Feasibility Analysis and Planning Factors for Florida Discovery Jacksonville Florida

The Partners of Florida Discovery, Inc. proposed the development of a tourist destination complex near Jacksonville International Airport to the north of the city proper and south of the Georgia Slate line. The project was intended to intercept the flow of tourists at the wellhead—the huge volume of auto travelers entering and leaving Florida via I-95, the most heavily used tourist route in the state. Conceptual plans for the project call for a mix of active and passive recreation, in tandem with selected tourist-oriented commercial enterprises, that would in the aggregate create a strong incentive to stop and spend anywhere from a few minutes to a few days in the Jacksonville area. Harrison Price Company was retained to perform the necessary research and consulting services, the findings of which are presented in this report, which has the following sections: introduction, summary of findings, concept of Florida Discovery, site selection, market support and attendance analysis, sizing, financial parameters, and economic impact assessment