However, as with several other of Florida's vernacular regions, the "First Coast" identity originated in the tourism industry of the 20th Century before it was adopted within the community at large.

[1] In 1983 the Jacksonville Chamber of Commerce commissioned the William Cook Advertising Agency to develop a new nickname and comprehensive marketing campaign for the entire metropolitan area – Duval, Baker, Clay, Nassau, and St. Johns counties.

[1] The name refers both to the area's geographic status as the "first coast" that many visitors reach when entering Florida, as well as to the region's history as the first place in the continental United States to see European contact and settlement.

[3] Juan Ponce de León may have landed in this region during his first expedition in 1513, and the early French colony of Fort Caroline was founded in present-day Jacksonville in 1564.

Significantly, the First Coast includes St. Augustine, the oldest continuously inhabited European-established city in the continental U.S., founded by the Spanish in 1565.

The name "First Coast" reinforces the region's connection to the rest of Florida, an important perceptual tie-in for attracting residents, businesses, and tourists.