C E Os Kids In Cities

CityKids

Kids in Cities : Concept Paper | 2

For the first time in 50 years, central cities across America are attracting

talented young people. But what happens when they begin to have children?

Unfortunately, as many as half of them leave for the suburbs once their

children reach school age. Why should urban leaders be concerned?

It contributes to middle class flight•

It erodes the base of the population that supports •

mainstream institutions - banks, libraries,

museums - places that serve everyone

It reduces the diversity and vibrancy of the city•

It pulls entrepreneurship from urban centers•

It undermines city parent advocacy •

Kids in Cities will help urban leaders understand, support and scale the

behaviors of pioneering urban families. Researchers from the IIT Institute

of Design studied parent concerns of safety, space and schools developing

concepts to counter them through density, public space and using the city as

a classroom.

In September 2007 CEOs for Cities will develop and test these strategies by

launching a Learning Network of four cities.

This research was generously sponsored by Forest City Enterprises.


Over the past 50 years in America, a strong belief has emerged that the only “appropriate” place to raise children is the suburbs. Children, conventional wisdom goes, require backyards, cul de sacs, nearby woods, the opportunity to bike to school and the safety generally thought to be offered by the suburbs. In addition, the poor perception of urban schools has pushed parents into suburbs seeking better education options and security for their children.

But suburbs are increasingly less likely to offer the benefits they once promised. The woods are disappearing to development, children are driven to school in the family minivan and news reports of children “snatched” from the streets spread fear. At the same time, cities are becoming more vibrant and livable. Yet young parents continue to favor the suburbs when it comes to raising a family.

Most urban leaders believe that cities devoid of children will be much less desirable places to live with much less secure futures (to say nothing of the tax loss from people in their peak earning years choosing to live elsewhere). They want to find ways to encourage families with children to choose their cities as places to live.

This project will address key dimensions of the problem cities face when trying to attract or retaining families. The problem will be examined from both the perspectives of families and city governments. Taking views from both sides will create mutually beneficial solutions leading to healthier, more vibrant cities and communities.

Project DefinitionOur objective is to provide urban leaders with insights into the reasons why families abandon cities for the suburbs. These insights will lead to actionable strategies aimed at retaining existing citizens as well as attracting new ones.

Introduction

Key Questions:

Where are the greatest leverage points for urban leaders •to encourage this trend of families with children remaining in and coming back to the city? What actions can cities take that will have the greatest •impact on making them a superior choice for families with children? Are there market segments more likely to choose city •living and therefore be higher priority targets? And are there key marketing messages urban leaders •should employ to appeal to high priority targets?

Fig 1.1 - Design Planning Process

Understanding the ecosystem1. Research and analysis of the business, users, and technological context of the problem.

Reframing the problem2. Restructuring the problem to get to the root cause, and not just address the symptoms.

Developing proprietary insights3. Using ethnographic research techniques to generate unique, usable insights about stakeholders.

Generating valuable concepts4. Creating concepts with both economic and user value.

Design Plan5. The creation of high impact strategies for new products, services, and business models.


Understanding the Problem

Developing a Strategy Next Steps

Concepts Around Safety, Space, and Schools

Contents

An analysis of the current situation, the values of attracting children to cities, and regions most likely to affect change.

A new perspective on the target market produces an understanding of the problems they face and suggests strategies for city improvement.

The paper contains the following five sections designed to take the reader from an understanding of the problem, the target market and the problems they face, through to the development of strategies and ultimately concepts. The final sections details how city leaders can use the information presented in this paper to develop a plan for their own city.

A set of strategies and concepts designed to support city families in their day-to-day lives.

A plan to help city leaders apply these strategies to their own planning efforts.

1. Understanding the ProblemAn analysis of the current situation and the value of

attracting children to cities.

In this section

1.1 | Introduction

1.2 | Significance


As cities become increasingly attractive to young professionals, they continue to lose young families

U.S. cities are experiencing an exodus of professionals with children to the surrounding suburbs. As a result, otherwise healthy cities are becoming “childless zones.” Recognizing this as a important problem that cities must face, CEOs for Cities, a non-profit organization working to ensure the vitality and prosperity of America’s cities, challenged the Research and Demonstration team at the IIT Institute of Design to diagnose the situation and arrive at a set of recommendations for urban leaders to us to alleviate or reverse this negative trend. The Kids in Cities project is the response to that challenge.

This project’s aim is to bring children to American’s major metropolitan cities. Within are a set of concepts to help city leaders retain young, upper-income professions once they have children, and to attract new families from the suburbs.

Loss of families continuesAmerican cities, from Seattle to Nashville, have experienced a substantial influx of young professionals relocating from the suburbs over that past two decades. What is driving them, in part, is the substantial social and economic improvements that cities have made.

The other, perhaps more substantial reason, has been the shift in lifestyle preference that has taken place among many professionals. A growing number of today’s professionals crave urban experiences and want to live in places that have things like diversity, authenticity and vibrancy—all things that the suburbs fail to offer. They are settling in places where they have access to a rich history with a variety of original restaurants.

Introduction

The return of professionals has been a tremendously positive for cities because these people are the sort who power growth and innovation. They are creative; they work long, hard hours; and they are will to take entrepreneurial risks that help a city’s economy expand. In the fast-paced industries such as technology and design, they are also the ones who have the most up-to-date skills and training. Cities, thus, have a real incentive to attract and retain this group.

However, it is with retention that cities struggle. As professionals grow older and have children, they often abandon their beloved cities for the perceived or real benefits of the surrounding suburbs, such as better schools and more space. The exodus of parents from cities is well illustrated by looking at San Francisco. This city has been a virtual Mecca for young professionals looking for an exciting place to work and play for decades. Today, however, the demand to live in San Francisco has brought the median house price up to around $700,000, and it has the lowest percentage of people under 18 years old of any major city in the nation, 14.5%, compared with 25.7% nationwide.

Besides the economic impact of losing highly educated families in the prime of their careers, an array of compelling arguments can be made for retaining these families. One is that children provide additional diversity and vibrancy to cities, which in turn makes them more attractive places for all people. Another is that educated parents play a vital role in helping the city develop strong, tight-knit communities.


