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The Rise Of Creative Class

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L'ascesa della classe creativa: ambienti ed ecosistemi.

L'ascesa della classe creativa: ambienti ed ecosistemi.

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  • 1. NOW A RRIVING ART ISTS EN GINE ERS IENT ISTS SC THE RISE OF THE CREATIVE CLASS DESIGN ANALYSIS SPRING 2006 KRISTIAN BUSCHMANN AMANDA HUHN ALEXA CURTIS MARIO RUIZ LUIZ ANDRADE RANDY MACDONALD
  • 2. 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 Tree Diagram How have events over the past century shaped the growth of the creative class?.................................................................. 5 Era Analysis Positioning Map PART 2: THE CREATIVE CLASS AND WORK What characteristics are associated with creative and super creative occupations?............................................................... 8 List Sort What is the relationship between the creative class’s motivations and desires to work and their profession?........................ 9 Asymmetric Matrix What overall motivational themes do people have for working?............................................................................................ 11 Symmetric Matrix What is the motivational difference between the super-creative core and the creative class?................................................ 12 Network Diagram Do the characteristics of creative class work activities differ from those of the non-creative classes?..................................... 14 Positioning Map How are professions related between work environment and personal responsibility level?.................................................. 15 Positioning Map PART 3: THE CREATIVE CLASS AND LIFE/LEISURE What defines the creative or experiential lifestyle?............................................................................................................. 17 Positioning Map Are there experience attributes that are essential for the creative lifestyle?.......................................................................... 18 Experience Map What is the relationship between activities outside of work?............................................................................................... 19 Positioning Map PART 4: THE CREATIVE CLASS AND COMMUNITY What factors determine The Creative Index?....................................................................................................................... 22 List Sort What is the geographic distribution of the top 30 highest ranked cities?.............................................................................. 23 Landscape Analysis What is the relationship between city attributes and the distribution of social classes?........................................................ 24 Asymmetric Matrix
  • 3. PART 1: The Creative Class and the Creative Economy
  • 4. DEFINING THE OCCUPATIONAL CLASSES What roles do the occupational classes play within society? THE CREATIVE CLASS WORKING CLASS SERVICE CLASS Super-Creative Creative Core Professionals Allow cities to Make cities function and grow run through Pioneer new Allow cities to run by maintaining implementation ground and push more efficiently, and building of services cultural norms both socially and infrastructure economically Florida, Richard. “The Rise of the Creative Class.” Basic Books. New York, NY. 2002
