An update on St. Johns County’s thriving cultural scene

In St. Johns County, live music is more than just entertainment — it’s a driving force behind a growing tourism economy. As part of the St. Johns County Chamber of Commerce's mission to improve the community experience for both residents and visitors, the Tourism & Hospitality Council hosted Dianya Markovits, Director of Public Relations for SJC Cultural Events, Inc., to provide an update on the county's music scene and its impact.

“We talk a lot about music tourism. Music tourism is a relatively new term, but a lot of people use it for people traveling to their golf courses, people traveling because they heard the food scene in Milwaukee is awesome. People travel for all kinds of different reasons. Music tourism is one of the reasons the Amphitheater and Concert Hall, all of our venues and festivals continue to thrive,” Markovits explained.

Sing Out Loud Festival: A September Highlight and Economic Driver

Now in its ninth year, the Sing Out Loud Festival plays a crucial role in supporting the local economy and boosting tourism during September, which is traditionally the slowest month for business in St. Johns County.

Sing Out Loud’s location in downtown St. Augustine offers a unique advantage, making it easy for attendees to enjoy everything the city has to offer.

“It’s not just a festival in the middle of a desert or a festival in the middle of a field, which are great festivals. I don’t mean any ill will toward them, but when you come to Sing Out Loud, as you all know, it’s in the middle of downtown St. Augustine, so you can go anywhere you want.”

A lot of work goes into making the event happen; Markovits compared setting it up to "building a city" in St. Francis Field. This year’s festival, happening September 20–21, features marquee headliners such as Hozier and Beabadoobee, and more than 100 local and regional performers. Recent improvements to the Festival include curated two-day ticket sales, earlier announcements, lower ticket prices, and all-in pricing with no hidden fees.

Thanks to a strong marketing campaign, Sing Out Loud successfully draws 90% of its visitors from outside St. Johns County, highlighting the festival’s growing role in attracting new visitors and expanding tourism.

The festival generated an estimated $10 million in economic impact for the county last year. It’s also “music with a mission,” having raised $160,000 for land conservation last year.

Ponte Vedra Concert Hall: A New Era

The Ponte Vedra Concert Hall is entering a new chapter following a $10 million renovation. Scheduled to reopen in August 2025, the upgraded venue will host 180 shows annually, including multi-night headlining performances. This renovation enhances acoustics, seating, and visitor amenities, promising a top-tier live music experience for residents and visitors alike.

Fort Mose and St. Augustine Amphitheatre: Sustaining Cultural Vibrancy

• Fort Mose’s Icons of Jazz and Blues, expanding to two weekends in February 2026, celebrating rich cultural heritage through unforgettable performances.
• The St. Augustine Amphitheatre, a year-round cultural hub, hosting 80 shows, 50 Saturday Farmers Markets, 4 Night Markets, and multiple multi-night headlining concerts.

The Role of the Tourism & Hospitality Council

The Tourism & Hospitality Council is dedicated to strengthening the local tourism and hospitality sector by supporting businesses in providing exceptional visitor experiences. Through industry-specific training, professional development, and educational opportunities, the council helps members stay informed on the latest trends and best practices by fostering collaboration and shared expertise.

Watch the full update here