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Dear Readers,
I am delighted to present this beautiful and engaging Spring/Summer edition of My Sanford Seminole Magazine. On our cover, we feature the story of El Coqui Bakery and its owners, Jasmarie and Brenda Rosa, a wonderful new addition that compliments the rich diversity of gourmet and international restaurants in our Historic Downtown Sanford.
As many of you know, our downtown area, especially First Street, is a true gem in Seminole County, where visitors can enjoy topnotch dining and a variety of family-friendly activities. But in this exclusive edition, I’m excited to shine a special spotlight on the hidden treasure, Sanford Avenue! We’ve prepared a Sanford Avenue Guide to help both locals and visitors discover the variety of businesses, bars, restaurants, casual coffee shops, supermarkets, and even the post office that all contribute tremendously to making this area both attractive and convenient.
Stay tuned, as our Best of Sanford 2025 survey will be launching soon with the Best of Downtown Sanford Top 10, Seminole Top 10 and the Seminole Industry of Recognition! This year, we’re introducing new changes as
we continue to evolve and better serve our readers, as well as our sponsors, who both are such an important part of our journey!
Thank you all for allowing us to bring quality content to our amazing community of Sanford, Florida, for over a decade now! Our mission has always been to celebrate and uplift Sanford with excellence, both in our editorial content and in the quality of our print editions. After overcoming obstacles and focusing on the present, we are proud to witness the significant changes in Sanford, a location that has transformed into a dynamic and welcoming city. It has become more than a desirable destination for both visitors and residents, it has become a place that we can confidently call “home.”
Perla is the CEO and President of My Sanford Magazine LLC, and the founder, editor-in-chief, and publisher of My Sanford Seminole Magazine and My Deltona Magazine. Passionate about connecting communities, she created these publications to celebrate diversity, culture, tourism, and local pride, a vision she has proudly brought to life. She is also the creator of the Best of Sanford Awards, honoring the businesses and individuals who help the community thrive.
Perla applied her tourism destination experience by founding the Sanford Tourism Office, which grew into Sanford Main Street. Earlier, she served her native country in Italy, rising from Director of Tourism to Diplomat Minister, Chief of Economic Development, and Chargé d'Affaires ad interim at the Embassy in Rome.
ESTABLISHED 2014
VOLUME 10, ISSUE 4 SPRING/SUMMER 2025 | QUARTERLY
BILINGUAL MAGAZINE www.MySanfordMagazine.com
This Issue was published by MY SANFORD MAGAZINE LLC, with project management by:
Editor in Chief & Founder
Perla B. Crosby
Managing Editor
Jennifer Luce
Art Director
Renée Blair
Photographers
Christopher A Gray
Daniella Hume, Mastropieces Productions
Gs Katz Photography
Andrew van Tilborgh
Pete Wilson Photography
Cover Photography
Daniella Hume, Mastropieces Productions
Digital Marketing Director
Brian R. Ambrosini
Social Media & Marketing Manager
Daniella Hume
Contributors
Mary Boza Crimmins
Perla Bello-Crosby
Brandy Jo
Daniella Hume
Jennifer Luce
My Sanford Seminole Magazine Staff
Brenda Urias
My Sanford Magazine disclaims all liability for any and all advertisements, promotions, articles, and other affiliated content contained within this publication. The opinions of the authors are those alone. We do not accept any liability for information or advice provided by any advertiser, sponsor, or associated business provided in this magazine.
PROUD PARTNER OF:
ADVERTISING: 407-801-3432 • editor@mysanfordmagazine.com
11 Sanford Avenue Guide: From Craft Brews to Iconic Bars, Foodie Hotspots, and Downtown Fun: Experience Sanford Avenue! 18 Insurance Services of Central Florida: A
Sisters Jasmarie and Brenda Rosa, owners of El Coqui Bakery.
Photo: Daniella Hume, Mastropieces Productions
But what surprised the sisters most wasn’t the business — it was the way Sanford welcomed them with open arms.
“On our very first day, we had a line out the door,” Jasmarie said. “And we didn’t promote at all. The community just showed up.”
It’s a story many new business owners dream about, an outpouring of support from neighbors, fellow entrepreneurs, and local residents who were genuinely excited to see something new arrive on the block. But for the Rosa sisters, it meant even more.
“Someone came up to us and said, ‘Thank you so much for thinking of us and opening here,’” Jasmarie recalled. “That filled us with so much gratitude, to God and to this community. It reminded us why we do this.”
