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Visit St. Pete Clearwater board approves largely flat FY‑26 budget with reallocations for elite events and digital media
Summary
The Visit St. Pete Clearwater board approved a fiscal year 2026 budget that the agency described as essentially flat versus FY‑25 while reallocating existing funds to enlarge the elite‑events program, consolidate digital media buying, and retain a robust film incentive program.
The Visit St. Pete Clearwater board approved the organization’s fiscal year 2026 budget during its June 11 meeting, voting to accept a plan officials said is “flat” versus 2025 while shifting existing dollars to new priorities.
The board approved the budget by voice vote after a presentation that outlined limited net changes but several reallocations, including an increase in the elite events program from $2 million to $3 million funded by moving $500,000 from advertising and $500,000 from the film incentive line.
The reallocation was explained by Brian, the board’s meeting chair, who told members the move reflected strategy rather than added spending: "When we fund elite events, we fund those events in two ways. One of those ways is through sponsorships … and then the second way is through advertising and marketing of the event," he said.
Why it matters: the shifts change how Visit St. Pete Clearwater deploys existing Tourist Development Tax (TDT) revenue without asking for additional TDT dollars. Organizers said the changes aim to boost visibility for large events while keeping the agency’s film incentive among the larger such programs in Florida.
Key details from the presentation:
- Agency leaders described the overall operating budget as essentially flat compared with FY‑25 after removing one‑time consulting costs tied to a stadium development study.
- The elite events program cap was increased to $3 million. Staff said the extra $1 million was found internally by reallocating $500,000 from the advertising line and $500,000 from the film incentive fund.
- Digital media buying was moved into the advertising and promotions contract to consolidate media strategy across traditional and digital channels.
- International representation contracts for the U.K. and Central Europe were shifted into the international leisure travel budget after an internal reorganization of global travel responsibilities.
- Staff said the film incentive program remains active and significant; the program was adjusted earlier in the year and continues to be used both as a business‑development tool and as destination marketing.
Department directors who presented said the overall approach was to keep the core budget steady while reallocating resources to priorities such as elite events, digital consolidation, and visitor‑facing activations. Katie, a staff presenter for advertising and promotions, said the consolidated digital work aims to "align and focus our budgets" so digital and traditional media complement each other.
The board approved the budget after a motion was made during the meeting. The motion was offered by Clyde Smith and carried on a voice vote; no roll‑call tally was read aloud.
What wasn’t decided: presenters noted that some capital or multi‑year projects appear on planning lists but have not been formally added to the budget unless previously approved. Board members requested clearer one‑page planning summaries showing anticipated capital items beyond the currently approved list.
Looking ahead: staff said departments will now begin implementing the FY‑26 allocations and will return with detailed program recommendations — including elite‑event scoring and measurement proposals — during later meetings.
