St. Pete’s ‘legacy’ businesses will soon receive a spotlight

St. Petersburg will soon launch a program that highlights and supports businesses that have helped shape the city’s identity and economy for over two decades.

City council members heard an update on the nascent Legacy Business program at a committee meeting Thursday. Economic development specialist Brittany Cagle believes the initiative will “build pride, boost patronage and cement our city’s reputation as a community that values, invests and uplifts the story of our entrepreneurs.” 

Selected businesses will receive specialized training from expert panels, an official seal to display, a ribbon-cutting ceremony, additional event-day signage and a video production or photo spread spotlighting the establishment, which the City will then share on its social media channels. The St. Pete Extra publication will annually introduce awardees, and an interactive map on the City’s website will further highlight participants. 

“I’m very grateful to you all for taking an idea that I had, that I had read about happening in other cities, and turning it into something that’s not only valuable for our business community, but it’s uniquely St. Pete,” said Councilmember Gina Driscoll. “I really, really love it.” 

St. Petersburg is home to 4,218 businesses that have navigated economic downturns, soaring living costs and exponential growth to serve customers for over 20 years. District 4, which includes the Crescent Lake, Old Northeast and Allendale neighborhoods, paces the city with 885. District 6, which encompasses downtown, is second with 846. 

Administrators initially planned to launch the pilot program with six businesses. Councilmembers Deborah Figgs-Sanders and Corey Givens Jr. advocated for eight, one for each district. 

Brian Caper, managing director of development coordination, immediately committed to selecting eight legacy businesses for the inaugural cohort. Cagle said the program is about more than recognition. 

“It’s about safeguarding our roots – the cultural and economic backbone to our city,” she added. “Legacy businesses aren’t just our storefronts. They are the heartbeat of our neighborhoods.” 

Eligibility requires an independent owner, at least two decades of continuous operation and no regulatory or financial issues. Cagle said those standards ensure credibility and protect program integrity. 

Caper plans to begin marketing the initiative to businesses in October, with the inaugural cohort launching in early 2026. Cagle recommended starting with six honorees through the pilot rounds to provide “more personalized storytelling” rather than “spreading the recognition and staff too thin.” 

The city will eventually induct new legacy businesses biannually, in the spring and fall. Cohorts will also increase from eight to 12. 

“Sustainability is key,” Cagle said. “Comparable legacy programs are successful in focusing on non-monetary yet high-value technical support, ensuring longevity.”

She noted that “storytelling is powerful” and would foster citywide support and pride while attracting new patrons. There is also a focus on quality over quantity, as a “smaller group ensures deeper community impact.” 

The program will have two applications, one for self-nominations and another for residents to suggest a legacy business. Public nominees must still apply and submit two letters of support. 

Economic development analyst Alexis Garcia said unselected businesses will remain eligible for future cohorts. She worked to keep the forms “short and sweet.”

Owners must provide copies of business registration, personal identification and proof of location. They will also have the opportunity to answer optional questions regarding their history, milestones and community significance. 

“While these questions are optional, we hope business owners will take the opportunity to share their entrepreneurial journey so we can spotlight their achievements and advance the storytelling of their business,” Garcia said. 

Caper explained that economic development staff will review applications and potentially evaluate strengths and weaknesses. However, they will not offer recommendations, and Mayor Ken Welch or his designee will ultimately select participants.

“It is about selecting businesses that have a compelling story, that have a great narrative,” Caper said. “While I cannot speak for the mayor, I’m sure he will be looking at geographic diversity. He will be looking at … different types of businesses, so it’s not just all going to be retail.” 

The city’s marketing team has yet to create a logo for a decal that legacy businesses will display on public-facing windows or doors. Driscoll advocated for something with an anchor and hexagon border. 

Council Chair Copley Gerdes believes the logo is less important than the program’s deliverables. He believes Cagle and Garcia knocked those “out of the park” and “set the tone for every presentation going forward in a committee.” 

“I feel bad for anybody watching or sitting in here, because they have just raised the bar,” Gerdes added.

Potential Legacy Business program logos. Image: City of St. Petersburg.