The economic impact of the Cleveland Medical Mart & Convention Center is still being formalized. Will the million-square-foot meeting and tradeshow complex be marketed more toward conventioneers spending a couple of active days in Cleveland, or will emphasis be placed on the medical mart as a "learning center" for healthcare professionals?

With these issues still coming into focus over a year out from the complex's projected opening, new senior vice president Jim Bennett believes that however the project is mapped, all roads will lead to Cleveland either for visitors arriving here for meetings and tradeshows or to see the latest in ground-breaking medical technology in a state-of-the-art setting.

Bennett, a healthcare industry veteran and resident of Cleveland since 1982, was hired in April by developer MMPI Inc. to oversee the $465 million investment. The 235,000-square-foot medical mart being constructed on the northeast corner of St. Clair and Ontario is set to house permanent showrooms focused on healthcare information technology, medical devices, health education and more. The mart is connected to a convention center located at the city's Mall and making up three-quarters of the complex's overall square footage. The convention center will feature 30 meeting rooms and a 30,000-square-foot grand ballroom offering picturesque views of Lake Erie.

Reporter Douglas J. Guth spoke with Bennett about what the project can bring to the region once it opens its doors next summer.

How many visitors are projected to visit the combined med mart/convention center each year?
We're expecting about 200,000 visitors annually. We'd like to draw 35 conventions a year; about 20 of those would be health related. We don't compare to Las Vegas or Orlando in terms of hotel rooms, so a great convention for us would bring 2,000 visitors each who would stay two nights, resulting in a $4.5 million economic impact for Cleveland. If we hit our targets on hotel stays and add in the thousands of jobs created by the complex, the impact is about $50-$75 million annually.

What is the draw of the med mart?
The overall theme is to highlight the best that is possible in healthcare, like a state-of-the-art operating room or an interesting homecare environment. We're striving to showcase healthcare that you can't see anywhere else. I've seen some of the working exhibits and they're truly terrific. We currently have 22 [exhibitors] signed up for displays, and want to have 50 or 60 by the time we open.

What role can the med mart play in attracting visitors to the area?
People visit a city for the total package. We want visitors to say Cleveland is a cool place with lots of interesting things to do. The med mart is something that doesn't exist anywhere else in the world. It's one more thing for people to come see along with the science center or Rock Hall -- another visitor attraction for healthcare professionals and others who find Cleveland an appealing weekend destination.

In what ways are you working with the city and/or local advocacy groups to help market the center?
The complex is part of a coordinated civic effort with many pieces to it. We're part of the Destination Cleveland program (a five-year plan to make the city more appealing to travelers) run by Positively Cleveland to bring people downtown who wouldn't be here normally.

We're also working with BioEnterprise and other members of the healthcare community. BioEnterprise has been helpful in two ways: They've provided staff to help finalize the med mart strategy. In addition, they can bring us 12 to 18 meetings a year as a "customer." It's grassroots marketing. Buying media space in trade journals is one thing, but what's more helpful is to work with those who want us to succeed because of the ways we can benefit Cleveland.

What kind of impact can positive national attention have on your work?
It builds momentum. We want meeting planners to say to their members, "We're going to Cleveland and you should be happy about it" without getting groans. Our "topping out" ceremony (signaling the structure had reached its zenith) was picked up by 200 different newspapers. Positive media has created a rising tide of enthusiasm and customer acceptance about coming to the region.

What is your message to Clevelanders who may still be skeptical about the project?
After seven years of hearing about the complex, the city has a right to be skeptical. I understand if words don't help anymore, so judge us by our performance. We are building on time and on budget. This is an exciting, complicated project that I'm optimistic can have a huge impact on the city. If the complex brings visitors and economic activity to Cleveland, we will consider it to be a success. I'm excited to be a part of it.

Photos Bob Perkoski