Clearwater to name waterfront amphitheater ‘The BayCare Sound’ in $5.4M deal
Clearwater officials are ready to approve a deal with BayCare Health System to rename the city’s newly opened amphitheater in Coachman Park.
Under the terms, the city would receive $5.44 million over 10 years to name the 4,000-seat covered concert venue “The BayCare Sound.”
The Superlative Group, a consulting firm the city hired to pursue sponsorships, would receive a 15% commission of the naming rights deal totaling $816,800, according to its contract.
That’s on top of $69,000 the city paid to Superlative to value the park’s assets in 2022 and $135,000 in retainer fees for 18 months of work shopping for sponsorships, parks and recreation director Art Kader confirmed.
The City Council must give final approval to the deal on Thursday, but all five members indicated their support of The BayCare Sound name during a work session on Monday.
“I don’t think we could have a better partner,” council member Mark Bunker said of BayCare.
The deal includes two 10-year renewal options, which, if implemented, would bring in $22.5 million to the city across 30 years, according to Superlative Group executive vice president Pat Nieser.
The naming rights revenue is intended to help the city cover the $1.8 million annual payments on 30-year bonds used to fund part of Coachman Park’s $84 million renovation.
From now until the end of its contract in August, Superlative Group will work to secure sponsors for other areas of Coachman Park, such as the VIP area and lawn, according to Nieser.
“Fortunately we have several conversations already happening,” he said.
The city opened the park and amphitheater in June, transforming what used to be an asphalt parking lot and underused lawn into a 19-acre public space that joins St. Petersburg’s Pier and Tampa’s Riverwalk as one of the region’s signature urban features. With views of Clearwater Harbor, paths wind around a 2-acre green for lounging and farmers markets, a playground and splashpad, a garden and a bluff walk.
In addition to its covered seats, the amphitheater features lawn space for 5,000 more concertgoers and made Coachman Park the only place in Tampa Bay with a midsize outdoor venue. The council hired Ruth Eckerd Hall to run the venue and book events there.
Securing naming rights for the venue began with a controversial turn of events last spring. Ruth Eckerd Hall announced it named the amphitheater “The Sound” in March 2023 while Superlative Group first started seeking sponsors.
Neither the council nor city administrators had signed off on the name, despite a provision in Ruth Eckerd’s management contract that requires city approval, City Manager Jennifer Poirrier confirmed at the time.
Ruth Eckerd Hall officials gave three high-level city staff members a presentation on the name two months earlier. But the briefing came during a period of administrative changes in city government, leading to a major miscommunication.
City Attorney David Margolis said at the time the misstep impacted Superlative Group’s naming rights efforts because some potential sponsors did not want their name intertwined with the permanent title The Sound. The council gave Margolis direction to have Superlative Group proceed with shopping naming rights combined with The Sound because it would have been more damaging to reverse the decision that Ruth Eckerd had already promoted.
On Monday, Nieser told the council Superlative Group reached out to over 250 companies and “held several meetings” with major corporate entities in health care, beverage, financial services, automotive and other industries.
The monetary projections for the BayCare deal are in line with what Superlative estimated in their 2022 valuation for the amphitheater before the firm began shopping naming rights.
At the council work session, held in the Main Library bordering the park, BayCare co-chief operating officer Lou Galdieri said the partnership is a way for the health care system to further its mission in the community.
He said BayCare intends to offer free wellness screenings, vaccinations and educational events in the park.
“City of Clearwater, right outside these doors, created a vibrant outdoor environment downtown that promotes health and wellness for families and the community at large,” Galdieri said. “By supporting The Sound, BayCare is supporting that effort.”
