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Time
by Seraine Page
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 Gabe Pellicer
Photo credit: Brad Gleaton APRIL / MAY 2025 | 9 |