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May2002

RespondtothisArticle

TheRiseoftheCreative
Class
Whycitieswithoutgaysandrockbandsarelosingthe
economicdevelopmentrace.
ByRichardFlorida

PurchaseRichardFlorida'srelatedbook

AsIwalkedacrossthecampusof
Pittsburgh'sCarnegieMellon
Universityonedelightfulspring
day,Icameuponatablefilledwith
youngpeoplechattingandenjoying
thespectacularweather.Severalhad
identicalblueTshirtswith
"Trilogy@CMU"writtenacross
themTrilogybeinganAustin,
Texasbasedsoftwarecompanywithareputationforrecruitingourtopstudents.I
walkedovertothetable."Areyouguysheretorecruit?"Iasked."No,absolutely
not,"theyrepliedadamantly."We'renotrecruiters.We'rejusthangin'out,playinga
littleFrisbeewithourfriends."Howinteresting,Ithought.They'vecometocampus
onaworkday,allthewayfromAustin,justtohangoutwithsomenewfriends.
Inoticedonememberofthegroupsittingslouchedoveronthegrass,dressedina
tanktop.Thisyoungmanhadspikedmulticoloredhair,fullbodytattoos,and
multiplepiercingsinhisears.Anobviousslacker,Ithought,probablyinaband.
"Sowhatisyourstory?"Iasked."Heyman,Ijustsignedonwiththeseguys."In
fact,asIwouldlaterlearn,hewasagiftedstudentwhohadinkedthehighest
payingdealofanygraduatingstudentinthehistoryofhisdepartment,rightatthat
tableonthegrass,withtherecruiterswhodonot"recruit."
Whatachangefrommyowncollegedays,justalittlemorethan20yearsago,
whenstudentswouldputontheirdressiestclothesandcarefullyhideany
counterculturetendenciestoprovethattheycouldfitinwiththecompany.Today,
apparently,it'sthecompanytryingtofitinwiththestudents.Infact,Trilogyhad
winedanddinedhimovermargaritapartiesinPittsburghandflownhimtoAustin
forprivatepartiesinhipnightspotsandaboardcompanyboats.WhenIcalledthe
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peoplewhohadrecruitedhimtoaskwhy,theyanswered,"That'seasy.Wewanted
himbecausehe'sarockstar."
WhileIwasinterestedinthe
changeincorporate
recruitingstrategy,
somethingevenbiggerstruck
Thekeytoeconomicgrowthliesnotjustintheability
me.Herewasanother
toattractthecreativeclass,buttotranslatethat
exampleofatalentedyoung
underlyingadvantageintocreativeeconomic
outcomesintheformofnewideas,newhightech
personleavingPittsburgh.
businessesandregionalgrowth.Tobettergaugethese
Clearly,myadopted
capabilities,Idevelopedanewmeasurecalledthe
hometownhasahuge
CreativityIndex(column1).TheCreativityIndexisa
numberofassets.Carnegie
mixoffourequallyweightedfactors:thecreativeclass
Mellonisoneoftheworld's
shareoftheworkforce(column2showsthepercentage
leadingcentersforresearch
column3rankscitiesaccordingly)hightechindustry,
ininformationtechnology.
usingtheMilkenInstitute'swidelyacceptedTechPole
TheUniversityofPittsburgh,
Index,whichIrefertoastheHighTechIndex(column
4)innovation,measuredaspatentspercapita(column
rightdownthestreetfrom
5)anddiversity,measuredbytheGayIndex,a
ourcampus,hasaworld
reasonableproxyforanarea'sopennesstodifferent
classmedicalcenter.
kindsofpeopleandideas(column6).Thiscomposite
Pittsburghattractshundreds
indicatorisabettermeasureofaregion'sunderlying
ofmillionsofdollarsper
creativecapabilitiesthanthesimplemeasureofthe
yearinuniversityresearch
creativeclass,becauseitreflectsthejointeffectsofits
fundingandisthesixth
concentrationandofinnovativeeconomicoutcomes.
largestcenterforcollegeand
TheCreativityIndexisthusmybaselineindicatorofa
region'soverallstandinginthecreativeeconomyandI
universitystudentsonaper
offeritasabarometerofaregion'slongerruneconomic
capitabasisinthecountry.
potential.Thefollowingtablespresentmycreativity
Moreover,thisishardlya
indexrankingforthetop10andbottom10
culturalbackwater.Thecity
metropolitanareas,groupedintothreesizecategories
ishometothreemajorsports
(large,mediumsizedandsmallcities/regions).
franchises,renowned
RichardFlorida
museumsandcultural
venues,aspectacular
networkofurbanparks,fantasticindustrialagearchitecture,andgreaturban
neighborhoodswithanabundanceofcharmingyetaffordablehousing.Itisa
friendlycity,definedbystrongcommunitiesandastrongsenseofpride.Inthe
1986RandMcNallysurvey,Pittsburghwasranked"America'sMostLivableCity,"
andhascontinuedtoscorehighonsuchlistseversince.
TheCreativityIndex
(GuidetoCharts)

YetPittsburgh'seconomycontinuestoputteralonginamiddlingflatlinepattern.
Boththecorecityandthesurroundingmetropolitanarealostpopulationinthe2000
census.Andthosebrightyounguniversitypeoplekeepleaving.MostofCarnegie
Mellon'sprominentalumniofrecentyearslikeVinodKhosla,perhapsthebest
knownofSiliconValley'sventurecapitalists,andRickRashid,headofresearchand
developmentatMicrosoftwentelsewheretomaketheirmarks.Pitt'svaunted
medicalcenter,whereJonasSalkcreatedhispoliovaccineandtheworld'spremier
organtransplantprogramwasstarted,hasinspiredonlyahandfulofentrepreneurs
tobuildbiotechcompaniesinPittsburgh.
Overtheyears,Ihaveseenthecommunitytryjustabouteverythingpossibleto
remakeitselfsoastoattractandretaintalentedyoungpeople,andIwaspersonally
involvedinmanyoftheseefforts.Pittsburghhaslaunchedamultitudeofprograms
todiversifytheregion'seconomyawayfromheavyindustryintohightechnology.It
hasrebuiltitsdowntownvirtuallyfromscratch,investedinanewairport,and
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developedamassivenewsportscomplexforthePiratesandtheSteelers.But
nothing,itseemed,couldstemthetideofpeopleandnewcompaniesleavingthe
region.
Iaskedtheyoungmanwiththespikedhairwhyhewasgoingtoasmallercityin
themiddleofTexas,aplacewithasmallairportandnoprofessionalsportsteams,
withoutamajorsymphony,ballet,opera,orartmuseumcomparabletoPittsburgh's.
Thecompanyisexcellent,hetoldme.Therearealsoterrificpeopleandtheworkis
challenging.Buttheclincher,hesaid,isthat,"It'sinAustin!"Therearelotsof
youngpeople,hewentontoexplain,andatremendousamounttodo:athriving
musicscene,ethnicandculturaldiversity,fabulousoutdoorrecreation,andgreat
nightlife.ThoughhehadseveralgoodjoboffersfromPittsburghhightechfirms
andknewthecitywell,hesaidhefeltthecitylackedthelifestyleoptions,cultural
diversity,andtolerantattitudethatwouldmakeitattractivetohim.Ashesummed
itup:"HowwouldIfitinhere?"
Thisyoungmanandhislifestyleproclivitiesrepresentaprofoundnewforceinthe
economyandlifeofAmerica.HeisamemberofwhatIcallthecreativeclass:a
fastgrowing,highlyeducated,andwellpaidsegmentoftheworkforceonwhose
effortscorporateprofitsandeconomicgrowthincreasinglydepend.Membersofthe
creativeclassdoawidevarietyofworkinawidevarietyofindustriesfrom
technologytoentertainment,journalismtofinance,highendmanufacturingtothe
arts.Theydonotconsciouslythinkofthemselvesasaclass.Yettheysharea
commonethosthatvaluescreativity,individuality,difference,andmerit.

LargeCitiesCreativityRankings
Rankingsof49metroareasreportingpopulationsover1millioninthe2000Census

TopTenCities
City

Creativity %Creative Creative HighTech Innovation Diversity

Index
Workers Rank
Rank
Rank
Rank

1.SanFrancisco 1057

34.8

2.Austin

1028

36.4

11

16

3.SanDiego

1015

32.1

15

12

3.Boston

1015

38.0

22

5.Seattle

1008

32.7

12

6.ChapelHill

996

38.2

14

28

7.Houston

980

32.5

10

16

16

10

8.Washington

964

38.4

30

12

9.NewYork

962

32.3

12

13

24

14

10.Dallas

960

30.2

23

17

10.Minneapolis 960

33.9

21

29

BottomTenCities
City

Creativity %Creative Creative HighTech Innovation Diversity

Index
Workers Rank
Rank
Rank
Rank

49.Memphis

530

24.8

47

48

42

41

48.Norfolk,VA

555

28.4

36

35

49

47

47.LasVegas

561

18.5

49

42

47

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46.Buffalo

609

28.9

33

40

27

49

45.Louisville

622

26.5

46

46

39

36

44.GrandRapids 639

24.3

48

43

23

38

43.OklahomaCity 668

29.4

29

41

43

39

42.NewOrleans

668

27.5

42

45

48

13

41.Greensboro

697

27.3

44

33

35

35

40.Providence

698

27.6

41

44

34

33

Moreandmorebusinessesunderstandthatethosandaremakingtheadaptations
necessarytoattractandretaincreativeclassemployeeseverythingfromrelaxed
dresscodes,flexibleschedules,andnewworkrulesintheofficetohiringrecruiters
whothrowFrisbees.Mostcivicleaders,however,havefailedtounderstandthat
whatistrueforcorporationsisalsotrueforcitiesandregions:Placesthatsucceed
inattractingandretainingcreativeclasspeopleprosperthosethatfaildon't.
Stuckinoldparadigmsofeconomicdevelopment,citieslikeBuffalo,NewOrleans,
andLouisvillestruggledinthe1980sand1990stobecomethenext"Silicon
Somewhere"bybuildinggenerichightechofficeparksorsubsidizingprofessional
sportsteams.Yettheylostmembersofthecreativeclass,andtheireconomic
dynamism,toplaceslikeAustin,Boston,Washington,D.C.andSeattleplaces
moretolerant,diverse,andopentocreativity.Becauseofthismigrationofthe
creativeclass,anewsocialandeconomicgeographyisemerginginAmerica,one
thatdoesnotcorrespondtooldcategorieslikeEastCoastversusWestCoastor
SunbeltversusFrostbelt.Rather,itismoreliketheclassdivisionsthathave
increasinglyseparatedAmericansbyincomeandneighborhood,extendedintothe
realmofcityandregion.
TheCreativeSecretary
Thedistinguishingcharacteristicofthecreativeclassisthatitsmembersengagein
workwhosefunctionisto"createmeaningfulnewforms."Thesupercreativecore
ofthisnewclassincludesscientistsandengineers,universityprofessors,poetsand
novelists,artists,entertainers,actors,designers,andarchitects,aswellasthe
"thoughtleadership"ofmodernsociety:nonfictionwriters,editors,culturalfigures,
thinktankresearchers,analysts,andotheropinionmakers.Membersofthissuper
creativecoreproducenewformsordesignsthatarereadilytransferableandbroadly
usefulsuchasdesigningaproductthatcanbewidelymade,soldandused
comingupwithatheoremorstrategythatcanbeappliedinmanycasesor
composingmusicthatcanbeperformedagainandagain.
Beyondthiscoregroup,thecreativeclassalsoincludes"creativeprofessionals"
whoworkinawiderangeofknowledgeintensiveindustriessuchashightech
sectors,financialservices,thelegalandhealthcareprofessions,andbusiness
management.Thesepeopleengageincreativeproblemsolving,drawingon
complexbodiesofknowledgetosolvespecificproblems.Doingsotypically
requiresahighdegreeofformaleducationandthusahighlevelofhumancapital.
Peoplewhodothiskindofworkmaysometimescomeupwithmethodsorproducts
thatturnouttobewidelyuseful,butit'snotpartofthebasicjobdescription.What
theyarerequiredtodoregularlyisthinkontheirown.Theyapplyorcombine
standardapproachesinuniquewaystofitthesituation,exerciseagreatdealof
judgment,perhapstrysomethingradicallynewfromtimetotime.
Muchthesameistrueofthegrowingnumberoftechniciansandotherswhoapply
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complexbodiesofknowledgetoworkingwithphysicalmaterials.Infieldssuchas
medicineandscientificresearch,techniciansaretakingonincreasedresponsibility
tointerprettheirworkandmakedecisions,blurringtheolddistinctionbetween
whitecollarwork(donebydecisionmakers)andbluecollarwork(donebythose
whofolloworders).Theyacquiretheirownarcanebodiesofknowledgeand
developtheirownuniquewaysofdoingthejob.Anotherexampleisthesecretary
intoday'spareddownoffices.Inmanycasesthispersonnotonlytakesonahostof
tasksonceperformedbyalargesecretarialstaff,butbecomesatrueoffice
managerchannelingflowsofinformation,devisingandsettingupnewsystems,
oftenmakingkeydecisionsonthefly.Thesepeoplecontributemorethan
intelligenceorcomputerskills.Theyaddcreativevalue.Everywherewelook,
creativityisincreasinglyvalued.Firmsandorganizationsvalueitfortheresultsthat
itcanproduceandindividualsvalueitasaroutetoselfexpressionandjob
satisfaction.Bottomline:Ascreativitybecomesmorevalued,thecreativeclass
grows.

MediumSizeCitiesCreativityRankings
Rankingsof32metroareasreportingpopulations500,000to1millioninthe2000Census

TopTenCities
City

Creativity %Creative Creative HighTech Innovation Diversity

Index
Workers Rank
Rank
Rank
Rank

1.Albuquerque

965

32.2

2.Albany,NY

932

33.7

12

3.Tuscon,AZ

853

28.4

17

4.Allentown,PA

801

28.7

16

13

14

5.Dayton,OH

766

30.1

24

6.ColoradoSprings 756

29.9

10

30

7.Harrisburg,PA

751

29.8

11

13

20

8.LittleRock,AR

740

30.8

10

21

11

9.Birmingham,AL 722

30.7

26

10

10.Tulsa,OK

28.7

15

15

18

721

BottomTenCities
City

Creativity %Creative Creative HighTech Innovation Diversity

Index
Workers Rank
Rank
Rank
Rank

32.Youngstown,OH 253

23.8

32

32

24

32

31.Scranton,PA

400

24.7

28

23

23

31

30.McAllen,TX

451

27.8

18

31

32

29.Stockton,CA

459

24.1

30

29

28

28.ElPaso,TX

464

27.0

23

27

31

17

27.Fresno,CA

516

25.1

27

24

30

26.Bakersfield,CA 531

27.8

18

22

27

19

25.FortWayne,IN

569

25.4

26

17

26

24.Springfield,MA 577

29.7

13

30

20

22

23.Honolulu,HI

27.2

21

14

29

580

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Thecreativeclassnowincludessome38.3millionAmericans,roughly30percent
oftheentireU.S.workforceupfromjust10percentattheturnofthe20thcentury
andlessthan20percentasrecentlyas1980.Thecreativeclasshasconsiderable
economicpower.In1999,theaveragesalaryforamemberofthecreativeclasswas
nearly$50,000($48,752),comparedtoroughly$28,000foraworkingclass
memberand$22,000foraserviceclassworker.
Notsurprisingly,regionsthathavelargenumbersofcreativeclassmembersarealso
someofthemostaffluentandgrowing.
TheNewGeographyofClass
Differentclassesofpeoplehavelongsortedthemselvesintoneighborhoodswithina
cityorregion.Butnowwefindalargescaleresortingofpeopleamongcitiesand
regionsnationwide,withsomeregionsbecomingcentersofthecreativeclasswhile
othersarecomposedoflargersharesofworkingclassorserviceclasspeople.To
someextentthishasalwaysbeentrue.Forinstance,therehavealwaysbeenartistic
andculturalcommunitieslikeGreenwichVillage,collegetownslikeMadisonand
Boulder,andmanufacturingcenterslikePittsburghandDetroit.Thenewsisthat
suchsortingisbecomingevenmorewidespreadandpronounced.
Intheleadingcentersofthisnewclassgeography,thecreativeclassmakesupmore
than35percentoftheworkforce.Thisisalreadythecaseinthegreater
Washington,D.C.region,theRaleighDurhamarea,Boston,andAustinallareas
undergoingtremendouseconomicgrowth.Despitetheirconsiderableadvantages,
largeregionshavenotcorneredthemarketascreativeclasslocations.Infact,a
numberofsmallerregionshavesomeofthehighestcreativeclassconcentrationsin
thenationnotablycollegetownslikeEastLansing,Mich.andMadison,Wisc.
Attheotherendofthespectrumareregionsthatarebeingbypassedbythecreative
class.Amonglargeregions,LasVegas,GrandRapidsandMemphisharborthe
smallestconcentrationsofthecreativeclass.Membersofthisclasshavenearly
abandonedawiderangeofsmallerregionsintheoutskirtsoftheSouthand
Midwest.InsmallmetropolitanareaslikeVictoria,TexasandJackson,Tenn.,the
creativeclasscompriseslessthan15percentoftheworkforce.Theleadingcenters
fortheworkingclassamonglargeregionsareGreensboro,N.C.andMemphis,
Tenn.,wheretheworkingclassmakesupmorethan30percentoftheworkforce.
SeveralsmallerregionsintheSouthandMidwestareveritableworkingclass
enclaveswith40to50percentormoreoftheirworkforceinthetraditional
industrialoccupations.
Theseplaceshavesomeofthemostminusculeconcentrationsofthecreativeclass
inthenation.Theyaresymptomaticofagenerallackofoverlapbetweenthemajor
creativeclasscentersandthoseoftheworkingclass.Ofthe26largecitieswhere
theworkingclasscomprisesmorethanonequarterofthepopulation,onlyone,
Houston,ranksamongthetop10destinationsforthecreativeclass.
Chicago,abastionofworkingclasspeoplethatstillranksamongthetop20large
creativecenters,isinterestingbecauseitshowshowthecreativeclassandthe
traditionalworkingclasscancoexist.ButChicagohasanadvantageinthatitisa
bigcity,withmorethanamillionmembersofthecreativeclass.TheUniversityof
ChicagosociologistTerryClarklikestosayChicagodevelopedaninnovative
politicalandculturalsolutiontothisissue.UnderthesecondMayorDaley,thecity
integratedthemembersofthecreativeclassintothecity'scultureandpoliticsby
treatingthemessentiallyasjustanother"ethnicgroup"thatneededsufficientspace
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toexpressitsidentity.
LasVegashasthehighestconcentrationoftheserviceclassamonglargecities,58
percent,whileWestPalmBeach,Orlando,andMiamialsohavearoundhalf.These
regionsranknearthebottomofthelistforthecreativeclass.Theserviceclass
makesupmorethanhalftheworkforceinnearly50smallandmediumsizeregions
acrossthecountry.Fewofthemboastanysignificantconcentrationsofthecreative
class,savevacationers,andofferlittleprospectforupwardmobility.Theyinclude
resorttownslikeHonoluluandCapeCod.Buttheyalsoincludeplaceslike
Shreveport,Lou.andPittsfield,Mass.Fortheseplacesthatarenottourist
destinations,theeconomicandsocialfutureistroublingtocontemplate.
PlugandPlayCommunities
Whydosomeplacesbecomedestinationsforthecreativewhileothersdon't?
Economistsspeakoftheimportanceofindustrieshaving"lowentrybarriers,"so
thatnewfirmscaneasilyenterandkeeptheindustryvital.Similarly,Ithinkit's
importantforaplacetohavelowentrybarriersforpeoplethatis,tobeaplace
wherenewcomersareacceptedquicklyintoallsortsofsocialandeconomic
arrangements.Allelsebeingequal,theyarelikelytoattractgreaternumbersof
talentedandcreativepeoplethesortofpeoplewhopowerinnovationandgrowth.
Placesthatthriveintoday'sworldtendtobeplugandplaycommunitieswhere
anyonecanfitinquickly.Theseareplaceswherepeoplecanfindopportunity,build
supportstructures,bethemselves,andnotgetstuckinanyoneidentity.Theplug
andplaycommunityisonethatsomebodycanmoveintoandputtogetheralife
oratleastafacsimileofalifeinaweek.
Creativecentersalsotendtobeplaceswiththicklabormarketsthatcanfulfillthe
employmentneedsofmembersofthecreativeclass,who,byandlarge,arenot
lookingjustfor"ajob"butforplacesthatoffermanyemploymentopportunities.
Citiesandregionsthatattractlotsofcreativetalentarealsothosewithgreater
diversityandhigherlevelsofqualityofplace.That'sbecauselocationchoicesofthe
creativeclassarebasedtoalargedegreeontheirlifestyleinterests,andthesego
wellbeyondthestandard"qualityoflife"amenitiesthatmostexpertsthinkare
important.
Forinstance,in1998,ImetGaryGates,thenadoctoralstudentatCarnegieMellon.
WhileIhadbeenstudyingthelocationchoicesofhightechindustriesandtalented
people,Gateshadbeenexploringthelocationpatternsofgaypeople.Mylistofthe
country'shightechhotspotslookedanawfullotlikehislistoftheplaceswith
highestconcentrationsofgaypeople.Whenwecomparedthesetwolistswithmore
statisticalrigor,hisGayIndexturnedouttocorrelateverystronglytomyown
measuresofhightechgrowth.OthermeasuresIcameupwith,liketheBohemian
Indexameasureofartists,writers,andperformersproducedsimilarresults.
Talentedpeopleseekanenvironmentopentodifferences.Manyhighlycreative
people,regardlessofethnicbackgroundorsexualorientation,grewupfeelinglike
outsiders,differentinsomewayfrommostoftheirschoolmates.Whentheyare
sizingupanewcompanyandcommunity,acceptanceofdiversityandofgaysin
particularisasignthatreads"nonstandardpeoplewelcomehere."
ThecreativeclasspeopleIstudyusetheword"diversity"alot,butnottopressany
politicalhotbuttons.Diversityissimplysomethingtheyvalueinallits
manifestations.Thisisspokenofsooften,andsomatteroffactly,thatItakeitto
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beafundamentalmarkerofcreativeclassvalues.Creativemindedpeopleenjoya
mixofinfluences.Theywanttoheardifferentkindsofmusicandtrydifferentkinds
offood.Theywanttomeetandsocializewithpeopleunlikethemselves,trade
viewsandsparoverissues.
Aswithemployers,visiblediversityservesasasignalthatacommunityembraces
theopenmeritocraticvaluesofthecreativeage.ThepeopleItalkedtoalsodesired
nightlifewithawidemixofoptions.Themosthighlyvaluedoptionswere
experientialonesinterestingmusicvenues,neighborhoodartgalleries,
performancespaces,andtheaters.Avibrant,variednightlifewasviewedbymany
asanothersignalthatacity"getsit,"evenbythosewhoinfrequentlypartakein
nightlife.Morethananything,thecreativeclasscravesrealexperiencesinthereal
world.
Theyfavoractive,participatoryrecreationoverpassive,institutionalizedforms.
Theypreferindigenousstreetlevelcultureateemingblendofcafes,sidewalk
musicians,andsmallgalleriesandbistros,whereitishardtodrawthelinebetween
performersandspectators.Theycravestimulation,notescape.Theywanttopack
theirtimefullofdense,highquality,multidimensionalexperiences.Seldomhas
oneofmysubjectsexpressedadesiretogetawayfromitall.Theywanttogetinto
itall,anddoitwitheyeswideopen.
Creativeclasspeoplevalueactiveoutdoorrecreationveryhighly.Theyaredrawn
toplacesandcommunitieswheremanyoutdooractivitiesareprevalentboth
becausetheyenjoytheseactivitiesandbecausetheirpresenceisseenasasignal
thattheplaceisamenabletothebroadercreativelifestyle.Thecreativeclasspeople
inmystudiesareintoavarietyofactivesports,fromtraditionaloneslikebicycling,
jogging,andkayakingtonewer,moreextremeones,liketrailrunningand
snowboarding.

