Jacksonville is rediscovering the value of its older urban core. This report from the Preservation Green Lab of the National Trust for Historic Preservation highlights how Jacksonville's older buildings and blocks are already outperforming newer areas of the city across many sustainable development metrics. But they can become even stronger. Analysis of data from city, state, and national sources points to numerous areas of the city with high potential for successful reinvestment and revitalization. Unlocking this potential requires stronger incentives, innovative new policies, and increased awareness and capacity in the nonprofit, government, and private sectors. Using a methodology developed by the Preservation Green Lab, this study includes an analysis of all of Jacksonville's existing structures to assess the connections between the character of the city's building stock and more than 30 measures of neighborhood livability, economic vitality, and diversity.