Tourism officials approve $24.8 million for five projects

In 2024, Pinellas County’s visitors bureau received eight capital project funding requests totaling $67 million. Tourism officials approved allocating just $24.8 million to five area facilities Wednesday.

Two St. Petersburg projects are now in limbo. County commissioners will decide the Woodson African American Museum of Florida’s fate next week; the Florida Orchestra’s project – and $9.5 million ask – did not meet state guidelines.

Visit St. Pete-Clearwater (VSPC) oversees the biannual Capital Improvement Projects Program and enlisted a consulting firm to evaluate applications according to newly established guidelines. The Tourist Development Council (TDC) votes on recommendations, and county commissioners will offer final approval.

Commission and TDC Chair Brian Scott appreciated the new scoring standards and Crossroads Consulting’s methodology. “I just like the fact that we’re taking a more evidence-based approach rather than more of a ‘what feels good’ or emotional approach.”

A graphic explaining the program’s methodology. Image: Visit St. Pete-Clearwater.

The Eddie C. Moore Softball Complex in Clearwater received the highest score. Facility operators requested $10 million to construct a new two-story building to house three multipurpose spaces and four broadcasting areas.

Additional field improvements include nearly 2,000 new seats, LED lighting and improved warm-up areas. The TDC approved the recommended $7.75 million award.

Brian Lowack, CEO of VSPC, said the organization used the complex’s score and funding amount to determine subsequent recommendations. The money stems from a 6% surcharge on overnight stays.

“Right now, they only have the capability to do ESPN live games on some of those fields,” Lowack said of the complex. “Every seat is filled. They bring in additional seating, and you’ve got people … climbing trees to get a view.”

The Morean Arts Center and Chihuly Collection had the highest request, at $15.2 million. The project in downtown St. Petersburg includes a new five-story building encompassing 46,541 square feet.

An expanded facility would offer more exhibition space, enhanced classrooms, a café and retail space, new administrative offices and 93 parking spaces. VSPC recommended allocating just $1.1 million, which the TDC approved.

The Morean Arts Center and Chihuly Collection requested $15.2 million to demolish its current building at 219 Central Avenue and build a new facility across the street. Rendering: Hennessy Construction Services.

Another St. Petersburg institution, the Palladium Theater, requested $2.5 million to renovate the 800-seat Hough Hall. It is the only project expected to receive the full amount.

Lowack said the Florida Orchestra’s proposed Center for Music Education & Innovation did not qualify since they sublease space within the Mahaffey Theater. Bill Edwards manages the facility for the City of St. Petersburg.

“We would need the city to apply, be the applicant, or indicate that they 100% support that project,” Lowack said of the center. “And while they did indicate that they fully support the Florida Orchestra, they were not in a position – at the time of the application – to fully support the request.”

A new Woodson Museum would feature prominently in the Historic Gas Plant District’s $6.5 billion redevelopment, led by the Tampa Bay Rays. County commissioners have been at odds with the team, which blames their bond authorization delays for jeopardizing the largest project in St. Petersburg’s history.

The Rays committed $10 million to move the Woodson Museum from a small, aging community center and into a new state-of-the-art facility. Executive director Terri Lipsey Scott requested $10 million in tourism tax dollars.

Terri Lipsey Scott (right), executive director of the Woodson African American Museum of Florida, motions towards a rendering of a new facility at a flag-raising ceremony in February 2024. Photo by Mark Parker.

In July 2024, City Councilmember Copley Gerdes assured his colleagues on the TDC that the museum, with the additional tourism funding, had raised enough money to “put a shovel in the ground during phase one” and “open along with the stadium” in March 2028. However, the surrounding redevelopment and stadium deal – approved later that month – is no longer a foregone conclusion.

Lowack said Wednesday that while the museum met annual attendance requirements, it “fell just shy” of the program’s room night generation threshold. County commissioners could offer a reprieve Feb. 25. If approved, VSPC would score the application and bring it to the TDC for a vote March 19.

VSPC will present its recommendations to commissioners, who can stipulate contractual conditions, March 25. The commission will vote on final agreements with approved organizations later this year. Those excluded cannot reapply until 2026.

“I’m very proud of the team that scored these,” Lowack said. “This was the first time going through these guidelines.”

Here is a graphic highlighting the requested and recommended funding amounts unanimously approved by the TDC: