Handshake 2.0 and Connecting People are partnering to create a periodic video to promote different aspects of the region. It is intended to be a positive, future-oriented and regional focused. The video will be 2-minute takes on a variety of issues. If you have a suggestion, please let us know.

The final day of the conference was really good. We heard from Richard Florida and his insights are still the best in my opinion in building the regional economic development strategy. He made the following comments that resonated with me and other:

1. It’s time to rethink economic development. He made that comment in regard to the current US and global economic environment.  Real communities create real economic development and we have an obligation to the lead the way to create real value.  Local ED groups must do even more during this uncertain financial times for its communities. This is an urgent activity.

2. 45% of jobs are in the service sector. He challenged the group to take up as an agenda item to make these jobs more innovative and creative - in other words - upgrade the service economy.

3. Economic development comes from creating new jobs by doing things differently. It comes from the community working together by operating in a tolerant and diverse environment. We must attract the best people from around the world. (Pixel Optics is doing this in Roanoke).

4. All communities must have 5 layers to building a healthy regional economy. At the base is physical and economic security (investment in schools and low crime). At the second level is specialized opportunities for individuals to prosper. Third, leadership. Fourth, an environment of tolerance, openness and diversity. Finally, territorial assets or quality of place. How do we rate on each of the 5 layers?

5. We must invest in new forms of housing. People cannot move cause they cannot sell their house. People will not be able to afford to waste time, therefore, they will move closer to work. Perhaps condotels in Blacksburg or office/lofts similar to the Cotton Mill in downtown Roanoke for the creative class.

In case you have not read it, pick up a copy of Florida’s new book Who’s Your City.

A couple of things stood out yesterday regarding our region in talking to numerous people at the International Economic Development Council Conference.

1. Branding was a key theme. Many different exhibitors and speakers talked about a region’s brand. What is it? What are you known for? How to you improve it?

2. Our web presence is our opportunity to be bigger than we are.They are so many fantastic web resources we can use to position ourselves in the global economy. The best and worse thing is that they are relatively inexpensive and if you bought them it would eliminate the need for human resources.

3. Developing and executing a strategy is still king. Many people at this conference have a specific niche focus. It’s hard if not impossible to do it all. Focusing your strategy on a few core missions and executing is the best thing we can do. Allocating time and resources efficiently and effectively is a must.

More tomorrow…

We take the Connecting People show on the road in the ATL for the IEDC conference. We were asked to present on Tuesday at 2 pm on what Roanoke, Virginia is doing to attract and retain young adults in non-metro areas. We will be Twitter - ing the event throughout the conference.

The creative class guru himself, Richard Florida, will be presenting on Tuesday morning at 9 a.m.

Gary Cope just created this WordPress aggregator of bloggers in Southwest Virginia called SWVABloggers.com.

Many thanks to Gary for including Connecting People.

It’s extremely important in building our region’s online identity that we have as many people as possible blogging and using new web-based applications. These aggregators like Fwix.com are going to showcase our region to folks around the world. The Internet levels the playing field for rural communities. We cannot change the physical location, but we can shape and influence our digital locations. Sites like SWVABloggers.com helps us position our online image.

The first part of this series received more comments than any other blog post in recent history, so obviously a chord was struck. Thanks for reading and for your comments.

If, and it is a big IF, the merging of MSAs would occur in 2020, then co-branding the region is a second way to promote regionalism.

Of course, this occurred once before through the NewVa brand. The NCTC tech council adopted this as well as a young professional group NewVa Connects, but it just has not caught on. Aric Bopp from the New River Valley Economic Alliance coined RNR - Roanoke and New River Valleys.  He made some window decals like the popular OBX stickers. We referenced this in a blog post in December of 2006.  Having it used the terms since that time, it has a ring to it and it also infers a place for rest and relaxation.

The Roanoke Timescurrently offers special inserts or sections based on where you live. A person in South Roanoke would not receive the NRV Current section and vice versa. There have been attempts to bring pieces to the main page and then drive people to the website to read the entire piece. However, why not just put it all in one paper? There was a recent rant by a NRV columnist giving reasons why NRV should not work with Roanoke. Of course, Roanokers never saw it cause it was not in their version of the paper. Let’s include all parts in one comprehensive section.

Television stationsare the ones who really dictate the region. The Roanoke - Lynchburg television media market is the 67th largest in the US. It includes Roanoke, NRV, Lynchburg, Danville and many other rural parts of Virginia. Currently, three of the four major broadcast networks have their primary locations in Roanoke (the other WSET in Lynchburg). What if one of the four moved to the NRV? That would make a statement.  Certainly all have bureaus, but not headquarters.

What are your thoughts?

We were recently asked to talk to a group about regionalism between the Roanoke and Blacksburg-Christiansburg-Radford MSAs. What would it take for the two to operate more like one region?

The simplest answer is to have more people working in one sub-region and living in the other.Attached is the formal process to combine MSAs… combine-msas. Other ways of making it happen include, but are not limited to:

• Participate in the NewVa Corridor Technology Council - Probably the most regionally focused organization in the two valleys.
• Complete the Smart Road- This will eliminate about 7 minutes from the commute and essentially moves the Corporate Research Center to the Shelor Motor Mile.
• More funding for the Smart Way Bus - Some current routes are at capacity with people standing on the commutes. This alternative public transportation model is the future. Invest now.
• Development between Salem and Christiansburg- Terrain is an issue, but there are some opportunities around Dixie Caverns and Ironto. Plus, the new Intermodal facility should foster this growth.
• Expand Interstate 81 - Add more lanes for a more enjoyable and safe drive.

The earliest an official join MSA would occur would be 2020. There are at least four other ways in which regionalism can be achieved. We will look at these in the future.

New Orleans post-Katrina is continuing to transform itself into a vibrant community. Many young, creative class workers are looking at the opportunity to shape the new New Orleans. Part of the reason so many are coming there is they are wanted! The regions wants these people to move, live and get involved. They are embraced, celebrated and are giving opportunities to shape their region.

Are other communities this accommodating to the younger creative class of workers? If not, why? Maybe our region need a 540rward!

Today marks a great opportunity for area job seekers as two fantastic fairs are being held. One is on the campus of Virginia Tech with its annual Engineering Expo. The second held at the Salem Civic Center from 10-4 pm hosted by the Roanoke Times.  Please plan to attend these events.

This article about the rise of Boulder. Colorado to a technology, entrepreneurship and creative class hub is the best example of the passion this blog - Connecting People - has for the RNR (Roanoke and New River Valleys). This article clearly outlines steps our region must take into transforming it into the new economy.

We feel the three aspects our region must focus more on are: (1) understanding of the importance and use of technology in their personal and professional lives; (2) an aggressive and proactive entrepreneurship program, which will create more businesses; and (3) the realization of the mass labor shortage due to Boomer retirements and creating a workforce with billable skills in the regional economy.