by David Chapman
Staff Writer
The season’s first notes might fill the air Friday at the season opening of Friday Musicale, but it certainly won’t be the first time. Not by a long shot.
The iconic musical organization in Riverside kicks off its 120th season — the longest such in Florida — Friday with Tenor Timothy Bentch and a black-tie optional affair. But the work that’s gone into this season has been planned by a familiar face in a newly created role.
In June, Jacksonville native and longtime local arts advocate Chris Heacox was brought in as the organization’s executive director, the first in its long history.
Founded in 1890, the organization’s free and public concert series promotes both national and local musicians who play two shows a day the first and third Friday every month. As executive director, Heacox now runs the day-to-day operations of the organization.
“He’s perfect for the job,” said Christine Clark, president of Friday Musicale. “I could have done a national search and I couldn’t have found a better person.”
Prior to Musicale, Heacox was the managing director for a performing arts center at a North Carolina college before the economy took its toll on the program. The Jacksonville native returned home and it was through his reputation at the college, the Riverside Fine Arts Association and the St. Johns River City Band that convinced Clark to seek him out for the position.
“Hiring an executive director was something the board had been talking about for 3-4 years,” she said. “Things fell into place and it’s worked out well.”
As the first, Heacox said he’s still learning on the job — there wasn’t exactly a blueprint for the position — yet has already accomplished several initiatives including revamping the organization’s Web site and increased its local presence through increased and dedicated public relations and branding work.
It’s more than just selling the music and culture, though.
The building itself is a hot-ticket item, used close to 200 days a year for a variety of functions including weddings, receptions, parties and reunions. The increased Web presence has already made a difference, as Heacox said he’s “blown away” by the amount of e-mails he receives on a daily base inquiring about renting facilities and the concert series itself. The organization is funded in part through the Cultural Council of Greater Jacksonville, but the money earned from such hosted events goes toward keeping the music free and flowing for so many years.
It’s not just rentals and curious patrons who contact him, though.
“I’ve been in the business a number of years, and it’s amazing to see how many musicians want to play here,” said Heacox. “Both local and national.”
Friday Musicale has been the place where many a local musician received their start and grew artistically over the years and been the base for the organization, including one concert pianist who’s been around it her entire life.
“I grew up here,” said Clark, smiling. “I lot of people got their start here, like me.”
While Friday’s kickoff won’t be Clark’s first time, it will be for Heacox, who plans on taking in the show while meeting many of the attendees and members.
“I’m pretty excited,” he said. “It’s our 120th year and it’s kind of a big deal.”
A packed house is expected for the event — the auditorium can handle 250 guests — and beyond, but with the nature of free shows and potential for overflow, Heacox isn’t sure the building will be able to handle the crowd.
“You never know when you put on free shows of this caliber,” he said.
For more information on Friday Musicale, go to www.fridaymusicale.com.
356-2466