On July 24, 2025, the Sun Sentinel reported that the City of Boca Raton launched a $70,000 digital billboard campaign in the heart of Times Square, New York. The aim? To attract businesses and executives weary of the Northeast’s high taxes, cold winters, and dense urban grind. From a commercial real estate perspective, this isn’t just a flashy marketing stunt—it’s a calculated investment in demand generation and long-term value creation.
By placing the advertisement squarely in front of thousands of daily decision-makers in Times Square, Boca is targeting the very audience that might be exploring secondary offices, satellite hubs, or full-scale relocations. The messaging aligns with current post-pandemic trends: companies are reconsidering their urban footprints and increasingly looking toward the Sun Belt for operational efficiency and talent-friendly climates. This ad positions Boca as a high-quality, accessible, and lifestyle-forward destination that can meet those evolving business needs.
The implications for commercial real estate in Boca Raton are significant. A successful campaign could drive increased demand for office parks, flex industrial space, co-working infrastructure, and even mixed-use development projects. For landlords and developers, this marketing effort serves as a tailwind that can bolster lease negotiations, stabilize occupancy levels, and justify stronger rental terms. Should enough interest convert into tangible relocations, commercial properties in the area could see a marked uptick in leasing velocity and long-term tenant commitments.
The billboard also reflects a broader strategy of economic positioning. By making a visible play in one of the world’s most high-profile advertising corridors, Boca is signaling that it’s open for business—and serious about attracting out-of-state capital. But with that visibility comes responsibility: the city will need to ensure infrastructure keeps pace with potential growth. That includes investments in public transportation, high-speed internet, and workforce housing that can support the growing needs of transplanted firms and their employees.
From a financial standpoint, the $70,000 expenditure represents a small bet with potentially large returns. If even one midsize firm relocates and leases 50,000 to 100,000 square feet of office or industrial space, the tax base and leasing revenue generated could more than compensate for the original outlay. This is classic municipal venture capital at work—small-scale public investment aimed at long-term economic development.
There are also broader implications for Boca’s positioning in the regional competitive landscape. Cities across Florida—including Miami, West Palm Beach, and Fort Lauderdale—are all vying for the same relocating companies. Boca’s campaign helps differentiate it by projecting ambition and forward-thinking in a crowded field. It’s a message not just to New Yorkers, but to other Sun Belt cities as well: Boca Raton is not sitting back—it’s stepping forward.
Going forward, the success of the campaign will depend on measurable outcomes. Are New York-based companies inquiring about site visits? Are brokers fielding new calls tied to the ad? Will Boca’s economic development office share lead data or conversion metrics? These are the questions commercial real estate stakeholders should ask in the coming months. Additionally, if the campaign proves fruitful, the city may scale its marketing push to other regions or refine its messaging to target specific industries like fintech, logistics, or healthcare services.
Ultimately, Boca Raton’s Times Square billboard isn’t just a splashy piece of marketing—it’s a strategic maneuver designed to reframe the city’s role in the national economic conversation. For brokers, developers, investors, and tenants, it’s a signal worth watching. The CRE community should keep a close eye on how this campaign shapes leasing activity, asset values, and urban development over the next year. The success or failure of this initiative could serve as a blueprint—or a cautionary tale—for how smaller markets can use bold, targeted marketing to influence commercial real estate flows in a post-pandemic world.
