St. Petersburg’s MLK Parade retains tourism funding

The new group overseeing St. Petersburg’s storied Martin Luther King Jr. Parade will receive the same tourism funding as its previous organizers.

Pinellas County’s Tourist Development Council unanimously approved the $65,000 award Thursday, despite some financial concerns. Tampa Bay Collard Green Festival, Inc., has combined the nation’s longest-running MLK Day Parade with its namesake event to create “45 Days of Excellence.”

Craig Campbell, director of community engagement for Visit St. Pete-Clearwater (VSPC), expects the two free events to generate an estimated 15,000 attendees, 1,200 room nights and a $1.05 million economic impact.

“We also looked deep into their marketing plans,” Campbell added. “We were really encouraged by their spending in Atlanta, Jacksonville, Orlando and South Florida. We like to see that.”

St. Petersburg’s annual MLK Parade, a significant part of the city’s civil rights history, began in 1986. Advantage Village Academy (AVA) began overseeing the parade in 2017 and rebranded it to the MLK Dream Big Weekend.

AVA decided not to pursue a new contract with the city this summer. Campbell noted that VSPC was reviewing its Elite Event funding application as city officials searched for a new operator.

The St. Petersburg City Council approved a three-year, $690,000 contract with Tampa Bay Collard Green Festival (TBCGF) in August following an ardent debate over the amount. The group has since secured two “marquee” marching bands from Tuskegee and Alabama A&M Universities – both historically Black colleges or universities (HBCUs) – to perform at the Jan. 19 event.

County Commission Chair Brian Scott said Thursday that the Tourist Development Council (TDC) should implement a “financial fitness test for applicants.” He noted that TBCGF lacked nonprofit tax returns “because their revenue is below $50,000 – but their grant application is for $65,000.”

Scott added that those guardrails would help ensure future applicants have the “financial acumen” and processes in place to “manage that money.” County commissioners must still approve the new St. Pete MLK Parade’s TDC funding at a Dec. 6 meeting.

The annual MLK Parade features floats, marching bands and cultural performances.

Samantha Harris, president of TBCGF, resubmitted an application Nov. 3. The 45 Days of Excellence begins in December and runs through February 2026.

“The St. Pete MLK Parade and Tampa Bay Collard Green Festival together represent the heart of the 45 Days of Excellence, where heritage meets health, service meets celebration and unity meets economic opportunity,” Harris wrote.

She told VSPC that a robust marketing campaign would “amplify ‘The Power of a Dream’ brand across radio, television, streaming, outdoor and digital platforms.” She expects it to garner an estimated 3.8 million impressions across Florida and “key feeder markets.”

TBCGF’s target demographics include multigenerational families, cultural tourists, health and wellness enthusiasts and “food-and-music lovers” between the ages of 25 and 65. Harris believes the campaign will also appeal to civic groups, educators, and regional travelers “seeking Black History Month and Presidents Day weekend experiences.”

The organization will create year-round social media content that includes 45 Days of Excellence highlights, behind-the-scenes footage and short-form reels showcasing local culture, cuisine and wellness activities. Harris called it a “45-day period of unity, wellness, and heritage that amplifies civic pride and drives measurable economic and social impact.”

“By sponsoring the Dual Impact Program, Visit St. Pete-Clearwater strengthens its commitment to inclusive tourism and community vitality, celebrating the city’s legacy of excellence, service and cultural leadership,” she wrote.

“These events will not only uplift communities but also strengthen the region’s position as a national model for cultural tourism.”

Brian Lowack, CEO of VSPC, said TBCGF has amended its tax filings since receiving the MLK Parade contract. The group has also hired a certified public accountant.