Katherine Hardwick | VP of Marketing, Downtown Vision, Inc.
Kat’s job is, essentially, to make people fall in love with Downtown Jacksonville, FL. A marketing and advertising expert, she got her start as an account coordinator in the agency world and ended up in-house at Downtown Vision—where she’s been for the past twelve years and counting—and currently serves as VP of Marketing. A loyal advocate and champion for downtown Jacksonville’s progress and growth—from business, history, and culture, to education, entertainment, and otherwise—Kat is an invaluable resource to her neighborhoods, communities, and the city of Jacksonville at-large.
The Basics:
Hometown: Pittsburgh, PA
Current city: Jacksonville, FL
Alma mater: University of North Florida
Degree: B.S., Communications
Very first job: Lifeguard
Hustle: Vice President of Marketing, Downtown Vision, Inc.
The Basics:
Babe you admire and why?
Samantha Bee has my vote. The breakthrough babe of late night comedy, she uses her platform to highlight important issues. She’s not afraid to tackle tough topics, speak her mind and make fun of herself along the way.
If you could have a beverage with anyone in the world, who would it be, and what would you drink?
A manhattan with the late, great RBG.
What’s a book everyone should read?
I highly recommend: Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave. But for all my introverts, a must-read is: Quiet: The Power of Introverts in a World That Can't Stop Talking.
The best piece of advice you’ve been given?
Don’t say “no”, say “yes if.” Sure, the “if” might be out of the question, but it shows you’re open to ideas and with the right resources, almost anything can happen.
Favorite spots in Jax?
I love exploring at Timucuan Preserve and relaxing at Four Corners Park and Memorial Park. I love losing myself in a good plot at Sun-Ray Cinema or laughing some stress away at a Florida Theatre comedy show. And, of course, you can’t beat a good happy hour at The Volstead, The Flamingo or the back patio at Root Down.
The Hustle:
Tell us about your hustle, providing a summary of your roles and the work you do daily.
My hustle is making people fall in love with Jacksonville—specifically Downtown and the urban neighborhoods. Downtown Vision is a small nonprofit that works to revitalize and champion Downtown Jacksonville. I head up the marketing team and we work to reinforce Downtown as Jacksonville’s authentic epicenter for business, history, culture, education and entertainment. I like to joke that each day consists of writing down my to-do list, then setting it aside as a dozen other things come up. But that’s nonprofit life. Any given day can be a mix of writing, designing, research, planning, advising, PR, connecting stakeholders, envisioning events, creating presentations and giving tours.
What are the goals and objectives of Downtown Vision? What do they mean to you personally?
Our goal is to create and support a vibrant Downtown that’s celebrated locally and nationally. Where travelers flock for destination amenities set against the beautiful St. Johns River. Where businesses relocate for a remarkable talent base. Where the hustle and bustle of residents lasts long after the work day is done. And, where everyone feels included.
What led you here? Did you always see yourself pursuing a career in marketing and/or in the nonprofit sector?
I’ve always liked to write. By college, I knew I wasn’t suited for journalism or teaching. While flipping through a UNF course book, I stopped when I saw the advertising track listing. A light bulb went off; this was something I could see myself doing, and so, I did. Working at an advertising agency is something I recommend to everyone who’s interested in marketing. The Madison Avenue dream is—in reality—a smidge of glamour and a heap of rapid-fire deadlines and caffeine. As an account coordinator, I learned about many different industries, including real estate and nonprofit. I became an adequate juggler of projects and pretty good intermediary of personalities. When I was given the opportunity to work in-house with one of my favorite clients, Downtown Vision, I took the job. That was twelve years ago, and the mission still drives me every day.
What’s one of your favorite campaigns or projects Downtown Vision has produced? What made it successful, and how did you measure its success?
It’s hard to beat Jax River Jams as a point of pride. Downtown Vision produced a free, four week concert series this past spring (2021) just as Jacksonville was starting to emerge from COVID-19. It was by far the largest undertaking our small organization had ever tackled, and required many partners (especially the City’s Special Events and Parks Departments, Florida Theatre, AVL and Ferg Creative) as well as many sponsors (especially our presenting sponsor VyStar Credit Union, the Jessie Ball duPont Fund and JAX Chamber).
Leading up to Jams involved creating a careful marketing strategy to make sure people felt safe attending after a year of a pandemic: a playful brand, advertising to reach the region, plenty of PR, ensuring sponsor visibility and onsite signage, and merch. Marketing and event planning consumed our team in the months leading up to the series.
