Thrive
From dump to dugouts: Toytown sports complex plans progress
The saga surrounding a long-dormant landfill in north St. Petersburg has a new chapter that could propel the local economy.
Brian Lowack, CEO of Visit St. Pete-Clearwater, called the centrally located, former Toytown landfill an “endless opportunity in the heart of the Tampa Bay region.” A local sports facility developer believes its plan to transform the 235-acre site into a massive sports complex would generate a direct economic impact of $350 million within five years.
Clearwater-based Sports Facilities Companies has submitted plans – costing between $150 million to $200 million – to create 20 synthetic turf baseball and softball diamonds and 17 multipurpose fields. The complex would also feature 24 pickleball courts, 12 sand volleyball courts and, optionally, an “eatertainment” fieldhouse with indoor putting, sports simulators and an “interactive dining experience.”
“Now, more than ever, the demand continues to grow for competitive youth sports tournaments,” Lowack told the Catalyst. “The benefits can be astronomical, and we want to make sure we’re capitalizing on that.”
The history
Pinellas County bought the former Toytown subdivision in 1956. St. Petersburg leased 160 acres for a landfill from 1961 until 1983.
The Florida Department of Environmental Protection decommissioned the dump at 10540 16th St. N. in 1990. The wide swath of vacant land near I-275 and Roosevelt Boulevard has since remained an anomaly in the state’s most densely populated county.
Multiple attempts to redevelop Toytown failed to gain traction. Plans were seemingly paused in 2016 after a proposal to build an Atlanta Braves spring training facility unraveled.
The state legislature then allocated $15 million to environmental remediation efforts in 2022. Lowack said dense, vertical construction exponentially increases those costs.
“And it just so happens that sports would have a tremendous economic benefit and cost less to construct,” he added. “That’s why it’s so appealing.”
An image of the Toytown site from 2015 highlights its proximity to I-275 and area businesses. Photo: Pinellas County Government.
A solution?
County officials set their sights on a sprawling sports complex in 2023 after Sports Facilities Companies (SFC) presented a report touting the potential benefits. In December 2024, Visit St. Pete-Clearwater (VSPC) announced that 132 amateur sporting events generated a $111.35 million direct economic impact throughout the previous fiscal year.
The county requested sports-focused redevelopment proposals that same month. SFC was the only company to respond.
“Oftentimes, we’re maxed out with field space here in Pinellas County because the demand is so strong,” Lowack said. “We don’t have a lot of open space to go and build fields, so the Toytown site is one we have discussed over the years.
“Where better to go for a tournament than America’s favorite beaches?”
SFC agrees with that sentiment. Company officials wrote that their proposal provides an “optimal concept plan, proven team and next steps approach to successfully develop a world-class sports destination.”
The local firm operates over 60 similar venues nationwide. Like Lowack, SFC believes the site’s proximity to the beaches, area attractions and accessibility make it an ideal destination for sports tourism.
Sports Facilities Companies is developing a similar project, the Cross Roads Sports Complex, in New Lenox, Illinois.
The proposal
Company officials also realize that redeveloping a brownfield site presents unique challenges. SFC has established “mutually exclusive partnerships” with three Florida-based environmental remediation organizations.
The proposal details plans to relocate buried waste and mitigate gas, dust and odors during construction. “Long-term care will need to be considered in the preliminary design to help minimize operational costs and still provide for a safe environment,” the company wrote. Those efforts include continuous monitoring and evaluations.
While the proposal focuses on transforming a former landfill into a premier sports complex, SFC wrote that the project would provide various entertainment opportunities. Those include hosting large-scale community gatherings, intimate concerts and festivals.
Several buildings will house concessions, restrooms, guest amenities, offices and conference space. The complex would feature three press boxes.
SFC said its plan requires 2,100 parking spaces, ideally through a mix of surface lots and a garage. The company will also create concrete “pads” for non-sports development.
“SFC has gathered interest from local and national groups to create as many possibilities as possible for Pinellas County to evaluate in Phase 2,” states the proposal. “These groups include everyone from multi-family affordable housing to renewable energy, hoteliers, restauranteurs, and more.”
SFC wrote that it would utilize as much of the site as possible, 94.06 acres, to maximize its economic impact. Officials plan to host 48 inaugural events and increase that number to 67 by year five.
They noted that the $350 million generated within five years does not include construction impacts, job creation or indirect spending. “With its elite field count, unbeatable location, versatile turf fields, and proximity to Florida’s best attractions, Pinellas County Toytown Sports Park is set to become the most sought-after sports destination in the state,” states the proposal.
“This facility will attract national tournaments, major sports organizations, and visiting teams year-round while also boosting the local economy through increased tourism, lodging, and entertainment spending.”
County leadership will evaluate the proposal and may ask for additional details to inform negotiations. Lowack could not estimate a timeline.
However, he said they remain “laser-focused” on exploring opportunities to increase the local tourism industry’s economic impacts. “That’s why we’re doing this.”
Sports Facilities Companies said the Toytown’s redevelopment would cost between $250 million and $300 million.
