The Creative Community Action Plan

We help destinations empower their creative communities to tap into the power of tourism and boost urban vibrancy.

Urban street scene with vintage red brick buildings and pink sky

The Challenge

Cities are facing increasing challenges related to urban vibrancy due to many factors, ranging from national retailers pulling of downtowns during the last decade to remote work more recently.

Cities need more people — both residents and visitors — patronizing more businesses, attending more events and contributing further to the social and economic fabric of their communities.

Abstract art of people walking in urban setting with colorful circular overlays

The Shift

The role of the DMO CEO is undergoing a radical transformation. Your job is no longer simply to increase visitor demand, you also need to strengthen local value chains to support sustainable economic development.

And because tourism is so interconnected with every facet of your community, it’s hard to know where to start and who to engage – let alone what to do or how to prove your impact.

The Opportunity

Every destination is filled with creatives, creators and entrepreneurs who are committed to enhancing the quality of their communities and their local sense of place. They are building their cities one block at a time to define their community’s meaning, purpose and identity at a hyperlocal level.

It's no secret that the greatest destinations in the world understand their vibrancy depends on catalyzing this sector to unleash their creativity. Cities who invest in their creative community attract further investments across all other sectors.

Tourism can play a pivotal role in forging crucial opportunities for the creative community. In doing so, it strengthens local value chains to not only support sustainable economic development but also increases sustainable visitor demand.

Two pairs of shoes on pavement with text 'Passion Led Us Here'

The Solution

The Creative Community Action Plan increases urban vibrancy by optimizing the aggregate creative energy in communities.

Our strategic process consists of:

  1. Community Vibe Index©: A 15-minute resident survey to assess the strength, energy and quality of 10 pillars related to the creative economy.

  2. Community Engagement: We meet with the most influential residents and strident community advocates in those 10 creative pillars to identify key opportunities, challenges and recommended action items for each.

  3. Strategic Framework: We co-develop with community leaders a strategic plan with overarching goals, actionable initiatives, and proven implementation steps to increase urban vibrancy. Implementation strategy is key. A plan is only as good as the execution behind it.

Silhouettes of people walking on a vibrant urban street with colorful buildings and city skyline.

Our 10 Creative Community Pillars

  • Music

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

  • 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, incubators & 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

  • Person speaking on stage at 2023 Visit California Outlook Forum, holding a presentation. Large screen and podium visible.

    Greg Oates

    2050 CITY

  • Matt Heidkamp

    CREATIVE TOURISM

  • Evan Tzeng

    STAYALTERED

Developed by:

  • Greg Oates of 2050 City (former Chief Innovation Officer of MMGY NextFactor)

  • Matt Heidkamp of Creative Tourism (former Head of Creative Strategy, Skift & SkiftX Studio)

  • Evan Tzeng of StayAltered (former Director of Sustainability at Beyond Green Travel as well as several music festivals and live events promoters)

Who We Work With

  • Destination Marketing Organizations (DMOs) & Tourism Boards

  • Economic Development Organizations (EDOs) & City Governments

  • Real Estate Developers & Property Owners

  • Business Improvement Districts (BIDs) & Main Street Organizations

  • Cultural Institutions & Arts Councils

Let’s Build the Future Together

Ready to transform your city’s creative sector + visitor economy?

Contact us today to discuss opportunities for collaboration.