Opening a second location was a big step, but Sanford made it feel like a natural one. The city’s small-business culture, collaborative spirit and diverse community have all contributed to El Coqui’s continued growth. The Rosa sisters are now part of a wider network of local business owners who support each other, share resources, and root for one another’s success.
“The response here has been amazing,” Brenda said. “Sanford has introduced our food to so many new people. It’s helped our journey grow in ways we didn’t expect.”
or just visiting for the weekend, the goal is the same, to make you feel welcome.
“We want to be more than just a bakery,” Jasmarie said. “We want to provide a space where people feel at home. A little piece of Puerto Rico in Sanford.”
The name El Coqui itself is a tribute to the island’s beloved tree frog, known for its distinctive call that echoes through Puerto Rican rainforests. That same sense of identity and pride is baked into every loaf, every pastry, every cup of coffee served behind the counter.
El Coqui Bakery’s story is already well-rooted in the family legacy, cultural pride, and resilience. Now, with their new location thriving in Sanford, it’s clear their story is also one of community, and finding a second home where you least expect it, but exactly where you belong.
Just months after their soft opening in 2024, El Coqui Bakery earned one of the city’s highest honors, Best New Restaurant at the Best of Sanford Readers’ Choice Awards What made this recognition even more significant was that it came directly from the community. Without major marketing or fanfare, it was the people of Sanford who cast their votes, showing just how quickly El Coqui captured hearts (and taste buds). For the Rosa sisters, it was not just a win, it was a heartfelt affirmation that they had truly found a second home.
Beyond the foot traffic and buzz, Jasmarie and Brenda are focused on something more profound: creating a space that feels like home for everyone who walks through their doors. Whether you’re a long-time Sanford resident
As the scent of fresh-baked goods drifts down Sanford Avenue, one thing is certain: this bakery may have started in Deltona, but Sanford has genuinely made it theirs. n
EL COQUI BAKERY
512 Sanford Avenue • Sanford 32771 407-807-7181
1878 Providence Blvd. • Deltona 32725 386-218-6202
Daniella Hume, the owner of Mastropieces Productions, is a versatile creative professional specializing in writing, photography, digital media production, social media management, and video creation. With a deep passion for her community, Daniella's work aims to inspire and uplift her audience while celebrating the beauty and vibrancy of the people and places around her. Her published work can be found throughout Central Florida and beyond, showcasing her commitment to the Sunshine State and dedication to sharing a positive message.
Jasmarie and Brenda with their amazing Sanford team
THE MOUNTAINS ARE CALLING
BY BRANDY JO
We know there’s so much Sanford has to offer — from our vibrant downtown, scrumptious dining, and amazing outdoor activities. But there’s one thing we don’t have… mountains! The higher elevations are much closer than you think though (and I’m not talking about the 184 ft. elevation of Mount Dora). We have another great asset in Sanford that makes them easily accessible to us — Orlando Sanford International Airport.
Thanks to their direct flights, you can get to the breathtaking Appalachians in about an hour and a half. On my recent flight to NE Tennessee, it was a breeze getting in and out. As any traveler knows, that’s not always the case. Air travel can sometimes be stressful. From my personal experience though, an easy drop off at SFB, short lines at security, and a quick walk to my gate really helped me have a pleasant start to my trip. It’s just a different experience than what you find at many other airports.
Once we touched down at the Tri-Cities Airport, I was immediately greeted with the majestic landscape of the mountains and ready for some outdoor adventures. TRI is located in Blountsville, TN, and serves Kingsport, Bristol and Johnson City. There’s so much to do in this corner of the state and this location in NE Tennessee makes Virginia and North Carolina easily within reach as well.
Roan Mountain State Park
Buffalo Mountain Park
Also, worth mentioning is Amore Events Venue, which is not in the historic downtown area but is an excellent and affordable option for couples planning a stylish wedding on a budget.
Several local restaurants offer great options, not just for your rehearsal dinner, but also for celebrating a small wedding. Here are a few favorites:
For a casual and fun Restaurant/Bar, Buster’s Bistro is a local favorite. It’s perfect for smaller weddings, rehearsal dinners, or afterparties. The food is delicious and the staff is always friendly. You also can have your own DJ or live music!
Colonial Room Restaurant is known for its homestyle cooking where families and friends can share a heartfelt meal before the big day. They offer banquet facilities for your small wedding or party in an intimate venue.
