RRIVING NOW A

ISTS ART ERS GINE EN ISTS IENT SC THE RISE

OF THE CREATIVE CLASS

KRISTIAN BUSCHMANN AMANDA HUHN ALEXA CURTIS MARIO RUIZ LUIZ ANDRADE RANDY MACDONALD

DESIGN ANALYSIS SPRING 2006

CONTENTS
The creative class is a growing influence on the future of American cities. What are the motivations and desires of this class? What can American cities do to foster this growth?
PART 1: THE CREATIVE CLASS AND THE CREATIVE ECONOMY What roles do the occupational classes play within society?................................................................................................ 4 How have events over the past century shaped the growth of the creative class?.................................................................. 5 PART 2: THE CREATIVE CLASS AND WORK What characteristics are associated with creative and super creative occupations?............................................................... What is the relationship between the creative classs motivations and desires to work and their profession?........................ What overall motivational themes do people have for working?............................................................................................ What is the motivational difference between the super-creative core and the creative class?................................................ Do the characteristics of creative class work activities differ from those of the non-creative classes?..................................... How are professions related between work environment and personal responsibility level?.................................................. PART 3: THE CREATIVE CLASS AND LIFE/LEISURE What defines the creative or experiential lifestyle?............................................................................................................. 17 Are there experience attributes that are essential for the creative lifestyle?.......................................................................... 18 What is the relationship between activities outside of work?............................................................................................... 19 PART 4: THE CREATIVE CLASS AND COMMUNITY What factors determine The Creative Index?....................................................................................................................... 22 What is the geographic distribution of the top 30 highest ranked cities?.............................................................................. 23 What is the relationship between city attributes and the distribution of social classes?........................................................ 24 List Sort Landscape Analysis Asymmetric Matrix Positioning Map Experience Map Positioning Map 8 9 11 12 14 15 List Sort Asymmetric Matrix Symmetric Matrix Network Diagram Positioning Map Positioning Map Tree Diagram Era Analysis Positioning Map

PART 1:

The Creative Class and the Creative Economy

DEFINING THE OCCUPATIONAL CLASSES

What roles do the occupational classes play within society?

THE CREATIVE CLASS Super-Creative Core Pioneer new ground and push cultural norms Creative Professionals Allow cities to run more efficiently, both socially and economically

WORKING CLASS Allow cities to function and grow by maintaining and building infrastructure

SERVICE CLASS Make cities run through implementation of services

Florida, Richard. The Rise of the Creative Class. Basic Books. New York, NY. 2002

ERA ANALYSIS
Build Infrastructure
60,000

How have events over the past century shaped the growth of the creative class?
Domestic Evolution Innovation & Entertainment
1954-1960 1939-1945

More Work, More Money

The Creative Economy

1982-

Worker Population (in thousands)

50,000

1920

World War II and A-bomb

1941

McDonalds opens over 200 locations in 6 years

1957-1969

Gen X Enters Workforce

1965-

19th Amendment Passes: Key to Womens Suffrage Movement

Baby Boomers Enter Workforce

1994-

40,000
1870s-1900

1921

First Television Broadcast

Space Race

Internet is Mainstream

30,000

Industrial Revolution

First fast food restaurant opened (White Castle)

20,000

g Class Workin
ss ice Cla S erv

s sional fes ive Pro Creat

10,000

ore eative C r Super-C Agriculture

1980 1991 1999

0 1900

1910

1920

1930

1940

1950

1960

1970

Florida, Richard. The Rise of the Creative Class. Basic Books. New York, NY. 2002

THE CREATIVE CLASS ARRIVES

How have events over the past century shaped the growth of the creative class?

Technology Advancement in technology has allowed for more rapid implementation of creative ideas. The value of creativity As the value of creativity increases, the Creative Class and its economic power continue to grow.

