A Beach Clean-Up Honors the Late Rich Schineller's Love of Sarasota's Shoreline
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On the evening of Aug. 5, a crowd will gather on Siesta Key Beach—not for spectacle, not for the drum circle, but for something more enduring. They’ll bring beach chairs, wear blue shirts and carry stories that have been tucked into their memories. Then they’ll walk toward the shoreline, gloves on, to clean the beach. And as the sun sets, they’ll speak the name of the man they’re here to honor: Rich Schineller, who passed away in June 2023.
Aug. 5 was Schineller’s birthday. He would have turned 58.
The memorial beach clean-up is open to all but bound by those who knew Rich or were touched by his generosity. Attendees are encouraged bring a beach chair or candle, and stay for refreshments, live music and a shared sunset tribute.
“Rich was my best friend,” says Tim Mitten, who organized the memorial event. “He was the person I talked to every day. I could run anything by him. He had this sharp mind. He’d say something funny or thoughtful, or ask how he could help.”
Schineller, a public relations strategist and community connector, passed away after a battle with blood cancer. His death left a wide wake in Sarasota, a city where he rarely stayed on the sidelines. He lent his talents to local startups, nonprofits and neighbors alike. A celebration of his life, held shortly after his passing, drew more than 500 people.
Image: Courtesy Photo
“Everyone had a story” about Schineller, Mitten says. “Somebody he helped find a job. Someone he showed up for in a hard moment. You knew Rich had a lot of friends, but I don’t think everyone realized the depth of what he did.”
The idea to hold a beach cleanup wasn’t random. It was personal. “Years ago, Rich and I took his kids out to the sandbar on Big Pass,” Mitten says. “Just a small group of us with bags, picking up trash. He lived on Big Pass and used to say it would be his forever home.” The memory stuck. “A cleanup felt right. Even on a Tuesday. Even if it’s small. He’d appreciate making a little impact.”
The event is casual but intentional. Gloves and bags will be provided by Keep Sarasota Beautiful. Attendees are encouraged to wear blue in honor of Schineller's eye color. And Mitten arranged for Suncoast Blood Bank to be there, too. "He had blood cancer,” Mitten says, “so I wanted to give people a chance to donate in his name.”
There won’t be speeches in the formal sense. But as the sky turns pink, friends are invited to share stories about Schineller aloud. “If you knew Rich, you’ve got something," Mitten says.
What does Mitten think Schineller’s reaction to the event would be? Mitten doesn’t hesitate: “He’d call me ‘Timberland.’ That was his nickname for me," he says. "Then he’d say thank you—in that big, deep voice—and give me a nod.”
Mitten hopes the gathering becomes an annual tradition. “Not just to remember him, but to keep doing something he would’ve done,” he says. “That was Rich. He didn’t just believe in giving back. He showed up.”
The Rich Schineller Memorial Beach Clean-Up will take place Tuesday, Aug. 5, from 6 to 9 p.m. at the Siesta Key Public Beach Pavilion. Attendees are encouraged to wear blue, bring a chair or candle, and stay for light refreshments and music. Cleanup supplies will be provided by Keep Sarasota Beautiful, and the Suncoast Blood Bank will be on site for blood donations.
