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Clearwater board extends lunchtime market, moves forward with regional marketing firm
Summary
City staff told the Downtown Development Board that the First Friday lunchtime market grew from about 150 to more than 350 attendees and spent $3,519.62 over three months; the board approved extending the market two months and staff recommended hiring RBOA, a Florida marketing and PR firm, to develop a long-term downtown brand and promotional toolkit.
The Downtown Development Board on Jan. 12 approved a two-month extension of the First Friday lunchtime market and signaled support for an outside marketing effort to build a lasting downtown brand.
Vicky Shire, CRA manager, reported that attendance at the lunchtime market rose from about 150 in October to more than 350 by December and that the three-month program cost $3,519.62 for marketing, city fees and entertainment. She told trustees staff recommended extending the program in March and April to give the event more time to demonstrate sustainability.
Shire said staff tracked how visitors heard about the market and that social media and the Clearwater newsletter were the most common sources. She also said staff is pursuing paid calendar listings in regional platforms and will refine marketing placement based on return on investment.
In the same presentation, downtown staff described the results of a procurement to identify a marketing and public-relations partner. Jesus Nino, CRA executive director, said staff conducted outreach to 25 qualified firms, received four proposals, and recommended RBOA. RBOA executives told the board they would work collaboratively to produce a brand toolkit, corridor campaigns, KPIs and user guides and could both coach staff and deliver build-ready materials.
Michael Wynne, identified as RBOA's president and CEO, told trustees the firm would aim to deliver actionable options within 30 days of contract start so the city could quickly choose a direction. He added the firm has experience working for other Florida redevelopment authorities and associations.
Board members asked whether the firm would execute the brand or primarily coach staff. Wynne replied the relationship would be collaborative: the firm would provide options and help implement or train staff to sustain the work.
Trustees approved the market extension by motion and consensus and asked staff to return with contract terms and a legal review before finalizing any agreement with RBOA.
