Subject:
Title
Visitor Welcome Center Funding and Branding Agreement with the Greater Clearwater Chamber of Commerce, Inc. dba Amplify Clearwater for promoting the destination to residents and visitors.
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Recommended Action:
Recommended Action
Approval and execution by the County Administrator of the Visitor Welcome Center (Welcome Center) Funding and Branding Agreement (Agreement) with the Greater Clearwater Chamber of Commerce, Inc. dba Amplify Clearwater for promoting countywide tourism to residents and visitors.
• Agreement with Amplify Clearwater (Chamber) provides $250,000 for the creation of a dedicated CVB (Convention and Visitors Bureau) “Welcome Zone” within the newly renovated Welcome Center.
• This is a CVB pilot program dedicated to promoting countywide tourism and separate from the Visitor Center Funding Program which only focuses on individual communities. This is the first of its kind to support countywide tourism efforts.
• A media valuation of this two-year investment resulted in a projected reach of more than 46 million impressions at an effective cost of $5.39 CPM per impression. Unlike other channels, these impressions reflect real visitor influence at the point of travel.
• Based on the outcome of the pilot program, the CVB may opt to extend the agreement for successive terms at a cost of $50,000 per year.
• The Welcome Center is anticipated to be fully renovated and open to the public by September 30, 2026.
• Florida Statutes 125.0104(5)(a)(4) authorizes the use of Tourist Development Taxes to fund tourist information centers through contracts with chambers of commerce.
• Funding for this agreement is budgeted for in CVB’s Fiscal Year 2026 (FY26) Adopted Budget, in the Tourist Development Tax Fund.
Body
Strategic Priorities:
Prosperity and Opportunity
3.2 Provide and promote tourism opportunities.
Summary:
This Agreement is for a CVB pilot program that provides support to Amplify Clearwater for renovations, operational costs, signage, and exhibits for a new CVB branded “Welcome Zone” within the Welcome Center located at 3204 Gulf to Bay Boulevard in the City of Clearwater. This will be the first Visitor Welcome Center in the County solely dedicated to promoting countywide tourism with a focus on increasing room nights and repeat visitation. The Welcome Center is currently being leased by the Chamber from the City of Clearwater.
In addition to creation of the CVB’s “Welcome Zone,” the Chamber will provide other tourism deliverables including installation of a mural on the building exterior, signage, CVB digital assets such as screens or monitors/kiosks throughout the facility and more as detailed in Exhibit A.
Background/Explanation:
The CVB would like to partner with Amplify Clearwater for a pilot program that will support the reopening of the Visitor Welcome Center located off the Courtney Campbell Causeway as you enter the City of Clearwater (City) from Tampa. Amplify Clearwater currently leases the building from the City and will fully operate the Welcome Center which will promote countywide tourism and the CVB’s branded “Welcome Zone.” Florida Statutes 125.0104(5)(a)(4) authorizes the use of Tourist Development Taxes to fund tourist information centers such as this through contracts with chambers of commerce.
This Agreement is effective upon execution and expires on September 30, 2027. Payment for the initial term will be made in two installments. The first installment of $225,000 is due upon Agreement execution and the remaining installment of $25,000 is due at completion of the CVB’s “Welcome Zone” and the opening of the Welcome Center. Depending on the outcome of this pilot program, the CVB may opt to extend the Agreement for successive terms at a cost of $50,000 per year. A portion of the CVB’s support will be allocated to the year-round operational costs of the facility while the majority of funds will go toward renovations, signage and exhibits for the CVB’s newly branded “Welcome Zone.”
In addition to creation of the CVB’s “Welcome Zone,” the Chamber will provide other tourism deliverables including installation of a mural on the building exterior, interior and exterior signage, CVB digital assets such as screens or monitors/kiosks throughout the facility, distribution of the CVB’s Destination Magazines and promotional items, logo placement, space for CVB’s campaign activations, and more as detailed in Exhibit A.
The CVB performed a media valuation to determine the benefit of moving forward with this pilot program. Based on the Welcome Center receiving a total of 46,355,000 impressions from drive by traffic during the initial term of the agreement, the average CPM (cost per mille or 1,000 impressions) is approximately $5.39. This is an excellent value when compared to an outdoor billboard which also receives drive by traffic. The average CPM for a billboard typically ranges from $5.00 - $15.00.
The Visitor Welcome Center is strategically positioned at the gateway into Pinellas County, offering prime visibility and receiving more than 23 million impressions annually. Designed to serve both residents and visitors, it is anticipated to become a vibrant community hub. The Center’s location also functions as the trailhead connecting the Bayshore Trail and the Courtney Campbell Causeway Trail, drawing pedestrians and cyclists from surrounding communities. Additionally, the new pedestrian walkway over Gulf to Bay that is currently under construction will provide convenient, direct access for visitors traveling by foot or bike. The pedestrian bridge is scheduled for completion in late 2026, aligning closely with the Welcome Center’s planned opening in September 2026. This new facility will also expand the CVB’s physical presence by offering an additional visitor-facing location beyond its current offices at 8200 Bryan Dairy Road in Largo.
Fiscal Impact:
$225,000.00 Due upon Agreement execution
$ 25,000.00 Due by September 30, 2026 (opening)
$250,000.00 Total
Funding to support the Visitor Welcome Center Funding and Branding Agreement in the amount of $250,000.00 is provided through the CVB’s FY26 Adopted Operating Budget. The source of funding is the Tourist Development Tax Fund.
Delegated Authority:
Authority for the County Administrator to sign this Visitor Welcome Center Funding and Branding Agreement is granted under Code Section 2-62 (a)(1).
Staff Member Responsible:
Brian Lowack, Director, Convention and Visitors Bureau
Partners:
Tourist Development Council
City of Clearwater
Attachments:
Visitor Welcome Center Funding and Branding Agreement
Proposed Welcome Center Presentation
Media Valuation