Transcript america`s creative economy

180,000 and Counting:
Houston’s Creative Workforce on the Rise
November 19, 2015
Christine Harris
AGENDA
Welcome and Introductions
The Houston Creative Economy Story
The National Creative Economy Story
Panel Discussion
Q & A Session
Wrap-up
INTRODUCTIONS
Jonathon Glus, President/CEO, Houston Arts Alliance
Christine Harris, Christine Harris Connections
Susanne Behrens, President, Art Institute of Houston,
James Furr, Managing Partner Emeritus, Gensler
Patrick Jankowski, Vice President Research, GHP*
* Greater Houston Partnership
THE HOUSTON CREATIVE
ECONOMY STORY
THE NATIONAL CREATIVE
ECONOMY STORY
COMPARING CREATIVE CLASSIFICATIONS
Creative class (Richard
Florida 2004) –The size
of the creative
professional and
knowledge worker labor
force
Creative economy (Mt.
Auburn 2001) – The
measured economic
value of the businesses
and workers in creative
enterprises and
occupations
Creative placemaking
(NEA, ArtPlace 2011) –
An arts/culture-centric
community and
economic development
strategy
THE LANGUAGE
• Creative Economy – economic industry cluster based on
the businesses and people who produce intellectually
protected goods and services generated from aesthetic,
creative or cultural content
• Creative Industries – set of creativity focused business
enterprises in a particular locale, e.g. advertising agency,
theatre companies, film company
• Creative Occupations – workers whose jobs are
producing/distributing a creative good or service, either
in a creative enterprise or in a different business, e.g.
graphic designer, marketing manager, musician
WORLD GROWTH INDUSTRY
United Nations Conference on Trade & Development
Creative Economy Report 2013 update:
•World trade of creative goods and services = $624
billion in 2011; doubling from 2002
•Annual growth rate = 9%
•“One of the most dynamic sectors of
the world economy” this decade
•Reports produced 2008 and 2010
AMERICA’S CREATIVE ECONOMY REPORT:
How is the creative economy currently being defined (both in terms of
written definition and data sets) around the country through those
entities that have articulated a mission to serve the creative
industries? (2013)
• 26 Participants (including Houston)
• Common Creative Industries codes >50% = 70
• Common Creative Occupation codes >50% = 47
Why They Participated
 Wanted to define what creative economy meant to their
community and compare it to other industry sectors
 Measure economic scale and value of creative enterprises
 Workforce talent and business attraction
AMERICA’S CREATIVE ECONOMY REPORT:
 Creative industries in 9 states in the Southeast (South
Arts) are 4th largest industry cluster and 5th largest
employer
 Creatives in NYC represent 8.1% of the City’s workforce
 Average creative worker earned $59,000 versus statewide
average of $37,000 in North Carolina
 Jobs in the creative sector are growing at a healthy pace;
Philadelphia 6.3%,
Hawaii 14%,
Houston 8% over 10 years
Jobs
Wages
Businesses
OTHER NATIONAL RESEARCH
• U.S. Arts and Cultural Production Satellite Account
US Bureau of Economic Analysis (BEA)
– Working with the NEA
– Impact of arts and cultural activities on US economy
– Provides estimates of arts and cultural sector’s
contributions to current-dollar gross domestic project
(GDP); FIRST ever assessment
– In 2012 arts and cultural production
was 4.3% of GDP
NATIONAL SUPPORT
• Creative Economy Coalition (initiative of NCN)
– A coalition of organizations which serve and grow their
local creative economies
– A national association providing creative economy
resources, convening around a national creative
economy support agenda, and advocating research
• National Creativity Network
– International nonprofit seeking to advance the skillful
application of imagination, creativity and innovation to
positively improve commerce, culture, education and
government across North America
THE MILWAUKEE STORY
• Timeline
• 2008 – Cultural Alliance of Greater Milwaukee
• 2010 – Creative economy profile for the region
• 2011 – changed to Creative Alliance Milwaukee
• 2015 new research on identifying and developing creative skills
across the workforce
• Creative Skills - think creatively, fluency of ideas, originality,
innovation. Analytical Skills - oral/written comprehension,
deductive/inductive reasoning, complex problem solving
• Creative + Analytical = Innovation Skill Set
• Working with Chamber and regional
economic development agency to
improve competitive workforce
• Timeline
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THE PHILADELPHIA STORY
1992 – Cultural Fund started
2004 – Office of Arts and Culture Closed
2008 – Office of Arts and Culture re-opened; adds Creative Economy
2010 – opened offices and an art gallery in City Hall
• Connects the creative community to all City departments
• Culture Blocks: creative and cultural asset mapping linked to
neighborhood wellbeing
• InStore: forgivable loan program for creative business attraction
• Ensuring all creative businesses have
access to resources that support
their growth and development
THE AUSTIN STORY
• Economic Development Department
• Cultural Arts Division, cultural grants and programs
• Music and Entertainment Division, the music industry
• Parks and Recreation, management of all cultural centers & museums
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Create Austin Cultural Master Plan, 2012
ArtSpace space analysis, 2011
ArtPlace America creative placemaking grants, 2015
NEA Our Town grant, 2015
Music Census 2015: Music Division
Creative Sector Needs Assessment
2015: Cultural Arts Division
OTHER INITIATIVES
• ‘Creative alliances’ formed to connect all creative
businesses; can be volunteer or supported by an agency
or municipality
• Municipal offices moving from arts and culture to
arts/culture/creative economy; integrating all creative
assets
• Statewide agencies connected to economic
development departments; moving from arts boards to
being part of economic development
• Focus on different segments of creative economic
cluster, e.g. design, fashion
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TRANSFORMING CITIES THROUGH A
CREATIVE ECONOMY
Fostering entrepreneurial creative businesses - business
development resources, loan programs
Talent attraction - both creative talent and higher level
professional talent who want to live in a creative, interesting
and dynamic city
Neighborhood development - the making of place through
connecting artists and other creatives to making
neighborhoods better and increasing social wellbeing
Collaborative working spaces - the synergy of new ideas and
businesses by co-locating talent
Quality of Life/Place – increased heart and soul, distinction
PANEL DISCUSSION
Susanne Behrens, President, Art Institute of Houston
James Furr, FIFA, Managing Partner Emeritus,
Gensler
Patrick Jankowski, Vice President Research, GHP
Christine Harris, moderator
What role does the creative economy play in
growing the talent and business of Houston?
Why is a strong and growing creative economy
important to Houston?
What does Houston need to do to support growing a
sustainable creative economy?
QUESTIONS AND ANSWERS
WRAP UP
What are the next 3 steps we should take to
advance Houston’s creative industry cluster as
a key economic driver for the City of
Houston?
CONSIDERATIONS FOR HOUSTON
• Assess the cost/benefit of identifying the creative
economic industry cluster as a targeted growth
cluster for the City
• Incorporate the creative economic cluster within the
City Office of Business Opportunity
• Transition City’s Cultural Affairs Office to Creative
Economy Office
• Form a regional ‘creative economy coalition’ to
develop an agenda for advancing the creative
economic cluster; HAA initial coordinator