Hubbard’s Marina approved to run ferry between downtown St. Pete and downtown Tampa
/The cross bay ferry at the vinoy yacht basin in st. petersburg | hms ferries
The Cross Bay Ferry is getting a new name, a new operator, a new boat, and a new long-term vision for water transit in Tampa Bay.
On Wednesday, the Pinellas Suncoast Transit Authority (PSTA) Board of Directors voted unanimously to name Madeira Beach-based Hubbard’s Marina as the new operator for the ferry service, now called the Tampa Bay Ferry, which has connected downtown St. Pete and downtown Tampa since 2016.
The decision authorizes PSTA to enter into a five-year agreement with Hubbard’s Marina, with an option to extend the contract for an additional five years.
The approval follows months of evaluation by St. Petersburg, Tampa, and local transportation agencies excited to build a ferry service that is more reliable and sustainable than the prior model, which was operated by Boston-based HMS Ferries.
Hillsborough County ended its contract with HMS Ferries earlier this year after the company proposed replacing the existing vessel with a slower boat that would have extended the one-way crossing from about 50 minutes to more than two hours.
Tara Hubbard of Hubbard’s Marina shares her gratitude and excitement as her family’s business will oversee the operations of the Tampa Bay Ferry | st. pete rising
On August 5th, PSTA issued a Request for Proposal (RFP) to select a new operator and Hubbard’s Marina was one of four respondents.
Founded in 1928 by Captain Wilson Hubbard as a bait-and-tackle shop, Hubbard’s Marina has grown into a major fishing and boating business.
The family-owned company moved to John’s Pass on Madeira Beach in 1976, where it now offers deep-sea fishing, sightseeing tours, and operates a maintenance and manufacturing facility in Gulfport.
PSTA Board Chair and St. Petersburg City Councilmember Deborah Figgs-Sanders said the unanimous vote demonstrates a shared commitment to building a dependable, enjoyable, and future-focused ferry service and praised Hubbard’s deep understanding of local waterways.
“My father, Mark Hubbard, has wanted this for decades - a reliable waterborne transit for our region,” Director of Business Development for Hubbard’s Marina, Tara Hubbard, said during a Tuesday media conference.
“My great-grandfather, who came to the region nearly 100 years ago, would ferry passengers to the barrier islands before there were even bridges. Being here at this point in history and to offer this to our community is something that we feel very excited for,” Hubbard continued.
Captain Wilson Hubbard pcitured in 1958 | photo provided
Along with awarding the operating contract, the board approved a contingent purchase of a 250-passenger ferry currently located in San Francisco.
The vessel is significantly larger than the 149-passenger boat used previously and could accelerate the ferry’s relaunch if it passes sea trials, inspections, and Federal Transit Administration approvals.
PSTA CEO Brad Miller said that, if the vessel meets all requirements, it would give the agency a chance to deliver a more sustainable and convenient service on a faster timeline.
Under the new agreement, Hubbard’s Marina will provide service at roughly half the hourly cost charged by the prior operator, HMS Ferries, while also improving capacity and increasing the frequency of trips.
Local officials emphasized that the intent is not to restart the old Cross Bay Ferry but to create a long-term service built on stronger financial footing.
The proposed permanent ferry dock would be built near the St. Petersburg Museum of History on the St. Pete Pier | st. pete rising
Figgs-Sanders said long-term success depends on patience, thoughtful planning, and investing in the right vessels, the right dock infrastructure, and the right personnel.
Service is expected to begin in spring or summer 2026, with initial departures from the Tampa Convention Center in downtown Tampa and North Straub Park in downtown St. Pete.
Eventually, St. Pete plans to build a permanent ferry dock near the St. Petersburg Museum of History on the St. Pete Pier. Early engineering estimates place the cost between $2.64 million and just over $3 million.
A federal grant of $850,000 secured by Congresswoman Kathy Castor is pending, while the City of St. Petersburg has already committed roughly $450,000 from its general fund for a location analysis and preliminary design work.
With the contract now approved and work underway to secure the right vessel and develop the necessary infrastructure, the region’s next generation of cross-bay transportation is beginning to take shape, this time with a local operator at the helm.
If built, the new dock would be completed in the next two to three years | Google Maps
