- October 21, 2026
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With its centennial anniversary less than two years away, the Pinellas County family behind Hubbard’s Marina is introducing a new umbrella brand to connect its waterfront businesses.
The Madeira Beach-based company announced Tuesday it will now be known as Hubbard’s Enterprise — a new identity linking its marine, hospitality and waterfront operations under a common logo and brand. The branding carries the tagline “Running the Water Since 1928” and encompasses businesses including Hubbard’s Marina and Hubbard’s Ferry, according to the company’s announcement.
The fourth-generation family business is also updating the marina’s logo, moving from a square to a circular design that translates better across digital platforms, signs and marketing materials. Each business will still retain its own, distinct identity, but will also fall under the company-wide umbrella.
“This was never about changing who Hubbard’s is,” Jason Liggitt, chief brand and experience officer, says in the release. “It was about recognizing what the family has built and creating a brand system that brings everything together.”
The announcement comes as the company prepares to mark 100 years in business in 2028. Its operations today extend beyond fishing charters to dolphin-watching tours, sunset cruises and island excursions, including ferry service to Egmont Key and Shell Key.
The business has operated at John’s Pass for half a century. According to Hubbard’s published history, Wilson Hubbard moved the operation there from Pass-a-Grille in 1976 and helped develop John’s Pass Village and its waterfront boardwalk as it was first being established. His early ventures included renting rowboats and cane poles before expanding into charter fishing and offshore trips.
The new Hubbard’s Enterprise branding is intended to make the relationship among the family’s businesses more recognizable while supporting future growth, the statement says.
The company plans to introduce the branding gradually across its websites, marketing materials, signs and customer experiences.
“Our family has spent generations building this business, and while a lot has changed over the years, the things that matter most haven’t,” CEO Mark Hubbard says in the announcement. “It’s still about family, taking care of our customers and sharing our love of the water.”