  • 5. ERA ANALYSIS How have events over the past century shaped the growth of the creative class? Build Domestic Innovation More Work, The Creative Infrastructure Evolution & Entertainment More Money Economy 1954-1960 1982- 60,000 1939-1945 McDonald’s Gen X Enters opens over Workforce World War II 200 locations Worker Population (in thousands) 1920 1965- 50,000 and A-bomb in 6 years 19th Amendment Baby Boomers 1994- Passes: Key to Women’s 1941 Enter Workforce Suffrage Movement 1957-1969 Internet is First Television Mainstream 40,000 1921 Space Broadcast Race 1870’s-1900 First fast food restaurant opened (White Castle) Industrial 30,000 Revolution g Class 20,000 Workin sional s fes ss Creative Pro S ervice Cla ore reative C 10,000 Super-C Agriculture 0 1900 1910 1920 1930 1940 1950 1960 1970 1980 1991 1999 Florida, Richard. “The Rise of the Creative Class.” Basic Books. New York, NY. 2002
  • 6. THE CREATIVE CLASS ARRIVES How have events over the past century shaped the growth of the creative class? Technology The Creative Economy Advancement in technology has allowed for more rapid 1982- implementation of creative ideas. Gen X Enters Workforce The value of creativity As the value of creativity increases, the Creative Class 1994- and its economic power continue to grow. Internet is Mainstream Worker Population Growth ss Workin g Cla als rofession ss Creative P ce Cla S ervi re reative Co Super-C Agriculture 0 1900 1910 1920 1930 1940 1950 1960 1970 1980 1991 1999
  • 7. PART 2: The Creative Class and Work
  • 8. LIST SORT What characteristics are associated with creative and super creative occupations? Activities Motivations Locations Schedules Tools Interactions calculating help others airplane 9 to 5 art supplies coffee breaks calling make and impact board room 9 to 5 + backpack collaborations commuting motivate others bus shifts briefcase directive constructing lead others car flexible caffeine explanations delegating intellectual client’s office on-call calender evaluations drawing stimulation cubicle irregular cell phone persuasions exercising have a challenge home office certification service listening teach/instruct hotel room computer meeting deadlines family loyalty mobile office construction tools networking improve health media studio electrical supplies organizing sense of adventure office email planning express themselves on-site networks playing fame/recognition studio office supplies recording create social train PDA searching network workshop wi-fi talking improve social traveling status writing make money build career path gain experience pay for higher learning good benefits
  • 9. ASYMMETRIC MATRIX What is the relationship between the creative class’s motivations to work and their profession? Professions Motivations n Installation/Maintenace/Repair Improve dexterity g Exp e/rec dven latio Ga car lleng work Mo othe lty rnin us Bu a ch ial ne es Arts Improve health Cre ess t gniti re tat on he ity lv ya ea u tu ne ds th e t al s Im d ben ience Fam e of l stim t Ha te so emse Farming Family loyalty Tea othe thers Se lectu pac Famfor h alth Go exp r pa Lea ily lo her l Pa ove xter mo oo Int e an ruct Po ove s fits y oci ke y g Fishing Sense of adventure He vate s Ma h/ins s im ee e e er a o r ig a o t r c h a Im ove d Ma xur Sports Fame/recognition y lu Bu er ild ve ns d Computer Create social network pr in pr pr lp ti a el