Pictured: Poly by Hou de Sousa is located at the 14th Street and US-41 roundabout . Photo courtesy sarasotafl.gov.

There's a moment every February when I'll be driving down a familiar stretch of road and notice something: license plates from Ohio, New York, Michigan (anywhere colder than here...). My favorite restaurants are harder to get into. And parking spaces are scarce. My reaction might surprise you.

I smile.

I know that's not the typical response for our residents. I hear the complaints about traffic and navigating those pesky roundabouts (with public art sculptures by the way), the crowded restaurants, the longer waits. Here's my perspective: this is our season. This is when the world discovers what we get to experience year-round. And to me, that's not a burden; it's an opportunity.

Sarasota in February is something special. The weather is (usually) stunning, yes, but it's also a moment when our community gets to show off everything we've built together. Incredible performances and stunning exhibitions. When visitors arrive and experience the breadth and depth of our cultural scene, they become ambassadors for this place we call home.

At the Arts and Cultural Alliance of Sarasota County, we see tourism not as separate from our mission, but central to it. The relationship between cultural tourism and our arts ecosystem is one of Sarasota's greatest strengths. Those visitors filling theater seats and gallery spaces? They're helping sustain the organizations and artists who make this community extraordinary. And the economic activity they generate doesn't just stay in one place; it ripples through our entire creative community, fueling the very programming that makes people want to come here in the first place.

This is why our work through the Tourist Development Cultural Arts program is impactful. We help steward resources (supported by those folks with the out-of-state license plates) directly to local arts organizations, $2.1 million this past year alone. The grants help arts organizations create great work and help visitors discover it—so when people come to Sarasota, they don’t just find beautiful beaches; they find incredible cultural experiences too. For many, that discovery is what turns a visit into a deeper connection, and sometimes even a decision to call Sarasota home. It's part of how we position Sarasota as a cultural destination, and it's work we take seriously.

So, when I see those visitors I think about what they represent: people who chose to be here, who will experience something meaningful, and who will carry that story home with them. Busier streets mean a thriving economy. A thriving economy means more resources for the arts. More resources for the arts means a stronger, more vibrant community for all of us.

This February, I'd encourage a shift in perspective. Instead of frustration, share what makes Sarasota special to you. (I don’t honk in anger - I still smile). Recommend your favorite local gallery, talk about a performance you experienced. We have something worth showing off, and this is our moment to do it.

Welcome to Sarasota. We're glad you're here.

Visit sarasotaarts.org to explore all the ways you can engage with Sarasota's vibrant cultural scene

Brian Hersh is the CEO of the Arts and Cultural Alliance of Sarasota County.

Pictured: Poly by Hou de Sousa is located at the 14th Street and US-41 roundabout . Photo courtesy sarasotafl.gov.