Veatrice Farrell

Veatrice Farrell
Executive Director
Veatrice has been the executive director of the Deuces Live since October 2012. Prior to leading this important community organization, she spent more than two decades in the financial and banking industries where she was instrumental in facilitating loans and new financial services to underserved communities. In addition to running the Deuces Live, she currently serves as the secretary for the Sunshine State Economic Development Corporation and is a board member of MyCroSchool Pinellas and the Warehouse Arts District Association. She is also vice president of the Pinellas Job Corp’s community relations committee. Veatrice is a FAMU graduate and excited that its bank is back performing!

The Deuces Live, Inc., is a certified Florida Main Street located on the Historic 22nd Street South corridor in St. Petersburg. Main Streets TM is a nationwide program of the National Trust for Historic Preservation. Its goal is to redevelop historic commercial corridors with a focus on preserving existing assets — both physical (buildings) and intangible (the culture and heritage). The 22nd Street South corridor was once one of the most vibrant communities of St. Petersburg, separated from the city at large due to segregation.