Children add value to cities in the forms of diversity, community, economics and loyalty

City leaders already face immense challenges to improve public services, very often with increasingly tight budgets. Indeed, many of America’s city leaders are already struggling to manage cities with budget shortfalls in the millions of dollars. So, within this context, why should cities divert their attention to attracting and retaining professionals with children? In short, why is this problem significant? This section explores this question.

Vibrancy and DiversityThe user-research that was conducted for this project provided a wealth of insights into the attitudes, behaviors, and values of professionals. Most notable among these was the value professionals place on the vibrancy and diversity of cities. Many professionals explained that they want a city that is “alive” and would be willing to relocate from a lifeless, sterile city.

Is there a better source of vibrancy and diversity available to cities than children? Synonyms for vibrancy include enthusiasm, animation, and vitality—all words commonly used to describe children. Surely, cities have other sources of vibrancy. They have festivals, college kids, coffee shops, bicyclists, etc., but children provide a much-needed dimension.

The same is true for diversity. Already cities have a range of racial and ethnic, religious, and economic groups, but this is becoming increasingly less pronounced. Cities are becoming more homogeneous with a growing absence of the middle-class, children, and young parents. To increase their real

diversity, they would be well served to increase these child populations.

Echoing these sentiments, Gavin Newsom, San Francisco’s mayor, said, “There’s a quality of imagination that’s very important for the spirit and the soul of the city to maintain. Children bring that to a city. A city without children has no future.” Regardless whether it’s called “quality of imagination,” or vibrancy and diversity, or “spirit of the city,” the point remains—children bring something special to cities which make them a better place to live.

Amenities of CityIn contrast with other groups such as single professional and senior citizens, parents have more at stake and are more stable and connected to the community. They are more active in city government and have more power to shape city policy. This gives them greater influence, which they can, in turn, use to pressure city government to spend tax revenue on services that will benefit them and their children. Topping their list of demands usually are schools, parks, trails, and public safety—all amenities that benefit the greater community.

Tight knit, Civic-minded Community Parents strengthen the ecosystem of the city by knitting the city together and creating a civic-minded base of citizens. Families with children require permanent, trusting relationships and are more willing to invest time and effort to form these relationship than other groups. These are important to parents for a range of things, from emotional support to car-pooling, and from trust to baby sitters. They are also more engaged in the duties and obligations of maintaining their community because civic involvement helps them establish a sense of identity, history, and connection.

Significance

This is a well tread argument that has been made by cities before. Sam Adams, the city Commissioner of Portland, commenting on the “childless city” problem, said, “If [it loses too many children], Portland will lose more than schoolchildren and schools. The city and its neighborhoods will lose some of their vibrancy, even some of their passion, and civic-mindedness (Murphy 2).

Economic Growth and Tax Revenue Young professionals starting families can be an important source of tax revenue for cities. According to the 2007 Wall Street Journal article entitled The Million Dollar Kid, parents spend a lot of money raising children. In fact, increasingly common expenses can send the amount of money required to raise a kid to well above $1 million for people in the top-third income bracket (Daspin, 1). That breaks down to approximately $55,000 per year per child, much of which will be fed into the local city economy and realized in tax dollars.

Loyal Customer BaseThe majority of today’s generation of new parents were themselves raised in the suburbs. This creates a predisposition to raising their own children in the suburbs because that is the way of life they are most familiar and comfortable with.

To break this pattern, cities would be wise to try to attract and retain more families with children. An increase in upper-income children raised in the city will establish a base of “repeat customers,” who are familiar with the nuances of the city and who are comfortable with raising their own children in an urban environment.

Parent Segmentation Map


Framing the Problem

Urban Pioneers

Suburban Loyalists

Discontent Suburbanites

Tentative Urbanites

urban

suburban

high satisfaction

low satisfaction

How to attract and retain families with economic optionsFor the Kids in Cities study, extensive secondary and primary research was conducted on the topic of kids in cities. The research involved identifying statistics, trends, and pre-cursors relating to parenting and family life. Twenty one-on-one ethnographic interviews with a cross-section of parents from five states and 10 one-on-one interviews with experts related to the topic were conducted.

Parent SegmentationBased on research conducted, families with economic options can be segmented into four groups. Urban Pioneers are die-hard city lovers. Suburban Loyalists are parents whose needs are met by the suburbs. Tentative Urbanites are parents in the city who very much enjoy the city, but they may have recently had children and are now being tempted by suburbs’ perceived space, schools, and safety. Discontent Suburbanites are parents who believed the suburbs would provide the “American Dream” but are finding that they are disappointed with their quality of life.

Parent Segmentation Map

Urban Pioneers

Suburban Loyalists

Discontent Suburbanites

Tentative Urbanites

urban

suburban

high satisfaction

low satisfaction

Swing Vote


Based on this segmentation, cities should focus on Tentative Urbanites and Discontent Suburbanites, two valuable segments dubbed the “Swing Vote.”

Urban PioneersInvestigating Urban Pioneers, who steadfastly raise their children in the city despite its problems and shortcomings, allowed the design team to develop insights and create ideas for improving cities. Pioneers are a great source of inspiration for innovative ideas because they live the reality of raising kids in the city everyday. By observing them, the design team was able to identify the city’s deficiencies and pain points. Additionally, any workarounds that the pioneer used to put “duct tape” on the problems relating to raising children in an urban environment were rigorously noted. Both the pain points and workarounds observed in Pioneers were used to develop insights into how cities can transform their offering to better suit the members of the Swing Vote.

The Swing VoteThe Swing Vote is a more practical segment compared to Pioneers. What they are really concerned about is the risk associated with raising their children in a place or in a manner before it has proven itself to be good. What they want to see before they buy their home in the city and send their children off to school is well-established references that communicate to them that it is a good idea. Furthermore, the Swing Vote tend to rely on other members of the Swing Vote, and not the Pioneers, for their information about the benefits of the city.

Next, a closer look is taken at the key findings and insights gained from the research conducted on the Pioneers and the Swing Vote.

Strategy


Urban Pioneers are willing to endure the city’s shortcomings in order to expose their children to the diversity, vibrancy and culture of the city.

Urban Pioneers are those parents who have already made the important decision to raise their children in the city, often despite the difficulties and the pleading advice against it from their friends and family. We refer to them as Pioneers because they are blazing a new trail and because they are thought to be opening up a path and preparing the way for others to follow. They are willing to endure hardship and sacrifice in order to provide what they believe is a better life for their children and themselves.

