the rise of creative class
DESCRIPTION
L'ascesa della classe creativa: ambienti ed ecosistemi.TRANSCRIPT
DESIGN ANALYSIS SPRING 2006 KRISTIAN BUSCHMANN AMANDA HUHN ALEXA CURTIS MARIO RUIZ LUIZ ANDRADE RANDY MACDONALD
NOW ARRIVING
ARTISTSENGINEERS
SCIENTISTSTHE RISE OF THECREATIVE CLASS
CONTENTS
The creative class is a growing influence on the future of American cities. What are the motivationsand 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?................................................................................................ How have events over the past century shaped the growth of the creative class?..................................................................
PART 2: THE CREATIVE CLASS AND WORK
What characteristics are associated with creative and super creative occupations?............................................................... What is the relationship between the creative class’s motivations and desires to work and their profession?........................ What overall motivational themes do people have for working?............................................................................................ What is the motivational difference between the super-creative core and the creative class?................................................ Do the characteristics of creative class work activities differ from those of the non-creative classes?..................................... How are professions related between work environment and personal responsibility level?..................................................
PART 3: THE CREATIVE CLASS AND LIFE/LEISURE
What defines the creative or experiential lifestyle?............................................................................................................. Are there experience attributes that are essential for the creative lifestyle?.......................................................................... What is the relationship between activities outside of work?...............................................................................................
PART 4: THE CREATIVE CLASS AND COMMUNITY
What factors determine The Creative Index?....................................................................................................................... What is the geographic distribution of the top 30 highest ranked cities?.............................................................................. What is the relationship between city attributes and the distribution of social classes?........................................................
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8911121415
171819
222324
Tree DiagramEra AnalysisPositioning Map
List SortAsymmetric MatrixSymmetric MatrixNetwork DiagramPositioning MapPositioning Map
Positioning MapExperience MapPositioning Map
List SortLandscape AnalysisAsymmetric Matrix
PART 1:
The Creative Class and the Creative Economy
DEFINING THE OCCUPATIONAL CLASSESWhat roles do the occupational classes play within society?
Super-Creative Core
Pioneer new ground and push
cultural norms
SERVICE CLASS
Make cities run through
implementation of services
WORKING CLASS
Allow cities to function and grow
by maintaining and building infrastructure
Creative Professionals
Allow cities to run more efficiently, both socially and
economically
THE CREATIVE CLASS
Florida, Richard. “The Rise of the Creative Class.” Basic Books. New York, NY. 2002
Agriculture
Creative Professionals
0
10,000
20,000
30,000
40,000
50,000
60,000
Wor
ker P
opul
atio
n (in
thou
sand
s)
1900 1910 1920 1930 1940 1950 1960 1970 1980
Service Class
Super-Creative Core
1991 1999
Working Class
ERA ANALYSIS How have events over the past century shaped the growth of the creative class?
BuildInfrastructure
Domestic Evolution
Innovation & Entertainment
More Work,More Money
The CreativeEconomy
1965-
Baby Boomers Enter Workforce
1994-
Internet is Mainstream
1941
First Television Broadcast
1982-
Gen X Enters Workforce
1939-1945
World War IIand A-bomb
1957-1969
Space Race
1870’s-1900
Industrial Revolution
1954-1960
McDonald’s opens over 200 locations in 6 years
1920
19th Amendment Passes: Key to Women’s Suffrage Movement
1921
First fast food restaurant opened (White Castle)
Florida, Richard. “The Rise of the Creative Class.” Basic Books. New York, NY. 2002
THE CREATIVE CLASS ARRIVESHow have events over the past century shaped the growth of the creative class?
The Creative Economy
Wor
ker P
opul
atio
n G
row
th
TechnologyAdvancement in technology has allowed for more rapid implementation of creative ideas.
The value of creativityAs the value of creativity increases, the Creative Class and its economic power continue to grow.
