Jacksonville's downtown is undergoing a transformation with the launch of the "I Dig Jax" campaign by Mayor Donna Deegan and the city government to highlight several major developments. The former Jacksonville Landing site, now Riverfront Plaza, is being redeveloped to revitalize the city center. The city announced this through a social media post, providing details on the progress and offering a portal for residents to track the ongoing downtown projects.

Riverfront Plaza's Phase 1, currently under construction, is expected to be completed later this year. It will feature a park pavilion with café space, restrooms, and storage to support the park, along with a destination playground on top. Phase 2, slated to begin in early 2026, will include a beer garden and additional connectivity improvements. "Their design is now taking shape before our eyes," Lori Boyer, CEO of Downtown Investment Authority, told the City of Jacksonville.

In addition to the park's development, Jacksonville is working on several other initiatives, including the Hogan Street Cycle Track, the restoration of select downtown streets to two-way traffic, and the introduction of the Music Heritage Garden. The Friendship Fountain, which reopened a year ago, has since attracted significant foot traffic and event use.

Several private projects are also underway in the Urban Core, including the new Museum of Science and History and luxury developments like the Four Seasons hotel. Additionally, a $300 million Community Benefits Agreement is expected to support the development of a riverfront park system. "This kind of system was the spark that made Tampa’s downtown ignite, and it will do the same for Jacksonville," Mayor Deegan stated in the city's announcement.