By Marcella Copeland
Small businesses in Midtown St. Petersburg, particularly along the historic 22nd Street South corridor known as the Deuces Live District, adjusted their operations as rising rent and supply costs, combined with declining foot traffic, reshaped the local economy.
“Many of the businesses we serve were navigating rising costs, from rent to supplies, which impacted their ability to sustain and grow,” Latorra Bowles, Executive Director of the Deuces Live District, said.
Midtown, home to the historic Deuces Live District, has long served as a center for local commerce and Black-owned businesses.
Midtown St. Petersburg, located south of downtown and centered around 22nd Street South, is home to Black-owned restaurants, barbershops, salons, retail shops and community organizations that have long served as both economic and cultural anchors in the area. The corridor, often referred to as “The Deuces,” has historically been a hub for Black entrepreneurship, cultural events and community connection.
Business owners across the neighborhood reported higher supply costs, fluctuating customer traffic and increased pressure to modernize their marketing strategies. Many said survival depended on flexibility, loyalty from the local community and creative problem-solving to maintain operations.
“I would say over the past two years we have seen a shift when it comes to rebuilding connections and consistent activity on the corridor,” Bowles said. “The pandemic slowed foot traffic because it impacted so many small businesses, but it also pushed the community to think more intentionally about how we activate this space.”
Bowles said maintaining consistent funding remained one of the biggest challenges in supporting the district, especially as rising operational costs continued to affect local entrepreneurs.
“Maintaining consistent funding is one of our biggest challenges, especially as a nonprofit supporting a historic corridor,” Bowles said. “We rely on grants, partnerships and community support, and those resources can fluctuate.” She explained that funding supports events, workshops and marketing initiatives that help drive customers to local businesses, which is essential to sustaining the corridor.
Economic shifts in recent years tested the district’s legacy as entrepreneurs navigated inflation, redevelopment and evolving consumer expectations. Many owners said they were forced to rethink their business models and embrace digital marketing and social media to reach younger audiences while retaining older customers. City officials emphasized the importance of small businesses as a cornerstone of Midtown’s economy and community identity.
“The city is investing in workforce development and small business support through paid training, career placement incentives and programs that connect residents to high-demand jobs,” Corey Givens Jr., who represents District 7, said. Givens highlighted initiatives designed to strengthen economic mobility while supporting business sustainability in South St. Petersburg.
“The Mayor’s Future Readiness Academy was an intensive paid workforce program that gave residents hands-on training across multiple city departments while earning above a living wage with benefits,” Givens said. “Participants gained real experience and had job opportunities waiting for them at the end.”
Local business advocates said additional support systems also played a critical role in helping entrepreneurs adapt to the changing economy.
“The St. Pete Greenhouse is a collaboration between the Chamber and the city that provides small business owners with education, resources, and support to help them grow and succeed,” Roger Curlin, Director of Business Growth and Engagement of the St. Petersburg Area Chamber of Commerce, said.
Curlin explained that the program offers workshops, mentorship and one-on-one guidance to help entrepreneurs navigate challenges such as marketing, funding, and long-term sustainability.
Bowles emphasized that community engagement remained essential to sustaining the district.
“Our work is about creating spaces where the community feels connected and invested,” Bowles said. “When people show up and support, it directly impacts the success of our businesses and the overall vibrancy of the district.”
Despite financial pressures, business owners said Midtown’s cultural significance and loyal customer base continued to motivate them to adapt and grow, reinforcing the area’s role as both a historic and economic hub in St. Petersburg.
Small businesses like La Mamma’s Italian Gelato & Caffè have also had to adjust their operations in response to rising costs and limited visibility opportunities. Co-owner Ann Bessonneau said vendor markets, once a way to gain exposure, often take a significant portion of profits, making them unsustainable. As a result, the business has stepped back from markets and reduced certain high-cost gelato flavors due to expensive ingredients.
“Even with the challenges, from high costs to limited opportunities, community support keeps us going,” Bessonneau said. As Midtown continues to navigate the challenges of rising costs, evolving consumer habits and redevelopment pressures, business owners and city leaders agree that collaboration, creativity and community engagement will be key to ensuring the corridor’s vitality for years to come.
