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TDC approves staff recommendations for elite‑event funding; $3 million pool yields $2.685 million in recommendations
Summary
Visit St. Pete Clearwater staff recommended expanding the elite‑events budget to $3 million, applied new category thresholds and measurement tools, and put forward recommendations totaling $2,685,000; the Tourist Development Council voted to accept the report and forward it toward Board of County Commissioners review.
Craig Campbell, director of community and brand engagement for Visit St. Pete Clearwater, presented the fiscal year 2026 elite‑event funding recommendations, described revised category criteria and measurement methods, and explained that staff used the Destinations International event calculator to standardize estimated room nights and economic impact.
Visit St. Pete Clearwater increased the elite‑event budget from $2 million to $3 million and adjusted funding categories and maximums. Under the new model staff described, Category 1 requires meeting three thresholds (attendance, room nights and broadcast) and carries recommended awards of $150,000–$250,000. Category 2 requires meeting two of three thresholds (recommended $75,000–$150,000), Category 3 one of three ($50,000–$75,000), Category 4 one of two ($25,000–$50,000) and Category 5 a minimum attendance of 5,000 (now treated administratively at $25,000 and below).
Craig and staff noted process changes: clarified broadcast and PR requirements, introduced eco‑friendly practice consideration, accepted year‑round applications when funds remain, encouraged events to secure rights for promotion (noting Shine Mural Festival’s licensing issue), and adopted a marketing vs. sponsorship split guidance (e.g., 70/30 for Categories 4 and 5). Staff also corrected an attachment error for Clearwater Jazz Holiday (room‑night calculator should show 7,533 room nights) and flagged John’s Pass Seafood Festival as applying in FY27 but working to amend dates so it remains eligible for FY26 funding.
Brian (Visit St. Pete Clearwater leadership) and staff emphasized reliance on the Destinations International (DI) calculator and the addition of StreetLevel technology (geofencing, drones) for better event attendance measurement moving forward. Craig said the evaluation included event history, broadcast reach, marketing plans, sponsorship structure and timing; five senior staff and executive staff invested substantial hours reviewing 50 applications.
The staff recommended funding 44 projects (43 applications plus one bundle) totaling $2,685,000 and leaving approximately $315,000 available for year‑round or future applications. Craig said events in Categories 1–3 would continue to allow negotiation of sponsorship and TV/broadcast packages, while Categories 4–5 would use the 70/30 marketing/sponsorship split to ensure promotional investment by organizers.
Public commenters emphasized event value beyond single‑day metrics. Mike Scholes of the ReliaQuest Bowl said the bowl’s beach‑day numbers do not capture the wider economic and broadcast exposure of the bowl game, which attracts national fans and produces marketing value far beyond the single beach activation. Julie (former Dunedin board member) urged support for smaller community events and noted visitors disperse across Pinellas County during stays.
After discussion, the council took a formal motion to accept the staff report and recommended funding package. The motion to accept the report was moved from the floor and seconded; the board voted in favor, and the chair announced, “It passes.” Craig said staff will seek Board of County Commissioners approval on July 22 to finalize allocations and begin contracting; category‑5 awards would be handled administratively by Visit St. Pete Clearwater under the guidelines.
