L'ascesa della classe creativa: ambienti ed ecosistemi.

1. NOW A RRIVING
ART ISTS
EN GINE ERS
IENT ISTS
SC THE RISE OF THE
CREATIVE CLASS
DESIGN ANALYSIS SPRING 2006 KRISTIAN BUSCHMANN AMANDA HUHN ALEXA CURTIS MARIO RUIZ LUIZ ANDRADE RANDY MACDONALD

2. CONTENTS
The creative class is a growing influence on the future of American cities. What are the motivations
and desires of this class? What can American cities do to foster this growth?
PART 1: THE CREATIVE CLASS AND THE CREATIVE ECONOMY
What roles do the occupational classes play within society?................................................................................................ 4 Tree Diagram
How have events over the past century shaped the growth of the creative class?.................................................................. 5 Era Analysis
Positioning Map
PART 2: THE CREATIVE CLASS AND WORK
What characteristics are associated with creative and super creative occupations?............................................................... 8 List Sort
What is the relationship between the creative class’s motivations and desires to work and their profession?........................ 9 Asymmetric Matrix
What overall motivational themes do people have for working?............................................................................................ 11 Symmetric Matrix
What is the motivational difference between the super-creative core and the creative class?................................................ 12 Network Diagram
Do the characteristics of creative class work activities differ from those of the non-creative classes?..................................... 14 Positioning Map
How are professions related between work environment and personal responsibility level?.................................................. 15 Positioning Map
PART 3: THE CREATIVE CLASS AND LIFE/LEISURE
What defines the creative or experiential lifestyle?............................................................................................................. 17 Positioning Map
Are there experience attributes that are essential for the creative lifestyle?.......................................................................... 18 Experience Map
What is the relationship between activities outside of work?............................................................................................... 19 Positioning Map
PART 4: THE CREATIVE CLASS AND COMMUNITY
What factors determine The Creative Index?....................................................................................................................... 22 List Sort
What is the geographic distribution of the top 30 highest ranked cities?.............................................................................. 23 Landscape Analysis
What is the relationship between city attributes and the distribution of social classes?........................................................ 24 Asymmetric Matrix

3. PART 1:
The Creative Class and
the Creative Economy

4. DEFINING THE OCCUPATIONAL CLASSES
What roles do the occupational classes play within society?
THE CREATIVE CLASS WORKING CLASS SERVICE CLASS
Super-Creative Creative
Core Professionals Allow cities to Make cities
function and grow run through
Pioneer new Allow cities to run by maintaining implementation
ground and push more efficiently, and building of services
cultural norms both socially and infrastructure
economically
Florida, Richard. “The Rise of the Creative Class.” Basic Books. New York, NY. 2002

5. ERA ANALYSIS
How have events over the past century shaped the growth of the creative class?
Build Domestic Innovation More Work, The Creative
Infrastructure Evolution & Entertainment More Money Economy
1954-1960 1982-
60,000
1939-1945 McDonald’s Gen X Enters
opens over Workforce
World War II 200 locations
Worker Population (in thousands)
1920 1965-
50,000 and A-bomb in 6 years
19th Amendment Baby Boomers 1994-
Passes: Key to Women’s 1941 Enter Workforce
Suffrage Movement 1957-1969 Internet is
First Television Mainstream
40,000 1921 Space
Broadcast
Race
1870’s-1900 First fast food restaurant
opened (White Castle)
Industrial
30,000 Revolution
g Class
20,000 Workin sional
s
fes
ss Creative Pro
S ervice Cla
ore
reative C
10,000 Super-C
Agriculture
0
1900 1910 1920 1930 1940 1950 1960 1970 1980 1991 1999
Florida, Richard. “The Rise of the Creative Class.” Basic Books. New York, NY. 2002

6. THE CREATIVE CLASS ARRIVES
How have events over the past century shaped the growth of the creative class?
Technology The Creative Economy
Advancement in technology has allowed for more rapid
1982-
implementation of creative ideas.
Gen X Enters
Workforce
The value of creativity
As the value of creativity increases, the Creative Class 1994-
and its economic power continue to grow. Internet is
Mainstream
Worker Population Growth
ss
Workin g Cla als
rofession
ss Creative P
ce Cla
S ervi re
reative Co
Super-C
Agriculture
0
1900 1910 1920 1930 1940 1950 1960 1970 1980 1991 1999