SmallSizeCitiesCreativityRankings
Rankingsof63metroareasreportingpopulations250,000to500,000inthe2000Census

TopTenCities
City

Creativity %Creative Creative HighTech Innovation Diversity

Index
Workers Rank
Rank
Rank
Rank

1.Madison,WI

925

32.8

16

2.DesMoines,IA

862

32.1

16

20

3.SantaBarbara,CA 856

28.3

19

4.Melbourne,FL

855

35.5

32

5.BoiseCity,ID

854

35.2

46

6.Huntsville,AL

799

35.3

18

40

7.Lansing,MI

739

34.3

27

29

18

8.Binghamton,NY 731

30.8

12

60

9.Lexington,KY

717

27.0

28

24

10

12

10.NewLondon,CT 715

28.1

23

11

13

33

BottomTenCities
City

Creativity %Creative Creative HighTech Innovation Diversity

Index
Workers Rank
Rank
Rank
Rank

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63.Shreveport,LA 233

22.1

55

32

59

57

62.Ocala,FL

263

16.4

63

61

52

24

61.Visalia,CA

289

22.9

52

63

60

11

60.Killeen,TX

302

24.6

47

47

51

53

59.Fayetteville,NC 309

29.0

16

62

62

49

58.York,PA

360

22.3

54

54

26

52

57.Fayetteville,AR 366

21.1

57

57

42

17

56.Beaumont,TX

372

27.8

25

37

56

55

55.Lakeland,FL

385

20.9

59

56

53

54.Hickory,NC

393

19.4

61

48

32

30

Placesarealsovaluedforauthenticityanduniqueness.Authenticitycomesfrom
severalaspectsofacommunityhistoricbuildings,establishedneighborhoods,a
uniquemusicscene,orspecificculturalattributes.Itcomesfromthemixfrom
urbangritalongsiderenovatedbuildings,fromthecomminglingofyoungandold,
longtimeneighborhoodcharactersandyuppies,fashionmodelsand"bagladies."
Anauthenticplacealsooffersuniqueandoriginalexperiences.Thusaplacefullof
chainstores,chainrestaurants,andnightclubsisnotauthentic.Youcouldhavethe
sameexperienceanywhere.
Today,itseems,leadingcreativecentersprovideasolidmixofhightechindustry,
plentifuloutdooramenities,andanolderurbancenterwhoserebirthhasbeenfueled
inpartbyacombinationofcreativityandinnovativetechnology,aswellaslifestyle
amenities.TheseincludeplaceslikethegreaterBostonarea,whichhastheRoute
128suburbancomplex,HarvardandMIT,andseveralcharminginnercityBoston
neighborhoods.SeattlehassuburbanBellevueandRedmond(whereMicrosoftis
located),beautifulmountainsandcountry,andaseriesofrevitalizedurban
neighborhoods.TheSanFranciscoBayareahaseverythingfromposhinnercity
neighborhoodstoultrahipdistrictslikeSoMa(SouthofMarket)andlifestyle
enclaveslikeMarinCountyaswellastheSiliconValley.EvenAustinincludes
traditionalhightechdevelopmentstothenorth,lifestylecentersforcyclingand
outdooractivities,andarevitalizinguniversity/downtowncommunitycenteredon
vibrantSixthStreet,thewarehousedistrictandthemusicsceneacriticalelement
ofathrivingcreativecenter.
InstitutionalSclerosis
EvenasplaceslikeAustinandSeattlearethriving,muchofthecountryisfailingto
adapttothedemandsofthecreativeage.Itisnotthatstrugglingcitieslike
Pittsburghdonotwanttogroworencouragehightechindustries.Inmostcases,
theirleadersaredoingeverythingtheythinktheycantospurinnovationandhigh
techgrowth.Butmostofthetime,theyareeitherunwillingorunabletodothe
thingsrequiredtocreateanenvironmentorhabitatattractivetothecreativeclass.
Theypaylipservicetotheneedto"attracttalent,"butcontinuetopourresources
intorecruitingcallcenters,underwritingbigboxretailers,subsidizingdowntown
malls,andsquanderingprecioustaxpayerdollarsonextravagantstadium
complexes.Ortheytrytocreatefacsimilesofneighborhoodsorretaildistricts,
replacingtheoldandauthenticwiththenewandgenericandindoingsodrivethe
creativeclassaway.
Itisatellingcommentaryonouragethatatatimewhenpoliticalwillseems
difficulttomusterforvirtuallyanything,cityaftercitycangeneratethepolitical
capitaltounderwritehundredsofmillionsofdollarsofinvestmentsinprofessional
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sportsstadiums.Andyouknowwhat?Theydon'tmattertothecreativeclass.Not
onceduringanyofmyfocusgroupsandinterviewsdidthemembersofthecreative
classmentionprofessionalsportsasplayingaroleofanysortintheirchoiceof
wheretoliveandwork.Whatmakesmostcitiesunabletoevenimaginedevoting
thosekindsofresourcesorpoliticalwilltodothethingsthatpeoplesayreally
mattertothem?
Theanswerissimple.Thesecitiesaretrappedbytheirpast.Despitethelipservice
theymightpay,theyareunwillingorunabletodowhatittakestoattractthe
creativeclass.ThelateeconomistMancurOlsonlongagonotedthatthedeclineof
nationsandregionsisaproductofanorganizationalandculturalhardeningofthe
arterieshecalled"institutionalsclerosis."Placesthatgrowupandprosperinone
era,Olsonargued,finditdifficultandoftentimesimpossibletoadoptnew