The Creative Economy

1982-

Gen X Enters Workforce

1994-

Internet is Mainstream
Worker Population Growth

ss orkin g Cla W
ss ce Cla S ervi

als ession rof ative P Cre

re ative Co re Super-C Agriculture

1980 1991 1999

0 1900

1910

1920

1930

1940

1950

1960

1970

PART 2:

The Creative Class and Work

LIST SORT
Activities

What characteristics are associated with creative and super creative occupations? Motivations
help others make and impact motivate others lead others intellectual stimulation have a challenge teach/instruct family loyalty improve health sense of adventure express themselves fame/recognition create social network improve social status make money build career path gain experience pay for higher learning good benefits

Locations
airplane board room bus car clients office cubicle home office hotel room mobile office media studio office on-site studio train workshop

Schedules
9 to 5 9 to 5 + shifts flexible on-call irregular

Tools
art supplies backpack briefcase caffeine calender cell phone certification computer construction tools electrical supplies email networks office supplies PDA wi-fi

Interactions
coffee breaks collaborations directive explanations evaluations persuasions service

calculating calling commuting constructing delegating drawing exercising listening meeting deadlines networking organizing planning playing recording searching talking traveling writing

ASYMMETRIC MATRIX

What is the relationship between the creative classs motivations to work and their profession? Professions
Im pr Im ove d pr e Pa ove xter he ity y Famfor h alth ig Lea ily lo her l ya ea d Mo othe lty rnin g ti r He vate s lp o Tea othe thers c r Ma h/ins s k t Int e an ruct el im Se lectu pac t ns a Fam e of l stim a u Exp e/rec dven latio tu n o r Cre ess t gniti re on h a Ha te so emse ve c lv Bu a ch ial ne es ild a t Ga car lleng work ee in e Go exp r pa th er o Im d ben ience pr e Po ove s fits w oci Bu er al s y lu tat us Ma xur ke y g mo oo ne ds y

Motivations
Improve dexterity Improve health Family loyalty Sense of adventure Fame/recognition Create social network Teach/instruct Motivate others Intellectual stimulation Make an impact Help others Gain experience Improve social status Buy luxury goods Make money Power Build career path Have a challenge Good benefits Lead others Express themselves Pay for higher learning

Arts Architecture Design Life/Physical/Social Sciences Education Training Healthcare practitioners Library Mathematical Engineering Computer Sales Management Management Business and financial High-end sales Legal Entertainment Sports

Installation/Maintenace/Repair Arts Farming Fishing Sports Computer Food preparation/Food-service Mathematical 1 1 1 2 1 1 2 2 3 3 3 3 3 2 1 2 1 1 1 Construction/extraction 1 1 1 3 2 2 3 3 2 2 2 1 1 2 1 1 2 Engineering 1 1 1 2 3 2 2 2 2 2 3 3 2 2 1 1 1 1 1 2 Management 1 2 2 2 2 2 2 2 2 1 1 3 2 2 2 2 2 1 Business and financial 2 1 2 3 3 3 3 3 3 1 1 1 1 2 3 3 2 1 2 2 2 3 3 3 3 3 2 2 1 1 1 2 2 3 1 1 1 Sales Management 2 1 2 2 2 3 3 3 2 1 1 2 2 2 3 2 1 1 1 Entertainment 1 1 2 3 3 3 2 3 1 2 1 1 1 1 1 1 2 High-end sales 1 1 1 1 2 3 1 3 2 2 2 1 1 2 2 Legal 1 1 2 1 1 2 1 3 3 3 2 2 1 2 2 Architecture 1 1 1 2 1 1 2 1 2 2 3 2 1 1 2 3 Life/Physical/Social Sciences 3 2 1 1 1 2 2 3 3 3 3 3 3 3 Library 3 2 1 1 2 1 2 1 2 2 3 3 3 3 3 3 3 Design 2 1 1 2 1 1 2 2 2 1 2 3 3 3 3 3 3 3 3 Forestry 1 1 1 2 1 1 2 1 3 3 3 3 3 3 3 3 3 Education 2 2 2 1 2 3 1 2 3 1 2 3 2 3 3 3 3 3 3 3 3 Healthcare practitioners 1 1 2 2 2 1 1 1 2 3 3 1 2 3 1 2 1 3 3 3 Community/Social services 3 2 3 2 1 2 2 2 3 2 2 1 3 3 1 1 1 2 2 Health care support Key Training 0 1 2 3 Protective services Technical occupations !110!19,18,17,16,15,14,13,12,11,10,9,8,7,6,5!1,2,3,4,5,6,7,8,9,10,11,12,13,14,1 Office/administrative

ASYMMETRIC MATRIX

What is the relationship between the creative class motivations and desires to work and their profession?

