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The Palm Beaches reignites “Wall Street South” campaign with new billboards across Manhattan

The Palm Beaches have reignited the “Wall Street South” movement with a bold new campaign aimed at luring financial firms from New York. Billboards across Manhattan now read, “Dear NYC, it’s not you, it’s me,” marking the latest chapter in a 15-year relocation strategy led by the Business Development Board of Palm Beach County.

The campaign directly targets executives unsettled by New York’s post-election climate. Hundreds of relocation packets have been mailed to firms with expiring leases, alongside private school tours, confidential site visits, and an upcoming Palm Beach County delegation in New York on December 9–10. “Our phones have been ringing nonstop as more executives join the 20,000 financial service firms already here,” said Kelly Smallridge, President and CEO of the Business Development Board. “This strategy is designed to attract companies that bring high-salary job opportunities to our local workforce.”

Stretching from Boca Raton to Jupiter, the Palm Beaches have become home to 20,000 financial companies employing 119,000 people, with average salaries of $126,000. The region now ranks as the world’s fourth-fastest-growing wealth hub, boasting a 112% increase in millionaires over the past decade, 68 billionaires, and Florida’s highest average income across all 67 counties. Major firms that have established a presence include Goldman Sachs, BlackRock, ServiceNow, Citadel, Elliott Management, Point72, Siris Capital, and Cresset.
What began in 2010 as the “Behind the Gates” initiative — a quiet effort to engage CEOs with Palm Beach second homes — has evolved into a full-fledged economic identity. Since then, “Wall Street South” has gained national attention through CNBC and Fox & Friends, high-profile recruitment missions, and targeted marketing that blends lifestyle, business opportunity, and strategic relocation support. With the newest campaign lighting up New York, Palm Beach County’s message is clear: the next wave of finance is already here.
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