Dolores Key, Economic Development Manager, Flagler County

In an interview with Invest:, Dolores Key, Economic Development Manager of Flagler County, highlighted incentives and plans, such as site-readiness, for business growth and relocation to Flagler County, explained why it is redefining its tourism strategy to include ecotourism, and how it is diversifying its economic base.

What have been some of the main highlights and key milestones for Flagler County in the last 12 months?

We have always been known as a tourism cluster county, and that has traditionally been our leading economic driver. However, just for 2024, the healthcare and medical cluster has surpassed tourism as our primary economic driver for the first time, which is a significant milestone for us. In Florida, tourism has always been a major economic sector, but when the economy declines, tourism is one of the first industries to feel the impact as people cut costs. We are pleased that healthcare has overtaken tourism in many areas.

What are some activities planned to improve Flagler County’s tourism sector and to attract more visitors?

We are trying to redefine our tourism cluster beyond just the beach. We have a lot more to offer, including ecotourism, thanks to our state parks, waterways, and other natural resources. Ecotourism is a growing trend that we can capitalize on. We want to showcase the full range of activities we offer, such as hiking, biking, kayaking, and other outdoor adventures, making Flagler much more than just a beach destination. We are also focused on building an ecotourism destination center and connecting all our trails as part of our strategic plan. This is not only part of our county’s initiative but also aligns with the Northeast Florida Regional Council’s master plan. We are working to link the green trails across the region, enhancing the accessibility and appeal of our outdoor spaces.

What makes Flagler County a great place to live, work, and travel to?

Flagler County is incredibly accessible, located right off I-95. The quality of life here is unmatched. Personally, I used to spend 30 to 45 minutes commuting to work, but now it takes me just six minutes. I can get to the beach in five minutes or ride my bike on local trails. We have noticed that younger people do not just want to work, but they want to enjoy life and be outdoors. Flagler County offers those amenities without the crowding and fast pace of larger cities. Our community is close-knit, and there is a sense of belonging that you do not find in bigger urban areas. We are welcoming, and if you relocate your company here, you will find that everyone knows and supports your business. It is a slower, friendlier lifestyle that prioritizes balance and community.

What are the significant business opportunities available in Flagler County?

Healthcare is our No. 1 sector, but we are also home to leading marine manufacturing companies like Boston Whaler. In addition, we are aggressively pursuing aviation as an industry with ample space to grow. Flagler is also becoming a hub for digital technology, thanks to Metronet’s significant investment in making our area a five-gigabit tech location, which is a big deal for both businesses and residents. We are the second rural area in Florida to achieve this level of connectivity, and it will greatly benefit our businesses and homeowners by providing fast and reliable internet access.

Moreover, our location on the I-95 corridor is convenient, close to Jacksonville and the I-10 east-west corridor. As Jacksonville and St. Johns County run out of land, we are seeing companies move further south to Flagler, which still has ample space for growth. We are also conveniently positioned close to Orlando and the Space Coast, which makes us an attractive option for companies that want proximity to Cape Canaveral and NASA without the high land costs associated with being directly on the Space Coast. For companies that need space but do not need to be right on the coastline, Flagler offers a cost-effective and accessible alternative.

What initiatives or programs has Flagler implemented to foster economic growth and create a booming business environment?

The County Commission recently approved a program called The REV Grant to help companies that want to invest here. In addition, the Commission has just passed an incentive program for impact fees, which is a significant issue in Florida. I personally track a range of metrics on a monthly basis, such as home sales, jobs created, unemployment, and industry growth in different clusters. I perform cluster development analysis quarterly, using data available from the Department of Commerce. I also track business licenses and other metrics on a monthly, quarterly, and annual basis to monitor our progress. I maintain large spreadsheets to ensure that our decisions are data-driven. Additionally, we recently added data to our comprehensive Economic Development Strategy that highlights the importance of tourism in Northeast Florida. For the first time, tourism was recognized as an economic indicator due to its drastic impact during COVID-19. This acknowledgment underscores the economic influence of tourism, particularly in Florida.

In what ways is Flagler County helping businesses that are looking to establish themselves in the region?

We are part of the JAXUSA partnership, which plays a critical role in attracting businesses. Since I joined Flagler County three years ago, we have implemented economic incentives that have significantly helped entice companies to set up here. We work closely with JAXUSA on recruitment efforts and also partner with our local Chamber of Commerce to support small businesses. The County partners with CareerSource because workforce development is key. Talent is the new commodity, and if you do not have the workforce, it is difficult to attract companies. JAXUSA has been leading the charge in recruiting talent to the Jacksonville region, and we work closely with them on this front.

What are the primary challenges that Flagler County is facing, and how are these challenges being addressed?

Healthcare is a major challenge, especially when it comes to doctors and nurses, and that is a nationwide issue. Our school system has a great program called Classrooms to Careers, which has been recognized by the state of Florida as a model for other counties. This program identifies students’ interests early, even at the elementary level, and channels them toward relevant career paths. Our superintendent has prioritized ensuring that high school graduates leave with certifications or skills that allow them to enter the workforce immediately if they choose not to pursue college. This program truly prepares students from a young age and continues through high school, making it a standout feature of our education system.

What is your outlook for the next two to three years and your top priorities within this time frame?

My focus is on site readiness. I want to prepare sites for the next wave of business interest. During the pandemic, many companies wanted to relocate but did not want to wait through lengthy processes. Today, companies expect sites to be ready with all infrastructure and zoning in place. They may be willing to build their own facilities, but they do not want to deal with extensive bureaucratic hurdles. My goal is to ensure sites are ready for immediate development, allowing companies to become operational as quickly as possible.

Government is not supposed to create jobs; rather we are supposed to make it easy for companies to create jobs. My role is to simplify the bureaucratic process and remove obstacles, making it easy for businesses to set up and operate quickly. It is a “do no harm” approach, where essentially, we let the government facilitate business development by clearing the path. My background as a former business owner helps me understand that time is money, which is why I always advocate for the companies, seeing things from their perspective and working to make the process as easy as possible.