Im pr Im ove d pr e Pa ove xter he ity y Famfor h alth ig Lea ily lo her l ya ea d Mo othe lty rnin g ti r He vate s lp o Tea othe thers c r Ma h/ins s k t Int e an ruct el im Se lectu pac t ns a Fam e of l stim a u Exp e/rec dven latio tu n o r Cre ess t gniti re on h a Ha te so emse ve c lv Bu a ch ial ne es ild a t Ga car lleng work ee in e Go exp r pa th er o Im d ben ience pr e Po ove s fits w oci Bu er al s y lu tat us Ma xur ke y g mo oo ne ds y

1 Personal voice
Focused on self expression and making an impact through their craft. This class is strongly connected through professional organizations.

2 Change
Class cluster is focused on making a social impact through their profession.

Arts Architecture Design Life/Physical/Social Sciences Education Training Healthcare practitioners Library Mathematical Engineering Computer Sales Management Management Business and financial High-end sales Legal Entertainment Sports

1 1 1 2 1 1 1 1 1 2 1 2 2 2 2 2 1 2 1 1 1 1 1 1 1 1

1 1 2 2 3 3 2 3 1 3 2 3 2 3 3 3 1 2 2

2 3 3 2 2

1 3 3 2 1 1 1 1 1 2 2 2 1 1 1 2 3 2 3 2 1

2 2 2 2 2 3 2 2 2 2

2 2 1 3 2 2 2 2 3 3 3 3 3 3 3 2 1 2 1 1 4 1 1 1 1 1 1 1 1 1 2 1 1 2

3 2 2 2 3 2 2 3 3 2 2

3 2 2 2 1 2

3 1 3 2 2 1 1 1 1

3 3 3 1 1 1 1

3 2 3 1 1 1 2 1 1 1 2 2 2 3 2 1 1

2 1 2 2 1 3 1 1 2 3

1 2 2 2 2 3 2

1 1 1 1 3 3 2

2 2 2 3 2 2 2 2 3 3 2 2 2 3 3 3 2 3

1 2 2 1 1 2 1 1 2 2 2 3 3 2 2 3 1 2 3 2 3 1 1 1 2 2 2 3 3 2 2 3 2 3 3 3 3 3 3 3 3 53 3 3 3 3 3 3 3 1 2 3 1

1 2 1 2 1 1 1 1 1 2 1 3 3 3 3 3 1 1

1 1 1 1 2 1 1 2 2 1 1 1 2 2 2 3 3 3 3 3 3 3 2

3 Professional development
Focused on the development of a stable and structured growth professional career. Usually higher education professionals.

1 1 1 1 1 3 3 3 3 3 3 1

1 2 2 2 3 3 3 3 3 3 2

4 Academic
Class cluster is focused on motivations that are driven primarily from ambition and drive in academics.

5 Career-motivated
Focused on careers, ambitious, and probably makes tradeoffs between health and family.

Key 0 1 2 3

!110!19,18,17,16,15,14,13,12,11,10,9,8,7,6,5!1,2,3,4,5,6,7,8,9,10,11,12,13,14,1

SYMMETRIC MATRIX

What overall motivational themes do people have for working?

Help others Make an impact Motivate others Lead others Intellectual stimulation Have a challenge Teach/instruct Improve dexterity Family loyalty Improve health Sense of adventure Express themselves Fame/recognition Create social network Improve social status Power Buy luxury goods Make money Build career path Gain experience Pay for higher learning Good benefits