It would have been very easy for Pioneers to take the conventional path and to raise their family in the suburbs. From our research, a number of forces, such as the American Dream, were uncovered in urban and suburban professional alike, which point to the suburbs as being the “safe” option for raising children. Additionally, there are forces such as guilt and pressure from family and friends which Pioneers must contend with. Often Pioneers feel guilty for raising their children in the city because they are led to believe that it is a selfish act, one which places the child’s welfare in the background.

Moreover, the pain points of Pioneers are not limited to mental anxiety and uncertainties. In fact, many of the problems with raising children in an urban area are very real. For example, the noise of car alarms, the lack of space, and the extra precautions required to keep children safe — all these require extra effort on the part of Pioneers. Sometimes they can workaround the problem, but often times these are real pain points they simply must muddle through.

What Pioneers deeply value is the range of experiences the city provides. They are also highly motivated to instill these same values in their children and are willing to endure hardships in other areas to provide it for them. They admire the city’s density, culture, diversity, vibrancy, and opportunities and want their children to learn from them.

Understanding Pioneers

...highly motivated

“Raising my kids in Chicago has been tough...but I never considered moving out of the city as an option. “

JC, Chicago2 children

...able to see past roadblocks to achieve goals

“Making sure that we got our kids in good schools was a top priority. The process was confusing...we spent a lot of time researching our options”

Maria, Philadelphia, 1 child

...willing to take risks

“I grew up in the suburbs and really didn’t know how my child would like the city...”

Nancy, Philadelphia2 children

Pioneers are...


Workarounds and Pain points

Developing ideas for improving the city and making it more acceptable for the Swing Vote

Ad hoc solutions the Pioneer creates to mitigate problems and shortcomings of cities are referred to by designers as workarounds. Through careful observation of these, designers can formalize solutions so they appeal to the masses. Pain points are simply areas of “pain” that cannot be avoided with the current configuration or design. The table on the right displays a fraction of the workarounds and pain points uncovered during research. Within are some opportunities for improving cities. It can be seen here that most of a pioneers pain points and workarounds can be grouped around the headings of safety, space and schools.

SafetySafety is a concern for parents regardless of whether they live in the city or the suburbs. City parents have learned to rely on the density of neighbors to help them police their children. Many also invest more time teaching their children rules for interacting with people and traveling in the city.

SpacePain points and workarounds in this category mainly revolved around the price per square foot for housing. What bothered Pioneers most is the tight space for children’s bedrooms and the impracticality of sharing rooms. Pioneers have found a way around this by spending more time outside and by devising clever storage and playroom configurations.

SchoolsIt was found to be a serious problem for Pioneers to educate their children in the city. For one, the cost of private school requires a significant portion of their income. And if their children are going to attend public school, problems arise around the enrollment process and in using information such as web sites.

Pain point Workaround OpportunitySPACE

Families in the city have a lack of open private space

Families use multi-purpose general areas

Look for solutions that provide a middle ground between living rooms and parks.

Most city apartments don’t have the room for children to play inside all day.

City parents take their children out of the house to engage in activities.

Children are active and parents are involved in the city

City apartments are less able to accommodate large group meetings and parties.

Utilize public spaces such as parks, schools and bars/restaurants.

Cities could work to help provide parents with access to public space for meetings and get togethers.

Limited spaces in homes cause clutter and claustrophobia

Parents use kitchen or office as a place for children to play

House could be built with an innovative layout to accommodate kids in a small space.

Parking can be difficult or expensive

Use public transportation/park extra car in “off site” area/Zip car

Transportation that is more family friendly

SAFETY

The city has a higher crime rate than the suburbs.

Rely on neighborhood network to help watch children

Cities should help create and strengthen ties within neighborhoods

Parks are not safe enough for children to go to alone

Hire nanny or establish relationship with other parents to trade off watching children

Create system to provide supervision for children at park.

SCHOOLS

Parents must actively search and seek out educational options for children

Parents spend more time searching the internet and talking with SMEs.

Necessary information could be collected and a system devised to present its most user-centric way.

It is difficult for parents to find and comprehend information about school options.

Parents rely on word-of-mouth. Contact friends in positions of power. Create ad hoc data bases

Information about schools could be made easier to find and understand.


Pioneer Values

Pioneers choose the city for the diverse and vibrant experiences it offers them and their children

Typically, Pioneers have a very different set of values than the Swing Vote, and therefore, it is of little importance to understand the values of Pioneer for insights into the Swing Vote. However, a brief overview of Pioneer values is included here to bridge the gap between Pioneers and the Swing Vote because both were found to have similar values, with the important difference being how they prioritized those values. For Pioneers, diversity, density and vibrance were emphasized. For members of the Swing Vote, space, safety, and schools trumped all other values.

DiversityPioneers place tremendous value on exposing their children to diverse situations and cultures. Pioneer parents repeatedly mentioned that these experiences were more important than a large home because they help make their children more well-rounded than they would be if they lived in the suburbs. Additionally, city parents value the many cultural venues a city provides such as museums, theatres, and libraries, and often leverage these as ways to frequently take learning out of the classroom and make it more enjoyable.

DensityParents also felt that their children benefited from the inherent adjacencies that a city’s density provides. The refrain “there’s so much to do” was heard often, referring to the variety of options for kid-friendly activities and events found within a city, many within walking distance.

Adjacencies made it easier for Pioneers to connect their children with friends and to develop community. The large amount of public parks and buildings make it easier to find mutually convenient locations to meet with other parents and also act as social gathering places.

VibrancyIn addition to exposing their children to varied cultures, many parents felt that living in the city provided their children with a heightened sense of awareness that added to their safety and better acclimated them to the world at an earlier age than their suburban counterparts.

Pioneers on...

