Downtown board approves up to $50,000 to hire marketing and PR firm

The Downtown Development Board on Dec. 1 authorized staff to solicit and contract with a professional marketing and public‑relations firm with a budget not to exceed $50,000 to lead downtown branding, digital marketing, public relations and event promotion.

Jesus Nino, CRE executive director, told the board the initiative aims to create a unified downtown identity, increase visitation and support businesses through multiple planned construction projects. Nino said staff envisions a month‑to‑month retainer model with cancellation flexibility so the board can "evaluate performance several months and discontinue with notice." He also presented preliminary brand directions including "Imagine Clearwater" and "Beyond the Bluffs" as starting concepts for the selected firm to refine.

Board members questioned how the $50,000 figure was determined and whether it is sufficient. Council member Albritton asked whether comparables support the request; Nino said most similarly sized municipalities fall in the $50,000–$100,000 range and that the Public Communications office has advertising dollars available that could support ad placement. Nino added that staff will convene a cross‑department evaluation team—public communications, economic development and CRA staff—to review vendor quotes and recommend a provider.

After discussion of procurement approach and performance metrics, Speaker 4 moved to approve agenda item 3.1 and Speaker 5 seconded. The motion carried unanimously.

Board members said the timing is important to capitalize on recent investments downtown, including the Coachmen Park improvements and other projects that staff expects will increase foot traffic. Staff told the board it will return with vendor quotes and introduce the selected vendor to the board if members want that step included in the procurement process.

The board’s vote authorizes staff to proceed with procurement within the budget cap and to coordinate with the City Manager’s Office and Public Communications to implement the program by the end of the calendar year if a vendor can be engaged on that schedule.