He lp Ma othe k r Mo e an s tiv imp Lea ate ac t o d Int othe thers el r Ha lectu s ve al s Tea a ch tim a c u Im h/ins lleng latio pro tr n e Fam ve d uct e Im ily lo xteri pro yal ty Se ve h ty ns e Exp e of alth ad r Fam ess t ven tu h Cre e/rec emse re o lv a Im te so gniti es pr on c Po ove s ial ne w oci two Bu er al s rk y lu tat us Ma xur ke y g Bu mo ood ild n s Ga car ey ee in Pa exp r pat er y h Go for hi ience od gh be er l ne fits earni ng
3 3 3 3 2 3 3 0 0 1 1 0 0 2 0 0 0 0 0 0 0 0 3 3 3 3 3 3 3 0 0 0 1 1 2 2 0 0 0 0 0 0 0 0 3 3 3 3 2 2 3 0 0 0 0 1 1 2 0 0 0 0 0 0 0 0 3 3 3 3 2 2 3 0 0 0 0 1 1 2 0 0 0 0 1 0 0 0 2 3 2 2 3 3 3 0 0 0 1 1 1 1 0 0 0 0 1 2 1 0 3 3 2 2 3 3 3 2 0 0 2 0 0 1 0 0 0 0 1 2 1 0 3 3 3 3 3 3 3 2 1 1 2 1 0 0 0 0 0 0 1 3 1 0 0 0 0 0 0 2 2 3 3 2 3 2 2 0 0 0 0 2 1 3 0 0 0 0 0 0 0 0 1 3 3 2 2 2 2 0 0 0 0 0 1 2 0 0 1 0 0 0 0 0 1 2 2 3 2 0 0 0 0 0 0 0 0 0 0 0 1 1 0 0 1 2 2 3 2 2 3 2 1 0 0 0 0 0 0 0 0 0 0 1 1 1 1 0 1 2 2 0 2 3 3 3 3 0 1 1 0 0 0 0 0 2 1 1 1 0 0 2 2 0 1 3 3 2 3 3 2 2 1 1 0 0 2 2 2 2 1 1 0 0 0 0 0 3 2 3 3 2 2 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 3 3 3 2 3 3 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 2 2 3 3 3 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 2 2 3 3 3 3 2 1 0 1 0 0 0 0 0 0 0 2 0 0 0 1 2 1 3 3 3 3 2 1 2 2 0 0 0 1 1 1 1 1 1 0 0 0 1 1 1 3 2 2 3 2 1 2 0 0 0 0 2 2 3 3 2 0 0 0 1 0 0 0 1 1 2 3 1 2 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 2 1 1 3 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 2 2 2 2 3

Community

Change motivated

Personal challenge Family influence Physical achievement Fame Network Power Financial Stability Job improvement Stable growth Accomplish & benefit Recognition

Active lifestyle motivated

Social interaction motivated Career motivated

Key 0 1 2 3 Mais r0,00C !4; 8,17,16,15,14,13,12,11,10,9,8!1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22!

m ot iv at e ot he rs lp ot he le ad he rs

NETWORK ANALYSIS

Community Minded
m ak e an im pa c t ha ve a ch al le ng e in ot he rs

Personal Challenge
te ac h/ in st ru ct im pr ov e se ns e of ad ve n tu re he al th im fa m ily cr ea te so cia ln et wo rk so ex p

te lle c

tu a

Change Motivated

ls tim

ul at

io

pr ov e

de xt er lo ya l

Active Lifestyle Motivated

ity

ty

im pr ov e

re ss t fa m

he cia ls ta tu s e/

se re co g

Social Interaction Motivated

lv es nt

io po we r bu ild

Accomplish & Benefit

bu yl ca re er pa t go od

ux ur

yg oo h m ak e be ne fit s m

ds on

ey ga i

What is the motivational difference between the super-creative core and the creative class?

Stable Growth

ex p pa yf or

er

ie

nc e hi

gh

Career Motivated

er

le ar

ni

ng

m ot iv at e ot he rs lp ot he le ad he rs

All Creative Community Minded

m ak e an im pa c t ha ve a ch al le ng e in ot he rs im pr ov e se ns e of ad ve n tu re he al th

Super-Creative

NETWORK ANALYSIS

What is the motivational difference between the super-creative core and the creative class?

Creative Professionals Personal Challenge

te ac h/ in st ru ct im fa m ily te lle c tu a

Change Motivated

ls tim

ul at

io

pr ov e

de xt er lo ya l

Active Lifestyle Motivated

ity

cr ea te so cia ln et wo rk so

ty ex p

im pr ov e

re ss t fa m

he cia ls ta tu s e/

se re co g

Social Interaction Motivated

lv es nt

io po we r bu ild

Accomplish & Benefit

bu yl ca re er pa t go od

ux ur

yg oo h m ak e be ne fit s m

ds on

ey ga i

Stable Growth

ex p pa yf or

er

ie

nc e hi

gh

Career Motivated

er

le ar

ni

ng

POSITIONING MAP

Do the characteristics of creative class work activities differ from those of the non-creative classes?
Group Activity

1 Organic productivity 2 Setting goals 3 Social fulfillment 4 Social troubleshooting 5 Having clear purpose 6 Obsoletion by automation

Setting goals
delegating

brainstorming

Organic productivity
listening

evaluating/ critiquing planning networking meeting deadlines talking

helping others

playing scheduling recording prototyping/ testing traveling constructing searching commuting fixing problems organizing fielding complaints

Structured Activity

calling

Social fulfillment

Freeform Activity

mediating

Organic Productivity

Activities (performed only by members of the Creative Class) demand that they perform well in groups and individually.

