Marketing West Virginia to the Creative Class

Richard Florida, the academic who captured the data and created the nomenclature of the "creative class" to start a new way of thinking about economic development, has a new book out - Who's Your City? How the Creative Economy is Making Where to Live the Most Important Decision of Your Life. From a reviewer on Amazon.com:

In "Who's Your City", Florida goes in two directions. First he lays the groundwork, expanding on his research of a clustering force of creative people that is making some regions economic and cultural winners. He explores the emerging "Mega-regions" (Bos-Wash, Northern California, Greater London) that are replacing nations as the organizing force of economic activity. He also plays with the idea that cities have personalities that attract different kinds of people.

Florida's work often seems to throw a wet blanket on the potential of small towns and rural America. The data and opinions offered seem to indicate that all the innovation and "cool", creative people are to be found in the world's largest cities.

Is this true? Are small communities destined to be road kill on the road to new economy success?

There are certainly many hurdles for rural regions to overcome to develop the clusters of creative people, innovative mindsets and R&D resources found in major cities and academic centers. Many small towns historically relied on agriculture, extractive industry, and to a smaller extent, manufacturing (although most major manufacturing has also been found in the larger urban areas). Urban centers have always seemed to pull the best and brightest towards them to rub shoulders with other ambitious young innovators.

But at some point, I believe the "creative class" has to be seen less as a monolithic group that is always seeking the same things: progressive politics, cutting-edge avant garde art and the latest new clubs and coffee shops. Surely there are creative thinkers and innovators who tend to value family life, small town values, the outdoors and long-term social bonds?

Perhaps West Virginia's creative class niche is not the new college graduate who needs to sharpen her saw in a major metro to build her skills before deciding where to really build a life. Perhaps West Virginia is the place for those who have proven themselves and are ready to build a family. To give back to a community who needs their skills and passion for innovation. Or, perhaps West Virginia is the place for young, single people with a passion for the outdoors and making a difference in the world.

At last week's Leadership WV Conference in Morgantown, Cam Marston spoke about managing people across the generational divide. The audience was asked to brainstorm on the obstacles and ideas to overcome them required to attract new, young talent to West Virginia. The obvious points were made -  our low cost of living, our safety, our friendliness. Unfortunately, few of these credentials are high on the list of the most highly educated, ambitious individuals seeking fame and fortune in their new creative careers.

However, the uniqueness of state's challenges - yes, turning our perceived negatives into positives - came up as a possible selling point. Young people who want to make a difference - to make a life - are in fact attracted to West Virginia. Combine that cross-section of people with those who are attracted to extreme sports like whitewater rafting and rock climbing, and maybe we have ourselves a target market. In fact, we see this very thing in the case study we often refer to at Weld in Fayetteville, WV, where 9 out of their 10 employees (all young people, by most definitions) are from out of state. They have come because they love the Gorge, and they want to build something new and meaningful.

The question for WV is - is that niche big enough? And can we get our message together quickly and effectively enough to draw them here in the numbers we need for our economic future to finally turn? Can we infuse enough creative class energy and opportunity into our story to ignite a broad invitation to "come home to West Virginia?"

I believe we have to start telling our story more aggressively and creatively outside our own borders. The tourism industry has been building West Virginia's image in surrounding states for several years now. Now it's time for us to put out the invitation and welcome mat to live and create here. It's an invitation that's not just for our ex-patriates, but for newcomers as well. West Virginia is a great place to create. Come and create a life in West Virginia!

Comments

[Heidi Parker Schmalbach]

Or perhaps it's all of the above...

I am a recent college grad, seeking to expand my skills and experience, build a life, give back to my community, and stimulate cultural change. I also seek progressive politics, avant garde art, wine bars and coffee shops.

You are right to say that the niche in West Virginia for the creative class is not the same one found in large cities, and I believe this should be looked at as an opportunity. I have been here for less that a month (I relocated from Austin, TX, one of the creative class capitols), and I see so much potential. Sadly, much of this is undeveloped or wrapped so tightly in red tape that it's hard to recognize.

The key to unlocking what "could be" in W.V. requires mixing the "old guard" pragmatists with the youthful idealists. Creating more "third places" for ideas to form and develop. Opening dialog on issues like economic diversification and cultural growth through forums like this as well as social groups. And more than anything, it means providing the infrastructure for small businesses as well as social entrepreneurs to realistically make W.V. their home.