City, culture and society

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The Creativity City Index

Contents

PrefaceIntroductionWhat is a creative place?The political & public frameworkDistinctiveness, diversity, vitality & expressionOpenness, trust, tolerance & accessibilityEntrepreneurship, exploration & innovationStrategic leadership, agility & visionTalent development & learning landscapeCommunication, connectivity & networkingThe place & placemakingLiveability & well-beingProfessionalism & effectiveness

The Creativity City Index

Preface

I have been thinking about what a creative city is forabout 25 years and have written a number of publicationson the topic such as The Creative City: A toolkit for urbaninnovators and other materials can be found on my web-site www.charleslandry.com Increasingly people haveasked me: how do you measure the creative pulse of a city.In 2009 the region of Biscay and its core city Bilbao pro-vided me with the opportunity to explore this in far moredetail. Interestingly in setting up the project the region saidsomething very brave: we know are innovative, but we not

sure how creative we are. They know are very good atimplementing existing inventions and innovations in awide variety of fields from the automotive industries towind turbine technology and this is why the region is percapita the richest in Spain. In addition the regions physicalregeneration is globally acclaimed. Yet that is not the sameas inventing something afresh.

During the study I explored the various indices for citiesfrom those concerned with innovation such as the Euro-pean Innovation Scorecard to the diversity of quality of liferankings. Many are interesting, but they do not answer thequestion on creativity.

Creativity and innovation are related. They connect butcrucially they are not the same. First there is a need forcuriosity, with this it is possible to be imaginative, fromthis creativity can emerge. These first steps are divergent.

Then when the creativity is assessed by going through areality checker prototypes and inventions can emerge,which if generally applied become an innovation. Creativityis the major pre-condition for downstream innovations tooccur as statistical evidence shows. The strategies for bothare different. Creativity is concerned with mindset and theoverall operating environment, context or wider condi-tions. It attempts to foster the conditions where peoplecan think, plan and act with imagination, it focuses onhow a regulations and incentives regime and supportinghardware and software infrastructures can be developedwhich encourage imaginative behaviour. It then stressesvalues and behaviours and seeks to change them.

Introduction

Creative City Index works in two ways: An internal andexternal assessment. First a wide ranging series of one toone and group interviews with knowledgeable and crediblepeople across a diversity of sectors is undertaken whereinterviewees individually and collectively assess how welltheir city is doing. They then give their city a score or per-centage between 0% and 100%. Separately a web-basedsurvey is undertaken with specially developed softwareto capture a far wider audience. Within this software thereare weighting devices to reflect the status and position ofthose responding.

At the same time the external evaluation is undertaken

by those undertaking the research and interviews, whoimportantly need comparative knowledge about the crea-tivity of cities and global urban dynamics.

The differences between the internal and external eval-uations are critical as both the gap and the overall score gi-ven provide the basis for assessing weaknesses andstrengths and the means for assessing how to moveforward.

The ten key indicators of a creative placeWe have distilled creative urban dynamics into ten do-

mains, headings or groups of indicators for creativity. With-

1877-9166/$ - see front matter 2011 Elsevier Ltd. All rights reserved.doi:10.1016/j.ccs.2011.09.003

City, Culture and Society 2 (2011) 173176

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City, Culture and Society

j o u r n a l h o m e p a g e : w w w . e l s e v i e r . c o m / l o c a t e / c c s
http://www.charleslandry.com/http://dx.doi.org/10.1016/j.ccs.2011.09.003http://dx.doi.org/10.1016/j.ccs.2011.09.003http://www.sciencedirect.com/science/journal/18779166http://www.elsevier.com/locate/ccshttp://www.elsevier.com/locate/ccshttp://www.sciencedirect.com/science/journal/18779166http://dx.doi.org/10.1016/j.ccs.2011.09.003http://dx.doi.org/10.1016/j.ccs.2011.09.003http://www.charleslandry.com/


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in each of these there are key traits or questions indicatingcreativity:

Political & public framework Distinctiveness, diversity, vitality and expression Openness, trust, tolerance & accessibility Entrepreneurship, exploration & innovation

Strategic leadership, agility & vision Talent & learning landscape Communication, connectivity & networking The place & placemaking Liveability & well-being Professionalism & effectiveness

The sectors under examinationCreativity is clearly not the preserve of any single sector

and it is important to be wide ranging.

