It is an oversimplification to describe the new economy as a technology revolution, something that is mostly driven by and affects business. Clearly, new technologies and business practices are central to the concept of a new economy. However, that’s the easy part to understand. The bigger challenge is to grasp—and then develop strategies to take advantage of—how public policies in the new economy can most positively affect people and places. This report is meant to help Arizonans do just that.

The state envisions actively promoting GSPED’s (Governor’s Strategic Partnership for Economic Development) vision of economic development, and linking workforce development efforts with GSPED. This means fundamentally changing the way the state does business. And, similar to most "new" initiatives, there are those who embrace the challenges implied and those who prefer the status quo. Prior to forging ahead with a new agenda to link economic and workforce development using GSPED as an organizing framework, the OWDP commissioned a statewide opinion poll to assess public attitudes toward these potentially controversial ideas. This briefing paper summarizes the results of the polling.

Fierce competition for workers is one of the top issues today in Arizona. Many people may be surprised to hear that anything related to the state’s economic situation is on a list of pressing issues. Arizona’s economy is and remains robust, the state is finding it difficult to supply workers in demand by industry. The result is a new but deep threat to our economic future. Businesses’ inability to find and retain the workers they need, where they will need them, may in fact be the spear that unexpectedly pierces the state’s prosperity.

Tourism is one of 12 industry clusters widely considered to be driving the Arizona economy according to the Governor’s Strategic Partnership for Economic Development (GSPED). The term "cluster" refers to a geographic concentration of interdependent companies, suppliers, products, labor pool, and institutions that together constitute an important competitive advantage for a region. In northern Arizona, tourism ranks as the predominant industry cluster. This paper provides a profile of the tourism cluster in Coconino County, with special focus on the Flagstaff area. It examines the cluster’s composition, relative size and importance to the regional economy. It addresses the cluster’s dynamics and requirements for growth. It reviews important national and worldwide trends affecting tourism in Arizona, as well as the special characteristics of gateway communities. And, finally, it presents a menu of actions to choose from for strengthening the cluster in both Flagstaff and Coconino County.

In the spring of 1998, the Office of Workforce Development Policy (OWDP) of the Arizona Department of Commerce commissioned a statewide opinion poll to assess public attitudes toward the state’s plan for economic development as implemented through GSPED — the Governor’s Strategic Partnership for Economic Development. The poll was designed to assess both the public’s understanding of GSPED and their reactions to using the concept of industry clusters as a tool for organizing both economic and workforce development efforts.

In the spring of 1998, the Office of Workforce Development Policy (OWDP) of the Arizona Department of Commerce commissioned a statewide opinion poll to assess public attitudes toward the state’s plan for economic development as implemented through GSPED — the Governor’s Strategic Partnership for Economic Development. The poll was designed to assess both the public’s understanding of GSPED and their reactions to using the concept of industry clusters as a tool for organizing both economic and workforce development efforts.

One question posed by members of the Governors’ Council on Workforce Development Policy pertained
to whether polling results vary by urban versus rural residency. Specifically, the question was raised as to whether the responses of rural residents differ from those who live in urban areas. Therefore, at the request of the Council, results of the polling were analyzed in order to answer the question: Does urban versus rural residency affect respondents' answers? The answer to this question is, in short, No.

The Governor's Strategic Partnership for Economic Development has identified 12 industry clusters in Arizona that collectively drive the economy. The term "cluster" refers to a geographic concentration of interdependent companies, suppliers, products, labor pool, and institutions that together constitute an important competitive advantage for a region. Tourism is recognized as one of Arizona's 12 industry clusters. In northern Arizona it ranks as the dominant cluster.

Much of the analysis in this report is based on the concept that industry clusters act as primary growth influences on local economies. Strong clusters produce goods or services that can be sold to consumers outside the region, creating a flow of revenue into the region. This influx of revenue stimulates economic activity in other areas of the local economy such as the retail, real estate, or constructions sectors.

This report profiles the tourism cluster in Coconino County with special focus on the Page area. It examines the cluster's composition, relative size, and importance to the regional economy, and it addresses the cluster's dynamics and requirements for growth. In its conclusion, it presents a menu of options for strengthening the cluster in the Page area.