{"id":27131,"date":"2018-04-17T11:31:11","date_gmt":"2018-04-17T18:31:11","guid":{"rendered":"https:\/\/www.esri.com\/about\/newsroom\/?post_type=wherenext&p=27131"},"modified":"2021-11-19T13:24:33","modified_gmt":"2021-11-19T21:24:33","slug":"bentonville-fights-millennial-brain-drain","status":"publish","type":"wherenext","link":"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/bentonville-fights-millennial-brain-drain","title":{"rendered":"A Small City Fights for the Millennial Workforce"},"author":501,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","podmotor_file_id":"","podmotor_episode_id":"","castos_file_data":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","_links_to":"","_links_to_target":""},"categories":[1561,401,91],"tags":[1781],"department":[476792,476782],"wherenext-category":[],"industry":[],"class_list":["post-27131","wherenext","type-wherenext","status-publish","format-standard","hentry","category-economic-development","category-government","category-mapping","tag-millennials","department-cxo-priorities","department-new-analyst"],"acf":{"short_description":"Amidst a brain drain of young talent to big cities, smaller locations are using location intelligence and innovative planning as a counterweight.","pdf":{"host_remotely":false,"file":"","file_url":""},"flexible_content":[{"acf_fc_layout":"content","content":"Bentonville had a people problem: They would come to work in the Northwest Arkansas city that is home to Walmart\u2019s headquarters, but they would only stay until they could find employment somewhere more appealing.\r\n\r\n\u201cPeople would take the jobs for the r\u00e9sum\u00e9 and the salary. And then after a few years of having both, they'd leave because Bentonville wasn't the type of place that could keep them there,\u201d says John Houseal, a Chicago consultant who works with the city on planning and development issues.\r\n\r\nSo, in 2005\u20136, the city gathered with Walmart officials and other major employers and civic leaders and decided they had to not only slow or stop the brain drain but actually reverse it if they wanted their tax base to grow and their community to thrive.\r\n\r\nOne of Bentonville\u2019s first steps was devising a new comprehensive plan using location intelligence powered by a modern geographic information system (GIS). The data-rich, mapping-based technology helped officials look at issues large and small, from details as minute as individual parcel designations all the way up to population projections for the region."},{"acf_fc_layout":"form","form_type":"bar","form_position":"Right","form_title":"GET THE ESRI BRIEF","form_desc":"A biweekly email connecting senior executives and business leaders with thought-provoking articles on location intelligence and critical technology trends.","form_button_label":"Sign up","form_content":"https:\/\/go.pardot.com\/l\/82202\/2017-10-12\/jw1bmb","form_tag":"low-commitment-form\/sign-up-form"},{"acf_fc_layout":"content","content":"That plan gave them a baseline of what the city was and, more importantly, wanted to be. That was especially important in an environment where cities and suburbs large and small are fighting to attract and retain businesses and their workforces.\r\n\r\n\u201cWe are a small city that is doing its dead level best to create an environment where it can recruit and retain top-notch talent, understanding fully that it really is a global competition for that talent now,\u201d says Troy Galloway, Bentonville\u2019s community and economic development director. \u201cIt used to be regional, then national, but it really has gone global.\u201d\r\n\r\nGrowing the Right Amenities<\/strong>\r\n\r\nAmong those attracted to the evolving Bentonville was Rob Apple, managing director of the Ropeswing Hospitality Group, which today owns and operates restaurants, lounges, and meeting space downtown. Apple, a Northwest Arkansas native, had moved away from his home state, but returned to Bentonville to take a job with a consumer products company. Upon his return, he was reminded of how limited the social and culinary options were.\r\n\r\n\u201cThere wasn\u2019t much going on when we first moved to the downtown area,\u201d Apple told WhereNext<\/em>.\u00a0\u201cAfter a few years it became clear that the area was going to change, and we were fortunate enough to open a small restaurant in the middle of it all in 2011.\u201d\r\n\r\nThe restaurant caught on, and Ropeswing has been growing ever since\u2014and providing the kinds of establishments young professionals value. It now operates an artisanal cocktail bar and farm-to-table restaurants for foodies\u2014a term many Millennials associate with<\/a>\u2014featuring local fare and gluten-free options.