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96 | HARTFORD BUSINESS JOURNAL • OCTOBER 2, 2017 New development wave will link Hartford neighborhoods Suzanne Hopgood Chair, Capital Region Development Authority Of the various development projects underway or planned for Hartford, which will have the most significant economic development impact? There are major changes underway that I believe are both 'game-changers' in Hartford. First, UConn's new downtown campus with 2,100 students and classes through- out the center city will change Hartford. Not only has this brought Barnes & Noble to Hartford along with increased traffic to retail and restau- rants, but it has caused other universities to either increase their downtown presence, or consider adding a downtown presence. The addition of complementary curriculums with businesses and other institutions reinforces the skill sets and attractiveness of the Hartford labor force, which has been demonstrated in Stamford. In May 2018, Hartford will be connected to New York City by 17 trains per day creating unimaginable ease in transportation. This opens the door to businesses relocating from New York to Hartford for less expensive occu- pancy costs, a solid educated workforce, and greater labor force mobility, which then creates jobs. About five years ago, few people would have predicted the pace of new development in downtown. In 10 years, what might be an unexpected development that comes about as a result of the current initiatives underway? There will be a better linkage between now distinct sections of the city. Housing will dominate what is now mostly parking or empty lots; Bushnell Park/Capital Avenue, Park and Main streets, Hartford Hospital, and Trinity College will link neighborhoods. The lots around the ballpark will have mixed-use housing and retail and link neighborhoods from the ballpark to the Swift Factory to the Artists Collective with new businesses moving here from New York and New Jersey. The airport expansion to European cities adds to the ease of doing business for the New York/New Jersey firms moving to Hartford and increases the appeal of Greater Hartford as a job center. New York City developers are already investing in the city, recognizing the lower-cost opportunities in Hartford. Pratt & Whitney and Prince Tech will form a coalition for robotic manufacturing. Hartford is now a strong location for incubators and budding entrepreneurs. Coalitions like the ones UConn has formed with the Atheneum, Hartford Public Library, and Science Center will continue to expand into the neighborhoods providing better connectivity and digital access. Smart technology will continue to transform advertising By Kim Manning Principal and CEO, Cronin How will the advertising industry change over the next decade? If the past decade of technological advances is any indication, we will continue to see a major shift in the various ways brands can reach consumers. Ten years ago, most people accessed the internet via personal computers; now mobile rules and the number of products becoming 'smart' is growing. In fact, today there are 25 billion connected devices, and by the year 2020, that number is expected to jump by 200 percent. Half of all homes will have several hundred connected devices from smart home security systems to televisions to appliances. These devices are creating a treasure trove of data that can be analyzed so that advertisers can reach core prospects in unprecedented ways. More and more, consumers are demanding brand experiences that are ubiquitous — personalized, predictive, seamless and immersive. They expect to interact with brands anywhere, at any time, on any device. By using curated data, advertisers will be armed to provide the experiences that consumers insist upon in our increasingly 'always on' world. How will the evolution of digital media impact the way companies advertise and market? As consumers have gained instant access to whatever they want, whenever they want it, advertisers have come to understand that speed rules. Being able to leverage digital media allows advertisers to quickly meet their audiences 'where they are' — connecting with the right person, with the right message, at the right time, and at the right cost. This approach will continue to evolve. For example, as artificial intelligence platforms expand and grow, consumers will rely on Alexa, Siri, Viv, Bixby, or another to-be-named personal assistant to predict their needs and desires. 'Conversational commerce' will expand, allowing customers to interact with businesses through messaging, chat apps and voice technology. Brands that embrace these connections to enhance the customer experience — for example, by developing custom skills/apps and optimizing web pages for voice — will be positioned to thrive. Additionally, media consumption is more 'on-demand' than ever before, with social, streaming, and all types of digital media allowing users to create their own viewing schedules. Companies that keep pace with trends and advancements will be poised for success. "As consumers have gained instant access to whatever they want, advertisers must understand speed rules." Q/A THE FUTURE