Agriculture
Creative Professionals
01900 1910 1920 1930 1940 1950 1960 1970 1980
Service Class
Super-Creative Core
1991 1999
Working Class
1994-
Internet is Mainstream
1982-
Gen X Enters Workforce
PART 2:
The Creative Classand Work
Activities
calculatingcallingcommutingconstructingdelegatingdrawingexercisinglisteningmeeting deadlinesnetworkingorganizingplanningplayingrecordingsearchingtalkingtravelingwriting
Motivations
help othersmake and impactmotivate otherslead othersintellectual stimulationhave a challengeteach/instructfamily loyaltyimprove healthsense of adventureexpress themselvesfame/recognitioncreate social networkimprove social statusmake moneybuild career pathgain experiencepay for higher learninggood benefits
Locations
airplaneboard roombuscarclient’s officecubiclehome officehotel roommobile officemedia studioofficeon-sitestudiotrainworkshop
Schedules
9 to 5 9 to 5 +shiftsflexible on-callirregular
Tools
art suppliesbackpackbriefcasecaffeinecalendercell phonecertificationcomputerconstruction toolselectrical suppliesemailnetworksoffice suppliesPDAwi-fi
Interactions
coffee breakscollaborationsdirectiveexplanationsevaluationspersuasionsservice
LIST SORTWhat characteristics are associated with creative and super creative occupations?
ASYMMETRIC MATRIX What is the relationship between the creative class’s motivations to work and their profession?
Professions
Installation/Maintenace/RepairArtsFarmingFishingSportsComputerFood preparation/Food-serviceMathematicalConstruction/extractionEngineeringManagementBusiness and financialSales ManagementEntertainmentHigh-end salesLegalArchitectureLife/Physical/Social SciencesLibraryDesignForestryEducationHealthcare practitionersCommunity/Social servicesHealth care supportTrainingProtective servicesTechnical occupationsOffice/administrative
Motivations
Improve dexterityImprove healthFamily loyaltySense of adventureFame/recognitionCreate social networkTeach/instructMotivate othersIntellectual stimulationMake an impactHelp othersGain experienceImprove social statusBuy luxury goodsMake moneyPowerBuild career pathHave a challengeGood benefitsLead othersExpress themselvesPay for higher learning
Impr
ove
dext
erity
Impr
ove
heal
th
Pay
for h
ighe
r lea
rnin
g
Fam
ily lo
yalty
Lead
oth
ers
Mot
ivat
e ot
hers
Help
oth
ers
Teac
h/in
stru
ct
Mak
e an
impa
ct
Inte
llect
ual s
timul
atio
n
Sens
e of
adv
entu
re
Fam
e/re
cogn
ition
Expr
ess
them
selv
es
Crea
te s
ocia
l net
wor
k
Have
a ch
alle
nge
Build
car
eer p
ath
Gain
exp
erie
nce
Good
ben
efits
Impr
ove
soci
al s
tatu
s
Pow
erBu
y lu
xury
goo
ds
Mak
e m
oney
Arts 1 1 1 2 1 1 2 2 3 3 3 3 3 2 1 2 1 1 1Architecture 1 1 1 3 2 2 3 3 2 2 2 1 1 2 1 1 2
Design 1 1 1 2 3 2 2 2 2 2 3 3 2 2 1 1 1 1 1 2Life/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 1Training 2 2 2 3 3 3 3 3 2 2 1 1 1 2 2 3 1 1 1
Healthcare practitioners 2 1 2 2 2 3 3 3 2 1 1 2 2 2 3 2 1 1 1Library 1 1 2 3 3 3 2 3 1 2 1 1 1 1 1 1 2
Mathematical 1 1 1 1 2 3 1 3 2 2 2 1 1 2 2Engineering 1 1 2 1 1 2 1 3 3 3 2 2 1 2 2
