Thursday October 28, 2004

How Cool is Oswego?

By Chris Motola

They are more likely to name Jon Stewart than Dan Rather as their most trusted news anchor ? if they decide to shut off the monitor and turn on the tube at all. They?re more likely to pick up an alternative paper than the New York Times ? if they can?t find a Web site listed the same information. And they?re just the sort of people SUNY Oswego?s Center for Business and Community Development are hoping to attract to Oswego County.

?They? are the Gen-X professional work force and economists predict there will be fewer of them than available jobs as early as 2006 when the Baby Boomer generation begins to retire en masse. In the ensuing job-seekers market, companies are expected to relocate to ?talent capitols? that are attractive to prospective employees.

There?s nothing more important than the work force when it comes to making Oswego County a better place to live and do business, advises Rebecca Ryan, the head Next Generation Consulting, Inc. Ryan?s work has been recognized by both the New York Times and Wall Street Journal.

?Different generations see the world differently,? she says. Her firm defines Gen-X as possessing traits she calls ?The Four S?s.? Those traits are:

? Skepticism ? The experiences of the Baby Boomer generation were not lost on many X-ers, who saw their parents laid-off or divorced. As a result, Ryan says X-ers are more skeptical of social institutions more likely to rely on their skill sets for job security rather than a corporation.

? Savvy ? Gen-X grew up with the computer revolution and is typically more technology savvy. X-ers lean toward the Internet as their medium of choice rather than television, says Ryan.

? Self-reliance ? Gen-X is self-directed when it comes to research, job searches, etc.

? Speed ? Gen X, again in large part to the computerization, prefers a faster delivery of services.

Over the summer of 2004, SUNY Oswego hired Next Generation to analyze Oswego County?s top selling points ? called ?cool factors? by the firm ? and its weaknesses. The results of the firm?s research and focus groups were revealed to community business leaders Thursday, October 28.

The factors that are weighted in the study were:

? Vitality ? Weighs local commitment to environmental quality and factors that lead to long-term personal and environmental health.

? Earning ? The depth and breadth of employment, how easy it is to make a living, etc.

? Learning ? Includes but is not limited to academia. Exercise classes and hobbies count as well.

? Social Capital ? A community?s commitment to diversity and participation.

? Cost of Lifestyle ? Includes variables in the national cost of living index such as food, shelter and transportation.

? After Hours ? Fun stuff to do in the area after work.

? Around Town ? Key indicators of accessibility and physical ?connectedness? of a community.

Ryan and company rated the City of Oswego as being up to par with the national average in all but two categories: vitality and earning. In those categories Oswego exceeded and fell short of the average respectively. Ryan encouraged community members to play to Oswego?s strength when trying to attract X-ers. Companies that focus on their weaknesses, warned Ryan, tend to normalize their strengths while companies that focus on strengths will see a trickle-down improvement in their weakest areas.

According to Ryan, the city?s proximity to Lake Ontario ? many X-ers express interest in living near water ? and its extensive park system helped raise its vitality high above the average.