Clearwater CRA Meeting - February 17, 2026: Budget Amendment, Placer.ai Demo, and Downtown Revitalization Update
Clearwater Community Redevelopment Agency Meeting – February 17, 2026
The Clearwater Community Redevelopment Agency (CRA) met on Tuesday, February 17, 2026, at 1:00 PM in the Main Library Council Chambers, 100 N. Osceola Avenue, Clearwater, FL. The board unanimously approved the January 2026 meeting minutes and a first-quarter budget amendment, received a demonstration of the new Placer.ai foot-traffic analytics tool, and discussed downtown revitalization efforts and the executive director’s monthly report.
Consent Calendar
- Approval of Minutes (ID#26-0200): The minutes of the January 12, 2026 CRA meeting were approved unanimously as submitted.
Public Comments & Testimony
- No members of the public spoke on items not on the agenda.
Discussion Items
- Legacy Business Spotlight (ID#26-0135) – Direct Mail 2.0: The CRA recognized Direct Mail 2.0, a downtown marketing firm established in 2015 and headquartered at 600 Cleveland Street, as the February 2026 Legacy Business Spotlight. A video highlighting the company’s community involvement was shown; no action was taken.
- First Quarter Budget Amendment (ID#26-0142) – Resolution 26-01: CRA Assistant Director Ann Lopez presented the FY 2025-2026 first-quarter budget amendment, which reallocates existing funds (no new revenue) as follows:
- $217,844.79 for continued engagement activities;
- $500,000 for downtown commercial grants and demolition of 115 MLK; and
- $200,000 for downtown infrastructure improvements. The board adopted Resolution 26-01 unanimously.
- Downtown Revitalization (ID#26-0143): Councilwoman Marie Manino highlighted positive construction momentum and downtown branding progress. Mayor reported strong attendance at the Market Marie event (parking lot full) and a Saturday concert, expressing hope that event traffic benefits local businesses. No formal action was taken.
- Placer.ai Product Update (ID#26-0144): CRA Executive Director Jesus described the city’s procurement and award of a $50,000 annual Placer.ai contract, with costs shared by CRA ($25,000), Parks & Recreation ($20,000), and Economic Development & Housing ($5,000). Parks & Recreation Senior Manager Chris Cook demonstrated the platform, showing foot-traffic data for the Market Marie event (January date): 12,000 unique visitors, average 73-minute stay, top festival in the area that day. Trustees asked about subscription terms and the definition of out-of-market visitors. Mayor noted the tool’s potential to distinguish event impacts on locals vs. tourists, aiding future funding decisions. The update was received; no vote required.
Director’s Report (ID#26-0165) – February 2026
Executive Director Susan Litto reported:
- Downtown Activity: New business Gold Side Pizza (sub shop) opened at 530 Cleveland Street and is receiving positive feedback.
- Clearwater Reimagined Library Cultural Destination Initiative: Staff has engaged 147+ organizations (e.g., Creative Pinellas, Florida Rama, Great Explorations, Museum of Science and Innovation). The timeline includes pre-marketing (Jan–Aug 2026), with a call for development concepts expected later in the year. Community outreach continues; next meeting on February 24, 2026 will feature the city engineer on downtown construction. Fairmont Properties’ Mr. Ruttenberg agreed to present in summer 2026.
- Cleveland Street District Signs: New signage installed in the 400 and 500 blocks.
- North Greenwood CRA: 52 residential grants have been issued since July 2024: 18 completed, 15 under construction, 6 under review, and 13 in early engagement. Commercial grants: 4 approved, 2 completed.
- North Ford Elementary School Redevelopment: Orange shrink-wrap chosen to cover the structure; first site tour held January 16, 2026. Developer outreach focuses on historic preservation; a community advisory committee (CAC) meeting is scheduled for Wednesday, 5:30–6:30 PM at North Greenwood Recreation Center.
- Mini Container Village Business Showcase: Held February 16, 2026 (6:30–9:30 PM) at the Curtis Museum, in partnership with St. Pete College, Pinellas County SBDC, SCORE, and others. Director Litto served on the selection panel.
- Vice Mayor thanked the city manager and staff for a recent brainstorming session, noting international interest (AI company from Japan, creative firm from London) and a willingness to remain involved.
Key Outcomes
- Unanimously approved the January 12, 2026 CRA meeting minutes.
- Unanimously adopted Resolution 26-01, approving the Downtown CRA FY 2025-2026 first-quarter budget amendment reallocating $917,844.79.
- Received and discussed the Placer.ai demonstration; no formal action taken.
- Received the February 2026 Director’s Report; no formal action taken.
- Adjourned.
Meeting Transcript
Please. I actually had a time to go. This time we'll call to order the February 17, 2026 meeting of the City of Clearwater Community Redevelopment Agency. This time we'll move to item two point one on the agenda. Approve the minutes of the January twelfth, twenty twenty-six CRA meeting. Is there a motion to approve the minutes? Yes. All those in favor? Opposed, unanimous. Move to item three on the agenda. Are there any citizens here today to be heard on uh items that are uh regarding the CRA that are not on today's agenda? Here we see now move to item four point one. February twenty twenty-six legacy business spotlight, direct mail two point oh. Good afternoon, board members, uh trustees. He's using CRA executive director for the record. I'm gonna introduce Ms. Tasha Hadley to present this particular item. Hello everyone. Good afternoon. My name is Sasha Hatley, CRE specialist, and today I'm honored to recognize Direct Mail two point oh as February twenty twenty-six business spotlight winner. This is considered the legacy spotlight because they are long-standing business that have operated for over ten years or more in our downtown redevelopment area. So established in 2015 and headquartered on 600 Cleveland Street, Direct Mail 2.0 has continued to grow while maintaining a commitment to an economic activity within our downtown Clearwater district. CEO and co-founder Brad Cook Kugler established Direct Mail 2.0 with a clear mission to ensure traditional marketing could adapt and thrive in today's evolving landscape. By blending direct mail with modern tracking technology, the company has provided businesses with measurable data-driven insights that strengthen performance and results. Beyond innovation, Direct Mail 2.0 is invested in people, fostering a collaborative workplace and culture supporting educational institutions, charitable organizations, and community food drives.com. At this time, we invite you to view the video. So it's really important to me to give back. We help local learning institutions, beach cleanups to keep this area vibrant and renewed, and what better place to raise a family and grow a business. Oh, sure. Direct bill 2.0 greatly appreciates this recognition and the acknowledgement of our contributions to this community. Thank you. Okay, thank you. Oh, you can do that. Thank you. Congratulations. Thank you for all of the officers. Oh, great. Yeah. Thank you should adjust it. Thank you, sir. Thank you. Okay, that will move to item 4.2 on the agenda. Approve the downtown committee redevelopment agency fiscal year 2025-2026 first quarter budget amendment and adopt resolution 26 slash 01. Good afternoon. Ann Lopez, CRA Assistant Director. This item that I have before you is to uh approve the amendments. The first quarter budget amendments for the downtown CRA. Florida statute section 163.387. First quarter budget amendment reflects these required adjustments and the amendments allocate existing funds as follows. 217,844 and 79 cents to continue supporting our engagement activities.
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