Jacksonville can, should do more to establish brand, JU marketing Prof. George Gresham says in Times-Union article

Dr. George Gresham, associate professor of marketing at Jacksonville University, says in a Tuesday, Sept. 3 Florida Times-Union article that he agrees with the Visit Jacksonville chief’s assessment that city leaders are unintentionally hindering tourism.

“After engaging with 32 Jacksonville organizations and their representatives beginning in January, (Visit Jacksonville Paul) Astleford said, it’s evident the sense of ownership in the community is limited to the leaders of those groups, who have good intentions. But each of those groups has its own agenda,” the Times-Union reported.

Gresham said in the T-U article that Astleford is on target.

“The challenges are formidable when you think about the different splinters that we have here,” Gresham told the T-U. “It’s kind of hard to think about a Jax brand isn’t it?”

Gresham said that among other shortcomings, the Riverwalk has been under-developed.

“You go with what resources you have here. We’ve always played up the river. But to me, having lived here a few years and having lived on rivers on all my life, I find this is one of the least-engaging rivers,” Gresham told the T-U.

Click here to read the Times-Union article.