\r\n\r\n\u201cWe have a long and growing list of concept ideas that we would like to explore. Some of our ideas in development are a result of a gap in the market,\u201d Apple says. \u201cOther concepts in development are bigger ideas that no one is necessarily asking for, but we hope they contribute in a meaningful way to our community. We are comfortable pursuing projects like this because the area has been so supportive of new ideas.\u201d\r\n\r\nBentonville Redesigned Itself to Attract Business, Workforce<\/strong>\r\n\r\nAs the new Bentonville began emerging, the city and its main consulting team, Houseal Lavigne Associates of Chicago, took deeper dives into what amounted to a redesign of the city. They turned to sophisticated GIS tools to perform location analytics and set the stage for additional growth.\r\n\r\nTheir plans combined high-tech GIS applications with old-fashioned human intel gleaned from charettes with business owners, residents, and anyone with a stake in what goes on in Bentonville."},{"acf_fc_layout":"image","image":27091,"image_position":"left","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"\u201cThe question,\u201d Houseal says, \u201cis can you analyze that data and then tell a story that people will pay attention to and take things away from?\u201d Houseal, his partner Devin Lavigne, and city planners used a variety of GIS capabilities to tell that story and plot Bentonville\u2019s course. For example, they used GIS-based maps and dashboards to test various development scenarios and their potential impacts on population (see image at left).\r\n\r\nAnother GIS tool allowed the team to draw a sketch plan that was laid over an aerial map to identify where street connections should occur and environmentally sensitive areas should be preserved and protected.\r\n\r\nGIS also gave planners a deeper understanding of the city\u2019s economics, helping them determine the average spending power of current and future residents, and calculating demographic trends that pinpointed gaps in the housing market.\r\n\r\nAll that data was important for businesses to consider while planning to branch out or move to Bentonville. It also informed city officials\u2019 plans.\r\n\r\nLavigne says Bentonville, which has grown more than 300 percent since 1990, has to be careful that it expands in the right way. The planning capabilities of GIS, he says, helped planners \u201caccommodate anticipated growth in a more responsible manner consistent with the community's vision\u201d\u2014for instance, by visualizing how neighborhood growth will affect the city\u2019s infrastructure, residential density, and access to downtown amenities.\r\n\r\nCities and the Millennial Workforce<\/strong>\r\n\r\nBentonville is hardly alone when it comes to upping its game.\r\n\r\nCommunities of all sizes are doing everything they can to become more competitive in attracting the young, educated, millennial workforce experts believe is a prerequisite to luring new businesses.\r\n\r\nPlaces across the country are redesigning and rezoning roads, town squares, and entertainment districts to make them more bicycle and walker friendly. Such alterations can win over Millennials, who are not nearly as car-centric as their aging baby boomer parents<\/a>. They\u2019re also welcoming the kinds of establishments Ropeswing and Rob Apple are bringing to Bentonville.\r\n\r\nYes, tax breaks and free land remain important in wooing and retaining businesses and their accompanying workforces. Witness the incentive-laden deals cities are offering Amazon<\/a> as the online giant eyes potential landing spots for a second headquarters.\r\n\r\nBut it\u2019s all for naught if the brand name of a business can attract talent and the city where it\u2019s located isn\u2019t interesting enough to keep employees for more than a couple of years.\r\n\r\nAmazon\u2019s short list of 20 cities\u2014ranging from behemoths such as New York City and Los Angeles to smaller metro areas like Nashville and Columbus, Ohio\u2014offer a lot of the urban and suburban niceties today\u2019s mobile workforce craves. That\u2019s everything from funky coffee shops and local restaurants to microbreweries, ethnic food, walkable downtowns, and parks. Those characteristics just happen to be among the must-haves for people born between 1981 and 1996, according to a survey of 2,000 Millennials<\/a> by the apartment-listing website Abodo."