This keynote presentation by Bruce Katz at City Hall in Seattle describes how a vibrant center city stimulates a region's economy. The presentation also assesses how Seattle is faring on this front and what steps the city should take as it looks to the future.

The metro program hosts and participates in a variety of public forums. To view a complete list of these events, please visit the metro program's Speeches and Events page which provides copies of major speeches, powerpoint presentations, event transcripts, and event summaries.

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In a rare Kumbaya moment, the nation's leaders of both parties have decided that rebate checks and a flurry of other short-term measures are needed to help stave off an economic slowdown.

Unfortunately, but predictably, we're hearing far less from Capitol Hill and the campaign trail about the bigger picture and the long-term challenges facing the American economy.

Increasing competition from nations like China and India, the impending retirements of the baby boomers, and the highly unequal distribution of benefits from the recent expansion all signal the potential for slower U.S. economic growth in the future.

These challenges, and our responses, will resonate throughout the Puget Sound region.

Already, the region is one of America's economic juggernauts. According to the Paris-based Organization for Economic Cooperation and Development, the Seattle-Tacoma-Bellevue metropolitan area is the fourth-most productive in the world. And the ports of Seattle and Tacoma together form the eighth-largest gateway for foreign goods nationwide.

In that strength — and the strength of other metropolitan areas around the country — are the seeds of solutions.

Like the call for "three T's" in the stimulus debate — measures that are timely, targeted and temporary — policies to improve our nation's long-run economic performance and address its overhanging challenges would instead do well to focus on the "three I's" — innovation, intellect and infrastructure.

Innovation has always served to propel economic growth. Here, Puget Sound companies lead the world in the fields of aerospace, software and retailing, developing new ideas and products that trump the labor-cost advantages of offshoring.

Yet as a nation, we have fallen behind European competitors in innovative new-growth fields like alternative energy, where none of the world's 10 largest solar-cell manufacturers, and only one of the world's 10 largest wind-turbine manufacturers, is a U.S. company.

Intellect — the knowledge and skills of our people — translates into economic growth by raising worker output and incomes and creating more of the first "I," innovation.

Yet, while the United States sends the highest share of its young people to college worldwide, our rank falls to 16th when you measure who actually graduates. And though the Puget Sound region boasts one of the most-educated adult populations in the nation, the feeder system (especially Seattle's public schools) loses too many young people along the pathway to higher education.

Infrastructure supports long-term economic growth in many ways. High-quality transportation infrastructure — roads, transit, rail and ports — speeds the movement of goods and people within and across markets.

Yet, the Seattle area succeeds economically despite the real hurdles it faces on this front. Even taking into account high performers like Sea-Tac Airport and King County Metro, rising congestion highlights the lack of cogent plans for key corridors like Highway 520 and the Alaskan Way Viaduct, as well as the need for a renewed commitment to rail transit.

To its credit, the Puget Sound region, like other metropolitan areas around the country, has tried to tackle some of these issues on its own.

But, because the route to resolving our long-term challenges runs through areas like Seattle, its issues demand national attention.

For instance, shouldn't the federal government — through direct investments in scientific research and favorable tax treatment for corporate investment in research and development — help put innovative regions like Puget Sound ahead of the curve in cutting-edge "green" industries?

To upgrade our nation's intellectual capacity, shouldn't the federal government partner with states, localities and the private sector to support the diffusion of successful, entrepreneurial urban education models for districts like Seattle?

And on infrastructure, shouldn't the federal government deploy its roughly $50 billion in annual transportation expenditures in smarter ways to help relieve congestion and promote sustainability in key trade corridors like the Seattle-Tacoma area?

Once we get past the stimulus frenzy, let's have a real debate about the blueprint for bolstering America's long-term economic growth.

Building on the strengths, and addressing the challenges, of the "three I's" in regions like Seattle ought to be another strategy leaders in our nation's capital can agree upon.

Alan Berube is research director of the Metropolitan Policy Program at the Brookings Institution in Washington, D.C. David Jackson is a policy analyst with the program.

Over the past two decades, the Puget Sound area’s innovation-driven economy has become a magnet for highly educated people from across the country and around the world. Drawn to the region by some of the nation’s most innovative companies—Microsoft, Boeing, Nintendo, Amazon, Genentech and the Fred Hutchinson Cancer Research Center, to name a few—the Puget Sound region ranks well on measures of educational attainment. Of the nation’s largest 100 metro areas, the Seattle-Tacoma-Bellevue area is 11th in bachelor’s degree holders and 17th in graduate degree attainment.

