Pier's Biggest Champ Is Moving On

Susan Robertson is a mega-event planner.

With close to 1 million people visiting the St. Petersburg Pier annually, she juggles events featuring jugglers, musicians, face painters, storytellers and an assortment of other free entertainment. That's just a small part of her job promoting and marketing the public venue.

Robertson also purchases and places all media, updates and maintains the website, Facebook and Twitter accounts, as well as supervises the Concierge Center at The Pier.

But all that is about to end. On May 31, the Pier is scheduled to host its final day and night of activities. When the clock strikes midnight, the city Pier will close, as city leaders push for demolition.

Robertson, The Pier's biggest champion, is packing up her waterfront office and preparing to leave, after more than a decade working there.

She will not go far. Robertson has landed a job directing sales and marketing for the Birchwood Inn, the newly renovated historic Beach Drive building that used to  house Grayl's Hotel. Workers are putting the finishing touches on the inn, which is scheduled to open for business next month.

Robertson will be on the job.

Patch checked in with the St. Pete Pier hostess, as she's preparing to leave the eclectic-looking inverted pyramid for a new adventure in downtown St. Pete.

Patch: Are there a lot of goodbye parties planned at the Pier?

Robertson: There are quite a few farewell parties planned at The Pier, including the St. Pete Young Professionals, the Downtown Business Association, The Patch and LocalShops1, to name a few. 

Patch: Tell us about your next move?

Robertson: I have accepted a position with The Birchwood, which is the newly renovated Grayl’s Hotel in downtown St. Petersburg. I will be coordinating all the events for the incredible ballroom space on the 4^th floor of The Birchwood, which seats up to 200 and overlooks North Straub Park and Tampa Bay. The Birchwood Inn will open in May, with the fabulous Birch & Vine restaurant, 18 boutique hotel rooms, the Grand Ballroom and The Canopy rooftop bar.

Patch: What is your favorite Pier memory?

Robertson: I’ve met Gene Simmons, from KISS, at the Honda Grand Prix VIP party, the Naked Cowboy, Ashley Judd and quite a few governors and first ladies. 

But my favorite Pier memory was proposing to American Honda Company that we could put together a VIP event on the 5^th floor for their VIPS back in 2005…and them responding, “I don’t think you can pull off an upscale/casual event for over 1,000 at The Pier."  I said, "Give me a good budget and I’ll do it!"  They were so impressed with our 2005 party, we were awarded the contract to do the 2006, 2007 and 2008 events here! 

Patch: So are you an events planner or a marketing expert – or both?

Robertson: I guess you’d say I do a bit of everything. I love the event side of things – coordinating an event from the beginning, to planning the details, to seeing a plan come together and executed for the enjoyment of our guests.

Patch: What was your biggest marketing challenge?

Robertson: Always budgets.  During 2004, 2005, 2006, and 2007, we had record sales in the history of the Pier.  We also had the largest amount to spend for marketing.  As budgets were cut in 2008, 2009, etc., it was reflected by sales.  It’s always a challenge to try to create the same marketing plan for less.

Patch: How do you measure a successful event?

Robertson: Pier events are “judged”, if you will, on attendance. So much can play into that – competition from other area events, the weather, but because they are free, seeing people having a good time is what it is all about. 

I created the Music Fest by the Bay at the Pier, where we provide local musicians the opportunity to perform every Sunday afternoon from 1:00-4:00 p.m. in the Courtyard by the Bay.  Each of our bands has been a joy to work with and each week has been different. I found myself booking 6 months out, because once they played the venue, they wanted to return.  We are currently booked through the end of May!

Patch: Most of us will plan at least one large event. Any event planning tips you can share?

Robertson: The most important tip I can add is to not only be organized in your planning, but to have incredible follow-up.  Each detail is important and having contracts in place to state who is doing what and when can make all the difference in the world. 

This comes from personal experience when I did not have a contract for my own wedding reception and the caterer had it on her calendar for the following weekend!  We had a “gentleman’s agreement,” since we were working together during the planning phase of a private dining club. 

Lesson learned. My now ex-husband and good friend and I laugh about it and say, “It should have been a clue.”

Patch: Any parting words to share about your tenure at the Pier?

Robertson: I have worked at many different places in my career – beginning with the Manatee Chamber of Commerce to private dining clubs, malls, radio stations, décor companies, etc., but the TEAM here at the Pier is what I will miss most. It has been my pleasure to represent Urban Retail Properties, LLC, and to spend a large portion of my career at the St. Pete Pier!

More coverage on The Pier

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