Attraction Strategies: Recruiting the Right Things Jerry Hembd Associate Professor & Director...

Attraction Strategies: Recruiting the Attraction Strategies: Recruiting the Right ThingsRight Things

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

2007-2008 Building Community Series2007-2008 Building Community Series

February 8, 2008February 8, 2008

AttractionAttraction

Business and industryBusiness and industry

Human talent and creativityHuman talent and creativity

Trends in Economic DevelopmentTrends in Economic Development

RetentionRetention

ExpansionExpansion

Competition in a Global EconomyCompetition in a Global Economy

MobilityMobility of tasks of tasks

The World Is FlatThe World Is Flat

MobilityMobility of talent of talent

The World Is SpikyThe World Is Spiky

Gross Cell Product (GCP) Map of Gross Cell Product (GCP) Map of U.S.U.S.

Source: Yale G-Econ Project.

Gross Cell Product (GCP) of IndiaGross Cell Product (GCP) of India

Source: Yale G-Econ Project.

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 mechanisms Accessible mechanisms for people to turn their talent into market for people to turn their talent into market or public goods 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


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

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

Global Creativity IndexGlobal Creativity Index

1.1. Sweden

2. Japan

3. Finland

4. United States

5. Switzerland

6. Denmark

7. Iceland

8. Netherlands

9. Norway

10. Germany

11.11. CanadaCanada

12.12. AustraliaAustralia

13.13. BelgiumBelgium

14.14. IsraelIsrael

15.15. United KingdomUnited Kingdom

16.16. South KoreaSouth Korea

17.17. FranceFrance

18.18. New ZealandNew Zealand

19.19. AustriaAustria

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

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

Additional Creative Economy ObservationsAdditional Creative Economy Observations

• Sometimes seen as elitist or exclusionary . . . everyone is creative

• Tendency to take a limited view of creative industries and occupations

• Building on lessons from previous assessments – Iowa, New England, Maine, and Montana (among others)

• Needs to be seen as part of a broader strategy

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

Creative Industries

Creative Workforce

Creative Communities or Regions Creative

Economy

The Creative Class 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 Class – A Way to Examine the Creative Workforce

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)

• 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.

What Are Differences to Consider in Terms What Are Differences to Consider in Terms of Creative Places?of Creative Places?

• Urban versus rural

• Young versus old

• Educational attainment

• High-tech versus craft and art

• Mobility versus sense of place

• Interplay of natural and cultural amenities

• Role of tourism

• Importance of retirement migration

• Importance of second and seasonal homes

What are Some Strategies for Building a What are Some Strategies for Building a Creative Economy?Creative Economy?

• Find your creative economy niche and integrate it into your economic development strategies - Communities (and regions) should not expect to specialize in all areas of the creative economy

• Think regionally – Leverage the assets of regional partners and neighbors

• Work with centers of education – Schools, technical colleges, colleges, and universities help to develop the workforce, fulfill research and development needs, and serve as the centers where creative people convene

• Recognize the importance of cultural and natural amenities – Especially in rural areas, it may be the remote and pristine setting itself which draws people to that place

• Develop infrastructure – Can include transportation networks, incubators, communication systems, broadband access, affordable housing, hotel/motel accommodations, health care facilities, etc

Partially based on Barringer et al. The Creative Economy in Maine. 2004

What Are Some Strategies for Building a What Are Some Strategies for Building a Creative Economy?Creative Economy?

• Promote networking – Can be facilitated by chambers, trade associations, art councils, government agencies, and stakeholder groups

• Encourage entrepreneurship – Entrepreneurs are a key in the development of the creative economy

• Develop leadership – The seeds for developing creative assets often come from the vision of either a single person or group of people. Continued leadership is necessary to ensure that initiatives maintain momentum

• Resources – Leverage grants, angel investment networks, and federal funds

• Time - Just like any economic development initiative, building creative economies takes time. Even with strong financial investment, persistence is a necessary component.

Partially based on Barringer et al. The Creative Economy in Maine. 2004

Additional Strategies for Building the Additional Strategies for Building the Creative EconomyCreative Economy

• Educational considerations – – “America needs a workforce that is “America needs a workforce that is flexible, adaptable and highly creative; and it needs an education flexible, adaptable and highly creative; and it needs an education system that can develop these qualities in everyone. . . I believe system that can develop these qualities in everyone. . . I believe children should be taught dance every day of the week just as they children should be taught dance every day of the week just as they are taught math every day.” are taught math every day.” Ken RobinsonKen Robinson

• Creative enterprise support – Designate a lead organization or a – Designate a lead organization or a statewide one-stop shop resource center for specialized business statewide one-stop shop resource center for specialized business skills and marketing assistanceskills and marketing assistance

• Firm-level connections – Find ways to bring companies making – Find ways to bring companies making products that depend on appearance and content together with products that depend on appearance and content together with creative individuals and enterprisescreative individuals and enterprises

• Artist relocation program – The Paducah example of attracting – The Paducah example of attracting artists through a variety of incentivesartists through a variety of incentives

• Public, private, and philanthropic support for the arts

Ten Strategies to Build Strong Economics and Ten Strategies to Build Strong Economics 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 Economics and Ten Strategies to Build Strong Economics 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


The Creative Economy in Small Cities The Creative Economy in Small Cities and Rural Placesand Rural Places

Creative assets vary greatly from place to placeCreative assets vary greatly from place to place

Strategies for resource leveraging also varyStrategies for resource leveraging also vary

Asset identification appears to be the essential Asset identification appears to be the essential first stepfirst step

Sustaining the creative economy is a challengeSustaining the creative economy is a challenge

Source: Barringer, Richard, et al. “The Creative Economy in Maine: Measurement and Analysis.” Prepared for the New England Foundation for the Arts and Maine Arts Commission. Portland, ME: Maine Center for Business and Economic Research, New England Environmental Finance Center, University of Southern Maine, 2004.

