THE U 2 C ECOSYSTEM The JTA created an ecosystem that helped galvanize broad-based support for the U 2 C program and move it from a vision to reality. For every strategic initiative planned, every new project launched, such as the historic route optimization initiative and SAG, JTA leaders engaged with the general public, customers, government, business, corporate and civic leaders, educators, and industry executives. In addition to being transparent about the JTA’s vision and where it was going in the future, The JTA Executive Leadership Team welcomed input and shared ideas with diverse audiences. The CEO encouraged JTA executives to join organizations such as Leadership Jacksonville, Leadership Florida, APTA, FPTA, the North Florida Public Transportation Organization (NFTPO), the Jacksonville Chamber of Commerce, and others. He saw the value of being immersed in the community by serving on nonprofit boards such as Goodwill Industries of North Florida, Sulzbacher Village for women in transition, the Urban Land Institute, medical institutions and the Jacksonville Transportation Advisory Committee.
Partnering with schools such as Florida State College, Jacksonville University, and Duval County Public Schools helped JTA executives stay in tuned with how transportation could support the community, the region, and the economy. “Whenever Ford or the ELT or JTA Board had an opportunity to promote the U 2 C program they did. Not just the program and the vehicles. They discussed all the elements in the ecosystem that created an environment for advancement,” said Ivan Rodriguez-Seda, the JTA’s former director of Government and Industry Affairs and policy advisor to the JTA.
ULTIMATE URBAN CIRCULATOR – A CASE STUDY | 21
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