St. Johns River Steak & Seafood is another excellent choice for a rehearsal dinner. Overlooking the beautiful marina, this restaurant offers delicious fresh seafood, steaks and a wide variety of options. With its casual and friendly service, it’s perfect for gathering your closest friends and family to kick off your wedding.
If you're seeking historic charm with modern luxury and an elegant restaurant/venue for your wedding rehearsal dinner or to celebrate your intimate wedding, The Old Jailhouse Kitchen & Spirits is the ideal choice! Housed in a meticulously restored 1890’s jailhouse, this location offers versatile spaces accommodating gatherings ranging
from intimate parties to large standing-room events for up to 200 guests.
What makes Sanford truly special is the combination of diverse venues, restaurants and dedicated local vendors who go above and beyond to make your wedding unforgettable. From photographers and florists to DJs and bakers, the community comes together to create a perfect day. Whether you say “I do” by the lake or under the twinkling lights downtown, love shines bright in Historic Downtown Sanford, making it the perfect place to begin your forever story. n
Jennifer serves as the Chief Operating Officer at Gara Group, the industry’s leading development firm. She has proven leadership abilities with an extensive background in Corporate Operations and Global Human Resources. As a dedicated community member, Jennifer sits as a Seminole County Chamber of Commerce Member and serves as the Managing Editor at My Sanford Magazine. Outside of work, you can find Jennifer on the courts cheering on her son, Austin.
520 on the Water
Historic Venue 1902
Take a stroll down Sanford Avenue and discover why it’s one of downtown’s most Dynamic Destination. Here, multicultural flavors unite with craft brews, live music and a strong sense of community. From authentic Latin bites and Caribbean favorites to Asian street food and classic American comfort, every block offers a delicious new adventure, ready for you to explore. Beloved and new local gems like El Zocalo Mexican Restaurant, The Joint at West End, Hot Asian Buns, Maya Rosa, and Smashburgers offer flavorful food that is sure to please your palette! Shantell’s Just Until, an award-winning local restaurant, serves soulful southern dishes, live music, and a warm, welcoming vibe. Negril Spice, with its authentic Jamaican flavors, and the Puerto Rican favorite El Coqui Bakery serve up dishes that aim to satisfy Sanford's rich diversity.
Wop’s Hops Brewing Company set the stage for Sanford’s booming beer scene as the city’s first microbrewery. You'll also find crowd favorites like Buster’s Sanford (famous for its European-inspired foods, craft beers, and lively trivia nights), West End Trading Company, Wild Wild West End Saloon, and Throwbacks Sanford are all places where retro vibes and good music come together to create a nostalgic, enjoyable time. And Brewlando Sanford offers craft beer, tasty food, and a friendly atmosphere. Many spots along the avenue host live music, making it the go-to street for a fun night out with friends.
Need a daytime pick-me-up? Cozy up with a coffee at Foxtail Coffee Co. or unwind with a glass of wine at Ellen’s Wine Room, a more
IS LOCATED ON SANFORD AVENUE: Your Next Favorite in Historic Downtown Come join in
BY PERLA BELLO-CROSBY
Home of the World’s Best Beers
With over 35 beers on drafts, Buster’s is home to one of Central Florida’s best imported beer selections, with some of the World’s Best beers from the Trappist breweries of Belgium to the shores of Ireland, France, Spain, Germany and beyond. We also have an amazing cocktail selection, so come by soon!
Group Reservations & Private Parties
Whether it’s a wedding, rehearsal dinner, birthday party, baby shower, office function or any other special event, we’ll do our best to accommodate your desired date and any requests you may have to make your party/celebration memorable.
Carly McLendon, general manager and Robbie Kennerney, owner accepting award at the 2024 Best of Sanford Seminole Gala
INSURANCE SERVICES OF CENTRAL FLORIDA: A New Chapter in Personalized Care and Growth
After over 40 years of building a strong statewide presence, the decision to transition to Insurance Services of Central Florida (ISCF) was a natural step in unifying the company's three offices across Central Florida. This name change is more than just a rebrand; it reflects the agency's commitment to providing consistent, personalized service to clients throughout the state.
The move to a new location offers numerous improvements in terms of customer experience. One of the key changes is that each member of the ISCF team now has their own private office, allowing clients to meet with agents and service staff in a more comfortable, confidential setting. This setup is designed to offer more personal, in-person experience
where clients can freely discuss their individual risk and protection needs. The focus remains on providing attentive service that prioritizes the client’s peace of mind.
