Wording Tim Johnson – Principal, Local Real EstateMore and more, I've been considering the trends impacting on small towns and rural communities like in the Midlands. Contemporary urban development is evolving towards towns with good social capital, where good living conditions are key. Small towns and rural communities are looking for ways to strengthen their economies, provide better quality of life, and build on local assets. Some rural communities and small towns are facing challenges, including rapid growth at metropolitan edges and loss of farms to development.
As a fast-growing rural area at the edge of a large metropolitan area, namely Maritzburg, we are facing development pressures and a constant battle to maintain our distinctive rural character. This is something I feel is very important for our local government, tourism authorities, civic organisations, and commercial developers to consider.
Rural communities require three interconnected, baseline elements to thrive, namely ‘Sectors, Workforce, and Community & Connectivity’.
Firstly, ‘Sectors’ refer to stable or growing tradable industries that bring wealth into communities, create employment, and carry strong multiplier effects that support the economy. Thriving rural communities play to their region’s strengths, supporting sectors such as agriculture, manufacturing, energy, tourism, healthcare, and education.
Next is ‘Workforce’. People are the lifeblood of any community. A healthy, skilled workforce is the most important factor in attracting and retaining employers in key sectors. In addition, workers spread wealth and create additional jobs by buying goods and services.
Finally, we have ‘Community and Connectivity’. The most intangible element, this includes services and amenities critical to quality of life, such as transportation infrastructure and access to broadband, healthcare, childcare, and arts and culture. Because these assets support the workforce, they are essential to developing thriving sectors. It’s safe to say that the Midlands towns enjoy all three of these elements.
There are also different types of Rural archetypes which I believe are important to understand when it comes to branding ourselves and determining the most appropriate development plans. Firstly, Howick and Hilton can best be described as ‘Rural Service Hubs’. These are typically towns that are often close to highways or railways and are home to manufacturing and service industries. Because these hub communities typically serve surrounding areas that are even more rural, they tend to specialize in industries such as retail, healthcare, and education. We are seeing this play out in real time with the development of larger retail offerings and shopping centres, as well as schools and healthcare facilities.
The second rural archetype is ‘Great Escapes’consists of small but affluent areas, featuring wealthy enclaves and tourist destinations. While their focus on tourism results in more lower-paying service jobs, their GDP, household income, and educational attainment outpace their rural peers. Nottingham Road could fit into this category and as a result, the type of development that one might wish to focus on is important.
What is most important, if you are looking to invest as a business in a rural community, is to establish an
understanding of what makes the community strong and desirable and what it values. Without a
deep understanding of who your community is, you risk trading away what you want most, for what
you want now. If you don’t know who you are, what your strengths and weaknesses are, and what you
want from your community, it makes it pretty difficult to position yourself and be relevant.