},{"acf_fc_layout":"quote","image":27081,"text":"We published a comprehensive plan in 2006 that pointed towards the downtown as the platform for growth and development. That set the stage for efforts to recruit businesses to downtown and work on the aesthetics of the downtown.","author_name":"Troy Galloway, Bentonville community and economic development director","author_profession_organization":""},{"acf_fc_layout":"content","content":"Competing to Offer What Young Workers Seek<\/strong>\r\n\r\nFor economic developers, the takeaway should be that no locale is off the map, provided it has what young workers seek.\r\n\r\nMore than ever, research indicates, Millennials are choosing their employer not so much by what the company does or the benefits it has to offer, but whether the community it calls home meets certain standards. In other words, it\u2019s about lifestyles.\r\n\r\n\u201cA trend we're seeing in competitiveness is positioning your community not financially but in terms of quality of life, through all these amenities. That\u2019s the economic incentive that makes people want to work there and corporations want to locate there,\u201d Houseal says.\r\n\r\nA recent study<\/a> of Millennials shows that people ranging in age from 22 to 37 are working and living in city centers over suburbs, in part because suburbs lack the lifestyle and social options they demand. Businesses are taking the hint and moving to city centers: GE to Boston, McDonald\u2019s to Chicago, and Aetna to Manhattan\u2014all places with a plethora of young workers. Smaller cities, such as Bentonville, are changing their lifestyle quotient to compete."},{"acf_fc_layout":"sidebar","layout":"standard","image_reference":null,"image_reference_figure":"","spotlight_image":null,"section_title":"","spotlight_name":"","position":"Right","content":"

Public\u2013Private Partners<\/h2>\r\nSmaller cities may note the presence of Walmart in Bentonville and wonder how they can modernize their communities and attract a vibrant workforce without the aid of a marquee employer. While large employers tend to have a large effect on the communities where they reside\u2014for instance, Walmart in Northwest Arkansas or Amazon in the Seattle area<\/a>\u2014there\u2019s a long history of public-private partnerships in cities of every size.\r\n\r\nExperts advise companies to partner with economic development agencies, local utility companies, and community groups to fund mutually beneficial projects aimed at improving the area\u2019s attractiveness to prospective employees. That may include job training at local colleges and trade schools, beautification programs for parks and business districts, green energy initiatives backed by local utilities, and the development of mixed-use communities that draw residents and businesses to a common location. And good pizza<\/a> wouldn\u2019t hurt.","snippet":""},{"acf_fc_layout":"content","content":"But as people move in, snapping up the best and most economical places to live, prices tend to rise, creating an affordable housing problem for growing communities. Bentonville has seen the price of downtown property soar to $200 a square foot, which can be out of the financial range of younger Millennials burdened with college loan debt.\r\n\r\n\u201cSome of our success is actually running contrary to what we originally were wanting to achieve, and that's a place where people wanted to live,\u201d Galloway says. \u201cWe've certainly done that, but now there's a lot of people that can't afford to live there.\u201d\r\n\r\nBentonville\u2019s population has risen steadily in recent years, from roughly 32,000 in 2006 to more than 47,000 today, US Census Bureau figures show. That\u2019s an increase of almost 47 percent since the city put in place its original comprehensive plan to rebuild Bentonville and its downtown. Galloway expects the city\u2019s population to hit 50,000 this year and grow as much as 50 percent more during the next decade and a half.\r\n\r\nA 2020 Plan for Northwest Arkansas<\/strong>\r\n\r\nGalloway says Bentonville will keep developing, and will use its planning capabilities and GIS technology to manage that growth.\r\n\r\nThe Walton Family Foundation, for example, is working on a 2020 plan that focuses on bringing more attainable housing, on-street cycling infrastructure, and mass transit to Bentonville and Northwest Arkansas.\r\n\r\nOne change almost certain to happen is altering the zoning laws to allow for more dense development in and around downtown. That should create an environment for the construction of less-expensive housing.