c r k w o y Im Food preparation/Food-service Teach/instruct Arts 1 1 1 2 1 1 2 2 3 3 3 3 3 2 1 2 1 1 1 Mathematical Motivate others Architecture 1 1 1 3 2 2 3 3 2 2 2 1 1 2 1 1 2 Construction/extraction Intellectual stimulation Design 1 1 1 2 3 2 2 2 2 2 3 3 2 2 1 1 1 1 1 2 Engineering Make an impact Life/Physical/Social Sciences 1 2 2 2 2 2 2 2 2 1 1 3 2 2 2 2 2 1 Management Help others Education 2 1 2 3 3 3 3 3 3 1 1 1 1 2 3 3 2 1 Business and financial Gain experience Training 2 2 2 3 3 3 3 3 2 2 1 1 1 2 2 3 1 1 1 Sales Management Improve social status Healthcare practitioners 2 1 2 2 2 3 3 3 2 1 1 2 2 2 3 2 1 1 1 Entertainment Buy luxury goods Library 1 1 2 3 3 3 2 3 1 2 1 1 1 1 1 1 2 High-end sales Make money Mathematical 1 1 1 1 2 3 1 3 2 2 2 1 1 2 2 Legal Power Engineering 1 1 2 1 1 2 1 3 3 3 2 2 1 2 2 Architecture Build career path Computer 1 1 1 2 1 1 2 1 2 2 3 2 1 1 2 3 Life/Physical/Social Sciences Have a challenge Sales Management 3 2 1 1 1 2 2 3 3 3 3 3 3 3 Library Good benefits Management 3 2 1 1 2 1 2 1 2 2 3 3 3 3 3 3 3 Business and financial 2 1 1 2 1 1 2 2 2 1 2 3 3 3 3 3 3 3 3 Design Lead others High-end sales 1 1 1 2 1 1 2 1 3 3 3 3 3 3 3 3 3 Forestry Express themselves Legal 2 2 2 1 2 3 1 2 3 1 2 3 2 3 3 3 3 3 3 3 3 Education Pay for higher learning Entertainment 1 1 2 2 2 1 1 1 2 3 3 1 2 3 1 2 1 3 3 3 Healthcare practitioners Sports 3 2 3 2 1 2 2 2 3 2 2 1 3 3 1 1 1 2 2 Community/Social services 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
  • 10. ASYMMETRIC MATRIX What is the relationship between the creative class’ motivations and desires to work and their profession? 1 Personal voice n g Exp e/rec dven latio Ga car lleng work Mo othe lty rnin us Focused on self expression and making an Bu a ch ial ne es Cre ess t gniti re tat on he ity lv ya ea u tu ne ds th e t impact through their craft. This class is strongly al s Im d ben ience Fam e of l stim t Ha te so emse Tea othe thers Se lectu pac Famfor h alth Go exp r pa Lea ily lo her l Pa ove xter mo oo Int e an ruct Po ove s fits y oci ke y g He vate s connected through professional organizations. Ma h/ins s im ee e e er a o r ig a o t r c h a Im ove d Ma xur y lu Bu er ild ve ns d pr in pr pr lp ti a el c r k w o 2 Change y Im Arts 1 1 1 2 1 1 2 2 3 3 3 3 3 2 1 2 1 1 1 Class cluster is focused on making a social Architecture 1 1 1 3 2 2 13 3 2 2 2 1 1 2 1 1 2 impact through their profession. Design 1 1 1 2 3 2 2 2 2 2 3 3 2 2 1 1 1 1 1 2 Life/Physical/Social Sciences 1 2 2 2 2 2 2 2 2 1 1 3 2 2 2 2 2 1 Education 2 1 2 3 3 3 3 3 3 1 1 1 1 2 3 3 2 1 3 Professional development Training 2 2 2 3 3 2 3 3 3 2 2 1 1 1 2 2 3 1 1 1 Focused on the development of a stable Healthcare practitioners 2 1 2 2 2 3 3 3 2 1 1 2 2 2 3 2 1 1 1 and structured growth professional career. Library 1 1 2 3 3 3 2 3 1 2 3 1 1 1 1 1 1 2 Mathematical 1 1 1 1 2 3 1 3 2 2 2 1 1 2 2 Usually higher education professionals. Engineering 1 1 2 4 1 1 2 1 3 3 3 2 2 1 2 2 Computer Sales Management 1 1 1 3 2 2 1 1 1 2 1 1 1 2 2 2 2 3 2 3 3 3 1 3 1 3 2 3 3 3 4 Academic Management 3 2 1 1 2 1 2 1 2 2 3 3 3 3 3 3 3 Class cluster is focused on motivations that are driven Business and financial 2 1 1 2 1 1 2 2 2 1 2 3 3 3 53 3 3 3 3 primarily from ambition and drive in academics. High-end sales 1 1 1 2 1 1 2 1 3 3 3 3 3 3 3 3 3 Legal 2 2 2 1 2 3 1 2 3 1 2 3 2 3 3 3 3 3 3 3 3 Entertainment 1 1 2 2 2 1 1 1 2 3 3 1 2 3 1 2 1 3 3 3 5 Career-motivated Sports 3 2 3 2 1 2 2 2 3 2 2 1 3 3 1 1 1 2 2 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
