Are You Part of the Creative Economy? Jerry Hembd Associate Professor & Director Northern Center for...

Are You Part of the Creative Are You Part of the Creative Economy?Economy?

Jerry HembdJerry Hembd

Associate Professor & DirectorAssociate Professor & Director

Northern Center for Community and Economic Northern Center for Community and Economic DevelopmentDevelopment

University of Wisconsin-Superior/ExtensionUniversity of Wisconsin-Superior/Extension

Heyde Center for the ArtsHeyde Center for the Arts

Chippewa Falls Chippewa Falls

November 6, 2008November 6, 2008

Background PerspectivesBackground Perspectives

Economic developmentEconomic development

Community developmentCommunity development

Workforce developmentWorkforce development

Creative economyCreative economy

Wisconsin Arts Board Wisconsin Arts Board CreativityCreativity

CultureCulture

Community Community

CommerceCommerce

AttractionAttraction

Business and industryBusiness and industry

Human talent and creativityHuman talent and creativity

Trends in Economic DevelopmentTrends in Economic Development

RetentionRetention

ExpansionExpansion

A Thriving Community

Starts with a Diverse High-performing Economy:

Creative

Manufacturing

Service

Source: Richard Florida Creativity Group, 2007.

Who Works in the Creative Who Works in the Creative Sector?Sector?

Workers in: Workers in:

Technology and R&DTechnology and R&D

Arts and cultureArts and culture

Professional and managerialProfessional and managerial

Education and trainingEducation and training

You need

People

People are the MAIN driver of economic development

How Do You Build the Creative Sector?

To Attract People a Community Needs:To Attract People a Community Needs:

• Tolerance:Tolerance: A supportive environment for A supportive environment for diverse self-expressiondiverse self-expression

• Technology:Technology: Accessible ways Accessible ways (mechanisms) for people to turn their (mechanisms) for people to turn their talent into market or public goods talent into market or public goods

• Territorial assets:Territorial assets: Quality of place Quality of place


Technology

Regional Growth and Prosperity

The 4T Approach to Economic Development

Territorial Assets

TalentTolerance


Overall Rankings of Regions on the Overall Rankings of Regions on the Creativity IndexCreativity Index

11. Austin, TX

2. San Francisco, CA

3. Seattle, WA

4. Burlington, VT

5. Boston, MA

6. Raleigh-Durham, NC

7. Portland, OR

8. Madison, WI

9. Boise, ID

10. Minneapolis, MN

39. Chicago, IL

87. La Crosse, WI

121. Eau Claire, WI

124. Milwaukee, WI

135. Duluth-Superior, MN-WI

165. Green Bay, WI

217. Appleton, WI

262. Janesville, WI

266. Wausau, WI

269. Sheboygan, WI

SOURCE: Florida, Richard. The Rise of the Creative Class. New York: Basic Books, 2004 (Paperback edition).

Why Does the Creative Economy Matter?Why Does the Creative Economy Matter?

• Represents a change in thinking

• Part of a broader community and economic development strategy

• Complements manufacturing and industry – infusing products with knowledge and the commodification of ideas

• Complements natural resource-based development – research, knowledge, and sustainability

Why Does the Creative Economy Matter?Why Does the Creative Economy Matter?

• Complements tourism development – arts, crafts, and cultural and natural amenities

• Complements workforce development

• Complements entrepreneurship and innovation

• Complements cluster development strategies

• Helps you think about ways to make your community/state attractive to creative people

• Points to synergies between artistic-cultural groups and technical-scientific-professional groups

What is the Creative Economy?What is the Creative Economy?

Creative Industries

Creative Workforce

Creative Communities or Regions

Creative Economy

The Creative Sector consists of a series of occupations that add economic value through their own creativity and knowledge.

