More than a million dollars is expected to flow into the Polk County economy as the Miss Florida Scholarship Pageant takes center stage from June 28 - July 2.

It's the first time the pageant is being held at the Lakeland Center. Several of the contestants had never been to Lakeland before entering the pageant.

  • 2016 is the first year the pagaent will be held in Lakeland
  • Previously held in St. Petersburg
  • Estimated to bring in $1.6 million into the county through tourism

“The whole town itself has been very welcoming and very friendly to us,” said Miss Suncoast Brittany Johnson.

Johnson said she liked the small town charm and plans to come back to visit Legoland.

This year’s pageant includes 48 contestants. They’re competing for a chance to represent the Sunshine State in the Miss America Pageant. The winner will be crowned July 2.

Twenty-five teens will also compete at the Lakeland Center in the Miss Florida’s Outstanding Teen Pageant.

For the past 11 years the pageant was previously held in St. Petersburg. It’s contracted to be held at the Lakeland Center for five years, according to Executive Director Mary Sullivan, who grew up in Lakeland.

With contestants’ families and friends coming from all over to cheer them on, Visit Central Florida estimates the visitors will spend more than $1.6 million during pageant week alone, and $2 million throughout the year.

“All of our hotels in Lakeland are full, we’re seeing activity downtown in the shops and restaurant,” explained Kris Keprios, the marketing manager for Visit Central Florida. “Then also the great thing about the Miss Florida organization -- they want to give back to the local community so they’re using all local vendors for their trophies, for the bus services. “

The boost in sales is great for downtown business owners like Terisa Glover.

“Summer is always a slower time for us because everybody is out at the beach or on vacation and the snowbirds have gone back home," said Glover, so-owner of Two Hens and a Hound. "So bringing the pageant to Lakeland is a big win for everybody."

In April, the participants were in town for a community service weekend. They also visited in May for a short orientation.