  • 11. SYMMETRIC MATRIX What overall motivational themes do people have for working? n ng Im h/ins lleng latio al s rk us fits earni Im te so gniti es oci two Cre e/rec emse re tat on pro yal ty lv u tu s h e Go for hi ience Bu mo ood Tea a ch tim t Po ove s ial ne Pa exp r pat Int othe thers Im ily lo xteri Fam ess t ven Lea ate ac Exp e of alth be er l Fam ve d uct Se ve h ty al s tiv imp Ga car ey ke y g od gh Ha lectu s ad Mo e an s pro tr ee e e ne er a o r o r c ild n h Ma othe Ma xur y lu Bu er ve ns d in pr lp a el c r k w y He Help others 3 3 3 3 2 3 3 0 0 1 1 0 0 2 0 0 0 0 0 0 0 0 Community Change motivated Make an impact 3 3 3 3 3 3 3 0 0 0 1 1 2 2 0 0 0 0 0 0 0 0 Motivate others 3 3 3 3 2 2 3 0 0 0 0 1 1 2 0 0 0 0 0 0 0 0 Lead others 3 3 3 3 2 2 3 0 0 0 0 1 1 2 0 0 0 0 1 0 0 0 Intellectual stimulation 2 3 2 2 3 3 3 0 0 0 1 1 1 1 0 0 0 0 1 2 1 0 Personal challenge Have a challenge 3 3 2 2 3 3 3 2 0 0 2 0 0 1 0 0 0 0 1 2 1 0 Teach/instruct 3 3 3 3 3 3 3 2 1 1 2 1 0 0 0 0 0 0 1 3 1 0 Improve dexterity 0 0 0 0 0 2 2 3 3 2 3 2 2 0 0 0 0 2 1 3 0 0 Family influence Active lifestyle motivated Family loyalty 0 0 0 0 0 0 1 3 3 2 2 2 2 0 0 0 0 0 1 2 0 0 Improve health 1 0 0 0 0 0 1 2 2 3 2 0 0 0 0 0 0 0 0 0 0 0 Physical achievement Sense of adventure 1 1 0 0 1 2 2 3 2 2 3 2 1 0 0 0 0 0 0 0 0 0 Express themselves 0 1 1 1 1 0 1 2 2 0 2 3 3 3 3 0 1 1 0 0 0 0 Fame Recognition Social interaction Fame/recognition 0 2 1 1 1 0 0 2 2 0 1 3 3 2 3 3 2 2 1 1 0 0 motivated Create social network 2 2 2 2 1 1 0 0 0 0 0 3 2 3 3 2 2 1 1 0 0 0 Network Improve social status 0 0 0 0 0 0 0 0 0 0 0 3 3 3 3 2 3 3 1 0 0 0 Power 0 0 0 0 0 0 0 0 0 0 0 0 3 2 2 3 3 3 3 0 0 0 Power Accomplish & Career motivated Buy luxury goods 0 0 0 0 0 0 0 0 0 0 0 1 2 2 3 3 3 3 2 1 0 1 benefit Make money 0 0 0 0 0 0 0 2 0 0 0 1 2 1 3 3 3 3 2 1 2 2 Financial Build career path 0 0 0 1 1 1 1 1 1 0 0 0 1 1 1 3 2 2 3 2 1 2 Gain experience 0 0 0 0 2 2 3 3 2 0 0 0 1 0 0 0 1 1 2 3 1 2 Stability Stable growth Pay for higher learning 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 2 1 1 3 2 Good benefits 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 2 2 2 2 3 Job improvement 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!
  • 12. m ot iv at e ot he rs he lp Minded m ot ak he e rs Community an im pa ct le ad ha ot ve he a rs ch al le ng e in te lle te c NETWORK ANALYSIS ac tu h/ a Personal in ls Challenge st tim ru ul ct at Motivated Change io n im pr ov e he al im th pr se ov ns e e de of xt ad er ve ity n fa tu re m ily lo Motivated Lifestyle Active cr ya ea lty te so cia ln et ex wo p re im rk ss pr t he ov e m so se cia lv fa es ls m ta e/ tu re s co g Motivated Interaction Social nt io n po we r bu yl bu ux & Benefit ild ur yg Accomplish ca oo re ds er pa m th ak e m on go ey od be ne fit s ga in What is the motivational difference between the super-creative core and the creative class? ex p Stable Growth er ie nc e pa yf or hi gh er le ar Motivated Career ni ng