But for all its brainpower, the region has fallen behind in terms of cultivating homegrown talent, particularly in less affluent school districts located in South Seattle and South King County. Starting from an early age, low-income students and children of color in these communities tend to lag behind on important indicators of educational success. The effects of this achievement gap worsen with time, putting these students at a serious disadvantage that often affects their ability to find jobs and their earning potential. 

In an effort to address this achievement gap, the Community Center for Education Results has teamed up with the city of Seattle, the University of Washington, the Seattle Community Colleges District, the Puget Sound Educational Service District, the Bill & Melinda Gates Foundation and others to form the Road Map Project, a coalition working to double the number of South Seattle and South King County students pursuing a college diploma or career credential by 2020.

What’s innovative about the Road Map Project is its focus on collective action and community engagement. By bringing together key stakeholders to collaborate on shared goals, the project is creating a new model for efforts to reduce inequality in educational attainment. Its cradle-to-college-and-career approach aims to improve student outcomes beginning with access to prenatal care and kindergarten readiness all the way through to elementary and secondary schooling and beyond. Through a combination of community outreach and partnership building, data-driven goal-setting and performance management, the project supports area organizations working to boost student success and close the achievement gap in South Seattle and South King County.

In an increasingly international and interconnected economy, Seattle was global before global was cool.

The region’s competitive global assets include internationally competitive firms, strategically important ports and one of the nation’s largest foreign-born populations.

Still, today’s unique economic moment demands an extra measure of purposeful global engagement.

As cities and metropolitan areas begin to emerge from the Great Recession, leaders are realizing the need to restructure the economy — to move from one based on debt and consumption to one powered by production and innovation.

At the same time, most economic growth over the next decade will occur outside of America’s borders. As of 2009, the combined economies of Brazil, India and China eclipsed that of the United States and now account for more than one-fifth of the global economy. By 2018, their share is expected to surpass one-quarter.

The developing world, with a rapidly rising middle class, represents a huge market opportunity for American firms. China and India alone are expected to increase their urban populations by more than 500 million over the next 20 years, which naturally leads to a rise in their consumer classes. By 2050, Chinese and Indian consumers will account for more than half of all middle-class consumption worldwide, up from just 2 percent in 2000.

These growing metropolises will also require massive investments in infrastructure and face huge challenges as they expand, challenges that U.S. firms have the expertise to solve — in transportation and mobility, in sustainability and clean energy, in information technology and software.

America’s metropolitan areas are uniquely positioned to take advantage of this dual challenge through increased trade and investment. The top 100 metro areas not only produce three-quarters of our gross domestic product, they also concentrate our most innovative firms, our research institutions and universities, and the majority of our skilled workers.

So how does the central Puget Sound region stack up? Recently, I came to Seattle as part of the Global Cities Initiative, a joint project of the Brookings Institution and JPMorgan Chase. This initiative aims to catalyze a shift in economic development priorities and practices that would result in more globally connected metropolitan areas and more sustainable economic growth.

The metro area has a strong platform for trade: firms such as Boeing, Microsoft, and Amazon; world-class research assets including the University of Washington and the Fred Hutchinson Cancer Research Center; and a strong legacy of globally oriented leadership, with a wide coalition, including public, private and civic leaders, actively promoting a regional strategy for global engagement.

The data bear this out: While Seattle is the 15th largest metro area in the United States, it has the sixth highest export total, sending more than $47 billion in goods and services abroad in 2012. These exports are overwhelmingly driven by globally competitive clusters in aerospace and information technology.

Partly due to this industry specialty, Seattle’s economy is also highly innovative and uniquely oriented toward science, technology, engineering and math: More than one-quarter of jobs in the metro are in STEM occupations, the fourth highest share of any metropolitan area in the country.

Still, in such a competitive and dynamic global economy, no metro area can afford complacency. In order to maintain its position in the global economy, Seattle needs to get serious about global engagement.

First, focus on global trade and investment. Continue the collaborative efforts of your public, private and civic leaders to focus economic development strategies on growth abroad. In Seattle earlier this month, regional leaders committed to expanding these efforts, joining the Global Cities Initiative’s Exchange, through which the metro area will develop a strategy to increase foreign direct investment in key industries.

