Coordinating an experiential event to celebrate an economic development milestone at the North Florida Mega Industrial Park, a catalyst project by Weyerhaeuser — one of the largest private landowners in the U.S.

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Action Plan

  • Plan an event around the ground breaking of a new rail spur at the 2,600-acre industrial park located in Lake City, a rural North Florida community
  • Attract executives from state, public and private organizations by offering an experience that presents the long-range vision for the industrial site and its potential economic impact on region 
  • Create moments the influential audience of attendees to take and share photos and videos of their event experience — hammering a rail spur into the ground  
  • Generate positive news coverage about construction of the rail spur and the site’s development


  • Weyerhaeuser and its partners, including Columbia County, Rail USA, FP&L, the Florida Chamber, provided resources for SMPR to ensure attendees participated in the groundbreaking and left with a greater understanding of the rail spur’s significance to the industrial site and economic development  
  • Secured attendees from state, public and private organizations, including elected officials, executives from major corporations and business groups — including Florida Power & Light, Rail USA, and the Florida Chamber of Commerce
  • Generated five substantive news articles in local, regional and statewide media about the rail spur construction and how regional leaders saw it as a catalyst for future economic development at the mega industrial park

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