The education and training system: Primary, secondaryand tertiary education, professional development, life-long learning

Industry & business: SMEs and large corporates, clusterinitiatives, representative bodies such as the Chamberof Commerce

Public administration and public bodies and facilities The community and voluntary sector: Local societies,

social action groups Cultural, tourism and leisure institutions: Arts organi-

zations, gastronomy, hospitality industry, sports.

The qualities measuredWhile the 10 domain headings generally speak for them-

selves one would look for a strong showing in the followingqualities: Motivation, tenacity, awareness, clarity of com-

munication, broad thinking, inspiration, aspiration, adapt-ability, dynamism, openness, participation, designawareness, sensory appreciation, professional pride, lead-ership, vision.

What is a creative place?

A creative place is somewhere where people can expresstheir talents which are harnessed, exploited and promotedfor the common good. Things get done. These talents act asa catalyst and role model to the development and attrac-tion of further talent. It is a place with myriad, high qualitylearning opportunities, formal and informal, with a forwardlooking and adaptable and highly connected curriculum.

The physical environment functions well for its inhabitants,it is easy to move around and connect with each other. Itshigh level urban design inspires, stimulates and generatespride and affection. The architecture, old and new, iswell-assembled, and the street pattern is diverse and inter-esting. Webbed within the ordinary is the occasional extra-ordinary and remarkable. It is an environment in whichcreators of all kinds are content and motivated to createand where there are outlets and channels to exploit innova-tions or for the sale of their work. It is a natural marketplace, where people exchange ideas, develop joint projects,trade their products, or work in its advanced industries. Itoffers rich, vibrant experiences through for example gas-tronomy, the arts, heritage and its natural surroundings,including thriving mainstream and alternative scenes and

a healthy network of third spaces. Opportunities abound:the place is welcoming and encouraging. Its dynamismmakes it a magnet and so generates critical mass that guar-antees longevity.

The political and public framework within which thisexists has a clarity of purpose and direction, and under-stands the importance of harnessing the potential of its

people. It is lean, clear and focused. Its workings are easyto navigate and it is accessible, open and encourages partic-ipation. Public employees here are focused on the job athand regardless of departmental boundaries. Differencesare a natural part of this discussion culture. They are de-bated, accepted, negotiated and resolved without rancour.Its leadership has vision and is strategic yet is groundedin day to day reality. It is respected and trusted and recog-nizes its vital role in continuously identifying new opportu-nities and future-proofing. The society it rules over has ahigh degree of cohesion, is relatively open to incomersand to new ideas, even though these can sometimes beuncomfortable indeed, creative places are often not thatcosy and can be somewhat edgy. This society enjoys its sta-tus as a creative hub and the physical environment inwhich it exists. Levels of crime are in general low, the placefeels safe and standards of living are relatively high. It is so-cially alert and seeks to avoid ghettoizing its poorest. Socialorganizations are active, well funded and constructive.

Industry is innovative and design aware, with a strongfocus on new trends, emerging technologies and fledglingsectors such as developing the green economy or creativeindustries. It is well networked and connected and its com-mitment to research and development is well above aver-age. Cross fertilization across even the most diversesectors occurs as a matter of course. The business commu-nity is entrepreneurial, has drive and is forward thinking. It

understands and utilizes well its natural resources, it har-nesses existing talents and acts as a breeding ground fornew skills. Business leaders are respected figures in theircommunity and give something back. The community inturn is proud of their products and the reputation theybring to the place. Good use is made of its effective commu-nications systems including local and international trans-port, high speed internet access and connectivity to theworld at large.

Overall, as in all creative places, this place is unlike anyother. You can feel and sense the buzz, it is obvious to res-idents and visitors alike. It accentuates its distinctiveness ina relaxed and unthreatening way. It is at ease with itself. Itshistory, culture and traditions are alive, receptive to influ-

ence and change, absorbing new ideas which in turn evolveand develop its distinctiveness and culture.

