GEORGIA SPOTLIGHT -- Site Selection magazine, January 2007

Atlanta Lures the Most
'Young and Restless'

Not only is Atlanta attracting the eighth most 25- to 34- year- olds of the U.S.'s largest metros (according to 2000 U.S. Census numbers),

but it is first in the nation in attracting the college- educated sub- group of that demographic. The Atlanta metro posted a 0.8- percent market share gain in such newcomers to the metro area between 1990 and 2000, followed by San Francisco- Oakland- San Jose, Calif. (0.5- percent gain); Denver- Boulder- Greeley, Colo. (0.4 percent); Portland- Salem, Ore.- Wash. (0.3 percent); and Austin- San Marcos, Texas (0.3 percent) . /
Such is the finding of Joe Cortright, an economist with Portland, Ore.- based Impresa Consulting, who recently released research called "The Young and the Restless." The Metro Atlanta Chamber of Commerce was quick to showcase the analysis, given the area's ability to compete for – and win – the most sought- after workers relative to so many other U.S. communities deemed attractive to the same demographic group. Additionally, the nation's work force in that demographic shrank 9 percent during the study period, so fewer fish were in the labor pool. Focus groups that were part of the research cited the Atlanta area's affordability, diversity, climate, range of opportunities and travel resources as the metro's key attributes. /

Diversity Is Key

"This group portends a major change in what shapes the future of metropolitan economies," says Cortright. "Access to talent is the critical variable in determining whether metropolitan areas succeed or fail.

The numbers for Atlanta are extremely impressive," he continues. "The data show very compellingly that it is the diversity of Atlanta that plays a very critical role in its ability to attract and retain talented, young adults. In part, it's about attracting and being a great destination for young African- American adults. But in addition, the diversity of the community is an attraction to everybody in this age group, which is one of the more consistent findings of our research across the United States." /
   While the African- American young- adult population declined nationally in the 1990s by about 6 percent, the Atlanta metro saw a 36- percent influx. /
   "The city that most attracts these highly educated young people is going to succeed economically, and also in a sociological sense," noted Metro Atlanta Chamber of Commerce President Sam Williams at the November announcement of the research findings. "These are the people that every city wants to have living in their community." /
   Other Georgia metros found their way into the Young and the Restless research, as well. Analysis of the top 25 MSAs for gross in- migration of 25- to 34- year- olds from 1995 to 2000 include Athens (second); Macon (11th); Augusta- Aiken, Ga.- S.C. (15th); and Savannah (19th).

— Mark Arend