\r\n\r\nAs they continue their planning efforts, officials are using ever-more intuitive technology, including a GIS application complete with a 3D digital library of the city\u2019s growth areas. Houseal Lavigne recently integrated those GIS models into a virtual reality (VR) program that showcased different scenarios of future growth. Through the VR app, the planning team was \u201cdropped\u201d into a virtual scene to experience the proposed changes as they would in real life.\r\n\r\n\u201cBentonville has to always be a place where people want to come, they want to live, they want to recreate, they want to spend their free time,\u201d Galloway says. \u201cAnd if we can achieve that, we will inevitably be able to attract the people, the demographics, the workforce that our community needs to be successful long term.\u201d\r\n\r\nAmong the changes that have come to Bentonville since the 2005\u20136 plan took effect:\r\n
    \r\n \t
  • The Crystal Bridges Museum of American Art opened during late 2011. Funded by the Walton family, it exhibits world-class collections and anchors the city\u2019s expanding cultural efforts.<\/li>\r\n \t
  • A series of bike paths and lanes were built throughout the city and surrounding area. The Razorback Greenway is one of the more prominent trails, running almost 30 miles, from north of Bentonville to the south edge of Fayetteville. A challenging and well-regarded network of mountain bike trails was opened, too.<\/li>\r\n \t
  • An entertainment district in and around the city square features trendy restaurants, shops, and lounges.<\/li>\r\n<\/ul>\r\nA Wager on Growth <\/strong>\r\n\r\nBentonville, according to a study released earlier this year, is leading a renaissance of sorts in Northwest Arkansas. Produced by University of Arkansas Center for Business and Economic Research and sponsored by the Walton Family Foundation, the report shows that from 2012 to 2017, downtown Bentonville had the largest population increase and issued the most building permits for commercial and residential units in the region."},{"acf_fc_layout":"quote","image":27071,"text":"A few years ago, Bentonville didn't have brew pubs and white table cloth restaurants and food trucks and movie theater festivals or arts festivals. They now have all of that.","author_name":"John Houseal, Houseal Lavigne","author_profession_organization":""},{"acf_fc_layout":"content","content":"Houseal sums up the Bentonville transformation this way: \u201cA lot of it was fueled by the city as well as Walmart and the Walton Foundation and others. They really focused on what the young workforce wants\u2014recreational amenities, outdoor amenities, cultural amenities, educational amenities, and restaurant amenities. The result is a better community, not just for millennials, but for everyone.\u201d\r\n\r\nRopeswing is a case in point. Apple\u2019s company now runs two popular restaurants, a lounge and event space, and has at least two projects in the planning stages for Bentonville. One notion coming to fruition, he says, is \u201cThe Holler,\u201d which will feature shuffleboard courts\u2014a growing pastime for Millennials\u2014work areas with fiber internet, live music, a culinary bar, and a coffee program. The idea is to encourage everything from meeting for drinks and a bite to eat to starting a new business, Apple says. His target audience is all age groups, not just Millennials.\r\n\r\n\u201cIn the Millennial category,\u201d Apple says, \u201cthere are artists, young professionals, entrepreneurs, parents, and singles.\u00a0I think this reality pushes us to focus on the fundamentals of good food and good design.\u00a0We\u2019re betting that everyone can get behind that.\u201d\r\n\r\nBentonville is making a similar bet\u2014tested and planned with the help of GIS-powered location intelligence\u2014that the changes and improvements it has made and continue to make will appeal to a wide range of employees as well as employers. So far, it looks like a winning wager.\r\n\r\n \r\n\r\nImages courtesy of Houseal Lavigne<\/em>"}],"references":null},"yoast_head":"\nThe Small City of Bentonville, AR Works to Attract and Retain Millennials<\/title>\n<meta name=\"description\" content=\"Members of the millennial generation are moving to big cities for the amenities and work opportunities. 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Through his writing, he explores the intersection of business strategy and location intelligence\u2014and strategic challenges like sustainability, growth, and risk. Prior to joining Esri, Chris managed internal content for PTC, a pioneer in IoT technology, smart products, and augmented reality. 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