7. PART 2:
The Creative Class
and Work

8. LIST SORT
What characteristics are associated with creative and super creative occupations?
Activities Motivations Locations Schedules Tools Interactions
calculating help others airplane 9 to 5 art supplies coffee breaks
calling make and impact board room 9 to 5 + backpack collaborations
commuting motivate others bus shifts briefcase directive
constructing lead others car flexible caffeine explanations
delegating intellectual client’s office on-call calender evaluations
drawing stimulation cubicle irregular cell phone persuasions
exercising have a challenge home office certification service
listening teach/instruct hotel room computer
meeting deadlines family loyalty mobile office construction tools
networking improve health media studio electrical supplies
organizing sense of adventure office email
planning express themselves on-site networks
playing fame/recognition studio office supplies
recording create social train PDA
searching network workshop wi-fi
talking improve social
traveling status
writing make money
build career path
gain experience
pay for higher
learning
good benefits

9. ASYMMETRIC MATRIX
What is the relationship between the creative class’s motivations to work and their profession?
Professions Motivations
n
Installation/Maintenace/Repair Improve dexterity
g
Exp e/rec dven latio
Ga car lleng work
Mo othe lty rnin
us
Bu a ch ial ne es
Arts Improve health
Cre ess t gniti re
tat
on
he ity
lv
ya ea
u
tu
ne ds
th
e
t
al s
Im d ben ience
Fam e of l stim
t
Ha te so emse
Farming Family loyalty
Tea othe thers
Se lectu pac
Famfor h alth
Go exp r pa
Lea ily lo her l
Pa ove xter
mo oo
Int e an ruct
Po ove s fits
y
oci
ke y g
Fishing Sense of adventure
He vate s
Ma h/ins s
im
ee
e
e
er
a
o
r
ig
a
o
t
r
c
h
a
Im ove d
Ma xur
Sports Fame/recognition
y lu
Bu er
ild
ve
ns
d Computer Create social network
pr
in
pr
pr
lp
ti
a
el
c
r
k
w
o
y
Im
Food preparation/Food-service Teach/instruct
Arts 1 1 1 2 1 1 2 2 3 3 3 3 3 2 1 2 1 1 1 Mathematical Motivate others
Architecture 1 1 1 3 2 2 3 3 2 2 2 1 1 2 1 1 2 Construction/extraction Intellectual stimulation
Design 1 1 1 2 3 2 2 2 2 2 3 3 2 2 1 1 1 1 1 2 Engineering Make an impact
Life/Physical/Social Sciences 1 2 2 2 2 2 2 2 2 1 1 3 2 2 2 2 2 1 Management Help others
Education 2 1 2 3 3 3 3 3 3 1 1 1 1 2 3 3 2 1 Business and financial Gain experience
Training 2 2 2 3 3 3 3 3 2 2 1 1 1 2 2 3 1 1 1 Sales Management Improve social status
Healthcare practitioners 2 1 2 2 2 3 3 3 2 1 1 2 2 2 3 2 1 1 1 Entertainment Buy luxury goods
Library 1 1 2 3 3 3 2 3 1 2 1 1 1 1 1 1 2 High-end sales Make money
Mathematical 1 1 1 1 2 3 1 3 2 2 2 1 1 2 2 Legal Power
Engineering 1 1 2 1 1 2 1 3 3 3 2 2 1 2 2 Architecture Build career path
Computer 1 1 1 2 1 1 2 1 2 2 3 2 1 1 2 3 Life/Physical/Social Sciences Have a challenge
Sales Management 3 2 1 1 1 2 2 3 3 3 3 3 3 3
Library Good benefits
Management 3 2 1 1 2 1 2 1 2 2 3 3 3 3 3 3 3
Business and financial 2 1 1 2 1 1 2 2 2 1 2 3 3 3 3 3 3 3 3
Design Lead others
High-end sales 1 1 1 2 1 1 2 1 3 3 3 3 3 3 3 3 3 Forestry Express themselves
Legal 2 2 2 1 2 3 1 2 3 1 2 3 2 3 3 3 3 3 3 3 3 Education Pay for higher learning
Entertainment 1 1 2 2 2 1 1 1 2 3 3 1 2 3 1 2 1 3 3 3 Healthcare practitioners
Sports 3 2 3 2 1 2 2 2 3 2 2 1 3 3 1 1 1 2 2 Community/Social services
Health care support
Key Training
0 1 2 3 Protective services
Technical occupations
!110!19,18,17,16,15,14,13,12,11,10,9,8,7,6,5!1,2,3,4,5,6,7,8,9,10,11,12,13,14,1 Office/administrative