Having clear purpose

calculating faxing operating machinery

exercising office housekeeping cold calling

writing

Social troubleshooting

drawing

taking orders

Obsoletion by automation
Individual Activity

POSITIONING MAP

How are professions related between work environment and personal responsibility level?
Collaborative Responsibility
construction & extraction lIfe, physical, & social science health care support

1 Personal contribution & group encouragement 2 Strict protocol 3 Operate transactions 4 Supply and deliver
Super creative professionals express diverse viewpoints in the workplace and address unmet needs. Creative and working class professionals are responsible for following complex rules and making sure occupational demands are met. The service class is often responsible for completeing predetermined tasks efficently.

arts, design, entertainment, sports, & media architectural & engineering

food prearation & service

Strict protocol

production health care practitioners & technical

1
Flexible Setting

Personal contribution & group encouragement

high end sales & sales managment

protective service community and social services

Operate transactions

Structured Setting
legal business & financial operations transportation & material moving

Low end sales education, training, and library computer & mathematical office & administrative support mangament

Supply and deliver

building & grounds cleaning maintenance installation, maintenance, & repair

personal care & service

Individual Responsibility

PART 3:

The Creative Class and Life/Leisure

POSITIONING MAP

What defines the creative or experiential lifestyle?

Freelance
Give performance

Create your own rules

Extreme Sports Extreme biking Skydiving

1 Create your own rules 2 Exploring boundaries 3 Improve body image 4 Relaxation (weaker) 5 Confined engagement (weakest)

Cyber/virtual worlds

Adventure Sports

Explore boundaries
Fly private jet Political groups Sightseeing Home renovation

Scuba Dive Bungee Jumping Kayaking Skiing Biking

Two main influences to lifestyle choices are financial status and job activities.
Passive

Yacht racing Meditate Volunteer Yoga Jog

The creative class typically is in a higher income level with less physically strenuous jobs, preferring to be more active during time off. The other classes typically are in a lower income level with more physically strenous jobs, preferring more relaxing activities.

Active
Read a book Shop Fine dining Go to bars Go to gym

Study

BBQ Spend time with kids Visit park Camp

Relaxation
Spa

Improve body image

Go to jazz show Poetry readings Attend cocktail party Go to cafes Participate in clubs Play on computer

Go to church Visit museum Go to movies

Ride motorcycle Golf

Visit McDonalds Sew

Watch pro sports Watch TV Work

Organized Rec sports

Confined engagement
Structured

POSITIONING MAP

What defines the creative or experiential lifestyle?

Freelance
Give performance

Create your own rules

Extreme Sports Extreme biking Skydiving

1 Create your own rules

Skydiving Mountain Biking

Cyber/virtual worlds

Adventure Sports

Explore boundaries
Fly private jet Political groups Sightseeing Home renovation

Scuba Dive Bungee Jumping Kayaking Skiing Biking

2 Explore boundaries
Cyber/Virtual Worlds

3 Improve body image

Organized recreation sports

Passive

Yacht racing Meditate Volunteer Yoga Jog

4 Confined engagement
Watching professional sports

Active
Read a book Shop Fine dining Go to bars Go to gym

Study

BBQ Spend time with kids Visit park Camp

Relaxation
Spa

Improve body image

Go to jazz show Poetry readings Attend cocktail party Go to cafes Participate in clubs Play on computer

Go to church Visit museum Go to movies

Ride motorcycle Golf

Visit McDonalds Sew

Watch pro sports Watch TV Work

Organized Rec sports

Confined engagement
Structured

EXPERIENCE MAP

Are there experience attributes that are essential for the creative lifestyle?
Spectating pro sports The creative class is participatory, the more attractive experiences are ones where they are actively involved.
defined attraction engagement extension

Organized Recreational Sports

attraction engagement extension

defined fresh immersive accessible significant transformative

The creative class welcomes experiences where they can create their own rules. Significant and transformative experiences are likely important because they highly impact lifestyle.

fresh immersive accessible significant transformative

Mountain Biking
attraction engagement extension attraction

Virtual/Cyber worlds
engagement extension attraction

Skydiving
engagement extension

defined fresh immersive accessible significant transformative

defined fresh immersive accessible significant transformative

defined fresh immersive accessible significant transformative

PART 4:

The Creative Class and Community

DEFINING THE CREATIVE INDEX

The Creative Index, a scale from 0-1, is a mix of four equally weighed factors.

