by David Chapman
Staff Writer
Following the conclusion of the recent 99.9 Gator Country concert series at the Landing, it wasn’t just country music-loving audiences who had reason to applaud — Jacksonville Landing officials and tenants who benefited from the extra crowds cheered, too.
The series began in 2005 and featured local and up-and-coming bands. Now, it draws nationally known country music stars during four weekend dates in the spring and fall, and the Landing fills up with fans.
“The Landing is just the best venue,” said Gator Country Program Director Jeff Davis. “I hear that from some of the bands we’ve had in the past and from the people who have attended.”
Davis said that while he doesn’t have official numbers from the latest spring series that began on March 14 and ended on April 4, Jacksonville Sheriff’s Office security staff told him that each concert brought more than 10,000 people — many of whom also eat, shop or browse the many shops at the Landing and spill over into other Downtown businesses.
“Absolutely it’s a success,” said Landing Public Relations Director Rachel Nudge. “All of our tenants reported that their numbers were up for the concerts.”
Beyond the monetary gains, Nudge noted that even the attendees who didn’t spend would likely remember what the Landing has to offer and be back to patronize later.
According to Nudge, the Landing will be host to 388 events during the year. While each event doesn’t necessarily cater to every demographic, the variety of events during the year ensures there will be something for everyone, she said.
“We consider the events to be community entertainment for all ages,” she said.
For example, the upcoming Earth Day & Ecology Fair on Sunday features interactive displays and booths that cater more toward families, while an April 26 NFL Draft Day Celebration will appeal to sports fans.
There are costs to hosting these types of free events, but the business more than makes up for the initial investment, said Nudge.
“Our goal is to drive business to our tenants,” she said. “Bringing people to the Landing and increasing business is our goal.”
Not all events are successful, though, and it’s a trial and error process. Over the years, Nudge said, Landing officials have had to study each event to find out what works and what doesn’t.
The Gator Country concert series is a mainstay on the Landing’s entertainment calendar now, much to the delight of both parties involved.
“We love doing the shows,” said Davis. “It just makes good sense. We’re (Gator Country and the Landing) doing great from it.”
Nudge agreed, saying the series was a good way to help the radio station gain exposure while bringing in solid crowds that spend time and money on the Landing’s extracurricular activities.
The next concert series is in September, and Davis said he has already been getting the calls and e-mails about the particulars, but wouldn’t reveal who was being booked for the next gigs.
“Just announcing them would take the fun out of it,” he said. “It’s going to be bigger and better, but that’s all I can say for now.”
Meanwhile, the Landing continues to provide marquee Downtown events that should continue to draw large crowds.
“We’re going to keep providing different free and unique entertainment year round,” said Nudge.
For a calendar of events, visit www.jacksonvillelanding.com. For more information about the 99.9 Gator Country concert series, visit www.999gatorcountry.com.