As a heads up, you can book a flight to Jacksonville from Atlanta round trip departing ATL on Thursday or Friday and returning on Sunday for as little as $128 plus taxes and fees. That's not $128 each way...that's total.
Car Rentals on Hotwire are as little as $28/day. Just something to consider if you hate that drive as much as I do.
(Not a paid advertisement, but I wish it was)