Cavaliers President Len Komoroski
On LeBron, Roundball and Branding Cleveland to China and Beyond

Len Komoroski is passionate about sports. He became President of the Cleveland Cavaliers in April, 2003 after spending the previous seven years as senior vice president and chief of operations for the NFL's Philadelphia Eagles. It's his second stint with the NBA and the city of Cleveland. Komoroski played a major role in the start-up of the Minnesota Timberwolves from 1988-94. From there, he arrived in Cleveland as the senior vice president and chief operating officer of the International Hockey League's (IHL) Cleveland Lumberjacks, transforming the team into a thriving business.

For the 2003-04 season, Komoroski oversaw the restructuring of the Cavaliers as an enterprise. The team had the largest year-over-year attendance increase in NBA history, leaping from a league low of 11,497 per game in 2002-03 to 18,288 in 2003-04- a 59% increase. Television ratings went up 300% and radio 200%. Local merchandise sales grew by 500%. Komoroski took Center Court at The Q to talk with Cool Cleveland about the Cavaliers' record breaking season and the future of the franchise, including LeBron James' role.

Having lived in the major markets of Chicago, Minneapolis, Philadelphia and Pittsburgh, Komoroski shoots some straight talk about what it will take to revitalize Northeast Ohio. Read his position on the proposed Medical Mart/Convention Center Project and see if he scores some points, or has you calling "Foul!"

A devoted, Catholic, family man, he and his wife Denise are raising four children; Kristen, Kelly, Jamie and Zachary, ranging in age 7 to 15. Conversing with him, one's drawn to his personal and professional optimistic outlook. As Northeast Ohio struggles to define its winning vision, Komoroski is one fan rooting for the region's ultimate victory.

Cool Cleveland: Reflecting on the 2006-2007 Season, what has been your biggest revelation?

Len Komoroski: It was tremendous for Cleveland when you look at our market and the way people have continued to make great things happen here. The NBA Playoffs and Finals brought the entire Northeast Ohio region together. Peoples' optimism, enthusiasm and Can-do attitude resonated throughout the region.

If it's anything I learned from this past season, it's that, as a team, we've always had an optimistic view of the future. That now permeates the marketplace as well.

Some media report that the Cavaliers will have a "status quo" approach to the upcoming season, Can the team afford to take this route, given that the Eastern Conference continues to heat up?

First, Danny Ferry works daily to improve the team. Just because there hasn't been any activity to date, doesn't mean there hasn't been activity. It's like the tip of an iceberg. You don't see the activity occurring under Sea level. We experienced a situation this past season where we didn't have Draft picks due to moves made prior to our current owners and Danny's arrival. We also faced Free Agency and Salary Cap challenges.

BUT in terms of what can take place now, and the beginning and duration of Training Camp, we aspire to Danny's mantras: "What are the opportunities out there?" and "What are the best ways to improve?" We had the youngest Starting line up in the history of the NBA Finals this past season. Consider that LeBron is 22 and Booby Gibson is 21. Sasha Pavlocic, Drew Gooden and Anderson Varejao, are young players on a young team. These guys are still learning and growing. We should continue to improve based on their developmental experience they've gained in the Playoffs and Finals. Not to mention Shannon Brown who was injured a good part of last season and our overall First Draft pick that year. He has incredible potential and did extremely well in our summer league. Danny Ferry and Mike Brown expect him to make significant contributions this year as well. So, we anticipate growth, as Danny continues to improve the team.

On October 17, the NBA China Games 2007 kick off at the Qhizong Forest City Stadium in Shanghai. With 30 teams in the NBA, how did the Cleveland Cavaliers receive the honors to play against the Orlando Magic?

We're one of China's teams. It's the Cleveland Cavaliers and the Houston Rockets. China has one national network, CCTV that broadcast 32 NBA games throughout the course of the regular season. They chose the Cavaliers and Rockets to be the two featured teams, with each team receiving 16 telecasts. It's exciting to have the Cleveland Cavaliers brand name broadcast on their national network.

