Morean Arts Center’s $15 million request moves forward

The Morean Arts Center’s proposed $30 million redevelopment project in downtown St. Petersburg recently cleared its first – albeit somewhat minor – hurdle.

Pinellas County Commissioners unanimously approved advancing the institution’s $15.2 million tourist development tax request at their Sept. 5 meeting. That allows Visit St. Pete-Clearwater (VSPC) to analyze the project’s potential economic impacts.

The Morean Arts Center plans to build a new five-story, modern facility at 719 Central Avenue. Howayda Affan, executive director, said the $30 million project would provide “world-class arts programming” and inclusive space for local artists, residents and visitors.

“The state-of-the-art facility will seamlessly integrate the Chihuly Collection currently housed across the street at 720 Central Avenue into a single, cohesive space,” Affan said. “This significant investment will elevate the Arts Center into a premier cultural and artistic hub, with the Chihuly Collection at its heart.”

VSPC received seven capital funding requests totaling $67 million this year. The Woodson African American Museum of Florida requested $10 million to build a new home in the Historic Gas Plant’s redevelopment.

Another St. Petersburg project, the Florida Orchestra’s Center for Music Education & Innovation, applied for $9.5 million. The Clearwater Marine Aquarium, Municipal Marina and Eddie C. Moore Softball Complex are each vying for $10 million.

However, the Arts Center was the only request over $10 million, which required the commission’s initial approval.

The funding stems from a 6% surcharge on overnight stays.

County officials must spend 40% on capital improvement projects that increase visitation. Notably, commissioners recently dedicated $312.5 million to a new Tampa Bay Rays ballpark in the $6.5 billion Gas Plant District.

Brian Lowack, CEO of VSPC, said the organization had roughly $115 million in capital reserves in July. Its staff could recommend awarding the Arts Center’s full ask or a lesser amount.

“The redevelopment of the Art Center is not just about expanding our physical space, it’s about ensuring we continue to serve as a vital hub for creativity and economic vitality for generations to come,” Affan said. “This redevelopment will have a profound economic impact.”

The Chihuly Collection occupies a leased building across the street from the Morean Arts Center. Photo: City of St. Petersburg.

The Arts Center’s local roots date back to 1917 when a mother and daughter duo founded the Art Club of St. Petersburg. In 2010, its board members worked to bring the Chihuly Collection to the city.

An 11,000-square-foot space across from the Arts Center now houses Dale Chihuly’s glass sculptures. Affan said VSPC studies show the St. Pete Pier is the city’s most visited attraction, followed by the Chihuly Collection and the Dali Museum.

She said the three-year trend “underscores the importance of our redevelopment in sustaining and enhancing these visitation patterns.” The project application states that the Arts Center’s annual “incremental attendance” – tourists whose primary reason for visiting is the facility – would increase from 87,000 to 98,000 in 2028.

Citing an economic impact study, Affan also believes expanded operations would generate an additional 1,000 overnight stays, to 38,000. VSPC’s staff will conduct due diligence before recommending awards.

The Arts Center plans to demolish its 27,000-square-foot facility and construct a new building with more gallery space, offices, parking and a cafe. 

Mayor Ken Welch offered his support for the project in a letter obtained by the Catalyst. He noted the arts and culture community’s transformative impact on the city and called the redevelopment an “essential step in fostering continued growth and vibrancy.”

Welch also credited the planned diverse educational programming and believes an upgraded center will boost local businesses and create jobs. “The project also emphasizes sustainability and innovation, reflecting our commitment to build a future that honors our past while embracing progress,” he wrote.

“Considering these significant benefits, I urge the Pinellas County Commissioners to lend their full support to the Arts Center’s redevelopment project,” Welch added. “This initiative represents a unique opportunity to invest in our cultural heritage, stimulate economic growth and enhance the quality of life for all who call Pinellas County home.”

The Tourist Development Council will vote on capital project allocations Sept. 18. The County Commission will ultimately approve or disapprove the funding in October.