The Creative Index

High-tech industry Creative Class

Measured by the High-tech Index, using the Milken Institutes widely accepted Tech Pole Index.

The creative class share of the workforce.

High-Tech Index

Innovation Index

Innovation Diversity

Measured as patents per capita.

Measured by the Gay Index, a reasonable proxy for an areas openness to different kinds of people and idea.

Creative Class

Gay Index

This composite indicator is a better measure of a regions underlying creative capabilities than the simple measure of the creative class, because it reflects the joint effects of its concentration and of innovative economic outcomes.
Richard Florida

Florida, Richard. The Rise of the Creative Class. Basic Books. New York, NY. 2002

ASYMMETRIC MATRIX
Wo rk Se ing C rvi la Su ce C ss P pe las erc Cre r Cre s Pe ent rc a a Inn tive C tive C ent ova las las Hig tio s P s P er er n h Cre -Tech Rank cent cent ati R Wa ve C ank ge las Tal Ine s R an en qu Tol t Ra ality k era nk Ra nk Div nce ers Ra ity nk Ra nk

What is the relationship between city attributes and the distribution of social classes? Cities
(Cities cont.)

7. Portland, OR 4. Burlington, VT 8. Madison, WI 32. Tuscon, AZ 11. Albuquerque, NM 11. Washington-Baltimore, D.C.-VA-MD 5. Boston, MA 1. Austin, TX 9. Boise City, ID 6. Raleigh-Durham, NC 26. Colorado Springs, CO 17. Fort Collins, CO 14. Denver, CO 2. San Fransisco, CA 3. Seattle, WA 10. Minneapolis, MN 15. Corvallis, OR 13. Sacramento, CA 143. Jacksonville, FL 147. New Orleans, LA 113. Norfolk, VA (over 1,000,000) 118. Cleveland, OH 54. Richmond, VA 56. Columbia, SC 195. Baton Rouge, LA 181. Toledo, OH 124. Milwaukee, WI 131. Grand Rapids, MI 132. Memphis, TN 171. Louisville, KY 145. Greensboro, NC 150. Buffalo, NY 256. Shreveport, LA 251. Lakeland, FL 212. Stockton, CA 276. Gadsden, AL 272. Youngstown, OH 275. Joplin, MO 251. Evansville, IN-KY 191. Fort Wayne, IN

