Full Report February, 2014

Transcription

1 Inclusion, Innovation, and Integrative Design Pittsburgh s Creative Clusters What could Pittsburgh look like in 2020? Full Report February, 2014 Presented by: In Partnership with: With Support from: Research by: Kevin Stolarick, PhD Lou Musante, MLS

2 The 2014 Pittsburgh Regional Creative Clusters Study is a part of the Pittsburgh Technology Council s Creative Industries Network, supported by Carnegie Mellon University and the Claude Worthington Benedum Foundation. Project Manager: Kim Chestney, Director, Creative Industries Network Pittsburgh Technology Council Leadership Team: Audrey Russo, President and CEO, Pittsburgh Technology Council James Denova, Vice President, Claude Worthington Benedum Foundation Brian Kennedy, Senior Vice President Pittsburgh Technology Council Research: Kevin Stolarick, PhD The Martin Prosperity Institute, University of Toronto Louis A. Musante, MLS Echo Strategies Pittsburgh s Creative Clusters 2

3 Table of Contents Executive Summary Report Overview...4 Executive Summary Summary of Findings...5 Executive Summary Other Findings...7 Executive Summary Pittsburgh s Creative Cluster Data...8 The Scope of the Creative Sector...9 Definition of Study Region Benchmarking Pittsburgh s Future Prosperity Benchmark Summary: Pittsburgh among 20 Peer Regions Inclusiveness Changes in the Region Pittsburgh Creative Sectors Industries Industry Establishment Counts Occupations Comparison to Creative Industries Study Report Industry Clusters Benchmark Comparisons The Future of Pittsburgh s Creative Sector Pittsburgh Creative Sector Wages Benchmark Comparison Wages Asking Questions The Creative Sector Survey Interconnectivity between the Creative Industries Focus Groups Pittsburgh s Creative Clusters 3

4 Executive Summary Report Overview This report is intended to provide community leaders with a stronger understanding of the current state of Pittsburgh's creative industries and the creative class of people that power their success. Defining the creative industry is a challenging undertaking. For the purposes of this analysis, the goal is to identify industry clusters and sub-clusters that can be easily measured, and for which national data was readily available. Clusters that are included in this analysis (Creative Industry Support; Data Sciences; Design; Entertainment; Fine Arts; Media Communications; Software / Hardware), were those that demonstrate a strong dependence on innovation and technology, but also on highly skilled creative employees, free agents and entrepreneurs. This report provides valuable data on the direct employment impact of Pittsburgh's creative industries, but equally important, it characterizes the creative occupational clusters that support the success of all Pittsburgh industries. Understanding these occupational clusters is an essential component of any region s effort to fully understand their strengths and challenges. For example, nearly 50 percent of those doing work in the various information technology fields of expertise are actually working outside of industries that would typically be included in an analysis of a particular region s technology sector. In Pittsburgh, some of the largest technology employers include organizations from the financial services, healthcare and manufacturing sectors. By analyzing multiple sets of data, the report reveals strong insights into the current state of Pittsburgh s creative ecosystem and identifies occupational clusters that will see strong growth in the coming years. To place this progress in perspective, Pittsburgh is benchmarked against 19 other cities with the goals of including geographically diverse regions and regions with higher-than-average concentrations of creative occupation and industry clusters. This report also includes a creative sector survey that captures data from nearly 400 members of Pittsburgh s various creative sectors. This process brings to light important initial information that details the level of connectivity that exists between the various creative industry clusters within the Pittsburgh region. Pittsburgh s Creative Clusters 4

5 Executive Summary Summary of Findings This report establishes that the transformation to a thriving city based upon on innovation and creativity is indeed taking shape. With a few notable exceptions, the region possesses the ingredients necessary to build a sustainable ecosystem for its creative sectors. As of 2012, more than 176,000 people have occupations-related to the creative clusters, a number expected to exceed 200,000 people by These people earn $19.6 billion, which is 20 percent of the region s overall workforce. From an industry perspective, more than 11,000 creative sector establishments directly employ more than 280,000 people. Without exception, each of Pittsburgh s seven creative sector industry clusters is growing at a faster annual pace than in the national economy. Among our initial findings include: Core Observations 1.) Pittsburgh is Still a City of Makers Pittsburgh s Design cluster has grown to employ more than 50,000 people and, with a location quotient (LQ) of 1.34, remains firmly planted in southwestern Pennsylvania (a location quotient of 1.34 indicates that the design cluster is 34 percent more concentrated in Pittsburgh than in the nation at large). Two key sub-clusters, engineering and manufacturing, employ the majority of workers in the design cluster. With more than 17,000 employees, Pittsburgh s engineering sub-cluster has achieved an annualized growth rate of more than eight percent, in comparison to a national growth rate of just.64 percent for this sub-cluster. Pittsburgh s engineering cluster has a location quotient of 2.042, meaning the industry is more than twice as concentrated in Pittsburgh than in the nation. This is one of the strongest location quotients across all of Pittsburgh s clusters and sub-clusters. The manufacturing sub-cluster fared well through the recession, growing at an annualized rate of 1.3 percent from 2005 to compared to a national decline in this sector of 2.03 percent. The industry continues to have a high concentration in Pittsburgh, with a location quotient of 1.25 (25 percent more concentrated in Pittsburgh than the nation). 2.) Pittsburgh s Creative Industry Support Cluster is Growing at 14 Times the National Rate To support the development of a thriving creative economy, five sub-clusters are considered to be essential components of a region s economy. Among those include: R&D Organizations; Post-Secondary Institutions; Services; Consulting; and Associations. Pittsburgh s Creative Clusters 5

6 In Pittsburgh, these industry clusters have a LQ of 1.24 and employ more than 161,000 people. The cluster experienced an average annual growth rate of 7.9 percent from 2005 to 2011, far faster than the national growth rate of.57 percent. 3.) Technology Talent is Growing Far Faster in Pittsburgh Pittsburgh is home to nearly 35,000 people working in software- and hardware-related professions, an occupational cluster that is expected to add more than 6,000 regional employees by This occupational cluster has been growing at three times the national rate. 4.) Pittsburgh Falls Short on Inclusiveness; Jeopardizes Growth Pittsburgh has almost all of the essential components to build a 21 st century economy, but the one notable exception is its inclusiveness of people of color, of foreign-born decent and same-sex partnerships. Diversity issues face many mid-sized regions like Pittsburgh, but against the 19-benchmark regions, Pittsburgh ranked 20 th for number of foreign-born residents, 18 th for the concentration of the gay and lesbian community, and 13 th for the percentage of population that is non-white. Considering the pivotal roles that each of these populations play in the creative economy, Pittsburgh will be hard-pressed to transition to the next level without identifying and addressing the root causes of these inequities. For example, in the technology sector, immigrants continue to play a vital role in the formation of new businesses. In Silicon Valley, 50 percent of all technology businesses have been identified as having at least one foreign-born founder (America s New Immigrant Entrepreneurs: Vivek Wadhwa), which compares to 25 percent of all technology business having a foreign founder across the United States. This is an important consideration given that the average location quotient for high technology businesses in the benchmark regions is 1.2, versus.94 for Pittsburgh. Said differently, technology businesses are 20 percent more concentrated in the benchmark cities than in Pittsburgh. To move Pittsburgh closer to the average of the benchmark cities, diverse populations, including a larger share of foreign-born entrepreneurs will be an essential component of any growth strategy. 5.) Interconnectivity: A Marker for Innovation First-of-its-kind regional research indicates Pittsburgh s creative industry clusters must continue to promote industry spill-across and spill-overs (cross-sector collaborations) to increase innovative productivity. While some clusters, including Communications and Creative Industry Support Services, demonstrate high levels of interconnectivity, the majority of the sectors still exhibit a tendency toward intra-cluster work habits. The Social Media sub-cluster demonstrated the highest level of interconnectivity among all industry clusters and sub-clusters, followed closely by sub-clusters, including: Marketing, Graphic Design, Mobile Applications and Software Development. Pittsburgh s Creative Clusters 6

7 Executive Summary Other Findings Wages in Pittsburgh: At $43,000, the Pittsburgh region s average wages ranked as the 15 th among the 19 peer regions. With this said, at 18.8 percent, our wage growth from 2006 through 2011 earned Pittsburgh the top slot for wage growth among the benchmarked regional cities. The Recession and Pittsburgh: Pittsburgh faired far better than the benchmarked cities from 2006 through 2011 in terms of job growth, ranking fifth in overall job creation. (Pittsburgh achieved a.6 percent growth rate, versus the peer average of negative 1.7 percent) Ethnic Integration: Pittsburgh is still relatively segregated according to racial and ethnic backgrounds with those communities failing to be represented proportionally across the region s census tracks. In this category, Pittsburgh lags the national average and ranks 16 th in comparison to the benchmarked cities. Human Capital Flight: Despite the rumors of our demise, Pittsburgh s utilization of talent in universities is no better or worse than the average metro region, but among the benchmark cities, Pittsburgh ranks 19 out of 20. Regional Assets: In terms of attracting families and young people alike, Pittsburgh has several strong assets. The region has the second-strongest student:teacher ratio among our peer cities within primary and secondary institutions. Pittsburgh has significantly more bars and restaurants per 100,000 residents, ranking fourth against our peer cities. Regional Educational Attainment: Pittsburgh has the lowest percentage of population age 25 and above that has completed less than a high school degree. (Just 8.9 percent of our population attained less than a high school degree, versus 14.4 percent for other U.S. metro regions and 12.8 percent for other benchmarked cities). Pittsburgh s Creative Clusters 7

8 Executive Summary Pittsburgh s Creative Cluster Data Volume Value 282,165 people employed In 11,218 establishments 176,940 people working in Creative sector jobs Currently receiving over $9.6 billion in wages each year Growth Expected to grow to over 200,000 people by 2020 Competitive Position Peer Ranking Pittsburgh (out of 20) Population Growth (05-10) 1.9% 16 Job Growth (06-11) 0.6% 5 GDP per capita, 2011 $43, Change in Average Wage (06-11) 18.8% 1 Average Wage (11) $43, Creative Sector Industry Clusters Creative Sector Employment Clusters Employment Share Establishments Share Creative Industry Support 161, % 4, % DATA Sciences 14, % % Design 50, % 2, % Entertainment 21, % 1, % Fine Arts 4, % % Media/Communications 13, % % Software/Hardware 16, % 1, % Total 282,165 11,218 Employment Share Growth to 2022 Creative Industry Support 41, % 14.5% DATA Sciences 11, % 12.9% Design 24, % 6.9% Entertainment 40, % 10.3% Fine Arts 2, % 8.7% Media/Communications 21, % 12.4% Software/Hardware 34, % 19.0% Total 176, % Pittsburgh s Creative Clusters 8

9 The Scope of the Creative Sector Creative Industry Clusters and Sub-Clusters Cluster Sub-cluster Creative Industry Support DATA Sciences Design Entertainment Fine Arts Media/Communications Software/Hardware Associations Consulting Post-Secondary Education R&D Services Communications Internet Sensor Telecomm Architecture Engineering Manufacturing Other Design Textiles Urban Educational IT Film & Media Manufacturing Post-Production Recreation Toys Arts Organizations Arts Venues Museums Music Performing Arts Visual Arts Advertising Broadcasting Graphic Design Marketing Printing Public Relations Publishing Health Devices Manufacturing Retail Software Pittsburgh s Creative Clusters 9

10 Creative Industry Clusters by NAICS Codes Industry data is from 2011, the latest year available for the County Business Patterns (CBP) from the US Census. NAICS NAICSTitle Cluster Sub-Cluster Specifics 81321/ Grant making and Giving Services Creative Industry Support Associations 81331/ Social Advocacy Organizations Creative Industry Support Associations 81341/ Civic and Social Organizations Creative Industry Support Associations 81391/ Business Associations Creative Industry Support Associations 81392/ Professional Organizations Creative Industry Support Associations 81393/ Labor Unions and Similar Labor Creative Organizations Industry Support Associations 81394/ Political Organizations Creative Industry Support Associations 81399/ Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) 54162/ Environmental Consulting Services 54169/ 61131/ Other Scientific and Technical Consulting Services Colleges, Universities, and Professional Schools 61141/ Business and Secretarial Schools 61142/ Computer Training 61143/ Professional and Management Development Training 61151/ Technical and Trade Schools 51911/ News Syndicates 51912/ Libraries and Archives 51919/ All Other Information Services 54138/ Testing Laboratories 54171/ Research and Development in the Physical, Engineering, and Life Sciences Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Creative Industry Support Associations Consulting Consulting Post-Sec Post-Sec Post-Sec Post-Sec Post-Sec Professional Services and Research Pittsburgh s Creative Clusters 10 R&D R&D R&D R&D R&D Bio Research Bio Research

11 NAICS NAICSTitle Cluster Sub-Cluster Specifics 54172/ Research and Development in the Creative Social Sciences and Humanities Industry Support R&D Bio Research 92711/ Space Research and Technology Creative Industry Support R&D 54121/ Accounting, Tax Preparation, Creative Bookkeeping, and Payroll Services Industry Support Services 54199/ All Other Professional, Scientific, Creative and Technical Services Industry Support Services 55111/ Management of Companies and Creative Enterprises Industry Support Services 56111/ Office Administrative Services Creative Industry Support Services 56121/ Facilities Support Services Creative Industry Support Services 56131/ Employment Placement Agencies Creative Industry Support Services 56132/ Temporary Help Services Creative Industry Support Services 56133/ Professional Employer Creative Organizations Industry Support Services 56141/ Document Preparation Services Creative Industry Support Services 56143/ Business Service Centers Creative Industry Support Services 56149/ Other Business Support Services Creative Industry Support Services 56199/ All Other Support Services Creative Industry Support Services 33422/ Radio and Television Broadcasting and Wireless Communications DATA Communications Hardware Equipment Manufacturing 33429/ Other Communications Equipment Manufacturing DATA Communications Hardware 51751/ Cable and Other Program Distribution DATA Communications 51611/ Internet Publishing and Broadcasting DATA Internet 51811/ Internet Service Providers and Web Search Portals DATA Internet 51821/ Data Processing, Hosting, and Related Services DATA Internet Telecommunications 51913/ Internet publishing and broadcasting and web search portals DATA Internet Telecommunications Pittsburgh s Creative Clusters 11

12 NAICS NAICSTitle Cluster Sub-Cluster Specifics 33641/ 54136/ 54137/ Aerospace Product and Parts Manufacturing Geophysical Surveying and Mapping Services Surveying and Mapping (except Geophysical) Services DATA DATA DATA Sensor Sensor Sensor Technologyintensive Manufacturing Professional Services and Research Professional Services and Research 33421/ Telephone Apparatus Manufacturing DATA Telecomm Hardware 51711/ Wired Telecommunications Carriers DATA Telecomm Telecommunications 51721/ Wireless Telecommunications Carriers (except Satellite) DATA Telecomm Telecommunications 51731/ Telecommunications Resellers DATA Telecomm 51741/ Satellite Telecommunications DATA Telecomm Telecommunications 51791/ Other Telecommunications DATA Telecomm Telecommunications 54131/ Architectural Services Design Architecture Professional Services and Research 54132/ Landscape Architectural Services Design Architecture Professional Services and Research 54133/ Engineering Services Design Engineering Professional Services and Research 54134/ Drafting Services Design Engineering 33211/ Forging and Stamping Design Manufacturing Advanced Manufacturing 33271/ Machine Shops Design Manufacturing Advanced Manufacturing 33272/ Turned Product and Screw, Nut, Advanced Design Manufacturing and Bolt Manufacturing Manufacturing 33281/ Coating, Engraving, Heat Treating, Advanced Design Manufacturing and Allied Activities Manufacturing 33321/ Sawmill and Woodworking Advanced Design Manufacturing Machinery Manufacturing Manufacturing 33322/ Plastics and Rubber Industry Advanced Design Manufacturing Machinery Manufacturing Manufacturing 33329/ Other Industrial Machinery Advanced Design Manufacturing Manufacturing Manufacturing 33331/ Commercial and Service Industry Advanced Design Manufacturing Machinery Manufacturing Manufacturing Pittsburgh s Creative Clusters 12

13 NAICS NAICSTitle Cluster Sub-Cluster Specifics 33351/ Metalworking Machinery Advanced Design Manufacturing Manufacturing Manufacturing 33399/ All Other General Purpose Advanced Design Manufacturing Machinery Manufacturing Manufacturing 33441/ Semiconductor and Other Advanced Electronic Component Design Manufacturing Manufacturing Manufacturing 33451/ 33461/ 33531/ 33592/ Navigational, Measuring, Electromedical, and Control Instruments Manufacturing Manufacturing and Reproducing Magnetic and Optical Media Electrical Equipment Manufacturing Communication and Energy Wire and Cable Manufacturing Design Design Design Design Manufacturing Manufacturing Manufacturing Manufacturing 54142/ Industrial Design Services Design Manufacturing 54161/ Management Consulting Services Design Manufacturing 54141/ Interior Design Services Design Other Design 54149/ Other Specialized Design Services Design Other Design 31311/ Fiber, Yarn, and Thread Mills Design Textiles 31321/ Broadwoven Fabric Mills Design Textiles 31322/ Narrow Fabric Mills and Schiffli Machine Embroidery Design Textiles 31323/ Nonwoven Fabric Mills Design Textiles 31324/ Knit Fabric Mills Design Textiles 31331/ Textile and Fabric Finishing Mills Design Textiles 31332/ Fabric Coating Mills Design Textiles 48511/ Urban Transit Systems Design Urban 48811/ Airport Operations Design Urban 48819/ Other Support Activities for Air Transportation Design Urban 61171/ Educational Support Services Entertainment Educational IT 51211/ Motion Picture and Video Production Entertainment Film & Media 51212/ Motion Picture and Video Distribution Entertainment Film & Media 51213/ Motion Picture and Video Exhibition Entertainment Film & Media 51221/ Record Production Entertainment Film & Media 51222/ Integrated Record Production/Distribution Entertainment Film & Media Advanced Manufacturing Advanced Manufacturing Advanced Manufacturing Advanced Manufacturing Advanced Manufacturing Advanced Manufacturing Pittsburgh s Creative Clusters 13

14 NAICS NAICSTitle Cluster Sub-Cluster Specifics 51224/ Sound Recording Studios Entertainment Film & Media 51229/ Other Sound Recording Industries Entertainment Film & Media 33431/ Audio and Video Equipment Manufacturing Entertainment Manufacturing 51219/ Postproduction Services and Other Motion Picture and Video Entertainment Post-production Industries 33992/ Sporting and Athletic Goods Manufacturing Entertainment Recreation 42391/ Sporting and Recreational Goods and Supplies Merchant Entertainment Recreation Wholesalers 45111/ Sporting Goods Stores Entertainment Recreation 48711/ Scenic and Sightseeing Transportation, Land Entertainment Recreation 48721/ Scenic and Sightseeing Transportation, Water Entertainment Recreation 48799/ Scenic and Sightseeing Transportation, Other Entertainment Recreation 61162/ Sports and Recreation Instruction Entertainment Recreation 71121/ Spectator Sports Entertainment Recreation 71131/ Promoters of Performing Arts, Sports, and Similar Events with Entertainment Recreation Facilities 71132/ Promoters of Performing Arts, Sports, and Similar Events without Entertainment Recreation Facilities 71141/ Agents and Managers for Artists, Athletes, Entertainers, and Other Entertainment Recreation Public Figures 71213/ Zoos and Botanical Gardens Entertainment Recreation 71219/ Nature Parks and Other Similar Institutions Entertainment Recreation 71311/ Amusement and Theme Parks Entertainment Recreation 71312/ Amusement Arcades Entertainment Recreation 71321/ Casinos (except Casino Hotels) Entertainment Recreation 71329/ Other Gambling Industries Entertainment Recreation 71391/ Golf Courses and Country Clubs Entertainment Recreation 71392/ Skiing Facilities Entertainment Recreation 71393/ Marinas Entertainment Recreation 71394/ Fitness and Recreational Sports Centers Entertainment Recreation 71395/ Bowling Centers Entertainment Recreation Pittsburgh s Creative Clusters 14