As Insurance Services of Central Florida enters this new phase, the company’s main goals remain unchanged. The agency strives to be a family-owned business with deep roots in the local community, offering personalized service to its clients, while also acting as a resource for the community. The company is dedicated to continuing the legacy of trust and service that has been the foundation of ISCF’s success.
For the community, Insurance Services of Central Florida wants to reassure everyone that the team they have trusted for years is still the same. “We are the same people they have trusted for years and that will never change,” says James Cleveland, President of ISCF. “We will continue to honor the history of families and agencies that make up ISCF. We are committed to working for them, to protect their families and their businesses.”
Despite the transition, the agency’s commitment to honoring the history of the families and agencies that make up Insurance Services of Central Florida remains strong. As always, ISCF is dedicated to protecting families and businesses, ensuring their continued safety and success for years to come. n
A mural honoring our partners, each one a part of our story, now proudly displayed in the meeting room of our headquarters.
SERVING WITH STRENGTH:
Michelle Smith’s Mission-Driven Life
BY MARY BOZA CRIMMINS
Michelle Smith’s story is one of resilience, reinvention, and service. Drawing on her business background and faith, she leads with both empathy and experience.
A Life-Changing Pivot
After a successful run in banking and finance, Michelle made a life-changing decision when her husband, Clint, became ill. Choosing to stay closer to home, she left her corporate role to care for him and started her firm, Source 1 Specialty Services, Inc.— a call center supporting hearing aid providers, ENT's and Audiologists nationally. Her success resulted in a merger with the Fortune 500 company MCI. Michelle, widowed twelve years ago, says, “Taking care of Clint will still always be the greatest privilege of my life.”
A Community-Focused Calling
That same empathy and devotion led to her becoming Board Chairperson of The Sharing Center, whose unique mission is to prevent hunger and homelessness. She first became involved with the nonprofit when a woman from her church confided that her family was going through a difficult time. Michelle suggested she contact the center. The need was met quickly and Michelle was so impressed she called to express her gratitude. That phone call ultimately led to her invitation to serve on the board.
She is especially excited that The Sharing Center recently received a $2 million grant from AdventHealth. The funds will be used to provide 78 housing units in Sanford for the “missing middle”—those who earn too much for assistance but not enough for market-rate housing.
Her community leadership doesn’t stop there. She is an active board member of the Private Business Association of Seminole (PBAS). During her two-year tenure as President, she led the initiative to educate the Seminole community on the benefits of the one-cent tax, which passed.
In addition, she holds a state appointment as Chairman of the National Federation of Independent Business (NFIB), where she represents the interests of small business owners throughout Florida. One of her key accomplishments was leading efforts with tort reform to protect small business owners from frivolous lawsuits. Legislative loopholes were closed, offering owners a greater peace of mind.
Through these roles, Michelle has become a trusted advocate for both families in need and independent entrepreneurs. Michelle always shares her gratefulness with everyone she meets, "I have been blessed with amazing life experiences and extraordinary friendships and relationships. These blessings come with a responsibility, and that makes purpose an easy thing to pursue in life. I've been blessed to be able to lead in some special roles that are a reflection of my values, my goals and my faith — in
my personal and in my professional life... and for that I'm grateful to have hopefully made a difference. That was the objective all along."
An Adventure-Inspired Rhythm
Raised in Orlando, Michelle spent eight years traveling after graduating from the University of Central Florida. After meeting Clint, the two welcomed a life of adventure, climbing mountains and sailing competitively. When they married, Michelle also embraced his four children, feeling she had spiritually adopted them. Today, she is blessed with eight grandchildren.
Michelle calls Lake Mary home. When not working or volunteering, she enjoys time outdoors. The Florida native enjoys kayaking down the Wekiva River or cycling on one of Seminole County’s many trails. These activities offer her space for reflection and renewal, grounding her as she continues to lead, serve, and inspire. n
Mary Boza Crimmins, owner of Crimmins Communications, is a content writer, ghostwriter, and online course creator. She is also the author of Taking the Holy Spirit to Work, which you can find on Amazon.
