Data & Research

Community Vibe Index

Measuring Creativity. Mapping Culture.
Unlocking Potential.

A first-of-its-kind creative economy intelligence tool designed to help cities, destinations & cultural leaders amplify creative potential.

Community Vibe Index (CVI)

A Sentiment Analysis to Empower Destination & Community Development

Why Vibe Matters

In an era where every city competes for visitors, residents, and businesses, destination development has become a top priority for Destination Marketing & Management Organizations (DMOs). According to the 2023 DestinationNEXT Futures Study, destination/product development has skyrocketed from #20 in 2021 to #5 globally in 2023—and in Canada, it's the #1 strategy.

Leaders in the space agree: "We have to help build what we're trying to sell."

However, successful destination development requires investment in two essential pillars:

  • Infrastructure (hardware) – roads, transit, venues, public spaces.

  • Local Businesses & Creators (software) – the cultural and creative fabric that defines a place.

While infrastructure often dominates investment priorities, the creative economy—the energy, culture, and local businesses that make a destination unique—remains vastly under-measured and under-supported.

Codifying Creativity: The Community Vibe Index

The Community Vibe Index (CVI) fills this critical gap. Developed by Creative Tourism & 2050 City, it is a data-driven sentiment analysis tool that empowers local creators to assess and rank the performance of their city’s creative economy.

Through a 10-pillar framework, the CVI quantifies a city’s creative energy—helping DMOs, city leaders, and economic developers allocate resources more effectively to foster vibrancy, entrepreneurship, and destination differentiation.

Our 10 Creative Community Pillars:

  • Music

    Live music scene, venues, festivals & events, grassroots support.

  • Art

    Museums & galleries, public art, art Festivals, local artist communities.

  • Food & Drink

    Local chefs, breweries, cafes, culinary innovation, speciality grocers.

  • Entertainment

    Theaters & performance venues, comedy clubs, immersive experiences, family-friendly entertainment.

  • Tech & Innovation

    Co-working spaces, meetups & tech communities, startups, innovation hubs, tech in public spaces.

  • Retail & Makers

    Independent & regional stores, concept shops, local makers, new venture opportunities.

  • Nightlife

    Bars, clubs, underground scenes, late-night culture, inclusivity & safety.

  • Film & Media

    Local alternative media, production hubs, film festivals, digital storytelling.

  • Architecture & Design

    Urban identity, historic preservation, creative spaces, adaptive reuse, placemaking.

  • Urban Experience

    Neighborhood vibrancy, beautification efforts, walkability, public social spaces.

Why Now?

Much of America today is Generica. Without intentional investment, cities risk becoming indistinguishable from one another. The creative economy is the antidote—powering small businesses, building community identity, and driving tourism and economic development.

The Community Vibe Index transforms creative vibrancy from something subjective to something actionable—giving DMOs, city planners, and developers the insights needed to make creativity a core strategy for growth.

Get Involved

Want to measure and enhance your city’s creative energy?

Contact us to learn how the Community Vibe Index can help you codify, amplify, and catalyze creative impact.

→ Learn more / matt@creativetourism.com

FAQs

  • The Community Vibe Index (CVI) is a data-driven sentiment analysis tool designed to measure a city's creative economy, cultural energy, and local business ecosystem. It helps DMOs, city planners, and economic developers assess where their city thrives creatively—and where investment is needed.

  • We combine survey data, local sentiment analysis, and economic impact metrics across 10 creative pillars—including Music, Art, Nightlife, and Urban Experience. The result? A Vibe Score that cities can use to guide policy, investment, and cultural strategy.

  • Each city receives:

    • A Vibe Score & Strength Profile (ranking performance across 10 creative pillars).

    • Comparative Benchmarking (see how your city stacks up against others).

    • Actionable Recommendations (insights on how to strengthen creative infrastructure, attract investment, and amplify culture).

  • CVI is designed for:

    • Destination Marketing Organizations (DMOs) & Tourism Boards

    • City Planners & Economic Developers

    • Cultural Leaders & Local Creators

    • Investors & Developers Seeking Cultural Hubs

  • Cities with high creative energy attract more tourists, talent, and investment. A strong creative economy drives small business growth, cultural tourism, and place-based identity, making destinations more competitive.

  • Cities use their CVI insights to:

    • Define destination development roadmaps, marketing and competitive brand positioning

    • Strengthen Cultural & Nightlife Policies

    • Secure Funding for Arts & Local Businesses

    • Develop Creative and Strategic Placemaking Initiatives

    • Attract Events, Festivals, & Talent

  • We’re selecting North American cities for the Emerging Creative Cities Pilot Program. If your city is investing in culture, tourism, and creative development, apply today.

    Learn more here or contact matt@creativetourism.com

  • I. Baseline Report

    • A standard report covering the 10 pillars, including scores and rankings.

    II. Deep-Dive Trend Report

    • Includes all features from the baseline report plus:

    • 1-year trend analysis across the 10 pillars.

    • Customized recommendations and partnership opportunities.

    • Private consultation

    • In-depth regional comparisons

    III. On-Site Workshops

    • Half- or full-day workshops involving key stakeholders.

    • Co-creation of a roadmap for implementation.

    • Follow-up consultations

    IV. Custom Data & Regional Comparison

    • Custom Data & Regional Comparison Reports

    • Quarterly Updates:

    • Regional Comparison: comparative analysis between up to 5 cities.

    V. Ecosystem Mapping & Partnership Facilitation

    • Development of an ecosystem map showing how creative and tourism sectors intersect.

    • Introduction and facilitation of strategic partnerships for creative economy growth.

2025 Futures Study

Emerging Creative Cities

North America

Help identify and analyze the world's next wave of emerging creative cities, mapping their cultural impact, economic potential, and future growth opportunities.