Conference helps Fairfax move to the head of the ‘creative class’

by Heather B. Hayes
for Virginia Business
October 2007

In today’s global market, a creative economy is not one dominated by painters, writers and opera singers. Instead, Richard Florida, a George Mason University professor and the author of “The Rise of the Creative Class,” defines a creative economy as innovative, collaborative, technology-oriented, open to new ideas and diverse cultures, and, yes, inspired by the arts.

“Possessing these creative characteristics is really vital to being successful in the 21st century,” says Gerald L. Gordon, president and CEO of the Fairfax County Economic Development Authority. “The more creative you are, the more successful you’ll be.”

Fairfax is considered a model for this notion of creativity, thanks to a diverse and highly educated population and an abundance of innovative technology companies. The county hopes to burnish that image when it hosts the first annual National Conference on the Creative Economy on Oct. 24-25 at the Hilton McLean Tysons Corner Hotel.. The conference has attracted some of the leading authorities on the topic, including Florida, futurist Alvin Toffler and New York Times columnist Thomas Friedman, author of the best-selling book, “The World is Flat.”

Gordon says much of the conference will focus on helping companies attract and retain a creative work force. Topics will include:

• Creating a culture of creativity in the workplace.
• Using diversity to promote creativity.
• Harnessing the power of an aging work force.
• Boosting creativity in the defense and homeland security industries.

“It’s critical for companies to learn how to effectively compete for creative personnel, because they bring with them new ways of marketing, of providing services, of leveraging technology and of collaborating,” Gordon says “And all of that will enhance sales, it will enhance follow-up, it will enhance profit margins and it will enhance their ability to compete globally.”