Growing up, Brian Lowack, who was born and raised in Largo, had dreams of playing for the Green Bay Packers – experiencing a Green Bay Packers Super Bowl with his dad remains a bucket-list item for him. Today, he serves as the President and CEO of Visit St. Pete/Clearwater, a destination marketing organization inspiring travelers from around the globe to visit Pinellas County.
My parents are from the Midwest and moved here after getting tired of the winters and falling in love with Clearwater Beach in the 1980s. I’ve seen Tampa Bay, but more specifically St. Pete and Clearwater, experience incredible growth and redevelopment into what is now a world-class destination where individuals, families, businesses and visitors want to be. Tampa Bay is so much more incredible today than it was 10 years ago, and hardly recognizable in comparison to what it was 25 years ago.
Tampa Bay is a vibrant community with the best beaches in the world, world-champion pro sports teams, a number of diverse communities with their own unique experiences, a funky and eclectic arts community, with both a laid-back and energetic vibe. There’s something for everyone, and you will never be at a loss for something new to do. We also have the most incredible sunsets 365 days a year!
Some of my fondest childhood memories include long days getting sunburns on the boat while island hopping our barrier islands and chasing fish, spending summers at my family’s resort on Round Lake in Hayward, Wisconsin, golfing with my gramp, playing cards over the holidays with my gramp and grandmother, and spending the day at Cloud 9 Arcade followed by a two-slice special at the original Super Sardo’s Pizza in the old Seminole Mall.
My mom and dad worked hard every single day to make sure my sister and I had the opportunity to enjoy life and succeed.
My first job was as a sandwich artist at Subway. That job taught me to always be on time, how to work with people and a team, and nobody goes home until the job is complete.
My family, parents and sister have always believed in me and that I can do anything I put my mind to. I’ve also been blessed with bosses who’ve given me a shot and gone above and beyond to mentor me, push me and inspire me.
My business philosophy is to surround yourself with a team that is hungry, passionate and smarter than you are. Give your team confidence to succeed.
The last few years have taught me that it’s okay to fail so long as you fail fast, learn from it and move on.
A common misconception about destination marketing in Florida is that we place a few ads, put up some billboards, and a sign that says “open for business,” and visitors just show up on our beaches. From air service development to familiarization tours, booking group business, out-of-market activations, educating travel trade buyers, landing sports and entertainment events, digital targeting, co-op campaigns, and relationship building, there is so much work that goes into driving visitors to the destination and ensuring you stay top of mind for visitors deciding where to take their next trip.
My whole life I’ve bragged to friends, relatives, and frankly anyone willing to listen about what a great place Pinellas County is. Being in a position now to promote my hometown on the world stage with my team and our partners is the honor of a lifetime.
When it’s all said and done, I want to have made Pinellas even better than when I got here. I’ve been fortunate to live here my whole life and I want to make sure future generations get to experience this paradise just as I have.
This interview has been edited for brevity and clarity.
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