News
ST. PETERSBURG
Classical music fans will convene in Vinoy Park on Oct. 17 to hear some of the bay area's finest musicians play for an annual free concert.
The event is part of the Florida Orchestra's Pops in the Park series, a tradition in its 16th year, thanks largely to the efforts of one woman — Helen Torres.
Torres began her relationship with the Florida Orchestra after moving to the area from Boston 16 years ago. She read about the struggling nonprofit in the newspaper and decided to offer the group a deal.
"I said, 'I'll give you $20,000 for 20 years if you play for us on the Fourth of July,' '' Torres said, but staff members convinced her that the orchestra was better suited to play in the fall because of the summer heat.
The deal was made, and Torres has been the event's primary sponsor and promoter ever since.
"She's a dynamo; she has her own machine running," said Sherry Powell, marketing director of the Florida Orchestra. "This is her baby as far as events go."
The annual event in Vinoy Park is one of four free concerts that the Florida Orchestra will perform this year. That number used to be larger, but tough economic times and waning support from area cities have left the nonprofit struggling to keep a balanced budget while still performing for free.
The concert in Vinoy Park, and the fireworks display that comes afterward, now costs the orchestra about $47,000, a burden that fell on the backs of local donors and fundraisers when the city stopped donating about $8,000 worth of police, parks and recreation, and waste management services last year.
"When we lost funding from the city it was rough on us, but this is the only event of this type that we do in St. Pete," said Emily McClain, the orchestra's development director.
Clearwater stopped setting aside funds for its free concert last year, leaving the orchestra with four; three in Tampa, which allocates more than $200,000 for the events, and one in St. Petersburg.
The Vinoy Park concert typically has the best turnout with more than 12,000 people attending on average. It is funded solely by the grass roots effort of Torres, the institution's volunteer guild, and a network of private and corporate donors.
Torres, a real estate broker who runs Homes by Helen Inc., has struggled to keep up her end of the deal with the declining housing market. But when income fell short, she made up for it with networking and hustle.
Signs go up in front lawns across the Historic Old Northeast in St. Petersburg to help raise awareness weeks before the concert. Donating $115 now gets you front-and-center seating as one of Helen's Buddies, a group of Florida Orchestra supporters and enthusiasts.
Torres has also reached out to businesses such as Bob Lee's Tires, which is sending an announcement about the event in monthly billing statements, and a number of other businesses along the Fourth Street corridor that announce the event on signs.
"She's always finding new ways to support the concert," McClain said.
This year about $17,000 in cash and pledges has been collected so far, and Torres will continue to accept donations in any amount, even on event day.
This article has been revised to reflect the following correction: The Florida Orchestra's Pops in the Park concert at Vinoy Park will be at 7 p.m. Oct. 17. An incorrect date was listed in an article Wednesday.
Loading...
