Subject:
Title
Tourism Promotion Agreement with Pier Events, LLC, for a Fiscal Year 2026 Elite Event.
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Recommended Action:
Recommended Action
Approval and execution by the County Administrator of the Tourism Promotion Agreement with Pier Events, LLC, for NYE at the Pier, a Fiscal Year 2026 (FY26) Elite Event.
• Agreement with Pier Events, LLC for $40,000.00 supports NYE at the Pier.
• Funding is allocated between sponsorship benefits, and marketing and advertising expenditures and is paid post event:
o $12,000.00 for sponsorship benefits.
o Up to the sum of $28,000.00 for pre-event marketing and advertising expenditures.
• FY26 Elite Event funding was recommended by the Tourist Development Council on June 25, 2025, and approved by the Board of County Commissioners (Board) on July 22, 2025.
• As determined, the Convention and Visitors Bureau (CVB) will leverage the use of available data sources to substantiate attendance and estimate economic impact and total room nights for Elite Events.
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Strategic Priorities:
Prosperity and Opportunity
3.2 Provide and promote tourism opportunities
Summary:
The Tourism Promotion Agreement is for NYE at the Pier, which is scheduled to be held on December 31, 2025, at the St. Pete Pier. Funding will be paid on a post event basis upon receipt of a report and other supporting documentation.
Background/Explanation:
On July 22, 2025, the Board approved 49 events for the FY26 Elite Event Funding Program (Elite Program) for a maximum (or ”up to”) total funding amount of $2,685,000.00.
This is the 4th year the County has supported NYE at the Pier through the Elite Event Program. This event is considered a “Destination Enhancement” event which mainly generates awareness of the County and CVB (Convention and Visitors Bureau) to non-residents and enhances the visitor’s experience while in destination.
Funding for FY26 NYE at the Pier is allocated between sponsorship benefits, and marketing and advertising expenditures which are detailed in Exhibits A and B. Funding is paid on a post event basis upon receipt of a report and other supporting documentation.
Fiscal Impact:
$40,000.00 Total Cost
Funding to support the Elite Event Funding Program is included in 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 this Tourism Promotion 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:
Tourism Promotion Agreement.