ACE Alliance Keeps their Finger on the Pulse

Local Nonprofit provides Disaster Relief and Wellness Impact to Movers and Shakers in Need

By Monika Bernthal

Alberto Cebollero of ACE Alliance presents a check to Colton McKenna to help him and his family with unexpected expenses during challenging times.

While it is St. Augustine’s rich history that landed us on the map, it is without a doubt, the current-day movers and shakers who make our city pulse.

Often taken for granted, our town’s entertainers, tourism and hospitality workers not only contribute to the town’s appeal, but provide huge economic impact to St. Johns County.

However, as they serve as the heartbeat of our city taking care of locals and visitors alike, they often face extreme personal challenges and even disaster with no relief in sight.

Owners of Ancient City Entertainment and professional musicians, Alberto and Jeanetta Cebollero knew it was high time to turn the tables and provide these industry professionals the positive impact they continually provide so many others.

“St. Augustine’s entertainers, tourism personnel and hospitality workers are the core of our city’s charm and appeal and contribute greatly to our tourism industry,” explained Alberto. “But it is these same industry professionals who are often uninsured, might be facing emotional and/or physical challenges and often live paycheck-to-paycheck with a family to support. A sudden crisis can be completely devastating and wreck their livelihood.”

To answer the needs of those in dire straits, the Cebolleros created ACE Alliance, a local 501(c)(3) non-profit that provides wellness impact and disaster relief to these individuals who keep our city’s lifeblood pumping. 

The Cebolleros conceptualized the non-profit after experiencing devastation first hand. Both career musicians and parents, the Cebolleros lost their home in 2016 after Hurricane Matthew. While they fared better than many of their peers, the tragedy brought to light just how many in their industry were tragically impacted. They certainly were not the only ones in their industry who in one fell swoop lost their home and their livelihoods.

While the idea of ACE Alliance was born in response to a natural disaster, the Cebolleros know that personal crisis comes in all shapes and sizes. Today, ACE Alliance provides assistance to all types of industry workers facing a myriad of hard times. Just in the past 6 months, they’ve provided assistance to St. Augustine locals including Jamal Wright, Irie Lange, and Colton McKenna.

Jamal Wright is the drummer for the local band, Steelin’ Peaches. Last fall, he developed an infection rendering him unable to work. Uninsured, he also could not afford treatment or prescriptions. ACE Alliance stepped in and helped alleviate the financial crisis while he recovered until he could go back to work.

Irie Lang is a bartender at The Ice Plant and Boat Drinks Bar. His bike - i.e. his means of transportation to work - getting stolen was an unexpected bump in the road. ACE Alliance helped get him a new set of wheels and back behind the bar.

Colton McKenna is a local musician, husband and father of two kids (5 and 8 years old). His pregnant wife faced a medical emergency landing her at UF Shands for three months. Mounting medical bills (even though he does have health insurance), caring for two young children, the stress of worrying about his hospitalized wife and their unborn child – topped by the inability to work – left Colton in dire straits. ACE Alliance provided him a grant to alleviate expenses and help him through this difficult time. (AND on February 3, 2022, his wife delivered a beautiful healthy baby. Mom and baby are doing great!)

These are just three of dozens of ACE Alliance grant recipients over the past year. Moving forward ACE Alliance is planning to expand their relief efforts and increase focus on providing assistance designated for mental health with a goal of providing 100 tourism/hospitality workers and entertainers counseling for a year.

The non-profit’s largest annual fundraiser, As If! The 90s Fest, raised more than $50,000 in 2021 making this type of assistance and disaster relief possible. The Cebolleros and their team are looking to raise even more money during this year’s event happening May 21st.

To learn more about ACE Alliance, get involved, donate, or if you know someone who would benefit from their grants, please contact ancientcityentertainmentgroup@gmail.com.