The political & public framework

A creative place has a political and public frameworkthat combines a sense of purpose and ethics with a desireto get things done. It is relatively transparent and accessi-ble to the population it serves. The bureaucracy is light,lean, and responsive, adapting itself to changing circum-stances as required. Citizens are able to interact with andnavigate it in a relatively simple way: the ethos of thebureaucracy is to be enabling and facilitating thereby

removing barriers wherever possible. Rather than centralis-ing power and decision making it tends to devolve, allow-

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ing easy entry points for interested participants. Its think-ing is strategic, it is in tune with the interests of its constit-uencies, and its task-oriented approach encourages cross-departmental working which is carried out with energyand passion. It fosters a healthy voluntary and communitysector, which itself imaginatively responds to social, cul-tural and economic issues. It has good links with business,

and recognises the benefit of and so fosters communicationacross all sectors. It is good at attracting and retaining qual-ity staff who are motivated more by achieving excellentwork rather than by job security. The public sector doesnot impose greater restrictions on employment than anyother sector.

Distinctiveness, diversity, vitality & expression

A creative place has a clear identity which results fromthe dynamism of its culture. Its citizens have a relaxedself-confidence in their attitudes and values, even pride intheir well-known products, their cultural and other publicfacilities and resources, and particularly the specialisms

developed there. This self-assurance encourages receptive-ness and openness: this is a culture which has evolved byabsorbing and melding influences over a long period oftime, rich and inclusive and able to accommodate a diver-sity of cultural perspectives. Built on a deep heritage butwithout retrenching into the past, it is vibrant, vital and un-ique. As a result there is a great variety of experiences,choices and opportunities, and many channels for peopleto express themselves.

The mainstream and the counterculture, high art and thefringe, popular culture and the classical, the professionaland the amateur, these oppositional forces mix healthilyin this exciting and resonant atmosphere. There are myriad

meeting places or venues from the intimate to the largewithin which thrives an accessible culture of critical think-ing and debate, which comfortably and maturely accom-modates differing viewpoints.

There is always something new to do and old to return to there is a wealth of activity in the arts, a variety of festi-vals, and many sporting and civic events. Also its science,heritage, gastronomy, attractions, parks and even its rela-tionship with its natural environment all add to its vigour.It is a good environment in which the creative industriesflourish, being design-aware and plugged in. Even the highstreet expresses individuality with its independent shopsand quirky offerings and outlets for its local products, andthere are specific local channels of communication.

Openness, trust, tolerance & accessibility

A creative place is open minded and welcoming and as aresult many people from a diversity of backgrounds havemade it their home. This atmosphere of openness pervadesthe way public institutions, the business environment andcivil society operates - there is openness in the public, pri-vate and community/voluntary sectors, as well as an open-ness of public space. This creates an enabling environmentwhere opportunities are facilitated and consequently it iseasier to get projects going, to follow things through andto transact. It is a gateway to and from the world, it is wellconnected. Many locals work abroad and vice versa, but toall this place remains their home. This openness has pro-

duced greater understanding of differences and createdan inter-cultural dialogue which helps it to remain in thevanguard of latest developments. This attitude is echoedin the inviting way facilities work.

Entrepreneurship, exploration & innovation

A creative place is one where entrepreneurs feel verymuch at home. They have social recognition. Here is a placewhere an idea can become reality quite quickly. It is a placewhere you can make mistakes and you are not too severely

judged. There are extensive support systems from advice toaccess to funding and risk capital. There is a higher thanaverage level of innovation and R&D and the place has areputation for its design-led distinctive products and ser-vices. There is a business and industry culture that respectsexperimentation and investigation and this is valued by thecommunity at large. The creative industries play a signifi-cant role.

Strategic leadership, agility & vision

A creative place has many leaders and many levels ofleadership. There are dynamic and forward looking peopleof quality in every sector providing a strong sense of visionfor the place, meaning that there is deep awareness of cur-rent trends and emerging developments and their implica-tions. Their style is noticeably inspiring, able to delegateand be empowering to others. They are accessible. Theseleaders describe an achievable yet ambitious future thatacts as a compelling and involving story, which could bea vision for the city or region, or a business venture or edu-cational programme.

Their thinking is strategic: they are looking at the future

in the broadest terms and see the planning process as con-tinuous and intrinsic. They exhibit foresight and awarenessbeyond the confines of their own field and are consciousthat they are helping to future-proof their place. Theyunderstand the broader context and how they fit in, work-ing with other leaders creating motivated partnerships.They ensure that there are good mechanisms to gatherinformation on best practices and innovative solutionsfrom around the globe, such as research centres, thinktanks and collaborative devices such as clusters networks,specialist hubs or technology parks. They are strategicallyagile knowing when and how to seize opportunities, forwhich they have already created a state of preparedness.

