Creativity is seen as a factor in the current development. In the past the territory’s economic success depended on the availability of natural resources or infrastructure, but with the natural advantages are given and limited infrastructure and loses its relative importance as it advances across the board. This identified the presence of creative people and innovative, able to generate new growth through the invention and recombination as a critical success factor of a city or region.
Richard Florida (2009) speaks of the “creative class”, i.e. a “bohemian edge” are employees of new technologies, artists, musicians and other people different and innovative, which are concentrated in certain large cities in the world . He postulates that the creative class fosters personal and professional environment open and dynamic. This environment, in turn, attracts more creative people and businesses and capital. Finally creative people create competitive advantage and long-term prosperity.
Faced with these poles of attraction rural towns often have the disadvantage that their gifted and creative young people tend to seek his future away from his hometown. This brain drain is a major challenge for rural areas, because these streams contain the risk of cementing the disconnection with economic development. However, there are several examples of rural towns faced this challenge and made successful strategies not only to stem the brain drain but to attract new creative people.
Kim Huston (2011) explains in his book “Small Town Sexy” how small towns are attractive to young and creative leveraging their differences to large cities. People there is a quieter surroundings, closeness to nature and cheaper living costs a slower lifestyle and community. While it is important that these sites also offer good educational institutions, cultural and commercial offer attractive.
The Internet broadcast around the world certainly benefit rural towns. Equipped with a computer and a broadband connection can connect to any remote location with the most advanced knowledge and its protagonists. Of course, the infrastructure is not everything and remains a challenge in many rural towns of profiting more.
Florida emphasizes the tolerance factor. A city will be able to contain and attract people truly creative when accepting different forms and expressions of life. People supposedly “different”, for example homosexuals or immigrants, often prefer the big cities for their higher degree of tolerance, anonymity and the possibility of finding pairs. There rural towns requires extra effort for openness and integration to benefit from a diversity of talents.
In short, rural towns have structural disadvantages compared to large cities to attract creative people. It is not advisable to try to compete with the same forms and strategies in large cities, but it should look attractive and unique differential. If you cannot attract the real creative bohemians to the small rural town can attract other talents which weighted more about the benefits of quieter areas, with community, nature and affordable prices. In this case it also combine the talents that their interaction create real innovations and local prosperity.