Downtown Business Association: Founded in 1973, the DBA is a non-profit membership association representing the arts, retail, restaurants, banking, city government and other various types of businesses, with a common interest of strengthening the downtown area.

2014 marks the 41st anniversary of the blockbuster Sunrise Sale which has received national recognition from the New York Times and has earned the nickname, "St. Pete's Largest PJ Party."

On July 17, beginning at 7am and continuing throughout the day, more than 40 Burg merchants, including over a dozen new vendors, and businesses will offer doorbuster sales and special offers. The appropriate attire is sleep casual, keep your PJ's on for the sale and you could be treated to even more discounts.

*Photo via DBA

Prepare for this years PaJammin Theme, which adds a beach party atmosphere to the dewy eyed event. Models dressed in swim and beach wear provided by Cerulean Blu and Reno Beach Surf Shop will be roaming the Burg with free treats for lucky shoppers.

The St. Pete shopping strips will be ornamented with vibrant balloons, yellow flags and the electric eagerness of St. Pete consumers. To add to the generous mood of the day the Downtown Business Association (DBA) will be collecting paper products for Ronald McDonald House. Mayor Kriseman is expected to be in attendance at the event's kick-off with Sunshine, his Southeastern Guide Dog puppy in training.

July began with a proclamation by Mayor Kriseman and the City of St. Pete and delivered to Keep St. Pete Local. The proclamation declared the first week of July "Independents Week" in an active effort to shift St. Pete towards locally owned businesses. While the sentiment may have been paper official for just one week, the spirit and energy behind it permeates through the storefronts and choreographed window setups of Beach Drive, Central Ave and every other bit of cement, concrete and gravel paved by the the Burg's indie state of mind. Shop local, save local, be local. 

*Photo by Doctarmine DBA

In December, Christmas is a time to give. In July, Christmas is a time to treat yourself. Snag a mint Pandora bracelet, Michael Kors Watch, Tampa Bay Rays charm or a signature Sundial watch for a steal at Diamonds Direct, its first tenant. The purveyors of luxury will be pouring coffee and champagne all day to suit your early and late liquid needs. 

The DBA will provide morning fuel in the form of FREE cake at the main tent, located on the lawn of the MFA, while other businesses will have coffee/espresso and other delicious morning essentials. The event is open to the public. Maps will be provided for all shoppers so that they might better navigate the sales.

For more information regarding the sale and to keep up with the latest Sunrise Sale announcements you can follow the DBA on Facebook. Sunrise Sale begins at precisely 6:43am on Thursday, July 17.