St. Armands Circle has added eight new merchants in 2021 and introduced updated branding. Joining the circle's nearly 140 existing establishments are Vernona Gourmet Market and Restaurant, Sea Bags, Butterfly Beach, Anna's, Sea Glass Lane, Meaney's Mini-Donuts & Coffee House, Arcade Monsters and The Whiskey Barrel. The growth coincides with a major public relations campaign to introduce or re-introduce the Circle to new residents and long-time locals, those staying at nearby resorts and a broader Florida audience looking for daytrips or weekend excursions, while also keeping it top of mind for its many international visitors.

This campaign is an initiative of the St. Armands Circle Business Improvement District (BID), which works with the City of Sarasota to promote economic stability, growth and community life on the Circle through responsible planning, development, management, and coordination of programs, projects and services. The BID retained Next-Mark, LLC, a marketing agency based in downtown Sarasota, to refresh the circle’s brand. Campaign elements include an updated website and advertising, a digital communications plan, refreshed social media program, banners reflecting a new look and feel, and other initiatives that will be launched throughout 2021. A newsletter, "Life on the Circle," will also roll out in 2021.