1. 180,000 and Counting: Houston’s Creative Workforce on the Rise November 19, 2015 Christine Harris

2. AGENDA Welcome and Introductions The Houston Creative Economy Story The National Creative Economy Story Panel Discussion Q & A Session Wrap-up

3. 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

4. THE HOUSTON CREATIVE ECONOMY STORY

5. THE NATIONAL CREATIVE ECONOMY STORY

6. 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

7. 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

8. 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

9. 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

10. AMERICA’S CREATIVE ECONOMY REPORT:  Creative industries in 9 states in the Southeast (South Arts) are 4 th largest industry cluster and 5 th 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

11. Jobs Wages Businesses

12. 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

13. 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

14. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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?

23. QUESTIONS AND ANSWERS

24. 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?

25. 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