A so-called 'hologram' installation featuring Jacksonville Mayor Donna Deegan, which had welcomed travellers at Jacksonville International Airport since December 2024, has now been removed following a heated controversy over its costs and purpose.
Controversial Display Sparks Fiscal Debate
The interactive machine, developed by startup Proto, featured a 3D screen displaying a life-sized video of Mayor Deegan greeting visitors in multiple languages. The 61-year-old former television news anchor, a Democrat, faced significant criticism for her decision to feature herself on the device.
Escalating Costs Under Scrutiny
According to a report from the Florida Department of Government Efficiency (DOGE), a state agency modelled on Elon Musk's approach, the hologram initially cost $30,000 to purchase. However, the total expenditure reportedly ballooned to $75,000, with First Coast News reporting a figure of $66,000 that concerned city council members.
Florida Chief Financial Officer Blaise Ingoglia, who oversees the DOGE, condemned the project as an example of 'wasteful spending'. In contrast, Mayor Deegan has maintained that the hologram cost only $29,000 from a $9 million city budget, defending it as an investment in 'cutting-edge technology'.
Pilot Project or Permanent Fixture?
A city spokesperson clarified that the installation was never intended to be permanent at the airport. 'It was always a pilot project for the proto box to be placed at the airport while we tested and debuted the hologram technology,' the spokesperson stated. 'Our six-month agreement with JIA ended on February 1. The proto box has been returned to the City while we explore additional public education projects for the Public Works Department.'
The spokesperson added, 'Additionally, it was unfair to the airport to be subject to constant hyper-partisan attacks.'
Mayor Defends Technological Investment
Mayor Deegan has consistently defended the hologram initiative. In early January, she argued, 'At the end of the day, we’re talking about a handful of dollars that I believe keeps us on the cutting-edge of technology.'
The removal of the device marks the end of a contentious chapter that highlighted tensions between innovation, public spending, and political partisanship in local government projects.