Computer 1 1 1 2 1 1 2 1 2 2 3 2 1 1 2 3Sales Management 3 2 1 1 1 2 2 3 3 3 3 3 3 3
Management 3 2 1 1 2 1 2 1 2 2 3 3 3 3 3 3 3Business and financial 2 1 1 2 1 1 2 2 2 1 2 3 3 3 3 3 3 3 3
High-end sales 1 1 1 2 1 1 2 1 3 3 3 3 3 3 3 3 3Legal 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 3Sports 3 2 3 2 1 2 2 2 3 2 2 1 3 3 1 1 1 2 2
Key0 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
Impr
ove
dext
erity
Impr
ove
heal
th
Pay
for h
ighe
r lea
rnin
g
Fam
ily lo
yalty
Lead
oth
ers
Mot
ivat
e ot
hers
Help
oth
ers
Teac
h/in
stru
ct
Mak
e an
impa
ct
Inte
llect
ual s
timul
atio
n
Sens
e of
adv
entu
re
Fam
e/re
cogn
ition
Expr
ess
them
selv
es
Crea
te s
ocia
l net
wor
k
Have
a ch
alle
nge
Build
car
eer p
ath
Gain
exp
erie
nce
Good
ben
efits
Impr
ove
soci
al s
tatu
s
Pow
erBu
y lu
xury
goo
ds
Mak
e m
oney
Arts 1 1 1 2 1 1 2 2 3 3 3 3 3 2 1 2 1 1 1Architecture 1 1 1 3 2 2 3 3 2 2 2 1 1 2 1 1 2
Design 1 1 1 2 3 2 2 2 2 2 3 3 2 2 1 1 1 1 1 2Life/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 1Training 2 2 2 3 3 3 3 3 2 2 1 1 1 2 2 3 1 1 1
Healthcare practitioners 2 1 2 2 2 3 3 3 2 1 1 2 2 2 3 2 1 1 1Library 1 1 2 3 3 3 2 3 1 2 1 1 1 1 1 1 2
Mathematical 1 1 1 1 2 3 1 3 2 2 2 1 1 2 2Engineering 1 1 2 1 1 2 1 3 3 3 2 2 1 2 2
Computer 1 1 1 2 1 1 2 1 2 2 3 2 1 1 2 3Sales Management 3 2 1 1 1 2 2 3 3 3 3 3 3 3
Management 3 2 1 1 2 1 2 1 2 2 3 3 3 3 3 3 3Business and financial 2 1 1 2 1 1 2 2 2 1 2 3 3 3 3 3 3 3 3
High-end sales 1 1 1 2 1 1 2 1 3 3 3 3 3 3 3 3 3Legal 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 3Sports 3 2 3 2 1 2 2 2 3 2 2 1 3 3 1 1 1 2 2
Key0 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
ASYMMETRIC MATRIXWhat is the relationship between the creative class’ motivations and desires to work and their profession?
1 Personal voiceFocused on self expression and making an impact through their craft. This class is strongly connected through professional organizations.
2 ChangeClass cluster is focused on making a social impact through their profession. 3 Professional development Focused on the development of a stable and structured growth professional career. Usually higher education professionals.
4 Academic Class cluster is focused on motivations that are driven primarily from ambition and drive in academics.
5 Career-motivatedFocused on careers, ambitious, and probably makes tradeoffs between health and family.
5
3
1
2
4
Community
Personal challenge
Family influence
Physical achievement
Recognition
SYMMETRIC MATRIX What overall motivational themes do people have for working?
Fame
Network
Power
Financial
Stability
Job improvement
Change motivated
Active lifestyle motivated
Social interactionmotivated
Accomplish & benefit
Stable growth
Career motivated
Help
oth
ers
Mak
e an
impa
ct
Mot
ivat
e ot
hers
Lead
oth
ers
Inte
llect
ual s
timul
atio
n
Have
a ch
alle
nge
Teac
h/in
stru
ct
Impr
ove
dext
erity
Fam
ily lo
yalty
Impr
ove
heal
th
Sens
e of
adv
entu
re
Expr
ess
them
selv
es
Fam
e/re
cogn
ition
Crea
te s
ocia
l net
wor
k
Impr
ove
soci
al s
tatu
s
Pow
erBu
y lu
xury
goo
ds
Mak
e m
oney
Build
car
