And if you're an ambitious city or town all you need to know is this: if you're not already here, forget this economic cycle.
Why? As far as property investment is concerned, the downturn is over. The issue now is where to invest for the upturn, which is a question of where are the best opportunities to make money and which local authorities can best help us deliver that?
That much was obvious from an afternoon in Cafe Roma, the bistro directly outside the Palais des Festivals in Cannes which is a bellwether for where the market's at when MIPIM is on. MIPIM starts on Tuesday, but on Monday Cafe Roma was absolutely rammed with people talking business.
When I went for an illicit wander round the half-finished stands yesterday it was obvious that the big cities have already realised they need to make a big noise at MIPIM 2014. Manchester and Birmingham have thrown six-figure sums at their presence.
Nottingham looks likely to punch above its weight as one of the smaller Core Cities. It's base, a bistro called La Potiniere, is directly opposite the Palais des Festivals in eye sight of anyone going in. It's programme is different enough to attract attention.
The proof of the pudding will come in the next couple of years when we find out if big developers have taken a bite of the city's big opportunities.
This is a big week for Cafe Roma and La Potiniere. And it's a massive one for Nottinghsm.
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