Diversity“When we finally moved to the suburbs, my children’s teachers came up to me and told me how much more well-rounded my children were than the other children. I believe it’s because we lived in the city for so many years. “ - Rachel

“Going on the subway is like a free class in cultural education. If I wanted everybody to be the same, I would’ve stayed in Ireland. “ - Anne

Convenience“My son is never sitting around the house, there’s just so much to do. If we’re not going to one of the museums to see the latest exhibit, then it’s the aquarium or planetarium or something else. At the least, we’ll bring him to a friend’s house and just go to the nearest park. It keeps me busy, but it’s time spent with him so I enjoy it. “ - JC

Safety“The first time they see a homeless guy on the train or bus, it might rattle them a bit. But they quickly learn that it is part of life and the appropriate way to deal with it. I guess I could try to shelter them from that by moving to the suburbs, but sooner or later they’re going to have to be exposed to it. I think the sooner they learn about it and the more aware they are, the better. “ - JC

“Everybody in our neighborhood knows [my kids]. The store owners, people on the street. I have no problem sending them out on their own because I know there is always somebody watching them. “ - Nancy


Pioneer Definitions

Pioneers define safety, space and education in different ways than the Swing Vote.

When comparing their values with the pain points of city living, the Pioneers’ broader perspective begins to become more clear. Essentially, Pioneers find that by leveraging the city’s strengths they are able to mitigate its weaknesses. In the Pioneer’s mind, the city does not fail to meet any of their needs. It satisfies them in a way that is different from — and superior to — the suburbs.

Definition of SafetyWhile the traditional, suburban approach to safety is accomplished through privacy, ownership and avoidance, Pioneers find safety in numbers. They leverage the “eyes on the streets” provided by density of neighbors to help keep their children safe. At the same time, Pioneers often referred to a high level of awareness that their children possessed.

Definition of SpaceSpace in the suburbs is centered around the ideas of ownership and size. From large homes and lawns to SUVs, the more square footage a person owns the better. Pioneers on the other hand, are less concerned with ownership than they are with accessibility. The Pioneer leverages the city’s inherent adjacencies to provide them with a multitude of public spaces they can utilize.

Definition of SchoolSuburban parents often point to test scores as a signal that the suburbs are the better alternative. Pioneer parents more broadly define education to include the learning that occurs outside of the classroom. When defined this way, with its culture and diversity, the city offers a much better “classroom” than the suburbs.

Pioneers leverage diversity to help educate their children outside of the classroom. They use a city’s many public areas as convenient substitutes for backyards. They utilize their neighbors to help them look after their children and their children’s exposure to help them look after themselves.

Redefinition as StrategyThis concept of redefinition gives us a strong strategy for creating change. Contrary to traditional thinking which has strived to make cities more “suburb-like,” solutions should be aimed at leveraging the city’s inherent strengths of diversity, density and culture to help mitigate its weaknesses. By redefining safety, space and schools as the pioneers do, we can better understand the city’s inherent leverage points.

User Needs Majority Perception Point of Leverage Pioneer definition

SAFETY The city as an unsafe place with higher level of crime and homelessness so my children will not be safe

Density and diversity of people provide many “eyes on the street”

My children are kept safe by the many people they know on the streets of our neighborhood

SPACE City apartments are too expensive. I can get a half acre in the suburbs for the same price.

Cities offer many adjacent public buildings and spaces that can be used to “extend” the home

The entire city is my backyard!

SCHOOLS City schools perform poorly and are underfunded

The city’s varied culture and unique experiences provide children with educational experiences in and out of the classroom

The entire city is a classroom!

Additionally, this provides a workable strategy for changing the perceptions of the Swing Vote. If they could learn to define safety, space and education in the same terms as Pioneers, they would see the benefits of raising their children in the city rather than the suburbs.


Understanding the Swing Vote

For the Swing Vote, the suburbs still offer the safety, space, and schooling that they desire...

The Swing Vote might be the professional couple that moved to the city immediately after law school and have now decided to have children. Upon discussing raising their children in the city, they tell themselves that it is inevitable that they must move to the suburbs once their first child in born.

Moreover, the Swing Vote may also be the young couple who met at a marketing firm uptown, got married, and had children three years ago. Now their child has become school age, and they are contemplating a move to the suburbs. In some cases, the Swing Vote may also be the suburban couple who really loves the city and would like to raise their children there, but are not ready to make that leap of faith that a move to the city would require. The Swing Vote represent the target market.

Comparing Swing Vote with PioneersThe major difference between the Swing Vote and Pioneers is a strong sense of practicality. For this reason, they are also often referred to as “pragmatists.” While Pioneers are visionaries who believe the possible benefits of raising their children in the city are worth the gamble, the Swing Vote are more comfortable with “the sure bet.” Their more conservative values lead them to be more concerned with “hard benefits” such as crime rates and test scores over “soft benefits” such as diversity, density, and vibrancy. It should be mentioned, however, that the Swing Vote is not an entirely conservative bunch. Remember, most of them lived in the city before the child issue arose in the lives.

...value measurable improvement

“My husband and I moved to Evanston for the schools. We considered the city, but ultimately settled on Evanston because it has excellent schools.”

Ahn, Chicago suburb, 1 child

...value long-term investments

“We moved from the city...we wanted more space...the kids toys clutters the kitchen. We knew we could get a house with more space in the suburbs.”

Rachel, Philadelphia suburb, 3 children

...tend to communicate with others like themselves

“When my child approached school age, I moved to the suburbs...My friends and family played a large part in helping me make my decision.”

Margaret, Chicago suburb, 2 children

The Swing Vote...


Problems of Perception

...while the city is still deficient in these same areas.

While the assertion that the suburbs offer better schools, more space and a safer environment than cities is taken as fact by most suburbanites, research shows that this is not always the case.

Sprawl and declining average population per household have reduced the feeling of community the suburbs once provided, as well as contributed to the rise of “cul-de-sac kids” and an increase in the amount of time suburbanites spend in their cars. The best city schools are often performing as good or better than their suburban counterparts, and urban housing continues to appreciate at a greater rate than the constantly expanding suburban stock.

Additionally, the Pioneers continue to raise their children in the city with success and resolve. So why does the default choice for the Swing Vote continues to be the suburbs?

Content vs. CommunicationProblems often fall into one of two categories: content problems in which the solution does not exist and needs to be created, or communication problems where the solution does exist but is not being communicated properly.

In the case of the child-friendly city, there is a large gap between a city’s fitness for raising children and the degree to which the Swing Vote accept them as a viable solution. This points to a problem of communication — primarily the poor perception of cities most American parents continue to hold.

The problem is not completely one of communication — as we’ve already shown there continues to be much room for improvement in the city — but there are considerable gains

to be made as well by changing the majority’s perception of the city.

