In the wake of Hurricane Maria’s devastating impact on Puerto Rico in 2017, which caused nearly 3,000 casualties and $90 billion in damage, the United States territory has been on a slow path to recovery. Among those working to accelerate this revival is entrepreneur Jordan Fried, who saw untapped potential in the island when he relocated to San Juan in 2020.
“After moving to Puerto Rico, it was love at first sight,” says Fried, who immediately recognized the territory’s unique position and vast opportunities for growth. “I thought this was the most incredible untapped place in the world that would just become so great over time if only people knew about it.”
Digital Innovation in Tourism
Fried’s first major contribution to the island came through an ambitious digital initiative. Noticing that Puerto Rico’s official tourism board was spending over $35 million annually on their website discoverpuertorico.com, yet failing to effectively answer common tourist queries, Fried saw an opportunity to better serve potential visitors. In 2022, he purchased puertorico.com for $1.1 million from its original owner, who had been renewing the domain for just $15 annually since 1994.
The entrepreneur’s approach to promoting the island was data-driven, utilizing Google Trends to understand exactly what information potential visitors were seeking. “In the case of Puerto Rico, it’s tremendous what people search for, but it’s like the most obvious things,” Fried explains. “Is Puerto Rico safe? Do I need a passport to travel to Puerto Rico? Where is the best place to eat dinner in Puerto Rico?”
By focusing on answering these fundamental questions and promoting local tour providers, Fried’s website has achieved remarkable success. With just a fraction of the official tourism board’s budget, puertorico.com has nearly matched the government site in both traffic and search engine optimization, becoming the internet’s premier source for Puerto Rico-related information.
Creating Local Employment Opportunities
Beyond digital promotion, Fried has made tangible contributions to the local economy through direct business investments. Notably, he co-founded the Burger Social chain with chef Emmanuel Garcia Coll after identifying a gap in the market for quality burger establishments. The restaurant chain now operates locations in San Juan, Guaynabo, and Ponce, creating hundreds of jobs for local residents.
While Fried jokes that the restaurant is “my nonprofit foundation because restaurants are notoriously not profitable,” the venture represents his commitment to creating meaningful employment opportunities on the island. “A lot of people work there and a lot of people depend on that for income,” he notes.
Building a Sustainable Future
Fried’s vision for Puerto Rico extends beyond individual business ventures. He sees the island’s potential to follow a trajectory similar to Hawaii’s, particularly given its strategic location. “Why is everyone going to Hawaii when this thing is on the East coast and literally has better beaches than Hawaii, has better surf than Hawaii, is way more on path and it’s just a way better place to come,” he questions.
The entrepreneur’s investments have been part of a larger wave of mainland business activity that has brought substantial economic benefits to the island. According to Fried, his cohort of relocated entrepreneurs has generated over $4 billion in investment and created 40,000 jobs. While acknowledging that this influx of mainland residents has sometimes drawn criticism, he maintains that the net impact has been positive for Puerto Rico’s development.
A Personal Investment in Puerto Rico’s Success
His position as a prominent investor has also given him unique opportunities to advocate for the island’s interests. “I get to talk to the governor and talk to the tourism board and actually understand the problems in Puerto Rico, of which there are many, and try to help come up with creative solutions,” he shares.
Fried’s optimism about Puerto Rico’s future is tempered by a clear-eyed understanding of its recent challenges. “I think that this island hit rock bottom after Hurricane Maria in 2017 and it’s just been so neglected,” he observes. “Only after hitting rock bottom can something really be built back up.”
This perspective drives his continued investment in the territory’s future. As a full-time resident spending more than 300 days per year on the island with his family, Fried has developed deep ties to the community. His children attend local schools and are primarily Spanish-speaking, reflecting his commitment to integrating with and contributing to Puerto Rican society.
Through his various initiatives, Fried exemplifies a new model of entrepreneurial investment in Puerto Rico – one that combines profit-making opportunities with genuine efforts to benefit the local community. “Can I do something that’s both good for Puerto Rico but also generate a profit at the same time?” he asks. “Can I promote the island, do the island a service while also generating a profit? That kind of would be a really great win-win, and I think we’re doing a pretty good job at that so far.”
As Puerto Rico continues its recovery and development, entrepreneurs like Fried demonstrate how private-sector innovation can complement public-sector efforts in building a more prosperous future for the island. Through strategic investments in digital infrastructure, local businesses, and job creation, he’s helping to showcase Puerto Rico’s potential as a destination for both tourism and business development.
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