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Downtown’s pink buildings: Cool canvas or calculated stunt?
“When handled with care, public art can be a true voice for the people.”
News outlets and social media users throughout St. Petersburg noted the now-viral pink Ventnor apartments, at the corner of 4th Avenue and 4th Street S.
The aging buildings were not only painted pink, but local mural artists were commissioned to adorn the halls and walls with art before demolition.
Valor Capital CEO Moises Agami has said the project was meant to underscore local artistic talent, including the Vitale Brothers, who oversaw the effort. The color pink, he noted, was selected to echo historic landmarks like the Vinoy and the Don CeSar.
But many artists saw it differently.
Despite the intentions, critics characterized the project as a marketing stunt at the expense of the local art scene.
The primary complaint centered on the idea that artists were unwittingly folded into a branding campaign under the banner of creative expression, while the apartments themselves are slated for demolition.
The Ventnor buildings date back to the 1920s and are among the few housing structures from that era still standing downtown, even as new development rises around them.
Local artist Leon Bedore, known as Tes One, took to social media with a pointed response.
“We need better representation in the ‘City of the Arts.’ Public art should speak for the community – not be used as a scheme to justify development decisions that erase it.”
Support from other notable local artists quickly followed in the comments.
Bedore continued: “The city deserves arts leadership that respects how special and fragile our community is. When handled with care, public art can be a true voice for the people.”
Bedore was a founding member of St. Pete’s SHINE Mural Festival in 2014 and has contributed numerous public artworks across the city.
Not everyone landed in Bedore’s camp, however. Also taking to social media was veteran local artist Derek Donelley – another original SHINE artist. “There’s something meaningful about choosing art in the middle of change,” he wrote. “About color in the middle of demolition. About community showing up to witness it.”
Speaking with the Catalyst, Donelley said “It wasn’t the first time local artists partnered with a developer like this … the SHINE Mural Festival, for example. As far as us getting ‘lured in,’ I understand, but it doesn’t stand out as different than any of the other arts events that occurs here.
“It’s definitely a statement about new St. Pete. We had a lot of fun. The whole community had a lot of fun,” continued Donelley. “All the artists coming out ironically made it feel like old St. Pete.”
The buildings are set to be replaced by the Roche Bobois St. Pete Tower. Construction on the 29-story development is expected to begin this summer and reportedly take about three years to complete.
Bedore was not immediately available for direct comment.
Donna Kostreva
March 2, 2026at4:24 pm
Donnelley’s creation pictured,deserves a wider audience than a few weeks on a legacy building to be demolished, then replaced with another concrete monstrosity. The city’s character is being destroyed by concrete boxes! How many millions of visitors would no longer visit the Sistine Chapel if it had been painted over?
John Gascot
February 28, 2026at9:40 pm
STUNNNNNT!!!
I’ve been saying this as soon as I learned of the Scientologist developer behind it.
Donna Kostreva
March 2, 2026at4:11 pm
Say it isn’t so! Doesn’t anyone remember what has happened to downtown Clearwater??
Ryan Todd
February 28, 2026at9:27 pm
The Vitale Brothers owe Tampa Bay an apology for covering the Tom Brady mural at 3125 5th Ave N. Terribly stale and dead composition while painting over the GOAT for the Rays?! Retire your cans, boys. Our buildings sure would look better without your “work”.
John Vitale
March 3, 2026at1:10 am
Ryan Todd?
Todd Ryan?
Which came first? the Goat or the Ray? I’m a commercial artist. I created my own business, from scratch. I’m thriving homie, I’m sorry to have distrupting man crush shrine, but unfortunatley I make money on blank walls, The Bucs and the Rays are both clients of mine. We painted both murals. I’m not sure if you understand how murals work, but lemme give you the quick version, someone has a wall, they want a mural, they write me a check, I make it happen. Thennnnnn…. I get to pay bills and raise my family. You should probably take a photo of your favorite mural next time and save it. Or better yet, show your support of the arts, and pay us to paint one for you. PS. We love St Pete. 30 plus years of murals in my career, not every project will be accepted by everyone. That’s pretty normal.
Steve Dee
February 28, 2026at5:42 pm
Geez… this was a moment of joy for the community. Leave it to cynical “artists” to make it something else. I hope none of them feel a need to cut off an ear now.
Danny White
February 28, 2026at4:19 pm
My first thought was ‘why the hell waste the paint and imagination on something that’s about to be demolished?’ And then I thought, if the artists are willing to participate, who am I to balk? I am not sure of any ulterior motive behind the project; however, the artwork is on point! I think photographs of the buildings all dressed in pink should be taken and framed to adorn the lobby or other common spaces when the new tower is complete. It would be a rare historical record of what was once there. ? They could also sell prints on-site and donate back to the artists who made it happen.I’ve lived here over 60-years and cannot recall what new development gobbled up what!!