15 NAICS NAICSTitle Cluster Sub-Cluster Specifics 71399/ All Other Amusement and Recreation Industries Entertainment Recreation 33993/ Doll, Toy, and Game Advanced Materials: Entertainment Toys Manufacturing Rubber and Plastics 42392/ Toy and Hobby Goods and Supplies Merchant Wholesalers Entertainment Toys 45112/ Hobby, Toy, and Game Stores Entertainment Toys 61161/ Fine Arts Schools Fine Arts Arts Organizations 71111/ Theater Companies and Dinner Theaters Fine Arts Arts Venues 45392/ Art Dealers Fine Arts Museums 71211/ Museums Fine Arts Museums 71212/ Historical Sites Fine Arts Museums 45114/ Musical Instrument and Supplies Stores Fine Arts Music 71113/ Musical Groups and Artists Fine Arts Music 71112/ Dance Companies Fine Arts Performing Arts 71119/ Other Performing Arts Companies Fine Arts Performing Arts 71151/ Independent Artists, Writers, and Performers Fine Arts Performing Arts 33991/ Jewelry and Silverware Manufacturing Fine Arts Visual Arts 54192/ Photographic Services Fine Arts Visual Arts 54181/ Advertising Agencies Media/ Communications Advertising 54183/ Media Buying Agencies Media/ Communications Advertising 54184/ Media Representatives Media/ Communications Advertising 54185/ Display Advertising Media/ Communications Advertising 54186/ Direct Mail Advertising Media/ Communications Advertising 54187/ Advertising Material Distribution Media/ Services Communications Advertising 54189/ Other Services Related to Media/ Advertising Communications Advertising 51511/ Radio Broadcasting Media/ Communications Broadcasting Telecommunications 51512/ Television Broadcasting Media/ Communications Broadcasting Telecommunications 51521/ Cable and Other Subscription Media/ Programming Communications Broadcasting Telecommunications Pittsburgh s Creative Clusters 15

16 NAICS NAICSTitle Cluster Sub-Cluster Specifics 54143/ Graphic Design Services Media/ Communications Graphic Design 42511/ Business to Business Electronic Media/ Markets Communications Marketing 54191/ Marketing Research and Public Media/ Opinion Polling Communications Marketing 32223/ Stationery Product Manufacturing Media/ Communications Printing 32229/ Other Converted Paper Product Media/ Manufacturing Communications Printing 32311/ Printing Media/ Communications Printing 32312/ Support Activities for Printing Media/ Communications Printing 54182/ Public Relations Agencies Media/ Communications Public Relations 51111/ Newspaper Publishers Media/ Communications Publishing 51112/ Periodical Publishers Media/ Communications Publishing 51113/ Book Publishers Media/ Communications Publishing 51114/ Directory and Mailing List Media/ Publishers Communications Publishing 51119/ Other Publishers Media/ Communications Publishing 51223/ Music Publishers Media/ Communications Publishing 33911/ Medical Equipment and Supplies Manufacturing SW/HW Health Devices Bio Research 33411/ Computer and Peripheral Equipment Manufacturing SW/HW Manufacturing Hardware 42342/ Office Equipment Merchant Wholesalers SW/HW Retail 42343/ Computer and Computer Peripheral Equipment and SW/HW Retail Software Merchant Wholesalers 42344/ Other Commercial Equipment Merchant Wholesalers SW/HW Retail 44312/ Computer and Software Stores SW/HW Retail 51121/ Software Publishers SW/HW Software Software 54151/ Computer Systems Design and Related Services SW/HW Software Software Pittsburgh s Creative Clusters 16

17 Creative Industry Occupational Clusters and Sub-Clusters Cluster Creative Industry Support DATA Science Design Entertainment Fine Arts Media/Communications Software/Hardware Sub-cluster Post-Secondary Education R&D Services Communications Internet R&D Sensor Telecomm Architecture/Engineering Architecture Engineering Industrial Design Other Design Textiles Urban Film & Media Recreation Toys Museums Music Performing Arts Visual Arts Advertising Broadcasting Graphic Design Marketing Other Printing Public Relations Publishing Engineering Health Devices Manufacturing Retail Software Pittsburgh s Creative Clusters 17

18 Creative Industry Occupational Clusters The occupational data is from 2012, the latest year available for the Occupation Employment Survey (OES) from the US Bureau of Labor Statistics (BLS). OCC_CODE OCC_TITLE Cluster Sub-Cluster Education Administrators, Postsecondary Creative Industry Support Post-Sec Business Teachers, Postsecondary Creative Industry Support Post-Sec Agricultural Sciences Teachers, Postsecondary Creative Industry Support Post-Sec Biological Science Teachers, Postsecondary Creative Industry Support Post-Sec Forestry and Conservation Science Teachers, Creative Industry Support Post-Sec Postsecondary Atmospheric, Earth, Marine, and Space Sciences Creative Industry Support Post-Sec Teachers, Postsecondary Chemistry Teachers, Postsecondary Creative Industry Support Post-Sec Environmental Science Teachers, Postsecondary Creative Industry Support Post-Sec Physics Teachers, Postsecondary Creative Industry Support Post-Sec Anthropology and Archeology Teachers, Creative Industry Support Post-Sec Postsecondary Area, Ethnic, and Cultural Studies Teachers, Creative Industry Support Post-Sec Postsecondary Economics Teachers, Postsecondary Creative Industry Support Post-Sec Geography Teachers, Postsecondary Creative Industry Support Post-Sec Political Science Teachers, Postsecondary Creative Industry Support Post-Sec Psychology Teachers, Postsecondary Creative Industry Support Post-Sec Sociology Teachers, Postsecondary Creative Industry Support Post-Sec Social Sciences Teachers, Postsecondary, All Other Creative Industry Support Post-Sec Health Specialties Teachers, Postsecondary Creative Industry Support Post-Sec Nursing Instructors and Teachers, Postsecondary Creative Industry Support Post-Sec Education Teachers, Postsecondary Creative Industry Support Post-Sec Library Science Teachers, Postsecondary Creative Industry Support Post-Sec Criminal Justice and Law Enforcement Teachers, Creative Industry Support Post-Sec Postsecondary Law Teachers, Postsecondary Creative Industry Support Post-Sec Social Work Teachers, Postsecondary Creative Industry Support Post-Sec Communications Teachers, Postsecondary Creative Industry Support Post-Sec English Language and Literature Teachers, Creative Industry Support Post-Sec Postsecondary Foreign Language and Literature Teachers, Creative Industry Support Post-Sec Postsecondary History Teachers, Postsecondary Creative Industry Support Post-Sec Philosophy and Religion Teachers, Postsecondary Creative Industry Support Post-Sec Graduate Teaching Assistants Creative Industry Support Post-Sec Home Economics Teachers, Postsecondary Creative Industry Support Post-Sec Pittsburgh s Creative Clusters 18

19 OCC_CODE OCC_TITLE Cluster Sub-Cluster Recreation and Fitness Studies Teachers, Creative Industry Support Post-Sec Postsecondary Vocational Education Teachers, Postsecondary Creative Industry Support Post-Sec Postsecondary Teachers, All Other Creative Industry Support Post-Sec Natural Sciences Managers Creative Industry Support R&D Operations Research Analysts Creative Industry Support R&D Life, Physical, and Social Science Occupations Creative Industry Support R&D Agricultural and Food Scientists Creative Industry Support R&D Animal Scientists Creative Industry Support R&D Food Scientists and Technologists Creative Industry Support R&D Soil and Plant Scientists Creative Industry Support R&D Biochemists and Biophysicists Creative Industry Support R&D Microbiologists Creative Industry Support R&D Zoologists and Wildlife Biologists Creative Industry Support R&D Biological Scientists, All Other Creative Industry Support R&D Conservation Scientists Creative Industry Support R&D Foresters Creative Industry Support R&D Epidemiologists Creative Industry Support R&D Life Scientists, All Other Creative Industry Support R&D Astronomers Creative Industry Support R&D Physicists Creative Industry Support R&D Atmospheric and Space Scientists Creative Industry Support R&D Chemists Creative Industry Support R&D Materials Scientists Creative Industry Support R&D Environmental Scientists and Specialists, Including Creative Industry Support R&D Health Geoscientists, Except Hydrologists and Creative Industry Support R&D Geographers Hydrologists Creative Industry Support R&D Physical Scientists, All Other Creative Industry Support R&D Economists Creative Industry Support R&D Survey Researchers Creative Industry Support R&D Clinical, Counseling, and School Psychologists Creative Industry Support R&D Industrial-Organizational Psychologists Creative Industry Support R&D Psychologists, All Other Creative Industry Support R&D Sociologists Creative Industry Support R&D Anthropologists and Archeologists Creative Industry Support R&D Geographers Creative Industry Support R&D Historians Creative Industry Support R&D Political Scientists Creative Industry Support R&D Social Scientists and Related Workers, All Other Creative Industry Support R&D Pittsburgh s Creative Clusters 19

20 OCC_CODE OCC_TITLE Cluster Sub-Cluster Agricultural and Food Science Technicians Creative Industry Support R&D Biological Technicians Creative Industry Support R&D Chemical Technicians Creative Industry Support R&D Geological and Petroleum Technicians Creative Industry Support R&D Nuclear Technicians Creative Industry Support R&D Social Science Research Assistants Creative Industry Support R&D Environmental Science and Protection Creative Industry Support R&D Technicians, Including Health Forensic Science Technicians Creative Industry Support R&D Forest and Conservation Technicians Creative Industry Support R&D Life, Physical, and Social Science Technicians, All Creative Industry Support R&D Other Librarians Creative Industry Support R&D Library Technicians Creative Industry Support R&D Medical and Health Services Managers Creative Industry Support Services Library Assistants, Clerical Creative Industry Support Services Receptionists and Information Clerks Creative Industry Support Services Couriers and Messengers Creative Industry Support Services Data Entry Keyers Creative Industry Support Services Word Processors and Typists Creative Industry Support Services Desktop Publishers Creative Industry Support Services Administrative Services Managers Creative Industry Support Services Communications Equipment Operators, All Other DATA Communications Network and Computer Systems Administrators DATA Internet Network Systems and Data Communications DATA Internet Analysts Information Security Analysts DATA Internet Web Developers DATA Internet Network and Computer Systems Administrators* DATA Internet Computer Network Architects DATA Internet Computer Network Support Specialists DATA Internet Computer and Information Scientists, Research DATA R&D Computer and Information Research Scientists DATA R&D Mathematicians DATA R&D Statisticians DATA R&D Mathematical Technicians DATA R&D Mathematical Science Occupations, All Other DATA R&D Mathematical Science Teachers, Postsecondary DATA R&D Statistical Assistants DATA R&D Weighers, Measurers, Checkers, and Samplers, Recordkeeping DATA Sensor Pittsburgh s Creative Clusters 20

21 OCC_CODE OCC_TITLE Cluster Sub-Cluster Timing Device Assemblers and Adjusters DATA Sensor Switchboard Operators, Including Answering DATA Telecomm Service Telephone Operators DATA Telecomm Radio, Cellular, and Tower Equipment Installers DATA Telecomm and Repairs Telecommunications Equipment Installers and DATA Telecomm Repairers, Except Line Installers Telecommunications Line Installers and Repairers DATA Telecomm Architectural and Engineering Managers Design Arch/Eng Architects, Except Landscape and Naval Design Architecture Landscape Architects Design Architecture Architecture Teachers, Postsecondary Design Architecture Aerospace Engineers Design Engineering Agricultural Engineers Design Engineering Biomedical Engineers Design Engineering Chemical Engineers Design Engineering Electrical Engineers Design Engineering Environmental Engineers Design Engineering Health and Safety Engineers, Except Mining Safety Design Engineering Engineers and Inspectors Industrial Engineers Design Engineering Marine Engineers and Naval Architects Design Engineering Materials Engineers Design Engineering Mechanical Engineers Design Engineering Mining and Geological Engineers, Including Mining Design Engineering Safety Engineers Nuclear Engineers Design Engineering Petroleum Engineers Design Engineering Engineers, All Other Design Engineering Electrical and Electronics Drafters Design Engineering Mechanical Drafters Design Engineering Drafters, All Other Design Engineering Aerospace Engineering and Operations Design Engineering Technicians Electrical and Electronics Engineering Technicians Design Engineering Electro-Mechanical Technicians Design Engineering Environmental Engineering Technicians Design Engineering Industrial Engineering Technicians Design Engineering Mechanical Engineering Technicians Design Engineering Engineering Technicians, Except Drafters, All Other Design Engineering Pittsburgh s Creative Clusters 21

22 OCC_CODE OCC_TITLE Cluster Sub-Cluster Engineering Teachers, Postsecondary Design Engineering Sales Engineers Design Engineering Commercial and Industrial Designers Design Industrial Design Floral Designers Design Other Design Interior Designers Design Other Design Designers, All Other Design Other Design Fashion Designers Design Textiles Pressers, Textile, Garment, and Related Materials Design Textiles Sewing Machine Operators Design Textiles Shoe and Leather Workers and Repairers Design Textiles Shoe Machine Operators and Tenders Design Textiles Sewers, Hand Design Textiles Tailors, Dressmakers, and Custom Sewers Design Textiles Textile Bleaching and Dyeing Machine Operators Design Textiles and Tenders Textile Cutting Machine Setters, Operators, and Design Textiles Tenders Textile Knitting and Weaving Machine Setters, Design Textiles Operators, and Tenders Textile Winding, Twisting, and Drawing Out Design Textiles Machine Setters, Operators, and Tenders Fabric and Apparel Patternmakers Design Textiles Textile, Apparel, and Furnishings Workers, All Design Textiles Other Cartographers and Photogrammetrists Design Urban Surveyors Design Urban Civil Engineers Design Urban Architectural and Civil Drafters Design Urban Civil Engineering Technicians Design Urban Surveying and Mapping Technicians Design Urban Urban and Regional Planners Design Urban Audio-Visual and Multimedia Collections Entertainment Film & Media Specialists Multimedia Artists and Animators Entertainment Film & Media Audio and Video Equipment Technicians Entertainment Film & Media Camera Operators, Television, Video, and Motion Entertainment Film & Media Picture Film and Video Editors Entertainment Film & Media Motion Picture Projectionists Entertainment Film & Media Gaming Managers Entertainment Recreation Athletes and Sports Competitors Entertainment Recreation Coaches and Scouts Entertainment Recreation Pittsburgh s Creative Clusters 22

23 OCC_CODE OCC_TITLE Cluster Sub-Cluster Umpires, Referees, and Other Sports Officials Entertainment Recreation Announcers Entertainment Recreation Public Address System and Other Announcers Entertainment Recreation Athletic Trainers Entertainment Recreation Fish and Game Wardens Entertainment Recreation Gaming Surveillance Officers and Gaming Entertainment Recreation Investigators Lifeguards, Ski Patrol, and Other Recreational Entertainment Recreation Protective Service Workers Gaming Supervisors Entertainment Recreation Slot Supervisors Entertainment Recreation Gaming Dealers Entertainment Recreation Gaming and Sports Book Writers and Runners Entertainment Recreation Gaming Service Workers, All Other Entertainment Recreation Ushers, Lobby Attendants, and Ticket Takers Entertainment Recreation Amusement and Recreation Attendants Entertainment Recreation Entertainment Attendants and Related Workers, Entertainment Recreation All Other Tour Guides and Escorts Entertainment Recreation Travel Guides Entertainment Recreation Tour Guides and Escorts Entertainment Recreation Travel Guides Entertainment Recreation Fitness Trainers and Aerobics Instructors Entertainment Recreation Cashiers Entertainment Recreation Gaming Change Persons and Booth Cashiers Entertainment Recreation Gaming Cage Workers Entertainment Recreation Electronic Equipment Installers and Repairers, Entertainment Recreation Motor Vehicles Electronic Home Entertainment Equipment Entertainment Recreation Installers and Repairers Musical Instrument Repairers and Tuners Entertainment Toys Archivists, Curators, and Museum Technicians Fine Arts Museums Archivists Fine Arts Museums Curators Fine Arts Museums Museum Technicians and Conservators Fine Arts Museums Music Directors and Composers Fine Arts Music Musicians and Singers Fine Arts Music Agents and Business Managers of Artists, Fine Arts Performing Arts Performers, and Athletes Art, Drama, and Music Teachers, Postsecondary Fine Arts Performing Arts Actors Fine Arts Performing Arts Producers and Directors Fine Arts Performing Arts Pittsburgh s Creative Clusters 23

24 OCC_CODE OCC_TITLE Cluster Sub-Cluster Dancers Fine Arts Performing Arts Choreographers Fine Arts Performing Arts Entertainers and Performers, Sports and Related Fine Arts Performing Arts Workers, All Other Costume Attendants Fine Arts Performing Arts Makeup Artists, Theatrical and Performance Fine Arts Performing Arts Art Directors Fine Arts Visual Arts Craft Artists Fine Arts Visual Arts Fine Artists, Including Painters, Sculptors, and Fine Arts Visual Arts Illustrators Artists and Related Workers, All Other Fine Arts Visual Arts Jewelers and Precious Stone and Metal Workers Fine Arts Visual Arts Merchandise Displayers and Window Trimmers Media/Communications Advertising Advertising Sales Agents Media/Communications Advertising Demonstrators and Product Promoters Media/Communications Advertising Models Media/Communications Advertising Advertising and Promotions Managers Media/Communications Advertising Sales Managers Media/Communications Advertising Radio and Television Announcers Media/Communications Broadcasting Broadcast News Analysts Media/Communications Broadcasting Broadcast Technicians Media/Communications Broadcasting Radio Operators Media/Communications Broadcasting Sound Engineering Technicians Media/Communications Broadcasting Media and Communication Equipment Workers, Media/Communications Broadcasting All Other Graphic Designers Media/Communications Graphic Design Photographers Media/Communications Graphic Design Market Research Analysts and Marketing Media/Communications Marketing Specialists* Market Research Analysts Media/Communications Marketing Set and Exhibit Designers Media/Communications Marketing Telemarketers Media/Communications Marketing Marketing Managers Media/Communications Marketing Media and Communication Workers, All Other Media/Communications Other Bindery Workers Media/Communications Printing Bookbinders Media/Communications Printing Job Printers Media/Communications Printing Prepress Technicians and Workers Media/Communications Printing Printing Machine Operators Media/Communications Printing Prepress Technicians and Workers Media/Communications Printing Printing Press Operators Media/Communications Printing Pittsburgh s Creative Clusters 24

25 OCC_CODE OCC_TITLE Cluster Sub-Cluster Print Binding and Finishing Workers Media/Communications Printing Photographic Process Workers Media/Communications Printing Photographic Processing Machine Operators Media/Communications Printing Photographic Process Workers and Processing Media/Communications Printing Machine Operators Etchers and Engravers Media/Communications Printing Public Relations Specialists Media/Communications Public Relations Public Relations and Fundraising Managers Media/Communications Public Relations News Analysts, Reporters and Correspondents Media/Communications Publishing Reporters and Correspondents Media/Communications Publishing Editors Media/Communications Publishing Technical Writers Media/Communications Publishing Writers and Authors Media/Communications Publishing Proofreaders and Copy Markers Media/Communications Publishing Computer Hardware Engineers SW/HW Engineering Electronics Engineers, Except Computer SW/HW Engineering Medical Scientists, Except Epidemiologists SW/HW Health Devices Medical Equipment Repairers SW/HW Health Devices Dental Laboratory Technicians SW/HW Health Devices Medical Appliance Technicians SW/HW Health Devices Ophthalmic Laboratory Technicians SW/HW Health Devices Watch Repairers SW/HW Manufacturing Precision Instrument and Equipment Repairers, All SW/HW Manufacturing Other Electrical and Electronic Equipment Assemblers SW/HW Manufacturing Semiconductor Processors SW/HW Manufacturing Sales Representatives, Wholesale and SW/HW Retail Manufacturing, Technical and Scientific Products Computer Programmers SW/HW Software Computer Software Engineers, Applications SW/HW Software Computer Software Engineers, Systems Software SW/HW Software Computer Support Specialists SW/HW Software Computer Systems Analysts SW/HW Software Database Administrators SW/HW Software Computer specialists, all other SW/HW Software Computer Systems Analysts SW/HW Software Computer Programmers SW/HW Software Software Developers, Applications SW/HW Software Software Developers, Systems Software SW/HW Software Database Administrators SW/HW Software Computer Support Specialists SW/HW Software Pittsburgh s Creative Clusters 25

