4. Prosperity through creativity

As a creative city, Melbourne will build creativity for success. We will attract people and investment, generating multiple benefits for our people, including social, economic and environmental prosperity.

Building on Melbourne's strengths and finding new ways to leverage creativity are priorities for our city.

Creativity, and the capacity of a city to attract and retain a creative workforce, are key drivers of 21st century economic success. A successful modern city must attract creative people, and must find places for them in the commercial and business worlds. Creative people will generate new inventions and world-class products. In Melbourne, investment to support creative people and creative ventures is essential.

Amid growing global interest in creativity and attempts to describe the rise of a new 'creative class', the definition of the creative workforce is expanding to include people employed in industries such as computing, engineering, architecture, business, education, retail and dining - as well as the more traditional arts and media-related industries.

Creativity may sit latent within a community, waiting to be uncovered. In Melbourne (and around the globe), new modes of communication and expression will be explored to enable us to engage with the broadest possible cross-section of people.

In Melbourne, we need a creative city strategy to investigate how national and international positioning of Melbourne's creative industries can create prosperity. This strategy could consider the importance of risk-taking, experimentation and boldness in nurturing the city's creativity. The strategy could facilitate the sharing of ideas and opportunities, locally and around the globe. Melbourne's creative city strategy could incorporate an understanding of continuums and interrelationships in creativity. For example, much grassroots creative activity is driven by personal and cultural passion without regard for commercial outcomes. However, this creative activity - and how we encourage and support it - is essential to the Melbourne's reputation and the success of our creative industries.

Melbourne's success as a creative city depends upon how we mobilise ideas, debate, networking and learning, and how we incorporate these as recognisable and on-going characteristics of our city.

Goals	Indicators	Outcomes
A thriving creative economy A strong and growing creative economy and workforce.	The number of arts organisations located in the city and their rate of employment. Current: In 2006, 162 establishments were providing arts and culture services within the municipality, and 4,964 people were employed in arts and culture services.¹	A city that is attractive to a creative and skilled workforce and a thriving knowledge economy that encompasses traditional creative industries; design and architecture; new media; as well as in retail and food experiences. Strong cross-sector partnerships and networks across the city; generation of new inventions and world class products. An increased capacity to attract and retain a creative workforce
Global recognition of Melbourne's creativity Melbourne's specific creative and innovative strengths are promoted globally.	Rating in the Monocle - Top 20 Cities. Current. In 2008, Melbourne was rated ninth. ²	A global brand promoting Melbourne's specific strengths in creative industries. An increase in visitors to, and investment in the city.
A city community engaged in creativity Enhanced creative capacity and new opportunities for creative development and engagement in city life.	Participation in arts and culture activities (painting, drawing, art and craft, playing musical instruments, singing, writing, performing and so on). Current: 58 per cent of City of Melbourne residents participated in at least one artistic/cultural activity in the surveyed month. ³	Increased participation in creative activities; providing opportunities for personal growth and the development of talent, further developing the depth and breadth of our creative industries. People are actively engaged in decision making and children are empowered as citizens of the future.

Goals

Indicators

Outcomes

A thriving creative economy

A strong and growing creative economy and workforce.

The number of arts organisations located in the city and their rate of employment.

Current: In 2006, 162 establishments were providing arts and culture services within the municipality, and 4,964 people were employed in arts and culture services.¹

A city that is attractive to a creative and skilled workforce and a thriving knowledge economy that encompasses traditional creative industries; design and architecture; new media; as well as in retail and food experiences.

Strong cross-sector partnerships and networks across the city; generation of new inventions and world class products.

An increased capacity to attract and retain a creative workforce

Global recognition of Melbourne's creativity

Melbourne's specific creative and innovative strengths are promoted globally.

Rating in the Monocle - Top 20 Cities.

Current. In 2008, Melbourne was rated ninth. ²

A global brand promoting Melbourne's specific strengths in creative industries.

An increase in visitors to, and investment in the city.

A city community engaged in creativity

Enhanced creative capacity and new opportunities for creative development and engagement in city life.

Participation in arts and culture activities (painting, drawing, art and craft, playing musical instruments, singing, writing, performing and so on).

Current: 58 per cent of City of Melbourne residents participated in at least one artistic/cultural activity in the surveyed month. ³

Increased participation in creative activities; providing opportunities for personal growth and the development of talent, further developing the depth and breadth of our creative industries.

People are actively engaged in decision making and children are empowered as citizens of the future.