With Kevin Venardos literally at the wheel, the Venardos Circus will soon roll into St. Augustine for its annual residency ... which has led to an actual residency.
When its run begins Friday outside the St. Augustine Amphitheatre, it will be more than familiar territory for the crew. Venardos has made himself a St. Johns County resident — as much as he's a resident anywhere other than the country's Interstate system. He credits St. Augustine for helping to launch the circus into a successful, sustainable enterprise. Five years ago, the circus was able to set up at the Amphitheatre for the first time, and the county Tourist Development Council provided a grant of about $17,000 for out-of-county marketing of the circus.
Since the operation was just getting started, Venardos said he didn't have the resources to spend on a serious marketing campaign without some help. Usually, Venardos partners with a business or group of businesses — like with the TDC, which is funded by the bed tax — to use the circus as a draw for more patrons. The cross promotion tends to help the business as well as the circus. In fact, the TDC arrangement has worked so well that it now provides $60,000 for out-of-area marketing.
He'd also like to establish a home base in St. Johns County with more than just a few weeks of performances, but the Hastings location might be too far away from St. Augustine to suit that goal.
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