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Baby Boomers, the post-war avalanche of Americans born between 1946 and 1964, bought hula-hoops and Davy Crockett coonskin caps in the 1950s, crowded the nation’s colleges in the 1960s, and sharply drove up the cost of housing nationwide in the 1970s and 1980s. Their impact on the nation’s economy is enormous, and Boomers will control the vast majority of the nation’s wealth over the next 20 years.
This month, Commerce takes a look at the largest generation in U.S. history. Jane Beckerdite examines the Boomer generation, whose numbers increase 56 percent every year, and will, until 2011, she reports. In fact, every seven seconds, another Baby Boomer turns 50. They are 78 million strong, and they are now in their most productive years.
Our cover story this month features a very successful Baby Boomer—Ameren Chairman, President and CEO Gary Rainwater. Laurie Burstein has penned a fascinating piece about this 58-year-old former Air Force officer. He flew F-4s in the 1970s, but now is the “chief navigator” for Ameren, a $17 billion asset energy company and Fortune 500 company serving 3.2 million customers in Missouri and Illinois. His success, as well as the success of his predecessor Chuck Mueller, is abundantly clear.
Missouri energy rates are among the lowest in the country—25 percent below the average in the U.S. Further, Ameren purchased two struggling Illinois power companies in the last several years and turned them around—now AmerenCILCO in Peoria, Ill., and AmerenIP based in Decatur, Ill. These acquisitions have tripled Ameren’s customer base.
Also in this month’s Commerce, we take a look at how the St. Louis Convention & Visitors Commission (CVC) promotes and sells the St. Louis region as a destination for conventions, meetings, tours and leisure travel. The CVC also operates the America’s Center convention complex. In an effort to expand their success even further, the CVC recently unveiled its new tourism brand advertising promotion called, “Hello, My Name is St. Louis.” The new campaign is designed to reintroduce St. Louis to new and existing meeting professionals.
Speaking of America’s Center, this facility and the Edward Jones Dome is where the National Collegiate Athletic Association (NCAA) action is this month. St. Louis won the competition for the 2005 NCAA Final Four more than seven years ago. Commerce interviews the people behind the scenes who have been working for so many months to make this a successful event.
Finally, in this issue of Commerce, read about Computer Sales International Chairman, CEO and co-founder Ken Steinback, who has built one of the largest independent IT leasing companies in the world, with over $800 million in assets. In the 30-plus years CSI has existed, they’ve never experienced a layoff or loss.
His philosophy of taking care of customers, and hiring and retaining the best people, is a simple one. But according to Ken, that’s the secret to success, and that’s how CSI will remain an industry leader.
Enjoy this month’s Commerce. As always,
I look forward to hearing your feedback or
suggestions.
RICHARD C.D. FLEMING
President and Chief Executive Officer
St. Louis Regional Chamber and Growth Association
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