organizationalandculturalpatterns,regardlessofhowbeneficialtheymightbe.
Consequently,innovationandgrowthshifttonewplaces,whichcanadapttoand
harnesstheseshiftsfortheirbenefit.Thisphenomenon,hecontends,ishow
EnglandgottrappedandhowtheU.S.becametheworld'sgreateconomicpower.It
alsoaccountsfortheshiftineconomicactivityfromtheoldindustrialcitiesto
newercitiesintheSouthandWest,accordingtoOlson.
Olson'sanalysisprescientlyidentifieswhysomanycitiesacrossthenationremain
trappedinthecultureandattitudesofthebygoneorganizationalage,unableor
unwillingtoadapttocurrenttrends.CitieslikeDetroit,Cleveland,andmycurrent
hometownofPittsburghwereattheforefrontoftheorganizationalage.Thecultural
andattitudinalnormsofthatagebecamesopowerfullyingrainedintheseplaces
thattheydidnotallowthenewnormsandattitudesassociatedwiththecreativeage
togrowup,diffuseandbecomegenerallyaccepted.Thisprocess,inturn,stamped
outmuchofthecreativeimpulse,causingtalentedandcreativepeopletoseekout
newplaceswheretheycouldmorereadilypluginandmakeagoofit.
Mostexpertsandscholarshavenotevenbeguntothinkintermsofacreative
community.Instead,theytendtotrytoemulatetheSiliconValleymodelwhich
authorJoelKotkinhasdubbedthe"nerdistan."Butthenerdistanisalimited
economicdevelopmentmodel,whichmisunderstandstheroleplayedbycreativity
ingeneratinginnovationandeconomicgrowth.Nerdistansarebland,uninteresting
placeswithacreuponacreofidenticalofficecomplexes,rowafterrowofasphalt
parkinglots,freewayscloggedwithcars,cookiecutterhousingdevelopments,and
stripmallssprawlingineverydirection.Manyoftheseplaceshavefallenvictimto
theverykindsofproblemstheyweresupposedtoavoid.Thecomfortandsecurity
ofplaceslikeSiliconValleyhavegraduallygivenwaytosprawl,pollution,and
paralyzingtrafficjams.AsonetechnologyexecutivetoldTheWallStreetJournal,
"Ireallydidn'twanttoliveinSanJose.EverytimeIwentupthere,theconcrete
junglegotmedown."HiscompanyeventuallysettledonamoreurbanSouthern
CalifornialocationindowntownPasadenaclosetotheCalTechcampus.
Kotkinfindsthatthelackoflifestyleamenitiesiscausingsignificantproblemsin
attractingtopcreativepeopletoplacesliketheNorthCarolinaResearchTriangle.
Hequotesamajorrealestatedeveloperassaying,"Askanyonewheredowntownis
andnobodycantellyou.There'snotmuchofasenseofplacehere....ThepeopleI
amsellingspacetoarescreamingaboutculturalissues."TheResearchTriangle
lacksthehipurbanlifestylefoundinplaceslikeSanFrancisco,Seattle,NewYork,
andChicago,lamentsaUniversityofNorthCarolinaresearcher:"InRaleigh
Durham,wecanalwaysvisitthehogfarms."
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TheKidsAreAllRight
Howdoyoubuildatrulycreativecommunityonethatcansurviveandprosperin
thisemergingage?Thekeycannolongerbefoundintheusualstrategies.
Recruitingmorecompanieswon'tdoitneitherwilltryingtobecomethenext
SiliconValley.Whileitcertainlyremainsimportanttohaveasolidbusiness
climate,havinganeffectivepeopleclimateisevenmoreessential.BythisImeana
generalstrategyaimedatattractingandretainingpeopleespecially,butnot
limitedto,creativepeople.Thisentailsremainingopentodiversityandactively
workingtocultivateit,andinvestinginthelifestyleamenitiesthatpeoplereally
wantanduseoften,asopposedtousingfinancialincentivestoattractcompanies,
buildprofessionalsportsstadiums,ordevelopretailcomplexes.
Thebenefitsofthiskindofstrategyareobvious.Whereascompaniesorsports
teams,forthatmatterthatgetfinancialincentivescanpullupandleaveat
virtuallyamoment'snotice,investmentsinamenitieslikeurbanparks,forexample,
lastforgenerations.Otheramenitieslikebikelanesoroffroadtrailsforrunning,
cycling,rollerblading,orjustwalkingyourdogbenefitawideswathofthe
population.
Thereisnoonesizefitsallmodelforasuccessfulpeopleclimate.Themembersof
thecreativeclassarediverseacrossthedimensionsofage,ethnicityandrace,
maritalstatus,andsexualpreference.Aneffectivepeopleclimateneedsto
emphasizeopennessanddiversity,andtohelpreinforcelowbarrierstoentry.Thus,
itcannotberestrictiveormonolithic.
Opennesstoimmigrationisparticularlyimportantforsmallercitiesandregions,
whiletheabilitytoattractsocalledbohemiansiskeyforlargercitiesandregions.
Forcitiesandregionstoattractthesegroups,theyneedtodevelopthekindsof
peopleclimatesthatappealtothemandmeettheirneeds.
Yetifyouaskmostcommunityleaderswhatkindsofpeoplethey'dmostwantto
attract,they'dlikelysaysuccessfulmarriedcouplesintheir30sand40speople
withgoodmiddletoupperincomejobsandstablefamilylives.Icertainlythinkit
isimportantforcitiesandcommunitiestobegoodforchildrenandfamilies.But
lessthanaquarterofallAmericanhouseholdsconsistoftraditionalnuclear
