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Nights of Lights update for downtown businesses

Economic Development Advocacy St. Augustine

The St. Johns County Chamber of Commerce and the St. Augustine, Ponte Vedra and the Beaches Visitors and Convention Bureau co-signed a letter to members regarding the City of St. Augustine's decision to not extend Nights of Lights beyond Jan. 11. The full text of the letter sent to members is below:

Dear Chamber members and VCB members:

Over the past few weeks, the St. Johns County Chamber of Commerce and the St. Augustine, Ponte Vedra & The Beaches VCB have been closely monitoring Nights of Lights. The City of St. Augustine and St. Johns County have made great strides in improving traffic management, lighting, visitor flow, and public safety this season. Their efforts have been recognized throughout the community and remain a strong foundation for future collaboration and enhancements.

Many of our members in the historic area have expressed concern about the City of St. Augustine’s decision to not extend Nights of Lights beyond January 11 at their last commission meeting. Because this event plays such a critical role in supporting our winter economy, we want to provide a brief update and share our collective concerns.

As highlighted during the December 7 Commission meeting, city data shows that demand historically drops sharply after the first weekend of January, with garage usage falling from over 112,000 vehicles in December 2024 to just over 39,000 in January 2025.

This pattern has held for many years, and without added support, January is projected to be one of the softest months our local workforce has faced in some time. This expected downturn will directly affect thousands of employees whose hours and income rely on steady visitation.

As we prepare for what may be a difficult January, we want you to know you are not facing this alone. Our organizations remain united in supporting the well-being of our workforce, the stability of our small businesses, and the long-term strength of our tourism economy. We are each actively engaging with employers, policymakers, and community partners to monitor conditions and identify ways to support impacted teams.

If you have been directly affected or know a business that has, we encourage you to reach out to the members of the City of St. Augustine Commission to share your thoughts. (Contact information included below.) We also encourage you to stay connected with one another, share accurate information, and support your employees wherever possible. A coordinated response will help mitigate the seasonal decline and reinforce the resilience our county is known for. We will be in touch with additional updates.

Thank you for your continued dedication to keeping St. Johns County welcoming, vibrant, and thriving.

Isabelle Renault
President & CEO
St. Johns County Chamber of Commerce

Susan Phillips
President & CEO
St. Augustine, Ponte Vedra and the Beaches VCB


Who to contact at the City of St. Augustine

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