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October 11, 2004 09:00 AM Eastern Time 

Visa's 'Innovation Index' Identifies USA's Most Innovative Markets

SAN FRANCISCO--(BUSINESS WIRE)--Oct. 11, 2004--

  Young Americans Urged to Submit, Rate USA's Most Innovative Ideas; 12 Awards of $25,000 Each to Be Granted as Seed Money to Turn Ideas into Reality  

“We learned from the first campaign last year that innovative concepts come in all shapes and sizes - from filming documentaries to drive a point, to new business concepts, to new, online fund-raising techniques to enhance educational opportunities for children in a remote African village.”



The Seattle area is the most innovative region in the United States, Austin is the most entrepreneurial, Providence, RI is the most giving, and Los Angeles is the most creative, according to Visa's new Innovation Index, which examined variables of innovation for its www.ideashappen.com campaign.

Seattle was followed by Austin, Nashville, Minneapolis, and Washington D.C. Rounding out the Top 10 on the Innovation Index were San Diego, Indianapolis, Salt Lake City, West Palm Beach, and Cincinnati.

The Index was created by Visa to measure on a per capita basis community support, entrepreneurialism, and creativity - elements of innovation - among the nation's top 50 markets. Many of these cities also finished strong individually in one or more of the three individual categories. (Comprehensive lists are attached.)

"The findings show that innovation is springing up all across the nation," said Jon Raj, campaign coordinator for Visa's Ideas Happen (www.ideashappen.com) campaign, which is urging young adults 18-to-29 years of age to submit ideas online for the chance to receive one of the dozen $25,000 awards ($300,000 total) to help turn their ideas into reality. "We learned from the first campaign last year that innovative concepts come in all shapes and sizes - from filming documentaries to drive a point, to new business concepts, to new, online fund-raising techniques to enhance educational opportunities for children in a remote African village."

Raj said the Index examined data, such as the average number of new businesses, expansions, new divisions, and the number of new patents issued by the U.S. Patent office through 2003 for the major Metropolitan Statistical Areas (MSAs) to evaluate entrepreneurship.

Variables for community support were based upon U.S. Census Bureau and Bureau of Labor Statistics data regarding the percentage of people employed by social organizations and the number of volunteers in the top 50 MSAs. The research also examined the percentage of adults employed in occupations that are classified as "creative," such as artists, musicians, architects, designers, writers, etc. Aside from the Index, which represents combined scoring:

   -- The Top 10 scorers in the Entrepreneur category are: Austin, San
      Diego, West Palm Beach, Houston, Raleigh, Dallas, Detroit, Salt 
      Lake City, Phoenix, and Seattle.
   -- Top 10 scorers in the Community category are: Providence, 
      Washington D.C., Minneapolis, Louisville, Nashville, Milwaukee, 
      Cincinnati, Indianapolis, Buffalo, and Kansas City.
   -- In the category of Self-Expression, the Top 10 scorers were: Los
      Angeles, San Francisco, Nashville, New York, Seattle, 
      Minneapolis, Raleigh, Boston, Orlando, and Austin.

While the new study looked at the largest 50 markets in the U.S., innovative ideas are being submitted to www.ideashappen.com from all over the country, in cities large and small, Raj said. In recent weeks, more than 4,000 people have submitted their ideas online in the form of 250-word "elevator pitches" in one of three categories: Community, Self-expression, or Entrepreneur. Ideas will continue to be accepted through Wednesday, October 20. (No purchase is necessary to enter or win. For official rules and how to enter, go to www.ideasHappen.com/rules.)

Recipients of the 12 $25,000 awards from Visa will be announced in mid-January, following a public online vote.

"Most importantly, we wanted to use the Index to encourage 18-to-29 year olds to express their ideas. They are so loaded with great ideas to help their community, start a new business, or express themselves creatively, but often fail to act upon their ideas because of what they perceive to be the lack of money or peer support. So, we're out to change that," said Raj.

EDITORS NOTE: The following pages include comprehensive lists of the Top 50 MSAs in the Innovation Index, and individual scores in Community, Entrepreneurship, and Self-Expression.