26 OCC_CODE OCC_TITLE Cluster Sub-Cluster Computer User Support Specialists SW/HW Software Information Security Analysts, Web Developers, SW/HW Software and Computer Network Architects Computer Occupations, All Other SW/HW Software Computer Occupations, All Other* SW/HW Software Computer Science Teachers, Postsecondary SW/HW Software Computer and Information Systems Managers SW/HW Software Pittsburgh s Creative Clusters 26

27 Definition of Study Region The region used for this study is the Pittsburgh metropolitan Core-Based Statistical Area (CBSA), the sevencounty area shown in the map below. This includes just the Pittsburgh region, and does not include the New Castle micropolitan area of Lawrence County. The table below the map lists the seven counties and indicates whether each county is part of the central core of the metropolitan region or an outlying county. Pittsburgh CBSA (Map by US Census Bureau) CBSA Code CBSA Title Pittsburgh, PA Metropolitan Statistical Area The CBSA definitions are primarily based on contiguous geographies, population densities and cores, and commuting patterns. The full definitions are maintained by the Office of Management and the Budget (OMB) at the White House and are part of the federal FIPS-55 standard. This is the standard metropolitan area definition for all US metropolitan and micropolitan areas and is what is used by all government reporting agencies. This represents the US federal standard for metro definitions. County/County Equivalent State Name FIPS State Code FIPS County Code Central/Outlying County Allegheny County Pennsylvania Central Armstrong County Pennsylvania Outlying Beaver County Pennsylvania Central Butler County Pennsylvania Central Fayette County Pennsylvania Outlying Washington County Pennsylvania Central Westmoreland County Pennsylvania Central Pittsburgh s Creative Clusters 27

28 Benchmarking Pittsburgh s Future Prosperity Pittsburgh was benchmarked against 19 other metropolitan regions from across the US. The table below lists the benchmark regions and shows their populations, Creativity Index score and overall ranking (out of 361 metropolitan regions) on the Creativity, Technology, Talent, and Inclusiveness scores. Among the benchmarks, Boulder and San Francisco generally have the highest scores, while Memphis and Birmingham, AL have the lowest scores among these benchmark regions. However, their overall rankings still show them to be ranked above at least one-third of all US metro regions. The comparison regions for Pittsburgh were selected to achieve geographic diversity across all regions of the country while keeping the total population close to Pittsburgh s. Los Angeles and Boulder are notable exceptions that we included for other comparative purposes. Metropolitan Area Pop 2010 CR Index CRIdx Rank Tech Rank Tal Rank Tol Rank Pittsburgh, PA 2,360, Austin-Round Rock, TX 1,589, Baltimore-Towson, MD 2,669, Birmingham-Hoover, AL 1,112, Boulder, CO 295, Cincinnati-Middletown, OH-KY-IN 2,140, Cleveland-Elyria-Mentor, OH 2,101, Denver-Aurora, CO 2,451, Detroit-Warren-Livonia, MI 4,452, Kansas City, MO-KS 2,013, Los Angeles-Long Beach-Santa Ana, CA 12,762, Louisville, KY-IN 1,235, Memphis, TN -MS-AR 1,287, New Orleans -Metairie-Kenner, LA 1,153, Orlando, FL 2,023, Philadelphia-Camden-Wilmington, PA-NJ-DE-MD 5,910, Portland-Vancouver-Beaverton, OR-WA 2,163, Salt Lake City, UT 1,090, San Francisco-Oakland-Fremont, CA 4,218, San Jose-Sunnyvale-Santa Clara, CA 1,784, St. Louis, MO-IL 2,803, Pittsburgh s Creative Clusters 28

29 Benchmark Summary: Pittsburgh among 20 Peer Regions The following tables compare Pittsburgh to the other nineteen regions across a wide variety of regional measures. The benchmarks are provided in six general areas: Summary statistics, Overall performance, Technology (Innovation), Talent (Workforce), Inclusiveness (Culture and Diversity), and Territorial Assets (Quality of Life). 20 Regions in Peer Group: Austin, TX; Baltimore MD; Birmingham AL; Cincinnati OH; Cleveland OH; Denver CO; Detroit MI; Kansas City MO; Los Angeles CA; Louisville KY; Memphis TN; New Orleans LA; Orlando FL; Philadelphia PA; Pittsburgh PA; Portland OR; Salt Lake City UT; San Francisco CA; San Jose CA; St Louis MO Pittsburgh Peer Ranking Peer Minimum Peer Average Peer Maximum US Metro Average Total Population, ,360, ,090,416 2,866,248 12,762, ,757 GDP (millions) 2011 $117, $53,547 $168,326 $747,306 $36,736 Median Age, Overall Cost of Living Index Summary Statistics Pittsburgh Peer Ranking Peer Minimum Peer Average Peer Maximum US Metro Average Population Growth (05-10) 1.9% 16-15% 3.7% 15.7% 34.3% Job Growth (06-11) 0.6% % -1.7% 16.4% -2.3% GDP per capita, 2011 $43, $39,876 $50,570 $94,587 $45,222 Change in Average Wage (06-11) 18.8% 1 5.7% 14.6% 18.8% 12.7% Average Wage (11) $43, $39,188 $47,111 $69,858 $47,999 Creativity Index Overall Performance Pittsburgh Peer Ranking Peer Minimum Peer Average Peer Maximum US Metro Average Overall Technology Index Total Patents, ,513 8, Patents per 1,000, Technology Patent Growth, Short Term (05-09) Patent Growth, Long Term (99-09) 0.1% % 1.0% 9.2% -1.8% -2.6% % -0.2% 4.9% -3.3% High Tech LQ, Tech Pole Index Pittsburgh s Creative Clusters 29

30 Talent Peer Peer Peer Peer US Metro Pittsburgh Ranking Minimum Average Maximum Average Overall Talent Index Creative Class as % of Workforce, 2010 Super Creative Core as % of Workforce, 2010 Talent Index (Pop > 25, BA and above), % % 34.1% 46.9% 34.2% 12.2% % 13.5% 24.1% 13.6% 28.7% % 31.5% 44.5% 25.3% Human Capital Flight Index Pop > 25, Graduate and/or Professional Degree, % % 11.7% 19.4% 9.2% % Less than High School, % n/a 8.9% 12.8% 22.4% 14.4% % High School Diploma, % n/a 16.2% 26.7% 36.8% 29.9% % Associates or Some Coll, % n/a 24.2% 29.0% 34.5% 30.3% % Bachelor's Degree, % n/a 15.3% 19.8% 26.6% 16.1% Working Class as % of Workforce, 2010 Service Class as % of Workforce, % % 20.2% 26.2% 19.5% 48.1% % 45.6% 53.2% 46.1% Peer Peer Peer Peer US Metro Pittsburgh Ranking Minimum Average Maximum Average Overall Inclusiveness Index Inclusiveness Non-white Population (% Pop), % % 21.5% 71.1% 25.2% Melting Pot Index (% Pop), % % 11.5% 35.6% 7.5% Gay and Lesbian Index, Bohemian Index, Average Bohemian Wage, 2010 $33, $32,151 $41,061 $66,075 $28,000 Bohemian Wage Index, Integration Index, Pittsburgh s Creative Clusters 30

31 Territorial Assets Social and Cultural Arts and Cultural Establishments per 100,000, 2010 Restaurants and Bars per 100,000, 2010 Pittsburgh Peer Ranking Peer Minimum Peer Average Peer Maximum US Metro Average Student/Teacher Ratio, Doctor's per 100,000, Regional Amenities Golf Courses per 100,000, USDA Natural Amenity Scale Average July-January Temperature Difference ( F) Water Share of Regional Area 1.29% % 9.85% 47.43% 4.59% Housing & Transportation Population Density (per KM2), 2010 Home Ownership Affordability Index, , Rental Affordability Index, Commute Time (minutes), Pittsburgh s Creative Clusters 31

32 Summary Statistics Total Population, 2010 Total Population, ACS (American Communities Survey, US Census), 2010 GDP (millions) 2011 Metropolitan GDP, Bureau of Economic Analysis, 2011 Median Age, 2010 Median Age, ACS (American Communities Survey, US Census), 2010 Overall Cost of Living Index Cost of Living Index, ACCRA, 2010 Overall Performance Population Growth (05-10) Population Growth, , US Census Job Growth (06-11) Job Growth, Total Employed, , Bureau of Labor Statistics, Occupational Employment Survey (OES) GDP per capita, 2011 GDP (2011) divided by total population (2010) Change in Average Wage (06-11) Technology Average Wage (11) Creativity Index Change in average wage, , Bureau of Labor Statistics, Occupational Employment Survey (OES) Average wage, 2011, Bureau of Labor Statistics, Occupational Employment Survey (OES) Creative Class employment, 2011, Bureau of Labor Statistics, Occupational Employment Survey (OES) Overall Technology Index Equally weighted, Tech-Pole, long term patent growth, patents per capita Total Patents, 2009 USPTO, Patent applications from inventors in the region Patents per 1,000, 2009 USPTO, Patent applications divided by total population in thousands Patent Growth, Short Term (05-09) Change in number of patent applications , USPTO Patent Growth, Long Term (99-09) Change in number of patent applications , USPTO High Tech LQ, 2010 Tech Pole Index Location quotient of employment in high-tech industries as defined by the Milken Institute Product of high-tech LQ and share of total US high-tech employment in the region Talent Overall Talent Index Creative Class as % of Workforce, 2010 Super Creative Core as % of Workforce, 2010 Creative Class employment, 2010, Bureau of Labor Statistics, Occupational Employment Survey (OES) Creative Class employment, 2010, Bureau of Labor Statistics, Occupational Employment Survey (OES) Super Creative core employment, 2010, Bureau of Labor Statistics, Occupational Employment Survey (OES) Pittsburgh s Creative Clusters 32

33 Talent Index (Pop > 25, BA and above), 2010 Human Capital Flight Index Pop > 25, Graduate and/or Professional Degree, 2010 % Less than High School, 2010 % High School Diploma, 2010 % Associates or Some College, 2010 % Bachelor's Degree, 2010 Working Class as % of Workforce, 2010 Service Class as % of Workforce, 2010 Percentage of population age 25 and above with a Bachelor's degree or higher, ACS ( ; 5-year 2010 sample) Percentage of the workforce, age 25+, with at least a college degree divided by the share age 20 to 24 currently attending college or university. A value greater than 1.0 indicates the region has "brain gain" while a value less than 1.0 indicates the region is suffering from "brain drain"; Census, ACS Percentage of population age 25 and above with a graduate or professional degree or doctoral degree, ACS ( ; 5-year 2010 sample) Percentage of population age 25 and above with less than a high school degree, ACS ( ; 5-year 2010 sample) Percentage of population age 25 and above with only a high school diploma, ACS ( ; 5-year 2010 sample) Percentage of population age 25 and above with a high school degree and an associate's degree or some college, ACS ( ; 5-year 2010 sample) Percentage of population age 25 and above with only a Bachelor's degree, ACS ( ; 5-year 2010 sample) Working class employment, 2010, Bureau of Labor Statistics, Occupational Employment Survey (OES) Service class employment, 2010, Bureau of Labor Statistics, Occupational Employment Survey (OES) Inclusiveness Overall Inclusiveness Index Combination of Melting Pot, Gay/Lesbian, Bohemian and Integration indices Non-white Population (% Pop), 2010 Percentage of the population this is not white or mixed race, ACS, 2010 Melting Pot Index (% Pop), 2010 Percentage of the population born outside of the U.S., ACS, 2010 Gay and Lesbian Index, 2010 Location Quotient for same sex couples, ACS, 2010 Bohemian Index, 2010 Average Bohemian Wage, 2010 Bohemian Wage Index, 2010 Integration Index, 2010 Location Quotient for individuals reporting bohemian (arts, writers, designers, etc.) occupations, ACS, 2010 Average wage for individuals reporting bohemian (arts, writers, designers, etc.) occupations, ACS, 2010 Bohemian wages compared to average U.S. wages for bohemians, ACS, 2010 Index measuring how well the race/ethnicity distribution within each Census tract within the region matches the overall race/ethnicity distribution across the entire region, ACS, 2010 Pittsburgh s Creative Clusters 33

34 Territorial Assets Social and Cultural Arts and Cultural Establishments per 100,000, 2010 Restaurants and Bars per 100,000, 2010 Student/Teacher Ratio, 2010 Doctor's per 100,000, 2010 Regional Amenities Golf Courses per 100,000, 2010 County Business Patterns, US Census, arts and culture establishments per 100,000 residents, 2010 County Business Patterns, US Census, restaurants and bars per 100,000 residents, 2010 Ratio of total number of students to total number of teachers, primary and secondary education, US Department of Education, 2010 Number of doctors per 100,000 residents, BLS, OES occupational data, 2010 County Business Patterns, US Census, golf courses per 100,000 residents, 2010 USDA Natural Amenity Scale Average July-January Temperature Difference ( F) Natural Amenity Scale (temperatures, climate, geological natural resource spaces, available water, others), US Department of Agriculture, 1999 Difference between average temperature in July and average temperature in January, measure of climate variation, USDA, 1999 Water Share of Regional Area Total share of regional area that is water, US Census, 2010 Housing & Transportation Population Density (per KM2), 2010 Total population divided by total land area of region, US Census, 2010 Home Ownership Affordability Index, Average total home ownership costs divided by average household income, share of income remaining after average home ownership costs are paid, ACS, 2010 Rental Affordability Index, Average total rental costs divided by average household income, share of income remaining after average rental costs are paid, ACS, 2010 Commute Time (minutes), 2010 Average commute time in minutes, ACS, 2010 Pittsburgh s Creative Clusters 34

35 Inclusiveness Changes in the Region The table below compares Pittsburgh s Inclusiveness/diversity scores from 2000 and Both the score for Pittsburgh and the national score for various items are shown. As the number of metropolitan regions varies from 2000 to 2010, the ranking percentile is shown instead so a higher percentile score indicates a better ranking. For example, in 2000, Pittsburgh s Melting Pot score (foreign born) was 2.6% (0.026) which put Pittsburgh at the top of the bottom quartile (24.5); in 2010, the score had risen to 3% (0.030) but the national score also increased as did the scores for many other metros. As a result, although Pittsburgh improved its share of foreign-born population, it actually lost ground in comparison to other regions, and in 2010 was nearly a full percentage point lower ranked against all other US metros. The table provides comparison for those Inclusiveness and diversity metrics that can be compared in the tenyear Census-to-Census period. Although losing ground on foreign-born (Melting Pot), the Pittsburgh region does show improvements in the Gay and Boho Indexes and in the share of the total population that is non-white. But, on almost all measures of Inclusiveness and diversity, the Pittsburgh region scores well below the national average, which includes many, many micropolitan and metropolitan regions much smaller than Pittsburgh. Traditionally, smaller regions underperform on measures of diversity compared to more populous regions. Pittsburgh s low rankings in the benchmarking report above result from Pittsburgh being compared only to larger regions. Inclusiveness Changes Pittsburgh Change Pittsburgh Rank National Pittsburgh Rank National Score Percentile Score Score Percentile Score Score Rank Melting Pot Index Gay Index Boho Index Composite Diversity (CDI) % Non-white % Interracial Marriage Integration Index Pittsburgh s Creative Clusters 35

36 Pittsburgh Creative Sectors The following charts and tables demonstrate the industry- and occupation-based cluster and sub-cluster information for Pittsburgh s creative sector. Each chart comes in two varieties: the first shows average annual regional growth (the average of the year-over-year changes) for the Pittsburgh region; the second shows average annual growth for that cluster/sub-cluster for the entire US. For each chart, the X-axis (horizontal) changes. As the values change, the scale of the growth numbers can also change. The reader is advised to pay careful attention to the labeling and scale of the X-axis between the two graphs. Often, especially when the regional cluster/sub clusters are presented, one bubble may have had some large year-to-year shifts that result in a larger range of values for the X-axis. The other information presented on the two charts: Bubble size is representative of the total number of individuals employed in that industry or occupation the larger the bubble the greater the number of people working there. Full-time equivalent employment is counted so part-time workers are accumulated to FTE counts. Often the CBP industry data only provided a range of employment in a particular 5-digit industry group. When that was the case, employment is estimated at the lower end of the range plus 10%. The ten percent figure rather than the mid-point is used to more accurately reflect the actual employment count, whose distribution is very, very skewed to lower numbers. The Y-axis is the location quotient for the cluster/sub-cluster. A location quotient (LQ) is a ratio of the employment share of that cluster in the Pittsburgh region to the employment share across the entire US. It is, in effect, a measure of how concentrated a particular cluster is within the Pittsburgh economy compared to the rest of the country. For example, if the Design industry is responsible for 4% of all employment in Pittsburgh and only 2% of the US, then the LQ would be (=4/2) However, if Design was 8% of US employment, then the Pittsburgh LQ would be 0.50 (=4/8). An LQ above 1.0 indicates that a region has a higher concentration of employment in that cluster while an LQ below 1.0 shows that the cluster is less represented across the region. Growth, whether regional or national, is the average of the year-to-year growth for the past five years. The most recent industry (CBP) data is from 2011 so industry cluster growth is The most recent occupation (OES) data is from 2012 so occupation cluster growth is The standard, BCG product matrix can be a helpful way to interpret cluster bubble charts. The meaningful axes are average growth above or below 0% and location quotients above or below The quadrants then become: o Upper Right positive growth, high LQ clusters that are growing and where the region has a high relative concentration. o Upper Left negative growth, high LQ clusters with a high concentration but which have been in decline from a cluster perspective, bubbles in this region could be warning signs of significant challenges to the region. If a cluster is in decline, having a high concentration of employment in that cluster may not be a good thing. This is also an place to look at differences between the regional and national growth is the cluster in decline nationally but growing in the region or vice versa? o Lower Left negative growth, low LQ clusters without any significant concentration and in decline. Clusters in this position may be safely ignored or may represent significant opportunity if the growth potential and regional concentration can both be increased. o Lower Right positive growth, low LQ growing clusters but not ones that are highly concentrated in the region. These clusters could represent opportunities to try and increase the regional competitive advantage associated with an increase in regional concentration. Or, they Pittsburgh s Creative Clusters 36

37 could become significant drains of resource, energy, and attention that produce very little reward in effect, chasing rainbows. Clusters for which the region currently has little competitive advantage and could find it difficult to successfully grow. Another place where comparing the regional and national charts could be very enlightening is the growth in the Pittsburgh region different from the national growth? Along with each pair a charts, a table is provided that shows the actual numbers for all of the clusters/ subclusters presented in the charts. Pittsburgh s Creative Clusters 37

38 Industries Industry Clusters/Regional Growth Industry Clusters/US Growth Cluster Emp2011 LQ RegGR USGR Creative Industry Support 161, % 0.57% DATA 14, % -0.83% Design 50, % -1.80% Entertainment 21, % 0.45% Fine Arts 4, % -1.23% Media/Communications 13, % -3.31% Software/Hardware 16, % 1.15% Pittsburgh s Creative Clusters 38

39 Creative Industry Support Clusters/Regional Growth Creative Industry Support Clusters/US Growth Cluster Emp2011 LQ RegGR USGR Associations 10, % -1.27% Consulting 2, % 4.92% Post-Secondary 51, % 2.70% R&D 12, % 0.94% Services 83, % 0.33% Pittsburgh s Creative Clusters 39

40 Data Sciences Clusters/Regional Growth Data Sciences Clusters/US Growth Cluster Emp2011 LQ RegGR USGR Communications % % Internet 4, % 1.72% Sensors/Sensing % -0.82% Telecommunications 8, % 1.89% Pittsburgh s Creative Clusters 40

41 Design Clusters/Regional Growth Design Clusters/US Growth Cluster Emp2011 LQ RegGR USGR Architecture 1, % -4.36% Engineering 17, % 0.64% Manufacturing 30, % -2.03% Other Design % -2.70% Textiles % % Urban Systems % 0.46% Pittsburgh s Creative Clusters 41

42 Entertainment Clusters/Regional Growth Entertainment Clusters/US Growth Cluster Emp2011 LQ RegGR USGR Educational IT % 6.16% Film & Digital Media 1, % -0.21% Manufacturing % % Post-production % 1.27% Recreation 18, % 0.75% Toys 1, % -2.93% Pittsburgh s Creative Clusters 42