Technical vs. Hearts and MindsMany city leaders have recognized their city’s shaky reputation and have taken steps to change the minds of their potential citizens. However, their approach of concentrating on improving and publicizing test scores and lowering crime statistics do not resonate strongly with a public that has been deeply affected by the American Dream of suburban living.

Their technical approach, with its concentration on numbers and optimization, serves only to impress other mayors and civic leaders, and does little to change the perceptions of those outside the city. In order to change the hearts and minds of those tied to the suburbs, cities must understand their opinions and preferences and work to help them understand the benefits of the city at an emotional level.

A Communication ChallengeChanging perceptions is never easy, and it is made even more difficult when the perceptions are long-standing and entrenched in the national consciousness. Additionally, the Swing vote do not generally respond well to advertising and marketing attempts.


The solution hierarchy provides city leaders with a complete picture of the strategies available for affecting the problem of Kids in Cities.

Strategies, initiatives and illustrative concepts will be covered in the next two sections.

ServicesMessaging

SafetyEase

NavigationShared Space

Private Space

SpaceCity-wideLearning

SchoolInformation

Leveraging City Assets

Schools

Kids in Cities

3. ConceptsA set of strategies and concepts designed to support city

families in their day-to-day lives.

In this section

3.1 | Safety

3.2 | Space

3.3 | Schools


Parents, more than any other group, are social beings who want to settle down in a place that is comfortable and secure. They want to know first and foremost that they are going to be physically safe. But beyond this, they also desire an environment that appears to be safe. For this, they need to receive signals that the town or neighborhood in which they are living in is free from danger that may harm their children. Sometimes these signals must be explicitly communicated. Sometime they must take more subtle, implicit forms.

Indeed, safety is a well-trodden area of city concern. The media help create the perception that the suburbs are much safer than the city. They often point out the dangers of the city and warn they must do more to control violent crime. Regardless of whether these reports are accurate, the results of our research revealed that most parents and their extended family still perceive that cities as dangerous places to raise children. Although they criticize the suburbs on many other points, most parents still believe that the suburbs are much safer.

This section provides an array of ideas to assist city leaders in improving both the actual and perceived safety of the city. Some ideas help older children to navigate the city safely without their parents. Other ideas consist of services or technology that the city can provide to track and monitor children as they move about the city. Still others provide a visible reminder to parents that the city is addressing their concerns and providing for the safety of their children.

Quotes from research: “…we were frightened at first of public transport, didn’t want that for her kids.” - Jocelyn

“…she didn’t grow up in city, so she worries about crime, random shootings, doesn’t happen in our neighborhood, but you never know. Big city is more about crime….”

Insight:Communicating the safety of places in the city relative to one another presents a realistic opportunity for cities to change perceptions and communicate progress.

Issues addressed in this section:Lack of knowledge of what parts of the city are safe•Safe navigation of the city•Creation of safe communities•

ServicesMessaging

Safety


Concepts

Figure 1: Safe RoutesFigure 1.1: Business CertificationFigure 1.2: Visible DirectionsCities can put parents at ease by visibly creating footpaths that clearly indicate that the city is watching over. This sort of messaging could include visible cameras along specific routes, markings on buildings and sidewalks to communicate at the child level. Businesses could take part in child safety initiatives through a high-profile certification program, letting kids and parents know that they have been checked out by authorities and been proven to be a safe haven for children.

User Benefit:

Provides peace of mind for parents•Makes it easier and safer for kids to move about the city•Communicates safe places to children and adults•

1

1.1

1.2

ServicesMessaging

Safety


Concepts

Figure 1: Pre-Paid PassPublic transportation services can be leveraged to establish a network of safe options for children to travel from place to place or get home in an emergency. A simple card system could allow kids to carry a prepaid, universal access pass that would allow them to ride buses, trains, and taxis.

Figure 2: Emergency Call BoxesFigure 2.1: Kid 911As cities increasingly opt for public cameras as a way to deter crime, they could also add call boxes designed for children.

Figure 3: Designated Safe Car on Train or BusesChild only areas could be designated on trains and buses near the driver and monitored by cameras. This system would give parents peace of mind, and give kids a feeling of safety.

User Benefits

Proactive measures for parents to take active role•Easy way for kids to get help or get home•

1

2.1

32

ServicesMessaging

Safety

Ease Navigation

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Leaders hoping to attract parents to their cities are advised not to overlook the problem of space. For parents, space is among the most important factors influencing their decision where to settle and raise children. It is extremely important for them that they find just the right house, in a neighborhood that is good for raising a family. In this section, we will explore some of the aspects of space that matter most to parents.

Private SpaceThe first type of space that we will look at is private space, which consists of the home, surrounding yard and garage. This space is high on the family’s checklist as they compare their options. In fact, our research indicated professionals often abandon the city for the suburbs due to the high cost of home ownership. Rising housing prices mean that even families who make salaries well above average are still unable to afford to buy a large enough home with enough bedrooms to raise their children. Additionally, they are unable to afford a home with a yard and other amenities that come in handy when raising children.

The reality of home ownership in the city puts parents who are determined to stay in the city and raise their children in a tough predicament. They are often forced to create a list of priorities and make difficult trade-offs. As a result, parents who love the city and who want to raise their children there are frequently compelled to move to the suburbs where they can find a home that is both affordable and offers enough space. Shared SpaceBy focusing on the home, we risk overlooking the other space of the city that is important to families. This space is the public space and the general environment. These spaces are typically ideal for young professionals because they consist of attraction points, transportation options, and other

adjacencies. Indeed, many cities have become playgrounds for the “young and restless.” These people love the variety of chic new restaurants, trendy bars and all-night clubs that are available to them. However, the appeal for of this type of space does not necessarily translate to parents with children.

It is no surprise that children bring about a shift in priorities in parents. Young professional families are certainly no exception to this rule. However, our research seems to indicate that young, creative professionals don’t necessarily want the fun to cease. And they certainly don’t want to relocate to family designated areas. What they want is access to different things in the public space and a more child-sensitive environment. They want a dimension of space designated for them and their children that is seamlessly incorporated into the cityscape. They also want to receive visible recognition from the city that they are valued and important members of the community. Oftentimes cities need not even allocate additional public space for families; instead, they can simply do a better job at marking and designating the space that is already available.

