Thunderbird becomes symbol of Treasure Island's rebuilding fight

TREASURE ISLAND — For decades, visitors to this coastal city have been greeted by one of the area's most recognizable landmarks: the Thunderbird Beach Resort and its trademark neon thunderbird — a colorful, spread-winged figure that forms the letter "T."

The 1957-era Gulf Boulevard resort, whose iconic sign has beckoned generations of beachgoers, has sat empty since Hurricanes Helene and Milton left it with more than 80% structural damage in 2024.

Now the shuttered hotel has become a flashpoint in a debate over what Treasure Island should look like as it rebuilds.

That fight is headed to the ballot box.

A citizen-led ballot initiative has qualified for the November election. If approved, it would require a supermajority vote from the city commission to approve certain large redevelopment projects.

On Aug. 4, commissioners are expected to authorize placing the referendum on the Nov. 3 ballot.

The controversy over Treasure Island’s future grew out of a proposed Planned Development ordinance. The measure, in essence, would allow developers to submit custom building plans instead of following standard zoning rules.

Commissioners would ultimately decide whether to allow changes to such things as building height, density or site layout.

Proponents, including the Thunderbird's owners, say the ordinance would make it easier for owners of hotels and other storm-damaged properties to rebuild.

Critics say the measure could pave the way for taller buildings, more hotel rooms and denser development — changing the small-town character of the 6,584-resident barrier island, between Madeira Beach and St. Pete Beach.

Those concerns led opponents to collect 536 valid petition signatures, exceeding the 415 required under the city charter to force a referendum.

In June, a commission vote on the Planned Development ordinance was postponed after Commissioner Arthur Czyszczon left just before the regular meeting began, citing a family emergency.

The commission delayed the proposal again in July after another lengthy public debate.

Supporters urged the city to move forward so storm-damaged resorts could rebuild. Commissioners, however, also began discussing possible changes to the ordinance, including lower limits on building height and density and delaying a final vote until the city's Master Development Plan is completed.

In a July 31 social media post, Citizens' Voice of Treasure Island welcomed those discussions and encouraged commissioners to continue working toward a compromise.

The ordinance is scheduled for a commission vote on Aug. 18.

If voters later approve the charter amendment, future Planned Development and Special Area Plan projects would need a supermajority vote of four of five commissioners.

It's unclear what would happen to the referendum if commissioners reject the ordinance.