The NBA contacted us as a targeted team to play in China. We're a team on the rise with high profile players led by LeBron James. LeBron's profile is very high in China, given the marketing he's doing with Nike in the country. We worked out the arrangements with the Orlando Magic prior to the Playoffs. We've talked with a lot of people who work in China and do business with us. Before last season, there was limited recognition of the city's name in China.

The NBA Finals where we played the San Antonio Spurs best illustrate Cleveland's presence in China. Our games were televised around 205 different countries. In China alone, over 100 million Chinese watched the Cavaliers Per game ( Consider that the whole US population is 250 million people). Their audience sets a great platform for the October games and the 2008 Olympics where LeBron James stands to play a promising role on the US Olympics team. It's great for the city as we carry the flag of Cleveland in Asia.

Why do you think the NBA is the most popular sports league in China?

Basketball and Soccer are the two biggest sports in China for the same reasons they're the two most popular sports in the world. They're easy to understand and play in terms of equipment. With basketball, all you need is a ball and a rim and off you go. You don't need a full scale uniform or body guard etc. I think basketball resonates worldwide from a cost perspective and its ease of understanding.

Interestingly, the term "NBA" is the third most Internet-searched sports word in China. The term "NBA" is the third most searched word overall in the entire country. It shows the significant interest China has in the NBA. The NBA also has player representation with virtually every Continent playing in the league. Basketball has caught on globally and in China, it's grown with a furor.

How do you envision a successful Cavaliers team "Post" LeBron?

Like everyone here in Cleveland, we anticipate a very long relationship with LeBron. We see him leading the franchise to be a regular challenger for the NBA Championship title. We're building an organization that's committed to a championship-caliber culture across the board.

Dan Gilbert, our owner, is committed to making investments in both the fan experience and the players themselves. The Q has undergone 30 million dollars in renovations, some of which are very visible, including new seats, scoreboard with LED System and building graphics. Others not so visible, include new lighting and sound system.

Our players will be training at the new Cleveland Clinic Courts opening this season. They'll be the best and finest training facilities for our players in all of the NBA.

We're creating a winning culture that will be sustained after LeBron retires, which is a long time from now.

Often, the media focuses on the final score of the game, Salary caps, Free Agency trades, etc. Is there anything about the team that sometimes gets lost among all the press coverage?

Sports teams in general tend to be the lightning rod and gateway for the community. It's one of the aspects that attracted me to the industry. How many times are you out at a local restaurant or gathering hole among friends talking about how the sports teams are doing? It's a common bond we all share, and it was evident this past season how it brought a community together from all walks of life. People were proud about what took place. We had 180 international media here for the Finals and 205 countries broadcasting the games. They saw Cleveland presented in a positive sense. I don't think our marketplace fully understands this.

We're doing some great things here with the Cleveland Plus Campaign. It's great to present Cleveland and Northeast Ohio in a unified fashion, showcasing all of our great images and opportunities. We could spend tens of thousands of dollars and not get the exposure level and presentation we received with the NBA Finals. To have that much worldwide presence, including the 100 million Chinese we talked about earlier, and that's just one country. There were 205 countries who were watching the Finals, let alone the rest of the United States focusing here.

I don't think we have a full appreciation of our media presence. It's a story we need to tell and showcase better. We've been working with the Convention and Visitors Bureau, the Greater Cleveland Partnership and others to explore ways to better manage our image. We're at the early end of a runway to these types of opportunities as opposed to the tail end. A good example are the broadcast Interstitials showing break shots of the Rock Hall or aerial shots of the city. They're being broadcast to 205 countries. These are positive images of our marketplace presented well beyond Solon and Westlake.

Has globalization created any new challenges to professional sports?

In the US, we as a nation through sports, apply our typical American passion, verve and energy into creating tremendous development in the business of sports.