Second, invest in what matters. To compete globally, metro areas must be strong at home. In Seattle, this means shoring up your workforce-development pipeline so that local residents have a path to good jobs in advanced industries. It also calls for a regional approach to financing and delivering transportation solutions that not only reduce congestion at home, but also improve your connections abroad.

Finally, metropolitan leaders must look beyond their own borders, identify their trading partners, and build relationships to increase both trade and investment. For example, as part of the Global Cities Initiative, Chicago and Mexico City entered into a first-of-its-kind economic partnership that builds on the extensive economic, social, cultural linkages between the two metros to make both more prosperous.

There are promising efforts under way in the region, as the King County Aerospace Alliance has started collaborating with Aéro Montréal so that the two aerospace clusters can be more competitive.

Simply put, in today’s economic landscape, every city is a global city. The success of regional economies hinges on their engagement throughout the global economy. Seattle has an enviable hand to play; but success is not inevitable.

This opinion piece originally appeared in the Seattle Times.

The United States exported and imported $4.0 trillion worth of international goods in 2014, making it the world’s second-largest trader, after China. The responsibility for moving all those products falls to the country’s 400-plus seaports, airports, and border-crossing facilities, though a smaller group does most of the country’s heavy lifting. In fact, ports in just 10 metropolitan areas move 60 percent of all international goods by value.

This level of concentrated port activity creates a spatial mismatch in the country’s trade flows. While a few ports handle a majority of international trade, few of the goods leaving or entering those ports start or end their journey in that port’s local market: 96 percent actually move to or from other parts of the United States. As a result, problems within and outside certain port facilities—whether a labor dispute like the recent West Coast port strike or congestion near Philadelphia’s seaport or airport—quickly become logistical costs borne by the entire country.

The 10 largest metropolitan port complexes represent a wide range of U.S. geographies, modal specialties, and international connections. Total volumes for these port complexes, listed below, are based on an aggregation of imports and exports across all sea, air, truck, rail, and pipeline facilities in each region. All data are from 2010, and you can find more detailed metrics within the Metro Freight interactive.

10. Chicago-Joliet-Naperville, IL-IN-WI

Total Value: $92.8 billion
Local Share: 4.6 percent
Top Trade Region: Asia Pacific ($41.5 billion)

A traditional Midwest powerhouse of production, metropolitan Chicago is home to a variety of industries and infrastructure assets that connect it to the Midwest and global marketplace. The proximity of factories, warehouses, and rail lines to its major port facilities, particularly O'Hare International Airport, places Chicago at a strategic crossroads for goods distribution.

9. San Francisco-Oakland-Fremont, CA

Total Value: $103.9 billion
Local Share: 4.4 percent
Top Trade Region: Asia Pacific ($77.6 billion)

The San Francisco metro area—and the Bay Area as a whole—may be more well-known as a center for tech innovation, but it also contains some of the largest port facilities in the country. The Port of Oakland and the Port of San Francisco  account for the bulk of water traffic ($55.3 billion overall) moving through the area, while Oakland International Airport and San Francisco International Airport help transport nearly $48.6 billion in electronics, precision instruments, and other high-value goods.

8. Seattle-Tacoma-Bellevue, WA

Total Value: $116.9 billion
Local Share: 8.2 percent
Top Trade Region: Asia Pacific ($89.4 billion)

The Seattle metro area plays a critical role cycling goods throughout the Pacific Northwest and the rest of the country, largely owing to the key connections its port facilities have forged with China ($47.9 billion) and Japan ($22.0 billion). Valuable transportation equipment and electronics represent a large chunk of these port volumes ($52.7 billion), although sizable amounts of machinery, textiles, and agricultural products are also processed through area facilities. The Port of Seattle and the Port of Tacoma are especially important in this respect, as they look to partner more closely in years to come.

7. Miami-Fort Lauderdale-Pompano Beach, FL

Total Value: $123.7 billion
Local Share: 2.0 percent
Top Trade Region: Latin America ($97.2 billion)

Miami is the country’s primary gateway to Latin America, especially when excluding petroleum-related trade moving through Gulf Coast ports. And while the region and state have made impressive investments at the Port Miami seaport, it is actually Miami International Airport that generates the most regional trade ($74.8 billion). Miami’s facilities are a key component of Florida’s statewide strategy to use trade and logistics to grow local industries.

