Subject:
Title
Fiscal Year 2027 Elite Event funding recommendations from the Tourist Development Council. (Regular agenda item that is companion to Legistar File No. 26-1268A)
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Recommended Action:
Recommended Action
Approval of the Tourist Development Council’s (TDC) recommendation to fund 63 events through the Fiscal Year (FY) 2027 Elite Event Funding Program (Elite Event Program).
• Convention and Visitors Bureau staff evaluated and scored 63 eligible event applications and recommended funding totaling up to $3,000,000.00 to the Tourist Development Council (TDC).
• The TDC considered staff recommendations and voted to advance the following recommendations to the Board of County Commissioners:
1.) Amend the Tourist Development Plan to increase funding for Elite Events (from $3.0M to $3,367,500.00) for one year to fully fund all eligible events at the maximum amount they qualify for.
2.) If the BCC does not approve this recommendation, TDC advances an alternative recommendation to fully fund all existing events that qualify at the maximum amount they are eligible for and do not fund any new events in Categories 3-5. This would not require a change to the Tourist Development Plan and would fall under the current cap of $3.0M.
• Consistent with the Board of County Commissioners (Board) approval and Board delegated authority, the County Administrator or the Director of the Office of Management and Budget will execute Elite Event agreements, and they will appear as delegated items on the Board meeting agenda once final terms and marketing deliverables are agreed upon.
• Events applying outside of the application window may be considered if funds are available and may be recommended at VisitSPC’s discretion.
• Unallocated funds may be used for marketing purposes at VisitSPC’s discretion.
• The FY27 Proposed Budget includes $3.0 million in the Tourist Development Tax Fund for the Elite Event Program. This item does not obligate the County before adoption of the FY27 Budget.
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Strategic Priorities:
Prosperity and Opportunity
3.2 Provide and promote tourism opportunities
Summary:
Summary
With Board approval, CVB staff will administer the FY27 Elite Event Program, which provides funding to qualified, high-profile and community events that meet the minimum criteria as set out in the Elite Event Program Guidelines (Guidelines). In addition to the funding, the CVB also provides events with value in-kind contributions that may include an on-site truss, concert stage, and more.
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Background Information:
Tourist Development Tax funds may be legally expended for an activity/event if that event has as one of its main purposes the attraction of tourists as evidenced by the promotion of the event to tourists, per Fla. Stat. 125.0104(5)(a)3. In enacting this authorization, Pinellas County’s Tourist Development Plan, Section 118-32 of the Pinellas County Code, authorizes the use of up to $3,000,000 annually for the marketing of special events and programs, which funding is governed by the Guidelines adopted by the Board on March 24, 2026.
The current Guidelines include the following criteria:
Category 1, up to $250,000 - Meets both (2) sets of eligibility requirements.
• 40,000 Unique Attendees and 16,000 Tourists
• 500,000 Broadcast Views and Broadcast Assets with promotional value to VisitSPC
Category 2, up to $150,000 - Meets one (1) out of two (2) eligibility requirements.
• 40,000 Unique Attendees and 16,000 Tourists
• 250,000 Broadcast Views and Broadcast Assets with promotional value to VisitSPC
Category 3, up to $75,000 - Meets the eligibility requirements.
• 15,000 Unique Attendees and 6,000 Tourists
Category 4, up to $50,000 - Meets the eligibility requirements.
• 7,500 Unique Attendees and 3,000 Tourists
Category V, up to $25,000 - Meets one (1) out of two (2) eligibility requirements.
• 5,000 Unique Attendees and 2,000 Tourists
• 7,500 Unique Attendees
Fiscal Impact:
The FY27 Proposed Budget includes $3,000,000 within the Tourist Development Tax Fund for the Elite Event and Destination Enhancement Funding Program. Approval of this item does not obligate the County until adoption of the FY27 Budget.
Alternative fiscal impact:
• TDC Recommendation 1 - If Recommendation 1 is approved, the total FY27 Elite Event funding would increase to $3,367,500. The additional funding would be absorbed within the overall FY27 Department Proposed Budget.
• TDC Recommendation 2 - If Recommendation 2 is approved, total FY27 Elite Event funding would remain within the current $3,000,000 Proposed Budget, with approximately $2,977,500 allocated based on the recommended awards.
Staff Member Responsible:
Brian Lowack, Director, Convention and Visitors Bureau
Partners:
Tourist Development Council
Attachments:
Elite Event and Destination Enhancement Funding Program Guidelines