Who We Are

JLP+D is committed to helping public and private sector clients create more vibrant, equitable, and resilient places. We work at all scales, from single development parcels to institutional campuses, downtown and waterfront districts to regional economies. We provide planning, policy, real estate, and economic advisory services for downtown revitalization, real estate value creation, great placemaking, and shaping impactful public policy.

Through its focus on the economics of placemaking, JLP+D helps develop innovative approaches that leverage public-private partnerships to address economic, social, and environmental imperatives and generate maximum public benefit. Our aim is to ensure the long-term success of urban regeneration investments — from planning and development of former industrial waterfronts and downtown district growth strategies to cultural arts facilities development, adaptive reuse of historic properties, and increasing access to economic opportunity and affordable housing.


James Lima, President
JFL HeadshotJames Lima has been actively engaged in complex matters of real estate, economic development, and public policy since 1986, with extensive private and public sector experience in the planning and revitalization of urban places at a variety of scales.

James founded JLP+D in 2011 after leading redevelopment strategies for numerous large-scale sites as a partner at a major national economic and real estate advisory firm. Previously, he was Senior Director of Development in the New York office of residential REIT AvalonBay Communities, Inc. Additionally, James was appointed by NYC Mayor Michael Bloomberg as founding President of the Governors Island Preservation and Education Corporation, overseeing the redevelopment of a 172-acre former military facility in New York Harbor. Lima also served as Senior Vice President for Special Projects at the NYC Economic Development Corporation, where he managed initiatives focused on growth of the city’s central business districts, including Downtown Brooklyn, and increasing public access to the city’s waterfront. His prior work as Assistant Commissioner at the NYC Department of Housing Preservation and Development and at Forest City Ratner Companies centered on new construction of affordable housing and retail development throughout NYC.

James has served as Assistant Adjunct Professor in the Columbia University Master of Science in Real Estate Development Program (MSRED), where he has led a course entitled Public-Private Partnerships in Real Estate Development. He earned a Bachelor of Arts from Columbia College with a major in architecture and urban studies, and stayed on at Columbia to complete the MSRED Program. At the Harvard Kennedy School, James participated in the Program for Senior Executives in State and Local Government as a Fannie Mae Fellow. He is a frequent speaker at Urban Land Institute and other conferences, has served on advisory panels throughout North America, and has lectured on urban redevelopment at Harvard, Princeton, Yale, Columbia, Penn, and Syracuse, as well as in Rotterdam, Amsterdam, and Sao Paulo.

James serves on the Economic Development Committee of the Fourth Regional Plan for the Regional Plan Association in New York. He is a member of the Design Trust for Public Space’s Design Trust Council, and is on the Advisory Council to public art innovator ArtBridge. He also serves as Secretary of the New York Harbor Foundation.


Daniel Rojo, Director
Daniel Rojo is an urban strategist with expertise across real estate development and finance, public policy, planning, and design. He has managed a broad spectrum of project components — from strategic planning and implementation strategies to financial analysis and stakeholder engagement — for large-scale development, planning, and public realm projects across the country. At JLP+D, he works with private and public sector clients to develop tools for understanding, analyzing, and executing complex projects that generate both public benefits and private real estate value.

Daniel draws on his experience across the built environment to understand the breadth of systems, partners, and complications that can help or hinder the development of urban projects. Before joining JLP+D, Daniel served as the Assistant Editor of Urban Omnibus, the Architectural League of New York’s publication on cities and urbanism. He also worked with the Urban Buildings Collaborative, where he performed financial analyses and developed political strategy for affordable housing developments across the New York region. In Washington DC, Daniel served as Project Manager for both the National Mall Design Competition and the 11th Street Bridge Park Design Competition, two new destination parks currently in development. Additionally, he has worked with award-winning architecture and design firms in New York, Washington DC, and Miami.

Daniel serves as an Adjunct Associate at Columbia University’s Graduate School of Architecture, Planning, and Preservation (GSAPP) focusing on real estate portfolio and risk management. He earned his Master of Science of Real Estate Development from GSAPP and a Bachelor of Science of Architecture from The Catholic University of America. He is a member of the Urban Land Institute’s Young Leaders Group and the New York Housing Conference’s Young Leadership Council, where he has served on the Community Impact Competition Committee.


Robert Franco-Tayar, Senior Analyst
RFT Headshot_PortraitRobert Franco-Tayar has a background in Transit-Oriented Development, real estate finance, waterfront revitalization, urban design, and affordable housing. He has worked in a variety of markets on a diverse spectrum of projects, involving community and stakeholder engagement, master planning, and wayfinding design. At JLP+D, he concentrates primarily on urban intersectionality, working with clients to identify strategic public-private partnerships, evaluating development scenarios, and creating strategies which increase access to and improve connections between housing, transit, and employment.

Robert relies on an interdisciplinary skillset to critically address the vast array of challenges unique to the built environment. Before JLP+D, he worked for the City of Austin as an Urban Design Planner, implementing the City’s Transit-Oriented Development program. In this role, he coordinated over 20 projects which expanded multi-modal connectivity, enhanced open space, incorporated green infrastructure, created over 150 units of affordable housing, and supported the viability of Austin’s MetroRail transit line. Robert also served as Project Associate on the City’s South Central Waterfront Initiative, a financing, urban design, and zoning framework which will guide over $1.2B of projected new investment in a historically industrial district. This project was awarded the 2017 Award for Excellence in Sustainability by the American Planning Association’s Sustainable Communities Division.

Robert earned a Master of Science in Real Estate Development from Columbia’s Graduate School of Architecture, Planning and Preservation, and Bachelors of Arts in Community, Environment, & Planning as well as Political Science from the University of Washington in Seattle.