6. Laredo, TX

Total Value: $124.4 billion
Local Share: 0.0 percent
Top Trade Region: NAFTA ($121.0 billion)

Laredo may only house 250,000 people, but it might be the most important Texas metro area you’ve never heard of, considering that virtually every international good passing through it heads somewhere else in the U.S. The border town is the southernmost point of Interstate 35—the so-called NAFTA superhighway—and handles almost half of U.S./Mexican surface trade. With automotive and other supply chains continuing to stretch across the binational border, Laredo is poised to grow in importance over the coming years.

5. Anchorage, AK

Total Value: $137.4 billion
Local Share: 0.2 percent
Top Trade Region: Asia Pacific ($136.0 billion)

Anchorage may be thousands of miles from the closest U.S. market, but it has a long legacy as a major connector to the Pacific marketplace, resting less than 9.5 hours by air from 90 percent of the industrialized world. In particular, Ted Stevens International Airport was the cargo hub for Northwest Airlines Cargo, once the country’s largest carrier, and still has a vibrant freight business led by FedEx Express and UPS hubs. Continued growth in high-value, low-weight goods trade with Asia can only benefit Anchorage’s cargo business.

4. Houston-Sugar Land-Baytown, TX

Total Value: $168.1 billion
Local Share: 10.6 percent
Top Trade Region: Latin America ($48.3 billion)

As one of the world’s leading centers for energy and chemical production, the Houston metro area—along with other parts of the Gulf Coast region—depends on an enormous set of seaport facilities to transport these goods. Collectively, $100.6 billion of energy products and chemicals/plastics pass through these ports annually, accounting for about 60 percent of all their international goods. Stretching more than 25 miles in length and situated close to the Gulf of Mexico, the Port of Houston houses many of the area’s marine terminals.

3. Detroit-Warren-Livonia, MI

Total Value: $206.7 billion
Local Share: 4.9 percent
Top Trade Region: NAFTA ($186.6 billion)

Although the Detroit metro area contains a number of freight facilities, such as the Port of Detroit, that unite the Great Lakes region, its land border crossings to Canada make it one of the busiest sites of commerce in North America and beyond. Each year, nearly $175.8 billion in international goods travel by truck and rail between Detroit and Canada—relying almost exclusively on the aging Ambassador Bridge and the Michigan Central Railway Tunnel. The planned New International Trade Crossing (NITC), however, holds promise for expanding capacity at this crucial junction.

2. New York-Northern New Jersey-Long Island, NY-NJ-PA

Total Value: $349.2 billion
Local Share: 9.7 percent
Top Trade Region: Europe ($153.9 billion)

The Port of New York and New Jersey, which spans several marine facilities including the Port Newark-Elizabeth Marine Terminal, is one of the biggest freight assets in the country, cementing the New York metro area’s role as the chief East Coast seaport complex ($185.0 billion). Remarkably, almost the same value of goods ($162.7 billion) flows through the area’s expansive air cargo facilities, including John F. Kennedy International Airport and Newark Liberty International Airport. Combined with New York’s enormous amount of global corporate headquarters, New York is the country’s most globally fluent metro area.

1. Los Angeles-Long Beach-Santa Ana, CA

Total Value: $417.5 billion
Local Share: 6.0 percent
Top Trade Region: Asia Pacific ($362.2 billion)

The Los Angeles metropolitan area not only boasts two of the largest seaports in the Western Hemisphere—the Port of Los Angeles and the Port of Long Beach—but also has one of the busiest cargo airports nationally, Los Angeles International Airport (LAX). Together, these port facilities channel a wide range of international goods like electronics, machinery, and textiles across the country, many of which come from Asian trade partners like China ($211.3 billion) and Japan ($58.5 billion). Still, only a fraction of these goods actually start or end locally (6 percent), speaking to the port complex’s extensive geographic reach in the U.S.

Summary: Why digital skills matter

As the influence of digital technologies in the global economy expands, metropolitan areas throughout the United States face the task of preparing residents for an increasingly technology-powered world. Most jobs now require basic computer literacy to operate email and other software, while jobs specific to information technology (IT) require advanced skills such as coding. At home, residents need access to the Internet and consumer technologies to do homework, shop at online retailers, communicate with one another, or check real-time traffic and transit conditions.

