Jacksonville's Native Beauty Can Make Money
Jacksonville wants to be taken seriously. Its leaders want to see it develop into the world-class destination status that always seems just out of reach, even as the rest of Florida continues to attract visitors and new residents.
I’d like to suggest we take a page out of an old book and tap into the natural beauty of our native landscape and the powerful St. Johns River that nourishes it. It’s easy to overlook or take for granted, but this natural splendor has captivated humankind long before explorers like William Bartram first wrote about it a few hundred years ago.
I’m writing this to argue that doing so is not just good for the soul and aesthetics; it’s good for business. For Jacksonville to grow, it is strategically critical that the city forge a distinct identity, boost civic pride and ignite economic expansion. These are the very hallmarks of a city on the move.
We cannot and will not succeed in this work with generic landscaping. No one goes to Miami to look at boxwoods or New Orleans to sit under Bradford pears. Visitors want to experience a new world – an authentic world – and a sense of place they cannot find anywhere else. These are natural and native resources we have in almost vulgar excess – in a visually stunning way that cities like Indianapolis and Charlotte could only dream of having. Investing time and money into maintaining these scapes and spaces attracts tourists, inspires locals and boosts area businesses.
Quite simply, we cannot import memorable experiences that set Jacksonville apart. We must grow them here.
Building Our Brand With Native Beauty
The ongoing quest to define Jacksonville's brand often feels like a complex puzzle and a topic of endless discussion for residents and a dedicated profession for some.
But I can't help but wonder if this constant chatter hides some of the most straightforward and compelling answers that lie right before us. Our Low Country cousins, Charleston and Savannah, have masterfully transformed their lush, historic landscapes into magnets of global appeal and resounding tourism success. Their deliberate and consistent cultivation of their natural, native environments is not merely an aesthetic choice; it is absolutely central to their distinct identity and powerful brand narrative.
As the very capital of this remarkable region, Jacksonville possesses an unparalleled opportunity to seamlessly integrate these proven strategies with the dynamic, on-the-move lifestyle that defines a major city aspiring to attract both thriving businesses and a talented workforce.
Envision our city's gateways, the very first impression for visitors and returning residents alike, vibrantly adorned with the striking purple berries of the American beautyberry, a native jewel that announces our unique ecological heritage. Picture the welcoming entrances to our commercial districts and public spaces graced by the cheerful, vibrant yellow blooms of Carolina jessamine, a fragrant symbol of our Southern charm and resilience. Consider our downtown streets, often perceived as stark and urban, softened and textured by the elegant, feathery plumes of native muhly grass, creating pockets of natural beauty within the cityscape.
This is far more than simple beautification; it is a powerful form of visual storytelling. By intentionally incorporating our native flora into the urban fabric, we communicate the unique character and ecological identity of Jacksonville to every visitor, every potential investor, and every current resident. It subtly whispers tales of our natural heritage, our connection to the land, and our commitment to preserving the beauty that makes this region so special.
As the City Destinations Alliance astutely emphasizes, a well-thought-out place branding strategy, one that thoughtfully integrates natural elements, directly contributes to a location's overall attractiveness. This enhanced appeal acts as a powerful draw, effortlessly attracting the skilled workers and discerning investors who seek not just economic opportunity but a place of beauty, authenticity, and a distinct sense of belonging – qualities that our native landscapes can so eloquently convey.
The Economic Engine of Native Landscapes
I cannot stress enough that this is not some hard-to-execute, abstract idea. There is plenty of cold, hard evidence that attention to our landscape drives growth. For instance, well-landscaped areas attract more customers – studies indicate that shoppers are willing to spend 9% to 12% more in these environments. Think about that for a moment – imagine what a 10% bump in business would mean for, say, the business corridor along Edgewood Avenue in Murray Hill.
Consider a hypothetical scenario: A small business in Jacksonville's Murray Hill invests $5,000 in native landscaping to enhance its storefront. If this attracts just 10 additional customers per week, each spending an average of $25, this would result in an annual revenue increase of $13,000. While this is a simplified model, it illustrates the potential direct financial return on investment from enhanced curb appeal through native plants.
A well-maintained and attractive native landscape can act as a form of "free marketing," drawing attention and positive word-of-mouth. Businesses in other cities with attractive, pollinator-friendly gardens have reported a 20%-30% increase in social media engagement on posts showcasing their landscaping. Jacksonville businesses can leverage the unique beauty of native plants to create visually compelling content and connect with a wider audience online.
Likewise, multiple sources, including the Trust for Public Land, show that closeness to green spaces increases property values. Well-landscaped properties increase property values by anywhere from 5% to 11%.
Brand building doesn’t start once someone sits at a restaurant table or walks in the front door of a restaurant; it begins from the moment they pull in the parking lot or walk down the sidewalk. So, quite frankly, investing in our native landscapes grows property values, and sales tax revenues and builds the city’s tax base.
We are already doing this in some ways, and those ways are providing benefits. Jacksonville has been recognized for its significant urban tree canopy. In 2021, the city's tree canopy coverage was estimated to be around 40%. Native trees like live oaks, Southern magnolias and various pine species are prominent.
