Huntsville Talent Magnet Report Summary

How well is Huntsville positioned to compete for college-educated 22-34 year-olds?

Recent trends are not promising. The percentage of young talent in Huntsville dropped from fourth among ten peer cities in 1990 to last in 2000. Huntsville lost 10,000 25 to 34 year-olds during the decade, a decline of nearly 18 percent, more than double the US average of 8 percent. Of the 10,000 lost, 4,000 were college educated. In this elite category of 22 to 34 year-olds, the percentage decline was even worse –- 22 percent. The decline is made more dramatic by the fact that nationally the number of college educated 22 to 34 year-olds rose 10 percent.

College attainment at 31 percent is relatively high for a smaller metro, but the college attainment rate also fell almost 2 percentage points in the last decade.

Mobile, college-educated 22-34 year-olds nationally and in Huntsville value:

• An open, tolerant culture that welcomes newcomers and new ideas
• Diversity defined not only as race, national origin and income but also distinctive neighborhoods, shops, restaurants and history
• Environments where they can be themselves and live their values (This was particularly true of minorities and former Southerners who were especially grateful for the ability to be themselves rather than to act out a stereotype.)
• The ability to “create a new history” and make a difference
• Vibrant places where energy is felt and one can “stumble onto the fun”
• Governments that take care of the basics – clean, green, safe and easy to get around
• Cities that are best-in-class in some way. Being best in class was viewed as a sign of sophistication, success, distinctiveness and leadership at work
• Cities that offer lots of options for things to do, including proximity to other fun cities
• Cities with plans, that are clear about what they want to be and have bold leadership willing to take risks to achieve it.

• Green Huntsville – Huntsville has a remarkable collection of green assets including 130-mile greenway, 8-mile blueway, Montesano and Wheeler.
• Party Huntsville – New developments help animate downtown.
• Live Huntsville – A collection of great neighborhoods ring downtown.
• Intelligent Huntsville – A higher college attainment rate than average sets Huntsville apart, and Forbes named the city one of the Top 10 Best Places for Business.

Place: The Built Environment

• Create a vibrant live, work, play environment in downtown Huntsville
• Encourage distinctive, walkable neighborhoods
• Create a more walkable environment on college campuses

Place: The Natural Environment

• Protect and leverage your green assets
• Consider ways to enhance the outdoor nature of Huntsville in ways that will appeal to young people

Culture

• Create a political and civic culture that encourages entrepreneurship
• Nurture the formation of a young adult group to have an impact on the civic and social direction of the city
• Involve young adults and creatives in civic decision-making.
• Use the universities to generate a more vibrant intellectual life for Huntsville and enhance the “connectedness” of students with arts, culture and entertainment in the local community
• Invest in an energized arts scene that appeals to educated 22 to 34 year-olds
• Recognize that more 22-34 year-old women than men in America have college degrees. Inventory the city from a sophisticated young woman’s point of view and make changes accordingly.

Business

• Encourage the development of independent retail shops and restaurants.
• Work to convince the Federal government that the current way in which team “experience” is rewarded is a hindrance to the national economy as well as Huntsville’s economy
• Develop corporate internships for college students and new graduates
• Develop affinity groups within corporations for young people, similar to the REACH program at Boeing

Huntsville must resolve conflicts on the city’s vision, direction and image, then update the city’s identity and market it. Specific actions include:

• Use the city’s technology firms and talent to gain status as a “technology savvy town” by bringing technology into the public realm in a notable way
• As the risk of the U.S. losing its edge in science and innovation increases, Huntsville can present itself as part of “the solution” with a highly visible symbol of progress in this field
• Follow the lead of the Huntsville Art Museum and form partnerships with institutions in Nashville, Birmingham, Memphis and Atlanta.
• Develop a series of well-coordinated events with an “alternative” twist appealing to young adults that can be marketed regionally. During their college years, offer programs, such as internships and volunteer opportunities, which connect students to the community.
• Stay in touch with young people who grow up in Huntsville or attend college in Huntsville then move away
• Encourage advertising support for arts and entertainment-focused media in printed form and online so young people can know what’s going on and organizations and business doing things can get the word out about their activities.