Author Richard Florida says VCU is key to regional economic development

By Mike Frontiero
VCU School of Education

An audience of nearly 200 people filled the auditorium of Virginia Commonwealth University's School of Engineering to hear author Richard Florida discuss the role of universities in the "creative age," and how they can boost economic development through regional cooperation.

Florida, a professor of economic development at Carnegie Mellon University and author of the national bestseller "The Rise of the Creative Class: And How It's Transforming Work, Leisure, Community and Everyday Life," was the featured speaker for "Creativity in the Educational Enterprise: A Panel Discussion."

Florida called the university a necessary but "sorely insufficient" condition to grow a regional economy. It won't grow unless the university and community are connected.

"We have to break down the barriers that separate the university and community," said Florida. "What makes Harvard Square in Boston exciting? Students are coming and going all the time. When you put university functions in a more urban environment, you get a round-the-clock downtown populated with students and faculty. We have to think about the university as a core infrastructure component of this creative economy."

Florida participated in the panel discussion with five VCU professors: Donald J. Abraham, Ph.D., professor and chair of medicinal chemistry; Joseph J. Seipel, professor in the department of sculpture, associate dean for academic affairs and director of graduate studies; Van R. Wood, Ph.D., professor of international marketing and Philip Morris chair in international business; Gary E. Wnek, Ph.D., professor and founding chair of chemical engineering; and Rosalyn Hobson, Ph.D., professor of electrical engineering. Walter R.T. Witschey, Ph.D., director of the Science Museum of Virginia, moderated the discussion.

"How do we attract the best and brightest people who live overseas to Richmond and VCU?" asked Wood. Florida suggested Richmond should go after new immigrants by aggressively marketing itself as an international city, much the way Toronto and Vancouver have. He also said universities and communities should jointly market themselves in international markets. "Getting people interested in your university can also get them interested in coming to your town," he said.

VCU President Eugene P. Trani, Ph.D., touted the university's academic creativity. "This is an institution that sees the future, which is the coming together of many creative disciplines such as VCU Life Sciences."

School of Engineering Dean Robert J. Mattauch noted that 50 percent of his students have diverse racial, ethnic and religious backgrounds, which promote fresh thinking. "We create a lot better when we have a deep bag of tools," he said.

The Jan. 31 panel discussion was the inaugural Henry A. McGee, Jr. Lecture in Engineering, Technology and Society. It is named after the founding dean of the School of Engineering and honors his creativity in setting the foundation for a thriving and successful school.