eer p
ath
Gain
exp
erie
nce
Pay
for h
ighe
r lea
rnin
g
Good
ben
efits
Help others 3 3 3 3 2 3 3 0 0 1 1 0 0 2 0 0 0 0 0 0 0 0Make an impact 3 3 3 3 3 3 3 0 0 0 1 1 2 2 0 0 0 0 0 0 0 0Motivate others 3 3 3 3 2 2 3 0 0 0 0 1 1 2 0 0 0 0 0 0 0 0Lead others 3 3 3 3 2 2 3 0 0 0 0 1 1 2 0 0 0 0 1 0 0 0Intellectual stimulation 2 3 2 2 3 3 3 0 0 0 1 1 1 1 0 0 0 0 1 2 1 0Have a challenge 3 3 2 2 3 3 3 2 0 0 2 0 0 1 0 0 0 0 1 2 1 0Teach/instruct 3 3 3 3 3 3 3 2 1 1 2 1 0 0 0 0 0 0 1 3 1 0Improve dexterity 0 0 0 0 0 2 2 3 3 2 3 2 2 0 0 0 0 2 1 3 0 0Family loyalty 0 0 0 0 0 0 1 3 3 2 2 2 2 0 0 0 0 0 1 2 0 0Improve health 1 0 0 0 0 0 1 2 2 3 2 0 0 0 0 0 0 0 0 0 0 0Sense of adventure 1 1 0 0 1 2 2 3 2 2 3 2 1 0 0 0 0 0 0 0 0 0Express themselves 0 1 1 1 1 0 1 2 2 0 2 3 3 3 3 0 1 1 0 0 0 0Fame/recognition 0 2 1 1 1 0 0 2 2 0 1 3 3 2 3 3 2 2 1 1 0 0Create social network 2 2 2 2 1 1 0 0 0 0 0 3 2 3 3 2 2 1 1 0 0 0Improve social status 0 0 0 0 0 0 0 0 0 0 0 3 3 3 3 2 3 3 1 0 0 0Power 0 0 0 0 0 0 0 0 0 0 0 0 3 2 2 3 3 3 3 0 0 0Buy luxury goods 0 0 0 0 0 0 0 0 0 0 0 1 2 2 3 3 3 3 2 1 0 1Make money 0 0 0 0 0 0 0 2 0 0 0 1 2 1 3 3 3 3 2 1 2 2Build career path 0 0 0 1 1 1 1 1 1 0 0 0 1 1 1 3 2 2 3 2 1 2Gain experience 0 0 0 0 2 2 3 3 2 0 0 0 1 0 0 0 1 1 2 3 1 2Pay for higher learning 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 2 1 1 3 2Good benefits 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 2 2 2 2 3
Key0 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!
NETWORK ANALYSIS What is the motivational difference between the super-creative core and the creative class?
help oth
ers
make an impact
lead others
intelle
ctual s
timulatio
n
teach
/instr
uct
impro
ve dexte
rity
family lo
yalty
impro
ve health
sense
of adve
nture
create
socia
l netw
ork
impro
ve so
cial s
tatu
s
expre
ss th
emselve
s
fame/reco
gntion
buy luxu
ry goods
make money
power
build ca
reer p
ath
gain experie
nce
pay for h
igher learn
ing
good benefits
ChangeMotivated
Active Lifestyle
Motivated
SocialInteractionMotivated
Career Motivated
CommunityMinded
PersonalChallenge
motivate
others
have a ch
allenge
StableGrowth
Accomplish& Benefit
CommunityMinded
PersonalChallenge
StableGrowth
Accomplish& Benefit
NETWORK ANALYSIS What is the motivational difference between the super-creative core and the creative class?
help oth
ers
make an impact
lead others
intelle
ctual s
timulatio
n
teach
/instr
uct
impro
ve dexte
rity
family lo
yalty
impro
ve health
sense
of adve
nture
create
socia
l netw
ork
impro
ve so
cial s
tatu
s
expre
ss th
emselve
s
fame/reco
gntion
buy luxu
ry goods
make money
power
build ca
reer p
ath
gain experie
nce
pay for h
igher learn
ing
good benefits
ChangeMotivated
Active Lifestyle
Motivated
SocialInteractionMotivated
Career Motivated
motivate
others
have a ch
allenge
Super-Creative
All Creative
Creative Professionals
Group Activity
Individual Activity
FreeformActivity
StructuredActivity
Organic ProductivityActivities (performed only by members of the Creative Class) demand that they perform well in groups and individually.