43 Fine Arts Clusters/Regional Growth Fine Arts Clusters/US Growth Cluster Emp2011 LQ RegGR USGR Arts Organizations % 2.49% Arts Venues % -2.60% Museums 1, % -0.22% Music % -3.20% Performing Arts % -0.05% Visual Arts % -2.89% Pittsburgh s Creative Clusters 43

44 Media Communications Clusters/Regional Growth Media Communications Clusters/US Growth Cluster Emp2011 LQ RegGR USGR Advertising 3, % 0.45% Broadcasting 1, % -1.34% Graphic Design % -2.86% Marketing % -2.36% Printing 4, % -4.83% Public Relations % 3.94% Publishing 3, % -5.57% Pittsburgh s Creative Clusters 44

45 Software Hardware Clusters/Regional Growth Software Hardware Clusters/US Growth Cluster Emp2011 LQ RegGR USGR Health Devices 2, % -1.32% Manufacturing % -7.14% Retail 2, % -3.38% Software 10, % 3.65% Pittsburgh s Creative Clusters 45

46 Industry Establishment Counts The table below presents the same information as was presented in the industry-based cluster charts but instead of total employment, the total number of firms is used as the measure of size. Essentially, the results are the same, but some differences could be noted. Looking at number of establishments provides a different, but related view of the industry clusters in Pittsburgh s creative sector. Pittsburgh US LQ 2011 GR1011 AvgEstGR 2011 GR1011 Avg EstGR Cluster Subclus Totest Est totest Est Creative Industry Associations , % -1.15% 122, % -0.85% Support Consulting % -1.15% 33, % 2.15% Post-Sec % 2.11% 19, % 1.07% R&D % 0.23% 27, % 0.44% Services , % 0.22% 309, % 0.61% Creative Industry Support Total , % -0.25% 512, % 0.33% DATA Communications % % 1, % % Internet % -3.42% 18, % -2.72% Sensor % -2.74% 10, % -1.60% Telecomm % 4.02% 51, % 2.36% DATA Total % -0.07% 81, % -0.75% Design Architecture % -1.66% 26, % -2.67% Engineering % 0.71% 59, % 0.33% Manufacturing , % -0.63% 178, % 0.28% Other Design % -1.48% 13, % -1.64% Textiles % -0.30% 2, % -5.28% Urban % -0.24% 6, % 1.54% Design Total , % -0.42% 286, % -0.15% Entertainment Educational IT % 2.92% 7, % 3.20% Film & Media % 0.04% 21, % 0.22% Manufacturing % -8.33% % -1.71% Post-production % 2.88% 2, % 2.20% Recreation , % -1.22% 131, % -0.14% Toys % -4.59% 11, % -2.19% Entertainment Total , % -1.24% 173, % -0.09% Fine Arts Arts % 0.30% 11, % 1.86% Organizations Arts Venues % -2.45% 3, % -1.21% Museums % -1.18% 11, % -1.39% Music % -0.98% 8, % -1.38% Performing Arts % 1.26% 22, % 2.01% Pittsburgh s Creative Clusters 46

47 Pittsburgh US LQ 2011 GR1011 AvgEstGR 2011 GR1011 Avg EstGR Cluster Subclus Totest Est totest Est Visual Arts % -0.16% 19, % -1.54% Fine Arts Total % -0.45% 76, % -0.03% Media/Communications Advertising % -0.28% 29, % -0.95% Broadcasting % -0.48% 9, % -0.85% Graphic Design % -4.83% 15, % -1.33% Marketing % -5.68% 6, % -0.09% Printing % -2.79% 28, % -3.37% Public Relations % 1.69% 8, % 2.16% Publishing % -3.39% 20, % -2.10% Media/Communications % -2.29% 118, % -1.60% Total SW/HW Health Devices % -2.67% 11, % -0.88% Manufacturing % 2.95% 1, % -3.06% Retail % -0.53% 32, % -1.12% Software % 2.59% 133, % 2.27% SW/HW Total , % 1.40% 178, % 1.33% Pittsburgh s Creative Clusters 47

48 Occupations Occupational Clusters/Regional Growth Occupational Clusters/US Growth Cluster Emp2012 LQ RegGR USGR Creative Industry Support 41, % -0.22% DATA 11, % 4.95% Design 24, % -1.47% Entertainment 40, % -0.02% Fine Arts 2, % 0.70% Media/Communications 21, % -0.62% SW/HW 34, % 0.81% Pittsburgh s Creative Clusters 48

49 Creative Support Industries/Regional Growth Creative Support Industries/US Growth Cluster Emp2012 LQ RegGR USGR Post-Secondary 12, % 1.49% R&D 10, % 0.85% Services 18, % -1.89% Pittsburgh s Creative Clusters 49

50 Data Sciences Clusters/Regional Growth Data Sciences Clusters/US Growth Cluster Emp2012 LQ RegGR USGR Internet 7, % 19.82% R&D 1, % -0.16% Sensors % -1.91% Telecommunications 3, % -1.82% Pittsburgh s Creative Clusters 50

51 Design Clusters/Regional Growth Design Clusters/National Growth Cluster Emp2012 LQ RegGR USGR Arch/Eng 1, % 0.37% Architecture % -3.07% Engineering 13, % -0.04% Industrial Design % -2.25% Other Design % -4.30% Textiles % -6.25% Urban Systems 6, % -1.47% Pittsburgh s Creative Clusters 51

52 Entertainment Clusters/Regional Growth Entertainment Clusters/US Growth Cluster Emp2012 LQ RegGR USGR Film & Digital Media 1, % 1.95% Recreation 39, % -0.08% Toys % 5.91% Pittsburgh s Creative Clusters 52

53 Fine Arts Clusters/Regional Growth Fine Arts Clusters/US Growth Cluster Emp2012 LQ RegGR USGR Museums % 1.10% Music % 3.10% Performing Arts 1, % 0.67% Visual Arts % -0.67% Pittsburgh s Creative Clusters 53

54 Media Communications Clusters/Regional Growth Media Communications/US Growth Cluster Emp2012 LQ RegGR USGR Advertising 4, % 0.47% Broadcasting % -2.17% Graphic Design 1, % -0.18% Marketing 8, % 1.17% Printing 2, % -5.89% Public Relations 2, % 0.23% Publishing 1, % -0.93% Pittsburgh s Creative Clusters 54

55 Software Hardware Clusters/Regional Growth Software Hardware Clusters/US Growth Cluster Emp2012 LQ RegGR USGR Engineering 1, % 0.70% Health Devices 2, % 1.24% Manufacturing 2, % -2.18% Retail 2, % -1.06% Software 25, % 1.37% Pittsburgh s Creative Clusters 55

56 Comparison to Creative Industries Study Report Industry Clusters The table below compares the report focus industries with the creative sector industry clusters. For each of the report clusters (bold headings), the industry clusters are listed. Both employment totals and establishment counts are given. Only those industry clusters that overlap with the report cluster are included. When the report cluster includes some firms in an industry that was not included in a creative sector cluster, the totals are shown as not in a report cluster. The totals for the six creative sector clusters that also had some firms that were not included in the report clusters are also shown. The Data Sciences cluster was completely included across several of the report clusters. The only place with complete overlap between the two was the Design/Manufacturing subcluster which intentionally maps to the report Advanced Manufacturing cluster. The relationship and overlap is summarized in the second and third table. Report Industry Cluster Establishments Employment Advanced Manufacturing 1,459 30,676 Design 1,459 30,676 Advanced Materials: Chemicals 83 3,161 --Not in a report cluster ,161 Advanced Materials: Rubber and Plastics 162 5,650 --Not in a report cluster ,605 Entertainment 4 45 Bio Research ,321 Not in a report cluster Creative Industry Support ,640 SW/HW 76 2,082 Energy Technology ,040 --Not in a report cluster ,040 Hardware 21 1,414 DATA SW/HW Health Services 2,941 92,332 --Not in a report cluster-- 2,941 92,332 Professional Services and Research ,598 Creative Industry Support DATA Design ,827 Remediation and Waste Management 93 1,389 --Not in a report cluster ,389 Software ,842 --Not in a report cluster SW/HW ,975 Technology-intensive Manufacturing 47 1,542 --Not in a report cluster ,428 DATA Pittsburgh s Creative Clusters 56

57 Report Industry Cluster Establishments Employment Telecommunications ,774 DATA ,965 Media/Communications 61 1,809 Report Cluster not in PTC Cluster 7, ,846 Creative Industry Support 4, ,222 Design Entertainment 1,303 21,926 Fine Arts Media/Communications ,755 SW/HW 258 2,522 Establishments Creative Sector Not CS Total PTC 4,178 4,053 8,231 Not PTC 7,040 Total 11,218 Employment Creative Sector Not CS PTC 91, , ,740 Not PTC 190, ,165 Pittsburgh s Creative Clusters 57

58 Benchmark Comparisons The following section includes twelve tables. The first four use the industry-based cluster definitions and show total employment; the next four use the industry-based cluster definitions and show total number of firms; the final four use the occupation-based cluster definitions and show total employment. Each table shows results for the entire US, the Pittsburgh region, and the nineteen benchmark regions. Within each set of four tables are: 1. the total (employees or firms as appropriate). 2. the location quotients (LQ). By definition, at the national level, all LQs are the percentage change in the past year for the number reported. For industry data, this is For the occupational data, this is the average of the year-to-year percentage changes for the past five years. For industry data, this is For the occupational data, this is Industry Clusters Employment Employment (2011) Creative Industry Support DATA Design Entertain ment Fine Arts Media/ Communi cations SW/HW US National 14,060,384 2,195,200 4,064,307 2,729, ,371 1,890,183 2,640, ,425,965 Pittsburgh Pennsylvania 161,390 14,148 50,575 21,971 4,349 13,564 16,167 1,058,939 Austin-San Marcos Texas 74,495 14,730 32,793 15,933 2,664 12,151 31, ,617 Baltimore Maryland 138,603 15,833 50,839 25,761 3,983 13,357 38,124 1,062,322 Birmingham Alabama 37,769 9,612 8,889 6,623 1,176 6,507 4, ,202 Boulder-Longmont Colorado 14,925 3,169 8,095 4, ,977 11, ,872 Cincinnati Ohio-Kentucky- 93,045 17,099 27,300 18,039 2,938 21,240 16, ,217 Indiana Cleveland-Lorain-Elyria Ohio 113,721 13,622 45,811 14,694 3,405 11,610 15, ,949 Denver Colorado 117,910 47,264 42,650 30,050 4,369 16,227 39,007 1,049,564 Detroit Michigan 217,850 22, ,808 30,719 5,300 23,983 33,989 1,554,363 Kansas City Missouri-Kansas 75,370 29,533 31,655 15,415 3,118 19,168 20, ,449 Los Angeles-Long Beach 690, , , ,560 33, , ,431 4,949,519 California Louisville Kentucky-Indiana 47,902 7,946 14,453 8,523 1,557 12,957 5, ,444 Memphis Tennessee- 72,463 3,942 6,532 8,316 1,418 4,949 10, ,410 Arkansas-Mississippi New Orleans Louisiana 43,155 4,670 10,821 10,516 1,511 3,871 4, ,437 Orlando Florida 82,519 16,553 26,927 54,701 3,855 12,209 18, ,329 Philadelphia Pennsylvania- 330,911 50,287 79,057 53,424 10,212 41,526 66,304 2,449,574 New Jersey Portland-Vancouver Oregon 99,914 16,303 42,012 20,191 4,183 13,993 26, ,546 Washington Salt Lake City-Ogden Utah 51,161 10,597 23,479 18,585 2,390 8,518 17, ,264 San Francisco California 202,403 45,050 80,610 52,491 11,752 35,362 97,596 1,758,043 San Jose California 148,102 36,182 61,166 17,879 2,838 7, , ,495 St. Louis Missouri-Illinois 153,098 23,968 37,058 29,807 6,791 20,412 28,882 1,174,986 Total Pittsburgh s Creative Clusters 58

59 Employment LQ (2011) Creative Industry Support DATA Design Entertain ment Fine Arts Media/ Commun ications SW/HW US National Pittsburgh Pennsylvania Austin-San Marcos Texas Baltimore Maryland Birmingham Alabama Boulder-Longmont Colorado Cincinnati Ohio-Kentucky-Indiana Cleveland-Lorain-Elyria Ohio Denver Colorado Detroit Michigan Kansas City Missouri-Kansas Los Angeles-Long Beach California Louisville Kentucky-Indiana Memphis Tennessee-Arkansas-Mississippi New Orleans Louisiana Orlando Florida Philadelphia Pennsylvania-New Jersey Portland-Vancouver Oregon Washington Salt Lake City-Ogden Utah San Francisco California San Jose California St. Louis Missouri-Illinois Pittsburgh s Creative Clusters 59

60 Employment Growth (10-11) Creative Industry Support DATA Design Enterta inment Fine Arts Media/ Commun ications SW/HW US National 4.17% 2.47% 2.19% 0.43% -0.34% -2.40% -0.39% 1.30% Pittsburgh Pennsylvania 8.93% 9.33% 5.69% 5.61% 0.88% 0.06% -0.27% 2.72% Austin-San Marcos Texas 7.02% -6.11% 2.74% 0.11% 3.62% 13.04% -8.08% 2.04% Baltimore Maryland 2.77% -7.44% -1.04% 4.86% -8.77% -8.17% 2.26% 0.26% Birmingham Alabama 7.48% -4.88% -6.06% -7.42% -6.14% % -6.81% -0.47% Boulder-Longmont Colorado 10.08% -5.49% 3.87% -2.61% -2.09% 14.67% % -1.04% Cincinnati Ohio-Kentucky- 0.46% 26.71% 1.16% -4.75% -2.39% 5.82% -5.27% 0.08% Indiana Cleveland-Lorain-Elyria Ohio 12.98% 3.12% 6.28% -3.84% -1.31% -6.37% 4.42% 2.27% Denver Colorado 4.89% 7.87% 7.35% 4.62% 0.30% -4.68% -3.10% 1.10% Detroit Michigan 10.96% 3.18% 12.21% 2.52% 1.42% 2.44% -4.88% 3.56% Kansas City Missouri-Kansas 1.26% 4.76% -8.21% -2.33% -2.84% -4.59% 3.22% -0.14% Los Angeles-Long Beach 11.60% -0.85% 1.18% -1.14% -1.18% -3.63% -1.11% 2.00% California Louisville Kentucky-Indiana 7.48% 12.12% 5.13% -4.18% -0.38% 0.28% % 0.47% Memphis Tennessee-Arkansas- 3.86% 1.15% % -0.49% -5.46% -5.82% -6.74% 0.05% Mississippi New Orleans Louisiana 4.24% -1.29% 0.78% 5.17% -7.41% -2.64% -0.36% 1.65% Orlando Florida 11.30% -1.41% -4.85% 18.64% % 3.75% % 2.98% Philadelphia Pennsylvania-New 7.08% 15.42% -0.92% 3.03% 0.15% -4.88% -3.96% 1.16% Jersey Portland-Vancouver Oregon 0.74% 6.27% % 4.93% 4.84% 3.20% -0.50% -0.83% Washington Salt Lake City-Ogden Utah 4.61% % -0.13% 4.28% -1.48% -9.13% 6.34% 0.78% San Francisco California -8.92% 4.31% 1.45% -0.01% 7.73% -1.89% 0.95% -0.55% San Jose California 8.99% 1.51% -3.03% 3.84% -5.49% 6.34% -6.67% 2.04% St. Louis Missouri-Illinois 0.21% 0.10% 3.96% -2.23% 1.22% 2.01% 1.10% 0.46% Total Pittsburgh s Creative Clusters 60

61 Employment Growth (05-11 annual average) Creative Industry Support DATA Design Enterta inment Fine Arts Media/ Communi cations SW/HW US National 0.57% -0.83% -1.80% 0.45% -1.23% -3.31% 1.15% -0.38% Pittsburgh Pennsylvania 7.92% 0.75% 3.30% 3.87% 2.53% 0.81% 5.19% 0.27% Austin-San Marcos Texas 7.47% 7.69% 2.57% 7.92% 3.59% 8.16% -0.43% 2.00% Baltimore Maryland 4.34% 3.45% 5.10% 2.92% 9.95% -1.97% 5.41% -0.37% Birmingham Alabama 5.97% 0.63% 1.58% 5.41% 10.78% -2.43% 0.89% -1.05% Boulder-Longmont Colorado 1.39% -0.83% -2.42% 6.46% -0.91% 4.20% -3.12% -0.20% Cincinnati Ohio-Kentucky-Indiana 4.12% 2.51% -2.00% 3.30% 1.18% 0.06% 2.81% -0.41% Cleveland-Lorain-Elyria Ohio 2.42% 1.93% 0.18% 0.59% 0.53% -4.18% 2.45% -1.22% Denver Colorado 1.35% 6.87% 4.87% 6.75% 6.54% -0.30% 5.55% 0.03% Detroit Michigan 1.42% -1.72% -2.97% -0.06% 4.64% -2.79% 10.97% -2.40% Kansas City Missouri-Kansas 1.67% 0.04% 1.40% -0.57% 0.84% -1.72% 6.34% -0.60% Los Angeles-Long Beach California 0.47% -0.23% -2.95% 0.22% -1.16% -2.18% -0.07% -0.96% Louisville Kentucky-Indiana 3.67% 1.14% 1.14% 0.90% -0.76% 1.22% 6.95% -0.48% Memphis Tennessee-Arkansas- 5.25% -1.70% -6.92% 1.54% -3.81% -7.63% 8.25% -0.72% Mississippi New Orleans Louisiana 3.16% -0.45% 6.39% -1.78% 6.40% 0.61% 3.67% -1.65% Orlando Florida 3.77% 3.51% -0.93% 5.31% % 4.21% 5.76% -0.30% Philadelphia Pennsylvania-New 3.87% 2.89% 1.90% 3.25% -3.18% -3.34% 1.47% -0.45% Jersey Portland-Vancouver Oregon 1.91% 4.62% 3.93% 8.17% 5.81% 3.77% 6.40% -0.33% Washington Salt Lake City-Ogden Utah 5.98% -2.22% 5.25% 10.02% -1.02% 2.01% 5.84% 0.82% San Francisco California -2.96% 3.92% -0.01% 3.72% 3.19% -0.04% -0.01% -1.32% San Jose California 3.47% 1.87% -2.29% 3.44% 1.47% 2.61% 6.47% 0.28% St. Louis Missouri-Illinois -0.22% 1.42% 0.37% 5.00% 4.45% -3.27% 3.37% -1.01% Total Pittsburgh s Creative Clusters 61

62 Industry Clusters Establishments Establishments (2011) Creative Industry Support DATA Design Entertain ment Fine Arts Media/ Commun ications SW/HW US National 512,485 81, , ,846 76, , ,558 7,354,043 Pittsburgh Pennsylvania 4, ,323 1, ,245 59,052 Austin-San Marcos Texas 3, ,287 1, ,829 41,924 Baltimore Maryland 4, ,825 1, ,525 64,425 Birmingham Alabama 1, ,246 Boulder-Longmont Colorado 1, , ,419 Cincinnati Ohio-Kentucky- 3, ,856 1, ,098 45,607 Indiana Cleveland-Lorain-Elyria Ohio 3, ,830 1, ,199 51,600 Denver Colorado 6,289 1,079 4,351 1, ,500 2,985 73,419 Detroit Michigan 6, ,231 1, ,389 2,401 96,919 Kansas City Missouri-Kansas 3, , ,298 49,878 Los Angeles-Long Beach 24,504 3,343 15,272 12,851 11,507 7,327 8, ,734 California Louisville Kentucky-Indiana 2, , ,228 Memphis Tennessee-Arkansas- 1, ,131 Mississippi New Orleans Louisiana 2, ,991 Orlando Florida 3, ,639 1, ,477 54,922 Philadelphia Pennsylvania-New 11,032 1,649 5,936 3,054 1,217 2,380 4, ,604 Jersey Portland-Vancouver Oregon 4, ,783 1, ,201 1,789 62,085 Washington Salt Lake City-Ogden Utah 2, , ,390 San Francisco California 10,539 1,718 6,038 2,902 1,243 2,560 5, ,920 San Jose California 3, , ,643 45,462 St. Louis Missouri-Illinois 4, ,241 1, ,215 1,575 69,374 Total Pittsburgh s Creative Clusters 62

