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Abstract
The purpose of this study was to explore the role of sport in Detroit as a tool for shaping the image of the downtown area as a tourist destination. We utilized two different sources of data collection: we interviewed a panel of local experts representing sport and tourism stakeholders in Detroit, and we also examined local and national media reports published during the World Series in 2002. Results indicated that efforts are placed on broadening the scope of events the city hosts to attract more visitors and improve the image of the downtown area, but at the same time, the major problems the city is currently experiencing send a rather dual message of the role sport plays in this city's image. Additionally, results from the media analysis produced three key themes: (1) Recovery of the city; (2) Negative image of the city; and (3) Financial woes. Overall, our findings provide mixed evidence about the role of sport as a vehicle for building a positive image of Detroit. Sport could be an image-booster for Detroit, yet any image increase is superseded by the city's other major problems (e.g. economics, population decrease).