St. Augustine's Francis Field will be the site for one of the stops on Mumford and Sons' concert tour this fall.
"The Gentlemen of the Road Stopover" tour, as it's been dubbed, is already striking the right note for St. Augustine's economy.
On Sunday night, the internationally-acclaimed English folk rock band won a Grammy for album of the year. Hours later, tickets to the two day concert in St. Augustine were nearly sold out.
The band's tour is linked to St. Augustine's 450th Commemoration. City leaders say they're already hearing cash registers ringing.
"Destination awareness, of course. Everybody knows where St. Augustine is now through Mumford and Sons, and some of the other marketing and some of the other advertising and promotional things we are doing. Economic impact is the second most important objective. We want visitors to come and to stay longer and of course spend more money," said Dana Ste. Claire, director of the St. Augustine 450th Commemoration.
September is considered a slow month in St. Augustine, but most hotels around the area are already sold out for the fall celebration. Some hotels are offering packages that include concert tickets. Those packages range in price from $799 up to $1,649.
"Mumford is playing Saturday night. The opening act for Mumford is Fun. Yeah, another Grammy award winner. So the planets have aligned wonderfully," said Ste. Claire.
For more information on the 450th Commemoration festivities, visit St. Augustine's web site.