VOL. 38, NO. 23
JUNE 5 - 11, 2017
Source Lunch
Akron
Elevation Group president Denny Young has a knack for putting on concerts in unlikely places.
A large piece of the Rubber City’s history is for sale. Page 22
Page 27
SPORTS BUSINESS
CLEVELAND BUSINESS
The List Largest privately held companies Page 25
DEVELOPMENT
Goodyear continues to go big on sports By KEVIN KLEPS kkleps@crain.com @KevinKleps
Goodyear Tire & Rubber Co. is betting a sizable amount, possibly as much as eight figures per year, that a 2½-inch-by-2½-inch patch on the Cleveland Cavaliers’ redesigned jerseys will be a worthwhile investment on a team with as much global appeal as almost any in the NBA. And while the regional ties between the Cavs and the Akron-based tire manufacturer are important, and made for an interesting story when the two organizations announced a jersey patch sponsorship on May 15, the deal goes well beyond the area in which LeBron James was raised. “For Goodyear, this relationship has to be bigger than just two Northeast Ohio companies,” said Seth Klugherz, the company’s director of North American marketing. “And certainly for us, one of the key elements is to continue to build our top-of-the-line awareness for the Goodyear brand.” To do so, the tiremaker often turns to sports, which accounted for 93 of the top 100 live-viewed TV programs of 2015. Klugherz — who said “live sports is DVR-proof” — wouldn’t disclose how much of Goodyear’s $355 million global ad spend in 2016 went to sports, but it had to be a sizable amount, considering the company’s massive presences in such realms as college football and auto racing. During the 2017-18 NBA season, when teams will first start wearing the sponsorship patches on the upper left of their jerseys, Goodyear’s hoops presence will rival its place in the other sports. The deal with the Cavs, according to Crain’s sources and various reports, is for $7 million to $10 million per year, and extends past the three years of the NBA’s pilot program for the jersey ads. SEE GOODYEAR, PAGE 4
Valley begins slow climb back The Youngstown Neighborhood Development Corp. has rehabbed more than 80 homes since its start in 2009. (Shane Wynn for Crain’s)
Since hitting ‘bottom,’ region has diversified its business bases By RACHEL ABBEY McCAFFERTY
A drastic decline
rmccafferty@crain.com @ramccafferty
The populations of both Warren and Youngstown have dropped precipitously since 1990, according to U.S. Census data.
What comes to mind when someone says the Mahoning Valley? The region’s post-industrial downfall? Its shifting political alliances? The rampant opioid epidemic? Those are all valid stories about the region. But, despite what national media coverage might lead you to believe, they’re not the only stories. The region still faces plenty of challenges, but in both Youngstown and Warren, efforts to revitalize the cities at the heart of the Mahoning Valley are underway, led by entrepreneurs opening new businesses and renovating buildings, and by neighborhood development corporations cleaning up blight. It’s taken a long time for the region to even consider rebuilding after its major manufacturing base left. After
Warren 1990: 50,800 2010: 44,000 Youngstown 1990: 95,700 2010: 67,000
“Black Monday” in 1977, when Youngstown Sheet and Tube Co. announced thousands of layoffs, the city of Warren didn’t fall into a depression overnight. It was more “gradual,” said Michael D. Keys, community development director for Warren. “I think at the time, a lot of people said, ‘Oh, it’s going to come back,’ ” Keys said. “And there was sort of that denial, so like, with grief. You know, the 10 stages of grief, the 10 stages of economics. And I think what we’re seeing now is that we’ve reached the bottom a while back, and we’re now on our way up.” Disclosures up front: I was born in
Entire contents © 2017 by Crain Communications Inc.
Ian Beniston and Tiffany Sokol are executive director and housing director of the Youngstown Neighborhood Development Corp.
Warren and lived there as a child before my family moved to one of the city’s suburbs about 10 minutes away. I attended a Catholic elementary school, and church, in Warren. I got my start as a reporter at the Tribune Chronicle, first as a writer for its teen page and then as a freelancer throughout college. I’ve spent a lot of money at the Mocha House. That’s why I’ve been confused by the post-election trope that, in an effort to explain why so much of the Mahoning Valley turned away from the Democrats, depicts the region as a wasteland of industrial ruin. That might have been true 30 years ago, but for those of us who missed the region’s manufacturing heyday and instead compare the Mahoning Valley to what it was one or even two decades ago, the difference is striking. It’s true that population in Warren and Youngstown has fallen drastically over the years, but both cities have diversified their business bases in the decades since major manufacturing devastated the region. In April 2017, the last time period for which the U.S. Bureau of Labor Statistics has data, the Youngstown-Warren-Boardman area had preliminary job numbers of 222,400 for non-farm employment. Most of those — about 46,500 — were in trade, transportation and utilities, closely followed by 43,800 in education and health services. SEE MAHONING, PAGE 21