Subject:
Title
Revisions to the Elite Event Funding Program Guidelines for Fiscal Year 2027
label
Recommended Action:
Recommended Action
Approval of the revisions to the Elite Event Funding Program Guidelines.
• The Elite Event Funding Program provides funding for eligible major events that generate attendees, visitors, room nights, and promotion for the County.
• Recommended revisions were unanimously approved by the Tourist Development Council on February 18, 2026.
• Substantive revisions include:
1.) Revised funding categories and eligibility.
2.) Attendee and visitor figures based on data gathered by Visit St. Pete-Clearwater.
3.) Clarified allowable marketing expenses and broadcast viewership/assets.
4.) One year only: Events may not be reduced by more than 50%.
Body
Strategic Priorities:
Prosperity and Opportunity
3.2 Provide and promote tourism opportunities.
Summary:
Summary
With Board approval, the Guidelines to administer the Elite Event Funding Program will commence with the upcoming calendar year 2026 (FY27) application and funding cycle.
Body
Background Information:
Section 125.0104(5)(a)3., Florida Statutes, authorizes the use of Tourist Development Tax (TDT) funds to promote and advertise tourism, and to support activities and events that have as one of their main purposes the attraction of tourists as evidence by their promotion to tourists. Pinellas County Code Section 118-32 (the Tourist Development Plan), reiterates that the marketing and sponsoring of special events and programs as authorized by the Statute is an allowable use of TDT revenues. Pursuant to these authorities, the Elite Event Program is one of the marketing programs administered by CVB staff that provides funding to qualified, high-profile and destination enhancement events that meet the minimum criteria as set forth in the Guidelines. The original Guidelines were approved by the Board on February 7, 2012, and amended on January 29, 2013, April 15, 2014, December 12, 2017, December 11, 2018, March 10, 2020, March 8, 2022, April 9, 2024, and January 15, 2025.
Over the past years, this program has steadily become more popular. CVB staff performed a review of the Guidelines prior to the FY26 funding cycle in an effort to increase efficiencies, increase the number of new events, encourage events to pursue public relations opportunities thereby increasing the CVB’s brand awareness, and with an eye toward making overall improvements to the program.
On February 18, 2026, during the regular scheduled meeting, CVB staff presented the proposed Guideline revisions to the TDC which included the following substantive changes:
1.) Revised Funding Categories & Eligibility
2.) Attendee & Visitor figures based on data gathered by VSPC
3.) Clarified allowable Marketing expenses & Broadcast viewership/assets
4.) One Year Only: Events may not be reduced by more than 50%
The TDC unanimously approved the revised Guidelines. If approved by the Board, the revised Guidelines will become effective in the upcoming FY27 funding cycle.
Fiscal Impact:
N/A
This item only requests approval of the Elite Event Funding Program guidelines. Once the program is implemented, funding will be provided through the Tourist Development Tax. A separate board action will take place.
Staff Member Responsible:
Brian Lowack, Director, Convention and Visitors Bureau
Partners:
Tourist Development Council
Attachments:
Elite Event & Destination Enhancement Funding Program TDC Presentation
Elite Event & Destination Enhancement Funding Program Guidelines (redline version)
Elite Event & Destination Enhancement Funding Program Guidelines (clean version)