The Berkshire Blueprint A Shared Economic Vision and Plan for Action The Berkshire Blueprint offers a fresh approach to The Berkshire Organizing for Action: The Vision for the Berkshire Region – in the Berkshires.The Blueprint Mission of the Berkshire Blueprint… A Dynamic, Creative and Competitive Economy is an action plan that encourages and motivates Economic Development • A magnet for entrepreneurs and leaders. cooperative regional initiative and outlines a clear, well- The Berkshire Blueprint’s mission is to boost and • Vibrant – a well-connected community supporting growth articulated focus on prioritized business issue areas. Corporation presents across industries. competitiveness in the Berkshire region by upgrading the The Blueprint contains a matrix for the measurement • Focused – a nexus for a variety of firms and industries. quality of the business environment and by organizing com- of progress in key areas of the economy. • Connected to metro areas providing a source of panies and institutions to take action and better collaborate suppliers, capital and customers. on common challenges and opportunities.The overall goal The Berkshire Blueprint blends two major economic • High-quality communications enabling development projects that were undertaken during the of the Berkshire Blueprint is to increase the prosperity of access to global business partners. course of several months beginning in early 2006. the region, raising the per capita income and income The growth level of Berkshire residents. The Berkshire Strategy Project provides a comprehensive evaluation of the entire regional economy with a The Blueprint is the community’s action plan, developed from The Dual Focus baseline of current metrics and a detailed analysis of the ground up, by local business and community leaders. of the Berkshire Blueprint: selected clusters; it also contains a prioritization The Berkshire Economic Development Corporation serves of key areas of focus to increase the competitiveness Berkshire as a coordinating body to assist in its implementation and Improve the Regional Economic Development Climate of the region. to ensure that the identified stakeholders, the companies, in Six Critical Areas and individuals making up the diverse Berkshire economy Based on a detailed study of the current economic The Berkshire Creative Economy Project focuses on have the tools and the opportunity to align with the development climate, the Berkshire Blueprint addresses six the Creative cluster comprising nonprofit institutions, identified priorities. individual artists and commercial that Blueprint key issues as action items identified by the community: produce and distribute creative products and services. • Support entrepreneurship and innovation.

The Creative Economy Project identifies how the region Interprint, Inc. • Launch internal and external marketing campaigns. can leverage its richness of cultural and artistic assets • Develop regional and cluster institutions for to help grow the regional economy.This project collaboration. spotlights a robust and vibrant economic cluster of • Align education and training programs with the arts, cultural institutions, and the businesses that cluster needs. fuel, support and supply them.Together, these projects • Invest in high-quality infrastructure. form the Berkshire Blueprint.This approach will pro- • Stabilize and reverse population loss. vide the Berkshires with the best of the best traditional regional economic development methodology, while Support also integrating and focusing attention on the new In addition to the action items centering on improving Creative cluster. the business climate, the Blueprint addresses key clusters in the regional economy and is leading a campaign to The Berkshire Blueprint is a community-generated support, coordinate and encourage these clusters in strategic plan designed to grow the region’s economy. It provides a means for measurement of economic developing local, regional, national, and global markets progress as a community.The Berkshire Economic and cooperation. Development Corporation is taking a leadership role in oversight of the plan and will continue to ensure Clusters are geographically concentrated groups of inter- that the plan remains effective and sustainable. connected companies, educational facilities, and related institutions that arise out of linkages or externalities across industries. Regions and clusters are analyzed at various geographic levels including states, economic areas, and Access the full reports of the Berkshire Strategy Project, the Berkshire metropolitan areas. Creative Economy Project, and the Berkshire Compact for Higher Education on the BEDC website at berkshireedc.com.

2 3 The key initial clusters targeted for growth in the Berkshire Blueprint workgroups have begun to carry out initiatives region are the Creative, Plastics, and Hospitality and Tourism. that will accomplish the following goals: The Berkshire Blueprint’s structure and the capacity of • Improve the underlying support system for entrepre- the BEDC to coordinate efforts around it will allow for a neurship in the Berkshires, with early emphasis on continued assessment of the many other identified clusters cluster-related opportunities. 87 in the regional economy, such as Health Care, Financial • Promote innovation by recruiting talent, encouraging investment in R&D and simplifying regulations. Services, Energy Technology, Forest Products (this includes 100 mile CONCORD radius paper manufacturing and converting) and others. 2. Develop and Launch Internal and External 91