POSITIONING MAP Do the characteristics of creative class work activities differ from those of the non-creative classes?
listening
playingrecording
planning
delegating
meeting deadlines
prototyping/ testing
searching
writing
calling
drawing
networking
talking
organizing
calculating
exercising
commuting
traveling
brainstorming
evaluating/critiquing
operating machinery
cold calling
faxing
officehousekeeping
scheduling
helpingothers
fixingproblems
mediating
taking orders
constructing
fieldingcomplaints
2 1
3
45
6
Organicproductivity
Settinggoals
Socialfulfillment
SocialtroubleshootingHaving clear
purpose
Obsoletion byautomation
Organic productivitySetting goalsSocial fulfillmentSocial troubleshootingHaving clear purposeObsoletion by automation
1�2�3�4�5�6�
Collaborative Responsibility
Individual Responsibility
Structured Setting
FlexibleSetting
community and social services
protective service
personal care & service
building & grounds cleaning
maintenance
office & administrative
support
installation, main-tenance, & repair
transportation & material moving
high end sales & sales managment
health care support
food prearation & service
construction & extraction
production
health care practitioners &
technical
legal
business & financial operations
mangament
computer & mathematical
architectural & engineering
lIfe, physical, & social science
education, training, and
library
arts, design, entertainment, sports,
& media
POSITIONING MAPHow are professions related between work environment and personal responsibility level?
Low end sales
21
3
4
Personal contribution & group encouragement
Strictprotocol
Operatetransactions
Supply anddeliver
Personal contribution & group encouragement
Strict protocolOperate transactionsSupply and deliver
1�
2�3�4�
Super creative professionals express diverse viewpoints in the workplace and address unmet needs.
Creative and working class professionals are responsible for following complex rules and making sure occupational demands are met.
The service class is often responsible for completeing predetermined tasks efficently.
PART 3:
The Creative Classand Life/Leisure
POSITIONING MAPWhat defines the creative or experiential lifestyle?
Freelance
Structured
Passive
Extreme Sports
Active
Adventure Sports
Skiing
KayakingBiking
Go to gym
Watch TV
Cyber/virtual worlds
Read a book
Visit museumPlay on computer
Go to bars
Go to cafes
Fine dining
Attend cocktail party
BBQ
Participate in clubs
Go to movies
Go to church
Yacht racing
Visit park
Poetry readings
Give performance
Visit McDonald’s
Go to jazz show
Spend time with kids
Shop
Meditate Yoga
Political groups
Golf
Spa
Organized Rec sports
Watch pro sports
Work
Home renovation
Sightseeing
Study
Fly private jet
Volunteer
Scuba Dive
Jog
Camp
Ride motorcycle
Sew
Skydiving
Bungee Jumping
Extreme biking
1
34
2
5
Create your own rulesExploring boundariesImprove body imageRelaxation (weaker)Confined engagement (weakest)
1�2�3�4�5�
Two main influences to lifestyle choices are financial status and job activities.
The creative class typically is in a higher income level with less physically strenu-ous jobs, preferring to be more active during time off.
The other classes typically are in a lower income level with more physically strenous jobs, preferring more relaxing activities.
Create yourown rules
Exploreboundaries
Improvebody imageRelaxation
Confinedengagement
POSITIONING MAPWhat defines the creative or experiential lifestyle?
Freelance
Structured
Passive
Extreme Sports
Active
Adventure Sports
Skiing
KayakingBiking
Go to gym
Watch TV
Cyber/virtual worlds
Read a book
Visit museumPlay on computer
Go to bars
Go to cafes
Fine dining
Attend cocktail party
BBQ
Participate in clubs
Go to movies
Go to church
Yacht racing
Visit park
Poetry readings
Give performance
Visit McDonald’s
Go to jazz show
Spend time with kids
Shop
Meditate Yoga
Political groups
Golf
Spa
Organized Rec sports
Watch pro sports
Work
Home renovation
Sightseeing
Study
Fly private jet
Volunteer
Scuba Dive
Jog
Camp
Ride motorcycle
Sew
Skydiving
Bungee Jumping
Extreme biking
1
34
2
5
Create your own rules SkydivingMountain Biking
Explore boundariesCyber/Virtual Worlds
Improve body imageOrganized recreation sports
Confined engagementWatching professional sports
1���
2��
3��
4��
Create yourown rules
Exploreboundaries
Improvebody imageRelaxation
Confinedengagement
EXPERIENCE MAPAre there experience attributes that are essential for the creative lifestyle?
