Matt Carmichael talks demographics, content marketing, urban trends and the best practices for making best places to live in this keynote address to the Nevada County (Ca.) Economic Resource Council. How do you make a best place to live? Matt delves into both curated and original research to answer the question for cities of all sizes.

1. THE AGE OF CHOICE
AND HOW TO MAKE SUREYOUR CITY IS ON THE SHORT
LIST
PRESENTED BY MATT CARMICHAEL
@LIVABILITY @MCARMICHAEL

2. The future is not
about convergence
of media, it’s about
convergence of
data

3. 0
10
20
30
40
50
60
70
80
90
White MiddleClass Single Family
Home
3 Beds Married With Kids Stay at Home
Mom
Demographic Profile in My Youth
1970

4. 0
10
20
30
40
50
60
70
80
90
White MiddleClass Single Family
Home
3 Beds Married With Kids Stay at Home
Mom
1970 2012
Big changes over a short time

5. THERE IS NO “TYPICAL
AMERICAN HOUSEHOLD”

6. This is not your
father’s
Oldsmobile

7. … It’s not even
your Oldsmobile

8. WHY DEMOGRAPHICS
MATTERTOYOU

9. Stop focusing on Millennials

12. TWENTYSOMETHING

13. Cities must think like
marketers
WHAT DOYOU KNOW,WHAT COULDYOU KNOW, AND WHAT DOYOU NEED TO KNOW?

14. What doYou Know Already?
Name
Address
Phone Number
Date of Birth
Gender
Race
People in Household
Time at Residence
Home Age, Size,
Value
Make/Model of Car
Marital Status
Children’s Ages
Children’s Genders
School Enrollment
Education Attained
Employer
Distance of Commute
Mode of Commute
Organ Donor
Health Insurance
Utility Usage
E-mail address

15. What do marketers know?
Demographics
• Census
• Bureau
of Labor
Statistics
Spending
• Esri
• Simmons
Media
• Nielsen
• Hitwise
Business Data
• Dunn &
Bradstreet
• InfoUSA
• OneSource
Your Data
• OpenGov
• Opt-in

16. DATA SHAPES HOW
YOU
IMPROVETHE
MESSAGE ANDTHE
PRODUCT

20. Tale ofTwo Pueblos

21. MAKEYOURSELF AND
YOUR CITY SMARTER

22. Tampa’s
Foursquare
Data
 Identifying where people
are spending their time
 Assists with zoning, traffic,
police, social services
 Public/Private Partnership

23. Chicago Leverages Parking Data

24. Shop small!

25. Incentivize
behaviors that
help your city
New Haven created a program to
reward residents for shopping local.
• Packages the city like a mall to
help bring in customers from
outside
• Gathers consumption data about
residents and visitors; engages
local businesses

26. How can you incentivize movers?
■ Tax breaks?
■ Moving expenses?
■ Housing assistance?
■ Also think about the product – what’s here to
attract them?

27. FEW AMERICANS
MOVE ACROSS STATE
LINES
WHO ARE THEY?WHY DO THEY MOVE?

28. 1 in 3 adults
live in their
birthplace
36%
19%
15%
12%
15%
3%
Same Town
Same State
Two States
Three States
Four or More
DK/Refused
Source: Pew Social Trends, 2008
We are a rooted society

29. 22.9M stayed in same county
(7.3% of Population 63% of movers)
6.7M left county stayed in-
state
(2.1% of Population 18.5% of movers)
5.1M moved to a different
state
(1.6% of Population 14% of movers)
36M
movers
(12% of Population )

30. Why people move depends on the age
they’re moving
0%
10%
20%
30%
40%
50%
60%
Under 16 16 to 19 20 to 24 25 to 29 30 to 44 45 to 64 65 to 74 75+
Family Employment Housing Other
Source:U.S.CensusBureau

