An assessment of creative class theory : examining the location and lifestyle preferences of creative workers in St. John's, Newfoundland

Inspired by creative class theory, municipal policymakers across North America are focusing on urban lifestyle amenities to attract and retain creative workers. Based primarily on the analysis of U.S. metropolitan areas, this theory is being adopted internationally, raising the issue of its applicability in divergent social and geographical settings. Using 2006 Canadian Census data and interviews with creative workers living in St. John's, Newfoundland, this study examines one of creative class theory's fundamental concepts - that tolerance is a creative class value that manifests in their preference to live in socially diverse and amenity rich urban settings. Census data reveals a large presence of creative workers in urban and rural settings, while the interviews illuminate the complexity of lifestyle and migration decisions. This thesis highlights the possible pitfalls of understanding the creative class as a monolithic social group and approaching strategies to attract and retain creative workers with this narrow focus