Our Model (TIDE)

The Cool Cities program adopted a model for community and regional growth by focusing on the TIDE of economic development: Talent, Innovation, Diversity and Environment. These four conditions of the TIDE model are holistic and systemic rather than causal. Each one is necessary but by itself is insufficient for generating economic growth. To attract creative people, generate innovation and stimulate economic growth, there must be substantial, balanced performance across all four. By understanding each of these four categories we can attract an increasing number of well-educated, creative workers who increasingly make location decisions based on more than just an employment opportunity. The concepts behind TIDE provide a framework for the Cool Cities program, discussions, opportunities, actions and measures of success.

Talent

Our economy is moving from an older corporate-centered system defined by large companies to a more people-driven structure. Companies now make location decisions based on access to talented and creative people rather than expecting those individuals to always come to them. Michigan has millions of creative people of all ages employed in every sector and in every type of organization and we want to bring in even more. To attract and retain these individuals we need to offer them centers of creativity in the places they live, work and play.

Our recent college graduates are a prime example of the talent pool we need to grow our communities. Today we successfully attract students from all over the country and the world to our excellent colleges and universities only to suffer from brain drain after they graduate. In fact, Michigan's number one export today is its talented people and their ideas. These talented and creative people need to be encouraged to stay in Michigan if we are to successfully grow our communities.

Talent in this model recognizes people by "what they do" more than "who they work for." Our ability to recognize individuals by their occupation rather than employer or industry helps us create an environment that retains and attracts the "creative sector" from across the country and the world. The importance of the "creative sector" is pointed out by such forward thinkers as Richard Florida. His analysis shows that the United States' "Creative Sector" workforce is made up of 40 million people, who represent about 30% of the total U.S. employment base and earn almost 50% of all wages paid. This sector is not limited to young people in high-tech jobs. It includes all ages across every sector and type of organization.

Michigan recognizes that we need to identify wide-ranging opportunities to support the growth of this entire, newly identified and important sector of our economy. Our ability to grow and nurture the creative class will provide opportunities and competitive advantages to our communities.

Innovation

Innovation considers business formation and growth, entrepreneurial activity, patents and intellectual property, new products and processes in every sector including manufacturing, IT, life sciences, healthcare, agriculture, service businesses, etc. It is not limited to the traditional "high-tech" sector.  There are creative jobs/occupations in all sectors of the economy. We recognize that our state's innovations are coming from our colleges and universities, industry R&D departments, corporations, small businesses, government research labs, entrepreneurs and garages. The purpose of identifying the "innovation" in a community helps us recognize and support new ideas that create jobs. This is not limited to inventions. It includes entrepreneurs and entrepreneurial activity across each region's economy.

Diversity

Diversity supports our need to attract and retain creative talent. It strongly favors organizations and environments where individuals feel they can fit in and can get ahead. Diversity of backgrounds and opinions strengthens the creative process and brings a competitive advantage to our cities and state. Talented people defy classification based on race, ethnicity, gender, sexual preference or appearance. Communities with high levels of diversity also are the most desirable to the creative sector. Research shows that cities with the largest foreign born and gay communities are the most desirable for young families and young professionals and are economically more successful.

Encouraging diversity also means being open to outsiders and helping them quickly connect with people in their new community. Communities that allow outsiders to become part of the community easily also tend to be more attractive to the creative sector. Cities that offer places people can gather and share ideas and views, such as cafés, bookstores and taverns, help to integrate newcomers into a community and strengthen the existing community.

Environment

Environment, sometimes called Quality of Place, focuses on the amenities and other assets that attract and retain individuals and organizations. Creative workers demand natural, recreational, cultural and lifestyle amenities as well as a balance of economic opportunity and lifestyle when selecting a place to live, work and play.

Just as this holistic approach to smart economic growth calls for diversity of thinking, it also calls for a diversity of amenities that appeal to all age and ethnicities. The younger demographic today doesn't adhere to a 9 to 5 clock and many times looks for just-in-time activities. While the symphony, opera and ballet attract many baby boomers, an active 24/7 street scene with music and extreme sports appeals to many 22 to 35 year olds. Many younger people today ask, "What does your city sound like?"

Just as the availability of a job is a vitally important component of someone's location decision, traditional quality of life/quality of place measures also play an important role. The Creative Class is not uniformly drawn only to cities with bike paths and climbing walls and alternate Saturday recycling programs (although those things can help). These individuals come in all shapes, sizes, colors and lifestyles. To be truly successful, cities and regions have something to offer for every one of them.