livable cities: presented to the downtown syracuse assocation
DESCRIPTION
Changing demographics and preferences have changed the definition of a "best place to live" for many. How can cities adapt, and how can they learn from marketers about how best tell their story to attract residents and talent.TRANSCRIPT
![Page 1: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/1.jpg)
Changing definitions of LivabilityHow cities can adapt and take advantage of
the opportunities for growth
@livability
![Page 2: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/2.jpg)
![Page 3: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/3.jpg)
The Livability 100
![Page 4: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/4.jpg)
![Page 5: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/5.jpg)
• House
![Page 6: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/6.jpg)
Demographics drive Change
![Page 7: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/7.jpg)
Skokie IL. Floral Ave. Development
![Page 8: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/8.jpg)
Small Towns: Big Goals
Attract new talent (Millennials) Bring in new businesses Increase tax base Do more with less help from State
and Federal programs Respond to needs of aging
population (Boomers and their parents)
![Page 9: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/9.jpg)
The Old Toolbox
Raise (or lower) taxes Get State or Federal funds Build a new…
![Page 10: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/10.jpg)
Instead…
Be more agile Smaller investment Quicker Return Lasting impact
![Page 11: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/11.jpg)
Cities can now think like marketers
1 2 3 4 5
MONITOR TRENDS
Understand the market,
how it evolves and what your role in it is
DEFINE AUDIENCE
Identify the market
segment(s) where you
will find success
ADAPT PRODUCTS
Change (or repackage)
your product to align with
your audience
REFINE MESSAGE
Craft a message
that compels
your audience to react to you
ANALYZE& EVOLVE
Review results,
repeat steps continually, even during
success
![Page 12: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/12.jpg)
Talent Moves for Livability
![Page 13: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/13.jpg)
GENDER
AGE
EMPLOYMENT
INCOME
HOUSEHOLD
ETHNICITY
How do you define Livable?
![Page 14: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/14.jpg)
BOOMERS MILLENIALS
Night Life
Schools
Carless
Young People
Small Households
Doctors
Equity
Empty Nests
Retire in Place
Urban
Walkable
Affordable
Smaller Spaces
![Page 15: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/15.jpg)
Car-driven past or walkable future
![Page 16: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/16.jpg)
Car-driven past or walkable future
![Page 17: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/17.jpg)
Where would you rather live?
![Page 18: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/18.jpg)
New Focus in Cities
Main StreetsDowntown areas serving as a destination where people want to gather
WalkableChanging demand for
infrastructure and how it is used; less desire for
cars
DensityNot necessarily NYC, but lean urbanism. Worth re-
looking at your zoning
![Page 19: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/19.jpg)
The New Toolbox
Data
PartneringThe more you know about residents, the better you can serve
their needs
IncentivizationReward the behaviors that will benefit your
community
Crowd
SourcingGet the citizens involved in the ideation, planning and even data collection
![Page 20: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/20.jpg)
You have a good head startName
AddressPhone Number
Date of BirthGender
RacePeople in
HouseholdTime at Residence
Home Age, Size, Value
Make/Model of CarMarital Status
Children’s AgesChildren’s GendersSchool EnrollmentEducation AttainedEmployerDistance of CommuteMode of CommuteOrgan DonorHealth InsuranceUtility UsageE-mail address
![Page 21: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/21.jpg)
Tampa is Using Foursquare Data
• Identifying where people are spending their time
• Assists with zoning, traffic, police, social services
![Page 22: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/22.jpg)
Chicago Leverages Parking Data
![Page 23: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/23.jpg)
New Haven Has a Gift Card Program
• Packages the city like a mall to help bring in customers from outside
• Gathers consumption data about residents and visitors; engages local businesses
![Page 24: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/24.jpg)
Brick is Launching a Loyalty Card
• Local businesses fund and participate in loyalty card program
• Residents get a discount• Percentage of local
transactions buy down residents property tax bill
![Page 25: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/25.jpg)
What Can You Do With Data?
Market Existing Services
DevelopNew Services
CreatePartnerships
![Page 26: Livable cities: Presented to the Downtown Syracuse Assocation](https://reader033.vdocuments.mx/reader033/viewer/2022061205/548108edb4af9f0a2c8b46cc/html5/thumbnails/26.jpg)
The Future is More, and Less
More partnerships More sharing – between public and
private More walkable development
Less reliance on cars Less reliance on state/federal funds Less time to create change/wait for
results