attraction engagement extension
Spectating pro sports
defined
fresh
immersive
accessible
significant
transformative
attraction engagement extension
Skydiving
defined
fresh
immersive
accessible
significant
transformative
attraction engagement extension
Mountain Biking
defined
fresh
immersive
accessible
significant
transformative
attraction engagement extension
Virtual/Cyber worlds
defined
fresh
immersive
accessible
significant
transformative
attraction engagement extension
Organized Recreational Sports
defined
fresh
immersive
accessible
significant
transformative
The creative class is participatory, the more attractive experiences are ones where they are actively involved.
The creative class welcomes experiences where they can create their own rules.
Significant and transformative experiences are likely important because they highly impact lifestyle.
PART 4:
The Creative Classand Community
DEFINING THE CREATIVE INDEXThe Creative Index, a scale from “0-1”, is a mix of four equally weighed factors.
The Creative Index
Florida, Richard. “The Rise of the Creative Class.” Basic Books. New York, NY. 2002
High-tech industryMeasured by the High-tech Index, using the Milken Institute’s widely accepted Tech Pole Index.
Creative ClassThe creative class share of the workforce.
InnovationMeasured as patents per capita.
DiversityMeasured by the Gay Index, a reasonable proxy for an area’s openness to different kinds of people and idea.
“This composite indicator is a better 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
High-TechIndex
InnovationIndex
CreativeClass
GayIndex
ASYMMETRIC MATRIXWhat is the relationship between city attributes and the distribution of social classes?
Cities
7. Portland, OR4. Burlington, VT8. Madison, WI32. Tuscon, AZ11. Albuquerque, NM11. Washington-Baltimore, D.C.-VA-MD5. Boston, MA1. Austin, TX9. Boise City, ID6. Raleigh-Durham, NC26. Colorado Springs, CO17. Fort Collins, CO14. Denver, CO2. San Fransisco, CA3. Seattle, WA10. Minneapolis, MN15. Corvallis, OR13. Sacramento, CA143. Jacksonville, FL147. New Orleans, LA113. Norfolk, VA (over 1,000,000)118. Cleveland, OH54. Richmond, VA56. Columbia, SC195. Baton Rouge, LA181. Toledo, OH124. Milwaukee, WI131. Grand Rapids, MI
Creative Index Ratings
Working Class Percent Service Class Percent Super Creative Class Percent Creative Class PercentInnovation RankHigh-Tech Rank Creative Class Rank Wage Inequality Rank Talent Rank Tolerance Rank
(Cities cont.)
132. Memphis, TN171. Louisville, KY145. Greensboro, NC150. Buffalo, NY256. Shreveport, LA251. Lakeland, FL212. Stockton, CA276. Gadsen, AL272. Youngstown, OH275. Joplin, MO251. Evansville, IN-KY191. Fort Wayne, IN
Florida, Richard. “The Rise of the Creative Class.” Basic Books. New York, NY. 2002
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7. Portland, OR 2 2 2 1 4 4 3 2 4 4 44. 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 4 432. 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 4 411. 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 41. Austin, TX 0 2 3 3 4 4 4 4 4 4 4
9. Boise City, ID 2 1 4 4 4 4 4 4 4 4 26. Raleigh-Durham, NC 1 1 4 4 4 4 4 4 4 3 3
26. Colorado Springs, CO 1 2 4 3 4 4 3 4 4 3 117. 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 42. 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 4 410. 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 4 313. Sacramento, CA 0 3 2 1 2 4 4 3 4 4 4
143. Jacksonville, FL 1 3 2 1 1 3 4 4 2 3 4147. 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 3 3 2 3 2 1118. 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 2 356. 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 2181. 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 2131. Grand Rapids, MI 4 1 1 0 3 3 1 1 0 3 2
