New Jazz St. Louis CEO Victor Goines Spearheads the Future for the Musical Juggernaut

by Grayling Holmes /Photography by Carmen Troesser

When I sat down with Victor Goines, I became infected — infected by his knowledge of jazz. I was bitten by the jazz bug and his enthusiasm for the uniquely American art form. And “jazzed,” pun of course intended, by his insight into how jazz touches and inspires. The man made a believer of me when he spoke these words that will forever be in my ears — “There are only two kinds of people in this world, those who love jazz, and those who don’t know it yet.”

That sentence says everything one needs to know about Goines’ vision—past, present and future.

“St. Louis is one of the four points of the quadrilateral of the American jazz universe,” he says, adding that there are four cities that are the bedrock of jazz: New York, New Orleans, Chicago, and St. Louis.

Goines explains that St. Louis has produced jazz greats, and other musicians that are household names. In that stratosphere are Miles Davis, Clark Terry, Josephine Baker and Velma Middleton. The city has connections that extend all the way back to Louis Armstrong, Tina Turner and Michael McDonald. When he came to St. Louis to take on his role as CEO, he “did his homework,” as any educator would.

In the past. In the present. And into the future, Jazz St. Louis is Raising the Vibe.

“I have roots in St. Louis,” he says. “Unlike many cities in which I have lived and worked and where I knew little, I have known about Jazz St. Louis since it was back at the Majestic Hotel. I knew what it represented. I knew what it stood for,” he adds, as if glancing backward. Through Goines’ eyes I could see the world of jazz made whole. He sees the past. He revels in the present. And he is actively living the Jazz St. Louis slogan to RAISE THE VIBE about what’s happening and move JSL to a place that has a world-renowned reputation beyond a cornerstone of the American jazz quadrilateral. He is making jazz disciples of us all.

Artist Camille Thurman to perform at Jazz St. Louis February 14-18, 2024

Digging deeper and further connecting the notes for me, Goines made it clear why he is the torchbearer of jazz. “Every time an artist comes here, I have at least one relationship with the whole band. I think that makes it extraordinary for me, because as a performer that is a very unique relationship to have with the talent one recruits,” he says. “As opposed to someone who’s a CEO who is not a performer, or who hasn’t performed at the magnitude at which I’ve been playing throughout my entire life, I can make a different kind of connection. I share with them a different kind of mutual respect than some others may have.”

Artist Keyon Harold to perform at Jazz St. Louis November 10-11, 2023

The Julliard School, Northwestern University, Wynton Marsalis, Dizzy Gillespie, Diana Ross, and Stevie Wonder are but a few of the places and people Goines has either performed with, or at which he has taught. Goines, a renowned jazz saxophonist and clarinetist in his own right, performed at Lincoln Center Orchestra with Wynton Marsalis and the Wynton Marsalis Septet for 30 years. The legendary jazz great Wynton Marsalis recommended Goines for the position of chief operating officer for Jazz STL. Bill Higley, Chair of the JSL Board of Directors says, “We are thrilled to have Victor at the helm with his extensive knowledge and connections to the jazz world.”

Artist Grace Kelly to perform at Jazz St. Louis September 20-24 / Photo by Pasha Riger

Goines will continue to perform around the world and bring back all the wealth of knowledge to hit the high notes in what is now home base — St. Louis. In the upcoming 2023 season, and for years to come, look for heavy hitters in the world of jazz to grace the Jazz St. Louis stage. 

Artist Carlos Henriquez to perform at Jazz St. Louis May 29-June 2, 2024

Speaking of the future, Goines related a story of how Jazz St. Louis is instrumental in making local youth a part of the jazz cosmos. 

“When I first came to St. Louis to start my new position last August, I went to get a haircut at a place on Lindell,” he recalls. “I think it was Supercuts. There were two young ladies having a conversation about a show that they were going to at Jazz St. Louis. I just kept quiet, and, of course they didn’t know who I was or my connection to the club.

Artist Sherman Irby to perform at Jazz St, Louis May 15-19, 2024

“Then I said, ‘Hey, you know, that sounds like a great show. Where is this place?’ So, they told me that it was not far away on Washington. One of them said, ‘Yeah, I live right around the corner from it.’” Goines says he asked them if either of them played music. One responded, “Oh, no!” Then the other young lady said, “Do you play?” I smiled and said, “A little bit. Then we just talked, and talked, and the one young lady said, ‘You know I have a son who I’m homeschooling right now and I’d really like him to be involved in some kind of musical program.’” Goines reached into his pocket and gave her his card. 

Artist Rene Marie to perform at Jazz St. Louis November 1-5, 2023

“‘Call this number tomorrow and ask for our education director. Tell him that you talked to me and tell him about your son, and we are going to do what we have to do to get your son into the program,’” Goines says. “Her son is now in the JSL Jazz Academy. He’s a piano player. And guess what?” 

Goines waited a beat. “That’s how jazz brings people together. That lady who lives around the corner from Washington Avenue buys her ticket from the same box office that the millionaires do. She soaks in the same sound they do. She might even mingle with them while getting a drink. And someday her son might be a headliner on stage. Jazz is the great equalizer.”

Artist the Wycliffe Gordon Quintet to perform at Jazz St. Louis November 29-December 3, 2023

A week after the interview, I was enjoying an evening at JSL with my daughters Amy and Megan. Grammy Award winning bassist and composer Linda May Han Oh was the headliner. Between sets, she took a moment to introduce her fellow instrumentalists. Pointing to her pianist she said, “Tonight we have Fabian Almazan playing the piano and other toys.” Next, she introduced her saxophonist, Greg Ward. “Greg is from Chicago and I just recorded an album with him.” Finally, she bowed to her drummer. “On drums is Obed Calvaire.” She continued by telling the audience that when she had played a set at the club about four years ago, she had conducted a workshop as part of her duties. At the class she was impressed by a 14-year-old student drummer. “Ladies and gentlemen, that drummer is sitting right here and who now tours with me. Thank you St. Louis, for bringing this gifted young man to me. He is a true talent.” The young man stood up with a smile that lit up the room. It brought home the mission of JSL full circle.

Artist Jason Marsalis to perform at Jazz St. Louis May 1-4, 2024

Many think that JSL is just a performance space where jazz lovers gather. True, JSL presents more than 270 performances in its internationally acclaimed concert series every year. But JSL is so much more. The non-profit nurtures budding musicians like the once 14-year-old Calvaire and countless like him through the years who go on to thriving careers in the industry. Through programs like the Jazz Academy, JSL presents not only the best of one of the four corners of the American Jazz universe that Goines described, but encourages future audiences to become disciples of jazz.

Orchestrated by Victor Goines, the juggernaut of jazz that is JSL will continue to pull its magnetic force on “those who love jazz, and those who don’t know it yet.”

Long may those words ring true.

To learn more about the how Jazz St. Louis is “Raising the Vibe” visit Jazzstl.org.