Mon, Jul 06, 2009
 Laura Shaw, left, of TREO, and Daisy Jenkins, right, of Raytheon, listen to Richard Florida, the economist who came up with the concept of the "creative class," during a reception before his luncheon speech. Jeffry Scott / arizona daily star
RANCHO RESORT MAINTANANCE POSITION Finance and Accounting Charles E. Gillman Company Accounting Specialist Administrative & Professional Tucson Urban League CEO/President Administrative & Professional Jorgensen Brooks Group Counselor Mechanical Komatsu Equipment Co Resident Field Mechanic Sales and Marketing Everready Glass Sales Reps BusinessCan Tucson attract 'the creative class'?Author: City can do more to lure 20-somethings
Arizona Daily Star
Tucson, Arizona | Published: 09.28.2007
To remain globally competitive, American cities must cultivate their creative workers and lure them with diverse activities and attractions, a Toronto economist told a Tucson audience Thursday.
About 500 of the area's civic, business and social leaders attended Tucson Regional Economic Opportunities' annual luncheon, featuring economist Richard Florida.
Florida's speech followed the arguments of his books, "Rise of the Creative Class" (2002) and "Flight of the Creative Class" (2005), especially that creativity will drive future economic development.
"We're moving from an industrial economy … to one based on our minds," he said. "The model of the future is, how can you harvest the creative energy of your work force?"
Past theories of economic development stated that recruiting companies, often using tax incentives, was the way to lure workers, he said. Florida argued the reverse is true.
Develop a city that has a lot to offer America's mostly young, mobile and growing population of creative workers — among them artists, engineers and scientists — and they'll come, he says, bringing their innovative minds along for the ride.
At the end of an hour-long speech, most of which centered on his analysis of Pittsburgh's economic revitalization efforts and his development of the creative-class theory, Florida offered a few observations on Tucson.
While the city has so far proven itself capable in attracting young students to the University of Arizona, and older retirees — "The golf thing, you have it down," he joked — it needs to put more energy into luring and retaining workers in their 20s and 30s, he said.
While those young students may come for the education, too few of them stay. Research has shown that people are the most mobile at age 24, Florida said in an interview following the luncheon.
"If you (as a city) lose them at 24, no matter what you do, you're less likely to recapture them."
Other luncheon highlights:
● Jim Pignatelli, chairman and CEO of Unisource, was awarded the first annual Cornerstone Award.
● Larry Hecker, an attorney at Hecker & Muehlebach PLLC, was named volunteer of the year.
● Daisy Jenkins, of Raytheon Missile Systems, and retired Congressman Jim Kolbe joined TREO's board. Elizabeth Gonzalez-Gann left the board.
● Contact reporter Tiana Velez at 573-4175 or tvelez@azstarnet.com.
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