THE AMP:  The St. Augustine Amphitheatre Unveils New Brand Identity 

The St. Augustine Amphitheatre has unveiled its new brand identity in advance of the 2019 concert season kickoff. 

The award-winning, outdoor music venue proudly adopted “The Amp” as its formal moniker, with its new logo reflecting the venue’s iconic tent tops, paired with colors that represent the beachside pallet of St. Augustine. The venue’s tagline, “Big Acts, Small Venue” encapsulates what the community and the concert industry love about the venue and why it is often simply referred to as “The Amp.” 

Ryan Murphy, director of The Amp, explains, “It’s perfect timing because we’ve spent the last decade really building this amazing thing in our corner of the world. What I’m hoping to achieve is that we could be looked at as the example of what needs to be happening, so to rebrand ourselves as ‘The Amp’ is very much in that vein of understanding that we are what it is to be an Amphitheatre.” 

Currently, The Amp hosts an average of 40 concerts, dozens of free community events and a weekly Farmers Market. In a little under a decade, it has grown from a modest, county-owned and operated community space into a locally dominant, nationally respected and internationally known venue. Each year builds on the previous years’ success. 2018 was a stellar year for The Amp, with nearly 20 sold out shows and record ticket sales. It ranked #3 in the United States and #4 worldwide in Pollstar Magazine’s Midyear Top 50 Amphitheatre Venues, was nominated for Amphitheater of the Year by the International Entertainment Buyers Association (IEBA) and scored Best Live Music Venue by multiple regional publications. Previous years also experienced unprecedented growth and success from record-breaking ticket sales to the debut of the award-winning Green Hands venue conservation program, the expansion of the Saturday Farmers Market, the launch of the free, multi-weekend Sing Out Loud Festival, and the introduction of the Front Porch and the Backyard Stage. 

“We want to make sure we’re speaking to the community and for the community. Between the concert events, Farmers Markets, the Sing Out Loud Festival and the Front Porch and Backyard shows, we’ve given a ton of options for people to come out and enjoy the Amphitheatre and let them really feel that it’s their Amphitheatre,” adds Murphy. 

The Amp’s 2019 concert season kicks off this Friday with a sold-out performance by country music icons Alabama. In addition to the new brand identity, concert attendees will notice additional enhancements at The Amp, all of which will be formally announced this Friday. 

The Amp is an ocean-side, outdoor performing arts venue and community center located on Anastasia State Park in St. Augustine, Florida. Owned and operated by the St. Johns County Cultural Events Division, the Amp has a capacity of 4,700 people and hosts over 40 concerts and multiple community events including the Saturday Farmers Market and the Sing Out Loud Festival. 

ONLINE: www.theampsa.com

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