In a word, Jerusalem is unique.  It is at once a world-class brand, a paradox of every type, and the obsession of about one-quarter of the people on the planet.  It is also a city – a home to some 850 thousand people. And, Jerusalem is structurally insolvent. A joint venture with the Jerusalem Development Authority and the Ministry of Jerusalem and Heritage, sets a goal to robust effort to leverage the region’s strengths, attract private investment, and increase the tax base sufficiently to overcome the budget deficit.