they were later cut out of

profits from it`s expansion. Black Tap denied their allegations and the companies eventually settled confidentially.

UNIDENTIFIED MALE: It`s par for the course. But I think being on the map makes you a little bit more of a target. If we were a little 15 seat, hole

in the wall, you know, having 45 customers a day, I think there`d be less people trying to make waves.

UNIDENTIFIED FEMALE: Do you think that customers, Instagram users, can tell the difference between a restaurant that`s doing a - - a stunt food

verse a restaurant that`s really trying to develop something that is connected to their brand?

UNIDENTIFIED MALE: I absolutely do. You know, if it doesn`t taste good then it`s almost like deceiving the consumer and they`re not going to come

back. So I think a lot of people think that they can come up with these crazy concoctions and people start lining up and I don`t think it works

that`s way. I think things have to be organic. You can put something online and post it on Instagram but if you come in and don`t like it, it`s

going to be a short lifespan for that company.


CARL AZUZ: I`ve seen a lot of debate formats here at work. Moderated debates, Lincoln-Douglas debates, town hall debates, never seen a put-put

debate. That`s what two Indiana state Senate candidates got into recently. They didn`t just meet on put-put course and then start arguing. This was

planned and televised with a journalist asking questions and both candidates covering the big issues while they engaged in mini-golf.

There`s no question. They both played through opposing views, taking their best shots and making a pitch to hook more voters. And hoping the slice or

a put a hole in one of their opponent`s arguments while "ironing" out their own. Staying out of the woods and avoiding sand traps or anything out of

bounds that could leave voters "teed off". Were they successful? Well that`s up for debate. I`m Carl Azuz.