families,andfocusingsolelyontheirneedshasbeenalosingstrategy,onethat
neglectsacriticalengineofeconomicgrowth:youngpeople.
Youngworkershavetypicallybeenthoughtofastransientswhocontributelittleto
acity'sbottomline.Butinthecreativeage,theymatterfortworeasons.First,they
areworkhorses.Theyareabletoworklongerandharder,andaremoreproneto
takerisks,preciselybecausetheyareyoungandchildless.Inrapidlychanging
industries,it'softenthemostrecentgraduateswhohavethemostuptodateskills.
Second,peoplearestayingsinglelonger.Theaverageageofmarriageforbothmen
andwomenhasrisensomefiveyearsoverthepastgeneration.Collegeeducated
peoplepostponemarriagelongerthanthenationalaverages.Amongthisgroup,one
ofthefastestgrowingcategoriesistheneverbeenmarried.Toprosperinthe
creativeage,regionshavetoofferapeopleclimatethatsatisfiesthisgroup'ssocial
interestsandlifestyleneeds,aswellasaddressthoseofothergroups.
Furthermore,aclimateorientedtoyoungpeopleisalsoattractivetothecreative
classmorebroadly.Creativeclasspeopledonotlosetheirlifestylepreferencesas
theyage.Theydon'tstopbicyclingorrunning,forinstance,justbecausetheyhave
children.Whentheyputtheirchildreninchildseatsorjoggingstrollers,amenities
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liketrafficfreebikepathsbecomemoreimportantthanever.Theyalsocontinueto
valuediversityandtolerance.ThemiddleagedandolderpeopleIspeakwithmay
nolongerhangaroundinnightspotsuntil4a.m.,buttheyenjoystimulating,
dynamicplaceswithhighlevelsofculturalinterplay.Andiftheyhavechildren,
that'sthekindofenvironmentinwhichtheywantthemtogrowup.
MyadoptedhometownofPittsburghhasbeenslowtorealizethis.Cityleaders
continuetopromotePittsburghasaplacethatisgoodforfamilies,seemingly
unawareofthedemographicchangesthathavemadeyoungpeople,singles,new
immigrants,andgayscriticaltotheemergingsocialfabric.PeopleinfocusgroupsI
haveconductedfeelthatPittsburghisnotopentominoritygroups,newimmigrants,
orgays.Youngwomenfeeltherearesubstantialbarrierstotheiradvancement.
Talentedmembersofracialandethnicminorities,aswellasprofessionalwomen,
expresstheirdesiretoleavethecityataratefargreaterthantheirwhitemale
counterparts.Sodocreativepeoplefromallwalksoflife.
IstherehopeforPittsburgh?Ofcoursethereis.First,althoughtheregion's
economyisnotdynamic,neitherisitthebasketcaseitcouldeasilyhavebecome.
Twentyyearsagotherewerenosignificantventurecapitalfirmsintheareanow
therearemany,andthrivinghightechfirmscontinuetoformandmaketheirmark.
Therearesignsoflifeinthesocialandculturalmilieuaswell.Theregion's
immigrantpopulationhasbeguntotickupward,fedbystudentsandprofessorsat
theuniversitiesandemployeesinthemedicalandtechnologysectors.Major
suburbstotheeastofthecitynowhaveHindutemplesandagrowingIndian
Americanpopulation.Thearea'sgaycommunity,whilenotlarge,hasbecomemore
activeandvisible.Pittsburgh'sincreasingstatusinthegayworldisreflectedinthe
factthatitisthe"location"forShowtime's"QueerasFolk"series.
ManyofPittsburgh'screativeclasshaveproventoberelentlessculturalbuilders.
TheAndyWarholMuseumandtheMattressFactory,amuseum/workspacedevoted
tolargescaleinstallationart,haveachievedworldwiderecognition.Streetlevel
culturehasagrowingfootholdinPittsburgh,too,asmainstreetcorridorsinseveral
olderworkingclassdistrictshavebeentransformed.Politicalleadersareinsome
casesopentonewmodelsofdevelopment.PittsburghmayorTomMurphyhasbeen
anardentpromoterofbikingandfoottrails,amongotherthings.Thecity's
absolutelyfirstratearchitectureandurbandesigncommunityhasbecomemuch
morevocalabouttheneedtopreservehistoricbuildings,investinneighborhoods,
andinstitutetoughdesignstandards.Itwouldbeveryhardtoday(dareIsaynearly
impossible)toknockdownhistoricbuildingsanddismembervibranturban
neighborhoodsaswasdoneinthepast.Asthesenewgroupsandeffortsreach
criticalmass,thenormsandattitudesthathavelongprevailedinthecityarebeing
challenged.
Forwhatit'sworth,I'llputmymoneyandalotofmyeffortintoPittsburgh's
makingit.IfPittsburgh,withallofitsassetsanditsemerginghumancreativity,
somehowcan'tmakeitinthecreativeage,Ifearthefuturedoesnotbodewellfor
otherolderindustrialcommunitiesandestablishedcities,andthelamentablenew
classsegregationamongcitieswillcontinuetoworsen.
Forfurtherinformationandrankingsofcreativecities,goto
www.creativeclass.org.
RichardFloridaisaprofessorofregionaleconomicdevelopmentatCarnegie
MellonUniversityandacolumnistforInformationWeek.Thisarticlewas
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adaptedfromhisforthcomingbook,TheRiseoftheCreativeClass:andHowIts
TransformingWork
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