Cleveland Plus

The Greater Cleveland Marketing Alliance (GCMA), which includes the Greater Cleveland Partnership, the Convention and Visitors Bureau of Greater Cleveland, and Team NEO, has recently unveiled its new marketing brand and strategy. It's called "Cleveland Plus" (or, alternatively, "Cleveland+"). The idea, of course, is to market the entire Northeast Ohio region, with the city of Cleveland as its anchor or "capital."

The need for something like Cleveland Plus is clear. The fortunes and fate of the various cities and communities in Northeast Ohio are all tied together and, therefore, long-term success can come only from cooperation. Northeast Ohio, too, is clearly unique from the rest of the state (see: 2004 national election), and its differences require that it be looked at and marketed differently from the rest of the state.

Youngstown's role in this whole endeavor will likely be met with mixed opinions. On the one hand, Youngstown is clearly part of Northeast Ohio. Any map will reveal this. On the other hand, Youngstown is not truly part of "Greater Cleveland." Youngstown's identity has always been unique from Cleveland's. It's had its own media, for example, for decades and news about Youngstown rarely appears in the Plain Dealer or on the evening news. Akron and Canton, by contrast, are mentioned frequently and are much more a part of the sprawling entity that is "Cleveland" for most people.

Youngstowners also do not see Cleveland as its "big brother" in the same way that people in the suburbs or in Akron and Canton might. Part of the issue comes from the fact that Youngstown is more or less as close to Pittsburgh as it is to Cleveland. Depending on who you ask, the Mahoning Valley even includes the Pennsylvania counties of Lawrence and Mercer. Although its own place, Youngstown has probably gleaned as many aspects of its identity from Pittsburgh as it has from Cleveland. Even sports loyalties are divided fairly equally- and these sports loyalties can flow over into loyalties to the cities themselves.

More than anything, though, Youngstown has always had a maverick spirit and a distinct culture that has separated it from other places. Outsiders rarely feel welcome here and, by turn, Youngstown natives often have trouble adjusting to life in other places.

Of course, as stated above, Youngstown will have to compromise somewhat if it wants to achieve any success. Cleveland, Pittsburgh, Akron, Canton, and everywhere in between are tied together, and need to work together to turn things around. There seems to be a renewed sense of energy and optimism on this corner of Ohio right now, and it's good that Youngstown is a part of it. If we can play nice, good things can happen.