Supporting cultural arts is no longer an indulgence—it’s now an essential element of community transformation. Across St. Johns, Volusia and Flagler Counties, arts and culture are being intentionally integrated into long-term planning, with public, private and nonprofit partners driving millions of dollars in investment.

Communities that establish themselves as arts destinations position themselves for economic growth and long-term distinction. Across North Central Florida, spaces are being reimagined as historical and cultural cores, driving job creation, increasing local spending, and expanding tourism appeal. From large-scale institutions to community-driven initiatives, the impact is both visible and growing.

Honoring History, Shaping the Future

In May 2023, Governor Ron DeSantis signed legislation to establish a task force responsible for planning, constructing and operating a new Florida Museum of Black History. The museum will serve as a cultural institution dedicated to honoring the stories, triumphs and struggles of Black Floridians.

West St. Augustine in St. Johns County was selected as the site for the museum due to its accessibility and strong community support. With this decision, 450 years of Florida’s Black history will be memorialized on the former site of Florida Methodist University. Placing the museum within a historically Black community reinforces a powerful narrative, broadening understanding of the contributions and cultural influence of Black people in Florida across generations.

Plans for the museum include a 100,000-square-foot facility featuring exhibits, galleries, artifacts, performing arts and educational spaces. Beyond its cultural significance, the museum is expected to serve as an economic catalyst—attracting visitors, generating investment and creating new opportunities for the surrounding community.

Alesia Wilbekin, Board Member for the Florida Museum of Black History Foundation, emphasizes the project’s statewide impact. “It will require resources, research, artifacts and community input from across all of Florida,” she said. “Its success will depend on participation from communities throughout the state, making it a truly collective effort to preserve and tell Florida’s Black history.”

The project has already secured initial state funding for planning and design, with additional support anticipated as it moves forward.

Arts as an Economic Engine

In Volusia County, the impact of cultural investment is already taking shape through the leadership of Hyatt and Cici Brown. Their contributions have significantly reshaped the region’s cultural landscape and will continue to do so for generations to come.

The Browns have invested more than $30 million to develop the Riverfront Esplanade and are investing $175 million to transform the former Museum of Arts and Sciences into The Cici & Hyatt Brown Museum of Art, Science & History, known as The Brown.

Together, these projects reflect a broader strategy—pairing cultural investment with placemaking to drive both community engagement and economic growth.

What was once a long-neglected stretch of riverfront has been transformed into a dynamic public space. The Riverfront Esplanade, a 22-acre, $36.5 million redevelopment along the Halifax River, opened in phases between 2022 and 2023 and now serves as a central gathering place for the community.

The Esplanade has quickly become an active hub for programming and events, hosting experiences such as Action Academy’s Children’s Business Fair. The event brings together young entrepreneurs to create, market and sell their products, drawing significant community participation. As organizer Jack White notes, the Esplanade offers a “mini-downtown” atmosphere—one that is welcoming, energetic and designed for connection.

That level of activity is intentional—and impactful. Increased foot traffic and consistent programming have contributed directly to economic growth in the surrounding Community Redevelopment Area. According to the Economic Impact Report, the district has experienced more than $113 million in increased taxable value, along with a 45% rise in business revenues.

While the Esplanade is activating the riverfront today, the next phase of investment is focused on establishing a long-term cultural anchor.

The Brown campus transformation reflects a modernized vision for a regional arts center designed to create a seamless and engaging visitor experience. Scheduled to open in Fall 2028, the museum will expand the region’s cultural offerings while strengthening its position as a destination.

According to The Brown CEO Tabitha Schmidt, the transformation is rooted in a more visitor-centered approach. “Exhibits will present more adaptive concepts, utilizing more interpretive technology,” she says. Rather than serving as just another attraction, the museum is expected to become a primary destination—drawing visitors to Daytona Beach alongside its beaches and speedway.

The new facility will feature a striking 60-foot sphere and tilted dome, along with a mix of permanent and rotating exhibits, performance space and outdoor environments. These elements are designed to create interactive, evolving experiences that keep the museum relevant for years to come.

Ultimately, The Brown is envisioned as a regional hub for learning and discovery, expanding access to arts, science and history while supporting long-term economic vitality.

Activating Community Through Public Art

Beyond large-scale developments, smaller, community-driven initiatives are also playing a powerful role in shaping place and identity.

In Flagler County, the Turtle Trail has emerged as a unique public art experience. The trail features 22 fiberglass loggerhead turtle sculptures placed throughout parks, public spaces and local landmarks. Funded by local patrons and painted by local artists, each sculpture reflects a creative interpretation inspired by history, culture and storytelling.

The project represents a collaborative effort among donors, artists, local government and community organizations—demonstrating how public art can bring people together while enhancing the visitor experience.

“Flagler County has a longstanding appreciation for art in public places,” said Cultural Council Chair Danielle Anderson. “The Turtle Trail is just one example of the community’s commitment to enhancing our area’s amenities.”

That same commitment is reflected in the Bunnell Historic District, where a series of 22 murals is underway. The inaugural mural, created by Florida muralist Brook Page, incorporates a commissioned work by Highwaymen artist R.L. Lewis, connecting the project to Florida’s broader artistic legacy.

These efforts contribute to a distinct coast-to-country cultural identity—one that continues to evolve through creative expression.

Looking ahead, Flagler County is also investing in future-forward cultural and environmental experiences. The County has committed $10.3 million in tourism tax revenues to develop a new Eco-Discovery Center.

According to Tourism Development Director Amy Lukasik, the Center is designed to support both tourism and community engagement. “This facility will not only serve as a visitor center, but also an education facility, recreation rental, locally sourced gift shop, event and meeting space, and permanent office space for the tourism and economic development office,” she said.

It’s part of a broader regional strategy to create an immersive experience that reflects Flagler’s ecological identity. Its design, placement and purpose position the Center as a catalyst for a new type of eco-tourism, one that encourages travelers to look beyond the beach to bring new economic activity into the region.

Once completed, the facility is expected to operate as a self-sustaining asset, reinforcing the long-term value of strategic cultural investment.

Across each of these examples—from major institutions to grassroots initiatives—the throughline is clear: investment in cultural arts is driving both economic growth and community identity across North Central Florida. Communities that prioritize these investments are not only enhancing quality of life today, but also building a foundation for long-term, sustainable prosperity.