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ST. LOUIS HIRES CONSULTANT FOR SEAT LICENSING PLAN
Published September 28, 1994
FANS Inc., the group spearheading the effort to lure the Rams to St. Louis, has said that instituting a permanent seat licensing (PSL) program is the best way to lure the Rams. To aid the campaign, FANS has retained the services of "marketing whiz" Max Muhleman of Charlotte, as a consultant. Muhleman "was the brainchild" behind the PSL program that helped Charlotte land an NFL franchise. Muhleman's plan in Charlotte helped the franchise get the $150M to build a stadium. St. Louis does not need to raise $150M to "meet the Rams' wish list." But the city needs about: $30M to pay off the "bonded indebtedness" at Anaheim Stadium; $15M to build a practice facility; $15M to pay the NFL's relocation fee; and $8M to buy out beer distributor Jerry Clinton's share of the stadium lease -- a minimum of at least $70M. St. Louis' PSL program probably will seek to raise a minimum of $50M, with the rest possibly coming from selling the naming rights to the city's domed stadium (Jim Thomas, ST. LOUIS POST-DISPATCH, 9/28).