Georgia-Florida banners hang in Downtown Jacksonville before a previous game. l Steven Ponson, Jacksonville Today
Published on October 30, 2026 at 3:54 pm
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For the first time in more than 30 years, the Georgia-Florida football game is not being played in Jacksonville this weekend, and local businesses are already feeling the effects.
The annual rivalry game, which generated $45 million in total economic impact last year, including $26 million spent directly by visitors, has moved away for the next two years while EverBank Stadium undergoes construction. The game is in Atlanta this year and Tampa in 2027 before returning to Jacksonville in 2028.
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The absence is visible outside EverBank Stadium, where RV City, a tailgating tradition tied to the game, sits empty.
“It’s not just Mexican restaurants. It’s all the businesses around, bars, everybody’s affected,” said Juan Gomez, manager of Cinco De Mayo restaurant in Downtown Jacksonville.
Gomez said sales have been down this week, adding that neighboring businesses have reported the same slowdown.
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“They’re saying this is affecting a lot because they usually start seeing people coming from out of town just for this game,” he said.
Visit Jacksonville has been preparing for the revenue gap for years. Chief Marketing Officer Katie Mitura said the organization identified a need to replace roughly 125,000 hotel room nights annually while the game is away.
“That means without any event in that stadium, we need to bring other events that will bring visitors into our community, whether it be through conferences, new sporting events or even new festivals. And we’ve got a lot of new festivals coming this year.”
Mitura said Jacksonville will be ready to welcome the game back when it returns in two years.
“We are very excited about when it comes back in 2028, but it’s going to be a hard weekend to get over,” she said. “It is one of our best of the year.”
In the meantime, some businesses are making the most of the situation. Cinco De Mayo plans to air the game on its TVs Saturday.
“We also play Jags games. So we’re willing to do it, but that’s not going to be the same feeling,” Gomez said.
This story was produced by News4Jax, a Jacksonville Today news partner.
