"For God's sake, Lemon, we'd all like to flee to the Cleve..."
April 9, 2024
In one of the greatest scenes from one of the greatest TV shows, Liz Lemon returns to work at 30 Rock positively glowing after a weekend trip to Cleveland. I kind of felt the same way today…
You see, I was lucky enough to be in The Land this past weekend as the Forest City hosted the NCAA basketball finals, an MLB home opener and they did it all in the path of eclipse totality, hosting an estimated 200,000 visitors as the city became the “center of the universe,” according to the WSJ. (That’s right, I said lucky to be in Cleveland and center of the universe all in the same sentence.)
While often the butt of the joke, CLE was anything but (tehehe) this weekend. The city nailed their one shining moment. And, since I’m a sucker for analyzing the keys to success (especially of the PR/reputational variety), I thought I’d share few marketing lessons about my own “Flee to the Cleve”:
LESSON #1: UNIFIED VISION
One of many storefronts featuring the weekend slogan
From the moment we deplaned, it was clear CLE came to play. The slogan, “The Land of Going All Out” was a punny way for the city to maximize their time in the sun (err, in the lack of sun?) – but it proved to be more than words and IG photo opps (although those were great, too.)
Fresh off the flight
Throughout our 72 hours in CLE, it was clear that everyone there knew the mission: go all out. How simple and how profoundly powerful. I have worked with countless clients who have stressed the importance of “hospitality” and/or providing “an elevated experience,” but less frequently have I seen an organizational-wide commitment to a shared mission (let alone a whole city).
Key takeaway: make your mission clear (and exciting) to join.
LESSON #2: EXCELLENCE IN EXECUTION
Assuming an entire organization is clear on the mission at hand (which, again, is frequently a huge assumption) – everyone needs to understand how they play a role in executing the vision.
No matter what we did in Cleveland, it felt like everyone had been in the same morning briefing: make it fun, make it affordable, make ‘em feel at home. So many brands and organizations met the moment, but a few faves included:
Fresh off the flight
NCAA final women’s practice on Saturday
Cost: Free!
How they went all out: Packed the stadium with fans. Schools brought their cheerleaders, bands and energy. The venue did “halftime” entertainment shows. We didn’t get tickets to the final game, but being there the day prior gave us a serious dose of D1 fandom.
This is a far cry from the Division 3 practices held at #DePauw
Science Fest
Cost: Free!
How they went all out: From NASA science education booths (featuring real astronauts) to a (free!) Cleveland orchestra concert, the sponsors of this event came together to stage an immersive experience that fed all the senses.
Women’s Final Four Bounce
Cost: Free!
How they went all out: Every.single.kid got a brand-new basketball and a t-shirt to dribble through the middle of downtown to the convention center where they were clapped in by what felt like half the city. Now, if the idea of giving like 2,000 kids a basketball and releasing them into a convention center sounds like a terrible idea, you’re not wrong. BUT – it was like the kids wanted to flee to the Cleve, too. By and large, they kept their dribbles under control and their really nice new bballs close to their chests while they enjoyed “Tourney Town.”
Guardians home opener
Cost: Tickets range, kid area free
How they went all out: The field opened early so those that wanted to watch the eclipse on Opening day could. These people included my husband, who captured this snap over the field lights:
Courtesy: Brian Pokorny
Key takeaway: Walk the talk. It’s as simple (and as tough) as that.
Courtesy: Brian Pokorny
LESSON #3: INCLUSIVITY AS THE NORM
What's it like to be in spaces made to welcome you? Well, as it turns out, it’s amazing.
If you’re a parent, you’ve likely gotten side-eye for a crying baby. If you’re a tall woman (or a 10 year old girl who’s quickly realizing she’s going to one day be a tall woman), you’ve likely been teased, A LOT. If you’re a family trying to make ends meet in this economy, it can often feel like there’s no way to do it.
NCAA action centered on one side of CLE’s railroad tracks and Science Fest on the other. So, I guess it’d be easy to say there was a “jocks and nerds” dividing line to the weekend (if one wanted to be basic about it), but CLE didn’t. This weekend was a lesson in showing how to welcome people – like, really welcome them. Not just because they have tourism dollars, but because it makes things more fun for everyone.
The visitors streaming from one function to the next were proof positive that consumers aren’t one-dimensional. The hoopers like to look through telescopes. The NASA scientists (yes, there are lots of them in Cleveland) introduced the (world-class) orchestra (who provided a free concert). The NASA Chief of Staff sung the Star-Spangled Banner at the home opener right after the eclipse.
How cool to see (and witness one’s children) watching it all play out. You don’t have to be a scientist or a singer. You can be both. (And you can be excellent at both.) You don’t have to apologize or explain your height when you’re surrounded by women who are well above six feet tall. Ahhh – so refreshing.
This wasn’t just a show staged the for the weekend, either. I was positively gobsmacked by the (permanent) kids area at the Guardians game, which featured one of the nicest nursing rooms I’ve ever seen. (There was a comfy chair! Pillows to prop up on! An outlet! A sink to wash up! And a TV to watch the game!!!)
The inclusivity didn’t stop there. Near the entrance, there was a Sensory Room for “guests who might be feeling overwhelmed or overstimulated.” ARE YOU KIDDING ME? YES!
All of this was situated alongside a long seating area, meaning (gasp!) parents could actually enjoy the tickets they spent money on while their kids get to burn some energy or have some calm-down time.
Key takeaway: Investing in inclusivity isn’t a one-weekend deal.
CLE, you Let Em Know (and then some). Well done.
My kid trying to be as cool as Cleveland
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