What Draws Creative People? Quality of Place

By Richard Florida
Published: October 11, 2012
Urban Land Institute

Why do people—especially talented Creative Class people, who have lots of choices—opt to locate in certain places? What draws them to some places and not to others? Economists and social scientists have paid a great deal of attention to the location decisions of companies, but they have virtually ignored how people, especially creative people, make the same choices.

This question first began to vex me more than a decade ago. In search of answers, I began by simply asking people how they made their decisions about where to live and work. I started with my students and colleagues and then turned to friends and associates in other cities. Eventually, I began to ask virtually everyone I met. Ultimately, in the mid-2000s, I put the question at the heart of a major survey I conducted along with the Gallup Organization. The same answers came back time and again.

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