  • 13. m ot iv at e ot he All Creative rs he lp Minded m ot Super-Creative ak he e rs Community an im pa ct le Creative Professionals ad ha ot ve he a rs ch al le ng e in te lle te ac c tu h/ a Personal in ls NETWORK ANALYSIS Challenge st tim ru ul ct at Motivated Change io n im pr ov e he al im th pr se ov ns e e de of xt ad er ve ity n fa tu re m ily lo Motivated Lifestyle Active cr ya ea lty te so cia ln et ex wo p re im rk ss pr t he ov e m so se cia lv fa es ls m ta e/ tu re s co g Motivated Interaction Social nt io n po we r bu yl bu ux & Benefit ild ur yg Accomplish ca oo re ds er pa m t h ak e m on go ey od be ne fit s ga i n ex p Stable Growth er What is the motivational difference between the super-creative core and the creative class? ie nc e pa yf or hi gh er le ar Motivated Career ni ng
  • 14. 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 2 Setting goals brainstorming 1 Organic productivity 3� Social fulfillment delegating 4� Social troubleshooting evaluating/ critiquing listening 5� Having clear purpose planning 6� Obsoletion by automation meeting deadlines networking helping others talking playing recording 3 scheduling Structured Social Freeform Activity prototyping/ testing calling fulfillment Activity traveling constructing mediating searching Organic Productivity commuting fielding Activities (performed only by members fixing complaints problems 4 organizing of the Creative Class) demand that they Social perform well in groups and individually. 5 Having clear purpose exercising office writing troubleshooting housekeeping drawing calculating cold calling operating machinery faxing taking orders 6 Obsoletion by automation Individual Activity
  • 15. POSITIONING MAP How are professions related between work environment and personal responsibility level? Collaborative Responsibility construction & health care 1� Personal contribution & arts, design, extraction support entertainment, sports, group encouragement & media lIfe, physical, & food prearation & service social science 2� Strict protocol 2 production architectural & Strict 3� Operate transactions engineering protocol health care practitioners & 4� Supply and deliver technical 1 Personal contribution & group encouragement protective service Super creative professionals express community and high end sales & social services diverse viewpoints in the workplace sales managment and address unmet needs. Flexible Structured Creative and working class professionals are responsible for Setting 3 Operate transactions legal business & financial transportation & Setting operations following complex rules and making material moving 4 sure occupational demands are met. Supply and The service class is often Low end sales deliver education, responsible for completeing training, and building & library grounds cleaning predetermined tasks efficently. maintenance computer & mathematical installation, main- office & tenance, & repair administrative support mangament personal care & service Individual Responsibility
  • 16. PART 3: The Creative Class and Life/Leisure
  • 17. POSITIONING MAP What defines the creative or experiential lifestyle? Freelance 1 Create your own rules Give performance Extreme Sports 1� Create your own rules Extreme biking Skydiving 2� Exploring boundaries Cyber/virtual worlds Adventure Sports 3� Improve body image 4� Relaxation (weaker) 2 Explore boundaries Fly private jet Scuba Dive Bungee Jumping 5� Confined engagement (weakest) Kayaking Biking Political groups Sightseeing Skiing Home renovation Two main influences to lifestyle choices Yacht racing are financial status and job activities. Meditate Yoga Jog Passive Active The creative class typically is in a higher Read a book