63 Establishment LQ (2011) Creative Industry Support DATA Design Enterta inment Fine Arts Media/ Commun ications SW/HW US National Pittsburgh Pennsylvania Austin-San Marcos Texas Baltimore Maryland Birmingham Alabama Boulder-Longmont Colorado Cincinnati Ohio-Kentucky-Indiana Cleveland-Lorain-Elyria Ohio Denver Colorado Detroit Michigan Kansas City Missouri-Kansas Los Angeles-Long Beach California Louisville Kentucky-Indiana Memphis Tennessee-Arkansas-Mississippi New Orleans Louisiana Orlando Florida Philadelphia Pennsylvania-New Jersey Portland-Vancouver Oregon Washington Salt Lake City-Ogden Utah San Francisco California San Jose California St. Louis Missouri-Illinois Pittsburgh s Creative Clusters 63

64 Establishment Growth (10-11) Creative Industry Support DATA Design Entertai nment Fine Arts Media/ Communi cations SW/HW US National -1.01% -0.62% 0.42% -0.07% 0.05% -2.38% 1.27% -0.58% Pittsburgh Pennsylvania -1.84% 2.37% -0.34% -2.10% 0.41% -1.41% 1.47% -0.32% Austin-San Marcos Texas 1.13% 3.04% 1.83% 3.57% 3.65% 0.45% 4.75% 1.72% Baltimore Maryland -2.25% -3.53% -0.18% -2.86% 1.93% -5.75% 4.47% -1.14% Birmingham Alabama -1.40% -1.32% -2.61% -4.62% -7.58% -4.52% 0.00% -1.71% Boulder-Longmont Colorado -1.65% -6.58% 0.98% -1.31% -1.80% 0.00% -1.56% -0.21% Cincinnati Ohio-Kentucky-Indiana -2.49% -3.08% 0.38% -2.62% -2.12% -4.77% 2.52% -1.16% Cleveland-Lorain-Elyria Ohio -2.90% -5.49% -0.67% 0.00% -2.86% -2.21% -4.84% -1.05% Denver Colorado -0.47% 1.31% 0.25% 0.97% 0.83% -3.23% 0.78% -0.33% Detroit Michigan -0.47% -1.88% 0.91% -1.04% -3.20% -0.64% 1.44% -0.30% Kansas City Missouri-Kansas -1.10% -0.61% 2.47% 1.01% -1.28% -1.79% 0.08% -0.50% Los Angeles-Long Beach California -0.49% 1.36% 2.00% 2.31% 2.03% -1.24% 0.30% 0.23% Louisville Kentucky-Indiana -2.38% 5.23% -0.98% -1.98% 2.95% -4.14% -3.12% -2.11% Memphis Tennessee-Arkansas % -1.54% -2.11% -0.23% -1.36% -4.58% -7.71% -2.41% Mississippi New Orleans Louisiana -2.20% -6.25% 3.44% -2.09% -4.01% -1.61% -1.07% -0.36% Orlando Florida -0.47% -1.27% 1.38% 2.44% 0.51% -1.02% 0.34% -0.28% Philadelphia Pennsylvania-New -1.93% 2.42% -1.26% -2.46% -2.64% -3.13% -1.65% -0.78% Jersey Portland-Vancouver Oregon -1.64% -1.11% 0.58% -1.92% 3.00% -0.25% 1.30% -0.61% Washington Salt Lake City-Ogden Utah -1.29% 2.21% 2.59% 4.99% 0.60% -3.26% -2.17% -0.50% San Francisco California -0.96% 4.44% 0.97% 0.48% -3.49% -2.66% 3.73% 0.17% San Jose California 0.11% 4.48% 0.80% 1.55% 2.17% 5.18% 4.62% 0.95% St. Louis Missouri-Illinois -3.43% -4.17% -0.71% -1.57% -2.71% -3.34% -2.42% -1.40% Total Pittsburgh s Creative Clusters 64

65 Establishment Growth (05-11 annual average) Creative Industry Support DATA Design Entertai nment Fine Arts Media/ Commun ications SW/HW US National 0.33% -0.75% -0.15% -0.09% -0.03% -1.60% 1.33% -0.32% Pittsburgh Pennsylvania -0.25% -0.07% -0.42% -1.24% -0.45% -2.29% 1.40% -0.65% Austin-San Marcos Texas 2.86% 0.76% 3.40% 3.81% 3.30% 2.53% 4.74% 2.65% Baltimore Maryland -0.11% -1.42% -0.27% -1.82% 0.48% -2.85% 3.77% -0.65% Birmingham Alabama -0.80% -0.95% -0.06% -2.00% -1.50% -0.60% -0.06% -0.71% Boulder-Longmont Colorado 1.32% -2.18% 2.45% 0.46% 1.81% 0.68% 1.51% 0.40% Cincinnati Ohio-Kentucky-Indiana 0.99% -1.26% -0.84% -0.65% -1.49% -1.42% 0.32% -0.92% Cleveland-Lorain-Elyria Ohio -0.69% -1.88% -2.07% -1.58% -1.63% -2.97% -1.01% -1.50% Denver Colorado 0.81% -0.60% 1.15% 0.29% 0.17% -1.81% 0.85% -0.02% Detroit Michigan -1.38% -4.75% -1.96% -1.72% -1.72% -2.21% 1.07% -1.39% Kansas City Missouri-Kansas -0.33% -2.12% -1.15% -1.14% -1.39% -2.35% 1.22% -0.86% Los Angeles-Long Beach California 0.45% -0.17% -0.46% 1.13% 2.35% -0.99% 0.23% -0.04% Louisville Kentucky-Indiana -0.18% -2.18% 0.28% -1.32% 0.05% -2.27% 1.32% -0.56% Memphis Tennessee-Arkansas- 1.13% -1.41% -2.73% -0.86% -1.68% -3.71% -0.25% -0.73% Mississippi New Orleans Louisiana -0.06% -2.94% 0.65% -1.15% -1.79% -2.91% -0.63% -1.10% Orlando Florida 0.56% -2.56% 0.70% 0.98% 0.24% -1.36% 2.02% -0.29% Philadelphia Pennsylvania-New -1.17% -0.23% -1.51% -0.92% -1.63% -2.36% 0.59% -0.55% Jersey Portland-Vancouver Oregon 1.55% 0.93% 0.99% 1.29% 1.46% -0.57% 1.23% 0.29% Washington Salt Lake City-Ogden Utah 0.53% -0.26% 2.13% 0.82% 1.28% -0.21% 2.63% 0.32% San Francisco California 0.97% 1.58% -0.15% 0.33% -1.62% -0.89% 0.33% -0.22% San Jose California 0.68% 1.69% -0.21% 1.25% -0.72% -1.52% 0.60% -0.04% St. Louis Missouri-Illinois -0.11% 0.14% -1.88% -0.58% -1.07% -2.20% 0.33% -0.60% Total Pittsburgh s Creative Clusters 65

66 Occupational Clusters Employment (2012) Creative Industry Support DATA Design Entertain ment Fine Arts Media/ Communi cations SW/HW US National 8,663,710 1,523,320 2,945,800 4,743, ,170 2,676,070 3,966, ,287,780 Pittsburgh Pennsylvania 75,790 11,910 24,040 40,850 2,390 21,500 34,790 1,105,820 Austin-San Marcos Texas 61,340 13,790 20,920 24,050 2,040 17,940 56, ,570 Baltimore Maryland 102,720 20,120 28,770 43,980 3,160 23,070 50,950 1,236,510 Birmingham Alabama 27,340 7,020 8,300 20, ,960 10, ,700 Boulder-Longmont 13,360 2,930 5,580 5, ,460 12, ,840 Colorado Cincinnati Ohio-Kentucky- 55,220 9,560 20,560 31,410 2,490 24,380 31, ,580 Indiana Cleveland-Lorain-Elyria 61,540 10,260 20,310 28,890 2,850 23,370 33, ,250 Ohio Denver Colorado 90,120 18,320 31,410 43,220 3,380 28,180 56,630 1,213,540 Detroit Michigan 82,730 16,800 58,130 55,960 3,640 31,620 61,720 1,699,600 Kansas City Missouri-Kansas 56,530 15,670 18,580 33,500 2,960 22,080 36, ,270 Los Angeles-Long Beach 365,330 66, , ,740 78, , ,250 5,241,870 California Louisville Kentucky-Indiana 31,390 5,700 9,180 16, ,560 13, ,980 Memphis Tennessee- 27,280 5,560 8,040 20, ,410 12, ,200 Arkansas-Mississippi New Orleans Louisiana 31,590 4,120 10,790 24,480 4,270 5,910 7, ,780 Orlando Florida 54,700 11,920 18,120 49,880 5,820 22,900 27, ,380 Philadelphia Pennsylvania- 188,810 32,420 50,540 98,170 7,020 58,450 88,030 2,568,020 New Jersey Portland-Vancouver Oregon 67,210 13,020 29,160 30,680 4,720 25,510 41, ,580 Washington Salt Lake City-Ogden Utah 36,720 7,500 14,260 17,350 1,730 18,040 26, ,330 San Francisco California 154,250 33,230 56,200 66,060 9,960 63, ,920 1,936,000 San Jose California 56,260 19,640 46,960 24,530 1,660 28, , ,190 St. Louis Missouri-Illinois 76,520 16,560 24,830 49,600 3,470 26,770 45,050 1,258,350 Total Pittsburgh s Creative Clusters 66

67 Employment LQ (2012) Creative Industry Support DATA Design Entertai nment Fine Arts Media/ Commun ications SW/HW US National Pittsburgh Pennsylvania Austin-San Marcos Texas Baltimore Maryland Birmingham Alabama Boulder-Longmont Colorado Cincinnati Ohio-Kentucky-Indiana Cleveland-Lorain-Elyria Ohio Denver Colorado Detroit Michigan Kansas City Missouri-Kansas Los Angeles-Long Beach California Louisville Kentucky-Indiana Memphis Tennessee-Arkansas-Mississippi New Orleans Louisiana Orlando Florida Philadelphia Pennsylvania-New Jersey Portland-Vancouver Oregon Washington Salt Lake City-Ogden Utah San Francisco California San Jose California St. Louis Missouri-Illinois Pittsburgh s Creative Clusters 67

68 Employment Growth (11-12) Creative Industry Support DATA Design Entertain ment Fine Arts Media/ Communi cations SW/HW US National -0.1% 45.8% 1.4% 0.7% 2.7% 2.5% -7.3% 1.6% Pittsburgh Pennsylvania 3.8% 24.3% -9.5% -2.6% -6.6% 0.2% 0.0% 1.3% Austin-San Marcos Texas 5.8% 91.8% 14.4% -6.3% -20.0% -3.7% -6.5% 4.5% Baltimore Maryland 1.7% 68.2% -2.9% -1.0% 6.8% 7.1% -4.9% 1.3% Birmingham Alabama -2.9% 29.5% 2.7% 1.9% -14.6% 8.6% -4.4% 2.0% Boulder-Longmont Colorado 3.6% 92.8% 26.5% 1.4% 34.5% 5.7% 0.0% 6.7% Cincinnati Ohio-Kentucky-Indiana -3.8% 46.2% 25.8% 3.4% 8.7% 14.0% -11.1% 1.5% Cleveland-Lorain-Elyria Ohio -2.4% 26.8% 7.7% 12.2% -12.3% 13.0% 4.6% 2.2% Denver Colorado 7.7% 66.2% 3.0% 6.7% 28.0% 3.5% -5.7% 4.1% Detroit Michigan 4.0% 62.0% -1.7% 1.7% 6.7% 2.2% 3.2% 4.4% Kansas City Missouri-Kansas 1.4% 74.1% -3.9% -1.3% -1.3% 2.3% -7.8% 1.3% Los Angeles-Long Beach -1.3% 40.2% 2.2% -0.7% 10.2% 3.8% -7.9% 1.9% California Louisville Kentucky-Indiana 1.4% 36.0% -4.2% 4.1% -1.0% 1.5% -18.2% 1.2% Memphis Tennessee-Arkansas- 2.7% 40.8% 9.8% -3.2% -20.0% 1.3% 0.6% -0.2% Mississippi New Orleans Louisiana -4.5% 30.8% -1.1% 10.7% 121.2% 3.9% -6.1% -0.3% Orlando Florida 2.5% 63.3% 6.8% 7.5% -0.5% 10.0% -5.8% 3.5% Philadelphia Pennsylvania-New 2.9% 58.9% 5.6% 3.8% 14.5% 2.5% -8.7% 0.3% Jersey Portland-Vancouver Oregon -0.6% 60.0% 3.6% 3.9% 23.2% 3.4% -8.5% 1.7% Washington Salt Lake City-Ogden Utah -5.8% 97.4% 6.1% 2.6% 8.8% 10.8% -2.6% 3.0% San Francisco California 8.9% 68.4% 6.6% -3.7% -0.7% 7.2% 1.7% 6.3% San Jose California 0.7% 72.9% 0.8% 3.0% -4.0% 7.7% -2.9% 2.5% St. Louis Missouri-Illinois 1.6% 58.0% 1.6% 5.0% 9.1% -2.3% -11.0% 0.6% Total Pittsburgh s Creative Clusters 68

69 Employment Growth (06-12 annual average) Creative Industry Support DATA Design Entertai nment Fine Arts Media/ Communi cations SW/HW US National -0.8% 5.0% -1.5% 0.0% 0.7% -0.6% 0.8% -0.3% Pittsburgh Pennsylvania 1.7% 2.1% -0.2% 0.1% 0.1% 0.1% 3.3% -7.9% Austin-San Marcos Texas 3.3% 13.8% 0.7% 2.1% 16.3% 2.8% 4.6% -5.9% Baltimore Maryland -0.3% 7.7% 1.3% 0.3% 8.6% -0.6% 5.5% -8.2% Birmingham Alabama -0.8% 6.4% -2.0% 4.3% -3.2% 3.4% -2.1% -8.5% Boulder-Longmont Colorado 5.8% 17.5% 0.9% 1.1% 71.2% 4.6% 2.3% -6.6% Cincinnati Ohio-Kentucky-Indiana -3.0% 6.2% 2.3% 0.4% 0.3% 1.1% 2.8% -8.8% Cleveland-Lorain-Elyria Ohio -2.2% 8.3% -1.1% -2.1% 16.5% 3.2% 4.2% -8.9% Denver Colorado 3.4% 6.3% 0.5% 0.8% 17.1% -0.8% 1.5% -7.4% Detroit Michigan -3.4% 4.8% -1.3% -2.4% -0.1% -2.4% -1.3% -11.2% Kansas City Missouri-Kansas -0.4% 10.3% -1.0% -0.5% 0.4% -0.6% 2.0% -8.1% Los Angeles-Long Beach California -2.1% 7.9% -3.0% -1.3% 6.6% -0.1% 1.2% -10.8% Louisville Kentucky-Indiana -0.4% 3.4% 1.9% -0.4% 11.0% -2.4% 1.0% -7.9% Memphis Tennessee-Arkansas- -1.3% 6.1% 0.1% -3.1% 11.0% 0.2% 1.4% -9.0% Mississippi New Orleans Louisiana 2.1% 4.6% 1.9% 6.2% 65.5% -1.1% 1.9% -6.0% Orlando Florida -1.8% 4.8% 0.2% 2.0% 6.7% -0.4% 1.5% -7.9% Philadelphia Pennsylvania-New -1.3% 10.7% -3.1% 0.8% 6.5% -0.8% -1.6% -10.4% Jersey Portland-Vancouver Oregon 1.6% 7.3% 5.5% 2.4% 12.4% 5.7% 2.2% -7.7% Washington Salt Lake City-Ogden Utah 1.1% 13.3% 0.7% -3.1% 1.9% 2.2% 2.0% -7.2% San Francisco California 1.2% 8.1% -0.6% -0.1% 6.0% 2.1% 3.2% -10.0% San Jose California 1.0% 11.9% -2.0% 0.1% 4.0% 2.7% 2.6% -7.9% St. Louis Missouri-Illinois -0.9% 3.7% 1.8% 0.9% 3.0% -0.8% 0.8% -8.3% Total Pittsburgh s Creative Clusters 69

70 The Future of Pittsburgh s Creative Sector The BLS provides estimates of employment growth by occupation for the 2010 to 2020 period. Using the occupation-based cluster and subcluster definitions, the BLS estimates can be applied to the Pittsburgh creative sector clusters to estimate job growth. These estimates provide an indication of the components of growth of Pittsburgh s creative sector through Note that the overall employment growth for the region based solely on occupation mix shows growth of 14.3% over the ten years. Employment growth of occupations outside the creative sector will be 14.6% and within the creative sector will be 12.7%. However, several subsectors have growth rates well above the regional average. And, as the next table shows, many of the occupations in these clusters have wages well above the regional average. Many of the high-growth jobs are lower paying service sector jobs; job growth is not always an indicator of increasing regional prosperity. The estimated growth is for the entire ten-year period and is not shown on an annual basis. These estimates come with a collection of caveats. First, these estimates only reflect the occupation-specific growth, any variation from regional impacts on overall growth rates are not included. Second, the BLS estimates are for all occupations across the entire country over the ten-year period so local Pittsburgh results could vary as specific occupations may not grow at the national average. Third, the BLS estimates cover 2010 to 2020 but the ten-year growth rate has been applied to 2012 to Finally, these results are based on the specific employment mix and structure as it existed in Pittsburgh in The projections assume that the overall employment structure would only change as a result of specific, individual occupation growth and do not take into account structural changes in the employment distribution across the region from other factors. Pittsburgh, PA EMP 2012 EMP 2022 Growth Employment outside report 928,250 1,063, % Creative Industry Support 42,090 48, % Post-Sec 12,620 15, % R&D 10,840 12, % Services 18,630 21, % DATA 11,910 13, % Internet 7,010 8, % R&D 1,040 1, % Sensor % Telecomm 3,450 3, % Design 24,040 25, % Arch/Eng 1,450 1, % Architecture % Engineering 13,980 15, % Industrial Design % Other Design % Textiles % Pittsburgh s Creative Clusters 70

71 Pittsburgh, PA EMP 2012 EMP 2022 Growth Urban 6,320 7, % Entertainment 40,850 45, % Film & Media 1,100 1, % Recreation 39,500 43, % Toys % Fine Arts 2,390 2, % Museums % Music % Performing Arts 1,060 1, % Visual Arts % Media/Communications 21,500 24, % Advertising 4,220 4, % Broadcasting % Graphic Design 1,910 2, % Marketing 8,200 9, % Other % Printing 2,310 2, % Public Relations 2,660 3, % Publishing 1,610 1, % SW/HW 34,790 41, % Engineering 1,280 1, % Health Devices 2,670 3, % Manufacturing 2,340 2, % Retail 2,530 2, % Software 25,970 31, % Grand Total 1,105,820 1,263, % The next table shows the 2012 total employment and total and average wages for each of the Creative Sector clusters and subclusters. Following that is a table that shows the same for all of the benchmark regions. Employment totals of zero do not necessarily mean that the particular region has no one in the region working in that cluster. A zero indicates that the region did not have enough people employed to be able to report any information without encountering disclosure issues. Pittsburgh Creative Sector Wages Total Clusters Employment Total Wages $ Average Wage Pittsburgh, PA 1,105,820 48,511,332,000 43,869 Creative Industry Support 42,090 2,350,760,400 55,851 Post-Sec 12, ,370,100 77,763 R&D 10, ,270,400 53,992 Pittsburgh s Creative Clusters 71

