On any given weekend, I will be outside tending to our horses. I will be in my boots, worn shirt, gloves, old blue jeans, and will be surrounded by dust, hay, and plenty of projects to do around the fences. When I go into the local hardware store, I am still in that outfit. I may converse with a few people, and chances are they will be most interested in where I might go riding on any particular day.

On any given weekday, I might be somewhere along the North Coast. I am probably representing Humboldt State by wearing something green, like a shirt, polo, or tie, and I am often wearing a dark suit. If I need to run into the local hardware store for something, I am still in that outfit. My conversations at these times tend more to be around HSU, the polytechnic agenda, funding, housing, health care, students, and athletics.

Today, HSU and the North Coast are increasingly popular, not just because of the boots, but because of the dress shoes. People want to know about us, what we are doing, our plan — and most importantly, how they can help us, as a region and a campus, achieve our goals.

They’re talking about us all across the state and beyond, and they’re interested in a way that we’re certainly not used to.

Have you ever visited some thriving place and wondered what it was like just before it made that leap from really good to flat-out amazing? I think it was something like this. Of course, some people are thinking, “I don’t really want too many people to move here.” Funny thing is, I grew up in Seattle hearing how much we didn’t want “Californians” turning us into this crazy big place. The lesson is that it’s important to plan well and balance needs in these moments — as we are all trying to do today.

There are many drivers, including the world’s longest fiber optic cables landing at Samoa, improvements underway at the harbor, the big fish farm in the works by Nordic Aquafarms, and more. You may have read that we’re showing up on lists of the nation’s hottest real estate markets. Or you may have noticed that our airport now has flights to many more destinations.

At Humboldt State University, our most recent experience with this increase in attention was a two-day virtual visit this week by a group of nearly 20 legislative staffers. These are individuals who advise elected officials, committees in the state Legislature, and state executive offices. They were joined by the team from CSU’s Advocacy and State Relations Office. It was a big deal for all of us with our collective reputation put to the test.

In our case, they were interested in learning more details about Humboldt State’s polytechnic vision and our plans for the state’s historic $458 million investment.

They joined us on Zoom for short presentations and lively discussions. They asked about the opportunities and challenges, and they wanted to know how they could help. We shared our plans for new academic programs, major new housing projects for students, new academic buildings, enhanced labs, and more. We also shared some of our specific challenges on campus, as well as common challenges in our region related to housing and health care, infrastructure, and workforce development.

Perhaps as importantly, we helped them gain a better understanding of this unique and special place. We shared how all our efforts are deeply intertwined with our North Coast communities. We stressed that the state’s investment in Humboldt State would spur this regional economy with jobs and business expansion, and would create opportunities for decades. Some of the feedback we received included statements such as “Insightful” and “thoughtful presentations,” and they were impressed how collegial and collaborative we were as a campus.

The transformation underway at Humboldt State has gained traction along with many other major efforts on the North Coast. The timing is amazing. The result is an energized region bursting with possibilities and grabbing the attention of leaders, innovators, and thinkers. The work we are all doing on the North Coast today is revitalizing our economy and will positively impact generations to come.

We may have had more rain than usual this October, but the North Coast is definitely having its moment in the sun. Now, back to the boots. Be well.

Dr. Tom Jackson Jr. is the president of Humboldt State University.