Talking economic development in Jefferson City
Jefferson City is a great place to raise a family. But what about nightlife? The social scene for the single 20- and 30-somethings? Even if you aren’t in this demographic, you should pay attention because Jefferson City’s appeal to the next generation impacts the entire community’s economic development. As baby boomers age and workforce demographics shift across the entire country, Jefferson City will be competing for talent in a way that it never has before.
“A lot of economic success comes from the ability to attract young people,” says Jon Roberts, managing director at TIP Strategies, an Austin, Texas-based consulting firm.
This summer, the Jefferson City Chamber of Commerce and TIP Strategies conducted a number of focus groups to gain feedback on a vision for Jefferson City and to develop ideas for economic development strategies.
The application of public resources to stimulate private investment, the most effective economic development plans are linked to broader vision, a community’s overall goals and strategic needs. According to TIP, the community must cultivate three main pillars for economic success: talent (attracting high-earning professionals increases the tax base), innovation (entrepreneurship and small-business development) and place (perceived quality of place, not just quality of life).
During this summer’s focus groups, place emerged as a common theme. Although the focus group participants ranged from major Jefferson City investors to members of the larger Cole County community to member of the Chamber’s Young Professionals group, consensus about the importance of developing place emerged as a concern and priority.
“People understood the relationship between talent and place,” says Kathleen Baireuther, a TIP Strategies consultant who conducted some of the Chamber focus groups.
Baireuther noted a high level of interest and positive energy in the focus groups. “I was very impressed overall with how engaged everyone was with the project. We are very fortunate to be working for such an involved community.”
THREE PHASES OF JEFFERSON CITY’S ECONOMIC STRATEGY DEVELOPMENT
- Discovery: Gathering information. Fifteen focus groups, 200-plus people. Presentations to civic groups. Timeline: Completed by end of August 2010.
- Opportunity: Developing ideas and strategies that emerged from the Discovery phase and prioritizing the projects that will have the most marked economic impact. Timeline: September – October 2010.
- Implementation: Developing final plan. Timeline: Rolled out by Dec. 1.
Reflecting the pulse of the next generation in Jefferson City, the Chamber’s Young Professionals was one group involved in the focus group discussion. They have continued to keep the conversation alive and are anxious to hear what is on the horizon for their hometown. Jefferson City caught up with some of them to hear their thoughts on how to improve the area’s appeal for their demographic. Of those who came, most were natives who had left for several years and then returned.
The overwhelming consensus was that they love Jefferson City and they believe that Jefferson City has a lot to offer to the next generation of professionals and community leaders.
“You can be a big fish in a small pond in Jefferson City,” Stephanie Bell says. Others agreed that Jefferson City’s smaller size allows them to move up in their career fields faster.
The low cost of living lets them spend their money on more than just a one-bedroom apartment in cities such as Chicago or New York. “I travel quite a bit and am able to travel because the cost of living here is so low,” Dan Westhues says. “I love coming home though.”
Despite these benefits, everyone agrees that Jefferson City doesn’t try hard to keep its young adults. The city lacks the energy necessary to keep them interested. Here are the group’s thoughts on how to improve the city’s appeal to young people:
- Downtown revitalization, including bringing in more shops and bars that cater to a younger crowd, plus more downtown residences. “There is already enough (retail) serving the older demographic,” Kristie Callaway says.
- More accessible riverfront. “Every city on the water has access to the water, but not here,” Bill Plank says. “We have train tracks and bushes.”
- More inexpensive community events. Many of Jefferson City’s events are charity-centric, which is expensive without an employer active in the community. “I moved here for the job and got involved in the community because of the job,” says Travis Stephens, who’s fortunate that his employer, Modern-Litho, gives him an in with charitable events. For others, the cost of some events is an obstacle that keeps them from getting involved.
- A stronger community calendar, a central place for young adults to find out what is going on. The group agreed that traditional sources for information, such as the newspaper, do not meet this need.
- A city attitude adjustment. Attitudes such as lifting the ban on tattoo parlors but forcing them to close at 8 p.m. do not attract young adults to move here. The city’s struggle with the citywide recycling initiative also leaves a negative impression on the more eco-focused generation.
This group of young professionals was excited that the conversation they’ve been having in restaurants and living rooms was finally getting some official attention from people who could make the changes happen. There’s the sense that Jefferson City has a lot of potential stored up to have a lot to offer young adults, and that potential is ready to get out.