Super Creative CoreSuper Creative Core

Includes occupations in:

• Computer and mathematical

• Architecture and engineering

• Life, physical, and social science

• Education, training, and library

• Arts, design, entertainment, sports, and media

Creative ProfessionalsCreative Professionals

Includes occupations in:

• Management

• Business and financial operations

• Legal

• Healthcare practitioners and technical

• High-end sales and sales management

The Creative Sector – A Way to Examine the Creative Workforce

Percentage of Income Generated

(wage & salary)

Percentage of Workforce

Creative Sector

Manufacturing Sector

Service Sector

The Economic Impact of the Creative Sector

SOURCE: Florida, Richard. The Flight of the Creative Class. HarperCollins, 2005

30% $1.3 trillion

44% 56 million

employees

30% 39 million

employees

26% 33 million

employees

47% $2 trillion

23% $1.0 trillion

Artistic Concentrations in U.S. Metropolitan Artistic Concentrations in U.S. Metropolitan AreasAreas

The Big ThreeThe Big Three

Los Angeles, New York, and San FranciscoLos Angeles, New York, and San Francisco

The Second TierThe Second Tier

Washington DC, Seattle, Boston, Orange Washington DC, Seattle, Boston, Orange County, the County, the Twin CitiesTwin Cities, San Diego, and Miami, San Diego, and Miami

Source: Ann Markusen and Greg Schrock, “The Artistic Dividend: Urban Artistic Specialization and Economic Development Implications.” Urban Studies (September 2006).

What Are Common Characteristics What Are Common Characteristics of Creative Places?of Creative Places?

• Thick labor markets

• Access to a particular lifestyle (natural and cultural

amenities; nightlife)

• Places for social interaction (third-spaces)

• Diversity (openness or inclusion)

• Authenticity and uniqueness

• Identity and identification with place

Source: Richard Florida – The Rise of the Creative Class – pp 223 - 231

The Quality of Place FactorThe Quality of Place Factor

• What’s there:What’s there: the combination of built environment and the combination of built environment and

the natural environment; a proper setting for pursuit of the natural environment; a proper setting for pursuit of

creative lives.creative lives.

• Who’s there:Who’s there: the diverse kinds of people, interacting the diverse kinds of people, interacting

and providing cues that anyone can plug into and make and providing cues that anyone can plug into and make

a life in that community.a life in that community.

• What’s going on:What’s going on: the vibrancy of street life, café culture, the vibrancy of street life, café culture,

arts, music and people engaging in outdoor activities - arts, music and people engaging in outdoor activities -

altogether a lot of active, exciting, creative endeavors. altogether a lot of active, exciting, creative endeavors.

Source: Richard Florida – The Rise of the Creative Class – pp 231 – 32.

Ten Strategies to Build Strong Economies and Ten Strategies to Build Strong Economies and Social Connections through Arts and CultureSocial Connections through Arts and Culture

1.1. Create jobsCreate jobs

2.2. Stimulate trade through cultural tourismStimulate trade through cultural tourism

3.3. Attract investment by creating live/work Attract investment by creating live/work zones for artistszones for artists

4.4. Diversify the local economyDiversify the local economy

5.5. Improve property and enhance valueImprove property and enhance value

Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.

Ten Strategies to Build Strong Economies and Ten Strategies to Build Strong Economies and Social Connections through Arts and CultureSocial Connections through Arts and Culture

6.6. Promote interaction in public spacePromote interaction in public space

7.7. Increase civic engagement through cultural Increase civic engagement through cultural celebrationcelebration

8.8. Engage youthEngage youth

9.9. Promote stewardship of placePromote stewardship of place

10.10. Broaden participation in the civic agendaBroaden participation in the civic agenda


1.1. Create JobsCreate Jobs: : Nurture artists and small cultural Nurture artists and small cultural organizations as businesses and microenterprises to organizations as businesses and microenterprises to

increase employmentincrease employment

Form Form partnershipspartnerships between community development between community development corporations and artists and arts groupscorporations and artists and arts groups

Develop Develop financial products and incentivesfinancial products and incentives to encourage to encourage investments in artist live/work spaces and community arts investments in artist live/work spaces and community arts groupsgroups

Establish an Establish an arts incubatorarts incubator to provide space, to provide space, management assistance, technology, and access to management assistance, technology, and access to funding opportunitiesfunding opportunities

Develop Develop cultural activitiescultural activities to show off artwork and attract to show off artwork and attract visitorsvisitors

Develop a Develop a community of arts organizationscommunity of arts organizations representative of the area’s representative of the area’s cultural diversitycultural diversity


