St. Augustine Amphitheatre

What St. Augustine Amphitheatre does

St. Augustine Amphitheatre is an outdoor live entertainment venue located on Anastasia Island within Anastasia State Park in St. Augustine, Florida, operated by SJC Cultural Events Inc., a 501(c)(3) nonprofit organization. Originally constructed in 1965 as the stage for the "Cross and Sword" outdoor drama, the venue fell into disrepair after the play's 1997 closing before St. Johns County assumed control in 1999 and completed a multi-million dollar renovation, reopening in 2007 with a Main Stage capacity of approximately 4,100-5,000 seats. The venue today delivers concert and event experiences through a Main Stage, the Backyard Stage secondary performance space, and The Front Porch 4,800-square-foot community deck, hosting more than 70 performances annually across all music genres. Non-concert programming includes a Saturday Farmers Market, seasonal Night Market, community partnership programs via the FOSAA nonprofit, and accessibility services through the AmpChoice Program.

The venue generates revenue through multiple streams: primary ticket sales exclusively through AXS.com and venue Box Office (tiered from approximately $36 GA to $276 premium seating), food and beverage concessions featuring specialty cocktails and rotating local food trucks, merchandise sales through a February 2025-opened Amp Merch Shop and Shopify e-commerce storefront, premium parking sponsored by Beaver Toyota, and venue rental bookings for private, public, and nonprofit events. Go-to-market is direct-to-consumer via the venue Box Office, AXS online ticketing, theamp.com website, social media, and email newsletter; secondary merchandise distribution is operated through four Kookaburra Coffee locations across St. Augustine via a channel partnership. Operational technology includes LED lighting conversions, the Green Hands reusable cup and BYOBottle infrastructure (established 2014), and modern amphitheater production capabilities supporting touring artists.

The organization's leadership comprises a deep C-suite under CEO & President Gabriel Pellicer, including Chief Programming Officer & VP Cari Baker, COO Chris Culpepper, CFO Clint Boone, CMO Ryan Hall, and other specialized officers overseeing ticketing, marketing, production, food and beverage, finance, and front-of-house operations. The business model is community-focused under a "Community Owned, Community Operated, Community Led" nonprofit charter, with the parent entity also managing Ponte Vedra Concert Hall, the Sing Out Loud Festival, and the Fort Mose Jazz & Blues Series for cross-promotion across Northeast Florida. Per Pollstar's 2026 Mid-Year Top 50 Amphitheaters Report, the venue ranks #1 in the United States and #2 worldwide for both tickets sold and gross ticket sales, having climbed from #2 US/#6 World in 2024 and #2 US/#3 World in 2025.

Name

St. Augustine Amphitheatre

Legal name

SJC Cultural Events Inc

Website

https://theamp.com

Company type

Private

Founded year

1965

Operating status

Operating

Short description

St. Augustine Amphitheatre is a 4,100-5,000-seat outdoor live music venue in St. Augustine, Florida, operated by nonprofit SJC Cultural Events Inc. It hosts 70+ concerts annually, ranks #1 US/#2 World (Pollstar 2026), and serves touring artists and regional concert-goers via ticketing, food and beverage, merchandise, and venue rental.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Outdoor Amphitheater & Open-Air Venue Operations (MPAGALAG)

akta.pro secondary industries

Live Music Clubs & Venues (MPAGAIAB), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

Keywords

• Live music venue
• Outdoor amphitheater
• Concert ticketing
• Event venue rental
• Concert concessions

Headquarters

HQ city

Saint Augustine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Ticket Sales: Primary revenue stream from concert and event ticket sales through AXS.com and venue Box Office. Ticket prices vary by event, ranging from approximately $36 to $276.
2. Food and Beverage Concessions: Multiple concession stands and bars feature specialty cocktails, wine, beer and non-alcoholic options. Local food trucks rotate at each event. Reusable cup program with $1 refill discount.
3. Merchandise Sales: Official merchandise including venue apparel, hats, drinkware, posters, accessories, and limited-edition collaborations. Sold at on-site Amp Merch Shop and online via Shopify store.
4. Venue Rental: Venue available for rental by private, public and nonprofit groups for events, performances, and community gatherings.
5. Premium Parking: Limited premium parking spots available for purchase online at AXS.com or in-person at Box Office. Sponsorship by Beaver Toyota.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

St. Augustine Amphitheatre is an outdoor live music and event venue that operates a 4,100-5,000 seat main amphitheater, a secondary Backyard Stage, and The Front Porch community deck on Anastasia Island in St. Augustine, Florida. The venue delivers concert and event programming (70+ performances annually across all music genres), ticket sales through AXS and on-site Box Office, food and beverage concessions, on-site and online merchandise, premium parking, and private venue rental. Community-facing assets include a weekly Saturday Farmers Market, seasonal Night Market, and the AmpChoice accessibility program.

Product overview

The St. Augustine Amphitheatre is a premier outdoor concert venue operated by SJC Cultural Events Inc., featuring the Main Stage with approximately 4,100-5,000 seats as its core product, supplemented by The Backyard Stage (secondary intimate performance space) and The Front Porch (community gathering deck). On-site amenities include the Amp Shop merchandise store and Kookaburra Coffee Outpost. The venue hosts over 70 performances annually featuring major touring acts across all genres, while also serving as a community hub with Saturday Farmers Market, Night Market events, and accessibility programs like AmpChoice. Ticketing is exclusively through AXS, with online merchandise sales via Shopify.

