The Broncos hiring of VP/Operations David Wass to handle
marketing and stadium issues signals the team's "belated arrival
in the 1990's" and sends a message they are "ready to get
serious" and "get up to speed" in promoting the club, according
to Rick Morrissey of the ROCKY MOUNTAIN NEWS. Morrissey notes
that in the past, the Broncos have felt no need to market
themselves because of perceived box office success and the fear
of "admitting a weakness" in the face of the arrival of baseball.
Now facing competition from the Rockies, Avalanche and Nuggets
for corporate and fan dollars, and seeking voter approval for a
new stadium, there is a new need to remain competitive in the
Denver market. Morrissey writes Wass' arrival indicates "there is
a lot of money to be made outside of tickets and TV revenue" and
that the team has "ignored those sources for too long."
HURDLES: Morrissey notes Wass' biggest obstacles will be to
overcome the perception "fostered for years by the franchise"
that it is impossible to get a ticket; confronting the marketing
success of the Rockies; and establishing relationships with
corporations that might someday buy luxury boxes. Broncos Owner
Pat Bowlen admits the team "probably could have done more" to
market itself in the past, but points out the organization was
"never really pushed to do it." Bowlen: "We're basically in the
middle of the pack approaching change. The league has changed
from an operational and marketing standpoint significantly over
the last four or five years. ... As a club, we have to take that
tack as well, especially in view of the fact that we might get a
new stadium" (ROCKY MOUNTAIN NEWS, 9/15).
