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Downtown Vision and The Elbow named recipient of a 2016 Award of Excellence

During its 62nd Annual Conference and Tradeshow in Atlanta last week, the International Downtown Association (IDA) recognized Downtown Vision and The Elbow with the Downtown Achievement Award of Excellence for its work and initiatives related to The Elbow Marketing Co-Operative.

The Award of Excellence is a new category that acknowledges innovative best practice entries, which were uniquely strong and therefore exceed traditional Certificate of Merit status. The program—which unites award-winning culinary, nightlife, live music and performance venues, Downtown’s Business Improvement District and original brand founders to promote Downtown’s entertainment district—was among 18 qualified entries in the category of Marketing and Communications. This category highlights strategies that used print, electronic media, or multimedia efforts to promote Downtown and further the value of city centers.

“Downtown Vision and The Elbow’s program received the IDA Award of Excellence for conducting innovative best practice work in the industry of urban place management,” said David Downey, IDA President and CEO. “The Elbow Marketing Co-Operative is a shining example of excellent downtown management delivering real value to the city.”

“At Downtown Vision, our mission is to promote Downtown as a great place to live, work, visit and invest,” said Jake Gordon CEO of Downtown Vision. “We’re thrilled to collaborate with The Elbow’s entrepreneurs and organizations to showcase Downtown’s vibrant entertainment district, which is continually growing and adding new offerings.”

The Elbow brand launched organically in 2013 and Downtown Vision launched the marketing cooperative program with the businesses in 2015. The program has brought visibility to The Elbow and helps to address the community’s misperceptions of the lack of safety and parking. Promoting the authentic grassroots Elbow brand already adopted by the venues themselves ensured a true sense of ownership by the community. The Elbow’s collaborative efforts extend beyond traditional marketing efforts and include:

“Originally “The Elbow” was simply a shorthand reference to our newfound Downtown hangout,” said Grant Nielsen, founder of The Elbow. “But through the camaraderie and hard work of all the Downtown businesses, promoters and patrons it has grown into so much more. We’re so proud to watch the district evolve and thrive, and we can’t wait to see what’s next to come.”


Downtown JacksonvilleAbout Downtown Vision, Inc.
Downtown Vision, Inc. (DVI) is a not-for-profit 501(c)6 organization with a mission to help revitalize DTJax through clean and safe initiatives, experience creation, marketing and information management. Created by commercial property owners through a self-assessment and governed by a board representing Downtown property owners, DVI administers a 90-block Business Improvement District. For more information, visit

About The Elbow
The Elbow is dedicated to promoting art, culture, music, and cuisine in Downtown Jacksonville’s entertainment district. Founded by local entrepreneurs with the goal of making Downtown Jacksonville an attractive destination for businesses and consumers, The Elbow helps stoke local business growth through promotion, marketing, and event planning. To learn more, visit

About IDA

The International Downtown Association is the premier organization for urban place professionals who are shaping and activating dynamic city center districts. Our members are city builders and downtown champions who bring urban centers to life, bridging the gap between the public and private sectors. We represent an industry of more than 2,500 place management organizations, employing 100,000 people throughout North America and growing rapidly around the world. Founded in 1954, IDA is a resource center for ideas and innovative best practices in urban place management. For more information, or follow us on Twitter and Facebook.

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