Hubbard’s Marina goes plastic-free across entire fleet

A family-owned company synonymous with local marine activities has announced a unique New Year’s resolution: To eliminate plastic throughout its 12-vessel fleet. 

The initiative begins Jan. 1 and marks a significant sustainability milestone in Hubbard’s Marina’s long history of responsible coastal stewardship. Customers currently use over 100,000 plastic water bottles annually. 

Vessels operated by Hubbard’s Marina, including the new Tampa Bay Ferry, will offer reusable aluminium instead of single-use plastic bottles. Tara Hubbard, CEO of the ferry and director of business development for the marina, said she has spent roughly two years advocating for the costly shift. 

“We have this operation that thrives within the sea, and plastic pollution is a major issue,” Hubbard said. “So, we wanted to take steps to not be a part of the problem. It just made sense.” 

Tara Hubbard recently helped lead the Great Egmont Key cleanup, which removed 23,240 pounds of trash from the island.

Four generations of Hubbards have served area residents and tourists from John’s Pass Village, in Madeira Beach, since 1928. In September, the Pinellas Suncoast Transit Authority (PSTA) selected the family’s competitive proposal to operate a much-anticipated ferry between downtown St. Petersburg and Tampa. 

The “Hubbard’s Enterprise Ecosystem” now includes the venerable marina, Hubbard’s Sea Adventures, Hubbard’s Ferry, Hubbard’s Media, Hub’s Marine Fabrication, Friendly Fisherman Seafood Restaurant, Don’s Docks Seafood Market, the Fuel and Bait Shop and Hub’s Ranch & Grove, home to Wonderfield Farm. 

In early November, Hubbard’s Marina acquired the Royal Conquest Pirate Ship, Dolphin Quest and Shark Boat Tours, three longstanding tourist attractions that also operate from John’s Pass. Tara Hubbard founded Wonderfield Farm, about 90 minutes north of Tampa, in Floral City, and chairs the Egmont Key Alliance’s board, amongst several other endeavors. 

Passengers on the marina’s fleet used over 100,000 plastic bottles before the company’s recent acquisition. The Tampa Bay Ferry makes its expected maiden voyage in the spring of 2026. 

“Operationally, it took a lot to roll that out,” Hubbard said of the plastic-free initiative. “Because not only do we take the bottles away, but what are we going to provide our customers?

“I think the root of it is wanting to do good. We’re doing business, but we want to do good business.” 

Every vessel will now offer reusable aluminum bottles for purchase and “the best” filtered water refill stations. A popular sunset cruise with free beer and wine will now serve eco-friendly paper cups that guests keep for the duration of their trip, rather than single-use plastic versions. 

“The paper cups are able to break down in the landfill,” Hubbard said. “Plastic takes like 400-plus years.” 

She noted that the company “obviously” wants to make a profit. However, Hubbard also stressed the importance of uplifting the surrounding community.  

She said the marina “gives out thousands and thousands of dollars worth of trips and products” to local organizations annually. The company also assists universities with research and supports employees during emergencies. “We don’t cut people, even when it’s hurting our bank account.” 

“Yes, on paper, we’ll lose a little money,” Hubbard said of the initiative. “But we’ll be doing good.” 

Hubbard’s Marina operates a fleet of vessels from its headquarters at John’s Pass Village.

The return on investment could eventually offset initial costs. “When you’re doing good, more people want to support you,” Hubbard added. 

St. Petersburg City Council members enthusiastically and unanimously agreed to a funding agreement in early November for the new Tampa Bay Ferry service, which Hubbard will oversee. She “jumped the gun” and included the plastic-free initiative in the company’s proposal, “because that is what I wanted.”

Hubbard hopes the family’s focus on sustainable, community-driven services can serve as a model for other businesses. She wants to highlight that “this is what people like, this is what people want.” 

“If it’s a catalyst to have more change in the maritime or hospitality industry, then that’s really where the impact happened,” Hubbard continued. “Us alone – it’s impactful. But being able to really set that behavior change in our region would be pretty badass.” 

Hubbard’s Marina’s efforts are not going unnoticed. The company is a Good ‘Burger Awards finalist in the “Sustaining St. Pete” category. 

“I have the mindset that we could be doing so much more,” Hubbard said. “We do a lot, and sometimes I forget. So, it feels nice to be recognized.”