The Tallahassee Airport was beeming with smiles and hugs as Choose Tallahassee welcomed the "Home Free" contest winners Catherine and William Campbell. The Campbell's have won 12 months of free rent in Tallahassee and the chance to explore the city.
Six years ago, several community-minded leaders saw opportunity in Tallahassee’s future.
What if Tallahassee – home to nearly 60,000 college students and young families raising children – could also attract some of the millions of Baby Boomers now in or nearing retirement? And what if Tallahassee could create a community-based initiative that actively recruited Boomers to choose Tallahassee as their new home?
Today, we’re sharing good news. The Choose Tallahassee initiative is yielding real results:
- Tallahassee is being discovered as a retirement destination. Older people now drive our population growth, and USA Today just recognized Tallahassee as one of the top places in Florida to retire.
- Choose Tallahassee is growing too. New community leaders have joined the initiative, strengthening ties across the community and building a robust support structure.
- Soon Choose Tallahassee will launch an exciting new marketing effort that will push the capital’s market profile to even greater heights.
More: Choose Tallahassee winner welcomed by fellow educators
Choose Tallahassee research shows what Boomers want in a relocation destination: relatively affordable housing; a mild, four-season climate; accessible, quality health care; low state and local taxes; and good opportunities for affordable recreation and personal growth and learning.
On each count, Tallahassee excels. We’re a livable college town with big-city amenities. Housing is affordable compared to areas further north. We have a mild, four-season climate, a strong health-care sector, access to major sporting events, a thriving cultural scene, nationally recognized parks and lifelong learning opportunities. And there’s a festival in town or somewhere close by almost every weekend.
We have a great story to tell. But for years, other Florida cities attracted many more older residents – and saw big benefits. According to AARP, 80 percent of the wealth in the U.S. in in the hands of Americans age 50 and older. By adding just three tenths of 1 percent of those planning to relocate to its community, a city could add more than $1 billion per year in income to its economy.
An older population also adds value relative to the costs they bring. Few have kids in school, pose risks to law enforcement or drive during rush hour. Boomers volunteer at higher rates than any other age group. Our new Boomer neighbors will make our community a more prosperous, strong and caring place to live.
In early 2017, Premier Fine Homes leader Thomas Asbury challenged Choose Tallahassee’s leaders to think bigger. Inspired and under the leadership of its incoming board chair, Michelle Bono, Choose Tallahassee is redoubling its fundraising and national promotional efforts.
To extend the efforts of its strong volunteer corps, the group has contracted with Innovative Management Services, a firm led by Gregg Patterson as a part-time executive director.
Success in our initiative will create a great economic engine. And our cost to deliver is low. In 2018, we will expand our web site and launch an expanded social media marketing campaign focused on our community’s great lifestyle.
We need your help. To learn more, go to ChooseTallahassee.com. To contribute or volunteer, email Gregg at Gregg@innovativemgt.net. We welcome your ideas and support!
Dave Bruns, 64, is communication manager of AARP Florida and the past chair of Choose Tallahassee.