Simple improvements geared toward families can also make a big difference. When deciding on a place to live, parents evaluate the pros and cons of the city versus the suburbs. In this calculation, it is often the little inconveniences of raising children in the city that add up, causing parents to perceive the suburbs as the better choice. Sure, the suburbs aren’t perfect, but they are often free from the little problems of the city such as parking tickets, stroller access, noisy fire trucks and ambulances, homeless people, and visible trash. Therefore, in addition to trying to solve larger problems related to space, this section also provides some ideas for cities to provide innovative solutions to reduce the little frustrations that add up to major headaches for parents.

Quotes from research:“…we go to local places, Mexican restaurants, Asian restaurants, a sports bar, sushi. We just have to go early before it’s packed.”

“…there aren’t many places that have both kid and adult activities. A restaurant with good food doesn’t work for the kids because they have a short attention span and can’t wait to get served.”

Insights: City assets are aimed more at single professionals than families with young children. This causes parents to go out of their way to take advantage of city life. Families need frequent designated spaces for unpredictability of travel.

Issues addressed in this section:Lack of space for leisure time in the city•Lack of designated green spaces•Areas of the city that cannot normally be enjoyed by •familiesUtilizing the density of the city, and optimization of existing •spaceConcerns regarding size and usability of the city’s housing •optionsThe city has many offerings that go unnoticed•


Concepts

Figure 1: Adaptable Living Floor PlansLiving areas designed to take advantage of adjacent spaces can utilize parts of existing facilities to assemble larger systems. This might manifest itself as an adaptable floor plan which would take parts of individual apartments, used privately during evenings and weekends, and turn them into one large space for use by an entire floor of a living complex. This arrangement could be a powerful way to address issues such as in-home day care.

Figure 2: Boomer Generation IncentivesThe baby boomer generation offers opportunities for the family-centric city as well. This group of citizens is increasingly found in the city as trends like “aging in place” continue. Baby boomers and their lifestyle could be leveraged not only to offer families assistance with day care, but they could also play a pivotal role in the creation a network of individuals who posses the trusted knowledge that the Swing Vote require.

Figure 3: Time Share ModelFamilies need help from loved ones and trusted sources. By pooling resources, young families can share some of the financial responsibilities that come with raising children in the city, whether it be a nanny shared by several families, or a time-share arrangement allowing families to share a vacation home. User Benefits

Shared resources •Shared financial burden•Better use of living space•Proximity of help with raising children•

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Concepts

Figure 1: Car Free Zones Converting city streets to pedestrian only zones during off-peak traffic times offers the opportunity to transform areas normally devoted to vehicle traffic into family centric spaces. Perhaps during evenings and weekends, restaurants and cafes could expand their sidewalk seating areas to include stroller space, or even play areas.

Figure 2: Public Spaces as Common SpaceFigure 2.1: Happy Hour for Families Figure 2.2: Family Rest StopsTo help families as they travel about the city, cities may want to consider boosting the quantity and quality of their public spaces. By expanding traditional public building services such as bathrooms and stroller lockers into places that allow families to relax, cities have an opportunity to transform themselves into places where families can take part in recreational activities and not be bothered by the irritating inconveniences that are so abundant when the needs of children are not addressed.

User Benefits

Opens up under utilized resources of the city•Personifies the city as a place that supports the family initiative•Creates an incentive for families to come from the suburbs•Supports tighter network of families within neighborhoods•Puts in context the things that attract people: dense vertical •housing, fashionable restaurants and shops, and mass transit that makes having a car unnecessary

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SpaceKids Source is a publication of information, local shop discounts, games, and puzzles that are specifically for children. It could provide families with information relating to activities and events being held in the city. They could also provide discounts at local shops, cafes, and museums in the city, or they could contain information relating to learning about the history of a city or clues relating to K-Games, a concept described later in this section.

Lastly, kids in the city and the interesting activities they are involved with could be highlighted within a section of Kid Source.

An analogy in existence today...Timeout Magazine now has Timeout New York Kids, a publication and website specifically focused on family-friendly activities.

Concept Description

Figure 18 -TimeOut Kids

Free family

More Coupons Inside!

At the Museum of Science and

Kid’s Events

Don’t miss Chicago Kids Company’s Snow White and the Seven Dwarfs

KidSource Chicago

Free family

pass to Chicago

More Coupons Inside!

At the Museum of Science and Industry

Kid’s Events

Don’t miss Chicago Kids Company’s Snow White and the Seven Dwarfs

KidSource Chicago


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Play Here!

Skate Here!

Chew gum

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Ride Here!

Have Fun!

Graffiti is a campaign with an appealing visual language focused on branding the city as kid-friendly. Children are often told what they are not allowed to do, whether it’s by their parents or a stranger. This campaign is designed to break this convention by specifically telling children that they should play in areas specifically provided for them. It also can provide visual cues of safe areas or spaces where children will feel a higher sense of security such as the walk to and from school.

Examples include signs that show kid-friendly paths from home to school. They might also indicate places for children to play such as:

“Play Here!”“Chew gum here!”“Skate here!”

Other forms of media will help families see the city as kid-friendly. This could include: signs, posters, and billboards in airports, subways, bus stops, and neighborhood parks highlighting kid-friendly events and activities.

Concept Description


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Where’s Waldo in Chicago?Clues to find Waldo:

1. He’s exactly two miles north of a park that was named after the turn of the century.

2. He’s closest to the fourth subway line built in the City of Chicago.

3. He’s near a building that used to be a major department store warehouse.

4. He’s near a statue of the third Mayor of the City of Chicago.

K-Games Chicago!

K-Games is a series of activities, puzzles, and games for kids posted on kiosks that are located in easily accessible areas within the local neighborhood. The kiosks display activities and puzzles for children to play, which might be geared toward learning about the city or the city’s history, but done in an interactive way. They might include:

•ScavengerHunts•Citytriviaandhistory•Where’sWaldointhecity?•Mazes•Puzzles

IllustrationDepending on the level of technology used, kiosks could be highly interactive or simply a posting of a new activity. On a regular basis, the city or local neighborhood organization would update the kiosks with new games for children to play.

Concept Description


Concepts

Figure 1: Safety, Space & Education IconsA system of icons that provides clear navigational cues, even from a child’s perspective, would help parents and children as they explore the city and its abundant activities.

