St. Augustine Amphitheatre unveils new brand identity


The St. Augustine Amphitheatre recently unveiled its new brand identity. Moving forward, the venue will be known as “The Amp,” with its new logo reflecting the venue’s iconic tent tops, paired with colors that represent the beachside pallet of St. Augustine. 

According to a press release from the venue, its tagline, “Big Acts, Small Venue,” encapsulates what the community and the concert industry love about the venue and why it is often simply referred to as “The Amp.”

“It’s perfect timing because we’ve spent the last decade really building this amazing thing in our corner of the world,” said Ryan Murphy, director of The Amp. “What I’m hoping to achieve is that we could be looked at as the example of what needs to be happening, so to rebrand ourselves as ‘The Amp’ is very much in that vein of understanding that we are what it is to be an Amphitheatre.”

Currently, The Amp hosts an average of 40 concerts, dozens of free community events and a weekly Farmers Market. According to the venue, 2018 was a strong year with nearly 20 sold-out shows and record ticket sales. It ranked No. 3 in the United States and No. 4 worldwide in Pollstar Magazine’s Midyear Top 50 Amphitheatre Venues, was nominated for Amphitheater of the Year by the International Entertainment Buyers Association (IEBA) and scored Best Live Music Venue by multiple regional publications. 

According to the venue, the Amp also experienced growth and success in previous years from record-breaking ticket sales to the debut of the award-winning Green Hands venue conservation program, the expansion of the Saturday Farmers Market, the launch of the free, multi-weekend Sing Out Loud Festival and the introduction of the Front Porch and the Backyard Stage.

“We want to make sure we’re speaking to the community and for the community,” Murphy added. “Between the concert events, Farmers Markets, the Sing Out Loud Festival and the Front Porch and Backyard shows, we’ve given a ton of options for people to come out and enjoy the Amphitheatre and let them really feel that it’s their Amphitheatre.” 

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