Uplift & Empower
by Jeannine Gage
Sanford native Sarah Asmer grew up playing in the lakes, springs, rivers, and beaches of Central Florida with her brothers and extended family.
Sarah, granddaughter of the late Lee P. Moore – former mayor of Sanford and owner of Sunniland Corporation – holds dear her childhood memories of this area’s beautiful natural habitats.
“We just lived outdoors,” she says. “We had a rope swing over the St. Johns River, and we spent a large part of our summers in New Smyrna Beach.”
So, when it came time for Sarah to run Big Nova – her family’s charitable foundation – she knew that conservancy of Florida’s environment would be a key component of their work. And that’s only one part of the foundation’s wide-reaching mission.
Big Nova Foundation was created in 2023 after the Moore family sold Sunniland, their longtime business. The Moores had always been philanthropic, but they wanted to formalize their work by starting the foundation.
Big Nova focuses on four key areas: preserving Florida’s natural wonders for future generations to enjoy, uplifting the less fortunate, strengthening community foundations, and championing patient support and research. Last year the foundation donated more than $4 million to national and local nonprofit organizations that dovetail with its expansive mission.
We Are Family
The foundation is truly a family affair, with Sarah’s parents Tom and Sally Moore and her brother Stephen Moore serving on the board of directors. Michael Trees, who worked at Sunniland for several years, is Big Nova’s finance manager.
“We believe strongly in the idea of social responsibility,” says Sarah. “Because we have the ability to do so, we should give back to those who don’t have what they need. So, we try to find organizations that are doing unique things in the community, that are solving problems and providing services to those in need.”
The idea of caring for others was passed down to the rest of the Moore family by her grandfather Lee.
“He was the mayor of Sanford for about 17 years,” says Sarah. “He instilled in all of us the idea of helping others. So, we’ve been involved in the community our whole lives.”
One of the foundation’s key areas of focus was inspired by the Moores’ own personal experience. When a young member of their family was diagnosed with a rare type of cancer several years ago, the Moores saw the need for more medical research to help young patients and their families. Fortunately, that family member is thriving today.
“We were lucky to have the means and access to get through this illness, but we met so many families who didn’t,” says Sarah. “We thought that was unfair and wanted to help.”
To that end, Big Nova supports pediatric programs and organizations such as the National Marrow Donor Program and the Leukemia & Lymphoma Society.
The foundation has also made substantial donations that are helping to uplift the needy and strengthen Central Florida’s cornerstones, including educational programs.
Big Nova recently awarded $65,000 to the Arbor School of Central Florida to run its arts programs for the 2025-26 academic year, says Sarah, because “the arts are so important for belonging and learning.” Arbor School – which has campuses in Winter Springs and Lake Mary and is opening another in Wekiva Springs – serves students with special needs who range in age from five to 22.
“We toured the school and were just so struck by how the students clearly felt so loved and cared for,” says Sarah. “And that’s so important to us. We want to be working with organizations that really believe in their causes.”
Wendy Cox Blair, the school’s executive director, is thrilled to have the foundation’s support.
“We simply would not exist without amazing organizations like Big Nova,” she says. “When our students create something or get up on stage and perform, you can just see their self-esteem rising.”
The foundation also recently gifted $1 million over three years to Rescue Outreach Mission – Seminole County’s only emergency homeless shelter – to enhance its case management system.
“This gift is transformational for Rescue Outreach Mission,” says Chris Ham, executive director, adding that it will allow the shelter to help even more people.
Filling the Gaps
With recent budget cuts at the state and federal government levels for all types of programs, including education, arts, conservation, and hunger prevention, Big Nova’s work has become more crucial.
“In the current environment, it becomes even more important for us to help with these issues in our community,” she says.
Sarah notes that the unhoused population in Seminole County has nearly doubled and that our community also has food deserts, areas where people have limited access to healthy and affordable food.
In response, Big Nova has partnered with Second Harvest Food Bank in a three-year commitment to cover the costs of all food purchased from Second Harvest by 43 Seminole County food pantries. Sarah expects this initiative to cost around $2.5 million.
Dan Samuels, Second Harvest’s director of philanthropy, says as soon as Big Nova’s funding began, immediate improvements were seen in Seminole County.
“Feeding partners have increased their food distribution, acquired additional equipment to expand their operations, introduced new services, and maintained their services to the community,” says Dan.
Another new project Big Nova is supporting reflects the Moore family’s love and respect for Florida’s natural habitat. The foundation recently donated $600,000 to help create a nature center in the new D Ranch Preserve located between Sanford and Osteen. Once a working cattle ranch, the 476-acre preserve now offers outdoor recreation for area residents, including 3.5 miles of trails.
Sarah expects Big Nova to continue growing alongside the needs of the community.
“Starting the foundation has inspired us to figure out not just ways that we can help,” she says, “but ways to put organizations together and find needed resources for them, so they can thrive in the community and really work toward solving the problems. All of us together.”