Creative Pinellas, county’s arts and culture organization, could lose critical funding
Commission Chair Brian Scott believes they should be doing more to promote arts tourism, but what about the pilot programs already in the works?
By Claire Farrow
The future of Creative Pinellas, Pinellas County’s only affiliated arts and culture organization, is teetering in the air after the Commission’s chair proposed cutting funding to the nonprofit after being “underwhelmed” by its current cultural plan, despite recently launching new yet-to-be-implemented arts tourism pilots.
If you ask Creative Pinellas’ CEO, this was more than just an impromptu proposal – it was a blindside. “I was completely surprised when I tuned into the meeting and saw what was happening,” Margaret Murray, CEO of Creative Pinellas, said.
“I felt that Creative Pinellas had a solid working relationship with the County Commission as well as Visit St. Pete Clearwater and that we were collaboratively building great, innovative ways to engage visitors and enhance Pinellas County as a destination for arts lovers,” she continued.
A presentation of past work and future plans she presented back in June to the Tourism Development Council meeting? According to Murray, it was “well received.”
In a year where arts funding in Florida comes with a huge asterisk, this could drastically change how – and who – Pinellas County supports in the arts community.
What is Creative Pinellas?
Creative Pinellas was established by the County back in 2011, as a reimagining of Pinellas’ cultural affairs department. It operates today as a 501(c)(3) nonprofit that provides grants to local artists and runs many public arts programs for the county.
“Through programs, partnerships, and advocacy, we empower artists and cultural organizations across Pinellas County—enhancing quality of life, driving economic growth, and inspiring residents and visitors alike,” the nonprofit’s website says.
In fact, Pinellas County’s charter was changed specifically to designate Creative Pinellas as the go-to for arts grants.
“We are Pinellas County's designated Local Arts Agency,” Murray said.
These grants don’t just support local artists; they also do things like send kids to summer art camps, mostly those without access to arts education otherwise.
“Through thoughtful partnerships and creative planning, Creative Pinellas manages a variety of public art programs that support artists, beautify neighborhoods, and make Pinellas County’s cities and streets more vibrant and welcoming for everyone.”
“Everyone at Creative Pinellas takes their work so seriously,” Murray said. “[W]e live and breathe our commitment to our arts community, as well as our responsibility to be good stewards of the County's investment in us.”
What is arts tourism?
Arts tourism, or cultural tourism, attracts travelers to engage with and immerse themselves in the unique art and experiences in the area they visit.
Think visits to museums, art galleries, mural walks. Historic neighborhood tours, hidden gems like Whimzeyland, all drawing people into the heartbeat of a community.
According to nonprofit Americans for the Arts, the arts have driven 68% of all tourism – more than two-thirds – in the U.S. in recent years.
Clearly, arts tourism is integral to a thriving Pinellas County.
And Murray says they are working “diligently” with Visit St. Pete/Clearwater “to truly understand their needs and build our programs around that.”
Let’s talk arts funding in Pinellas County, Florida
Creative Pinellas gets its funding largely from county Tourist Development Tax (TDT) funds, also known as the “bed tax.” This large pool of money comes from a self-imposed 6% tax collected on accommodations in Pinellas County rented for less than six months.
In fiscal year 2024-25, Pinellas County reported a net total of more than $96 million for the bed tax. Sixty percent of that money goes to marketing, while the other 40% goes to capital projects.
Scott said about $860,000 from the bed tax went to Creative Pinellas.
While the yearly net total fluctuates based on tourism, if you used the $96 million net total, that’s less than .009% of funds going to Creative Pinellas. Or, if taking just from the 40% for capital projects, .02% of the bed tax goes to Creative Pinellas.
Murray said Creative Pinellas “receive[d] less than 1% of the $94 million in bed tax revenue the County earned last year, and less than .004% from the County's operating fund.”
As for outside funds, Murray said, “We also receive funding from outside sources to better leverage their support. We have become the County's public art partner, and work with them to install indoor/outdoor murals, as well as signal boxes. And we have a contract with St. Pete Clearwater Airport to curate and manage Sightline Gallery, which we just opened there. We also have a contract to care for the public art located at the airport, and another 5-year contract with the Lealman Community Reinvestment Area to install public art there. We just wrapped up 11 signal boxes for the County and were looking forward to our next round of public art projects.”
Avery Anderson
As for fundraising, Murray said it was more tricky and they try to do it “outside of the geographic area because we don't want to compete against the very organizations who need our support.”
