Knowledge based activities, focused on but not limited to arts, potentially generating revenues from trade and intellectual property rights Creation, production and distribution of goods and services that use creativity and intellectual capital as primary inputs It can foster income generation, job creation and export earnings while promoting social inclusion, cultural diversity and human development
Posses many place based qualities and characteristics Alternative opportunity to promote prosperity Rethink – revaluate – reset TTT is not directly applicable
To attract the creativeeconomy means attractingthe creative worker.People first – businessesought to follow.
Commercial Counterurbanites Counterurbanites People who migrate from Those who start a business urban to rural places in the rural place they move to Term coined by Gary Bosworth (2010) Residential Local Rural business move embeddedness
England • Create more jobs • Higher returns • Growth-oriented • Export-based St. Peter’s, Nova Scotia • Own 2/3 of rural CCU Local businesses Business Owners 14 10 Businesses 15.5 9.5 Employees 71 26 Avg Business Age 10.5 yrs 13.7 yrs
Networks provide: Externally-sourced inputs for local business creation • Ideas • Advice Social and business • Encouragement networks Resources • Capital (i.e. capital, Business re-location • Socio-political expertise) Local business influence creation Source: Madden (2012) with inspiration from Ray (2001) and Bosworth (2010)
Wants and needs: • Less pressure • Shorter commute • Cheaper lifestyle • Recreation amenities • To raise their kids in the country • To be near their families • To feel part of the community • Stable business
Highly educated Earning about $ 50,000.00 annually Working long hours, preferring them to be flexible Working in technology, finance, the law or marketing Creative problem solvers Unafraid to take chances Unconventional and highly supportive of individuality and differences Happiest at bistros and concerts where personal interaction is important Using outdoor recreational amenities regularly Raising the children they have to respect these values Continuing to live this way as they age
Initiative vs. obedience Creative vs. intellect Passion vs. diligence
Define you local community – not just economy High % of self starters and entrepreneurs They are the driving force behind small and medium size companies Excellent brand and place ambassadors Tend to support ‘local buying’ – they put money back into the local economy!
Quality vs. Quantity Marketing to people vs. businesses/investors Your community’s TTT Quirky. Unique. Vibrant.
Work life balance Mobility Amenities Blend of work and leisure Sense of place Active lifestyle Alternative arts and culture The environment Diversity Creativity and innovation
What you think of yourself maynot be what others think of you.Don’t be presumptuous.There is something ‘cool’ aboutyour individual community – butwho is the individual who wants tobe in your community?
What is quality of place? Why is it so important? Why is it so generic? What is your community’s appeal? Why do people live there? Why do YOU live there? What are your intangible assets?
Redefining place based competitive advantage. You have what you have! – Rethink, revaluate, reset. Entrepreneurs start up businesses in locations where they want to live – work needs to be fun. Market what is fun in your community.
Economic gardening. Unique. Quirky. Vibrant. Grow your own – and brag about successes. Enable and enhance local abilities. Not just about marketing – its also about communicating. Stop looking at the external market only..
Social media • To attract. To retain. To involve. To stay top of mind. • Separate social media strategy IS required. • Generally this maybe the primary source of marketing (as per the audience).
Maintain quality of place. Continue to develop products and programs. Get them involved in the process. Remain technically relevant. Policy support for necessary infrastructure development. LONG TERM VISION!!!
There’s a straightforward message here for all those places that want to attract and retain more of the talented people. In addition to doing all the useful and important things they are doing to bolster their business climate and create and project jobs, it’s critically important they improve their overall quality of place and build a people climate were residents can forge and maintain meaningful social ties. This is not a case of either-or; but rather a case of and-both.
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