72 Clusters Total Employment Total Wages $ Average Wage Services 18, ,119,900 42,089 DATA 11, ,343,100 60,902 Internet 7, ,682,100 70,711 R&D 1,040 65,755,100 63,226 Sensor ,644,800 33,280 Telecomm 3, ,261,100 43,554 Design 24,040 1,759,702,800 73,199 Arch/Eng 1, ,419, ,910 Architecture ,278,800 74,643 Engineering 13,980 1,043,131,300 74,616 Industrial Design ,077,400 54,780 Other Design ,645,700 32,206 Textiles ,434,600 23,883 Urban 6, ,715,500 65,461 Entertainment 40, ,945,700 20,831 Film & Media 1,100 46,817,800 42,562 Recreation 39, ,060,400 20,128 Toys 250 9,067,500 36,270 Fine Arts 2, ,268,400 53,669 Museums 230 8,533,300 37,101 Music ,878,500 47,650 Performing Arts 1,060 63,390,900 59,803 Visual Arts ,465,700 57,233 Media/Communications 21,500 1,323,965,600 61,580 Advertising 4, ,382,600 91,560 Broadcasting ,165,700 42,119 Graphic Design 1,910 76,363,600 39,981 Marketing 8, ,276,100 61,741 Other 40 1,739,200 43,480 Printing 2,310 76,697,900 33,203 Public Relations 2, ,221,400 65,121 Publishing 1,610 80,119,100 49,763 SW/HW 34,790 2,499,111,200 71,834 Engineering 1, ,200,000 83,750 Health Devices 2, ,854,100 56,500 Manufacturing 2,340 78,974,600 33,750 Retail 2, ,841,100 88,870 Software 25,970 1,937,241,400 74,595 Pittsburgh s Creative Clusters 72

73 Benchmark Comparison Wages Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Austin-Round Rock, TX 790,570 36,595,707,100 46,290 Creative Industry Support 29,660 1,643,318,900 55,405 Post-Sec 8, ,795,000 55,570 R&D 7, ,018,500 60,084 Services 13, ,505,400 52,747 DATA 13, ,085,000 67,664 Internet 9, ,203,500 76,660 R&D ,588,800 81,038 Sensor 160 4,872,000 30,450 Telecomm 3, ,420,700 44,318 Design 20,920 1,506,797,900 72,027 Arch/Eng 0 Architecture ,381,400 71,790 Engineering 12, ,639,600 78,998 Industrial Design 120 7,363,200 61,360 Other Design ,430,700 38,099 Textiles 320 6,683,200 20,885 Urban 6, ,299,800 64,298 Entertainment 24, ,308,500 24,878 Film & Media 1,070 48,050,300 44,907 Recreation 22, ,258,200 23,945 Fine Arts 2, ,806,500 58,238 Music ,887,000 50,860 Performing Arts 1,080 68,940,900 63,834 Visual Arts ,978,600 52,899 Media/Communications 17,940 1,233,429,900 68,753 Advertising 3, ,980,900 95,036 Broadcasting ,987,300 49,972 Graphic Design 1,690 75,024,000 44,393 Marketing 5, ,075,900 73,865 Other 110 8,132,300 73,930 Printing 1,510 49,347,400 32,680 Public Relations 2, ,234,900 72,207 Publishing 2, ,647,200 53,556 SW/HW 56,530 4,587,347,000 81,149 Engineering 4, ,081,800 97,426 Health Devices ,788,600 58,513 Manufacturing 6, ,140,600 29,887 Retail 6, ,627,200 82,940 Software 37,610 3,324,708,800 88,400 Pittsburgh s Creative Clusters 73

74 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Baltimore-Towson, MD 1,236,510 63,236,192,600 51,141 Creative Industry Support 56,950 3,696,733,100 64,912 Post-Sec 17,900 1,371,838,200 76,639 R&D 15,080 1,101,868,000 73,068 Services 23,970 1,223,026,900 51,023 DATA 20,120 1,522,316,600 75,662 Communications ,100 31,570 Internet 12,690 1,083,865,900 85,411 R&D 2, ,427,700 90,621 Sensor ,828,800 33,840 Telecomm 4, ,247,100 42,432 Design 28,770 2,278,008,600 79,180 Arch/Eng 2, ,656, ,020 Architecture 1,210 94,924,500 78,450 Engineering 16,210 1,358,512,200 83,807 Industrial Design ,666,600 53,030 Other Design 1,080 40,706,700 37,691 Textiles 2,120 55,697,300 26,272 Urban 5, ,845,100 73,638 Entertainment 43,980 1,074,053,400 24,421 Film & Media ,371,700 47,318 Recreation 42,930 1,024,380,500 23,862 Toys 70 3,301,200 47,160 Fine Arts 3, ,383,700 59,299 Museums ,500,000 55,357 Music ,308,800 48,720 Performing Arts 2, ,147,300 61,907 Visual Arts ,427,600 64,547 Media/Communications 23,070 1,646,653,700 71,376 Advertising 6, ,566,100 98,275 Broadcasting ,956,300 72,479 Graphic Design 2, ,234,200 47,919 Marketing 6, ,655,000 71,036 Other ,849,000 47,900 Printing 2,480 87,767,500 35,390 Public Relations 2, ,622,300 75,931 Publishing 2, ,003,300 65,307 SW/HW 50,950 4,647,629,500 91,219 Engineering 3, ,610, ,114 Health Devices 3, ,884,300 65,524 Manufacturing 2,000 71,039,000 35,520 Pittsburgh s Creative Clusters 74

75 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Retail 2, ,303,300 92,610 Software 39,510 3,757,792,500 95,110 Birmingham-Hoover, AL 466,700 19,450,154,700 41,676 Creative Industry Support 11, ,731,000 47,120 Post-Sec 2, ,520,300 60,734 R&D 1, ,667,100 58,772 Services 6, ,543,600 37,267 DATA 7, ,343,400 57,029 Internet 3, ,231,300 72,582 R&D ,878,500 51,221 Sensor 360 9,280,800 25,780 Telecomm 2, ,952,800 43,329 Design 8, ,004,300 64,699 Arch/Eng ,643, ,470 Architecture ,777,100 65,310 Engineering 4, ,644,600 70,734 Other Design ,124,500 31,088 Textiles ,644,600 23,018 Urban 1, ,170,400 59,062 Entertainment 20, ,505,400 19,598 Film & Media ,165,600 45,058 Recreation 19, ,339,800 19,252 Fine Arts ,219,100 56,027 Music 70 3,659,600 52,280 Performing Arts ,320,100 56,558 Visual Arts ,239,400 56,197 Media/Communications 7, ,462,200 52,696 Advertising 2, ,766,300 61,564 Broadcasting ,560,400 31,060 Graphic Design ,203,200 42,505 Marketing 1, ,672,400 56,039 Printing ,698,900 30,340 Public Relations ,554,800 58,300 Publishing ,006,200 45,846 SW/HW 10, ,164,100 74,101 Engineering ,292,300 90,957 Health Devices ,416,400 45,051 Manufacturing ,109,300 35,836 Retail ,686,000 81,960 Software 8, ,660,100 75,420 Boulder, CO 147,840 8,014,782,900 54,213 Pittsburgh s Creative Clusters 75

76 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Creative Industry Support 6, ,384,800 68,922 Post-Sec ,474,100 72,403 R&D 3, ,522,600 85,533 Services 2,030 80,388,100 39,600 DATA 2, ,471,800 81,390 Internet 2, ,607,500 82,541 R&D 80 7,976,800 99,710 Telecomm ,887,500 63,550 Design 5, ,130,700 88,195 Arch/Eng ,235, ,750 Architecture ,998,900 68,290 Engineering 3, ,923,900 90,939 Industrial Design 60 3,446,400 57,440 Other Design 50 1,468,500 29,370 Textiles 80 2,038,400 25,480 Urban 1,100 85,019,600 77,291 Entertainment 5, ,450,200 27,098 Film & Media 110 5,885,600 53,505 Recreation 5, ,564,600 26,529 Fine Arts ,294,300 52,037 Museums 50 2,175,500 43,510 Performing Arts ,118,800 53,291 Media/Communications 4, ,504,400 66,929 Advertising ,941, ,097 Broadcasting 100 4,464,400 44,644 Graphic Design ,074,200 46,680 Marketing 1, ,531,800 67,818 Other 40 1,799,200 44,980 Printing 240 9,218,700 38,411 Public Relations ,107,900 57,554 Publishing ,366,700 69,704 SW/HW 12,500 1,160,784,200 92,863 Engineering ,906, ,361 Health Devices ,421,300 56,198 Manufacturing ,064,800 35,830 Retail ,207,400 91,710 Software 9, ,183,900 95,600 Cincinnati-Middletown, OH-KY-IN 957,580 42,364,666,200 44,241 Creative Industry Support 29,420 1,656,477,400 56,304 Post-Sec 6, ,875,100 69,105 R&D 8, ,223,400 61,290 Pittsburgh s Creative Clusters 76

77 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Services 14, ,378,900 47,969 DATA 9, ,752,200 60,225 Internet 6, ,578,000 66,899 R&D ,969,000 71,615 Sensor ,320,200 29,790 Telecomm 1,800 67,885,000 37,714 Design 20,560 1,460,970,700 71,059 Arch/Eng 1, ,165, ,970 Architecture ,894,300 71,278 Engineering 11, ,449,000 74,869 Industrial Design ,888,600 69,980 Other Design ,164,500 41,321 Textiles 1,600 40,933,700 25,584 Urban 3, ,475,300 60,857 Entertainment 31, ,998,800 21,554 Film & Media ,428,900 44,411 Recreation 30, ,641,900 21,186 Toys 50 1,928,000 38,560 Fine Arts 2, ,806,200 54,139 Museums 70 3,574,900 51,070 Music 90 4,292,100 47,690 Performing Arts 1,700 90,737,700 53,375 Visual Arts ,201,500 57,463 Media/Communications 24,380 1,440,896,300 59,102 Advertising 7, ,175,300 71,666 Broadcasting ,799,900 42,127 Graphic Design 2,030 96,132,000 47,356 Marketing 7, ,302,200 65,314 Other 80 4,499,200 56,240 Printing 3, ,565,400 34,815 Public Relations 1,340 78,618,900 58,671 Publishing 1,450 74,803,400 51,589 SW/HW 31,920 2,457,532,800 76,990 Engineering 1,000 93,170,100 93,170 Health Devices ,560,000 50,102 Manufacturing 1,370 41,456,200 30,260 Retail 5, ,384,000 82,390 Software 23,360 1,831,962,500 78,423 Cleveland-Elyria-Mentor, OH 979,250 43,994,055,100 44,926 Creative Industry Support 31,450 1,776,120,200 56,474 Post-Sec 7, ,122,300 68,119 Pittsburgh s Creative Clusters 77

78 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage R&D 7, ,993,400 60,778 Services 16, ,004,500 49,142 DATA 10, ,925,400 57,887 Internet 5, ,287,600 67,764 R&D ,167,400 75,732 Sensor ,343,500 32,410 Telecomm 3, ,126,900 41,863 Design 20,310 1,482,401,200 72,989 Arch/Eng 1, ,668, ,400 Architecture ,568,000 68,400 Engineering 13,730 1,038,144,900 75,611 Industrial Design ,565,000 66,260 Other Design ,416,600 33,485 Textiles 1,210 27,102,700 22,399 Urban 2, ,936,000 61,702 Entertainment 28, ,232,400 21,988 Film & Media ,280,200 44,560 Recreation 28, ,591,800 21,560 Toys 70 2,360,400 33,720 Fine Arts 2, ,540,300 68,962 Museums 170 9,079,700 53,410 Music ,160,400 45,160 Performing Arts 1, ,200,200 79,441 Visual Arts ,100,000 70,500 Media/Communications 23,370 1,375,382,600 58,852 Advertising 4, ,129,800 90,178 Broadcasting ,087,100 54,014 Graphic Design 1,930 85,414,200 44,256 Marketing 8, ,030,500 57,329 Other 130 5,050,500 38,850 Printing 3, ,695,400 35,200 Public Relations 2, ,975,700 59,100 Publishing 2,040 95,999,400 47,059 SW/HW 33,730 2,439,250,300 72,317 Engineering ,995,700 83,153 Health Devices 1,400 73,614,600 52,582 Manufacturing 1,890 52,712,100 27,890 Retail 5, ,666,900 87,210 Software 23,600 1,720,261,000 72,892 Denver-Aurora, CO 1,213,540 61,873,126,400 50,986 Creative Industry Support 44,250 2,897,339,800 65,477 Pittsburgh s Creative Clusters 78

79 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Post-Sec 11,580 1,028,650,400 88,830 R&D 15,310 1,099,425,400 71,811 Services 17, ,264,000 44,312 DATA 18,320 1,304,871,800 71,227 Internet 12,940 1,019,853,600 78,814 R&D ,846,300 65,666 Sensor 230 7,325,500 31,850 Telecomm 4, ,846,400 51,697 Design 31,410 2,588,070,900 82,396 Arch/Eng 1, ,877, ,380 Architecture 1, ,208,400 81,418 Engineering 17,490 1,549,038,800 88,567 Industrial Design ,402,600 62,620 Other Design 1,030 47,938,800 46,543 Textiles 2,120 54,770,600 25,835 Urban 6, ,834,700 75,374 Entertainment 43,220 1,134,276,100 26,244 Film & Media 1,580 84,158,700 53,265 Recreation 41,640 1,050,117,400 25,219 Fine Arts 3, ,000,900 49,113 Museums 170 8,917,800 52,458 Music ,241,600 27,680 Performing Arts 2, ,403,800 46,901 Visual Arts ,437,700 71,705 Media/Communications 28,180 1,838,047,000 65,225 Advertising 5, ,578,200 91,153 Broadcasting 1,040 55,193,200 53,070 Graphic Design 2, ,917,200 45,177 Marketing 9, ,695,100 66,034 Other ,437,800 51,990 Printing 2,700 98,084,500 36,328 Public Relations 3, ,049,400 66,590 Publishing 2, ,091,600 65,257 SW/HW 56,630 4,875,569,200 86,095 Engineering 4, ,751,600 91,232 Health Devices 1,940 92,754,400 47,812 Manufacturing 1,690 56,260,100 33,290 Retail 3, ,409,400 86,540 Software 45,370 4,047,393,700 89,209 Detroit-Warren-Livonia, MI 1,699,600 79,513,060,700 46,783 Creative Industry Support 46,800 2,534,888,700 54,164 Pittsburgh s Creative Clusters 79

80 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Post-Sec 13, ,536,300 68,237 R&D 8, ,764,700 58,094 Services 25,410 1,159,587,700 45,635 DATA 16,800 1,015,942,000 60,473 Internet 10, ,103,600 70,592 R&D ,981,300 74,642 Sensor ,470,000 30,500 Telecomm 4, ,387,100 39,505 Design 58,130 4,266,206,600 73,391 Arch/Eng 5, ,483, ,120 Architecture 1,180 79,321,500 67,222 Engineering 39,620 2,900,246,800 73,202 Industrial Design 2, ,696,300 71,730 Other Design ,066,000 37,592 Textiles 2,310 61,333,700 26,551 Urban 6, ,059,100 59,436 Entertainment 55,960 1,377,778,500 24,621 Film & Media 1,760 86,575,100 49,190 Recreation 54,200 1,291,203,400 23,823 Toys 0 Fine Arts 3, ,398,600 57,252 Museums ,148,400 48,326 Music ,142,700 53,830 Performing Arts 1, ,087,100 59,815 Visual Arts 1,050 60,020,400 57,162 Media/Communications 31,620 2,025,454,200 64,056 Advertising 9, ,447,300 87,005 Broadcasting ,628,300 39,217 Graphic Design 3, ,324,600 50,422 Marketing 10, ,058,700 60,672 Other ,522,500 45,750 Printing 2,790 96,225,400 34,489 Public Relations 2, ,914,100 65,365 Publishing 2, ,333,300 52,381 SW/HW 61,720 4,690,187,000 75,991 Engineering 2, ,315,600 92,752 Health Devices 2, ,783,900 75,811 Manufacturing 2,900 97,729,900 33,700 Retail 5, ,895,200 87,120 Software 48,970 3,745,462,400 76,485 Kansas City, MO-KS 957,270 43,571,515,300 45,516 Pittsburgh s Creative Clusters 80

81 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Creative Industry Support 28,360 1,502,156,300 52,967 Post-Sec 5, ,262,900 66,785 R&D 7, ,387,500 59,589 Services 15, ,505,900 45,171 DATA 15, ,832,900 60,934 Internet 9, ,139,100 72,305 R&D ,675,300 71,126 Sensor ,259,400 34,930 Telecomm 4, ,759,100 39,227 Design 18,580 1,302,498,100 70,102 Arch/Eng 1, ,384, ,050 Architecture ,364,800 71,360 Engineering 9, ,814,200 74,715 Industrial Design ,019,400 64,820 Other Design ,293,400 34,992 Textiles 1,110 26,876,800 24,213 Urban 4, ,745,500 64,365 Entertainment 33, ,144,900 22,094 Film & Media ,444,100 43,869 Recreation 32, ,700,800 21,710 Toys 0 Fine Arts 2, ,149,600 55,794 Museums ,391,200 44,973 Music ,596,100 47,590 Performing Arts 1,190 72,035,500 60,534 Visual Arts ,126,800 62,313 Media/Communications 22,080 1,289,047,000 58,381 Advertising 5, ,390,300 80,763 Broadcasting ,719,900 43,692 Graphic Design 2,360 95,971,600 40,666 Marketing 6, ,594,500 59,012 Other 30 1,505,100 50,170 Printing 3, ,339,500 36,082 Public Relations 2, ,029,500 65,665 Publishing 1,720 93,496,600 54,358 SW/HW 36,140 2,817,991,200 77,974 Engineering 1, ,832,200 83,780 Health Devices 1, ,101,600 52,360 Manufacturing 1,330 38,516,200 28,960 Retail 4, ,575,000 95,250 Software 27,070 2,142,966,200 79,164 Pittsburgh s Creative Clusters 81

82 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Los Angeles-Long Beach-Santa Ana, CA 5,241, ,234,435,600 51,553 Creative Industry Support 186,670 12,015,101,900 64,365 Post-Sec 48,410 4,207,966,800 86,924 R&D 43,230 3,169,731,300 73,322 Services 95,030 4,637,403,800 48,799 DATA 66,380 4,373,861,000 65,891 Communications 150 5,884,500 39,230 Internet 32,840 2,573,091,700 78,352 R&D 5, ,607,200 99,523 Sensor 4, ,116,700 28,130 Telecomm 23,780 1,166,160,900 49,040 Design 157,210 11,504,612,500 73,180 Arch/Eng 10,320 1,552,644, ,450 Architecture 5, ,755,900 86,985 Engineering 69,470 6,245,395,800 89,901 Industrial Design 1,640 99,777,600 60,840 Other Design 4, ,469,800 53,781 Textiles 44,630 1,204,599,000 26,991 Urban 21,440 1,710,970,400 79,803 Entertainment 182,740 5,627,955,200 30,798 Film & Media 17,910 1,401,855,000 78,272 Recreation 164,610 4,219,062,400 25,631 Toys 220 7,037,800 31,990 Fine Arts 78,940 6,723,562,900 85,173 Museums 1,140 61,585,200 54,022 Music 4, ,778,700 67,070 Performing Arts 65,000 5,684,913,500 87,460 Visual Arts 8, ,285,500 81,202 Media/Communications 156,990 12,025,190,900 76,598 Advertising 39,510 3,968,277, ,437 Broadcasting 11, ,231,900 64,250 Graphic Design 14, ,974,200 56,585 Marketing 46,380 3,544,599,300 76,425 Other 6, ,508,500 64,650 Printing 14, ,432,400 35,630 Public Relations 11, ,001,500 82,838 Publishing 12,760 1,063,165,800 83,320 SW/HW 172,250 15,032,584,300 87,272 Engineering 13,980 1,460,902, ,499 Health Devices 11, ,900,300 71,587 Manufacturing 10, ,784,300 28,365 Pittsburgh s Creative Clusters 82

