The Culture of Welcoming: Attracting and Retaining Creative Class

Economies in Transition: Leveraging Cultural Assets for Prosperity

Thursday, November 27 2008

The Culture of Welcoming: Attracting and Retaining Creative Class

Creative Class in Knowledge Economy

• Creative occupations make up half the workforce in Central Sydney 51% and Central Melbourne 49.5%. Both of these centers have 42.5% and 35.6% immigrants. They are hotbeds of art, fashion, music, unique amenities, services and street culture.

• The percentage of workers in creative class in Toronto 36.4%, Montreal 35% and Vancouver 35.2%. These cities have the highest percentage of immigrants in Canada.

• People in creative class are likely self employed and generate employment for others.

• Creative Class is more likely to navigate downturn in economy.

Four Principles for Attracting and Retaining Creative Class

• Richard Florida’s “The Rise of the Creative Class” does a great job of describing the ‘law of large numbers” side of creative class dynamics.

• The four Ts

1. Cultivate and Reward Creativity (YOUTH)

2. Invest in the Creative Ecosystem

3. Embrace Diversity (NEW CANADIANS)

4. Take Responsibility for Change

1. Cultivate and Reward Creativity

1. Showcase innovation – support the work of creative entrepreneurs through awards, business seminars etc.

2. Create a “Fusion Centre” to encourage creativity among youth (and let them know you want them back).

Cultivate and Reward Creativity• Store 54 in Collingwood: www.store54.biz

Cultivate and Reward Creativity

Situated in Ingersoll, Ontario• Former junior-high school turned into a youth centre

One-stop shop for youth that includes:• The Youth Technology Learning Centre includes IMAC studio that youth use for

video and design related homework projects. Also houses Rebuilt program. • The Fusion canteen has a nutrition program, healthy meals. • The Recording program (waiting list). • The Skate park.

2. Invest in the Creative Ecosystem

The creative ecosystem includes arts and culture, nightlife, the music

scene, restaurants, artists and designers, innovators, affordable spaces,

lively neighbourhoods, spirituality, density, public spaces etc.”

1. Strengthen your creative assets and encourage collaboration.

2. Continue revitalizing your downtown areas as nodes of creativity.

3. Develop an infrastructure that will improve the quality of life for residents and attract the creative class (hiking and cycling trails, festivals, development of cultural assets, ways to celebrate the waterfront etc. )

Invest in the Creative Ecosystem

• Warkworth, Ontario (in the Trent Hills)

3. Embrace Diversity

Diversity gives birth to creativity, innovation and positive economic impact.

People of different backgrounds and experiences contribute a diversity of

ideas, expressions, talents and perspectives that enrich vital communities.

1. Develop a strong tourism and information infrastructure because it will be your first link with people coming from outside your community.

2. Attract new immigrants – one in five Canadians will be immigrants by 2017. Develop an immigration attraction strategy, e.g. develop a new immigrant welcoming package.

Confidential 10

Population growth in Ontario (2001-2006)

Blue zones are

STAGNANT or

DECLINING

Yellow zones are below the

National Growth Average

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Rural Community Voices

“If rural communities are to survive, we must turn our traditional notions of economic development on their head. Instead of attracting companies to sustain our people, we should be attracting people to sustain our economy. We have a lot to learn about encouraging, integrating and retaining immigrants in our communities. And we better start learning soon”

A Rural Business Development Executive

"Chatham-Kent's population is not increasing naturally.  In order to grow our community -- economically and culturally -- we need to attract new immigrants to the area.  Immigrants can help to provide a wide range of professional and entrepreneurial skills as well as investment capacity.“

An Economic Development Service Provider

Important Figures

• The net growth in labour force in 2011 will come from immigration

• Growth in population in 2026 will only come from immigration

• 75% of recent immigrants (2001-06) have university degree

• Skilled immigrants can contribute to the economy as they may bring wealth of resources, investment, creativity and new opportunities

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Successful practices in other provinces

Before work with

Community

After work on Welcoming

Community

Confidential 14

Nova Scotia

Uses Iphone

In Promotion

Chatham-Kent

• Welcoming is more than greetings and smiles. It is a culture of embracing talents, business and investment

4. Take Responsibility for Change

1. Work together to develop your creative infrastructure – the voices and ideas of both local citizens and government need to be embraced.

2. Focus on mutual goals and develop a strategy that focuses on economic development goals, marketing and promotions, infrastructure and building local capacity.

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Community Stakeholders

Major Stakeholders

Cultural Organizations

Community Activist/

Volunteers

Resident Immigrant

Youth clubs/groups

Immigrant settlement

services

Community Media

Chamber of Commerce

Businesses

Municipality(STEWARD)

Creative Class Makes it Happen

• Tamworth Downtown Revitalization Initiative – Bio-Economy Hub.

• Bon Eco Design Shop and Gallery in Tamworth

www.rimstiremirrors.com

Creative Class Makes it Happen

• Buddahdog from Picton, Prince Edward County

www.buddhafoodha.com

Creative Class Makes it Happen

• www.thehillsofheadwaters.com – Tourism marketing on behalf of the communities of Erin, Caledon, Orangeville, Dufferin County, Shelburne and Mono.

• www.confortcountry.ca – Tourism marketing for the communities of Marmora, Madoc, Stirling and Tweed.

• www.tastetrail.ca – Tourism marketing for Prince Edward County. (Culinary)

For More Information

Magdy ElDakikyCommunity Economic

DevelopmentSpecialist

Ontario Ministry of Agriculture, Food

and Rural Affairs (OMAFRA)1 Stone Rd. West, 4NWGuelph, OntarioN1G 4Y2Tel: 519-837-6396

magdy.eldakiky@ontario.ca

Mike MarcolongoDowntown Revitalization Specialist

Ontario Ministry of Agriculture, Foodand Rural Affairs (OMAFRA)1 Stone Rd. West, 4NWGuelph, OntarioN1G 4Y2Tel: 519-826-6613mike.marcolongo2@ontario.ca