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A NEIGHBORHOOD FOCUS
In addition to initiatives that apply across Downtown, the master plan also includes a district-by-district redevelopment strategy that builds on the unique character of each neighborhood to attract new investments, new residents and new economic activity.
This plan uses extensive marketing research to identify the types of residents most likely to be attracted
to the various neighborhoods. Based on the assets
of the neighborhood and its target market, a set of Neighborhood Branding Guidelines and District Specific Standards were developed to enhance each neighborhood’s appeal among these potential residents.
The Branding Guidelines and District Specific Standards accentuate the districts’ personas by creating customized color palettes, logos, street banners, landscaping and other decorative items, along with special designs for lighting, paving, and park benches and other furnishings.
DOWNTOWN’S TARGET MARKETS
Downtown Jacksonville appeals to the following 10 consumer profiles:
28 DOWNTOWN MASTER PLAN
· Young City Solos: Younger and middle-aged singles living active and energetic lifestyles in metropolitan areas
· Significant Singles: Diversely aged singles earning mid-scale incomes supporting active city styles of living
· Cultural Connections: Diverse, mid- and low-income families in urban apartments and residences
· Modest Retirees: Mature singles with limited income typically concentrated in inner-city apartments
· Wired for Success: Young, mid- income singles and couples living socially active lives
· Urban Ambition: Gen Y singles and single families established in mid- market cities
· Simple Beginnings: Singles and single-parent households with modest incomes in city apartments
· Metro Fusion: Middle-aged singles living urban and suburban active lifestyles
· Bohemian Groove: Mature, unattached individuals enjoying settled urban lives
· Sophisticated City Dwellers:
Wealthy boomer-aged couples living in cities
SOURCE: Downtown Jacksonville Target Market Profile, 2021 – Dalton Agency