Volunteer Go to gym income level with less physically strenu- 3 ous jobs, preferring to be more active Study Shop BBQ Improve 4 Spend time with kids during time off. Fine dining Relaxation Go to bars Visit park body image Go to jazz show The other classes typically are in a Poetry readings Camp lower income level with more physically Spa Attend cocktail party Go to cafes strenous jobs, preferring more relaxing Participate in clubs Go to church Ride motorcycle activities. Visit museum Play on computer Golf 5 Organized Rec sports Go to movies Visit McDonald’s Confined Watch pro sports Watch TV engagement Sew Work Structured
  • 18. POSITIONING MAP What defines the creative or experiential lifestyle? Freelance 1 Create your own rules Give performance Extreme Sports Extreme biking 1� Create your own rules Cyber/virtual worlds Skydiving � Skydiving Adventure Sports � Mountain Biking 2 Explore boundaries Fly private jet Scuba Dive Bungee Jumping Biking 2� Explore boundaries Sightseeing Kayaking Political groups � Cyber/Virtual Worlds Skiing Home renovation 3� Improve body image Yacht racing � Organized recreation sports Meditate Yoga Jog Passive Active 4� Confined engagement Read a book Volunteer Go to gym � Watching professional sports 3 Shop BBQ Study Improve 4 Fine dining Spend time with kids Relaxation Go to bars Visit park body image Go to jazz show Camp Poetry readings Attend cocktail party Spa Go to cafes Participate in clubs Go to church Play on computer Ride motorcycle Visit museum Golf 5 Organized Rec sports Go to movies Visit McDonald’s Confined Watch pro sports Watch TV engagement Sew Work Structured
  • 19. EXPERIENCE MAP Are there experience attributes that are essential for the creative lifestyle? Spectating pro sports Organized Recreational Sports The creative class is participatory, the attraction engagement extension attraction engagement extension more attractive experiences are ones where they are actively involved. defined defined The creative class welcomes fresh fresh experiences where they can immersive immersive create their own rules. accessible accessible significant significant Significant and transformative transformative transformative experiences are likely important because they highly impact lifestyle. Mountain Biking Virtual/Cyber worlds Skydiving attraction engagement extension attraction engagement extension attraction engagement extension defined defined defined fresh fresh fresh immersive immersive immersive accessible accessible accessible significant significant significant transformative transformative transformative
  • 20. PART 4: The Creative Class and Community
  • 21. 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 Measured by the High-tech Index, using the Milken Institute’s widely accepted Tech Pole Index. Creative Class The creative class share of the workforce. Innovation High-Tech Innovation Measured as patents per capita. Index Index Diversity Measured by the Gay Index, a reasonable proxy for an area’s openness to different kinds of people and idea. Creative Gay “This composite indicator is a better Class Index measure of a region’s 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
