Today we’d like to introduce you to Andrea Jones-Downs.
Hi Andrea, please kick things off for us with an introduction to yourself and your story.
It really started pretty simply. Back in 2011, JoAnna and I were both longtime entrepreneurs with backgrounds in hospitality and entertainment, and we found ourselves talking – over a glass of wine – about how much we loved great food, great wine, and bringing people together. There wasn’t a big master plan at the time… just an idea that felt right.
That idea turned into what is now The Tasting Tours.
What began as a two-woman passion project has grown into one of North Florida’s premier culinary experience companies. Today, we operate across St. Augustine, Jacksonville, Amelia Island, and Palatka, and we welcome thousands of guests each year. But at the core, the concept hasn’t changed – we still want people to experience each destination like a local, one delicious stop at a time.
Our tours are designed as progressive dining experiences, so guests visit four to five different locations – everything from local restaurants and wine bars to artisan spots. We’ve built relationships with more than 30 partner venues, and because things rotate seasonally, no two tours are ever exactly the same. Even our repeat guests are always discovering something new.
I think a big part of our growth comes from the fact that JoAnna and I brought very different, but complementary backgrounds to the table. JoAnna came from owning a large salon and spa and running a real estate brokerage, and she’s also someone locals remember as “Jumpin’ JoJo” from her days performing on the pirate ship. I started as a Cruise Director for Premier Cruise Line – the official cruise line of Disney – and later founded First Coast Talent Agency. So from the beginning, we combined business, entertainment, and hospitality – and really focused on the experience.
That hands-on approach is still very much how we operate today. JoAnna oversees our financial and legal side, I focus on marketing, media, and brand strategy, and our Director of Sales, Niki Kemper, is actually a great example of our culture – she started as a tour guide, worked her way up to Tour Manager, became a shareholder, and now leads sales and corporate partnerships across all of our markets.
We’ve also expanded how guests experience our tours. We offer both strolling tours through historic districts and rolling tours on electric vehicles, which allows us to accommodate everything from small groups to large private and corporate events of 75 guests or more.
And behind it all is an incredible team. Between our full-time leadership, part-time staff, and seasonal team members, we have about 30 people each year helping bring these experiences to life.
At the end of the day, even with all the growth, it still comes back to what inspired us in the beginning – connection. It’s about sharing great food, great stories, and creating moments that people remember long after the tour is over.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a completely smooth road – and honestly, I think that’s true for any business that’s been around for as long as we have.
Like many experience-based businesses, we’ve had to navigate a lot over the years. Seasonality is always a factor in tourism, along with unpredictable weather, which can impact tours at any time. Staffing during peak seasons can be challenging, especially when you’re committed to maintaining a high level of consistency and guest experience.
We also work very closely with a network of restaurant partners, so there’s a constant level of coordination happening behind the scenes – making sure timing, quality, and service all align seamlessly for our guests.
More recently, we’ve seen increased competition in the market and rising food and operational costs, which has required us to be even more strategic and intentional in how we run the business.
That said, every challenge has pushed us to evolve. It’s made us stronger, more efficient, and more focused on what truly sets us apart. At the end of the day, we’ve never lost sight of our commitment to delivering an exceptional experience – and that’s what has allowed us to continue growing.
Alright, so let’s switch gears a bit and talk business. What should we know?
Often imitated, never duplicated – that’s really been our story from the very beginning.
At its core, The Tasting Tours is about bringing people together through food, wine, and storytelling. We’re proud to be St. Augustine’s original food pairing experience, where history and flavor come together and every stop along the way offers something memorable.
For us, it’s always been about more than just tasting great food – although there’s plenty of that. It’s about discovering the stories behind the city, connecting with local businesses, and experiencing places like St. Augustine and Jacksonville in a way that feels authentic and personal.
Being a locally owned, female-led company is something we’re incredibly proud of. We’re Florida natives, and we’ve built this business around showcasing the very best of the communities we call home. From hidden gems to award-winning restaurants, we partner with venues that truly reflect the spirit, flavor, and hospitality of each destination.
We also take a lot of pride in doing things the right way. Our tours are fully licensed and insured, and our guides are professionally trained and certified. It’s all part of making sure every guest feels taken care of and confident in the experience from start to finish.
What really sets us apart, though, is how intentional the experience is. Our tours are designed as progressive dining adventures – so each stop builds on the last, every pairing is thoughtfully chosen, and the storytelling ties it all together. It feels effortless for our guests, but there’s a lot of detail behind the scenes that makes that happen.
Over the years, we’ve been incredibly honored by the response. With more than 3,250 five-star reviews and a 4.9 rating across platforms like TripAdvisor and Google, along with recognitions like the TripAdvisor Certificate of Excellence, Hall of Fame status, and Travelers’ Choice Awards, the support from our guests means everything to us.
We’ve also been fortunate to be featured in national publications like Cooking with Paula Deen, Travel Channel, The Huffington Post, Travel Weekly, Travel + Leisure, Southern Living, The Huffington Post and more – but at the end of the day, what matters most is being locally loved.
If there’s one thing we want readers to know, it’s this: what we offer is more than a tour. It’s a true taste of the city – where historic streets meet incredible bites, and where every experience is designed to linger long after it’s over.
Can you share something surprising about yourself?
You know, what most people don’t realize is that The Tasting Tours actually started with a simple conversation over a glass of wine. There wasn’t a big business plan or strategy behind it at the time – it was really just a shared passion for food, wine, and creating meaningful experiences. From there, it organically grew into something much bigger than we ever imagined.
At the same time, I think what surprises people most is how much intention goes into every single tour. Guests experience it as this seamless, easy, really fun afternoon – but behind the scenes, there’s a lot of thought and coordination. We’re building relationships with our restaurant partners, refining the flow of each stop, and making sure every piece of the experience connects.
Every bite, every pairing, every story – it’s all very intentional. That balance of something that started so naturally, but is now so thoughtfully executed, is really what defines us.
We always say we want people to experience St. Augustine and Jacksonville like a local. As the area’s original culinary pairing tour company, we’ve created something that blends a bit of luxury with a genuine hometown feel. Our guides are local experts and great storytellers, so it’s not just about what you’re tasting – it’s about what you’re discovering along the way.
Our tours are designed as progressive dining experiences, so over the course of about three hours, you’re visiting a mix of top local restaurants, hidden gems, and neighborhood favorites. Each stop builds on the last, with chef-driven tastings paired with wine or craft cocktails.
It really appeals to a wide range of people – food lovers, wine enthusiasts, couples, groups, even corporate teams—but at the end of the day, it’s about connection. Slowing down, sharing great food, and experiencing a city in a way that stays with you.
Because for us, it’s always been about more than just a tour. It’s about traveling through history and tasting the present.
WHERE HISTORIC SITES MEET INCREDIBLE BITES
Contact Info:
- Website: https://www.thetastingtours.com/
- Instagram: https://www.instagram.com/thetastingtours
- Facebook: https://www.facebook.com/thetastingtours/
- Twitter: https://x.com/TheTastingTours
- Youtube: https://www.youtube.com/@thetastingtoursstaug
