Forget the sensational headlines of bizarre antics and alligator encounters. A new narrative is emerging from the Sunshine State, spearheaded by an executive who embodies its very transformation. This isn’t your viral “Florida Man” of internet lore; this is Mike Simas, president of The Florida Council of 100, and he’s orchestrating a sophisticated campaign to reposition Florida as the nation’s next premier hub for Fortune 500 headquarters.
Redefining the Sunshine State’s Image
Simas, in partnership with influential billionaires Ken Griffin and Stephen Ross, is leading a high-stakes initiative on behalf of over 200 top companies across Florida. Their audacious goal? To dismantle the long-held perception of Florida as merely a haven for retirees and Disney tourists, and instead, spotlight its burgeoning potential as a corporate powerhouse.
The Shadow of the “Florida Man” Meme
The biggest hurdle in this rebranding effort is the pervasive “Florida Man” meme. Born from an X.com account in 2013 and amplified by shows like HBO’s “It’s Florida, Man,” this caricature often overshadows the state’s serious economic aspirations. As Washington Law professor Ira Robbins points out, the phenomenon largely stems from Florida’s exceptionally expansive Public Records Law, suggesting that “California Man” or “New York Man” might exist if not for differing public access to information.
For Simas, a transplant from the Northeast himself (a self-proclaimed “Rhode Island Man”), this cultural challenge is deeply personal. He understands the imperative to tell Florida’s true story, a story he discovered firsthand after moving to the state at the onset of the pandemic. “If we don’t step into this moment and do a good job telling Florida’s story based on facts, things like the ‘Florida man’ meme will dominate the conversation,” Simas warns. “And then we won’t be able to attract the types of investment that we’re looking to attract.”
Meet Florida Man 2.0: The Architect of Change
Simas isn’t just advocating for this new demographic; he is
it. With 15 years as an executive vice president for the Partnership for New York City, championing Manhattan’s business community, his move to Sarasota during the pandemic was initially seen as temporary. Yet, like many, he found an undeniable appeal. “I’m literally the story in real life that you’ve been hearing about Florida,” Simas reflects. “If you asked me five years ago, ‘will you ever live in Florida?’ my answer would have been a hard ‘no.’ … And now looking back, it’s incredible because I don’t think I could ever go back to New York.”
He envisions Florida as more than just a favorable business environment; it’s a place where leaders can achieve professional excellence while enjoying a quality of life increasingly elusive in traditional markets. “We think Florida is the next place for American exceptionalism to take off, and the place where the next generation of really innovative companies are going to be built and scale,” Simas asserts – a sentiment echoed by the significant investments from figures like Ken Griffin and Stephen Ross.
A Bold Economic Vision: Beyond Tourism
Simas’s campaign, backed by the non-partisan Council of 100 (advising Florida governors since 1961), is strategically targeting the “Gold Coast” – an economic bloc encompassing Palm Beach, Broward (Fort Lauderdale), and Miami-Dade counties. The core argument is a necessary pivot away from the state’s historical over-reliance on tourism and hospitality, sectors notoriously vulnerable to economic downturns.
A partnership with McKinsey several years ago underscored this urgency. Their research revealed that over the past five recessions, tourism-related dips averaged a 10% decline in total GDP. Furthermore, consumption-driven sectors—construction, real estate, retail, and tourism—still accounted for a substantial 38.4% of Florida’s real GDP in 2024. The conclusion was clear: a new economic model, and a new “Florida Man,” was essential.
“There’s a huge gap in what people think about Florida and what actually exists in Florida,” Simas explains, highlighting the prevailing misconception that Florida is solely a tourist destination, not a serious business hub. While Southeast Florida, with Citadel’s operations and Related’s real estate empire, serves as a powerful starting point, Simas emphasizes a statewide narrative. His own experience in Sarasota, which he likens to Providence with its deep-rooted culture and design community, illustrates the diverse appeal Florida offers beyond its coastal metropolises.
The campaign aims to bridge this perception gap, inviting executives and innovators to discover a Florida ripe for corporate growth and a balanced, high-quality lifestyle, proving that the state is ready for its next chapter of American exceptionalism.
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