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The Creative Class Speaks to the Roanoke CCLP

As promised, here’s my summary of last week’s lunch discussion with fellow Roanokers, in preparation for my participation as a “creative connector” in Roanoke’s Creative Communities Leadership Program (CCLP). I’m submitting the report as part of my “field research” before a two-day CCLP workshop March 30-31.

Several Roanokers joined me March 18 for a lunch discussion. All are members of the creative class:

• Greg Brock. Roanoke native whose wife, from Detroit, fell for both Greg and Roanoke. Digital media sales manager at WDBJ. Member of Raleigh Court Civic League.
• Jennifer Bryant. Lynchburg native. Job as senior project manager at PARK Roanoke moved her here in 2006. Lives, works and plays downtown.
• John Cornthwait. Roanoke native/lifelong resident. Web designer. Lives in city.
• Brian Counihan. Moved to Roanoke 4 years ago, drawn by atmosphere for raising his children (lived previously in New York and Chicago). Artist and teacher.
• Marty Martin. Roanoke native and lifelong resident. Works in web marketing.
• Jenna Nelson. Roanoke native/lifelong resident. Works at Shenandoah Life.
• Roni Sutton. Bedford County resident who owns property in Roanoke (SE and SW), operates a small construction company, and works at Community High.

Some common threads weaved themselves through our 90-minute conversation, but most common was this: Roanoke does not effectively market itself. People – including those who live in the region – “don’t know what we have to offer,” Ms. Bryant said. And in large part, that stems from an inability to define the region and where it wants to go. Several groups are working to improve and promote the region – Valley Forward, the Arts Council, NCTC, etc. – but the general feeling is that a lack of communication and coordination among them is stifling real progress.

Also stifling progress, all believe, is the general resistance to change among city leaders and residents. One interesting observation: Resistance is not regional, but rather confined largely within the city’s borders; unfortunately, those non-city residents cannot vote in city elections.

Other observations presented by the group:

• Given the breadth of technology companies in the region, Mr. Cornthwait believes we need to present ourselves as a “techie” region. There’s a deep, hidden job market that people don’t know about because local companies use ineffective recruiting tactics.
• Economic development efforts have drawn low-wage telemarketing/distribution/warehouse businesses, rather than enterprises that will attract the creative class.
• With corporate offices leaving Roanoke, we’re spending an inordinate amount of energy working to keep companies here, instead of attracting new ones.
• Roanokers are very good at forming opposition committees. What the CCLP needs to do is identify likely adversaries and engage them early.
• Mr. Counihan has an intense interest in developing cultural offerings. He believes we need to define what we mean by “the Arts” in Roanoke. In particular, he is disappointed that “Art by Night” recycles the same artists rather than showcase new artists each month.
• Visitors are impressed once they spend time here. The hard part is getting them here.
• The entire region needs to embrace green policies and solutions, not just the city. Roanoke County, for example, does not even collect recyclables. Blacksburg was identified as a place that is doing it right when it comes to green policies.
• “Southeast…By Design” was a good idea, but too difficult for developers to understand and too restrictive to be effective. The six-year-old program needs to be reinvented.
• Charlottesville, Seattle and Portland were mentioned as cities to emulate for myriad reasons. Mr. Martin likes how Seattle has several distinct neighborhoods that are easy to navigate. The Charlottesville Community Design Center was cited as a great example of tapping local residents for solutions, rather than outside consultants.
• Roanokers are “tolerant but segregated” is how one person put it. Our population is diverse in terms of race, ethnicity and sexual orientation, but Roanoke is still a city where if one asks, “Where is the black neighborhood?” the answer comes very quickly and without hesitation. “There are preconceived notions about every part of town – you’re born into it,” one person said. “And that holds us back from progress.” (On a personal note, I believe “acceptance” is a better goal than “tolerance,” but alas, that doesn’t mesh with the “4T’s” marketing catch phrase.)
• One general question that I hope will be addressed during our two-day workshop: Who will be responsible for implementing the plans developed by the CCLP? The lunch group observed that past efforts for community and economic development have suffered from the absence of a visionary leader (or leaders) who can rally and motivate people.

I’d like to close the report on a positive note. Heads nodded in unison when Mr. Brock observed that “progression is happening” in Roanoke, but that the region finds itself at a critical crossroads. The energy required to continue the progression is in place, but leaders must decide to stay on that road and if so, be very thoughtful in how it proceeds in order to manage growth.