THE DEMOGRAPHIC ST. LOUIS SHOULD BE PITCHING
Guest editorial from Dan Icolari
We’re not the only people in places like Boston or New York or D.C. or maybe even Chicago who’ve stopped being wage slaves, or would like to, and need a cheaper place to live that’s still a real city, warts ‘n all.
I think St. Louis boosters need to broaden their target audience to include people like us. I don’t mean just well-heeled empty nesters who can afford lofts downtown. I’m talking about middle-class people like the ones my wife and I know–financially secure but not rich, educated, involved in the arts and in civic life and politics. People who want an urban way of life in a dynamic, diverse community. A community that’s affordable now and, in relative terms, is likely to stay that way.
With child-rearing behind them, such people have the disposable income to help preserve cultural institutions, patronize local specialty businesses, and support local artists in a variety of media. They have the time to devote to civic activism that most full-time working people don’t. They’re big on university-level continuing education. They’re exactly the kinds of people, in short, that St. Louis boosters are already pitching, only older.
And nobody except marketers of retirement communities–which are the last places the people I’m talking about would want to go–are reaching out to this particular segment of older adults. They are, after all, sophisticated people with many of the same interests and tastes as the 20- and 30-somethings that every city is working overtime to attract.
I think going after a segment of sophisticated people 50+ could be a very productive strategy for St. Louis. But it won’t be an easy sell. I can hear the naysayers already:
“Oh, great: Blue-Hair Central.”
“St. Louis’s reputation for crime will scare them off.”
“We’ll become The Nursing Home on the Mississippi.”
I’m not proposing that St. Louis boosters target older potential relocaters exclusively. Rather, I’m suggesting this over-50 segment has potential that should be recognized and developed.
The fact is, for people of any age who want an urban way of life they can afford, St. Louis has a pretty compelling story to tell. It’s not a story that will interest all or even most older people considering relocating. But I think it’s a story that will interest enough older people–the kinds of community-oriented urbanites St. Louis needs–to make telling that story to this segment worth a try.
[Dan Icolari is a native of NYC and lives with his lovely wife in a stunning home on Staten Island. Â Dan is retired and writes Walking is Transportation.]