Visa is the world's leading payment brand and largest payment system, enabling banks to provide their consumer and business customers with a wide variety of payment alternatives. Nearly 21,000 financial institutions worldwide rely on Visa's processing system, VisaNet, to facilitate $2.5 trillion in annual transaction volume with virtually 100-percent reliability. Cardholders in more than 150 countries carry more than 1 billion Visa-branded cards, accepted at millions of locations worldwide. Within the United States, nearly 14,000 financial institutions issue 450 million Visa cards, accounting for more than $1.1 trillion in annual transaction volume. Visa offers a trusted, reliable and convenient way to access and mobilize financial resources - anytime, anywhere, any way. please visit www.visa.com.

                      2004 VISA IDEAS HAPPEN INDEX
    (Combined Score for Community, Entrepreneur, and Self-Expression)
                    Rank       MSA                State       Score
                    1          Seattle             WA          81
                    2          Austin              TX          78
                    3          Nashville           TN          77
                    4          Minneapolis         MN          76
                    5          Washington          DC          74
                    6          San Diego           CA          73
                    7          Indianapolis        IN          73
                    8          Salt Lake City      UT          72
                    9          West Palm Beach     FL          72
                   10          Cincinnati           O          72
                   11          Dallas              TX          72
                   12          Milwaukee           WI          71
                   13          Portland            OR          70
                   14          Charlotte           NC          69
                   15          Raleigh             NC          68
                   16          Detroit             MI          67
                   17          Louisville          KY          66
                   18          Columbus            OH          66
                   19          Kansas City         MO          66
                   20          Sacramento          CA          66
                   21          Denver              CO          65
                   22          Orlando             FL          65
                   23          San Francisco       CA          65
                   24          Los Angeles         CA          64
                   25          Grand Rapids        MI          64
                   26          Boston              MA          64
                   27          Houston             TX          61
                   28          Pittsburgh          PA          61
                   29          Hartford            CT          60
                   30          Richmond            VA          59
                   31          Buffalo             NY          58
                   32          Atlanta             GA          56
                   33          New York            NY          55
                   34          Phoenix             AZ          55
                   35          Providence          RI          54
                   36          Philadelphia        PA          54
                   37          Chicago             IL          52
                   38          St. Louis           MO          51
                   39          Rochester           NY          50
                   40          Cleveland           OH          50
                   41          Tampa               FL          48
                   42          New Orleans         LA          48
                   43          Memphis             TN          46
                   44          San Antonio         TX          46
                   45          Las Vegas           NV          46
                   46          Norfolk             VA          44
                   47          Greensboro          NC          42
                   48          Jacksonville        FL          39
                   49          Oklahoma City       OK          34
                   50          Miami               FL          29


                      2004 VISA IDEAS HAPPEN INDEX
                             (Entrepreneur)
                    Rank       MSA                State       Score
                    1          Austin              TX          95
                    2          San Diego           CA          93
                    3          West Palm Beach     FL          93
                    4          Houston             TX          90
                    5          Raleigh             NC          90
                    6          Dallas              TX          87
                    7          Detroit             MI          86
                    8          Salt Lake City      UT          85
                    9          Phoenix             AZ          81
                   10          Seattle             WA          81
                   11          Atlanta             GA          79
                   12          Indianapolis        IN          76
                   13          Charlotte           SC          75
                   14          Grand Rapids        MI          74
                   15          Tampa               FL          72
                   16          Los Angeles         CA          71
                   17          San Francisco       CA          70
                   18          Boston              MA          69
                   19          Hartford            CT          68
                   20          Orlando             FL          68
                   21          Milwaukee           WI          68
                   22          Columbus            OH          68
                   23          Portland            OR          67
                   24          Sacramento          CA          67
                   25          Rochester           NY          66
                   26          Jacksonville        FL          66
                   27          Denver              CO          65
                   28          Las Vegas           NV          64
                   29          Cincinnati          OH          64
                   30          Chicago             IL          63
                   31          Cleveland           OH          62
                   32          Philadelphia        PA          61
                   33          Buffalo             NY          60
                   34          Memphis             TN          60
                   35          Kansas City         MO          59
                   36          Nashville           TN          58
                   37          Louisville          KY          58
                   38          New Orleans         LA          58
                   39          Greensboro          NC          58
                   40          Minneapolis         MN          57
                   41          Miami               FL          56
                   42          Richmond            VA          56
                   43          San Antonio         TX          56
                   44          Washington          DC          55
                   45          Pittsburgh          PA          53
                   46          New York            NY          46
                   47          Providence          RI          38
                   48          St. Louis           MO          35
                   49          Oklahoma City       OK          28
                   50          Norfolk             VA          27