83 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Retail 16,890 1,406,768,100 83,290 Software 118,700 11,004,228,800 92,706 Louisville-Jefferson County, KY-IN 574,980 23,614,121,000 41,069 Creative Industry Support 16, ,056,300 50,475 Post-Sec 4, ,280,100 68,381 R&D 2, ,438,700 51,293 Services 9, ,337,500 41,113 DATA 5, ,995,800 52,982 Internet 2, ,350,300 61,391 R&D ,276,200 71,859 Sensor 280 8,111,600 28,970 Telecomm 2,270 97,257,700 42,845 Design 9, ,028,700 65,363 Arch/Eng ,660, ,320 Architecture ,277,300 73,370 Engineering 5, ,284,600 70,914 Industrial Design 150 8,994,000 59,960 Other Design ,036,000 32,590 Textiles ,730,400 23,124 Urban 1,470 88,046,400 59,896 Entertainment 16, ,919,200 21,809 Film & Media 140 5,799,600 41,426 Recreation 16, ,119,600 21,639 Fine Arts ,256,700 55,476 Museums 0 Music 30 1,699,200 56,640 Performing Arts ,009,400 56,013 Visual Arts 180 9,548,100 53,045 Media/Communications 10, ,045,600 54,644 Advertising 2, ,960,200 73,597 Broadcasting 250 8,325,000 33,300 Graphic Design ,453,600 37,717 Marketing 2, ,488,600 61,250 Other 50 2,681,000 53,620 Printing 2,300 83,406,900 36,264 Public Relations 1,040 58,863,600 56,600 Publishing ,866,700 44,135 SW/HW 13, ,963,900 73,737 Engineering ,408,200 78,816 Health Devices ,674,200 38,749 Manufacturing 140 4,676,000 33,400 Pittsburgh s Creative Clusters 83

84 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Retail 2, ,656,000 89,440 Software 9, ,549,500 72,823 Memphis, TN-MS-AR 558,200 22,734,212,700 40,728 Creative Industry Support 14, ,973,600 57,446 Post-Sec 4, ,835,500 75,263 R&D 2, ,932,000 59,550 Services 8, ,206,100 47,532 DATA 5, ,414,000 52,233 Internet 2, ,215,900 69,530 R&D ,208,600 55,494 Sensor ,441,600 32,320 Telecomm 1,940 74,547,900 38,427 Design 8, ,934,100 72,131 Arch/Eng ,797,900 99,530 Architecture ,895,000 82,750 Engineering 4, ,265,900 77,467 Industrial Design 40 1,931,600 48,290 Other Design ,828,400 37,731 Textiles ,308,100 22,186 Urban 1, ,907,200 77,119 Entertainment 20, ,287,100 21,996 Film & Media ,768,100 37,211 Recreation 20, ,519,000 21,715 Fine Arts ,373,100 46,137 Museums 40 1,137,200 28,430 Music 40 1,685,200 42,130 Performing Arts ,012,100 45,678 Visual Arts 140 7,538,600 53,847 Media/Communications 9, ,288,400 57,841 Advertising 2, ,937,000 81,501 Broadcasting ,419,000 38,589 Graphic Design ,152,800 38,460 Marketing 3, ,984,300 57,767 Printing 1,140 37,631,400 33,010 Public Relations ,467,600 51,983 Publishing ,696,300 48,539 SW/HW 12, ,602,800 78,246 Engineering ,930,400 87,210 Health Devices 1,000 49,968,900 49,969 Manufacturing ,819,600 41,631 Retail 1, ,598,500 97,230 Pittsburgh s Creative Clusters 84

85 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Software 8, ,285,400 78,588 New Orleans-Metairie-Kenner, LA 490,780 20,633,746,900 42,043 Creative Industry Support 14, ,588,900 52,090 Post-Sec 3, ,341,400 73,842 R&D 3, ,857,400 58,362 Services 7, ,390,100 39,364 DATA 4, ,393,400 51,309 Internet 1, ,006,500 66,238 R&D 60 4,888,800 81,480 Sensor 240 6,381,600 26,590 Telecomm 2,280 98,116,500 43,034 Design 10, ,003,600 88,416 Arch/Eng ,659, ,550 Architecture ,733,600 71,920 Engineering 6, ,647,100 94,001 Other Design ,358,400 37,450 Textiles 290 6,510,800 22,451 Urban 2, ,094,200 70,967 Entertainment 24, ,200,700 20,882 Film & Media ,695,700 40,528 Recreation 23, ,505,000 20,422 Fine Arts 4, ,161,100 51,092 Museums 140 6,848,200 48,916 Music ,452,500 44,150 Performing Arts 3, ,473,200 51,860 Visual Arts 30 1,387,200 46,240 Media/Communications 5, ,105,200 54,163 Advertising 1, ,360,700 76,398 Broadcasting ,844,900 51,189 Graphic Design ,679,200 36,293 Marketing 1,390 79,988,600 57,546 Other 50 2,302,000 46,040 Printing ,478,600 27,894 Public Relations ,147,400 51,738 Publishing ,303,800 48,757 SW/HW 7, ,319,000 67,421 Engineering ,882,000 86,404 Health Devices ,494,100 32,840 Manufacturing 80 3,472,700 43,409 Retail 1,140 74,955,000 65,750 Software 5, ,515,200 68,668 Pittsburgh s Creative Clusters 85

86 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Orlando-Kissimmee, FL 989,380 38,832,751,000 39,250 Creative Industry Support 27,350 1,364,354,400 49,885 Post-Sec 6, ,701,100 73,921 R&D 4, ,379,200 55,150 Services 16, ,274,100 39,266 DATA 11, ,348,100 59,425 Internet 6, ,790,100 71,007 R&D ,447,700 74,535 Sensor ,413,700 24,430 Telecomm 3, ,696,600 40,828 Design 18,120 1,168,872,000 64,507 Arch/Eng 1, ,842, ,590 Architecture ,466,800 74,667 Engineering 8, ,564,600 65,979 Industrial Design 120 7,778,400 64,820 Other Design 1,160 37,133,400 32,012 Textiles 1,220 28,480,200 23,344 Urban 5, ,606,200 64,264 Entertainment 49,880 1,034,404,600 20,738 Film & Media 1,570 57,296,100 36,494 Recreation 48, ,108,500 20,226 Fine Arts 5, ,764,900 48,241 Museums 110 5,130,500 46,641 Music ,653,600 43,280 Performing Arts 4, ,611,600 49,908 Visual Arts ,369,200 44,144 Media/Communications 22,900 1,202,405,300 52,507 Advertising 4, ,825,500 82,815 Broadcasting ,282,500 48,332 Graphic Design 3, ,073,000 37,037 Marketing 8, ,213,200 42,866 Other ,862,600 32,310 Printing 1,850 56,269,800 30,416 Public Relations 1, ,500,100 65,362 Publishing 1, ,378,600 61,075 SW/HW 27,200 2,001,858,100 73,598 Engineering 1, ,036,200 95,678 Health Devices ,631,200 36,257 Manufacturing 1,470 44,702,700 30,410 Retail 3, ,323,200 87,320 Software 19,690 1,464,164,800 74,361 Pittsburgh s Creative Clusters 86

87 Total Employment Total Wages $ Average Wage Benchmark Metro/Clusters Philadelphia-Camden-Wilmington, PA- NJ-DE-MD 2,568, ,480,049,300 50,031 Creative Industry Support 105,670 6,595,023,200 62,411 Post-Sec 20,680 1,793,515,700 86,727 R&D 30,390 2,195,268,100 72,237 Services 54,600 2,606,239,400 47,733 DATA 32,420 2,316,889,900 71,465 Communications 70 3,448,200 49,260 Internet 19,390 1,617,298,200 83,409 R&D 2, ,616,600 78,562 Sensor ,752,000 35,940 Telecomm 9, ,774,900 47,899 Design 50,540 3,968,264,000 78,517 Arch/Eng 3, ,068, ,860 Architecture 2, ,091,100 75,968 Engineering 29,220 2,451,255,700 83,890 Industrial Design ,486,800 61,010 Other Design 2,060 76,926,000 37,343 Textiles 4, ,712,900 29,559 Urban 9, ,722,900 71,231 Entertainment 98,170 2,328,043,400 23,714 Film & Media 2, ,573,000 48,997 Recreation 95,580 2,203,158,300 23,050 Toys 170 6,312,100 37,130 Fine Arts 7, ,514,300 68,592 Museums ,034,300 52,790 Music ,020,100 57,410 Performing Arts 4, ,460,800 71,920 Visual Arts 1,140 77,999,100 68,420 Media/Communications 58,450 4,228,548,300 72,345 Advertising 12,460 1,222,458,700 98,111 Broadcasting ,876,200 52,182 Graphic Design 5, ,200,900 46,162 Marketing 20,040 1,585,101,300 79,097 Other ,636,400 45,130 Printing 7, ,191,000 37,683 Public Relations 6, ,761,000 78,545 Publishing 4, ,322,800 62,261 SW/HW 88,030 7,668,908,500 87,117 Engineering 2, ,596,000 92,356 Health Devices 5, ,085,200 84,301 Pittsburgh s Creative Clusters 87

88 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Manufacturing 3, ,401,600 35,291 Retail 9, ,919, ,140 Software 66,640 5,854,906,300 87,859 Portland-Vancouver-Beaverton, OR-WA 978,580 47,408,943,600 48,447 Creative Industry Support 33,170 1,989,226,600 59,971 Post-Sec 7, ,975,800 71,876 R&D 12, ,359,600 64,393 Services 13, ,891,200 49,884 DATA 13, ,590,200 65,176 Internet 7, ,641,400 76,282 R&D ,996,800 63,330 Sensor ,728,800 32,580 Telecomm 4, ,223,200 48,638 Design 29,160 2,287,077,800 78,432 Arch/Eng 2, ,425, ,770 Architecture 1, ,312,400 69,743 Engineering 16,110 1,277,864,800 79,321 Industrial Design ,844,000 84,220 Other Design ,044,800 41,913 Textiles 1,180 37,512,100 31,790 Urban 6, ,074,700 69,717 Entertainment 30, ,797,900 27,210 Film & Media 1,440 68,723,100 47,724 Recreation 29, ,074,800 26,200 Toys 0 Fine Arts 4, ,110,600 59,134 Museums 100 4,775,500 47,755 Music 1,190 51,776,900 43,510 Performing Arts 2, ,454,600 66,333 Visual Arts ,103,600 60,130 Media/Communications 25,510 1,714,984,000 67,228 Advertising 7, ,893,000 83,131 Broadcasting ,003,400 45,907 Graphic Design 2, ,752,500 50,111 Marketing 7, ,289,800 73,620 Other ,093,000 58,050 Printing 3, ,329,700 37,248 Public Relations 2, ,954,400 67,064 Publishing 1, ,668,200 60,138 SW/HW 41,510 3,212,707,000 77,396 Engineering 2, ,112, ,050 Pittsburgh s Creative Clusters 88

89 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Health Devices 1,450 82,418,500 56,840 Manufacturing 6, ,280,800 34,505 Retail 4, ,700,300 94,130 Software 27,000 2,266,194,900 83,933 Salt Lake City, UT 596,330 26,506,586,900 44,450 Creative Industry Support 18, ,070,900 47,520 Post-Sec 2, ,728,600 60,399 R&D 4, ,448,100 59,351 Services 10, ,894,200 39,515 DATA 7, ,094,900 58,946 Internet 4, ,926,600 70,159 R&D 150 8,111,900 54,079 Sensor ,230,000 31,500 Telecomm 2, ,826,400 42,543 Design 14, ,585,900 69,817 Arch/Eng ,728, ,630 Architecture ,687,000 68,850 Engineering 7, ,461,100 73,732 Industrial Design 130 7,007,000 53,900 Other Design ,253,600 29,695 Textiles ,404,900 24,563 Urban 3, ,044,200 67,024 Entertainment 17, ,011,500 24,612 Film & Media 1,440 62,253,900 43,232 Recreation 15, ,757,600 22,926 Fine Arts 1,730 88,754,800 51,303 Museums 40 1,819,600 45,490 Music ,562,500 43,750 Performing Arts 1,010 53,289,600 52,762 Visual Arts ,083,100 54,279 Media/Communications 18, ,921,900 52,435 Advertising 4, ,061,800 73,981 Broadcasting ,921,600 36,892 Graphic Design 1,570 65,383,500 41,646 Marketing 7, ,436,600 46,521 Printing 1,710 53,056,800 31,027 Public Relations 1,460 93,909,800 64,322 Publishing 1,590 81,151,800 51,039 SW/HW 26,070 1,925,147,600 73,845 Engineering 1, ,313,000 82,040 Health Devices 1,390 67,349,500 48,453 Pittsburgh s Creative Clusters 89

90 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Manufacturing 1,360 50,090,000 36,831 Retail 3, ,998,400 84,960 Software 17,710 1,336,396,700 75,460 San Francisco-Oakland-Fremont, CA 1,936, ,129,646,700 62,567 Creative Industry Support 81,900 6,319,085,600 77,156 Post-Sec 20,390 1,758,510,900 86,244 R&D 29,820 2,668,791,700 89,497 Services 31,690 1,891,783,000 59,697 DATA 33,230 2,807,288,600 84,481 Communications 0 Internet 21,800 2,070,068,000 94,957 R&D 2, ,977,700 98,594 Sensor ,684,000 35,600 Telecomm 7, ,558,900 55,151 Design 56,200 5,229,699,500 93,055 Arch/Eng 5, ,095, ,280 Architecture 3, ,852,600 99,029 Engineering 26,180 2,507,290,600 95,771 Industrial Design ,522,000 74,600 Other Design 2, ,610,100 54,142 Textiles 4, ,599,200 31,487 Urban 13,890 1,247,729,800 89,829 Entertainment 66,060 2,119,084,600 32,078 Film & Media 4, ,487,400 64,011 Recreation 61,770 1,846,199,600 29,888 Toys 80 3,397,600 42,470 Fine Arts 9, ,529,500 80,073 Museums ,529,100 56,787 Music 1,400 86,100,000 61,500 Performing Arts 5, ,742,400 82,220 Visual Arts 2, ,158,000 92,056 Media/Communications 63,300 5,827,616,800 92,063 Advertising 15,610 1,693,404, ,482 Broadcasting 1, ,674,900 65,801 Graphic Design 5, ,103,400 66,061 Marketing 23,280 2,415,704, ,767 Other ,339,400 58,090 Printing 3, ,999,200 44,898 Public Relations 6, ,106,800 97,213 Publishing 6, ,284,800 65,234 SW/HW 112,920 11,570,996, ,471 Pittsburgh s Creative Clusters 90

91 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Engineering 6, ,125, ,814 Health Devices 8, ,544,300 91,291 Manufacturing 3, ,498,600 39,772 Retail 7, ,833, ,240 Software 86,610 9,176,994, ,958 San Jose-Sunnyvale-Santa Clara, CA 875,190 61,251,854,400 69,987 Creative Industry Support 31,230 2,303,941,000 73,773 Post-Sec 7, ,486,900 76,358 R&D 11,340 1,003,391,500 88,482 Services 12, ,062,600 59,203 DATA 19,640 1,842,871,000 93,833 Internet 12,750 1,304,204, ,291 R&D 2, ,789, ,602 Sensor ,031,600 31,540 Telecomm 3, ,846,000 57,506 Design 46,960 5,047,153, ,478 Arch/Eng 6,790 1,211,675, ,450 Architecture ,940,000 93,119 Engineering 34,770 3,448,253,900 99,173 Industrial Design ,424,000 82,120 Other Design ,929,700 45,687 Textiles ,460,200 25,523 Urban 3, ,469,700 83,529 Entertainment 24, ,435,700 29,084 Film & Media ,644,900 53,797 Recreation 23, ,790,800 28,078 Fine Arts 1, ,363,000 68,893 Museums 30 1,864,800 62,160 Music ,327,600 64,020 Performing Arts ,718,300 61,229 Visual Arts ,452,300 95,448 Media/Communications 28,580 3,099,905, ,464 Advertising 6, ,534, ,603 Broadcasting ,833,000 63,007 Graphic Design 1, ,088,600 65,433 Marketing 13,680 1,622,615, ,612 Other 130 6,705,400 51,580 Printing 1,440 51,196,000 35,553 Public Relations 1, ,954,800 91,303 Publishing 2, ,978,700 78,917 SW/HW 122,360 13,851,871, ,206 Pittsburgh s Creative Clusters 91

92 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage Engineering 16,880 2,138,622, ,696 Health Devices 2, ,370,100 98,420 Manufacturing 7, ,398,700 35,771 Retail 8, ,933, ,720 Software 87,420 10,225,547, ,970 St. Louis, MO-IL 1,258,350 56,059,127,600 44,550 Creative Industry Support 39,820 2,081,000,700 52,260 Post-Sec 11, ,617,200 61,241 R&D 9, ,962,400 59,149 Services 18, ,421,100 43,222 DATA 16,560 1,079,031,700 65,159 Internet 10, ,931,500 75,689 R&D ,918,300 58,798 Sensor ,161,500 31,470 Telecomm 4, ,020,400 44,248 Design 24,830 1,808,440,800 72,833 Arch/Eng 1, ,698, ,490 Architecture 1, ,597,400 71,155 Engineering 14,180 1,122,922,600 79,191 Industrial Design ,172,500 81,150 Other Design ,499,200 39,880 Textiles 2,100 51,969,300 24,747 Urban 4, ,581,700 62,405 Entertainment 49,600 1,115,970,200 22,499 Film & Media 1,590 77,743,400 48,895 Recreation 48,010 1,038,226,800 21,625 Toys 0 Fine Arts 3, ,857,900 47,798 Museums ,137,000 37,174 Music ,687,500 43,750 Performing Arts 1,440 75,156,000 52,192 Visual Arts ,877,400 56,372 Media/Communications 26,770 1,613,618,300 60,277 Advertising 6, ,773,700 82,271 Broadcasting ,218,500 41,996 Graphic Design 2, ,673,000 44,406 Marketing 8, ,897,000 62,210 Other 70 3,983,000 56,900 Printing 3, ,939,600 34,588 Public Relations 3, ,635,400 62,337 Publishing 1, ,498,100 52,009 Pittsburgh s Creative Clusters 92

93 Benchmark Metro/Clusters Total Employment Total Wages $ Average Wage SW/HW 45,050 3,460,977,600 76,825 Engineering 1, ,203,500 87,103 Health Devices 1,540 66,307,000 43,056 Manufacturing 1,090 32,776,300 30,070 Retail 3, ,556,400 73,190 Software 37,170 2,954,134,400 79,476 Pittsburgh s Creative Clusters 93

94 Asking Questions The Creative Sector Survey Between August 16, 2013 and November 21, 2013, 388 people completed the Pittsburgh Regional Workforce & Quality of Life Survey. Only completed surveys were retained and included in the analysis below. The survey and all marketing materials designed to attract respondents were targeted at members of Pittsburgh s Creative Sector. Individuals working in the industries represented by the seven major cluster categories we asked to complete a series of questions about their work, work experience, and opinion on their individual quality of life in the Pittsburgh region. In some cases, the number of respondents for a particular question may not total 388 as some questions were only asked selectively based on previous responses. Both charts and table are presented in the following section. When a chart is provided, it is followed by a table with the specific data presented in the chart. First basic demographic information about those who completed the survey is presented. This is followed by information about the interaction among the creative industries, live and work locations, quality of place, mobile application development, social media usage, and employment conditions. It should be strongly emphasized that this is a survey whose participants are a convenience sample. The results only accurately reflect the participants who completed the survey and do not statistically represent the entire workforce of the Creative Sector. As much as possible, efforts were made to include individuals from across the entire Creative Sector and from throughout the entire region. However, as the results below show, either Creative Sector workers are very different from other workers in the region (this is probably quite true) or the respondents aren t very representative. Given the convenience sampling that was possible within the desired timeframe and budget, it cannot be determined which of these conditions apply. Based on the industry and some of the other results, it seems as if the 388 participants are generally representative of Pittsburgh s Creative Sector workers, but that opinion cannot be supported by statistical evidence. The basic demographic data looks at industry, company type, sex, age, race, wages, marital status and education. Information from outside the survey is also presented on race and education level. US Census data is also provided to be able to compare the survey participants to the general population. Pittsburgh s Creative Clusters 94

95 Primary Industry Count % Communications % Other % Fine Arts % Creative Industry Support Services % Software & Hardware % Design % Entertainment % Data Science 5 1.3% Grand Total 388 While other was the second most selected industry, the list of industries provided by the participants (below) shows that many of what they listed would actually fit within one of the major industry clusters. In general, the survey marketing was successful in reaching people across all of the various clusters of the Creative Sector. While the participation percentages do not exactly match to the employment distribution, in general, fewer participants were from industries that have fewer total employees across the Pittsburgh region. Selected Other Response Count Education 6 Non-Profit 2 Pittsburgh s Creative Clusters 95

