Deep dive

In the late 1980s, a group of investors looked to bolster downtown Tampa.

Though unconventional, they wanted to start by building an aquarium.

At the time, the area wasn't the best neighborhood — a warehouse district along the water, with one cruise ship leaving the Port of Tampa every two weeks. But then Tampa Mayor Sandy Freedman saw the project as an urban renewal opportunity. The city agreed to underwrite bonds for the build out and operations, assuming investors could raise $20 million.

The aquarium opened March 31, 1995. Despite its lofty goals of spurring business activity, the aquarium struggled for the first 18 months. That caused the city to take it over after just two years. “Because of the location where it was, there wasn't a lot of reason for people to come down here,” says Thom Stork, the aquarium's current CEO.

But the pieces started to come together by the end of 1996. A separate group of investors built the Tampa Bay Lightning's new arena next to the aquarium, instead of close to Raymond James Stadium on Dale Mabry Highway. The investors said, “If it would not have been for the Florida Aquarium, we would not build here.”

A few years later, hotel executive Bill Marriott announced plans to build a hotel across the street from the hockey arena. The company built the Tampa Marriot Waterside in 1996. According to Stork, Marriott said, “If it had not been for the arena, we would not build here.”

Says Stork: “It was a domino effect.”

There were more dominoes. Channelside Bay Plaza opened, struggled in the downturn, and is now in a comeback. The Towers of Channelside, a condo project, came in 2007. That project struggled for a time, too, but is now in rebound mode. Today the area also boasts three new cruise terminals, with at least eight ships leaving port every week

And, finally, there's developer and Lighting owner Jeff Vinik, who recently announced a $1 billion plan to redevelop a chunk of Channelside. That project potentiality includes a hospitality component; a medical education component tied to the University of South Florida; office buildings; and high-rise and low-rise residential buildings.

Stork says while the aquarium doesn't take credit for the development, he can only imagine Vinik would be investing on Dale Mabry instead of downtown had things gone differently. Stork also has more plans for Florida Aquarium to grow, in step with the other projects. The facility celebrated its 20th anniversary with several events in March and April.

One main goal: Let people know “we're more than just fish in a tank,” says Stork. The aquarium also leads a number of conservation efforts, from propagating coral to saving otters and sea turtles. “We've done a good job of making the business side work,” Stork says. “Now it's telling the story of the work that we do.”

Entertainment Expertise
Former SeaWorld and Busch Gardens marketing executive Thom Stork wanted to bring an “engaging and immersive” experience to guests when he was named CEO of the Florida Aquarium in 2002.

His vision has come true, through some trial and error, and from some bold decisions.

For instance, one day Stork was reminded of Dolphin Cove in Orlando when he walked past the Florida Aquarium shark tank and saw an employee diving to feed the sharks. He asked questions: How many times a day do they go in there? Have they ever been bit? Could we bring guests?

Sure enough, now the aquarium features three shark programs. One is to snorkel in the tank, and two are to scuba dive with the sharks.

One more example: In 2007 Stork asked local moms for feedback on a playground design. The consensus was they wanted a place where they could watch their children play safely, while at the same time sip on a piña colada. Stork says the $1 million project following this advice was one of the best investments the aquarium has made in a decade. “That was a doggone good business decision,” he says.

By the numbers
Florida Aquarium

750,000
annual visitors

200
full-time employees

250
volunteers

250
evening events (200 weddings)

250,000
square-foot aquarium

22
acre conservation/research center in Apollo Beach

$18 million
budget (75% from ticket sales)

$14 million
committed of current $15 million capital campaign

$5 million
from state for research center, working on additional $2 million