The attractiveness and diversity of the cultural landscape are aspects of the quality of life that influence people’s choices of where to live and work, and thus the competitive position of cities. In particular, for highly qualified professionals, a city’s cultural offerings are a crucial criterion when choosing a place to live. Companies that employ skilled personnel are well advised, given the impending skills shortage, to establish themselves in locations that offer an attractive and culturally diverse environment. “People follow jobs” will increasingly need to be replaced by “jobs follow people”.