Executive Summary
Jacksonville holds significant promise to become a destination of choice for
graduates, individuals and families, and businesses. However, it lags behind other
growing cities in the South and West, which offer greater value and more amenities.
While Jacksonville stands out for its ability to attract companies, it is not at the
forefront of the minds of people considering relocation. The city has enjoyed a
surge in population because of job opportunities and convenience, but its
affordability, previously a major selling point, has diminished greatly over the past
few years. In order to improve its position, Jacksonville will need to build a positive
brand identity that distinguishes it from peer cities, improve quality of life through
strategic investment in areas like education and infrastructure, and reduce the cost
of living by implementing policies designed to encourage accessible housing and
smart growth.
