Destination Cleveland, the region's primary tourism agency, is focusing on improving perceptions of the city and boosting the regional economy. The organization has hired Spanish firm Bloom Consulting to study the relationship between place perception and economic investment. The ultimate goal is to improve perceptions of Cleveland and boost economic growth. The study will be conducted by Bloom Consulting, a firm that studies place perception, economy, safety, natural assets, and sports. In 2020, the organization released figures from a study that asked non-Clevelanders their perception of Cleveland on a scale of 1 (poor) to 10 (excellent), with Cleveland rating a 5.3 - higher than Detroit, but lower than Cincinnati, Columbus, Pittsburgh, Pittsburgh (6.0), Chicago, Chicago, and Nashville. A new initiative, the "Brag Movement," both online and in person, will encourage local residents to share what they love about Cleveland to family and friends. The virtual Brag Button will encourage locals to share content online and on Destination Cleveland’s website and social media sites.