This again, is obvious, but Jacksonville often prefers moon shots to consistent, sustained fundamentals. But think about it – when have you ever been to a world-class destination with a natural environment that looks like shit and is poorly maintained? And before you mention New York or other major cities, look at The High Line there or The Underline in Miami. Even those cities are investing big bucks in landscapes that inspire.
One of the best ideas Jacksonville has ever had is the Emerald Trail, the 30-mile network of trails that will connect its major park system. This project connects the dots and is a great springboard for the ideas I am talking about here. The landscape can grow out from there.
And there is a reason I am specifically promoting native plants and landscaping beyond its ability to help us forge a distinct and important regional brand – it’s a fiscally prudent and economically sustainable idea. These plants are adapted to our climate. Water conservation studies suggest native plants reduce water bills by anywhere from 20% to 50%. We are not a rich city. Fiscal responsibility is critical. Likewise, these plants often seed themselves, control weeds and provide many other benefits. The truth is – this is the cheaper and smarter way to do things and it has the added benefit of setting us apart and building our brand.
The St. Johns River is our Economic Driver
The St. Johns River isn't just a pretty view; it's the very lifeblood of our city's existence. Its health is inextricably linked to our economic growth, the vibrancy of our tourism sector, the richness of our recreational opportunities, and the overall quality of life we enjoy. By actively enhancing its visual appeal and championing its natural, native landscapes, we amplify its inherent power to sustain and enrich us.
As the longest river in Florida, flowing north for a remarkable 310 miles, the St. Johns and its vital estuary support a breathtaking diversity of plant and animal life, while simultaneously facilitating crucial trade and commerce. Let me reiterate: this river is foundational to our identity as a city. It sits at the heart of our brand, fuels our economy, and will shape our future.
We are not alone in recognizing this potential, nor am I the first to champion these solutions. While Jacksonville sometimes seems intent on reinventing the wheel, we can look to successful examples like Chattanooga. Their deliberate, 40-year vision to revitalize their riverfront has yielded profound benefits, leading to a complete and positive transformation of the city's image and economy. It's crucial to remember that the natural resources inherent in our St. Johns River outsize those of many other success stories.
Perhaps the sheer scale of our river feels overwhelming and keeps us stuck in neutral. But block-and-tackle wins championships. We need to focus on executing the obvious, foundational steps consistently. It will yield results.
Florida already holds global appeal due to its inherent mystery, allure, beauty, and promise. Let's not overcomplicate things. People crave an authentic Florida experience, and our river is uniquely positioned to deliver that like no other place in the state. We have the pieces; it's time to put them together and build the system that allows our St. Johns River to truly shine as the economic engine it is.
Beyond the immediate visual appeal, a thriving, naturally vibrant riverfront acts as a powerful magnet for tourism dollars. Think about it: eco-tourism, fishing charters, kayaking and paddleboarding excursions, wildlife viewing tours – these activities directly inject cash into local businesses, from restaurants and hotels to outfitters and guides. A healthy river teeming with native flora and fauna becomes a living, breathing attraction that draws visitors seeking authentic Florida experiences, the very kind you mentioned. This isn't just about pretty views; it's about creating a sustainable tourism ecosystem that supports jobs and generates revenue year-round.
And consider the impact on corporate relocations. In today's competitive market, businesses aren't just looking at tax incentives and infrastructure. They're increasingly focused on quality of life for their employees. A city with a beautifully maintained natural environment, offering ample recreational opportunities and a strong sense of place, holds significant appeal.
Imagine a CEO choosing between two cities with similar business climates, but one boasts a revitalized riverfront teeming with wildlife and accessible green spaces. The choice becomes clear. Investing in our native landscapes along the St. Johns signals a commitment to sustainability and a high quality of life, making Jacksonville a more attractive destination for companies looking to establish or expand their operations. This influx of businesses translates to more jobs, a stronger tax base, and a more resilient local economy. The river, therefore, isn't just a feature; it's a fundamental asset in attracting the very economic drivers our city needs for long-term prosperity.
Putting it All Together
We are perpetually on the cusp of something greater in Jacksonville. This is frustrating for so many of us because, in the words of Hall & Oates, it often feels so close yet so far away. We’re inspired by the potential of our city and its natural beauty.
As a destination, Jacksonville can leverage its unique natural environment to offer an authentic Florida experience that goes beyond typical urban offerings. Native landscaping in business areas can contribute to this authenticity.
So, perhaps we should consider putting it all together. Our river is not just a point of pride – it is our greatest asset. The natural beauty it supports can both drive unprecedented growth and help us forge – no, embrace – our distinct identity. But to do this, we must invest our time and energy into the obvious opportunities before us. This is a data-backed investment that can build our brand, increase our tax base and revitalize key areas like downtown.
As Jan Gehl, urban design consultant, said, “A good city is like a good party – people stay longer than necessary because they are enjoying themselves." We can host a hell of a party here if we take time to set the table with our own bounty.
I understand these aren’t new, exciting ideas like a new football stadium or a luxury hotel – but I would add that these strategies are in step with that work, too, not in conflict. Let’s cultivate our natural beauty in a way that attracts the world in ways that will drive us forward into the future.