Figure 2: Map & Trip PlannerIcons might be coupled with an interactive activity planning function that could be presented on the Internet or at a kiosk. An essential feature of this system would be a child-centric map designed to help kids plan trips and navigate unfamiliar parts of the city.

User Benefits

Simplifies the trip planning process•Makes city benefits visible•Creates a common, easy to read navigation language•

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As members of a meritocracy, professional parents place an extremely high value on all manifestations of education. They continuously seek educational experiences for their children, whether it’s in the classroom, at the aquarium, or along the street. Their philosophy, whether expressed consciously or unconsciously, is that even leisure time and playtime should have an educational component. And naturally, for them, schools are viewed as the primary form of education, and as such it is one of their primary concerns.

This section builds off these insights. It explores a variety of creative ways in which cities can infuse education into activities that children are involved in – whether it is by fun activities like going to the park or more mundane activities like strolling by a construction site. Strategies are provided for enhancing the learning of children by exposing them to diversity and establishing a connection between them and the history, culture, and society particular to where they live.

School InformationThe fact that schools are a central part of a child’s life cannot be ignored. Children wake up early in the morning and spend their entire day in schools, where they are exposed to a variety of impressions and influences. These are the places where a child’s mind and sense of self are developed through learning and interaction with others. Although the concepts in this section do not directly address many of the most pressing problems related to inner city schools, they do speak to some of the problems parents experience with the school enrollment process.

To make this process easier, this section encourages cities to provide better tools and processes by demonstrating a set of ways this can be done. It is envisioned here that a set of improved tools would allow parents to access information about all their school options, both public and private, in

one place. For instance, they might access a web site and enter their particular information and their preferences and receive their options. An even better process might involve augmented services such as a guidance councilor to provide parents with advice and options for educating their children in the city.

City-wide InfoIn some explorations, the actual real estate of the city is used as a channel for delivering an assortment of educational messages. In others, the empty space around kid-friendly attractions such as playgrounds and buses, are transformed into a medium for improving learning, and thereby capturing an otherwise lost opportunity. Still others offer suggestions to uplift unpleasant areas like construction sites by turning them into educational opportunities. The goal in each case is to create an educational environment for children by leveraging the city’s assets.

Also visited in this section are ways in which cities can facilitate education through exposure. Many parents interviewed expressed their love of the city as a way to expose their children to things and people that have educational value. They believe that by experiencing the diversity of the city, their children will be better prepared for life’s challenges and will be in a better position to succeed in an increasingly competitive world.

Quotes from research:“…subway is a cultural lesson in itself.”

“I wanted them (my kids) to grow up (in the city), and this is the way I think of cities. They’re a combination of a lot of people from diverse backgrounds, socio economic groups, in addition to diversity of races, and nationalities and religions…”

Insights:Cities can augment efforts to improve school systems by leveraging city assets toward making the city itself an educational experience.

Issues addressed in this section:Difficulty in finding information about and choosing •schoolsPerception that cities are bad for kid’s education•

City-wideLearning

SchoolInformation


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Concepts

Figure 1: School RealtorTo solve this problem, schools could assign a liaison to address parent needs and provide a personal contact when making school related decisions.

Figure 2: School ComparisonFigure 2.1: School StatsFigure 3: Yearly School FairParents could access multiple layers of information, including quantitative data such as test scores and qualitative data such as pictures of classrooms. Yearly school recruiting fairs that provide an organized event tailored toward showing school strengths to parents shopping for city schools could be organized to help parents with the school enrollment process.

User Benefit

Helps parents learn about, and decide on schools

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City ScoutsConnecting Students with Community Outreach

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Volunteers Sports and Exercise Clubs

Student Conservation AssociationConservation Leadership CorpsAs a member of a Conservation Leadership Corps you will:•Volunteeronweekendsthroughoutthe school year in the city where you live.•Buildtrails,restoreriverandlakefront environments, and conserve habitats.

... moreJunior Earth TeamAn environmental apprenticeship program in neighborhood parks for teens. Teens provide environmentally-based activities to children at five city parks in ethically diverse neighborhoods

... moreGardening Opportunity Help improve the outdoor environment of our residential areas by planting and maintaining gardens. Gardening Opportunity has many opportunities for creative minds. Butterfly gardens are a particular favorite among our residents.

... more

City Scout of the Month

Audrey Smith is not a tenth grader who lets

things slip by. She attends Freeman High

School in downtown Chicago and noticed

that cars were speeding by her school.

Many of the children walk home and these

cars can pose a potential safety danger. She

started volunteering in the student board

then gathered a group of parents, students,

and faculty who supported her view to the

school board. They then approved her plan

to post school crossing signs and assign

safety crossing patrols.

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City Scouts is a public-private initiative that brings together city government, local businesses, universities, non-profit organizations, and families. It’s a network of organizations that provide children with opportunities to help out in their community, participate in local or neighborhood level government, and work with and learn from local business professionals. It is broader in scope that the Signature Strength Network in that it is not focused exclusively on the signature strengths of the city.

Cities are learning that it is vitally important to involve young people in the development and betterment of their communities. Allowing young people to co-create the world in which they live in results in a compelling reason for young people to stay, because they feel vested in their communities. Students participating in City Scouts could be awarded scholarships or grants to local schools and universities for their accomplishments.

IllustrationCity Scouts is also a web platform that links families with organizations that are part of the City Scouts Network. Families can search for learning opportunities based on a particular interest or by the type of experience whether it is a mentor, an internship, non-profit work, or neighborhood government involvement.

An analogy in existence today...VolunteerMatch is a network of non-profits that people can search and volunteer for based on their interest.

Concept Description

Figure 14 - VolunteerMatch logo

www.volunteermatch.org

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City-wideLearning

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SchoolsSignature Strengths are key characteristics of cities that differentiate one city from any other. The Signature Strength Volunteer Program is a volunteer network of experts that help city children learn more about these unique strengths.

By bringing experts and children together, children can learn in a much more engaging manner. Also this may open a child’s world beyond what they typically learn in school and give them a sense of many possibilities within their own city.

IllustrationThe city of Chicago is renowned for its architecture. For children interested in architecture or simply interested in learning more about it beyond what schools offer, the Signature Strength Volunteer Program is an opportunity to gain first hand experience with experts in the field.

