are you part of the creative economy?
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Jerry Hembd Associate Professor & Director Northern Center for Community and Economic Development University of Wisconsin-Superior/Extension. Are You Part of the Creative Economy?. Heyde Center for the Arts Chippewa Falls November 6, 2008. Background Perspectives. Economic development - PowerPoint PPT PresentationTRANSCRIPT
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
Source: Richard Florida Creativity Group, 2007.
Technology
Regional Growth and Prosperity
The 4T Approach to Economic Development
Territorial Assets
TalentTolerance
Source: Richard Florida Creativity Group, 2007.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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
Source: Borrup, Tom, with Partners for Livable Communities. The Creative Community Builder’s Handbook. St. Paul, MN: Fieldstone Alliance Publishing Center, 2006.
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]