Since the Ponte Vedra Concert Hall first tested its viability as a musical venue, something became immediately clear: This modest, out-of-the-way, former church had the potential to attract major stars to its small stage.
That first show, on March 20, 2009, featured The Artie Shaw Orchestra. It sold out. In fact, venue staff had to borrow chairs from the local senior center to make sure everyone had a place to sit.
Now, 484 unique acts and 1,081 shows later, the concert hall is about to undergo a 10-month, $10.5 million transformation expected to bring in multiple times the number of headline acts.
Friday, April 26, county officials, members of the Friends of the Ponte Vedra Concert Hall, representatives of SJC Cultural Events — which operates and manages the venue — and others gathered for the official “load out.” This alternative to a normal groundbreaking ceremony mimicked the breakdown of equipment following a musical act’s performance.
SJC Cultural Events Board Chair Dylan Rumrell predicted that, when complete, the concert hall would be the “best indoor venue in North Florida.”
“The acts that will come here because of the renovation and enhancement that will take place will blow people away,” he said. “The best is yet to come.”
The venue has already established itself, hosting such performers as Art Garfunkel, David Crosby, the Indigo Girls, Wynonna Judd, Jose Feliciano, Don McLean and many, many more. Even a cursory glance at the list of past performers invokes surprise. How could such a small place, one that seats a mere 486 draw such talent?
Part of the answer lies with the late Tib Miller, music promoter and founder of Flying Saucer Presents. Miller, who died in November 2022, brought many of the big names to the venue.
At the ceremony Friday, the Friends group donated $4,000 in Miller’s name to the North Florida School of Special Education for music lessons and classroom materials.
In addition to attracting major talent, the venue has also provided opportunities for area theatre and choral groups to present their shows.
A balcony and more
In 2006, St. Johns County purchased the former New Beginnings Baptist Church at 1050 A1A North and transformed it into the concert hall in 2009. Though the Artie Shaw show was held that same year, things did not truly get underway until 2011.
The Friends group supported several upgrades over the years, culminating in plans for a $5.4 million “Balcony Project” announced in July 2022. Funding would come from federal, state and local sources, as well as a portion of $8.9 million in grants from the Small Business Administration designed to help the live entertainment industry through the COVID-19 pandemic.
The public-private partnership between the county and SJC Cultural Events Inc. announced in September 2023 set the stage for this enhanced transformation.
When complete, the balcony is expected to increase seating capacity to about 600. Total audience capacity, when standing room is used, is expected to rise to about 1,000.
Because some artists prefer standing audiences to those in seats, maintaining that aspect should broaden the venue’s ability to attract top acts.
The concert hall will also add outdoor seating, as well as an area to sell merchandise and food. The box office will be brought back after its long hiatus.
The stage will be made deeper by the addition of four feet of floor. In addition, a greatly improved sound system will be installed.
According to Director of Production Carl Liberatore, the concert hall will be one of the first venues of its size to use the new technology.
“You should be able to close your eyes and hear every instrument on stage, and you should hear every vocal,” said Gabe Pellicer, CEO and president of SJC Cultural Events.
Economic impact
Beyond its value as a source of quality entertainment, the Ponte Vedra Concert Hall has a significant, positive impact on the county’s economy.
“The St. Augustine Amphitheatre, the Ponte Vedra Concert Hall, Fort Mose Jazz and Blues Series and the Sing Out Loud Festival represent a cumulative impact of $39 million per year to St. Johns County,” said County Commissioner Christian Whitehurst. All are operated and managed by SJC Cultural Events.
Whitehurst said the concert hall alone has contributed $53 million to the county’s economy.
According to County Commissioner Sarah Arnold, 26% of those who attend shows in St. Johns County stay overnight, and 87% of those people stay more than one night. That means they also eat in local restaurants and shop in local stores.
To date, the concert hall has admitted 401,958 attendees.
“We are blessed with an ecosystem in St. Johns County that has allowed this 13-year dream to become a reality,” said Jerry Wilson, president of the Friends group.
Design of the renovated concert hall was performed by Jacksonville-based Fisher Koppenhafer Architecture and Interior Design. The contractor is DiMare Construction Co. of St. Augustine.
The concert hall is expected to reopen in March 2025.
Members of the public will be able to track the renovation’s progress at pvconcerthall.com/news.
