Former WTOG-TV headquarters hits the market for $1.4 million

The former headquarters of WTOG-TV at 365 105th Terrace NE is listed for sale at $1.4 million.

The property, which has been vacant since the end of May, offers more than 21,000 square feet of studios, offices, and technical facilities. Mike Schultz, a broker with Insta Real Estate Solutions, stated that the asking price equates to approximately $66 per square foot. He believes this figure leaves room for necessary renovations compared to the expense of building a comparable facility from the ground up.

The building was originally constructed in 1965 and expanded multiple times to meet the changing requirements of a television station. Its interior features a steel structure behind a stucco exterior, containing specialized rooms designed for broadcast operations. Schultz described the layout as an add-on to an add-on to an add-on, noting that the structure was built specifically for the television company.

The property was acquired last year as a package deal involving a neighboring recreational sports facility called Rec Deck. The station had previously rented parking spaces to Rec Deck to accommodate its customers. When the station decided to sell, the parking lot and studio building were offered together. Schultz explained that the new owners did not intend to buy the television station but had to purchase the entire package. WTOG continued to occupy the property under a leaseback arrangement until late May.

The station remains on the air as Tampa Bay 44, an independent outlet owned by Paramount. It is available through antennas and participating cable providers, though it no longer operates from its St. Petersburg headquarters. Its schedule now consists primarily of syndicated shows and regional sports. The building retains features that would be costly to reproduce, including soundproof editing rooms, former control areas, and cyclorama walls for photography and television production.

Renovating the space presents challenges due to its specialized design. An Orlando-based company interested in media production signed a contract but withdrew after assessing the required work. Other investors have shown interest, but renovation costs remain a primary concern. Schultz has discussed potential conversions with prospective users, including facilities for video production, podcasts, and photography, with one concept involving renting studios to content creators.

The station began broadcasting in November 1968 as an independent outlet owned by Hubbard Broadcasting. It aired movies, cartoons, and locally produced programs before joining the Fox, UPN, and CW networks. The station is also known for its horror movie host, Dr. Paul Bearer, portrayed by Dick Bennick on Creature Feature from 1973 to 1995. The former control center occupied part of the second floor, and the station removed satellite equipment when it vacated the property.

The property has been on the market for about two months. Schultz is currently working with interested parties and contractors to determine the specific costs of renovation. He expects the eventual buyer to be a local business seeking a large headquarters or specialized commercial space. The broker stated that the property requires someone with extensive experience to manage a major rehabilitation project.