by Monica Chamness
Staff Writer
After FridayFest flopped on Thursday night last year, organizers regrouped, moved the downtown party back to Friday night, tinkered with the format and sought the advice of young professional groups — one of the major target markets.
And, organizers say, the changes proved successful.
“We started this year with a committee representing different organizations such as e-happyhour.com, Adventure Jacksonville, Downtown Council, Cowford Club, JCCI Forward and the Jacksonville Jaycees,” said Terry Lorince, executive director of DVI.
“We asked, ‘What’s it going to take to get you and your members downtown?’ They said to have it more consistent, have a theme, do it once a month and have great music. That was the approach we used and I think it was successful. It was the help of these organizations that really turned it around.”
Changes in the drink policy and better musical acts also added to the improved atmosphere. Previously, free drink passes were distributed throughout downtown, eventually filtering down to vagrants and panhandlers. The long line of undesirables at the drink stand left some party-goers uneasy. This year, the cards were replaced with buy one, get one free offers, leading to shorter lines and happier patrons.
“The band really engaged the audience,” said Lorince at the final FridayFest of the season last week. “Moving the stage to the Laura Street side made for a more intimate environment, too.”
Andrew and Brandy Bell, who were attending the party for the first time, were impressed by the music of Cliché.
“We love it,” said Andrew Bell. “We’re from New Orleans so this is just like home.”
“We’ve been dying to hear good jazz since we moved here,” added his wife Brandy.
One of the objectives of FridayFest is to keep people downtown after work and encourage others to come downtown. For some, the plan worked.
“This is a great way to kickoff the weekend after work,” said Chris Edwards, who works at WJCT.
Jane Covington of CSX agreed.
“I like it, especially with the good weather,” she said.
“The largest crowds are here from 6:30-7:30 p.m.,” said Bobi McGinnis, executive director of the St. Johns River City Band. “Most people drop by after work or come downtown to socialize before dinner. Going to once a month over a longer period, instead of every week for two months, was a good idea. I thought we had a nice mix of music, too. We try not to book the same bands over and over, so we went to different genres of music.”
Downtown development consultant Cynthia Neal said the added effort by organizers was evident.
“I think the increased effort has made for a lot of impressive events. I will miss it because this is where I see the people I know,” said Neal.
FridayFest returns for a new season April 18 as part of Mayor John Delaney’s Come Back to Downtown initiative.