2 2 1 1 1 0 0 0 2 1 1 1 1 1 1 1 2 0 1 1 1 2 2 1 2 2 2 4 3 2 4 1 2 3 2 2 3 3 3 4

2 2 2 3 2 2 2 2 1 1 2 2 2 2 2 1 2 3 3 3 2 2 2 2 1 1 1 1 2 2 0 3 3 2 1 2 1 1 1 0

2 3 3 3 4 3 3 3 4 4 4 3 3 3 3 3 3 2 2 1 2 2 3 3 3 2 2 1 1 1 2 2 0 0 2 2 2 2 2 2

1 2 4 3 4 4 4 3 4 4 3 3 2 2 2 2 2 1 1 0 0 1 3 4 3 3 0 0 0 0 0 0 2 1 2 2 2 2 2 2

4 4 4 3 3 3 4 4 4 4 4 4 4 4 4 4 3 2 1 1 1 4 2 2 3 3 4 3 2 2 2 3 0 0 0 0 1 1 2 3

4 3 3 4 4 4 4 4 4 4 4 3 3 4 4 4 4 4 3 3 3 3 3 3 2 2 3 3 3 3 3 3 2 1 1 0 1 0 1 3

3 1 4 3 4 4 4 4 4 4 3 2 4 4 4 4 4 4 4 2 3 3 3 4 3 2 2 1 1 2 2 3 0 0 1 1 0 0 1 1

2 3 2 3 4 4 4 4 4 4 4 4 4 4 3 3 3 3 4 4 2 3 4 3 2 0 1 1 2 1 2 1 0 0 0 0 1 0 0 0

4 4 4 3 4 4 4 4 4 4 4 3 4 4 4 4 4 4 2 3 3 3 4 3 3 1 0 0 2 1 1 2 2 0 0 0 0 0 0 0

4 4 4 4 4 4 4 4 4 3 3 4 4 4 4 4 4 4 3 2 2 2 2 1 0 1 3 3 1 2 2 1 0 2 2 0 0 0 1 1

4 4 4 4 4 4 4 4 2 3 1 0 4 4 4 3 3 4 4 4 1 2 3 3 2 1 2 2 2 3 3 0 0 4 3 1 0 0 1 1

Key 0 1 2 3 4 34R !15 ,3, 2,1 ;8,9,10,11!4,3,2,1;5,6,7,8,9,10,1

7. Portland, OR 4. Burlington, VT 8. Madison, WI 32. Tuscon, AZ 11. Albuquerque, NM 11. Washington-Baltimore, D.C.-VA-MD 5. Boston, MA 1. Austin, TX 9. Boise City, ID 6. Raleigh-Durham, NC 26. Colorado Springs, CO 17. Fort Collins, CO 14. Denver, CO 2. San Fransisco, CA 3. Seattle, WA 10. Minneapolis, MN 15. Corvallis, OR 13. Sacramento, CA 143. Jacksonville, FL 147. New Orleans, LA 113. Norfolk, VA (over 1,000,000) 118. Cleveland, OH 54. Richmond, VA 56. Columbia, SC 195. Baton Rouge, LA 181. Toledo, OH 124. Milwaukee, WI 131. Grand Rapids, MI

132. Memphis, TN 171. Louisville, KY 145. Greensboro, NC 150. Buffalo, NY 256. Shreveport, LA 251. Lakeland, FL 212. Stockton, CA 276. Gadsen, AL 272. Youngstown, OH 275. Joplin, MO 251. Evansville, IN-KY 191. Fort Wayne, IN

Creative Index Ratings

Working Class Percent Service Class Percent Super Creative Class Percent Creative Class Percent Innovation Rank High-Tech Rank Creative Class Rank Wage Inequality Rank Talent Rank Tolerance Rank

Florida, Richard. The Rise of the Creative Class. Basic Books. New York, NY. 2002

ASYMMETRIC MATRIX
Wo rk Se ing C rvi la Su ce C ss P pe las erc Cre r Cre s Pe ent rc a a Inn tive C tive C ent ova las las Hig tio s P s P er er n h Cre -Tech Rank cent cent ati R Wa ve C ank ge las Tal Ine s R an en qu Tol t Ra ality k era nk Ra nk Div nce ers Ra ity nk Ra nk

What is the relationship between city attributes and the distribution of social classes?

7. Portland, OR 4. Burlington, VT 8. Madison, WI 32. Tuscon, AZ 11. Albuquerque, NM 11. Washington-Baltimore, D.C.-VA-MD 5. Boston, MA 1. Austin, TX 9. Boise City, ID 6. Raleigh-Durham, NC 26. Colorado Springs, CO 17. Fort Collins, CO 14. Denver, CO 2. San Fransisco, CA 3. Seattle, WA 10. Minneapolis, MN 15. Corvallis, OR 13. Sacramento, CA 143. Jacksonville, FL 147. New Orleans, LA 113. Norfolk, VA (over 1,000,000) 118. Cleveland, OH 54. Richmond, VA 56. Columbia, SC 195. Baton Rouge, LA 181. Toledo, OH 124. Milwaukee, WI 131. Grand Rapids, MI 132. Memphis, TN 171. Louisville, KY 145. Greensboro, NC 150. Buffalo, NY 256. Shreveport, LA 251. Lakeland, FL 212. Stockton, CA 276. Gadsden, AL 272. Youngstown, OH 275. Joplin, MO 251. Evansville, IN-KY 191. Fort Wayne, IN