10. ASYMMETRIC MATRIX
What is the relationship between the creative class’ motivations and desires to work and their profession?
1 Personal voice
n
g
Exp e/rec dven latio
Ga car lleng work
Mo othe lty rnin
us
Focused on self expression and making an
Bu a ch ial ne es
Cre ess t gniti re
tat
on
he ity
lv
ya ea
u
tu
ne ds
th
e
t
impact through their craft. This class is strongly
al s
Im d ben ience
Fam e of l stim
t
Ha te so emse
Tea othe thers
Se lectu pac
Famfor h alth
Go exp r pa
Lea ily lo her l
Pa ove xter
mo oo
Int e an ruct
Po ove s fits
y
oci
ke y g
He vate s
connected through professional organizations.
Ma h/ins s
im
ee
e
e
er
a
o
r
ig
a
o
t
r
c
h
a
Im ove d
Ma xur
y lu
Bu er
ild
ve
ns
d
pr
in
pr
pr
lp
ti
a
el
c
r
k
w
o
2 Change
y
Im
Arts 1 1 1 2 1 1 2 2 3 3 3 3 3 2 1 2 1 1 1
Class cluster is focused on making a social
Architecture 1 1 1 3 2 2 13 3 2 2 2 1 1 2 1 1 2 impact through their profession.
Design 1 1 1 2 3 2 2 2 2 2 3 3 2 2 1 1 1 1 1 2
Life/Physical/Social Sciences 1 2 2 2 2 2 2 2 2 1 1 3 2 2 2 2 2 1
Education 2 1 2 3 3 3 3 3 3 1 1 1 1 2 3 3 2 1 3 Professional development
Training 2 2 2 3 3 2
3 3 3 2 2 1 1 1 2 2 3 1 1 1 Focused on the development of a stable
Healthcare practitioners 2 1 2 2 2 3 3 3 2 1 1 2 2 2 3 2 1 1 1 and structured growth professional career.
Library 1 1 2 3 3 3 2 3 1 2 3
1 1 1 1 1 1 2
Mathematical 1 1 1 1 2 3 1 3 2 2 2 1 1 2 2 Usually higher education professionals.
Engineering 1 1 2 4
1 1 2 1 3 3 3 2 2 1 2 2
Computer
Sales Management
1 1 1
3 2
2 1 1
1
2
1 1
1
2
2
2
2 3 2
3 3 3
1
3
1
3
2
3
3
3
4 Academic
Management 3 2 1 1 2 1 2 1 2 2 3 3 3 3 3 3 3 Class cluster is focused on motivations that are driven
Business and financial 2 1 1 2 1 1 2 2 2 1 2 3 3 3 53 3 3 3 3 primarily from ambition and drive in academics.
High-end sales 1 1 1 2 1 1 2 1 3 3 3 3 3 3 3 3 3
Legal 2 2 2 1 2 3 1 2 3 1 2 3 2 3 3 3 3 3 3 3 3
Entertainment 1 1 2 2 2 1 1 1 2 3 3 1 2 3 1 2 1 3 3 3 5 Career-motivated
Sports 3 2 3 2 1 2 2 2 3 2 2 1 3 3 1 1 1 2 2 Focused on careers, ambitious, and probably
makes tradeoffs between health and family.
Key
0 1 2 3
!110!19,18,17,16,15,14,13,12,11,10,9,8,7,6,5!1,2,3,4,5,6,7,8,9,10,11,12,13,14,1