Differentiator

Problem solved

Functional benefit

Brands

• The Backyard Stage: A secondary performance space providing an up-close and personal concert experience. General admission, standing room only.
• The Front Porch
• Green Hands

Products and services

• Main Stage Concert Venue The primary 4,100-5,000 seat outdoor concert amphitheater located on Anastasia Island within Anastasia State Park. Hosts major touring acts across all music genres with state-of-the-art acoustics and unobstructed sightlines from every seat. Open year-round with 70+ performances annually.
• The Backyard Stage

Quantifiable outcome

• 100,000+ tickets sold in 2026 Mid-Year period across 30 concerts
• +3 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Kookaburra CoffeecoreChannel Partner/ Reseller/ Distributor · 15 February 2025Partnership bringing Aussie-American cafe experience to venue through Kookaburra Coffee Outpost inside Amp Shop. Offers expertly roasted ethically sourced coffee, handcrafted espresso drinks, signature savory pies, breakfast favorites, pastries. Curated merchandise selection available at four Kookaburra locations throughout St. Augustine. Founders Spencer Hooker and Megan Vidal are St. Johns County natives.
• Beaver ToyotaminorGTM or Marketing Partner · 1 January 2025Premium parking lot sponsor. Limited premium parking spots available at venue with passes sold online at AXS.com or in-person at Box Office.
• St. Johns County Education Foundation (INK!)minorStrategic or Co-development Partner · 6 August 2024Venue serves as official drop-off site for Tools 4 Schools annual countywide school supply drive. Collects school supplies during August concerts and hosts Stuff the Bus collection drive at Farmers Market. Benefits over 52,000 public school students and teachers across St. Johns County.
• St. Johns County Seed LibraryminorStrategic or Co-development Partner · 1 January 2024Partnership under Green Hands sustainability initiative creating valuable partnerships for local conservation, waste reduction, and sustainability practices with educational opportunities.
• FOSAA (Friends of the St. Augustine Amphitheatre)coreStrategic or Co-development Partner · 1 January 2009Nonprofit 501(c)(3) partner created in 2009 committed to keeping The Amp accessible to community. Awards grants to nonprofits and schools for venue rentals, sponsors summer camps (Music and Art Camp for elementary, Camp Rock for middle/high school), presents movie nights and community concerts, provides tickets to families in crisis, funds music/art teachers in Title 1 schools. Pivotal in Backyard Stage enhancements with new roof and stage improvements.
• Old Town Trolley Tours of St. AugustineminorGTM or Marketing PartnerProvides free shuttle service from satellite parking lots (RB Hunt Elementary School Soccer Field and Anastasia State Park) beginning 60 minutes prior to gate time and running up to 60 minutes after events end.
• SJC Cultural Events Inc (Parent Organization)coreOthers501(c)(3) nonprofit organization that manages and operates The St. Augustine Amphitheatre. Also manages Ponte Vedra Concert Hall, Sing Out Loud Festival, and Fort Mose Jazz & Blues Series. Guided by 'Community Owned, Community Operated, Community Led' principle.
• AXS (Official Ticketing Agent)coreChannel Partner/ Reseller/ DistributorOfficial and ONLY authorized ticketing agent for The St. Augustine Amphitheatre. Handles all online ticket sales and fee collection. Venue Box Office offers fee-free in-person purchases as alternative.

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Red Rocks Amphitheatre: Iconic open-air amphitheatre near Denver, Colorado. The most cited direct peer in the US amphitheater category, sharing the same outdoor format, similar capacity tier, and competing in the same Pollstar amphitheater rankings.
• The Greek Theatre: Outdoor amphitheater in Berkeley, California. Long-established mid-sized outdoor venue with similar intimate-capacity positioning in the amphitheater rankings.
• Santa Barbara Bowl: Sub-5,000-seat outdoor amphitheater in Santa Barbara, California. Frequently cited in the same ranking conversations and ACM Outdoor Venue of the Year category.
• The Wharf Amphitheater: Outdoor amphitheater in Orange Beach, Alabama. Co-nominated with St. Augustine Amphitheatre in the ACM Outdoor Venue of the Year category, similar scale and tour routing.
• Ascend Amphitheater: Nashville riverfront amphitheater. Named alongside St. Augustine Amphitheatre in ACM Outdoor Venue of the Year nominations, comparable capacity and format.
• Pier Six Pavilion: Waterfront outdoor music venue in Baltimore with similar mid-sized capacity. Comparable touring-act programming and Pollstar ranking footprint.
• Oak Mountain Amphitheatre: Outdoor amphitheater in Pelham, Alabama. Similar capacity tier, format, and tour-circuit positioning in the southeastern US live music market.

Broad incumbents

• Live Nation Entertainment: Largest live entertainment operator globally, owning and operating dozens of amphitheaters across the US. Competes indirectly by routing touring artists to its own venues, but does not match the intimate community-owned positioning.
• AEG Presents: Major live entertainment promoter and venue operator (part of Anschutz Entertainment Group). Operates numerous amphitheaters and competes for artist routing decisions.

Regional players

• Daily's Place Amphitheater: Jacksonville, Florida outdoor amphitheater. Geographically proximate (about 40 miles from St. Augustine) and competes for the same northeast Florida touring-act circuit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TheAmpSA
• Facebookfacebook.com/TheAmpSA
• LinkedInlinkedin.com/company/amp-technologies
• Instagraminstagram.com/staugustineamp
• YouTubeyoutube.com/@StAugustineAmphitheatre

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about St. Augustine Amphitheatre