96 Response Count 4-year public university 1 Academic/Higher Education/Innovation 1 Commercialization Affective Computing 1 Banking 1 Building services 1 Career Development 1 Community services 1 Community- based Non-profit 1 Corporate Relocation 1 Creative consulting and Art & Design 1 Cultural/Informational library 1 Cutting-edge semiconductor and next-generation 1 electronics design and implementation Data related business 1 Defense Contracting 1 Economic and Community Development 1 Finance 1 Financial services 1 Food Service/Retail 1 Government 1 Healthcare 1 Higher Education 1 Hi-tech consulting - technology implementation 1 and optimization, competitve advantage Human Services 1 I am associated with a major real estate sales 1 organization I work pt as an online teacher, but am working on 1 my own to develop educational technology I'm a freelance artist. No primary employer. 1 I'm a self employed-full time artist-sole proprietor 1 Investment in entrepreneurs 1 Landscaping 1 Law 1 Libraries 1 Libraries. 1 Manufacturing 1 MEMS and Nanotech hardware 1 Most of the above as a career training center 1 Multimedia - Web Design 1 Pittsburgh s Creative Clusters 96

97 Response Count Non-profit (education, networking, knowledge, 1 resources) Non-profit reuse retailer 1 Non-profit youth services 1 Non-profit, environmentally-conscious provider 1 of resources for artists, makers, and educators Organic Skin Care 1 Photographer 1 Printed Corrugated Pop-up Displays 1 Process Development for Reuse of Waste 1 Materials Real Estate 1 research education 1 Retail 1 Retailer 1 Self employed 1 Self employed artist 1 Self-employed artist 1 Signage, graphics, interiors, product, packaging 1 Spectrometer sales and services 1 University 1 Visual Art Teacher K-4 1 We sell creative technologies such as software, 1 3D printers and other related hardware and curriculu Pittsburgh s Creative Clusters 97

98 Count % Company Type For-profit company % Not specified/self-employed % Not for profit / charitable organization % Educational institution % Government 5 1.3% Grand Total 388 About half the participants were employees at a for-profit company. Most of the one-quarter who were not from one of the listed categories, said that they were self-employed or working as a freelancer. Interesting, those same respondents when given the option did not chose to identify as being from a place with a profit motive. It is likely that they focused more on the company aspect. As freelancers were more specifically identified in the survey, they were not included here, but these results align with those results and suggest that roughly one-quarter of the survey participants are primarily self-employed in some way. Pittsburgh s Creative Clusters 98

99 Sex Count % Female % Male % (blank) 2 0.5% Grand Total 388 Row Labels Count % % % % % % % 65 or older % (blank) 2 0.5% Grand Total 388 Pittsburgh s Creative Clusters 99

100 Row Labels Count % African-American % Asian 5 1.3% Caucasian % Hispanic 5 1.3% Native-American 1 0.3% Other % (blank) 5 1.3% Grand Total 388 Obviously, survey participants are by and large a group of white men and women. While sex split almost and the all age ranges were represented, nearly 90% of the participants identified as white. So, while striking, the graph below provides roughly the same information for Pittsburgh as estimated by the 2012 American Communities Survey (ACS). As Census collects separate date on race and Hispanic status, the results are not directly comparable, but they are very close. While the city of Pittsburgh has a large and significant African- American population, the same cannot be said of the Pittsburgh region. As the Census data reveals, nearly 90% of the population of the Pittsburgh region self-identifies as white. While the survey participants may not be racially representative of the city of Pittsburgh, they can be considered as roughly representative of the Pittsburgh region. Pittsburgh s Creative Clusters 100

101 Pittsburgh, PA Metro Area; Pennsylvania Estimate % Total: 2,357, % White alone 2,071, % Black or African American alone 193, % American Indian and Alaska Native alone 2, % Asian alone 42, % Native Hawaiian and Other Pacific Islander alone % Some other race alone 6, % Two or more races 40, % Pittsburgh s Creative Clusters 101

102 Count % Under % % % % Over % (blank) % Grand Total 388 As reported above, the average wages outside the Creative Sector in Pittsburgh are roughly $44,000. For the seven creative clusters, average wages range from $21,000 to $73,000 per year. Most are in the upper 50 s to lower 60 s. The survey results are generally in line with the objective, independent information lending additional support to the argument that the survey participants are representative of Pittsburgh s Creative Sector workforce. Pittsburgh s Creative Clusters 102

103 Row Labels Count % Divorced/Separated % Married/Partnered % Single % Widowed 6 1.5% (blank) 7 1.8% Grand Total 388 Marital status is shown and generally reflects the family orientation that many in Pittsburgh frequently put forward, but it also shows that nearly one-third of the respondents are single. Pittsburgh s Creative Clusters 103

104 Row Labels Count % High school graduate or less 2 0.5% Some college % Associate or junior college degree % Bachelor's degree % Post-graduate work or degree % (blank) 5 1.3% Grand Total 371 Clearly, respondents are highly educated. Over half report completing some education beyond a bachelor s degree. This is significantly different than for the Pittsburgh region overall, where according to the 2012 ACS, just under 11% of the population has completed a graduate or professional degree. As noted above, it is unclear because of the sampling method employed for the survey whether that difference is simply an artifact of the sample of people who completed the survey or if it is a structural difference between the general population and individuals working in the Creative Sector. The comparability of other results in the survey to more objective data supports the argument that these results are structural. And, generally those working in the creative sector are more educated. And, while the results support that argument, it cannot be interpreted as being statistically or in any other way a significant result just really interesting. Pittsburgh s Creative Clusters 104

105 Subject Pittsburgh, PA Metro Area EDUCATIONAL ATTAINMENT Estimate Percent Population 25 years and over 1,668,898 1,668,898 Less than 9th grade 41, % 9th to 12th grade, no diploma 102, % High school graduate (includes equivalency) 612, % Some college, no degree 282, % Associate's degree 148, % Bachelor's degree 300, % Graduate or professional degree 181, % Pittsburgh s Creative Clusters 105

106 Interconnectivity between the Creative Industries Participants were asked based on their reported industry how often they interacted with people from the other creative sector clusters. They indicated whether they interacted rarely/never (1), monthly (2), weekly (3), or daily (4) with the other industry sectors. The two tables below summarize those results. The first table considers by industry how frequently people reported working with the other industries. The columns are as follows: Industry In which of the seven clusters does the respondent work? Avg What is average of all the responses scored on the 1 to 4 scale? The higher the number, the more often someone in that industry reported interacting with someone in one of the industry clusters/subclusters. Over 2 For each industry cluster, the respondent was presented with a list of all the industry subclusters and asked to report the frequency of their interaction with those subclusters. Depending on the cluster, the number of subclusters varied (see Total next). This column reports the number of times that the average of all reported interactions for that cluster with the other subclusters was greater than 2. Effectively, this is a count of the number of subclusters with which the average respondent reported either weekly or daily interaction with another creative cluster or subcluster. Total The total number of possible interactions based on the current cluster. % Count over 2 The percentage of weekly or daily interactions (on average) across all possible interactions. This percentage represents the spillover potential an industry. The higher the percentage, the more likely that a firm in that industry is frequently engaging with firms in other industries across the creative Over 2 (not own ind) % Count over 2 (not own ind) spectrum. Since the subclusters where included, a person also reported interactions with firms in their same cluster but in a different subcluster. For example Design firms in Architecture reported interactions with Design firms in Engineering. While clearly a good thing, one would expect that firms within the same highlevel cluster would be more likely to interact with each other than with firms in a different cluster. This count excludes interactions with firms that are in the same cluster and only counts interactions with firms in other clusters. This is the percentage of possible inter-cluster interactions that occur on average on a weekly or daily basis. The higher this percentage, the more likely that a firm in that industry is frequently engaging with firms in other clusters. Effectively, this is a measure of the potential for spill-acrosses instead of just spillovers. Pittsburgh s Creative Clusters 106

107 1=rarely/never;4=daily Industry Avg Over 2 Total % Count over 2 Over 2 (not own ind) % Count over 2 (not own ind) COMM % % ARTS % % CISPT % % SW % % DESIGN % 3 6.1% ENTER % % DATA % 3 7.1% This next table shows the average interaction frequencies between someone working in one of the industry clusters (the high-level clusters) in the columns and the specific industry subclusters, listed in the rows. For example, on average people working in the Cultural Industry Support Industry (CISPT), reported interacting with someone working in Media/Communications (COMM) advertising with between monthly (3) and weekly (2) frequency (the reported average is 2.4). For this table, the higher the number the more frequent the interactions between the creative cluster and the specific subcluster. Keep in mind that the score could not be lower than 1 or higher than 4 so a score at or near 1 indicates little or no interaction while a score above 3 indicates frequent interaction. The data is repeated in the following table but in a heat map format the darker the red background, the more frequent and more likely there is an interaction between the creative industries clusters and subclusters. 1=rarely/never;4=daily Interacts with Industry/Subcluster COMM CISPT DATA DESIGN ENTER ARTS Other SW COMM-Advertising COMM-Audio Services COMM-Marketing COMM-Public Relation COMM-Print Productio COMM-Publishing COMM-Video Productio COMM-Social Media COMM-Graphic Design DESIGN-Architecture DESIGN-Industrial Desi DESIGN-Advanced Manufa DESIGN-Engineering DESIGN-Making DESIGN-Textiles DESIGN-Urban Systems ENTER-Education IT/Te Pittsburgh s Creative Clusters 107

108 1=rarely/never;4=daily Interacts with Industry/Subcluster COMM CISPT DATA DESIGN ENTER ARTS Other SW ENTER-Animation ENTER-Gaming ENTER-Post-Production ENTER-Theme Parks & R ENTER-Toys ENTER-Film & Digital ARTS-Arts Organizati ARTS-Arts Venues ARTS-Music ARTS-Performing Arts ARTS-Visual Arts ARTS-Interactive Art ARTS-Museums & Galle SW-Augmented Reali SW-Health IT/Medic SW-Robotics SW-Mobile Applicat SW-Responsive Envi SW-Software Develo DATA-Big Sensor DATA-Big Data DATA-Pervasive Compu DATA-Embedded Comput DATA-Telecommunicati DATA-Parallel Comput CISPT-Consulting CISPT-Co-Working Spac CISPT-Incubators/Acce CISPT-University R&D CISPT-Government R&D CISPT-Corporate R&D CISPT-Post-Secondary CISPT-Related Service CISPT-Trade Associati CISPT-Professional So CISPT-Seed & Venture Pittsburgh s Creative Clusters 108

109 Creative Industry Interactivity Heat Map Interacts with Industry ARTS CISPT COMM DATA DSGN ENTR SW Other ARTS-Arts Organizati ARTS-Arts Venues ARTS-Interactive Art ARTS-Museums & Galle ARTS-Music ARTS-Performing Arts ARTS-Visual Arts CISPT-Consulting CISPT-Corporate R&D CISPT-Co-Working Spac CISPT-Government R&D CISPT-Incubators/Acce CISPT-Post-Secondary CISPT-Professional So CISPT-Related Service CISPT-Seed & Venture CISPT-Trade Associati CISPT-University R&D COMM-Advertising COMM-Audio Services COMM-Graphic Design COMM-Marketing COMM-Print Productio COMM-Public Relation COMM-Publishing COMM-Social Media COMM-Video Productio DATA-Big Data DATA-Big Sensor DATA-Embedded Comput DATA-Parallel Comput DATA-Pervasive Compu DATA-Telecommunicati DESIGN-Advanced Manufa DESIGN-Architecture DESIGN-Engineering DESIGN-Industrial Desi DESIGN-Making DESIGN-Textiles DESIGN-Urban Systems ENTER-Animation ENTER-Education IT/Te ENTER-Film & Digital ENTER-Gaming ENTER-Post-Production ENTER-Theme Parks & R ENTER-Toys SW-Augmented Reali SW-Health IT/Medic SW-Mobile Applicat SW-Responsive Envi SW-Robotics SW-Software Develo Pittsburgh s Creative Clusters 109

110 Live/Work Locations Respondents were asked to provide the zip code of where the live and the zip code where they do most of their work. Nearly a third (122 or 31.8%) reported the same zip code for both live and work. This does not necessarily mean that they are working from home but does indicate that they are most likely living and working at locations that are a short walk, bike ride, or drive from each other. Overall, about two-thirds of respondents live in the City of Pittsburgh (152xx) and nearly three-quarters work in the City. Most of the others are in the area right around the City of Pittsburgh (151xx) while a few are scattered throughout the region. Row Labels Live3 Row Labels Work3 Location Other % Other % % % Pittsburgh North % % Pittsburgh Vicinity % % Pittsburgh City % % Pittsburgh Southwest % % Pittsburgh Southeast % % Greensburg % % New Castle Grand Total 388 Grand Total 388 Quality of Living Pittsburgh Participants were asked the rate the Pittsburgh region on a series of factors. For each of the factors (listed below) they were to score the region s performance on that factor ranging from poor (1) to ideal (4). This was clearly put forward as a subjective evaluation. Each respondent was to provide his/her opinion of how they saw the Pittsburgh region based on the factors. Average 1 - Poor Ideal (blank) Cost of living Overall Availability of education Sense of community Quality of education Social environment Providing a healthy environment The environment Financial issues Career opportunities Pittsburgh s Creative Clusters 110

111 Two Most Important Assets of the Pittsburgh Region They were then asked to identify the two factors that they thought were most important to them personally. The first table shows the average of the responses across all ten factors. The region scores highest on cost of living and lowest on career opportunities. But, for all of the listed factors, the average performance was above 2 (fair). Cost of living and career opportunities were also identified as the most important factors as shown in the second table. No Yes %yes Cost of living % Career opportunities % Sense of community % Providing a healthy environment % Social environment % Quality of education % The environment % Overall % Availability of education % Financial issues % Mobile Development The table below incorporates the results of two interrelated questions. The first question ( do mobile in the blue rows) was whether or not a person currently does mobile application development. Respondents could answer yes (21.4%), no (55.7%), or no, but I would like to learn (22.4%). The second question asked of all respondents was about whether they wanted to do mobile application development. The possible answers were yes or no. For the second question, the responses were split nearly with 198 answering yes and 189 answering no. The table below shows the answers as provided based on whether people are currently doing mobile app development. Essentially, about half of the respondents would like to do mobile app development and about half of them or a quarter of the total are currently doing mobile app development. Row Labels Count % Do Mobile No % Would like No % Would like Yes % Would like (blank) 1 0.5% Do Mobile No, but want to learn % Would like No % Would like Yes % Do Mobile Yes % Would like No % Would like Yes % Do Mobile (blank) 2 0.5% Would like No 2 Do Mobile Grand Total 388 Pittsburgh s Creative Clusters 111

112 Social Media Visits The table below indicates the average and specific answer counts for the respondents in terms of visiting social media sites. Facebook is the most visited, averaging visits multiple days every week, with most people visiting it daily. Twitter is used either daily or not at all while Linked-In is used daily or weekly. The other sites are not visited frequently by many of the respondents. A few of the other responses were indicated by multiple people and are shown in the second table. Average 1 - Seldom 2 - About 3 - Several 4 - Daily/Almost (blank) or Never once a week days a week every day Facebook Twitter Linked-In Pinterest Snap Chat Google Other Select Other Sites Row Labels Count Instagram 14 tumblr 7 vine 4 YouTube 2 About.me 1 academia.edu 1 Angel.co 1 Freelance Work Freelance work or free agent or subcontracting work is often seen as a primary means of employment within the creative sector. A series of three questions were asked with variation based on the respondent s answers. The results are in the two tables, chart, and table shown below. The first asked if a person received most of their income from freelance work. Nearly one-quarter of the respondents indicated that they mostly worked freelance. This is nearly four times the general share of self-employment (6%) reported by the Census in the ACS for the Pittsburgh region. When someone indicated their primary source of income was not from freelancing, they were asked if they earned any income from freelance work. Of the 292 people who had major income outside of freelancing, over half (51.7%) indicated that they still earned some money from freelancing. Of the 388 people who completed the survey three in five (59.5%) earned some income from freelance work. The chart and the final table show, for all respondents who indicated that they did any freelance work, whether as primary or supplementary income, the average number of hours worked each week. While over half worked ten hours or less each week, nearly a quarter (22.2%) worked forty hours or more each week. As this number is lower than the share who said the majority of their income was from freelance work, a small number of people are doing freelance work for the majority of their income but working less than 40 hours a week. Pittsburgh s Creative Clusters 112

113 Q15 Row Labels Count Mostly Freelance No % Yes % Grand Total 388 Q21 Row Labels Count FT plus freelance No % Yes % (blank) 6 2.1% Grand Total % Freelance Hours Count % % % % % % (blank) 158 Grand Total 388 Along with freelance work, respondents reported that nearly three in ten of their employers have hired transient (non-local) workers to assist with specific skills or on projects. Pittsburgh s Creative Clusters 113

114 Q18 Row Labels Count Hire Transients No % Yes % (blank) % Grand Total 388 The final tables and charts in this section look at employment situations for those working in the Creative Sector. The first chart and table show the results of how often respondents have changed employers over the past five years. Only about one-third have not changed employers although the large number of blank responses suggests that people who had not changed employers at all simply skipped this question rather than selecting the never option. If that is the case, then over half have not switched employers. However, one in five have switched employers once and one in ten have switched two times and one in ten has switched three times. Row Labels Count Never % Once % Twice % Three times % Four times % Five or more times 1 0.3% (blank) % Grand Total 388 Pittsburgh s Creative Clusters 114

115 Respondents were asked to select their top two factors that would lead them to change their job from a list of 10 (with an added other option available but not really used). Money and type of work were the clear favorites. Over 40% selected at least one of the two. Hours/work balance and professional growth were each mentioned by one in six respondents while one in ten mentioned location. The other factors were not mentioned very frequently. Top Two Factors to Change Current Job No Yes %yes Salary / Hourly Rate % Type or Quality of Work % Hours (work-life balance& % Professional Growth (lear % Location % Room for Advancement % Health & Dental Benefits % Other % Employer s Reputation % Education or Professional % Retirement Fund (employer % Finally, the respondents were asked if they would be interested in attending peer-to-peer, networking, summit and other similar events. Over three-quarters indicated that they would be somewhat or very interested in finding ways of connecting with others working in Pittsburgh s Creative Sector. Interested in Peer-to-Peer, Summits, Events Row Labels Count Not at all interested % Not too interested % Somewhat interested % Very interested % (blank) 1 0.3% Grand Total 388 Pittsburgh s Creative Clusters 115

116 Focus Groups Seven focus groups, one for each of the major creative sector clusters, were held with sixty-nine participants. The participants were asked to generate positive, negative and creative/innovative ideas with regard to Pittsburgh s Creative Sector. The detailed notes from all sessions are available. The table below summarizes the number of different ideas and comments made at each of the focus group sessions and indicates if the comment was focused around workforce (talent), culture and diversity (Inclusiveness), innovation (technology) or quality of life (territory assets). These comments and creative ideas were used to assist in the formulation of the various recommendations assembled for this report. PTC Creative Industries Study Cluster Focus Group Analysis v3.0 Fine Arts = 11 (Participants) Strengths Challenges New Ideas Total Workforce Culture & Diversity Innovation Quality of Life Totals Software/ Hardware & Big Data = 10 Strengths Challenges New Ideas Total Workforce Culture & Diversity Innovation Quality of Life Totals Entertainment = 14 Strengths Challenges New Ideas Total Workforce Culture & Diversity Innovation Quality of Life Totals Design = 16 Strengths Challenges New Ideas Total Workforce Culture & Diversity Innovation Quality of Life Totals CI Support = 17 Pittsburgh s Creative Clusters 116

117 Strengths Challenges New Ideas Total Workforce Culture & Diversity Innovation Quality of Life Totals Communications = 16 Strengths Challenges New Ideas Total Workforce Culture & Diversity Innovation Quality of Life Totals Total Participants = 69 Sub-Total Ideas Other/Unclassified Ideas TOTAL IDEAS Workforce 314 Culture & Diversity 185 Innovation 177 Quality of Life 270 Total 946 Pittsburgh s Creative Clusters 117

118 Focus Groups: The Future of the Creative Industries in our Region Challenges Opportunities Strengths Pittsburgh s Creative Clusters 118