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Stakeholder Relations
The Gainesville City Commission identified the growth and success of downtown as a top priority in a March 2024 update to the city's strategic plan.
Important communications initiatives to support that policy direction include the campaigns that introduced the Sip & Stroll Districts, the Downtown Ambassadors and the modernization of downtown parking accommodations.
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Our team developed communications strategies to build trust, encourage accountability, prevent misinformation, create a community and evaluate and adjust.​
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My role involved setting strategic direction, monitoring progress, guiding staff, approving collateral, writing content and interacting with city leaders and stakeholders.
News Releases, Rack Cards and Social Media
We are working with a number of existing initiatives and projects to benefit downtown, and future programs are always in development. With a community of downtown stakeholders waiting for information, we use regular and varied channels to inform and build trust with a steady stream of updates aimed at business owners, patrons and partner organizations.
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The communications team also works closely with the Gainesville Community Reinvestment Area (GCRA), a city department dedicated to the revitalization of the downtown core and underserved sections of east Gainesville.
I have led delicate discussions with the GCRA, particularly when staff attempted to introduce consultant-led design projects that failed to align with the city's branding and ADA guidelines. I brought these back in house by focusing on the need to stay visually consistent, accessible and within budget.
District Signage, Maps and Safety
Many of our efforts are designed to encourage accountability and manage expectations as new programs are introduced for downtown businesses and patrons. We have a vibrant community of bars, restaurants, theaters and clubs, many catering to the approximately 60,000 University of Florida (UF) students that arrive in town each year. Downtown is popular with students, making its safety, cleanliness and accessibility a high priority.
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In 2025, a group of UF parents calling themselves "Swamp Watch" launched an email and phone campaign aimed at City of Gainesville elected officials and UF administrative leaders. The goal was to highlight public safety needs downtown and in areas east of campus with the hope of improving areas of concern. As the city's communications director, I attended stakeholder meetings with parents, police, downtown business owners and university representatives, and then I led a collaborative response with a pair of news releases aimed at providing essential safety information for spring and fall student populations.
Promotional Video Spots
To ensure our messages are conveyed accurately and the downtown development initiatives are fully understood as local action items, we produce video content for our public access channel, social media and local news outlets.
Webpage and Digital Newsletters
Using our city website and email distribution list, we created a layered resource where downtown patrons and business owners can find information and engage with interactive elements.
Earned Media
As there are so many downtown development news stories, constant monitoring provides an opportunity to evaluate the communications approaches and adjust to achieve improved results. Below is a sampling of earned media related to downtown.
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