Marketing, Research & Place: Project Portfolio

Promoting Downtown as a great place to live, work, visit and invest is essential to the mission at Downtown Vision (DVI), Downtown Jacksonville’s business Improvement District. In my role overseeing DVI’s marketing efforts, I drove brand awareness and equity for Downtown Jacksonville, including leading a brand refresh and a full website redesign that informed the look and feel of all of our marketing materials. Read the case study from our amazing creative partners at Wingard.

As a non profit, our content-driven online marketing was the most efficient spend to maximize visibility, reach and engagement. Our people-forward digital assets showcased the vibrancy of our city, including:

• SEO-driven websites receiving over one million page views annually.
  
• Cross-platform social media accounts with over 175,000 followers and 10 million impressions annually. As part of our social media presence, I incorporated and cultivated influencer partnerships to amplify reach and engagement.
  
• Email marketing program targeting a subscriber base of 13,000, ensuring high open and conversion rates through tailored content.

In the midst of the pandemic, employee foot traffic was down significantly and our local businesses needed love. I launched a digital gift card to support dozens of small businesses and the program is still thriving today. To promote the gift card, I worked with Kennetic Productions to produce a video showcasing diverse uses and users, and I led targeted giveaways to drive sales and social media followers. To date, more than $53,000 in gift cards have been distributed.

DVI to give away $1,000 through e-gift card program
Jacksonville Daily Record, August 2021

Benchmarking key market indicators for Downtown creates the data-driven foundation to understand trends, assess regional competitiveness, build consensus and make informed decisions for sustainable growth.

From 2012 to 2024, I conducted, in-depth analysis of these indicators, including development and investment, residential demand, office market and employment base, infrastructure and transportation growth, and tourism health to write the annual State of Downtown Report. Beginning in 2019, I began designing the report as well and in 2023, I created and launched an online, interactive version of the report.

Each year, following the report publication, I led PR efforts to earn media and created presentations all to support economic development efforts, inform city leadership and influence policy. 

“If you had a magic wand, what would you change about Downtown?” Administering targeted surveys to downtown residents, employees and visitors allowed me to gather and share actionable feedback on community experiences and perceptions, identifying needs and tracking changes over time. We regularly shared this feedback with city and community leaders in meetings and presentations to inform decision-making. Starting in 2023, I also began publishing free, easily digestible summaries for the public.

Challenged to create something unique in a sea of established community galas, I designed and launched DVI’s annual fundraiser in 2016 to celebrate Downtown and showcase unique venues and local businesses. These experiential fêtes quickly became “must-attend” events not just for supporters but for the community. In total, the galas have raised over $500,000 for placemaking initiatives and demonstrated our ability to drive financial support for community projects. Under my last year of oversight, the Classic Hollywood-themed gala netted a record $100,000.

Downtown Jacksonville boasts miles of stunning, if sometimes underutilized, riverwalks. I concepted, led branding efforts for, and launched a “Sip & Stroll” event to activate our riverfront each month. In its first two years, under my oversight, Sip & Stroll welcomed 20,000 people Downtown while driving infrastructure enhancements, supporting local businesses, and serving as a case study for open container legislation, which was passed in 2023.

CREWJAX Impact Award Winner: Sip & Stroll Presented by PNC, 2022

Following the demolition of the Jacksonville Landing, Downtown gained a new riverfront green space. In 2021, I led branding efforts and provided strategic direction for the launch of Jax River Jams, a free, four-week concert series. The event was designed to demonstrate how to activate this seven-acre public space for large-scale events and informed future park design plans. Each annual line-up was curated to feature multiple music genres to attract diverse audiences and to match our talented local openers with national acts. In total, Jax River Jams welcomed nearly one million people Downtown during its four-year run and supported surrounding businesses.

CREWJAX Impact Award Winner: Jax River Jams, 2021

I began my career at Downtown Vision as Marketing & Events Manager, where, among other duties, I managed marketing campaigns, logistics, and budgets for a number of high-profile community events—none more beloved than the First Wednesday Art Walk. Under my management, Art Walk attendance doubled, and over the years, I trained subsequent Art Walk Managers and oversaw specialty Art Walks, including the 10th Anniversary Art Walk Celebration, the annual Oktoberfest @ Art Walk, Holiday Tree Lightings, and more.

International Downtown Association Award of Excellence, First Wednesday Art Walk, the Best of Jacksonville (2017)

“Best of” Event – Jacksonville Magazine  (2015, 2011, 2010)

“Best of” Event – Folio Weekly (2015, 2011, 2010)

Early in my tenure with Downtown Vision, I coordinated efforts for the partnership between the Cultural Council of Greater Jacksonville, property owners, and local artists to activate vacant retail spaces, creating the “Off the Grid” program. This collaboration successfully revitalized over 50,000 square feet of retail space, attracting new tenants and fostering long-term leases.

Off the Grid matches artists with empty downtown Jacksonville spaces
Florida Times-Union
May 2010