Carolyn DiPaoloFlag football franchise, sports and entertainment arenas, recognizable landmarks, waterfront events all worthy of consideration, County Commission decides.
Tourism leaders have identified 10 ideas to draw visitors to Palm Beach County, including an arena to attract an NFL professional flag football team and an Instagrammable global landmark.
This week, county commissioners agreed to spend $1 million in bed tax money to explore them.
Emanuel Perry, executive director of the county’s Tourism Development Council, asked commissioners at a workshop Tuesday to choose five of the 10 projects for experts to study. Each study could cost $100,000.
Instead of narrowing the list, commissioners approved yearlong feasibility studies of all the ideas. Commissioner Joel Flores’ motion passed 5-1, with Commissioner Marci Woodward voting no and Commissioner Gregg Weiss absent.
“You’re going to put a year’s worth of work into 10 of these studies that we’re not even sure we can do one of,” Woodward said before the vote. “I don’t think it’s wise to do 10 of them.”
The money comes from the county’s 6% hotel bed tax paid by visitors and mostly used to promote the county to draw more visitors.
Earlier in the meeting, Mayor Sara Baxter won commission consent to add an 11th project: an indoor shooting complex.
The 11 studies would include site suggestions, market demand and regulatory review.
During the meeting, County Administrator Joseph Abruzzo outlined the potential for an NFL flag football franchise.
He noted in an interview after the meeting that last month the NFL chose TMRW Sports as a partner to operate the planned men’s and women’s pro flag football leagues, sports site Sportico reported. TMRW operates the indoor golf league in Palm Beach Gardens backed by pro golfers Tiger Woods and Rory McIlroy.
Several NFL owners have ties to Palm Beach County, and team owners traditionally meet every year at The Breakers resort in Palm Beach.
Flag football is considered a safer, more accessible version of the full-contact sport. Flag football will debut as a competition at the 2028 Summer Olympics in Los Angeles.
“The sky is the limit for flag football,” said Abruzzo, who believes it is the future of professional football. He said the county has not talked to the NFL. “Of course, we have incredible spring training. But professional sports franchises are locked into their locations, probably, for our lifetimes. This, to me, is the only viable option to obtain a professional sports enterprise.”
Developing a sports arena and the nine other big ideas are outlined in the county’s new 20-year tourism master plan, which contains dozens of recommendations to build on the county’s record-breaking 10.9 million visitors last year. In 2024, commissioners agreed to hire Minneapolis-based CSL International for $550,000 to develop the plan.
The commission accepted the master plan report during the workshop.
Many of the big ideas would require public-private partnerships, prompting a warning from Woodward.
“Anytime we do public-private partnerships, the fear is the private is going to benefit while the public gives,” she said. “Public-private partnerships can be wonderful, but we’re going to have to prove that the public is getting a fair deal.”
Here are the 10 big ideas based on research, a stakeholder workshop and the master plan steering committee’s ranking.
1. Develop a sports and entertainment arena
Palm Beach County remains Florida’s largest county without a major indoor sports or entertainment venue capable of hosting large-scale professional events, the master plan report found. A West Palm Beach indoor sports arena, derided as the “Leaky Teepee,” closed in 1998.
Flores said during the meeting that the study of the arena should focus on it as a potential venue for flag football.
Such an arena could also host youth leagues, graduations, expos and charitable events.
2. Develop an indoor multipurpose sports complex
From the master plan report: Construct a large, multiuse indoor sports complex capable of hosting regional, national and international youth and amateur tournaments across a variety of sports, including volleyball, basketball, futsal, wrestling, gymnastics, pickleball and cheerleading.
Why do it: Youth and amateur sports represent one of the fastest-growing segments of the tourism economy. Palm Beach County is well-positioned to capitalize.
