City will gauge progress at Pier

The management company has been sold twice, and now its vice president is leaving.

By BRYAN GILMER, Times Staff Writer
© St. Petersburg Times
published April 17, 2002

ST. PETERSBURG -- Last August, the company that took over management of the Pier promised new revenues, lower subsidies and stability.

It says it has delivered on the first two promises. It's clearly struggling with the third: Since taking over, Urban Retail Properties Co. has been sold twice. And now, its vice president, who served as the Pier's project manager, has quit.

Frank Barrios, the Urban executive who persuaded the city to switch management companies last year, will leave Urban this Friday to become the manager of WestShore Plaza in Tampa.

City Council members say the changes at Urban worry them. Still, although a clause in Urban's contract allows St. Petersburg to fire the company if Barrios leaves, city leaders say they don't plan to do that.

They do plan to tour the Pier on May 7 to gauge how Urban is doing.

"I don't want to terminate the contract if management can carry it off as well as Frank carried it off," council member Virginia Littrell said. "But I won't hesitate to say we need to find a new management company if things aren't going well."

Barrios lives in Pinellas County and knows the Tampa Bay area retail market, factors that led the council to pick Urban over other firms. Carol Figurski has been general manager at the Pier since Urban took over Oct. 1. She is staying.

Barrios wrote to St. Petersburg Mayor Rick Baker that he is "deeply disappointed that my involvement with the Pier must end. However, I assure you that Urban is both committed and capable of continuing the positive momentum."

Last year Chicago-based Urban was bought by Rodamco North America, a Dutch company. In January, Westfield Holdings Ltd., an Australian firm, bought most of Rodamco and 14 of its malls, including Citrus Park Town Center, Countryside Mall and Brandon TownCenter. Barrios also ran Brandon TownCenter, where he was based.

Urban will still exist and manage property owned by other companies, but no property in Tampa Bay besides the Pier. WestShore Plaza is run by General Growth Properties Inc.

Barrios is named in the Pier management agreement as "key man and project manager." That allows Baker to fire Urban if Barrios leaves, as long as the City Council agrees.

Baker said Tuesday he won't recommend that if Urban "remains committed to the project. We have had discussions with the president of Urban, and every indication is they are committed to the Pier."

The city executive who administers the contract with Urban, Mike Barber, praised the company for cutting Pier expenses by $220,600 during its first five months. Despite a Sept. 11-related dropoff in tourism -- and in Pier revenue -- the company has saved the city $100,000 in subsidy, Barber said.

The subsidy had reached $1.3-million per year under WHG Management, a local, one-man firm. That subsidy was the main reason the council decided to find a new manager last year.

"I think the Pier looks better than it did six months ago," council member John Bryan said Tuesday. "But obviously when you have a major management change, you have the potential for performance changes. I'm going to feel like I really need to watch that situation closer."

-- Times staff writer Mark Albright contributed to this story.

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