Dennis Roche, president of Cleveland's convention and visitors bureau, says the name they've been using sounds too stodgy and aloof while Positively Cleveland projects an image more in keeping with what she calls Cleveland's "Midwestern hip sensibility."
Dennis Roche: It offers energetic, positive encouraging kinds of amenities. It's a region where we have lots and lots of arts and culture. It is of course the home to the Rock and Roll Hall of Fame and what could be more contemporary than that.
The name change for the convention and visitors bureau is part of a national trend in the industry. Los Angeles changed its name to L.A. Inc. Closer to home, Columbus has morphed into Experience Columbus. Cincinnati is now Cincinnati USA.
So, Positively Cleveland fits right in. Of course, this is not to be confused with Cleveland Plus, the regional marketing brand unveiled this past April which includes Akron, Youngstown and Canton. Cleveland Plus is what Roche calls the "place, the destination." While Positively Cleveland represents "the organization and the attitude."
The visitor's bureau website also is evolving from travelcleveland.com to positivelycleveland.com. The website will host a month long contest for tourists to post their favorite photos and videos about Cleveland. A formal roll out on the name change is planned this morning.
Tasha Flournoy, 90.3.