EPISODE
05
Southern Hospitality at Flora-Bama with Steve Powers
EPISODE LINKS.
SHOW NOTES.
In this episode of McFarland Minutes, host Natalie McFarland sat down with Steve Powers, the entertainment director at Flora-Bama, to talk about what makes this venue so special. Located on the state line between Florida and Alabama, this iconic destination has been serving up unforgettable experiences for over 60 years.
Steve also discusses his background working with iHeart, the significance of maintaining a welcoming atmosphere, and the venue’s community-focused initiatives. The conversation highlights Flora-Bama’s appeal to diverse age groups and its commitment to offering a family-friendly environment during the day while transforming into a vibrant nightlife destination. The episode concludes with light-hearted questions, emphasizing the camaraderie and multifaceted culture of Flora-Bama.
00:00 Introduction to McFarland Minutes
00:33 Welcome to Flora-Bama
00:44 Behind the Scenes with Garrett Miles
00:59 Steve’s Role and Hospitality at Flora-Bama
04:48 Events and Traditions at Flora-Bama
10:44 The Flora-Bama Experience
14:10 Exploring Flora-Bama’s Expansive Venue
17:39 Creating Memorable Experiences
18:23 Engaging the Younger Generation
18:40 Cultivating a Multi-Generational Culture
19:25 The Importance of Music and Engagement
20:43 Venue Size and Comfort
21:38 Charity and Community Involvement
22:19 Leadership and Company Culture
27:10 Employee Recognition and Retention
28:21 Sunday Rituals and Church at Flora-Bama
29:50 Fun and Personal Insights
ABOUT THIS EPISODE.
Flora-Bama isn’t just a bar; it’s a legendary spot rich in history, hospitality, and entertainment. Recently, Natalie sat down with Steve Powers, the entertainment director at Flora-Bama, to talk about what makes this venue so special. Located on the state line between Florida and Alabama, this iconic destination has been serving up unforgettable experiences for over 60 years.
A Masterclass in Hospitality
Steve has left a lasting impression, showcasing a masterclass in hospitality. He explained that Flora-Bama is not just a music venue but a community hub built on the foundations of extraordinary customer service and unique experiences. “We want to provide an experience,” he says. “We want people walking out feeling that whatever they experienced was unforgettable.”
Steve took us on a journey through Flora-Bama’s storied past, highlighting events like the legendary Mullet Toss. What began as a simple contest of throwing fish across the state line has grown into the largest beach party, attended by thousands each year. It exemplifies Flora-Bama’s tradition of creating unique, engaging experiences for all who visit. With three stages on-site and a plethora of music acts, Flora-Bama boasted a staggering 3,500 booked musicians in the past year alone. From local talents to renowned artists, each performance brings the venue to life, creating a mix of melodies that resonates with audiences of all ages. Community and charity are pillars of these events. Steve described how each event, from the colorful Mullet Toss to the charitable St. Jude’s Craig Campbell show, supports local organizations. “Any event we do has a charity attached to it,” he shared, demonstrating how deeply ingrained these values are within Flora-Bama’s ethos.
For those who’ve never visited, visitors can enjoy a day filled with activities—from relaxing on the beach to enjoying live music and delicious food. Steve reveals the Flora-Bama secret sauce: respect and innovation. Everyone, from staff to patrons, is an honored guest, and this attitude is reflected in the seamless service and vibrant atmosphere.
At the end of the day, it’s the people who make Flora-Bama an exceptional place to work and visit. “We want to create customers for life,” says Steve, and from our experience, they surely do.
This remarkable blend of community, creativity, and entertainment ensures that Flora-Bama remains a must-visit destination. We’re grateful to Steve and the rest of the Flora-Bama team for sharing a slice of Southern hospitality with us and can’t wait for our next visit to this iconic venue.
IN THIS EPISODE.
Steve Powers
Entertainment Director at Flora-Bama
Steve Powers is the Director of Entertainment at the iconic Flora-Bama, where he leads a dynamic team responsible for booking live music across six stages, 365 days a year, resulting in more than 3,500 performances annually. Before joining Flora-Bama, Steve spent over two decades with iHeart Media as Senior Vice President of Programming. During his time there, he launched the popular iHeart streaming channel “FloraBama Radio,” which continues to stream live on the iHeart Radio App. Beyond his professional achievements, Steve has been happily married to his wife Patty for 21 years. Together, they have five children and seven grandchildren who lovingly call him “Papa Steve.”
ABOUT YOUR HOSTS.
NATALIE MCFARLAND
PRESIDENT, FOUNDER
MCFARLAND PRODUCTIONS
After freelancing her way through college, Natalie established McFarland Productions in 2014, which has continued to grow rapidly over the last few years. Her passion and focus have always remained the same; capturing, understanding, preserving and promoting Ranching, Farming, Western Lifestyle and AgriBusiness. She has always had a love for the western culture and even at a young age it was unmistakably clear she would someday find a career serving the industry.
Natalie grew up on a small ranch, rodeoed, showed horses in a variety of disciplines, showed livestock, and participated in 4H and Oregon High School Equestrian Teams. She has trained herding dogs and started colts, worked with sheep and cattle and has had the experience of racing to finish up a hayfield before a rainstorm hit. She understands the joys, sorrows, wins, losses and hard work of ranchers and farmers. That’s why McFarland Productions can produce authentic marketing campaigns for the businesses, organizations, events, and brands of the western and agriculture industry – it’s who she is.
With a passion for building community surrounding brands, Natalie focuses on building real connections between companies/brands and the people that make up their community. Telling the stories of your customers and making them apart of the brand’s story is her main focus. Creating real, human, meaningful connections and strengthening community within the western and agriculture industry through strategic marketing services.
SCOUT FOSTER
OUTREACH MARKETING MANAGER
MCFARLAND PRODUCTIONS
Scout’s faithfulness to the agriculture and western sports industry is rooted in tradition. Growing up in Central Florida, she stood by her family as they supported different sectors of the industry, including raising beef cattle, bucking bulls for local rodeos, and spending weekends with her grandparents who lived on Disney’s Wilderness Preserve.
Moving away from The Mouse, Scout graduated Magna Cum Laude from the Nation’s top agricultural communications college at Texas Tech University in 2022.
Now residing in Crockett, she and her husband, Lane, keep busy raising beef cattle and bucking bulls with her family. Scout also loves gardening, raising chickens, reading, and her two dogs: Rue and Dill.
