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“Place
Ma)ers.”
 ‐Why
quality
of
life
is
pivotal
to
the
San
Diego
region’s
 ability
to
a)ract
and
retain
top
talent.
 Equinox
Center,
April
2012



equinoxcenter.org


Source:
CEOs
for
CiKes,
Impresa
ConsulKng,
Yankelovich
2005



Where
is
San
Diego's
Toughest
CompeKKon
in

 A)racKng
Young
Professionals?


#
of
Appearances
Among
Top
Ten
Lists
(of
9
Total)


6
 5


Frequency
of
Appearances
in
NaKonal
LisKngs
 of
Top
10
CiKes
for
Young
Professionals/Young
 Adults
(2010‐2011)

 (Top
10
Most
Frequently
Listed
Ci7es
Plus
San
 Diego)


4
 3
 2
 1
 0


September
2011



How
likely
are
the
Young
&
Restless
 to
live
in
urban
centers

 compared
to
all
Americans?


1980:
 12%...
 1980:
 10%...


1990:
 29%...


2009:
 42%
 more
 likely


Source:
CEOs
for
CiKes,
Impresa
ConsulKng,
2011



Percentage
Growth
in
Young
&
Restless
 San
Diego
Metro
Area
 2000
‐
2009


NON
URBAN
CENTER
 23%


URBAN
CENTER


equinoxcenter.org


Source:
CEOs
for
CiKes,
Impresa
ConsulKng,
2011


54%



UBS
Moves
Back
to
NYC
 “It
turns
out
that
a
suburban
locaKon
has
 become
a
liability
in
recruiKng
the
best
 and
brightest
young
bankers,
who
want
 to
live
in
Manha)an
or
Brooklyn,
not
in
 Stamford,
ConnecKcut.”
 ‐The
New
York
Times,
June
9,
2011
“Ager
 Leaving
City,
Big
Bank
Mulls
a
Return”


equinoxcenter.org



Driver’s
license
a)ainment
declining
 1983‐2008
 19%


12%


10%


5%


20
somethings
 17
year
olds
 19
year
olds
 30
somethings
 equinoxcenter.org


Source:

University
of
Michigan
TransportaKon
Research
InsKtute,
Dec
2011




Vehicle
ownership
declining
 "We
have
to
face
the
growing
reality
that
today
 young
people
don't
seem
to
be
as
interested
 in
cars
as
previous
generaGons.”
 ‐Toyota
USA
President
Jim
Lentz



“I
don’t
think
the
car
symbolizes
freedom
to
 Gen
Y
to
the
extent
it
did
Baby
Boomers.”



‐Ford
Motor
Co.
Global
Trends
and
Futuring
Manager
 Sheryl
Connelly
 equinoxcenter.org



Q:
Do
you
see
yourself
living
in
the
San
Diego
 region
in
5
or
10
years?
 Definitely
not
 10%
 Probably
not
 22%


Yes,
definitely
 27%


Probably
 41%
 equinoxcenter.org


Informal
poll:
49
18‐35
year
olds
in
San
Diego
County,
2012



Q:
What
types
of
features
or
ameniKes
do
you
value
 most
in
determining
the
kind
of
place
you’d
like
to
live?


equinoxcenter.org


Informal
poll:
49
18‐35
year
olds
in
San
Diego
County,
2012



Findings
from
Equinox
Center’s
2012
 San
Diego
Regional
Quality
of
Life
Dashboard


equinoxcenter.org
 photo
:
Sam
Hodgson,
Voice
of
San
Diego



Findings
from
Equinox
Center’s
2012
 San
Diego
Regional
Quality
of
Life
Dashboard


equinoxcenter.org
 photo
:
Sam
Hodgson,
Voice
of
San
Diego



Findings
from
Equinox
Center’s
2012
 San
Diego
Regional
Quality
of
Life
Dashboard


equinoxcenter.org
 photo
:
Sam
Hodgson,
Voice
of
San
Diego



For
more
on
the
“Young
&
Restless,”
visit:
 www.equinoxcenter.org/research‐topics/prosperity/ youngandrestless.html


 Equinox
Center
is
a
non‐profit,
non‐parKsan
research
 and
policy
center
advancing
economically
and
 environmentally
sound
soluKons
for
growth
in
the
San
 Diego
region.
If
you
found
this
presentaKon
of
value,
 please
consider
supporKng
our
work:
 h)p://www.equinoxcenter.org/donate.html.




Place Matters: The Young & Restless and the San Diego Region, April 2012