Floridians smash cement to win diamonds

Cement cracked and shattered as Floridians searched for diamonds Saturday at “Diamonds in the Rough” in Chiefland.

Hosted by a handful of radio stations―106.9 I Am County, Magic 101.3, 100.5 The Buzz, 94.5 R&B and Classic Hits 100.9―and sponsored by Bejeweled Custom Jewelers, residents from across North Florida came out for a chance to win one of nine pairs of diamond earrings, day cruise packs for four, spa trips and more.

Contestants entered a free raffle and, if their ticket was selected, picked a cement rock of their choosing to smash against the ground. A plastic bag inside the rock revealed their prize.

DJs from the radio stations mixed live music and gave away CDs, T-shirts and more, and 1998 Grill provided food and drinks to the contestants.

Magic 101.3 DJ Vinny Foo doing a remote Saturday in Chiefland

Larry Wilson, known as Livin’ Large Larry on 106.9 and 100.9, said the Diamond in the Rough contest represents the station’s first big event since the pandemic.

Ironically, the last big event before COVID-19 was also a diamond giveaway.

In July, Magic 101.3 restarted remote broadcasts, airing live from Universal Resort in Orlando. The event also marked the first remote for DJ Cam Loggins, an on-air personality known as Cam That Dude.

Before the pandemic, Magic 101.3 hosted one or two remotes a month, plus three remotes throughout the year with Universal.

Now, as the pandemic recedes, the stations are rediscovering their groove as they start hosting more events with local businesses and listeners.

Radio DJs Vinny Foo and Larry Wilson share a laugh during the Diamonds in the Rough event
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