Welcome to the Flip Side of Florida

If you had to sum up Jacksonville in a nutshell, it would be a boiled peanut: a secret recipe, an unexpected delight, a reason to pause instead of passing through.

Yes, we have 22 miles of beaches, year-round sunshine, world-class museums, and all the extras you’d expect from a city our size, but Jacksonville offers a different take on the basics. We’re a little bit country, and a whole lot of (Southern) rock n’ roll.

Throw a dart on a map of Florida, and you’ll likely land on a pretty beach, a theme park, a golf course, or a crystal-blue pool. But if you’re open to something a little different, you’ll find a slice of Florida that locals love. Don’t worry, you’re not flipping out. You’ve just never been to Jacksonville — the Flip Side of Florida.

Explore Our Trails

Flip what you know about Florida. Busy beaches and theme parks? That’s further south. We’re talkin’ a different style of Sunshine state of mind. Think manatees, not mermaids. More magnolias than palm trees. Less shuffleboard, more surfboards. World-class golf greens, and delicious collards. A hot bar scene, and even hotter sandbars. Don’t worry, you’re not flipping out.

You’ve just never been to Jacksonville - The Flip Side of Florida.

Enjoy our 22 miles of beaches, extensive park system, world-class fishing, historic neighborhoods, family adventures, impressive museums, eclectic street arts scene, creative coastal cuisine, delicious craft beer and so much more!

a dark blue map of Florida with major cities in yellow and a red star for Jacksonville, FL

Jacksonville's Neighborhoods

Image

Neighborhood Spotlight: Durkeeville and Eastside

Shaped by generations of Black history, Durkeeville and Eastside are an essential part of Jacksonville's story. Durkeeville stands as a cornerstone of Black excellence and civic leadership, with deep ties to the city’s civil rights movement. Nearby, Eastside reflects the strength and creativity of Jacksonville’s Black communities through historic streets, public art and long-standing local institutions. Together, these neighborhoods invite you to explore stories of resilience and culture that continue to define Jacksonville today.

Explore Durkeeville

Explore Eastside

An orange and blue graphic that says "Inside The Flip Side of Jacksonville, FL"
Inside the Flip Side

Learn about all there is to see and do in Jacksonville on Inside the Flip Side.

Inside the Flip Side
Image
Photo by: Ken McCray

Events

Get a “first look” at what's going on in Jacksonville.

Read More
Image

Outdoors

Minutes away from Jacksonville's city center, a natural wonderland awaits. Let's Have an Adventure!

Read More

A Love Letter from Jacksonville

A Love Letter from Jacksonville

#OnlyInJax

Featured Stories