Published: Sep 20, 2010 4:45 PM EDT
Updated: Sep 20, 2010 1:46 PM EDT

SARASOTA, Fla. (AP) - A new film and TV production studio project in Sarasota hopes to lure a bit more of Hollywood to southwest Florida.

Officials on Monday announced the creation of Sanborn Studios, a $30 million project that also will be focused creating original TV series and hiring and mentoring homegrown production talent.

Studio CEO Ken Sanborn says part of the operation will be up and running in an existing complex between Sarasota and Bradenton in November, with construction of a larger main facility likely beginning next year. At least 117 new jobs will be added over three years.

Sanborn said the time was right for his enterprise because of new incentives created by the Florida Legislature to lure film and TV projects.