Price formally filed to run Tuesday and made a public announcement Thursday at Cambier Park in downtown Naples. He most likely will face incumbent Mayor Teresa Heitmann, who has not filed to seek re-election yet but she said last week that she intends to do so.  

As of Friday afternoon, no other candidates besides Price have filed to run in the 2024 city election on March 19, a date moved later than normal to coincide with the Florida Republican presidential primary, said City Clerk Patricia Rambosk. In addition to the mayoral race, three Council seats will be up for grabs then. 

Elected to City Council three times after being appointed by the Council in 2005 to fill a seat open because of a resignation, Price chose not to seek re-election in 2022. He started his local public service on the city’s planning board in 2001.  

Price is a partner and co-founder of Naples-based Fifth Avenue Family Office, which assists high-net-worth families with financial and personal complexities.