Go west: economic strategy shifts.

• Author: Brandon, Lynne
• Position: SPECIAL ADVERTISING SECTION: REGIONAL FOCUS

There is a saying: If you keep doing the same thing, you will keep getting the same results. In western North Carolina there is a group of people who have heard the beat of a different drummer--the sound of innovation--and they are responding to the state's changing landscape.

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Long known for majestic mountains and breathtaking scenery, western North Carolina historically has been viewed by outsiders as a tourist destination. There are reasons for that.

Whether it's touring Asheville's Biltmore Estate, enjoying Boone's eclectic lifestyle or relaxing in the quaintness of surrounding mountain towns, travelers can find something to do in the region. But perception is in the eye of the beholder. Local business leaders want to show that their corner of the state is not only a beautiful place to visit, but one that also holds ripe business opportunities.

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Economist and urban-studies theorist Richard Florida, through his book The Rise of the Creative Class, is paving the way for a shift revolving around a demographic group of creative people. Florida talks about the creativity inherent in all people--whether plumbers, bankers or sales clerks--and the need to harness the concept in business. He believes that the creative work force will point the way to success. Learning to recognize, attract and retain the new work force is the challenge ahead for western North Carolina.

The first step is recognizing that the region has been moving from a manufacturing-based economy. Attracting a creative work force will require a strong economic infrastructure. Providing a desirable quality of life and a strong educational system will be keys to retention.

To have a creative economy, there must be a creative work force. That's where entrepreneurs and business leaders such as Jim Roberts, executive director of Blue Ridge Angel Investors Network and the Blue Ridge Entrepreneurial Council, come into play. The council has been instrumental in leading the charge toward change. With the inception of the network, a door was opened for entrepreneurs seeking angel investors to support new businesses. The network and the Appalachian Regional Commission co-hosted a conference, Building Entrepreneurial Communities/Carolina Connect Venture Capital and Entrepreneurship. It was attended by more than 360 people, representing organizations or individuals with a total of more than $1 billion in private equity capital. To date, several entrepreneurs have presented business plans to the investors, with one company raising more than $500,000.

Mark Owen, director of communications and research for AdvantageWest, an economic-development organization for 23 counties in the western part of the state, says the work of the council and BRAIN represents an important shift in strategy. Initially, Owen says, job recruiting for the region was heavily swayed toward manufacturing. "We still recruit for manufacturing but now realize the need to look to other outside sources." Matching entrepreneurs with community partners is one example of how the recruiting process has changed. It has prompted AdvantageWest to pursue a relationship with Oak Ridge National Laboratory.

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