The Development of Edge Cities

For those among us who study markets and marketing, and especially the marketing of things generally referred to as consumer goods, the focus is shifting to places generally referred to as "edge cities." These are complete ... remember that word complete cities located on the periphery of older major cities, and it seems to me if we are to understand the future of Hall County we need to understand what these "Edge Cities" are all about.

The first wave toward Edge Cities began shortly after World War II when Americans moved out of downtown to live in the suburbs, where they had open space and ideal circumstances to raise their children. The second wave came when retailers moved out of their old downtown locations to follow their customers to the suburbs. Marketers called it the "Mailing of America'

But it takes something more than just people and bedrooms and retailers to create that is a city on the edge of a larger city, but also a city that can survive independently from that metro area. First it takes business and industry with a variety of jobs, the historic force that created cities. And secondly it takes cultural and civic activities along with personal services, the things that give an area a "sense of community.

Historically, Gainesville is the service center for Northeast Georgia. It has the hospital and health services. It is the legal center for the region. There's banking and financial services. Construction and real estate. Lots of other services. This is an educational center with Brenau University, Riverside Military Academy, Gainesv lle College and Lanier Tech. You have the Quinlan Visual Arts Center, the Smithgall Arts Center, and now the Northeast Georgia History Center at Brenau University. Hall County has the core cultural and civic base.

That leaves jobs. If Hall County can get enough jobs of its own, it seems to me this will be an independent "Edge City" 10 years from now. And if it can't, it will likely be a bedroom community for the Edge City called Gwinnett. Think that one over. This is Gordon Sawyer, and may the wind always be at your back.

This is Gordon Sawyer, and may the wind always be at your back.