Within the NBA , the opportunities are the challenges. When we look at exporting the NBA brand and playing in European markets, as well as other countries, the facilities don't come near the presentation level here in the US. They lack the ammenities and benefits that our fans now come to expect and demand.

We're seeing a proliferation of facility development abroad to enable the NBA to continue to export its brand there. There's been talk in our league of establishing a European division, which is driven by the available facilities.

Also, breaking down the cultural barriers. Sports is such a universal language, and globalization of the industry is accelerating breaking down the boundaries.

We hear a lot about leadership these days. What are three essential traits of an effective leader?

Frist, it revolves around passion. There has to be a passion for what you do and that passion needs to resonate within your people. Without passion, whether it be in sports, journalism or whatever we're doing, we'll be challenged to be successful. If you're passionate about making garage doors, then you'll have a successful garage door business.

Secondly, vision. Have a vision and surround yourself with people who are able to participate in and help shape the vision. When you look at our vision here with the Cavaliers and Quicken Loans Arena, our people amaze me daily in terms of their ability to not only believe in our vision, but also shape and develop it. They take it to levels I never thought possible.

Third, is culture. If you can get your organization's culture right, and have people who live, aspire, and focus on the same shared values and systems, you'll be successful as a business as well. Here at The Q, we have a shared vision and are committed to a championship-caliber culture. That applies to our players and everyone behind the scenes.

What words of wisdom do you have for any high school or college age student who aspires to play professional sports?

I'd answer that in two ways. One is playing itself and the other is getting into the business of sports.

On the playing end, it's said over and over again, but the odds are so great of not making it. That doesn't mean some can' t make it because people make it all the time. In the NBA we have 15-man rosters and 30 teams. Even if you're a star collegiate player, you face challenging odds of playing in the NBA. It's important to focus on your education and develop yourself as a well-rounded individual. Our players understand the value of education and developing yourself as an individual, as well as honing business skills. They know the value of their career beyond sports. A great example is Majic Johnson who's created a business empire beyond sports.

From a business aspect, get involved, whether it's writing for your school newspaper, helping stage school events or volunteering in the industry. It goes beyond the classroom. Yes, do well in school and then participate with what's right in front of you. Experience different things while in school. Along the way, you'll discover your passion and 20-30 years later, you're in the midst of a great career experience.

You've lived in other cities, including Chicago, Minneapolis, Philadelphia and Pittsburgh. What can Cleveland learn from these other towns?

It's staggering in terms of the opportunities here in Cleveland. I've lived in the Twin Cities and it's colder than here. The Mississippi River is a great asset, but pales in comparison to Lake Erie. I think Cleveland has more natural resources and even greater benefits to offer than Minneapolis/St.Paul, if we embrace them. Cleveland's potential is scary in a positive fashion, if we can learn to unite regionally and have the leadership to make it happen.

The best example is Philadelphia. I arrived in Philadelphia in 1996 and it had a reputation as a hard, tough, unsafe town. Back then, I'd say it was well earned and I wasn't beating the door down to make my way to downtown Philadelphia. Mayor Ed Rendell deserves a lot of credit. He had a strong vision and passion in terms of what Philadelphia could be. His vision was to vitalize City Center, Philadelphia's downtown core. He focused resources on increasing safety, decreasing crime, and highlighting arts and culture, making City Center the town's heartbeat. During the seven years I lived there, I saw this epicenter thrive. As a result, people wanted to live, visit and work there. It exploded and spread like wildfire to surrounding locations of the city. The lesson is, once you have that strong core and developmental focus, it will spread. It's staggering how much can happen in a decade and it shows Cleveland's potential.

What do you see as Cleveland's biggest challenge today?

We need to establish a common mission, goal, and plan, with a common leader, much like we talked about with Philadelphia. They were able to crystallize it down to that level.You need to have a primary focus and a plan to achieve it. I think our marketplace is splintered. We lack the bold, common vision. We certainly have the passion but lack the vision which is our biggest challenge.