Marketing Campaigns 90 The Berkshire Blueprint has launched and will sustain a high- ALBANY The Issues quality internal and external marketing campaign that will BERKSHIRE COUNTY improve the perception of the Berkshires by communicating BOSTON 1. Support Entrepreneurship and Innovation new messages about the region.These messages draw The Blueprint’s mission in this area is to create a premier from insights and recommendations from all of the 90 location for innovation and new-firm creation by encouraging Berkshire Blueprint business-issues workgroups and organized- PROVIDENCE both entrepreneurship and innovation from local residents business-clusters workgroups.The marketing campaign 87 and by attracting aspiring entrepreneurs from outside emphasizes the region’s assets and the prosperity created the region. In pursuit of that mission, the BEDC and the by its multifaceted entrepreneurial economy. HARTFORD

Among the current objectives of the marketing campaign 91

Crane Nonwovens are the following: • Identify a highly recognized, compelling and unified position and strategy for the Berkshires. • Communicate to both internal and external stakeholders that the Berkshires have a strong potential for growth in

high-value manufacturing and services. NEW YORK CITY • Sustain a long-range marketing and communications plan to attract investment and talent to the Berkshires.

3. Develop Regional and Cluster Institutions “…access to higher education can pose a financial for Collaboration 4. Align Education and Training Programs with Cluster Needs burden for many, resulting in too many residents One of the keys to the success of the Blueprint is the The underlying and critical foundation for regional economic lacking skills to compete, and too many employers coordination of effort across cluster-based and issue-based development is education and training. Accordingly, the looking elsewhere to fill job openings.” activities.The BEDC has taken on the role of regional leader Berkshire Blueprint supports and promotes the alignment in economic development and is implementing programs of educational and training programs with our regional The Compact has rallied around this critical issue and has and initiatives to enable an increased capacity for the BEDC employment and cluster needs. been very effective in creating a dynamic response to it. to accomplish the following objectives: Key institutions and stakeholders from the county are fully • Serve as a nexus for coordination and implementation One outstanding asset that the Blueprint will be able to invested in the Compact’s call for action.The Berkshire of Berkshire Blueprint initiatives. call upon is the work of the Berkshire Compact for Higher Blueprint has aligned with the mission of the Compact and is • Reach out to potential cluster leaders and business networks; support and encourage private-sector-led Education. Lead by the Massachusetts College of Liberal developing initiatives along with Compact members and efforts to collaborate across the cluster. Arts, the Compact was established to assess the educational cluster groups to effect the following: • Raise broad regional awareness of, financial support needs of the residents of the county, including those needs • Organize with employers and key economic clusters for, and participation in local and regional cluster- specific to the workforce.The Compact has recognized that, to identify near- and long-term workforce priorities. efforts.

