Welcome to Create, WV!Building Creative Communities

for a New Economy

November 19, 2008

What is Your Dream Community?

• No limits, no barriers• Community life• Business environment • Schools• Things to do

Greenbrier County, WVResidents with income below the poverty level in 2007: This county:  18.2% WV: 17.9%

Estimated median household income in 2007: $33,604 ($26,927 in 1999)WV:  $37,060

Industries providing employment:

•Educational, health and social services (22.4%)•Arts, entertainment, recreation, accommodation and food services (14.4%)•Retail trade (12.9%)•Manufacturing (10.2%)

• Current college students: 1,108• People 25 years of age or older with a high school degree or higher: 73.4%• People 25 years of age or older with a bachelor's degree or higher: 13.6%

The story of George Rogers:• Native of Fayette County, WV• Built adventure tourism videography business (IQ Media)• With business partner Brandon Holmes, re-branded and launched Weld to serve global adventure tourism business and new video search engine optimization business• 11 of 12 employees recruited from out of state; most in 20’s and 30’s• Also launched search & rescue e-learning business and transformed an historic building in Oak Hill, WV, into a LEED-certified new economy business incubator• www.weldcreative.com

What is a Creative Community?• Takes ownership over creating

a new destiny• Comes together to creatively

solve problems and identify opportunities

• Action oriented and willing to take risks

• Emphasizes inclusiveness• Embraces new economy

thinking for growth

Transitioning Economic Eras

The “New” Economy• Focuses on the “what” and

the “how” • Delivers new intellectual

property • Is consistently innovative• Internet-enabled • Global • Breathes new life into other

industries – manufacturing, service, etc.

The Wisdom of Willie Sutton

The Innovation Value Chain: Where Do You Want to Be?

Today’s Jobs

• Procedural Jobs (Fungible)– jobs that follow a recipe, no matter how complex– high quality, low price drives cheap labor search– outsource first, then automate when cheaper

• Anchored Jobs– are jobs that need to be done at a location– healthcare, personal services (haircuts, lawns),

building (contractors), transportation and tourism– cannot drive an economy by themselves

Best Jobs for New Economy

• Creative Jobs (Value-add)– jobs that require specialized skills & knowledge

that is both broad and deep– work involves creativity, adaptability, complex

problem-solving & interpersonal skills– to stay on top people have to keep learning

throughout their career– can live anywhere with good Internet connections

Economic Ages and Their Prototype Worker

Conceptual Age(creators & empathizers)

ATG(affluence, technology, globalization)

18th century 19th century 20th century 21st century

Agriculture Age(farmers)

Industrial Age(factory workers)

Information Age(knowledge workers)

Profoundly Different Economic Development Focus for WV?

From: “Build it (jobs) and they (employees) will come”

To: “They (entrepreneurs/ creative

class) will come and build it (companies, jobs)”

Mostly Procedural Jobs

Mostly Creative Jobs

The “Creative” or “New” Economy: Innovation. Intellectual Property. Internet-Enabled.

Why Emphasize the New Economy?Category Average Annual

Wage for WVCreative Economy

Wages in WV

Average Annual Wage 2007

$32,310 $48,978

Annual Growth Rate .82% 1.03%

Examples Avg Salary in WV

Annual Growth

Producers and Directors $46,310 .25%

Life, Physical, and Social Science Occupations

$46,200 .86%

Engineers $74,380 1.15%

Network Systems and Data Communications Analysts

$47,110 4.05%

Business Operations Specialists $52,240 2.07%

Computer and Information System Mgrs $81,510 2.23%

Source: WV Dept of Commerce

Creative Industry Sector Impact• Creative Class Sector in the US = 32.6% of Wages and Salaries• WV’s Creative Class Sector grew at a slightly lower – yet still

very healthy – rate than the US growing from 19.1% in 1990, to 22.7% in 1998, and finally 25.2% in 2006.

Source: West Virginia State Data Center, Delphine D. Coffey Nov 2007

The Creative Economy in WV

Source: USDA Employment Research Service 1990-2000

CountyCreative Growth

Employed Growth Creative (share)

Monongalia County 32.20% 5.30% 27.80%Putnam County 52.00% 23.10% 24.20%Kanawha County 8.00% -5.50% 24.00%Jefferson County 53.60% 16.50% 22.90%Cabell County 9.10% -3.10% 21.70%Ohio County 1.70% -12.90% 21.70%Wood County 15.10% -5.10% 19.90%Marion County 46.00% 0.90% 19.80%Harrison County 21.80% -2.10% 19.80%Raleigh County 24.00% 3.40% 19.20%

CountyCreative Growth

Employed Growth Creative (share)

Clay County 29.90% 9.30% 12.10%Wyoming County 8.00% -13.90% 12.00%Mingo County 4.10% -19.00% 11.90%Hampshire County 33.20% 21.10% 11.50%Grant County 25.10% 5.50% 11.30%Ritchie County 13.30% -5.60% 11.10%Monroe County 11.20% 2.50% 10.40%Summers County 5.80% -7.70% 10.30%McDowell County -28.00% -36.20% 10.30%Webster County 16.00% -12.50% 9.40%

Top 10 WV Counties Bottom 10 WV Counties

• Only one WV county with a creative economy workforce % at or above national average: Monongalia (Home of WVU)• Greenbrier County – 22nd in WV at 14.9% creative workers with 11.5% growth (vs. -9% employment growth overall)

The Creative Class

Building the Creative Community

Diversity and InclusionTalent/Education

Technology Quality of Place

Where Do We Stand?

