Visit St. Pete/Clearwater CEO named amid new commitments

Pinellas County tourism leader Brian Lowack, who has served as interim President and CEO of Visit St. Pete/Clearwater, now permanently holds the top title of the destination marketing group charged with promoting the region. 

“He took on the leadership of not just the entire VSPC team, but he worked with the hoteliers and chambers on marketing the region, bringing needed changes at a new momentum,” said County Administrator Barry Burton. He named Lowack as the new CEO and President, according to a Tuesday announcement. 

“Brian has been on my staff for five years. I watched him interact with community representatives and the BIG-C Barrier Islands Government Council of St. Pete Beach, evaluating programs we have and providing data and info early on.”

Brian Lowack, the newly named President and CEO of Visit St. Pete/Clearwater. 

Lowack took on the interim role when Steve Hayes stepped down in June.

Burton said he was initially considering conducting a competitive headhunt search for the next leader, but saw Lowack as the perfect fit. 

He will earn a base salary of $180,000, according to Burton. 

The announcement comes at a pivotal point from the county’s decision to re-invest hotel bed tax dollars to address beach nourishment and the new Tampa Bay Rays ballpark. 

Lowack, a Pinellas native, joined Pinellas County Government in late 2012 and has held various roles in the organization, including Intergovernmental Liaison, Interim Director of Housing and Community Development and Assistant to the County Administrator – serving as liaison to the mid-county region and the beaches community. In these roles he has managed the county’s state and federal legislative programs and worked closely with leaders within individual communities to identify and execute initiatives and improvements. 

He was not immediately available for comment, but in a prepared statement, Lowack thanked the VSPC team: “This reflects their hard work, passion, and belief in the direction of the organization and the destination.”

Lowack is also actively involved in various community organizations, including the International City and County Management Association and the Florida City and County Management Association. 

“I could not be more pleased or excited for Brian,” Pinellas County Commission Chair and Tourism Development Council Chair Janet Long said in a prepared statement. “He has been working toward this pivotal moment in his career since the day he started in County Government. Not only is he bright and a quick learner, but Brian is a walking, talking advertisement for Pinellas County and all it has to offer. I was able to witness his professionalism and expertise during our recent trade mission to Brazil as he easily engaged with the presidents and CEOs of major tour operators in the country to promote our destination.”

The St. Pete/Clearwater destination is on pace for its best tourism year in  history. The area was named among the top 100 most-loved travel destinations in the world, and Forbes recently named St. Pete among its “Best Places to Travel in the U.S.” for 2023.