Lay of The Land #230: Kaitie & Kyle Nickel (Cleveland Vibes) — All Things Positive in Cleveland
Kaitie and Kyle Nickel are entrepreneurs, storytellers, and community builders based in Cleveland. They have grown beloved brands such as Cleveland Vibes, The Cleveland Market, and Cleve or Leave to reach hundreds of thousands of followers and many millions of people.
Their work is driven by a shared goal: to connect people, celebrate local culture, and inspire growth. Passionate about empowering small businesses and shaping Cleveland’s cultural identity, Kaitie and Kyle have built a family business that blends storytelling, innovation, and community into something uniquely impactful.
In our conversation, we discuss the origins of Cleveland Vibes and how it became a platform for positive storytelling. We explore how the couple is reframing Cleveland’s narrative and brand for a new generation, and how their work has evolved from social media into events, agency projects, and viral cultural moments. We also talk about what it means to build a family business and define success through community impact.
Kaitie and Kyle are doing incredible work telling Cleveland’s story, and I’m excited to share our conversation with you today.
00:00:00 - Introduction and Setting the Stage
00:02:53 - Discovering Cleveland: A New Perspective
00:05:36 - Kaitie’s Journey: From Nursing to Creative Storytelling
00:08:00 - The Storytelling Challenge: Changing Perceptions of Cleveland
00:12:20 - The Birth of Cleveland Vibes: A Community Movement
00:17:04 - Cleveland Vibes Today: More Than Just Social Media
00:18:18 - Building an Audience: The Power of Community
00:23:43 - Entrepreneurial Lessons: Building Together
00:27:10 - Cleve or Leave: A New Brand Emerges
00:29:52 - Creative Process: Froggy’s Journey to Fame
00:33:52 - Preparing for Viral Moments
00:37:59 - The Creative Playground
00:39:43 - Defining Success and Vision
00:44:42 - Changing Perceptions of Cleveland
00:49:02 - The Brand of Cleveland
00:51:37 - Hidden Gems
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LINKS:
https://clevelandvibes.com/
https://www.facebook.com/clevelandvibes/
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SPONSOR:
Roundstone Insurance is proud to sponsor Lay of The Land. Founder and CEO, Michael Schroeder, has committed full-year support for the podcast, recognizing its alignment with the company’s passion for entrepreneurship, innovation, and community leadership.
Headquartered in Rocky River, Ohio, Roundstone was founded in 2005 with a vision to deliver better healthcare outcomes at a more affordable cost. To bring that vision to life, the company pioneered the group medical captive model — a self-funded health insurance solution that provides small and mid-sized businesses with greater control and significant savings.
Over the past two decades, Roundstone has grown rapidly, creating nearly 200 jobs in Northeast Ohio. The company works closely with employers and benefits advisors to navigate the complexities of commercial health insurance and build custom plans that prioritize employee well-being over shareholder returns. By focusing on aligned incentives and better health outcomes, Roundstone is helping businesses save thousands in Per Employee Per Year healthcare costs.
Roundstone Insurance — Built for entrepreneurs. Backed by innovation. Committed to Cleveland.
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Past guests include Justin Bibb (Mayor of Cleveland), Pat Conway (Great Lakes Brewing), Steve Potash (OverDrive), Umberto P. Fedeli (The Fedeli Group), Lila Mills (Signal Cleveland), Stewart Kohl (The Riverside Company), Mitch Kroll (Findaway — Acquired by Spotify), and over 200 other Cleveland Entrepreneurs.
Connect with Jeffrey Stern on LinkedIn — https://www.linkedin.com/in/jeffreypstern/
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