LeBron James’ impact on Northeast Ohio is unmistakable. Season tickets sold out in one day. T-shirt sales skyrocketed. Restaurant and bar business boomed. Jobs were created. The psyche of Northeast Ohio was rejuvenated.
LeBron offers the motivational quotient that causes a region to believe in itself. As president and CEO of Destination Cleveland and the Greater Cleveland Sports Commission, David Gilbert is in the enviable role of improving the economic vitality of the region through business and tourism growth.
Gilbert has been a keen observer on how LeBron’s star power has given a shot in the arm to Northeast Ohio. He spoke with Smart Business about how LeBron’s influence goes beyond basketball.
SB: How can the region capitalize on LeBron’s impact?
DG: Cleveland’s comeback started years ago — LeBron’s return turbocharges that comeback and amps up that sense of confidence that’s been building throughout Northeast Ohio.
Last year, Cuyahoga County welcomed 16.2 million visitors, and we are expecting those numbers to increase given all the positive attention Cleveland has been getting with LeBron’s return, the Republican National Convention in July 2016 and the recognition it has received from a variety of industry-leading travel publications.
As more visitors come to our region, we need to showcase all our city has to offer so they understand that it is a destination for sports, yes, but also for art and culture and rock ’n’ roll. Our sports teams are a huge part of our economy, and the passion this town has for each of them is second to none. When visitors have the opportunity to come and experience that firsthand, we have the opportunity to tell them the new story of Cleveland and start to change the narrative of our beloved city.
SB: You’ve been quoted as saying, ‘The mood of our city often parallels the success of our sports teams. We take their success very personally.’ What does this say about Clevelanders?
DG: Clevelanders are very passionate about their sports teams and have stood by them through good times and bad. The festivities surrounding LeBron’s first game back in Cleveland were a citywide event. Opening Day for the Tribe is often classified as a holiday. When the Browns were first in the league last year, it was the only thing people talked about.
There is a certain type of electricity when moments like that occur. And when things don’t turn out so well, you can feel that type of powerful emotion throughout the city, too. It’s a quiet Downtown after a big loss, an unexpected injury or the premature end to a playoff series. Our fans stand alongside our athletes — through good and bad — and take each moment to heart.
SB: With that type of emotional connection to a star figure, do you think ‘a rising tide floats all boats’?
DG: The Cavaliers are a huge part of our economy — in 2013, they cranked out $215 million in economic impact and $26 million in state and local taxes each year all while employing 2,200 people — and with LeBron’s return, those numbers have increased.
With the influx of people heading Downtown to watch him play alongside the likes of Kyrie Irving, Kevin Love and the rest of our amazing Cavaliers, our restaurants and breweries and attractions are all benefiting.
But it’s the combination of the Cavs, the Tribe, the RNC and the $16.7 billion of investment that has gone into Cleveland that is making the boats float. Cleveland is now enjoying a quiet renaissance along with the benefits of billions of dollars in new development and improvements. The city as a whole is stronger and healthier than it’s been in a long time.
SB: So what does that mean?
DG: LeBron’s return is one of the golden opportunities to bring some lasting improvements, particularly in the minds of people who visit Cleveland and those who live here, too. More and more, people can come Downtown to go to the games, but if they become familiar and comfortable with it, they can begin to explore other parts of their hometown they might have never known about. I think the excitement is contagious and people want to be part of it — not just the Cavs’ success, but the success of a city that is finally getting back on its feet.
SB: What legacy do you think LeBron is leaving in Northeast Ohio? How do we sustain it?
DG: LeBron’s return was about more than just basketball; it was about his desire to return home, to Northeast Ohio first and foremost, and that will have a lasting impact on our community. He is showing a whole generation of Clevelanders that it means something significant to not only be from here, but to stay, live, work and raise a family here. LeBron influences Gen Xers and millenials, which combined will make up two-thirds of the travel market by 2020. Our research shows these two demographics are the most open and interested in visiting Cleveland, so LeBron’s decision to come back validates Cleveland as a city to be desired in the eyes of these important target demographics for us.
To support that message, we need to keep the momentum in Cleveland going. We need to continue investing in our future so we can continue to change the narrative about Cleveland and showcase it as the world-class destination it truly is.
How to reach: Destination Cleveland, (216) 875-6600 or www.thisiscleveland.com