2.2. Stimulate trade through cultural tourismStimulate trade through cultural tourism: : Create the right conditions for, and engage in, Create the right conditions for, and engage in, cultural tourism to bring new resources to the cultural tourism to bring new resources to the

communitycommunity

Reinforce and validate Reinforce and validate community identitycommunity identity – museum, – museum, visitor center, sense of ethnic focus and connectednessvisitor center, sense of ethnic focus and connectedness

Advertise community assetsAdvertise community assets to increase tourism to increase tourism Cultivate growing Cultivate growing artistic communityartistic community Restore and re-occupyRestore and re-occupy downtown storefronts downtown storefronts Establish or expand Establish or expand facilitiesfacilities such as theaters and art such as theaters and art

centerscenters Facilitate business and community Facilitate business and community collaborationcollaboration Provide Provide small business support servicessmall business support services


3.3. Attract investment by creating live/work zones Attract investment by creating live/work zones for artistsfor artists: : Support artists and artist live/work spaces as Support artists and artist live/work spaces as

anchors around which to build local economiesanchors around which to build local economies

Create a downtown artist and historic district with Create a downtown artist and historic district with live/work spacelive/work space

Provide Provide incentivesincentives for property improvement and for property improvement and business and educational programs relocation business and educational programs relocation

Convert factory spaceConvert factory space to artist studio, gallery, and to artist studio, gallery, and museum spacemuseum space

Take advantage of Take advantage of vacant mixed-use propertiesvacant mixed-use properties and and scenic riverfront, waterfront, and/or historic architecturescenic riverfront, waterfront, and/or historic architecture

Jointly promote historic district and artistsJointly promote historic district and artists Establish Establish partnershipspartnerships between government agencies between government agencies

and community groupsand community groupsSource: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.

4.4. Diversify the local economyDiversify the local economy: : Cluster arts organizations Cluster arts organizations as retail anchors and activity generators to attract and support as retail anchors and activity generators to attract and support

other enterprisesother enterprises

Develop a more diverse and interactive economy by Develop a more diverse and interactive economy by attracting creative-sector businessesattracting creative-sector businesses and generating and generating local employmentlocal employment

Create an Create an attractive environmentattractive environment for creative-economy for creative-economy entrepreneurs entrepreneurs

Tap area resourcesTap area resources such colleges/universities, high net- such colleges/universities, high net-worth individuals, regional investors, cultural attractions, worth individuals, regional investors, cultural attractions, and existing tourism industries and existing tourism industries

Reposition areaReposition area as a creative and distinct community as a creative and distinct community Coordinate retail businesses and arts activitiesCoordinate retail businesses and arts activities to to

increase impactincrease impact Expand role of artistsExpand role of artists through business development through business development

supportsupportSource: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.

5.5. Improve property and enhance valueImprove property and enhance value: : Leverage the Leverage the proximity of cultural amenities and the artists’ touch to improve proximity of cultural amenities and the artists’ touch to improve

propertyproperty

Promote collaborationPromote collaboration between arts, business, and city between arts, business, and city government government

Offer relocation and financial Offer relocation and financial incentivesincentives to attract artists to attract artists Invest in Invest in infrastructureinfrastructure (such as streetscaping) and (such as streetscaping) and

cultural institutions cultural institutions Combine and coordinate development of galleries, coffee Combine and coordinate development of galleries, coffee

shops, restaurants, visitor accommodations, and other shops, restaurants, visitor accommodations, and other services for visitors and touristsservices for visitors and tourists

Incorporate Incorporate artist-made elementsartist-made elements into housing into housing construction and rehabbing construction and rehabbing

Develop Develop public spacespublic spaces that have strong aesthetic that have strong aesthetic qualities and that bring people togetherqualities and that bring people together


Best Practices in Building Strong Best Practices in Building Strong Economies through Arts and CultureEconomies through Arts and Culture

Build on existing assets and capacitiesBuild on existing assets and capacities . . . begin on a . . . begin on a scale appropriate to community’s means and needs scale appropriate to community’s means and needs

Renew hope, engage the imaginationRenew hope, engage the imagination, and create a sense , and create a sense of positive momentum that is both real and symbolicof positive momentum that is both real and symbolic

Project and build upon a distinct identityProject and build upon a distinct identity that focuses the that focuses the community’s cultural and natural amenities and taps artists community’s cultural and natural amenities and taps artists and entrepreneurs that reflect and contribute to itand entrepreneurs that reflect and contribute to it

