Episode 88: Commissioning a Legacy

In this episode of Marketing Moves, we sat down with Laura Gray, Director of Development, and Nick Lippert, Managing Director of the USS Cleveland Legacy Foundation, to talk about the city’s unique role in Navy history. Established in 2019, the foundation is preparing for the commissioning of the fourth USS Cleveland, a Littoral Combat Ship that represents both advanced naval innovation and Cleveland pride. We explore how grassroots fundraising and corporate partnerships are fueling this effort, how the crew of young sailors is connecting with the community as “Cleveland’s hometown team,” and why marketing and engagement have been central to building momentum. From social media strategy and creative fundraisers to strengthening ties with local organizations, this conversation highlights how the USS Cleveland is becoming a powerful symbol for both the Navy and the city it represents.

When the U.S. Navy announced in 2019 that a new warship would carry the name USS Cleveland, it set in motion a once-in-a-generation moment for the city. For the first time in history, a U.S. Navy ship will be commissioned on Ohio’s shores. Behind the effort is the USS Cleveland Legacy Foundation, led by passionate advocates like Laura Gray, Director of Development, and Nick Lippert, Managing Director.

On a recent episode of Marketing Moves, the two shared how the foundation is rallying community pride, corporate support, and creative marketing to prepare for the ship’s arrival. Their story is one of service, history, and the power of community coming together to celebrate something bigger than themselves.

Laura Gray brings a diverse background in nonprofits, manufacturing, and professional services, most recently with the ALS Foundation. When the opportunity arose to join the USS Cleveland Legacy Foundation, she embraced it as a way to serve both her community and country.

Nick Lippert, a Cleveland native and former Naval officer, joined the foundation after completing a deployment in the Middle East. For him, the role represents a homecoming—an opportunity to serve the people he once stood beside while reconnecting with the city he calls home.

Together, Gray and Lippert form a dynamic team focused on honoring sailors and building bonds between Cleveland and the Navy.

In 250 years of Navy history, there have been 81 ships named after Ohio cities or the state itself. Yet, the USS Cleveland will be the first ever commissioned in Ohio. For Northeast Ohio, this milestone is historic—an event that ties the region’s industrial roots, community pride, and military legacy together.

The ship itself, a Littoral Combat Ship (LCS), is both powerful and modern. Measuring nearly 400 feet long, it uses water jet propulsion (like a “giant jet ski”) to operate at high speeds in shallow waters. Its crew is lean—about 90 to 100 sailors, with an average age of just 22. These young men and women shoulder extraordinary responsibility, managing advanced technology and multimillion-dollar equipment.

As Gray emphasizes, the crew should be seen as “Cleveland’s hometown team.” Just as fans rally behind the Guardians, Browns, or Cavs, the city now has sailors to embrace and celebrate.

The foundation’s mission extends beyond commissioning day. Their goal is to create lasting bonds between Cleveland and the ship’s crew. That means helping sailors’ families travel to Cleveland for the commissioning, organizing events to showcase the city, and ensuring crew members feel embraced by the community.

Fundraising has been central to this effort. From large corporate sponsors to grassroots support from local veterans’ groups, the foundation has seen overwhelming generosity. Still, awareness remains a challenge. Many Clevelanders are only now learning about the ship and its significance.

That’s where creative marketing comes in. The team has leaned on social media, influencer collaborations, grassroots outreach at events, and even hype videos to spread the word. They’ve grown their digital platforms significantly and are preparing a full campaign as commissioning approaches.

Launching awareness from scratch hasn’t been without hurdles. Gray jokes that some people thought she was “working for the Goodtime” cruise ship—or confused the effort with the Cleveland Cod submarine. Others only knew of past criticisms surrounding early Littoral Combat Ships.

But for Gray and Lippert, these misconceptions are opportunities. Every conversation is a chance to share the true story: a historic Navy ship built with Cleveland pride, carrying the city’s name around the globe.

Even the ship itself reflects the region’s industrial backbone. From Cleveland-Cliffs steel to Lincoln Electric welding torches to Sherwin-Williams coatings, countless local companies have contributed parts and expertise. In Gray’s words: “The ship is literally a Cleveland ship.”

To fuel fundraising and community engagement, the foundation hosts signature events. One highlight is the Nautically Brunch, a lively fundraiser featuring champagne, oysters, a swimwear fashion show, and Cleveland Whiskey tastings. Beyond fundraising, events like this introduce new audiences to the mission and help spread excitement leading up to commissioning.

The team also brings the story into existing Cleveland traditions—from Armed Forces Day at a Guardians game to the city’s Air Show—ensuring the USS Cleveland is woven into the fabric of community life.

Beyond the Navy, the USS Cleveland is a marketing opportunity for the city itself. As the ship travels the globe, Cleveland’s name will be seen in ports worldwide. Sailors will carry with them a piece of the city’s pride, values, and resilience.

For Gray and Lippert, the most powerful message is simple: the USS Cleveland should feel like home for its crew. Whether stationed in the Middle East or Southeast Asia, sailors will know that Clevelanders are behind them, cheering them on as their own.

The commissioning of the USS Cleveland is more than a Navy milestone—it’s a moment for the city to showcase its pride, resilience, and heart on a global stage. As the crew embarks on their journey, Clevelanders have the opportunity to ensure they feel supported, celebrated, and forever tied to the city whose name they carry. This ship is not just a vessel of defense—it’s a vessel of community, connection, and legacy.