Urban Recommendations: Urban Recommendations: Competing for TalentCompeting for Talent

1. Make people the focus of economic development

2. Become a city where women and ethnically diverse young people can achieve their goals

3. Openness and engagement are key to rooting talent in place

4. Investing in higher education is important, but it won’t solve the problem

5. Vibrant urban neighborhoods are an economic asset

6. The economic importance of being differentSource: Cortright, Joseph. “The young and restless in a knowledge economy.” N.P.: Ceos for cities, December 2005.

Vermont Recommendations to Support Vermont Recommendations to Support Growth of Creative EnterprisesGrowth of Creative Enterprises

1.1. Expand markets for Vermont’s innovative and creative Expand markets for Vermont’s innovative and creative goods and servicesgoods and services

2.2. Unify and expand the promotion of Vermont’s cultural Unify and expand the promotion of Vermont’s cultural resourcesresources

3.3. Ensure the Vermont brand reflects and promotes the Ensure the Vermont brand reflects and promotes the state’s creativitystate’s creativity

4.4. Highlight Vermont’s creative and cultural life through Highlight Vermont’s creative and cultural life through special eventsspecial events

5.5. Develop a “Vermont Artists and Artisans” identity and Develop a “Vermont Artists and Artisans” identity and marketing campaignmarketing campaign

6.6. Provide technical support to emerging as well as Provide technical support to emerging as well as established culturally-based businessesestablished culturally-based businesses

7.7. Provide access to capital for emerging as well as Provide access to capital for emerging as well as established enterprisesestablished enterprises

Source: “Advancing Vermont’s Creative Economy.” Produced by Vermont Council on Rural Development, 2004.

Maine Recommendations to Enhance the Role of Maine Recommendations to Enhance the Role of Arts and Culture in the State EconomyArts and Culture in the State Economy

1.1. Enhance the role of the arts and culture in tourism Enhance the role of the arts and culture in tourism

2.2. Strengthen the creative clusterStrengthen the creative cluster

3.3. Prepare the workforcePrepare the workforce

4.4. Encourage asset mappingEncourage asset mapping

5.5. Develop regional approachesDevelop regional approaches

6.6. Identify and cultivate leadership Identify and cultivate leadership

7.7. Build and extend networks across sectorsBuild and extend networks across sectorsSource: Barringer, Richard, et al. “The Creative Economy in Maine: Measurement and Analysis.” Prepared for the New England Foundation for the Arts and Maine Arts Commission. Portland, ME: Maine Center for Business and Economic Research, New England Environmental Finance Center, University of Southern Maine, 2004.

State-level Initiatives to Strengthen State-level Initiatives to Strengthen Rural Economies through the ArtsRural Economies through the Arts

• Integrate the arts in state economic development planning, Integrate the arts in state economic development planning, strategies, and programsstrategies, and programs

• Use traditional entrepreneurship and economic development Use traditional entrepreneurship and economic development tools including incubators, start-up capital and trainingtools including incubators, start-up capital and training

• Attract the arts by offering incentives, supporting business Attract the arts by offering incentives, supporting business collaboration, and improving physical infrastructurecollaboration, and improving physical infrastructure

• Use higher education systems in training and business Use higher education systems in training and business development effortsdevelopment efforts

• Integrate arts into planning and marketing to build sustainable Integrate arts into planning and marketing to build sustainable tourismtourism

• Invest in cultural resources for rural areasInvest in cultural resources for rural areas

• Identify, obtain, and creatively use the wide variety of federal Identify, obtain, and creatively use the wide variety of federal resourcesresources

Source: National Governors Association. Strengthening Rural Economics through the Arts. Issue Brief. Washington, DC: National Governors Association Center for Best Practices, August 2005.

The Creative Enterprise ClusterThe Creative Enterprise Cluster

People and companies whose product People and companies whose product is is art or design art or design (e.g., potters, writers, jewelers, and web page designers)(e.g., potters, writers, jewelers, and web page designers)

Companies in which art or design provides the Companies in which art or design provides the distinguishing feature or competitive advantage distinguishing feature or competitive advantage of a of a product or service (e.g., designer home furnishings, high product or service (e.g., designer home furnishings, high fashion clothing or CDs)fashion clothing or CDs)

Companies with services that are Companies with services that are defineddefined by art or by art or design (e.g., advertising agencies, landscapers and design (e.g., advertising agencies, landscapers and architects)architects)

Companies that Companies that sell, supply, sell, supply, or or contributecontribute to art or to art or design-dependent products or services (e.g., galleries, design-dependent products or services (e.g., galleries, craft and supply distributors, and arts councils, arts or craft and supply distributors, and arts councils, arts or craft schools and art foundries)craft schools and art foundries)

Source: Rosenfeld, Stuart. “Crafting a New Rural Development Strategy.” Economic Development America (Summer 2004): 11-13.

Public Policies and Private Practices Public Policies and Private Practices for Creative Enterprise Clustersfor Creative Enterprise Clusters

• Add art and design services to the Manufacturing Add art and design services to the Manufacturing Extension Partnership and Cooperative ExtensionExtension Partnership and Cooperative Extension

• Designate a lead Small Business Development Designate a lead Small Business Development Center for creative enterprisesCenter for creative enterprises

• Support networks and networkingSupport networks and networking

• Bundle arts and design with entertainment and Bundle arts and design with entertainment and cultural tourismcultural tourism

• Embed art and design in educationEmbed art and design in education

• Make greater use of community collegesMake greater use of community colleges

Source: Rosenfeld, Stuart. “Crafting a New Rural Development Strategy.” Economic Development America (Summer 2004): 11-13.

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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