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22 reasons the Deuces Live leader is a ‘Sunshine Ambassador’

Margie Manning



Veatrice Farrell (left), executive director of Deuces Live, receives the Sunshine Ambassador award from City Council member Gina Driscoll.

Veatrice Farrell, executive director of Deuces Live Inc., was named a “Sunshine Ambassador,” an award that recognizes those who are working to make St. Petersburg a better place to live.

As leader of the nonprofit Deuces Live since 2012, Farrell focuses on revitalizing the historic 22nd Street South district through advocacy, development and promoting the deep cultural roots of the community.

Related: Influencer, Veatrice Farrell

“I wanted to take a moment to tell you what a joy it is to work with Veatrice on items large and small that have brought the Deuces forward in a way that we haven’t seen in so long,” said City Council member Gina Driscoll, one represents the eastern part of the Deuces Live District, designated a Florida Main Street in 2001. Council member Lisa Wheeler-Bowman represents the western part of the district, which runs from 2nd Avenue South to 18 Avenue South along 22nd Street.

St. Petersburg City Council members Gina Driscoll (left) and Lisa Wheeler-Bowman (right) presented the Sunshine Ambassador award to Deuces Live executive director Veatrice Farrell. 


“Getting to know Veatrice and how dedicated she is to this effort has inspired and motivated me. I’ll call her once in a while and say, what do you need, how’s it going … and she’s always so positive, it’s wonderful,” Driscoll said during Thursday’s City Council meeting. “If anyone wonders, is there one reason for Veatrice to receive this award? No. There are 22.”

Driscoll ticked off each of them:

  • Determined
  • Forward thinking
  • Compassionate
  • Daring
  • Courageous
  • Optimistic
  • Passionate 
  • Ethical
  • Humble
  • That smile
  • Honest
  • Bold
  • Authentic 
  • Empowered
  • Savvy
  • Inspiring
  • Strong
  • Responsible
  • Respectful
  • Decisive
  • Committed
  • Dedicated

Council Chairman Ed Montanari added his thanks to Farrell.

“I see you everywhere and you are so involved, so energetic. I don’t have 22 reasons but I’ve got a lot of reasons that I’m happy we have people like you leading in the Deuces and doing the work you do to make our city a better place,” Montanari said.

Farrell, who thanked the Deuces board of directors for their support, received the award just after the City Council approved a license agreement with the Deuces, allowing the organization to operate a community garden on city-owned land at 2180 9th Ave. S.

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