visit st pete clearwater ceo

Visit St. Pete-Clearwater CEO leaves county tourism agency

• Olivia George Times staff
• Jack Evans Times staff

The CEO of Visit St. Pete-Clearwater, the public agency charged with promoting Pinellas to tourists, resigned Tuesday.

Steve Hayes, who joined the agency in December 2019, offered no reason for his departure in his resignation letter, reviewed by the Tampa Bay Times, but wrote he was “extremely proud” of the team and the “hard work they have put in to drive growth of tourism here in Pinellas County.”

“Pinellas County and the VSPC team remain fully committed to supporting the hospitality and tourism industries, and the communities and companies that make up our destination,” County Administrator Barry Burton said in a statement Tuesday. “We are grateful to Steve for his years of service to Pinellas County and wish him success in his future endeavors.”

Hayes did not respond to phone calls requesting comment Wednesday.

The agency markets Pinellas County, home to 35 miles of beaches and nearly 588 miles of coastline, worldwide and doles out money for county events that draw large crowds.

Tourism leaders measure the success of a destination in terms of bed tax dollars, the amount of money collected per overnight room stay. By that metric, Pinellas County’s tourism industry is booming: Visit St. Pete-Clearwater reported hotels collected almost $1.6 billion in taxable revenue last year, meaning the county received more than $95 million in tourist development taxes.

Copley Gerdes, a St. Petersburg City Council member who sits on the county Tourist Development Council, said Hayes hadn’t hinted at any plans to step down. He noted the decision came after the council’s May meeting, which focused on the tourism bureau’s budget and was “a tough one.”

Gerdes and Clearwater Mayor Brian Aungst Sr., who also sits on the tourism council, said members were concerned about vacant high-level positions at Visit St. Pete-Clearwater.

Hayes was the first permanent leader for the agency since David Downing resigned in January 2019, following reports from the Times about spending on a county credit card.

Public records obtained by the Times showed Downing had put more than $300,000 on his county credit card since 2014, including meals and alcohol.

“We will be conducting a search for a new Executive to fill the vacancy left by Steve,” Burton wrote in an email to staff Tuesday. Brian Lowack, assistant to the county administrator, will be assuming interim responsibilities of the role.

Lowack and assistant county administrator Kevin Knutson will be present at the upcoming Tourist Development Council meetings, Burton wrote.

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“I think the TDC just needs to continue to work,” Gerdes said. “We’re very blessed in an area that creates a lot of tourism, and we’ve got to put these dollars to use.”

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Visit St. Pete-Clearwater CEO Steve Hayes steps down

He led the agency for four years, and no reason was given for the departure.

The head of Pinellas County's tourism agency has resigned.

According to a county news release, Steve Hayes has stepped down after four years as president and CEO of Visit St. Pete-Clearwater .

No reason was given for the departure.

"We are confident in the ability of our team members to continue to deliver exceptional results for our industry partners and drive growth in visitation during the leadership transition," County Administrator Barry Burton said in the release.

Brian Lowack, a special assistant to Burton, will take over for Burton on an interim basis while the county conducts a search for a permanent replacement.

"Pinellas County and the VSPC team remain fully committed to supporting the hospitality and tourism industries, and the communities and companies that make up our destination," Burton said in the release. "We are grateful to Steve for his years of service to Pinellas County and wish him success in his future endeavors."

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Largo native named new Visit St. Pete/Clearwater leader

ST. PETE BEACH, Fla. — Largo native Brian Lowack was named the permanent President and CEO of Visit St. Pete/Clearwater in October by Pinellas County Administrator Barry Burton.

What You Need To Know

Brian lowack, 35, has served in pinellas government since 2012 lowack had been serving as the interim vspc ceo since june on oct. 10, lowack was named the permanent president and ceo of visit st. pete/clearwater one of lowack's top priorities is filling high-level vacant positions in the agency.

“Really being from here it’s kind of a dream come true,” said Lowack, 35. “To now have the opportunity to go around and tell people about all of the great things we have to offer here and invite them to experience this, you couldn’t ask for anything more.”

Lowack had been serving in the role on an interim basis since June, when former CEO Steve Hayes resigned without giving a reason for his departure. Tourist Development Council (TDC) members made it clear publicly they were not happy Hayes had left high-level positions in the agency vacant for too long. It’s an issue Lowack has vowed to turn around.

