City establishes plan to support St. Pete’s ‘legacy’ businesses 

St. Petersburg is home to over 4,200 businesses that have served residents for at least two decades, despite many others falling victim to soaring costs and exponential growth.

City officials are establishing a new initiative to highlight and support those legacy businesses, defined as “deeply rooted establishments that have shaped our city’s identity, economy and regional character.” The nascent program is Councilmember Gina Driscoll’s brainchild.

Her colleagues on the Economic and Workforce Development Committee lauded the proposed initiative and offered feedback Thursday. The overarching goal is to increase recognition and patronage for small businesses that define the city.

“Lately, in St. Petersburg, we’ve lamented the departure of some of our longstanding businesses,” Driscoll said. “We are welcoming new residents and new businesses all the time, and we want to make sure we maintain those things that make St. Petersburg so special.”

Several cities nationwide have similar programs. Boston’s legacy business initiative supports establishments in operation for 10 years; Washington, D.C.’s threshold is 20.

St. Petersburg’s program will highlight the 4,245 businesses that have been a part of the community for at least 20 years. “We’re thinking maybe 30 at a time, and we would do two sessions a year,” said Brian Caper, economic development director.

Officials will showcase legacy businesses through an interactive map and gallery on the city’s website. A free marketing package includes recognition on social media channels, window decals, press releases featuring “stories of invaluable contributions” and a dedicated webpage.

The city will also host legacy business events that offer specialized training sessions and panel discussions covering retirement and succession planning, social media marketing, lease negotiation and financial counseling. Economic development specialist Brittany Cagle said interviews with owners would allow them to share success stories and longevity tips.

Cagle said a nomination process would “really help us identify any businesses we may have missed.” Administrators would then contact those owners and encourage them to apply.

Selection requires two letters of support from non-relatives who can help verify a business owner’s qualifications, credibility and impact. The city will reevaluate participants every three years.

Driscoll said the current proposal is a “step one” during a “lean budget year.” While she would like to offer financial incentives, the recognition and marketing support will help propel businesses that have contributed to St. Petersburg’s attractiveness and growth.

Councilmember Richie Floyd noted the importance of succession planning. He said about 80% of owners do not sell their small businesses to someone who will keep it intact.

Floyd believes supporting employee or management ownership would help ensure legacy businesses continue operating once their founders retire. “I think that would be a really innovative and forward-thinking way for us to push this forward,” he said.

The committee unanimously approved issuing window decals to designate participants. The only debate centered around what logo the city should use.

Council Chair Copley Gerdes suggested using an anchor to symbolize the city and the establishment’s impact. He called the program a “really cool thing, just on this level” and agreed that officials could implement future enhancements.

Fresco’s Waterfront Bistro, a staple since 2003, faces an uncertain future as the city redevelops the St. Petersburg Municipal Marina.

Councilmember Deborah Figgs-Sanders wants to ensure equitable distribution. She and her colleagues can nominate businesses, and administrators will highlight participants by district.

Figgs-Sanders also questioned the program’s expense. While some potential promotional items – welcome mats – are more expensive than others, Caper said window decals are “high visibility, but low cost and easier to do.”

The city’s economic development department will fund the initiative from its $500,000 small business programming budget. Cagle will oversee operations, eliminating the need for additional staff.

“We are planning to be lean and mean and …. still provide a lot for these legacy businesses,” Driscoll pledged.

Caper said the city could tailor promotional packages according to business type and age. For example, those in operation for 50 years could receive gold or platinum placards rather than silver.

Caper and Cagle will consider the committee’s feedback and present a program update in July or August. The full city council must then approve its launch.

“The storytelling part is my favorite part,” Driscoll said. “We want these longstanding businesses. We want to help preserve them, and we want them to be able to say our story is St. Pete’s story. That’s the path you’re on right now, and I’m grateful for that.”

Potential Legacy Business program logos. Image: City of St. Petersburg.