Meet Florida Man 2.0: the executive working to replace retirees and Disney tourists with Fortune 500 HQs

Fortune

by Nick Lichtenberg

February 15, 2026

AI-Generated Deep Dive Summary

Michael Simas, CEO of Florida's Council of 100, is leading an ambitious effort to rebrand the Sunshine State as a prime destination for corporate headquarters, shifting its image from a retiree-friendly tourist hotspot to a hub for finance and tech professionals. Partnering with billionaires Ken Griffin and Stephen Ross, Simas aims to attract Fortune 500 companies by showcasing Florida's potential as a thriving business environment. This campaign, supported by the Council of 100—a non-partisan group of CEOs advising Florida governors—focuses on positioning the "Gold Coast" (Palm Beach, Broward, and Miami-Dade counties) as a unified economic powerhouse. Simas, a former executive from New York City who relocated to Sarasota during the pandemic, understands firsthand the challenges of legacy markets like New York. He highlights Florida's unique appeal: a blend of high-achievement opportunities and an unmatched quality of life, including tax incentives and a business-friendly climate. "Florida Man 2.0," as Simas represents, embodies this new archetype of professionals moving to Florida for its economic potential and lifestyle benefits. The campaign also addresses the negative perception of Florida perpetuated by memes like the "Florida Man" stereotype, which often overshadows the state's progress. By leveraging partnerships with consulting firms like McKinsey, Simas seeks to counteract outdated notions and promote Florida as a place where innovative companies can thrive. This rebranding effort is crucial for attracting long-term investments and diversifying Florida's economy beyond tourism. For businesses, this shift matters because it positions Florida as a competitive destination for corporate relocations and expansions. With its growing talent pool, strategic location, and favorable business environment, Florida aims to become the next hub of American exceptionalism. Simas' vision aligns with broader economic trends, offering companies a fresh narrative that goes beyond the beach and theme parks—emphasizing innovation, growth, and opportunity.

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Originally published on Fortune on 2/15/2026