Why do cities seek to attract and retain the creative class, which types of places appeal to
the creative class?
The economic foundation of Canadian cities is increasingly service-oriented and
knowledge-based. In this context, the ability of cities to attract and retain the creative class is
critical to competitiveness and economic growth. Members of this class are typically mobile,
and can therefore choose between different cities, based on what they have to offer. The
textbook provides some insights into what place characteristics the creative class seeks
out:
● “[C]ities needed to attract this creative class by offering them an excellent quality of life: good
environmental amenities plus a social climate embracing ‘diversity’ and a cosmopolitan ethos.”
(p169)
● “Place-making and the value of urban design have become a priority of many public
authorities, citizens, and the private sector. This is particularly true … [of] effort[s] to attract
and retain workers in a post-industrial international economy, often referred to as the creative
class.” (p234)
● “The creative class is attracted to cities, but not just any cities; those cities that have
high-quality social environments, low barriers to entry into labour markets and networks, and
are diverse and open to differences will be particularly attractive.” (p316)
● “[Municipal] policies focus on securing private and public investment in urban amenities, such
as beautified streetscapes and waterfront revitalization, and holding festivals and farmers’
markets. It is believed that these kinds of amenities and events will be attractive to … the
creative class of the new economy.” (p361)
From the perspective of Richard Florida and many other urban scholars, creativity is the key
driver of the contemporary economy, and place (the qualities and meanings of the local
environment) is central to attracting and retaining the creative class.
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