Marketing the Soul of Calgary

Calgary has done exceptionally well in many economic metrics over the past two decades and it has been relatively easy to pitch others on our

plentiful job opportunities and low taxes as the chief reason to relocate your family or business to the region. However, research indicates that we are increasingly seeing the global war on talent move beyond this metrics-based sales pitch to a more sophisticated conversation around quality of life and community amenities and it’s time for us to take our messages to the next level. For the first time, possibly ever, research is showing that the current generation of talent is choosing their place first and their job second. This leaves an open door for Calgary to build upon its current metrics and engage in this new dialogue when aiming to retain and attract the best and brightest from around the world.

It’s not that Calgary doesn’t boast great esthetics, social offerings and a spirit of openness; it’s just that what Calgary does have to offer hasn’t been showcased enough to the world. In this spirit, Calgary Economic Development (CED), in partnership with several other community-building partners including the Calgary TELUS Convention Centre, CBC and RedPoint Media, launched the ‘Soul of the City’ speaker series in September 2012. The goal of the series is to engage Calgarians in a conversation around what makes cities great and drives attachment by highlighting local success stories and by bringing in internationally-recognized speakers on what other jurisdictions are doing to showcase their city’s “soul.” With a diverse group of presenters and venues, the speaker series covers topics such as sustainability, community-minded commerce, urban design, public art, local food, creativity, festivals and diversity.

The impetus for this series started by examining research done by the Knight Foundation in 26 U.S. cities for three years from 2008-2010. The research, called the “Soul of the Community” project, aimed to identify what made people most attached to their cities and why it mattered. The study found that the top three factors in driving increased attachment were: physical beauty, opportunities for socializing and a city’s openness to all people. The study also showed that higher levels of attachment results in higher than average GDP growth. Dr. Katherine Loflin, one of the lead consultants on the project, was the kick-off speaker for the series and had much to say about how to increase attachment levels in Calgary and how that will help our city flourish in the future.

Subsequently, CED hosted local award-winning author Chris Turner who shared his insights on how urban sustainability initiatives can reignite communities and make Calgary more livable. In the last session of 2012, three leading urban planners shared insights on how development should allow for greater walkability, adapt to ecological parameters and move from a car-centric to a person-centric orientation.

The lineup for 2013 promises to be stimulating with sessions on: fostering creativity, encouraging diversity, embracing local food and celebrating businesses with a triple-bottom line focus.

Calgary is more than jobs and low taxes; it’s a wonderful community of creative, entrepreneurial people with an energy that people want to be part of.

For video highlights and more information on the series please visit: www.calgaryeconomicdevelopment.com/soulofthecity.

BY MICHAEL FOTHERINGHAM

The Soul of the City speaker series is held in a variety of ‘soulful’ locations including the Simmons Building in the East Village.