Subject:
Title
Production Agreement with Pinellas Pictures, LLC for production of “Hats Off to Love.”
label
Recommended Action:
Recommended Action
Approval and execution by the County Administrator of the Production Agreement with Pinellas Pictures, LLC for production of “Hats Off to Love,” a Hallmark Channel film.
• Agreement for $26,377.00 is for production of “Hats Off to Love.”
• Convention and Visitors Bureau’s (CVB’s) review committee evaluated the production and determined the incentive award based on qualified local expenditures projected at $155,168.00 and the tourism value the production brings to the County.
• Funding is allocated as follows:
o $15,516.00 - reimbursement for local expenditures
o $3,103.00 - additional promotional deliverables
o $7,758.00 - distribution and post-production marketing
• Funding is paid on a post-production basis with distribution-based incentives contingent upon receiving proof of distribution.
Body
Strategic Priorities:
Prosperity and Opportunity
3.2 Provide and promote tourism opportunities
Summary:
Production Agreement for “Hats Off to Love,” is for a Hallmark Channel film and the result of the Film Commission’s Screen Industry Incentive Program (Program). This Program awards funding to local productions for promoting and marketing tourism in connection with film projects. Funding for this production is based on qualified local expenditures projected at $155,168.00 and allocated as follows: up to 10% reimbursement for qualified local expenditures, up to 2% for additional promotional deliverables and up to 5% for distribution and post production marketing. Details are included in Exhibit A of the agreement.
Background/Explanation:
In the absence of state film incentives, the Film Commission, a department of the CVB, administers the Screen Industry Incentive Program to position the destination as a location for small budget film and digital projects, social media productions, and music videos. The maximum funding award is 30% of a production’s total qualified local expenditures which includes up to 15% for reimbursement of local expenditures, up to 5% for additional tourism promotions, up to 5% for production marketing, and up to 5% for distribution and post production marketing. Funding is paid on a post-production basis with distribution-based incentives contingent upon receiving proof of distribution.
The CVB’s review committee evaluated “Hats Off to Love,” and determined an award of up to $10,861.00 for the production’s impact to tourism, positive brand exposure, and distribution, and up to $15,516.00 for reimbursement of qualified local expenditures. This Hallmark Channel film was shot in various locations including Serendipity Pinellas in Pinellas Park, the Allendale neighborhood in St. Petersburg, the Belleview Inn in Belleair, and the Fenway Hotel in Dunedin. There were also several verbal mentions of St. Petersburg, Florida embedded into the script.
In exchange for support of “Hats Off to Love” the County will receive positive media value through deliverables such as hosting a media day, beauty shots, behind-the-scenes photographs, testimonial video, and more. In addition to the media value and brand exposure generated, the County also benefits from local jobs, room nights and $155,168.00 in direct local expenditures that are a result of this film being produced in Pinellas County.
“Hats Off to Love” premiered on the Hallmark Channel on May 3, 2025, and will continue to air several more times on the network. It is also available through the network’s streaming service, Hallmark Plus and on Video on Demand platforms such as YouTube TV, Sling TV, Amazon Prime Video, Roku Chanel, and more.
Fiscal Impact:
$26,377.00 Total Funding
Funding to support the Production Agreement is provided through the CVB’s Annual Operating Budget. The source of funding is the Tourist Development Tax Fund.
Delegated Authority:
Authority for the County Administrator to sign the Production Agreement is granted under Code Section 2-62 (a)(1).
Staff Member Responsible:
Brian Lowack, Director, Convention and Visitors Bureau
Partners:
Tourist Development Council
Attachments:
Production Agreement