Digital technologies hold out the promise of more widely shared prosperity, but achieving that vision will require every person to have basic digital skills—the ability to use digital hardware and software to manage information, communicate, navigate the web, solve problems, and create content.¹

While some metro areas have made important advances on digital skills acquisition, the effects are not ubiquitous. The Census Bureau found that only 73 percent of U.S. households subscribed to in-home broadband service in 2013, leaving 31 million households without a high-speed in-home connection.² Pew Research Center finds that over one-third of U.S. adults doesn’t own a smartphone, while 7 percent of smartphone owners lack high-speed Internet access at home and have few ways to get online beyond their smartphone.³ Another survey finds that 29 percent of Americans have low levels of digital skills, and many of these persons tend to be older, less educated, and lower-income.⁴

In an advanced economy, all residents deserve an opportunity to obtain digital skills. It is up to leaders in each U.S. metropolitan area to determine how best to meet this need. As with any social challenge of this scale, meeting it will require pragmatic problem-solving and deep collaboration across the public, private, and civic sectors.

This brief summarizes the results of a workshop held in Seattle to explore these issues. While the findings from the workshop discussions are unique to the Seattle region—making its leaders and residents the primary audience for this brief—the workshop approach can be replicated in any metropolitan area interested in addressing digital skills shortfalls and developing solutions tailored to residents’ needs.

Introduction: Digital skills and the Seattle metropolitan economy

Metropolitan Seattle is well positioned to prosper in the information era. Advanced industries—including global leaders in aerospace and IT—power the regional economy and have created an impressive network of patent-producing firms that employ over 295,000 people.⁵ The region’s households actively participate in the digital economy as well, as evidenced by a broadband adoption rate of 82 percent.⁶ Collaborations bringing together firms, public utilities, and government institutions make Seattle a national leader in the use of data monitoring to reduce energy usage.

However, for the region to maintain its position in the years ahead, it will need to cultivate a more inclusive economy that gives every resident the opportunity to acquire the skills needed to succeed in the digital era.

Like most U.S. metro areas, metropolitan Seattle continues to struggle with digital inclusivity. Strong broadband adoption across the region masks lagging adoption rates in many low-income neighborhoods and communities of color.⁷ A skills mismatch between job openings requiring digital skills and the education and skills training of area residents contributes to income inequality.⁸ This inequality, though less marked than in other cities with similar high-tech economies, continues to increase, with the highest-earning households experiencing rising incomes while lower-income households’ earnings stay relatively flat.⁹ Meanwhile, more than 45 percent of jobs in the region are more than 10 miles from downtown Seattle and Bellevue, and over two-thirds of poor households now live in the suburbs.¹⁰ This kind of job sprawl and suburban poverty limit many residents’ physical access to economic opportunity.

But the Seattle area has the assets to address these challenges. The region has a legacy of direct private-sector support for professional skills development and a huge network of IT firms that can expand such efforts. Government agencies and civic institutions already manage programs to promote digital skills acquisition. In addition, there is a regional ethic of supporting equitable economic growth, seen most recently in Seattle’s landmark living wage policy and Sound Transit’s discounted fee system for lower-income riders.¹¹

In an effort to address Seattle’s digital skills gap, the Brookings Institution Metropolitan Policy Program convened a group of leaders from the public, private, and civic sectors to discuss how to continue building a regionally inclusive digital skills infrastructure. The workshop consisted of brief presentations from Brookings experts and local leaders, group discussions of current efforts and challenges, and break-out groups to identify specific barriers and discuss strategies and next steps to improve future outcomes.

The following is a distillation of the key themes and lessons from the workshop.

1. Commit to ongoing collaboration

There is a clear consensus among Seattle-area leaders that basic digital skills are essential for everyone. The tough part is ensuring that all residents in the region have the opportunity to acquire these skills.

This challenge implicates a wide range of stakeholders, from municipal and county government, public libraries, and universities to area businesses, education and training providers, philanthropies, and nonprofits.

Many of these actors already manage their own initiatives, to great effect. Programs like the Seattle Goodwill’s Digital Literacy Initiative are working to increase the number of people with 21st-century digital skills, particularly among traditionally underserved populations. The private sector is advancing a similar agenda with major initiatives, such as Microsoft IT Academy and Google’s Made With Code, that promote computational thinking through computer science. Meanwhile, nonprofit training programs like the Ada Developers Academy as well as for-profit training providers such as Code Fellows and General Assembly are getting more people on pathways into tech-intensive careers that pay well.

