What’s the blueprint for successfully helping a 12 billion dollar global hotel chain launch a new hotel in Ohio?Step 1:Make it feel familiar. In-hotel restaurants were named and branded with famous (and infamous) characters from local history. Step 2:Ask the locals for help. We asked every Clevelander (via social media) to capture their quintessential CLE spots for a crowd-sourced art installation. Step 3:Hire great local talent. Our recruitment campaign led to 4,000 interviews—267 of whom were hired on the spot. Step 4:Host a party in your backyard for 1.3 million people. Nothing brings a town together like a city’s first major sports championship in 52 years.