According to the Daily Record, the festival is "an anticipated event among the international independent film community and an economic development driver for North Florida.

They assembled a small advisory group of community leaders and arts advocates to create a mission and a template for the event which was ambitiously scheduled for May 2003.

The Robin Shepherd Group designed the turtle logo and creative graphics, the city and the Times-Union declared their support, Preston Haskell contributed wisdom and encouragement (and more), and Erik Hart offered space and services at the Florida Theatre.

Six downtown venues hosted films, parties and special events including the popular Entertainment Law Panel and Viva Cinema.

The festival has been embraced by the city and is gaining increasing recognition in the Southeast as an important destination for the independent film community.