ADVANCING VERMONT’S CREATIVE ECONOMY Celebrating Models of Community Success The Vermont Council on Rural Development Annual Conference Vermont State House—July 18, 2007 Conference Report Table of Contents Executive Summary...................................................................................... 1 Priority Recommendations .......................................................................... 4 Panel Discussion............................................................................................ 7 Featured Speaker Comments Bruce Hyde........................................................................................... 9 Lt. Gov. Brian Dubie............................................................................ 9 Gaye Symington ................................................................................. 13 Bill Schubart....................................................................................... 16 Working Group Reports Advancing Agricultural Innovation.................................................... 22 Building a Creative Economy Region................................................ 26 Developing Arts and Community Facilities....................................... 29 Developing Downtown Activity and Accessibility............................ 35 Expanding Partnerships between Cultural Organizations.................. 40 Incubating Creative New Businesses ................................................. 44 Marketing the Creative Economy....................................................... 48 Using the Web as a Creative Economy Tool ..................................... 52 VCRD 2007 Community Leadership Award ........................................... 55 Acknowledgements ..................................................................................... 57 Conference Attendees and Contacts ......................................................... 59 I. Executive Summary Background and Process The Vermont Council on Rural Development is charged by the federal farm bill to help coordinate state and federal rural policies in Vermont. VCRD serves as a neutral convener and facilitator of public dialogues at the state, regional, and local level to help diverse parties and interests work together in support of viable and sustainable rural communities. As part of this work, VCRD produces an annual Conference or Summit to bring Vermonters together with state and federal officials, business and non-profit leaders to consider strategies that can advance rural community and economic development. Central to all VCRD conferences are facilitated “roundtable” discussions and strategic assessment sessions where all participants are equal and VCRD mediates what is, in effect, a “marketplace of ideas.” As convener and facilitator, VCRD is careful to remain neutral in these conversations and to provide a structure where ideas can develop and contend against one another. VCRD then serves as a non-partisan reporter of the outcome of group discussions, neither endorsing nor rejecting the ideas, opinions, or recommendations expressed. Ideas stand alone and succeed or fail on their merit to convince. The compilation of ideas and recommendations contained in this report represents the thinking of some of Vermont’s key entrepreneurs, artists, creative thinkers, community leaders and officials. It is presented for the use of participants, Legislators, and the Governor’s administration, but does not constitute a set of positions adopted by the Vermont Council on Rural Development. VCRD chose the subject of the 2007 Conference based on the growing momentum in Vermont (and globally) to identify our unique local assets and use them as essential building blocks to strengthen our rural economies. VCRD’s 2004 report Advancing the Creative Economy, and the “Creative Communities Program” (CCP) VCRD led over the past two years, laid the groundwork for this high-energy State House event. With the help of Jane’s Trust, VCRD developed the CCP to help residents look at their towns and regions through a creative economy lens and identify specific projects to pursue that would make them more vibrant communities—places that would attract and inspire innovative entrepreneurs. The program was modeled on the revitalization of Vermont towns like Brandon, Bellows Falls and Vergennes where local leaders built partnerships between artists, cultural non-profits, town government, and key businesses to build activities, redevelop properties, and establish reputations as towns that encourage innovative business development. Today, these towns are building their creative workforces, attracting businesses, and developing jobs. Tax revenues are up. They have a public image—a brand—as a town on the move with rising energy and spirit. The CCP funding allowed us to work with 12 Vermont communities, but many other towns have found their own paths. All of them are part of what has evolved as a truly statewide movement. VCRD organized the 2007 Conference to provide an opportunity to learn about the diversity of approaches and success of different strategies each has pursued. VCRD’s 2007 Conference “Advancing the Creative Economy” 1 This day-long event succeeded in identifying the next essential steps in keeping Vermont communities vital and competitive. Vermont is well situated, through its brand identification, cultural heritage, and artistic depth, as well as its human and intellectual capital, to be a leader in innovation and creativity. The Conference discussions reflect and celebrate the progress we are making today and the dedication Vermonters share in realizing the opportunities ahead. Speaker Highlights The 2007 VCRD Conference featured presentations by key Vermont leaders including Lieutenant Governor Brian Dubie, Speaker of the Vermont House, Gaye Symington, and Bill Schubart, CEO of Resolution, Inc. Lt. Gov. Dubie opened the Conference with comments that laid out some overarching themes. The Creative Economy idea, he said, brings two dynamic aspects together— culture and innovation. Innovation cuts across many economic sectors, he pointed out, including agriculture, engineering, software development, and tourism. In Vermont, we’re using our unique culture to retain and attract creative thinkers who spark the sort of innovation that gives Vermont’s business enterprises an edge in the global marketplace. House Speaker Symington offered her perspective, that the Creative Economy is about expressing and reinforcing what is unique and authentic about Vermont’s economy in a way that adds value to our lives and work. For the Creative Economy to flourish in Vermont, it needs to express work and communities that are alive and real, not just portray a past or dream world. Bill Schubart has come to realize the broad reach encompassed by the term Creative Economy. The questions he posed for participants were “What does it mean to Vermont? How will it improve our economy, our communities and the lives of, and opportunities for, young and older Vermonters?” He believes there are five unique qualities that could make Vermont a leader in the Creative Economy. 1) Leadership and the will to make it happen; 2) People and fresh ideas; 3) A strategic plan that we stick to; 4) A tax code that supports our initiatives; 5) Comes back to leadership when the going gets tough, as it inevitably will. VCRD Executive Director Paul Costello highlighted the Creative Economy projects happening in so many communities throughout the state. He pointed out that many towns are interested in promoting regional cooperation to recognize and build on existing assets, to create a whole that’s greater than the sum of the parts. Communities also often enhance the regional economy through a strong downtown that can act as a center of gravity for activity. Several communities are building platforms specifically designed to appeal to entrepreneurs, and to develop new jobs directly. And in all of these efforts, an essential part of developing local assets is communicating to your neighbors and potential visitors what you have to offer. VCRD’s 2007 Conference “Advancing the Creative Economy” 2 This Conference, he concluded, celebrates the energy of communities that are doing this vital work. It’s all about local leadership and the wonderful and fruitful efforts that are reinvigorating our community life. Participants were also stimulated by a panel discussion held in the House chamber. Alex Aldrich, John Casella, Ellen McCullogh-Lovell, Jim Saudade, and Gerianne Smart all shared their perspectives on “The Creative Economy in Vermont Today.” This celebration of creativity was enriched by several musical performances and wonderful exhibits of “The Creative Economy at Work” (see complete list on page 58). At the conference VCRD recognized Monica Greene of Alburgh with its annual Vermont Community Leadership Award (see the Awards section on page 55). Advancing Vermont’s Creative Economy Conference gave voice and visibility to amazing success stories throughout Vermont, as well as a chance to share the challenges faced in communities both large and small. At the Conference a diverse and engaged group of over 250 participants shared their expertise and ideas on advancing the Creative Economy in 8 separate work team sessions. These included: • Advancing Agricultural Innovation • Building a Creative Economy Region • Developing Arts and Community Facilities • Developing Downtown Activity and Accessibility • Expanding Partnerships between Cultural Organizations • Incubating Creative