  • 22. ASYMMETRIC MATRIX What is the relationship between city attributes and the distribution of social classes? Cre -Tech Rank cent cent Cities er Hig tio s P s P Cre r Cre s Pe ent nk Inn tive C tive C ent Tol t Ra ality k ova las las Ra pe las erc an rc er (Cities cont.) Su ce C ss P Tal Ine s R Wa ve C ank ity nk nk las ers Ra 7. Portland, OR 132. Memphis, TN la Ra en qu R era nk a n Se ing C Div nce 4. Burlington, VT 171. Louisville, KY ati ge rvi rk h a Wo 8. Madison, WI 145. Greensboro, NC 7. Portland, OR 2 2 2 1 4 4 3 2 4 4 4 4. Burlington, VT 2 2 3 2 4 3 1 3 4 4 4 32. Tuscon, AZ 150. Buffalo, NY 8. Madison, WI 1 2 3 4 4 3 4 2 4 4 4 11. Albuquerque, NM 256. Shreveport, LA 32. Tuscon, AZ 1 3 3 3 3 4 3 3 3 4 4 11. Albuquerque, NM 1 2 4 4 3 4 4 4 4 4 4 11. Washington-Baltimore, D.C.-VA-MD 251. Lakeland, FL 11. Washington-Baltimore, D.C.-VA-MD 0 2 3 4 3 4 4 4 4 4 4 5. Boston, MA 0 2 3 4 4 4 4 4 4 4 4 5. Boston, MA 212. Stockton, CA 1. Austin, TX 0 2 3 3 4 4 4 4 4 4 4 1. Austin, TX 276. Gadsen, AL 9. Boise City, ID 2 1 4 4 4 4 4 4 4 4 2 6. Raleigh-Durham, NC 1 1 4 4 4 4 4 4 4 3 3 9. Boise City, ID 272. Youngstown, OH 26. Colorado Springs, CO 1 2 4 3 4 4 3 4 4 3 1 17. Fort Collins, CO 1 2 3 3 4 3 2 4 3 4 0 6. Raleigh-Durham, NC 275. Joplin, MO 14. Denver, CO 1 2 3 2 4 3 4 4 4 4 4 26. Colorado Springs, CO 251. Evansville, IN-KY 2. San Fransisco, CA 1 2 3 2 4 4 4 4 4 4 4 3. Seattle, WA 1 2 3 2 4 4 4 3 4 4 4 17. Fort Collins, CO 191. Fort Wayne, IN 10. Minneapolis, MN 1 1 3 2 4 4 4 3 4 4 3 15. Corvallis, OR 2 2 3 2 3 4 4 3 4 4 3 14. Denver, CO 13. Sacramento, CA 0 3 2 1 2 4 4 3 4 4 4 2. San Fransisco, CA 143. Jacksonville, FL 1 3 2 1 1 3 4 4 2 3 4 3. Seattle, WA 147. New Orleans, LA 113. Norfolk, VA  (over 1,000,000) 1 1 3 2 1 2 0 0 1 1 3 3 2 3 4 2 3 3 2 2 4 1 10. Minneapolis, MN Creative Index Ratings 118. Cleveland, OH 2 2 2 1 4 3 3 3 3 2 2 54. Richmond, VA 2 2 3 3 2 3 3 4 4 2 3 15. Corvallis, OR 56. Columbia, SC 1 2 3 4 2 3 4 3 3 1 3 Working Class Percent 195. Baton Rouge, LA 2 1 3 3 3 2 3 2 3 0 2 13. Sacramento, CA 181. Toledo, OH 2 1 2 3 3 2 2 0 1 1 1 Service Class Percent 143. Jacksonville, FL 124. Milwaukee, WI 2 1 2 0 4 3 2 1 0 3 2 Super Creative Class Percent 131. Grand Rapids, MI 4 1 1 0 3 3 1 1 0 3 2 147. New Orleans, LA 132. Memphis, TN 3 2 1 0 2 3 1 2 2 1 2 Creative Class Percent 171. Louisville, KY 2 2 1 0 2 3 2 1 1 2 3 113. Norfolk, VA (over 1,000,000) 145. Greensboro, NC 4 0 2 0 2 3 2 2 1 2 3 Innovation Rank 150. Buffalo, NY 1 3 2 0 3 3 3 1 2 1 0 118. Cleveland, OH High-Tech Rank 256. Shreveport, LA 2 3 0 2 0 2 0 0 2 0 0 54. Richmond, VA 251. Lakeland, FL 3 2 0 1 0 1 0 0 0 2 4 Creative Class Rank 212. Stockton, CA 2 1 2 2 0 1 1 0 0 2 3 56. Columbia, SC 276. Gadsden, AL 2 2 2 2 0 0 1 0 0 0 1 Wage Inequality Rank 272. Youngstown, OH 3 1 2 2 1 1 0 1 0 0 0 195. Baton Rouge, LA Talent Rank 275. Joplin, MO 3 1 2 2 1 0 0 0 0 0 0 181. Toledo, OH 251. Evansville, IN-KY 3 1 2 2 2 1 1 0 0 1 1 Tolerance Rank 191. Fort Wayne, IN 4 0 2 2 3 3 1 0 0 1 1 124. Milwaukee, WI Key 131. Grand Rapids, MI 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 Florida, Richard. “The Rise of the Creative Class.” Basic Books. New York, NY. 2002