3. Expand the convention center and develop the surroundings
From the report: Expanding the Palm Beach County Convention Center and developing its surrounding assets would elevate West Palm Beach into a pedestrian-friendly hub. Anchored by a larger convention facility and a second full-service headquarters hotel, the area would feature connections to CityPlace, the Kravis Center and downtown attractions. Surrounding development could include chef-driven dining, outdoor gathering spaces, boutique stores and public art, creating a lively, walkable environment that stays active day and night.
Why do it: The convention center has established itself as an economic driver, but additional capacity and surrounding amenities are needed to reach its potential.
4. Explore bids for large-scale international events
From the report: By partnering with Miami-Dade and Broward counties, Palm Beach County can position itself for overflow events and training for mega-events such as the Olympic Games.
Why do it: Palm Beach County could serve as a support hub, offering niche venues, training facilities, team accommodations, media staging and overflow lodging. This cooperative approach allows Palm Beach County to share in the benefits of hosting without bearing the full cost.
5. Land a flagship immersive experience venue
From the report: Create a one-of-a-kind digital art or immersive entertainment venue inspired by the Las Vegas Sphere or entertainment company COSM.
6. Place a high-profile venue/experience in the Glades region
From the report: An architecturally significant venue or experience could serve as a cultural and economic centerpiece for rural tourism; celebrate the region’s agricultural, ecological and cultural identity; offer immersive visitor experiences such as performances, exhibitions or culinary events; draw regional, national and international media attention; and prioritize local partnerships and creative entrepreneurship. This concept aligns tourism development with rural revitalization, placemaking and job creation objectives.
7. Lure a wellness attraction
From the report: Attract and develop a large-scale, world-class wellness destination in Palm Beach County, similar to Therme, that blends thermal baths, spa amenities, fitness, water-based recreation, immersive art and health-focused dining.
Why do it: Wellness tourism is a rapidly growing global market, driven by travelers seeking health-centered and nature-connected destinations.
8. Become home to world-class waterfront events
From the report: Palm Beach County’s waterfronts offer one of the most exceptional stages in the world for large-scale, world-class events. With its vibrant marine industry, international reputation and year-round climate, the county can position itself as a global leader in signature waterfront events, from international regattas and luxury lifestyle showcases to major music, culinary and cultural festivals.
Why do it: Palm Beach County’s coastline is one of its defining assets yet remains underutilized.
Commissioner Maria Marino urged tourism planners to look at the county property at Carlin Park in Jupiter as a site for waterfront events.
“We have land that’s ours,” she said, “and if you’re talking about doing something on the water, we don’t have a lot of opportunity for that.”
9. Create an iconic global landmark
From the report: Design and construct an iconic, visually striking, and instantly recognizable structure in Palm Beach County, comparable to such landmarks as The Bean (Chicago), High Line (New York), the Eiffel Tower (Paris), Big Ben (London) or the Sydney Opera House.
“We’re missing that. Any great destination has that,” Flores said. “I keep thinking about that Bean in Chicago. Everybody takes a picture there. You know exactly where they’re at. And people take trips just to take a picture there.”
10. Bring back an auto racetrack
From the report: Motorsports attract massive audiences and have a proven record of creating economic ripple effects across hospitality, retail and transportation sectors.
Palm Beach International Raceway, formerly Moroso Motorsports Park, drew anguished protests when it closed in 2022.
“I’ve had so many meetings where people say all they need is the land,” Baxter said, “and they will do everything else. I mean, there’s so much money sitting there waiting and wanting to come to Palm Beach County.”
Why do it: Beyond marquee races, the venue could host driving experiences, car shows, corporate events and festivals.
I am a co-founder, writer and editor for Stet News. I am also a former senior editor at The Palm Beach Post. For 20 years, I oversaw some of the most consequential stories published by the paper, including the “Corruption County” reporting project that led to multiple arrests of elected officials. I am a member of the Leadership Palm Beach County Class of 2013. I live in West Palm Beach with my husband, Bill DiPaolo.