The Signature Strength Volunteer Program proposes that Chicago architects periodically visit schools or hold classes at their firms to teach different topics related to the architecture such as 3-D modeling and sketching. Tours of the city could be given by architects to give children first-hand knowledge from experts in the field.

Concept Description


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Small garden plot

Old compost

New compost

Shredder Grass clippings

Lunch leftovers Soil

Wildlife attracting shrubs

Bird hedge

Solitary wasp nest sites

Lawn

Pond

Native prairie wildflower meadow

The Signature Strength Network is an initiative that fully enables students to develop their skills and provide deep learning experiences in areas that cities define as their signature strengths. The network is composed of local businesses, non-profit organizations, and educational institutions unified around the signature strengths of a city. It is a more holistic approach to providing deep learning experiences for children. The Signature Strength Volunteer Program, mentioned previously, could be one component of this more systemic network.

IllustrationBecause Chicago has a signature strength in architecture, children in Chicago could work side by side with architects and developers to create rooftop or community gardens. Children can learn about sustainability from local architects by working on the projects themselves.

Concept Description


1 Student needs are entered into Guru.

2 A pool of students are narrowed down by student needs.

3 Parents and students can contact potential tutors to find the best match.

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Subject Geometry

Location 1723 N Halsted, Chicago, IL 60614

Student Learning Style Take QuizAn abstract learner, she learns by intuition and imagination while organizing information by chunks in a random method versus sequential.

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Timothy Schug5th Year Undergraduate I have to say that fate brought me to IIT. As a child, I always wanted to have a career... more

Alexis Kramer, Ph.D. CandidateAlexis Kramer is one of the 14 Ph.D. candidates from the Institute of Psychology to appear in the 2006 Who’s Who ... more

Shravani Pasupneti4th Year Undergraduate Shravani Pasupneti, a fourth-year biomedical engineering student from suburban... more

Syed Asif Kazimi 4th Year Undergraduate When Syed Asif Kazimi came to the U.S. from Pakistan in 2001, he thought his visit was... more

Christina Barrett3rd Year Undergraduate Christina Barrett, a computer science major from suburban Westmont could not have... more

Guru is a tutoring network in which local university students, particularly candidates for Masters in Education as part of their coursework, are connected to the Guru Network, a platform that matches young students in need of help with tutors or “Gurus.” These university student Gurus can serve as tutors or help teach classes in schools and other learning environments.

This is especially helpful for parents who try to find ways to supplement their children’s education. It’s a win-win solution that benefits children and parents as well as helps university students find compelling ways to help in the community while applying what they learn in school. Furthermore, this kind of program provides university students with a deeper connection to the local community, thereby resulting in young talent seeking to stay in the city.

IllustrationStudents from local universities sign up to be tutors on the Guru Network which might have a web platform for city families. Parents can search for tutors via geographic location, neighborhood, and subject specialty. Tutors can provide email contact information, biographies, video profiles and schedules of availability, so parents can contact and decide who might best fit their children’s needs and schedules.

An analogy in existence today...Collegia is an organization that connects colleges and communities. Its founders have a decade of experience working with regional stakeholders (government, civic, corporate, and academic), helping them leverage their higher-education clusters to improve the economic well-being and vibrancy of their respective regions.

Concept Description

Figure 13 - Collegia logo

www.collegia.com

City-wideLearning

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Schools


City-wideLearning

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Schools

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Schedule DistanceSort byFamily ConnectorFamily Centered Information for the City of Chicago

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Search Creative Writing

Option 1 Student Playwriting Group Option 2 American Literature Tutor Option 3 Online Student Writing Forum

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Description

The program teams students with professional actors in an eight-week playwriting after school class, culminating in a live performance of the student’s script by the actors. The eight week program is a carefully structured process where students meet both individually and in groups. The 2 ½ hour daily exercises utilized the tools, expertise and guidance of the Drama Group coaches, while sparking the creativity and emotional depth of each student. The scripts are exclusively written by the students, with the coaches encouraging the creative process through reflection and revision.

Recommended

Family Connector recommends The Drama Club for your child who is very social and outgoing. The location is also near her school and home and meets at a time that she is free.

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Concepts

Figure 1: History MarkersFigure 1.1: Natural World MarkersFigure 1.2: Cultural PlaygroundFigure 1.3: Historical LensThere is an opportunity for cities to use under-utilized space to create learning experiences for children and their parents in everyday places. Cities could bring history to life by illustrating relevant events and significant people in the past. They could also display what the city looked like in the distant past. Cities might also use visual real estate to educate children about the natural world.

User Benefit

Provides learning experiences in unexpected places•Augments classroom learning•

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6. Next StepsA plan to help city leaders apply these strategies to their

own planning efforts.


Next Steps

The aim of this paper is to provide a general description of the problems city parents face and a suite of strategies for reducing their discomfort.

Obviously, not all of the problems apply to every city. Each city must tailor the program as they see fit. How a particular city approaches this problem depends on the specific needs of its citizens and the tools and resources the city has to address them. It is up to each city to identify which of these problems most directly apply to them and which ones they are most equipped to solve.

Of course, in an ideal situation a city would have the resources to implement all of the suggested strategies, but this is seldom the case. Fortunately, it is also seldom necessary. Cities and the families living within them could

1. Diagnose situation

Before a city can begin any improvement initiative, it needs to have a thorough understanding of its capabilities and needs.

realize great benefits from the successful implementation of just one or a few strategies.

What is most important is that the problems a city addresses and solutions they implement are not randomly chosen. In order to have a significant and lasting effect, cities should choose the specific problem areas where they can have the greatest effect and provide their citizens the greatest benefits.

Diagnose Situation

Define Initiatives

Development & Launch

Concept Generation

2. Define initiatives

The project’s strategic initiatives must be clearly communicated in order to be successful.

5. Development & Launch

Chosen solutions are optimized and released according to their development schedule.

3. Concept Generation

Performed by internal planners or a design consultancy, concepts are generated around the intended outcome.

Concept Evaluation

4. Concept Evaluation

Concepts are then evaluated for their need, solvency and fit with larger intent.

The Process

This paper provides cities with several recommended initiatives and underlying concepts to help with step 2 & 3.

C E Os Kids In Cities

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Transcript of C E Os Kids In Cities