4 5 6. Stabilize and Reverse Population Loss improvement areas generally, then at least organized significantly to the economy, but one that represents the The data is a bit alarming. Berkshire County experienced around common principles or goals for improvement very essence of the region itself in its world-class cultural a population loss of 3.1% from 1997 to 2005 compared to of the sector. Examples of organized cluster and related and artistic landscape.The Creative cluster in the Berkshires a national gain of 8.7% in the U.S. If we look at a comparison groups in Berkshire County would be the Berkshire Visitors is thus not only an important economic cluster, but a of rural areas in the U.S., we find that rural America grew Bureau, an organization that is already focused on tourism driving force of the region’s overall prosperity because it 0.41% annually from 1997 to 2004 while the Berkshires and hospitality, and the Berkshire Compact for Higher is such a significant part of its identity. lost nearly 2.3% of its population during the same period. Education. Both of these groups are playing an important role in the Berkshire Blueprint.The Blueprint has identified- Definition: “…the enterprises and people involved in Who is leaving? Why is this happening? What are the both existing cluster groups and recognized that others the production and distribution of goods and services consequences of population loss on the regional economy? are evolving and are in need of development assistance in which the aesthetic, intellectual and emotional These population loss numbers, together with the fact that and support. engagement of the consumer gives the product value there are a significant number of aging “baby boomers” in in the marketplace.” the Berkshire demographic, are receiving close attention by Recent detailed economic analysis has provided the the Blueprint. Berkshire Blueprint with a snapshot of the current business These people and enterprises, together with the wide environment generally, across all business and industry network of support, supply, distribution, and related busi- If we expect to understand the dynamics of our local clusters, and a more detailed view of three selected nesses, combine to form the Creative cluster, an important population and create initiatives to positively influence clusters: Creative, Plastics, and Hospitality and Tourism.These economic force in the region, and one that we are just demographics, to be able to attract and keep talented clusters were selected according to several criteria including now beginning to understand fully.The conventional view of substantial impact on the regional economy, competitive this part of the economy has been that it has a nonprofit Hancock Shaker Village employees, and to support and sustain families and growth, we need to understand the dynamics of our population. position vis-à-vis other domestic and international regions, emphasis and an advocacy and funding orientation. alignment of strengths with nearby metropolitan areas, and Traditionally, the Creative cluster has been seen as a nice • Encourage program and curriculum alignment of regional The Blueprint’s agenda for this critical area provides directives the level of organizational support for a cluster activation economic development amenity, but unorganized and not educational institutions (community colleges, colleges, strategy.These cluster analyses will also serve as models integrated into broader economic development strategies. and universities) with the research and talent needs of to ensure accurate population counts regionally and to local, emerging and targeted businesses and clusters. immediately begin work toward understanding the reasons to help activate and develop other clusters in the region. The Creative cluster simply was not sitting at the table. • Connect the regional educational institutions with that drive entrance and exit – those factors attracting people employers to develop training programs that best suit to the Berkshires and those factors convincing individuals Taken together, these initially selected clusters represent the needs of the sector. and families to leave.These are among the critical initial a well balanced sampling of the dynamic, creative and • Encourage industry-specific opportunities for internships steps being taken: competitive economy of the Berkshires.The Hospitality and along with outreach efforts for recruitment of employees Berkshire Creative Cluster through the regional educational institutions. • Ensure an accurate population count in 2010. Tourism and the Creative clusters leverage the Berkshires’ • Launch a sophisticated marketing campaign to attract and natural and cultural assets to drive job growth, while Technology 5. Invest in High-Quality Infrastructure retain talent. Plastics demonstrates how niche, high-value manufacturing • Develop connections with other task forces and regional can sustain strong wage growth even in a highly competitive In order to accomplish goals and objectives over the stakeholders to implement developed strategies. Media/ environment. Lessons learned from these cluster case New Media whole range of business improvement issues, there must studies can then be applied to improve the overall business be a concerted effort to invest in and sustain high-quality environment for all clusters. regional infrastructure.The Blueprint is engaging work- Creative groups and stakeholders to create initiatives with the Economic Clusters The Berkshire Blueprint’s structure and the capacity of the Cluster Commercial following goals: Visual Arts BEDC to coordinate efforts around it will allow for a Arts • Support downtown development and create “lifestyle” The Berkshire region has a strong position in a number Manufacturing continued assessment of the many other identified clusters Educational opportunities for existing and incoming residents. of business clusters. Among these clusters are Plastics, Services Design • Upgrade educational and cultural facilities (physical plant in the regional economy, such as Health Care, Financial Performing Literary Hospitality and Tourism, Creative, Chemical Products, Arts Arts and technological capabilities). Services, Energy Technology, Forest Products (this includes Hospitality Materials, Education and Knowledge Creation, • Ensure the availability of commercial and industrial real paper manufacturing and converting) and others. & Tourism estate that meets the needs of new and existing firms Forest Products, Publishing and Printing, and others. Lifestyle: and emerging clusters. Wellness & Some of these clusters are already well organized in The Creative Cluster Home and • Acquire and improve communication capabilities Garden (telecommunications and broadband access) consistent Berkshire County. If not squarely focused on business An especially important cluster in the region, it is identified with expectations of business partners. as dynamic and unique, a cluster that not only contributes

6 7 However, a new perspective, one that is still evolving, is collectively address the unique needs, challenges and Berkshire firms in the cluster are concentrated in the that the Creative cluster is a separate and very important opportunities of the Creative cluster with specific action production of tools, molds, and finished products.This economic sector.This new perspective recognizes key items, targeting the six identified business issue areas of concentration distinguishes the Berkshires cluster from attributes of the creative sector: the Berkshire Blueprint. conventional plastics clusters, like those in Louisiana and • A significant employer. New Jersey.Those conventional clusters comprise • A separate economic cluster. Plastics Cluster elements from across the plastics value chain, from raw • A contributor to wealth. Although plastics manufacturing has been an important materials to finished products, and typically develop in the • Linkage to other clusters such as Hospitality and part of the Berkshire economy for a number of years, the presence of significant chemical and hydrocarbon-processing Tourism,Technology, Manufacturing. Plastics cluster in the region is no longer characterized infrastructure.Today’s focused plastics cluster in the • A promising export cluster… products created in by large-scale employers, as it was in the past.Today a the Berkshires are purchased elsewhere in the regional, Berkshires, by contrast, grew out of the mold-making national or global economy, bringing dollars into diverse collection of firms continues to innovate, evolve, expertise developed at GE, and many firms that populate the county. and contribute to the prosperity of Berkshire County. By the cluster today draw on skilled workers and experienced paying particular attention to this cluster, much may be managers once employed by GE. As a result of the work of the Berkshire Creative Economy learned about the role of manufacturing in general in the Project steering committee, this cluster has been activated. regional economy. The Unique Plastics Cluster in the Berkshires Stakeholders within the cluster now have the ability to The Berkshire Blueprint initiatives specifically targeted to the unique plastics industry in the Berkshires will benefit in a number of ways: • Re-activation of a Plastics network and Plastics Berkshire Plastics Cluster cluster group. • Renewed connection with educational institutions Specialized Risk Capital, Firms, Angel Networks through the Berkshire Compact. • Connection with other cluster groups to boost innovation and productivity. Specialized Services Banking, Accounting, Legal Hospitality and Tourism Cluster In the Berkshire region, the Hospitality and Tourism cluster Raw Processing Plastic Process Plastic Distribution centers around the area’s natural amenities, recreational Materials Chemicals Materials Equipment Products Cranwell Resort, Spa and Golf Club in Lee, MA and cultural institutions.This cluster plays a significant role s r in the economy of Berkshire County and is a prominent e