Build and rely upon mutually beneficial relationsBuild and rely upon mutually beneficial relations and and exchanges across sectors of the community and among exchanges across sectors of the community and among artistsartists

Engage diverse populationsEngage diverse populations, especially youth, in design , especially youth, in design and realization of projects, activities, and programs; include and realization of projects, activities, and programs; include learning experiences for everyone learning experiences for everyone


Best Practices in Building Strong Best Practices in Building Strong Economies through Arts and CultureEconomies through Arts and Culture

Utilize familiar public and private spacesUtilize familiar public and private spaces that foster that foster social interaction among neighbors, artists, visitors, and social interaction among neighbors, artists, visitors, and community partners community partners

Include intermediaries in leadership rolesInclude intermediaries in leadership roles who who understand and can “translate” ideas and skills from one understand and can “translate” ideas and skills from one sector or culture to otherssector or culture to others

Help artists and entrepreneurs establish ownership,Help artists and entrepreneurs establish ownership, especially in under-utilized spaces that have capacity for especially in under-utilized spaces that have capacity for living, work and mixed-used developmentliving, work and mixed-used development

Incorporate multiple activities and policiesIncorporate multiple activities and policies that promote that promote artists, cultural products, and community events based artists, cultural products, and community events based upon long-term impacts and benefitsupon long-term impacts and benefits


6.6. Promote interaction in public spacePromote interaction in public space: : Engage people Engage people in public spaces through public art and collective cultural in public spaces through public art and collective cultural

experienceexperience

Celebrate creativity and cultural identity through Celebrate creativity and cultural identity through public public eventsevents (such as a recurring event with evocative (such as a recurring event with evocative underlying symbolism)underlying symbolism)

Support Support public art projectspublic art projects utilizing existing natural and/or utilizing existing natural and/or built amenities built amenities

Use public art and storytelling to Use public art and storytelling to celebrate history and celebrate history and natural assets natural assets

Partner with social service, education, and civic groups to Partner with social service, education, and civic groups to promote promote community volunteerismcommunity volunteerism

Restore and cultivate natural elementsRestore and cultivate natural elements with community with community

helphelp


7.7. Increase civic participation through cultural Increase civic participation through cultural celebrationscelebrations: : Strengthen connections between neighbors Strengthen connections between neighbors

through cultural celebrations and festivalsthrough cultural celebrations and festivals

Involve the community in creating Involve the community in creating events, parades, etc.,events, parades, etc., that celebrate diverse people, arts, history, and foodsthat celebrate diverse people, arts, history, and foods

Create original workCreate original work that incorporates the issues, people, that incorporates the issues, people, and cultures of the community and cultures of the community

Encourage diversityEncourage diversity of participants and artistic styles of participants and artistic styles Develop Develop partnershipspartnerships between cultural and community- between cultural and community-

based groups based groups Provide Provide free public accessfree public access to historical sites and to historical sites and

contemporary art contemporary art Promote the community’s cultural resourcesPromote the community’s cultural resources


8.8. Engage youthEngage youth: : Include young people in civic affairs and Include young people in civic affairs and enterprises through meaningful work and activityenterprises through meaningful work and activity

Create an artistic Create an artistic apprentice program for youthapprentice program for youth, including , including at-risk youthat-risk youth

Provide and environment supportive of diverse forms and Provide and environment supportive of diverse forms and styles styles

Develop marketable skills and youth-adult relationships Develop marketable skills and youth-adult relationships Provide Provide opportunities to have voiceopportunities to have voice through exhibitions, through exhibitions,

commercial services, and public presentations commercial services, and public presentations Provide Provide responsible paid employmentresponsible paid employment that promotes that promotes

economic development and provides a springboard to economic development and provides a springboard to postsecondary opportunities postsecondary opportunities

Create Create stronger role of youthstronger role of youth in community and civic in community and civic affairsaffairs


9.9. Promote stewardship of placePromote stewardship of place: : Develop civic pride Develop civic pride and responsibility through good “place making” and design and responsibility through good “place making” and design

practicespractices

Facilitate Facilitate community involvement and citizen experiencecommunity involvement and citizen experience in planning and employ good place-making design in planning and employ good place-making design principles principles

