Jayme Neto spent 23 years in broadcast television. On Saturday, July 25, he and his wife, Marina Coelho, cut the ribbon on School of Rock Clearwater, a music education franchise at 1530 McMullen Booth Road that already had 85 students learning guitar, bass, drums, keyboards and vocals.

Neto, who served as general manager of a Tampa-area Telemundo station until 2023, told Patch the move grew out of watching his own children thrive at School of Rock in St. Petersburg.

"We already built roots here, and Clearwater is such an amazing market to work," Neto said Thursday, July 23. "There's so many families here with young children, and we felt that it would be the right choice to come in here."

Why Clearwater won out over Washington, D.C.

The couple began pursuing franchise ownership in early 2023. They considered buying an existing location in Washington, D.C., where Neto started his broadcasting career, but chose to stay in the Tampa Bay area and build a new school in Clearwater.

From a Brazilian conservatory to Berklee

Neto is originally from Brazil, where he studied guitar at a conservatory for two years and started college as a double major in music performance and business. He later earned a certificate in music business and technology from Berklee College of Music and a master's degree in entertainment business from Full Sail University.

Two generations of the Neto family, now both enrolled

Coelho said the franchise has been meaningful for their family. Their two children, ages 12 and 10, now attend the Clearwater location after previously studying at the St. Petersburg school.

85 students signed on before the doors officially opened

The school opened about two months before the grand opening, enrolling 85 students, including nearly 20 adults, by the end of May. Student bands performed live at Dunedin Brewery ahead of the celebration.

The facility can accommodate 325 to 350 students, giving the school significant room to grow. Weekly lessons are paired with group rehearsals that build toward live performances at real venues.

Inside the grand opening celebration

The free, family-friendly celebration ran from 1 to 4 p.m. Saturday, July 25, and included guided tours, sample individual and group lessons, live performances by student bands, face painting and a $100 gift card raffle from Gator Cases. A "Rock Star Zone" let visitors meet instructors and try instruments.

Hours and how to reach the school

School of Rock Clearwater is open Monday through Friday, 3 to 9 p.m., and Saturday, 10 a.m. to 6 p.m. The phone number is 727-380-6644.