CASE STUDY: Economic Diversification: JAXUSA Lands First Automotive OEM Manufacturer in Florida

Overview

JAXUSA Partnership, the economic development arm of the JAX Chamber (chamber of commerce for Jacksonville, Florida), drives business growth in Jacksonville and throughout Northeast Florida, a region of about 1.9 million. The Jacksonville region’s economy has thrived by strategically focusing on attracting investment and jobs in healthcare, technology, and financial services.

Under the leadership of President Aundra Wallace, JAXUSA has further diversified the local economy by securing the first automotive original equipment manufacturer (OEM) of electrified autonomous passenger shuttles, putting the clean energy sector to work for Jacksonville.

Opportunity

JAXUSA Partnership was excited to learn that German manufacturer HOLON, a leader in autonomous electric people movers, was considering Jacksonville for its new manufacturing plant. The facility will produce 15-passenger autonomous vehicles for both commercial and public transit, part of a growing sector of electrified transportation that moves small groups of people and supplements public transit. HOLON’s parent company, Benteler, also aims to meet ambitious energy and emissions targets and plans to integrate renewables into its operations.

JAXUSA realized that Jacksonville was competing with established automotive hubs in Michigan and South Carolina. Instead of viewing this as a long shot, JAXUSA honed in on HOLON’s key technology needs and developed a strategy to leverage Jacksonville’s robust skilled technology and software workforce—which fit perfectly with those needs.

How They Did It

Jacksonville offered HOLON a compelling opportunity to invest in a community aligned with its goals for electrified transportation. 

• Jacksonville’s comprehensive mobility strategy includes a strong commitment to electrification by the Jacksonville Transit Authority (JTA), creating immediate demand for HOLON’s autonomous electric vehicles and addressing key transit gaps.

• Jacksonville offers a robust technology and software workforce, bolstered by JAXUSA’s proactive collaboration with Florida State College at Jacksonville and JTA to create a workforce development working group. This ensures that HOLON has access to the skilled workforce necessary for manufacturing, with the City offering HOLON $1,000 per new employee for training.

• The region is also well-equipped with strong support infrastructure, highlighted by valued Chamber member Miller Electric’s dedicated EV Innovation Design Center. Further, HOLON will partner with Orlando-based Beep for operations and deployment.

Additionally, access to federal funding through the Build America, Buy America Act (part of the Bipartisan Infrastructure Investment and Jobs Act (IIJA)) has made this project not just viable, but a key example of how strategic partnerships and community alignment can drive industry innovation and economic growth.

Economic Development Benefits

HOLON’s investment in Jacksonville represents a major economic boon, positioning the region to become a national leader in autonomous vehicle technology.

• Investment: HOLON will build a $100M, 500,000 sq. foot facility in North Jacksonville

• Job Creation: In addition to creating 150-190 jobs at the factory, the plant will attract up to an estimated 1,000 indirect jobs via the supply chain and in services and support.

• Revenue: Increased tax revenue will benefit schools, infrastructure, police, fire, and other key services.

• Strategic Growth: Jacksonville will be able to attract additional innovators and manufacturers in the autonomous and electric vehicle space.

• Export Business: HOLON vehicles will be sold in the U.S. and exported internationally.

• Infrastructure: Local infrastructure developments, including utility and grid upgrades, will benefit the region.

Perhaps most significantly, HOLON's investment enables Jacksonville to attract more clean energy and electrified transportation companies. According to JAXUSA Partnership President, Aundra Wallace, “The HOLON relationship is a springboard for Jacksonville to attract more businesses in the autonomous, high-tech transportation sector.”

In a news article announcing the plant, U.S. Rep. Aaron Bean (R-Florida) said he is working on federal regulations to encourage expanded use of autonomous vehicle technology, ensuring that the U.S., not China, leads this sector. He called HOLON’s choice of Jacksonville “a 'Buy America' success story, plain and simple.”

Lessons Learned

JAXUSA Partnership developed a strategy early on to frame its value around technology expertise, given the ever-increasing importance of technology skills to the autonomous and electric vehicle industry. Additionally, their clear understanding of the Jacksonville transportation ecosystem, including JTA’s intention to become a significant and immediate customer of HOLON, made the area very attractive to the company.

