As we address the challenges facing those in need in our communities, we find that nonprofits, businesses and governments are most effective when we work together.

These public-private partnerships don’t form overnight. They require time, commitment, and everyone at the table. After nearly two years as Manatee Community Foundation’s CEO, I reflect on four keys to success I have witnessed at the core of successful collaboration.

1. Trust: Strong, trustworthy relationships allow us to “work at the speed of trust.” Building trust takes intention, transparency and communication.Assuming best intentions and coming from a place of curiosity are essential. The payoff: Fresh ideas and candid feedback from people with different perspectives, which power up initiatives to move faster.

A powerful example of this trust in action is the emerging Community Organizations Active in Disaster (COAD) group for Manatee County. Together with Manatee County Government Commissioners and Staff, United Way Suncoast, and Bishop Parker Foundation, we are preparing to respond more effectively to future disasters by investing in relationships and plans - now.

2. Time: Investing time to build relationships is essential. Foundations have a duty to steward financial assets to amplify the impact of donors, and we also have the duty to influence community assets by informing, educating, and advocating for our community’s needs.

I am grateful to our County and City Commissioners who have spent time with me discussing our community’s needs and working together to explore solutions to complex problems.

The Bradenton Riverwalk in Bradenton is a testament to long-term vision and sustained effort: years of planning, coordination and public-private support. It wouldn’t have been possible without government and foundation funding, and Realize Bradenton helped make it a reality.

As another example, MCF co-invested and is working alongside Mayor Gene Brown and the City of Bradenton Commissioners, The Knight Foundation, and the Manatee Education Foundation to invest in City Park, which will provide education, childcare, sports and enjoyment for all.

3. Private support: Government can’t go it alone in solving community problems. Companies, nonprofits, and individuals all need to lend a hand.

Manatee's Pet Resource Center is an example of how private funding can help turn an idea into reality. The facility will proactively support pet health, while supplying care that can reduce pet surrenders due to financial hardship. Private support from MCF and individuals played a significant role in allowing this Manatee County Government project to break ground, helping to cover the cost of veterinary equipment and technology.

4. Flexibility: To succeed, we must be nimble, flexible and opportunistic. Course-correcting is often a constant, and it’s best to keep preconceived notions at the door. It’s important to understand that “failing forward” is part of the process, and that not all Community Initiatives that go through R&D will become a reality.

This is even more important when an effort is getting started. When Manatee Community Foundation first convened CLASP (Community Leaders Aligning Strategies and Partnerships), our challenge was to work towards aligning efforts across sectors. The effort includes everyone from the Manatee Chamber of Commerce and Bradenton Area EDC to the Lakewood Ranch Business Alliance, the Mayor, County Administrator, CRA, and Bishop Parker Foundation.

Certainly, there are times when people involved in these collaborations get frustrated--whether it’s because we’re having trouble finding common ground on a topic, or because we are finding that an initiative is taking longer than we would like to get off the ground.

But this is part of the process. After all, it is only through discomfort that we grow. And at Manatee Community Foundation, we remain committed to cultivating the trust, time, support, and flexibility needed to shape a stronger community and achieve greater things, together.

Veronica Thames is CEO of the Manatee Community Foundation, which has given over $66 million to our communities by working with nonprofit partners that improve the quality of life for people and animals in Manatee County. 

Pictured: CLASP at work. From left to right: Charlie Bishop, Manatee County, Rob Perry, City of Bradenton, Courtney DePol, Manatee County, Sharon Hillstrom, EDC, Jeff Burton, CRA, Kim Daglish, Manatee Chamber, Gene Brown, City Mayor and Veronica Thames.

“If you build it, they will come.” What you may have first heard as a Kevin Costner quote in Field of Dreams has become a pervasive idea – and in some cases, a business strategy – that by building something alone, people naturally will want to go there.

We in the travel and tourism industry, however, tend to flip this saying on its head and joke that no, they will not come–unless one crucial piece is accounted for: marketing.

While Sarasota County has so much to write home about, resting on laurels is not a viable long-term strategy for us at Visit Sarasota County. Instead, relationships are one of the most important marketing strategies we deploy and steward – sometimes over months, others over years – to bring both vacation-seekers and group business alike to our community.

In that group meetings space, we’re experiencing strong momentum – and not by chance. Intentional work conducted year-round by our Sports and Sales teams incentivizes athletes, coaches, competitions, corporate retreats, weddings, and more to consider Sarasota County for their next gathering – in turn, keeping our hotels full, economy active and residents employed.

As you can imagine, to reach such a broad array of audiences, we lean on several tactics from attending trade shows to inviting planners on familiarization (FAM) tours. Perhaps one of the most powerful of them all? Word-of-mouth referrals.

Last April, Sarasota County Commissioner Joe Neunder connected us with the College Swimming and Diving Coaches Association of America (CSCAA). After our initial meeting, we quickly realized the opportunity before us and not only sent our Sports Marketing Manager to attend but also sponsor their Annual Meeting taking place just a week later in Indianapolis. Nate Sweetman from our team spoke from the podium about our area and, specifically, our swimming venues like the Selby Aquatic Center.

From there, a representative from CSCAA came to our area in July for a site visit, checking out the facilities at Nathan Benderson Park among other venues. We once again sponsored their annual meeting this past year, and brought another representative on another site visit. Just last month, the CSCAA announced that its 2025 Open Water Championships will officially be in Sarasota County in December later this year.

This is but one example of how we’re supporting over 75 – and growing – sporting events annually. And the traction is just as strong for the corporate meetings.

Last October, we made our debut appearance at IMEX – the largest trade show in the world for the business events industry. Last year, nearly 16,000 participants attended, representing 3,500 companies. Five of those participants represented Sarasota County, with four local hotels joining our Sales Manager at our booth. While the number seems daunting, the return on investment is even more so.

During one of several dozen appointments, our Sales Manager, Shantel Norman, met a representative from a health company. At the beginning of this year, we invited her on one of our FAM tours and within weeks, she booked a meeting for the company’s executive team this month at The Westin. She even called us directly to discuss room details and potential excursions.

This level of trust is earned, and something we cherish because it correlates not only in a job well done but better quality of life for our residents. By attracting groups, we’re helping generate local tourist development tax revenue solely from tourists that is directed right back into our community – not only does that pay for our tourism marketing efforts to continue but also benefits beach maintenance, sports stadiums improvements, and the arts, to name just a few.

We could not contribute at the scale and scope that we do now without partnering with the sales teams at our hotels and sports venues. They bring relationships to the table, and we bring relationships to the table, and together we’re able to land hotel rooms from handshakes.

One of the most rewarding parts of our job is to see these leads come in, and the relationships nurtured and worked to bring business to our community. Because it’s not just the beaches or ballrooms that close the deal – it’s the personal connections and the trust we build that turns potential into progress and introductions into impact.

Erin Duggan is President & CEO of Visit Sarasota County. 

Pictured: Visit Sarasota County and Partner Hotels at IMEX 2024. Provided photo.