John LaRocca is a Senior Vice President with Hillsborough River Realty Corp. and Jeffries Travis Realty Corp., a Jeffries Companies Subsidiary. LaRocca is an urban planner specializing in real estate advisory and asset management services, zoning and land use entitlement, comprehensive land use planning, regulatory permitting, project management, and government liaison. A Tampa native, his experience over the past 40 years includes public and private sector work locally as well as throughout the United States. He has managed the planning and entitlement process for a variety of large-scale multi-disciplinary projects throughout Florida. In addition to working with the Tampa Hillsborough EDC, LaRocca is past chairman of the Tampa Downtown Partnership and serves on its Executive Committee.