The importance of the “not-so-cool” sectors: creative solutions to reconcile environmental and economic sustainability within a floodplain
Creative cities are generally considered as “cool” spaces which attract a particular “creative class” whose ability to innovate and transform – particularly in the media and cultural sectors – offers urban economies a competitive edge. This paper argues that, in the face of dangerous climate change, the creativity of the “not-so-cool” sectors needs to be acknowledged and valued. A case study of Salford in the north-west of England shows how political, technological and economic creativity has secured sustainable regeneration within a floodplain. It is argued that the concept of “creativity” in urban economic discourse needs to be widened to acknowledge the importance of the creativity of planners, civil engineers and builders in securing environmentally sustainable cities. Environmental sustainability, it suggests, not only underpins economic sustainability. Faced with dangerous climate change and society's need to respond, the skills and expertise can in themselves contribute to a city's competitiveness.