ST. LOUIS HIRES CONSULTANT FOR SEAT LICENSING PLAN

     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).