  • 23. ASYMMETRIC MATRIX What is the relationship between city attributes and the distribution of social classes? Cre -Tech Rank cent cent er Hig tio s P s P Cre r Cre s Pe ent nk Inn tive C tive C ent Tol t Ra ality k ova las las Ra pe las erc an rc er Su ce C ss P Tal Ine s R Wa ve C ank ity nk nk las ers Ra la Ra en qu R era nk a n Se ing C Div nce ati ge rvi rk h a Wo 7. Portland, OR 2 2 2 1 4 4 3 2 4 4 4 4. Burlington, VT 2 2 3 2 4 3 1 3 4 4 4 8. Madison, WI 1 2 3 4 4 3 4 2 4 4 4 32. Tuscon, AZ 1 3 3 3 3 1 4 3 3 3 4 4 1 Creatives and Super Creatives 4 Lack of Creatives 11. Albuquerque, NM 1 2 4 4 3 4 4 4 4 4 4 11. Washington-Baltimore, D.C.-VA-MD 0 2 3 4 3 4 4 4 4 4 4 5. Boston, MA 0 2 3 4 4 4 4 4 4 4 4 1. Austin, TX 0 2 3 3 4 4 4 4 4 4 4 High wage inquality is related to high Even distribution of social class is 9. Boise City, ID 2 1 4 4 4 4 4 4 4 4 2 6. Raleigh-Durham, NC 26. Colorado Springs, CO 1 1 1 2 4 4 4 3 4 4 2 4 4 4 3 4 4 4 4 3 3 3 1 super creative and creative class related to lack of creative attributes 17. Fort Collins, CO 1 2 3 3 4 3 2 4 3 4 0 14. Denver, CO 1 2 3 2 4 3 4 4 4 4 4 2. San Fransisco, CA 3. Seattle, WA 1 1 2 2 3 3 2 2 4 4 4 3 4 4 4 4 3 4 4 4 4 4 4 2 High Disparity, High Creativity 5 High Disparity, Low Creativity 10. Minneapolis, MN 15. Corvallis, OR 1 2 1 2 3 3 2 2 4 3 4 4 4 4 3 3 4 4 4 4 3 3 Low diversity rank and high wage inequality High working class and low creative 13. Sacramento, CA 143. Jacksonville, FL 0 1 3 3 2 2 1 1 2 1 4 3 4 4 3 4 4 2 4 3 4 4 is related to high super creative class class is related to low wage inequality 147. New Orleans, LA 1 3 1 0 1 3 2 4 3 2 4 113. Norfolk, VA  (over 1,000,000) 1 2 2 0 1 4 3 3 2 3 2 1 118. Cleveland, OH 54. Richmond, VA 2 2 2 2 2 3 1 3 4 2 3 3 3 3 3 4 3 4 2 2 2 3 3 Tolerance and Talent 6 Room for Growth 56. Columbia, SC 1 2 3 4 2 3 4 3 3 1 3 195. Baton Rouge, LA 2 1 3 3 3 2 3 2 3 0 2 Tolerance and talent is related Low innovation, low tolerance, 181. Toledo, OH 2 1 2 3 3 2 2 0 1 1 1 124. Milwaukee, WI 2 1 2 0 4 3 2 1 0 3 2 to high super creative class low diversity, low wage inequality 131. Grand Rapids, MI 132. Memphis, TN 4 3 1 2 1 1 0 0 3 2 5 3 3 1 1 1 2 0 2 3 1 2 2 is related to low creativity 171. Louisville, KY 2 2 1 0 2 3 2 1 1 2 3 145. Greensboro, NC 4 0 2 0 2 3 2 2 1 2 3 150. Buffalo, NY 1 3 2 0 3 3 3 1 2 1 0 256. Shreveport, LA 2 3 0 2 0 2 0 0 2 0 0 251. Lakeland, FL 3 2 0 1 0 1 0 0 0 2 4 212. Stockton, CA 2 1 2 2 0 1 1 0 0 2 3 276. Gadsden, AL 272. Youngstown, OH 2 3 2 1 2 2 2 2 0 1 6 0 1 1 0 0 1 0 0 0 0 1 0 275. Joplin, MO 3 1 2 2 1 0 0 0 0 0 0 251. Evansville, IN-KY 3 1 2 2 2 1 1 0 0 1 1 191. Fort Wayne, IN 4 0 2 2 3 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
  • 24. CREATIVE INDEX What is the geographic distribution of the top 30 highest ranked cities in the US? NORTHEAST An analysis of this map LANDLOCKED MOUNTAINS MIDWEST Boston MA 0.934 illustrates which regions are Boise City ID 0.914 Burlington VT 0.942 winning in the effort to attract Denver CO 0.876 Washington D.C. 0.897 Fort Collins CO 0.868 Madison WI 0.918 New York NY 0.848 and retain creative workers. Colorado Springs CO 0.825 Minneapolis MN 0.900 Rochester NY 0.803 Salt Lake City UT 0.813 Des Moines IA 0.867 Provo UT 0.802 Iowa City IA 0.847 Lansing MI 0.833 NORTHWEST San Francisco CA 0.958 Seattle WA 0.955 Portland OR 0.926 Sacramento CA 0.895 Corvallis OR 0.873 KEY Creative Index = Height (Range is from 0.75-1.0) Size of Workforce: less than 200,000 SUNSHINE BELT Albuquerque NM 0.897 Denver CO 0.876 200,000 - 800,000 San Diego CA 0.865 Santa Barbara CA 0.838 Fort Collins CO 0.868 Colorado Springs CO 0.825 TEXAS PLAINS SOUTHEAST over 800,000 Salt Lake City UT 0.813 Phoenix AZ 0.809 Austin TX 0.963 Raleigh NC 0.932 Provo UT 0.802 Atlanta GA 0.873 Dallas TX 0.847 Tallahassee FL 0.832
  • 25. 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.