DiversityTalent/Education

Technology Culture, Third Places & Outdoors

51st

51st

• IT Professionals 41st

• High-Tech Jobs 45th • Online Population 47th • E-Government 48th • Broadband 50th

2008 State New Economy Index• Highlights

– Non-Industry R&D - 18th– Alternative Energy Use - 17th– Venture Capital - 33rd (not that 33rd

is great, but it's surprising we're not much lower here)

– Immigration of Knowledge Workers - 17th (good trend)

– In-migration of U.S. Knowledge Workers - 25th

– Fastest-Growing Firms - 29th– Initial Public Offerings - 29th (Not

bad, but the overall market for IPO's is way down)

• Lowlights– Inventor Patents - 49th– Online Population - 49th– Technology in Schools - 48th

(Education Week ranked us #1 in this area, this seems odd)

– Broadband Communications - 50th (Wow)

– Health IT - 48th– High-Tech Jobs - 49th– Industry Investment in R&D - 47th– IT Professionals - 46th– Workforce Education - 49th– "Gazelle" Jobs (Jobs in fast-growing

industries, companies) - 50th

2008 Information Technology & Innovation Foundation

Quality of Place Assets

Morgantown Berkeley Springs

Thomas & DavisCharleston

LewisburgMercer County

Fayetteville

Our nationally recognized

communities

Quality of Place Assets

Parkersburg Arts Center

WVU Creative Arts Center

Carnegie Hall

Purple FiddleMountain Made

“Think Theater”Contemporary

Theater Festival

The Ice House

Tamarack

Thriving, Innovative Arts

and Cultural Assets

Huntington Museum of Art

Clay Center, Mountain Stage,WV Cultural Museum (2009)

Why Should This Matter to Every West Virginian?

Educated Americans Are Healthier Americans

0

10

20

30

40

50

60

70

80

90

100Did not get a flu shot last year

Never tested for HIV

Have suffered from pain in the last yearSmoke

Overweight or obese

Never had a mammogram (women 40+)

Have a heart conditionIn poor or fair healthHave an ulcer

Have diabetes

Percent With Illness

Years Spent in School

0 2 4 6 8 10 12 14 16

Source: NY Times, Jan. 3, 2007

From Creative People Come Creative Economies

The Impact of Entrepreneurs • On U.S.

– If U.S. small business (<500 employees) were its own economy, it would be the 3rd largest economy in the world

• On third world countries– Kiva.org – Choose to give microloans to specific

entrepreneurs in 3rd world countries

Entrepreneurship and Culture

Largest 9 Arab Countries1980 - 2000370 patents

20002,125 patents

Entrepreneurship and Culture• Why?

– Economic condition? Education? Culture?

• Cultural factors – Where do we fall? – Individualism vs. collectivism – Masculine vs. egalitarian– High vs. low power distance– High vs. low uncertainty avoidance

Source: IBM psychologist Geert Hofstede

What to Change?• Creativity – Identifying opportunity

where none seems to exist• Global vs. local markets (new money)• Risk tolerance vs. risk aversion• Confidence and independence • Peer pressure and mentors• Collaborative vs. protective • Community support and pride• Investment – rich people, time to step up

to the plate!

Create WVMission:

To empower West Virginians at a local level to place themselves among the most innovative, dynamic, prosperous,

creative communities in the world through investments in:

Talent/ Education Technology Tolerance/ Diversity

Quality of Place

•College/advanced degree attainment• STEM skills• Entrepreneurial and leadership skills

•Broadband availability and adoption • R&D investments and commercialization • E-government

•Immigration • Inclusive Communities• Education and Awareness• Outreach

•Arts/cultural • Sustainable development practices• Outdoor amenities• “Third places”

Create WV Objectives

Create West Virginia Goals Long-Term (5-10 years)• West Virginia in upper ½ of New Economy Index

rankings • Recognized nationally as “hot” region for innovation

and Creative Community growth – Additional towns/cities in national rankings

• Real progress in diversity and image related to tolerance

• Growth in Southern and rural counties

How Create WV Can Help• Hold a Regional Summit

– Spread the word, enlist team members

• Deliver Assessments• Local Planning Workshops – “make it real”

– Collaboration, facilitation with community

• Implementation Support – Community and economic development– Communication and marketing

• Create WV Conference 2009 – October 2009– Location? Email createwv@visionshared.com

Creative Communities = Vibrant West Virginia

Berkeley SpringsMorgantown

Shepherdstown

Thomas & DavisCharleston

LewisburgMercer County

Fayetteville

Who’s Next?• Vision• Leadership• Creativity and innovation• Community involvement• Protecting your unique assets• Taking risks• Action

Huntington

We Can Do This

Real People of the New Economy

Amanda and Jamie Clarence and MarthaSumar and

Chameli Kaitlyn

Tolerance/Diversity

Talent/EducationTechnology

Culture, Third Places & Outdoors

www.createwv.com

“Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything.”

George Lois

Thank you!

Jeff JamesCEO, Mythology LLC

For a copy of the slides and additional information, email jeffj@mythologymarketing.com