outdoor living 101
John Hawley
Mar 27, 2025
Carrie Bailey’s appointment to the DIA board suggests a shift in how Jacksonville defines leadership in its Downtown revitalization efforts—prioritizing professional commitment over geographic lines
The March 25, Jacksonville City Council’s 13-4 vote to appoint Carrie Bailey to the Downtown Investment Authority (DIA) board has stirred up more than just procedural questions—it’s ignited a broader conversation about who should help shape Downtown’s future.
Bailey, senior vice president at Rimrock Companies, a Jacksonville-based commercial real estate firm, will now serve on the nine-member DIA board through June 2028. But her appointment came with a catch: a waiver of the board’s residency requirement, since Bailey lives in Alachua County, not Duval.
While Bailey works in Downtown and Rimrock maintains its headquarters at 1301 Riverplace Blvd., some Council members questioned whether living outside the county disqualifies someone from overseeing investments and projects funded by local tax dollars.
A Question of Residency—or Representation?
Councilman Rahman Johnson strongly supported Bailey’s appointment, stating during the March 25 meeting:
“I rise to support this legislation because I think it's important. One of the things here I think is most important, although I am very supportive of this candidate because I think she is very smart and well prepared, but... the company that she represents is a taxpayer in Duval County. The company has made a commitment to this community to have its company here, and this is a designee that I choose to represent me on this board in my interests... They are tax paying citizens. They are good corporate citizens. They have made a designee. I think we can support that designee.”
Johnson’s point strikes at the heart of a key issue: Should representation on the DIA board be about where someone lives—or where they work and invest?
Councilmember Raul Arias, who voted against the appointment, took a different view. He questioned why, in a city of nearly a million people, the Council couldn’t find a qualified Duval resident to serve. Arias argued that those making decisions about tax dollars should also be contributing to the tax base personally—not just through their employer.
Who Is Carrie Bailey?
Bailey serves as a senior vice president at Rimrock Companies, a privately held real estate development and investment firm. Since its founding in 1998, Rimrock has managed over $250 million in projects and maintains a strong presence in Downtown Jacksonville. The firm is also a headliner partner and backstage sponsor at Daily’s Place, a partnership with the Jacksonville Jaguars that has been in place since 2017.
According to Rimrock, their mission is built on Respect, Accountability, Integrity, Service, and Excellence—values that closely align with the DIA's own emphasis on integrity, stewardship, responsiveness, and transparency.
The Role and Vision of the DIA Board
The Downtown Investment Authority plays a critical role in guiding the future of Jacksonville’s urban core. With eight strategic redevelopment goals—from increasing residential density to enhancing walkability and riverfront access—the DIA’s vision is ambitious and community-centered.
Board members, while not compensated, wield significant influence over how Downtown develops. Their responsibilities include approving incentive programs, shaping land use strategies, and advancing major projects that aim to revitalize the city center.
Appointments to the DIA board follow a defined structure: five members appointed by the mayor and four by the City Council president, all of whom must be approved by Council. Appointees are expected to be Downtown business operators, employees, or experienced professionals in fields like real estate, finance, and development.
A Legislative Shift Ahead?
While Council ultimately confirmed Bailey, the conversation may not end here. Councilman Terrance Freeman, who voted no, announced plans to file legislation aimed at revisiting the residency requirement entirely. He did not provide specifics, but the move suggests Council may soon debate whether geographical boundaries should remain a prerequisite for civic leadership.
Bailey replaces Melinda B. Powers, who held extensive experience across various real estate sectors. Now, Bailey takes her seat at a time when Downtown Jacksonville is at a crossroads—with growing interest, private investment, and bold plans to make the urban core a regional powerhouse.
The Bigger Picture
This appointment highlights a broader tension: As Jacksonville courts regional investment and talent, how do we balance local representation with the desire to be an inclusive, regional economic hub?
Councilman Johnson framed the issue not as a residency loophole, but as a reflection of a broader vision for Jacksonville’s future:
“For us to be a regional powerhouse... we have to be good stewards of all that's going on in our region.”
With her appointment now confirmed, Carrie Bailey enters the DIA at a pivotal time. Whether her appointment proves symbolic or strategic will depend on how she helps shape the next chapter in Downtown Jacksonville’s transformation.
