Clearwater officials approved a deal with BayCare Health System to rename the city’s newly opened amphitheater in Coachman Park.
Under the terms, the city will 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.
“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.
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.
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.”
