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BLAZERS SELL TOTEM SPACE TO VISA; FOCUS ON OTHER AD METHODS
Published March 3, 1997
Trail Blazers Inc. sold the third of four media "totems" in the Rose Garden's concourse to Visa Inc., according to Jeff Manning of the Portland OREGONIAN. Construction of the 23-foot-tall totem began in mid-February and should be complete by the playoffs. Coca-Cola and Panasonic purchased space on the first two totems, but a deal with GM for the fourth totem "fell through." Manning notes that Visa "apparently is paying somewhat less" than the $395,000-per-year price Coca-Cola and Panasonic paid. Blazers VP/Sales Erin Hubert said the organization would "recoup some or all" of the revenue it gave up on the purchase price from sales of a Blazers affinity credit card that Visa will offer. In total, industry sources say Trail Blazers Inc. brings in $8M a year in signage business, and the organization is in the process of installing a $1.5M system from Health Signs of Yakima that will line the concrete ring that separates the lower bowl from upper levels with about 55 ad panels. Hubert hopes to have ten sponsors in place by next season (Portland OREGONIAN, 2/28).