Tools s

U aspect of the region’s overall identity.

Molds d n

E The Berkshire Blueprint has incorporated specific initiatives Other The efforts of the Berkshire Visitors Bureau have been Machinery to help improve the business environment within this successful in conveying the message of the Berkshires as sector.Working closely with established business cluster a “Premier Cultural Resort.” Recent research indicates organizations and related clusters, this is the Blueprint’s that this cluster has an opportunity to create increasing focus for Hospitality and Tourism: Industry Associations and Cluster Organizations prosperity in the region by developing further means to • Support and expand the efforts of the Berkshire e.g., BEDC, Plastics Network Relationships more effectively share the region’s assets with tourists and Visitors Bureau. visitors.The Berkshire Visitors Bureau, in conjunction with • Enhance and expand collaboration within the cluster. Training and Research Institutions e.g., McCann Tech the Berkshire Economic Development Corporation and • Refine customer segmentation and marketing activities. other groups, are now well positioned to further activate • Ensure the availability of a competent workforce. the Hospitality and Tourism cluster in order to help • Upgrade communications and transportation infrastruc- SOURCE: Monitor Analysis Primary Activities Associated Entities Support Activities strengthen and sustain the Berkshire brand, bringing even ture to meet the needs of business travelers and other high-value segments. more visitors from around the world.

Berkshire firms in the cluster are concentrated in the production of tools, molds, and finished products.

8 9 Measuring Success The Berkshire Blueprint Targets and benchmark metrics will be utilized in the following areas to measure successful implementation of The focus and initiatives contained in the Berkshire Blueprint the Berkshire Blueprint: result from a community strategy with a carefully crafted action plan for success. The implementation of this Business Climate strategy, led by the Berkshire Economic Development • Cost of doing business Corporation in collaboration with a wide range of industry, • Cost of health care government, and not-for-profit organizations, provides a comprehensive road map for economic development Community efforts in the region. • Townsend score • Chronic disease Through the Berkshire Blueprint, there is a new concentration on a multifaceted, entrepreneurial economy and recognition Environment that multiple sectors and many firms must succeed for • Balanced development and land use the region to prosper. High-value manufacturing, hospitality and tourism, and the creative economy are now better Innovative Capacity understood and are in sharper focus as clusters targeted • High-speed Internet access for regional growth. • New business starts/sustainability • Patents issued per worker The Blueprint presents a new approach of collaboration with educational institutions through the Berkshire Compact Population Change for Higher Education in order to achieve the critical goal • County population of creating a select set of well-educated workers with specialized skills targeted to the needs of local firms Prosperity • Personal income and clusters. • Employment rate • Average wage The Berkshire Blueprint provides the initiatives to move the regional economy toward increased prosperity in Skilled and Educated Workers a measured effort that preserves and maintains our • Higher degree attainment quality of life and markets the Berkshire lifestyle to attract • Job vacancy rate visitors, firms, and entrepreneurs. Extensive action is under way, choreographed through the Blueprint process, and now it’s all about execution.

For further information contact Berkshire Economic Development Corporation 75 North Street, Suite 360 Pittsfield, MA 01201 413.499.4000 www.berkshireedc.com

Cover Inset Photos: courtesy Tanglewood; Crane Nonwovens; Jiminy Peak; GE Plastics; Cranwell Resort, Spa and Golf Club; Northern Berkshire Healthcare; and MCLA.

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