11. SYMMETRIC MATRIX
What overall motivational themes do people have for working?
n
ng
Im h/ins lleng latio
al s rk
us
fits earni
Im te so gniti es
oci two
Cre e/rec emse re
tat
on
pro yal ty
lv
u
tu
s
h
e
Go for hi ience
Bu mo ood
Tea a ch tim
t
Po ove s ial ne
Pa exp r pat
Int othe thers
Im ily lo xteri
Fam ess t ven
Lea ate ac
Exp e of alth
be er l
Fam ve d uct
Se ve h ty
al s
tiv imp
Ga car ey
ke y g
od gh
Ha lectu s
ad
Mo e an s
pro tr
ee
e
e
ne
er
a
o
r
o
r
c
ild n
h
Ma othe
Ma xur
y lu
Bu er
ve
ns
d
in
pr
lp
a
el
c
r
k
w
y
He
Help others 3 3 3 3 2 3 3 0 0 1 1 0 0 2 0 0 0 0 0 0 0 0 Community Change motivated
Make an impact 3 3 3 3 3 3 3 0 0 0 1 1 2 2 0 0 0 0 0 0 0 0
Motivate others 3 3 3 3 2 2 3 0 0 0 0 1 1 2 0 0 0 0 0 0 0 0
Lead others 3 3 3 3 2 2 3 0 0 0 0 1 1 2 0 0 0 0 1 0 0 0
Intellectual stimulation 2 3 2 2 3 3 3 0 0 0 1 1 1 1 0 0 0 0 1 2 1 0 Personal challenge
Have a challenge 3 3 2 2 3 3 3 2 0 0 2 0 0 1 0 0 0 0 1 2 1 0
Teach/instruct 3 3 3 3 3 3 3 2 1 1 2 1 0 0 0 0 0 0 1 3 1 0
Improve dexterity 0 0 0 0 0 2 2 3 3 2 3 2 2 0 0 0 0 2 1 3 0 0 Family influence Active lifestyle motivated
Family loyalty 0 0 0 0 0 0 1 3 3 2 2 2 2 0 0 0 0 0 1 2 0 0
Improve health 1 0 0 0 0 0 1 2 2 3 2 0 0 0 0 0 0 0 0 0 0 0 Physical achievement
Sense of adventure 1 1 0 0 1 2 2 3 2 2 3 2 1 0 0 0 0 0 0 0 0 0
Express themselves 0 1 1 1 1 0 1 2 2 0 2 3 3 3 3 0 1 1 0 0 0 0 Fame Recognition Social interaction
Fame/recognition 0 2 1 1 1 0 0 2 2 0 1 3 3 2 3 3 2 2 1 1 0 0
motivated
Create social network 2 2 2 2 1 1 0 0 0 0 0 3 2 3 3 2 2 1 1 0 0 0
Network
Improve social status 0 0 0 0 0 0 0 0 0 0 0 3 3 3 3 2 3 3 1 0 0 0
Power 0 0 0 0 0 0 0 0 0 0 0 0 3 2 2 3 3 3 3 0 0 0 Power Accomplish & Career motivated
Buy luxury goods 0 0 0 0 0 0 0 0 0 0 0 1 2 2 3 3 3 3 2 1 0 1 benefit
Make money 0 0 0 0 0 0 0 2 0 0 0 1 2 1 3 3 3 3 2 1 2 2 Financial
Build career path 0 0 0 1 1 1 1 1 1 0 0 0 1 1 1 3 2 2 3 2 1 2
Gain experience 0 0 0 0 2 2 3 3 2 0 0 0 1 0 0 0 1 1 2 3 1 2 Stability Stable growth
Pay for higher learning 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 2 1 1 3 2
Good benefits 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 2 2 2 2 3 Job improvement
Key
0 1 2 3
Mais r0,00C
!4; 8,17,16,15,14,13,12,11,10,9,8!1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22!

12. m
ot
iv
at
e
ot
he
rs he
lp
Minded
m ot
ak he
e rs
Community
an
im
pa
ct le
ad
ha ot
ve he
a rs
ch
al
le
ng
e in
te
lle
te c
NETWORK ANALYSIS
ac tu
h/ a
Personal
in ls
Challenge
st tim
ru ul
ct at
Motivated
Change
io
n
im
pr
ov
e
he
al im
th pr
se ov
ns e
e de
of xt
ad er
ve ity
n fa
tu
re m
ily
lo
Motivated
Lifestyle
Active
cr ya
ea lty
te
so
cia
ln
et ex
wo p re
im rk ss
pr t he
ov
e m
so se
cia lv
fa es
ls m
ta e/
tu re
s co
g
Motivated
Interaction
Social
nt
io
n
po
we
r bu
yl
bu ux
& Benefit
ild ur
yg
Accomplish
ca oo
re ds
er
pa m
th ak
e
m
on
go ey
od
be
ne
fit
s ga
in
What is the motivational difference between the super-creative core and the creative class?
ex
p
Stable
Growth
er
ie
nc
e
pa
yf
or
hi
gh
er
le
ar
Motivated
Career
ni
ng

