Metro Denver Economic Development Officials Launch New Branding Initiative

Colorado has the second most educated workforce in the country, the third highest participation rate, a growing economy, and an abundance of natural resources that attract workers and businesses alike.

“But we can’t be complacent,” said JJ Ament, former CEO of Metro Denver Economic Development Corp. and the new President and CEO of the Denver Metro Chamber of Commerce.

Because of this, the Economic Development Corporation was determined to find the “secret sauce” that sets Metro Denver apart from other major metro areas that are trying to reclaim and expand ground lost during the pandemic. Even before the pandemic and subsequent recession in 2020, the EDC was working on a recipe to attract businesses and workers alike.

The finished product, which was presented on Friday, is “The Elevation Effect”. The logo, the three mountain peaks and the accompanying marketing strategies were developed as a regional branding initiative to leverage what the EDC believes defines the Denver region: its employees.

An analysis by Myers-Briggs Co., known for its personality tests, revealed the employee profile that shaped the initiative, said Amy Guttmann, director of marketing and branding strategy for the EDC.

Metro-Denver people are ambitious, collaborative, creative, and supportive, they set big goals and need to work with others on a shared vision, Myers-Briggs found. The company examined about 30,000 personality assessments previously carried out by people in the metropolitan area with nine counties.

The information from the reviews was anonymous.

“We asked Myers-Briggs to help us figure out what to talk to companies about beyond the idea that we were the second best educated workforce in America (after Massachusetts),” said Guttmann. “It’s a great selling point that we talk about all the time, but one of the things we know is that companies are focused on more than just degrees.”

Companies want to know the “soft skills”, their digital skills and their personality, adds Guttmann.

When the EDC checked business pitches from 16 other metropolitan regions, Guttmann said it had found a “sea of ​​equality”. The analysis showed that business developers sell their space as a good place to work, live and play or as the next high-tech hub.

“We wanted to find out how we could talk about Denver in a way that breaks out of this kind of one-note, cookie-cutter storyline,” said Guttmann. “What we can say is that as a business community and as a workforce, we are prepared to never settle down. We work really hard to get what we want. “

The employees called the characteristic feature of the metropolitan region “The Elevation Effect”, alluding to an attitude, mountains and other natural beauties that attract people who are looking for a good quality of life.

Ament, who has headed the economic development division of the Denver Metro Chamber of Commerce for the past four and a half years, said focusing on the workforce is important. He said the conventional wisdom used to be that workers go where the jobs are.

“But I think it’s upside down,” said Ament. “I think it started after September 11th. After the Great Recession, I think it accelerated. And I think it really started (during) COVID.

“Talented and skilled workers, with or without qualifications, have a different view of their outlook on life,” added Ament, “and that benefits Colorado and the metropolis of Denver because we are a place where talented and skilled workers, with or without Graduation, want to be. “

Ament said companies that want access to a talented workforce need to move to where those people are. He said EDC staff’s work on rebranding gives the region at least a two-year head start to recover from the pandemic-induced economic downturn.

Even during the pandemic, the metropolitan area created jobs, Ament said. A report by the EDC shows that five of the nine industry groups the organization works with reported new jobs in 2020. Financial services, 1.1%; and information technology software, 8.9%.

“We weathered this storm as well as you could hope,” said Ament. “That is not to say that there weren’t any people in our church who were severely dislocated and desperate.”

The EDC report shows that energy and natural resources have shrunk by 4.6%. According to the report, about 45% of jobs lost were in leisure and hospitality industries and about 80% of total jobs lost were in low-wage sectors. Ament said women and people of color were disproportionately affected.

The Chamber of Commerce has initiatives and teams that help displaced or distressed workers, said Guttmann. These include programs for veterans, small business development, and executive training.

Metro Denver business leaders hosted a breakfast and panel discussion Friday with a team of site selectors, individuals from large real estate and service companies, who are consulting with companies about where to expand or relocate.

“One of the funniest things is Friday morning breakfast,” said Ament. “It’s an opportunity for our community to hear from professionals who don’t necessarily have a dog out hunting, to say what’s great about us and where we need to improve.”

Labor shortages and high property prices are two areas Ament hears a lot about from business people. Employers across the spectrum say they have more jobs than they can fill.

High property prices in the Denver area penalize the area over some of its competitors, Ament said. “It’s not just a problem for us to recruit companies from elsewhere. How can we get companies that are already here to stay and grow when their own people, especially young professionals who cannot get into housing? “

Even the attraction of the built-in natural treasures has its limits if nature cannot be enjoyed because overcrowded mountain paths or forest fire smoke and smog obscure the mountain view and outdoor activities sometimes make it unhealthy.

Corporate groups, including the Denver Metro Chamber of Commerce, opposed a state program that would have required large employers to encourage workers to reduce car journeys to and from work. They said it should be voluntary.

State health officials recently withdrew the plan.

Ament said Denver air quality has long been a priority for the Denver Chamber.

“We were instrumental in founding the Regional Air Quality Council in 1989 and continue to be involved in the work of the council,” said Ament. “The Chamber encourages members to take air quality improvement measures that work best for their employees and businesses.”