However, despite this demonstrated willingness to act, coordination of activities across the region remains a challenge. Most initiatives operate independently from one another, often resulting in duplicative efforts and missed opportunities for greater impact. Furthermore, current efforts often concentrate activities in either the central cities or specific portions of the three-county region, thereby excluding those who live in other parts of the metro area. For example, the city of Seattle’s excellent digital equity programs extend only to the city limits and are not available in South King County. Without more collaboration, the region will not be able to take full advantage of its creativity, resources, and capacity for pragmatic problem-solving.

By committing to ongoing collaborative action, leaders in the Seattle region will be well positioned to design, launch, and maintain smart solutions to the digital skills challenge today and in the future.

2. Identify a convener and organize for action

Once stakeholders commit to collaborative problem-solving, they must then determine how best to organize for action. Identifying a neutral convener organization can help expedite this process. Designating a convener ensures that there is a single organization tasked with driving the group’s agenda forward and fostering greater collaboration among stakeholders.

The role of convener involves a handful of specific tasks that help keep the group on track and in regular contact. Organizing regular group meetings, delegating critical tasks like research into best practices, and managing communication within the group are all critical functions for the convening organization. To take just one example, the Community Center for Education Results (CCER) fills the convener role for the many stakeholders involved in the Road Map Project, which is working to improve student outcomes in South Seattle and South King County.¹²

The Seattle area is fortunate to have a number of organizations that could act as convener. Potential candidates include the Workforce Development Council of Seattle-King County (WDC), the Seattle Public Library, the University of Washington, or one of the many large philanthropies in the region.

Regardless of which organization ultimately takes on this role, selecting a convener marks a crucial first step toward an actionable, collaboratively developed digital skills agenda for the Seattle region.

3. Develop a shared vision for digital skills acquisition

Crafting a shared vision for digital skills acquisition will strengthen the group’s work by ensuring that all involved are on the same page. That vision can support the creation of a coordinated regional plan, which will help stakeholders take advantage of economies of scale and ensure the greatest return on resources invested. This plan should take particular care to address challenges faced by traditionally underrepresented groups, including women and people of color as well as those in lower-income communities.¹³ Ending the persistent lack of diversity in tech-oriented careers will require a concerted effort on the part of all stakeholders involved.¹⁴

To start, the convener’s first task should be organizing a time for stakeholders to sit down, develop a shared vision, and determine the next steps necessary to achieve that vision. Conducting an audit of existing programs in the region that support digital skills acquisition can be a good place to begin. This inventory will highlight any overlapping initiatives while also providing information on gaps in the digital skills infrastructure that will need to be addressed.

In addition, the group should work with the private sector to identify the digital skills needed in various industries and begin to map out pathways into tech-oriented careers. This information will ensure that the solutions developed are informed by current and projected industry demand.

The industry-sector panels convened by WDC offer one possible approach. Under this model, WDC serves as convener, bringing together key stakeholders from industry, education, workforce development, labor, nonprofits, and other relevant areas to identify shared challenges and engage in collaborative problem-solving. The outcomes and activities of the sector panel are determined by the group, with WDC facilitating the process throughout. WDC has a demonstrated record of success in organizing sector panels for the maritime and health care industries, and it could apply the same techniques to industries requiring digital skills.

Preliminary research will provide the data and analyses necessary for truly evidence-based solutions that respond directly to specific challenges in the region. Once this baseline research is completed, the group can begin problem-solving in earnest. To start, the group should identify a punch list of action items that can be easily accomplished in order to start building a record of successful collaborations.

As the group designs these solutions, it should also take care to establish performance management systems that track progress over time. Monitoring the performance of each solution implemented will also support efforts to refine and course-correct programming over time.

4. Adopt new roles to accomplish regional goals

With a new, shared vision of the community’s digital skills infrastructure in hand, stakeholders will need to align their individual initiatives to that goal and, in some cases, redefine their roles in order to support the broader vision.

These new roles should leverage each organization’s core strengths rather than require them to develop new ones. For example, metropolitan Seattle’s public libraries are already community-meeting spots that specialize in information exchange, offer free access to the Internet, and host a variety of classes for the public. This current work positions the libraries to serve as an information clearinghouse for digital skills programs offered in the region, ranging from job-skills training to classes on smartphone use. Likewise, academic experts at the University of Washington and other postsecondary institutions could help create a new curriculum for teaching applied digital skills to diverse populations.

