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Tourism
and the Creative Class
Taken
from the Spring 2003 edition of the Zeitgeist Client Newsletter
We all know that Tourism has been the Rodney Dangerfield of Economic
Development.
No Respect.
Until now. A new book by Richard
Florida is making waves in the community development field.
Mayoral candidates are beginning to quote this Carnegie Mellon researcher
as if he has located the Holy Grail. Arts advocates are proclaiming
the book as the new gospel, waving it before their flock like fire and
brimstone preachers. And tourism professionals that have been searching
for a way to capture community development leaders’ attention
may well have found their “Trojan Horse.”
The book is called “The
Rise of the Creative Class," and its message to our
communities is both frightening AND thrilling.
The scary part is that many of our communities are in deep trouble.
The exciting part is that, for those that subscribe to Florida’s
research findings, the future of both our communities AND our tourism
interests can be very bright.
Without ruining the read, the zeitgeist of Florida’s dissertation
is predicated on the reality that today’s young professionals
don’t choose to locate where the jobs are (like their boomer parents
did). Instead, they choose where they’d like to live and then
look for a job. Thus, the communities that are the most appealing to
these new professionals (like Boston,
Austin
and Boulder)
are the ones that will win in the decades to come.
So, what makes a community a living destination for these young professionals?
For the most part (though Florida doesn’t connect the two), it’s
the “sense of place” that is also the cornerstone of successful
urban destinations. Nightlife. Diversity. Recreational Opportunities.
Coffeeshops. Authentic facades and facilities. That “tingle”
you get when you visit someplace cool.
And here’s a concept! Today’s young professionals want to
feel that tingle every day (gee, why didn’t we think of that?).
Thus, they are looking for many of the same infrastructure amenities
that visitors seek.
Which is why the lightbulb should be switching on in Destination Managers’
minds.
Sounds
like the perfect urban tourism landscape, doesn’t it? And that’s
where Florida’s recommendations connect with the visions of many
DMOs. And, while many of us bemoan the lack of unique restaurants, nightspots
and that “sense of place” in our destinations, those economic
development partners that buy into Florida’s vision of the future
are decrying the very same things!
Here’s the opportunity: Read this book! Understand its tenets.
Build partnerships with your economic development peers. If they’ve
picked up on Florida’s message, your vision should begin to resonate.
And now, you’ll have help in advancing the kind of infrastructure
projects you BOTH need.
If they haven’t yet picked up on Florida...buy them a copy of
“The Rise of the Culture Class.” They’ll thank you...and
then you can start to resonate.
Florida has pointed the way to the promised land for community development
professionals. It’s our Trojan Horse. Let’s ride.
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