To learn more about JAXUSA Partnership’s leadership in economic development, visit jaxusa.org.

CASE STUDY: Economic Growth Through Sustainability: The Reno + Sparks Green Business Certification Program

Providing thought leadership in the new energy economy

Overview

Set against the backdrop of Northern Nevada’s rapidly growing tourism and business landscape, the Reno + Sparks Chamber of Commerce’s (NV) Green Business Certification program is driving economic growth by helping businesses be more sustainable and profitable. Complete with training, tools, and support, the Green Business program enables businesses to reduce costs, enhance profitability, and attract eco-conscious customers and employees. By positioning the region as a leader in the new energy economy, the Chamber strengthens its role as a business advocate and makes the Reno metro area more attractive to investors.

Context:

• Reno and Sparks (NV) population: 538,000 (2024 estimate, Macrotrends)

• Reno + Sparks Chamber membership: 2,200+ businesses 

• Green Business Certification program launched 2022

Opportunity

With the increasing importance of sustainability in both consumer preferences and regulatory landscapes, the Reno + Sparks Chamber of Commerce recognized an opportunity to provide significant value and thought leadership. In partnership with Chamber member GreenUP!, the Chamber developed comprehensive training that includes metrics, tools, and processes, and is open to all businesses, to achieve Green Business Certification. Recognizing the significant economic contributions of the tourism and restaurant industries in the region, the Chamber also leads the specialized Green Dining Nevada Initiative. 

How the Program Works

Upon registration, a green business coordinator is assigned and offers a site assessment, technical assistance, and connections to incentive programs, recommending low-and no-cost solutions to help businesses save money.  The coordinator also provides useful resources, and evaluates certification criteria across seven categories: including energy, pollution prevention, solid waste, transportation, wastewater, and water. The Chamber covers all associated costs.

Vision

The Chamber’s commitment to innovation and sustainability positions the region at the forefront of the new energy economy.  Per Chamber CEO Ann Silver’s recent opinion piece in This is Reno, “At the Chamber, we’re convinced that dedication to innovation and investment in grid modernization, energy storage diversification, and advanced transportation options are crucial to ushering our local economy into the new energy economy. This commitment will unlock countless opportunities for businesses to thrive and create a pipeline of great jobs for future generations and for homeowners to reduce costs and conserve energy.” 

Economic Development Benefits

Reno + Sparks Chamber CEO, Ann Silver, sees significant economic benefits from the program for the Chamber, its members, and the community:

For Businesses: 

• Cost Savings: Businesses save money through waste and energy reduction, including the option to generate solar energy onsite—possibly even selling it back to the grid for passive income.

• Enhanced Competitiveness: Practices such as installing EV chargers or electrifying vehicles, save money and attract eco-conscious customers and employees, particularly in the competitive tourism and restaurant sectors.

• Increased Profitability: Sustainable practices, including the knowledge and tools to run a more sustainable business, lead to long-term profitability, positioning businesses to thrive in the evolving energy economy.

For the Chamber: 

• Membership Growth: The program draws new members, attracted to the Chamber for the Green Certification Training, and strengthens ties with non-member businesses, engaged as thought leaders.  Once engaged, these thought leaders often become investors.  

• Policy Influence: By engaging with policymakers on this program, the Chamber deepens relationships and solidifies its role as a business leader and advocate for regional economic growth.

• Regional Attractiveness: The Chamber’s leadership in sustainability strengthens area businesses and industries and makes the Reno-Sparks region more attractive to investors.

For the Reno + Sparks Community:

• Tourism Protection: The program safeguards the valuable tourism economy by increasing environmental stewardship.

• Meeting Consumer Expectations: Businesses that adopt sustainable practices meet growing consumer demands for recycling, composting, and reduced plastic use.

Results

• Growth: Over 200 businesses are certified, with numbers steadily increasing.  

• Program Expansion: Chamber partner GreenUp! is looking to expand and add a level 3 certification.

• Media Recognition: The program has garnered positive media attention for the Chamber. 

