Song, Story, and Soul

Russell Carter recalls a different scene 17 years ago during winter along the coastal communities of Highway 30A than one would find today. Beaches were barren, restaurants shut down for the off-season, and crowds only manifested for the occasional local gathering.

But now, particularly on MLK weekend in January, thousands of visitors, and some 150 singer-songwriters and creatives flock to the area each year for the 30A Songwriters Festival, a four-day celebration showcasing performances by legendary headliners and up-and-coming musical talents alike across more than 30 different venues.

The event, originally pitched by then newly hired Cultural Arts Alliance (CAA) Executive Director Jennifer Steele back in 2008, was intended to help fund the budget for the Walton County nonprofit organization’s mission to help foster creativity and promote the advancement of art within local communities.

“The lack of business and visitation in those days actually helped us get this thing going,” says Russell Carter, who co-produces the event. “Real estate and rental companies were willing to donate homes to artists, and the concept began coming together.”

Carter, who has built a career out of managing musicians, recognized that while the initiative was backed by creatives and passionate advocates, no one was truly connected to music professionally. He was inspired to volunteer his time and called on a few favors from some of his clients, bringing performers such as the Indigo Girls and The Bangles among the 40 artists who performed across 12 venues to the festival’s inaugural year.

“That first year had under 1,000 attendees, but it was so much fun, that word of mouth became our biggest promotion,” Carter says. “Everyone who came that first year brought someone else with them the next year. We doubled in size, added venues, and could start paying artists. It kept growing, and by the end of a decade, we were well established.”

Today, he said, the festival has sold out every year since 2010. This year will be no exception, as an impressive lineup of headliners include the iconic soul vocalist Mavis Staples, the raw, alternative rock n’ roll harmonies of Toad the Wet Sprocket and 10,000 Maniacs, Americana song of the year award-winners I’m With Her and beloved rock/country artist Nikki Lane.

“It’s funny, because Nikki was new on the scene when she first played in 30A many years ago, and I remember her being so passionate,” Carter says, “Now she’s on the headline stage.”

The 30A Songwriters festival offers special weekend passes to multiple performances, and VIP passes allow access to amenities such as gourmet food, libations and private viewing areas at the main stage in Grand Boulevard’s Town Center in Miramar Beach. Elite offerings even include chauffeuring services throughout the weekend, and curated dining experiences at local restaurant venues for a more sensational experience.

Carter said the festival has become instrumental in funding the CAA’s biggest initiatives, including the Underwater Museum of Art, educational programs and workshops, free, family-friendly festivals such as Flutterby and ArtsQuest that enrich the culture of the community, and the Beyond Bars prison songwriting program that was born because of the festival.

“What’s most rewarding for me is that I get to support artists in a totally positive way and call them up to say, ‘Come to the beach, bring your friends, and have a blast,” Carter says. “It’s like a reunion every year. Everyone’s in it together. It’s like the Fourth of July, except it’s all about music.”

Festival Weekend Passes are currently available. VIP tickets that include premium seating and complimentary gourmet food and drinks in the VIP tent on Saturday and Sunday afternoons are also available. For a full description of each ticket package, visit 30ASongWritersFestival.com.