TAMPA — The name Tampa Bay & Co. will be gone by the end of the month.
That's when the tourism agency that markets Tampa and Hillsborough County will unveil its new name. But Santiago Corrada, the agency's new CEO, wouldn't reveal that new brand during a tourism pep rally at Tampa International Airport. He said the new name would better describe the agency's purpose while still incorporating it with the greater Tampa Bay region, especially the beaches of Pinellas County.
"We have beaches, culture, dining, attractions," said Corrada, whose first official day was Monday. "When you tie it all together, it's a great destination."
Tampa Bay & Co.'s job is to use public money to market Hillsborough and book the Tampa Convention Center. It was called the Tampa Bay Convention and Visitors Bureau when it adopted the current name in 2007. That led to some criticism that the new name did not adequately explain what the agency did.
The new name, though, could seem very familiar. Many tourism agencies, like the state agency Visit Florida, already use "visit" in their name. The URL for the Hillsborough tourism agency's website is also visittampabay.com.