The decision making communities in public and private

walks of life have a forward focus, whether they are teach-ers, public servants, transports chiefs, middle and highermanagement in industry and business, or communityorganisers or those in the artistic world. They are alwaysalert and scan the horizon in their respective sectors, ac-tively looking out for the next important thing in theirrespective domains for example, at the present time thereis likely to a significant involvement in things green. Theirpride in place helps them to share a common agenda.

Talent development & learning landscape

A creative place values learning and knowledge. All tal-ents are nurtured, fostered, promoted, rewarded and cele-

brated. There is a diversity of learning options, this

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enables people to find their right vocation and metier.There are ladders of opportunity that help take people fromone level to the next. There are both places that teach thecore skills as well as centres of excellence that are globallyrecognized. There is professional pride in teaching and lec-turing and this is infectious. Learning is prestigious. Theeducation institutions strive to be the best in their field

and they are connected internationally. The modern andconstantly evolving curriculum is in tune with the needsof business and is aware of global trends providing qual-ified people in the required areas of specialisation and alsoproviding skills training in specialisations which are as yetin their infancy. This system is excellent at growing andretaining talent locally, and there is a two way flow whichplaces that talent abroad when appropriate and bringsother abilities in as needed.

Communication, connectivity & networking

A creative place is well connected internally and exter-nally, physically and virtually. It is easy to get around, it

is walkable, places are accessible and communities are lessghettoized enabling chance encounter. Social mobility ismore possible. There are high quality public transport sys-tems. They offer much more than merely radial connec-tions so linking its various parts. The place andpopulation is wired and happy using the sophisticated ITand communications infrastructure. It travels at homeand abroad taking advantage of the excellent rail and airservices which make a gateway for receiving outsiders.Speaking foreign languages is common place. Business tobusiness and cross-sectoral links work well, there are clus-ters, hubs, focal points and knowledge exchanges. Fulladvantage is taken of the natural location in communicat-

ing and conducting trade. The place is outward lookingand makes contact at all levels abroad, creating joint ven-tures, research projects, product development and civicpartnerships.

The place & placemaking

A creative place, as any other place, is made up of hardand soft elements. Here, however, both mesh well witheach other, the one encouraging the other. The hardware,or built environment including the public realm and archi-tecture in general is human centric and sensitively con-

ceived and implemented: one is aware of the positiveemotional effect of the buildings upon people. Humaninteraction and activity is encouraged by this physical envi-ronment rather than being blocked by physical barriers. Itacknowledges and respects and blends well with its naturalenvironment, its surrounding landscape, and its greenareas and is aware and responsible regarding its ecological

footprint. There is attention to detail and the small thingsare done well, seamlessly creating a streetscape in whichthe software (the human activity) creates a real buzz andgenuinely reflects the distinctiveness of the place. Whenyou are there you want to be there but its reputation drewyou there in the first place it has a critical mass and amagnetism which enables it to compete well with otherplaces which have similar mass and attraction.

Liveability & well-being

A creative place has an exceptional quality of life. GDP ishigh and services work well and are of a high standard.People are generally happy to live and/or work here, appre-

ciating the low levels of crime and violence and feeling gen-erally safe. There is a good atmosphere and people helpeach other more willingly. While class barriers of courseexist, there is less ghettoizing and the poverty gap is nar-rower than elsewhere. People enjoy the connectivity,accessibility and openness, the facilities and activities onoffer, the first-rate transport and communications. The ci-vic leadership is mostly respected and trusted.

Professionalism & effectiveness

The creative place works well, things happen and areachieved. There is pride in being professional and doing

things with quality. Standards are high and benchmarksare frequently set here. Companies, organisations, individ-uals and products are often given awards. This is a centreof expertise in a range of specific areas attributes suchas reliability, punctuality, efficiency or accuracy are highlyrespected. Professionals are confident in their own abilityand not afraid to work in partnership with others and todelegate authority, breaking with conventional rules ofhierarchy.

Charles Landry

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