• Competitive Edge: Certified businesses are gaining an advantage in recruiting staff, particularly during peak seasons.  A restaurant, for example, hiring students for the busy summer season, will have a leg up in attracting prospective employees as a green certified business.  

Additional Lessons Learned

According to CEO Ann Silver, “It’s important to get ahead of the curve and not wait until something is legislated or inevitably becomes the sensible choice.  If you wait, you miss an opportunity to be viewed as a leader.”  

This proactive approach not only reinforces the Chamber’s role as a leader, but also helps attract and retain members by providing value upfront and driving long-term economic growth in the region.

To learn more about the program, check out the website. Or reach out to CEO Ann Silver at: asilver@thechambernv.org

CASE STUDY: Winter Park Prosperity Scorecard

OVERVIEW

The Winter Park Chamber of Commerce (FL) produced the Winter Park Prosperity Scorecard, an online dashboard that tracks and measures key indicators of Winter Park’s economic strength.

• Winter Park, FL population: 26,307

• Winter Park Chamber membership: 750 businesses

• Timeline: 6-9 months

• Launched: March 2022

OPPORTUNITY

As communities across the country struggled in the aftermath of the COVID-19 pandemic, chambers of commerce played a crucial role in revitalizing local economies by providing essential support and resources. The Winter Park Chamber partnered with the city, forming an Economic Recovery Task Force to assess opportunities to revitalize the local economy.

SURVEY

The task force decided to conduct a survey of its residents in order to determine the most important factors contributing to Winter Park’s economic landscape.

In order to ensure that their efforts were representative of the entire community, the chamber consulted a wide array of stakeholders in addition to chamber members. Holding more than twenty presentations with diverse community groups, the chamber worked to build community awareness, confidence, and investment in the project. 

To ensure thorough methodology and minimize bias, the chamber hired Janelle Zurich Analytics to provide specialized survey development and was supported by Rollins College in gathering and analyzing the survey data. Over the course of several months, they conducted interviews with 616 Winter Park residents on the most important factors to stimulate the city’s economic revitalization.

“We became aware of needs that we didn’t traditionally look at, like poverty and food insecurity,” says the chamber’s President/CEO, Betsy Gardner, IOM. “Afterward, we thought we needed to create a tool measuring total prosperity where everyone could plug in and see the factors that create prosperity.”

SCORECARD

Following the survey, the chamber conceived of the Winter Park Prosperity Scorecard—an online dashboard reflecting the key indicators of the community’s economic and regional health. Informed by the survey data, the scorecard would lay a framework for assessing and directing economic recovery efforts.

With data visualization provided by eImpact and Lightcast and funding by the Edyth Bush Charitable Foundation, the scorecard features traditional prosperity metrics such as employment, industry, workforce, and housing, as well as measures of sustainability and clean energy, specifically:

• Public electric vehicle charging units

• Percentage of city fleet that is electric

• Breakdown of renewable/clean energy mix under city utility portfolio

• Number of annual solar permits (residential and commercial)

Screenshot from Winter Park Prosperity Scorecard. Source: Winter Park Chamber of Commerce (FL)

ROLLOUT

The chamber developed a multichannel communications strategy—including digital, earned, and traditional media—to ensure both survey engagement as well as coverage for the scorecard’s eventual release.

More videos with the chamber’s partners are available here.

RESULTS

The Winter Park Prosperity Scorecard was a resounding success, shaping community conversations and chamber programming as the economy rebounded. 

• The Winter Park Chamber received positive media coverage, including articles in the Orlando Sentinel and The 32789, and TV and podcast features. The release of the scorecard was covered in an episode of the Talk of the Town podcast.

• The Prosperity Scorecard website has tracked over 16,000 lifetime visits, with 316 unique users and 477 visits in Q1 of 2024 alone.

• The survey highlighted diversity in decision-making as a key metric, which served as the foundation of Winter PAC, the chamber’s political committee formed in January 2024. Winter PAC’s first endorsed candidate was elected to the city commission three months later.

• With members of the Winter Park City Commission stating their desire to partner with the chamber on several aligned tenets featured in the scorecard—especially sustainability—the chamber is pleased to continue leading the community conversation on economic resilience.