Last fall, I
expressed a concern that Petaluma in the North Bay wasn’t doing enough to attract young, cutting-edge professionals, the
group that Richard Florida calls the “creative class”. I noted that studies are showing young
people with marketable job skills are increasingly choosing where they want to
live before deciding for whom they will work.
To those from earlier generations, the priority may seem inverted, but it
does seem to be the growing reality.
In my
earlier post, I observed that Petaluma, although acknowledging the need to
become a more desirable place for young professionals, still seemed to be devoting
the greater economic development effort toward attracting firms. I
suggested that attracting workers, and thereby encouraging firms to follow, was
increasingly the more effective strategy.
I was hardly
breaking new ground with that analysis. Others,
including Florida, had been there for years.
Since my post,
further supporting data has been arriving on my desk. Kaid Benfield of the National Resources
Defense Council reported on the pending move of a Motorola division from a Chicago
suburb back into the Loop. The reason,
which was just as expected, is that Motorola needs to attract workers who want
to be in downtown Chicago.
To a large
extent, this demographic trend is bad news for the North Bay. The message is that young workers would
rather be in San Francisco or Oakland than in a more sedate North Bay
community.
But the
trend also provides a direction that the North Bay could follow. San Rafael, Santa Rosa, or Windsor will never
compete, at least in this generation, with San Francisco. But all of them can work toward creating neighborhoods
that replicate something of the urban feeling of San Francisco, perhaps
creating a symbiosis of the edginess of a big city and the affordability of a
smaller city.
San Rafael and
Petaluma even have a running start toward that goal, having recently been listed
among the top 50 most exciting small cities in the U.S. in a tally compiled by Movoto.com, an on-line real
estate service. (The method of compiling
the tally is simplistic, but even simplistic analyses can provide legitimate
insights.) San Rafael comes in at 11th,
with Petaluma finishing 34th.
Furthermore,
the data that went into the Movoto tally provides insight about the nature of
the North Bay urban scene. Both San
Rafael and Petaluma score well in live music and in non-fast food dining, with Petaluma
also scoring in nightlife.
But both
cities fall far short in population of young adults, with San Rafael at 57th
and Petaluma at 113th, pushing their overall rankings down.
Why the shortfall
in young adult residency? My
interpretation is that San Rafael and Petaluma lack the housing options to go with
the active urban and music scenes. It
may be fine to spend an evening in Petaluma checking out bands, but if the primary
housing choices for young professionals are apartments and homes in
non-walkable settings, those young adults will live elsewhere.
The Motorola
story tells us that small cities need to attract young professionals if they’re
to retain current employers and perhaps attract new ones. The Movoto tally tells us that at least a
couple of North Bay cities have some of the pieces needed to attract those
young professionals, although they fall short in the area of housing. But creating housing preferred by young adults
is a key province of urbanism.
As so often
seems to happen, urbanism is again the right answer to a civic challenge of our
time.
As always,
your questions or comments will be appreciated.
Please comment below or email me.
And thanks for reading. - Dave Alden (davealden53@comcast.net)
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