On Thursday July 12, you spoke on behalf of Smart Business magazine at The Forum Conference Center downtown. During your presentation, you were optimistic about the Browns, and the audience response was less than agreeable. What do you see in the team that others seem to be missing?

Reflecting on my NFL days with the Philadelphia Eagles, Phil Savage was regarded as one of the top talent evaluators in the league. An NFL team and roster has over 50 players, with Defensive and Offensive squads, and Special teams. It's a huge accumulation of talent. Success isn't an overnight process, when you look at the size of the Draft and Free Agency aspects. If you can choose talent well and accumulate it over time, you'll start to see that tipping point where things advance in a positive direction. Savage's track record speaks for itself and in time, the Browns will be the beneficiary of his skills.

How do you and your family like to spend time together?

My wife Denise and our four children love the Cleveland area. My wife and I are from Pittsburgh. I think Pittsburgh and Cleveland are two of a kind. There's an intense rivalry between the two marketplaces because of their similarities-shared family values,quality of life, regional pride, and their longstanding histories.

We enjoy spending time with our kids at Conneaut Lake in Pennsylvania where we have a house. Our three girls are in competitive Cheerleading. We enjoy gathering as a family, whether it be around the kids' activities or Denise and I retreating to Conneaut Lake alone to enjoy each other's company.

What values do you and your wife Denise work to instill in your children in today's complex world?

One is to do the best at whatever you do. Try and experience different things. There are so many opportunities available to all of us. It reverts to finding your passion. You do that by experiencing different things and finding what resonates within.

We're Catholic and instill our faith in our children, which they embrace. We see the Church as community, bringing people together. Utmost, is a sense of family. We have great kids. They're good people, with each one having their own personality.

What concluding imprints do you hope to leave on Cool Cleveland readers?

First, we need to unite with a common vision, goal and purpose for Northeast Ohio and realize the region's potential. Look at Chicago. It's on the lake, has more snowfall and colder temperatures than Cleveland, and it's windier. It's a tremendous mid-West marketplace. Why not here? Why not Cleveland? I think it's all mindset and having that common vision and collective leadership.

We're blessed with three great sports teams in Cleveland that can serve as global gateways in helping present Northeast Ohio's image to the world. You talk about "Cool Cleveland." Let's make Cleveland a cool place to be. There has to be the substance to content and we certainly have the tangible substance. Now we need a common regional vision.

Lastly, I'll go off the page here and say "You have to start somewhere." Babies need to take their first steps, and, as with all life endeavors, there's an initial action. I think there's no better catalyst for Northeast Ohio's potential than the Medical Mart/Convention Center Project. We're in a very tenuous state here. Some people are saying we need to put the project on a referendum and vote on the sin tax increase. I don't think people realize that if this happens, the likelihood of the two facilities being built isn't good.

The benefits, I believe, far outweigh the negative aspects. Here we have a core competency in our marketplace with the Cleveland Clinic and University Hospitals'. They continue to show spectacular growth, positioning Cleveland as a medical hub. We have an opportunity to seize the mantle as a medical Capital. How often is it that a Convention Center can be built with private equity such as the Medical Mart as an anchor? Also, providing a steady stream of trade shows, adding to the economic vitality of our city's core. The project could be the catalyst to attract people to invest in downtown Cleveland. I think this is an opportunity right in front of us and it just has to happen. I pray that it all works out and continues to evolve as we realize the vision.

We have some incredibly talented people like Fred Nance and Chris Kennedy who'll work to make the best Medical Mart deal. Having lived in Chicago, I've seen what they've done firsthand with the Merchandise Mart. They're the best in the business.

I'm hoping that the Medical Mart and Convention Center come to be the catalyst for our region's renaissance. Ten years from now, we'll be able to reflect and recognize that the project was the spark that engineered Cleveland's turnaround and made it a world-class city.

From Cool Cleveland contributor Tim Zaun timATtimzaun.com
Photo by Nicole Morinec
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