It begs the question: if arts tourism is so important to the economic vibrancy of Pinellas County, why aren’t leaders doing more to provide funding?
Current arts tourism initiatives
Scott believes there isn’t enough being done with arts tourism, and said he was “underwhelmed” by what the nonprofit had planned, despite the fact those programs haven’t had a chance to get started.
Creative Pinellas’ current plan, outlined here, states that a major focus is on improving cultural tourism and creating programs to accomplish that. Murray said that Scott and other leaders chose not to implement the above cultural plan, “which is a disappointment, but entirely the County's call and I respect their decision.”
One pilot program, set to begin in April 2026, focuses on connecting with local artists to “help shape the future of cultural tourism in Pinellas County.”
“Making Waves, Creative Pinellas’ exciting new pilot program, celebrates the unique spirit of Pinellas County by blending vibrant cultural experiences with our stunning natural surroundings. Whether you’re a resident or a traveler, Making Waves invites you to discover how art and nature together create unforgettable experiences that fuel community vitality and economic opportunity.”
“This is the sad part,” Murray said. “[W]e just wrapped up grant applications for a huge Cultural Tourism project called Making Waves. It's designed to bring together artists and the natural beauty of Pinellas County to create a countywide gallery of exhibitions, performances, and arts experiences.”
To me,” she continued, “this is the kind of innovative programming that would set Pinellas County apart from other popular vacation destinations. This program was in direct response to our data showing that visitors, especially cultural tourists, value unique experiences that make them feel like a local and that tie them directly to the place they're visiting.”
And there’s another program launching even earlier – Oct. 4 – aimed at elevating the Pinellas County arts scene.
“Current | Culture, an online magazine designed as a traveler’s guide to local culture, showcases Pinellas County as a place where art, nature and innovation thrive,” Murray said. We are so proud of the work that went into creating this amazing project, which covers everything from gallery openings and live performances, to rising artists and hidden cultural gems — all the experiences that make our community a must-visit destination. We even have a section where artists describe their ideal staycation!”
The room where it happened
During the Commission’s latest work session, just before Labor Day, Chair Brian Scott said he “struggled” to see what Creative Pinellas “brings to the table,” and was hesitant to agree to its approximately $1.1 million budget proposal, which includes funds for its arts tourism grant pilot programs.
Note – this wasn’t an item on the agenda.
Scott said that the county’s annual appropriation for Creative Pinellas is approximately $1.2 million, with $860,000 in TDT (tourist development tax) funds, $156,000 from the general fund and $36,000 from the transportation fund.
About half of that money goes to cover the salary for the staff, about 10 people, Scott said.
“They get 90 percent of their money from us. And I don’t really see that there’s a lot of return on that investment, I really don’t.”
“Honestly,” Scott continued, “I don’t think they’re bringing a lot to the table, other than having grant programs that they’re giving money for artists to buy easels and cameras and things like that. And it’s not going to tourism at all.”
What Scott was referring to here was the organization's Ignite Fund Grant which gives $500 to artists to fill a need. That is just a slim portion of projects Creative Pinellas funds. In a recent report submitted to Visit St. Pete Clearwater and the County Commission Creative Pinellas reported:
$374,000 going to local beautification projects of public buildings like murals on signal boxes, murals, and wayfinding art. $200,000 for Hurricane relief, summer camp support, and individual artists. The launch of a new Making Waves program, which encourages visitation of hotels, parks, and locations throughout the County. And VACAY Cultural Tourism Program, a plan to work with VSPC on directly targeting new out of town art visitors.
Scott didn’t mention any of those plans. Instead, he proposed cutting funding completely to the nonprofit and reallocating it to create a new, county-run competitive arts tourism grant program, managed by Visit St. Pete/Clearwater.
Which, he said President/CEO Brian Lowmack conceded it “would be a lift” to take on that workload with current staffing.
Commission Co-Chair Dave Eggers, who admitted he had “not one lick of art” in him, expressed concerns about proposing “significant changes” to this and several other organizations and programs without representatives present. And, expressed dismay over the timing of said proposals – just 4 weeks before the fiscal year ends.
It should be noted that both Scott and Eggers serve on the county’s Tourism Development Council.
You can use your voice
Thursday, Sept. 4, the Pinellas County Commission will hold its public budget meeting, where further discussion of Creative Pinellas funding is expected to take place.
If you go:
What: Pinellas County Budget Meeting
When: 6 p.m. Sept. 4
Where: 333 Chestnut St., Clearwater