7. 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
8. Posses many place
based qualities and
characteristics
Alternative
opportunity to
promote prosperity
Rethink – revaluate
– reset
TTT is not directly
applicable
9. To attract the creative
economy means attracting
the creative worker.
People first – businesses
ought to follow.
10. 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
11. 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
12. 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)
13. 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
14. 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
15. Initiative vs.
obedience
Creative vs. intellect
Passion vs. diligence
16. 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!
17. Quality vs. Quantity
Marketing to people vs. businesses/investors
Your community’s TTT
Quirky. Unique. Vibrant.
18. 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
19. What you think of yourself may
not be what others think of you.
Don’t be presumptuous.
There is something ‘cool’ about
your individual community – but
who is the individual who wants to
be in your community?
20. 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?
21. 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.
22.
23.
24.
25. 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..
31. 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).
32.
33. 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!!!
34.
35. 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.
36. Q&A
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