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A Times Editorial
© St. Petersburg Times, published June 8, 2001
A management change is coming to The Pier in downtown St. Petersburg and that is a positive step. City officials are in the final stages of a search to find someone to bring new vitality to the city's upside-down pyramid that juts into Tampa Bay.
Four companies offered competing proposals, and two finalists -- Divaris Real Estate and Urban Retail Properties Co. -- were chosen by a city committee to negotiate final bids over the next two months. Mayor Rick Baker will recommend one of those contracts for City Council approval. And unless negotiations break down completely, WHG Management will be out after seven years as The Pier's manager.
In a telling setback, WHG's owner, William H. Griffith, failed to make the cut. Last year, it looked as if Griffith would have his contract renewed, but officials began to question the city's $1-million-plus annual subsidy to The Pier. While Griffith had kept most of the shops leased, some city officials felt they weren't getting their money's worth. So then-Mayor David Fischer put the job up for competitive bids.
That approach paid off. Both Divaris and Urban have national experience managing a variety of retail properties. Locally, Divaris operates ParkSide Mall, and Urban runs Citrus Park Town Center and Brandon Town Center. Both companies say the city's subsidy should shrink under experienced management.
Residents should expect The Pier's appearance to be freshened and new tenants brought in to offer more entertainment and shopping choices for residents as well as tourists. Promising new ideas include placing a formal entrance at Bay Shore Drive to make The Pier feel like an extension of downtown and adding outside kiosks and cafes to take full advantage of the waterfront setting. "I want to optimize the value of The Pier as a gathering place for our community and people who come to visit us," Baker said.
That's the right idea. Despite its odd architecture and mixed reviews from shoppers, The Pier is a valuable -- and underused -- asset. City officials should be able to negotiate a contract that provides experienced, creative management for its long-term success. They've taken the first step.