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J Magazine Winter 2019

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“At the end of the day, what I really preach to<br />

our staff is what does it mean, in terms of somebody’s<br />

lifestyle and generational lifestyle, and access to<br />

economic vitality and health care.”<br />

– NAT FORD –<br />

pricing by adjusting prices to ensure that we had a certain amount<br />

of availability on the street and maximize the availability of off-street<br />

parking.”<br />

At the same time, Ford watched the birth of ride-sharing, which<br />

became transformational. “Uber came along because of scarcity of<br />

taxis in San Francisco. While I sat there, I started getting emails about<br />

this new transportation technology using an app. We watched it, but<br />

we could not get the taxi industry to adopt credit card swipes, GPS,<br />

things that Uber leveraged and utilized to actually create a business<br />

model that has now gone through the roof.<br />

“Technology for me has been critical in terms of its impact on<br />

transportation going forward in this industry — autonomous vehicles,<br />

artificial intelligence and using the Internet of things to effectively provide<br />

people better services.”<br />

Gavin Newsom, then mayor of San Francisco and now governor<br />

of California, had expanded Ford’s responsibilities but left to<br />

become lieutenant governor in 2011.<br />

“We had an acting mayor, and he and I decided it was time for me<br />

to move on. He was looking for commitment from me that I would not<br />

continue to look for jobs in other parts of the world. I think six years<br />

doing a job like that was enough, and it was time to get back home on<br />

the East Coast.”<br />

Ford did independent consulting work in 2011-12. “The interesting<br />

thing about that was I got a chance to work around the country<br />

for a number of large engineering construction firms, helping them<br />

actually compete for transportation infrastructure jobs. I got a chance<br />

to spend time in a lot of cities around the U.S. working with these international<br />

firms.”<br />

Bringing it all here<br />

Meanwhile, Jacksonville’s public transportation system was<br />

mired in problems and controversy. A Times-Union investigation<br />

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to learn more.<br />

© <strong>2019</strong> Jacksonville Transportation Authority. All rights reserved. ASD-19020.<br />

WINTER <strong>2019</strong> | J MAGAZINE 23

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