13. m
ot
iv
at
e
ot
he
All Creative
rs he
lp
Minded
m ot
Super-Creative
ak he
e rs
Community
an
im
pa
ct le
Creative Professionals
ad
ha ot
ve he
a rs
ch
al
le
ng
e in
te
lle
te
ac c tu
h/ a
Personal
in ls
NETWORK ANALYSIS
Challenge
st tim
ru ul
ct at
Motivated
Change
io
n
im
pr
ov
e
he
al im
th pr
se ov
ns e
e de
of xt
ad er
ve ity
n fa
tu
re m
ily
lo
Motivated
Lifestyle
Active
cr ya
ea lty
te
so
cia
ln
et ex
wo p re
im rk ss
pr t he
ov
e m
so se
cia lv
fa es
ls m
ta e/
tu re
s co
g
Motivated
Interaction
Social
nt
io
n
po
we
r bu
yl
bu ux
& Benefit
ild ur
yg
Accomplish
ca oo
re ds
er
pa m
t h ak
e
m
on
go ey
od
be
ne
fit
s ga
i n
ex
p
Stable
Growth
er
What is the motivational difference between the super-creative core and the creative class?
ie
nc
e
pa
yf
or
hi
gh
er
le
ar
Motivated
Career
ni
ng

14. POSITIONING MAP
Do the characteristics of creative class work activities differ from those of the non-creative classes?
Group Activity
1� Organic productivity
2� Setting goals 2 Setting
goals brainstorming
1 Organic
productivity
3� Social fulfillment delegating
4� Social troubleshooting evaluating/
critiquing
listening
5� Having clear purpose planning
6� Obsoletion by automation meeting deadlines
networking
helping
others
talking
playing
recording
3
scheduling
Structured Social Freeform
Activity
prototyping/ testing calling fulfillment Activity
traveling constructing
mediating
searching
Organic Productivity commuting fielding
Activities (performed only by members fixing complaints
problems
4
organizing
of the Creative Class) demand that they
Social
perform well in groups and individually.
5 Having clear
purpose
exercising
office
writing
troubleshooting
housekeeping
drawing
calculating cold calling
operating
machinery
faxing
taking orders 6 Obsoletion by
automation
Individual Activity

15. POSITIONING MAP
How are professions related between work environment and personal responsibility level?
Collaborative Responsibility
construction & health care
1� Personal contribution & arts, design,
extraction support
entertainment, sports,
group encouragement &
media
lIfe, physical, &
food prearation
& service
social science
2� Strict protocol
2
production
architectural &
Strict
3� Operate transactions engineering protocol health care
practitioners &
4� Supply and deliver technical
1 Personal contribution &
group encouragement
protective service
Super creative professionals express community and
high end sales & social services
diverse viewpoints in the workplace sales managment
and address unmet needs.
Flexible Structured
Creative and working class
professionals are responsible for
Setting
3 Operate
transactions
legal
business
& financial
transportation &
Setting
operations
following complex rules and making material moving
4
sure occupational demands are met.
Supply and
The service class is often
Low end sales
deliver
education,
responsible for completeing training, and building &
library grounds cleaning
predetermined tasks efficently. maintenance
computer & mathematical installation, main-
office & tenance, & repair
administrative
support
mangament personal care &
service
Individual Responsibility

16. PART 3:
The Creative Class
and Life/Leisure

17. POSITIONING MAP
What defines the creative or experiential lifestyle?
Freelance 1 Create your
own rules
Give performance Extreme Sports
1� Create your own rules Extreme biking
Skydiving
2� Exploring boundaries Cyber/virtual worlds
Adventure Sports
3� Improve body image
4� Relaxation (weaker) 2 Explore
boundaries
Fly private jet
Scuba Dive
Bungee Jumping
5� Confined engagement (weakest) Kayaking
Biking
Political groups Sightseeing
Skiing
Home renovation
Two main influences to lifestyle choices Yacht racing
are financial status and job activities. Meditate Yoga
Jog
Passive Active
The creative class typically is in a higher Read a book Volunteer Go to gym
income level with less physically strenu-
3
ous jobs, preferring to be more active Study
Shop BBQ
Improve
4
Spend time with kids
during time off. Fine dining
Relaxation Go to bars Visit park body image
Go to jazz show
The other classes typically are in a Poetry readings
Camp
lower income level with more physically Spa
Attend cocktail party
Go to cafes
strenous jobs, preferring more relaxing Participate in clubs
Go to church Ride motorcycle
activities. Visit museum
Play on computer
Golf
5
Organized Rec sports
Go to movies Visit McDonald’s
Confined
Watch pro sports
Watch TV engagement
Sew
Work
Structured