132. Memphis, TN 3 2 1 0 2 3 1 2 2 1 2171. 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 3150. 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 0251. Lakeland, FL 3 2 0 1 0 1 0 0 0 2 4212. Stockton, CA 2 1 2 2 0 1 1 0 0 2 3276. Gadsden, AL 2 2 2 2 0 0 1 0 0 0 1
272. Youngstown, OH 3 1 2 2 1 1 0 1 0 0 0275. 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 1191. Fort Wayne, IN 4 0 2 2 3 3 1 0 0 1 1
Key0 1 2 3 4
34R!15 ,3, 2,1 ;8,9,10,11!4,3,2,1;5,6,7,8,9,10,1
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7. Portland, OR 2 2 2 1 4 4 3 2 4 4 44. 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 4 432. 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 4 411. 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 41. Austin, TX 0 2 3 3 4 4 4 4 4 4 4
9. Boise City, ID 2 1 4 4 4 4 4 4 4 4 26. Raleigh-Durham, NC 1 1 4 4 4 4 4 4 4 3 3
26. Colorado Springs, CO 1 2 4 3 4 4 3 4 4 3 117. 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 42. 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 4 410. 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 4 313. Sacramento, CA 0 3 2 1 2 4 4 3 4 4 4
143. Jacksonville, FL 1 3 2 1 1 3 4 4 2 3 4147. 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 3 3 2 3 2 1118. 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 2 356. 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 2181. 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 2131. Grand Rapids, MI 4 1 1 0 3 3 1 1 0 3 2
132. Memphis, TN 3 2 1 0 2 3 1 2 2 1 2171. 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 3150. 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 0251. Lakeland, FL 3 2 0 1 0 1 0 0 0 2 4212. Stockton, CA 2 1 2 2 0 1 1 0 0 2 3276. Gadsden, AL 2 2 2 2 0 0 1 0 0 0 1
272. Youngstown, OH 3 1 2 2 1 1 0 1 0 0 0275. 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 1191. Fort Wayne, IN 4 0 2 2 3 3 1 0 0 1 1
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ASYMMETRIC MATRIXWhat is the relationship between city attributes and the distribution of social classes?
1 Creatives and Super CreativesHigh wage inquality is related to high super creative and creative class 2 High Disparity, High CreativityLow diversity rank and high wage inequality is related to high super creative class
3 Tolerance and TalentTolerance and talent is related to high super creative class
4 Lack of CreativesEven distribution of social class is related to lack of creative attributes
5 High Disparity, Low CreativityHigh working class and low creative class is related to low wage inequality
6 Room for GrowthLow innovation, low tolerance, low diversity, low wage inequality is related to low creativity
1
2
3
4
5
6
CREATIVE INDEXWhat is the geographic distribution of the top 30 highest ranked cities in the US?
Creative Index = Height (Range is from 0.75-1.0)
An analysis of this map illustrates which regions are winning in the effort to attract and retain creative workers.
Albuquerque NM 0.897 Denver CO 0.876 San Diego CA 0.865 Santa Barbara CA 0.838Fort Collins CO 0.868Colorado Springs CO 0.825Salt Lake City UT 0.813Phoenix AZ 0.809Provo UT 0.802
SUNSHINE BELT
Austin TX 0.963Dallas TX 0.847
TEXAS PLAINS
Raleigh NC 0.932 Atlanta GA 0.873 Tallahassee FL 0.832
SOUTHEAST
Boston MA 0.934Burlington VT 0.942Washington D.C. 0.897New York NY 0.848Rochester NY 0.803
NORTHEAST
Madison WI 0.918Minneapolis MN 0.900Des Moines IA 0.867Iowa City IA 0.847Lansing MI 0.833
MIDWEST
San Francisco CA 0.958 Seattle WA 0.955Portland OR 0.926Sacramento CA 0.895Corvallis OR 0.873
NORTHWEST
KEY
over 800,000
200,000 - 800,000
less than 200,000
Boise City ID 0.914Denver CO 0.876 Fort Collins CO 0.868Colorado Springs CO 0.825Salt Lake City UT 0.813Provo UT 0.802
LANDLOCKED MOUNTAINS
Size of Workforce:
SUMMARY
The creative class is a growing influence on the future of American cities. What are the motivationsand 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.