Downtown board sets aside $300,000 for Cleveland Street activation after merchants press for input

The Downtown Development Board approved setting aside $300,000 to support a Cleveland Street activation and mobile vendors initiative, after a lengthy public exchange in which downtown merchants asked for a stronger role in planning and expressed worry that mobile food vendors could compete with existing restaurants.

The board unanimously approved the measure at its March 3 meeting. The allocation is described in staff materials as funding for mobile vendors, special events, public art and “streetscape and placemaking” along the Cleveland Street corridor from Osceola to Garden Avenue.

Board staff presented the initiative as a program to “transform Cleveland Street into a destination” by focusing on four elements: mobile vendors, special events, public art/pop-ups and streetscape improvements. Staff said they are collaborating with St. Petersburg College on a mobile vendor program and intend to involve merchants in planning.

Why it matters: Board staff and supporters framed the initiative as a multi-faceted effort to reactivate downtown and provide tools for local merchants to attract foot traffic. Several merchants told the board they support revitalization but want the merchants’ association to lead vendor vetting and programming decisions to avoid undercutting brick-and-mortar businesses.

Merchants’ concerns: Tony, identified in public comment as a downtown merchant and member of the Downtown Merchants group, said he and other business owners had spent months cultivating an approach and expected the merchants to “dictate our own narrative” and set vendor priorities. He said earlier events suffered from a lack of consistency and cohesion when City staff took more control.

Kevin Tuthlige, another downtown merchant, said merchants had been told at a prior meeting that modifications would be made to the plan after merchant input, but he had not seen those changes and worried the initiative could bring food vendors that compete with the seven restaurants already operating on the block.

Jake Pastoreno, a restaurateur and owner of Time’s Entertainment, told the board he supported consistency across events and said an annual, predictable program would help local vendors and production companies maintain quality.

Staff response and assurances: Jesus Nino, executive director for Community Redevelopment and Economic (CRE) division, told the board that the city had clarified that merchants would get “first crack” at opportunities and that staff would aim to avoid programming that directly competed with nearby brick-and-mortar restaurants. Nino said the city would continue outreach and that CRE staff would participate in merchants’ meetings to improve communication.

Board members pressed for more detail about how decisions would be made. Several members emphasized that the allocation sets aside funds for the initiative and does not authorize spending on particular vendors or events yet. Assistant Director Anne Lopez and CRE staff said future program elements would be developed with merchant input and brought back to the board when specific proposals require board approval.

Outcome and next steps: The board approved the $300,000 allocation unanimously. Staff said the funds will be reserved for the initiative and programming details — including decisions about vendor types, event logistics and merchant participation — will be developed with the merchants’ group and presented to the board for approval as needed.

Community context: Merchants asked that the Downtown Clearwater Merchant Association (DCMA) have a decisive role in vendor selection and event design; board members reiterated the DDB’s responsibility to represent the broader downtown footprint and said final program decisions must be fair to all contributing businesses in the district.

Ending: CRE staff said they would increase outreach to merchants and bring proposals back to the board for approval before any funds were spent on specific events or vendors.