Subject:
Title
Tourism Promotion Agreement with American Stage Company, Inc, for a Fiscal Year 2026 Elite Event.
label
Recommended Action:
Recommended Action
Approval and execution by the County Administrator of the Tourism Promotion Agreement with American Stage Company, Inc for the American Stage “Into the Woods” the Musical in the Park 2026 a Fiscal Year 2026 (FY26) Elite Event.
• Agreement with American Stage Company, Inc for $25,000.00 supports the American Stage “Into the Woods” the Musical in the Park.
• Funding is allocated between sponsorship benefits, and marketing and advertising expenditures and is paid post event:
o $7,500.00 for sponsorship benefits.
o Up to the sum of $17,500.00 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.
• Funding for this agreement is included in the FY26 Budget under Elite Funding Program, in the Tourist Development Tax Fund.
Body
Strategic Priorities:
Prosperity and Opportunity
3.2 Provide and promote tourism opportunities.
Summary:
The Tourism Promotion Agreement is for American Stage “Into the Woods” the Musical in the Park 2026, which is scheduled to be held on March 27 - April 26, 2026, at Demens Landing Park in St. Petersburg. 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 for a maximum (or “up to”) total funding amount of $2,685,000.00. American Stage “Into the Woods” the Musical in the Park 2026 is considered a “Destination Enhancement” event which mainly generates awareness of the County and CVB to non-residents and enhances the visitor’s experience while in destination.
Funding for American Stage “Into the Woods” the Musical in the Park 2026 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:
$25,000.00 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 Director of Office of Management and Budget to sign this Tourism Promotion Agreement is delegated by the County Administrator per the memo dated November 6, 2025.
Staff Member Responsible:
Brian Lowack, Director, Convention and Visitors Bureau
Partners:
Tourist Development Council
Attachments:
Tourism Promotion Agreement