‘Sterling’s Summer Pier Dance’ benefits BEAM


Sundresses and summer hats were the dress code for last week’s “Sterling’s Summer Pier Dance,” held June 14 at the Casa Marina Hotel in Jacksonville Beach.

Nearly 200 people turned out for the inaugural event to benefit the Beaches Emergency Assistance Ministry (BEAM), which provides food and assistance with rent and utilities for residents in need. Hosted by Rock Solid Business Law and Sterling Joyce – the Casa Marina’s well-known maître d’ – the cocktail reception featured seaside dancing to music provided by BayStreet, with Rock Solid Business Law attorney John Miller on lead vocals and bass guitar.

“BayStreet had a blast playing to a fun crowd, and patrons had a good time in support of wonderful charity,” Miller said.

Guests also had an opportunity to do some shopping at a “pop-up shop” in the hotel courtyard, with items from BEAM’s Seventh Avenue thrift store.

“We brought a little something for everyone,” store manager Jennifer Gaynor said as guests perused items ranging from clothing and artwork to Jimmy Choo purses.

Miller said the event raised more than $3,000 for BEAM.

“We are thrilled with the turnout for a first-time event,” he said. “While the money goes to BEAM with ‘no strings attached,’ the purpose of the event is – and will be every year – to provide food for needy Beaches children while they are out of school for the summer.”