“When I came in, I didn’t know if I would be there for a day, a year or forever,” he said. “I told everyone if I do one thing, I’m going to change the culture here. We’re going to make sure that vacancies are filled.”

Since coming onboard Lowack said he has hired two employees for digital, a public relations director and a vice president of communication.

“We’re going to have people who are passionate about the destination here in the organization,” he said. “That’s going to enable us to really get our job done.”

Lowack leads an agency which collects more than $90 million annually through in a 6 percent hotel bed tax and he’s responsible for making sure the TDC is well informed to make recommendations on how to spend the money on various projects. The funds are split with 60 percent of the budget going towards marketing the destination, while the remaining 40 percent goes towards capital projects.

A couple of big capital projects the bed tax dollars have been proposed to fund are the Rays new ballpark at $312.5 million and beach renourishment which is projected to cost more than $480 million over the next 40 years without any help from the Army Corps of Engineers.

“We couldn’t be more proud to partner on that project (Rays ballpark) with tourist dollars,” said Lowack. “Moving forward we’re confident that whether it’s bed tax dollars, federal funds, state funds, we’re going to make sure that there’s plenty of white sandy beaches to attract visitors and for our residents into the future.”  

Lowack joined Pinellas County Government in December 2012 and has held various roles in the organization, including Intergovernmental Liaison, Interim Director of Housing and Community Development and Assistant to the County Administrator — serving as liaison to the mid-County region and the beaches community, according to VSPC.

Burton said Lowack is the perfect person to promote our slice of paradise.

“Brian is the right person to continue to guide the Visit St. Pete/Clearwater team and deliver exceptional results for our industry partners while driving growth in visitation,” he stated in a press release. “I have witnessed his leadership ability during these last few months, building a team and a culture that creates immense pride from our residents, business leaders and elected officials.”

While recently promoting the upcoming WWE Royal Rumble in St. Pete Beach, Lowack, who’s a lifelong wrestling fan, couldn’t believe he was getting paid to take photos with wrestling stars Omos and Natalya.

“This is awesome work and to tell you the truth… I’ve been waiting my whole life to be sitting here with this belt on my shoulder. So, I love it,” he said. “The exposure, the marketing benefits and the visitation that we’re going to get from this is astronomical.”

The Royal Rumble is expected to draw the largest crowd to the Trop on Jan. 27. Lowack said pre-sale tickets had been sold in all 50 states and more than 15 countries.

“The folks who are going to see this event, hear about this event in our destination throughout the country and the world is enormous,” he said. “All those benefits come back to the community.”

Brian Lowack named President/CEO of Visit St. Pete/Clearwater

Pinellas County Administrator Barry A. Burton today announced he has named Brian Lowack the President/CEO of Visit St. Pete/Clearwater. Lowack had served as the head of the official Pinellas County tourism marketing and management organization in an interim capacity since June.

“Brian is the right person to continue to guide the Visit St. Pete/Clearwater team and deliver exceptional results for our industry partners while driving growth in visitation,” Burton said. “As a Pinellas County native, Brian has an incredible passion and commitment to our community and is the perfect person to promote our slice of paradise to visitors near and abroad. I have witnessed his leadership ability during these last few months, building a team and a culture that creates immense pride from our residents, business leaders and elected officials.”

“I could not be more pleased or excited for Brian,” said Janet C. Long, Pinellas County Commission Chair and Tourism Development Council Chair. “He has been working toward this pivotal moment in his career since the day he started in County Government. Not only is he bright and a quick learner, Brian is a walking, talking advertisement for Pinellas County and all it has to offer. I was able to witness his professionalism and expertise during our recent trade mission to Brazil as he easily engaged with the presidents and CEOs of major tour operators in the country to promote our destination.”

“I would like to thank the County Commission, Tourist Development Council, county administration and the Visit St. Pete Clearwater team for this opportunity,” Lowack said. “More than anything, I am proud of our team. This reflects their hard work, passion, and belief in the direction of the organization and the destination. We have an incredible team of professionals at Visit St. Pete/Clearwater that understand the importance tourism plays in our local economy, and who are proud to come to work every day to serve the residents and industry leaders in the destination. We will continue to find innovative ways to promote our destination and keep St. Pete/Clearwater as a top tourism destination.”

The St. Pete/Clearwater destination is on pace for its best tourism year in Pinellas County history. Pinellas County is home to America’s Best Beaches, a vibrant arts community, a growing culinary scene, and amazing outdoor experiences. The area was named among the top 100 most-loved travel destinations in the world, and Forbes recently named St. Pete among its “Best Places to Travel in the U.S.” for 2023. 

