Tampa City Council member Bill Carlson is officially entering the 2027 Mayor’s race, filing paperwork and launching his campaign with a tongue-in-cheek video that doubles as an introduction and a critique of the city’s political establishment.
Carlson made the announcement public with a campaign launch video edited in the style of the “Modern Family” sitcom where he walks into a room with his kids, who are playing video games while wearing virtual reality headsets, to announce he’s running for Mayor. It’s even titled “Carlson Family,” written in similar typeface and colors as the popular sitcom’s logo.
The bit continues when the camera cuts away to the kids, and eventually Carlson, to give their takeaways of the announcement in confessional-style scenes common in TV comedies.
“My dad’s been on City Council for eight years, we’ve heard all his stories,” one of Carlson’s sons said to the camera with a bit of sarcasm.
Another of Carlson’s sons asked in jest that if he’s elected Mayor, would the family “get to speak on the airport train” or “put our name really big on a building?”
Carlson responded in a clear jab at another mayoral candidate, former Mayor Bob Buckhorn — who filed to run for the seat on Monday.
“No boys, that would be obnoxious,” Carlson said.
The video then cuts to a shot of Buckhorn standing in front of the Bob Buckhorn River Center during his comments as Carlson pivots to a sharper message aimed at City Hall leadership.
“On City Council I saw the mismanagement first-hand, the last two Mayors ignored our infrastructure then they overspent and overbuilt on pet projects,” Carlson said.
Carlson framed his candidacy around his business background and community involvement, positioning himself as an outsider to the city’s political establishment despite nearly a decade in office.
His campaign website emphasizes a “good government makes life better” message, arguing that better management is key to improving city services and quality of life. He points to his experience in both the public and private sectors, including more than three decades advising businesses and civic organizations and his role as President of the public affairs firm Tucker/Hall.
“I’ve grown my company in the heart of Ybor City working with hundreds of local businesses, but I also personally invest in the community,” Carlson said. “I co-founded Café con Tampa and the (Tampa) Arts Alliance. We don’t need government to build everything for us, but we need strong city leaders as partners. I’m running for Mayor for the little guys, not the establishment.”
The video closed with a personalized jingle, with singers chanting “vote Carlson, vote Carlson” before the full family chimed in to say “vote Carlson” as a group one more time.
Carlson has teased a mayoral run to succeed Mayor Jane Castor for months. A two-term Council member first elected in 2019 and re-elected in 2023, his filing comes just days after Buckhorn officially launched his own bid to return to City Hall, and Carlson’s filing immediately reshapes the race for the second time in less than a week.
The contest has already drawn a mix of current officeholders and political newcomers also vying for the seat. Carlson’s City Council colleague Lynn Hurtak has also filed to run, along with numerous other candidates, including Ryan Edwards, Anthony Gilbert Jr., Gary Hartfield, Alan Henderson, Julie Magill, Tres Rodmon, Taryn Sabia and Reginald Strachan.
Carlson’s outsider message also comes after scrutiny over his political network and appointment decisions at City Hall.
Florida Politics reporting has highlighted ties between Carlson and a 501(c)(4) organization — which has no contribution limits and is not required to disclose its donors — as well as overlap between that group and individuals he has elevated to advisory board roles, moves that drew concern from some City Council colleagues and raised questions about transparency as he prepares a citywide run.
The dynamic adds a layer of complexity to Carlson’s political profile, with the two-term Council member positioning himself as a reform-minded candidate while building a campaign apparatus that includes both progressive support and connections to more conservative figures in local politics.
The election is scheduled for March 2, 2027. If no candidate secures more than 50% of the vote, a runoff will be held April 27. Carlson’s campaign is betting that a mix of humor and anti-establishment messaging can launch a winning bid for Mayor — even if he has to overcome a run by its former leader.
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Janelle Irwin Taylor of Florida Politics contributed to this report.