Maxfield Tapped to Lead St. Johns Economic Development

St. Johns County commissioners recently confirmed Sara Maxfield to be the county’s economic development director, according to a media release.

Maxfield has 15 years of economic and business development experience, including serving as the manager of Economic & Business Development for Riviera Beach, Florida; Director of Economic Development for the City of Delray Beach, Florida; and Executive Director for the Athens County Economic Development Council and the Athens County Port Authority in Ohio, the release states.

Maxfield was selected from 52 candidates through a national search, with the assistance of a professional executive recruiting firm.

In an interview with EVOLVE News, Maxfield said a top priority is finalizing a strategic plan for economic development.

“The completion of the Economic Development Strategic Plan is of paramount importance because it will be our roadmap for future success,” she said. “Real, impactful, long-lasting economic development – the kind that “moves the needle” –  takes time and the alignment of resources. These efforts often transcend leadership cycles, and a strategic plan helps to keep organizations on the critical path for longer-term initiatives such as improved business infrastructure, upskilling of workforce and policy development.”

Maxfield said the county faces challenges in economic development but also has opportunities to enhance its economic base.

“St. Johns County’s economy is supported by a highly educated population, abundance of natural assets and a historically strong tourism sector,” she said. “However, the local economy relies too heavily on tourism, which makes it vulnerable, as many Florida communities experienced first-hand during the pandemic.”

The key to economic growth is to broaden the foundation of the economy, which not only makes it more resilient but also relieves some of the burden on residential taxpayers, Maxfield said.

“I believe the county would have a much stronger and resilient local economy if diversification, with an emphasis of high-wage job industries, becomes a priority,” she said. “St. Johns County should work to increase these commercial enterprises. The composition of the local tax base is a factor in the strength of the economy, because commercial properties traditionally have higher assessed values than residential and are taxed at a higher rate, which provides revenues that fund essential services enjoyed by the entire community. A strong commercial tax base reduces the financial burden on residential property owners and can lead to lower residential tax rates.”

When it comes to attracting new business development, Maxfield said a targeted approach focusing on the kind of businesses and industries that can thrive in St. Johns County is the best strategy.

“St. Johns County is not going to engage in a “wide-net” approach to attracting new enterprises,” she said. “The Economic Development Department will be taking a data-driven approach to inform our decision making about which industries are the best fit for our community. Our business attraction program will begin with identifying the intersection between businesses interested in locating here, and businesses that our community can support. Ultimately, we will engage and recruit those businesses that we feel will meet the goals and the needs of the community and the local economy.”

Maxfield’s goals for the county’s economy are simple and straightforward.

“We want to have a vibrant, resilient economy through sustainable, purposeful, smart growth that improves the quality of life for the residents by providing opportunities for job creation, income growth and long-term economic stability,” she said.