Master planning begins for rapidly evolving St. Pete district 

St. Petersburg’s northernmost city council district is home to Pinellas County’s largest employment center. And nearly the entire area is vulnerable to increasing environmental threats. 

However, the second fastest-growing area in St. Petersburg lacks a district-wide framework for the future. That will soon change as city council members, at their June 5 meeting, unanimously approved a $400,000 consultancy contract for master planning services. 

Councilmember Brandi Gabbard represents District 2, often considered the gateway to St. Petersburg for those traveling from Tampa and north Pinellas. She called the area a “unique little place in the city” that is “ripe for redevelopment.” 

“I am very excited for this plan to map the trajectory of smart growth for District 2,” Gabbard told the Catalyst. “And serve as a model for other parts of our city as we face enhanced pressures to be more resilient while keeping St. Pete the special place it is so all people can continue to enjoy living here long into the future.” 

A map of city council District 2. Image: City documents.

Gabbard said 95% of the district sits within a Coastal High Hazard Area. Its borders include Tampa Bay to the north and east, 28th Street North to the west, and Tennessee Avenue Northeast (near 64th Avenue Northeast) to the south. 

District 2 encompasses the Gateway and Carillon Business Districts, home to several regional talent magnets. Raymond James Financial, Jabil, Valpak, Franklin Templeton Investments, Power Design and Fidelity Information Services all boast over 500 employees. 

The area is also home to residential neighborhoods like Caya Costa, Riviera Bay, Barcley Estates and Windward Pointe. The district’s population increased by 3,250 between 2010 and 2020, which only trailed downtown St. Petersburg. Those numbers will continue rising as multiple new developments are under construction. 

A devastating 2024 hurricane season will exacerbate changes. Gabbard said she and other district stakeholders want to ensure that “when redevelopment comes our way – because we know it is certainly coming – that it is done with an idea that comes from the community with a guiding document.” 

“So, this is an exercise in placemaking,” Gabbard added. “This is an exercise in really allowing the residents to have a voice in the future of our district.” 

A city evaluation committee selected New York City-based WSP USA to complete the master plan. The firm’s website touts it as a global leader in the professional services industry that unites “engineering, advisory and science-based expertise to make a positive impact.” 

St. Petersburg’s District 2 is already home to Pinellas County’s largest employment center, and Foot Locker will soon move into this office building at 570 Carillon Pkwy. Photo: Loopnet.

Economic development officer Cassidy Mutnansky said the city hopes to unveil the framework in a year. She pledged that the “foundational principles of equity, resiliency, sustainability and infrastructure will be woven throughout every element of this plan.” 

While WSP will only charge $351,000 to perform an extensive scope of services, Mutnansky said the remaining $49,000 would allow the city to address unforeseen needs identified through community engagement. The first step is a kick-off meeting and a district tour. 

WSP’s project manager will meet with administrators bi-weekly. They will also provide Gabbard and the city council with periodic updates. 

Mutnansky said she is “really excited” for the initiative’s ESRI StoryMap, “one of the most unique things about this plan.” That is a web-based platform for creating user-friendly, interactive narratives that combine maps, multimedia content and messaging.

Several city departments and outside agencies, like Forward Pinellas and the Pinellas Suncoast Transit Authority, will participate in the process. Guiding themes include people and places, urban development, economic development and transportation infrastructure. 

WSP will establish the plan’s goal and objectives and identify opportunities and constraints before submitting a framework for the city to review. “We’ll look at some catalytic projects and sites, and then we’ll have a summary posted,” Mutnansky said. 

Gabbard said she is encouraged by previous efforts in other areas, like the Skyway Marina District. She believes a master plan can “really revitalize and give direction to the future and vision of a district.”