We often focus on amenities and place-based initiatives when we think about a better future for Louisville. But Louisville is not, in fact, under-amenitized. Our failure to grow is not because we lack great parks or an arts scene or a food scene. Louisville has met (and probably exceeded) these basic expectations.

As a result, what we highlight as “advantages” are in fact table stakes. And compared to cities that are growing, we spend more time celebrating a level of “development” that simply moves people and businesses from one neighborhood to another.

To retain and attract young people, we need to create opportunities for everyone. Young people seem most interested to live in places that are multiplying opportunities for all. What young people (or the companies that might employ them) don’t care most about is short commute time.

People are drawn to cities , much like they are to brands, that do bold things that resonate with their identity. So here are a few ideas:

Go all out for an NBA team.

* For decades, Louisvillians have wrung their hands with fear that an NBA team would out of reach, or present an unsustainable conflict between college and pro sports. Instead, a deep and abiding commitment to basketball would identify Louisville (and Kentucky) and the home of one of the world’s most popular sports, and would attract all kinds of ancillary benefits. And “Basketball City” is a healthier message than “Bourbon City.”

Build a second (better) airport.

* SDF's expansion and the development of the WorldPort is a great win for the city. And winning cities, like winning companies, often double down to further leverage their competitive advantages. What if we built a second major airport, perhaps at River Ridge in Indiana or in Shelby County, and offered UPS the choice of staying at SDF or moving to the new location? This move would position Louisville as the air travel and logistics hub of the U.S. With a second airport, we could transform Bowman Field into an entirely new neighborhood—imagine something like Norton Commons inside the Watterson. What other city operates this ambitiously? It would set Louisville apart in a meaningful way.

Double Down on Manufacturing

* Louisville is the rust belt city that never rusted—a legacy we should proudly own and build upon. We already produce some of the world's best products, made in America by the best workers. This identity offers well-paying jobs that align with our current education levels and presents endless opportunities for growth. It also connects to other strategic assets, including the WorldPort. Bourbon, Ford F-150s, GE refrigerators, and Louisville Slugger baseball bats all fit within this powerful narrative. Manufacturing bridges political divides, strengthens families, supports JCPS, and energizes UofL. Let's embrace this story and lead the way forward.

Transform UofL into a Major Research University
* Do WHATEVER IT TAKES to make UofL a major research university. No great American city thrives without a world-class university at its core. The impact would be transformative, galvanizing us around a shared pursuit of innovation, excellence, and growth. We could accomplish this ambitious goal if we all committed to it.

If we don’t make this kind of commitment we will be engaged in a long and depressing process of right-sizing as we shrink. Do we want to be Columbus, Georgia, or Columbus, Ohio?