In the knowledge economy, colleges and universities are realigning academic initiatives to link more closely with regional needs. They are unique catalysts for forming community alliances to focus on issues of economic development, neighborhood revitalization, and cultural tourism. In partnership with business, municipalities, and cultural organizations, institutions of higher education must develop and attract the creative talent associated with university communities that will sustain regional vitality. The New England Council has pursued a regional approach to strengthen New England's economic competitiveness by developing the Creative Economy Initiative, a partnership of New England business, government, cultural, and educational leaders. In response to this initiative, the University of Massachusetts Amherst has spawned an organization called the Western Massachusetts Arts Alliance that fosters community-based arts activity through building relationships and collaborations among diverse cultural organizations, artists, arts educators, business organizations, and community groups in the four counties of Western Massachusetts. Since its inception, the alliance has provided professional development training, organized nine programs that have served hundreds of participants, and published a map of cultural attractions that has been distributed throughout the region.