SBD/12/Sports Industrialists

BULLETS PRESIDENT O'MALLEY PROFILED IN BUSINESS WEEK

     SUSAN O'MALLEY's success at selling seats at USAir Arena
while having a losing basketball team is profiled in the January
16 issue of BUSINESS WEEK.  Since O'Malley was put in charge of
business operations in 1988, the team's average attendance has
jumped from 9,814 to almost 18,000 (17,859 as of January 4).
O'Malley credits her success to "promoting games against high-
profile teams," and creating ticket packages for those games "to
avoid missing the big ones."  The big crowds for these games
prompted "others to spring for season tickets."  Pistons
President Tom Wilson  says the idea "went against the grain in
the NBA. ... But has been copied throughout the league."
According to NBA sources, the team was losing $4M a year before
O'Malley took over.  The Bullets are expected to make around
$1.5M this season (Amy Barrett, BUSINESS WEEK, 1/16 issue).
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