Michelle Smith
CYCLING SANFORD AND BEYOND: Trails Connecting Seminole and Volusia Counties — A Pathway to Community and Adventure
BY BRENDA URIAS
Central Florida has long been a haven for outdoor enthusiasts, and with expanding trail systems linking Sanford and Seminole County to Deltona and Volusia County, cyclists now have even more reasons to ride. These interconnected trails not only promote healthy living but also connect communities, boost eco-tourism, and provide a scenic, safe, and sustainable way to explore Florida’s heart.
A Regional Network on Two Wheels
At the center of this growing network lies Sanford, a charming historic town on the southern shore of Lake Monroe. Its downtown area, with bike-friendly streets, restaurants, and waterfront parks, serves as both a destination and a gateway for cyclists. Sanford’s scenic Riverwalk played a pivotal role in the city earning the official Trail Town designation from Florida’s Greenways & Trails, recognized as a signature trail that showcases its commitment to outdoor recreation and connectivity.
Just beyond Sanford, the Seminole Wekiva Trail and Cross Seminole Trail extend across Seminole County, weaving through shaded woodlands, suburban neighborhoods, and vibrant cityscapes. These trails offer a mix of leisure and adventure, whether you're out for a casual ride or training for your next long-distance trek.
What makes this trail system particularly exciting is its seamless connection into neighboring Volusia County. The Spring-to-Spring Trail, for instance, crosses the St. Johns River into Deltona, linking riders to Blue Spring State Park, DeBary Hall Historic Site, and eventually stretching toward DeLand. This connection allows riders to experience the natural beauty and cultural richness of both counties, without ever needing a car.
Community at Every Turn
These trails aren’t just about the ride, they’re about connection. Along the way, riders encounter local cafes, farmers markets, breweries, historic sites and family-friendly attractions. The trail system encourages spontaneous exploration and supports local businesses. Whether it's grabbing lunch in downtown Sanford, catching a sunset over Gemini Springs, or stopping at a produce
stand in Osteen, each journey strengthens the fabric of the communities it touches. Moreover, the trails bring people together. Group rides and charity bike events now regularly attract seasoned cyclists, casual riders, and families.
Designed for Adventure and Wellness
Cyclists of all levels will find something to love. There are plenty of trailheads, rest areas, and informative signage to make every ride enjoyable and safe.
above: Brenda Urias, co-owner of Bicikleta Bike Shop
Riding through Gemini Springs
For nature lovers, this corridor is a treasure trove. Cyclists may spot everything from herons and eagles to deer and manatees, all while cruising through lush hammocks, river crossings, and state parks. This immersive experience in Florida’s wild side is just another reminder of the environmental value these trails preserve and showcase.
Looking Ahead
The future is bright and bikeable. Local governments and organizations are actively working on expanding and enhancing the trail system, with long-term visions of connecting to even larger trail networks.
These regional connections between Seminole and Volusia counties are just the beginning. They are not only encouraging sustainable transportation and recreation, but also sym-
bolizing a greater movement toward regional unity, wellness, and outdoor adventure.
Saddle Up and Explore
Whether you're a long-time local or a first-time visitor, there’s no better way to experience Central Florida than from the saddle of a bicycle. So, pump up your tires, grab your helmet, and discover how Sanford, Seminole County, Deltona, and Volusia County are paving the way to something truly special, one trail at a time.
Bicikleta Bike Shop: Where Community Rides
Bicikleta Bike Shop is a proudly female-owned business bringing fresh energy and inclusivity to the cycling scene. More than just a shop, it’s a community hub, fostering connection, empowerment, and diversity on two wheels.
Located in historic downtown Sanford, Bicikleta offers bike sales, rentals, repairs, and custom builds, along with group rides, clinics, and events. Whether you're a beginner or a seasoned rider, Bicikleta is here to keep you rolling, passionately supporting a cycling community that’s welcoming, accessible, and fun for all.
Visit us at 229 Magnolia Avenue or online at BicikletaBikeShop.com. n
Brenda is a passionate advocate for community development, tourism, and cycling. As the owner of Sanford Tours & Experiences and co-owner of Bicikleta Bike Shop, she combines entrepreneurship with a deep commitment to local engagement. Brenda serves on the Board of Directors for Bike/ Walk Central Florida and chairs the Seminole County Tourism Development Council. She is also the founder of Get Sanford Cycling, a 501(c) (3) organization dedicated to empowering local children to lead healthy, active, and goal-driven lives through cycling.
Brenda Urias (left) and Tanya Clark, owners of Bicikleta Bike Shop
