“Music is the universal language of mankind.”  

Music has a way of bringing people together, and, for years, in St. Johns County, music lovers at the government level and in the community looked for ways to do that. 

With beautiful venues like The St. Augustine Amphitheatre and The Ponte Vedra Concert Hall, opportunities abound–but an organizational restructuring was needed to compete for top talent. 

As a result, in 2022, the Amphitheatre & Concert Hall Advisory Committee was formed to explore ways to better serve the community while also bringing in top-notch musicians to a small market that is often overlooked on tour stops. 

In January 2023, the county received an unsolicited proposal from a local nonprofit, SJC Cultural Events Inc. (SJCCE), to consider transitioning operations and management of the Cultural Events Division to SJCCE. 

No competing proposals were submitted, and, by June, negotiations began. To comply with Florida’s public-private partnership statute, outside counsel reviewed SJCCE’s business plan.  

Gabriel “Gabe” Pellicer, CEO and President of SJCCE, said the county commission realized that managing the venues, the music talent and beyond could be better delegated. The previously lengthy and complex process of booking a show posed challenges, oftentimes deterring major acts that needed to move quickly when confirming a St. Johns tour stop. 

“We’re bidding against the entire world to get them here,” he said. 

Effective October 2023, the St. Johns commissioners unanimously approved a public-private partnership with SJCCE. The contract runs through 2050 and requires annual audits. Per the agreement, the county maintains the ownership, including associated buildings, real estate and further improvements. SJCCE takes care of operational duties, like booking acts. 

Now, under the management of SJCCE and its guiding principle of being “community-owned, community operated, and community-led,” artists like Norah Jones, Hozier and Chicago are more than happy to have a St. Augustine or Ponte Vedra tour stop.  

“Our ability to be agile has increased exponentially,” said St. Augustine Mayor Dylan Rumrell, also chairman of the SJCCE board, of bringing in top artists. 

SJCCE now freely runs five different brands: The St. Augustine Amphitheatre, also known as “The Amp,” The St. Augustine Amphitheatre Farmers Market, Ponte Vedra Concert Hall, Fort Mose Jazz & Blues Series and Sing Out Loud Festival.

While Pellicer has a deep appreciation for all the events, he places special emphasis on the Fort Mose Jazz & Blues Series. He’s watched it grow from his time as a county employee and has witnessed firsthand how SJCCE has effectively supported and promoted Fort Mose Historic State Park and the Fort Mose Historical Society.

Growing up as a multi-generational Floridian, he never knew about Fort Mose, the first legally sanctioned free Black settlement in what is now the United States. 

“The story of Fort Mose is incredibly important—it’s a powerful narrative that has remained largely untold until recently,” Pellicer remarked. “Our goal was to raise awareness of this historic site and support the Fort Mose Historical Society in their efforts to raise funds for building an on-site fort representation.” 

Through SJCCE’s involvement, the cultural Fort Mose Jazz & Blues Series was initiated, not only to raise awareness, but also to help fund the construction of the 39-foot-high fort, slated to open in mid-2025.

Support from the city and county have helped make the series an annual success since 2022. 

Now, it’s up to SJCCE to continue that success. 

“You have to build it and develop your audiences,” he said. “It’s important to keep this coming through. That’s what’s so beautiful about being a nonprofit…You can look at it from that lens. That’s an event that would have never happened unless someone was looking at it from the lens of what’s in the best interest of this community.” 

The partnership allows for focusing on the community, giving back and elevating the music experience, especially at The St. Augustine Amphitheatre. 

“It’s developed into this must-stop venue, and it’s our job to make sure we continue to look at it from that lens, knowing that it has to be an incredible experience,” said Pellicer.

To expand impact beyond music, Sing Out Loud Festival partnered with the Live Wildly Foundation to raise awareness about Florida conservation. A portion of proceeds for Sing Out Loud Festival’s Live Wildly Showcase, the festival’s two-day marquee event, supports St. Johns County conservation efforts.

According to Rumrell, the Live Wildly Showcase successfully raised over $160,000 in 2024.

Ryan Hall, SJCCE’s Chief Marketing & Public Relations Officer, noted that an economic impact study of the 2024 festival showed a substantial $9.6 million in economic benefits, stemming from attendance, overnight stays and ancillary spending by both visitors and residents, including bed tax revenues. The hope is that this economic impact will continue to grow annually.

The growth wouldn’t have happened without passionate music lovers, county workers and public officials collaborating for the community’s benefit.

Rumrell credits the SJCCE Board as well as St. Johns County Administrator Joy Andrews, for pushing through hundreds of hours of paperwork to ensure the success of St. Johns County’s first-ever public-private partnership.  

Rumrell, an avid music lover, passionately promotes the venues and jokes that his eclectic music taste knows no bounds. A self-proclaimed Parrothead, he’ll listen to everything from Jimmy Buffett to T-Pain. He hopes others in the area — and from afar — will continue to flock to St. Johns for unique music experiences.  

“I’ll listen to music before I turn on the television,” said Rumrell. “People often underestimate the profound impact music can have. It’s a unique experience where everyone, regardless of their background, can come together at the same concert. There, no one’s arguing — they’re just there to enjoy the music.

Pellicer fully credits the county for making a bold political move by forming a public-private partnership. 

“The county nurtured this partnership,” he said. “Many of our current staff, who were previously with the county, did everything they could to keep this initiative alive. We view music as a unifier; it’s healing. We want to do everything we can to connect people in our community.