                      2004 VISA IDEAS HAPPEN INDEX
                               (Community)
                    Rank       MSA                State       Score
                    1          Providence          RI          83
                    2          Washington          DC          82
                    3          Minneapolis         WI          82
                    4          Louisville          KY          82
                    5          Nashville           TN          81
                    6          Milwaukee           WI          74
                    7          Cincinnati          OH          73
                    8          Indianapolis        IN          73
                    9          Buffalo             NY          72
                   10          Kansas City         MO          72
                   11          Seattle             WA          71
                   12          St. Louis           MO          71
                   13          Pittsburgh          PA          69
                   14          Charlotte           SC          69
                   15          Sacramento          CA          66
                   16          Portland            OR          63
                   17          Grand Rapids        MI          60
                   18          Columbus            OH          60
                   19          Dallas              TX          58
                   20          Salt Lake City      UT          57
                   21          Richmond            VA          54
                   22          Austin              TX          54
                   23          Detroit             MI          53
                   24          San Diego           CA          47
                   25          Denver              CO          45
                   26          Philadelphia        PA          42
                   27          West Palm Beach     FL          41
                   28          Orlando             FL          40
                   29          Greensboro          NC          36
                   30          Boston              MA          35
                   31          Cleveland           OH          32
                   32          Hartford            CT          31
                   33          Memphis             TN          31
                   34          Tampa               FL          30
                   35          New York            NY          28
                   36          San Francisco       CA          28
                   37          Chicago             IL          27
                   38          Rochester           NY          26
                   39          Raleigh             NC          26
                   40          Norfolk             VA          26
                   41          Houston             TX          24
                   42          Los Angeles         CA          24
                   43          San Antonio         TX          20
                   44          Oklahoma City       OK          19
                   45          New Orleans         LA          16
                   46          Atlanta             GA          15
                   47          Phoenix             AZ          15
                   48          Jacksonville        FL          15
                   49          Las Vegas           NV           6
                   50          Miami               FL           1


                      2004 VISA IDEAS HAPPEN INDEX
                            (Self-Expression)
                    Rank       MSA                State       Score
                    1          Los Angeles         CA          98
                    2          San Francisco       CA          96
                    3          Nashville           TN          92
                    4          New York            NY          92
                    5          Seattle             WA          91
                    6          Minneapolis         MN          89
                    7          Raleigh             NC          89
                    8          Boston              MA          87
                    9          Orlando             FL          87
                   10          Austin              TX          87
                   11          Denver              CO          85
                   12          Washington          DC          84
                   13          West Palm Beach     FL          82
                   14          San Diego           CA          80
                   15          Hartford            CT          80
                   16          Cincinnati          OH          79
                   17          Portland            OR          79
                   18          Norfolk             VA          78
                   19          Salt Lake City      UT          75
                   20          Atlanta             GA          72
                   21          Milwaukee           WI          71
                   22          Dallas              TX          70
                   23          New Orleans         LA          70
                   24          Indianapolis        IN          70
                   25          Columbus            OH          70
                   26          Phoenix             AZ          69
                   27          Houston             TX          69
                   28          Richmond            VA          67
                   29          Las Vegas           NV          67
                   30          Chicago             IL          67
                   31          Kansas City         MO          66
                   32          Detroit             MI          63
                   33          San Antonio         TX          63
                   34          Sacramento          CA          63
                   35          Charlotte           SC          62
                   36          Pittsburgh          PA          60
                   37          Rochester           NY          59
                   38          Louisville          KY          59
                   39          Philadelphia        PA          58
                   40          Grand Rapids        MI          57
                   41          Oklahoma City       OK          57
                   42          Cleveland           OH          56
                   43          Memphis             TN          49
                   44          St. Louis           MO          45
                   45          Providence          RI          43
                   46          Tampa               FL          42
                   47          Buffalo             NY          41
                   48          Jacksonville        FL          35
                   49          Greensboro          NC          33
                   50          Miami               FL          29

Contacts

Visa
Thomas D. Pagano, 314-982-1702
or
Michael Rolnick, 415-932-2384
www.visa.com

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