Case Study: Envision Alachua and Innovation Gainesville

In November 2012, Plum Creek, the nation’s largest private land owner, engaged Avalanche to serve as its economic development strategist for the development of a 10,000-acre R&D park in the Gainesville, Florida, area. We began the project by conducting an in-depth market analysis of economic and demographic trends in the region. Next, interviewed more than 100 administrators and faculty at the University of Florida to uncover unique assets that could trigger a major UF presence at the R&D park. Through the process, we mapped more than 1,300 of UF’s corporate relationships, forming a database that is currently utilized as a marketing engine for the Chamber’s economic development initiative.

Next, we identified target industries for the region and the R&D park, and crafted sales messages for each. We wrote a marketing and economic development strategy for Plum Creek and the Gainesville Area Chamber. This strategy contains actionable tactics that support each of the Chamber’s six lines of business: Education / Talent Alignment, Business Development, Economic Development, Public Policy, International Trade and Regional Initiatives. The strategy also includes a roadmap for successfully positioning the 10,000-acre R&D park as a desirable destination for target industries.

Today, Avalanche continues to provide market intelligence and marketing support to both Plum Creek and the Gainesville Chamber.

The economic development process we’re running is highly complex, hyper-political and requires aspirational thinking. We needed a firm that could bring the right combination of analytical prowess, professionalism and broad-based economic development experience that could unite various community interests around a common purpose. We got this and more from Avalanche.

-James Kilberg, Executive Vice President, Plum Creek Timber Company


More than 1,300 of University of Florida’s corporate relationships were mapped

Roadmap for successfully positioning the 10,000-acre R&D park as a desirable destination for target industries was developed


Economic Development Strategy
Marketing Plan
Customized Research
Workforce Studies


Amy Holloway
(512) 917-3815