News outlets and social media users throughout St. Petersburg have noted the now-viral pink Ventnor apartments, at Fourth Avenue and Fourth Street South.
The aging buildings were not only painted pink, but local mural artists were commissioned to adorn the halls and walls with art before demolition.
Valor Capital CEO Moises Agami has said the project was meant to underscore local artistic talent, including the Vitale Brothers, who oversaw the effort. The color pink, he noted, was selected to echo historic landmarks like the Vinoy and the Don CeSar hotels.
But many artists saw it differently.
Despite the intentions, critics characterized the project as a marketing stunt at the expense of the local art scene.
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The primary complaint centered on the idea that artists were unwittingly folded into a branding campaign under the banner of creative expression, while the apartments themselves are slated for demolition.
The Ventnor buildings date back to the 1920s and are among the few housing structures from that era still standing downtown, even as new development rises around them.
Local artist Leon Bedore, known as Tes One, took to social media with a pointed response.
“We need better representation in the ‘City of the Arts.’ Public art should speak for the community – not be used as a scheme to justify development decisions that erase it.”
Support from other notable local artists quickly followed in the comments.
Bedore continued: “The city deserves arts leadership that respects how special and fragile our community is. When handled with care, public art can be a true voice for the people.”
Bedore was a founding member of St. Petersburg’s Shine Mural Festival in 2014 and has contributed numerous public artworks across the city.
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Not everyone landed in Bedore’s camp, however. Also taking to social media was veteran local artist Derek Donelley – another original Shine artist.
“There’s something meaningful about choosing art in the middle of change,” he wrote. “About color in the middle of demolition. About community showing up to witness it.”
Speaking with the Catalyst, Donelley said, “It wasn’t the first time local artists partnered with a developer like this … the Shine Mural Festival, for example. As far as us getting ‘lured in,’ I understand, but it doesn’t stand out as different than any of the other arts events that occurs here.
“It’s definitely a statement about new St. Pete. We had a lot of fun. The whole community had a lot of fun,” continued Donelley. “All the artists coming out ironically made it feel like old St. Pete.”
The buildings are set to be replaced by the Roche Bobois St. Pete Tower. Construction on the 29-story development is expected to begin this summer and reportedly take about three years to complete.
Bedore was not immediately available for direct comment.
This content provided in partnership with StPeteCatalyst.com