31. LONG DISTANCE
MOVERS
HOW ARE THEY DIFFERENT THAN MOVERS AS A WHOLE?

32. What Distance Movers Like
Attitudes Index
Marijuana should be legalized 132
I am interested in other cultures 131
I am a perfectionist 128
I am interested in international events 127
I consider myself interested in the arts 122
I like to pursue a life of challenge, novelty and change 120
I love to keep up with celebrity news and gossip 117
I do some sport/ exercise at least once a week 114
I only go work at my current job for the money 113
I like to stand out in a crowd 113
It is important that a company acts ethically 113
I’d rather have a boring job than no job at all 112
I like to have control over people and resources 111
I feel strongly about an issue, I would participate in a civil protest 110
It’s worth paying extra for quality goods 110
Source: Hitwise analysis of people who searched for “long distance, interstate, or cross-country” moves

33. What Distance Movers Don’t Like
Attitudes Index
I enjoy watching religious television programs 48
I am more likely to buy products from companies that sponsor sports 63
I consider myself to be a conservative, evangelical Christian 64
There’s little I can do to change my life 69
I find that I am easily swayed by other people’s views 70
I am a workaholic 71
I do not want responsibility, I would rather be told what to do 72
I like to buy the same products that celebrities use 73
It’s important to me to attend religious services 74
I find it difficult to say no to my kids 76
I am willing to sacrifice time with my family in order to get ahead 78
On the whole, people get what they deserve in life 79
Pornographic movie houses and shops should be closed down 79
My faith is really important to me 81
We rarely sit down to a meal together at home 82
Source: Hitwise analysis of people who searched for “long distance, interstate, or cross-country” moves

34. Short-distance movers
Distance moves fueled by job changes
Long-distance movers
25%
48%
24%
3%
Family
Employment
Housing
Other
32%
27%
38%
3%
Family
Employment
Housing
Other

35. 40% Married Couples
43% Bachelor’s+
1 in 3 have incomes $100,000
Education and healthcare jobs most mobile
27% Management and professional jobs
Relocating for a job
Aged 25-44
Liberal
Family-oriented
Long-distance mover profile:

36. TWENTYSOMETHING
Getting married later
Buying homes later
Renting longer
Having fewer kids
Less likely to drive
Less likely to own car
Millennial profile:

37. A Majority Consider Place in Job Decisions
Thinking about how you would look and for and choose your next job,
which of the following would be your approach?
7%
13%
45%
17%
7% I would find a job and then
move to that place
I would choose a place to
live and then look for a job
I would take both the job
and the place into account
I would not move for a job
I don't know
Source: Livability/IPSOSAmerican Livability Survey

38. Beyond the age of
INFORMATION
there is the age of
CHOICES
-Charles Eames

39. There are those who expect more.
They’re exciting.They have pizzazz.

40. What choice used to look like

41. More, better choices

42. What choice looks like in media

43. What choice looks like in automotive

44. Brands are offering choice of choice

45. The age of
specialization
is over
- GOD (as told to Dan Bern)

47. CITIES ARE EVOLVING
TO PROVIDE CHOICE

48. How cities used to do choice

51. Choose your own adventure

52. MAKING A GREAT
PLACE
OR MAKING A PLACE GREAT…

54. The LivabilityTeam
Advisory
Board

55. LEVEL
cities create
an even field
so all residents
can afford
take part in
the city’s
offerings.
INCLUSIVE
cites
exemplify
diversity, not
just by race
and ethnicity,
but age,
income, and
experience.
VARIETY
in cities means
options in all
facets of life
from housing,
to health care
to amenities.
ENGAGED
residents are
out and about,
helping create
the
community
that truly
matters in a
great place.
L I V E

56. One slide with all eight components. Or two slides tops
What makes a great place?

57. What makes a great place to live?
Source: Livability/IPSOSAmerican Livability Survey

58. What really matters?
Source: Livability/IPSOSAmerican Livability Survey

59. ThetiersofLivability

60. ATTRACTS
BUSINESSES WHO
WANT TO HIRE
THAT TALENT
BIGGER
TAX BASE
INVESTMENT
IN COMMUNITY
BEST PLACE
ATTRACTS
TALENTLIVABILITY
LIFECYCLE

61. Having an urban core
that really surprises
people is a major
economic development
tool. In terms of
recruiting people and
companies; it’s become
the biggest thing.
-Knox White, Mayor
Greenville, S.C.

62. THE BEST ISYETTO
COME
Many thanks!
Matt Carmichael
mattc@livability.com