County outlines $500,000 arts tourism grant program to boost fall/winter visitation

Pinellas County commissioners on Tuesday heard a presentation on a proposed $500,000 competitive arts tourism program intended to boost visitor demand during slower fall and early‑winter months.

Brian Lowack, representing Visit St. Pete/Clearwater, described a “month of the arts” concept that would award competitive grants for themed experiences, installations and performances to increase the destination’s appeal during need periods. Creative Pinellas would administer the program in partnership with the St. Pete Arts Alliance and the Clearwater Arts Alliance, Lowack said.

Under the proposed breakdown, $100,000 would fund program administration and $400,000 would be distributed as grants — individual awards up to $50,000. Creative Pinellas would receive the majority of administrative funding (75%), with St. Pete Arts Alliance and Clearwater Arts Alliance receiving 15% and 10%, respectively, for support functions. Staff said the program will include KPIs such as occupancy rates during the event, number of attendees, visitor counts and check‑ins; occupancy would be measured at the overall program/destination level, not to disqualify small artists, Lowack said.

Commissioners asked whether grants would be paid up‑front or on a reimbursement basis. Commissioner Shearer said he preferred a phased or reimbursement approach rather than a single, up‑front payment; staff replied that many grantees need up‑front funding to stage events and that clawback provisions are included in the draft agreement.

Margaret Murray of Creative Pinellas said the program is countywide, open to organizations of various sizes and that Creative Pinellas incorporates milestones and reporting in all grant agreements. Commissioners expressed support for the concept but cautioned that it may take more than one year to realize full impact.

The funding agreement was placed on the commission docket for the next regular meeting for final approval.