Lowack joined Pinellas County Government in December 2012 and has held various roles in the organization, including Intergovernmental Liaison, Interim Director of Housing and Community Development, and Assistant to the County Administrator – serving as liaison to the mid-County region and the beaches community. In these roles he has managed the county’s state and federal legislative programs and worked closely with leaders within individual communities to identify and execute initiatives and improvements within the community. 

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Visit St. Pete/Clearwater CEO named amid new commitments

Pinellas County tourism leader Brian Lowack, who has served as interim President and CEO of Visit St. Pete/Clearwater, now permanently holds the top title of the destination marketing group charged with promoting the region. 

“He took on the leadership of not just the entire VSPC team, but he worked with the hoteliers and chambers on marketing the region, bringing needed changes at a new momentum,” said County Administrator Barry Burton. He named Lowack as the new CEO and President, according to a Tuesday announcement. 

“Brian has been on my staff for five years. I watched him interact with community representatives and the BIG-C Barrier Islands Government Council of St. Pete Beach, evaluating programs we have and providing data and info early on.”

Brian Lowack, the newly named President and CEO of Visit St. Pete/Clearwater. 

Lowack took on the interim role when Steve Hayes stepped down in June.

Burton said he was initially considering conducting a competitive headhunt search for the next leader, but saw Lowack as the perfect fit. 

He will earn a base salary of $180,000, according to Burton. 

The announcement comes at a pivotal point from the county’s decision to re-invest hotel bed tax dollars to address beach nourishment and the new Tampa Bay Rays ballpark. 

Lowack, a Pinellas native, joined Pinellas County Government in late 2012 and has held various roles in the organization, including Intergovernmental Liaison, Interim Director of Housing and Community Development and Assistant to the County Administrator – serving as liaison to the mid-county region and the beaches community. In these roles he has managed the county’s state and federal legislative programs and worked closely with leaders within individual communities to identify and execute initiatives and improvements. 

He was not immediately available for comment, but in a prepared statement, Lowack thanked the VSPC team: “This reflects their hard work, passion, and belief in the direction of the organization and the destination.”

Lowack is also actively involved in various community organizations, including the International City and County Management Association and the Florida City and County Management Association. 

“I could not be more pleased or excited for Brian,” Pinellas County Commission Chair and Tourism Development Council Chair Janet Long said in a prepared statement. “He has been working toward this pivotal moment in his career since the day he started in County Government. Not only is he bright and a quick learner, but Brian is a walking, talking advertisement for Pinellas County and all it has to offer. I was able to witness his professionalism and expertise during our recent trade mission to Brazil as he easily engaged with the presidents and CEOs of major tour operators in the country to promote our destination.”

The St. Pete/Clearwater destination is on pace for its best tourism year in  history. The area was named among the top 100 most-loved travel destinations in the world, and Forbes recently named St. Pete among its “Best Places to Travel in the U.S.” for 2023.

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Florida CFO to hold insurance roundtable in Clearwater

T ALLAHASSEE — Florida Chief Financial Officer Jimmy Patronis is hosting a roundtable on homeowners insurance in Clearwater tomorrow, featuring the state’s top insurance officials.

Patronis’ Putting Policyholders First panel will be held at 9 a.m. Thursday at the Karol Hotel, 2675 Ulmerton Road, near St. Pete-Clearwater International Airport. The meeting is in the Ruby Room, second floor.

A spokesperson first said the meeting was not open to the public, but later clarified that it was — but seating is limited and first-come, first-served. Department of Financial Services’ consumer services staff will also be there to help any homeowners with specific insurance issues.

The event will feature Florida’s two insurance regulators: Patronis and Office of Insurance Regulation Commissioner Mike Yaworsky. Others on the panel include Tim Cerio, the president and CEO of state-run Citizens Property Insurance, and Tasha Carter, the state’s insurance consumer advocate.

Legislators including Sen. Jay Collins, R-Tampa, Sen. Nick DiCeglie, R-St. Petersburg, and Rep. Kimberly Berfield, R-Clearwater, are also expected to attend.

The event is expected to be livestreamed on The Florida Channel , according to a spokesperson.

Florida’s homeowners crisis has become lawmakers’ top constituent issue, but public hearings — both in the Legislature and around the state — have been rare. Patronis, a Republican, is considering a run for governor after DeSantis leaves office in early 2027.

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