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Positively Cleveland unveiled its new destination branding campaign last month in a presentation led by Positively Cleveland President & CEO David Gilbert. The organization's 2012 federal tax return shows Gilbert's compensation was $536,000.

((Lonnie Timmons III/The Plain Dealer))

CLEVELAND, Ohio -- Cleveland's new branding campaign includes the message that our region offers world-class experiences without the world-class ego – or price tag.

Unfortunately, the same can't be said of the compensation package for David Gilbert, who heads Positively Cleveland, Northeast Ohio's convention and visitors bureau, the organization behind the new campaign that plays up the city's grit and lack of pretense.

Gilbert received $536,000 in 2012, making him the highest-paid convention and visitors bureau chief among those in comparable markets, according to a review of available federal tax records.

His supporters say the fact Gilbert earns more than his counterparts elsewhere is justified by the fact he also serves as head of the Greater Cleveland Sports Commission. Even so, wearing multiple hats doesn't mean Gilbert is working multiple jobs.

The sports commission -- which Gilbert runs from the same office – paid half the cost of his salary and benefits.

Gilbert's compensation package includes a base salary of $356,000 and a retention and performance bonus of $155,000, according to Positively Cleveland's 2012 tax return, which can be viewed in the box below. Retirement payments and other benefits are valued at $25,000.

Only the head of Indianapolis' convention and visitors bureau had a higher base salary - $422,000 - that year. But Indianapolis' leader, who oversees a larger organization, did not receive a bonus, which meant his total compensation fell below Gilbert's. The leaders of convention and visitors bureaus in Cincinnati, Columbus, Milwaukee and Pittsburgh all had smaller base salaries and bonuses than Gilbert. You can review a head-to-head comparison by clicking here.

Taxpayers should care. Much of the money that goes into Gilbert's salary is tax money.

Positively Cleveland's revenue in 2012 was $8.5 million. A little more than 90 percent of the revenue comes from taxes paid by people staying in hotels in Cuyahoga County. The county charges a 5.5 percent bed tax on hotel stays. Three percent of the money collected from that tax that goes to Positively Cleveland. (And a portion of that 3 percent goes to pay for stadium debt and the new convention center.)

The sports commission had revenues of $4.4 million in 2012. A little more than $1 million of that came from government grants. The sports commission generated the rest from sporting events it sponsored and from other grants and fees.

In a written statement, the board leaders from Positively Cleveland and the sports commission said Gilbert's contributions justify his salary and bonus.

"He wears two hats, and David is unique in that regard," said Cleveland Cavaliers CEO Len Komoroski, who is chairman of Positively Cleveland's board of trustees. "He has enormous responsibility. There are plenty of organizations across the country that would love to poach David. We need to keep him."

Fred DiSanto, CEO of Ancora Group and chairman of the sports commission, said Gilbert has "identified efficiencies" that have made both organizations "more effective economic development organizations."

The arrangement between Positively Cleveland and the sports commission is unusual – and not necessarily permanent. Separate people ran the two organizations until 2011, when Gilbert, who was already in charge of the sports commission, took on the duties of both.

The back story is a testament to Gilbert's reputation. Some civic leaders wanted Gilbert to lead Positively Cleveland, but he liked leading the sports commission too much to leave. So civic leaders created this hybrid arrangement to share Gilbert. The deal came with a significant pay bump for Gilbert, whose total compensation in 2010 at the sports commission was $302,000, according to tax records.

Today, Gilbert manages about 45 people at Positively Cleveland and about 14 at the sports commission. Yet, the organizations insist they are completely independent of one another.

But the fact that the same guy can run both organizations means one of the organizations – most likely the sports commission – does not need a full-time leader.

A committee comprising members of both boards jointly develops Gilbert's compensation package, which has included multi-year retention, performance and discretionary bonuses. Gilbert sets the goals for each organization, which must win approval of the respective boards.

"He sets the bar high, and he does an extraordinary job meeting those goals," Komoroski said. "David gives these organizations the best bang for their buck."

For every couple of years that Gilbert stays put, he gets a retention bonus, tax returns show. I do not doubt that other public and private sector organizations approach Gilbert with job offers. But his retention bonus is way too generous – especially when compared to others who hold similar positions elsewhere.

Positively Cleveland and the sports commission are not yet required to release their 2013 tax return. But, at my request, Positively Cleveland provided me with Gilbert's most recent compensation figures. Last year, the two organizations paid Gilbert a base salary of $325,000.

His performance bonus: $100,000.

That's certainly world-class cash.