At the same time, organizations should be open to adapting their core projects in order to fill gaps in the region’s digital skills infrastructure. For example, technology firms like Microsoft and Google could draw on their extensive civic philanthropic efforts and employee skills-training programs to provide basic, applied digital skills and computer science training that enhances the regional workforce. Such efforts could build on Microsoft’s IT Academy model and Google’s support for programs at the Boys and Girls Clubs, which could be repurposed to address adult needs rather than those of children and teens.

As individual organizations adopt new roles, they will need to ensure that services are available to residents across the entire metropolitan area. Anchored by its Department of Information Technology and its Digital Equity Initiative, the city of Seattle has an impressive record of boosting digital skills within the city proper. But the vast majority of area residents live outside Seattle. Furthermore, over 60 percent of the region’s poor households now live in the suburbs. As a result, regional actors like Puget Sound Regional Council, Sound Cities, and county governments face enormous pressure to serve residents across the three-county metro area.

To start, organizations should work together to conduct metrowide surveys of digital equity issues, perhaps following the model employed by Seattle’s Digital Equity Initiative. This quantitative and qualitative data will set the baseline for the entire region and will help organizations set achievable benchmark goals for the years ahead.

5. Create a regional digital skills brand and marketing strategy to galvanize action

In order to communicate the shared vision to area residents, stakeholders should develop and publicize a new regional brand that positions the Seattle region as a leader in digital skills adoption and more equitable economic outcomes.

The associated marketing campaign can counter misconceptions about digital skills and the tech industry, maximize awareness of individual stakeholders’ projects, and minimize costs for each organization. Working together, stakeholders can reach the broadest possible pool of local residents with a cohesive message that encourages digital skills and computer science skills acquisition. Furthermore, by directing residents to centralized

information centers like local public libraries, the campaign will connect individuals with experts who can help them find the best programs for their needs.

In crafting this branding effort, the Seattle area should look to similar campaigns for inspiration. One example is Portland, Ore.’s We Build Green Cities campaign, a trade-based effort to leverage Portland’s international reputation for environmental sustainability and design in order to increase the region’s exports. Baltimore’s Opportunity Collaborative offers a more equity-focused model that brings together local and state public agencies, nonprofit organizations, and universities to solve common workforce, housing, and transportation challenges. A digital skills marketing campaign patterned after existing efforts will allow the region to capitalize on proven models when positioning itself as a leader in digital skills adoption that supports more widely shared prosperity.

Conclusion

The Seattle region stands at a crossroads. It has the industrial assets for continued growth that fosters ongoing innovation and provides jobs that pay well. It also has a commitment to shared prosperity, best represented by the public, private, and civic actors that support better wages, affordable transportation options, and education and training focused on science, technology, engineering, and math (STEM) occupations. The region should build on these efforts by advancing a shared vision for digital skills and undertaking the sustained collaboration necessary to make that vision a reality.

Additional resources

The Boston Consulting Group, “Opportunity for All: Investing in Washington State’s STEM Education Pipeline” (2014).

The Boston Consulting Group and the Washington Roundtable, “Great Jobs Within Our Reach: Solving the Problem of Washington State’s Growing Job Skills Gap” (2013).

Capital One and Burning Glass, “Crunched by the Numbers: The Digital Skills Gap in the Workforce” (2015).

City of Austin, “Digital Inclusion Strategy 2014” (2014).

City of Seattle Department of Information Technology, Community Technology Program, “Information Technology Access and Adoption in Seattle: Progress Towards Digital Opportunity and Equity” (2014).

Communities Connect Network, “Defining Digital Inclusion for Broadband Deployment & Adoption” (2014).

Maureen Majury, “Building an IT Career-Ready Washington: 2015 and Beyond” (Seattle: Center of Excellence for Information & Computing Technology, 2014).

Seth McKinney, “Economic Development Planning in Seattle: A Review and Analysis of Current Plans and Strategies” (Seattle: University of Washington Evans School of Public Policy, 2013).

Seattle Goodwill, “Digital Literacy Initiative: Overview” (2014).

Seattle Goodwill, “Digital Literacy: Theoretical Framework” (2014).

Angela Siefer, “Trail-Blazing Digital Inclusion Communities” (OCLC and Institute of Museum and Library Services, 2013).

Tricia Vander Leest and Joe Sullivan, “ICT Training and the ABCs of Employability: YearUp’s Jobs Program for Urban Youth” (Seattle: University of Washington Center for Information & Society, 2008).

Authors

• Jessica A. Lee
• Adie Tomer