2 2 1 1 1 0 0 0 2 1 1 1 1 1 1 1 2 0 1 1 1 2 2 1 2 2 2 4 3 2 4 1 2 3 2 2 3 3 3 4

2 2 2 3 2 2 2 2 1 1 2 2 2 2 2 1 2 3 3 3 2 2 2 2 1 1 1 1 2 2 0 3 3 2 1 2 1 1 1 0

2 3 3 3 4 3 3 3 4 4 4 3 3 3 3 3 3 2 2 1 2 2 3 3 3 2 2 1 1 1 2 2 0 0 2 2 2 2 2 2

1 2 4 3 4 4 4 3 4 4 3 3 2 2 2 2 2 1 1 0 0 1 3 4 3 3 0 0 0 0 0 0 2 1 2 2 2 2 2 2

4 4 4 3 3 3 4 4 4 4 4 4 4 4 4 4 3 2 1 1 1 4 2 2 3 3 4 3 2 2 2 3 0 0 0 0 1 1 2 3

1 2 3 4 5

4 3 3 4 4 4 4 4 4 4 4 3 3 4 4 4 4 4 3 3 3 3 3 3 2 2 3 3 3 3 3 3 2 1 1 0 1 0 1 3

3 1 4 3 4 4 4 4 4 4 3 2 4 4 4 4 4 4 4 2 3 3 3 4 3 2 2 1 1 2 2 3 0 0 1 1 0 0 1 1

2 3 2 3 4 4 4 4 4 4 4 4 4 4 3 3 3 3 4 4 2 3 4 3 2 0 1 1 2 1 2 1 0 0 0 0 1 0 0 0

4 4 4 3 4 4 4 4 4 4 4 3 4 4 4 4 4 4 2 3 3 3 4 3 3 1 0 0 2 1 1 2 2 0 0 0 0 0 0 0

4 4 4 4 4 4 4 4 4 3 3 4 4 4 4 4 4 4 3 2 2 2 2 1 0 1 3 3 1 2 2 1 0 2 2 0 0 0 1 1

4 4 4 4 4 4 4 4 2 3 1 0 4 4 4 3 3 4 4 4 1 2 3 3 2 1 2 2 2 3 3 0 0 4 3 1 0 0 1 1

1 Creatives and Super Creatives

High wage inquality is related to high super creative and creative class

4 Lack of Creatives
Even distribution of social class is related to lack of creative attributes

2 High Disparity, High Creativity

Low diversity rank and high wage inequality is related to high super creative class

5 High Disparity, Low Creativity

High working class and low creative class is related to low wage inequality

3 Tolerance and Talent

Tolerance and talent is related to high super creative class

6 Room for Growth

Low innovation, low tolerance, low diversity, low wage inequality is related to low creativity

Key 0 1 2 3 4 34R !15 ,3, 2,1 ;8,9,10,11!4,3,2,1;5,6,7,8,9,10,1

CREATIVE INDEX
An analysis of this map illustrates which regions are winning in the effort to attract and retain creative workers.

What is the geographic distribution of the top 30 highest ranked cities in the US?
NORTHEAST LANDLOCKED MOUNTAINS MIDWEST Boise City ID Denver CO Fort Collins CO Colorado Springs CO Salt Lake City UT Provo UT 0.914 0.876 0.868 0.825 0.813 0.802 Madison WI Minneapolis MN Des Moines IA Iowa City IA Lansing MI 0.918 0.900 0.867 0.847 0.833 Boston MA Burlington VT Washington D.C. New York NY Rochester NY 0.934 0.942 0.897 0.848 0.803

NORTHWEST San Francisco CA Seattle WA Portland OR Sacramento CA Corvallis OR 0.958 0.955 0.926 0.895 0.873

KEY
Creative Index = Height (Range is from 0.75-1.0) Size of Workforce: less than 200,000
SUNSHINE BELT Albuquerque NM Denver CO San Diego CA Santa Barbara CA Fort Collins CO Colorado Springs CO Salt Lake City UT Phoenix AZ Provo UT 0.897 0.876 0.865 0.838 0.868 0.825 0.813 0.809 0.802

200,000 - 800,000

TEXAS PLAINS Austin TX Dallas TX 0.963 0.847

SOUTHEAST Raleigh NC Atlanta GA Tallahassee FL 0.932 0.873 0.832

over 800,000

SUMMARY
The creative class is a growing influence on the future of American cities. What are the motivations and desires of this class? What can American cities do to foster this growth?

A rise in the number of creative professionals active in the workforce occured when generation X entered the workplace and the internet became part of the mainstream. The creative class is generally motivated by a desire to influence their surrounding and affect change. This is implemented through self expression, social involvment, professional advancement, acedemic influence, strong career ambition. Creative professionals are problem-solvers that desire work settings with relaxed activity structures that are focused on commradire in the workplace. Outside the workplace creative types prefer physical activities that allow them to make their own rules and explore boundries beyond conventional hobbies.