ST. PETE BEACH, FL — In a move aimed at “reframing challenges as opportunities,” St. Pete Beach officials announced Monday that all future flooding will now be officially referred to as “pop-up water events.”

“This city isn’t flooding — it’s thriving with spontaneous aquatic experiences,” said city spokesperson Megan Lafferty, unveiling a new tourism poster featuring a minivan half-submerged in Gulf Boulevard with the tagline ‘Come Make a Splash.’ “We’re not just a beach town. We’re an immersive, water-based lifestyle brand.”

The new rebranding comes after a string of storms left major intersections underwater for days, prompting widespread complaints from residents. But city leaders argue that the term “flooding” sounds “too negative” and doesn’t capture the “playful, unpredictable spirit” of the community.

“Every time it rains, people panic,” said Councilmember Rick Hughes. “Now they’ll see it for what it really is: an eco-friendly pop-up lagoon experience available at no additional charge.”

Locals, however, remain skeptical.
“I just lost my trash cans, my car, and part of my driveway,” said resident Denise Whitaker, standing in knee-deep water outside her home near Corey Avenue. “But sure, I’ll call it an event if it means the city finally acknowledges it exists.”

City officials insist the initiative will help “reframe perception” for tourists, many of whom have taken to social media to post videos of flooded streets.

To complement the rebrand, the city also unveiled a new “Pop-Up Water Events” map, highlighting common “activation zones” such as 75th Avenue, Blind Pass Road, and the Taco Bell parking lot.

“We want people to know where the magic happens,” said Lafferty. “Whether you’re paddleboarding to your Airbnb or kayaking to Ricky T’s for a brunch beer, there’s something for everyone.”

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