The Conversation
Colin Tarbert Downtown Investment Authority CEO
What attracted you to Jacksonville and to the opportunity to lead the Downtown Investment Authority?
Jacksonville offers a rare opportunity to shape a downtown at scale. We have a remarkable riverfront, available land, and real momentum behind transformative projects.
The DIA brings together planning, real estate, and investment tools to move that vision forward. For me, it was a chance to apply my experience in a city that’s aligned, growing, and ready to deliver.
For readers who may not be familiar with the DIA, how would you describe the organization’s role in shaping the future of downtown Jacksonville?
The DIA is the city’s downtown redevelopment engine.
We set the vision, guide public investment, structure deals, and partner with the private sector to deliver projects that shape downtown. At the core, our role is to create a vibrant, connected, and economically strong urban center.
Why does a strong downtown matter to the rest of the city?
Downtown is the heart of Jacksonville and where the city comes together. It drives economic growth, attracts investment, and creates a shared identity, but just as importantly, it showcases who Jacksonville is to the world.
From concerts and cultural events to major sports like the Florida Georgia rivalry game and Jaguars home games, downtown is where the region gathers at its highest level. These are the kinds of experiences that define a city, and they belong downtown.
A strong downtown is also an economic engine for the entire region. Thriving downtowns concentrate jobs and investment, support surrounding neighborhoods and counties, and help drive real estate value.
When downtown succeeds, the entire region benefits.
Downtown is experiencing a significant wave of investment and development. What projects or trends are you most excited about right now?
What’s most exciting is the scale and alignment of investment happening all at once. You see it in the Stadium of the Future, the Four Seasons development, and the University of Florida graduate campus—all of which will have long term impact. You also see it in Pearl Square and the work Gateway Jax is leading, bringing new residential density and mixed-use neighborhoods to the core.
At the same time, we are transforming the public realm. Riverfront Plaza has opened, Friendship Fountain continues to anchor the Southbank, and the new parks at RiversEdge add another major destination along the river. We’re also advancing waterfront dining on both sides of the river.
Taken together, these investments aren’t just individual projects—they’re reshaping how people experience downtown every day.
Cities across the country are rethinking their downtowns. What unique advantages does Jacksonville have in this moment?
Jacksonville has the ability to build a modern downtown from a position of strength.
We have available land, a growing population, and a riverfront that can support world-class development. Unlike many cities, we’re not as constrained, which allows us to be intentional about creating complete, connected neighborhoods.
That includes the fundamentals. We’re seeing the introduction of grocery options alongside new housing, parks, and everyday amenities that support long-term residential growth.
When you combine that with major investments in hospitality, education, and sports, Jacksonville is well positioned to compete nationally.
Looking ahead, what does success for downtown Jacksonville look like to you?
Success is a downtown people choose to be in every day.
That means a growing residential population, active riverfront spaces, and walkable neighborhoods that connect to surrounding communities. It’s also about having the right mix of uses—from parks and restaurants to offices, hotels, and cultural institutions—all working together to create energy throughout the day and into the evening.
When downtown reflects the ambition of Jacksonville and truly feels like the center of the city again, we’ll know we’ve succeeded.
What do you love most about Jacksonville?
Jacksonville has a strong sense of authenticity and community. People care deeply about the city and want to be part of its future.
Combined with the river, the parks, and the proximity to the beaches, it creates a quality of life that is hard to match. It is a city with real momentum and real opportunity, and that makes it an exciting place to be.
