180,000 and Counting:Houston’s Creative Workforce on the Rise

November 19, 2015

Christine Harris

AGENDA

Welcome and IntroductionsThe Houston Creative Economy StoryThe National Creative Economy StoryPanel DiscussionQ & A SessionWrap-up

INTRODUCTIONS

Jonathon Glus, President/CEO, Houston Arts AllianceChristine Harris, Christine Harris ConnectionsSusanne Behrens, President, Art Institute of Houston,James Furr, Managing Partner Emeritus, GenslerPatrick Jankowski, Vice President Research, GHP*

* Greater Houston Partnership

THE HOUSTON CREATIVEECONOMY STORY

THE NATIONAL CREATIVEECONOMY STORY

COMPARING CREATIVE CLASSIFICATIONS

Creative class (Richard Florida 2004) –The size of the creative professional and knowledge worker labor force

Creative placemaking (NEA, ArtPlace 2011) – An arts/culture-centric community and economic development strategy

Creative economy (Mt. Auburn 2001) – The measured economic value of the businesses and workers in creative enterprises and occupations

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 INDUSTRYUnited 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% = 47Why 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

JobsWages

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 toimprove competitive workforce

THE PHILADELPHIA STORY • Timeline

• 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

• 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

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 HoustonJames Furr, FIFA, Managing Partner Emeritus, GenslerPatrick 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