Students address city on how to retain millennials

A group of Grand Valley State University students presented suggestions to city commissioners December 2, on how Grand Rapids can retain young professionals. A public presentation will be held December 10, at 11:30 a.m. at the GVSU Bicycle Factory on Front Ave. in Grand Rapids.

Mayor George Heartwell asked for the students’ help researching the topic during his 2014 State of the City address in January, when he announced a partnership between the city and the university. A new Grand Valley course was formed in the fall consisting of 13 students who interviewed to be a part of the class and study how to attract and retain millennials.

During the semester, students heard presentations from various neighborhood and community groups like The Rapid, Friends of Grand Rapids Parks, Global Bridgebuilders, Hello West Michigan, Challenge Detroit, Experience Grand Rapids, The Gordon Group Realtors, and more.

The students highlighted key issues important to millennials such as employment, affordable housing, transportation, entertainment, diversity and sustainability. They studied success stories from cities like Boston, Portland, Austin, Washington, D.C., and Detroit.

Chris Stoffel, 30, a senior from Chicago studying anthropology, said the class didn’t identify one big splashy idea that would be a magic bullet. “We can’t say one specific change will make people want to move to Grand Rapids because everything is connected,” said Stoffel. “For example, the bus system attracts millennials but it also has an impact on sustainability and an impact on where you live and on housing, which can also have an affect on diversity. We are looking at a lot of smaller, different changes.”

The class found Grand Rapids already has some key components to retaining and attracting young professionals, like walkable neighborhoods, bike paths and public parks. “Millennials pay attention to the city culture during the day,” said Jacob Schacht, 20, a political science major from Mattawan. “If people believe there are things to do, they will spend more time in the city and want to live in the city. Walkability and bikeability in Grand Rapids are crucial.”
    
The students found that good public transportation was near the top of the wish list for young professionals and said Grand Rapids is on the right track. “We heard from a representative from The Rapid and they are doing a great job,” said Olivia Jenison, 21, a public and nonprofit administration major from Howell. “The bus system is already improving and we are encouraging them to continue to expand. The Silver Line (which connects Grand Rapids, Kentwood and Wyoming) was a great idea. It brings more people to the city by bus than by car.”

Key suggestions from Grand Valley students included:
• Creating an app platform connecting all aspects of the city like restaurants, entertainment, bus routes
• Neighborhood branding for distinction and charm
• Developing a diversity network
• Creating a millennials’ advisory board
• Creating a “Make Your Mark” branding campaign for the city