Dr. Richard Florida’s socio-economic theories about the “creative class” are not without controversy, but there’s no denying that communities all across America – and the South – are embracing the core of his argument: communities that successfully attract and foster the “creative class” will prosper, while those that do not will fall behind. Defined simplistically as “knowledge workers,” the creative class will be the driving force in the American economy in the very near future, according to Florida. The creative class includes a huge range of workers. Some you probably would expect – artists, musicians and writers, for instance – but the group also includes doctors, lawyers, teachers, programmers, architects and more. Cities across the South have taken notice, and many have launched strategies to attract the creative class – relatively young, highly educated professionals who give more to their communities while demanding more from their communities. The Top 10 Places in the South for the Creative Class are listed below in alphabetical order. These communities surely are not the only ones in the South that appeal to the creative class, nor are these descriptions meant to be comprehensive. These places are actively and prominently working to make their communities more attractive to knowledge workers by fostering environments for opportunity, expression and quality of life that creatives expect and demand.

Atlanta, Ga. In the ongoing battle for the coveted 25- to 34-year-old demographic, Atlanta leads the nation. Dubbed the “Young and the Restless,” this group of highly educated and motivated young people is flocking to Atlanta for social, economic and cultural opportunities while the demographic is receding in other large cities. Home to many Fortune 500 companies, such as Coca-Cola, Home Depot and United Parcel Service, Atlanta is both the cultural and the economic hub of the Deep South, with nearly 5 million residents in the metro area. Atlanta is home to more than 30 institutions of higher learning, and provides the cultural opportunities you expect in a major American city – among them, the Fox Theater, the Atlanta Symphony and the High Museum of Art.

Austin, Texas When the technology industry accounts for a third of your workforce and 41 percent of your community’s payroll, it’s hard not to be an attractive place for the creative class. Austin is home to Dell, IBM, AMD, AT&T, Selectron, Apple… and the list goes on and on. It’s also home to numerous programs that foster entrepreneurship, such as the Central Texas Angel Network and the Emerging Technology Fund. Men’s Journalranked Austin the second-best place to live in the nation, and with a low cost of living, excellent higher educational opportunities and a mild year-round climate, it’s easy to understand. Austin is also nicknamed “The Live Music Capital of the World” with hundreds of different places offering entertainment.

Charlotte, N.C. Long known as the financial capital of the South, Charlotte has exploded over the past few decades, nearly doubling its population since 1980. Nearly 40 percent of the residents of this community older than 25 have college degrees, and in 2006 CNN/Money named Charlotte the 12th “smartest” city in America. Although Daytona, Fla., technically is home to NASCAR, Charlotte boasts 75 percent of the jobs in this growing motorsports industry, but culture goes far beyond racing. Charlotte was ranked #1 among America’s most livable cities by Partners for Livable Communities. This clean Southern city appeals to creatives not only for the job opportunities it offers, but for its commitment to a healthy lifestyle, exemplified by numerous parks as well as biking, hiking and walking trails.

Houston, Texas Thinking big is one thing this massive metro does really well. Community leaders have launched “Opportunity Houston,” a $40 million effort to create 600,000 jobs in the region and to attract $60 billion in investment. Houston’s core strengths are a vibrant arts and cultural scene, a growing research and development cluster, and a higher education system with more than 315,000 students enrolled in some 100 colleges and universities. While the petroleum industry remains strong in Houston, this fourth-largest city in America knows its future lies not in what’s in the ground, but what’s in the minds and hearts of its people.

Lafayette, La. Lafayette keeps stride with the larger metros with the kind of cultural diversity and forward thinking that sets this creative city and parish apart. With a rich French heritage blended with Spanish, American, Indian and African influences, Lafayette represents a colorful combination of lifestyles. Locals still exhibit proudly a “wildcatter mentality” founded on risk taking and entrepreneurial spirit. An example is the city’s “Fiber to the Premises Initiative,” designed to make state-of-the-art communications and technology available to every household in the area. The University of Louisiana Lafayette is the only institution in the UL System to be classified as a Research University with High Research Activity by The Carnegie Foundation. In May 2007, Lafayette will host the fourth TechSouth Annual Summit and Exposition, designed to bring IT leaders and users together in a setting specifically created for knowledge sharing and networking.

Nashville, Tenn. Being labeled “Music City USA” can only help attract a young, creative class of people. Second only to New York City in music publishing, Nashville’s music industry accounts for more than 54,000 jobs, with an economic impact in excess of $6 billion. Decades of that creative influence have spurred cultural growth in other areas, including the fine, visual and performing arts. Boasting 16 art galleries in downtown, with nine of them opened in 2006, the arts scene is rapidly expanding. Nashville also shows strength in the finance, insurance, medical and publishing industries, all of which attract young, intelligent creatives.

Raleigh-Durham, N.C. A half century ago, long before most communities got into the research and development business, business leaders and academics came together to create the Research Triangle Park in the Raleigh-Durham area. The points of the triangle consist of Duke University, North Carolina State University and the University of North Carolina at Chapel-Hill, all acclaimed universities with major research endowments. The area is the most highly educated region in the country, with more PhDs per capita than any other place in the nation. Today, the RTP is the largest research park in the world and is home to more than 130 R&D companies, employing nearly 40,000 workers. The RTP is home to IBM, GSK, Cisco Systems, DuPont and Sony Erickson, just to name a few.

Richmond, Va. Although an ancient city by most American standards, having been founded in 1607 by Jamestown settlers, the greater Richmond area is now known as a community synonymous with technology growth. This capital city is home to 13 Fortune 1000 headquarters, including Circuit City and Phillip Morris Co. Located between the Medical College of Virginia and Virginia Commonwealth University, the Virginia BioTechnology Research Park offers 575,000 square feet of research and development space to emerging biotech companies. Culture is increasingly important in this area, as evidenced by the construction of a new theater venue, Richmond CenterStage.

Savannah, Ga. This city exudes old world charm, yet it embraces the new knowledge economy by targeting the creative class in a major way. The Creative Coast Initiative is a joint effort of the city, Chatham County, the Savannah Economic Development Authority and other allies that asks creatives to “relocate your thinking.” The community sees the contrast between its 275-year-old history and this modern strategy as a lifestyle bonus; it not only boasts of miles streets flanked by unique architecture and moss-covered live oaks, but also 38,000 miles of fiber optics and municipal Wi-Fi. Savannah is home to more than 350 knowledge-based businesses, a number that represents a roaring start to this 21st century effort.

St. Petersburg, Fla. Named by America’s Promise as one of the 100 Best Communities for Young People, primarily for mentoring programs between the educational and business communities, “St. Pete” is more than just a vacation Mecca. Of course, it doesn’t hurt that St. Petersburg has an average of 360 days of sunshine each year and one of the most beautifully preserved public waterfronts in the United States. This community also prides itself on its educational offerings, such as Eckerd College, which draws students from all over the country and the world. St. Pete is also home to the Poynter Institute of Media Studies, a school and resource for journalists and the publisher of the St. Petersburg Times.

By Rick Farmer, Southern Business & Development Winter 2007

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