Leadership Spotlight: An Interview with Tanner Jones, Director

Tanner Jones became Fourth Economy's newest Director in July. He has a master’s degree in economic development from The University of Southern Mississippi, and before joining Fourth Economy, he gained valuable experience as both a practitioner in Coastal Alabama and a consultant specializing in research and marketing strategy. 

We asked Tanner a few questions about his role, how it builds on his past professional experiences, and what he’s excited to accomplish at Fourth Economy this year. We also asked Tanner to tell us about the best parts of living on the Gulf Coast. 

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As you join Fourth Economy in the role of Director, what are you most looking forward to in your collaborations with Fourth Economy clients?

In most projects, I like to meet clients where they are — helping them take their best next step, or helping them see the vision for what's possible with the right strategy in place. As consultants, one of the most valuable things we do is help clients discern that next step and shape a strategy that's truly unique to their organization, community, and goals, not a one-size-fits-all approach.

You spent seven years at the Economic Development Alliance of Baldwin County, Alabama, at a moment when Coastal Alabama was one of the top 10 fastest-growing metro areas in the U.S. What economic development opportunities and challenges emerged alongside this demographic shift, and what lessons did you learn from navigating them? 

Much of the Southeast has experienced growth over the past decade that far exceeds anything seen in generations, and many communities are having to plan for that growth for the first time. Not long ago, many communities in the South were so hungry for investment that they had little choice but to accept whatever came their way. Now, the tide has turned. The region is one of the most attractive places in the country to live and invest, and communities are learning, often for the first time, how to manage the resources and funds that come with that growth, all while navigating the broader challenges of becoming a more fully developed area.

The biggest lesson I carry with me is that economic development has historically operated as a "handshake deal" industry, but residents and community leaders increasingly expect data to inform the decisions elected and business leaders make. It works best — and builds the most trust — when it's approached equitably and its impact is clearly understood and communicated.

You especially enjoy data-driven storytelling. How can communities use analytical insights and creative storytelling to achieve their goals?

Call me a nerd if you want, but few things make me happier than finding a great data point that clearly communicates an accurate message of opportunity for a community. Sometimes that's a positive data point showing just how perfect a community is for a certain investment. Other times it's a negative data point that reveals the opportunity for a program, project, or business to make that community better. Even in an age of data-driven decision making, communities still have the power to tell their story in a way that aligns with their growth and development goals and their vision for their residents. A specific workforce story, for example, can help businesses understand the true picture of local workforce capacity in a way that public data sources alone never could. Explaining the economic and fiscal benefit of a major investment project or tourism event can paint a picture that community members need to see in order to understand the value of outside investment in their local economy.

Economic development projects are increasingly getting pulled into the polarized conversations playing out across the country, but I find that people, regardless of ideology, are usually open to a conversation about the opportunity in front of them. A strong, data-backed story about the potential for growth can open a lot of eyes.

What do you hope to accomplish with Fourth Economy this year?

I'm a very relational person, and I can't wait to get to know our clients and the people driving change in the communities Fourth Economy serves. The world of economic and community development is full of public servants who genuinely want what's best for their friends and neighbors, and my hope is to help them achieve their goals and change their communities for the better. As I grow alongside the incredible team of experts at Fourth Economy, I also hope to bring fresh ideas and strategies to the communities I've come to know and love over my years in this field.

From the beaches of the Florida panhandle to the clubs of New Orleans, the Gulf Coast is such a specific place, and yet seems to have something for everyone. How could someone road tripping around the region make the most of the experience?

I often tell people the panhandle of Florida, coastal Alabama and Mississippi, and southern Louisiana should really be one state — culturally, we have more in common with each other than with the rest of our own states. The heartbeat of it all is New Orleans, the most unique city in the country, and its culture bleeds into every coastal community along the way: Mardi Gras, great seafood and Cajun cooking, and plenty of humidity.

I love to cook (and eat), and I'm in New Orleans several times a year trying something new. Barracuda Taco Stand is a favorite repeat — best quesadilla I've ever had — and on my last trip I discovered Miss Shirley's, where we shared some laughs with Miss Shirley herself (look her up on Instagram, she's hilarious).

From there, head into South Mississippi, where I grew up. Skip the casinos and stay at a B&B in Ocean Springs instead — a quaint, chill town with a beautiful waterfront, the Walter Anderson Museum of Art, and Tatonut Donut Shop, where they somehow make donuts from potatoes.

Continue east to Mobile for a Mardi Gras parade. The parades are massive and a ton of fun — the artistry of the floats is incredible, and the whole thing is so wonderfully weird that you can't help but wonder, "why is this happening right now?" Then you get hit in the head with some beads and ramen noodles, and you're right back in the fun.

After the parade, come visit me in Fairhope, a modern-day Mayberry on Mobile Bay. I've never met anybody who didn't like Fairhope, and the sunsets over the water are the best in the world — seriously, I've never found a better one. Come for the Fourth of July, and you can watch five or six fireworks displays over the bay at the same time; it's truly a Hallmark movie come to life.

Wrap up the trip along the beaches of Alabama and Florida, where the sand is white, the water is emerald, and it's basically the perfect family vacation. The best part? All of this is just a few hours apart, so I get to enjoy it whenever I want. Come see me!