Jeff Sheffield, a 27-year transportation professional, is the executive director of the independent four-county North Florida Transportation Planning Organization handling transportation planning and prioritizing in the region. He has a Master of Science in urban planning from Florida State University. Working with partner agencies, he has championed results-oriented investment in intelligent transportation systems (ITS), traffic incident management, safety, bicycle and pedestrian planning, freight and logistics planning, Clean Fuels and multi-modal mobility improvements. Most recently, Jeff has focused on implementing the TPO’s Smart North Florida Initiative with the goal to harness the power of smart technologies, coordinated data, and regional collaboration to improve North Florida’s economic competitiveness, sustainability and quality of life. Originating as a public sector initiative while developing a Smart Region Master plan, it has expanded to include private sector and non-profit organizations across our region by creating a platform for tech professionals, business owners, startups, and investors to connect, collaborate, and get inspired to drive innovation. Jeff recently gave a TEDx talk entitled “The Pulse Behind a Smart City”.