Meet Florida Man 2.0: the executive working to replace retirees and Disney tourists with Fortune 500 HQs

Forget the viral headlines about alligator wrestling or convenience store mishaps. The new “Florida Man” wears a suit, works in finance or tech, and likely used to live in the Northeast.

This is the archetype Mike Simas, president of The Florida Council of 100, is betting the state’s economic future on (as well as his own). Partnering with billionaires Ken Griffin and Stephen Ross, Simas is shepherding a high-stakes campaign to rebrand the Sunshine State, on behalf of top leaders from more than 200 companies across the state.