Develop Develop public spacepublic space that reflects community interests that reflects community interests Nurture Nurture community identitycommunity identity Use Use listening and observationlistening and observation as key organizing, design, as key organizing, design,

and management strategies and management strategies Nurture and acknowledge Nurture and acknowledge indigenous leadershipindigenous leadership Create an Create an environment where culture is respectedenvironment where culture is respected and and

where people can relate to each other across cultures where people can relate to each other across cultures through what they have in commonthrough what they have in common


10.10.Broaden participation in the civic agendaBroaden participation in the civic agenda: : Expand Expand involvement in civic issues and governance through involvement in civic issues and governance through

community-centered arts and cultural practicescommunity-centered arts and cultural practices

Involve artistsInvolve artists in the community design process in the community design process Incorporate Incorporate public artpublic art into the community into the community Develop Develop facilitiesfacilities to fit the physical setting and preserve to fit the physical setting and preserve

aesthetic, historic, and environmental resources aesthetic, historic, and environmental resources Build community consensus and ownership through the Build community consensus and ownership through the

establishment of a establishment of a local review committeelocal review committee Use art to begin conversationsUse art to begin conversations about a divisive topic about a divisive topic Create understanding through a Create understanding through a structured dialog structured dialog

processprocess


Best Practices in Using Arts and Best Practices in Using Arts and Culture to Build Social ConnectionsCulture to Build Social Connections

Build on the history and unique qualities of place,Build on the history and unique qualities of place, drawing on the community’s creative assets and cultural drawing on the community’s creative assets and cultural traditions traditions

Begin small,Begin small, employing visible aesthetic and symbolic employing visible aesthetic and symbolic actions that reframe the value of diversity, youth, and actions that reframe the value of diversity, youth, and creativity to build momentumcreativity to build momentum

Acknowledge everyone as “expert”Acknowledge everyone as “expert” with regard to their with regard to their culture and community; exercise respect and include culture and community; exercise respect and include divergent viewpointsdivergent viewpoints

Incorporate learning as an ongoing processIncorporate learning as an ongoing process to enable to enable people to respectfully cross boundaries into unfamiliar people to respectfully cross boundaries into unfamiliar cultures; embrace difference and controversy as cultures; embrace difference and controversy as opportunitiesopportunities


Best Practices in Using Arts and Best Practices in Using Arts and Culture to Build Social ConnectionsCulture to Build Social Connections

Engage diverse stakeholders, especially youth,Engage diverse stakeholders, especially youth, in in visioning, planning, and sharing ongoing responsibilities; use visioning, planning, and sharing ongoing responsibilities; use participatory processesparticipatory processes

Conduct events and activities in familiar public spacesConduct events and activities in familiar public spaces understanding that people have different culturally based understanding that people have different culturally based relationships to these spacesrelationships to these spaces

Build organizational and cross-sector partnerships,Build organizational and cross-sector partnerships, working with existing groups of neighborhood residents and working with existing groups of neighborhood residents and stakeholdersstakeholders

Value and elevate design and the planning processValue and elevate design and the planning process both both as art forms and as the subject of public policyas art forms and as the subject of public policy

Coordinate activitiesCoordinate activities to complement other economic and to complement other economic and civic projects that build upon economic and human assetscivic projects that build upon economic and human assets


Steps for Creative Community BuildersSteps for Creative Community Builders

1.1. Assess your situation and goalsAssess your situation and goals

2.2. Identify and recruit effective partnersIdentify and recruit effective partners

3.3. Map values, strengths, assets, and historyMap values, strengths, assets, and history

4.4. Focus on your key asset, vision, identity, and Focus on your key asset, vision, identity, and core strategiescore strategies

5.5. Craft a plan that brings the identity to lifeCraft a plan that brings the identity to life

6.6. Secure funding, policy support, and media Secure funding, policy support, and media coveragecoverage


Questions?Questions?

For More InformationFor More Information

Jerry Hembd

Northern Center for Community and Economic DevelopmentUniversity of Wisconsin-Superior/Extension

Belknap & Catlin, PO Box 2000 Superior, Wisconsin 54880

Web: www.uwsuper.edu/ncced

Phone 715-394-8208 E-mail: [email protected]

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