Marty Fiorentino, President, The Fiorentino Group

Invest: sat down with Marty Fiorentino, president of The Fiorentino Group, to discuss the firm’s response to regional economic growth, key sectors driving expansion, and how the Fiorentino Group supports its clients in navigating government relations and public policy.

What is the main goal or mission of the Fiorentino Group? 

We provide a broad range of consulting services to clients looking to influence public policy and create new business opportunities. Our goal is to become a trusted advisor to our clients while providing a high level of customer service and strategic advice. 

What have the last 12 months been like for the Fiorentino Group in terms of overall contributions and impact in Jacksonville?

It has been great. Jacksonville and Northeast Florida continue to grow, and as that happens, Jacksonville has really become the next major city in Florida that’s poised to take off. We’ve seen unprecedented growth across the board — not only from companies relocating here but also from an increase in visitors. Our population continues to grow as people fall in love with Northeast Florida’s quality of life, low cost of living, good weather, beautiful beaches, and scenic riverfront. This growth has been beneficial for our firm as well. We’ve added a couple of lobbyists — one in Jacksonville and another in Tallahassee — and they are doing a great job. Additionally, two of our team members who started with the firm have become partners. They are now our youngest partners and are doing terrific work. As both the community and the state continue to grow, so does our firm.

Which of your wide range of services do you expect to be the main drivers of growth in the next six months to a year?

We’re fortunate to be the largest and oldest government relations firm in Northeast Florida, with additional offices in Tallahassee. Over the years, we’ve represented some of the largest companies in the region, along with counties, cities, non-profits, and educational institutions. Our client base is broad, and as companies move to Jacksonville and organizations expand their operations here, we continue to benefit. With growth comes issues like infrastructure development, which often requires support from Tallahassee. We’ve become the go-to firm for infrastructure work, whether it’s for road widening, securing funding for new roads, or addressing economic development issues. We assist in obtaining government funds from federal, state, and local levels to tackle these challenges. So, our involvement in infrastructure and economic development will likely be key drivers of growth for our firm.

Are there specific industries or sectors from which you are seeing more growth or expect to see more growth?

Interestingly, we’re seeing growth across several sectors. For instance, the University of North Florida is adjusting its strategic plan to expand to 25,000 students over the next few years. In the fintech industry, companies are relocating to Jacksonville from across the country. Our healthcare industry is also expanding, with institutions like Mayo Clinic, Baptist Health, and UF Health continuing to grow and expand. So, there’s substantial growth across many sectors in Florida, especially in Northeast Florida.

Have there been any recent shifts in client expectations regarding how they want to be advised?

Yes, particularly with larger corporations. They now seek firms whose values align with their own and prefer partners who can navigate the halls of government and address community issues without a lot of drama. Clients, especially publicly traded companies, want firms that uphold high standards and maintain a high level of integrity. We also see an increasing demand for firms that can integrate government relations, media relations, legal strategies, and community relations to help clients execute their business strategies effectively. Protecting reputations and enhancing business strategies through public affairs work is also becoming more critical.

What are the primary challenges you face when advising clients on government relations and operating within legal frameworks?

One major challenge is ensuring clients understand the importance of building relationships before crises arise. It’s essential to have established connections with government entities so that when issues do occur, clients are recognized and trusted. Integrity and honesty are also vital. Clients, especially non-profits, want to work with representatives who are respected and have a reputation for upholding their core values.

What are some of the key partnerships you have with both business and government entities?

We collaborate with partners in media relations and various associations, such as the League of Cities, the Association of Counties in Florida, and the Florida Ports Council. Working alongside these organizations allows us to advocate effectively for our clients while supporting industry-wide initiatives. We’ve even helped form associations to represent specific interests, which has proven to be highly successful.

What growth opportunities do you foresee for the Fiorentino Group and your clients in Florida, particularly in Jacksonville and Northeast Florida?  

We are focusing on business development by connecting clients with potential allies and customers. For example, we’ve facilitated charitable contributions from clients to support initiatives such as mental health programs at local hospitals. Additionally, we help form teams of engineers, builders, and architects to respond to infrastructure projects, making our firm valuable not just for direct government relations but also for fostering successful strategic partnerships.

What makes Florida, especially Northeast Florida, an attractive place for business and living?

Florida offers an excellent business climate, favorable weather, great schools, and a positive direction in state governance. I recently met a plumber who moved from California to St. Johns County, Florida, because he found it to be a better place to raise his family and run his business. Companies appreciate Florida’s natural beauty, regulatory environment, and pro-business stance. The state’s leadership has done a commendable job in promoting Florida as a business-friendly state, and the way Florida handled COVID-19 further enhanced its reputation. These factors make Florida an attractive place for both businesses and families.

What are the Fiorentino Group’s main priorities and strategies for the next two to three years? 

Our focus will be on building relationships with new legislators, given the regular turnover due to term limits. We will continue to concentrate on serving our core clients, ensuring high client retention and satisfaction. Growth will be measured and deliberate, whether through expanding our client base, adding new team members, or considering new regions within the state. We also remain committed to community involvement, both civically and charitably, which has been a hallmark of our firm.