San Francisco rock group Pablo Cruise will take the stage in Medford soon, bringing their style of easy-going rock to listeners. 

Proceeds from the concert will benefit the Use Your Gift Foundation, a local nonprofit centered on helping up and coming musicians get their start in music with resources such as recording studios, connections to local venues for gigs, mentorship from professional players and more. 

Sandy Ficca, executive director and founder of the Use Your Gift Foundation, was a key proponent for getting the San Fran rockers to the Rogue Valley. 

“This is their second time doing it and they had a great time last time; the crowd loved them and I reached out and asked if they’d be available and they said ‘yeah, we’d love to do it,’ and that was it,” Ficca said.

Singer-songwriter Amber Lyn will open for the concert, sharing raw and honest lyricism touching on her story and hardships with skillful acoustic melodies.  

The concert is scheduled for 7:30 p.m. Thursday, April 17, at the Craterian Theater, located at 23 S. Central Ave. in Medford. 

Tickets range from $30 for a balcony seat to $100 for a VIP seat and meet-and-greet with the Pablo Cruise band members. 

To purchase tickets, visit craterian.org. 

Pablo Cruise is a multiple-platinum selling and internationally acclaimed rock and pop band that first came to prominence with their self-titled debut album and have released hits including “Love Will Find a Way,” “Whatcha Gonna Do When She Says Goodbye?” and “A Place in the Sun,” among several other Top 20 tunes. 

The band includes founding members David Jenkins (guitar and vocal) and Cory Lerios (keys and vocals) as well as Robbie Wyckoff (vocals and percussion), Sergio Gonzalez (drums) and Larry Antonio (bass). 

The money raised from the concert will be used to benefit future musicians in the Rogue Valley through the Use Your Gift Foundation. 

Ficca’s idea to start the nonprofit began after he mentored a budding musician for their senior project at one of the local high schools, reflecting and later deciding to extend that help to many more creatives in the Rogue Valley. 

“It’s a great thing; they get to come into the studio and work on their music and it’s a great thing for me, because working with young artists who are just starting out … it’s a wonderful thing to witness,” Ficca said. “I also help them get a feel of what it’s like to do a real gig, and I also get them on the radio (locally), like with Kool 105.1.” 

Ficca records new music with the budding artists at his recording studio in Central Point. 

Ficca is a professional musician and drummer for the well-established soft rock group Firefall, and his role as founder and executive director of the Use Your Gift Foundation has led him into an additional role in music — promoter. 

“I had played thousands of shows but never promoted one, so this is our 13th show. It would’ve been 15 if not for COVID,” he said. “I just started booking bands I know and playing with friends.” 

The money raised at the Pablo Cruise concert will help keep the foundation going for future musicians. 

“I use the money, it’s not a ton of money, but it pays enough that it keeps the electricity bill paid for the studio,” Ficca said. “We copyright all the kids’ music and pay for that and any expenses we incur through the program; that’s where the money goes, it’s for keeping the doors open.”

While some up-and-comers don’t go too far with their careers, others have advanced to play and record across the country. 

“Brenna Beatty came to me and at 14 she played piano, guitar and sang and was a writer … the first song played for me was ‘Will You Still Respect Me,’” Ficca said. 

Impressed with her strong playing skills and personable songwriting chops, Ficca continued to mentor her and help with recording and gigs. 

“She and her whole family moved to Nashville, (Tennessee) for her and she was in a songwriting contest, Path to Fame, and out of 500 she won it and got to do a show with Kelsea Ballerini at the Ryman (Auditorium) and a year’s worth of mentorship in Nashville, and she’s still slugging away,” he said.

Considering that the arts are typically some of the first programs to be cut in public schools, Ficca aims to provide musical opportunities for kids with high-reaching musical aspirations.

“So many of the music programs in schools have been taken away, and for a big percent of kids, they don’t care that much. But the ones who are serious about what they’re doing, those are the ones I want,” he said. 

Those looking to learn more about the Use Your Gift Foundation or get in contact with Ficca, visit useyourgift.org. 

Reach reporter James Sloan at james.sloan@rv-times.com.