GREEN COVE SPRINGS – When real estate agent and radio personality Joe Pellegrino isn’t selling homes or doing voiceovers, his hands are busy with the successful Third Saturday Market in the Park, held every third Saturday on Walnut Street in front of Spring Park.

The monthly gathering includes the marketing, promotion and set-up of the monthly big-ticket event, along with the several other behind-the-scenes tasks it takes to throw a family-friendly, Mardi Gras-style event unique to Clay County.

The market is organized through the Green Cove Springs Business League and has existed for approximately 10 years. But it wasn’t until six years ago the market began to see its true potential.

Due mainly due to the tireless efforts and the unique marketing strategy by Pellegrino, the jack-of-all-trades businessman, he successfully executed a complete turnaround for the then-middling vendor-style city market, such as beautiful artisan crafts, wood products and homemade goods like clothing, and delicious, fresh-to-serve foods, desserts and drinks.

Coordinator, organizer, promoter and advertiser at Showcase Events, Pellegrino serves as an independent contractor for most of the market’s operations, a role he has performed since 2017.

He interviews vendors on his radio segment “The Joey P Show,” on 103.9 FM in St. Augustine, to organize sponsors and deal with processing fees and permitting, insurance, affidavits, permissions, set-up and takedown of the event.

The businessman helped head the committee responsible for organizing the First Coast Ham Jam and organizing the music for the Republican National Convention in Tampa Bay. He utilizes his big, booming voice and skills with social media marketing, sign-flippers and real-life posters in brick-and-mortar stores to spread the message about the market.

“We do contests and advertising for (the vendors).

I also do separate interviews to discuss local events and history in the city. When I started advertising on the ‘Joey P Show,’ we started getting more and more people (that wanted to become vendors),” he said.

Harboring a “never-fail” attitude and dedication to the community throughout the process, Pellegrino has pushed the market from 13 to 70 vendors. It’s become such a big deal there aren’t any available street corners remaining.

He also serves as a disk jockey at the market.

The hard work comes in a city he’s called home for more than 20 years.

“I just do this because I want to see us grow in Green Cove Springs,” he said.

The event is worth between $200-$2,000 in additional income for vendors, which comes with free marketing, advertising and exposure from the “Market Man.” Many sellers are from low or middle-income backgrounds.

Pellegrino remembered one vendor living on social security. The extra cash helped her stay afloat, and that’s just one of several success stories.

Pellegrino’s skillfully-executed marketing strategy is working so well that it has reached far beyond city limits. More than 500 names are on a preferred vendors list, and he will soon expand his operation to Palatka in July, pending city approval.

He continued his campaign with three car shows, including the Market and Music at the Cove on Saturday, April 1, at the Cove Plaza. At the event, cars, trucks and vans can enter the show for $10, with first-, second- and third-place winners earning a cash prize.

There also were vendors, crafters, jewelry, food trucks and more.

The car show winner on May 6 will receive two tickets to a destination in either the Caribbean or Mexico.

The same car show with a moonlight twist will be at 1451 S. Orange Ave. on June 3, July 1 and Aug. 5 from 4 p.m. to 8 p.m. A trip to Mexico or the Caribbean will also be offered.

An additional car show will be in July and August at the Palatka Mall.

The Market at the Park is open from 10 a.m. to 2 p.m. The next market will be on April 15.