When it comes to economic development, Cincinnati has it all wrong, a Carnegie Mellon professor told 180 development professionals Thursday.

        “Let me tell you what not to do: Build lots of stadiums and put out a brochure that says, "Cincinnati's back!'” said Richard Florida, author of The Rise of the Creative Class. “Because if you have to put out a glossy brochure to tell people that Cincinnati is cool, you're not.”

        What Mr. Florida does recommend may be even more controversial, and could be summed up in a Washington Monthly headline over a review of his book: “Why cities without gays and rock bands are losing the economic development race.”

        Why? Because a growing number of young, talented professionals are attracted not to high salaries, stock options and 401(k)s, but to cities that are diverse, vibrant and interesting.

        “There is no example of a high-tech powerhouse in the world that does not first have a vibrant music scene,” he told a development conference at the University of Cincinnati, sponsored by the Greater Cincinnati Chamber of Commerce. “Everything in the United States that's something new is born in the garage.”

        For evidence, Mr. Florida pointed to his “Bohemian Index” of the most culturally interesting cities. The top of that list — San Francisco; Austin, Texas; San Diego; Boston; and Seattle — are also high-tech meccas.

        And, he said, they're “some of the gayest cities in the United States.”

        Out of the 49 largest U.S. cities, Cincinnati ranks 33rd on the Bohemian Index.

        “You guys slack off real bad on the gay index,” he said. “You've got to work on the diversity piece. You have to have an environment where new people are almost immediately grabbed and accepted.”

        In focus group interviews, young professionals say they often ask companies recruiting them whether they offer domestic-partner benefits — and not because they're gay. To them, tolerance for homosexuals translates into a more accepting workplace overall, Mr. Florida said.

        Repealing Article 12, the Cincinnati charter amendment which outlaws “preferential treatment” for gays and lesbians, is essential, he said.

        Still, culture alone does not breed success. “Miami and New Orleans, which are great lifestyle places, couldn't invent a piece of technology to save themselves,” he said.

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