We asked the community to show up. And. They. Did. Crucial to its success, each show featured different music genres and had its own feel. Sure, success was measured by attendance (geofencing software showed thousands of people at each concert), by marketing reach (5.2M on @DTJax social media) and by media coverage (100+ stories). But far more rewarding, our success was realized in the enduring buzz surrounding the event, the community’s desire for its return in 2022 and the renewal of our sponsors' commitments. We were able to reimagine a new green space, bring thousands of people Downtown and give something special to the community after a year when everyone really needed to feel a little normal again.
How have your past professional + academic experiences and lessons prepared you for the work you do today? How have they not prepared you?
School helped me hone my writing skills, and taught me one of the simplest lessons: show up ready to take notes, then put those notes to good use. Working in account services at an advertising agency fostered attention to detail, a sense of urgency, commitment to follow through, and learning to think about things from other people’s perspectives.
I was, however, unprepared for the politics of my job today. Whether it’s understanding how our local government works, or navigating stakeholders with competing missions, it’s a constant education. In addition, when your work is so public, you are always going to be criticized to some degree. When you do your best, you can take comfort in knowing that you’re doing the work that keyboard crusaders only write about.
Staying fresh and innovative in today’s fast-paced world can be a challenge. How do you stay creative and where do you look for inspiration?
I’m lucky that my love of place marketing aligns with my love of travel, so my favorite pastime gives me first-hand inspiration. My husband and I break away once or twice a year for some epic road trips and we’ve spent time exploring everywhere from Fargo, ND to Anchorage, AK, from Santa Fe, NM to Birmingham, AL. My phone is loaded with pictures of placemaking and marketing efforts from other cities—and yes, even of bike racks, wayfaring signs and trash cans. We try to spend as much time exploring other cities as we do getting lost in nature. I’ve almost reached my goal of visiting all 50 states and visiting as many of our National Parks and monuments as possible along the way.
A lot of my inspiration also comes from my cohort at the International Downtown Association. I went through IDA’s emerging leaders program in 2018. They’re my people. Some are marketers, some are CEOs, some manage operations, some focus on economic development. We’re all connected through our passion for places and regularly email each other for ideas or advice to this day.
How has being a woman impacted your professional experiences? What can we collectively do to support and empower women in your industry today?
There’s a school of thought that society raises girls to be “perfect” and boys to be “brave.” Girls are expected to be sweet and behave, while boys are encouraged to be active and adventurous. I think this was fairly true when I was growing up in the 80s. Early in my career, I often stayed quiet in meetings because I wasn’t sure how my ideas would be received. Even today, I still fall into the trap of thinking my mistakes are tragic and not just a part of the growing process.
When we share our knowledge with each other, we’re empowering women to take good chances. We go further when we go together. So share connections, share lessons learned, and share the credit.
What’s one thing you’re proud to have accomplished in your career thus far?
I’m proud of my tenure at Downtown Vision—twelve years and counting. I’m proud to be a part of a team with such dedication to improving the heart of our city. I’m grateful for the perspective this job has given me, for all of the friends I’ve made along the way, and for the ongoing opportunity to grow.
What tips and tricks would you give to someone just starting out in marketing? What do you wish your younger self knew about the industry?
Join an industry group, and even if it’s painful (like for us introverts), network. Push yourself out of your comfort zone. Ask the women you admire out to coffee or lunch. Create a brain trust with women who can relate to your work. Dedicate time with them, and lean on them for inspiration with a little side of therapy.
Who are some women in your field that you look to for inspiration?
Ooh, this is my favorite question. All around marketing babes: Diane Brunet-Garcia (Brunet Garcia, Jacksonville), Tiffany Faublas (West Palm Beach, FL), Nancy Miyahira (Washington, DC), Penny Smythe (Anchorage, AK), Jessica Spitsen (Omaha, NE) My coworker babes: Lexi Brantman, Haley Tinkle and Ina Mezini. Event babes: Hana Ferguson (Ferg Creative), Laura Edgecombe (The Bread & Board) and Liz Grebe (Jacksonville Business Journal). PR babes: Natalie DeYoung (Wingard Creative), Michelle King (Reputation Ink) and Michelle Guglielmo Gilliam (Point Taken Communications). Downtown advocates: Debbie Buckland, Terry Durrand-Stuebben, Cyndy Trimmer and Lori Boyer.
Where’s your go-to spot in Jax to unwind and unplug?
My front porch with a good book.
Career and/or life advice for other babes?
Your time is precious. Spend it on the people, work and hobbies you love. Work hard, but don’t be afraid to disconnect outside of work. Turn off your notifications. Take vacations (or staycations). Let your coworkers know how to reach you in an emergency, and trust that you’ve empowered your team to handle the things that come up in your absence. Your email will be waiting for you when you get back.
Connect with Kat:
Personal IG / Work IG / Email / Website
This interview has been condensed and edited.
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