The revitalization of Downtown Jacksonville has been at the top of the business, civic, and political agenda for the last fifty years, but with the recent creation of the Downtown Investment Authority (DIA) Board, the effort to revitalize Jacksonville’s Downtown may finally be gaining momentum. To appreciate why the City of Jacksonville will be watching the DIA in the upcoming months to see if this is initiative that will rejuvenate Downtown, it is important to recognize the long history of revitalization efforts dating back to the 1960s. With focus and resolve, the DIA may just be able to solve some of the problems that their predecessors could not.